Why You Should Market to the Amazon Algorithm Too with Tim Wilson

What if the secret to Amazon success isn't about outsmarting competitors, but about seducing an algorithm? Tim Wilson from Product Wind reveals how his team identified seven specific signals that make Amazon's algorithm fall in love with products, whilst most brands unknowingly fight the wrong war.

We explore Tim's revolutionary approach to Amazon marketing, moving from traditional social media buzz campaigns to what he calls 'marketing to the algorithm.' Through real examples including a French company with 0.1% conversion rates and a pregnancy pillow brand discovering unexpected use cases, Tim demonstrates why mastering fundamentals and understanding algorithmic signals creates sustainable competitive advantages.

Key Point Timestamps:

02:52 - The biggest Amazon problem everyone's making

08:17 - Why 70% of shoppers don't read descriptions

16:31 - The power of user-generated content collages

23:04 - Marketing to the algorithm strategy

30:16 - The seven signals Amazon's algorithm values

33:05 - Orchestrating 500-person 'armies' for external traffic

45:58 - Top tip: Engage with customers who love you most

The Fundamental Problem Everyone's Missing (02:52)

Tim identifies the single biggest issue stopping Amazon success: poorly optimised product detail pages. He shares a striking example of a French consumer products company where traffic was "off the charts" but sales didn't follow.

"I'm still shocked at the PDPs that I see that are in no way optimised and ready for prime time," Tim explains. The company's conversion rate was 0.1% when the category average was 3.5% - revealing not a traffic problem, but a fundamental conversion issue.

This highlights why you can't build sustainable Amazon success on weak foundations, regardless of advertising spend. The fundamentals must be mastered first.

The Image Stack Revolution (08:17)

Tim reveals that 70% of shoppers make purchasing decisions based entirely on images, not product descriptions. "I don't even look at all seven images. I go to like two or three and make my decision," he admits.

The most successful brands tell evolving stories through their image stacks. Tim shares how a pregnancy pillow company discovered customers using their product in cars and on planes - use cases completely missing from their original images.

The lesson? Product detail pages aren't "set it and forget it" situations. They're living, breathing entities that should evolve as you discover how customers actually use your products.

Marketing to the Algorithm Strategy (23:04)

Tim's core insight challenges conventional thinking: "These marketplaces are algorithmically driven. It's this algorithm that's really determining your product's success."

He draws a parallel to old-school retail: ten years ago, you'd wine and dine buyers to get better shelf placement. "That person has been replaced by an algorithm." But just because it's technology doesn't mean you can't influence it.

"An algorithm just needs data. So why not give it exactly the data it loves?" This philosophy underpins Product Wind's approach of providing Amazon's algorithm with the specific signals it values most.

The Orchestrated Army Approach (33:05)

Instead of hoping for viral social media moments, Tim's team orchestrates coordinated actions from hundreds or thousands of people. "We might work with 500 or even a thousand people. It's like an organised army."

The mathematics are compelling: 500 people driving 20 clicks each equals 10,000 coordinated visits to Amazon listings. These visits are timed strategically to send the right signals to Amazon's algorithm.

The approach scales based on competition level. An infant nasal aspirator in a low-competition category might need only 50 people, whilst consumer electronics competing with Bose and Sony requires much more "noise" to get algorithmic attention.

Today's Guest

Today's guest: Tim Wilson

Company: Product Wind

Website: productwind.com

LinkedIn: Connect with Tim on LinkedIn