15 proven and tested strategies to increase sales on Amazon

With over 2 million active sellers competing for customer attention, succeeding on Amazon requires more than just listing products and hoping for the best. The most successful sellers consistently implement proven strategies that give them an edge in this hyper-competitive marketplace.

Most Amazon businesses struggle with the same fundamental challenges: finding profitable products, managing inventory effectively, optimizing listings, and maintaining strong performance metrics. 

But these challenges aren’t impossible. They just require the right approach.

Let’s dive into these battle-tested strategies that can significantly boost your Amazon sales in 2025.

Strategy #1: Select winning products and categories

The foundation of Amazon success begins with choosing the right products to sell. Even perfect execution can’t save a product with low demand or unsustainable margins. Your product selection decisions will impact everything from inventory costs to advertising efficiency.

Start by leveraging Amazon’s built-in research tools: Best Sellers, Movers & Shakers, and Hot New Releases provide instant insights into what’s currently selling well. Going deeper, the Product Opportunity Explorer offers a comprehensive analysis of customer search volume, seasonality, and potential market gaps that represent untapped opportunities.

When evaluating potential products, prioritize consistent demand over passing fads. The ideal product maintains steady sales throughout the year, with reasonable competition and healthy margins after Amazon’s fees. You can also use Amazon’s Revenue Calculator to estimate true profitability after accounting for referral, fulfillment, and storage fees.

High-potential niches typically share common characteristics: low return rates, product durability, affordability for impulse purchases, and strong keyword potential. To minimize competition, target specific subcategories rather than crowded main categories—”eco-friendly silicone baby bibs” will face fewer competitors than generic “baby products.”

For data-driven product research, tools like ScoutX provide profitability estimates and competitive analysis across Amazon marketplaces. This approach helps you identify lucrative opportunities that less sophisticated sellers often overlook in the Amazon marketplace.

Strategy #2: Strategic product sourcing

Once you’ve identified promising products, your sourcing strategy determines your profit margins and product quality. How and where you source directly impacts everything from customer satisfaction to long-term scalability. Successful Amazon sellers often diversify their sourcing methods to minimize risk.

Wholesale sourcing involves purchasing bulk inventory directly from authorized distributors. This approach helps you scale faster but requires more upfront capital and established supplier relationships. For those with limited startup funds, online arbitrage—buying discounted products from other retailers to resell on Amazon—offers lower barriers to entry with potentially strong returns.

To make online arbitrage more efficient, tools like Tactical Arbitrage automate the process of finding profitable opportunities. The software analyzes thousands of potential products across multiple retailers, calculating ROI and checking for selling restrictions in real time. 

Similarly, for retail arbitrage, ScoutIQ and Scoutify help you instantly evaluate in-store finds for profitability, taking the guesswork out of sourcing decisions.

But beyond finding products, building reliable supplier relationships becomes crucial for long-term success. Source from reputable suppliers, request samples before placing bulk orders, and negotiate favorable terms for minimum order quantities and payment schedules. Creating a diverse supplier base protects you from dependency on a single source and ensures business continuity even when individual suppliers face challenges.

Quality control should never be an afterthought in your sourcing strategy as well. Implement strict processes to ensure positive reviews, including pre-shipment inspections through third-party QA companies, standardized packaging and labeling compliance, and clear return/defect thresholds with suppliers. 

Remember that high-quality sourcing leads directly to fewer negative reviews, better Buy Box eligibility, and stronger sales velocity—all key components of Amazon success.

Strategy #3: Optimize inventory management

Poor inventory management can derail even the most promising Amazon business. Stockouts hurt your sales rank, Buy Box eligibility, and customer trust, while overstocking leads to higher storage fees and cash flow problems.

Prevent stockouts by monitoring sell-through rates and maintaining safety stock buffers based on historical sales velocity and supplier lead times. Apply ABC analysis to your inventory: category A products (high-value, fast-moving items) require daily monitoring, while category C (slow movers) need less frequent attention.

Seasonal planning is essential as well, especially for Q4 holidays, Prime Day, Black Friday, and Cyber Monday. Analyze year-over-year seasonal demand patterns and prepare 2-4 months ahead for major shopping events. Factor in longer inbound shipping times during peak congestion periods.

Track key metrics like Inventory Performance Index (IPI), sell-through rate, and aged inventory percentage. Amazon uses your IPI score (aim for above 400) to determine FBA capacity limits, so maintaining healthy inventory levels directly impacts your growth potential.

InventoryLab streamlines this process with advanced inventory tracking, accounting, and profitability analysis. The software integrates with the sourcing tools we mentioned earlier—ScoutX and Scoutify—to help you make data-driven decisions about what to restock and when.

Strategy #4: Master fulfillment options

Your fulfillment strategy significantly impacts sales velocity and customer satisfaction. Understanding the pros and cons of different options helps you make smart choices.

Fulfillment by Amazon (FBA) offers substantial benefits: Prime badge eligibility, fast shipping, and customer service handled by Amazon. Products fulfilled through FBA typically convert 2-3 times better than merchant-fulfilled alternatives. FBA also increases your chances of winning the Buy Box and enables access to global markets.

Fulfillment by Merchant (FBM) makes more sense for products with low margins (avoiding high FBA fees), oversized items, customizable products, or slow-moving inventory. Many successful sellers implement a hybrid approach, using both FBA and FBM to mitigate risks during peak seasons or inventory restrictions.

For FBA, reduce packaging size and weight to lower fees. For FBM, negotiate carrier discounts or use Amazon Buy Shipping for better rates. Monitor storage limits and fees carefully, moving excess stock through promotions to avoid aged inventory surcharges.

Strategy #5: Optimize pricing strategies

Your pricing strategy directly impacts both sales velocity and profitability. Static pricing rarely works in Amazon’s dynamic marketplace.

Implement automated repricing to adjust prices based on market conditions in real time. This approach helps you stay competitive without constant manual monitoring and increases your chances of winning the Buy Box. You can use rule-based repricing (always price 1-2% below competitors) or a more sophisticated algorithmic repricing that considers inventory levels, seasonality, and competitor movements.

Conduct regular competitive analysis by benchmarking against direct competitors selling identical ASINs and indirect competitors in the same category. Remember that Amazon’s Marketplace Fair Pricing Policy checks for lower prices outside the marketplace, so maintain price parity across channels.

SmartRepricer offers AI-driven repricing that helps with everything we just said. The tool supports customizable rules, monitors competitor activity across marketplaces, and helps balance margin protection against sales velocity.

When using this app (or any tool of your choosing), test different price points to understand your products’ price elasticity—how sales velocity and conversion rates respond to price changes. Then, gradually adjust pricing to track changes without alienating customers and identify products with inelastic demand (where customers prioritize quality over price) versus highly elastic items where small price changes dramatically shift sales.

Strategy #6: Generate and manage customer reviews

Reviews significantly influence buying decisions and directly impact your sales and conversion rates. With most shoppers consulting reviews before purchasing, your review profile can make or break your product’s success, regardless of how well you execute other strategies.

Implementing compliant review generation strategies is essential for sustainable growth. You have to always stay within Amazon’s strict guidelines to avoid account suspension risks. 

Use Amazon’s “Request a Review” button in Seller Central to send official review requests that are fully compliant with their terms of service. For brand-registered sellers, enrolling products in Amazon Vine provides access to trusted reviewers who provide detailed, honest feedback that builds buyer confidence.

You can also automate the review request process to increase your response rate without adding manual work. FeedbackWhiz Emails does this by sending messages at the time of your choosing or at an optimal time after delivery, following all Amazon guidelines while maximizing review conversions. This systematic approach ensures no opportunity for feedback is missed, even as your order volume scales.

Strategy #7: Provide exceptional customer service

Customer service directly impacts your seller metrics, Buy Box eligibility, and account health. Amazon requires sellers to respond to buyer messages within 24 hours, but faster responses significantly improve customer satisfaction.

Create templates for frequently asked questions about shipping times, returns, and product details to shorten response cycles. Set up automated alerts so no customer message goes unanswered, especially during weekends and holidays when many sellers are less attentive.

Multichannel Pro’s helpdesk features can help in this regard. With this platform, you can centralize customer inquiries from Amazon and other marketplaces into one inbox. The system can also automate responses for repetitive questions, set SLA timers for priority tickets, and provide personalized responses faster with AI-driven templates and order context.

Strategy #8: Win the Buy Box consistently

Several factors determine Buy Box eligibility: price competitiveness, fulfillment method (with FBA or Seller-Fulfilled Prime preferred), performance metrics, inventory availability, and seller ratings. Your Order Defect Rate must also stay below 1%, Pre-Fulfillment Cancel Rate below 2.5%, and Late Shipment Rate below 4%.

Implementing dynamic repricing with tools like SmartRepricer to remain price-competitive without sacrificing margins is a good way to win that coveted spot. Then, use FBA to leverage Prime shipping benefits, or if using FBM, focus on fast delivery (2-day minimum) to compete effectively. Also, maintain healthy inventory levels and optimize customer service metrics.

Monitor your Buy Box percentage using Seller Central’s Business Reports. Watch for sudden drops, which often result from competitors lowering prices, inventory running low, or declining customer metrics. Consider using a hybrid FBA/FBM approach to keep listings active if FBA stock depletes.

Strategy #9: Optimize product listings with keywords

Even the best products won’t sell if customers can’t find them. Keyword optimization connects your listings to relevant customer searches.

Amazon’s A10 search algorithm prioritizes listings that convert well, making proper keyword targeting essential for both ranking and visibility. Without optimized keywords, quality products remain invisible in search results.

Use Amazon Brand Analytics (Search Query Performance, Top Search Terms) to identify high-value keywords. Mine competitor listings and reviews to discover long-tail keyword opportunities that might have less competition.

Then, strategically place keywords in your title (primary keywords, under 200 characters), bullet points (feature and benefit-driven with secondary keywords), description (persuasive copy with natural keyword inclusion), and backend search terms (synonyms, misspellings, alternative names).

Avoid keyword stuffing, though, as this can lead to listing suppression. Instead, focus on conversion-driven metrics like click-through rate and conversion rate, not just keyword placement. Remember that A10 rewards products demonstrating buyer satisfaction.

Strategy #10: Create visual content that drives conversions

Images and videos often determine whether a customer clicks on your listing and ultimately makes a purchase. In the increasingly visual Amazon marketplace, high-quality visuals directly impact conversion rates and can compensate for price differences against competitors.

Your main image serves as your product’s first impression and must follow Amazon’s strict requirements:

• Use a pure white background (RGB 255,255,255) with the product filling at least 85% of the frame to maximize visibility. 
• Ensure high resolution (minimum 1000px on the longest side) to enable Amazon’s zoom function, which shoppers frequently use to examine product details before purchasing. 

Beyond the main image, secondary images should tell a complete product story through different visual approaches:

• Include lifestyle shots showing your product in real-world scenarios, helping customers envision using it themselves. 
• Create informative infographics that summarize key features and benefits, saving shoppers time while highlighting selling points. 
• Add comparison charts demonstrating advantages over competitors, detail close-ups showcasing quality, and instructional images showing assembly or application to answer common pre-purchase questions.

Video content takes your visual storytelling to another level, too. Upload videos through A+ Content or Amazon Storefronts to enhance your listings. Consider creating several types: explainer videos demonstrating how the product solves problems, unboxing experiences building purchase excitement, customer testimonials building trust through social proof, or feature highlights emphasizing key benefits that might be missed in static images.

Strategy #11: Enhance brand presence with Amazon tools

Building a cohesive brand presence on Amazon helps differentiate your products and build customer loyalty. Amazon offers several powerful tools for brand-registered sellers:

1. Create a multi-page Amazon Store to showcase your complete product line. This free feature provides a centralized hub for your brand with dedicated analytics tracking page views, sales, and traffic sources. Use the drag-and-drop editor to design immersive pages with rich media, grouping products into collections like “Bestsellers” or “New Arrivals.”
2. Implement A+ Content (formerly Enhanced Brand Content) to upgrade your product detail pages with high-quality images, videos, comparison charts, and custom text modules. This enhanced content typically increases conversion rates by 8-20% while reducing returns through better product information.
3. Develop your Brand Story module to highlight your mission, values, and brand journey. This section appears below A+ Content and helps build emotional connections beyond transactional selling. Showcase authenticity through sustainability practices, founder stories, or craftsmanship details.
4. Leverage Brand Analytics dashboards to gain competitive insights on search query performance, top search terms, market basket analysis, and customer demographics. Use this data to identify missed keywords, track share of voice compared to competitors, and optimize advertising campaigns for better visibility.

Strategy #12: Implement effective Amazon PPC campaigns

Amazon PPC advertising helps drive visibility and sales, especially for new products or in competitive categories. Understanding the different ad types, placements, and optimization strategies is crucial.

Amazon offers several PPC formats: Sponsored Products (ads for individual listings), Sponsored Brands (featuring your logo, headline, and multiple products), and Sponsored Display (retargeting ads). All use a cost-per-click model, where you pay only when shoppers click your ads.

Start with a balanced budget allocation: approximately 70% to Sponsored Products, 20% to Sponsored Brands, and 10% to Sponsored Display. Scale budgets toward campaigns with the highest Return on Ad Spend (ROAS) and lowest Advertising Cost of Sales (ACOS). Increase budgets during seasonal peaks like Prime Day and Q4 holidays.

Strategy #13: Use Amazon promotions and deals strategically

Strategic promotions can dramatically increase visibility and sales velocity. Amazon offers multiple promotional tools for different objectives.

Percentage-off promotions offer tiered discounts (like “Save 15% when you buy 3”), while Buy One Get One offers encourage multi-unit purchases. Social media promo codes work well for influencer campaigns or email marketing. Meanwhile, coupons appear as digital clip-and-save discounts displayed in search results and on product pages.

Lightning Deals provide limited-time offers (4-12 hours) with prominent placement on the Deals page. Best Deals run for several days with high visibility. Both options drive traffic and create urgency that boosts conversion rates.

Time your promotions strategically around peak shopping events like Prime Day, Black Friday, and Q4 holidays. Use promotions during slower periods to boost visibility and move stagnant inventory. Align offers with seasonal relevance (like outdoor gear promotions in summer) and create urgency with short, time-sensitive offers.

Each promotion type has distinct advantages: Lightning Deals offer maximum visibility but cost more to run and require higher product ratings (4+ stars). Coupons appear across search results but incur redemption costs plus per-coupon fees. Promo codes provide flexibility for targeted campaigns but have limited visibility unless actively promoted.

Track key metrics to measure promotion effectiveness: sales lift during and after the promotion, redemption rates for coupons and codes, impact on organic rank, and ROI compared to promotion costs. Use Seller Central promotion reports to visualize performance and refine future strategies.

Strategy #14: Analyze and act on performance data

Data-driven decisions separate top Amazon sellers from the rest. Tracking the right metrics and taking appropriate action makes the difference between growth and stagnation.

Monitor sales performance (gross sales, net sales, units sold), profitability metrics (gross margin, contribution margin, net profit), inventory metrics (IPI score, sell-through rate, excess inventory percentage), advertising metrics (ACOS, TACOS, ROAS), customer metrics (review ratings, return rate), and Buy Box percentage.

Amazon provides several built-in analytics tools: Brand Analytics offers insights on customer search queries and demographics, while Business Reports track sales, sessions, and conversion rates. Third-party tools like InventoryLab Accounting and FeedbackWhiz Profits provide deeper analysis of profit and loss, integrating COGS, fees, advertising, and promotion costs.

Turn this data into action by identifying low-performing ASINs for listing improvement or liquidation, doubling down on high-converting keywords, adjusting inventory strategies based on product performance, and addressing product issues revealed through customer reviews and returns. Then, benchmark your performance against competitors by comparing pricing, review counts and ratings, keyword rankings, and ad visibility.

Strategy #15: Expand your product line strategically

Strategic product expansion builds on your existing success and increases customer lifetime value. The key is selecting complementary products with proven demand.

Use Market Basket Analysis in Brand Analytics to see which products customers frequently purchase together. Monitor customer reviews and Q&A sections to identify unmet needs or potential product add-ons. Analyze competitor catalogs to spot gaps you could fill with your own offerings.

You can also create virtual bundles combining 2-5 complementary products on a single detail page. Bundle frequently co-purchased items based on your Brand Analytics data. Offer tiered promotions (Buy 2, get 10% off; Buy 3, get 15% off) to increase average order value.

Your Amazon growth roadmap

These 15 strategies create a comprehensive framework for Amazon selling success. Rather than attempting to implement everything simultaneously, the most effective approach focuses on mastering a few key strategies initially, then expanding as you build competence and see results.

Start with the fundamental building blocks: product selection, inventory management, and listing optimization provide the essential foundation for everything else. Without the right products, sufficient inventory, and discoverable listings, other optimizations yield limited returns. Once these core elements stabilize, layer in pricing optimization, review generation, and advertising campaigns to accelerate growth and strengthen your competitive position.

To simplify implementation, try Seller 365 and get 10 Amazon seller apps in a single subscription:

• Tactical Arbitrage, ScoutX, Scoutify, and ScoutIQ for product sourcing
• InventoryLab for prep and ship
• SmartRepricer, FeedbackWhiz Emails, and Alerts for winning the sale
• FeedbackWhiz Profits and InventoryLab Accounting for managing your profits

With these solutions and the strategies outlined above, you’ll be more than equipped to take Amazon by storm. Just remember that success on Amazon rarely happens overnight. The marketplace rewards consistent improvement and data-driven decision-making over quick fixes or shortcuts. 

Each optimization you implement compounds over time, gradually creating sustainable competitive advantages that translate to long-term sales growth. This patient, systematic approach distinguishes sellers who build lasting businesses from those who experience temporary success followed by decline.