Note: By submitting this form, you agree to Third Door Media’s terms. We respect your privacy. Success on Amazon can best be described as a game of tactics, with brands needing to constantly adjust to the practices of new competitors, consumer behavior or changes within Amazon itself.

For companies looking to push their way to the top, or stay there, it can be tempting to minimize the chaos of Amazon by holding on to seeming “best practices” from years past. Between my work and what I see across the e-commerce landscape, it’s clear that brands need to let go of some of these prior practices to address the current market realities of e-commerce.

Additionally, by fostering better interdepartmental collaboration, tactics can better roll up to larger strategic goals and long-term sales growth. Following are the three myths you need to stop believing in.

Of course, you want as many five-star reviews as you can get, but across verticals and price points, consumers care much more about the sheer number of reviews on a page rather than the overall rating. The examples below are from a recent analysis our company made of more than 335,000 tools and home improvement pages on Amazon, along with a consumer survey we conducted in early 2018.

In the first graph, top performers are products in the top 10 percent of Amazon sales rank at that price point, while poor performers are those products in the bottom 10 percent by the same metric. The second chart shows how many reviews people needed to reassure them before they make a purchase. Read more from…

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