Marketplace & Amazon Marketing

Name: Marketplace & Amazon Marketing
Availability: InStock

Learn the core mechanics of selling on Amazon and major marketplaces: listing optimization, sponsored advertising, and Buy Box strategy. Build a repeatable system that drives visibility, conversions, and sustainable margin.

First-time and early-stage Amazon sellers who want a structured, practical system for listing optimization, paid advertising, and marketplace growth.

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Course content

How the A9/A10 Algorithm Ranks Products45m

Keyword Research That Actually Moves Rank45m

Building a High-Converting Listing Structure45m

Sponsored Products Campaign Architecture45m

ACoS, TACoS, and Bid Calculation45m

Sponsored Brands, Display, and Product Targeting45m

Buy Box Mechanics — Who Gets It and Why45m

Account Health — The Non-Negotiable Foundation45m

Pricing Strategy, Repricing Tools, and Hijacker Defense45m

Workbook & downloads

Put the course into practice — a printable workbook plus editable templates you can fill in and reuse.

Download workbook (PDF)22 KB Download (XLSX)9 KB Download (XLSX)8 KB Download (XLSX)7 KB

Preview the workbook

This workbook translates every concept in the course into hands-on exercises, structured worksheets, and actionable checklists. Work through each section in order — each module builds on the last, and the final action plan sequences your first 90 days. Keep this document open in a second screen while you optimize your listings and build your first campaigns.

Amazon Fundamentals — Algorithm, Listing Architecture, and Keyword Research

Audit your current listing against algorithm best practices and build your master keyword list before touching a single ad.

Exercise: Algorithm Audit: Score Your Current Listing

Before optimizing anything, baseline where you stand. For each ranking factor below, rate your current listing 1 (weak) to 5 (strong) and write one specific improvement action.

What is your current conversion rate (units ordered / sessions) in Business Reports, and how does it compare to the category average you found using competitive research?
Is your listing fulfilled by FBA or MFN? If MFN, what specific steps would moving to FBA change for your ranking and Buy Box eligibility?
How many reviews does your listing have, and what is your current star rating? What is the review count of the top 3 competitors by BSR?
Which ranking factors are your biggest gaps — conversion rate, review count, fulfillment method, or keyword relevance? Rank them from biggest to smallest opportunity.

Worksheet: Master Keyword Research Worksheet

Complete this worksheet using Helium 10 Magnet, a reverse-ASIN lookup on your top 3 competitors, and Amazon Brand Analytics (if Brand Registry enrolled). Sort keywords by monthly search volume before assigning tiers.

Seed keyword 1
Seed keyword 2
Seed keyword 3
Competitor ASIN 1 (reverse lookup source)
Competitor ASIN 2 (reverse lookup source)
Competitor ASIN 3 (reverse lookup source)
Tier 1 keyword 1 — phrase + estimated monthly volume
Tier 1 keyword 2 — phrase + estimated monthly volume
Tier 1 keyword 3 — phrase + estimated monthly volume
Tier 2 keyword 1 — phrase + estimated monthly volume
Tier 2 keyword 2 — phrase + estimated monthly volume
Tier 2 keyword 3 — phrase + estimated monthly volume
Tier 2 keyword 4 — phrase + estimated monthly volume
Tier 3 keywords (list 5–10 long-tail phrases for backend terms)
Backend search term draft (250 bytes max, no repeats from title)

Checklist: Listing Optimization Pre-Launch Checklist

Title contains primary Tier 1 keyword within the first 80 characters
Title follows Brand + Primary Keyword + Size/Quantity + Feature + Secondary Keyword formula
Title is under 200 characters (check in Manage Inventory — fields longer than the category limit are truncated silently)
Bullet 1 opens with an all-caps benefit headline followed by 1–2 sentences of expansion
Bullet 2 includes at least one specific number or proof point (measurement, test result, verified review count)
Bullet 5 includes a warranty or satisfaction guarantee statement
Backend search terms field is filled to at least 200 bytes with no title/bullet repeats
A+ content submitted with at least 4 modules including a comparison chart
Every A+ image has alt-text containing a Tier 2 keyword in a natural sentence
Main image is on pure white background with product filling at least 85% of the frame (Amazon requirement)

Winning the Buy Box — Eligibility, Variables, and Defense

Assess your Buy Box win rate, identify the specific variables holding you back, and build a monitoring routine that catches hijackers and account health degradation early.

Worksheet: Buy Box Eligibility Audit

Complete this audit for your top 5 ASINs by revenue. Use Seller Central Business Reports (Detail Page Sales and Traffic by ASIN) to find Buy Box percentage, and the Account Health dashboard for performance metrics.

ASIN 1: product name
ASIN 1: current Buy Box percentage (from Business Reports)
ASIN 1: fulfillment method (FBA or MFN)
ASIN 1: current selling price
ASIN 1: lowest competing offer price (if any)
ASIN 1: top issue identified (account health / price / fulfillment / competing offer)
ASIN 2: product name
ASIN 2: current Buy Box percentage
ASIN 2: fulfillment method
ASIN 2: top issue identified
ASIN 3: product name
ASIN 3: current Buy Box percentage
ASIN 3: top issue identified
Current Order Defect Rate (%)
Current Late Shipment Rate (%) — MFN only
Current Account Health Rating (0–1000)
Any open policy compliance flags (list each)

Exercise: Hijacker Detection and Response Drill

This exercise walks you through detecting and responding to a hijacker on one of your brand ASINs. Complete it even if you have no current hijackers — practicing the workflow before a real incident makes your response faster and more effective.

Go to your top ASIN's product detail page and click "X new & used offers" below the Buy Box. List every seller currently offering your product, their price, and their fulfillment method.
For any seller you do not recognize: purchase one unit using a personal account (not your seller account) and document exactly what arrives — product quality, packaging, any inserts. This is the evidence Amazon requires for authenticity complaints.
If you found an unauthorized seller, draft the Buyer-Seller Message you would send them, citing your trademark registration and requesting they cease selling your product within 7 days.
What Brand Registry protections are you currently enrolled in — Project Zero, Transparency, or neither? What would it take to enroll in the ones you are missing, and what is the timeline?

Checklist: Monthly Buy Box and Account Health Review Checklist

Pulled Business Reports → Detail Page Sales and Traffic by ASIN → Buy Box percentage for all active ASINs
Flagged any ASIN with Buy Box percentage below 90% for investigation
Checked Account Health dashboard → all three performance metrics in the green zone
Reviewed all open policy compliance flags and documented a resolution action for each
Searched each brand ASIN's offer listing page for unauthorized third-party sellers
Verified that Amazon selling price is not higher than your own website or any other active sales channel
Reviewed repricing rules (if using a repricer) to confirm price floor is set correctly above break-even
Checked Keepa or CamelCamelCamel alert emails for any unexpected price changes on your top ASINs

Multi-Marketplace Expansion, Reviews, and 90-Day Growth Roadmap

Evaluate secondary marketplace fit, build a compliant review acquisition system, and lock in your personal 90-day action plan with specific dates and measurable targets.

Exercise: Marketplace Expansion Opportunity Assessment

Evaluate whether Walmart, eBay, or Etsy is the right next channel for your top product. Answer each prompt with specific data, not general impressions.

Search your top product keyword on Walmart.com and eBay. How many listings appear? What is the typical price range? Does the competitive density look lower, similar, or higher than Amazon?
Does your product have a UPC barcode? Is it manufactured (not handmade)? Does it have a clean, documented supply chain? These three criteria determine Walmart Marketplace eligibility.
Calculate your all-in contribution margin if you sold on Walmart at your current Amazon price, factoring in Walmart's referral fee for your category (find at marketplace.walmart.com/sell) versus Amazon's. Is the margin equal, better, or worse?
Based on your product type and the channel fit framework from the course (manufactured = Amazon/Walmart; used/refurbished = eBay; handmade/customizable = Etsy), which secondary channel is the best fit and what is your first concrete step to list there?

Checklist: Review Acquisition System Setup Checklist

Activated the Request a Review button for all orders in the past 30 days that are within the 5–30 day eligible window
Set up automated Request a Review via FeedbackFive, Jungle Scout, or Seller Central's built-in automation (if available in your account)
Designed a packaging insert card that includes a QR code to the review page and uses compliant language (no incentive, no star direction)
Ordered packaging inserts for next FBA inbound shipment
Enrolled top 1–3 new ASINs in Amazon Vine at $200/ASIN (Brand Registry required)
Set up Keepa or FeedbackWhiz alerts for all new 1-star and 2-star reviews so you can respond within 24 hours
Confirmed you have NOT offered any incentive in exchange for a review — reviewed all existing Buyer-Seller Messages for compliance

Worksheet: Personal 90-Day Amazon Growth Roadmap

Fill in specific dates, targets, and accountable actions for each phase. Leave the results column blank — you will fill it in at the end of each phase.

Phase 1 start date (today)
Phase 1 end date (day 30)
Phase 1 goal: listing health score target (e.g. all 10 checklist items complete)
Phase 1 action 1 — specific task + completion date
Phase 1 action 2 — specific task + completion date
Phase 1 action 3 — specific task + completion date
Phase 1 result: what actually changed in conversion rate or keyword ranking (fill at day 30)
Phase 2 start date (day 31)
Phase 2 end date (day 60)
Phase 2 goal: target ACoS by end of phase
Phase 2 goal: target TACoS by end of phase
Phase 2 action 1 — specific campaign launch task + date
Phase 2 action 2 — first optimization review date
Phase 2 result: actual ACoS and TACoS at day 60 (fill at day 60)
Phase 3 start date (day 61)
Phase 3 end date (day 90)
Phase 3 goal: target Buy Box percentage across top 5 ASINs
Phase 3 goal: target review count on primary ASIN
Phase 3 action 1 — review acquisition system live date
Phase 3 action 2 — secondary marketplace decision + first listing date (if applicable)
Phase 3 result: revenue change from day 1 to day 90 (fill at day 90)

Your Action Plan

Run a reverse-ASIN lookup on your top 3 competitors today and export the keyword list; this is the single highest-leverage research task and takes under 30 minutes
Rewrite your primary ASIN title using the Brand + Keyword + Size + Feature + Secondary Keyword formula and submit it in Seller Central within 48 hours
Calculate your break-even ACoS using the unit economics worksheet before spending a single dollar on ads
Launch all three campaigns (auto, broad/phrase, exact match) in the same week so data accumulates in parallel; staggered launches create gaps in your search term report
Set a recurring Monday calendar event for the 30-minute weekly PPC optimization ritual; consistency compounds — missing two weeks in a row degrades campaign performance
Activate Request a Review automation so every eligible order gets a review request without manual effort
Pull your Buy Box percentage report in Business Reports and investigate every ASIN below 90% within the first 30 days
Enroll in Brand Registry if you have a registered trademark — this unlocks A+ content, Vine, Project Zero, and Manage Your Experiments at no additional cost
Order packaging inserts with compliant review request language for your next FBA inbound shipment
At day 90, benchmark your TACoS, Buy Box percentage, and review count against your Day 1 baseline, then set 90-day targets for the next cycle