On Amazon, sales momentum can trump quality. Here’s how premium brands can stay visible – and win out…
If you think your biggest Amazon competitor isn’t a threat because their product’s worse than yours, you might – sadly – be in for a shock.
As our CEO, Andrew Banks, explains on LinkedIn, “It’s something we hear from brands time and time again. And outside Amazon, it might be true.”
“But on Amazon, inferior doesn’t mean irrelevant – because Amazon isn’t judging quality. It’s judging what sells.”
Yes, you can be outsold by an inferior product – here’s why
Customers don’t see quality craftsmanship in a thumbnail, they see price tags.
And, unless your product visibly proves its value? Many will default to the cheaper option in their cart.
Fast-moving, lower-priced products often:
- Climb search rankings faster
- Convert at higher rates purely on price
- Dominate visibility, making it harder for higher-quality alternatives to break through
And once they’ve taken the top spots, it costs more – in ads, time and margin – to claw your way back.
So what can Premium Brands do?
Winning on Amazon means playing the game strategically – even if you are super-proud of your product.
If this is a pain point for you right now, you can compete by:
1. Rethinking your pricing for Amazon
We’re not saying cut your prices – just be smart.
Use promotional spikes (like Prime Day or brand-led events) to drive velocity, not to permanently lower your positioning. A high-low model lets you compete without compromising perception.
2. Build Amazon-only SKUs
Custom packs, bundles and/or exclusive variants make comparison harder for shoppers, and give you a competitive edge.
They also allow you to tailor your range to Amazon without impacting your broader product line.
3. Dial up your Value Messaging
Don’t assume your brand speaks for itself.
Your content needs to clearly show why your product is worth the higher price – with storytelling in your bullets, lifestyle-led imagery and A+ that’s focused on benefits, not reputation.
4. Know who you’re really competing against
Your real competitors on Amazon aren’t the brands you battle for retail shelf space – they’re the ones who sit next to you in search.
So if they’re undercutting you and converting better?
That’s who you need to outmanoeuvre.
The Bottom Line
Quality always counts, of course – but on Amazon, it doesn’t sell itself.
To compete and convert, premium brands need to lean into strategy, not superiority – and that means understanding how Amazon works, shaping your offer accordingly and building a value proposition that holds up under real-world scrutiny – not just retail reputation.
Need a commercially-sharp, competitive Amazon strategy that keeps your brand in pole position?