Amazon Product Differentiation with Jon Tilley of ZonGuru
Amazon Product Differentiation with Jon Tilley of ZonGuru

Amazon product differentiation has massive value, especially when selling on Amazon. You need to be on top and relevant to your consumers to truly succeed.

Problem: Can I differentiate product? If yes, how?

Data is 50% 

It’s about understanding your customer avatar (target audience)

  • Needs
  • Wants
  • Loves
  • Hates
  • fears

Connect on a functional and emotional level. 

There are a lot of ways to tackle this. 

You HAVE to differentiate your product:

  • Images
  • Brand
  • How you communicate product
  • The functional difference – the function of a product
  • It’s tied to the algorithm – more clicks and more conversions

It’s about commercial viability  – you have to keep your net margin!

How to differentiate and keep your margin?

Firstly get info from your avatar. 

“Love-hate tool” – word clouds all the neg and positive phrases from Amazon for a specific category 

This is an important piece of information input – very quickly see if there are common themes and trends

Differentiating the product

Functionally – if I could do that, how?

Visually – based on aesthetics, how to do it?

Functional differentiation is important – but the second question is how to do that without massive cost. 

It may be something that is not “weatherproof” enough. 

Brand and images 

Even though today many people do a better job, there are still just people wanting to spend just a few $ on Fiverr.com

Jon will put an image set with top brands in the world. 

“Tinder for products” 

For PL: “The Love-hate tool” 

Word clouds of what people love or hate about a product

First, find a cool idea

Now how do I differentiate the product? 

The more intelligence the better. 

Used to have a VA to sift through reviews. 

Then you can dive into those as needed. 

Image or benefit overlays or actual product. 

Competition analysis

Looking at the competitors historically

How long have they been around? 

Are they consistent? 

There are tools that track competitors. 

Keyword spotlight – recently developed a tool

Backend keywords  for any competitor 

This is different to reverse ASIN search – these are NOT visible.

Are competitors following Amazon’s TOS?

For example, all the competitor’s brands. 

Or even keyword searches for different categories. 

Why is tracking keyword ranking important?

There is a keyword tracking tool up to around position 100

Understanding how you and your competitors track for keywords is critical. 

You have to be visible for specific keywords  

Being on page 1 vs. Page 2 

  1. What are the main keywords  I want to target? 
  2. How are you ranking for those?

More advanced strategy – it’s harder to rank these days for short-tail high volume keywords. 

So if you can identify some mid-volume keywords that are less competitive. 

If you get sales from those, and you get a halo effect for the short-tail high volume keywords. 

Relevance is key

However, USING ZONGURU

amazingfba.com/zonguru 

Best way to provide value – just charge $1 for the first month – try for 30 days

Once you choose a package, there is a lot of flexibility on the tools you use. 

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