Nectar

Co-CEO

Co-Founder

KLP Solutions Inc.

Co-Founder & General Counsel

Gordon Rees Scully Mansukhani, LLP

Associate Attorney

White and Williams LLP

Swartz Campbell LLC

Associate

Law Clerk

Scaling Established Brands Online | Co-Founder of Nectar

I was born an entrepreneur, but I didn't realize it until after I toiled my life away as a litigator for 5 years.

Once I decided that I had enough of law, I took the plunge into entrepreneurship in 2018, starting an e-commerce brand, which we sold in 2021. 

In late-2018, I co-founded Nectar, which began as an Amazon marketing agency and is now a full-service digital marketing agency.

My expertise is in positioning, content, marketing strategy, and I also manage Nectar's sales and marketing operations. 

I love figuring out complex problems and devising strategies to scale.

Last week was a first for me since we started Nectar about 5 years ago

In that time, I’ve checked my email and slack every single day 

My wife won President’s Club (she was #1 overall!!!)

With that came a trip to Scotland last week

We extended the trip and went to London before

I decided I was going to delete email, slack, and hubspot off of my phone for the entire trip

I brought my computer just in case but resolved not to open it unless there was a true emergency

I was nervous because I had never checked out like this before

The first couple days were tough

But to my own surprise, I was able to stick to my commitment 

Nothing burned down

I didn’t open my computer once

Everything was great

Which is a testament to our team

I was able to not stress about the little things and be present

I checked in twice via phone to get a couple updates on things I wanted to know about

But that was it

Besides being able to fully enjoy the trip

I learned that I can check out a lot more to relax and reset

I might even keep slack off my phone

We’ve got a long day of travel ahead of us

But I’m looking forward to getting home and back to work

#worklifebalance #entrepreneur #vacation

Jason Landro

The Trip of a Lifetime

It was very clear to me from my time at Amazon Ads yesterday that a paradigm shift is happening

Historically, Amazon Ads had been focused on catching up to the competition 

They had been building to compete with the other ad platform leaders

Now that Amazon is one of the leading ad platforms, their focus has shifted on building to be the best ad platform

I think they are doing a fantastic job

There is also a real emphasis on upper-funnel tactics and video

Because they work

I presented a couple case studies from Nectar client partners who have leveraged SB video with incredible success to drive new-to-brand customers

Thank you very much to the SB/SD team for having me and putting on the roundtable

#amazonads #amazonadvertising #amazonsellers #amazonvendor

Stop treating your Amazon brand store like a catalog

It’s a website, so build it like one!

Too many brands just throw up product categories on their homepage

And then they throw products on the subpages

You wouldn’t do either in your own website

So why do that on Amazon?

Shoppers are most likely to buy your best selling products from your best-selling categories

Make it easy on them to do that 

At the same time, educate them about your brand 

And sprinkle in other products you’re trying to drive like seasonal or new products 

Your homepage should be a mix of best-selling categories and products and contain info about your brand

Your subpages should have design elements specific to the products on that page

Below is a very recent example of a store the Nectar team did for Gotham Steel

If you’re struggling with how to get more out of your brand store, don’t hesitate to reach out.

#amazonmarketing #amazonads #amazonsellers #amazonvendor

9 reasons why you NEED to invest in your Amazon brand store:

1. Properly optimized stores account for 8-15% of a brands revenue on the channel

2. No ads from competitors or Amazon 

3. Google indexes brand stores high in the SERPs for branded searches

4. One of the main objects of Amazon Posts is to get shoppers to follow your brand store

5. You can drive traffic to your store with different ad units such as SB store spotlight ads and DSP

6. A properly optimized store has a higher average order value and units per order than the rest of the account

7. You can explain USPs a lot easier because you can customize the content

8. You can use your store to launch new products, which is really effective if you get a lot of traffic

(we often build a section on the home page that features new products)

9. You get a trove of data from Store Insights that you can leverage to scale other parts of your Amazon business.

What are other reasons you should invest in your Amazon brand store?

Shout out to the Nectar team for building these awesome brand stores

If you’re an established brand that needs help taking your brand store to the next level or two, don't hesitate to reach out to us

#amazonadvertising #amazonads #amazonvendor #amazonseller

Why Amazon Brand Stores Matter

You can't sell expensive products on Amazon

That's a common misconception that many people and brands have

The truth is that expensive products sell really well on Amazon

As long as those brands have quality products and invest in content

We work with a lot of brands that are premium in their category

And they are successful on Amazon because their content is commensurate with the quality of their products

Consumers aren't going to pay top dollar for products if your PDPs look cheap

It really is that simple

Below are a few examples of A+ premium and brand store homepages that the Nectar team did recently for Fellow, Souper Cubes, Waterdrop Microdrink, and Bric's

Those are all brands that have a premium offering for their category

If you're an established brand that is premium and struggling with your content or conversions, don't hesitate to reach out to me or Nectar. 

#amazonsellers #amazonvendor #amazonadvertising

Content Examples for Premium Products

Co-CEO @Nectar, a Digital Marketing Agency Scaling Brands Online

What are some examples of successful premium brands on Amazon?

How important is investing in quality content for selling on Amazon?

3 tips to improve your infographics

Infographics are the key to improving your conversion rate

Amazon and other marketplaces are crowded space with lots of similar offers

You have to educate shoppers

Let them know why they should choose your product 

Study after study has shown that consumer seek out visual content at a much higher rate than written content when shopping online

So give the people what they want!

Follow these 3 guidelines:

1. Make your infographics readable in 1-3 seconds on desktop and mobile

That means you can't include too much info and the font has to be large enough

2. Include information that actually matters to the consumer, not you

If you’re struggling with what to include in your infographics, audit your customer questions and reviews

You should then have all the information you need to create your infographics

3. Highlight your USPs, especially the ones that aren't obvious

Brands know their products inside and out but consumers don't

You need to highlight the important features that aren't apparent from looking at your product quickly

It’s not rocket science; don’t over complicate it

Now if you have a large catalog

Take it one step at a time and prioritize based on relative revenue

Rome wasn’t built in a day

Below are example infographics the Nectar team has created in a bunch of categories

See more examples of our infographics on our website

We also took the photographs for many of these infographics in our 4,000 sq. ft. studio in Denver, CO

If you’re an established brand who wants help or to supplement your team in creating content, don’t hesitate to reach out to us

#creativeagency #amazonmarketing #amazonvendor #amazonseller

Infographic Best Practices

The financial pressures of growing an agency are overwhelming

Despite what many people portray, running an agency isn’t a glamorous lifestyle business 

You’ve always got to do more

-Get more clients/revenue
-Grow existing client partners (or risk churn)
-Give raises and promos
-Hire more team members

Those aren’t bad things

But they cost money

What a lot of people don’t realize is there isn’t much, if any, profit in an agency until the agency hits scale

Scale means having enough headcount to build out every department

-ops/service delivery
-sales
-marketing
-HR/recruiting
-finance

Because you have to continually reinvest to grow the agency

The best operators are able to balance all of these pressures while continuing to scale and staying alive

We’ve balanced these challenges well to grow 50%-100% every year so far

But it’s mentally draining

And definitely not for the faint of heart

#Entrepreneur #marketingagency #founders





If your Amazon brand store isn't driving at least 10% of your total revenue, you’re behind your competitors 

We see that optimized stores typically generate 10%-15% of the total revenue for a brand on Amazon

In fact, we have brands that drive 30% of their revenue through their store

Plus, average order value and units per order are higher on the brand store

You can see how much revenue your store is generate through store insights which is in the ad console

(click the heart in the sheild and then click see insights)

You'll then divide the sales for the time period into the overall sales

That will tell you the percentage of sales your store is generating

It's a great way to tell your brand's story like you would on your website

Plus, there are no competitor ads

Optimizing your store is a great way to drive incremental revenue this year

Below are some examples Nectar has done in the past 6 months

If your brand is generating over $10 million a year in revenue and you want help taking your brand store to the next level, don't hesitate to reach out to us

#amazonsellers #amazonvendor #amazonadvertising

Best Practices for Brand Stores

To grow profitably on Amazon, your primary focus MUST be on these two things

And they aren't spending more money on advertising

Because ads only get your listings in front of customers

They don't get customers to click or purchase

Instead, focus on your click-through rate CTR and conversion rate CVR

Both can increase revenue and profit without having to spend more money on ads

When shopping online, consumers don't get to touch your products or assess the quality with their eyes in the flesh so to speak

You have to build a high-quality aesthetic that resonates with consumers

That gives them the confidence to click into your product listings and purchase

If you can improve your conversion rate by 10-15% on all your products, you'll get massive revenue growth without compromising your profit

In fact, that should improve your profit meaingfully

The way to improve your conversion rate is to improve your content to be more tailored to your target audience

And to ensure you're driving relevant traffic

We leveled Fire & Flavor's content on Amazon

These content improvements included new photos, video, infographics, A+, and a store overhaul. 

As a result, their Turkey Brine broke the top 50 in grocery on Amazon during the Thanksgiving shopping period

To my knowledge, no other Thanksgiving-related product broke the top 50 in grocery

Part of it was our advertising strategy, which was aggressive

But the other part was the content, which enabled conversions and made the advertising strategy successful

Selling on Amazon is a flywheel

You have to feed the machine (pun intended)

Samples of some of the photos the Nectar team took in our studio are below

#amazonmarketing #amazonads #amazonvendor #amazonseller #photography

Increase Amazon Revenue Profitably

TACOS isn't the most important metric for Amazon ads

Because it's just a measure of how much you spend on ads relative to your gross revenue

However, there isn't a most important metric

Because every single brand should be paying attention to multiple metrics

Click-through rate is extremely important to determine relevancy

Conversion rate is also important to determine relevancy and will dictate profitability

CPCs are also very important

Certain ad inventory is too expensive or has a hard ceiling in terms of scalability

You also want to make sure you're utilizing ads to drive incremental revenue

Therefore, you have to look at market share data as well

If it were all about one metric, we'd all be ad wizards in a week

I hope this settles the debate once and for all! 😜

What ad metrics do you focus on?

#amazonads #amazonadvertising #amazonsellers #amazonvendor

Too many brands are failing at the most important part of selling on Amazon

And that's click-through rate

It's because they underestimate the power of improving their CTRs

So I'm going to walk you through some simple math to show you how improving CTR can have such a powerful effect on revenue

Let's say you get 1,000,000 impressions for all your products in a 30-day period

If your average CTR is .5%

You're getting 50,000 clicks

At a 15% unit session percentage, that's 7,500 orders

If you double your aggregate CTR to 1%

You DOUBLE your orders to 15,000  

As long as you maintain the same unit session percentage

There are a six ways to impact CTR on Amazon:

1. Main image

2. Title

3. Price

4. Shipping Time/Speed

5. Review/Overall Rating

6. Advertising

Almost every brand has the most flexibility with 1 and 2

As for 6, you need to make sure you're bidding on relevant search terms when it comes to advertising

Otherwise, you will mess up your CTR, badly

I always suggest starting with testing your main image 

Finding the "right" main image can improve your CTR by .5%

However, you might have to try 5 different main images before you find the right one

This is where most brands go wrong

They aren't willing to make the deep investment in creative to be able to test like they should

Candidly, even some of the brands we work with aren't willing to invest in creative to always be testing

But it can have a profound impact on your sales

How are you working to improve CTR?

#amazonadvertising #amazonsellers #amazonvendor


Improve your conversion rate on Amazon by using these 3 tips to improve your infographics

Infographics are the key to improving your conversion rate

Amazon is a crowded space with lots of similar offers

You have to educate shoppers

Let them know why they should choose your product 

Study after study has shown that consumer seek out visual content at a much higher rate than written content when shopping online

So give the people what they want!

Follow these 3 guidelines:

1. Make the key points in infographics readable in 3 seconds 

That means you can't include too much info and the font has to be large enough

2. Include information that actually matters to the consumer, not you

If you’re struggling with what to include in your infographics, audit your customer questions and reviews

You should then have all the information you need to create your infographics

3. Highlight your USPs, especially the ones that aren't obvious

Brands know their products inside and out but consumers don't

You need to highlight the important features that aren't apparent from looking at your product quickly

It’s not rocket science; don’t over complicate it

Now if you have a large catalog

Take it one step at a time and prioritize based on relative revenue

Rome wasn’t built in a day

Below are example infographics the Nectar team has done in the recent past

See more examples of our infographics on our website

We also took the photographs for many of these infographics in our 4,000 sq. ft. studio or on location in Denver, CO

If you’re an established brand who wants help or to supplement your team in creating content, don’t hesitate to reach out to me or Nectar  

#creativeagency #amazonmarketing #amazonvendor #amazonseller

3 Tips to Improve Your Infographics

How can I highlight my product's unique selling points in infographics?

How can infographics improve my Amazon conversion rate?

Amazon is investing heavily in video content, yet many brands are making a costly mistake

Amazon has gone all in with video through Prime Video and Sponsored TV

They've opened up a lot more video ad inventory for sponsored brands and display as well

You can even run sponsored video posts

Yet many brands don’t have sufficient video assets for sponsored ads or streaming 

Because they struggle to measure the ROI

We see a way higher NTB customer acquisition rate through video (we have case studies on this)

Often there is a highee purchase rate when consumers see a video ad in the media mix

So here are 5 tips to create succesful sponsored video ads

When running video ads on Amazon, it’s important your videos adhere to best practices

Which will maximize your chances of getting clicks and sales

Plus, video ads are the only content in motion on the SERPs, so they are inherently attention grabbing

Here are 5 tips to follow to ensure you create videos that will get you the best results…

1. Feature the product right away (within the first 3 seconds)

2. Show people (ideally within your target audience) using the product

3. Put any images with text towards the end of the video

4. Make sure the video can convey the purpose of your product within the first 5-10 seconds

5. Make the video content more engaging than informational, at least in the beginning (it’s primarily a commercial)

Below is an example of a sponsored video ad that the Nectar team created for a home goods brand

It was created in our studio in Denver, CO

If you need help creating or improving your video content, don’t hesitate to reach out to us

#amazonadvertising #amazonads #amazonsellers #amazonvendor

You can’t scale on Amazon in 2024 by using the same playbook as your other ecommerce platforms

Instead, you have to be more strategic by doing the following:

1. Optimizing your titles for CTR on mobile
2. Ensuring your main images stand out from the competition
3. Analyzing data to determine how to improve your CTR and CVR
4. Leveraging PPC to grow organic rank
5. Ensurinf you are regularly optimizing your SEO
6. Using infographics on every listing
7. Making a killer brand store
8. Using DSP to grow your audience

And so much more

This takes skilled resources and effort, but it can pay dividends when done correctly

It’s also a long game, so have patience

What did I miss?

#amazonsellers #amazonvendor #amazonadvertising


When should you consider starting Amazon DSP?

There isn't a black-and-white answer, but you should ask yourself the following questions before getting started:

1. Have you scaled sponsored spend significantly on all ad types (sponsored products, sponsored brands, and sponsored display)?

If you haven't scaled up sponsored, do that first. You'll get a much better return on your investment. 

2. Are you spending a significant amount on SD with average performance or better?

Amazon DSP is essentially SD on super steroids. You should be using SD to start and have a general idea of what works and what doesn't. 

3. Are you seeking to increase market share and acquire new-to-brand customers?

This is what DSP is really for. 

4. Do you have a core group of top-selling products that would benefit from a lot more traffic?

If not, hold off on DSP for a bit. Unless you are a household name, DSP likely won't perform well on products with average ratings or that aren't in a strong position in the category.

5. Is your inventory situation in a good place?

If not, forget about DSP. 

6. Do you have patience?

DSP takes time. 

The KPIs are CTR, cost per detail page view, etc., not necessary ROAS. 

It’s about growing your brand through new audiences, which requires patience

7. Are CPCs really high in your category?

Sometimes you can get a much lower effective CPC with DSP

What am I missing?

P.S. This list is for endemic advertising. The criteria for non-endemic ads are completely different. 

#amazonadvertising #amazonads #amazonagency

I’ve become militant in protecting my time

It’s not because of my job title

Or because I think I’m important

Rather, it’s because the demand for my time vastly exceeds the available (and finite) supply 

I used to feel bad saying no to networking or virtual coffee meetings 

I used to try to stay involved in everything internally

But it wasn’t sustainable

I was sacrificing too much of my personal life

By doing less, I’ve been able to focus more on what matters

I’m committed to this path because it’s working

How do you prioritize your time?

P.S. people who hog free weights in the gym are epic time wasters and my sworn mortal enemies 

#timemanagement #worklifebalance 

Brands that are struggling to scale on Amazon are typically making the same mistake

They use the same content they use on their website and other marketplaces

They rely heavily on branded search to drive sales

Essentially, they are approaching Amazon like every other marketplace

But Amazon is essentially a search engine for a majority of shoppers in the US

So you want to be visible on non-branded but relevant terms

And be in a position to win the click and then convert

If you can increase basket size

You can crush Amazon

That's exactly what the Nectar team did for Nora Fleming

You can read about it in the case study below

If you're struggling to scale on Amazon, don't hesitate to reach out to us

#amazonsellers #amazonvendor

thinknectar.com • 1 min read

Skyrocketing Kitchenware Sales: A Strategic Amazon Overhaul

If you want to grow your market share in e-commerce, you MUST do more than capture demand 

Ecom has matured and what worked 2-3 years ago doesn’t work nearly as well or at all today

Because the players, tools, and tactics are now sophisticated 

Unless you’re doing significant top-of-funnel advertising offline, demand capture won’t be sufficient to outpace your competition

So it’s very hard to scale and be profitable without also creating demand

In other words, you have to implement a full-funnel approach

This is true whether you’re selling on a third-party marketplace like Amazon or your own website

The biggest challenge for most brands when they expand to full funnel is that they have trouble setting the correct KPIs for top of funnel

It’s not ROI

Instead, you want to essentially measure engagement (i.e., video views, length of views, link clicks, PDP views, etc.) 

Because you’re building awareness for your brand

You generally can’t expect people to buy from you the first or second time they hear about your brand

Then you have to measure how they are moving through the funnel

This process can take months 

And you constantly have to iterate

But you’ll end up in a much better spot in control of your destiny

How are you creating demand?

#ecommerce #demandgen #marketing

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