Liran Hirschkorn

IncrementumDigital.com

Do you sell on Amazon? 

Selling on Amazon has gotten more competitive while Amazon advertising and marketing has gotten more complex and more important than ever before for brands and sellers.

We help remove the complexity of marketing and advertising on Amazon and leverage the latest marketing and strategies to grow your sales so you can focus on your brand and customers.  

Visit incrementumdigital.com to learn how we can help, or send me a direct message!

CEO and Founder

barrière

Investor & Advisor

Hampton

Member

Genus AI

Genus AI Growth Platform enables brands to generate and predict best performing ad creatives, perfect audience targeting and control social media ads via a single dashboard.

D2C brands, eCommerce businesses, insurance and financial services providers that use Genus AI observe drastically reduced customer acquisition costs (CPA), improved return on ad spend (ROAS) and reduced customer attrition.

Advisor

Bellway

Bellway is the Next Generation Fiber Supplement. Offering natural and delicious fiber products Bellway helps modern consumers achieve optimal health and wellness on a gut level.

8fig

Founded in 2020, 8fig’s team consists of veteran e-Comm, finance, and supply chain experts in Los Angeles, California, Austin, Texas and Tel Aviv, Israel. Together, we’re committed to our mission of getting 10,000 sellers to 8-figure revenue by 2025.

Self

Amazon Brand Building and Marketing

BestLifeQuote.com

Helping individuals across the U.S get the best life insurance rates. We also specialize in high risk life insurance.

Owner

UJA-Federation of New York

Member - Insurance Committee Board

Community National Bank

Vice President

Amazon Marketing Agency | CEO and Founder at Incrementum Digital

Entrepreneurship has fueled my professional journey from the very beginning.

After successfully growing and selling an internet life insurance agency in 2014, I discovered a new passion - e-commerce and selling on Amazon.

I built and scaled multiple e-commerce brands from the ground up, collectively generating millions of dollars in sales on Amazon. My expertise in marketing and selling on Amazon propelled me to become a sought-after thought leader, regularly sharing insights as a speaker and industry expert.

Today, I channel my entrepreneurial spirit into Incrementum Digital, the Amazon-focused marketing agency I founded and lead as CEO. Here, my team and I empower brands to thrive on Amazon.

I also serve as an advisor, guiding brands and an e-commerce-focused fintech company, providing invaluable counsel to help businesses navigate the complexities of financing and scaling their operations.

Outside of the world of e-commerce, I find joy and balance in my personal life on Long Island, New York, where I live with my wife and two kids.

If you're looking for a strategic partner to unlock your brand's true potential on Amazon and Retail Media, I’d love to connect.

Everyone knows what a Stanley Cup is.

But most don't know that: Owala just took the #1 Amazon seller spot from them.

While Stanley chased virality on TikTok, Owala chased conversion signals on Amazon.

They didn’t try to out-hype Stanley; they out-optimized them:

→ Sleeker design that fits cupholders (Stanley’s #1 complaint)
→ Dual-sip lid that solves an actual user problem
→ Price point under $35 that crushes in “Compare with similar items”
→ Colorways built for thumbnail appeal

They turned every review into product R&D.

Every keyword (“Stanley dupe,” “leak-proof tumbler”) became an acquisition channel.

And while Stanley leaned on scarcity drops, Owala kept SKUs in stock, fueling the algorithm instead of frustrating shoppers.

That’s how a 4-year-old challenger brand dethroned a century-old icon.

On Amazon, you don’t win by being famous.

You win by being optimized.

CEO and Founder @ IncrementumDigital.com | Amazon and Retail Media Marketing Expert

CeraVe understood that Amazon rewards trust and data, not hype.

That’s exactly why they became the #1 beauty brand on Amazon in 2025.

CeraVe didn’t try to make Amazon behave like a skincare boutique.

They treated it like a data engine where every review and keyword fuels the next optimization.

On Amazon, CeraVe leaned into what the platform rewards:

→ Keywords like “fragrance-free” that match how shoppers actually search.

→ Using feedback to tweak formulas and packaging.

→ Pairing hero SKUs (like their cleanser + moisturizer) to drive trial and basket size.

→ Keeping prices under $20 to dominate conversion and Subscribe & Save.

They optimized Amazon like a science.

Off Amazon, dermatologist partnerships built the trust.

On Amazon, they proved it review by review, keyword by keyword.

Most brands still treat Amazon like a place to capture demand. CeraVe used it to prove their product worked.

That’s the difference.

If your claims don’t hold up in reviews, no amount of influencer hype will save you.

If you’re serious about scaling your brand on Amazon, study what CeraVe did and then out-execute it.

Big brands used to avoid Amazon. But now look at Adidas.

They’re using Prime to power their own DTC sales.

What’s happening now is fascinating:

-  Some of their products are Buy with Prime eligible.
- Others are only available through DTC fulfillment.
- They’ve created dedicated Black Friday Prime shipping pages on their site.

This isn’t just a conversion play. It’s operationally smart too.

Because they don’t need to split inventory anymore. 

They can centralize fulfillment and use Amazon’s logistics across both DTC and Prime checkout. 

That means faster shipping, especially around the holidays, without giving up control of their brand story or customer data.

And yes, they still gatekeep select drops and exclusive lines to their own channels. 

Smart.

Years ago, most major brands wanted nothing to do with Amazon. Now… they’re leveraging Prime off Amazon too.

You can try to force your customer to shop where you want them to.

Or you can let them buy where they already are, and win.

Your TikTok traffic might be the reason your Amazon sales just tanked.

But before you start changing bids or rewriting your listings… let’s zoom out.

We’ve seen this pattern across multiple clients lately, and it’s worth understanding why this happens before you start tweaking your ads or listings.

One client we reviewed recently had a strong DTC and TikTok presence. 

But as organic reach declined over the last few months, their Amazon sessions fell too.

That’s not a coincidence.

When your top-of-funnel dries up off Amazon, your traffic on Amazon usually suffers too.

Interestingly, conversion rates were up meaning their buyers were still there, but fewer new ones are entering the funnel.

Here’s how we diagnosed it:

- We identified which products saw the session drops.
- Cross-checked with inventory or seasonality.
- Zoomed out beyond Amazon to see what was happening upstream.

Too often, I see brands rush to tweak ads or pricing without asking the bigger questions first. 

And when you do that, you risk optimizing the wrong part of the funnel.

Your product pages might be fine.

But if your TOFU traffic is coming from social and that social channel is cooling, that’s where you need to intervene.

We’ve seen this same upstream/downstream effect in three different brands this quarter.

Sometimes the fix is on Amazon. Sometimes it’s outside of it.

Understand the ecosystem before you pull a lever.

MrBeast’s chocolate is a success, and it has nothing to do with his 448 million subscribers. 

It’s because the product actually delivers.

Celebrity brands have enough intrigue to get people to try your product once.

But it's once that excitement wears off, it's hard to get them to buy it again.

Feastables took off because its entire premise was "We're better than Hershey's".

That was literally the promise: cleaner ingredients, better taste, better experience.

And when fans tried it, they agreed.

MrBeast used his audience as a launchpad and earned repeat customers by focusing on product quality.

That’s the part most celebrity brands miss.

You can have the biggest name in the world attached to your brand, but if the product’s average, people move on.

Fame might get you attention.

But the product is what keeps people around.

We're turning 19,500 ignored Amazon listings into $15+ million in revenue.

And all it took was real optimization, at scale.

A client came to us doing almost $30 million a year with a massive catalog: 

• 20,000+ total listings 
• Top 500 generated $20 million 
• The remaining listings bring in about $8 million 

Buried inside those long-tail SKUs is at least another $5 million, but manually optimizing thousands of listings just isn’t realistic... until now.

At Incrementum Digital , we're using our custom-built in-house AI listing optimization system to fix that. 

Now we can scale SEO optimization across thousands of products. 

We’re analyzing every SKU and identifying where titles, bullets, descriptions, and keywords are outdated, inconsistent, or not ranking for the right terms. 

Then we score every product based on its “SEO gap” how far it is from what it should be doing with proper on-page optimization and keyword targeting. 

We can also rewrite Listings at Scale.

Our AI system rewrites titles, bullets, and descriptions to improve keyword coverage, relevance, and conversion. 

By pairing optimized copy with a coordinated ad strategy, we’re pushing products up the search results and unlocking rankings that these listings have never had. 

Revealing millions in incremental revenue. 

Traditionally, brands focus all their energy on the top 50–100 products because it never made sense to manually optimize the other 1,000+ SKUs that produce mediocre sales. 

AI changes that math. 

• Take a $1,000/month SKU to $1,500 
• Take a $2,000/month SKU to $4,000 
• Do this across thousands of products 

Suddenly, your long-tail becomes a multimillion-dollar growth channel, powered by optimization you could never justify before. 

Most companies with 500+ SKUs are leaving money on the table simply because they don’t have the ability to optimize at scale. 

That’s exactly why we built this system. 

If you’re sitting on long-tail SKUs, we can audit your catalog, show you where the revenue is hiding, and use AI + ads to unlock it.

Incrementum Digital

Why is Liquid I.V. ranked #5 in Health on Amazon… while LMNT is stuck at #20?

It's because LMNT is stuck using DTC instincts that don’t win on Amazon.

Both are hydration powder brands. 
Both have a strong DTC presence. 
Both run influencer marketing.

But only one was built for the Amazon algorithm.

Here are three reasons why Liquid IV is blowing LMNT out of the water on Amazon:

1) Liquid I.V. knows variety = choice, and that turns into conversion. 

They’ve launched multiple flavor packs, bulk options, and limited editions specifically for Amazon shoppers. 

LMNT, on the other hand, only offers a variety pack.

2) Price is Positioning

When you have a direct competitor on Amazon, price is EVERYTHING. And LMNT isn't winning in that category. 

A 12-pack of LMNT is $23.99. For the same price, Liquid I.V. gives you 16 sticks. 

3) Reviews are Currency

Liquid I.V. has over 250,000 reviews. LMNT has barely a fraction of that. 

On Amazon, reviews are currency, they compound, build trust, and they drive rankings.

Liquid I.V. ran big for Prime Big Deals Day 2024 and ranked #3. 

LMNT is still playing the DTC game. 

- Great site UX
- Build-your-own-bundles
- Educational content

But that doesn't cut it in Amazon, a platform this competitive. If LMNT wants to close the gap, they need to become better Amazon operators.

More SKUs. 
Price optimization. 
Strategic reviews. 
Media planning.

Because DTC instincts don't help you win on Amazon. 

They'll be the thing that drags you down.

What used to be impossible is now just an AI prompt away.

I formulated a supplement using AI. No PhD required. 

What used to require hiring specialists, coordinating with labs, going back and forth for weeks... I knocked out in an afternoon.

This is what sellers miss about AI.

It's not about doing your current work 10% faster.

It's about doing things you didn't even think were possible for YOU to do.

AI is letting individuals do what used to require entire teams.

Outsourcing used to be your only option for stuff like this.

Not anymore.

This is exactly what happened when Amazon opened up to third-party sellers.

Small brands suddenly had the same tools as the giants.

AI is doing that again.

And we're still in the early innings.

Big budgets don’t matter on Amazon anymore. Well Almost. Budgets still matter, but AI is letting challenger brands take on the big guys. 

For years, big brands dominated because they had bigger budgets, bigger teams, and bigger resources.

Now, a lean team with the right tools can test creatives faster, scale video ads smarter, and optimize listings better than a Fortune 500 brand with a massive agency behind them.

Amazon is essentially handing you the same weapons the giants have been using, and betting that scrappy, fast-moving brands can compete.

From AI-generated images to automated A+ content to video creation at scale, these tools level the playing field in ways we've never seen before.

So start testing now. If its not perfect, test again, because the pace of the tech is moving rapidly.

AI gives you a lane to compete, and Amazon is rooting for you to take it.

I used AI last week to buy kosher matcha.

That's not exactly a sentence I thought I’d ever write.

I started on Amazon, like most people do, but I didn’t know which matcha to buy and which one was kosher. 

Why is one Ceremonial grade $12 and another $45?

So I asked ChatGPT. It walked me through the differences, listed the top brands, and even told me which ones were kosher.

(That alone saved me from clicking through 20 listings looking for which one had the kosher certfication symbol on the packaging.

Funny enough, the brand it recommended was on Amazon, but it was out of stock.

So I went to their DTC site and bought it there.

And guess who fulfilled the order? Amazon.

They didn’t have FBA inventory available, but they handled shipping through MCF.

So I technically bought “off-Amazon,” but the box still showed up in a few days.

That’s how AI is changing commerce. It helps you understand why to buy one over another.

And that’s something Amazon is still catching up to. Rufus being in the system is a bit more biased to me, than going out of the system. 

But for real discovery, when you’re trying to figure out what to buy, tools like ChatGPT and maybe soon, Amazon's “Help Me Decide” are where the real shift is happening. And I ended up buying 2 because of free shipping, another reason DTC has higher AOV than Amazon.

This storefront made me stop scrolling, and that's the point. 

This is why I keep saying your Amazon storefront is your new DTC site.

Take a look at this one from Dose, a wellness brand. It feels like something you’d see on their website, right?

Your Amazon storefront is your new homepage. It’s where shoppers decide if your brand feels legit or forgettable.

These images do the selling:

- Show the product in use
- Highlight the ingredients and benefits
- Deliver a premium, branded experience

And yet, most brands still treat their storefront like a parking lot for random SKUs. Zero story and no strategy.

Amazon clearly wants you to think differently. 

They’ve just added even more metrics to Store Insights:

- Organic vs. paid traffic
- Social and external traffic attribution
- Bounce rate, dwell time, and new-to-store visitors

Amazon knows this space drives conversion. So they’re giving you more data to optimize and prove it.

Your storefront is your only piece of real estate on Amazon that your competitors can’t bid on.

Make it count.

Dose

30–50% of annual sales happen in these 12 weeks, yet many wait until it’s too late.

Here’s how we’re advising brands at Incrementum Digital to attack Q4:

Intent is everywhere, but only if you’re set up to capture it.

Auto campaigns can capture new or seasonal keywords you may have missed manually.  

Target gifting related keywords and test - gifting keywords are often broad in nature and don't always convert well. Lower bids may be needed to hit the right KPIs. 

Not all deals are created equal. Consider tiered promos to increase AOV and layer in brand tailored promos on top of retargeting/remarketing to increase conversions. 

Holiday creatives matter.

Shoppers are making emotional decisions. Seasonal visuals, updated product images, and gift-ready copy can push conversions without touching price.

Leverage AMC data.

Audiences of cart abandoners, PDP viewers, look-a-likes, high spenders who’ve gone quiet, can all lead to incremental sales when targeted. 

Q4 is competitive. 

But the brands that plan for it and execute across ads, promos, and creative are the ones that come out ahead in Q1.

Who knew buying sourdough flour could be done with an AI agent! 

Amazon’s Shopping Agent Is Now Buying From DTC Sites — Even When Brands Don’t Sell on Amazon

Amazon has rolled out a new capability where its Shopping Agent can purchase products directly from a brand’s DTC website on your behalf — even if that brand has zero listings on Amazon.

Amazon is positioning itself not just as a marketplace—but as the default shopping interface for the entire internet.

In my example below i was looking to see if Cairnspring Mills was available on Amazon (great for sourdough). It isn’t but an agent can buy it for me. The downside currently is the agent doesn’t know the shipping costs and instead is showing me a maximum price. 

Not the best experience yet, but as agents get better, brands will need to think about how they are appealing to ai and humans.

Cairnspring Mills

Pepsi just dropped a Prebiotic Cola. 

Yeah... Pepsi is going gut health now.

First, they bought Poppi. 

Now they’re launching their own version under the Pepsi label. Drops Nov 28.

A few years ago, nobody was talking about gut health in beverages. Now, it's mainstream.

Let’s break this down:

- They bought social momentum (Poppi)
- Repackaged it for the mainstream
- Positioned it for a customer who would never touch Diet Pepsi

You can’t market diet soda to the person who shops at Erewhon and takes magnesium at night.

But you can market a gut-friendly soda with 5g of sugar and no artificial junk, especially if you already own the infrastructure to do it at scale.

Watch the big brands closely. They’re quietly telling you where the consumer is headed.

And if Pepsi is going gut health… what’s stopping your brand from getting there first?

What happens when “Add to Cart” disappears?

Shopify’s new ChatGPT integration just gave us a glimpse.

You can literally chat, discover products, and check out instantly… all inside ChatGPT.

Think about how fast this is moving:

Shopify → instant checkout

Amazon → talking about unblocking “agents” for shopping

TikTok → already driving billions in social commerce

The lines between “shopping” and “search” are disappearing faster than brands are ready for.

AI isn’t just assisting commerce anymore. It is the commerce layer.

If you’re a brand, that means your storefront will live inside the next AI interaction your customer has.

This is going to reshape product discovery, attribution, and even brand loyalty.

But here’s the question I keep thinking about: 

While tech is moving fast… will consumer behavior keep up?

So far, I’m researching products off Amazon with AI, but still checking out on Amazon.

That gap between discovery and purchase is where the next wave of disruption (and opportunity) lives.

This was not your standard RFP. 

Beat the other agencies and you will get our business.

An 8-figure brand with 1000 ASINs challenged us to participate in a head-to-head war against 4 other agencies. 

Net Margin winner takes all, and we went all in. 

ASINs were divided among the agencies, and we got to work. 

We aligned our ad strategy with the brand's P&L and restructured their campaigns for scalability and control.  

As the competition continued, 3 agencies were narrowed down, and we had over 300 ASINs. 

Our results:

+450% growth in total net margin dollars
+125% increase in top-line Amazon sales
+ Scaled from a handful of ASINs to managing nearly 300

We learned some valuable lessons along the way. 

They came to us for Amazon ads.

But they got a partner who helped with pricing, coupons, strategy, and even their competitive positioning.

That was a big reason why we outperformed multiple other agencies in the trial.
But we didn’t stop at delivering results.

We walked the client through how EVERY decision tied back to profit.

That level of transparency made them see us as an operator in their business rather than just an "ad agency."

TikTok Shop cracked the code on impulse buying. 

ChatGPT can't compete with that. 

When someone shops through TikTok, it feels natural. 

Discovery is baked into the user experience. 

You’re scrolling, a creator shows you something compelling, and you’re two taps away from buying.

It’s designed for shopping.

Now compare that to ChatGPT.

The interface is made for chat, not commerce. 

You can ask for product ideas, sure, but when it comes time to buy, you're bouncing to a whole other site.

- You can’t easily view a bunch of product images.
- There’s no built-in review feed.
- Discovery feels transactional.

TikTok, on the other hand, built an e-commerce engine into its DNA.

ChatGPT built a helpful assistant.

Two very different things.

This isn’t a diss on OpenAI; the tech will get better.

But if you’re asking why TikTok Shop is exploding, and ChatGPT shopping feels clunky, it’s not about the tech.

It’s about the experience. 

Brands should pay attention to where behavior is already aligned with impulse buying, not just what platform is trending.

taplio

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