Over 60% of U.S. consumers start their product searches on Amazon—more than any other platform. The marketplace holds massive opportunity, but it’s also fiercely competitive, making a sharp strategy essential if you want to stand out.

Many brands continue to adopt a “set it and forget it” approach on Amazon and wind up disappointed with the results. But there are critical things you can do to grow your Amazon sales this year, and that’s exactly where this playbook comes in.

Keep reading for:

• Actionable steps to optimize your current Amazon marketing strategy and Amazon advertising strategy
• Recommendations for Amazon Ads, SEO, A+ Content, Storefront, photography, video, product inserts, reviews, and more
• What it takes to appeal to the modern Amazon consumer and succeed on Amazon in 2026, whether selling Seller Central (3P) or Vendor Central (1P)