It’s impossible to ignore the explosion in e-commerce, and Amazon captured almost 40% of those purchases in 2021, by far the largest in the industry. Companies need to understand the potential of SEO on Amazon. Brands should utilize long-tailed contextual keywords for product searching (brand name, color, etc.). They also really need to use product highlights to differentiate themselves from the competition, and the product description should be easily scannable. Outside SEO paid ads are a must have, but they come in different shapes. Brands should utilize product ads to give a particular product attention, brand ads to highlight the brand itself and populate above organic listings, and display ads to catch the eye for bottom of the funnel action. Finally, ratings will generate traffic and place you at the top of the searches. However, quality matters more than the number of reviews, and newer reviews drive better results.