In this podcast episode, the hosts delve into the topic of brand defense in Amazon advertising, highlighting how many sellers tend to overspend and mismanage their strategies. They point out that branded sales often aren't incremental; in other words, these sales would likely happen even without advertising. Instead, they suggest that sellers should concentrate on non-brand keywords to drive growth. The hosts advocate for a more strategic approach to brand defense, recommending that sellers prioritize top-of-search placements for their weaker products to boost visibility among an already brand-aware audience, rather than spreading their budget too thin across all placements. A compelling case study illustrates this point, showing a notable increase in sales after pausing brand defense campaigns, which underscores the inefficiency of pouring too much money into branded keywords.
