Amazon looks simple from the outside but is a complex and highly competitive channel. Ranking in Amazon's search results depends on a combination of listing quality, sales velocity, review volume, advertising spend, and fulfilment method, and these factors interact in ways that are not intuitive. Pricing errors, stock-outs, or policy violations can result in listing suppression or account suspension with no warning. Running Amazon alongside a Shopify store adds another layer of complexity around inventory sync, pricing consistency, and channel attribution. Without specialist knowledge, most brands either underperform significantly or spend their way to poor returns.

Yes, and it goes back further than most. The founders behind Iggy were the first Amazon consulting firm in Sweden when Amazon launched in the region, operating under the name Commerce 8 before being acquired by CDON. That history means we have seen every major shift in how Amazon operates across European marketplaces, and we have built that experience directly into how we work today. Our dual expertise in Amazon and Shopify means we understand both platforms deeply and can build strategies that make them work together rather than in competition.

A well-optimised listing does three things: it ranks for the right search terms, it converts browsers into buyers, and it communicates brand quality. We work on title structure, bullet points, product descriptions, A+ Content, and Brand Store to ensure your listings are both algorithmically strong and commercially compelling. Images and video content are treated as conversion tools, not just visuals. Brand Store and A+ Content are also free features within Amazon that directly support SEO and brand recognition, and we include them as standard in our listing work.

Amazon SEO is driven by purchase intent signals rather than content authority. Amazon's algorithm, called A10, ranks products primarily based on sales velocity, conversion rate, and relevance to the search query. Keyword placement in titles, bullet points, and backend search terms matters, but it only works in combination with strong conversion metrics. Unlike Google SEO, where you can build authority over time through content and links, Amazon SEO responds quickly to changes in sales performance, which means advertising and listing quality are directly connected to organic ranking.

The Buy Box is the primary purchase button on a product page. Over 80% of Amazon sales go through it, which means being outside it effectively makes your listing invisible in most purchase flows. Winning the Buy Box requires competitive pricing, consistent stock availability, strong seller metrics including order defect rate and shipping performance, and for most sellers, using FBA. We monitor Buy Box share as a core performance metric and adjust pricing, fulfilment, and inventory strategy accordingly.

FBA means Amazon stores and ships your products, handles returns, and makes your listings Prime-eligible, which significantly improves Buy Box chances and conversion rates. The trade-off is storage fees, pick-and-pack costs, and less control over the fulfilment process. FBM means you handle fulfilment yourself, which gives you more control and lower per-unit costs for slow-moving or bulky products, but typically results in lower Buy Box eligibility. The right answer depends on your product margins, volume, and fulfilment capacity. Many brands run a hybrid, using FBA for their core range and FBM for slow movers or oversized items.

Amazon and Shopify serve different roles in a multi-channel strategy. Amazon captures high-intent buyers who are already searching for your product category, often at the point of purchase. Shopify builds your owned brand relationship, customer data, and repeat purchase economics. The risk of Amazon-first strategies is margin erosion and brand commoditisation. The opportunity is volume and new customer acquisition at scale. We help you structure your Amazon presence in a way that complements rather than cannibalises your direct channel, including pricing strategy, product range decisions, and how you use Amazon advertising relative to your other channels.

Inventory sync between Shopify and Amazon is critical to avoid overselling, which damages seller metrics and can trigger listing suppression. We connect the two platforms to maintain real-time inventory alignment. On pricing, we help you set and maintain a strategy that protects your Shopify margins while staying competitive on Amazon, including handling the tension that arises when Amazon's algorithm incentivises lower prices that conflict with your direct channel positioning. For FBA specifically, we help you plan replenishment based on sales velocity and lead times to avoid stock-outs, which directly impact ranking.

We report on sales volume, revenue, ACOS (advertising cost of sale), TACOS (total advertising cost of sale relative to total revenue), Buy Box percentage, organic ranking for target keywords, and account health metrics. TACOS is particularly important because it reflects the true cost of advertising relative to your overall Amazon business, not just the sales directly attributed to ads. We review these metrics together rather than in isolation, since a low ACOS on a poorly converting listing tells you very little about overall channel performance.