Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

#733 - Go-To-Market Strategy for Amazon Brands

Feb 2, 2026

Elizabeth Rivas, an e-commerce and Amazon go-to-market strategist who has driven tens of millions in online sales, shares her question-driven launch framework. She explains 'storytelling data' to turn reports into decisions. Topics include mining reviews for product and copy cues, defining your true market with MarketTracker360, and using AMC overlap and ad intel to sharpen targeting and launch structure.

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ADVICE

Shift To Question-Driven GTM

Move from intuition-driven to question-driven go-to-market planning.
Ask who will actually buy the product and design tests and tools to answer that question.

ADVICE

Mine Reviews For Copy And R&D

Use customer reviews to extract real buyer language and product gaps.
Feed those snippets into listings, creatives, and R&D to better match shopper expectations.

ADVICE

Use A Five-Step GTM Framework

Follow a five-step GTM: keyword research, market definition, AMC/overlap, ad planning, and launch execution.
Each step narrows scope so you target the right price tier, peers, and customer behavior.

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Elizabeth Rivas returns with a behind-the-scenes look at how brands that sell millions (and even tens of millions) actually approach Amazon growth. Instead of relying on gut feel or “big keyword volume,” she explains how modern go-to-market has shifted to a question-driven approach, starting with what you need to know and using data to answer it clearly enough that even senior leadership can buy in.

A huge part of her edge is what she calls “storytelling data”: turning overwhelming reports into decisions. What to launch, how to position it, and what messaging will actually resonate. She also breaks down how customer reviews (and real customer language) can uncover product development wins, copywriting angles, and creative direction, so your listing speaks the way shoppers speak.

From there, Elizabeth walks through a practical launch workflow: validate demand with keywords, then use tools like Helium 10’s Market Tracker 360 tool to narrow a massive category into your real market—your price tier, your feature set, and your true peer ASINs. Finally, she dives into how AMC (Amazon Marketing Cloud) overlap reports and advertising intel can sharpen everything from targeting and creative to retargeting strategy and launch structure—plus what smaller-budget sellers can do right now to apply the same principles and win.

In episode 733 of the Serious Sellers Podcast, Bradley and Elizabeth discuss:

00:00 - Introduction
02:02 - Elizabeth’s Backstory
04:00 - How She Entered Amazon (2017)
06:40 - Her Superpower: Storytelling Data
09:02 - Better GTM Than Gut & Keywords
10:35 - Review Insights For Copy & Product
13:00 - 5-Step Go-To-Market Framework for Amazon Brands
15:22 - Define Your True Market
21:47 - AMC Overlap Reports Explained
26:00 - Launch Ads: Week-One Structure
31:49 - Low Budget: Test & Document