Winning Amazon Strategies for Footwear & Fashion Brand Growth

For ambitious brands aiming to scale, Amazon remains a premier sales channel—it’s a launchpad for brands looking to globally scale their products. With over 300 million active users worldwide and billions of monthly site visits, Amazon offers unmatched access to a massive customer base, real-time data, and a suite of tools designed to help brands grow efficiently and sustainably.

Yet, many new and established brands still struggle to stand out on the world’s largest online marketplace. While its sheer scale can feel overwhelming (yes, it’s a “beast”), brands that crack its code see 20% higher ROI compared to other channels. The secret? Treat Amazon like a collaborator, not a competitor.

We sat down with Michael Maher, Founder & Chief Idea Officer of Cartology, for an exclusive interview to uncover how brands can unlock Amazon’s full potential and what to prioritize when selecting the right Amazon agency. Michael’s expertise lies in navigating Amazon’s complex marketplace, brand building, and developing strategies for sustainable e-commerce success. 

He shared expert insights on everything from optimizing product listings and leveraging advanced advertising solutions to building a distinctive brand identity and scaling into new markets. Here’s what he shared with us.

1. Brands are often concerned that their aesthetic will get lost in the algorithm, what is your advice?

Success on Amazon begins with creating a seamless, content-rich shopping experience that bridges the gap between compelling brand storytelling and hyper-targeted ad placements—all while catering to Amazon shoppers’ desire for speed and convenience. 

High-performing brands invest in A+ Content and Amazon Stores, using detailed product information on PDP (ie. “PDP” stands for Product Detail Page), compelling visuals, and immersive brand storytelling to educate shoppers and drive conversions. 

The most effective product listings are built on thorough keyword research and optimized copy that highlights both features and benefits—translating technical details into clear value propositions for the customer.  

2. How do you measure success beyond just ROAS?

The Chief Idea Officer recommends measuring share of voice, organic rank, conversion rate, total sales, and share of purchases. “These are great overall metrics to measure since the whole goal is selling more products. Also, profitability on the channel. RoAS can tell you ad efficiency but that’s about it.” He also recommends measuring your conversion rate in ads, along with CTR, if you want to get ad specific.

3. How much would you typically recommend a brand spend on advertising?

The recommended advertising spend for brands varies depending on several factors, including industry, company size, and growth stage. It’s crucial to have an expert conduct a detailed audit on your account to receive tailored recommendations. 

This audit can help identify inefficiencies, optimize campaigns, and ensure your ad spend aligns with your specific business goals. Regardless of the exact percentage, investing in advertising is essential for growth in today’s competitive marketplace. 

It’s not a “nice to have”. It’s a must.

4. What are the four key factors to focus on when selecting an Amazon marketing agency?

Look for an agency that takes a holistic approach to your business goals. 

They should work with you to understand your sales targets and help determine an appropriate advertising budget. A quality agency will provide a detailed analysis of how different ad spend levels will impact your profitability. They should be able to assist you in setting realistic goals and potential returns on investment and help you balance growth with maintaining healthy profit margins.

The right agency will prioritize understanding your specific business objectives before proposing any strategies. 

They should ask probing questions about your goals, whether that’s increasing market share, improving product visibility, or boosting your bottom line. Look for partners who can provide a comprehensive plan for measuring these key performance indicators. This might include tools for tracking your organic search ranking, looking at share of purchases, and measuring your changes in market share. The agency should be able to explain how each metric ties back to your overarching business goals.

Be wary of agencies that rely heavily on promoting their size or touting proprietary technologies without substantiating their effectiveness. 

Instead, focus on agencies that can demonstrate tangible results through detailed case studies, client testimonials, and data-driven success stories. Michael explains, “They should be able to identify your problems with the questions you ask, and you, as a client, should be saying ‘Yes! that’s exactly what our problem is!’”

Additionally you can ask for examples of how they’ve helped businesses similar to yours overcome specific challenges or achieve particular goals on Amazon. A reputable agency should be able to provide concrete evidence of their expertise and the value they’ve delivered to clients.

Finally, prioritize agencies that value open communication and transparency in their reporting. 

They should provide regular, easy-to-understand updates on your performance, including both successes and areas for improvement. A trustworthy agency will proactively explain any fluctuations in metrics, whether positive or negative, and offer clear strategies for addressing challenges. Look for partners who are committed to educating you about the Amazon marketplace, keeping you informed about platform changes, and empowering your team with knowledge to make informed decisions.

5. In your experience, what are the most common mistakes brands make when expanding into new international Amazon marketplaces?

Take it from the expert himself, “Most brands don’t think about the costs and all the regulations involved. Costs add up quickly when allocating more inventory and ad budget to international channels, not to mention the costs for taxes and logistics.”

In the end, Amazon’s massive marketplace can feel intimidating, but it’s also packed with potential for brands willing to embrace it. The brands that succeed don’t just treat Amazon as another sales channel, they treat it as a true partner. By focusing on smart storytelling, targeted ads, and tracking the right metrics (not just ROAS!), brands can stand out and see real, measurable growth.

Finding the right agency is a big part of that journey. The best partners will take the time to understand your business, set realistic goals, and keep you in the loop with honest, straightforward reporting. They’ll have real-world success stories and data to back up their promises, not just flashy tech or claims about their size.

At its core, with the right strategy and support, Amazon can be a powerful engine for your brand’s growth, helping you reach new customers and markets you may never have imagined.

Ready to take your brand to the next level on Amazon?

If you’re a brand founder ready to scale on Amazon, Michael Maher and the Cartology team can help you unlock real growth. To book a session or with Michael Maher and book a session with Cartology or send a direct message to Michael’s LinkedIn profile to learn more about his work.