DTC663: Amazon’s Visual Search Updates

Good morning,

In case you missed it…

Yesterday, we launched The World’s Best Email and Retention Podcast hosted by Pilothouse’s Jordan Gordon on the DTC Podcast Network.

Jordan’s goal is to help new and seasoned email marketers make the most of their ecommerce email programs. 📧

The first episode, covering email metrics and measuring success, is now live! Check out the link in the quick hits section of today's email! 👀

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Here’s what you’ll find in today’s DTC:

⭕ Amazon releases five new ways for holiday shoppers to use visual search for product discovery and comparison.
🔪 Learn how Montana Knife Company uses the scarcity model to drive sales and build a loyal customer base.
🦜 And…how just yapping away on TikTok can create authentic content that leads to great engagement.

You’re reading this newsletter along with new subscribers from: Plant With Purpose, Cherry Festival, and Caroline’s Cakes. 👋

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⭕ Amazon’s Visual Search Updates for Q4

Amazon has made it much easier for shoppers to find the perfect item during the Q4 shopping season. The ecommerce giant has invested heavily in visual search, and these innovative changes enhance the product discovery experience.

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Why is this important:

Visual search is a growing trend on the platform, with a 70% YoY increase.

While some users still rely on text searches, brands should pay attention to the increasing popularity of visual search when creating their SEO strategy.

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Here are the five new updates:

• Visual suggestions: Once a user types in a search term, the ecommerce giant will offer visual suggestions that display images of different products.
• Videos in search: Along with images, customers can view product videos, which is helpful if you have a product that requires a demo or styling video.
• A “More Like This” feature: To help shoppers speed up their search, they can also click on the ‘more like this’ feature that groups together comparable items.
• Adding text to your image search: Shoppers can now add text to their Amazon Lens image search to provide feedback and get more precise results.
• Circle to Search: Along with text prompts, users can also utilize circle to search to highlight an item within an image.

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Here’s how to make sure your products stand out in visual search:

If your brand is on Amazon, it’s time to start optimizing your product pages so you can appear in visual search results and stand out from the competition.

✅ Focus on delivering high-quality images and videos: Take a look at your competitor listings to see what pictures and videos you will be up against.
✅ Add relevant product keywords: Update your product listings so they are optimized for keywords related to color, brand name, occasion, material, and any other features customers might put in their follow up searches.
✅ Call out product variations into listings: Amazon’s new More Like This feature exposes customers to alternatives of products so for example, if you offer that viral dress in a longer length, now is the time to mention that in your listing!
✅ Ask yourself: Is your product easily identifiable in your product images? With the Circle to Search feature, customers can isolate and search for specific items, making it easy to use this feature.

💁‍♀️ Imagine — 100 Brand-Aligned Influencers Promoting Your Products Non-Stop…

That's the dream.

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But the reality for most DTC brands?

• Finding untapped niche influencers is not easy 😵‍💫
• Outreach is time-consuming and often ineffective 😩
• Managing relationships becomes a spreadsheet mess 😬
• Tracking posts and measuring impact eats up weekends 😪
• Teams drain their creativity on manual tasks 😑

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🎧 C-Suite Replay: Montana Knife Company’s 8-Figure Product Launch Schedule

Welcome to the DTC Podcast, today we're sharing another talk from C-Suite Mastermind with our friend Brandon Horoho from Montana Knife Co.

Brandon came to our C-Suite Mastermind event and shared his strategic approach that helped turn a niche knife brand into a cult favorite among outdoor enthusiasts.

He blew all our attendees away with how he mastered the art of the product drop, using a scarcity model to create urgency and build excitement with loyal customers.

Plus, with his ability to plan ahead, we're talking about two years of product launches meticulously planned out so his team knows exactly what to focus on. 📅

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In this podcast, we cover:

• Mastering Scarcity with Drops: Brandon explains how Montana Knife Company has conducted over 120 product drops, selling out every time, and how this model keeps customers engaged.
• Email Marketing Focus: Learn why the company's most effective channel is email, and how they create visually compelling campaigns that align with their brand ethos.
• Strategic Partnerships: Hear about their collaborations with brands like Black Rifle Coffee and Hoyt Archery to reach new audiences and grow their email list.

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👉 You can listen to the full episode with Brandon here.

🌐 IN THE SOCIAL SPHERE

Yapping is the key to…TikTok engagement?

Talking directly to the camera without a script is becoming more popular on the app as audiences value authenticity from brand owners over sales pitches.

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🎉 CELEBRATE THIS!

🧶 Oct 12: I Love Yarn Day, Costume Swap Day, Chess Day, Savings Day

🧠 Oct 13: Train Your Brain Day, Breast Cancer Awareness Day,

💕 Oct 14: Dessert Day, I Love You Day, National Online Bank Day

👋 Oct 15: Global Handwashing Day, Lemon Bar Day, Pug Day, Mushroom Day

📚 Oct 16: World Food Day, Dictionary Day, World Allergy Awareness Day

💰 Oct 17: Wear Something Gaudy Day, Get Smart About Credit Day

👔 Oct 18: Legging Day, Necktie Day, Menopause Day

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⚡ QUICK HITS

🐝 Are your product reviews making enough buzz? Gifted reviews can significantly boost your SEO and give your brand extra credibility with shoppers AND a competitive advantage. Unlock the power of gifted reviews with this guide. *

🎙️ 📧 Welcome to episode one of The World’s Best Email and Retention Podcast. Get your notebooks out, grab a coffee, and click here to tune in.

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Have you heard our latest podcasts?

• 💪 AKNF 444: How to Maintain a Brand That Creates Tons of Content
• 🏆 Four Sigmatic on Small Wins That Stack Up To Big Results
• 💯 AKNF 442: Unlocking Premium Amazon A+ Content
• ✨ The Art of Storytelling with Niclas Bornling from Craft Sportswear
• 👻 AKNF 441: Crush Your Halloween Campaigns on Meta!
• 🍃 Driving 5x Digital Growth: How Salt and Stone Optimizes Sales

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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