The Billion-Dollar Brands Leaving Amazon Search Wide Open [The PPC Den Podcast]

Sean Stone of Spillover Commerce is back on The PPC Den, and this time he refused to tell Mike the topic in advance. No pre-show. No planning. Just one question: which billion-dollar e-commerce market has nine of its eleven biggest players missing from Amazon?

Mike guessed mattresses. It’s telehealth.

Sean walks through the haves and the have-nots. Hims and Ro sell a handful of non-prescription products on Amazon. The big GLP-1 brands, some of them publicly traded, sell nothing there related to weight loss. Meanwhile thousands of shoppers type those brand names into Amazon every month, and somebody else collects the sale. Search “Weight Watchers” and you’ll find another company’s metabolism gummies and diet pills sitting in the organic results. Sean’s phrase for it: they paid for a billboard and left it empty.

Then the keyword data, which is the part every Amazon seller should care about. “GLP-1 supplement support” is so new the chart doesn’t go back three years, and it’s already at 30,000 searches a month. Protein snacks went from under 50,000 searches to around 200,000 in three years. Fiber gummies went from about 30,000 to over 200,000. Nature Made spotted it, launched a GLP-1 Companion vitamin, and is moving 10,000 units a month.

From there Mike and Sean get into what this means for everyone else: why the best Amazon brands cut their bottom 5% of products every quarter, why 15% of Google searches have never been searched before, why “demand generation” is a scary phrase if all you do is demand capture, and how to turn Amazon into an acquisition channel with a product insert, a QR code and a Meta pixel.

Also in here: what telehealth brands could be selling on Amazon tomorrow, why continuous monitoring might be the next GLP-1, and Sean’s new tagline, “Amazon demand starts elsewhere.”

We’ll see you in The PPC Den!