Stop Falling Behind — Break Free from These Outdated Beliefs
The Amazon marketplace continues to evolve at a lightning pace. What worked even a year ago might be obsolete now. Yet many sellers are still operating based on outdated advice and long-debunked assumptions. The result? Lost visibility. Reduced profits. And in some cases, suspended listings or accounts.
If you’re still clinging to these common Amazon myths in 2025, it’s time to pivot. Below, we break down 10 persistent beliefs that are quietly sabotaging your success — and what you should do instead to thrive in today’s ultra-competitive landscape.
Myth 1: “The Lowest Price Wins the Buy Box”
Reality: While pricing is important, it’s far from the only factor Amazon considers when awarding the Buy Box.
In 2025, Amazon’s Buy Box algorithm incorporates multiple variables: seller performance metrics (like Order Defect Rate and Late Shipment Rate), fulfillment method (FBA vs FBM), shipping speed, stock availability, customer service quality, and more. A seller with a slightly higher price but faster shipping and better customer satisfaction scores can still win the Buy Box over a cheaper competitor.
What to Do Instead:
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Use AI-powered repricing tools to stay competitive without racing to the bottom.
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Focus on maintaining high performance metrics.
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Leverage Fulfilled by Amazon (FBA) or fast FBM services to improve shipping speed.
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Monitor your Buy Box percentage in Seller Central and adjust strategies accordingly.
Myth 2: “More Keywords = Better Rankings”
Reality: Keyword stuffing can hurt your listings by lowering conversion rates and triggering algorithmic penalties.
Amazon’s A9 (and now A10) algorithm prioritizes relevance and conversion data. Cramming your listing with irrelevant or repetitive keywords makes it hard for customers to read — which decreases conversions, thereby hurting your rankings.
What to Do Instead:
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Use keyword research tools like Helium 10 or Jungle Scout to find high-intent, long-tail keywords.
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Include keywords naturally in your title, bullet points, description, and backend search terms.
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Focus on writing for humans, not just the algorithm — aim to convert, not just attract.
Myth 3: “Listing Optimization Is One-Time Work”
Reality: Listing optimization is a continuous process, not a one-off task.
Customer behavior shifts, competition evolves, and seasonal trends affect buyer psychology. What worked six months ago might not be ideal today. Top-performing sellers regularly test and refine their listings.
What to Do Instead:
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Run split tests (A/B testing) on titles, images, and bullet points using Amazon Experiments or external tools like PickFu.
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Update your listings seasonally, or when launching promotions.
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Monitor metrics like click-through rate (CTR), conversion rate (CVR), and bounce rate to identify optimization opportunities.
Myth 4: “If I Rank Organically, I Don’t Need Ads”
Reality: Even top-ranking products use ads to protect their position and grow their sales.
Organic ranking doesn’t mean you’re done spending on ads. Competitors can still outbid you on branded and category keywords, stealing traffic even when you’re ranked #1. PPC also supports product launches, seasonal pushes, and new keyword testing.
What to Do Instead:
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Use a hybrid strategy: protect branded terms and scale discovery with sponsored ads.
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Retarget past buyers or cart abandoners through Sponsored Display.
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Analyze your advertising cost of sales (ACoS) and total sales contribution to optimize spend.
Myth 5: “All Reviews Are Equal”
Reality: Verified purchase reviews carry much more weight than unverified ones — and fake reviews can get your listing penalized or removed.
Amazon continues to crack down on review manipulation. It filters or deletes reviews that appear suspicious or non-compliant. Shoppers — and the algorithm — trust verified reviews far more.
What to Do Instead:
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Use tools like Amazon’s “Request a Review” button and automated email follow-ups to ask for feedback.
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Enroll in Amazon Vine to get early, honest reviews for new products.
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Don’t offer incentives for reviews — it violates Amazon policy and risks account suspension.
Myth 6: “Returns Don’t Matter If Sales Are High”
Reality: A high return rate is a red flag — to Amazon and to buyers.
Amazon closely monitors your return rate and the reasons behind them. Frequent returns can result in lower visibility, listing suppression, or even account health issues. It also hurts your margins and reputation.
What to Do Instead:
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Analyze return reasons regularly in your Seller Central reports.
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Improve your product detail page with accurate sizing, specs, and photos.
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Invest in better packaging and user instructions to reduce dissatisfaction and damage.
Myth 7: “FBA Is Always Best”
Reality: Fulfilled by Amazon (FBA) is powerful, but not always the most cost-effective or appropriate option.
Oversized, low-margin, or fragile items may rack up storage and handling fees in FBA. Additionally, long-term storage fees, return policies, and lack of branding control make it unsuitable for some businesses.
What to Do Instead:
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Compare FBA vs FBM vs 3PL using profit calculators.
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For bulky or seasonal products, consider a hybrid strategy — use FBA for top-sellers and FBM/3PL for others.
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Always review your IPI (Inventory Performance Index) to stay within acceptable storage thresholds.
Myth 8: “External Traffic Doesn’t Help Amazon Sales”
Reality: Driving high-quality traffic from off-Amazon sources improves your listing’s visibility and conversion rate.
Amazon rewards listings that get external traffic with better keyword rankings, especially when the traffic converts. In 2025, sellers using Google Ads, TikTok influencers, YouTube reviews, and email marketing often outperform their competition.
What to Do Instead:
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Use Amazon Attribution to track off-platform campaigns.
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Offer exclusive coupons or landing pages to convert off-Amazon traffic.
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Build an audience with content marketing or influencer partnerships to drive long-term value.
Myth 9: “Amazon SEO Is Just About Keywords”
Reality: Amazon SEO involves the entire customer experience — from the search result to the purchase.
Yes, keywords matter — but the algorithm also evaluates your click-through rate, average rating, image quality, number of reviews, and conversion rate. Poor visuals or a weak title can tank your visibility, even if your keywords are spot-on.
What to Do Instead:
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Optimize every element of your listing — not just the text.
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Use high-quality product photography and video that builds trust.
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Improve social proof through strategic review generation and Q&A management.
Myth 10: “Just Copy Competitors”
Reality: Blindly copying top sellers is a fast way to blend in, not stand out — and may even replicate their mistakes.
Top sellers might have a massive ad budget or legacy reviews propping up weak listings. What works for them may not work for you. Differentiation is key.
What to Do Instead:
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Study your competitors’ strengths and weaknesses using tools like DataDive or Sellerise.
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Offer unique angles — better bundles, clearer instructions, more attractive packaging.
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Invest in brand storytelling to stand out, especially if you’re brand-registered.
Final Thoughts: Adapt or Be Left Behind
2025 belongs to sellers who are agile, informed, and data-driven. The Amazon ecosystem changes fast — and success requires letting go of outdated advice and focusing on what actually works today.
Dump the myths. Embrace testing. Prioritize customer experience. And always keep learning.