Amazon Seller Content Strategies in a Saturated Market: Insights from Amazon Influencer Gracey Ryback

People really struggle to grow. Even if they're pushing content, creating like no other, doing really, really high quality content, the speed of growth has just slowed so much even on YouTube, but especially on TikTok with the saturation and how many people have joined the space.

Tell me your name, tell me what you do in this industry.

My name is Gracey Ryback, and I am an Amazon influencer. I create content, I do live streaming, and I help brands understand external traffic and influence marketing.

So as an expert in marketing and sales on platforms like Amazon, where do you see Amazon sellers having the largest struggle in their business in the next 12 months?

I think that there has been a huge focus on PPC during every process of selling on Amazon. I've heard a lot about PPC getting more expensive, more challenging, and the effect on Amazon being a bit less than what it used to be. I think there's going to be an extra focus on external traffic and potentially organic external traffic on Amazon in the next coming years, especially with how much competition there is.

What's a great way to get external organic traffic?

I'm all about organic traffic, but of course there's paid traffic as well if you want to do that. I think TikTok still is the best top-of-funnel you can possibly have, and it's the only platform that doesn't limit you to who follows you, and so you can discover new people with every video you post. I still think there is value in working with creators, whether it's for brand awareness or UGC or whatever else there is, I think there's so much value in that. And of course, you should mix long-form platforms and short-form platforms together but-

I don't even know what that means.

Long-form platforms like YouTube, Pinterest, websites-

Oh, got it.

... SEO, blogs.

You influencers have your own language.

Short-form like TikTok, Facebook, Instagram, anything that goes away after a few days.

So you started your own content and e-commerce business several years ago.

Yes.

What's the one thing that you wish you could go back in time and tell yourself then that you now know?

Starting really matters. I think a lot of people have so many ideas and things on their to-do list that they really delay everything and they're like, "I'll get to it later. I need to prepare myself fully before I really dive into it." I've seen people really struggle to grow even if they're pushing content, creating like no other, doing really, really high quality content. The speed of growth has just slowed so much even on YouTube, but especially on TikTok with the saturation and how many people have joined the space. So if you have the idea, implement it, put it into action, because as time passes it could get so much harder.

Crap or get off the pot.

There you go.

If you weren't doing content creation and e-commerce, what would you be doing?

If I wasn't creating content, I maybe would try to create my own brand, a product that I really loved and resonated with and hopefully would make other people's lives better, easier, or fun, something worth writing home about. I would really love to do that. I also find a lot of just value in helping other people as well. I love giving advice, feeling like that advice could help others. That I really enjoy too. Call it consulting, call it whatever you, but it's fun for me.

You've basically been doing free consulting for years.

Yep.

Love it.

It's called give you advice.

Can you give an example about how community specifically has helped improve the value or success in your business?

Community goes along with authenticity, it goes along with trust, it goes along with everything that you need to have anyone listen to you, care about what you have to say, or buy something from you that you recommend or are selling. So if you don't have that community, you don't have that trust, you don't have that reliability behind you, then you don't have much, I don't think. So building a community is really, really important. I have my own community and without them I would not have anything. It also goes along with time, showing up for them, consistently showing up for them as well. It is truly at the bottom line of how you do anything in business.

You've sold millions of dollars worth of e-commerce products in your young age. What is the worst, dumbest, or most embarrassing product you ever sold?

Oh my gosh. I'm sure I have so many because the cookie on Amazon, it might not be something I talked about, but it's something definitely that somebody clicked on after they clicked on something I did talk about. I've seen some very suspicious things in my reporting of what people have bought, and it's not PG-13, I'll say that.

So not things that you were selling directly...

Right. Right.

... but things that you...

People just happen to buy.

... sold to people which led to the second thing.

Maybe. I maybe influenced them down on a path that wasn't what I meant for them to go down.

Okay.

Think massage guns.

Got it.

Okay.

Describe to me the most exciting moment in your entrepreneurial history.

A couple exciting moments is getting to speak on a couple of different stages where I may have the imposter syndrome that may have said, "Who am I to be speaking on the stage?" But the feedback that I get from people after I speak has been so amazing. It really makes me feel like I have made the tiniest little bit of difference in people's businesses or perspectives or taught them something that they may not have thought of or didn't know before. And so there's been a sprinkling of different moments that have been really, really cool like that.

Love that. Is a hot dog a sandwich?

Is water wet?

So yes, the hot dog is a sandwich?

No.

Explain.

If the bread was separated, yes. But since the bun-

So if the bun's intact, it's not a sandwich. If the bun splits, it's a sandwich.

In my perspective.

Got it. Where can people find you?

You can find me on social media as Dealcheats, D-E-A-L-C-H-E-A-T-S, or my email is contact@dealcheats.com.

Amazing. Thank you so much.