The Harvest Growth Podcast
Listen to inspirational stories from successful inventors and entrepreneurs as our host, Jon LaClare, founder of Harvest Growth, leads interviews targeted at helping aspiring inventors and market-leading entrepreneurs alike. If you’d like to see how Harvest Growth can help grow your product business, click below.
The Harvest Growth Podcast
Amazon SEO, PPC & Rufus: What Sellers Need to Know Now
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Rachel Hasson, Amazon expert and founder of Evolve Ad Agency, to break down what brands need to know to compete and convert on Amazon today.
Rachel shares how she built her Amazon expertise from the ground up, starting with listing optimization work on Fiverr while managing Amazon accounts in a full-time marketing role. Today, she helps brands improve their Amazon presence through better listing strategy, conversion optimization, PPC campaigns, and channel growth.
The conversation dives into why so many brands make the mistake of copying their website content directly onto Amazon — and why that rarely works. Rachel explains what she looks at first when evaluating a brand’s Amazon presence, including main images, infographics, listing copy, backend attributes, A+ Content, and how well the listing is built to convert shoppers in a crowded marketplace.
Rachel also shares timely insight into Amazon’s AI shopping assistant, Rufus, and why sellers need to start optimizing not only for shoppers, but also for how AI understands and recommends products. From alt text in A+ Content to image copy and product attributes, she explains how Amazon’s changing search experience is reshaping listing optimization.
The episode also covers Amazon PPC, including why brands should fix conversion problems before spending more on ads, how video can help products stand out, and why sellers should be careful about trying to manage campaigns without fully understanding how quickly Amazon advertising changes.
If you’re selling on Amazon, launching a new product, or trying to improve an existing listing, this episode offers a practical look at what actually drives visibility, clicks, conversions, and long-term marketplace growth.
In today’s episode of the Harvest Growth Podcast, we cover:
- Why your Amazon listing should not simply copy your website
- How to optimize your main image to stand out in search results
- Why infographics and listing images matter for both shoppers and AI
- What Amazon Rufus is and why sellers need to optimize for it
- How A+ Content, alt text, FAQs, and product specs can improve visibility
- Why conversion issues should be fixed before scaling PPC
- How video ads can help brands stand out on Amazon
- Why founders should be cautious about managing PPC themselves
- How to handle Amazon support issues with persistence and the right framing
- Why TikTok Shop and Walmart.com can complement Amazon growth
Want to connect with Rachel?
Visit EvolveAdAgency.com to learn more about Rachel Hasson and Evolve Ad Agency.
Do you have a brand you’d like to launch or scale?
Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.