The Amazon School of Marketing


There’s a wealth of information on Amazon… But no one is using it!

In this case study, we’re going to show you how to quickly and easily create a playbook filled with language that is guaranteed to resonate with your audience.

How can we guarantee it will work? Well, because we’re using words that are coming directly from your audience…

It’s one of the simplest, easiest ways to upgrade your marketing copy.

The Amazon School of Marketing

This is a strategy that originally comes from famed marketing consultant, Jay Abraham. Jay is known as the $21.7 Billion Man because he has created over $21.7 billion in revenue for his clients over the course of his career. He’s also been listed as one of the top five executive coaches in the United States and has a daily consulting fee of over $100,000…

Needless to say, he knows a thing or two about marketing. And if you were to ask Jay what the easiest, most cost-effective way to improve your marketing copy is, he’d tell you about The Amazon School of Marketing.

(Seriously, we’ve asked him that exact question.)

Now, The Amazon School of Marketing is not an online course or a book or something invented by Jeff Bezos. It’s a simple method that takes advantage of the massive amount of information found on Amazon.com.

Between products, books, and reviews, you can find something on Amazon that relates to nearly every business niche on the planet. The Amazon School of Marketing is all about capturing that information and using it to your advantage.

Here’s how we put it to work for our clients.

Finding Your Niche on Amazon

The first step of this task is to find something related to your business on Amazon. If you’re selling a product, that means looking at your competitors and similar products within your niche. If you’re selling a service, we’ll look at books that encompass some aspect of that service.

For example, if you’re a life coach, we’ll look at the best-selling personal development books. If you run a real estate company, we’ll look at the best-selling real estate books. And if you own a company that produces decorative string lights, we’ll look at the best-selling decorative string lights.

(You get the idea.)

From there, we analyze three things:

  1. The product or book itself
  2. The 5-star reviews
  3. The 1-star reviews

The Product

We start by looking at the copy used on the product itself. What kind of copy is being used on the Amazon page? What features and benefits are listed? If it’s a book, what are the headings in the table of contents? What do the testimonials say on the rear cover?

When you’re looking at a highly-successful product or a best-selling book, it’s pretty safe to assume their copy is working well.

The key is to look at the features, benefits, and testimonials listed throughout the Amazon page. This tells you what people are expecting with a product or service in your niche, and what type of language you should be using in your marketing copy. Testimonials can tell you what makes a certain product or service stand out from the rest.

The 5-Star Reviews

The next step is to look at the good reviews. These reviews are an amazing resource because they tell you exactly why people like a certain book or product.

Let’s say you’re a business consultant and you’re looking to improve your website copy. You want to use language that will resonate with the people coming to your website. These are people who need help in their business — they want to work with someone who knows what they’re talking about and can guarantee results. How can you convey that?

Well, let’s look at this 5-star review for the best-selling book Blue Ocean Strategy, by W. Chan Kim. This is one of the most popular business books of all time, with over 4 million copies sold.


5-star reviews tell you what your audience is looking for and what words will resonate with them.

Reading through this review, there are a number of phrases that stand out:

  • “Good practical advice”
  • “A formula”
  • “Thinking about things you may not have considered”
  • “Compete with other companies in your space”
  • “Stands the test of time”
  • “Adds to the value”
  • “Failed because they got away from the principles”

This review clearly shows what your audience is looking for when they need business advice. They want good, practical advice. They want a formula for success that they can follow. They want someone who will think about things they haven’t considered. They want advice that will stand the test of time and add value to their business.

These are all phrases that you can easily incorporate into your website copy, social media messaging, newsletters, advertisements — nearly everything you do in your business. And this is just one review! We’ll look through dozens of five-star reviews and compile a list of words, phrases, and concepts that appear throughout.

The 1-Star Reviews

The next step is to look at the negative reviews. If you’ve spent any time on Amazon (or any review website), you know that people like to complain when they’ve had a bad experience. What you might not realize is how useful these negative reviews can be.

Looking at 1-star reviews can help you frame your messaging by explaining what your product or service ISN’T. It shows you the type of language that turns your audience away, and it allows you to understand the bad experiences your audience has previously had (which they are desperately trying to avoid).

Let’s look at a 1-star review from the same book:


1-star reviews tell you what to avoid and how to position your messaging.

In this review, there are a lot of great insights on what your audience is looking for and what they want to avoid:

  • They don’t want “new twists” on marketing concepts.
  • They don’t want overly simplistic advice.
  • They’re looking for tools to put together a solid strategy.
  • They’re looking for logical points.
  • They want to know they’ll get a return on their investment.

Once again, this is valuable language that you can use in nearly all of your marketing copy.

On your website, you can talk about how you don’t put new twists on marketing concepts and you give your clients the tools to put together a solid marketing strategy. All of your concepts are based on logic and guaranteed to bring a return on investment! You’ve just set yourself apart from the competition and shown your audience that you understand their needs and wants.

Putting it all together

The final step is to take all of this language and compile it into a document.

We’ll create a document for you that has a long list of words that will resonate with your audience. We’ll go over what your audience is looking for, what they’ve liked in other products or books, and what they don’t like.

The next time you need to write a piece of marketing copy, you’ll have a massive list of words you can plug in as needed. Not only will this make your life easier, but it will also help you craft copy that is guaranteed to provide results.

And the best part? With this document, you don’t even need to write the copy anymore! You can hand this off to a copywriter with some simple directions and they’ll have everything they need to craft compelling copy for your business. (They’ll also love you because no one does this.)


For Leverage Clients:

If you’d like the Leverage Marketing Team to complete this task for you, simply copy and paste the title below onto your next task and add any other relevant information to the description.

TASK TITLE: Amazon Research Task from Leverage Blog

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