In a recent episode of Talk Commerce, I had the pleasure of speaking with Elizabeth Greene, co-founder of Junglr, who has spent nearly seven years mastering the art and science of Amazon advertising. What struck me most about Elizabeth’s approach wasn’t just her technical expertise, but her genuine passion for helping brands navigate what she calls the “democratized” world of Amazon ads.
Elizabeth’s journey from homeschooling mom to Amazon advertising expert offers valuable insights for any ecommerce brand looking to scale. Her agency has helped countless brands leverage Amazon’s unique advertising ecosystem to drive both immediate sales and long-term organic growth.
The Amazon Advantage: Why This Platform Differs from Google and Facebook
During our conversation, Elizabeth made a compelling point about Amazon’s unique position in the advertising landscape. “The way that the Amazon algorithm is designed is to surface the best products,” she explained, “the products that when average shoppers type in a search, they’re purchasing those products.”
This fundamental difference sets Amazon apart from platforms like Google, which moved away from pay-to-rank models years ago. What fascinated me about Elizabeth’s explanation is how Amazon maintains this “pay to play” dynamic while still prioritizing genuine customer satisfaction. The platform doesn’t differentiate between sales generated through ads versus organic listings when determining search rankings.
From my perspective as someone who’s witnessed the evolution of digital advertising, this integrated approach offers something unique. Unlike Facebook or Google ads where attribution can be complex and privacy changes impact tracking, Amazon provides clear, same-platform data that eliminates guesswork.
Democratizing Advanced Advertising: AI Tools and Low Barriers to Entry
Elizabeth’s enthusiasm was particularly evident when discussing Amazon’s democratization efforts. “You can start really, really low and very limited,” she noted, explaining how brands can begin with budgets as small as a dollar and bids as low as two cents.
What impressed me most was her description of Amazon’s AI-powered video generation tools and streaming TV ad access. The fact that brands can now access streaming TV advertising with budgets around $200 represents a dramatic shift from traditional media buying. As someone who remembers when such advertising required significant upfront investments and agency relationships, this accessibility is remarkable.
Elizabeth also highlighted Amazon Marketing Cloud’s AI query generator, which she described as “actually the most accurate” among similar platforms. This tool eliminates the technical barrier of writing query code, making sophisticated audience data accessible to brands without extensive technical resources.
Starting Smart: The Power of Automated Campaigns
When I asked Elizabeth about getting started, her recommendation surprised me with its simplicity. Despite her deep expertise in manual campaign optimization, she still advocates for automated campaigns, especially for brands uncertain about their keyword strategies.
“We still run auto campaigns because they do perform really well,” Elizabeth shared. This approach allows Amazon’s algorithm to surface products on relevant searches while providing valuable data through search term reports.
Her example of researching “car chalk” resonated with me because it illustrates a common mistake many advertisers make – assuming we understand how customers search. Elizabeth discovered that what seemed like a perfect keyword for a car-shaped chalk product actually returned completely different results focused on dealership windshield markers.
This reinforces something I’ve learned throughout my career: always validate assumptions with real data. Elizabeth’s approach of actually searching Amazon to see what appears demonstrates the importance of understanding your customer’s actual search behavior rather than relying on internal assumptions.
Navigating Market Challenges: Tariffs and Price Adjustments
Our discussion of current market challenges, particularly tariffs, revealed Elizabeth’s pragmatic approach to business obstacles. Rather than panic or arbitrary cuts, she advocates for systematic analysis.
“It’s looking at the numbers and saying like, okay, what are our actual profit margins after these things have happened?” Elizabeth explained. Her methodology involves working backwards from current reality, adjusting prices when necessary, and recalibrating advertising budgets based on new profit margins.
This resonates with my experience across various economic cycles. The brands that survive and thrive during challenging periods are those that make data-driven decisions rather than emotional reactions. Elizabeth’s “cards on the table” approach – understanding exactly what hand you’re dealt before deciding how to play – exemplifies smart business management.
Platform-Specific Nuances: Why One Size Doesn’t Fit All
Elizabeth’s candid admission about struggling with Meta ads despite her Amazon expertise highlighted an important truth about digital advertising. Each platform has distinct characteristics that require specific knowledge and approaches.
Her observation that Amazon shoppers arrive with purchase intent fundamentally changes advertising strategy compared to interruption-based platforms like Facebook. This purchase-focused mindset means that sponsored product ads can succeed using existing listing content rather than requiring separate creative development.
What struck me about Elizabeth’s platform comparison was her emphasis on understanding customer behavior first, then adapting tactics accordingly. This customer-centric approach has served me well across various marketing channels and reinforces the importance of platform-specific expertise.
The Community Aspect: Knowledge Sharing in Amazon Advertising
One aspect of Elizabeth’s story that particularly impressed me was her description of the Amazon community’s collaborative nature. “When someone found something, they’re like, oh my gosh, this is amazing,” she shared, describing how discoveries were freely shared during the platform’s early days.
This collaborative spirit helped Elizabeth’s own growth and continues to influence her approach to client relationships. Her offer of free audits and detailed launch playbooks reflects this community-minded philosophy that builds long-term relationships rather than focusing solely on immediate transactions.
From my perspective hosting Talk Commerce, I’ve seen how this collaborative approach often creates more sustainable business growth than purely competitive strategies. Elizabeth’s success demonstrates how contributing value to your community often returns multifold benefits.
Final Thoughts
Elizabeth Greene’s insights reveal Amazon advertising as both sophisticated and accessible, requiring strategic thinking rather than just budget allocation. Her journey from selling on Amazon to helping other brands scale demonstrates the platform’s potential for both entrepreneurs and service providers.
What impressed me most about our conversation was Elizabeth’s combination of technical expertise with genuine passion for client success. Her systematic approach to challenges, emphasis on data-driven decisions, and commitment to knowledge sharing offer valuable lessons for any ecommerce brand.
Whether you’re just starting with Amazon advertising or looking to optimize existing campaigns, Elizabeth’s strategies provide a roadmap for sustainable growth. I encourage you to listen to our full conversation for additional tactical insights and consider implementing her customer-first, data-driven approach to your own Amazon advertising efforts.
The democratization of advanced advertising tools Elizabeth described levels the playing field for smaller brands willing to invest time in understanding the platform’s unique characteristics. As Amazon continues evolving its advertising capabilities, the fundamentals she shared will likely remain crucial for long-term success.
LinkedIn https://www.linkedin.com/in/elizabeth-greene-junglr/
X Elizabeth Greene (@Junglr_LLC)
Youtube https://www.youtube.com/@Junglr
Listen to more conversations about Amazon ecommerce strategies here.
