online retail

Carolyn Lowe

Strategic Insights from ROI Swift’s CEO Carolyn Lowe for Mastering the Amazon Marketplace

In this episode of Talk Commerce, host Brent Peterson engaged in an enlightening conversation with Carolyn Lowe, CEO and founder of ROI Swift, about maximizing success on Amazon’s marketplace. The discussion revealed crucial insights for brands considering Amazon as a sales channel, along with practical strategies for optimizing their presence on the platform.

Key Takeaways

  • Brands should conduct thorough P&L analysis before entering Amazon
  • Products priced under $15 rarely generate profit after Amazon fees
  • 60-70% of Amazon searches are non-branded
  • Video content is increasingly important for product listings
  • FBA can increase conversion rates by 30-80%
  • Proper product page optimization should precede advertising efforts

About Carolyn Lowe

Carolyn Lowe’s journey to becoming an Amazon expert began at Dell Computer, where she worked in consumer marketing for six years. Her transition to entrepreneurship came through her experience helping a mom and baby company grow from a modest $10,000 monthly Amazon revenue to an impressive $400,000-$500,000. In 2015, she founded ROI Swift with the ambitious goal of helping 500 brands achieve profitable growth.

Detailed Episode Summary

The conversation began with Carolyn sharing her background in e-commerce, dating back 25 years when she moved from Boston to Austin for a role at Dell. Her expertise in digital marketing evolved through various positions, ultimately leading to the foundation of ROI Swift.

On the topic of Amazon presence, Carolyn emphasized the importance of strategic decision-making. She outlined specific scenarios where brands should consider Amazon:

“If you’re in retail or you’re sold through retail partners or other online partners, you’re going to end up on Amazon anyway, so you might as well make it the best experience,” Carolyn advised. However, she cautioned that brands with exclusive direct-to-consumer models might want to maintain their independence.

Regarding product pricing, Lowe shared crucial insights about margin considerations. She explained that successful Amazon products typically require:

  • 60-80% gross margins
  • Ability to absorb 15% Amazon fees
  • Additional 10% for shipping costs
  • 10-15% advertising budget

The discussion turned to product optimization, where Carolyn stressed the importance of proper page setup before advertising: “Don’t spend any more money on ads until you’ve got the best product page,” she emphasized, noting that conversion rates below 10-15% indicate need for improvement.

Personal Commentary and Analysis

The podcast reveals the complexity of Amazon marketplace success, highlighting how proper preparation and strategy are crucial for brands entering the platform. Carolyn’s emphasis on data-driven decision-making and thorough economic analysis before Amazon entry demonstrates the platform’s evolution from a simple marketplace to a sophisticated e-commerce ecosystem requiring expert navigation.

Memorable Quotes

“Amazon is the devil we know.” – Carolyn Lowe, discussing the predictability of Amazon compared to other platforms

“If your product needs a lot of education and it’s a disruptor, it will be difficult on Amazon.” – Carolyn Lowe, on product-market fit

“You don’t want to send good traffic to a bad web page.” – Carolyn Lowe, emphasizing the importance of product page optimization

Engaging the Audience

To learn more about optimizing your brand’s Amazon presence, connect with Carolyn Lowe on LinkedIn or visit ROI Swift’s website at roiswift.com. The full episode offers additional insights and practical tips for brands considering or currently selling on Amazon.

Final Thoughts

Amazon marketplace continues to evolve, requiring brands to maintain agility and strategic focus. Success on the platform demands more than just listing products – it requires careful planning, proper pricing strategy, and ongoing optimization efforts.

Find more conversations about optimizing for Amazon Marketplace here

FIN Studio Events: Revolutionizing E-commerce Photography in New York and Los Angeles

FIN Studio Events returns to New York and Los Angeles, offering e-commerce businesses and creative professionals a unique opportunity to experience cutting-edge photo studio technology and workflow solutions.

Talk Commerce - Jason Nyhus

[Live from ShopTalk] The Struggle of Mid-Market Merchants in E-Commerce with Jason Nyhus

Defining the Mid-Market Merchant

Jason eloquently described the mid-market merchant as a business that doesn’t quite fit into the standard SMB or enterprise categories. These merchants often have complex use cases and unique needs that aren’t easily met by one-size-fits-all solutions. As someone who has worked with numerous mid-market businesses, I can attest to the importance of finding a platform that offers the flexibility and customization required to address their specific challenges.

One of the most significant issues mid-market merchants face is the dominance of big software companies in the e-commerce space. As Jason pointed out, these companies often prioritize their own profit motives over the needs of individual merchants. The result? A homogenized e-commerce experience that lacks the differentiation and customization many mid-market brands rely on to stand out in a crowded market.

I’ve seen firsthand how frustrating it can be for merchants to feel forced into a box, unable to tailor their online presence to their unique brand identity. This is where open-source platforms like Shopware shine, offering the freedom and flexibility to create truly distinctive e-commerce experiences.

The Importance of Adaptability and Customization

As the e-commerce landscape continues to evolve at a breakneck pace, adaptability has become a crucial factor in the success of mid-market merchants. Jason emphasized the significance of choosing a platform that allows for easy customization and integration with emerging technologies like AI.

In my experience, the ability to modify and own your code is a game-changer for mid-market businesses. It allows them to create tailored experiences that align with their brand and business processes, rather than being constrained by the limitations of a rigid, one-size-fits-all solution.

Final Thoughts

My conversation with Jason Nyhus at Shop Talk was an eye-opening exploration of the challenges and opportunities facing mid-market merchants in the e-commerce world. By understanding the unique needs of these businesses and embracing adaptable, customizable solutions, we can help them navigate the complexities of online retail and thrive in an increasingly competitive landscape.

If you’d like to learn more about Jason’s insights and the innovative solutions Shopware offers for mid-market merchants, be sure to check out the full podcast episode. And as always, keep the conversation going by sharing your own experiences and strategies for success in the comments below.

Unlocking 25 Years of eTail: A Retrospective with eTail Co-Producers Kristin Schoenstein and Liz Robillard

On a special anniversary episode of Talk Commerce, I sat down with eTail co-producers Kristin Schoenstein and Liz Robillard to unpack 25 years of the groundbreaking eTail conference. As pioneers in the e-commerce events space, Kristin and Liz gave an insider’s perspective on the evolution of email and the wider industry landscape.

The Essence of the eTail Conference Over 25 Years:


Spanning over two decades, eTail has been instrumental in nurturing the growth of ecommerce. From humble beginnings as a small gathering of 50 ecommerce professionals to hosting over 1,500 attendees yearly, eTail has scaled tremendously while retaining its identity as a tight-knit community event. As Kristin put it, “eTail feels like a family reunion each year.”

Exploring the Changing Landscape of Ecommerce Conferences:


In the early days, eTail was the only specialized conference for ecommerce professionals. But over the years, the industry has exploded with events catering to every ecommerce niche imaginable. “It’s incredible to see the diversity of conferences now focused specifically on areas like mobile commerce, marketplace selling, social commerce, and more,” Liz noted. “It represents the maturation of ecommerce.”

The Impact of Ecommerce Conferences on Online Retail:


Industry conferences like eTail have had an undeniable influence on shaping the growth trajectory of e-commerce. By fostering connections and knowledge sharing amongst peers, e-commerce conferences nurture innovation and push the envelope of what’s possible in online retail. “So many business partnerships and new technologies can trace their origins back to conversations that started at eTail,” Kristin revealed.

Questions and Reflections:


We had so many great questions about the evolution of eTail, the future of physical conferences in an increasingly digital world, and advice for first-time eTail attendees. Some key insights from Kristin and Liz:

  • The value of in-person networking will not fade, even as virtual events gain traction
  • Specialization will define the next generation of successful conferences
  • First-timer advice: “Be open-minded, talk to everyone, and follow up.”

Unlocking 25 More Years of Community Commerce:


After 25 years of bringing together the brightest minds in ecommerce, the future looks bright for the eTail conference. Come ready to connect, learn, and unlock the next era of community commerce this year at eTail!