TL;DR
- Top sellers make simple products irresistible through sleek design, packaging, and smart marketing.
- Tiny upgrades, like a better grip or quieter motor, make products feel fresh and valuable.
- They speak like a friend, using clear, relatable language to connect with customers.
- Adding small surprises, like thank-you notes, creates memorable experiences that customers share.
- Top sellers build communities, not just customers, using social media and engagement.
- They value feedback, even negative, and constantly tweak products to stay ahead.
We’ve been working on Amazon for 10 years—10 years of managing thousands of products, making our fair share of mistakes, and learning a ton along the way. We’ve been fortunate to work with some big brands like Weber, Paula’s Choice, Blackstone, and Mary Ruth, each with thousands of reviews.
We’ve picked up valuable insights from all of them, and along the way, we’ve shared a few of our own too. It’s been quite the journey!
While working with these brands, we noticed something that makes them tick, something that keeps them at the top—and there’s a real reason behind it. The good news? We’ve cracked that code, and now we’re going to share it with you. So, stick around and keep reading!
Things you can learn from top-rated Amazon products
#1: They make boring look sexy
Ever wonder how something as ordinary as a phone charger or a water bottle can rack up thousands of glowing reviews? I mean, it’s just a charger, right? But here’s the thing—top sellers know that the secret sauce isn’t in reinventing the product, it’s in making it feel like something you need. They’ll take the most everyday, forgettable item and turn it into something you want to show off.
How? Sleek design that makes you feel like it belongs in a tech museum, not tangled in your junk drawer. Packaging that’s so smart, it feels like unboxing an experience. And clever marketing that turns “just a phone charger” into the charger that everyone’s talking about.
These sellers understand that customers are drawn to simplicity with a dash of wow. They don’t try to overwhelm you with features you don’t need—they highlight just the right ones, in just the right way. The product may be basic, but it makes you feel like you’re getting something special. Lesson? Even the most basic product can shine like a superstar if you know how to make it irresistible.
It’s not about having the most groundbreaking item on the market—it’s about making your product look like it’s the only one that matters.
#2: They master the art of “tiny upgrades”
Top-rated products don’t always reinvent the wheel—they often make tiny but meaningful improvements.
It’s not about flashy new features or wild redesigns; it’s about those little things that just make the product better in ways you didn’t even know you needed.
Take something as simple as a water bottle. A top seller might not change the entire design, but they’ll add a grip that feels perfect in your hand or a lid that clicks shut with that satisfying sound. They might even introduce a new colour that suddenly feels fresh and trendy. It’s not revolutionary, but it feels like an upgrade—and customers love that.
Or think about a blender. Everyone has seen one before, but what if they add a quieter motor or a button that simplifies the entire process? You didn’t even know you needed that, but now that it’s there, it feels like you’re getting more bang for your buck. These little tweaks may seem insignificant on paper, but they create that subtle wow factor that customers appreciate. And sometimes, it’s these seemingly small changes that get buyers talking and leaving rave reviews.
Lesson? It’s the small, thoughtful details that make customers feel like they’ve scored something special, even if the core product remains the same. Success isn’t always about the big splash—it’s about those little ripples that keep customers coming back.
#3: They talk like a friend, not a salesperson
The best products don’t hit you with a stiff, corporate-sounding copy that feels like it’s straight out of a manual. They talk to you. It’s like having a chat with a friend who’s telling you exactly why this product is going to make your life easier. No complicated words, no over-the-top promises—just simple, clear language that gets right to the point.
Imagine you’re shopping for a vacuum cleaner. One listing is loaded with jargon like “ergonomic handle for optimal operational efficiency” and “hyper-dynamic motor.” Huh? You’re left scratching your head. Then there’s another one that says, “Super lightweight, so you can vacuum the whole house without breaking a sweat.” That hits home. You get it instantly, and it sounds like it’s written just for you.
The key? These brands don’t try to sound impressive—they try to sound real. They get that people don’t want a lecture; they want to know how this product is going to solve a problem. They cut through the noise and speak like a friend who’s got your back. It’s not about sounding fancy—it’s about being relatable, approachable, and clear.
Drop the jargon. Speak like a human. When your Amazon optimization copy feels like a natural conversation, customers will feel more connected to your brand—and that’s what makes them hit “Buy Now.”
#4: They leave easter eggs
Ever notice how some products make you feel like you’ve just unwrapped a gift, not just opened a package? That’s because the best sellers know how to sprinkle in a little unexpected magic. It’s that extra touch you didn’t see coming, and it instantly transforms a regular purchase into something memorable.
You order a kitchen gadget, and along with it comes a handwritten thank-you note from the seller. Suddenly, this feels personal, like someone genuinely appreciated your purchase. It’s not the freebie itself, it’s the thoughtfulness that sticks with you.
Lesson? Don’t just sell a product—create an experience. That small, unexpected extra can turn an ordinary transaction into a story customers can’t wait to share.
#5: They build community, not just customers
Top products don’t just sell—they build loyal followings. It’s not just about making a sale; it’s about turning customers into fans who stick around. How? By creating a sense of connection around the product. The best brands go beyond transactions and focus on engagement.
Think about brands that feature their customers in social media shoutouts or encourage people to share how they use the product. It’s a simple way to make customers feel involved like they’re part of something bigger. User-generated content or a quick reply to a comment can make a huge difference in how people feel about a brand.
Don’t just sell a product—build a connection. When you create a loyal following around your brand, you’re not just making sales—you’re building relationships that last.
#6: They’re obsessed with feedback—even the brutal stuff
Top-rated sellers and their Amazon seller consulting agency want honest feedback. They see negative reviews as goldmines of insight, not as personal attacks. Instead of brushing off criticism, they dig in, figure out what needs fixing, and use it to make their products better. This constant tweaking and refining is what sets them apart. It’s not about getting everything perfect from the start—it’s about listening, learning, and improving over time. That’s how their products become practically unbeatable.
#7: They trust the pros
Top sellers know they can’t do it all alone, and that’s why they turn to the experts. Instead of juggling every aspect of their Amazon business, they partner with Amazon sales consulting agencies like ESF to handle the details.
By working with pros who live and breathe Amazon, they don’t have to worry about keeping up with every little change. Instead, they can focus on growing their business while knowing someone’s got their back when it comes to staying competitive. It’s all about making smart moves—and trusting the right people to help them stay ahead.
