This is the cold email plan we'd run for an agency that runs Amazon and Walmart for one kind of brand. Almost all the research is public. The listing and the reviews and the sellers on each product are right there on the page.
Your market is every brand in your category selling on Amazon with enough sales to matter. SmartScout and Jungle Scout and Helium 10 estimate sales by brand so you can filter out the tiny ones.
Add the brands selling through their own store and not on Amazon yet. Store Leads finds them. These are the signals worth looking for.
SmartScout shows a brand's estimated sales over time. A steady decline is a problem the owner already feels.
The Buy Box is the button shoppers click to buy. Open their best seller and check who wins it. A reseller winning it means the brand has lost control of its own price.
Few images and thin bullet points and no brand section lower on the page. Put their best seller next to the category leader and the gaps are obvious.
Read the one and two star reviews. Complaints about sizing or packaging or confusing instructions can often be fixed on the listing itself.
Search their brand on Walmart. A brand selling well on Amazon and missing from Walmart has a second store it never opened.
Store Leads shows brands selling on their own site. Search them on Amazon. Many are missing or have a reseller listing they don't control.
At smaller brands the founder runs Amazon. At bigger ones it is the ecommerce or marketplace manager.
Their best seller next to the category leader. Images and title and bullets and brand content compared side by side with the fixes marked.
It works because it is their money maker and the gaps are obvious once the two sit side by side.
Walk through it on a 15 minute screen share. Some fixes need their input on the claims they can make and the photos they already have and the call is where the fixes turn into your job.
Their products currently sold by other sellers with each seller's name and price.
It works because it shows money leaving through someone else's store.
Go through it on a call because only they know which sellers are authorized and which ones aren't. Cleaning up the rest is part of what you manage.
Rewrite the title and bullets and brand content for their best seller. Plan new images if they need them. Upload it with their approval.
It works because it is their biggest product and they can watch the listing change. The rest of the catalogue and the ads are the retainer.
It starts with a 20 minute call to confirm what the product can claim and get access to Seller Central. Deliver within a week of that call.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with the product and the seller winning it. Offer the reseller report.
Hi {{first_name}},
{{reseller}} is winning the buy button on {{product}} right now at {{reseller_price}}.
We run Amazon and Walmart for {{category}} brands only. Pulled each product of yours where this is happening.
A brand we took on last year had the buy button back on all 14 of its products within six weeks.
Want me to walk you through the list?
{{sender_first_name}}
Lead with the sales trend over the last six months and offer the listing teardown.
Hi {{first_name}},
SmartScout estimates {{product}} has sold a little less each month since {{decline_start}}.
Put your listing next to {{leader_product}} to see why and marked up what I'd fix first.
The last brand that came to us with a slide like this was back above its old monthly sales within four months.
Want me to walk you through it?
{{sender_first_name}}
Lead with their best seller next to the category leader. Offer the listing rebuild.
Hi {{first_name}},
Put {{product}} next to {{leader_product}} on Amazon. Yours has {{image_count}} images and no brand section. Theirs has both.
Happy to rebuild the {{product}} listing free. You'd approve it before it goes live.
A rebuilt listing added about $9,000 a month in sales on a single product for one of our clients.
Interested?
{{sender_first_name}}
They sell on their own site and skip Amazon. Lead with what shows up when you search their brand there and ask for a call directly.
Hi {{first_name}},
Searched "{{company}}" on Amazon. {{reseller_count}} other sellers are listing your products and {{company}} controls none of them.
We run Amazon and Walmart for {{category}} brands. A brand that launched its own store with us last year did $40,000 in its first three months there.
Worth 15 minutes to see what that would take for {{company}}?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the reseller list. The call sorts the authorized sellers from the rest.
Hi {{first_name}},
Happy to. Some of those sellers may be distributors you work with so the list is more useful when we go through it together. Fifteen minutes is enough to sort them and show how to win the buy button back.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free listing rebuild. The call confirms the claims and sorts out access.
Hi {{first_name}},
Great. I need 20 minutes with you to confirm what {{product}} can claim and get access to Seller Central. The new listing goes live within a week of that call.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring every listing selling your products today and a plan for taking them back. You'll leave knowing what a launch would cost and how long it takes.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.