Hacking the Amazon A9 (A10) algorithm with AI-driven listing optimization

July 23, 2026

Reading Time - 2 min

Kamelia Pusheva

Author

Relying on generic head terms and bloated product feeds silently wastes your advertising budget and destroys margin protection.

As marketplace competition intensifies, failing to master Amazon A9 (A10) algorithm optimization leads to severe budget leakage and lost market share. Lucas Bassa sits down with Kevin Flurschutz, founder of KFL Consulting in Germany. Together they discuss the Amazon A9 search algorithm (often called A10)—a complex, signal-based engine that matches customer search intent with the most relevant, high-converting products.

After 8 years on the agency side, working with 100+ brands, and doing research for his master's thesis on the A9 search algorithm, Kevin Flurschütz knows how to leverage automation to hack the Amazon ranking system and drive profitable growth in 2026 and beyond. Instead of traditional keyword stuffing, the algorithm rewards sellers who align performance metrics with strict relevance factors to increase ROAS and organic visibility.

Kevin breaks down how his AI-first agency uses Claude, APIs, and a deep understanding of Amazon A9/A10 algorithm ranking factors to build robust data infrastructures. This podcast episode is designed for senior operators looking for a practical approach to AI-driven Amazon listing optimization .

Key Takeaways

Clean your master data first: AI does not fix bad data, it simply accelerates poor processes and creates budget leakage.
Keyword roots beat keyword lists: Long-tail branches with high intent convert faster and lower CPCs compared to chasing high-volume generic terms.
Make the most of the honeymoon phase: The initial launch period is a strict one-shot window, and changing your listing mid-phase resets the algorithm.
Automate competitor review mining **: Scrape competitor reviews and feed them into Claude to identify exact USP gaps and improve catalog health.
More KPIs ≠ more clarity: If you can't act on a metric, stop measuring it.

Ready for Amazon's 2026 peak season? Check our quick preparation guide: ⁠⁠Amazon Peak Season Guide⁠⁠?

Listen to the complete episode:

Read transcript

Lucas Bassa (00:00.878)

All right, welcome to a new episode of Marketplace's Growth, the podcast. Today I'm joined by

Kevin, Kevin Flurschutz from Germany, KFL Consulting, an agency that specializes in

marketplaces. And before he introduces himself, I'll introduce the topic. We're discussing the

Alistra's A9 algorithm. Familiar to everyone who's dealt with Amazon, it's...

the algorithm that we all try to optimize for and Kevin knows it quite well. Yeah, Kevin, introduce

yourself.

Kevin Flurschütz (00:35.196)

Thanks, Lukas, for being here and for the invitation. So, yeah, as you said, I'm Kevin, founder of

KFI Consulting. We are an AI-first marketplace agency based in Germany, working mostly with

DQC brands in Europe. And the way we are different from the most agencies, we do like the

boring stuff. So we build the infrastructure underneath.

doing strategy and stuff like that, organic visibility and for sure AI driven process design. And

I've been in this space for about eight years now. Yeah.

Lucas Bassa (01:10.85)

Nice, so the first thing that stands out to me, you mentioned AI First Agency. Can you tell a bit

more about that? What does that mean?

Kevin Flurschütz (01:18.246)

Yeah.

Kevin Flurschütz (01:22.096)

Yeah, of course. So we just scale on agents in this term. So we have the vision that in the next

three to four years, everything should be shipped into AI first with the right process, but

especially with human in the loop. So this is like not a traditional way of like, yeah, you are

leading an agency, but yeah, it's like the long-term goal that everything

is going in this direction and with the future visibility, think it's the only direction and you have to

be part of this future.

Lucas Bassa (02:02.305)

Yeah, so you use a lot of AI to streamline basically the agency work as well as the actual

marketplace work.

Kevin Flurschütz (02:11.76)

Yeah, for sure. it depends on AI can do very, very, very many things, but you have to give the

right context. And this is like the bottleneck for most of the players and e-com founders as well.

So it's not about better copy, it's about better systems and fix your data and know your customer

intent. And then AI can do the volume there.

Lucas Bassa (02:20.354)

Mm.

Lucas Bassa (02:38.305)

Yeah, so in today's episode, we'll be talking about how you can use those tips and tricks, right?

So how you can leverage AI to basically hack the A9 algorithm. And the A9 algorithm, I've been

in the space also for quite some years. It's similar to...

the algorithm of Google, right? That everyone wants to fully grasp it and everyone claims to

understand they know it, but it's always very, very tricky. And in a lot of ways, you only learn by

doing, right? By seeing and testing what works. So before we dive in, what's the last thing you

ordered on the marketplace?

Kevin Flurschütz (03:09.222)

Yeah.

Kevin Flurschütz (03:21.18)

I think it was a neck pillow from Black Roll. so I think better sleep is very important. That was my

last thought.

Lucas Bassa (03:29.869)

So a travel or a travel pillow?

Kevin Flurschütz (03:33.402)

Yeah, yeah, but also for the four at home. So I use it every day since then. And yeah, my, my

hoops girl says I sleep a little bit better.

Lucas Bassa (03:43.388)

okay, so you're into the health score optimization as well.

Kevin Flurschütz (03:47.374)

Yeah, of course I have to, when we are AR first.

Lucas Bassa (03:51.564)

Yeah, yeah, yeah. I get that completely. It's quite addicting. Okay, nice. So maybe first to you,

what's the A9 algorithm? Did I explain it correctly? Is there anything I should explain about the

A9 algorithm?

Kevin Flurschütz (03:56.282)

Yeah.

Kevin Flurschütz (04:09.212)

Yeah, I can also give like a short introduction to that. So in most cases, it's like a black box and

not really Amazon give anything use about that. And in my opinion, it's not the A9, it's more the

A10 algorithm because they ship many, many different things into the algorithm. So it's like the

most that for Amazon, it's the most important way that they give the right products to the right

search intents of their customers.

If they sell more, Amazon is happy and they will show the right products to the right customers.

And it is like a correlation of many, many things. So it's all signal based and there is not one, the

holy grail of one truth. You have to optimize this and then you will get this result. It's like a

completely flywheel of performance factors and relevance factors, which are very important. And

then.

The organic visibility is at a very good point, but then you need ads to push it through. So it's like

more signals and we can maybe go deeper into that correlation, but it's very good if you have

like the knowledge about that, but the best results you will get with testing and not about

thinking so long about how can I do that.

use the right tools and a good tech stack, then you will have everything. And I know this really

good because I write my master thesis about the A9 algorithm. So I have all the scientific

background, but if I go deeper deeper into like 100 plus client projects, you will learn much,

much more about how fast the transformation ships with Rufus, Alexa shopping and voice

shopping and stuff like that. So.

It's not that easy to be aware of shiny objects there. And yeah, that's like a short introduction. If

you want, we can go deeper in like one hand of that and I can explain it. Yeah.

Lucas Bassa (06:14.795)

Yeah, summarizing it's it's the algorithm decides what you as a consumer sees when you look

for a product when you type in text on Amazon, and it it decides what you're seeing based on

various things. So indeed, it's keywords, it's conversions, it's reviews, all those sort of things. So

if you're a seller listening, you

want to know, okay, so what should I be doing to make sure that my products are being seen,

but they're also being bought, right? Because the views do not equal conversions. What do you

think is the most important to get there, to get those conversions?

Kevin Flurschütz (06:54.641)

Yeah.

Kevin Flurschütz (07:03.9)

So it totally depends on which category are you in and totally depends on what are your market

competitors. How did they perform at this point and what keyword routes are they using it? And I

am explaining it. Everything is based on routes in Amazon. So you have different angles. For

example, like we have one in like the kitchen sector, and then we have like one route about

kitchen.

knives, then we have like an other, uh, other keyword call it. And this broad keyword have like

several, several long tail keywords there. And for the algorithm, if you use like more keyboard

roots in like you are through a keyword deep dive, then you have like more opportunities to rank

on some long tail organic keywords in this whole way and outperform your competitors in this

case.

Lucas Bassa (07:43.117)

Hmm.

Kevin Flurschütz (07:57.477)

So especially if you just focusing, okay, I have like one shorter keyword with 80K search volume,

but you have like 30 competitors trying to rank on this keyword and the CPC is like three euros,

maybe focusing more on keywords with like fewer search volume, but a higher conversion rate

and a higher search intent. So if you have more long-tail keywords, the customer knows better

what they want to sell and then you have like fewer CPCs.

and more visibility to rank on those keywords. At the end, it is like a mix, but if you have

problems and struggling like ranking on high converting sodium keywords, try it out with long-tail

keywords and data first. So if you're a seller and you just want to improve it, have to, you need

to have your data in place and completely clarity. What is your market share? What is your

positioning and what are your competitors doing? What is the search volume?

Lucas Bassa (08:55.309)

Hmm.

Kevin Flurschütz (08:56.348)

And there were so many signals, mobile first listings and stuff like that. The pictures, the

duration, if you have prime and not, there are so many things on the checklist that I can't not

say, so this is like the magic pill you have to take. And then you have like the fully bestseller

listing there. This maybe works out in like 2017, but not in 2026.

Lucas Bassa (09:15.531)

Yeah.

Lucas Bassa (09:20.343)

Yeah, so you're mentioning quite a few things. I think the keyword route, right? To start there. So

as an example, you have kitchen knives, but if you're selling a kitchen knife specifically for

butter, then you're likely going to convert better at kitchen knives, butter or butter kitchen knives,

you name it. So you're saying that the search volume on those high tail keywords.

Kevin Flurschütz (09:24.987)

Yeah.

Kevin Flurschütz (09:31.323)

Yeah.

Kevin Flurschütz (09:35.365)

Yeah.

Kevin Flurschütz (09:42.981)

Exactly.

Lucas Bassa (09:47.883)

which are quite generic. Lots of people start off generic when they're searching. They're highly

competitive, very expensive. So the CPC, the cost per click is high. So starting off there could

be quite expensive. And also maybe what I wanted to add on that, what I've seen with clients as

well when I was still at the agency side is it's...

Kevin Flurschütz (09:53.296)

Yeah.

Lucas Bassa (10:14.334)

If you have, if you build a good foundation on long tail keywords, so you're converting, you have

a consistent sales, you have reviews, maybe at some point it's worth trying high tail keywords

again, because at some point you've built the reputation with Amazon. You're shown a lot more

often. You're converting a lot better. Your listing looks a lot more mature.

So I fully agree with your take that you need to test these things. But also, if something does not

work now, don't discard it forever. Maybe at some point it will work again. And then you

mentioned a few things, right? There's no magic pill. There's mobile listing reports is an

interesting one. Where do you gather all this data?

Kevin Flurschütz (10:51.739)

Yep, totally.

Kevin Flurschütz (11:03.078)

So basically you have like different opportunities for us as a first agency. We are doing a lot of

with APIs and MCPs. So you have like your operating a dashboard using for example, cloud

code or other large language models that you can use. And then you make a connection to, for

example, the data dive API. Then you can track and get all the keyword stuff.

Then you're doing like connecting the SP API. Then you're getting like data from the product

opportunity explorer. On the one hand, on the other hand, you can also see, maybe with the

Amazon ads API, you can get all your data there. And then you can also connect your Amazon

marketing cloud. And the most powerful way in AI, for example, to getting faster decisions is

pattern recognition.

Lucas Bassa (11:39.884)

Hmm.

Kevin Flurschütz (11:58.149)

So if you put all this data in one single source of truth and getting your goal and you are, you are

never in the right steps, you will get like a, good context, a pretty, pretty good analysis of how

should be the next step. And then this is like your step in human in the loop that you take a look

at this data without AI and teach your brain to think about what is my...

positioning, how can I improve that? And there are, this is like one tech stack for me and it has

not be too complicated. You can also lose like cloud cowork and just download your Excels and

data there and put it in one local drive and or a GitHub repository. And then you can work in

cloud code and you have to do it in anti-gravity or a VS code. So for every people.

Based on his technology ability, you have different opportunities to leverage them.

Lucas Bassa (13:00.886)

So that's pretty interesting because indeed, we've seen Amazon ads now being agentic ready in

the sense that it's, you can link it. It has an MCP server and you can link it and have things,

basically have clouds touch your ads, right? But you also mentioned the SP API.

Kevin Flurschütz (13:14.779)

Yeah.

Lucas Bassa (13:22.144)

which is what we use a channel ball to create listings for you on Amazon to send products back

and forth. So what you're essentially saying is you can now gather all that data either automated

via MCPs, APIs, or the old school way downloading CSVs, Excel files and uploading that. And

then you basically work with Claus or another LLM.

to analyze all that data and find the patterns that you can use to optimize for, right? So that's

pretty interesting. And that includes like these, I would call them like very specific metrics, like

the mobile listings information. Is that all in there?

Kevin Flurschütz (13:57.99)

Exactly.

Kevin Flurschütz (14:11.876)

Yeah, you can, you will get category insights with the SP API and especially so many more data

that will, that will take too long to mention them all. There are many, many on the list. And

especially if you do like getting the loop on the algorithm. So you have like on the one hand, the

performance factors. So these are like, people are buying your product and people are.

not like to see many you see many Chinese sellers putting like all keywords into the title and

doing like keyword stuffing that will not work anymore very good because people buy the

product and maybe there are more signals like it's allergy friendly or it's made in Germany or

other USPs that have maybe not that high search volume but are pretty important for the

customer decision at the end.

that you that have to be convinced to buy your product. So these are the performance factor. It's

like price, prime reviews and CTR images, mobile first optimization in the first 80 bullets. The

first three bullet points are also very important for mobile optimization. Like this is the one hand

on the other hand, you have to go like your keyword map and the deep dive into all the

relevance factors. So if you have like the

the whole data information about that, then it's like a correlation of performance and relevance.

And then this is like the human part. We have to decide which, how much we put like the

keywords in which position in the title with the ranking factors. So most importantly, to give like a

short guide title is the most important ones after that attributes and backend keywords product

description will be overwritten with the A plus content. If you have like more keywords.

over, then you can put it also there. But mostly you have the most impact into the title and this is

very important. And then like signal based and you have to test, do A-B tests maybe to improve

your conversion rate. And at the end, what we see with most of our clients, if you have like, you

have more organic visibility with higher conversion rate and you spend the same

Kevin Flurschütz (16:35.066)

You have like more profit at the end with, yeah, so with, with the leverage of, more organic

visibility, because at the end you have more profit if the people buys your product and before of

running so much, investing so much into ads, maybe max, maximize your foundation. Then you

have at the end, more profit. And at the end of the day.

Lucas Bassa (16:51.788)

Hmm.

Lucas Bassa (16:58.508)

Yeah. Yeah, so that's that's, we would always say that it has no use to do a viewing of your

house if your house looks like shit, basically, right. So it's, it's just not a sequence. So indeed, fix

your listings first. You mentioned, I think, like, if you're in the space for a while, you know that the

title bullet points and the backend search terms on Amazon

Kevin Flurschütz (17:11.45)

Yeah. Yeah.

Lucas Bassa (17:28.5)

are indexed, so that means the algorithm actually uses those fields to gauge what kind of

product you're selling based on the keywords in there. So they're vital. You previously talked

about the keyword route, right? And you have with Amazon, it always bevels me how many

keywords gets quite a lot of searches, especially on Amazon Germany, Amazon UK, Amazon

US. Would you go?

Kevin Flurschütz (17:48.742)

Yeah.

Lucas Bassa (17:54.761)

So let's let's say you're selling a butter knife, right? Would you go very wide? So also go into

utensils, kitchen accessories, like very broad terms, or would you say focus really on the

keywords that matter most and are most relevant for your products?

Kevin Flurschütz (18:13.98)

So if I'm, if it depends, I'm in, if I'm a new seller or if I have like some repetition in the market. So

if the best seller in this category, we having like three K five or 4.9 star reviews, it will be pretty

hard to get into the market to be honest. But if you have like, there was some room for

implementation, then I would say focusing firstly, have a look at your data and your

opportunities of the keyword routes. After that, you can look about, okay, these are my most

three to five main keywords. And then you have to take a look which competitors are ranking on

those keywords. If there is a gap in the market, include the exact keyword long tail strictly into

your listing and your title, because everyone has has butter knife in the title. So everybody will

do that if they sell this product.

But nobody will have take a look butter knife for, don't know, some people with maybe some

problems with their hands or some, they want a specific color, for example. So if there's like a

red butter knife, there are maybe three to four people. then you put this thing in the title and I will

not recommend doing like the completely changing the listing. So.

implementing two to three keywords into the title and then push these keywords with ads,

especially to rank on those. And if you rank and you track it on the places one to five, then you

have like the maximum of the organic visibility. And then you can reduce your ad spend on

those keywords because people are buying your product organically anyway. And then you save

profits at midterm.

Lucas Bassa (20:04.908)

Yeah.

Kevin Flurschütz (20:08.378)

So this would be basic recommendation, but it depends also of the data and context here to get

here. It's not that clear answer for every kind of project.

Lucas Bassa (20:08.652)

Yeah.

Lucas Bassa (20:19.68)

No, so it always depends on your data. There's not a one size fits all solution. But you're saying

also it is for some categories, it's just quite hard to become a new player because there's just so

many listings that have five star reviews that are very optimized on price. That's still also a lot of

times the case with Amazon. It's just a price focused platform.

Kevin Flurschütz (20:24.176)

Yeah.

Kevin Flurschütz (20:42.746)

Yeah. Yeah.

Lucas Bassa (20:49.132)

Do you think it even makes sense to invest in those kinds of categories?

Kevin Flurschütz (20:57.372)

To be honest in those kinds of categories, it will be very hard if you start by scratch. So if you

want to sell butter nice, for example, or any other kinds, which we have like thousands of

competitors, I would not recommend to do this because I also think your margin will not be very

high. And if you have not that margin to buy your ranking.

which you have to, if you want to go on Amazon, Amazon is a winner takes it all market. I would

not recommend it on the one hand. On the other hand, if you have like many, many SKUs, so

you have like thousands of SKUs, then I would recommend, hey, do the boring stuff, build an

infrastructure and list all the products with like after the Pareto principles. So investing 20 % of

your time for 80 % of the outcome, then go into it, but...

Do not stress about marketing, just list the products and you will get spillover effects for your

web shop.

Lucas Bassa (22:00.178)

Yeah, yeah. So that's what we would recommend as well. Of course, as sort of the middleware

provider, as an integrator, it is easier to get to sort of 80 % completion rates for your catalog.

And for the big retailers, we see that it can be, especially if you're selling on multiple

marketplaces, there can always be a gap somewhere where you can sell the only proper butter

knife.

Kevin Flurschütz (22:06.832)

Yeah

Lucas Bassa (22:28.331)

for the occasion, right? Whether it's for specific hands or, so that's a good one. So you

mentioned the loading all the data in, doing pattern recognition and using that as sort of a

guideline for where to start optimizing for. If you were to give one sort of starting point for a

beginning seller that's selling on Amazon, but wants to sort of,

apply this, what would you say is the most important report to analyze, to test this out with?

Kevin Flurschütz (22:58.758)

Yeah.

Kevin Flurschütz (23:05.372)

So I would say the Search Create Performance Report gives you a very good starting point of

how you can achieve better results. And anyway, your customers literally telling you what they

wish the product did. So the highest converting USPs come from the pain points the category

doesn't address yet. So you can scrape, for example.

with APFY and other things, your own reviews from your competitors' reviews and you can

analyze the pain points, what they should wish and then you can implement it in like USPs in

your own listing for the start. And if you see a gap between high volume search intent keywords

in your niche, especially for long tail keywords and not that good competition,

This would be for me a very good signal. If I have enough margin to play with ads to push it in

the honeymoon farce, it could be good to try it out. Yeah.

Lucas Bassa (24:18.985)

Yeah, so the search query report that's available in your advertising console, right? Under

reports that gives you insight on what customers are searching for and where your ads are

displayed. And then you're saying download reviews, scrape them. There's free Google Chrome

plugins as well that you can use to scrape.

Kevin Flurschütz (24:25.264)

Yeah. Yeah.

Kevin Flurschütz (24:32.731)

Yeah.

Lucas Bassa (24:39.531)

reviews. agree. Also very insightful if you're doing product development or R &D, right? If you

want to find out what your butter knife needs to do to absolutely win.

Kevin Flurschütz (24:52.027)

Yeah.

Lucas Bassa (24:55.507)

Yeah, so that's clear advice. Then you mentioned briefly the honeymoon phase. I think that's,

there's various ways you can name it. It's like the sort of some people call it the first seven days

or the first month. And it's also very typical to the A9 or A10 algorithm. Can you explain a bit

what that is?

Kevin Flurschütz (24:59.408)

Yeah.

Kevin Flurschütz (25:16.324)

Yeah, totally. So it's also kind of a black box there, but especially I would say the first four weeks

to six, eight weeks, there is, it's, it's kind of a black box there. Amazon are want to see if your

products fits right to your target audience. And what I do not recommend if you like launching a

new product, and this is especially for launching a new product with a new ASIN and a new

EAN.

So at the beginning, I prefer of doing the full context of optimizing your listing and then listed

with the best context. If you just listed up with like a short title, not a brief review competition and

a short product description, it will not be, and you are losing potential on the honeymoon phrase

because if you change the listing after that, like one week,

The algorithm have to find new target audiences and will try out different angles and maybe you

had the right angle and then you are changing the listing and then you will lose visibility. So,

especially for starting, Amazon push your product in this kind of a phase. And we have to see

this in like many, many, many kinds of product launches on Amazon that you have very better

results if you push it in the right way and make the Boeing stuff.

borrowing stuff at the beginning.

Lucas Bassa (26:45.16)

Yeah, so you're saying first time, right? Basically. Yeah, yeah, that's that's something that we're

seeing a channel ball a lot as well, because it is setting up an API and a marketplace like

Amazon from scratch. It takes work. It takes a level of knowledge. You need to know what are

the requirements. Do I need to do specific things for these categories? So if you cut corners and

you do it fast, but not thorough, not good.

Kevin Flurschütz (26:47.857)

Yes.

Lucas Bassa (27:14.854)

you'll be basically you'll ruin your lounge periods. So you're saying take the time to optimize your

content, do a bit of analysis, optimize for your keywords and then leave it with a correct listing

so the algorithm can properly index it and show to the right audience. So what I would like your

opinion on as well is what I would often say to clients with big catalogs.

Kevin Flurschütz (27:35.279)

Yes.

Kevin Flurschütz (27:42.363)

Yeah.

Lucas Bassa (27:42.667)

is I would say maybe take your winners from your web shop or from another marketplace, take

for example 10 or 50 depending on your resources, take a set of those good products so you

can take the time to really optimize them for Amazon and start with those and then once they're

running, take your next set of products instead of just taking a thousand SKUs and going to

Amazon. What do you think about that?

Kevin Flurschütz (28:09.508)

So it's always better if a founder have also the mindset. It is not possible to 5K, yes, can use at

one time. And especially everybody who working with APIs and stuff like that. It is not a sexiest

way, but it's very important that you do it properly good. And I am totally with you. So it depends

on.

What is your target with Amazon? If it's your main channel, if you want to achieve new

customers and bring them to your web shop. This depends on the strategy, but I'm totally with

you doing like a good rollout and instead of doing a full rollout without seeing if there is anything

wrong. Because if at the end and a customer buys your product and maybe it doesn't fit his

expectations, then you will send it back and then you will definitely.

lose money on that customer. And at the end, nobody is happy. It's a lose-lose situation.

Lucas Bassa (29:09.93)

Okay, nice. So we covered quite a few practical tips, right? So use the available data, combine it

all into an LLM so you can do pattern recognition, compare high tail versus long tail keywords

and look for keyword roots. The one we just mentioned is start small, but do it really good. First

time right approach.

Kevin Flurschütz (29:21.871)

Yeah.

Kevin Flurschütz (29:33.436)

Yeah.

Lucas Bassa (29:35.612)

Do you have, so we always ask guests for the golden nuggets, like what are practical tips that

listeners can implement as well? What would be your golden nuggets to start winning on

Amazon?

Kevin Flurschütz (29:48.989)

Yeah. So nugget number one for me is clean your master data before you touch AI. And this

comes also along with channel bill and it's pretty important. So a Amazon is shifting more and

more into AI, like voice shopping and stuff like that. And they will scrape and search with woof

woof and stuff like that. You are listing and AI doesn't fix bad processes. It makes bad processes

bad faster.

So garbage in, garbage out, but at 10 times the speed and most brands deploy AI at top of

inconsistent data and wonder why nothing improves. And for me, it's very important that you

have to do, to do the brewing stuff, especially for high volume catalogs. If you have many SKUs

and if you have wrong data product data inside of it, it will harm your company goals. And also.

Lucas Bassa (30:18.846)

Hmm.

Kevin Flurschütz (30:44.316)

It's not the purpose for the customers if they send the products back. So, very, very important

and very important to do like an extra loop there with bad data. There is only wrong decisions to

make.

Lucas Bassa (31:00.938)

Good one. Yeah.

Kevin Flurschütz (31:02.798)

Secondly, it's also, I would say, I make a loop there with Apify. you have many. So Apify is like a

scraping tool that you can scrape like USPs for product development. And especially for SEO,

it's quite important to get a whole overview of your category. So use your product opportunity

explorer and the Apify scraping.

competitor listings to implement those use PS angles inside of your listing. And you put all this

data inside of Claude and Claude will analyze it for you. And then you have like many, many

opportunities to implement them into this listing. And nobody like the human will do that looking

about 3k of reviews. So I think that nothing you will give like one person to do.

Lucas Bassa (31:52.426)

Hmm.

Kevin Flurschütz (31:58.053)

So, and you can do this also for international rollout. So especially you have like different angles

in different countries. So in France, I would not recommend to write made in Germany. There

are many other angles you could put there and this you can definitely leverage with AI and with

APFI you have so many vectors in this kind of case.

Lucas Bassa (32:21.044)

Cool. And you mentioned the product opportunity explorer. Where can people find that? Is that

in Seller Central?

Kevin Flurschütz (32:26.178)

Yeah, exactly. In Seller Central, you can just search at the top corner, product opportunity

explorer, and then you have to on the bottom right corner, choose your correct land. So it's

default USA. Then you put like Germany, Netherlands, like the marketplace of your choice. And

then you can search for ASIN. You can search for a specific keyword and you to give the exact

Amazon data there.

Lucas Bassa (32:31.466)

Yeah.

Kevin Flurschütz (32:55.388)

And also you have like an overview of reasons why people send in this category the product

back. And especially for new launching products, especially for example, the supplement

category is very, very powerful at the moment. We're a pattern there. It will definitely work out

and helps you in your decision-finding and way more efficient. You can do the work for like four

people with one A-player at this.

period of time with agents there. And Claude will make the rest for you.

Lucas Bassa (33:28.938)

Cool, so you have a third golden nuggets?

Kevin Flurschütz (33:32.273)

Yeah, especially I would recommend because many sellers that we see are focusing on, I have

to track my KPIs. So they have like 20 KPIs there. They want to improve almost CTR conversion

rate, especially. It's like kind of a shiny object because what will tell you if their click-through rate

improves by 15 %? What will you do with this information?

And more metrics doesn't mean that mean more clarity. usually means slower decisions in my

kind of way. And most marketplaces teams drawn down in dashboards and the best operator

tracks fewer KPIs, but track them deeply. So clarity comes from focus, not coverage there. And

we would say cashflow, so marginal costs, your takers and your profit, poor product in the

especially marketplace and put all this data together that you have like.

In the morning, you grab your coffee, look at the dashboard and you have to see, there was like

one signal off. Then I can do like the next action step or tell me my agency there. But if you have

like 30 KPIs there, which we have seen, it's not a way to give like good decisions there. So stop

measuring everything, focusing on the big nuggets there.

Lucas Bassa (34:44.734)

Hmm.

Lucas Bassa (34:53.108)

Yeah, so also less is more and I fully agree. I mean, you can always gather more data, but the

challenges is in harnessing the data. Okay, summarizing, the last one is look at the right KPIs,

don't just gather data. Then the second one was about, help me out, the second one was, was

that about the cloud, putting everything in one place?

Kevin Flurschütz (35:02.096)

Yes.

Kevin Flurschütz (35:22.23)

Exactly. So the scraping of the competitor review and then using Claude Co to leverage them

with good content engineering and human in the loop.

Lucas Bassa (35:26.652)

Yeah, reviews.

Lucas Bassa (35:33.778)

Yeah, and the first one is making sure your data is clean because with AI it's garbage in garbage

out. Great, think there's some practical insights in here. So before we round up, just a few rapid

fire questions. You don't know what's coming, so I'm curious. What's your essential tool if you

can only use one tool? What would it be for marketplaces? Cloud code.

Kevin Flurschütz (35:38.32)

Yes.

correctly.

Kevin Flurschütz (35:50.405)

Yeah, sure.

You

Kevin Flurschütz (35:59.741)

Cloth code. Yeah.

Lucas Bassa (36:02.342)

If you've mastered Amazon, what would be your next marketplace recommendation?

Kevin Flurschütz (36:07.833)

Depends on the category. I would say Otto and shop apotheke at this point.

Lucas Bassa (36:13.468)

Okay, interesting. We're looking to add shop-overtake at Chennebo as well, but it's quite

challenging because it's an apothecary and there's regulations involved. Yeah, yeah, yeah.

What's your favorite country to sell in if it's not Germany?

Kevin Flurschütz (36:16.987)

Mm-hmm.

Kevin Flurschütz (36:21.828)

Yeah, health claims and stuff like that.

Kevin Flurschütz (36:30.972)

Mmmhmmm.

For sure, use A if you have the money to invest in those big markets, but it's very money

intensive. And I would say, secondly, France and then Spain, especially for sport products and

stuff like that. That's the most big marketplaces after Amazon. Germany.

Lucas Bassa (36:38.91)

Mm-hmm.

Lucas Bassa (36:55.005)

Interesting. And then out of interest, if you were to recommend

Kevin Flurschütz (37:05.446)

So basically, if you want like a more technical AI feature, I would recommend Lukas Langen as

AI engineer who can maybe getting a little bit deeper as I could do. So this would be maybe an

opportunity.

Kevin Flurschütz (37:47.59)

Yeah. Thanks for being there and thanks for the invitation. Looking forward, maybe for our next

episode.

Kamelia Pusheva

Author

Kamelia Pusheva is a Demand Generation Manager at Channable, passionate about building marketing that balances strategy, creativity, and impact. She focuses on demand generation initiatives that educate and engage B2B SaaS audiences, collaborating closely with brand, product marketing, and sales to turn ideas into campaigns that drive measurable growth.

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