AMAZON / 2025 GROWTH STRATEGY
Delivering 10% growth in seller launches.
I owned a VP-level goal to grow first-time seller launches, connecting public education, the Onboarding Lounge, and personalized email. The program met its 10% year-over-year target by the end of 2025.
01 / THE CHALLENGE
Getting sellers to their first listing.
In January 2025, I was assigned a VP-level goal: increase the number of sellers listing their first product by 10% year over year. At Amazon, this milestone was called a seller launch. I owned the goal through year-end, connecting public education, the Onboarding Lounge, and personalized lifecycle email.
The activation journey had two problems. During verification, sellers had limited ways to prepare. Once verified, they suddenly had access to Seller Central and a large volume of information, much of which was not relevant to their products.
Seller attrition at verification
My analysis identified a 50% drop-off at this stage, with verification taking 60–180 days. This was the starting problem, not a reported reduction achieved by the program.
My strategy was to bring useful preparation forward, then make the guidance after verification specific to each seller.
02 / MY CONTRIBUTION
One growth goal, coordinated across teams.
I owned the annual launch goal and the marketing experience supporting it. That included the public listings page's content and layout, coordination of traffic to the page, the Onboarding Lounge initiative, and the onboarding email series.
My accountability
Identify activation barriers, define the customer experience, prioritize relevant education, coordinate execution, and explain launch performance to leadership.
Partner responsibilities
Product teams partnered on the listing experience and Lounge. Seller University developed educational videos with Product. The advertising team controlled bid strategy.
I coordinated Content, Advertising, Seller University, Sales, Email Marketing, Social Media, Legal, and Branding, alongside product teams for Listings, FBA, MYG, Deals, Coupons, and Rufus AI.
Each week, I presented a slide and written summary to my Director, explaining whether launch numbers were trending up or down and why.
03 / THE APPROACH
A connected path through a fragmented experience.
- 1
Learn before verification
Google search and Instagram brought sellers to public listing education, accessible without Seller Central approval.
PUBLIC LISTINGS PAGE - 2
Prepare while waiting
After signing up, sellers could use the Onboarding Lounge during verification to learn and save draft listings.
ONBOARDING LOUNGE - 3
Receive relevant guidance after approval
Once verification was complete and Seller Central access opened, a personalized email series helped sellers navigate the next steps.
ONBOARDING EMAILS - 4
List the first product
This seller milestone was the launch outcome I tracked against the annual goal.
MEASURED OUTCOME
Reconstructed from my description of the program. This diagram is not an internal Amazon asset.
Make a complex process easier to follow.
I worked with the Listings product team to redesign the public page around images and individual steps. The page gave sellers a way to learn how to list products before they had access to Seller Central.
With Seller University and Product, I developed videos clarifying the listing process and linked to them in the onboarding emails. Traffic came from Google search and Instagram; another team managed the bidding strategy.
PUBLIC WORK SAMPLE
Amazon: How to create product listingsThe current page shows an April 2026 date and may have changed since my 2025 ownership.
Make the verification period productive.
I worked with Product to develop the Onboarding Lounge, where sellers could explore category guidance and growth tools, learn about listing, and start drafting their product detail pages while verification was in progress.
A side-by-side preview showed where their words and descriptions would appear on the customer-facing detail page. Drafts were saved so sellers could act on them as soon as verification was complete and Seller Central access became available.
Explore the Onboarding Lounge pilot
Personalize what sellers saw next.
I introduced seller-specific personalization to an onboarding series that had not previously separated this information. Sellers received relevant product and category guidance, helping them focus when Seller Central access opened.
| Seller context | Content decision |
|---|---|
| Live plant seller | Exclude FBA guidance that was not applicable to that seller's products. |
| Beauty seller | Include Holiday Beauty Haul information. |
| Pet seller | Include Pet Day information. |
The same relevance principle supported category event communications, which had previously not been separated in this way.
04 / THE IMPACT
The annual goal, achieved.
This is the annual outcome for the seller population covered by my goal, across the combined program. It is distinct from the Onboarding Lounge's Brazil pilot results and is not presented as the isolated lift from the public page or email series.
Business outcome
Actual first listings: the number of sellers reaching their first product listing, rather than the total number of products listed.
Engagement signals
Email open rate and click-to-open rate helped me understand message performance alongside the launch outcome.
Weekly reporting paired the numbers with an explanation of the trend. My responsibility was to connect what sellers experienced with the business goal, then keep teams and leadership aligned on progress.
My takeaway: customer education works hardest when it arrives at the right stage, reflects the seller's context, and leads to a clear next action.
Journey diagram and personalization examples reconstructed for this portfolio. Internal screenshots and proprietary creative assets are not reproduced.
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