EPIC-25 – Emma Bagley – What’s Working on Amazon in 2025

What’s Working on Amazon in 2025

In her cutting-edge presentation, “What’s Working on Amazon in 2025”, Emma Bagley from ZEAL Agency delivered essential insights into navigating Amazon’s evolving marketplace. Promising to reveal “where the money is made on Amazon in 2025,” Emma addressed the mounting challenges facing sellers in an increasingly competitive environment.

The session began by diagnosing Amazon’s current landscape: AI has flooded the platform with low-effort content, advertising costs are rising while conversion rates fall, off-Amazon traffic is growing but most listings can’t convert it effectively, and trust has emerged as the new competitive differentiator. Emma positioned conversion as the new battleground, arguing that while most brands chase expensive traffic, smart brands optimise what they already have.

Emma demonstrated the power of strategic creative optimisation through compelling case studies, including hero images that delivered a 42% uplift in CTR, 17% increase in listing sessions, and 12% drop in CPC—all without increasing ad spend. The presentation showcased A+ Content as an untapped growth lever, proving how enhanced content increases orders, AOV, and ad profitability while reducing return rates.

A standout insight was the emotional messaging framework: moving beyond features to sell emotions and outcomes. Emma illustrated how brands like Bio-One transformed from feature-focused messaging to emotional storytelling with “BRING BACK PEACE TO YOUR HOME,” demonstrating the shift from technical specifications to addressing customer anxieties and desires.

The session introduced ZEAL’s 4P Amazon Growth Framework—Positioning (sell the promise), PDP Psychology (emotion first), Performance Marketing (align with journey), and Profit-led Optimisation (margin over vanity)—alongside insights into Amazon Marketing Cloud (AMC) for understanding multi-touch customer journeys. Emma concluded with a powerful calculation showing how a mere 1% conversion rate improvement can generate £240K annually, emphasising that small changes create massive compound returns.