Amazon FBA Targeting Strategy — Asymmetric

Overview

Asymmetric offers a growth acceleration service for consumer product brands selling on Amazon (FBA). The service has strong proof points — including a case study showing growth from $70/day to $6,000/day (roughly 1,000%) — making it a compelling outreach hook. However, reaching this audience via LinkedIn presents structural challenges that require a workaround strategy.

This article documents the targeting approach developed during the ^[1] engagement, as discussed in the ^[2].

The Offer

• Service: Accelerate growth for consumer product brands selling on Amazon FBA
• Target customer: B2C brands in food, beverages, clothing, toys, pet products, and similar categories
• Secondary angle: Brands that have hit a growth plateau and need to restore momentum
• Proof point: $70/day → $6,000/day (1,000% growth); multiple case studies available

Targeting Challenges on LinkedIn

LinkedIn's retail industry category is the natural fit for Amazon FBA sellers, but it consistently underperforms:

• Retail/D2C sellers are among the least active user segments on LinkedIn
• Industry-level filters return low-engagement audiences
• Broad B2C targeting on LinkedIn skews toward service providers, not product brands

Implication: Standard LinkedIn industry targeting is not a reliable channel for this audience. Two workarounds are in play.

Targeting Approaches

1. Amazon FBA Keyword Search

Test filtering LinkedIn searches using keywords like "Amazon FBA", "Amazon seller", or related terms rather than relying on the retail industry category. This surfaces users who self-identify with the channel, regardless of industry classification.

• Status: Planned test (assigned to Cindy M / PEMA.io)
• Hypothesis: Keyword-identified users will be more active on LinkedIn and more relevant than industry-filtered lists

2. ABM Prospect List — LinkedIn Profile ID Outreach

Mark Hope maintains a curated list of 400–500 ABM prospects, each with a LinkedIn profile ID. These contacts are already in an email cadence (two emails → LinkedIn touch → two emails → etc.), but the LinkedIn outreach steps are not being executed due to bandwidth constraints.

Plan:
- Mark sends the prospect list with LinkedIn profile URLs to Cindy (PEMA.io)
- PEMA.io adds profiles to a LinkedIn target list and runs outreach in parallel with Mark's email sequence
- Duration: 1-month test
- Rationale: Because prospects are simultaneously receiving emails from Mark, PEMA.io's LinkedIn outreach will feel like a coordinated multi-channel touch rather than cold outreach — reducing friction and improving response rates

"If I've got these people in a sequence and you're simultaneously reaching out to them on LinkedIn, you'll just know that those same people are getting emails from me, so it won't be a cold outreach." — Mark Hope

Multi-Channel Coordination Logic

The ABM list approach works because of sequencing overlap:

This creates a warm multi-touch experience without requiring Mark to personally execute the LinkedIn steps.

Action Items

• [ ] Cindy M (PEMA.io): Test Amazon FBA keyword targeting on LinkedIn to identify active sellers
• [ ] Mark Hope: Send 400–500 ABM prospect list with LinkedIn profile IDs to Cindy
• [ ] Cindy M (PEMA.io): Add profiles to target list and launch 1-month LinkedIn outreach campaign alongside Mark's email sequence

Related Notes

• ^[3]
• ^[4]
• ^[5]
• ^[6]