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Amy Stellhorn is the Founder and CEO of Big Monocle, an award-inning, socially-minded creative and branding agency headquartered in Silicon Valley. She describes her team as a multi-platform problem-solving team. She is a designer, a creator, a marketing expert and a friend.

Amy is also the co-founder of the Sego Awards™, Utah’s first awards for female entrepreneurs, and an official member of Young Entrepreneur Council (YEC).



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Here’s a glimpse of what you’ll learn: 

  • What branding means and what it looks like for companies
  • The differences between consumers interacting with a product on a retail store shelf vs an online marketplace
  • How the first impression of a product can influence purchasing on Amazon and how to increase the click-through rate
  • Split testing and A/B testing practices on Amazon
  • How Amy Stellhorn helps companies with their branding and finding best practices for driving brand value
  • How can brands make their high priced products stand out from their competitors
  • Why Amy felt burned out after working with startups in Silicon Valley and what she did to solve that
  • What brands can do to increase the conversion rates of their products

In this episode…

Your business’ brand is not your logo or trademark. It is what customers feel towards you and your brand the moment they see your name. See, you are not in control of what your brand is; your customers are. But what you can do is shape your brand’s image in the eyes of your customers and make it more appealing to them.

But according to Amy Stellhorn, branding and even rebranding involves a number of steps to make sure that there’s a need for it and that it is suitable to what you need as a company, what your customers’ needs are, and how it compares to those of your competitors.

Join Eric Stopper in this episode of the Buy Box Experts podcast as he interviews Amy Stellhorn, a branding expert and founder of Big Monocle, about her thoughts on how companies should brand themselves in the digital age of Amazon. She will be talking about what branding means, the importance of first product impressions, how brands in saturated markets can stand out, and how to increase product conversion rates. Stay tuned.

Resources Mentioned in this episode

Sponsor for this episode

Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace. 

The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload. 

Buy Box prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management

Learn more about Buy Box Experts at

Episode Transcript

Intro 0:09
Welcome to the Buy Box Experts podcast we bring to light the unique opportunities brands face in today’s e-commerce world

Eric Stopper 0:19
Welcome to the Buy Box Experts Podcast. This is Eric Stopper. This episode is brought to you by Buy Box Experts. Buy Box Experts takes ambitious brands and makes them unbeatable. We’ve got a team of consultants and we will help you come and talk to us. We’re going to help you understand why your best sellers are the best sellers and we’re going to help you understand why your worst sellers are the worst sellers. Because Amazon is hard and annoying. And they are out to get you all the time and we’d like to help you go to click on the free analysis button. It’s completely free. No strings attached for now. We will start charging for it just because our time is getting limited. today. I am pleased to be joined by Amy Stellhorn, Founder and CEO of Big Monocle, an award winning, socially minded creative and branding agency headquartered in Silicon Valley. She describes her team as a multi platform problem solving team. Amy is a designer, a creator, a marketing expert and a friend and I brought her on the show to give us her thoughts on branding product companies in the digital age of Amazon. Amy, welcome to the show.

Amy Stellhorn 1:27
Hey, thanks for having me here.

Eric Stopper 1:29
So lots and lots to discuss. So let me set the stage everyone listening, they’re typically selling on Amazon or they really super want to. And branding has become a hot topic in our space. Everybody is focused on brand brand brand, even like Amazon launched something called brand analytics. They’re doing attribution, which they tout brand all the time. And I would say that all of their branded prod projects and products that Amazon are releasing, they’re pretty much junk. A lot of people confuse some of these will quote unquote branding elements with their store. And with their products that they sell. I feel like people are really unclear about what branding actually means and what it looks like and and what effort and resources have to go into creating a brand for a product company. And so one of the first questions I have from you is like when I when I say that, right, like when people say they need to improve their branding, what’s the first thing that comes to mind for you?

Amy Stellhorn 2:32
Oh, can we pause and define branding, though you ran by that? And I think that’s so important. Yeah. Give a common a common definition for this conversation. Yeah, so well, and I mean, you can disagree with me, but a brand has actually not your logo. That’s a brand mark or, you know, trademark or wordmark or logo. Your brand is a gut feeling that customers have about you as a brand. So And you don’t you’re not in control of what your brand really is. Your customers are in control. So and to illustrate that, so if this What do you know? What do you know Walmart for low prices, low prices, if they start to tell you they’re high quality, do you believe them? No, no way, no way. That because their brand is low prices, their brand is like, they’re gonna have, you know, large quantities of things at very low prices. And there’s nothing that they can tell me that will change my mind about who they are in my mind. Right? They can’t say they can’t say no, we’re designing now. We’re like, cool now like, No, no, you’re not cool. You’re cheap. That’s and and sometimes I want that so sometimes I shopped there, but you know they’re not. So branding is what your customer says it is. If you think about another brand, what’s a brand new hate?

Eric Stopper 3:51
Oh, I mean, I love most brands. But let’s go with I mean, I am I am not a big fan of

Unknown Speaker 4:03

Amy Stellhorn 4:04
as a company as a technology company, yeah. Right. And why is that?

Eric Stopper 4:09
Um, I’ve used some of their products actually. And it’s it’s really, it’s a remark more on the quality of the product.

Amy Stellhorn 4:16
Yeah, my experience user experience quality. Do they not last very long do they not work as expected to the batteries die?

Eric Stopper 4:23
It was the unit. Yeah, it was the user interface in this specific scenario. It was like, you know, and I think about this, right, like, Oh, they should make this easy. For me this this seems like a very rote thing that I should be doing. And I remember it being very difficult several times. Yeah.

Amy Stellhorn 4:38
So if their branding is out there advertising out in the marketplace, like we’re the easiest to use. You’re like, no, you’re not Yeah, Bs, add your product. No, you’re not. They can’t tell. There’s no amount of marketing that can sell that they’re different than than they actually are in your mind as a cousin. So the good news is though, for brands is that people actually really love to buy and they like to buy tribes. So if you think about brands, I’m a Subaru owner, and Subaru owners are their own tribe, you know, they’re super proud. They like to talk to each other. They, the forums can be really, really fun and engaged. They’re proud of the lifestyle that lets them live. You know that owning a Subaru or getting into the mountains, you know, carding your, your adventure gear, you know, there’s a whole mindset, there’s a whole tribe that I belong to now that now that I’m a Subaru owner, same if you’re like, super into Nike, if you’re super into Apple, if you’re super into anything else, like you have a gut feeling about that brand. And it’s something that that really works for you. So this and so what I’m saying now is a brand. It’s a gut feeling that someone has about you, and how do you how do you? How do you shape that brand with the customer? Well, it’s really multifaceted. So if we’re going to talk about your brand, you can start with a visual piece. Certainly in today. world you gotta signal you’re on the level, right? So if you’re selling

let’s say you’re selling socks on Amazon

Well, you want to make sure that the logo, the packaging, the designs, they’re all signaling that you’re on the level like these are cool socks. This is on trend This is on brand. The sock logo itself is something that nobody would be embarrassed to be wearing around you know. So there’s visual elements like that today and in today’s world where you have a million options in Amazon where you have a million options on what you’re gonna buy, like the first the first like I feel like the table stakes are visually you have to be on the level.

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