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Bobby Figueroa is the Founder & CEO of, an intelligent insights platform for Amazon that helps brands understand and optimize their digital point of sale presence. Bobby has over 20 years of experience building technology for digital marketing and e-commerce platforms at Amazon, Google, Microsoft, and Yahoo.

Prior to, Bobby led Amazon’s Global Advertising Operations and Customer Success team, and he has also worked at P&G where he started his professional career as a brand manager. He has a Bachelor of Science degree in Electronics and Telecommunications from Tecnologico de Monterrey and an MBA from Harvard Business School.



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

  • Bobby Figueroa talks about the changes and evolutions he has seen in how brands use online advertising
  • Bobby explains what ‘point of purchase marketing’ means
  • Bobby discusses Amazon’s decision to incorporate paid search
  • The impact of using paid search vs organic search options from the brand and consumer perspectives
  • Bobby shares why he started his company, what they focus on, and their target market
  • Types of tactical decisions and insights for brands to grow their businesses and how they can dominate on Amazon
  • Why Bobby believes that successful results are a combination of ideas, team mates and teamwork

In this episode…

Although there has been a steady growth in e-commerce over the last couple of years, sales attributed to e-commerce still represent less than 10% of total sales in the economy. This is mainly because many brands that have already grown their business offline look at e-commerce marketplaces as a very small portion of their business. Compare that with startup brands who have yet to develop their sales through traditional channels. Startups focus on ecommerce and they rake in 90% of their sales from online sales.

This difference in the approach and perspective on e-commerce and its scope highlights the need for companies, both established and startups, to bridge the gap between traditional sales and online marketplaces in order to maximize their reach and their business revenue.

Join James Thomson in this episode of Buy Box Experts as he interviews Bobby Figueroa of about the best practices for brands to utilize online advertising and data insights in order to grow their businesses. He also explains what ‘point of purchase marketing’ means and the impact of using paid search vs organic search; and find out what it’s like to be part of the early team that built the Amazon advertising platform. 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.

James Thomson 0:18
Hi, I’m James Thomson, one of the hosts for the Buy Box Experts podcast. I’m a partner with box experts and formerly the business head for the selling on Amazon team at Amazon. I’ve been co author of the book controlling your brand in the age of Amazon and co founder of prosper show, one of the largest continuing education conferences for sellers in North America. Today’s episode is brought to you by Buy Box Experts Buy Box Experts takes ambitious brands and makes them unbeatable. When you hire Buy Box Experts you receive the strategy optimization and marketing performance to succeed on Amazon. Buy box experts is the only agency that combines executive level advisory services with expert performance management and execution of your Amazon panel strategy, go to Buy Box Experts to learn more. Our guest today is Bobby Figaro, Bobby is the founder and CEO of, an intelligent insights platform for Amazon, helping brands to understand and optimize their digital point of sale presence. Bobby has over 20 years of experience building technology for digital marketing and e commerce platforms at Amazon, Google, Microsoft and Yahoo. I don’t think there’s any other platforms out there, you’ve been to all of them. So prior to joining gradient, Bobby led Amazon’s global advertising operations team. And as a PNG alum, where he started his professional career as a brand manager. Bobby’s bringing his expertise to us today sharing best practices on how brands are using online advertising and data to grow their businesses. So welcome, Bobby. And thank you for joining us today on the Buy Box Experts podcast.

Bobby Figueroa 1:54
Thank you, James. Pleasure to be here.

James Thomson 1:57
Bobby. I’d like to start our discussion today by getting your thoughts On how you’ve seen brands evolve the way that they use advertising online, over the past 20 years, you’ve had a very unusual opportunity to work at four of the largest online advertising platforms. Tell me what you’re seeing. Tell me about the sophistication and change in the way that brands think about advertising online.

Bobby Figueroa 2:19
Thank you, James. Again, it’s a pleasure to be here. And big fan of the work that you and Bible experts are happy doing helping helping brands succeed within within Amazon, in terms of, you know, evolution, how has the brand brands evolved in the last few years? The way to think about it the way I think about it is, there’s been multiple iterations of of online advertising. And going back to I mean, I basically call them I started with one point no, so what was 1.0 this is really, when advertising within online especially To be calm, and this is where you where we saw a lot of display advertising happening. And basically the the initial movement of those budgets that were typically spend in the traditional offline mediums into into online use, you saw a good number of new platforms out there. It was the days of, of Yahoo or AOL, MSN. Lots of them selling precisely, access to audiences through to display advertising. Yes, the next generation and well would that would that first iteration lead from a impact brands from an evolution perspective was this is where they were starting to learn about online online audiences. Consumers moving into online as one of their main areas of media consumption And he was the promise of basically activating starting to build awareness will online 2.0 is the as I define it as the area when, through more sophisticated platforms, brands were able to start connecting with with audiences at the consideration stage. So one point now was at the awareness stage 2.0 is that considerations? Yes. And what I mean by consideration is this is the era of, of search engines and, and social platforms. a consumer, a user of online services, telling a platform, I’m looking for something I’m looking to learn about a specific area, or telling a social network. My affinity is these are the things that I like. These are the things that I enjoy and as such, the the platform were able to become, to offer brands the ability to start connecting with the Users at the moment have a particular mindset. So the first one again is, you know, serendipitous discovery, you see a new brand, you get a word. And the second one is, Hey, I’m already considering a particular set of services. And these are the platforms that allow us to do that. And from a how brands basically, how to interact with them. It meant starting to move from cpms and buying impressions to words, reaching millions of customers to paying on a on auction platforms, yes, or the ability to basically turn translating all of this into a cost per click. So what is the how much am I willing to pay for getting this particular customer to look at my look at my offer service relative to this consideration piece. And in the last couple of years, I believe we’ve we’ve begun a new transition brands have started a new transition which I like to call the it’s the the The e commerce is the point of purchase, marketing. And this is where budgets are now, or platforms are offering the opportunity for brands to spend those budgets in reaching shoppers at the point of making a purchasing decision. So if you take a step back through the last 1015 years, there’s been basically the evolution through what we all know as the as a traditional marketing funnel going from high, high reach brought awareness generation as the consideration stage to the to the actual point of purchasing decision moment. Right now, I think one of the most important stages for any brand is precisely the one that we’re leaving in this point of point of purchase one, as it is ultimately where last market years, we’ve always wanted to make sure that we are able to get through that particular moment in time, because that’s when a sale can happen. And that’s what helps a brand, build a business and hopefully do it in a profitable way.
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Bobby Figueroa is the Founder & CEO of, an intelligent insights platform for Amazon that helps brands understand and optimize their digital point of sale presence. Bobby…