Fix your broken Amazon content at scale and drive growth

Introduction

Sreenath Reddy:
Welcome, everyone! I'm Sreenath Reddy from Intentwise, and today’s session tackles a problem every retail brand has faced—broken or underperforming Amazon content. Our guest today is Justin Leigh, CEO of The Content Mix, a platform that helps brands scale and improve e-commerce content, fast.

We’ll walk through how to identify broken content, what “good” looks like, and how to optimize content across thousands of SKUs efficiently.

Why Content Is Often Broken on Amazon

Sreenath:
Justin, let's start at the beginning. What do you mean when we say “broken content”?

Justin Leigh:
Great question. “Broken” content isn’t just content that’s missing—it’s content that doesn’t convert. That might mean missing images, inconsistent copy, outdated keywords, or simply non-compliant formatting. On Amazon, the standards are high, and what worked a year ago might no longer perform.

Sreenath:
And that directly impacts search rankings, CTR, and ultimately, revenue, right?

Justin:
Exactly. Amazon rewards completeness, clarity, and engagement. Broken content leads to poor discoverability and low conversion rates.

How to Audit Content at Scale

Sreenath:
When you’re dealing with thousands of ASINs, how should a brand even begin to identify broken content?

Justin:
You need a structured audit process. At The Content Mix, we use a scoring model based on:

• Image count and resolution
• Bullet point quality
• Backend keyword completeness
• Title structure compliance
• Mobile readiness

With these metrics, you can quantify gaps and prioritize what to fix first—based on product velocity or revenue contribution.

What Good Looks Like: Anatomy of High-Converting Content

Sreenath:
What does “good” Amazon content look like today?

Justin:
High-performing content is:

• SEO-optimized with the right keywords in the title and bullet points
• Visually rich with mobile-friendly, informative images and A+ content
• Skimmable and benefit-oriented
• Consistent across ASINs and retail platforms
• Updated regularly to reflect product changes, reviews, and market dynamics

Sreenath:
I love that—especially the “updated regularly” point. It’s not a one-time project.

Tools and Workflow for Scalable Content Optimization

Sreenath:
How do you recommend brands go about fixing content at scale?

Justin:
It’s all about workflow and tooling. Our stack includes:

• A central PIM (Product Information Management) or content hub
• Automated audits to score content daily or weekly
• Templated content generation to enforce consistency
• Integration with platforms like Amazon Vendor Central or Seller Central

And increasingly, we’re using AI for first drafts, which the team then human-edits.

Retail-Specific Adjustments & Marketplace Variations

Sreenath:
Let’s talk about cross-retailer variation. How do you ensure content scales across channels like Walmart, Target, and Instacart?

Justin:
Every retailer has slightly different guidelines. The trick is to build channel-specific templates that retain the core brand voice while adjusting for layout, character count, and imagery needs. You don’t want to duplicate Amazon copy on Walmart—you want to optimize for each environment.

Content Performance Metrics and ROI

Sreenath:
How do you track whether content changes are actually driving performance?

Justin:
We look at:

• Glance views
• Add-to-cart rate
• Conversion rate
• Organic rank movement
• Retail media efficiency (ROAS)

Post-optimization, we often see a 10–20% improvement in conversion and a lift in organic visibility within 30–60 days.

Common Pitfalls to Avoid

Sreenath:
What mistakes do you see brands making most often?

Justin:
Here are the big ones:

1. Doing it manually—too slow and error-prone
2. Copy-pasting content across ASINs without context
3. Ignoring image hygiene—poor resolution, wrong dimensions
4. Forgetting about mobile—over 60% of traffic is mobile-first

Final Takeaways

Sreenath:
Let’s wrap up with some final advice. What’s the one thing brands should do tomorrow?

Justin:
Audit your top 100 ASINs. Look at content completeness, image quality, and conversion rates. Fix what’s broken—don’t wait for a major rebrand. Small improvements can unlock huge gains.

Sreenath:
Fantastic insights, Justin. Thanks so much for joining us!

Justin:
Thanks, Sreenath. Always a pleasure.

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