Someone types “best electric lawn mower” or “best dash cam” into Google, ChatGPT, or Perplexity.
They land on a comparison page, skim a top 10 list, click “check price,” and arrive at Amazon with their mind mostly set. If you are a Shopify brand that also sells on Amazon, whether you are doing $50K a month or $5M a year across both channels, that research layer is quietly shaping your marketplace revenue, and most operators never think about it.
Tigran Egoyan built one of those sites. He launched BestChoice.guide in 2023 as a bootstrapped solo founder, with no investors and early help from his brother on product design, and funded it entirely from Amazon affiliate commissions. It took until late 2024 for the model to click, when the site started clearing roughly $1,000 a week in profit on commissions averaging around 3%. Today BestChoice.guide runs paid traffic through Google Ads and Microsoft Ads, shows up in AI search recommendations, and operates an OpenAI powered AI Finder that Tigran says converts at about 20%, roughly double the site’s standard pages.
In this conversation, Tigran breaks down the mechanics behind a modern product comparison site: how products earn a top 10 spot, why paid placement only works for brands that are already bestsellers, how the site attributes Amazon sales it never gets a postback for, and the three tactics he believes kept BestChoice.guide alive while competitors faded. Whether you want your top-rated Amazon products in front of more high-intent shoppers, or you just want to steal his paid search playbook for your Shopify store, this is the blueprint.
Let’s dive in. 👇
✅ What “a good week” looked like before this became a business: the single number Tigran watched in the early days, and why making paid traffic profitable on a 3% commission tells you something important about your own Shopify margins.
✅ How a product actually earns a top 10 spot: the ranking signals behind every BestChoice.guide list, and the one hard rule that decides which brands can buy their way into the top three and which cannot.
✅ Why a 24-hour Amazon cookie still beats a 14-day one: the counterintuitive math on affiliate attribution, and what Tigran says happens to roughly 70% of the commissions he earns.
✅ The AI Finder that converts at two to four times the rate of standard pages: how a guided, OpenAI powered product finder replaced the old quiz model, and why shoppers still need time to trust it.
✅ What happens when a brand with only 100 reviews asks for the number one slot: the one-month test Tigran runs, and the specific signal that tells him to walk away from the placement money.
✅ Why he spends more on Microsoft Ads than Google Ads: the audience insight behind Bing traffic that converts two to three times better for certain categories, and the campaign type he pairs it with for large catalogs.
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The big idea in this episode is uncomfortable for any brand selling on Amazon: a meaningful share of your marketplace sales starts on pages you have never seen. Tigran Egoyan runs one of those pages. Every category on BestChoice.guide, from dash cams to air fryers to office chairs, shows a ranked list of 10 products, sorted by Amazon ratings, sales volume, and review count through a customized version of a popular ranking plugin. Visitors arrive mostly from Google Ads and Microsoft Ads, occasionally from Meta, and increasingly from AI assistants citing the site during research. They either bounce in the first second or two, or they spend somewhere between 50 seconds and a minute and a half scrolling, comparing, and clicking through to Amazon. Tigran treats that one minute visit as the sign of a real buyer.
Tigran is candid about how thin the margin was when the site got started. It launched in 2023 and did not make meaningful money until late 2024, when the tracking and custom systems finally came together and a good week meant commissions beating ad spend, landing at about $1,000 a week in profit. His point for Shopify operators is sharp: if you can make paid traffic profitable on a 3% average affiliate commission, you can make it work on your own product margins. He also walks through the attribution reality most brands never see. Amazon’s standard affiliate cookie lasts 24 hours, and some third party programs offer 14-day windows instead, but Tigran sticks with Amazon because its default commission pays on whatever the shopper buys in that window, not just the product he promoted. By his estimate, only about 30% of his commissions come from the product he actually featured. The other 70% come from whatever else the shopper was already planning to buy.
The part brands will want to understand is how placement works. The top three positions on a BestChoice.guide list can be purchased, sometimes all three by one brand, but only if that brand already ranks among the top 10 Amazon bestsellers in the category. Anything else, Tigran argues, would be lying to visitors and would show up quickly in returns and lost trust. Newer brands get one exception: a product with around 100 ratings averaging 4.9 can run a one month test in the top slot. If his conversion rate on that position drops by two or three times, the partnership ends, because the placement fee does not make up for the lost commissions or the credibility hit. When a brand does pay (Tigran used $500 to $1,000 as an example), he reinvests the fee into Google Ads and Microsoft Ads for that exact page, driving more high intent traffic to the partner while the site earns commissions on top. As he puts it, the partners effectively cover the ad spend.
Then Tigran shares the three tactics he believes kept BestChoice.guide going while competitors he tracked on Similarweb faded: an attribution system that tells him which ad drove an Amazon sale without Amazon ever sending him sales data, dynamically generated pages that match the exact search phrase and lifted his conversion rate by about 40%, and a bigger budget on Microsoft Ads than Google Ads. That last one is his favorite, and his read on who is actually searching on Bing, and what they’re shopping for, is worth hearing in his own words.
Steve closes by connecting it all to the Amazon halo effect. Comparison sites, AI citations, and paid ads all point shoppers toward proven products, and some of those shoppers end up buying direct from the brand’s Shopify store instead. This isn’t a shortcut for unproven products. It’s a blueprint for adding one more demand channel on top of a product that has already earned its reviews.
👉 Earn the top 10 before you try to buy the top three. BestChoice.guide only sells premium placement to brands that already rank among the top 10 Amazon bestsellers in their category, because an unknown brand at the top of a trusted list costs the site both credibility and commissions. If you are still building reviews and sales velocity, paid visibility on third party sites will not rescue you, and a one month test that tanks conversion simply ends the partnership. Put that budget into product quality, review generation, and conversion on your own listing first, then come back to placement once the fundamentals prove out.
👉 Treat comparison sites and AI citations as a research layer you can influence, not control. Shoppers increasingly make their choice on review pages and inside ChatGPT or Perplexity before they ever reach Amazon or Shopify. You cannot own that layer, but you can feed it: strong ratings, steady sales, and review volume are the signals Tigran’s ranking system uses, and consistent product information across channels makes it easier for AI assistants to describe you accurately. For brands that already lead their category on Amazon, a paid placement where the fee gets reinvested into ads for your category page is what Tigran calls hiring a marketing team at the cheapest price you’ll find.
👉 Map your ad spend down to the individual ad, even when the platform will not tell you who bought. Tigran assigns separate Amazon tracking IDs to every campaign, ad group, and ad, then swaps product links dynamically based on UTM parameters to reach about 95% confidence in attribution. Shopify gives you order data natively, but the principle still applies if you sell on Amazon too: Amazon Attribution tags and disciplined UTM structures let you see which Google or Microsoft ad actually drives marketplace sales, so you stop funding campaigns that only look good in the dashboard.
👉 Match the page to the search, not the search to the page. When a shopper searches for something specific and lands on a general collection, the gap costs you conversions. Tigran’s dynamically generated pages reorder products based on the exact search phrase and lifted conversion by roughly 40%. If you run a large Shopify catalog, dedicated landing pages or dynamic collection sorting for your highest spend keywords is a practical version of the same idea, and it is worth testing on your top five paid search terms before building anything elaborate.
👉 Test Microsoft Ads before you assume Google is the only search channel that matters. Tigran spends more on Microsoft Ads than Google Ads in the US because Bing traffic skews toward desktop users in offices with real purchase intent, and he reports conversion rates two to three times higher for categories like furniture, printers, and computer accessories. It will not fit every brand, and search volume is thinner in markets like Canada. But if you sell considered purchases or B2B adjacent products, a modest test paired with Dynamic Search Ads across your catalog can surface long tail keywords your Google campaigns are missing.
👉 Guided selling converts better, but only after shoppers learn to use it. BestChoice.guide’s AI Finder asks four or five clarifying questions, recommends three products, and converts at about 20% compared with 5% to 10% on standard pages, with homepage sessions stretching to three or four minutes. The catch is adoption: shoppers in a hurry skip it until they get used to it. If you are considering an AI product finder or quiz on Shopify, place it where browsing shoppers already are, give it time, and judge it on conversion rate rather than raw usage in the first month.
Tigran Egoyan
Founder & Chief Growth Officer, BestChoice.guide
Tigran Egoyan is the founder of BestChoice.guide, a New York based product comparison and review site that helps shoppers choose among top rated Amazon products across categories from kitchen appliances and home air purifiers to dash cams, mini PCs, and mobility scooters. He launched the site in 2023 and built it largely as a solo founder, with his brother contributing product design input in the early days. With no outside investors, the business was funded entirely by Amazon affiliate commissions and was clearing about $1,000 a week in profit by late 2024.
What sets Tigran apart is the custom infrastructure he built underneath a simple looking site: campaign level Amazon tracking IDs that rewrite product links based on UTM parameters, dynamically generated pages matched to search intent, a paid placement model that reinvests partner fees into Google Ads and Microsoft Ads, and an AI Finder built on the OpenAI API that guides shoppers to three best fit products. He is also a working musician and composer outside the business.
Tigran’s perspective is valuable because he sees the Amazon buying journey from the side most brands never get to observe. He knows which products convert, which placements fail, and what paid search really costs at a 3% commission, and he is refreshingly honest that his rules make things hard for newer brands.
Listener Offer: Tigran is offering a free 30-minute consultation to one Amazon brand that reaches out and mentions eCommerce Fastlane. His contact details are in the footer at BestChoice.guide.
Featured in This Episode:
Over 9 seasons, I’ve been incredibly fortunate to chat with some of the brightest founders building amazing Shopify brands, as well as the partners shaping the app and marketing ecosystem. Every conversation has taught me something new, and I’m grateful for the chance to learn alongside you.
What matters most is that this podcast helps you solve real challenges and discover new ways to grow. Your support, feedback, and stories have made this journey truly special. Thanks for tuning in, sharing your wins and losses, and being part of the eCommerce Fastlane community.
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Steve Hutt
Well, hey there. Welcome back to eCommerce Fastlane. I’m your host, Steve Hutt.
Now, picture this: someone goes into Google and types in “best electric lawnmower,” or something like that. Typically, they land on a comparison page. Maybe they skim the list, maybe they pick one, and by the time they finally hit a product page, in many cases, the decision is already made.
What’s interesting is that entire chain is happening somewhere you don’t own. There’s a lot of research happening in that journey, and as an owner, you may not even think much about it.
That’s why I have my guest on today. He runs one of those sites working in the background, helping people find products. His site is discoverable organically and through AI chatbots, so it’s quite interesting.
His name is Tigran, and he’s the founder of a company called BestChoice.Guide. He built it himself. There are no investors, and early funding came from Amazon affiliate commissions he was making with the site.
I believe last year, more than a million dollars in sales were generated. I’m sure we’ll get into some of the numbers. But the reason I wanted to have him on today is that I’m really curious about how his site works. How does a product get listed on his guide? These AI models and organic search are finding his guide, and Amazon listings are being shown on it.
This AI shopping-assistant era is a wild time to be alive. I wanted to talk about his website and how it might help you, as a business owner with a Shopify and Amazon store, generate more revenue.
Hi, Tigran. Welcome to the show.
Tigran Egoyan
Hi, Steve. Thanks for having me. I don’t know where to start.
Steve Hutt
It’s so interesting. Thank you for coming on the show today.
Let’s start with the early days. As I said, there were no investors or partners. It was just you making Amazon commissions on a website you built. What did a good week actually look like for you back then? When did you know this was a business and not just a side project?
Tigran Egoyan
First, I probably didn’t mention this before, but I have a brother. He was a product manager in the beginning. He wasn’t that involved, but he helped me build the product in terms of design, how it should look, and things like that.
But mainly, I was a solo entrepreneur. The website launched in 2023, but it didn’t make any significant money until the end of 2024. That was when the strategy finally came together, because a lot of different things had to work at the same time: tracking advertising campaigns and building the entire custom system behind the website.
You know a little more about it because we talked before. But for me, at that moment, a good week was simply when Amazon commissions were higher than advertising costs. By the end of 2024, profit was about $1,000 a week.
That was really great. I was happy because you’re making money on such a low percentage, around 3% on average from Amazon. If you can make paid advertising convert at such a low percentage, you can sell anything, especially when you have your own product.
Let’s say you’re selling something on Shopify. If you can make it happen at 3%, even though I understand the conversion rate on Amazon is much higher, around 10% on average, while Shopify stores are around 1.5% or 2%, something like that, you can definitely make it work on Shopify if you can make it work on Amazon as an affiliate.
Steve Hutt
Walk me through what happens on your site. When a shopper lands, let’s use “best dash cameras” as an example. Where did they come from, and what are they doing in the first 10 or 15 seconds once they land on your site?
There are ads happening somewhere, and they’re coming over to BestChoice.Guide. In this case, they’re looking for the best dash cameras. Walk us through where that ad is and what they do when they get to your site.
Tigran Egoyan
When a visitor lands on the page, they see a selection of the 10 best products, such as dash cameras. The ranking is based on factors such as Amazon ratings, sales volume, and the number of customer reviews. It’s done by a plugin.
There’s a popular plugin on the market, but we use a customized version. We rewrote it a little to fit our needs.
The exception is when a brand purchases a sponsored placement in one of the top three positions. Sometimes all three positions can be purchased by one brand. But the brand has to be naturally in the top 10 bestselling products on Amazon in that category.
We can’t put just any brand in the top three, because that would be like lying to our visitors about the best products we can find. In that case, we, or the Amazon seller, could have a lot of returns.
As for traffic, visitors mostly come from Google Ads and Microsoft Ads. We sometimes use Meta Ads, but very occasionally, because we need people with really high purchase intent. You can catch them through Google Ads and Microsoft Ads using keywords, DSA campaigns, and that structure.
As for what happens in the first 10 or 15 seconds, they either bounce immediately, maybe because they clicked the wrong result on Google or Microsoft Search, or they stay. On average, they spend about 50 seconds to 1 minute and 36 seconds on the website, because they need to scroll through the positions and pick the ones they like before going to Amazon to check the price and learn more about the product.
Our best visitors spend about one minute on the website. We consider that a good sign.
Steve Hutt
That’s interesting. I’m sure this is baked into how the Google ad drives people to BestChoice.Guide. Let’s say they’re looking at the number-one bestseller or the top bestselling dash cams. They can view the products, and I can see you have a “show more” option where they can see some of the main details.
This is part of the research phase people are doing. When they click “check price,” there’s obviously some kind of cookie or session tracking happening. If they don’t make a purchase at that time but come back later, is there a certain window where the sale is attributed to both BestChoice.Guide and the merchant? Does the merchant know how the sale happened?
Tigran Egoyan
That’s really interesting because, by default, Amazon provides a 24-hour cookie window. Any sale that happens after that, you don’t get paid for.
Steve Hutt
Okay.
Tigran Egoyan
There are some companies in the market—I don’t want to give them credit—that provide a 14-day cookie window. The problem is that they work directly with sellers and their attribution models.
You never get the default Amazon commission, and that can be huge because you’re not getting paid only for the product you advertise. Somebody can land on Amazon through your link while looking for a dash camera and then buy a $2,000 TV. You get the commission for that $2,000 TV too.
Steve Hutt
Right.
Tigran Egoyan
But if you use those partners that provide only a 14-day cookie window, you get paid only for that dash camera if that purchase happens.
In the Amazon affiliate world, you’re almost never selling only the product you advertise. Maybe 30% of sales are for that product, but the other 70% are products people already had in their cart or were going to buy anyway. You promote one product and sometimes get commissions from two or three products.
So, 24 hours is definitely not enough. It was better before 2020, when Amazon had a much longer cookie window. I remember when Amazon had a 30-day cookie window. Those were the good old days.
Steve Hutt
Oh, man. That’s interesting.
Let’s talk about AI search. People are using Perplexity, Claude, and ChatGPT, and your site is being cited, linked to, and recommended during the research phase. I used dash cams as an example, and I should probably include a screenshot or two showing that you’re being cited and coming up in AI search.
That’s good because it’s free organic traffic back to BestChoice.Guide. People can make a decision, check the price, and, if they buy within 24 hours, the cookie is stored. Everybody wins in that case.
I’ve also noticed that you built an AI product finder into the homepage. Can you talk about that? Why is it different from a merchant adding a chatbot to their own store? What’s unique about what you’ve built, how do you recommend products, and how does that search bar work?
Tigran Egoyan
The search bar is simple and complicated at the same time.
Steve Hutt
I bet.
Tigran Egoyan
It’s simple because it was created in very deep cooperation with OpenAI. It uses the OpenAI API to connect to ChatGPT and ask those questions.
It’s like a quiz. A few years ago, it was very popular to have a quiz on your website asking different questions about products. It may still be cool now, depending on how big your website is. But when you’re trying to recommend thousands or tens of thousands of products, you can’t create a quiz for every category. It would be too challenging.
The way it works is simple. A user can ask a broad question, such as, “I want to find a laptop,” or they can ask, “I want to find a student laptop,” which probably means it needs to be affordable.
The AI should understand the initial intent and generate four or five questions at most to understand what the user is trying to find. Based on the answers, it sends the data back to ChatGPT, and the AI tries to find the three best products on the market.
After it finds those products, it tries to find those same products on Amazon, if they’re available there, and recommends links to Amazon. It connects to another plugin, inserts short quotes, and shows three products with one special-deal product on top. They should really fit the user’s needs. In almost every case, it’s exactly what he or she is trying to find.
It has been really great. We don’t have that much volume from the AI Finder yet because most of our traffic comes to regular pages. But it’s increasing because people are going to our homepage more now, they see the search bar, and they use it.
I can track it in Google Analytics and see how much time they spend on the homepage. It’s much higher now. Sometimes it can be three or four minutes, and that’s obviously because they’re using the product finder. The conversion rate is also higher.
On average, our Amazon conversion rate is about 5% to 10%. When somebody uses the AI product finder, it’s about 20%.
Steve Hutt
I see.
Tigran Egoyan
That’s a really great thing, but it needs time for people to get used to it. People need to find something quickly, and sometimes they’ll just ignore the AI Finder. They have to get accustomed to it.
Steve Hutt
I see. There are two sides to this. People are doing their initial research inside ChatGPT or Claude, and as I said at the beginning of the show, they’re further down the journey and know more about what they’re looking for.
It’s interesting how these tools place certain products and make recommendations. Part of that is using you and other partners with similar models, where you’re aggregating the best products into a trusted website.
Even though there is a pay-to-play option on your site, you only allow brands to pay for top placement based on the other variables of reviews and sales. All of that is important. It’s a win-win for everybody.
You’re cited in these models, which becomes part of the automatic recommendations people receive when using these tools. It almost closes the loop, so to speak.
Walk me through what happens for Shopify store owners listening right now, especially those who also have Amazon shops. I see you have a partner option on the website where someone can say, “I’d like to have my products listed here. Do my products qualify? Am I big enough on Amazon right now?”
What does potential onboarding look like for them? If someone clicks the link and emails you, what are you looking for in an Amazon brand to list its products on BestChoice.Guide? I assume the listing could be free if it’s a quality product in the top 10, but how can they get even more discoverability on your platform?
Tigran Egoyan
That’s also a really good question. Unfortunately, for our visitors, we almost never accept a product that doesn’t already have strong ratings, enough customer reviews, and a proven level of sales on Amazon.
We don’t want to confuse visitors. If somebody lands on a page with the top 10 air fryers, they want to see brands like Ninja and other top brands. If you place an unknown brand with a name like “Air Fryer and Brothers,” you lose credibility with your audience. Next time, they won’t even try to discover something on your platform.
The exception is when a brand is new. We can work with a new brand that doesn’t have many ratings or much sales volume, but the ratings are almost all five stars, maybe 4.9 on average.
It might not have 1,000 or 5,000 ratings, but 100 can be good enough if they’re almost all five-star or 4.9 ratings.
Steve Hutt
I see.
Tigran Egoyan
In that case, we can work with the brand for one month to see how it goes. We have our statistics. Let’s say we sell dash cameras and know that people who click the first position convert at an average of 10%.
If we switch to a new brand and put it in first place on our dash-camera page, then see our conversion rate drop two or three times, we’ll stop the partnership in that category. We’re getting paid for that placement, but we’re losing Amazon commissions.
It also means we’re losing visitors because they’ll do more research and find that the brand placed first on BestChoice.Guide wasn’t placed anywhere else. The AI recommendations, including the AI product finder on our website, will never put that new brand at the top when someone searches for it.
That’s why you have to place only top products that are already bestsellers on Amazon. It’s challenging for new brands, but it is what it is. There’s nothing I can do about it.
Steve Hutt
For sure. There has to be traction already happening. You also have to be a top-rated product on Amazon. You’re adding another layer during the discovery phase.
Your website comes up through ads, and you’re helping everyone. It sounds like you’re reinvesting affiliate commissions from sales on your website back into ads that you know convert. So, if a top-rated product like a Ninja air fryer is selling really well, there’s no reason you can’t run ads. You’re also coming up in AI discovery because you’re corroborating that it’s a top-rated product on Amazon.
You have it highly rated on your site, and you’re running ads to drive more traffic back to it. Is that how the process works? Are you using some of the commission made from the website to reinvest in selling more?
Tigran Egoyan
Basically, that’s how it works. When somebody pays for a position on the website, we reinvest that money to boost the page.
Let’s say a brand pays $500 or $1,000. We reinvest it in Google Ads and Microsoft Ads to boost that page on BestChoice.Guide and get more commissions from sales. We’re going to make money from Amazon commissions anyway.
In that case, we boost the page to get more high-purchase-intent traffic for our partners, and we increase our commissions at the same time. Whoever pays to be listed on BestChoice.Guide is investing in BestChoice.Guide traffic.
That’s ideal for us because our partners cover the advertising costs, and we gain pure revenue and net profit from Amazon commissions. We don’t have to worry about what we’ll spend on Google Ads and Microsoft Ads, because the numbers are huge.
Steve Hutt
What do you think the next steps are for those listening? Most have a Shopify store, and many have Amazon stores that are doing quite well, but they want to keep the sales flywheel moving.
They want to generate more revenue from their Amazon store with top-rated products in their niche. What should they do next? I want to make sure people listening today who have top-rated products with strong reviews understand how they could potentially work with you.
Tigran Egoyan
I’d really like to share three insights from what I used on BestChoice.Guide. And for cooperation, you can always find my email at the bottom of BestChoice.Guide. Reach out, and we can figure something out.
If people write that they’re coming from Steve, or if you have a promo code or something, I can offer a free 30-minute consultation to one of the winners or one brand.
The three insights I have from BestChoice.Guide are what made it possible. A lot of my competitors are dead because they didn’t use customized systems, or whatever happened. I can see through Similarweb that they’re going down. I don’t understand why, because they were huge.
The first insight is a tracking system. You have to know where every dollar goes. I’ll explain how the tracking system works on BestChoice.Guide. Maybe you can use it or implement something similar on your Shopify store.
You don’t need it as much because Shopify gives you data when you sell something. But on our website, because we don’t track sales directly on Amazon, Amazon doesn’t provide affiliates with that data. We don’t get postbacks about sales.
We use a lot of tracking IDs generated in the Amazon affiliate dashboard, and we assign those tracking IDs to every campaign, ad group, and ad in Google Ads and Microsoft Ads.
When somebody lands on our webpage from Google Ads or Microsoft Ads, everyone uses UTM parameters. The webpage reads the UTM parameter from the URL, captures it, and dynamically replaces all the links on that particular page.
So when somebody comes to the website from a Google Ads or Microsoft Ads campaign, then clicks “check price,” lands on Amazon, and buys something, we don’t know 100%, but we know about 95% that they came from that campaign and particular ad. Then we can double down on that ad.
I know you don’t need that exact data for Shopify because you track sales on your platform, but it can give you an idea of how to figure things out.
Another thing you can use, especially if you have a really large Shopify store, is a dynamic product page. Let’s say you sell T-shirts, and someone is looking for a T-shirt with dinosaurs on it. Your regular page might contain funny T-shirts with animals, but when someone searches for “dinosaur T-shirt” and lands on your animal T-shirt page, it should show products with dinosaurs first because it’s dynamically generated.
By default, you have a regular page with animal T-shirts. But if you can dynamically generate content on a category page based on a search, it can be great for conversion rate. It helped us increase conversion rate by about 40%. It was really great when we implemented it.
So, dynamically generate the page based on the search from Google Ads or Microsoft Ads.
The third insight is probably the best one for me. You may be surprised, but I spend more money on Microsoft Ads than on Google Ads.
Steve Hutt
Interesting.
Tigran Egoyan
It’s surprising, especially in the U.S. market. I know Bing doesn’t have as much search volume in Canada, but this is really gold.
Why Bing? Not because it’s cheap. Bing users are usually people who work in offices. They have Bing and Microsoft installed by default and didn’t change it because it’s not their computer.
Steve Hutt
Correct.
Tigran Egoyan
It’s not their PC.
Steve Hutt
Right.
Tigran Egoyan
They’re working from offices. If somebody at an office researches office chairs, furniture, printers, computers, or computer accessories, they probably have more purchase intent.
You’ll notice that almost all of the traffic comes from desktop users, which also proves they’re office people. The eCommerce conversion rate when you advertise on Bing is two or three times higher than Google for us.
When you use it in combination with DSA ads, especially if you have a huge catalog and not just 10 products, DSA campaigns help you find long-tail keywords. It works like magic.
Steve Hutt
Yeah.
Tigran Egoyan
I hope Amazon affiliates don’t listen to me and only Shopify users do, because they’re going to use it and create some trouble for me. But that’s the insight I would use.
Steve Hutt
That’s amazing. Thank you. I really appreciate you sharing these behind-the-scenes details about how this whole engine works.
It sounds like the next step for listeners is this: if you’re on Amazon and you’re top-rated, you clearly have a system to ramp things up. If you have a great-selling product in your category, there’s an opportunity to amplify it even further. You’re allowing top placements on your website, and that investment is reinvested into ads.
It sounds like the Microsoft Bing side has the best net overall ROI. I’d also argue, based on what I’ve checked, that BestChoice.Guide is appearing in AI discovery and the research phase people are going through.
Your top lists, recommended products, and related content are coming up in organic and AI search. That’s a win-win for everybody. You get the commission because you have the website and discovery, and you’re also allowing brands to pay for top placement, if they’re already high-ranked, high-quality products with lots of reviews and sales. You’re helping them amp it up even further through ads and placement.
I’ll put a link in the show notes to where people can go. BestChoice.Guide is the website. Go down to the footer, where there’s a Contact Us and Become a Partner option. The details are there, and listeners can start a dialogue to ask whether their products can be listed and what that could look like.
This has been really lovely. I’ve learned a lot today.
Tigran Egoyan
Thank you, Steve, for the opportunity to share my thoughts with your audience. I obviously have much less experience than you, but I really like talking to you.
It’s interesting because when you try to express yourself and tell your story, you start thinking even more. While I was explaining things to your audience, I was getting more thoughts about what I could change as well. It gave me some ideas.
When you’re talking out loud and discussing something, you start to think, “Okay, maybe I can change something.”
Steve Hutt
That’s just what it is. I agree. It’s all about positioning. Everybody’s website and business is iterative. You’re iterating all the time and trying to figure out how you can best position yourself.
I’m thinking about how Amazon brands listening right now can get involved with you. Is there an opportunity here? If you’re not a top-rated product yet, or you don’t have brand cachet or market leadership, then that’s what you need to work on.
We call it the Amazon halo effect. The halo effect on Amazon is interesting if you really start scaling up. People don’t always buy on Amazon. Sometimes Amazon has great organic reach when people search for products, and your website and others point to Amazon products. Some people then go back and buy directly from the manufacturer or Shopify store. That’s the halo effect.
It’s all part of the flywheel. I think you’re building something very unique. There are a few others in your space, but you clearly have a great model. That’s why you’re on the show today. I thought what you’re building was really neat.
For market leaders in their space, this is another way to amplify more sales on Amazon through paid ads pushed back to your website. I think everybody wins.
Tigran Egoyan
It’s like hiring a marketing team for your product at the cheapest price ever. A really great marketing team. That’s what it is, because we invest in Google Ads and Microsoft Ads.
Steve Hutt
You’re running ads for them. Exactly. It’s a whole separate channel.
That’s my takeaway: it’s a channel that’s always there, but this is another channel on top of something that’s already successful. If you’re a top-rated product or a category leader—maybe in the top four or five—you can really amp things up.
Once again, Tigran, thank you so much for coming on the show. Have yourself a lovely day.
Tigran Egoyan
You too. Thank you, Steve. Bye.
