Episode 74: What It Takes to Win at Amazon Ads with Alex Strathdee

In this episode, Chris welcomes Alex Strathdee, founder of Shelf Life and host of the Before the Bestseller podcast, to dive deep into the world of Amazon ads and book marketing. With over $4 million in ad spend under management, Alex shares insights on what makes Amazon ads effective, how to determine if they’re right for your book, and the common pitfalls authors face when entering the platform. He also discusses grassroots marketing tactics, navigating the creative limitations of Amazon ads, and setting clear goals for book marketing success. Whether you're a first-time author or looking to scale your book sales, this episode is packed with actionable advice.

 

Episode Highlights:

00:00 – Welcome, Smart Authors!

00:02 – Meet Alex Strathdee 
Introduction to Alex Strathdee, Amazon ad expert managing $4 million+/ year in ad spend.

00:23 – The Power of Amazon Ads 
Diving into the success stories and key strategies behind Amazon book advertising.

00:40 – Why This Episode Matters 
Why authors should tune in for actionable marketing lessons.

01:15 – Alex’s Background and Journey 
How Alex went from starting in 2019 to managing over 120 accounts and $1M in yearly ad spend.

02:50 – Navigating the Changing Amazon Landscape 
Why book marketing is more competitive than ever and how Alex has adapted.

03:45 – From Software Sales to Free Flights 
Alex’s leap from software sales to travelling the world—and finding his passion for book marketing.

04:38 – Solving the Marketing Problem for Authors 
How Alex identified the gap in book marketing and built his business to fill it.

05:49 – Building a Global Team 
The growth of Shelf Life: from a solo venture to a 14-person powerhouse.

07:26 – Are Amazon Ads Right for You? 
Who should (and shouldn’t) invest in Amazon advertising.

08:44 – Breaking Down Amazon Ad Goals 
Understanding the three types of authors leveraging Amazon ads: passion projects, break-even campaigns, and lead generators.

10:19 – The Holistic Marketing Approach 
Why Amazon ads are only one part of a successful book marketing strategy.

11:46 – The Unicorn Book Phenomenon 
Why some books thrive on Amazon while others struggle—and what to do about it.

12:39 – The Cost of Testing and Learning 
How to dip your toes into Amazon ads without breaking the bank.

16:08 – Free vs. Paid Resources 
Alex’s take on leveraging free courses and avoiding overpriced scams.

19:07 – The Creative Challenge on Amazon 
How to overcome title and subtitle limitations in ad visibility.

23:34 – Strategies for Vague Titles 
How to navigate marketing when your book title lacks clarity.

27:06 – Setting Clear Goals for Your Book 
The importance of defining success before launching a marketing campaign.

30:06 – Scaling with Systems and Teams 
Why authors shouldn’t try to do it all themselves—and how to hire effectively.

33:06 – Avoiding Comparisonitis 
The danger of comparing yourself to high-budget creators like Alex Hormozi.

35:13 – Grassroots Book Marketing Lessons 
Alex’s experience in grassroots marketing and why persistence matters.

39:11 – The Truth About Bestseller Campaigns 
The reality behind Amazon and Wall Street Journal bestseller strategies.

41:15 – Beware of Collaboration Book Scams 
Why contributing to compilation books may not deliver on promised business growth.

42:23 – Final Book Marketing