251 | What It Really Takes to Succeed on Amazon with Pasha Knish

If you’ve ever looked at Amazon and wondered how some brands scale effortlessly while others disappear into a sea of competitors, you’re not alone. Amazon can feel like an unpredictable giant—full of opportunity, but also packed with complexity. And as more entrepreneurs jump in, the brands that win aren’t the ones chasing trends…they’re the ones building with intention.

Today’s guest, Pasha Knish, has lived through every era of Amazon—from the Wild West days of early e-commerce to today’s data-driven, hyper-competitive marketplace. With more than 13 years of hands-on selling experience and over $30M in revenue generated across dozens of categories, Pasha has mastered the science and art of sustained Amazon success.

In this episode, Pasha pulls back the curtain on product selection, brand-building, organic ranking, and the future of AI-driven e-commerce—and what sellers must get right to scale smarter.

Building an Amazon Brand That Solves a Real Problem

Pasha’s journey into Amazon began with experimentation—selling random products, discovering early opportunities, and launching a successful private-label brand long before the platform became saturated. 

But the landscape has changed dramatically. Today, sellers can’t simply pick a trending item and hope for the best. Amazon rewards solutions, not commodities.

According to Pasha, the first step to a scalable product isn’t creativity—it’s clarity. Successful sellers reverse-engineer demand by digging into negative reviews, identifying gaps in the market, and building a product that solves a meaningful, proven problem. That’s the difference between a product that launches and one that lasts.

The New Era of Amazon Advertising and Organic Growth

Beyond product strategy, Pasha shares how Amazon’s ad platform has transformed and why focusing on Amazon’s built-in tools is more effective than spreading efforts across outside channels. Instead of relying on other platforms to drive traffic, he uses Amazon’s own customer data to reach buyers who are already interested and ready to take action.

But ads are only one piece of the puzzle. Pasha explains why organic visibility matters just as much, especially now. Many sellers overlook the backend fields of their listings, yet these details are what help Amazon understand exactly what a product is and who should see it. 

This philosophy inspired the software Pasha is building: a tool that simplifies and automates backend updates so more sellers can improve organic performance without drowning in technical work.

At the heart of it all, Pasha believes Amazon success comes from constant learning and resilience. Every setback becomes a lesson, and every lesson creates an opportunity to grow stronger.

Enjoy this episode with Pasha Knish…

Soundbytes

10:59 – 11:16
“If you can give Amazon the most accurate representation of your product in those backend fields, you’re going to show up better organically.”

28:13 – 28:19
“If people like you and they find out you have a product, they’ll probably buy it because they like you.”

30:15 – 30:20
“You have to know exactly who you're advertising to. In a saturated market, going after top keywords will just lose all your money.”

Quotes

“If you don’t have a product differentiator, you’ll spend all your money and never succeed.”

“The failures are what pave the way to success.”

“Backend optimization matters. Amazon is a categorizing system, and you need to fit cleanly into it.”

Links mentioned in this episode:

From Our Guest

Website: https://amzoptimized.com/

LinkedIn: https://linkedin.com/in/pasha-knish

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