Does Amazon growth depend more on conversion or traffic?

Scaling on Amazon takes more than launching products in another country and hoping the marketplace does the rest. In this episode of The Online Hustle Podcast, Donald Murray, founder of Jungle Agency, joins AVASK to discuss what Amazon sellers need to consider before expanding internationally. Drawing on his background in corporate law, retail, online selling, and Amazon agency growth, Donald explains why strong products still fail when listings, localisation, PPC, compliance, stock planning, or marketplace fit are not properly managed. The conversation covers how Amazon brands can diagnose conversion weaknesses, structure advertising around ACOS and TACOS, adapt listings for local search behaviour, and avoid common expansion mistakes around VAT, EPR, customs, fulfilment, and marketplace readiness. Donald also shares why TikTok, video content, AI search tools like Rufus, and competitor research are becoming increasingly important for sellers trying to protect profitability while growing across markets. Takeaways: Why Amazon growth depends on conversion, not just traffic How localisation affects trust, search, pricing, and product presentation Why compliance can make or break international expansion When specialist agency support can outperform a small in-house team 00:00 — Introducing Donald Murray and his route into Amazon 02:41 — From frozen yoghurt retail to online selling 05:38 — What high-street retail teaches about Amazon growth 07:16 — Diagnosing why Amazon brands plateau 10:14 — AI search, Rufus, and listing optimisation 12:29 — Localising Amazon listings for different markets 17:41 — Compliance risks when expanding internationally 20:32 — ACOS, TACOS, and measuring Amazon account health 24:06 — Why early ad spend can look unprofitable 26:06 — How to know if a brand is ready to expand 31:56 — Product imagery, localisation, and conversion gaps 34:02 — Video, TikTok, and driving warm traffic to Amazon 37:58 — Competitor research and campaign structure 39:51 — Agency expertise versus bringing Amazon in-house 44:06 — What Donald would do if starting again today 46:22 — Where to find Donald and Jungle Agency Expand your business today: https://avask.com/find-your-plan/