The e-commerce universe has one undisputed leader: Amazon! Often known as the Olympics of online shopping, the e-commerce giant has perfected the art of delivering goods. A recent study by Salesforce found that almost 60 percent of consumers are likely to do more online shopping post the pandemic era. When the latest data from the US Census Bureau showed that Amazon is taking over 50 percent of the entire e-commerce retail market share, it was not surprising they dominate e-commerce. Known for having thousands if not millions of choices within specific categories, the biggest challenge for brands is to stand apart from the competitors. With millions of dollars on the line, fierce competition is unavoidable. The key differentiator in e-commerce is to stand apart from competitors which starts with SEARCH! Winning brands on platforms like Amazon or Google are those who invest resources to understand, identify and adapt to consumer search behavior. The higher the visibility, the more the conversions. While an effective search is the center of any e-commerce ecosystem, small brands often lose out on the tech-led approach due to resource crunch. And the right keyword set, regional phrase match and product positioning is the lifeline for any brand to meet and exceed its revenue targets.
“Interlock Dynamic QR codes are engineered to bend the algorithms of Google and Amazon by structuring the inner QR code to include the brand name, core linguistic syntax, keywords, and buying triggers!“
In the online shopping universe, customers are inundated with millions of choices. While most consumers know what they want to buy, they do not know the exact keywords to use to find the product. In most cases, they resort to typing regional phrases or applications of the product with limited success. Google and Amazon, on the other hand, default to the core keyword, which creates friction as they battle for customer engagement and conversion. This daily tug of war between Google and Amazon creates a huge opportunity to identify customers’ intent using phrase and meanings to drive them to the exact match product sold on Amazon. Enter Interlock Dynamic: a first-to-market, predictive linguistic syntax looping technology that unravels the complexities of consumer product search using regional phrases and meanings, creating a frictionless path to purchase to the exact product sold on Amazon or Google. “When consumers search for products sold online, they prefer to use their regional vocabulary based on what they think, say, type, and mean to locate, evaluate, and ultimately purchase their products. It’s naturally easier for consumers to search based on their regional understanding of the product rather than using simplified generic keywords. Interlock Dynamic’s suite of e-commerce technology predictively identifies and connects high value, frequently used regional phrases and meanings (also known as “Profit Gems”), associated with the exact match product sold on Amazon,” explains Spencer Brown, Founder, and Chief Curiosity Officer of Interlock Dynamic. In addition, Interlock Dynamic’s engineered link exchanges are strategically positioned across the web to rapidly index and connect real-time regional search, as well as future searches for a frictionless buying experience. These Interlocked link exchanges work behind the scenes to accelerate order conversion metrics, sales volume, and velocity for products sold on Amazon at the same time reducing ad spend on both Google and Amazon.
For Brown, the journey was never a cakewalk. What started as a simple question relating to regional search optimization and product matching uncovered a complex system of oppressive advertisement spending. Large search platforms often manipulate the search to gain market share at the determent of consumers finding the exact match product based on what they think, say, type, and mean when searching online. Recalling the initial days, Brown says, “Seven years ago, when I first had the ‘Ah-Ha’ moment, I realized that regional phrases and meanings were not indexed or auctioned across Goggle, Amazon, and third-party e-commerce marketing platforms. I realized the gap and potential. When I first had the idea of using regional linguistic syntax, correlations, attributions, slang, acronyms, and urban terms, I never imagined it would take seven years to develop the e-commerce tools, process, and tech stack to launch Interlock Dynamic.” The company’s suite of 40 e-commerce tools cracks the code on consumers’ regional search terms, identifying their unique phrases and meanings (linguistic syntax), and then oscillates (sorts) these high-value phrases and meanings that correlate and associate with the exact match product sold on Amazon. “When these tools are used in combination, they change the e-commerce landscape by reducing advertisement spending for brands, third-party sellers, and Amazon aggregators while accelerating both sales and scale for our clients. Brands realize an immediate benefit by matching high value regional phrase and meanings that accelerate sales and scale on Amazon”, states Brown.
So how does the process work: The Interlock Dynamic technology searches the internet to identify relevant blogs, discussion groups, newsfeeds, real time comments, and large platforms that capture authentic discussions related to the root word. “Then, we filter, optimize, and extract the linguistic syntax of the product to match the predictive and high-value regional phrases and meanings. A normal consumer product Interlock processes a minimum of 4 million phrases to capture at least 250 high value, ready- to-market phrases, meanings, correlations, and unique attributions,” states Brown, who further adds that the team then develops proprietary testing codes to ensure Google can interpret Interlock Dynamic’s ELE/PLE (Elevated Link Exchanges/Paid Link Exchanges) and PAE (Passive Active Exchanges) that connect directly to the ASIN without diversion.
High value phrases are rotated every 21 days to adjust and refine regional syntax and elevate high performing phrases to deliver increased sales to national scale. “This rotational processing allows our tech teams to constantly refine and define what’s working, while simultaneously signaling to Google and Amazon that the links are relevant and effective in driving high-value consumer queries to the ASIN that converts organic regional search to the exact match product delivering consistent sales on Amazon,” he adds.
Interestingly, Google primarily indexes high-frequency keywords to create a robust marketplace for brands to outbid and outspend their competitors. As the gatekeeper and middleman between buyers and sellers, this process works well for Google but for sellers, the process is complicated and costly. Incidentally, in 2020, 2021, and 2022, most sellers experienced a decline in their order conversion rates while their online advertisement costs soared. This is where Interlock Dynamic’s robust engineered ELE/PLE boosts seller’s sale conversions. By matching consumers’ regional query accumulated during the initial Interlock research to create a stratum of data, Interlock data scientists can identify, extract and leverage frequently used long tail phrase and meanings without competition. Placing these engineered ELE/PLE across the internet creates a looping effect by using the past phrase and meanings, to the present, as well as future search. This past-present-future linguistic syntax loop organically grows and increases Google’s SERP as a result of being an active ELE and PLE that’s generating Google micro payments from each sale consummated on Amazon. This process triggers Google’s algorithms to drive even more traffic through Interlock Dynamic elevated link exchanges creating a continuous sales loop that increase sales velocity, with higher conversion rates to elevate sales category, and ranking position on Amazon.
Brown also deciphers the process with a simple analogy. “When a customer types ‘how to make bacon in the oven, the customer intends to learn. As they type in their query, Google dominates the “search and learn how to” lines, whereas Amazon dominates the “intent to buy line”. While Google’s goal is to drive the search to their advertisers, Amazon aggressively places top-of-page generic keyword ads on Google to entice consumers to move their consumer good queries over to Amazon, bypassing Google’s advertisers’ offerings. When we unraveled the root word “bacon”, we identified countless phrases that correlated to the search. One compelling linguistic syntax identified was ‘Crispy Bacon Sheet’, which showed a 1,250 percent increase in consumer query frequency year over year. We leveraged this phrase and engineered 30 Interlock Dynamic ELEs, 25 PAEs, coded 20 images with Interlock Dynamic syntax, and one IDQR code to bend Amazon’s algorithms to drive organic traffic to the ASIN. As a result,, 43 percent of customers indirect search terms were converted into a direct sale, and 73 percent of customers’ direct searches were converted. In addition, 22 percent of the customers ordered multiple units and 9 percent of the customers reordered and drop-shipped to a secondary location.”
The finest example of Interlock Dynamic’s engineering brilliance is with Thai Coco—one of the largest coconut product producers globally. The company had ambitions to enter the USA direct-to-consumer model via the Amazon marketplace to test their Thai Coconut Milk products. Interlock Dynamic was brought on board to identify and unravel the complexities of this product line, specifically how to sell and scale Thai Coconut Cream on Amazon. The company’s suite of proprietary patent-pending tools and processes started with the root word ‘coconut’. We identified, mapped, and sorted how the word is used in multiple regional markets, reviewing the 1 year, 6 months and then 30 days of past search. We typically capture between 4 to 7 million unique phrases, meanings, correlations, attributions, and applications that relate directly and indirectly to the root word. Interlock Dynamic data scientists then created a stratum of data on coconut milk and coconut cream, as well as their direct applications. This refined and isolated set of linguistic syntax (phrases and meanings) serves as the baseline for building the initial Interlocks between a consumer’s regional organic search, which is then matched and linked to the exact product sold on Amazon,” as explained by Brown.
The team’s extensive research discovered that coconut cream and coconut milk products are commonly associated with curry dishes, dessert recipes, and dairy-free applications— with demand confined to metropolitan areas. Using a set of supplementary tools—Regional Range Identifiers (RRI), Linguistic Syntax Mapping (LSM), Interlock Deep Match (IDM), Phrase & Meaning Mapping (PMM)— the team identified each region’s EM3 (Exact Match Marketplace). “Interestingly, our first-to-market linguistic syntax process uncovered that consumers were searching for “Keto Cream’’ and “So Delicious, Coco Whip”, two recipes that require the use of canned coconut cream. We also deployed Interlock Dynamic engineered links with images to websites and newsfeeds so Google could rapidly index and identify this product as an exact regional consumer phrase and meaning query to the exact match product sold on Amazon,” Brown adds. Within 48 hours of using Interlock Dynamic technology to launch Thai Coco on Amazon, the product was #112 in rank. After 16 days, the product was ranked #16. After 35 days on market, the product earned the #1 and #2 Amazon hot new product release within the coconut milk category. By placing Interlock Dynamic codes near high-volume FBA centers, when consumers purchase a product, the geographic location of the search-click-purchase triggers Amazon’s algorithms to identify and recognize that the product has consistent local demand, thus pulling the product into more FBA centers. This process increases the geographic positioning for ready to ship products and opens more FBA centers without months if not years of advertisement spend on Amazon.
In addition to creating the suite of e-commerce tools, Brown developed Interlock Dynamic QR codes that are considered the most powerful technology in e-commerce to date. These IDQR codes are engineered to bend the algorithms of Google and Amazon by structuring the inner IDQR code to include the brand name, core linguistic syntax, keywords, and buying triggers. They are easy to scan with any smart phone and drive consumers to the exact matched product with just one click. These codes also signal Amazon to index the brand name, high-value phrases, and specific keywords that match the ASIN structure as a real-time organic consumer search.
This EM3 code connects the consumer to the product sold on Amazon using “Frictionless Path to Purchase” to the exact product without diversion.
However, not every consumer product can be incorporated with the technology. To tackle this issue, the company offers a “Free, No Cost Evaluation” for all Amazon brands and third- party sellers. The Free IER (Interlock Evaluation Report) will identify multiple product fundamentals—including price point, product origin, competition in the category, increasing or decreasing consumer demand, and Amazon’s compliance and certification requirements. Enlightening more on the IER process, Brown reveals, “Throughout 600 active Interlocks, we have learned that when a product is generic without any specific product or value differentiation, our technology and process will be less effective. One example of a product that cannot be Interlocked is a generic imported garlic press. There are only a few ways to search for this type of product. This hinders Interlock Dynamic’s technology from unraveling, identifying, indexing, and connecting real-time as well as future product queries using unique high value regional phrases and meanings”.
For any brand, the Covid-19 lockdown has been the most challenging time—with small and medium businesses struggling for their survival. As a result of this immediate need, Brown’s team engineered a clever tool to amplify the value proposition, key benefits, and product line range of smaller brands. “We placed these amplified Interlock Dynamic coded images, articles, and newsfeeds across the internet to amplify their offerings online that were available on Amazon. This strategy generated an immediate sales boost without competing for advertisement spending. When coupled with IDQR codes for reordering, we outpaced and outsold the larger brands by increasing per-unit profit, and reorder frequency over the past 24 months compared to the larger brands in the same sub-category,” he expounds.
Going forward, the company is currently reviewing a Paso Robles California, Utah, & Idaho expansion to launch another dedicated Interlock Dynamic data center that can manage up to 50,000 active Interlocks and 2,500 active IDQR codes over the coming years. In addition, their new tools also focus on age and gender parameters, allowing clients to accurately identify their target groups. These additional tools are specifically designed to help CPG (Consumer Packaged Good) companies integrate IDQR codes to create a frictionless path to purchase products on either Amazon or Google. “We are thrilled watching a product scale on Amazon using our technology. Our existing clients are our #1 salespeople, referring Interlock Dynamic services to their industry-specific trade groups, e-commerce networking events, and online mastermind groups. So far, 80 percent of our clients are from word-of-mouth referrals and 20 percent are from articles and public speaking engagements,” concludes Brown who always believes whoever has the best data, wins the e-commerce game!