Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

#560 - Amazon, Walmart, TikTok, & Target Strategies From A 9 Figure Seller

Listen in as Grace Kopplin, a seasoned e-commerce expert with a marketing background and former Helium 10 blog writer, shares her journey from a Midwest upbringing to managing an Amazon team for a nine-figure e-commerce business. Grace's initial forays into retail buying and planning led to her pivotal shift to the e-commerce arena. As she recounts her experience honing analytical skills as a business analyst, we get an inside look at the strategies driving profitability and sales growth on the ever-evolving Amazon platform.

During our conversation, we tackled the significant changes that Amazon sellers are facing, especially with the latest coupon and sales strategies in Q1 2024. Grace reveals how the new minimum discount requirements for coupons have transformed selling approaches, impacting product badging and organic ranking. We also talk about the intricacies of Amazon PPC advertising, including the exciting new video campaign options and store spotlight formats. Additionally, Grace provides insight into how resellers can navigate sponsored brand ads amidst fierce buy box competition and the potential for platforms like TikTok Shop to skyrocket brand awareness.

To wrap up this episode, Grace and Bradley explore the implementation of AI in Amazon-selling strategies, noting the platform's dominance and the emerging significance of marketplaces like TikTok. We delve into how new Amazon data points and tools, like the Product Opportunity Explorer and Helium 10's Cerebro, are essential for content strategy and maintaining a competitive edge. Plus, don't miss our discussion on the unique challenges of managing large assortments in categories like apparel, footwear, and jewelry. Whether you're a seasoned seller or new to the e-commerce game, this episode is packed with actionable strategies and expert insights you won't want to miss.

In episode 560 of the Serious Sellers Podcast, Bradley and Grace discuss:

• 00:00 - E-Commerce Strategies for Serious Sellers
• 01:21 - Grace's Backstory
• 06:11 - Managing Brand Registry and Fees Strategy
• 13:24 - Amazon Advertising and Selling Strategies
• 14:45 - New Amazon PPC Strategies and Challenges
• 20:02 - Amazon Launch Strategy Evolution
• 23:01 - Amazon Strategy and AI Implementation
• 25:12 - Leveraging Amazon Data for Strategic Advantage
• 32:22 - PowerPlay Hockey Jerseys and Conferences

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Transcript

Bradley Sutton:

Today, we've got a seller who used to write blogs for Helium 10 but now works at a company that's a nine-figure seller online with Amazon, obviously, being their number one moneymaker. But you might be shocked when you find out which marketplaces brings in the second most amount of sales. Find out what that is plus get her Amazon strategies in today's episode. How cool is that? Pretty cool, I think.

Bradley Sutton:

Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that's completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And just wanted to throw a quick shout out here, we have a new TikTok channel at Helium 10. It's helium10_software. So if you want some unserious strategies you know sometimes we got some serious strategies on there too. Make sure to give us a follow. All right, go. You can even see me singing in Chinese on one of these videos here but go to h10.me/tiktok or just type in Helium 10, one zero underscore software and follow us on TikTok. We're going to have somebody who I don't think I'm not going to ask her to do a TikTok dance for us here. But Grace, first time, I believe first time on the podcast, right, for you.

Grace:

Yes, yes, first time.

Bradley Sutton:

Awesome, well, welcome. Like you, actually, you know, we met years ago at different conferences and stuff but also for a while when I was running the content team, you were one of our actually contract workers where you would, you know, write some Amazon related blogs. But it could be that I know some of your backstory, but since I'm like 10-second Tom from 50 First Dates, I just forget everything. So, regardless if I remember or not, let's go into your backstory because nobody else on the show might know who you are. You just told me that you're in Minnesota, but it sounds like you're not from there. Where are you from?

Grace:

Yes, I was born and raised in Milwaukee, Wisconsin, so I'm still a Midwest gal, but I made my way to Minneapolis about six years ago now.

Bradley Sutton:

Well, how can you be a Twins fan? Shouldn't you still be a Brewers fan then?

Grace:

Fair Weather fan, I suppose.

Bradley Sutton:

Okay, all right. So Milwaukee, the Frozen Tundra of Milwaukee, and then going into college. Where did you go to college at?

Grace:

Yes, I went to University of Wisconsin in Madison, so very big party school had a great time.

Bradley Sutton:

What is the mascot? Why can't it? It's not the

Grace:

The Badgers.

Bradley Sutton:

See? I was going to say I knew it started with a B. I was like no Beavers is Oregon State. What B is it the Badgers? Yes, all right.

Grace:

Bucky Badger.

Bradley Sutton:

Well, what did you? What did you major in over there?

Grace:

Yeah, I got my BBA in marketing. I've always been just like super business oriented and I wanted to do something that was pretty broad, so I did what anyone would do and got a degree in business, and I've done a lot of different things since then.

Bradley Sutton:

Okay, and what like. Well, as soon as you got out of university, you know, got your degree. What was your first gainful employment that you did?

Grace:

I feel like in business school they always teach you. It's like you can either go into finance and be a consultant or if you want to work in retail and you like business, let's go be a buyer. Those are like the two things they tell you that are options. I was like I need to be a buyer so I started my career in retail in a buying office doing buying and planning. So that gave me a pretty good basis of just how retail works. So I focused a lot on brick and mortar retail, buying products for stores, allocating the inventory and doing the forecasting for that.

Bradley Sutton:

And what was your first exposure to e-commerce?

Grace:

Yeah, it was actually my first job out of college. We actually slated all of our ads by writing it down in a journal and submitting it through marketing, and our e-com business was super small back then. It wasn't that long ago but that was my first exposure to e-comm and it was always really interesting to me. And as the retail atmosphere changed in the early 2010s, I knew that's where I wanted to be for longevity, for my career.

Bradley Sutton:

Now, was it at the same company that you're working at today?

Grace:

No, I've bounced around a lot and my career has led me in a lot of different ways. Unfortunately, a lot of the large big box retailers I worked for all had their demise for any reason or another. So I kind of bounced around until I found an e-commerce centric company, which is where I'm at right now.

Bradley Sutton:

What did you start doing at this company and then? What have you been doing over the years and not now? What is your main role?

Grace:

Yeah, so I started as an e-commerce business analyst, which is pretty much jack of all trades when it comes to anything analytical. So I was kind of the person who would be pulling all of the reporting from Amazon, creating forecasts, pitching to our executive team. This is why we need to buy this inventory for Amazon. This is how it all works. So I was really in the weeds and I feel like that gave me such good experience in what I'm doing now, which is kind of managing the full Amazon team really a strong focus on profitability, but also sales growth, which has been such a hot topic recently. So I've done a lot of different things.

Bradley Sutton:

Is this like a company that has its own brand and manufacturers own products?

Grace:

So the company is called Powerplay Retail. We started as a manufacturer's rep group, so working with brands, helping them get into retailers. It was really focused on brick and mortar retailers. Obviously, we have Target and Best Buy here in Minneapolis, so companies like us exist to help brands who don't know how to get into retail do just that. And then we kind of morphed into a distributor, as brands needed help actually shipping into retailers. And then when brands were like, hey, can you help us sell online, we were like yes, 100%. So then that's why our e-commerce arm exists.

Grace:

So we're a third-party reseller that partners with brands that don't want to bring Amazon in-house. So we buy and sell inventory out of our own large 3P account. We're also an Amazon agency, so I manage brands in their own 3P accounts. So I manage brands in their own 3P accounts. So I kind of do it both ways and it kind of just depends on what brands need. And over the years we've also dabbled in private label. We've created our own products and sold those in our accounts as well. So it's been a really cool experience being able to try it just every different way of selling on Amazon.

Bradley Sutton:

How many seller accounts do you guys have?

Grace:

Yeah, right now from an owned perspective we have three or four, but just from our full partnership perspective, I'm probably in maybe 20 different accounts on a daily basis.

Bradley Sutton:

So how does it work for when you're managing somebody else's stuff, like for brand registry? Like do some of these brands already have their own brand registry and then you somehow just get authorized or are you the one who is actually registering their brand because they never were before? How does that work?

Grace:

Both. So some companies are more Amazon savvy and right from the beginning and get go they registered with brand registry, which is great, and in that case we just become an authorized reseller and an administrator under their brand registry so we can act on their behalf. And in some cases they don't know, so either I'm kind of coaching them through that setup process or actually registering it on their behalf and managing everything. So it kind of just depends on how hands-on they want to be or how hands-off I want to be. So whatever works best for the brand, always the brand in mind for us.

Bradley Sutton:

Let's just skip ahead. We're going to talk a lot of strategy, but I think the thing top of mind for so many Amazon sellers and I think you have a unique perspective because you're dealing with so many different accounts I'm assuming you've got customers in many different categories, many different size of products, different, you know, types of products. The fees, you know, there's low inventory fees, that's coming. You know, there's low inventory fees. That's coming, you know, depending on when people are listening to this episode, maybe it's already there. There's the inventory placement fees, so that's been out for a little bit longer. How has this affected the brands that you're working with and what are the different strategies that? Like how you guys have pivoted? Like, are you doing your shipments any different or are you just like taking in the chin and it's costing us 20% more? Like, talk a little bit about some different experiences with different brands.

Grace:

Yeah. So these fees have been a huge topic of conversation for us in my operations team on how we can best handle these. Obviously they're real and we have to figure out a way to respond to them and maintain profitability above all else. So in terms of the shipment processes, we've been kind of going back and forth between the Amazon optimized shipments and just kind of eating the cost, depending on what our profitability looks like. So when these fees were introduced, our first step was like recreating our Amazon profitability model. I know there's a good Helium 10 one out there. Amazon kind of has its own Revenue Calculator tool.

Grace:

But what we did internally is create a very, very extensive profit and loss model outlining all of those different new fees and how they could impact us, so estimating at like a per pound dollar amount what this inventory placement fee would be an impact for us by SKU. So we can just first see how much can we afford to spend on advertising now that we have to spend more on logistics and operations costs, because that's kind of our flexible cost. And then, two, how is that going to impact our sales if we're investing less on some of the advertising side of things and then when it comes to the low inventory fee side, I was actually surprised that the fee even rolled out when it did. I know there's some concessions that Amazon is making right now and I think they're going to probably continue to make more concessions as some of the loopholes are found. But the fact that it's getting charged at the parent level is a huge problem, especially for a lot of brand partners that we have in the clothing and apparel and footwear side of things.

Bradley Sutton:

Wait, hold on, hold on. I've just been so busy with stuff I haven't even been checking that. So at the parent level means like you could have 10 variations and nine of them are cool, but then what? Don't tell me. You're saying that if one of them is low inventory, everything gets charged.

Grace:

No, it's not one of them, it's the sum of all of the children up to the parent. So no, it's not one of them, it's the sum of all of the children up to the parent. So they take like the average part of the supply chain, like it's not under my control if there's an issue with the supply of the raw materials needed to create my product and I can't ship it into FBA. So we're definitely looking at those, estimating them and seeing how we can respond, and there's definitely been some strongly worded emails to my Amazon Account Manager about just how these are impacting us and how critical it is to our business, as profitability right now is, it's hard for all third party resellers.

Bradley Sutton:

So your team is not the one controlling the inbound? I mean, obviously you're not controlling the manufacturing. But what about from, like you know, some of these brands have 3PL, are you the one who created the transfer shipments?

Grace:

Yes.

Bradley Sutton:

Okay. So how are you doing those differently, if at all?

Grace:

Yeah. So we have decided because Amazon is encouraging us to send in more units at once to decrease our frequency of shipments into Amazon. So in efforts to maintain a very lean weeks of supply, we've implemented a process to send in weekly replenishment orders based on the last week sales which makes a lot of sense, right. But now as Amazon is encouraging us to send in more and more and charging us more to send in less, we've had to weigh those costs and benefits of sending in shipments weekly. So now, depending on the size of the product, it might even be monthly that we're sending into Amazon, and we've been relying a lot on LTL shipments to save on prices. But now it seems like small parcel might be a little bit more cost effective for us in some cases. So it's definitely changed how we've managed this and I'm really interested to see how these fees potentially change moving into Q4, as we're sending in a ton of inventory into FBA and shipments just become so much more regular.

Bradley Sutton:

Yeah, okay, interesting. We've got Prime Day coming up in July and what you know. You've got a number of Prime Days under your belt. What are some things that you're planning on doing the same or and or differently as far as what kinds of deals, if any, you're doing, like how you tackle your PPC? Let's just have a quick Grace's Prime Day Playbook 2024.

Grace:

You know what I was thinking about this today, because Lightning Deals and Prime Exclusive Discounts are due by midnight and with all of these changes, and also I don't know if you've heard about the new return fee assessment happening on June 1st but this, I think, is going to have a huge impact on us and just our profitability and how much we're going to be able to afford on markdowns and promotions.

Grace:

So my theory, at least for Prime Day this year, is people are going to be a little bit less promotional just because of how hard it's been to be profitable with these new fees. But then again, there are those discount minimums that we need to meet in order to get that prime day badging which means so much to your sales. So for our top moving, best products, I'm still going to be at least 20% off, like I need the badging if I don't get the sales. It doesn't matter if I'm profitable or not, so I'm definitely be. I'm definitely going to be pulling back on some of the costs, like PPC, in order to fund my promotions. So I think, to answer your question succinctly, I will be definitely promoting steeply on my best products, but maybe my middle tier and my lower selling products. I might just keep those at full price because of profitability reasons.

Bradley Sutton:

Speaking of discounts and things like that. You know another thing that kind of rolled man 2024, when I think about it, the Q1 was just like a doozy for a few things. So the restrictions on, like coupons and discounts and, like you know, the sales history yeah, minimum discounts for coupons.

Bradley Sutton:

Yeah. So like, how has that effect? Like I mean, for me it didn't affect me too much on the coupon side, because I don't always use coupons. But what about you? Were you guys using coupons? And if so, has your strategy had to shift now?

Grace:

Yeah. So I wasn't even aware of the new discount minimums for coupons until I was looking at one of my listings and I was like why is my coupon not on? We used to really heavily do that like 5% coupon on one week, off the next week, five on the next week, just to keep some like badging on our listings Because we believe that has a really significant impact in like bestseller ranking and organic ranking and keywords. So we used to do that quite a lot. We're not doing that anymore just because we can't afford to be that steep of a discount on coupons. So we haven't actually come up with what our strategy is going to look like since that is so new. In the last like month-ish, we've kind of just been keeping our normal like promotion strategy and hopefully it doesn't impact sales too much. But that's something I can't answer right now.

Bradley Sutton:

Okay, yeah, a lot of this stuff is so new that it's going to take us all a little bit to try and figure out what. What we're going general PPC strategy you know PPC is they're doing more adding, as opposed to like taking stuff away or changing big rules. Like I hadn't added new video campaigns in a while like could have been maybe a year even and then I noticed, like a couple months ago, now all of a sudden I can do ASIN targeting video campaigns and keyword targeting video because I'm like, oh, that's new, that's pretty cool. But, like you know, Amazon's always launching new kinds of targeting and new kinds of, you know, what is it called for the sponsor brand? Is it like the vertical ads and things like that? What new-ish things are you doing, if any, on the advertising side?

Grace:

Yeah. So I agree with you. I think if you're not in Amazon every day, you're missing something. So that's something that I try to do. I'm not like actively in charge of PPC or managing campaigns, but I always like to stay abreast of like all the new different techniques and see how it works with the team. One thing that I'm really excited to try is the new store spotlight format, where you can actually click to different store pages in the sponsor brand placement, which I think looks really cool. If anything else, definitely, want to test to see if it drives extra sales.

Grace:

One thing for us that's challenging with sponsored brand ads, though, is as a reseller, and a lot of times we're not the exclusive reseller. Spending on sponsored ads for sponsored brands leads to sales for the brand but not necessarily sales for us. So if you're rotating in the buy box spend on sponsor brand, you're driving sales for the brand. It's not necessarily just for us. So how do we manage that? That's been a hot topic for us.

Bradley Sutton:

Are you personally doing anything on other platforms, be it Walmart, TikTok shop, or if so, or if not, is there anybody at your company who is focused on those channels?

Grace:

Yes, we are. We are really focused on TikTok shop right now. We've been using it more so as like an awareness driving tactic, more so than a sales driving tactic right now is a lot of the brands that we work with are more in a premium price point, so we've found that the TikTok items that work the best are really kind of almost that impulse item. So we've been using it to drive awareness, drive conversations around the products that we sell and the brands that we work with. And we've seen great halo effects on Amazon with branded search going up as engagement and content goes up for the brand on TikTok. So we've been using TikTok shop in that way.

Grace:

In terms of Walmart, that's always been a strategy for us. Transparently, Walmart just hasn't been a volume driver for us. It's been a steady but it hasn't really been a place that's warranted a ton of focus for us. But another marketplace that has been great for us is actually Target's marketplace, Target Plus, and that's been a key piece of our success, especially with working with brands who are looking for store placement at Target. For example, we've had a few items that we've listed on Target's marketplace that have done really well that have gotten the attention of a buyer and actually got store placement, which is really exciting. And at the end of the day, getting an item placed on shelves most of the time can drive more volume than a mid-tier listing on Amazon, so we tend to try to use that strategy.

Bradley Sutton:

How do you get on target these days, like wasn't it invite only back in the day or now that Target is adding that 360 or some kind of like?

Grace:

Yeah, I think it might still be invite only, but I know they've been actively adding a lot of sellers. I know that their back end is still quite archaic compared to what Amazon is. It's probably what Walmart was like four years ago. But I think it is still invite only but definitely something to reach out to your connections and see if you can get a connect with a Walmart e-comm buyer.

Bradley Sutton:

Yeah, I mean, that's what I've been saying about Walmart for years is the end game and the reason for Walmart.com. You know there's people who say, oh, you know, like you know a lot of the SKUs, I'll just have like 10% of my Amazon sales. No, you're not trying to. I mean sure, if it's profitable, why not increase your sales by 10%? But the main end game is you could get on the radar of Walmart buyers potentially and go 1P which increases. And then the next step is getting into 4,000 Walmart stores, which is like yes, is now going to dwarf your Amazon sales even. But on the target side totally makes sense. That you know there's not that many people buying. You know consumers buying stuff on Target compared to Walmart or Amazon's even less than Walmart. But then that's not the end game. The end game is if you can get well like, give me an example, some of those that you said you've been able to get them in Target stores, like those POs are for what? Like how many units? Like thousands, right?

Grace:

Yes, tens of thousands.

Bradley Sutton:

Tens of thousands, wow.

Grace:

And what's also really cool about Target's marketplace is that it's gated from a seller perspective. So once you list a product on Target, it is gated for you to sell it, which I know has become more and more an issue on Amazon, with unauthorized resellers and different brand protection strategies that are maybe a little bit gray market. So I think that's something that is really interesting to sellers who fight for the Buy Box on Amazon, and it's a little bit of a relief to be able to list it and not have to check it or wait for the Helium 10 notification to come up that the Buy Box has changed and also your advertising spend, as you can continue to advertise when you have a Buy Box. It's something that we love about Target.

Bradley Sutton:

Going back to Amazon, now. Let's say you've got a brand who's launching a new product, what is your go-to launch strategy these days? Obviously gone are the days of things like two-step URLs and search, find, buys and giveaways and things like that. So for your launch, are you just doing PPC and maybe having a lower price, or you're only launching stuff where there's already some kind of brand recognition, where you don't have to do too much special?

Grace:

We do both. So we've worked with brands who have sold on Amazon for a long time and already have hundreds of thousands of monthly searches for their brand on Amazon and we've also worked with brands that are brand new and maybe are selling a new product that doesn't quite fit into a category that exists yet on Amazon. From a review perspective, we definitely lean on Amazon Vine. I think it has been getting better - the quality of reviews and just the ease of use of that tool, just to ensure that we're adhering to Amazon's policies. But just from an overall launch strategy, we've been thinking about top of funnel marketing a lot more. It's easiest to win when you have branded search on Amazon already, just so you're showing up on that first page of search results. But we've been using we talked about TikTok shop. Using TikTok is a really important part of our launch strategy and also just advertising outside of Amazon. So working with content creators to introduce a brand or introduce a product, if it's like a new product line under a brand that maybe people are already familiar about, using promotion codes that type of thing, as well. Are you then those influencers sending people to a TikTok shop product, or sending people to go search on Amazon, or a mixture of both?

Grace:

We'll mostly send to TikTok shop, but we do see just like an organic halo effect and someone sees it on Amazon. They maybe have more trust for the marketplace and they go and try to find the product on Amazon. So we've got a couple of cool case studies on that.

Bradley Sutton:

I probably should have asked this at the beginning. But, just like you know, I know you don't have the numbers in front of you, but if you were to talk about last year's sales or projected 2024 over all the stuff that your company manages, what do you think it's going to be on Amazon, Walmart, TikTok shop and Target rough? You know I don't need exactly. Yeah.

Grace:

So our goal is always double every year and we have in the last two, three years, as we've expanded marketplaces, our brand partnerships and ASIN count. I think the ASIN count that I manage right now on Amazon is upwards of 50,000 ASINs, so we're always adding more products. It's so many.

Grace:

That's a topic for a different time of how frustrating that can be at some time. But I mean we're in the triple digit millions going into 2024, at least for the e-commerce side of things. So it's really exciting and there's a lot of growth ahead of us and I think the biggest challenge for us as a three-piece seller and a distributor is managing the profitability and the agency side of our house is looking a lot in terms of outlook is looking a lot more profitable for us.

Bradley Sutton:

Nice, nice. What about what's this number two thing, so the nine figures? Is Amazon only or everything together? I mean, obviously it's going to be everything, but does Amazon by itself hit that?

Grace:

Or not everything together? I mean yes, Amazon by itself hits that.

Bradley Sutton:

Okay, so what's number two then marketplace?

Grace:

Target.

Bradley Sutton:

Target over Walmart, what in the world?

Grace:

It is. It is.

Bradley Sutton:

What? That's a shocker.

Grace:

It is. But again, like I said, that we work with a lot more premium products and premium brands tend to lean more towards the Target customer rather than the Walmart customer. So it's probably Amazon, Target, Walmart, TikTok, right now, but that will probably change pretty rapidly.

Bradley Sutton:

For TikTok, where is the inventory coming from for the orders. Are you doing fulfilled by TikTok or is it coming from Amazon?

Grace:

No, we're doing MCF from Amazon FBA centers. We can also drop ship from our own 3PLs as well, but we like MCF cause it's easier on us.

Bradley Sutton:

Amazon strategies. You know like things are changing on Amazon. New data points you know come out like search query performance and new things in product opportunity. Explore just in the day, today, things of Amazon. What new things is part of your SOPs now. That maybe wasn't there two years ago. Or maybe you just think you've got some unique strategies even on something that's been around for a while because you know you can't get to nine figures without having some cool unique strategies. That's setting you apart from the competition.

Grace:

Yeah, I love using the Product Opportunity Explorer. It's now a daily part of what I do. I also use it to do competitive research, which might be a little bit different. So grabbing an ASIN that I'm interested in learning more about and looking at the customer insights, specifically around returns, which is a hot button topic, obviously, with this new fee coming into place with if your return rate is higher than what the threshold of the category is, there's new fees that come into play. So, just understanding what those negative insights are about your competing products and taking advantage of those in your content and I mean in your second image or in your first bullet point has been something that's worked really well for us. And as I'm going and I'm potentially auditing a new brand partner or I'm doing a pitch for new business, I'm always looking at that. I think the data that Amazon's been able to provide there is really useful and we've never had that access before. It's always been like here's how much they sell directionally. Here's what their seller ranking is. Here's the keywords that they rank on.

Grace:

Here's what the keyword sales are but, like, the actual sentiment from the customers is really interesting. And something that we like to use in our content

Bradley Sutton:

Favorite Helium 10 tool and why?

Grace:

I like the Cerebro. I love doing keyword research, as we just talked about and I think, finding those niche keywords and using those in your PPC. Even though it's an old strategy, it works and it's always changing and not everyone has auto campaigns anymore, so it's something that's really important to do and I still like to do it because I love to know, like, what's changing. And another, really important, like leading or trailing indicator either one would be like branded search around your competitors branded search, so just understanding how many people less are searching for your competitors versus you. I think that provides a really unique opportunity to win.

Bradley Sutton:

Okay. If I were to give you the keys to the Helium 10 Product Roadmap. Something you know like hey, you're in charge of all of our product team a tool or a feature or a function that we don't have that you need, what would it be?

Grace:

I have two, okay, I think I asked about this already but Target Plus. I'd love to get a plugin, cause I love your dashboard, where I can see, like all my different marketplaces US, Canada, Mexico, Walmart all of that rolled up into one. I know it's probably still far out, but that would be really cool to be able to see that. Maybe TikTok shop I don't know if that's coming or maybe

Bradley Sutton:

What would help on TikTok shop specifically?

Grace:

I really like the sales product performance. That's like when I come in the morning I'm like what sold yesterday. That's where I'm looking okay and that's probably my favorite part about selling on Amazon is just seeing what's selling and how I can sell more of it. And then the second piece of it would be a Walmart ask. I know there's a tool where we're able to see kind of what the sales are on the listings for Walmart. I think there's probably opportunity to get that tool just sharpened a little bit so we really can see where the opportunity is on Walmart. I think there's still a lot of questions from everyone on like who's winning on Walmart? Like we know like CPGs are winning, but what brands are winning? There's a lot of information about amazon brands who are winning, but I think Walmart's still a little bit of a Black Box. So any tools that are available from an Amazon perspective, rolling those out and sharpening them for Walmart, would be great too.

Bradley Sutton:

Cool, cool, all right. So, what other strategies can you help people with out there who you know like, obviously it. You know somebody might be listening to this and like, well, what does this apply to me? I'm not a nine figure, I'm not even an eight figure or even seven figure seller, but some strategies that you're doing that, hey, even if somebody's new on Amazon or maybe you know six figure seller, they could. They could definitely be doing something you haven't mentioned yet today.

Grace:

Yeah, I think I'm going to speak to specifically the apparel and footwear and jewelry sellers out there. It's really hard to manage the assortment and I know I manage the 50,000 ASIN count, but we've developed processes internally to make that a lot easier. And I know catalog management is probably a hot button topic for all those apparel sellers out there. Managing sizes, colors, widths, all of that, tracking the variations that's something we can help with. So, whether it's managing variations, bringing them into one listing, separating them out, testing variation strategy, that's something that's kind of niche that we do all the time with our footwear brands to see how we can gain more share of shelf or share of click on different keywords, mostly branded. And then there's also way different style guidelines for apparel and footwear and we've learned how to harness those and utilize those to the best of our abilities. So just know that you don't have to do that on your own. There's agencies and sellers out there that specialize in just that and can help you free up your time to work on the strategic stuff and we can handle the catalog management side of it.

Bradley Sutton:

Last question I guess would be you know, I'm assuming maybe you might use some AI things, especially having to manage so many listings like have you leverage AI in your amazon management business and, if so, how?

Grace:

Yes, we've definitely started utilizing it from a copy perspective. We use a bunch of different AI tools, but one thing that's worked for us is taking our keyword research, plugging it into pick the engine that you want to use, give them your product description and have them help at least get a starting point for what your bullet points and your title should be. It just saves so much time instead of sitting there and being like okay, here are my keywords, here's what I want to say, but I don't need to type all of it out on my own. So, yes, it's not going to be perfect, but it's a great place to start and, honestly, a great place to start with really anything, whether it's Amazon copy images or even just writing an email to a brand partner or a proposal to leadership it. Leadership Like it's just a super helpful tool that'll save time across the board.

Bradley Sutton:

Cool. Cool. All right. Last non-Amazon question. I see your Instagram. You're traveling a lot, favorite travel spots and what's on the bucket list for you that you haven't been to?

Grace:

Oh, my gosh. Okay. So recently my friends and I rented a beach house in Oak Island, North Carolina. It's like a tiny little town on the coast, but it was so beautiful and so fun and it was like a great way to disconnect. We literally saw dolphins from our balcony. It's like so cool.

Bradley Sutton:

Wow.

Grace:

So that was really fun. I was just kind of wholesome and nice to be able to unplug a little bit, although I never truly unplugged because slightly addicted to selling on amazon. Um, that's why we're here, right. And then, in terms of bucket list, I've never been to Europe, which is crazy. I need to get to Italy. I'm such a wine person, I'm such a like I love food. So that is on my bucket list. I hope I can get out in the next few years.

Bradley Sutton:

Maybe get your boss to send you to. We're doing a it's not Italy, but nearby to Madrid. End of May we are doing a workshop, high-end workshop, in Madrid. So, that could be an opportunity to business expense for your company and learn some new strategies. And you get to, you know, maybe make a side trip to Italy on your own dime. So if anybody else is interested, I'll know. I going to try and get Grace to go. h10.me/elitespain. It's open to everybody to join. All right, well, Grace, thank you so much for coming on here. It's been great to see all that you've accomplished on Amazon. I wish you the best of success in the future and maybe we'll bring you back on and let's see how you know how deep into the hundreds of millions that your company has been able to sell next year.

Grace:

I want to plug. I have an amazing team. This is not just me. I just happen to be the voice of them so I want to make sure I give them a shout out too.

Bradley Sutton:

If somebody wants to like maybe find you on the interwebs. I mean you can be incognito if you want, you don’t have to answer this. But how can they find you out there?

Grace:

Yeah, so if you're interested in services from PowerPlay, powerplayretail.com, find us on LinkedIn. Otherwise, you can find me on Instagram or LinkedIn. I'm also like a LinkedIn crazy person, so I will respond probably in the first one minute but that's the easiest way to reach me.

Bradley Sutton:

Is the founder of your company, like a hockey fan or something. Is that the name? Is that where PowerPlay comes from?

Grace:

I get that question a lot. No, but we always like use that as kind of like a hook, and we're also in Minnesota so hockey and Minnesota.

Bradley Sutton:

So that's what I was about to say. Minnesota is a hockey. Yeah, okay, all right, well, Grace.

Grace:

PowerPlay Hockey Jerseys, so I will say.

Bradley Sutton:

Hey, you know me about my Helium 10 jersey, so I'm all about those jerseys. All right. Well, thank you so much for joining us and I hope to see you at maybe what Amazon Accelerate in Seattle, where's the next one.

Grace:

Yeah, I'll be at Accelerate. I'll be bopping around to different conferences but maybe I'll see you in Spain.

Bradley Sutton:

Hey, let's do it. Let's do it, all right, we'll see you later, Grace.

Helium 10 Buzz 5/9/24: Amazon South Africa Launch | INFORM Act Re-Verification Required

We’re back with another episode of the Weekly Buzz with Helium 10’s Chief Brand Evangelist, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

Amazon launches Amazon.co.za in South Africa
https://www.aboutamazon.com/news/retail/amazon-south-africa

Amazon announces the launch of Amazon.ie in Ireland in 2025
https://www.aboutamazon.com/news/retail/amazon-ireland-store-launch

It’s getting harder to avoid commercials: Amazon joins other streamers with 'pause ads'
https://www.usatoday.com/story/money/2024/05/08/amazon-prime-video-pause-ads/73614614007/

Walmart shopper data will soon feed targeted ads on Disney Plus and Hulu
https://www.theverge.com/2024/5/8/24152172/walmart-disney-plus-hulu-targeted-ads

Amazon Marketing Cloud now supports offline sales insights
https://advertising.amazon.com/en-us/resources/whats-new/amazon-marketing-cloud-now-supports-offline-sales-insights/

Starting in March 2024, Amazon began rolling out a new experience designed to make it simple for sellers to comply with certification requirements related to the US INFORM Consumers Act.  Now, starting in May 2024, if you have 200 or more transactions or $5,000 or more in revenues during a continuous 12-month period, you may receive a formal notification to review and certify that your business information is correct.  However, you do not need to wait to receive the formal notification and can take action now to avoid the risk of account deactivation later which could affect your upcoming sales events.

The episode continues with a must-attend call to action for all sellers aiming to refine their competitive edge: the Elite Workshop in Madrid, Spain. We've got an impressive lineup of speakers who will share invaluable insights on strategies for success on Amazon and Walmart. Tune in for Bradley’s tips on harnessing Helium 10's Insights Dashboard for effortless competitor tracking, covering everything from pricing to sales and keywords. And don't miss out on the discussion about the critical role of click-through rates versus conversion rates, using Helium 10’s Chrome Extension with Amazon Brand Analytics data to illustrate why attracting clicks is only half the battle in e-commerce. Discover the power of coupling high clicks with strong conversions, ensuring your products don't just catch the eye but also seal the deal.

(Time Stamps) - 

In this episode of the Weekly Buzz by Helium 10, Bradley covers:

• 00:45 - Amazon South Africa Launch
• 01:50 - Amazon Ireland
• 03:37 - Prime Video Ad Update
• 05:52 - Walmart Video Ads
• 07:34 - AMC Update
• 08:33 - INFORM Act 2024
• 10:42 - UPS Ground Saver
• 11:34 - Instagram Integration
• 12:45 - Seller Workshop In Madrid, Spain
• 13:42 - Pro Training Tip: Competitor Tracking Using Helium 10

► Instagram: instagram.com/serioussellerspodcast

► Free Amazon Seller Chrome Extension: https://h10.me/extension

► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life)

► Learn How To Sell on Amazon: https://h10.me/ft

► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos

Transcript

 

Bradley Sutton:

Amazon has launched a marketplace in two new countries. There's soon going to be another way to use sponsored TV ads. Make sure you confirm your seller information with Amazon so you don't get your account suspended. These stories and more on today's Weekly Buzz how cool is that? Pretty cool, I think.

 

Bradley Sutton:

Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that is our Helium 10 Weekly Buzz, where we give you a rundown of all the news stories that are going on in the Amazon, Walmart and e-commerce world and we give you training tips of the week that'll give you serious strategies for serious sellers of any level in the e-commerce world. Let's see what's buzzing. All right, let's go ahead and hop right into the news stories Now. The first one is actually about a new marketplace that has launched. All right, there was a while where Amazon was launching marketplaces left and right. Then there was like a year or two where it seemed like there wasn't many new after the ones that launched in, like Poland and Netherlands, et cetera. And now we have a article from Amazon entitled Amazon launches Amazon.co.za in South Africa. All right, so Amazon has now launched and customers in South Africa can now shop on this website that I just mentioned, and they've got desktop browser, mobile browser, everything. Well, there's 20 different product categories that they have, and they actually get free delivery on their first order and then free delivery for any subsequent orders above 500 of their currency, which is about 27 US dollars. Interestingly something different in South Africa, they receive their status updates via WhatsApp. All right, so that's how they can track their orders there, and they also have hassle-free returns. So here's another English language-based country that is opening up, and so, as the opportunity to sell there come for foreign sellers might be a little bit easier to get your listings ready for that market.

 

Bradley Sutton:

Speaking of English-based countries where Amazon is expanding to, another announcement was made this same week, again from Amazon, entitled Amazon announces the launch of Amazon.ie. You guys know where that is Amazon.ie in Ireland. All right, not this year, but next year, 2025, amazon is going to launch there. Now, this article mentioned how there's already a lot of people in Ireland who are searching on Amazon, but they're having to search from other countries, and so now there is going to be a dedicated Amazon marketplace in that country. Now, right off the bat, there's going to be a lot of local sellers who will be able to take advantage of that platform. This article says that there's already over 1,000 small and medium-sized Irish businesses already selling on Amazon and they generated over 150 million euros in export sales in 2022. So, you know, sometimes when they launch new marketplaces, there's like a slower rollout or a local rollout that you know starts before the major rollout. So I would assume, if things go similar to these other launches, you know some local sellers might have first access to be able to sell on that marketplace, but again another marketplace where it's English language based for the most part and you're not going to have to, you know, go through some like heavy duty translations to get your listings live in that country. So what about you? Any? Do we have any Irish sellers who are selling in other marketplaces Amazon UK or Amazon USA? Are you looking forward to having your own Amazon Ireland? Let us know in the comments below.

 

Bradley Sutton:

Next article, also about Amazon, and this is about advertising. So we this article is actually from the USA Today and it's entitled it's Getting Harder to Avoid Commercials. Amazon Joins Other Streamers with Pause Ads. So what is the pause ads mean? So that's like, let's say, you're watching a streaming program and you hit pause. Got to go to the bathroom or you're doing something on your phone or whatever, so you hit pause. Well, instead of just the screen pausing, now there's going to be ads that will be visible and also shoppable carousel ads that are going to play during scheduled commercial breaks on Amazon Prime Video. Ads on Prime Video is nothing new, you know. This article reminds us that. Hey, earlier this month, you know, prime Video started to push advertisements on its basic tier viewers and remember it costs $8.99 per month or $14.99 per month as part of Amazon Prime, and then you have to pay $2.99 a month more if you don't want to see these ads. Now, ads on streaming television is nothing new. You know, like Hulu, peacock have these pause ads before, and so now Amazon is doing it.

 

Bradley Sutton:

So the three types of ads that USA Today reports that Amazon is going to have number one carousel ads. It's going to pop up in a sliding lineup during prime video ad breaks and pause ads, which I just mentioned. If a show, movie or even a live sport is paused, there's going to be these like translucent, transparent ads that'll have brand messaging and imagery and even add to cart buttons on there and then brand trivia ads. That one I'm not sure about, but it says it's going to share facts about the brand with the viewers while also giving them opportunities to add the product to their Amazon cart. So again, if you, I'm just wondering, you know, has anybody been using amazon sponsored tv? These are things I might not even have mentioned in in weekly buzz a couple years ago, because no regular sellers would be able to have, you know, be able to qualify for this kind of advertising. But now, with sponsored tv, it's kind of made it available to even smaller sellers. As a matter of fact, I just started the sponsored tv campaign in project x and was able to do it for like $20 a day budget, so even smaller sellers are able to get into this.

 

Bradley Sutton:

Now, speaking of streaming video ads not to be outdone. Walmart made an announcement this week on the Verge. Isn't it funny how Amazon will announce something, then Walmart will do the same, or Walmart will announce something. A few days later there's going to be an Amazon announcement about something similar. It's like they don't want the other one to one-up each other. Right. I love it. It's great for us consumers out there that they're competing for new features and good for sellers, giving us new opportunities to advertise, right? Well, Walmart here in this article from the verge, says Walmart shopper data will soon feed targeted ads on Disney plus and Hulu. All right, so now, uh, information about shoppers, both in store and also those who shop on Walmart.com are going to be kind of like shared um for Disney's streaming portfolio, which includes Disney plus and Hulu. Now this article says, as part of this deal, Walmart advertisers will be able to match the retailer shopper data with Disney's audience graph tools, helping them target audiences and measure data better Now, I'm not sure you know and measure data better.

 

Bradley Sutton:

Now, I'm not sure you know how you know, if a regular you know Walmart sellers, how many of them can participate in this. But again, it's just interesting to me to see where we're coming. You know, three, four or five years ago, not only were people not even selling on Walmart, but you know, nobody would have dreamed that. Oh yeah, let's go ahead and maybe put some of my Walmart products on Disney show or a Hulu show. There was, no, I don't even know if there was a Hulu like four or five years ago. But anyways, it's just interesting how you know the ecosystem of advertising and streaming is progressing and it's affecting, you know, amazon and Walmart sellers Going back to something advanced.

 

Bradley Sutton:

Now. This might only affect some of you, but I wanted to bring it out those of you who are using Amazon Marketing Cloud. Amazon Advertising announced this week that AMC, amazon Marketing Cloud, now supports offline sales insights. All right, so to get this, you subscribe to something called NCS CPG Insight Stream. It's a paid feature in AMC. Now, the difference of what this is providing compared to before, well, well, you know, you could use AMC to be able to see hey, how is our ads impacting online engagement of what you know our consumers are doing after they view our ad? But now it's going to you're going to be able to measure the impact of offline sales. All right, I'm not going to go too deep into this because I know it only affects. You know very few of you are of the level that you're doing AMC, but if you are, make sure to take a look at the article that I linked to below about this and see if this is something that you could leverage Now, something that affects every single third-party seller on Amazon.

 

Bradley Sutton:

Some of you already might have got it, but you saw the announcement that, hey, you've got to review your business information for Inform Act requirements. Inform Act that's a law here in the United States where you've got to confirm your contact details and your address and stuff. It's hard to believe it's been a year already since this came out. We talked about this a lot in the weekly buzz last year, where, you know, amazon was like sending all these like warning messages hey, you might get your account suspended if you don't do this. Well, now you're you're starting to see these notifications come up again and you need to act on it right away. So what the threshold is is starting last month. If you've got 200 or more transactions or $5,000 or more in revenue during a continuous 12 month period, you are going to get this notification that you have to review and certify your business information. This is not just some Amazon rule. This is like the law you know, like any marketplace is going to have it. I'm sure Walmart will have something similar as well. However, you don't need to wait for the notification. All right, you can go to your account health page, all right, and review your account information. If you look in your news on your seller central dashboard, you can get the link where to check this and you're going to be able to kind of like proactively do it because, let's say, you do get that notification. Well, you only have 10 days, all right, in order to certify this information. Now there's a lot of questions that sellers are having about this, like you know different scenarios. So um Shivali has been writing a blog about this with all your frequently asked questions. By the time you're watching this, if you're watching this live, I'm not sure it'll be available yet, but sometime later on today, Thursday, go to h10.me/blog and you should see it towards the top a blog article about the INFORM ACT. It's going to have the links where you can go check in your Seller Central dashboard. It'll have pretty much the answer to any question you might have about this. So make sure to go to h10.me forward slash blog later today and you will be able to get more information about what you need to do to make sure your account does not get suspended.

 

Bradley Sutton:

Another small announcement from Amazon Seller Central. Last week we talked about a new FedEx service that you can buy if you're doing merchant fulfilled FBM Right. Well, now you also can do UPS ground saver. That's like one of the cheapest forms of shipping for UPS for residential deliveries, all right. So you, it's a new option that you can go ahead and buy shipping labels for UPS ground saver All right, and I didn't even know this. Uh, ground saver actually deliver seven days a week. I was like, what UPS delivers on Sunday? Didn't, didn't realize that, all right. Um, you can even deliver two PO boxes. Uh, with this, all right. So you know, like you know, normal UPS, you can't really deliver UPS, but I think what this does is like transfers it to post offices or something like that. But anyways, check out the Seller Central dashboard. You'll get more information on this. I'm all about shipping.

 

Bradley Sutton:

Next article is not really an article, but you guys remember last year, like about last November in the weekly buzz. Remember last year, like about last November in the weekly buzz, I talked about this news article that came out that said hey, meta is letting Amazon shoppers buy products on Facebook and Instagram without leaving the app. So this was something that CNBC and other articles were reporting way back in November of last year. Well, if you look on LinkedIn, our Serious Sellers podcast, buddy Liran, he's talking about how he's actually now seeing it in his Instagram account. He had a video here that that showed how he was on his Instagram and there was an ad that he saw and then it allowed him to sign in, while he was still on Instagram, to his Amazon account and, you know, able to purchase that product. So he had a lot of like discussion, uh discussion on his LinkedIn about, you know what he thinks is coming, uh, if this really is rolling out, or maybe he's just special. I'm not sure, and that's why he got to see. I haven't seen this yet, but you know, like I said, it was announced way back in November and so, hopefully, maybe this is finally going to get rolled out. We might see some more official announcements about how, uh, amazon sellers are going to be able to leverage advertising on Instagram, perhaps even in Facebook. Yeah, it's going to open up a world of opportunity. Uh.

 

Bradley Sutton:

Last thing, I just want to remind you guys, uh, in a few weeks, I'm going to be in Madrid, Spain, with a lot of other sellers, all right, so make sure to sign up. I don't care if you live in the United States. If you can make it to Madrid, get out there. If you're in Europe, man, that's like a $60 Ryanair flight away. Hang out with us in Madrid, Spain, we are doing our Elite Workshop, normally only open to Elite members, but we're opening it up to others, together with AVASK. We've got some amazing speakers like Leo Sgovio, Alina, Carrie, we've got Vincenzo Toscano. We're going to be talking about a lot of high-end Amazon and Walmart strategy. We're going to have a lot of networking opportunities. Really looking forward to our first ever event in Spain. So if you'd like to get there, make sure to go to h10.me/elitespain.

 

Bradley Sutton:

All right, let's get into our training tip of the week, and this one is about a couple of things I want to highlight, and the first thing is about competitor tracking. This, I think, is something that people sleep on. I think you know competitor tracking is not new. A lot of people have been doing it, but it's a manual process, like what kind of things do you want to track with your competitor? Do you want to track if they're getting sales from new keywords that you might not know about? Well, what do you do? You probably run Cerebro once a week on them, or once every other week or something. Do you want to check if they have price changes, like they're lowering their price or raising their price, maybe they're running a coupon, maybe their category is changing, maybe If you're monitoring that, you're probably like having somebody go to their Amazon page and refreshing it or something, right? Well, remember, you don't have to do that.

 

Bradley Sutton:

So, Helium 10 members, diamond and up, you've got access to what we call the insights dashboard. So how you can have Helium 10, do all this work for you is just go to your dashboard, go to one of your products, click the arrow that opens up the details of it, and then go to the competitors tab and make sure to add competitors. All right, so you can see right here those of you watching on YouTube. I added four main coffin shelves right here that I'm monitoring and I now will know, hey, if any of these coffin shelves change their price, or maybe their sales get better than mine, or sales get worse than mine, or maybe other fulfillment type changes, or maybe they start running the coupon or maybe they end a coupon. I'm going to see that.

 

Bradley Sutton:

In addition, if they start getting sales from a new keyword that I might not have in my listing, I can actually get a notification of that. I don't have to go checking Cerebro all the time. So how I did that was I went here to my insights and I hit insight settings at the very bottom, and in insight settings I was able to make new insights. Where I do that, there's two kinds. The keyword one is right here. Under keyword, I select the thing that says keyword suggestions based on my competitors, and after I select that, I can set the parameters where I can say, hey, if I'm not ranking for a keyword but one of my competitors is ranking from one to 20 or whatever ratio I want, it's going to give me a notification that they're on page one for that keyword. The other one here is under competitor. I can start selecting things like competitor changed their price, or they started or ended a coupon, their performance changes. That could be anything from their BSR is more or less than mine, the review count increases by a certain percentage, their sales increase by a certain percentage, or maybe I want to see when they change their listing, like their title or their main image, their category, their subcategory. And so we've got all of these options that allow you to set these notifications so that we're doing the work for you and you're not having to go constantly every day refresh the listing to see what your competitors are doing.

 

Bradley Sutton:

One more thing, speaking of competitors, you know I've talked about this before, but to me this is just like an amazing asset. Whenever you are going on Amazon, this is like one of the things that I look at, and anywhere, as long as you have the Helium 10 Chrome extension installed in the search results. Now you are going to see a blue bar above the three products that are the brand analytics top click for the previous week. All right, so you'll? You'll say ABA most click, number one. This is super, super insightful, because now it's not just a matter of oh, I think the products that are performing best for this keyword. Maybe they're the ones at the top, or maybe they have the most sales or whatever. No, I can literally get the information from Amazon, from brand analytics. Now, the only way you'll see this is if your account has brand registry, because by Amazon terms of service, we can only show it to those who have brand registry. But you can now see which are the most click. And not only that if you put your mouse over that ABA most clicked, it's going to tell you what the conversion percentage is like, like the one that was most click. Look at that. They only have this coffin shelf has only 7% of the sales. Now this one that was the second most click they've got 38% of the sales.

 

Bradley Sutton:

Now take a look at this one. Here's the third most clicked. It's actually a makeup shelf. So you might think, oh man, this person probably has a third most sales on this page. If I mouse over it, even though they're the most third most clicked, I can see that here they have 0% of the conversions in a full week. So, like I'm not even worried about that coffin shelf, if they're not getting any sales, let them have all the third most clicks on the page, because people aren't liking what they have, right? So, really, really beneficial tool that is available if you have the Chrome Extension. All right, guys. That's it this week for the Weekly Buzz. Hope you found this insightful and make sure to join us next week to see what's buzzing.

#559 - Can I Still Sell My Amazon Business in 2024?

Ever dreamt of cashing out big time on your Amazon business? Scott Deetz of the Northbound Group, an Amazon business exit expert, joins us today to unravel the strategies that could lead to a windfall sale in 2024. His expertise in the shifting sands of Amazon acquisitions is not just a beacon for those sailing towards a lucrative exit, but a lifeline for those aiming to navigate the complex seas of e-commerce business sales. Together, let’s dissect the importance of positioning your business as an alluring catch for an array of buyers, from eager individual investors to the more discerning eyes of private equity firms. Scott shares golden nuggets on how diversifying your business and sharpening your niche can amplify your business's appeal and, crucially, its final selling price.

The conversation takes a turn towards the post-sale horizon, where your involvement could sweeten the deal even more. We dive into the world of non-competes and post-sale roles, revealing how your sustained presence and niche passion might command a higher premium and ensure a smoother transition for the new owners. Moreover, Scott illuminates the strategic planning and negotiation maneuvers that can elevate your business from a standard market offering to a premium, sought-after asset. With his guidance, even the most veiled aspects of exit planning become clear, from managing the intricacies of your financials to negotiating earnouts that benefit both parties.

Wrapping up, we pivot to the ultimate goal: securing seven to eight-figure exits that transform your financial landscape. Scott's advice ranges from the practical—such as maintaining a robust product pipeline and savvy capital management—to the tactical, like understanding the fresh impact Amazon fees may have on the buyer's calculus.

In episode 559 of the Serious Sellers Podcast, Bradley and Scott discuss:

• 00:00 - Amazon Business Exit Strategies in 2024
• 05:19 - Evolution of Successful Amazon Business Exits 
• 07:07 - Maximizing Amazon Seller Exit Strategies
• 16:11 - Financial Freedom and Business Exit Strategies 
• 16:28 - Maximizing Business Exits With Strategic Planning
• 22:08 - Exit Planning and Negotiation Strategies
• 25:03 - Maximizing Business Value Through Strategic Planning
• 28:25 - Strategies for 7-8 Figure Exits
• 31:08 - Capital Strategy for Business Growth
• 34:43 - The Importance of Business Forecasting
• 36:00 - Actionable Knowledge and Contact Information

► Instagram: instagram.com/serioussellerspodcast

► Free Amazon Seller Chrome Extension: https://h10.me/extension

► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life)

► Learn How To Sell on Amazon: https://h10.me/ft

► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos

Transcript

Bradley Sutton:

Is exiting your business just a dream now, in 2024? Are people and companies still buying Amazon businesses? Today's guest is going to talk about a deal he just helped close for an Amazon seller that got him a payday in the millions of dollars. How cool is that? Pretty cool, I think.

Bradley Sutton:

And before we get started, just a quick shout out I want you guys to make sure to check out our Helium 10 Elite program. If you want to get in private meetings with Kevin King, you want to have one-on-one calls with me and Carrie and get some exclusive help, get access to certain cool exclusive training, like the exit ticket, like we're going to talk about today, make sure to go to h10.me/Elite and find out all the benefits of this program. As a matter of fact, we've got a special workshop that we are doing in person only for Elite members in Madrid, and I was just talking to our guest today, Scott, that you know. We tried to get him to go out there, but the schedules couldn't make it. But we'll have to get you out to one of these Elite workshops soon. Scott huh?

Scott:

Sounds great Absolutely.

Bradley Sutton:

Might not be in Madrid, though, like that's kind of like a one-time thing. We'll have to pick one of your other bucket list places. But anyway, Scott, you know you've been on the podcast a few times. You know you're one of the world's most known experts as far as how to exit your Amazon business and setting up. You know your company for exit, but in case you know, this might be one of the somebody's first episode listening to you, just maybe a little bit of brief background on your self-introduction.

Scott:

Yeah, so no, happy to be back here again. I got my start. I've been an entrepreneur all my life and I completed my first exit. It was a software technology company. A little over 20 years now. I tried to do it myself and I actually screwed it up, and then I met my mentor, who was an investment banker, which is another name for a broker. He helped us exit and the short version is he got more than three times the price that I would have gotten on my own, and when that check cleared, I recognized that I needed to pay it forward, so to speak, and spend a lot of my time in my life helping entrepreneurs get what they deserve out of their company. So, I've been doing that ever since, after taking some time off, and then I found Amazon 2013. Just really at the beginning of the sort of FBA journey, started up Northbound Group, which is the investment banking firm that I co-founded in 2016. And essentially, the purpose was to help anybody that was either a physical good seller, like a Helium 10 client, or tech and tech-enabled software that works within this industry, to be able to get the valuation that they deserve and, more importantly even than that, structure it in a way that meets their life goals. So I've been doing it ever since and you know we've done a significant number of exits in the space probably, you know, six or $700 million worth of exits up until this point, and it's really fun to help entrepreneurs kind of get that life-changing payday.

Bradley Sutton:

You got to prepare something special. Once you hit that one billion, you know whichever seller is going to help you hit that one billion mark. You got to have something special for them. But if you guys want to get more of his backstories, it's funny, I just looked it up what episodes he was in. This was not planned at all, but his first episode was 295. His second episode he was on was 395. So this one is not going to be. We already passed 495, but, uh, but there we go, I, I, uh. If you guys want to get some more of his backstory, uh, make sure to check that out Now. Uh, the first thing I wanted to talk about today was, you know, 2024,. Um, this conversation about exiting is probably completely not completely very different than the conversations we had, uh, in episodes 295 and 395, which might've been at the peak of the aggregator space and things. Somebody might think, oh, wait a minute, I thought aggregators were done. Does this mean that pretty much, I have no chance to sell my business anymore in 2024. How can you correct that erroneous thought?

Scott:

Yeah, absolutely so. First thing is yeah, just about everything has changed, but I don't look at it as any more changes than what sellers experience on the platform right. Amazon comes out with new algorithms, there's new techniques, DSP advertising, all those things. We live in an industry that has that. My answer to it is twofold.  First of all, more than half the money you're ever going to get from your business and actually put in your own pocket not leaving in your business comes from when you exit. So you know, I always like to say that fundamental is the one thing that hasn't changed, whether it was three years ago or now. And the reality is for most people. You're building up an inventory business. You're putting a lot of your money back into funding your growth and that exit is what gets you that out of your business and into your personal account. So, said differently, more than 50 cents out of every dollar that you ever take home will come through your exit. So if you're not doing that last step, you're going to. You know you're giving up more than half the money. You're leaving it out on the table. So the fundamental need hasn't changed. What has changed is the type of business that you're going to need to have in order to get a successful exit, and we can spend more time talking about that.

Scott:

But the easiest way that I like to describe it was three years ago you could get a very high multiple for a company that wasn't really a business, it was just sort of a collection of successful products. Now you need to be thinking more about this as a real business with an audience, with a brand, with a cohesion to it. Three years ago, you could sell an Amazon business if it had five products in automotive and five products in supplement. Well, today you know, people are much more focused. They're smarter buyers out there. So the demand for why you should do it hasn't changed a bit. The way that you go about it needs to be more sophisticated because the buyers are more sophisticated. But to your last point, there are still a lot of buyers that are out there, not only the aggregators that have now merged and kind of gotten through the difficulties, but a lot of what are referred to as financial and strategic buyers beyond the aggregators. That can be exit opportunities for you.

Bradley Sutton:

I mean, I know there are still some aggregators out there, but other than that, what kind of companies or are they mainly individuals just looking to invest? Who's buying Amazon businesses these days?

Scott:

Yeah, sure, so it does vary. A lot of things vary by sort of size. So if I'm thinking about, if I want to build up a business and let's say I get the business to be a small business, it's maybe making $200,000 to $500,000 worth of profit in a year. Maybe it's selling around a million dollars. The type of buyer for that is not going to be the aggregators as much anymore. It's going to be more, like you said, individual buyers that are looking for a good return on their money. But also what we're finding is a lot of our larger Amazon sellers themselves are now looking to expand into new niches or to expand in their current niche. So you take an Amazon seller that sold their business three years ago for $5 to $10 million. They're now faced with the decision do I decide to start from scratch or do I find a small business that I could apply some capital to and grow it faster? And you'll find those types of buyers I will call them individual buyers in the smaller size market.

Scott:

When you get over a half a million dollars worth of earnings in the business, that opens up now kind of the aggregators, and they're still out there. There's less of them. They're more focused on niches. But the key part is if you're in a specific niche, you'll have a good chance for an exit. What you can't do now that you maybe could get away with three years ago is you can't just say I'm an Amazon business and I've got a bunch of products in a bunch of different categories. That is much a harder exit to do because it's no longer just about optimizing on Amazon, it's about really having a customer channel and a pipeline. And then if you get over a million dollars worth of profit, if you are a larger seller out there, your options also start to include what are referred to as private equity companies. And you're now big enough that a company that is in the business of owning companies that's essentially what a private equity company does they will look to you as what's called a bolt-on to one of their existing platforms. So let's say they bought a large business in health and beauty and you're in a niche of health and beauty and they can continue to expand their reach and capability. You start to open yourself up to that buyer. And then the top niche, which is a very small minority. But for those people out there, if you get north of three or $4 million of profit yourself and you become a very large seller. Then you can actually go to the private equity companies directly and become what's referred to as a platform company, which means that they may then look to have you buy other types of businesses underneath your organization.

Bradley Sutton:

I'm not 100% sure I remember this correctly, but I vaguely remember, you know, in one of your previous episodes asking uh about, like, the importance of multi-channel. Like me, you know, maybe I'm not a gigantic seller, but hey, you know, like our two people does, does it increase my valuation if I, if I already started selling on Walmart or had my own website, and if I remember, like I'm not sure which one it was, you know it wasn't, it didn't seem to be too big of a thing. Is that still the case now? Or is it now more important? Does it give you some more valuation if you are established on some other platforms instead of just an Amazon USA exclusive company? And when I say other platforms, I also mean, you know, Amazon Germany or Amazon Japan, like what are some things that do add value to your valuation?

Scott:

Yeah, it is more value today than it was maybe a few years ago. So, I think that that is correct. I'm going to say that with a couple of caveats. The first one is that the diversification is really what you're referring to, right? The number one thing that my mentor taught me that I have lived with now for 20 years is we have to remember that it's not what the seller is selling, it's what the buyer is buying, and the easiest way I explain that to an Amazon seller is it's the same thing that you do on your product listing every day.  You speak in terms of the benefits that your customer is going to have when they buy your particular product. It's the same thing with your particular business. So, what is the benefit that your buyer is going to get when they acquire your business? And one of the things that they think about first is all of the things that can go wrong and all of the risk that might be in the business, and diversifying across channels reduces risks.

Scott:

So if I've got all of the least diversified Amazon business would be. I'm on Amazon.com only and I have 80% of my revenue is in one product SKU right If that SKU goes down game over. So if you think about diversification of risk, you can diversify in a few different directions. One of them is diversifying by number of products out there. Okay, so, even if I'm all on Amazon.com but I have, you know, 25 or 30 products that are out there and no one product has, you know, 25% of my revenue, that's one level of diversification. The next level of diversification that I would encourage people to explore would be diversification by Amazon marketplace. So, like you said, whether it be Canada or the UK or Europe, diversing by marketplace. The next level of diversification would be by other marketplaces. So think Walmart.com or other types, if you're in a niche of pets being on Chewy or other types of things. And then the next one is diversifying by e-commerce, and that would be think of that as Shopify direct to consumer, where it's a different. You're not on a marketplace Now, you're driving your own traffic. And then the next level of diversification is if you get into retail and wholesale.

Scott:

So, for each business here's the key point I listed them from the easiest to do to the hardest, typically. And so you don't want to diversify just for diversification sake, because each channel that you bring up has to be a meaningful amount of revenue and profit. Otherwise, it's more of a distraction than a diversification. So if, for example, if I'm going to diversify into Europe, I want to make sure that my European presence is, at a minimum, 10 to 15% of my profits as the US. If I diversify and I only do two or three or 4% now, I'm maintaining a whole bunch more work in my business but I'm not really adding meaningfully to the value of it. So the rule of thumb that I like to use is that any channel that you bring up, you'd like to have it be able to be 15% of your main channel's revenue. So if you're doing a million dollars on Amazon in revenue and you diversify to Shopify, you'd like to be able to be doing, over a course of a certain amount of time, 150 to 200,000 at similar profit margins. When you can do that, it is definitely more value because it shows the buyer that your brand is valued and it also diversifies the risk across multiple platforms.

Bradley Sutton:

I'm going to go back to the beginning, a little bit about how some people can start to get ready, but just to skip to the end, you don't have to give names or specific details, but just to help people understand what's happening, 2023, 2024, with what the potential is, can you give us a rough picture of a recent exit that an Amazon seller had, like maybe you know some details? Like hey, they started selling Amazon three years ago and they built it up to this amount of sales and they just had an exit for this amount and now they're living full-time on a cruise ship. I don't know, just uh, talk a little bit about a cool, inspiring story you know about, just so people understand the importance of this conversation that we're having here, what it could mean for them.

Scott:

Yeah, absolutely. I'll give an example of a transaction that we did. Let's call it maybe around the beginning part of the year. So I had a seller that was on Amazon, grew up the brand, tried to diversify off from Amazon, actually really struggled. It did not go well. The performance of the company went down. They repositioned the company around some different types of products. We started taking them to market call it middle of last year. We completed an exit sort of Q1 of this year, and think of it in this terms. We like to think of it as everything is a multiple times your profitability. So think of it as they had grown up and by profitability we refer to something called EBITDA or net profit, and so they had gotten the company. It had struggled. It had gone down to where it was only maybe as low as $100,000 a year profit when COVID and everything was changing, Very nervous about could they keep going forward. They doubled down, they worked really hard, they got the profitability up to north of a million dollars and we were able to exit the company for around what's called a four and a half multiple, which meant that if you had a million dollars of profit, you multiply that times 4.5. So you got a $4.5 million exit and what was really exciting about that one was that they sort of tasted defeat. They were really successful and they're really the story of sticking to it.

Scott:

They had to change a lot of things, a lot of stressful times. They could have given up when it was at its low point and literally walked away from it, buckled down, really figured it out, repositioned some of the products and product lines, got it back to that level and now they have an earn out on top of that, which, for people on the call, just means that, in addition to the initial amount, they have an ability to earn more. If the business does well, they're helping the buyer out for a year and they have a chance to get you know, call it between five and a half or, you know around maybe five and a half million dollars. So really fun and exciting. Someone I'd known in the industry for a while and obviously, depending on where you want to live and how you want to live, that goes a long way toward setting your financial freedom in place so that you can go decide what you want to go do in life.

Bradley Sutton:

Yeah, okay, that's pretty good, that's pretty cool. That's a big payday for that person. I think for anybody listening to this episode, we would be happy to have something like that as a goal. Now I'm just curious. I don't know if I've ever asked you this before, but from when I talk to people who have exited, there seems to be like two different ways. Like sometimes they're just like complete exits, like they have nothing to do at all with the business anymore. It's like you know they maybe check on it every now and then just to see how the, how their baby is doing on Amazon. And there's others where it's like they stay on as advisors and they even have a, you know, something built into the contract, where they still get a piece of the profits in the future as long as they consult, and things like that. What's more common nowadays? And would you suggest that somebody does one over the other?

Scott:

Yeah, this is a big area where the market has shifted, because the original thesis three years ago by the aggregators was I can run these businesses better than this small little seller that doesn't know what they're doing. What they found out was is that? The answer to that is generally no. The marketer that understood the niche, that understood the audience, that was passionate about it, is a valuable part of the equation and we've always taken that approach. So most of the exits that we have done and I would actually recommend that most sellers think in these terms is you used to be able to exit a business and then leave within 60 or 90 days transition and a lot of people, when they think about an exit, they think about I'm going to get one check at closing for 100% of my business and then I'm done within 60 days. The reality is that those types of buyers are often what I refer to as bottom feeders. They're paying you 100% cash up front and they're generally going to offer you a lower valuation than anybody else. So think of it as back to if I have a half a million dollars of profit and I could exit, an all cash buyer might be willing to offer you two times your profit, or a million dollars. Okay, the buyers that will be willing to pay more.

Scott:

One of the other things my mentor taught me was Scott always ask the question who should pay the most? And the person that should pay the most is somebody that values not just the SKUs but the skills that you bring to the equation, and they don't want to be dependent on you, but they want a good handoff period. So I like to tell people, think in terms of staying on and I would rather get you a multiple of three and have, you know, 30% of it contingent on you staying on and the business going well, than a multiple of two because it's all upside. And so I think you should be thinking in terms of staying on for six months to a year, depending on how complex your business is. A premium buyer is going to ask you to bear about 25 to 30% of the deal in some sort of contingency, and then there's two types of contingencies. There's what's called an earn out or a stabilization payment and the problem that a lot of people I'm sure people have heard about this in the industry. A lot of people didn't hit those because they sold to a buyer let's say it was an aggregator and the profits went down and it was what's called a cliff. It just fell off, they didn't hit, they got $0 on their earn out. We like to do a lot more of what are called rolled equity or synthetic rolled equity, where it's not a cliff, it's just a percentage of the deal that gets paid out pro rata based on how well it does, and so there's more to go into maybe than the scope of this. But if you're interested in getting a premium deal, recognize that if you can stay on and give the buyer comfort that they're going to be getting a good business and you can help it continue to succeed and continue to grow, you can earn a lot more because the buyer is going to be. You know. It's a true win-win deal as opposed to a sell and a walk away.

Bradley Sutton:

Another question I was thinking about when it comes to exits and I'm no legal expert, but I'm just wondering if this something I saw on the news has anything to do with the exit businesses. I know in the past, like, let's say, my coffin shelf business is 10 times as big as it is and then I sold it. Like usually that person would want me to sign some kind of maybe like non-compete, where I'm not going to go the day after I sell the business and start a new coffin shelf company to compete with them. But does this new ruling that I read about non-competes are not allowed or something in the employment world non-competes are not allowed or something in the employment world does that have anything to do with the exit, where now aggregators or buyers of businesses can't get the seller to agree that they are not going to dabble in that niche anymore, or what's going on with that?

Scott:

Yeah, so this is a really good point and I'll make the point about the non-compete and then I'll talk about a little bit more globally. Specifically, regarding non-competes, the legislation that is being proposed in certain types of states like California is that you can't have employment non-competes, but has not extended to what are called acquisition non-competes. So when you're buying an asset and you're a buyer, you can still require the seller to not compete in the niche. And the broader point is that all of these things become negotiating points with a particular buyer. So we like to negotiate what are called really narrow non-competes, which will essentially mean that in your example, I will not compete with any product, that I will not start up a new business that has any product that is directly or sometimes indirectly competitive. Some buyers will come to you and the most broadest is they'll say you cannot do anything when you sell me the business you're in supplements. You have to be out of the supplements category really really broad non-compete. So it's very important that you recognize that there's two things that are going on in the deal there's the economic terms and then there's all of the legal terms and negotiations that are going on.

Scott:

How do you make sure that your you know your buyer has enough money to be able to pay your earnouts? Or, if you haven't paid your sales taxes for your off Amazon sales, does that kill a deal? We just did a deal where there were some unpaid sales tax liability to the tune of more than a million dollars, but we still got the deal done. We just negotiated it that that money went into an escrow and then we were able to save the deal, so to speak. So I think it's really important as a seller, you know and I found this out when I did my first deal, and you know now we've done dozens and dozens and dozens of them you just keep getting better at understanding what are the best terms to negotiate, which is why I recommend whether you use a northbound or anybody else in the space. It really isn't something to try and do yourself, because you really need. Your job is to be the good person that the buyer likes you. My job isn't to be liked, but it's to be respected and to know what is the market that my client deserves. And so there's a natural call it mutton, jeff or however you want to look at it, there's a natural tension on the system that you want to have and you want to be able to push on and negotiate these terms, like non-competes and other ones, as aggressively as possible to protect yourself.

Bradley Sutton:

All right, Good to know. Good to know Now. You recently updated your module in our Freedom Ticket course. This is the one that all Helium 10 paying members have access to, regardless of the level, or even the starter plan has access. A brief overview of what you talk about in the module. I know we touched on some of the subjects today, but what is somebody who is a Helium 10 member? They can literally, after listening to this episode, go into Freedom Ticket and switch or go to your module. What are they going to learn in that one?

Scott:

Yeah, why I was excited to put it together and we put a lot of time into doing it is the key thing is that it talks about is exit planning from day one, and so the way that I like to think about it is, the time that you figure out how you should get out of a business is before you get into it, and so the exit ticket program. It's broken up into six modules. It starts out and it's got a workbook that goes along with it, and it starts out with you as an owner. What do you want out of this business? If you want to exit this business for $2 million, that's a lot different than for $20 million. So what niche you go in, what products you select? It goes through all of that first. Then what it does is it helps you. In module two, it helps you understand your finances. So for many Amazon sellers, they're more marketers than finance and they need someone to give them an understanding of what's important financially to have accurate, but I want it specific to e-commerce. I don't want to go learn a general accounting class, and so module two is it's all about the numbers. Module three then talks all about the buyers. So if I have to start thinking from. This buyer is my ultimate customer mindset, because that's what they really are. How do I learn more about what they value?

Scott:

Then module four goes into what I like to refer to as the mini exits. How do I raise capital for my business? How do I maybe bring on a partner? How do I reward a key employee as I grow? But there's usually about five or six key inflection points that you're doing when you're growing your business that have a huge impact on the value of your business. So that's module four, and then it moves sequentially to module five and six, which are essentially how do I go through the deal process itself? What do I need to have ready? It's something called a data room. What do I need to put in there so that I know that I'm doing this correctly? And then how do I negotiate a premium transaction for my business? So the thing I like about it is, even if you're not thinking about exiting right now, we built it in a way that it gives you the chronological journey for how to do everything right and when you put all of those things together, that's what's going to give you the highest likelihood of hitting that other 50 cents on the dollar payday of actually getting a successful exit. So for me, that's what I think, people, wherever you are in your Amazon journey, you might not need to go through all six modules at once, but start getting in there and start thinking about this, because it is a critically important topic and it takes a little bit of time to really digest how you want to go about doing it. So why not start early?

Bradley Sutton:

So everybody, after this call, if you have a starter up plan, get the base, the first module which is just recently updated in Freedom Ticket in your you just hit your learning hub on the top of your screen in your Helium 10 dashboard. So hit Freedom Ticket 4.0. and on the left hand side, go hit financial fundamentals and then his module right here, preparing your e-commerce business for exit right here, this good looking guy with a northbound shirt that you might recognize is going to be right there. And then, once you got that foundation, then definitely, if you're a dime member or above, go to the exit ticket program that he highlighted. All there a very, a lot of lot of modules there. There's, there's, you know, a good um, you know 10, 20 different videos on different topics. That, really, from A to Z, is going to help you get your company ready for exit. And again, like, like he said, you know this isn't something that, oh, you don't need to start thinking about this once you hit the seven figure or eight figure mark. You know, from day one, he, you know, Scott really has always said that you need to be preparing for that. So make sure to go to Exit Ticket.

Bradley Sutton:

If you want more information on the Exit Ticket program, go to h10.me/exitticket, h10.me/exitticket. Just some strategies for some of the newer sellers, but they've got some lofty aspirations. I'm not just some person who's doing arbitrage or wholesale which there's nothing wrong with doing but I'm trying to build a private label empire here and I do want to exit one day and have that four or $5 million payday like somebody else you just mentioned just got. What are some things I can be doing right now, today, to put myself get started on the right foot here?

Scott:

Yeah, so a couple of things come to mind. First of all, this point about why you want to study learning how to exit. One of the phrases I like to use is what's good for selling a business is usually really good for running a business as well, and so a lot of the strategies that you'll learn in the full exit ticket program, or even in the module as a part of Freedom Ticket, these are good things that are going to help you run a better business, so it's very important for that. You think, from that lens, for those of you that are really going for a seven or an eight-figure exit, there's a couple things I'd like to say. Number one is it can happen. We have taken dozens of e-commerce entrepreneurs that were just like you. They were starting out maybe five, six years ago, and we've done exits that 35 million, 20 million, we've done 60 million. These big exits, they can happen, and so it's a mindset thing. I'm not saying everybody needs to go for that big of an exit, but I just want to let you know that there is a market for these types of businesses to be able to exit for seven and eight figures.

Scott:

The key part that I would really focus on is two things. One of them is having a brand such that you can always bring out new products, because, whether it be on Amazon or other marketplaces, there's a shelf life to products, and so you have to always be thinking about you know how can I continue to successfully launch new products? A lot of people will you know they'll get a couple of good products going and then they kind of get you know. They rest on their heels a little bit there. I always like to think about you need to really focus on always having new products in your pipeline. And then the second thing that I would really focus on is getting very clear understanding of not just what's called your accrual profit. Accrual profit is very important to understand because that's how you're actually valued and the way to think about it is if I sell $1,000 worth of products and they cost me $200, I match the amount of costs that I have to the revenue, so it's what's called a smoother way of tracking it. But what most people don't focus a lot on and that's in the full exit ticket program is your cash flow and making sure that you have enough resources, whether it be debt, that you have access to line of credit or whether or not it be inventory financing.

Scott:

But as you grow, you're going to find you increasingly need what's called networking capital, and so I think from that side of things, I would really say to people make sure you kind of understand what's the cash that I'm going to need in the next year to actually launch these products successfully. Because a lot of people will think of it as, oh, it only cost me like $5,000 to launch a product. Well, that's the initial order, but if that thing is going to be successful, it's probably going to cost you $30,000 or $40,000 to scale up your orders in terms of cash flow into it. And so sometimes you'll find people that they'll say, oh, I'm going to launch five products, but they don't have $200,000 of free cash to be able to do it. You launch them, they run out of stock and you do that. So that would be other than the typical things that you might get with your Helium 10 tools. The thing I really would encourage you to focus on is the people that we see get the seven and eight figure exits. They almost always build, they have good launching capabilities, they've got good products, but almost all of them have found a way whether they're raising equity from I call it rich uncle Bob who's going to put $50,000 and say, hey, I'm in the Amazon game, or whether or not it's a lender or something.

Scott:

But you are going to need to figure out a capital strategy which leads to and we help people with capital strategy all the time at Northbound. And the one adage I've learned I've been an entrepreneur for 30 some years now is the time to raise money and get financing is when you don't need it, because nobody ever wants to give you money when you need it, and so you've got to be thinking. It's kind of the exact opposite. You get a successful couple products that's a great time to show profitability in the company and get a line of credit from someone, and then you use that. But if you actually need the money, then it seems like nobody's out there to borrow it to you. So that'd be a few things I'd really focus people know your numbers really well and figure out how you're going to grow and raise money to grow.

Bradley Sutton:

All right, two questions we as Amazon sellers and thinking about selling our business. What should we be thinking about that you find that most people out there aren't thinking about? And then the second thing maybe deals that started already happening early January or something that are still in process. Are you seeing some of these new Amazon fees affecting it? Like are some buyers getting a little bit hesitant? Like, wait a minute, I think the profit's going down. Or maybe some sellers like, oh my goodness, like I'm having to pay these new fees. Like are buyers going to get cold feet? So let's go ahead and close it off with those two questions there.

Scott:

Yeah, yeah. So the first one that I think about is most sellers don't spend enough time learning about buyers. So what I would say to you is take 5% of your time, two hours a week, and start thinking about your exit. And don't do it on a Monday when you're stressed out or something like that or you're burnt out, but really just say if more than half my money is gonna come from an exit, I'm gonna start spending 5% of my time and I'm gonna just start thinking about if I'm let's just say I'm in the automotive niche, who are the automotive buyers that are out there? I'm gonna start researching them. I encourage everybody, two or three years before you want to exit, just calling up a buyer and scheduling a meeting and learning how do they think about it. Go through courses like Exit Ticket. The smarter that you understand your buyer, the more you'll be kind of building it for that particular buyer segment. Now, I'm not saying you'll know your buyer by name, but you should start to learn your buyer by category and start to think about what they value. For example, a lot of them want to have a minimum of 15% profit margin, so you might as well learn that that's what the rules of the game are and start learning how to talk their language. And the analogy I use for that in the Midwest is you can't just go at harvest time and try and harvest. You have to plant the seeds early and you got to grow it, and that's the same thing for your business. You have to think about what is going to make my business exitable and then start building toward that.

Scott:

And then the second. I think the second thing that you talked about is Amazon is always changing fees. You've got different levels of profitability. Absolutely, buyers are going to be only concerned about what the future profitability of the business looks like. They may calculate it based on something called your trailing 12 months earnings, which basically means your profit for the last year, but they don't get a dime of the profit that you had the last year. You already blew that out in Vegas or whatever it is that you did with it. All they care about is the future profitability of your business. So at Northbound we spend an enormous amount of time presenting a very logical forecast, and I encourage sellers that's probably another thing. I would say not enough sellers spend enough time doing is actually forecasting the growth of your business out into the future, even though it's going to change. The better you can show a buyer what the potential of the business is, the better you can break out of a low multiple and really show them that. And so if your forecast is showing that with new Amazon fees you're getting less profitable, well then you're going to have to account for that and be able to explain that you're either raising prices or you're shifting your inventory strategy or those different types of things.

Scott:

But really the key to that is having a really solid understanding of what start with. Don't make it too complicated, but start with all of your products that you already have in your funnel. List the number of sales that you make per day and forecast out for the rest of 2024. And then list in any new products that you're going to do. Do the exact same exercise. Look at your you know, do I get a holiday bump or not? And start to be thinking about your business in what I call looking through the car's dashboard. Don't just look out the front window, don't just look in the rearview mirror, and that's another big thing that people get too busy to forecast and then they don't really understand and set goals for their business.

Bradley Sutton:

100%, 100%. Well, Scott, thank you so much for all this actionable knowledge that you dropped on us. If anybody wants to reach out guys, don't forget to go to hubHelium10.com. Just type in Northbound and there'll be a contact form right there and links to Scott's website. Hit that get in touch button right there and Scott and his team will be more than happy to help you guys out with your exit questions. Scott, thank you so much for joining us and although, sad, I can't see you in Madrid, I'm sure we'll link up at a conference soon.

Scott:

Okay, that sounds great. All right, take care, Bradley. Thanks a lot.

#558 - Amazon Brand Building, Celebrity Partnerships & More!

Have you ever wondered what it takes to build a brand that thrives in the crowded e-commerce marketplace? Janelle Page, a brand-building expert, joins us today to unfold the strategies behind her success. She's the mastermind who's been turning heads with her product launches, teaming with celebrities and YouTubers to elevate brands to unprecedented levels. Janelle breaks down the art of weaving brand identity and storytelling into products that not only look good but solve real-world problems. From stylish protective eyewear to celebrity-backed health supplements, tune in to learn how Janelle's approach is revolutionizing the industry.

When it comes to spreading the word about a brand, influencer marketing is the game-changer. In this episode, we dissect how to navigate through this landscape, striking genuine partnerships and leveraging platforms like TikTok and Amazon to maintain brand momentum. We get into the nitty-gritty of budgeting for influencer campaigns, the secret sauce of engaging organically with online communities, and the savvy of paid advertising to funnel traffic. Whether you've got a hefty budget to play with or you're scrappy and bootstrapping your way up, this episode is packed with actionable insights to help your brand shine.

Beyond the confines of Amazon lies a vast expanse of e-commerce potential waiting to be tapped. This episode paints the transformative journey of Dolce Foglia, a brand that's soaring by mastering a clever blend of SEO and influencer marketing, with a strong B2B backbone. Janelle shares the blueprint for expanding into international marketplaces and prepping for the future of global online trade. If you're eager to discover the next chapter in your brand's story or just love a good entrepreneurial success tale, this heart-to-heart is your front-row ticket to inspiration.

In episode 558 of the Serious Sellers Podcast, Bradley and Janelle discuss:

• 00:00 - Brand Building Strategies With Janelle
• 01:18 - Entrepreneurial Success and Brand Partnerships
• 08:36 - Influencer Marketing Strategies and Tips
• 15:27 - Choosing the Best Marketplaces for Launch
• 16:35 - Maximizing Sales With Amazon and Shopify
• 22:57 - Building Brands Through Storytelling
• 25:52 - Product Launch Strategy Without Revealing Secrets
• 31:34 - Expanding E-Commerce Success Beyond Amazon
• 31:58 - Expanding Amazon Brand Into Other Marketplaces

Transcript

Bradley Sutton:

Today we've got Janelle back on. The show sold over 100 million dollars in her time on Amazon and other platforms, and now she's working with a lot of celebrities and YouTubers to launch their brands and she's going to share her best brand building strategies with you all today. How cool is that? Pretty cool, I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show. That's a completely BS-free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And, as we do, we start off these episodes with a serious strategy. And, as we do, we start off these episodes with a serious strategy. And one thing hope you guys know that in Helium 10, there is a full inventory management tool, and that's exactly how I am able to manage all of my accounts in just a couple of minutes a week, making sure I don't run out. I don't have too much inventory in Amazon. So if you guys want to find out more information about our inventory management, go to h10.me/inventorymanagement. And now we've got somebody who has done everything from inventory management to launching brands, to working with celebrities and whatnot. We got Janelle back. I believe this is the third time you're now on our show. Welcome back, Janelle.

Janelle

Hey, thank you, Bradley, it's a pleasure. I always enjoy shooting the bull with you and learning what you've been up to too.

Bradley Sutton:

I love it. I love it. Now. In the past, you've been on episodes. By the way, if anybody wants to check out her full backstory episode 294 and episode 401, you can hear about how she was working for companies that were doing nine figures a year on Amazon. We talked about stuff like my love for red iguana, uh, Mexican food from her, uh, salt Lake, uh, where she's at now. But we want to catch up because we haven't had you on since, like December of 2022. So you know, around that time, you were talking a lot about how you had done this crazy Shopify launch. I did $500,000 in a weekend and you were doing Kickstarter launches and stuff like that launch. I did $500,000 in a weekend and you were doing Kickstarter launches and stuff like that. So, since that time, what has been your?

Janelle

main things like in 2023 and now almost halfway through 2024? Wow gosh, I didn't realize it had been so long since we last talked. So last year I was saying 2023, I think I did over six or seven new brand launches and even like brand new brands and also new products, and they were all six to seven figure launches Shopify, and then we moved to Amazon. I've been partnering with YouTube, YouTube celebrities I guess we call them YouTubers and celebrities to build products and brands and that's what I've been doing. So I mean we could probably include links to a lot of those products or whatever would be the easiest way if people wanted to go check them out. But we did a power tool line Athena power tools. We've done more products with Matt's off road recovery If anyone's familiar with that YouTuber super, super fun channel. We did shop shades with John Malecki. He's an incredible carpenter, woodworker.

Janelle

He does like live edge furniture and those river tables We've launched these totally sexy like protective eyewear, personal protective eyewear Cause, like you know, safe is sexy and usually like the if you think about traditionally eyewear, like for people who are in the woodworking industry, they're like ugly, they're hideous, they're these big plastic goggles and nobody wears them. So you know, he even noticed in his own shop, like my people aren't wearing their protective eyewear. Heck, I don't even want to wear my protective eyewear. It was kind of a thing. So he came to me with this idea like I want to make, like you know, the Oakley or like the sexy shop shade.

Janelle

So maybe we'll throw some links because these products they turned out beautiful, the branding which you know I kind of love. That's why I'm seeing I want to make it super sexy. Super was a. Oh, Dr. Eckberg, we launched his supplement line, did incredible. So you've XCS. So I'll throw those links, cause I always think it's so helpful for people to see. I think when you you do a killer launch, you gotta have a killer video, you gotta have a great brand, the look and feel, the storytelling, and if they just go to my landing pages and check it out, I think maybe they'll get some ideas for their brands.

Bradley Sutton:

Okay, Now you know you're talking about brand building. That's actually part of your module that you recently recorded for the new Freedom Ticket 4.0. Anybody who's a Helium 10 member can go get that module. But what were some of the main points from there as far as brand building, and why do you think it's probably more important than ever before here in 2024 to talk about this subject?

Janelle

Yeah, definitely go check out the module, but for me, that's the only way I know how to build and sell brands. Is I build a brand Like I didn't come to Amazon, the traditional way that some people, like they use tools to look up, like what the top selling products are and they try to enter into, you know, the market and create something that already has search, demand, the customer and like thinking about, like a problem that I have. Or when I partner with, like, say, a celebrity or YouTuber, there's usually, like I was just saying with John, a problem that he wants to solve, like hey, man, I don't want to wear my personal protective eyewear because it's hot, ugly and I can't see through it and it's there's. I look like a goon and I'm on YouTube trying to look cool, so I don't want to wear this, so that's want to solve. I always tell someone if you've got a problem that you want solved, there's a chance that there's a lot of people like you out there that also want to solve that problem, and so that's how I approach a brand.

Janelle

Building a brand is first, let's solve a problem for a person, and I keep that person in mind Because then when you're trying to think well, which product should I launch next? It's like well, what other problems does a person a carpenter or woodworker have that I can solve? Because John is the avatar. He's intimately acquainted with all the frustrations or the opportunities within the realm of a serious or even just a hobbyist woodworker, and so you know the next product he starts talking about that he gets passionate about. He's like man, I want like a pocket chisel. You know like, yeah, you have like pocket knives that like you know like a switchblade or things like that, like guys like tools, it's like a power tool. But this is like not a power tool, it's like a cool like. Can you imagine having when you're doing woodworking, like a chisel is just kind of like a boring tool, but it's actually something they use a lot when you're doing like live edge type furniture work. So why not make a pocket ch almost like a switchblade? That becomes super cool and fun that people would geek out about. If you're a woodworker, you know, and so you have this ability to start creating stories and products to serve that person that you can geek out about.

Janelle

I just got off a console I was doing with a client that they own. Basically they're a wholesaler of ATV parts. You know the side-by-sides stuff like Polaris, St. Polaris, Hondas and stuff and they were asking for brand help because they're like we just feel like we're just hawking wares all day long. We really want to be a brand. So I spent the hour talking to them like how could this I haven't said the client name, but how could you become like the Tesla in the side-by-side space? That's what they want to be. They want to be the premium go-to innovation, like if, if you are into ATVs, this is the brand for you, because they have everything and anything under the sun and the way that they teach and educate and innovate is going to be, you know, heads up, shoulders above everybody else, instead of just selling a bunch of parts on Amazon or on their website.

Janelle

So that's what we're working to create. What's the story going to be? You know how do we convey that in our messaging. What's the look and feel like, who is our avatar? So we spent the whole time fleshing that out and you know they're excited now. Now they have a very clear direction on what type of content they're going to create, what type of ads, like messaging, to attract that ideal customer. And also we created a product roadmap for them. Like, where do we go next with our line extensions that will best serve this person that we now have in mind with everything that we do in our brand? So we create this movement kind of a thing.

Bradley Sutton:

You've talked about working with YouTubers, celebrities and stuff, and obviously I think when people come with that personal brand awareness, it's a leg up on the competitions. You've already got a bunch of raving fans and it doesn't necessarily have to be celebrities. Everybody might have some kind of specialty. I used to do the Zumba stuff and so I had probably a following on YouTube and stuff, and so that would have been something where, first of all, just like you said, I would have known the pain points that maybe other Zumba instructors had or people dancing Zumba, and then I already had the initial following. So I always think that if somebody does have something, yes, you should double down.

Bradley Sutton:

That being said, let's flip the switch. You know I'm sure you have clients who are not celebrities, so they're not YouTubers, they're not famous. So how do you and that's actually most of our listeners, you know potentially might not have a following? So if I'm just you know, joe entrepreneur, sally entrepreneur sitting out there listening to this podcast, how can I do what you just said? But where I kind of maybe don't have that headstart on the audience and the people who know me, etc.

Janelle

Love it? That's a great question. So, like there's people that you can hire that do this right and you can do it yourself. You can reinvent the wheel Like I have a vast network now. So when I am working with clients I usually will just be like hey, here's my guy that will build your influencer marketing program in-house. Like we're going to use him, like I have options, like we can do the training we can. I can show you how we've built it out and you know you can do this. Or I can bring in this guy and he will do it in three months and it's this amount of investment and you will have like a fully flown, blown out, like gifting program, influencer marketing program which, honestly today, like it's the fastest way to grow a brand like influencer marketing. So if you don't have the audience, you aren't the influence and you don't partner with one, you've got to build out an influencer program and you know there's a lot of people that take oh, do you use, join brands or use. You know like, uh, drawing a blank on all the 50,000 I've used over the years, but really it's, there's so many softwares now you can use and to have someone in house all day long just reaching out and doing gifting and getting influencer content Cause the thing with the influencer marketing why it's so beautiful is not only do you get these people posting on your behalf about your product, but they also create content for you that you can amplify. With paid, you can run ads behind it. That's the best type of content and the highest converting ad material that you're going to get is content from actual people using your products and talking about what they love about it Social proof built right in. So brands I think that everyone knows that that's what you need to do now to like generate traffic, generate brand awareness.

Janelle

And Amazon, to me, is like this ecosystem. I always think like, think of a wheel right, and there's all these different sales channels and Amazon is just one spoke in that wheel. It's a very important spoke, but your website's a spoke. You know Walmart.com is a spoke. You've got retail. You've got affiliates. You've got I mean how many other places that you sell? I don't know.

Janelle

I've sold on so many different marketplaces Temu, you know, TikTok shop. There's so many spokes now and I don't like to have just one that I rely on. All of these make my wheel run true, right and spin like a flywheel and I can get speed. So when I think about that, with influencer marketing, anytime we build out this influencer wheelhouse, which we need, or influencer marketing program, they're going to be driving sales on Amazon website Temu, TikTok. It doesn't matter, I am I am sales channel agnostic. What I'm doing primarily when I build a brand is I'm creating desire, demand and a movement so people can buy wherever they want to buy. Okay, so influencer marketing today is just. It's just how we market best. It's how I do it. It's been very successful.

Bradley Sutton:

Let's say I don't have that huge of a budget. Is TikTok the most economical way to find potential influencers? Or should I go use one of those services?

Janelle

Yeah, yeah, yeah. So Instagram, YouTube, TikTok, all those Influencers are on a lot of different platforms. I really like having a well diversified like just how I diversify in my investments. Yeah, have influencers on all types of platforms, but how to go find them? I mean, you're going to need to have. I say, if you want to launch a brand, you're going to need to have a budget to give away product or get product in people's hands, like you should plan on that. That's why sometimes you know, I see all these gurus on you know whatever YouTube or in my feed running ads saying you can make millions. You know, starting an Amazon business and you know, with only $2,000 investment and I'm just like man, that's so not true. You need money to get the product and the development and you've got to buy inventory, and then you're going to have a budget to give product, you and you've got to buy inventory and then you're going to have a budget to give product. You know, get product in people's hands to get some feedback or just some traction, or you've got to pay for it. You have to generate sales somehow. You have to generate awareness somehow. That's paid or that's organic or you can use your time. I do want to suggest and I have done this the scrappy way because I have more money than time now I will short circuit things by paying ads. It's the fastest way to generate traffic. Buy it right. If you don't, if you have more time than you have money, then there's organic strategies that work incredibly well.

Janelle

I mean 10 years ago, how I built my brands, when I had no influencer marketing strategy and I had no celebrities. I was partnering with is. I was literally in Facebook communities, on Reddit, and I was posting in communities that had people like me. I knew where my avatar was. So, like, let's just say, right now I'm working on that celebrity line with the Huffs they're dancers, right, let's pretend that I didn't have celebrities. But I wanted to create a supplement line for artistic athletes or dancers. I would be on every subreddit right now that has, you know, artistic athletes or dancers in their hip hop. Um, you know Zumba, like you said, salsa, cha-cha, tango, and I'd be talking about my product and what I've developed and what I'm working on. I'd start just from conception, taking them through that whole journey. I think there's been some great books written over the years, like show your work. Um, you know, build out loud, like taking them along on the journey, getting feedback the whole way, so that I start building that audience right. And then also Facebook. There's groups. There's so many Facebook groups about dancing.

Janelle

Right now I'm working with a brand that does flavoring right, and so we're in every group that has a baker's, confectioner's, like coffee makers anyone that's like would use flavoring we're in there. We're asking questions all the time about a new flavor we're developing, wondering if anyone has any. You know new flavors they want developed. We ask them about pricing. We ask them about bundles and people are like, oh, you can't make sales. You know posts in those groups where you get kicked out. I'm like, yeah, don't make sales posts. Get in there and ask questions, like I'm just doing. I'm like literally just put together what I call a Mother's Day bundle and I wanted to ask the group what would you pay, you know, for these products if I put them in a Mother's Day bundle? Like what would be the discount that you think would be like motivating you know to grab this and are these the three flavors that you think most mothers would like, based on, you know, the flavors that we offer? That post gets through all day long and I have all these people telling me what they think I should add, you know, for my mother's day, or the essential baking, you know, um, flavors that should be included in the bundle. You can just kind of be strategic. I think people are so like intellectually lazy or they're just looking for excuses to not have to do something. They're like, oh, that doesn't work. I'm like man, you're pathetic, like you couldn't figure out how to make that work. Like you know, just put a little elbow grease into that. So much free traffic. So now I don't do that anymore with my time, but it's one of the first hires I make is a VA. That's just my organic poster in these, in these forums, adding value. They're in there answering questions.

Janelle

The thing about you guys I think Helium 10 did this so well originally, um, and you still do it. You're in these Amazon groups and even in your own groups that you've cultivated on Facebook, answering questions. When somebody asks a question, you could count on Bradley answering it. I know you're not maybe doing that anymore, but you have people doing it. That's huge for the brand Any business. You can build a business like that in any industry. When I just built my marketing company. That's what I was doing. I was in chamber of commerce, answering posts, answering questions. I literally helped a guy I was dating. He was an electrician and he was like I don't have a lot of business. I'm like dude, get on Facebook in your county and every little like real estate group anyone that asks an electrical question you have someone that is just chiming in and answering and adding value, like you will have so much business coming out your eyeballs. It works, so just get in there and start organically drumming up your business if you don't have a lot of money but you have more time.

Bradley Sutton:

You know, let's say I'm going ahead and I'm going to push forward with this plan. You know, supplements, the supplements that you've done, the other products that you've been doing. What are your main marketplaces? You're starting off, you know, like you said, there's like 20 marketplaces probably nowadays. You know even Target now, you know, is starting something. Obviously, there's Walmart, there's TikTok shop, there's eBay, Esty, amazon, you know, like Shopify, WooCommerce, whatever. Do you have like a set, two or three that you suggest launching on, because it sounds like, unless I'm mistaken here, that you rarely do something that's exclusively Amazon or exclusively one marketplace. So what are like your two, three, four go-to marketplaces for somebody to start?

Janelle

Okay, perfect, yeah, so if it's a celebrity launch or YouTube or someone with an audience already like and I know I'm going to do six figures or a million dollars, it's like it's always Shopify, cause, like we control the audience, we have a list or we have a channel like a platform we're going to be posting on. We're going to control that flow of traffic, and the best place to do that is on your own website. So we drive them to Shopify. I've done Kickstarters. I do have strategies for Kickstarters that I will talk about maybe some other time. Just send them to your website. Shopify now allows pre-sales too. So even if you're like nervous, you don't know, like, will I get enough funding or I want to pre-sell it, you can do a pre-sell. The shop shades that I'll maybe include a link to that was all a pre-sell that we did. You know, we didn't know, like, how many units we'd want to initially order, how much interest there would be, but like, yeah, we, we blew it out of the water. So Shopify is number one. If, even if you didn't, if you didn't have any audience at all, then I'd probably say launch on Amazon, right, because you're going to steal keyword traffic. You're going to be like, basically, take the hotdog stand and instead of sitting it in your cul-de-sac where nobody's at, you're going to go to the state fair and put your hot dog stand out. You're going to sell a lot more stuff. So, even with celebrity launches, if you do Shopify, you know whatever or influencer, you have an audience. It's definitely Shopify or whatever. Your own website, I don't care if it's WordPress, but I really just love Shopify now because I just know, like the suite of apps that I need to install for everything, for optimization and you know, increasing average order value and my ATV, and you know I just have my little toolbox for high converting. You know Shopify sites, but I know some people like a WordPress site, fine, but go to Amazon for sure. Like we list everything on Amazon because there's just still a subset of people that want to buy everything on Amazon. It's just so easy for them. You know, and we call those Halo sales. Even with my celebrities and my YouTube launches, we still have a large portion of people that will go over to Amazon, even though it's not listed yet, and you can see that in Helium 10, you can see the branded search.

Janelle

So when I launched Euvexia that's a brand, new brand. Nobody had heard of it. This is Dr Sten. You know he has a pretty large following, like a couple million, on YouTube. They went and we see all of a sudden Helium 10, Euvexia has searches like overnight shooting up right. So we created that brand demand and you know we weren't on amazon yet because we didn't have products shipped in there. We just launched on our website. So, yeah, we probably lost some sales, people who wanted to buy it on amazon. Maybe you can say well, maybe everyone who wanted it actually ended up buying on your, on your site. But I I do believe a lot of people won't buy on a website. They're just like, especially the older generation they don't want to put their credit card in, they don't want to have another password, they have to whatever. So I just think you're silly to not list on Amazon and I have strategies that you know. We have one of my very large brands. We will hold back certain products that we don't list on Amazon because we still want that consumer to come to our website ultimately, so that we can capture their information, we can pixel them, we can remarket to them and so some of our best used or like our limited editions won't ever go on Amazon because people have to go buy that on our website. So there's different strategies you can use, but just make sure the halo sales that you will get on Amazon especially as you incorporate influencer marketing, you start doing paid media, even you know, creating some organic like where you're blogging or you're doing YouTube and you're just driving your own traffic You'll have people that will still go to the Amazon looking for your product, that halo sales, and you want to be there to capture it. So, website, amazon those are the top two. If you didn't do anything else, you'd probably be just great. You're probably capturing 80% of the market.

Janelle

I then will usually move to other Amazon places. First I'll go to Walmart.com. Usually it just depends A lot of my brands because we're in the beauty space. We can't be on Walmart if we also want to be in Ulta or Sephora, so we have to keep that in mind. So Walmart.com is not always where I can go, but I do like to go to Walmart.com if I can. And then it's expanding. Amazon Canada, amazon UK those are my order that I go to. I haven't played around with many other marketplaces. I know it seems that everyone starts being like oh, you should do Amazon India, and there's Amazon Japan. I tried a couple of those. It was very minimal return. I'm not saying it won't ever work, but for me right now no, I don't have anyone on Brazil, Japan, so yeah.

Bradley Sutton:

You mentioned Shopify being the first place to go, so obviously the beauty about Amazon is it's got that existing traffic Shopify you won, remember, I think before I was even a Amazon.

Janelle

I don't want to say, I don't want to refer to myself as an.

Bradley Sutton:

Amazon guru.

Janelle

People always call me Amazon guru, but before Amazon was like a big thing that I spent a lot of time teaching people how to do well, Um, YouTube was my thing and I still love YouTube. I still do. Uh, in fact, today I do a consult for YouTube channel strategy. I've done a lot, built a lot of channels and brands on YouTube and I think YouTube is one of the greatest ways to drive traffic. And same thing with blogging. You do that with content articles you can write. So a strong SEO strategy where you're bringing in traffic to your website. So I'm a I'm a big content creation junkie because it works. So people will say, oh, I mean, I tried YouTube. I didn't get any traffic. I'm like you have to understand YouTube is an algorithm, just like Amazon, and you know how. Helium 10 has great courses teaching you how to understand the A9 algorithm. YouTube has the exact same thing. There's courses. I have courses and we teach, we consult. There's lots of people out there that do that and teach you how to build a YouTube strategy to drive traffic to wherever you want them to go. Strategy to drive traffic to wherever you want them to go. Usually it's your website and a lot of that YouTube strategy also will carry over to Halo sales on Amazon. So that's probably my favorite way influencer marketing and content creation, your own content creation. The brand should always be creating content and educating to drive sales. That's how you control your destiny. You add value. You teach people why they should use your product. You help them solve their problems. You help them scratch their itch. You become the go to person and the trusted brand in your, in your space.

Bradley Sutton:

You know you mentioned some steps as far as finding that, these pain points and stuff. You know going into Reddit and going into Facebook groups, but but talk more about your process before your, before the actual product is made. You know, like you know, are you doing a lot of samples? Are you just getting some? You know like 20 samples and actually testing it in the market. Are you just deciding that on your own? Are you getting focus groups, like? What's your entire process about? That goes from, hey, finding that initial pain point to validating it and then all the way up to actually having a product.

Janelle

Yeah, yeah, yeah. This is funny because I don't do. I mean I do now because I understand the value of creating the story, but I guess I've been in marketing long enough that I know the power of a story and a story well told. So I always just say story, sell right. And so I guess I know that I can tell a story that will be compelling. And when I first started, my very first brand was a toy brand and I just knew I would crush it because the story was like kids were sitting around on their iPads and playing video games all day. And this was like in 2014, when everyone's like there was no e-sports team, there wasn't kids making millions of dollars, you know, playing video games. It was like grandma and mom were so, so, deathly concerned that their kids were all going to have their brains turned to mush. And so I create this kick fire classics brand line and the whole story is just going to be like good old fashioned fun get your kids off their butts and outside of playing. And I knew that if I ran ads in front of every mom and grandma about these classic toys, that they could get Johnny to get them off the iPad and you get outside, you know, flying a kite or playing with juggling balls or you know the Diablo, it would sell. It was just I didn't need to do market validation that that that whole sentiment existed. I was a mom and I hung out with moms and they were all having the same, you know, battle cry of like our kids are, you know, they don't know how to get outside and have fun. So that that was. I launched the brand, I told that story and it crushed, you know.

Janelle

And then my second brand was a weight loss supplement and I'm like I understand, as a woman living in America, like everyone wants to be thin, you know, and you have to bust your butt to stay thin and and if you can create a weight loss, a meal replacement weight loss shake that tastes good, that helps people lose weight, and you tell that story and you have, you know, results, it's going to sell. So I guess I don't really ever go into a market. I've never. Even now I'm like right now, with this celebrity supplement, like we have created the whole product line, the core four. We're doing a stack right and I work with Derek and Julianne Huff who are these beautiful artistic athletes and they're very well known in the space. I think that's easy because they have followers and they're going to, no matter what they say. You know, we could probably one of our investors is like you could just, you know, bottle dog poop and put it in a bottle and people would buy it. And that's not what we want to do. But you know that's how well-known they are and trusted in the space. But I really don't even think we had to validate anything, but because I understand the power of story and I want to build a movement and a community.

Janelle

I am getting people involved, I am getting their audience to. You know, we are doing what we call a pilot run, which is not everybody does. It's kind of more expensive, it's unheard of but and I wouldn't say unheard of a lot of people it's heard of but people don't do it because the extra time and cost. I want to do it as part of the story, because Derek and Julianne, this works for them. But I want to get it into the hands of their top dancers, like Derek's on tour right now and he's got, you know, he's like 50 to 100 dancers with him. What if I can get all of them using this right now and giving us feedback. You know that's going to create content, that's going to create story and I just want, on tour for the media, to see all of his dancers backstage pouring their little powder packets from the foil and being like what is this stuff that everyone's taking? It's kind of creating that curiosity and building hype.

Janelle

So I'm doing this strategically for my own PR, but I don't need to do this, but I want to to make the story better, if that makes sense. It's like, uh, Paulo Acosta, who does you know his secret juice? And he has that bottle and he has secret juice written on the outside. If you don't know who he is, he's a UFC fighter. Just Google it. He drinks that and everyone wants to know what the hell is in that juice that he's drinking. It's brilliant. It creates such a stir and you know what it's like. We're going to go launch him a supplement drink and then everyone's going to know what was in that dang bottle, right? So that's the thought behind a product launch. When you can build that, everyone's kind of excited. They know you've been working on something. I started posting and teasing out content with Derek and Julianne just on my own socials and they're teasing it out and that's going to be a part of the huge buildup to the launch. If you have an audience, that works great. If you don't have an audience, this also works really well to build the audience as you go along, because people want to be a part of something and feel like they're helping create this product.

Bradley Sutton:

What is just some other, just general strategy Can be about anything you want to talk about. That that, hey, our audience could probably learn a thing or two from your experience.

Janelle

Gosh, you know, sometimes we I really enjoyed your session that you did at BDSS. It was more like life stuff. I think sometimes we all talking about you know business, business and you you talked about your like near death experience. I'm going to say near-death you died. You literally died and got brought back to life, right. So I think, just like the longer and maybe this happens as we get older, like we're more generative, we start thinking about, like what kind of legacy do I want to leave? Like I know, like earlier, when I was in the grind, I mean I was a single mom with four kids under the age of five, like hustling, working like four or five jobs, like I had to bust my ass to get where I am Right. And now I feel like I'm really just so blessed or lucky or I mean whatever it is.

Janelle

I've been very fortunate in my career. I play a lot of pickleball, I get to travel the world, I spend a lot of time with kids, I work with incredible brands, incredible people and I think, just remembering that, you know what like there's, I don't know, you do have to pay the dues, you have to work hard, but we're doing it all for a reason. There can be joy. I've always been happy. I can look back in every phase and it's not like I was like man. That period of my life sucked. It was like that building was super incredible, and to be where I am now and to look back it even makes it such an even more happy memory. To be like I busted my ass and I'm here now and it was all worth it and I love what I'm doing. I even love the hard part shoveling manure in the trenches and so I just maybe reminding people that, like, remember why you're doing it and if you're not enjoying the doing of it, when you get to where you're trying to go, it won't be all of a sudden beautiful, like there has to be that magic along the way. I don't know.

Janelle

I just think if you wake up too many days in a row thinking that I don't want to do this, like you're not doing the right thing, and then I don't know what comes next, I don't know if there's another life and I mean I just want to be able to say this life I lived my best life and so Whatever that means to you. Maybe just take a moment to look at your life and how you're living. Is this your best life and are there any changes that you need to make? Because you almost didn't have a second chance. You know, and it was over and I think you have a new perspective. I have a new perspective. I lost a lot of people I love just in the last few years to cancer. They died young and I'm so grateful I'm alive and I don't take that for granted every day. I'm just like it is a gift and I just I love making money.

Bradley Sutton:

Always got to remember the more important things. You know like, like we, sometimes we can get caught up in the whole business and an entrepreneurial journey and stuff and we forget about what really what really matters at the end of the day. So that's a good, good advice. I like that.

Janelle

Favorite end of the day. So that's a good um, yeah, good advice. I like that favorite helium 10 tool. I'm like magnet. I'm just like. The keyword research tool for me is just like I go look up all the time. I think this is the one I use the most and all my employees is like did you do the keyword research? Like what does it look like? And you get ideas too. Like when I'm doing keyword research, I can see like whoa, this is a good product extension. Like you know, in the search, in the search results, when I see like like the other day I was doing you know, with Glamnetic, we're doing some press on nail launches, and I was just like, oh, like, people are looking, they're calling them false nails. Like I never really even heard of that, you know word. I thought it was press on nails or fake nails, but false nails. So I just think it's a, it's a treasure trove, not only to you can get product ideas from there. And it's like, okay, well, I'm going to do a whole new line. That's like optimized for faults, that whole word Cause there's like hundreds of thousands of searches that can, you know, aggregate on that right there. So I think it's important.

Bradley Sutton:

You know, you mentioned, uh, you know so many different, different things that you've been working on. How can people, maybe you know, find you on the interwebs out there or see a couple of these projects you're working on, either in social or just websites out there? Uh, throughout some, websites.

0:30:23 - Janelle

Okay, so janellepage.com is is my website, and then there's also on that website you'll see like I probably should update it, but there's a lot of projects I've worked on on that website. So it's j-a-n-e-l-l-e-p-a-g-e like a page in the book.com. You can go there and then, like shopshades.com. Euvexia is E-U-V-E-X-I-Acom. Athena Power Tools let's see Vital Kind. We don't have our website up yet, but in a couple months you'll be able to see Derek and Julianne's brand that we'll be launching, working right now with some really big pickleball pros. We're launching a pickleball line, so that'll be exciting. Don't have the name yet, the name yet, but I'll start posting about that as we develop it. We have our kickoff meeting on Monday. Um, I don't know if we put anything in the notes. Oh, matt's off-road recovery. You can check out that. Robbylayton.com, um, oh, m1 motorsports that's our motorcycle line. Glamnetics a great line, gee, is that. Is that good enough or they can all be like that's good, that's great stuff.

Bradley Sutton:

I'm sure people get to be able to get some ideas and take a look at what you've been working on.

Janelle

That one's a hard one to spell, but that one and flavor frenzy. They're beautiful Cause they were originally Amazon brands that didn't have a clue about DTC and I helped them build out their DTC strategy and we're crushing and B2B, so we built out that whole thing. So Dolce Foglia is like D O L C E Foglia is F O G L I A com, and you will see the beautiful website we've built. Just think how fun because if these if a lot of the listeners are Amazon only brands, I want them to see like what you can do. They went from Amazon. Now they have a true e-commerce where we have full build out of like SEO strategy and influencer marketing and we built out the B2B side. It'll link you over to their B2B flavor frenzy and maybe just get you excited about the potential. Let's was like literally just an Amazon brand that's now crushing on all different platforms and we're moving into like Temu and all these other different I guess I didn't talk about any of those Like a lot of other countries have marketplaces that are like bigger than Amazon, as we start to list there.

Bradley Sutton:

So that's maybe something we can see in a year when we have you back on the show and see how those marketplaces are doing. I know a lot of them are making a lot of noise out there, so it'll be interesting, all right. Well, Janelle, thank you so much for joining us. It's always a pleasure to have you on the show and look forward to where we can hang out in person soon.

Janelle

Awesome Thanks, Bradley.

Helium 10 Buzz 5/2/24: Amazon Inventory Fee Postponed | 500K TikTok Shop Sellers

We’re back with another episode of the Weekly Buzz with Helium 10’s Sr Brand Evangelist, Shivali Patel. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, interview someone you need to hear from and provide a training tip for the week.

TikTok Shop tops 500,000 US sellers after 2023 e-commerce launch
https://www.scmp.com/tech/tech-trends/article/3261114/tiktok-shop-tops-500000-us-sellers-after-2023-e-commerce-launch

TikTok Shop Marks 500,000+ Merchants in the US
https://www.pymnts.com/news/social-commerce/2024/tiktok-shop-marks-500000-merchants-in-the-us/

Amazon’s latest actions against fake review brokers: Lawsuits against fraudsters target the source of fake reviews
https://www.aboutamazon.com/news/policy-news-views/amazons-latest-actions-against-fake-review-brokers

Amazon Business Celebrates Third Annual Small Business Month with New Immersive Educational Hub and Over $250,000 in Grants
https://press.aboutamazon.com/2024/5/amazon-business-celebrates-third-annual-small-business-month-with-new-immersive-educational-hub-and-over-250-000-in-grants

Amazon issued a new policy update in seller forums regarding low-inventory fees.

Moving from defense to offense in the Amazon marketplace, our conversation shifts to the art of strategic advertising. We lay out how to use sponsored brand and product ads to not only protect your listings but also to proactively stake your claim in new territories. Carrie Miller unpacks the wisdom behind a proactive approach, providing practical advice on employing competitor analysis to your advantage. Together, we outline how to harness these insights for defending against competitors eyeing your listings and for targeting theirs, ensuring that you remain a formidable presence amidst the fierce online selling arena.

In this episode of the Weekly Buzz by Helium 10, Shivali talks about:

• 00:50 - 500K TikTok Shop Sellers
• 02:43 - New Amazon Discount Page
• 04:16 - Amazon Fake Reviews
• 05:43 - Amazon FedEx Shipping
• 06:05 - Amazon Grants
• 06:26 - Low Inventory Fee Postponed
• 08:26 - Helium 10 New Feature Alerts
• 10:44 - Training Tip Of The Week

#557 - Two Expats Turn Amazon Side Hustle into a Booming Business

Join us as we explore the incredible journey of Tom and Alex of Honest FBA, two UK expats who have made a name for themselves as Amazon entrepreneurs in the sunny climes of Spain. They've successfully launched a booming business that's on track to hit a remarkable two million dollars in sales. Throughout our conversation, these innovative thinkers share their personal experiences, from their individual paths to Barcelona, where their paths crossed, to the strategies that propelled their Amazon venture to new heights. They offer valuable insights into the world of e-commerce, including a glimpse into Tom's previous venture organizing bachelor parties and how they've navigated the complexities of Brexit as UK citizens abroad.

Listen in as these entrepreneurial spirits delve into the nuts and bolts of their business, from an inflatable games venture to a travel brand that was smartly sidestepped just before the pandemic. Discover how they succeeded in the pet space within the Amazon US market, generating impressive sales figures and expanding into content creation with a YouTube channel and coaching course. They provide actionable advice on inventory management and product innovation, recounting both their victories and hiccups, such as a costly inventory dimension miscalculation, while emphasizing the importance of adapting and reinvesting in the face of product failures.

The episode wraps up with a forward-looking discussion on brand building and the intricacies of scaling a significant e-commerce brand. Our guests highlight the vital role of a strong brand presence, not just on Amazon but across multiple channels, and the use of external marketing efforts to drive growth. They also tease an upcoming London event and a future Helium 10 event in Spain, marking milestones and networking opportunities that promise to inspire and connect like-minded entrepreneurs. So whether you're an established seller or just starting out, tune in for an engaging session brimming with lessons and strategies to elevate your e-commerce game.

In episode 557 of the Serious Sellers Podcast, Bradley, Alex, and Tom discuss:

• 00:00 - Expat Entrepreneurs Launch Amazon Business
• 05:34 - From Lockdown to Seven Figures
• 07:11 - Amazon Entrepreneur Journey and Strategies
• 09:41 - Growth in Annual Sales Performance
• 14:32 - Amazon Sellers Discuss Product Success 
• 14:49 - Branding and Supply Chain Success
• 19:12 - Thinking Outside the Box With Subscriptions
• 24:13 - E-Commerce Brand Building Strategies
• 26:40 - Amazon Seller Event in London By Honest FBA
• 31:46 - International Event Plans and Goals

#556 - Crafting Your Amazon Listing for SEO

Ever felt like you've hit a wall with your Amazon listings, unsure how to climb the ranks? Our latest episode is the secret weapon you've been searching for! We dive into Helium 10's Listing Builder, a tool that's changing the game for sellers by revealing how to prioritize keywords using the new Competitor Performance Score. Picture your products climbing Amazon's search results as we dissect the art of optimizing listings with advanced strategies that include leveraging root keywords and their variations. And for those moments when words fail you, discover how Listing Builder's AI feature can effortlessly craft captivating product descriptions.

The battlefield of Amazon is won through intelligence, and we're not talking about IQ. In this tactical session, Bradley pulls back the curtain on importing and scrutinizing your current listings against the competition. We navigate the listing analysis section, showcasing how to pinpoint underutilized keywords that could be your secret ammunition for visibility. Imagine transforming your product images with the touch of a button through the AI image generator feature, leaving your competitors wondering how you do it. This chapter isn't just about throwing in keywords; it's about strategic placement and analysis that propel your listings to new heights.

Closing out, our journey with our Project X products illustrates how to optimize listings with finesse, responding in real-time to questions about differentiation and opportunity keywords. If you've ever second-guessed which Helium 10 membership fits you best on your journey, or how to sync listings without a hiccup, you'll find your answers here. We wrap up with an arsenal of tips and tricks, from saving and restoring previous listings to pinpointing those elusive low competition, high demand products. It's not just about listing; it's about dominating—let's get your products the spotlight they deserve.

In episode 556 of the Serious Sellers Podcast, Bradley talks about:

• 00:00 - Listing Optimization Training and Q&A
• 02:57 - Keyword Optimization Strategy Simplified
• 07:46 - Optimizing Existing Listings Against Competitors
• 16:14 - Amazon Listing Optimization Strategies
• 16:50 - Understanding Opportunity Keywords in Cerebro
• 26:58 - Amazon Review Request Guidelines
• 27:53 - Amazon Selling Tips and Strategies
• 29:57 - Optimal Title Length for Niche
• 33:39 - Keyword Stuffing Strategy in Amazon Listings

Helium 10 Buzz 4/25/24: Amazon Grocery Update | Youtube Shopping | Amazon Clothing

n. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, interview someone you need to hear from and provide a training tip for the week.

How YouTube Shopping is upping its social commerce competition with TikTok
https://www.modernretail.co/technology/how-youtube-shopping-is-upping-its-social-commerce-competition-with-tiktok/

Online Shoppers Are Starting to See Amazon as a Fashion Destination
https://www.pymnts.com/news/retail/2024/online-shoppers-are-starting-to-see-amazon-as-a-fashion-destination/

TikTok won’t dial back on TikTok Shop content, but it may not matter for time spent
https://www.emarketer.com/content/tiktok-won-t-dial-back-on-tiktok-shop-content-may-not-matter-time-spent

Amazon ends California drone deliveries
https://techcrunch.com/2024/04/22/amazon-ends-california-drone-deliveries/

Strap in for a gear shift with Helium 10's groundbreaking new features aimed at elevating your Amazon selling game. Bradley talked about the Inventory Management overhaul that's set to streamline your operations, whether you're balancing SKUs or toggling between FBA and FBM. Unravel the mysteries of Amazon marketplace SEO with the latest in keyword ranking analytics, and plunge into the Customer Behavior Dashboard that's a lot of actionable insights. Plus, for the data-driven dynamos, Black Box Brand Analytics is now within arm's reach for Platinum members. And, because knowledge is power, I'll guide you through Black Box’s freshest training videos that are sure to sharpen your competitive edge in Amazon product research in 2024.

Lastly, in our Pro Training Tip of this week, Bradley discusses the feature inside Helium 10 that is most slept on. Listen/watch now to learn what it is and transform your approach with these cutting-edge tools and strategies! Thanks for tuning into this episode of the Helium 10 Weekly Buzz.

In this episode of the Weekly Buzz by Helium 10, Bradley covers:

• 00:45 - Youtube Shopping
• 02:26 - Amazon Grocery
• 04:26 - Amazon Clothing Gains
• 05:51 - TikTok Shop Usage
• 07:02 - Amazon Brazil
• 07:40 - Drone Deliveries
• 08:23 - Helium 10 Elite Workshop In Madrid, Spain
• 08:54 - Helium 10 New Feature Alerts
• 15:18 - Pro Training Tip: The Most Slept-On Helium 10 Feature

Transcript

Bradley Sutton:

YouTube shopping updates. Amazon launches new grocery delivery service. Amazon fashion is on the rise. This and more stories on today's Weekly Buzz. How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that is our Helium 10 Weekly Buzz, where we give you a rundown of all the goings on in the Amazon, Walmart, e-commerce world. We give you training tips of the week and we also let you know what new Helium 10 features are available. That'll give you serious strategies for serious sellers of any level in the e-commerce world. Let's see what's buzzing.

Bradley Sutton:

Just like a few articles, a handful of articles today, but wanted to bring out what I thought might be interesting to you. Our first one is actually from Modern Retail and it's entitled how YouTube Shopping is Upping Its Social Commerce Competition with TikTok. Now YouTube Shopping. You might not have heard of this article it's actually a couple weeks old already, but just wanted to highlight it because we didn't highlight it last week. There wasn't enough room but it's talking about updates to the YouTube shopping feature, especially in regards to what's going on with influencers, content creators and the ability to monetize their channels. You know, I think Amazon and other platforms are definitely seeing how successful TikTok shop has been in. And now in YouTube shopping there's an affiliate hub that gives creators access to more than 300 of YouTube's partner brands, like Target, Alta and Adidas. So this is not some TikTok shop killer. The fact that it's only available at 300 partner brands means, you know, obviously this is not something that would affect third-party sellers yet, but it's just interesting to see where the space is going when it comes to social commerce and influencer marketing. I think this is definitely going to increase and your success, or your sales on Amazon, is going to partly be tied to how well can you get affiliates, influencers, to promote your product effectively. And, of course, obviously the perennial question is all this costs money. Cost percentage here, percentage there you know they want, you know affiliates want to make money. Where are you going to find these percentages in order to stay profitable? But interesting to see YouTube now kind of I don't want to say jumping on the TikTok bandwagon, but maybe moving towards that direction.

Bradley Sutton:

Another Amazon update is from Amazon itself. It says Amazon's new grocery delivery subscription offers big savings to Prime members and EBT customers. So what is this Basically? Now, hey, prime members, or if you have an EBT card, you can get a monthly subscription with unlimited grocery delivery if you get orders from over $35. And this is from Whole Foods, amazon Fresh, other local grocery specialty retailers, and it says this is a benefit that pays for itself with one delivery order per month. I'm not sure what that's based off of. Maybe based on the old fees that Amazon would charge for delivery.

Bradley Sutton:

I don't know, I don't use Amazon delivery, but you know, honestly, maybe I will. You know I've used like Instacart and stuff for things, but I might check this out. This is why I'm bringing it up. Anything that increases value to Amazon Prime members and gets more people on the app, I think is something that should be interest to sellers. Now this charge is going to be $9.99 for Prime members to subscription and this actually includes, says one hour delivery windows at no extra cost in some locations and 30 minute pickup orders. There's there's recurring reservations for a weekly grocery order we mentioned before, unlimited delivery on $35 orders and plus from local grocery and retailers such as Cardenas Markets, save Marts, Bartell Drugs, rite Aid. Rite Aid Wait a minute. Does that mean I get Thrifty's ice cream with my Amazon Prime? Okay, all right, say less Amazon Thrifty's ice cream in 30 minutes. I will take that, but anyways, it's going to be available in 3,500 cities, and so it might be something to look at. I don't think a lot of us are selling products that are in grocery stores, so that's not the advantage here. But again, the advantage is does this make Amazon Prime members more sticky? Does it add more Amazon Prime members? I see like there's this battle going on between Walmart and Amazon as far as grocery deliveries, right?

Bradley Sutton:

Next article is from payments.com. It's entitled online shoppers are starting to see Amazon as a fashion destination. I thought this was interesting, because if you weren't looking at the numbers and somebody were just to ask you hey, what do you think's going on with Amazon's market share in the clothing industry, maybe you might think it's going down because of, you know, last year, sheen and teaming with all these low cost alternatives, right, you know, I've been saying for a while I don't yet see those websites as huge threats to Amazon, but, interestingly enough, you know, amazon's market share in clothing for online sales is increasing All right. For the first time ever it actually rose to over 50%. It rose up from 47.9% the previous quarter. So it's interesting. This website shows a chart going back all these quarters, the last few years, about Amazon's market share of e-commerce spending. And you know the low one would be health and personal care. I was kind of surprised. You know only 6.6% but it's still up. You see here the clothing and apparel 51%. Last year it was 47%. Sporting goods, hobby, music and book 85%. Amazon has a market share there. But pretty much all of these main categories Amazon is increasing quarter over quarter, year over year as far as what its market share percentage is.

Bradley Sutton:

The next article is from emarketer.com and it's entitled TikTok won't dial back on TikTok shop content. But it may not matter for time spent. You know we've been hearing these comments and articles about TikTok users regular TikTok users upset with all the TikTok shop content. But this is interesting. They did this survey here and it says yes, nearly two-thirds 62% of US TikTok users notice a change in shopping-related content in the six months. However, almost all 91% of respondents who noticed that change said their TikTok usage either rose or remained unchanged, with 70% reporting an increase. So you know some people might have been scared that. Oh, maybe you know. Or the ones that are like really successful in TikTok shop is oh, I see all these articles about TikTok users being upset with all the shopping stuff. Maybe they're going to dial back how much they promote TikTok shopping. But if this survey matches what TikTok has seen, I would say no, because there is no sign that people are kind of like dialing back their TikTok uses because they're getting frustrated with the TikTok shop stuff.

Bradley Sutton:

Next article from Amazon Seller Central itself. Just another reminder. This came out a couple of days ago. It says eligible North American unified accounts can now expand to Brazil. All right, so if you've got a North American Brazil unified account, you can switch back and forth between Amazon Canada, Mexico, us and Brazil. Now to list products there. Don't forget Helium 10 fully supports Amazon Brazil, all the main tools, chrome extension, Black Box, Cerebro, et cetera. So it would definitely be something to look into if you have not optimized your listing for Amazon Brazil.

Bradley Sutton:

Next article is from TechCrunch. It says Amazon ends California drone deliveries. All right, this wasn't some massive, massive thing. It was one city in California. They were doing testing in addition to their one city in Texas that they were doing testing for deliveries of products, of drones. It was in this Leckford California. I live in California. I've never heard of Leckford California, but anyways, they're not doing it there anymore, it's going to be in Texas and now they're going to open it up in a city in Arizona. What this means I don't know, but we've literally been reporting about drone delivery for like four years and the fact that it's only in one city in California now zero cities doesn't look like drone delivery is going to be some massive thing anytime soon. All right, that's it for the news this week. Don't forget, if you have not signed up yet and you're living in Europe or want to go to Europe for a couple days, hang out with me, hang out with Kerry, hang out with amazing speakers and about 100 other Amazon sellers. Make sure to join our Helium 10, first ever event in Spain. It's going to be in Madrid May 28th. Going to be an amazing lineup of speakers, h10.me/elitespain. If you want to get tickets, h10.me/elitespain. Don't miss it.

Bradley Sutton:

Let's get into the Helium 10 New Feature Alerts. All right, we had four last week. I thought that was a lot. We got five this week, all right. So, as usual, helium 10 cranking out the new features. The very first one is an inventory management. So an inventory management had kind of like a big refresh as far as the interface. But a couple things I want to call out is you can now see things at the ASIN level and at the SKU level. Now this is important for those of you who especially those of you doing furniture or other larger products, where maybe you have two SKUs per ASIN. Right, you've got an FBM SKU and FBA SKU, or maybe, for whatever reason, you had two of the same or two of the same ASIN, but two different SKUs of the same match type, just because maybe you updated some packaging or something like that and you would want your inventory velocity to be based at the ASIN level, not necessarily the SKU level, because that's what you order on. So now you're going to be able to do that. You can just toggle back and forth between ASIN and SKU. Again, for those of you who do FBM and FBA, use this filter and then toggle between if something is FBA and something is Fm. As far as what you're at the skew level is going on. We can now toggle based on the selling type that it is. So take a look at inventory management guys. It has a completely new UI here. Don't forget, last month we had uh features such as EU. You know inventory management now works for EU as well as multi-warehouse, like if you use multiple third-party warehouses. Uh, inventory management can take that into consideration. Uh, next update here is in listing builder really a quick and easy one, uh. If you go into listing builder now on the main page, if you're using the new listing builder scoring system, you are going to be able to see your keyword rank All right, your keyword ranking for based on the scoring, and your keyword performance score All right. So your keyword performance score is right here, so you can see when it's updated and also see if maybe you've lost some ground as far as SEO goes on your listings.

Bradley Sutton:

Next Helium 10 update is for supercharged customers and in your customer intelligence tool all right. In your customer intelligence tool, which is right here on your main dashboard Now, you're going to be able to see purchase behavior. You're going to have a purchase behavior dashboard so you're going to be able to see from your own brands and products. What sequence are people ordering your products in? All, right, like, hey, they're first ordering the pink coffin shelf and then they order more pink coffin shelves. Or maybe they first order a bat shaped shelf and then they order a coffin shelf. Right, you're going to see the sequential things. Like, for example, my number one multiple in Project X, my number one multiple order is how people order one of my stackable egg racks right, the top one and then they order the bottom rack. You know, makes sense, they can stack ones up higher. I see some customers ordering the black coffin shelf and they order another black coffin shelf and then the third one is a purple coffin shelf. So I might just have some like interesting insights, and I can see how many times this has happened as well. So, again, this is only for supercharged customers in your customer intelligence tool.

Bradley Sutton:

Next update is in the Chrome extension, review insights. All right, so review insights has been a popular tool so that if you want to go, you know, take a look at what are the common words that are being brought up in your or your competitors reviews. You can see it. Well, let me just show you how that looks now, if you are on Amazon, like here's a, here's a collagen peptides listing. And if I were to go ahead and run review insights, I can do it right here on the sidebar. I hit review insights and all of the reviews come up. Now if I look at reviews grouped by keywords, it's going to show me the, by default, the most common phrases that are showing up in the most recent reviews. But now we have this really cool thing where I can edit it by how many words, like maybe I don't want to see the individual words, but hey, what are the two word phrases that people are saying much? And like here in this collagen peptides, I see the number one two word phrase that people keep bringing up is morning coffee, all right. I see a lot of people saying joint pain All right. Protein shake All right. So now I'm just getting insights into how people are using this product. I can now even go for three word and up phrases if I want to see what things people are saying. I could see here that there's a number of people saying does not mix well, all right. So that's something that you know if this is my product I definitely want to take a look at.

Bradley Sutton:

Next update is for platinum members. You now have 10 lifetime usages of Black Box Brand Analytics, all right. So where you can get to that tool is into just going to Helium 10 Back Box and then hit the tool ABA top search terms. This shows all of Amazon's brand analytics If you've got brand registry right. But it just gives tons of other information such as showing you the search volume and the history of the click share et cetera, and then gives you tons and tons and tons of filtering capabilities. Like hey, show me all the keywords where, if you add up the top three clicked products, it had less than 20% of the overall clicks. I mean, you can go deep in filtering. That you just can't do if you you're looking at a brand analytics in seller central, just downloading the reports, tons of extra information on here that ties in helium 10 data.

Bradley Sutton:

Now, if you want to see how to use this tool, make sure to hit the learn button. The learn buttons are, uh, are being updated here in black box. So if you don't see the two videos for the learn button here, just go to black box keywords, black box. And, by the way, I want everybody to do this because these just got updated. So if you want to know. If you want to, in like 20 minutes, understand all the tools here in black box. We just updated all the training videos. Go to black box keywords, hit the learn button and you are going to have 10 videos, really short, three, four minutes long each, on how to do different things for product research and other things like how to find competitors for any Amazon product, how to find product opportunity using Amazon brand analytics. That's the one that you know you would need to look at to know how to use brand analytics, and there's a lot more strategies here that can definitely help you in your Amazon journey.

Bradley Sutton:

All right, now let's get into the training tip of the week, and people ask me sometimes what is the most slept on feature of Helium 10? And it's an easy one. For me, it's this feature called Amazon Recommended. Let me just show you how powerful it is, and you know we've had this feature for almost five years now and it's funny, even five years ago. I'm like, oh yeah, you're like you know we're the first to have this feature, but I'm sure other people are going to copy us and have it soon because it's so powerful. Five years later, we're still the only people to show this. This is directly from Amazon, guys. So how would you use this?

Bradley Sutton:

Have you ever had a product where you're just not getting the impressions that you think you should be getting in PPC, even though you think your listing is optimized for a certain keyword? Or maybe you're not getting any impressions at all, or maybe you have a keyword, like man. I'm getting sales for this keyword, but my organic rank just doesn't seem to be increasing so much. You know what is going on. Well, what it could be is that Amazon doesn't think you're that relevant, for whatever reason. According to Amazon's own algorithm and Helium 10, it's the only tool that gives you insight into what Amazon thinks you're relevant for, and it's in a live data feed. This is not something that Helium 10 is calculating or put some algorithm in. This is a live feed. Every time you run Cerebro, it shows it, and where you can get this is in Cerebro, like here. I ran on Coffin Shelf. I'm like man my Coffin Shelf listing is not getting the impressions I want it to in PPC and I can't get past Amazon rank five. So what does Amazon think my product is? Well, you sort it by Amazon recommended rank right here in Cerebro. All right, platinum members, diamond members, doesn't matter what level of Helium 10, you have access to this super valuable tool. And now I can see well, at least Amazon is not fully confused what my product is Like.

Bradley Sutton:

I can see the number one Amazon recommended rank is coffin shelf wall, I can see. But then I see a lot of like, uh, you know, random stuff here, like Halloween decor, indoor home is the number. What is this Number five keyword here? Number six keyword? But then the word coffin shelf, which is my main keyword, is all the way here at 27. So now it's like oh, I have a relevancy problem, for whatever reason, with this product. How can I fix this relevancy problem? Well, that's another story about trying to optimize your listing for the Amazon algorithm. But let's just take another example of coffin shelf. The number one overall pick of coffin shelf, all right, and it's the number one seller right now. It's not me anymore If I look at that product and run my competitors. Cerebro, look at his Amazon recommended rank. He's organically ranked number one. But look at the Amazon recommended rank for the same keyword that I was 27th for, which is coffin shelf, and he is number two.

Bradley Sutton:

What does that mean? Any interactions with his keyword for coffin shelf. He's going to get more bang for his buck because Amazon thinks he's super, super hyper relevant for the keyword coffin shelf, so all right. So, guys, run your own product through Cerebro and sort by Amazon recommended rank. This is the number one most slept on feature, I think, in all of Helium 10 that every literally every paying customer of Helium 10 has access to. So give that a try. Let me know in the comments below, if you're watching this on YouTube, what you see there in the results. All right, guys, that's it for the Weekly Buzz this week. Don't forget to tune in next week to see what's buzzing.

#555 - Maximize Amazon Profits with the New Freedom Ticket

Join us on a journey through the world of e-commerce with the latest release of the revamped Freedom Ticket 4.0 course by Helium 10. This comprehensive training course, tailored for Amazon and Walmart sellers, brings forth the hard-earned wisdom of industry veterans. Listen in as Kevin King reveals the inspiration behind Freedom Ticket, designed to combat the misinformation spread by the infamous 'Lambo gurus' in the space. Our conversation unpacks the wealth of knowledge shared by our esteemed guests on subjects ranging from the nitty-gritty of Amazon patents to the essentials of e-commerce insurance, Amazon compliance, and the art of hiring and managing virtual assistants with Josh Hadley.

In this episode, we also underscore the critical importance of intellectual property for entrepreneurs carving their niche in the e-commerce landscape. Our dialogue with guest experts such as Chris McCabe provides actionable insights into maintaining a healthy Amazon account amidst a sea of policy changes. Learn about the intricacies of insurance requirements from Ashlin Hadden, the strategic timing for patent applications from Rich Goldstein, and the importance of understanding the legal frameworks that underpin successful online selling.

Our exploration continues with a practical guide to navigating the financial and regulatory aspects of running an Amazon business. Hear firsthand from experts about setting competitive employee salaries, the significance of meeting Amazon's insurance mandates, and the proactive steps for securing trademarks and brand registry. We also tackle the dos and don'ts of insert cards and highlight the valuable resource that is Google Patents for those seeking product inspiration. Every bit of advice is aimed at empowering sellers to maintain profitability while adhering to Amazon's evolving guidelines. So tune in for a masterclass in building and sustaining a thriving e-commerce business.

In episode 555 of the Serious Sellers Podcast, Bradley, Kevin, Ashlin, Rich, Chris, and Josh discuss:

• 00:00 - The New Freedom Ticket 4.0
• 01:56 - False Promises of Lambo Gurus 
• 12:04 - Amazon's Insurance Requirements for Sellers 
• 16:47 - Importance of Patents for Amazon Sellers 
• 21:12 - Importance of Trademarks for Amazon Sellers
• 21:31 - Staying Profitable on Amazon FBA
• 24:30 - Challenges With Abuse Suspensions and Reviews
• 29:01 - Hiring VAs and Managers for Amazon Businesses
• 35:18 - Determining VA Salaries Based on Skills
• 38:25 - Q&A With Our Guests

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► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life)

► Learn How To Sell on Amazon: https://h10.me/ft

► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos

Transcript

Bradley Sutton:

Today we're introducing the newest version of the best training course for Amazon sellers out there, Freedom Ticket including. We've got some special guests who are going to give us some strategies that range from Amazon patents to compliance, to insurance, hiring VAs and more. How cool is that? Pretty cool, I think you want to see the size of your niche or your market? Maybe how much sales overall is it generating? And, more importantly, how the size of your piece of that pie changes over time? Or maybe you want to know when there's a new mover or shaker, an up and comer in your niche that you need to be on the lookout for. You can monitor these things and more with Market Tracker by Helium 10. Find out more information at h10.me/markettracker. Hello everybody and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is a show that's completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And today we've got a special episode, a little recap, of our reintroduction to Freedom Ticket 4.0, the premier course for Amazon sellers and Walmart sellers out there. And today we have some special guests like Chris McCabe and Josh Hadley, Ashlin Hadden, Rich Goldstein, who are going to give us strategies about what their topics in Freedom Ticket was. That can help Amazon sellers right now, including Kevin King with a little bit of a history lesson on the Freedom Ticket course. So, to find out what we can learn from them, let's go ahead and hop into the workshop. And we have a special guest who's just gonna be on here for a little bit Kevin King. All right, I know you're only gonna be here for about five minutes, but for everybody out there, just can you give like a brief history of how the Freedom Ticket came about? And then now even people are asking in the chat like what's different about the new Freedom Ticket 4.0?

Kevin King:

Yeah, sure. So the way the Freedom Ticket 4.0? Yeah, sure. So the way the Freedom Ticket came about originally is back in around late 2016. There were some courses out there and, as most of you know, we call them Lambo gurus. They're doing stuff on YouTube or showing screenshots of look how you can make a million dollars I launched. Here's my client, Johnny. Here's a screenshot of $100,000 in his first two weeks of selling on Amazon. I can do this for you too, and I'm like you guys are so full of crap. I was gonna say another word, but there's children watching. You're so full of BS. Yeah, there we go. You know, Bradley Sutton, no, no.

Bradley Sutton:

Full of my initials there you go yes, full of your initials.

Kevin King:

You're so full of BS. This was a launch. These were all giveaways that you just did and that's why your sales figures are a hundred grand because you just went in the hole 20 grand. It's not what you're telling people and you just got to be frustrating. There's all these people on Facebook, and so someone would post something, someone would ask a question, someone posts an answer and it'd be totally off base and totally wrong, whether it's branding or how to launch a product or whatever. And you just got to be frustrating with all these people just basically, and people that were doing courses. They were leaving out all the stuff, including some of the biggest names in the space. Some that are still around today would show you a course that, look, I can sell it for $20, and I can buy it in China for $3. And look at these crazy margins, that's an 80% profit margin. I'm like no, you're leaving out all the fulfillment costs. They're not telling the whole picture. So, I decided I want to do a course and I was going to do it. One of the reasons, too, is I was doing a fancy wedding in Cartagena, Colombia. I was getting married, and this wedding was the cost for getting out of hand. It's like I got to do something. I need a little extra cash on the side, so why don't I just do a course? And then I talked to Manny and Guillermo, who were the original founders of Helium 10. And they said well, we're talking with Scott Volker. And I said Scott, why don't we do it with you? And I said, all right, sure, it makes sense to me and we'll just go in 50-50. We got the VAs, we got the team, we got the audience, you have the knowledge, you put together the course and we'll put it out there. That's a good deal, because if I was going to do affiliate marketing, I'd have to give away probably a 50% commission to affiliates to drive all the traffic to it. So, we put it out and we didn't know what to price it at. Everybody else was like at $5,000. And we tried $1,497, and then we tried $9,997. And we got about 800, 900 people or so to do it. We shot it in August of 2017 in a Freedom Ticket 1.0. It was a hurricane that just hit the coast of Texas. I'm not on the coast I'm about three hours from the coast but this hurricane devastated part down by Corpus Christi and part of Texas and we got the residual effect in Austin. And so if you look at that course, the very first modules, like first 10 modules, there's like four people because we put students there. So, we're like, why don't I teach? To make it different. So, it's not just me on a Power Point presentation, I'm like in a classroom. So we have like four students asking questions and you notice one of those people disappeared and wasn't there the rest of the course. It's because one of the bridges that he had to cross to get from his house flooded during the storm. He couldn't get back. You hear hail on the roof.

Kevin King:

The audio on that, the video quality, was just not very good, but the course did pretty well. Manny and Guillermo was like you know what? This is not up to Helium 10 standards. We need to reshoot this thing. So in 2019, plus, some things have changed in the space, so we need to update the course. So in 2019, I came out and we don't ever know what Kevin's going to say. Sometimes he might say something that he shouldn't say or he needs a babysitter when he's recording this course. So we're going to do proper cameras, proper lighting, proper everything. Kevin, you fly out to Irvine, to Helium 10 course, spend a week out here shooting it and Bradley's going to sit there with you the entire time. I was like, who's this Bradley guy? He's like, don't worry, he's going to. So Bradley was my babysitter on that first one, I got to do what I wanted. I outlined the entire course, I designed the modules, I wrote the whole thing, but battery's there to make sure I didn't cuss or make sure I didn't say some derogatory remark or to make sure you know, whatever, he had his mission, and I think I did a pretty good job. You didn't have to do much. We kept it up to date, as things would change from 2019, you know, 2020, some things changed. So we reshoot a few modules, but then every two years, basically, uh, pretty much every two, two and a half years, we reshoot the entire thing from scratch. So we don't just like, okay, let's go plug the holes or change this module, change that. That would be the easy way out. We completely redo it from scratch. So that's what we've done on 4.0. So in February of this year, I flew out uh to uh out to Irvine and spent three days riding around with Bradley in this Japanese car he had imported from Japan. What was the name of that car?

Bradley Sutton:

Nissan Skyline with a right-hand drive. Little tiny thing, little tiny thing, two big guys trying to get into this thing.

Kevin King:

He's sitting on the right-hand side. It's this tiny car, it's like six inches from the ground, and you can just imagine me and Bradley trying to get into something. You got to, like you know, maneuver your butt in a certain way to get into the seat. Then you're like ducking and getting in this thing, and you know we're driving around. We went to a Helium 10 party that PACVUE was doing not Helium 10 party, PACVUE deal that night, when I had all the people from all over the world for PACVUE in town, all the big executives and affiliate managers and everything, and then we so we reshot it, and so what we decided, though, is the last several modules have been pretty long, you know. There's 50, some odd modules, and then plus gas modules, and so I was like you know what a lot of people we noticed not everybody finishes it. They start it, and then the life gets busy or they skip around. Like what if we made this where you could actually do this in a weekend and so that was the goal If you sat down and said, okay, this weekend I'm clearing my schedule, I'm going to knock out Freedom Ticket. That's what we decided to do, so we changed it to where it's 18 core modules. So, some of this material is the same as before, but nothing is scripted. So, it's not like I'm looking at a teleprompter and I'm reading a script and someone's writing this in advance a teleprompter and I'm reading a script and someone's writing this in advance. That's what a lot of people do. It's strictly off the cuff. So everything is shot pretty much in one take, which is unusual. For most shooting I have some notes, like an outline, and I just start talking and we have a timer. This time we put up a timer so I knew where I was us and we had some other little shooting tricks that we did, but we condensed it into the core stuff. So instead of rambling about some things, we condensed in the core. So that's the 18 modules that are from me, everything from the basic setup to the fundamentals. But then there's experts that are know stuff way better than me. You know Rich Goldstein. He knows IP law. He can run circles around me and IP law or Gracie can run circles around me in influencer marketing. Or Ashlin knows everything about insurance. I have a pretty good grasp on all that stuff and know quite a bit and I could teach it. But why should I teach it when they're the experts and other people that really know this. So, we decided we'll supplement it with these people and let them come in and speak for 30 to 45 minutes and go deeper into the weeds. I might introduce it, but they'll go deeper into the weeds for people that want to know more about that specific thing. So we put together an all-star group of people that are in it. So you have me and then you have this all-star group. That's adding depth for those that want to go into more detail on certain things. So I think it's really good and I don't know if you talked about this yet, Bradley but one of the other things that we're doing is we're going to start doing monthly webinars totally for free for the Freedom Ticket. So every month, the Helium 10 announced a free webinar, even if you're not in the Helium 10 software, even if you're watching this and you don't have Helium 10 software. That's a mistake. You need to have Helium 10 so you can access Freedom Ticket. But there's gonna be a monthly webinar and on that monthly webinar we're going to bring on a guest and go deep into another topic, something that's trending right now. Maybe the hot new thing is something on TikTok shop and tying that to Amazon or whatever it is. We're going to. We're going to go in. It's going to be a totally free webinar and then that that's module will get in. We'll cut out me and we'll take the person that's on that webinar and we'll put them into additional content. So be constantly refreshed and Bradley can talk more than he knows all the details more specific than I do but that's the idea. We want to keep freedom ticket current, the best you know. It got voted in seller poll. You got voted the best course out there and especially for how much you pay for it, which is zero it's actually I think it's the most comprehensive and best course in the space. So you guys, hopefully this helps you. So if you've watched it before going through it again, you may have heard some of this. That's true, you will have heard some of it. There is some new stuff, but it's always good to have a refresher and if you're watching this, I would recommend you put your VAs. Everybody that hits Helium 10 that gets a job here within has to watch the Freedom Ticket, and I've heard people that are selling $3 million a year on Amazon $4 million. They say I just kind of fell into this. And they end up watching the Freedom Ticket and they're like holy cow, I was missing so much stuff and now I'm doing $5 million or $6 million. There's some things I didn't know and you'll notice that Freedom Ticket if you haven't done it, it's not, this is step one, it's two, three and 10 steps. Some people like that, but that's not what we try to do. We try to give you the information so you can think on your own, think for yourself, and you have a full picture with no detail omitted, and then you can decide what's best for you. Because if you do a 10 step process, that might be good for the person teaching it to you. They probably honestly didn't even do it themselves, they just read it and copied it from somewhere. But you got to carve your own path in your own way and modify it. But if you have the foundational, key information, then you can. It's kind of like learning a language. Once you know the vocabulary, you know the basics of the language, then you can write a beautiful novel and become the next William Shakespeare or whatever it may be. That's what we're trying to do with Freedom Ticket and so hopefully it helps a lot of you. Over 200,000 people have gone through it. The reach and the power of Helium 10 is undeniable, and you guys are lucky that you have access to all the tools that Helium 10 does and everything, and so I encourage you to take advantage of Freedom Ticket, take advantage of all the trainings that Bradley does, where he goes deep into how to actually use the tools, the meeting, the stuff that Carrie and Shivali and the rest of the team do. There's nothing else better out there.

Bradley Sutton:

Guys, if you haven't gotten into the Freedom Ticket now, you know Kevin's not trying to say, oh yeah, you're going to have the same story as that other guy, but it just shows you what's possible. You know, this isn't just a course where like, hey, let me just learn how to set up seller central. There are high possibilities here. So, Kevin, thanks a lot for joining us and we'll see you hopefully soon on another episode. Let's go right into some of our guest speakers. So, what Kevin did he talked about it earlier. He brought on a lot of experts on certain subjects that maybe he wasn't as much of an expert on. So, just, we're going to do some rapid fire here with some of our guests. The first one we're going to bring up is Ashlin, and I want to share where she is at in the Freedom Ticket 4.0. She is in Module 2. I don't know where the numbers are here, but she's in Module 2, Business Setup and Branding, and her lesson is the second one in Module 2, called e-commerce insurance. So, first of all, you know we're talking about, you know, profitability and things like that, and somebody might think well, what in the world does insurance have to do with profitability? But Amazon made a change last year where, if you want to sell on Amazon, there's something you got to do. What is that, Ashlin?

Ashlin:

Yeah. So, Amazon has kind of always had it in the background where you're supposed to have insurance, but they really haven't been policing it until the last year or so. So there's been some big claims that came out and Amazon is saying, hey, I'm tired of taking responsibility for you guys putting crappy products on our platform, and now they're pushing back. So now they're saying if you sell $10,000 or more in a month, then you're going to have to provide them this certificate of insurance. And really all this certificate of insurance is a fancy way of proving that you have insurance. They're wanting everyone to have it, but they're only policing it at that $10,000 mark. And what they're wanting you to have is general liability and product liability. So that's going to be what you do or say as a business, or what your products do to harm someone else. So general liability is going to say like, hey, I sell this lipstick and I said that this lipstick is going to make my lips sexy and plump and it doesn't, and I sue you for false advertisement. That's general liability. Product liability is going to be I put this on my lips and I started to break false advertisement. That's general liability. Product liability is going to be I put this on my lips and I started to break up, break out and I have big old duck lips and I sue you for product liability. So that's what Amazon wants you to have now.

Bradley Sutton:

Okay, Now one question that some people have do I need to be an LLC? Or hey, I registered for Amazon under my personal name. Am I, or, as an individual, am I still able to get this insurance that Amazon needs?

Ashlin:

Yeah, great question. You can be a sole proprietor, meaning that you open this account under your own personal name, or you can be an LLC. I, of course, I highly recommend it at any time. But if you're a sole proprietor, using your EIN and your social security number, and you get sued, they can come after all of your personal assets. They can come after your house, your car, your 401ks, everything. So, I highly recommend always setting up an LLC and bridging that gap between your personal assets and your business assets. But if you are selling a dollar under your personal EIN, your personal social security number, then you need to get this policy, no matter what Amazon says, because your personal assets now are at risk.

Bradley Sutton:

Okay, Excellent. And one last question that is common and obviously there’s no one size fits all. The answer is going to be different if you’re some 9-figure big, humongous brand as opposed to a brand-new seller. But let's just say I'm under a million dollars a year of sales or maybe I'm a newer seller, you know, maybe I've only got a couple of products and I am. I did hit that $10,000 a month threshold, what is, like the most basic kind of policy going to cost me.

Ashlin:

Yeah, it depends. If you're a private label seller, you're just reselling. We have newbies coming in that are just reselling, that are about $600 a year, all the way up to people who are selling PPE in the $30,000 a year mark, but brand-new sellers who aren't selling super high-risk items. You know you're looking at the $600 to $800 range, just to start out with.

Bradley Sutton:

Okay, perfect, perfect, all right.  

Ashlin:

Sometimes you can pay it monthly. So, there's no reason not to get it.

Bradley Sutton:

Yeah, I mean again it's if this is not one of those, oh yeah, like it's a nice to have. No, this is a need to have, guys, if you hit that $10,000 mark, you know you could get shut down by Amazon if you don't provide proof.

Ashlin:

And we've seen people get suspended already, so I mean, they're not messing around now.

Bradley Sutton:

Yes, all right. So, Ashlin, go ahead and hang out if you will. But for anybody who has to drop and you want to reach out to Ashlin outside of this call, go to hub.helium10.com it's our Seller Solutions Hub and just start typing in Ashlin Hadden and you'll see her page in our hub and you can contact her right here. But, of course, make sure to check out her module in Freedom Ticket. Let's bring on another expert, Rich Goldstein. Are you in the house today? There's Rich, all right. So, guys, Rich is, he's been on the podcast before and if you guys want to know what module his is here in Freedom Ticket, he's also in module two under business setup and branding and he's the fourth module in there, or the fourth lesson, I should say intellectual property law or e-commerce, and that's where his module is at. But, in a nutshell, you know like this might not be one of those kind of like super sexy things of the Amazon world, like AI based image generation or something like that, but just like what we were talking about with Ashlin, like patent is an important thing when it comes to Amazon sellers. Why is that?

Rich:

Yeah, patents and trademarks. Really, it's for two major reasons. Number one is having IP, having patents, having trademarks, gives you tools against people that will try to rip you off. On Amazon when you list a product and it does, well, there will be other people that want to jump on the bandwagon. Your ability to slow them down through various means, including by having the rights to the product, having the rights to the design, having the rights to the branding, so that they can't confuse your customers into buying their product instead of yours that's effective at preventing such competition. So that's reason number one is that it's an effective tool, especially as your brand grows, to slow down the competition. But the other reason is you're growing your brand and maybe exit seems really far away. The notion of selling your brand to another company seems really far away. But it pays to start with the end in mind, and having your IP set will vastly increase the value that you get someday when someone buys your brand.

Bradley Sutton:

Yeah. So, one of the themes for today, and I think the whole year for Amazon sellers always, is profitability, right, and how do we stay profitable? Well, if you've got a patent on your product where now, all of a sudden, you're not having to compete with 15 exact replicas, you know, and it's your price war to the bottom, obviously that's going to affect your profitability. Now, something that's a little bit off the beat and tracking. Maybe this is a little bit of the sexy side of patents, but you've talked before about how patents, doing patent searches, can actually be a form of product research and finding a product to sell on Amazon. How in the world is that possible?

Rich:

Yeah, absolutely it's true, because the way that the patent system works, once a patent expires, it's fair game for anyone to use it. So, a utility patent lasts for 20 years, and a design patent lasts for 15. But once that patent expires, anyone can make that product and, at the same time, keep in mind that a lot of people have an idea for a product, they get it patented, but they never do the research, they never learn about the process enough to actually get that product launched, and so there are a lot of great ideas that have been patented that are just in the patent archives and they've never actually been put on the market. There are some lousy ideas, but there are also some great ideas, and so if you know how and you search the patent record for expired patents, you can find ideas for really great potential products.

Bradley Sutton:

Yeah, absolutely. Now you talk about some of these things in your, in your Freedom Ticket module. What are some other topics that you cover that are important for Amazon sellers, new or experienced, that they need to know about?

Rich:

Yeah, I mean, I think one of the things we're talking about is international protection and into to a large extent, I followed Kevin's lead in terms of what Kevin talked about and then I hit upon the areas that he talked about and went into further detail. So, one of those areas is international protection. Another area is how you deal with enforcement on Amazon. So, if you get accused of infringing IP or if you find other people infringing your IP, what do you do about that? Again, we talk about trademarks, and the trademarks are very important. Trademarks are for your branding and on Amazon, trademarks are a path toward brand registry, which has benefits to a seller. You need to have a registered trademark to get into the brand registry program. So, that's some of the things we talk about. We talk about timing, like things you need to be aware of. For example, there's a one-year rule after which you are prohibited from getting a patent if you haven't already applied. These are things that new sellers encounter. These are even things that advanced sellers encounter when they don't know about it, and so I just want to make sure that you all know the things that you ought to know about IP to help you on your seller journey. And just again, it pays to start with the end in mind. Again, it pays to start with the end in mind. And so, even though some of this might be advanced in the sense that you're not going to spend all your money on patents and trademarks in the beginning and I don't want you to but you should know the principles so that you do the right things in the beginning and then you allow it to expand as your seller journey continues and as your business expands.

Bradley Sutton:

Awesome, awesome, make sure to check out his module and Freedom Ticket. You can also contact him through hub.helium10.com and then you start typing in Goldstein Patent Law. All of his contact information will come up there. All right, our next guest instructor who came on is going to be Chris McCabe. Let me show you, guys, where you can see his module. He's actually at towards the end of module eight in Freedom Ticket, under the subheading Compliance and Risk Management, and his lesson is entitled Keeping Your Seller Account in Good Standing. So, make sure to bookmark that if you haven't watched that part yet in Freedom Ticket. So let's go ahead and bring Chris on. And again, we're talking. We're talking about, hey, what strategies Amazon sellers need to have to stay profitable. Well, obviously, one of the ways that you can be not profitable is if you get your account shut down because you're doing things that are against Amazon terms of service or you upset them. So that is one of the key aspects of staying profitable on Amazon. So what are a couple of things 2024, going back to 2023, that you see sellers doing? That is getting them into time out with Amazon getting them in trouble, Chris.

Chris:

Yeah, and it could be account level too, not just ASIN level. A lot of restricted products violations and warnings for even just one ASIN in 2024, those are turning into account-wide suspensions much more commonly than they were last year, or compliance suspensions for adding any unsubstantiated claims, any violation language, to a detail page, to back-end keywords. That's always been a thing. But instead of slapping your wrist or striking down an individual ASIN, they're tending to send a warning where they just mentioned one ASIN, but then if you appeal it not to their satisfaction, they come back with we gave you a chance to appeal it, we told you to dispute it if we were wrong in warning you or slapping your wrist and you did not appeal it to our satisfaction. And then they initiate a review of the whole account and sometimes suspend the entire account, even if it's just that one ASIN. So that's new, newish at least. The other thing is reviews. Abuse suspensions are back, and they weren't such a big thing most of 2023, I want to say maybe towards the end of the year, but in Q1, they came back in a big way. So, we're seeing that quite a bit. Inserts and packaging I know you and I have talked about that quite a bit, both recently and over the years. The inserts and packaging I'm still seeing some wild stuff. It's really easy for a competitor to buy from you Amazon won't punish a competitor for a valid abuse report about you and it's easy for them to just take a screenshot of the insert. And the inserts are still all over the map. I don't know who's making these or why they're still showing up in packaging. Maybe it's just the pressures of the inflationary economy. People are trying to grasp at straws, but those are not the straws to grasp at, because a lot of the reviews of these suspensions are difficult to remedy and unfortunately, we're hearing from a lot of brand owners that are re-offenders. They've suspended for that before, which makes it like 10 times worse than the appeals process. So, if you're re-offending and you've got those inserts sitting in your packaging, you should probably do some removal orders and pull that stuff out. As soon as I finish my sentence.

Bradley Sutton:

So, these are things that hey, guys, don't do, right. Don't be putting inserts in your in your packages and telling people to go here's a coupon to go buy this the next order off of Amazon. Or hey, I'll give you a gift certificate If you leave me a five-star review. I mean, you think that's a thing of past, the thing of the past, but there are still crazy Amazon sellers doing those things, and sure, some people get away with it. But, guys, it is not worth the risk to your account. Now, those are things we should avoid. What are some maybe proactive things to protect ourselves, as opposed to something just a negative thing that we need to avoid, right?

Chris:

I mean in your listing creation, listing review process, factor in a compliance review. And if it's not an in-house employee, if it's an agency you use, make sure they've got a compliance arm. If it's a company, third-party service, make sure they've got a compliance arm. But make sure whoever is optimizing listings and again, I understand some people might have sales down or fees are up. There are a lot of financial challenges going on out there and competition's always fierce. But whenever you're listing or amending a listing, before you go live with those changes, make sure somebody with expert eyes looks at that listing to make sure you're not reaching beyond policy or violating policies to try to get that listing or product to stand out. Because, like Bradley was saying a minute ago, if the entire listing comes down, then you're not making any money. When you're suspended, not only that, you're threatening the entire health of the account and it also risks that somebody's going to start poking around at other listings you have that they haven't flagged yet. I mean they're using automation. Some AI is factored into it, but it's still not an exact science inside Amazon. I mean down the road, they might have a really easy way of checking all your listings in one go and figuring out if a violation they found on one ASIN is present on other second listings, third listings. They might just look at one ASIN because your competitor reported you for that one. But imagine in the future, maybe six to nine months down the road, maybe 16 months down the road, they're going to have a way to figure out if you're 100% TS compliant on all listings very quickly. Ultimately, they review the account for suspension because they're thinking of suspending it if they find violations. And it's easier and quicker for them to just take a quick look, find violations, suspend the account, versus sending you messaging on each individual ASIN, sending you a policy warning each individual time. That's time consuming. They have to set reminders; they have to go back and look at you again. It's better for them to get it all in one investigation. Typically, that culminates with at least a threat of an account suspension where you have to submit an appeal.

Bradley Sutton:

Just one quick thing before we go to our last speaker today is if you want to get more information directly from Chris or meet me as well. We're going to be at an event in New York in a couple of weeks, so just make sure to, for more information, go to H10.me/velocity. You can ask Chris all the questions you want in person, and myself too, I'll be speaking at this event. If you want to reach out directly to Chris or maybe you're out of the country, you definitely can't go to New York for that event. You also can find reach out to Chris from our hub. Go to hub.helium10.com type in e-commerce Chris, e-commerce Chris, no spaces and you'll find out how to reach him. Let's go to our last guest of the day, and it is Josh, Josh Hadley, and let me show you, guys, where you can find his module. I've already heard from a lot of people that they really found this informative. This is one of the newer ones we have had in Freedom Ticket. We've had Chris in previous Freedom Tickets, we've had Rich. This is a brand-new topic in Freedom Ticket 4.0. And it's in the module nine, under continuous learning and adaptation. His lesson is entitled Finding and Hiring VAs and Managers for your Business. All right, so this is something that definitely has to do with what we're talking about, and being able to scale your business, being able to stay profitable. Amazon sellers get to a point, guys, where it's like I can't do everything myself. The beauty about Amazon is you can start an Amazon business by yourself. You can probably scale up to a few products and some decent sales by yourself, but whether you have a day job or not, you're going to reach that point where your growth is going to be stunted if you don't get help. Now, it's a very subjective question, but, josh, like what? How does somebody know if they've reached that point where, hey, I need to get help with my business?

Josh:

Well, I think it comes in much earlier than people assume. The nice part about Amazon, though, I would argue that most business owners can scale to a 7-figure business on their own, with maybe the help of an assistant or two. But here's the critical component, is that I believe most of us entrepreneurs have much bigger ambitions, and even scaling up to seven figures like how do you know what tasks you need to give to those assistants to help you out? And here's one of the most important things that I continue to reiterate time and time again when people ask me this question is this you, as the business owner, need to be focused on revenue generating activities period. Okay, so that means you need to look at everything else that's going on in the business and I share this in the course, but it's conducting a two-week time study. That's where all of this begins, and what you need to do is identify hey, how much time are you spending going back and forth with your manufacturer or coordinating the logistics of getting your product into Amazon? While all of those things are important and you wanna save costs on your fulfillment, that is all true, but what you really need to focus on is that really going to drive revenue in the business, you should already assume that you have a logistics plan that's getting you into Amazon. You need to be thinking of what's my next product idea that I'm going to be launching. What product am I running Cerebro on today and evaluating these keywords? Or I need to be focused on my PPC to drive more traffic to my listing so I can generate more sales. So sales beget sales and that's the only thing I would caution people is don't get caught in the thick of thin things, because running an Amazon business is no small feat, but too often people get caught up doing a lot of the minutia and administrative tasks and that's what stunts their growth.

Bradley Sutton:

Now, just on a side note, you know you have hired countless individuals to work for your Amazon business and I remember you telling me something unique is that you know a lot of people that they like to find somebody who has a lot of experience on Amazon or who knows about Amazon. But you particularly make a concerted effort to hire people who are completely new to Amazon because you want them to like not come with bad habits and things. And didn't you say you actually use like Freedom Ticket and some other education to like train, to train your new employees?

Josh:

Yes, it is. That's week one of onboarding is watching Freedom Tickets. So now they get to watch me this time.

Bradley Sutton:

That's what I was saying for the first time. Now this is your first time in Freedom Ticket. They're gonna be like wait a minute, there's boss right there. Now speaking of your, your module. Why do you think this is an important topic and what are some unique things that maybe people haven't thought about? When filtering candidates, for example, for hiring VA, you know, maybe somebody is like, oh yeah, let me just, you know, gather some resumes and look, see you know what looks best. But you go a lot deeper than just resume browsing as far as what people should be looking at when looking for VAs to hire for their Amazon business.

Josh:

Yeah, Bradley, this is a great question. So, this has been something that I have spent literally the last seven years trying to figure out, and let me just say this as a CEO of a business if one of your superpowers can be the fact that you know how to spot and identify a really good talent, then guess what? You are off to the races, because most successful CEOs will tell you this, I hire smart people and I let them run the business. Okay, I don't plead to say that I've got all of that firing on all cylinders right now, but I know that that is why I am adamantly focused. I am always refining this process and so, Bradley, this all started from me hearing from some other course back in 2017. And somebody was like you need to go to oDesk at the time it was called the old Upwork and go hire a cheap Filipino for like two or $3 an hour. It will save you so much time and money. So, sure enough, I go on there and I had hundreds of applicants and I'm like what do I do now? I jump on Zoom interviews with these people and that's what my thought process was, and oh my goodness, how much time I wasted. Half of them couldn't even speak English. Half of them had bad internet connections, so I just wasted my time, and so, from all of those mistakes or obstacles, challenges, I kind of refined it into a seven-step process where it's not just hiring a VA. Let me get that. Let's lay that out. First and foremost, I talk about how to hire management level staff in your business, and, yes, they could be doing administrative tasks, but every single one of my team members, they come with management level experience, and so they're able to make significant impacts in the business, not just doing exactly what I tell them to do and only that.

Bradley Sutton:

Yeah, all right, awesome, awesome. Let's go with our first question for our last speaker here, Josh. Tristan says how much should we be paying employees for basic accounting tasks, like maybe you bring somebody on to just handle the accounting side of your business? What kind of uh you know salary range we're talking about here?

Josh:

Yeah, so it. It depends on where you're hiring this person from, first and foremost. Right. But the nice part about this question is I honestly let my, the candidates, kind of self-select their own salary, so to speak, because to be honest with you, I'm not going to force feed a low salary to somebody that may be the right fit. Maybe I'm willing to pay a couple grand a month for the right person, but maybe they're only asking for $500. So my favorite way to do this is in your hiring application. You can do this on Upwork. My favorite way to do this is in your hiring application. You can do this on Upwork, onlinejobs.ph, etc. In there, one of the questions they have to answer is what is your desired hourly rate? And then that gives me a good perspective to be like. Sometimes I've had people from even the Philippines that have been like $50 an hour and I'm like interesting, I'll look at your resume, but man, you've got to be absolutely incredible. And I haven't seen that direct correlation with higher salaries, higher performance. I'm a big believer of find the right person first and then figure out the salary component later on.

Bradley Sutton:

Okay, excellent, excellent. One for Ashlin. This is from Raul. Is Amazon insurance requirements specific to sellers making 10K a month overall, or is it applicable when sales for a particular product exceed 10K?

Ashlin:

No, so it's for your entire account. So if you have two accounts, so you set up, you got approved for two accounts and you've got two separate EINs, you have two separate entities, then you have to have insurance for each one of those entities. So it is for your total account, not per product.

Bradley Sutton:

Excellent, excellent. Another question this one is going to be for Rich. Do I have to wait to trademark for the Amazon brand registry for six months, or do I submit my trademark application to Amazon for brand approval?

Rich:

First of all, you don't wait for brand registry to apply for the trademark. You apply for the trademark first. But I think what you're wondering is once you apply, do you need to be registered in order to get brand registry? Once you apply, you can go into your seller account and ask for brand registry and there's a process where they'll send a code to your attorney that you then put back in your seller account and will generally give you brand registry even before the trademark gets registered.

Bradley Sutton:

Okay, excellent. Thank you very much for that, Rich. This is from Ari to Chris. What about insert cards with? To write that essay, to register for a chance to win a gift card, to collect email addresses? But they're not specifically mentioned, leaving a review, how would we raise it? And we can't offer an extended warranty.

Chris:

Don't do raffles, don't do contests, don't do give cards, don't do giveaways. Anything that could potentially net a positive review, whether or not you ask for it, can result in a takedown, and if you've been caught before, you definitely don't want to try it. Somebody wrote in the questions should we not use inserts at all? I mean, really you can, as long as you follow the policies. The problem is people are still coloring outside the lines. As long as you follow the policies, the problem is people are still coloring outside the lines. So I mean very clean, very objective, you know, not too creative on the insert, and you can still. You can still ask for reviews. You can't give things away or create contests or create additional benefits that don't apply to other orders, other buyers of yours. That's the incentive, of course. Course right, if one person's getting something somebody else can't, that's what you can't do. So it's kind of like well, it doesn't matter how you do that, if there's any tipping of the scales you could be in trouble.

Bradley Sutton:

Okay back to Rich, this is from Laura.  You mentioned we can look at expired trademarks for product ideas. Where can we look for that?

Rich:

Okay, so actually, what I refer to as expired patents, trademarks are for branding. You want to be very careful around using someone's trademark, because if someone continues using a trademark, they can keep that forever. Like it would be absurd if anyone could sell products called Coca-Cola simply because the trademark expired, right so? But with regard to expired patents, you can look on Google patents, which is patents P-A-T-E-N-T-S dot Google dot com, and you'll want to limit the date, and it's helpful to know a few things about it, to know a few things about it. But I would say, if you limit the date to granted 25 years ago, then, or documents that were more than 25 years old, then you'll probably be safe.

Bradley Sutton:

You'll be, you know, very low risk, awesome. Oh, one more for Ashlin. Here is the this is from Alexa Is every time I say that now my Alexa is going off here. Is the insurance required for US citizens only I'm in Germany. Should I get the insurance? So, I'm assuming she means selling, or? Well, first of all, do foreign sellers selling in us have to get insurance? And what about foreign marketplaces, like somebody selling amazon Germany? Do they have that requirement?

Ashlin

So Amazon.com right now is the only one that's requiring the insurance. Of course you should get it, no matter where you're at. But if you are a foreign seller selling on the dotcom platform and you hit that $10,000 mark, that's where you have to have the insurance. Most of the insurance carriers will not allow you to have a foreign entity, so you are having to set up a US EIN in order to get US insurance. So just know that there's a little step that we have to kind of go through in order to get you the US insurance.

Bradley Sutton:

Awesome, awesome, all right. One last thing Somebody mentioned I didn't give the contact information for Josh. So, Josh, how can people find you out there? Somebody mentioned I didn't give the contact information for Josh. So, Josh, how can people find you out there?

Josh:

Yep, so you can find me at josh@ecommbreakthrough.com. That's Ecomm with two M's, all right.

Bradley Sutton:

Well, everybody, thank you guest for joining us. Make sure to check out their Freedom Ticket modules. Thank you everybody who joined us Chris, Josh, Kevin, Rich, Ashton thank you so much for joining us. Thank you for lending your knowledge to the Freedom Ticket and we'll see you guys later.

#554 - Walmart PPC Campaign Setup And Strategy Q&A

Let’s explore Walmart PPC advertising and its potential with the guidance of the incredible Destaney Wishon! In this riveting session, Carrie and Destaney take us on a comprehensive journey through the landscape of Walmart's pay-per-click platform. She contrasts Walmart's strategies with industry giants like Amazon and Google while emphasizing the unique advantages that come with Walmart's strong retail foundation. For those of you looking to break into or expand your understanding of Walmart's burgeoning online marketplace, Destaney's wisdom is an indispensable asset.

Throughout our discussion, we tackle the subtle art of crafting effective advertising strategies for Walmart. We begin by casting a wide net with auto campaigns, gathering the crucial data that sharpen our approach for more targeted ad groups later on. Destaney highlights the significance of fine-tuning product listings to meet Walmart's specific guidelines, and how this can dramatically improve your search algorithm outcomes. We also peek into the untapped potential of video and sponsored brand ads on Walmart, and share expert tips on leveraging tools like Helium 10 for keyword research. The knowledge shared here is a goldmine for sellers aiming to capitalize on the low advertising costs within certain categories on Walmart's platform.

As we round off this episode, we discuss the nuances of optimizing product placement and advertising strategies, drawing insights from the evolution of Walmart's auction system. Destaney provides us with actionable strategies for bid management and placement optimization that hinge on a deep understanding of data and market trends. We unpack the anticipated developments in Walmart's PPC landscape, including the possibility of introducing negative keywords in auto campaigns, and how tools like Adtomic can revolutionize sellers' PPC management. Join us for an episode packed with strategic insights that promise to elevate your advertising game on one of today's fastest-growing online retail platforms.

(Time Stamps) - 

In episode 554 of the Serious Sellers Podcast, Carrie and Destaney discuss:

• 00:00 - Walmart PPC Campaign Setup and Management
• 04:39 - Comparing Amazon and Walmart Advertising
• 07:25 - Optimizing Walmart PPC Campaigns for Beginners 
• 15:58 - Understanding Walmart Auction System for Advertising
• 19:56 - Digital Shelf Advantageous for Sales
• 24:27 - Common Mistakes in Advertising on Walmart
• 25:15 - Optimizing Keywords and Advertising on Walmart
• 29:41 - Importance of Conversion Rate Optimization
• 30:39 - Walmart Wednesday PPC Insights

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Transcript

 

Carrie Miller:

How should you set up your Walmart PPC campaigns, should you run automatic campaigns on Walmart, and how Adtomic can help you to better manage your Walmart PPC. This and so much more on this week's episode of Walmart Wednesday.

 

Bradley Sutton:

How cool is that? Pretty cool, I think. We know that getting to page one on keyword search results is one of the most important goals that an Amazon seller might have. So, track your progress on the way to page one and even get historical keyword ranking information and even see sponsored ad rank placement with Keyword Tracker by Helium 10. For more information, go to h10.me/keywordtracker.

 

Carrie Miller:

Hello everyone and welcome to another episode of this Serious Sellers podcast hosted by Helium 10. My name is Carrie and this is our Walmart Wednesday, where we talk about everything Walmart, and I'm very, very excited today because we have an amazing guest. I've actually been wanting her to come on for quite some time because I've had a lot of PPC questions and so I am so excited to have a PPC expert in here. So, we have Destaney Wishon, and so I'm going to bring her on. Hey, Destaney, how's it going?

 

Destaney:

Hello, hello, it's going well. How are you?

 

Carrie Miller:

Good. Thank you, I'm very, very excited, as I told you before, to have you on here. I know there's going to be a lot of questions that people are going to have, so I have a list of questions actually already that I know people have asked before and I'm going to start asking you those as well. But before we get started, just for anyone who isn't familiar with who you are, can you give a little kind of like intro background and who you are? 

 

Destaney:

Yeah, of course. So, Destaney Wishon, CEO and founder of what was formerly Better AMS and is now Better Media. We really got started in this space managing Amazon advertising for the last seven years, I think back in the old days when it was Vendor Central, Seller Central and you had like AMS and different ad types and things are a lot more simple, which is going to be probably a really fun part of today's conversation. And now we've rebranded, we're Better Media and we manage kind of all the core large retailers in the space.

 

Carrie Miller:

The first thing is could you give us a little overview of what Walmart PPC advertising is and just how it differs from Amazon and Google, Because I know you're basically on all the platforms, so you're the best to answer this one.

 

Destaney:

I'd like to start honestly like a little bit more zoomed out and kind of philosophical on the platforms. I think a lot of us, and probably a lot of listeners, are accustomed to Amazon running the show. Right, when you think of e-commerce, when you think of selling and brand building, you do typically think of Amazon, but a lot of people forget, like Walmart wrote that playbook they were kind of the first ones to write that playbook their largest retailer. So, everything that you see Amazon being successful when it comes to e-commerce, Walmart's already done in stores and physical retail, and I think that's really important to note because one that means from a cashflow perspective, they're in a really great position. It's not a new company trying to compete directly with Amazon. Amazon does have AWS and everything externally driving a lot of revenue for them, but from an e-commerce platform perspective, Walmart has every brand connection when it comes to the largest brands in the world, right, Johnson & Johnson, Procter & Gamble, Nestle have been selling into Walmart for 40 years. So, that's really important to consider because it's framing how they shaped their Walmart platform and it's framing how they're hiring as well. They're hiring a bunch of ex-Amazon talent. They're not having to completely reinvent the wheel. They're basically taking everything Amazon did that was really successful, and applying it to Walmart, but with that consideration that their audience is a little bit different. Right, the audience that's typically going into Walmart is very used to the products that have always been in a Walmart shelf. Everything that you've historically bought your deodorant, your toothpaste, everything that you've grown up with is in Walmart, and that's really how we're also seeing their e-commerce platform being positioned. It's giving favoritism to historical brands that are in stores. So that's something to call it, because it's kind of what we're up against. Right, in order for Amazon to become Amazon, they need to differentiate themselves from Walmart, and they did it by opening up an amazing third party platform and allowing anyone to sell anything, because they didn't need to sell the same products as Walmart. That wouldn't have been as competitive. They needed to sell unique and new products and really grow this third party seller platform. Walmart's taking a slightly different approach. Right, they're making sure that they're starting an e-commerce platform that still gives value to their products that are in stores. So, I want to start with that, because it's shaped kind of how they ran ads Across the board. Advertising is actually really similar I would say. Walmart's taking the exact same playbook. I mean there's small differences. Amazon allows for better negating and better control, especially on the bid management level. From like a targeting perspective. Amazon's doing a lot more moving into kind of DSP and better creatives and things like that. That being said, Walmart's really where we are at five years ago with Amazon, with slight complexities, and that we have more control over placements and device type, which I think is pretty complex, and I'll pause there and see if you have any thoughts on that.

 

Carrie Miller:

No, yeah, I think it's. For me it's been easier to start advertising on Walmart because it is kind of it is like very basic, kind of from the ground up. So, if you really want to learn advertising from the ground up it's starting to just get your feet wet with Walmart advertising, I think it's a good idea because you're going to literally see it grow from the, from the ground up. You'll be able to see all the changes and how things, um, you know, work together. So, I think it's a really good thing to get in there if you haven't yet done PPC.

 

Destaney:

A hundred percent. When we started on Amazon I think I've been in this space for seven years now possibly it just goes by really fast it was pretty much an auto campaign that you would just let run and it would do really really well for you and you didn't have placement modifiers and you didn't really have sponsor brands or sponsor display ads. It was great, it was easy. And then you took those auto campaigns, and we were able to apply them into manual campaigns with match types and Walmart's taking that same approach. I will say I think Walmart can be. It looks a little bit more complex in my opinion. Like everyone says, advertising console user interface is terrible. But sometimes I walk into Walmart and I'm like, oh my gosh, this is too much information. I need these graphs to go somewhere else. I'm really overwhelmed logging into Walmart sometimes.

 

Carrie Miller:

Yeah, they do give a good amount of information for sure. I guess that leads into the next question. So why do you think that someone would want to start advertising with Adtomic? Because we have Adtomic for Walmart now with Helium 10 to help you with your advertising, as opposed to just using the Walmart platform Walmart Connect.

 

Destaney:

Yeah, I think the biggest reason is bid management is, like 100%, one of the most important parts about Amazon or Walmart and you need a bid management solution for either platform. I actually think that it's more important when it comes to Walmart strictly because they do have the search in grid and the placement modifiers and that adds complexity from a bid model perspective. If you come in and try to arbitrarily adjust all of these placements without knowing or having data, it's going to be a big pain and then tracking the follow-up of that data is a pain. So fundamentally, from a bid management perspective, it needs to be done. You have to have a bid management solution if you're advertising on either. I think the secondary aspect and this is again can be applied to both is just having a better view of your business. Like I said, I log into Walmart Connect and that initial graph that is shown. It's not intuitive, but when you're able to look at something and take away an ad and build custom reporting based off your overall business needs and I think that's a big value add from an Adtomic perspective, it's way more beneficial.

 

Carrie Miller:

Yeah, definitely I agree, because I've used both and I felt the same way that I just needed an easier way to view what was going on, and the Adtomic platform is much better for that. So, if you do want something that's easier to figure out where things are, what keywords are working or where to place things, then Adtomic is definitely the way to go for you. So, let's get into some beginner questions then. For some beginners, how would you recommend that someone set up their PPC when they first start out? Do you think that people should do their keyword research and do exact campaigns, auto campaigns? What do you think about with Walmart and how you should get started?

 

Destaney:

I think something that we've seen is the Walmart customer searches a little bit different than the Amazon customer. So, rather than roll over the exact strategy that you're running externally, we've actually we made this mistake as an agency, we came into our first few brands, and we tried to apply the exact strategy we did on Amazon. We copied and pasted over; we did our like. Everyone who knows us knows we do like a really granular campaign setup right One campaign, one ad group, one ASIN, five to 10 keywords. We tried that approach on Walmart, and it did not work. Like it was just it was. It was too little; everything was spread too thin. And then we heard the feedback of like hey, start with an auto campaign with all of your products in it, and we did that. And once we started collecting data, then we could start breaking things out into broader groups, and that helped us a ton Across the board. I think auto campaigns are a little bit more powerful on Walmart, which actually makes sense in my opinion. That's how Amazon started as well. Auto campaigns were a lot more powerful because it was really easy to link the products in your campaign with the products that are associated with your SEO, and then your CPCs are quite a bit lower, so it's a lot less risky. So, I think that's the biggest feedback is don't try to spread yourself too thin, group things into bigger groups and then collect data on what placements are doing best for you and segment past that.

 

Carrie Miller:

Yeah, and just a call out with Helium 10, you can get Walmart search volume. So, with Cerebro you can find keywords. So, one of the things I did was I just did a bunch of keyword research, and I did notice that it's not necessarily the same keywords that I would use on Amazon, and so they're kind of more general, but there are some specific ones. Maybe they only have like 17 search volumes I have actually made sales on those, so if they're very, very relevant, I would still use them, even if you're like, oh, the search volume isn't very good because people are finding you in other ways too. There's Google ads and there's a bunch of other things that Walmart's doing to get people to your page. But yeah, so I would definitely advertise on those. But one of the things that was hard for me when I did an auto campaign was the fact that you can't do any negative targeting, and so I was having the most random, weird keywords popping up that I don't know how it happened, and so that is something to call out too is to keep an eye on your auto campaigns because of that situation. I don't know if you have any ideas or thoughts about that.

 

Destaney:

One thing we've seen, and this is something that is just from auditing, not as much from kind of full management on the Amazon advertising side is you're back in keywords and the keyword research you're doing on Walmart is also really different. Walmart has different brand guidelines per category that cause a lot of specificity and nuance changes, and that's important because auto campaigns work by scanning your listings, scanning all of your keyword research that you've done and associating with the keywords that are then in that auto campaign right. So, I don't know in your specific use case, but something we've seen across the board is they'll take their exact Amazon listing and again upload it to Walmart, not realizing that there's category nuances and it's a brand-new algorithm, it's a brand new platform. They're going to be tweaking things pretty consistently. So that's something to consider that you need to make sure you're understanding the algorithm on the platform you're playing in. You need to update your listing for a Walmart customer for the Walmart algorithm, and that's going to influence your campaigns and those auto campaigns as well.

 

Carrie Miller:

Yeah, definitely Don't copy and paste. I always say that do not copy paste.

 

Destaney:

One thing I want to hit on, because you had a great call out there is you may see something with really low search volume, and I would 100% still bid on those terms because it's the same bidding model for the most part. It's a pay per click bidding model. So, if you bid 10 cents and no one clicks, like you're not hurting anything. So, it's not really going to hurt your advertising to put all those low volume listings on there. What's going to happen if someone does search? If only 10 people search a month? You're going to be the only one bidding and it's going to be really cheap and it's going to be a crazy profitable sell for you. So those can drive a lot of incremental volume long term.

 

Carrie Miller:

Yeah, 100%. And you can actually on Magnet, on Helium 10, I'll take a list of all those kind of lower search volume keywords and that you can actually put them into magnet and there's an analyze keywords and it'll show you the total search volume. So, when you add it up it actually gives you a lot more exposure on Walmart. So that is one sale here, one sale here, and it adds up. So that's the way you get from, you know, one sale a day to 10 to 20 sales a day. You know something that comes up every time.

 

Destaney:

You know something that comes up every time. Like we have this conversation of like there's no volume on Walmart, or like I listed something and there's no volume and it is dependent on category, of course. But you got to think. You know, from a grocery perspective there's a ton of volume, like we've seen, very close to similar Amazon volume in certain categories, and that's also influenced by your advertising. If there's no volume, that also means your advertising costs are probably going to be pretty low. So sometimes it's worth it to play in those spaces because you're taking a long-term bet. Again, I keep comparing it to Amazon 7 years ago, but there were a lot of people who ran into the same thing then, but then they figured out the algorithm really well and they were able to scale that out long-term. So don't compare it to Amazon. That's not a fair comparison. They're very different platforms, especially category specific.

 

Carrie Miller:

Yeah, definitely I. Yeah there's a lot of opportunity, even just like video ads and sponsored brand ads. I noticed on bigger keywords even there's no video ads there's. I mean, you wouldn't see that on Amazon at all and so there is some really good opportunity if you really think strategically like, hey, this whole keyword, you know maybe it's a little bit more competitive, but there's no one doing a video ad, I can just go in and dominate. So, you kind of have to like, really, you just think about, you know different ways you can beat the competition with each different keyword, and you can capitalize on those sales.

 

Destaney:

And those are huge opportunities. So, we didn't mention this in the beginning, but I'm based out of Bentonville, Arkansas, so most of my friends either work for Walmart or agency side, and Walmart for the Nestle and the Procter and Gamble's and the General Mills has always been a big player online. So, it's funny if you bid on mascara or cereal, it's going to be competitive. But to Carrie's point, if you can get into those creative opportunities, you're always going to have a competitive advantage, because for General Mills to go create a video for every single SKU is incredibly costly and then they also need to send that video through marketing and legal. So, the time it takes them to create an asset specifically for a new platform and a new ad type is 6 to 9months by the time it's briefed, created and approved. So that's where we have a huge competitive advantage. Every time a new ad types rolled out, go hop in that platform or win some traffic and market share against the big name players in the space?

 

Carrie Miller:

Yeah, definitely, that's a really good yeah, and I forgot to mention the Bentonville. So, do you have any insight, other insight thoughts about you? Know the fact that you're in Bentonville.

 

Destaney:

It's funny, it's such a small community in Bentonville and when I started on Amazon, everyone would be like you can't tell people you work for Amazon around here, cause it's a competitive environment. But when Walmart started becoming a bigger player in the e-commerce space, I was like from day one, like this is going to be a huge opportunity, like Walmart is. I don't want to say they're too big to fail, but Walmart has the audience. Right, everyone knows Walmart. They're the largest retailer, which means they have to have a lot of customers. They have the money, they've been in business for an incredibly long time and they're attracting the talent from Amazon. Right, it reminds me of, like software world Everyone's going to go to the big fun players in the space. So, I don't think they have to reinvent the wheel and I think they're going to make a big difference.

 

Carrie Miller:

I agree. I agree. There's a lot of good opportunities there, so get on Walmart. If you're not, can you talk a little bit about how the auction works on Walmart and what factors determine the placement? And all that information for everyone in the audience?

 

Destaney:

Historically the auction was quite a bit different, and it was a major red flag. It used to be an auction model where just the highest bid won. Yeah, so if you bid $12 and the second bid was $1, you weren't paying a dollar and one cent, you were paying $12. So, that made things really difficult from a bid management perspective, from a brand perspective. Walmart finally transitioned that over. It acts pretty similar to Amazon and I love this question when it comes up into the groups of like suggested bids. Why are suggested bids so high? And one thing to consider is auction models and a PPC is just buying real estate. You want to win the top placements, the highest traffic placements, which is typically the top of the page. You have to bid the highest amount. Where Walmart gets a little bit more complex, and I like to the placements on Walmart. You know, searching Grid, Buy Box, mobile Desktop. I like to relate to kind of placement modifiers on Amazon. We always start with like a clean slate, a foundation of just a bid, like let's win this placement, and then, once we start collecting data, we can start breaking out an increase in a placement or a higher bid elsewhere, and I recommend everyone do the same, like it doesn't matter if you see a read an article that says you know mobile conversion rates are much higher than desktop. I wouldn't go and make that bet. Instead, like we prefer, if you're solely focused on profitability, start with low bids and a low auction and what's going to happen is you may not get impressions in traffic and that's fine, it's still, it's not hurting you, but increase incrementally until you collect data and you can figure out your breakeven ROAS. On the flip side, if you have money to spend, start high and collect data really quick and like. A big thing I'm a huge fan of is just to always make database decisions. They give you so much data you can see your placement performance and all of your keyword performance. So, wait till you collect data and then make bid decisions based off that.

 

Carrie Miller:

Yeah, that's really good. It's really good that you called out how clunky it was before I took my ads before the relevancy model and before the second price auction. It was actually really hard because you actually couldn't even advertise higher than you were organically ranked, so I was just stuck in these far-out places. Yeah, then literally that next month when they changed the relevancy, I went from $200 to about $800 for this product. Then I started going up and up and up and went to about $12,000 a month for just the one product because they changed these small little things in the advertising and so that's a huge call out because people who were on back then were probably frustrated. So, I want to kind of let everyone know that it's changed and it's better.

 

Destaney:

It is changed, and I think that's also a really important call out, just like organic rank. So, algorithms, again, are driven off like two things, especially like a shopping algorithm. One they need data, right, so they need a ton of inputs in order to say, hey, yes, this product should be indexed for Chapstick. They need 300 data points saying that customers convert for Chapstick right, so volume clicks and conversions matter. I think the second big thing is every platform wants to drive sales, so we were talking about this before hopping on, but in order to improve your organic rank on any platform, you need to sell more units, and how do you sell more units? That's up to you to figure out. A lot of people say, oh, that's Walmart's job. I listed my product, now they need to sell it. It doesn't quite work that way. It's an algorithm, right, yeah? So, either you advertise on Walmart, and you start driving more units, which improves your organic rank, and as your organic rank improves, you get more visibility, which sells more units for you, or you figure out how to sell units off platform, one way or another. At the end of the day, though, like one of the biggest ranking juice factors is always going to be advertising on that platform because it's so much more precise. Like we've seen conversion rates for sponsored ads and they're incredible. So, yeah, highly recommend that.

 

Carrie Miller:

Yeah, it's just so funny that people have a different mentality when they come on Walmart like almost, I don't know, I don't want to say entitled, but it's like they should do this for us, and they should do that. It's like amazon doesn't do that for you, amazon makes, makes you pay, yeah, so why not?

 

Destaney:

It's kind of funny I don't know if maybe it's similar of like they're thinking about a retail store like you get your PO and then Walmart puts your product on the shelf, but at the end, and then Walmart brings in that foot traffic, I guess. But at the end of the day, you're competing against so many other products on a digital shelf yeah, competing against so many other products on a digital shelf. Yeah, a retail shelf, you can only squeeze 10 products, 10 toothpaste brands, like in that section. But a digital shelf is so much different, and you do have the opportunity to influence where you're showing up on that shelf in a really simple way, and I think that's advantageous.

 

Carrie Miller:

Well, even going back to retail, even when you get into retail you are supposed to move it. So, I remember talking or not talking, but like listening to Sarah Blakely with Spanx and she got her stuff into Neiman Marcus, and she was having her friends go buy it. She went into the stores for Neiman Marcus, Nordstrom, and was selling these products herself.

 

Destaney:

It was like they thought she was like an in-store rep, because she was just sitting there like trying to sell her products. I remember that exactly.

 

Carrie Miller:

So. It's like you know that ownership of. I want to get these products out there. My product is amazing, I want it in front of people. And so, another person I talked to about retail, as they said, historically people were always using billboards. They were using commercial advertising if they got into Walmart. So, once they get into Walmart, they are actually, you know, responsible to get to move the product as well, but it's just a different way of doing it, and if they don't move it on the shelf in the physical stores, Walmart would take them off. So, it's, it's the same thing. So always have that mentality of how can I, what can I do to move my product on this platform. I think that's why I always think about Sarah Blakely, because you know she was not too, too good for going in there and literally working at the store all day, every day, so I love that.

 

Destaney:

And to that point, like one, she had that scrappy mentality, which was incredible. But this is a conversation that comes up. If you cannot afford to advertise on the platform, you know, become a connector, become an influencer, start hopping on lives, start doing TikTok's and gaining that traction for yourself and then sending that traffic to your said platform. But to that point, I also think that's where we're spoiled by sponsored ad performance. Right, you've been on a keyword, someone clicks on it, and you see the results. But back in the day, it's back in the day like what? 15 years ago, yeah, you were in a national media campaign, or you paid for a billboard, and you said here's $50,000 for this billboard and all you could do is see if you saw a lift in overall sales. It was a lift test. That's what marketing was judged by. Now we have the ability to pinpoint the age, income, geographic time of click and we're spoiled by it.

 

Carrie Miller:

It's pretty amazing. Yeah, I actually to your point about you know, if you get scrappy. I've actually seen some people you know that use Helium 10 and they're like I don't, I don't have that great of a budget, but they chose products kind of in their hobby niche. They'll go live and do demos or on YouTube. They have YouTube channels where they show how to use their product and they sell it with the links. You know they can link it to one more and amazon, and so they they're doing that and that's how they've gotten a ton of traction. So, definitely think outside the box if you're not able to, you know, invest in PPC.

 

Destaney:

Sean Reily from DUDE Wipes is a ton of incredible content on how they started, because he, he, they had to be so scrappy that they would just like buy these really crazy like billboard placements or bid on these certain placements that they knew would get tv attention. They were going to baseball games and holding up signs like with their products names and then when the baseball aired, they would be in the background holding their signs. And it's that exact same thing of just how you get in front of people.

 

Carrie Miller:

Yeah, it's so amazing. Yeah, so that's a good call out there. Okay, so we do have some questions here from the audience and of course Bradley has asked the first one. He said let's see, does Walmart broad phrase and exact perform similar to Amazon or does it have weird things like Amazon where broad can go super wide and exact sometimes performs?

 

Destaney:

Performs like phrase even?  I would say they're similar. I think Amazon sponsored brands broad match is a little bit of an outsider and just the overall conversation with sponsored brands broad match we've seen go really wide lately. I have pulled all of our agency data to see if we've seen a change in conversion rate on sponsored products broad match and we haven't. So, I'm kind of like I don't want to make a huge comparison there, but I would say they're very similar.

 

Carrie Miller:

What are some common mistakes that you see new beginners doing on, you know, with advertising or just getting on Walmart in general?

 

Destaney:

I would say poor keyword research. We dove into this one a little bit. But to go even deeper on that, I think some people overthink keyword research and at the end of the day, it's like what would you type in to find this product? Yep, start with that. Like make a commonsense list of the top 10 keywords that you would type in, not the ones that are algorithmically showing the highest revenue, not the ones that a tool is showing you. Start with common sense keywords I'm buying mascara or Chapstick or lunchbox, right and then use the tools to expand on those, because it's twofold here. Your commonsense keywords are almost always going to be the most expensive because if you're thinking about bidding on them, so is everyone else right. But where you have a lot of opportunities, you take all of the Helium 10, long tail terms that you didn't think about right. So, if you use something again like a Chapstick, everyone's going to bid on Chapstick. But if I find this long tail of, like peppermint Chapstick for chapped lips, children, non-toxic, it's going to be such low search volume. But you have to add up hundreds of those, 50 of those, like Carrie said, and that's where you're going to get your profitability. It's still, even though it's early days, from a platform. There's a lot of big-name players that are driving up ad costs. I would say where that's where it's a little bit different from amazon, right like all of your big-name players are in stores on Walmart, they're also advertising on dot com. So, you still have to be really strategic around that keyword research you. You have to figure out, you know what terms are going to drive the most sales for you but maybe not be profitable. What terms can you get a really long tail on? That's going to drive additional volume but take a little bit more work to invest in. Not having a bid management solution is 100% number two. A lot of people don't understand bid management. I don't expect people to. It took me 3 years and probably over $30 million of spin before it became intuitive. I had to touch so many accounts in order to start figuring out the correlation of bid management, and there's a lot of simple videos on just bid formulas. But if you're not that person, if you're not going to understand algorithmically and mathematically how to build a bid solution, not a lot of us are, you need to use a tool? Your bid is the number one indicator of what your ROAS or ACOS is going to be.

 

Carrie Miller:

Yeah, so I guess that brings you back to Adtomic. Are there any other kind of parts of Adtomic you think that are helpful for sellers?

 

Destaney:

Custom reporting, I think, is a big one. To that point, when you're starting out and starting to build a midsize business, your focus almost changes. In the very beginning you're in everything because it's your baby. It has to be perfect. As you start scaling you realize you're spread too thin. So, you start picking up what you're best at and I think that's where a tool like Atomic really comes into play. It's 80-20. It's you know. Let's build out either custom reports so I can focus on what I need best, whether it's my tacos, whether it's my margin, whether it's my conversion rate, or even getting into, like some of your other tools, market tracker, things like that. That's where it gets really valuable. In my opinion, it's bringing back time for you as an entrepreneur. It's not going to be as perfect. Every business owner thinks they're perfect, right. You have to start letting go some of those resources because in order to have a successful brand nowadays, you have to be good at product development. You have to optimize per platform. You probably need a social presence. You need to handle forecasting and inventory. You need to handle finances in your P&L. It's insane how much goes into. It's amazing that we have the opportunity to do it from our iPhone, but it's also insane how complex it is. So, you have to start bringing in tools that maybe aren't as good, but they allow you to scale your own time.

 

Carrie Miller:

I know I get this question a lot. Maybe somebody's advertising already and they feel like they've done a lot of things to kind of optimize. What kinds of things do you recommend for people to take their sales to the next level like? Maybe they feel like they're stagnant. Are there any kind of go-to strategies you have for Walmart where people can kind of say, hey, if I implement this, I could probably see a lift, or what should I? Which they look at that maybe people are ignoring that they should be looking at.

 

Destaney:

I want to get into like all the fun small things of like ad type expansion and all of that, but I want to call out just conversion rate optimization first, because it's super easy to blame a lack of sales or bad performance on the thing that you least understand, which is typically advertising. It's typically PPC and just coming from the agency side, I mean we've heard it all in that regard and I think a really important call out is if someone clicked on your ad, if you look at your campaign and you see clicks, that ad did its job Because think about it as a customer, as I personally shop on Walmart, I don't go around just clicking on things that I'm not interested in buying. So, if the customer clicked, that means they were interested in it, but they landed on your listing and they decided not to buy, and your job is to decide why they didn't purchase. Is your listing not good enough? Is it not the color or the flavor that you're looking for? So, conversion rate optimization is always the thing that we say to start with. If you have a little bit of extra profit in your account and you need to invest in something, start with conversion rate optimization, because it's going to make your PPC 20 times better. And then beyond that, I would say another big thing to call out that can really influence top line sales growth is making sure you're managing your PPC not just for advertising but to grow your overall organic rank. So, creating campaigns specifically focused on improving your organic positioning on the page.

 

Carrie Miller:

Very good. All right, and we do have a good PPC question here. Ben Tiffany said any word on when Walmart will start allowing us to create negative search terms on our auto campaigns?

 

Destaney:

I would probably give it another quarter or end of year. Honestly, I think it's too blaring of a discrepancy to not roll out, so I'm assuming it's on the roadmap for pretty soon.

 

Carrie Miller:

Yeah, I have heard it's on the roadmap, so I thought it would already be out. So maybe they're just taking a little more time to make sure that it works well. So yes. Yeah, that's probably what's going on here, but I think we're pretty much out of time. But thank you so much for joining us today on this Walmart Wednesday and we really appreciate your insights for PPC. We haven't really done a whole lot on PPC, so hopefully we'll be able to get you back on here at some point and do some more Walmart PPC stuff. But thanks again for joining us and to everyone else, thank you for your questions and thank you for joining us live and we will see you all again next month on Walmart Wednesday. Bye, everyone. 

 

Destaney:

Awesome. Thank you, Carrie. Bye guys.