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    Business

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

    Are you an Amazon FBA, TikTok Shop, Walmart, or Ecommerce Seller, or someone interested in becoming one? The Serious Sellers Podcast by Helium 10 is an unscripted, unrehearsed, BS-free, organic conversation between host Bradley Sutton, and real life sellers and thought leaders in the ecommerce world, where they share the top strategies that will help sellers of all levels succeed. In addition, every week there is an episode of the ”Weekly Buzz” which gives a rundown of the latest news in the Ecommerce world.

    ► Instagram: instagram.com/serioussellerspodcast
    ► Free Amazon Seller Chrome Extension: https://h10.me/extension
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    ► Learn How To Sell on Amazon: https://h10.me/ft
    ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos

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    #602 - Amazon Customer Loyalty Analytics & Business Planner Oct 05, 2024
    Show notes

    In this special episode, a couple of key players from Amazon Corporate join us to discuss some brand new functions released for sellers, including one that gives us unprecedented ability to identify and target our repeat customers. What if harnessing the power of Amazon’s vast data pool could revolutionize your e-commerce strategy? In this episode recorded live from Amazon Accelerate, we introduce a couple of cutting-edge tools, Amazon Business Planner, Customer Loyalty Analytics, and Customer Journey Analytics, designed to transform Amazon brands’ approach to their operations marketing. Our special guests, James Casazza and Wei Li, prominent figures from Amazon Corporate, share how these new tools offer brands the ability to set goals, receive personalized action plans, and effectively manage their business data with self-service capabilities. This episode unpacks how brands can gain confidence and clarity amidst the overwhelming flow of information, aligning their strategies seamlessly with their business objectives.Discover the magic of artificial intelligence as we explore a revolutionary business planning tool that’s setting new standards in the e-commerce landscape. This tool provides brands with AI-generated plans, pinpointing impactful goals like boosting ad-attributed sales and enhancing profitability. By offering step-by-step recommendations—from campaign strategies to keyword optimization—the tool updates dynamically, suggesting fresh opportunities and strategic enhancements beyond advertising. Join us as we dissect its ability to deliver transparent progress tracking with detailed visualizations, historical comparisons, and a focus on profitability through cost-reduction strategies and content optimization.Get ready to dive into the world of customer analytics with Amazon’s latest tools aimed at understanding diverse shopper behaviors. We spotlight the Customer Loyalty Dashboard and Customer Journey Dashboard, key innovations that offer brands deeper insights into customer behavior. Our guest Wei, shares her role in developing tools like the Search Query Performance and Product Opportunity Explorer. These analytics resources empower brands to tailor promotions, prevent churn, and boost loyalty among customer segments. By leveraging predicted customer lifetime value and promotional strategies, brands can enhance engagement, conversion, and ultimately, customer loyalty. In episode 602 of the Serious Sellers Podcast, Bradley, James, and Wei discuss: 00:54 - Amazon Accelerate New Tools Announced Overview 02:00 - Amazon Launches New Business Planner 05:07 - Simplifying Data for Amazon Business Planning 11:16 - AI-Powered Business Planning Tool 12:39 - Dynamic Business Planner Features and Benefits 16:42 - Data-Driven Amazon Customer Loyalty Analytics 20:08 - Amazon Department Provides Key Seller Tools 23:20 - Understanding Customer Audience Types 28:26 - Understanding Buyer Behavior and Cart Abandonment 35:13 - Unlocking Valuable Amazon Data Insights 37:29 - Thanking Amazon for Launches at Accelerate ► 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: Today's a special episode, as a couple of key players from Amazon Corporate are with us on the show to talk about some brand new functions released for sellers, including one that gives us unprecedented ability to identify and target our repeat customers. How cool is that? Pretty cool, I think Sellers have lost thousands of dollars by not knowing that they were hijacked, perhaps on their Amazon listing, or maybe somebody changed their main image, or Amazon changed their shipping dimension so they had to pay extra money every order. Helium 10 can actually send you a text message or email if any of these things or other critical events happen to your Amazon account. For more information, go to h10.me forward slash alerts. 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 a special episode recorded live at Amazon Accelerate. This was done in Seattle a few weeks ago and, as you probably have seen from other episodes, we had a lot of new releases, of new data points and new functionality that Amazon is releasing. Shout out, first of all, to Addy from Amazon, who helped us hook us up with some of these interviews but we had the privilege of being able to interview a couple of the key people that are involved in the ideation and implementation of some of these new tools, and so in this episode, we're going to go over a couple of things in from Business Planner, which is something new, and also customer loyalty analytics, which might blow your mind as far as the kind of targeting ability and being able to understand, you know, how your customers go through the funnel. I think it's going to be interesting because, you know, a few years ago we would have never thought that Amazon would release this kind of data to sellers, so it's really awesome that they're doing that and we get to talk to the person responsible for the creation of this. So let's go ahead and hop into the episode Bradley Sutton: So I'd like to first start off with just getting your background. We're obviously here in Seattle right now. Where were you born and raised? James: So I'm from New York originally. I grew up about an hour outside New York City, really close to my grandparents' dairy farm. But for the last 20 years, I've lived outside Detroit. After college, I moved up there. Bradley Sutton: Hold on a quick second. This is an important question. Somebody who lives in New York. They move somewhere else. Are you a New York sports fan or a Detroit sports fan? James: So I've kept loyal to my New York teams. It's a little difficult because especially now the football season started, keeping up after the Giants and Jets is keeping your head low and the Lions finally have something to be excited about. But I'm a proud father to three boys and I will say they all have their Aiden Hutchinson jerseys on. We're really excited last season and looking forward to this one. Bradley Sutton: Awesome, awesome. So you were talking about. You graduated university. What direction did your career take you in that? James: So early in my career, I worked in automotive, digital marketing, and then in the social media industry, and I really found a passion for using software and technology to help independent businesses reach their consumers, really connect, and ultimately drive their success, and that led me to Amazon. So I've been with Amazon for just over six years now. I'm currently a senior manager of product management in the Selling Partner Experience organization, and, while that's a bit of a mouthful, what it means is that I'm really working on building the tools that sellers are using to run their business and ultimately thrive in the Amazon store. Recently, my team worked on a complete redesign of the Seller Central homepage, which rolled out late last year, and today I'm excited to join you and talk about the next exciting tool that we're building, called Business Planner, which brings self-service capabilities to sellers to plan their business, set goals and objectives and receive a personalized action plan that will help them attain their goals in the store. Bradley Sutton: Awesome. Now, I think that most brands would agree with me in that there is no other mechanism of selling whether we're talking brick and mortar, whether we're talking online that provides as much data as Amazon does to its brands. It's really incredible. I think sometimes we're spoiled, those who start on Amazon. They don't know how it is or how it used to be when you're trying to make money, and so I can totally understand that. Hey, with all this data, there's going to be some insights that can come from it. So what about the timing? Why did you decide, hey, now is the right time to go ahead and launch this new tool. James: Yeah, so the idea for Business Planner actually started at Accelerate in 2023. I was talking to a number of different sellers and really this theme came out about the data that you're talking about. One seller likened it to being dying of thirst they're just so hungry to know what to do, and yet they're standing next to a fire hydrant. It's just spouting all this data at them. And so the question they had was like help me organize this, help me decide what's most important so that I can act confidently and know that that's aligned with the goals that I have for my business. And so, while Amazon is providing plenty of reports and recommendations, it's really difficult to summarize or interpret that and get to an action plan. And we know that because sellers are working with account managers or even finding really productive partnerships with third-party software providers to help make sense of this data. And so our goal is to help democratize this access to data and bring the type of planning that sellers do offline when they're setting quarterly or yearly objectives and then want to track that and some may have teams that are doing customer acquisition or operations. They might be the individual's performance goals. We want to bring that offline planning into our tools so that sellers can easily keep track of where they're at and act confidently to drive their success. Bradley Sutton: You know, obviously, as brands, we have a lot of our own data, but I believe that this tool is also bringing in aggregated data from other sources, not just what's happening with your own listings. Is that correct? James: That's right. So throughout this process we've talked to so many sellers and I've just been impressed with the passion they have and the interest and the different opportunities that they're taking to bring insights and data analysis to really help them decide how to act. So with Business Planner, we're bringing together the power of data from thousands of different listings and all the customer activity in the Amazon store to create personalized action plans that will help sellers to achieve their goals. So they'll have a single place to go to benchmark their performance, identify their largest opportunities and then to generate a step-by-step action plan that aligns with the things that matter most to them. So, whether you're a new seller just getting started out in the Amazon store or you're an established brand with a healthy business that is ready to go to the next level, they can get a personalized plan that's specific to them and the goals that they want to achieve in the Amazon store. Bradley Sutton: Now, you mentioned you worked on the Seller Central homepage. Now on the homepage there's already kind of like recommendations that might come through. There's a whole growth opportunity section. So how does this new feature here compare to what's already out there, and is it better? James: So we're trying to take a best of both worlds approach. So when I think about the recommendations on the homepage and growth opportunities, it makes me think of a buffet where there's so many different options and there'll be like lots of tasty treats and plenty of nourishment there. So there's lots of good things there. But if you're trying to take like a structured plan, maybe instead you work with a nutritionist who's going to first ask you some questions about what's important to you. Are you training for the Olympics? Are you trying to slim down by a few pounds, like what is really your goal here? Bradley Sutton: That's what I'm going to say. I'm going to say, hey, I'm training for the Olympics. That's why I'm eating so much food at this point. James: Exactly, exactly, no-transcript in those other experiences and then also providing you with detailed tracking so you can see as the days and weeks go by, are you actually getting towards that goal? Bradley Sutton: Let me piggyback on something you just mentioned there pulling data from some of those other recommendations. What exactly is driving other than just raw data? That's what does a lot of data there. I'm assuming maybe AI has some component of it, absolutely so. James: I think AI is a really powerful tool because it can crunch massive amounts of data and identify patterns and discrepancies. So perhaps the seller is underperforming in their ads campaigns. We might be able to come back with specific keyword optimization recommendations and then they can increase their ad attributed sales and grow revenue. Or we might spot a change in demand for key ASINs that would require a different inventory strategy and it might be an opportunity for the seller to reduce their FBA fees and reduce costs of maintaining their current business. And so by applying machine learning and AI to that massive amount of data, we can kind of slim that down into a specific plan of action for the seller and by starting with the goals that they set. We're no longer in this business of kind of predicting what the seller might want. We start by asking the question and then we have a lot more confidence that, because the seller has set the goal, that when we come back with an action plan it's actually right for them and where they want to take their business. Bradley Sutton: Awesome, awesome. Now for those who maybe haven't seen it yet in their Seller Central dashboard, where can they find this? Walk us through a little bit of a scenario, maybe, how they can see yeah, absolutely. James: So Business Planner is going to be rolling out in the US store in just a couple of weeks. So later this month you'll start to see a tile on the homepage in that recommendation section that you talked about. It'll also show up on the left side menu of growth opportunities. From there you can access Business Planner, which is your dashboard for action planning. When you first visit, we'll have some recommended goals. So that's where we've assessed how the seller's performing, set some benchmarks and looked for the strongest opportunities where they can improve their performance. We'll rank those based on how big the impact is. So the most impactful goal will be at kind of the top left of that page and if that goal aligns with the objective that the seller has, they can click on it and see details about the plan. So maybe it's a four-week plan or a 12-week plan to increase their ad-attributed sales, because we see that as the largest opportunity and they'll be able to review the details and if they want to move forward, they just click to create a plan. And this is where the really exciting part happens. That's where the AI steps in and kind of scans across all those different recommendations, opportunities, and where we see the most potential to achieve that goal. So in this case seller is trying to increase their ad-attributed sales. We might come back with some specific product level ad campaign recommendations or keyword optimization. We put that into like a step-by-step plan and so the seller from the Business Planner can then look into that plan. There'll be graphs right on the page where they can see their current performance, what the target's going to be, and then a list of those recommendations that's organized and sorted for them. One of the special things about Business Planner is that it's constantl…

    Full show notes at the publisher

    Helium 10 Buzz 10/3/24: Dual Coupons on Amazon | Holiday FBA Fees | Sellers Sue Walmart Oct 03, 2024
    Show notes

    We’re back with another episode of the Weekly Buzz with Helium 10’s Senior Evangelist, Shivali Patel. 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 Multi-Channel fulfillment (MCF) can now automatically fulfill orders placed on social commerce channels like TikTok, Instagram, and Pinterest using your FBA inventory.You can now offer Subscribe & Save and Reorder coupons on an ASIN at the same time. With this change, you can now offer both Subscribe & Save and Reorder coupons on an ASIN at the same time.Effective September 30, 2024, if Amazon requires you to submit product compliance documents, these must be submitted and approved before you can list the product.Amazon Pharmacy customers can have their medications pre-sorted into packets using this new PillPack featurehttps://www.aboutamazon.com/news/retail/amazon-pharmacy-pillpack-featureInbound shipping is now easier with the Amazon Partner Carrier Program’s smart carrier optionshttps://sell.amazon.com/blog/announcements/partner-carrier-program-smart-carrier-optionsAmazon marketplace sellers sue Walmarthttps://www.nwaonline.com/news/2024/oct/01/amazon-marketplace-sellers-sue-walmart/Amazon seller-fulfilled heavy and bulky returnshttps://channelx.world/2024/10/amazon-seller-fulfilled-heavy-and-bulky-returns/Amazon’s recyclable packaging pushhttps://www.packaging-gateway.com/news/amazons-recyclable-packaging-push/Digital Domain Teams Up with AWS to Scale Autonomous Virtual Human Technology and Introduces Generative AI-Powered Featureshttps://press.aboutamazon.com/aws/2024/9/digital-domain-teams-up-with-aws-to-scale-autonomous-virtual-human-technology-and-introduces-generative-ai-powered-featuresAmazon is launching its own Shark Tank where winners get to be Amazon sellershttps://www.theverge.com/2024/9/30/24258276/amazon-buy-it-now-show-trailer-shark-tank-jb-smooveWith the holiday season approaching, we arm you with strategic insights to capitalize on events like Prime Big Deals Day, including essential tips on using Cerebro for effective keyword research. Tune in and stay ahead with these buzzing news and strategies that help your business thrive in the competitive e-commerce landscape. In this episode of the Weekly Buzz by Helium 10, Bradley covers: 00:49 - MCF Expands to Social 02:04 - Dual Coupon Boosts Promotions 03:28 - Compliance Deadline Approaching 04:17 - Holiday Peak FBA Fees Set 05:48 - Pharmacy PillPack 07:00 - Smart Carrier Options Introduced 08:19 - Sellers x Walmart Lawsuit 09:54 - Updated Returns for Bulky Items 11:51 - Sustainable Packaging 12:58 - AWS Powers Autonomous Virtual Humans 15:04 - Shark Tank but for Prime 16:30 - Training: Finding Keywords Your Competitors Top Keywords ► 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 Shivali Patel: Amazon's MCF fulfilling orders for popular social channels, incoming holiday peak fulfillment fees and, finally, that dual coupon feature you've requested being implemented. This and more on this week's episode of the Weekly Buzz. Bradley Sutton: 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 new stories that are going on in the Amazon, Walmart and e-commerce world. We highlight the latest new feature alerts from Helium 10, and we review a training tip of the week that will give you serious strategies for serious sellers of any level in the e-commerce world. Today, our host is going to be Shivali Patel and so Shivali, take it away and let us know what's buzzing. Shivali Patel: First up, we have a few news pieces directly from Seller Central News To start. An exciting enhancement to Amazon's Multi-Channel Fulfillment, or MCF. Amazon's MCF now enables sellers to automatically fulfill orders from popular social commerce platforms like TikTok, Instagram and Pinterest using your Fulfillment by Amazon inventory. This means, for those of you that were perhaps manually fulfilling orders up until now for TikTok shop can now transition to more effortlessly expanding your brands, maintaining accurate inventory tracking and quicker order processing. Or imagine just running a promotion on Instagram knowing that your orders are being handled seamlessly through Amazon's system. This can help you capture even more sales opportunities across different channels, keeping you ahead of your competitors. To streamline this process, amazon recommends that you utilize tools like Webby LingSing or Connector by Silk. These platforms can help you connect your social media accounts to your Amazon Seller Central with ease and, in my opinion, a great strategic move to enhance your order fulfillment capabilities, position your business for growth and encourage you to meet customers where they're most active, and that is social channels. Shivali Patel: Then we have Amazon actually just announced its new dual coupon feature that many of you have been requesting. You can now offer both subscribe and save and reorder coupons on the same ASIN. Previously, sellers could only use one coupon per ASIN, which limited promotional strategies, and now eligible customers can choose between a 10% off free order coupon for a one-time purchase or a 20% off subscribe and save coupon for those who want to subscribe for regular deliveries. I can see this making a dent in impacting the quantity of repeat purchases and facilitating brand loyalty, as well as, if you are a seller, the ability to now cater to different purchasing behaviors. This will help you effectively engage your audience. For instance, if a customer is hesitant to commit to a subscription, that reorder coupon can persuade them to try your product without long-term commitment. Meanwhile, customers who value convenience can opt for the subscribe and save option, benefiting from a greater discount. Remember, guys, at the end of the day, promotions are a really great way for you to attract new customers and retain existing ones. By leveraging these dual coupon offerings, you can enhance your marketing efforts, drive sustained sales growth and, at the end of the day, it's about making your customers feel valued and giving them the options that suit their needs. Shivali Patel: Okay, moving on, let's talk about an important compliance update that you need to be aware of, effective September 30th 2024, which is already passed, amazon will now require that any product needing compliance documentation to have these documents submitted and approved before it can be listed in order to uphold the highest safety standards for products sold on Amazon. This is just one additional way for them to ensure that customers are really receiving safe and compliant items. While existing product listings will remain unaffected, new listings cannot go live until the proper documentation has been approved. So make sure that you guys manage this process through your manage all inventory dashboard on seller central and, since they can ask for additional information to verify product safety and compliance at any time, you'll want to check back time to time. Shivali Patel: Speaking of time, as we gear up for the holiday shopping season specifically, there are upcoming 2024 holiday peak fulfillment fees for FBA that you will need to be aware of. From October 15th to January 14th of 2025, you're going to see these seasonal fees applied to all products, reflecting the increased fulfillment and transportation costs during this busy period. This fee structure is similar to what other major carriers charge and it will be consistent across items within the same size band, and this will affect US FBA, Canada FBA, north America remote fulfillment, us multi-channel fulfillment and buy with Prime. I recommend that you guys factor these fees into your pricing strategy. Okay, and especially during the holiday season, when consumer spending typically peaks. The average holiday peak fulfillment fee will remain consistent with last year. However, a new peak fee will apply to products priced below 10 USD. This is for US FBA specifically. While these fees might seem like a hurdle, I want you to keep in mind that Amazon's average FBA fulfillment fees are still about 70% lower than the comparable two-day shipping options offered by third-party logistic providers. And, if needed, the new section does have the detailed rates linked by size and weight on the relevant help pages. So check it out to plan out your inventory and maximize sales during the holiday rush, if you have not already. Shivali Patel: In other news and in an exciting expansion of its services, amazon Pharmacy is enhancing the way that customers manage their medications with the introduction of a new pill pack feature. This service allows customers to have their eligible medications three or more pre-sorted into convenient pill packets, which will then be delivered straight to their door. This updated offering continues the service from PillPackcom acquired by Amazon in 2018, but introduces new savings and a simplified sign of process. Each PillPack is organized and labeled by date and time, making it easier for individuals to adhere to their prescribed routines without the hassle of multiple pill bottles. I don't think any of us like that. Plus, customers can enjoy fast, free delivery right to their homes. I wanted to mention this as part of this week's buzz because, while perhaps it's not directly relevant to you as an e-com seller or service provider, this new service from Amazon Pharmacy could open avenues for partnership or product integration, especially if you offer health-related products. Later down the road, by keeping an eye on how the service evolves, perhaps you'll be able to identify opportunities to align your offerings with Amazon's growing healthcare initiatives. Shivali Patel: What else we also have? Amazon introducing new smart carrier options for sellers using FBA and Amazon Warehousing and Distribution, known as AWD, giving sellers more choice and flexibility when sending inventory to the Amazon network. Available through the Amazon Partner Carrier Program, these options allow sellers to choose their preferred partner carrier and transport method based on dynamic freight-ready dates and cost estimates. This update aims to help sellers like you and I optimize our logistics and expenses, and these new features are integrated into step four of both the send to Amazon workflow and send to Amazon warehousing and distribution workflow. That is a tongue twister when you're trying to say it all in one sentence For less than truckload and full truckload shipments. The Amazon partner carrier program, known for offering reliable shipping services, includes small parcel delivery, LTL, FTL and intermodal shipment options, with savings of up to 25% lower compared to alternatives. So sellers can benefit from lower costs, while those delivering to AWD received additional discounts of 25% on storage and 15% on processing and transportation. I hope that you guys can see this as a valuable opportunity to streamline your inventory management and reduce costs, improving efficiency. Shivali Patel: Okay, then, we have a significant legal development. Four Amazon Marketplace sellers have filed a class action lawsuit against Walmart, seeking $5 million in damages. The lawsuit alleges that Walmart has enabled organized retail crime and racketeering through its third-party vendors by not sufficiently vetting its Marketplace sellers. The complaint filed on September 17th, as written here in US District Court for the District of Delaware, claims that certain third-party sellers on Walmart's platform are engaging in fraudulent practices, buying and reselling products from Amazon vendors in a sophisticated scheme. This practice harms legitimate sellers and allows Walmart to profit from the fees that it collects from these sellers. So I think that this case really underscores the ongoing challenges in maintaining marketplace integrity and the responsibilities of platforms and managing selling ecosystems. So I hope that you're able to recognize, with this case, the importance of just being transparent and ethical in your business practices. It's vital that you guys keep up with the guidelines that these platforms have, and this way you can really protect your brand but also contribute to a healthier marketplace overall. Walmart has until October 10th to respond to a summons that was issued on September 19th and in their statement they indicated they're reviewing the complaint. So, regardless of the outcome, the lawsuit serves as a reminder of the potential risks and the need for the platform to maintain a robust vetting process. Shivali Patel: Reporting hot from channel x. Starting on October 30th 2024, we also have amazon updating the seller fulfilled returns policies for heavy and bulky items in Germany, France, Italy and Spain stores. This aligns with changes already implemented in the UK since August of 2024, and heavy and bulky items are defined as those that weigh over 31.5 kg or have a longest side exceeding 175 centimeters when packed. Sellers will now be required to offer a prepaid return label and home collection service for these returns, along with issuing refunds to customers, while the responsibility for covering return shipping costs remains unchanged. The refund amount will depend on the return reason and timeline, in line with Amazon's existing returns policy. So the introduction of home collection for heavy and bulky item returns aims to provide a consistent returns experience for customers across all those stores. As the service is already available for FBA and seller flex returns, amazon recommends that we review our carrier contracts to ensure that home collection is included and make any sort of necessary updates. Shivali Patel: As a seller, you may want to offer partial refunds or part replacements as an alternative to home collection, provided that it's shared the tracking ID of the replacement part with the customer and that you close out the return request with the reason code return request canceled. To avoid A to Z guarantee claims or impacts on order defect rates, sellers must authorize or deny return requests within 48 hours where the auto is not auto authorized. You also have these additional things to keep in mind, but as you can see here, you can just pause the screen and have a read. Otherwise you can reference this channel X article. I'd love to know do you guys think this will help reduce unnecessary customer claims and improve seller performance across amazon's European stores? Let me know in the chat. We do have just a few more things here. Shivali Patel: It's been a packed week of news as the e-commerce industry continues to expand. Concerns about packaging waste have come to the forefront, prompting amazon to take significant steps towards sustainability. And, in response to the mounting pressure from environmental groups and regulatory bodies, amazon's introduced various recyclable packaging initiatives, one of those being the Frustration-Free Packaging Initiative, designed to ship products in easy-to-open, recyclable packaging, often eliminating the need for additional boxes. Since its launch, amazon reports having removed over 1.5 million tons of…

    Full show notes at the publisher

    #601 - Getting $30K Back From Amazon During This Episode! Oct 01, 2024
    Show notes

    What if you were missing out on hundreds, if not thousands, of dollars in reimbursements from Amazon? Join us as we reveal the game-changing strategies for reclaiming lost and damaged inventory funds from Amazon's FBA warehouses, just in time for the crucial update on October 23rd. We highlight the indispensable Helium 10 Refund Genie tool, providing you with a step-by-step guide and real-life success stories from sellers who have maximized their refunds without any commission fees. Uncover the secrets to boosting your profitability by making the most of Helium 10's full suite of features. We'll walk you through how to handle active and suspended product listings, ensuring accurate and timely reimbursements for damaged items. Learn practical tips and tricks, including a thorough explanation of size tier optimization. By tweaking your product packaging and leveraging Helium 10 Alerts, you'll discover how to reduce shipping costs and significantly increase your bottom line. Imagine saving $10 per unit with just a 0.2-inch reduction in packaging size. We provide compelling examples, such as a floor lamp that moved from an extra-large to a large bulky tier, saving $2 per unit. Through personal anecdotes and expert insights, we demonstrate how monitoring dimension changes and enabling alerts can lead to substantial financial recoveries. Don't miss this opportunity to reclaim your funds and optimize your Amazon business for greater profitability. In episode 601 of the Serious Sellers Podcast, Bradley talks about: 00:00 - Maximizing Amazon FBA Reimbursements With Refund Genie 01:31 - Amazon Lost and Damaged Claims Guide 04:35 - Amazon Seller Refund Process 10:29 - Getting Refunds Using Helium 10 Refund Genie 10:48 - Amazon Refund Process and Strategies 19:54 - Maximizing Amazon FBA Reimbursements and Savings 22:41 - Helium10 Alerts for Size Tier Optimization 25:02 - Optimizing Packaging for Amazon Profits 29:26 - Identifying Dimension Changes for Amazon Reimbursement 31:18 - Amazon FBA Reimbursement for Dimensional Changes ► 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: Today we're doing a live workshop on how to get money back from Amazon and on this live broadcast there are four people on the call who are going to be able to get back over $30,000 live on the show back from Amazon. How cool is that? Pretty cool, I think. Important message guys. On October 23rd, Amazon is changing the window for which you can look back and claim that they owe you reimbursements for lost and damaged products at FBA warehouses. It used to be 18 months, but now it's going down to only two months. So, if you have never used the reimbursement service or Refund Genie, now is the time. Last week I ran Refund Genie on two different accounts and got a total of over five thousand dollars back for those sellers. And don't forget, unlike a lot of services out there, Helium 10 doesn't take any commission on what we get back. If we say you're owed ten thousand dollars and you get back ten thousand dollars from Amazon, you keep ten thousand dollars with no commission to Helium 10 at all. Refund Genie is now available to anybody who has a Helium 10 Platinum annual plan or higher. So to get an estimate about on how much money you could get back, go to h10.me/refundgenie. If you've never used a Helium 10 coupon, use the code SSP10 to save money if you need to upgrade to a Platinum annual plan. 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 today is our monthly live training that we do, along with an ask me anything, where we go over a certain aspect that can help you on Amazon, and then we take all your questions live, and we've got a great session for you today. Let's go ahead and hop into it. Let me just kind of like level set here what the situation is, so, for a lot of you, you might have seen the message already that you know, on October 23rd, Amazon is changing the look back period of when you can claim lost and damaged, so what that means is Amazon sometimes loses products at their warehouses of yours, they sometimes damage it, and they're supposed to, you know, refund your money when that happens, and you know, a lot of times they do. So what the problem is, though is sometimes, for whatever reason, they don't always refund the money like they're supposed to, and so when that happens, it's okay. It's not Amazon necessarily going and stealing all of your money. They allow you to like file claims if you are missing the money, all right, and then you know once, once they do their investigation sometimes it's instant then they will say, all right, yeah, we will give you the money back, and then they refund you like within days. Bradley Sutton: Now, if you have never used a service before, you know whether it's Helium 10, whether it's an outside service, if you have never used a service, uh that audits, or you don't audit your account completely to like look at all the uh, uh disbursement reports and the reimbursement reports and what Amazon has uh returned to you, what Amazon has lost. If you've never done that, you could be owed thousands of dollars, like, in my experience, half of your half of 1% of like what your gross revenue is. You could get back. All right so to 1%. I've seen some accounts get 1%. So let's say you've sold in the last 18 months a hundred thousand dollars worth of inventory. Basically that means that you might be owed a thousand dollars, potentially, all right. Or I should say 500 to a thousand dollars. If it's a million, you know you could be owed up to $5,000 if you've never audited. That's how much. And a lot of services out there, uh, which are great, the issue is that they'll take um, a percentage. They'll file all the claims for you and then take a percentage, like 25%, of whatever they find they keep. Bradley Sutton: Now the way I'm about to show you guys is a 100% free, as in whatever we find that Amazon owes you you keep. I wish I could take a commission on that. I'd be a rich man if I could just take 1% of what we find for you, because we've found millions and millions of dollars that Amazon owes you. So I'm going to show you guys how to look at the report. First of all, all right again, if those of you with a Diamond annual plan or Platinum annual plan, you've got full access to it. If not, well, just you know, stay watching this, because you'll need to know it. You need to like at least get the account. Those of you have done a lot of money and then you're going to need to know how to do this later on in the future. I saw a couple of you are newer sellers. You're probably not owed that much by Amazon. But guess what? Hopefully, you get to the point where you are owed money, not because you want Amazon to be taking the money that's owed to you, but because you're doing so much revenue that inevitably things are going to get lost things might get damaged and Amazon might owe you a lot of money. So this is important, no matter what stage of the journey you are on. All right, so now hop into your Amazon account and then some of you might have a banner at the top. Does anybody have a banner on the top that says, hey, you might be owed this amount of money? I don't have it on my screen because I already kind of like started this process already, but that banner would show up at the very top, all right. Bradley Sutton: So I am in one of the UK accounts that I have access to, and so, whether you have or not the banner again, this is if you're Platinum annual or Diamond annual, if not, just watch, all right, there's nothing for you to do. If you're not this, you're not gonna be able to do anything, but just watch, all right. So this is important. I'll give you, like, a coupon code. You can get it again, I'm not trying to sell you some service where we're going to take a percentage. We take zero percent. We actually have a service for those of you who are like $50 million sellers and you don't have the time to go one by one and do what I'm about to show you guys how to do. No problem, you can go sign up for that service and we'll take like 25% of it and we do all the work for you. That's h10.me/mrs. But that's not what I'm trying to talk about here. I'm just talking about how you can do it for free, all right. And then I'm going to give you three other ways that I have also gotten thousands of dollars back from Amazon. Okay. So let's go ahead and go for those of you who have the banner, click the banner. For those of you who don't have that banner, I want you to click on the tools and then go to Refund Genie. Neal says he's got a message here on his computer. It says last chance to claim 1600 bucks. All right, Neal, you are, you are set to go. So if you have a Platinum manual, Neal, you're going to be able to get $1,600 today in the next 30 minutes, potentially. All right. So Neal's got his Helium 10 account covered, almost right there. He's got anybody else have a message like that at the top of their screen. I'm just curious what message you guys are showing. Bradley Sutton: All right, now I'm going to go ahead and go into this Creative LG account. Okay, I'm going to hit details. You want to go to the ones that have stars and, as you can see, this account is selling in a lot of platforms. Selling in Germany, UK, Spain, France, Italy. Some of you might only be selling in one platform, doesn't matter, the process is completely the same. Now, as you can see, for a lot of these I have already requested reimbursement. You can see I hit processed. So I'm just going to go to the UK one. Let me see if I have any open. I hope I can find one that I have open. Yes, perfect, all right. So, as you can see, I've got a whole bunch of what's called uh, FN SKUs. All right, where Helium 10 found, where Amazon owes me money, all right. So if you're auditing, if, let's say, you don't have Helium 10 and the how, how can you get this? Well, you would download your transaction reports and the ledger report and then you're going to look back at any event that happened where you've got damaged or lost inventory, okay. And then now you're going to go back into your reimbursement report and you've got to cross check if Amazon already reimbursed you for that exact FN skew that went missing. And that's what Helium 10 is doing. Helium 10 has automated that process and that's why we are giving this report here in Refund Genie. All right, so you know there's nothing for you to do other than copy and paste. All right, so did anybody find an ASIN that has it? Bradley Sutton: Inbae says I see the screen lost items, but can't see damage items. Well, for you, if you don't have damage, that means Amazon hasn't damaged. That means Amazon has already refunded you for everything that they've damaged and, for whatever reason, Amazon is pretty good at reimbursing sellers with what's been damaged, but there's a lot more money that is owed to you from what's lost. All right, so don't worry if you have nothing damaged. All right, wow, oh, my goodness. Brad Dassow says he's got 24 guys. We might have a winner here today. Brad Dassow, I am going to help my namesake out there gvet $24,000. Live on the air. All right, Brad, you with me. Brad, what, what? What level of Helium 10 plan do you have? Do you have a Platinum manual or Diamond A plan? If so, you are going to get $24,000 potentially today. That are going to get $24,000 potentially today. That's crazy. I love it. I love it. We're making big dents, in a good way, to your bank account today guys. Maria, wait, look at Maria's here. Maria is owed $18,000. Wow, all right, Maria. What plan do you have, Maria? Guys, two people that are live on this call are going to learn how to get almost $40,000 back from Amazon 100% for free, and I don't get a commission on any of this. Gursharn says he's owed $7,600. Wow, you guys should be happy. You tuned in live today. Excellent, excellent. Joe says he already got 20,000 back per year. Great job, Helium 10. All right, Brad is Platinum Annual. You are good to go. Maria is Platinum Annual? Perfect, all right, now we're going to do this all together, all right. Bradley Sutton: So what I want Brad, Maria, anybody else who's doing this, and go and open in Seller Central. All right, go to your Seller Central account of whichever one that is, your owe the money in Helium 10. And then I want you guys to hit help and then get help and resources. Okay, Marie and Brad are ready on Platinum Annual. You guys are good to go. Look at that. They don't even have to pay any extra money and they're going to get all this money back. I love it. All right, Maria and Brad, I'm doing this with you. Oh, my goodness, Inbae Park. Inbae Park beat everybody. Inbae Park is owed $60,000. Guys, we're getting $100,000 live on this podcast today. Inbae, do you have a Platinum annual plan or above? Inbae, you're ready, all right. So, Inbae, Brad, Maria, get it ready. Lori says it, says they found it. Yeah, sometimes Amazon will say some of the ones they found, but for me, on my US accounts, 95% of what Helium 10 found, they returned to me. Yeah, and then contact the associate. Lori says it shows. Contact the associate, I'll show you what to do for that. All right, I'll show you what to do. Okay, Tony, you're good to go to. Tony, set this up. We Joe's on Diamond Set this up. All right, we're going crazy here, guys, we're getting a hundred thousand dollars live, all right. Bradley Sutton: So now, as you can see, I'm just going to do a couple of the small ones. Uh, by the way, if you are owed for one ASIN, any big amount, guys, I almost guarantee Amazon is going to require you to open a case, but they solve it within like 48 hours. Some of these little ones I'm going to get like it looks like 10 euros here, seven euros here. They're going to refund my money immediately. You're going to say hey, yep, we agree with you, you're good to go. But other ones, especially the bigger ones, or if some of my items like this, like this account. This account is a beauty account, and so there's a lot of products that are no longer on Amazon for whatever reason, like it got suspended in this account. If you have a product that is not currently live on Amazon, Amazon will deny your money. So that's what I said today, guys. Today we're not just talking about how to use Helium 10 Refund Genie. This is general information. Even if you're not a Helium 10 member, it's important. So just keep in mind. Usually, if you had a product that was suspended or is not active on Amazon, a lot of times they are going to use that as an excuse to not give you your money back. So if there's any way for you to get your product back on Amazon, do that first before making a claim on that product. I hope that makes sense, all right. Bradley Sutton: So, Brad, Inbae, Maria, the ones that I want you guys t…

    Full show notes at the publisher

    #600 - Maldives Honeymoon Amazon Launch Strategy Sep 28, 2024
    Show notes

    Join Bradley Sutton, as he explores the intricacies of Amazon product launches with the updated Maldives Honeymoon Launch Strategy. He’ll walk you through optimizing your product launches during Amazon's critical honeymoon period, sharing his hands-on experience and the latest insights from his recent testing. Learn how to utilize Helium 10's Blackbox tool for effective product research, identifying opportunities with low title density to give your product a competitive edge. We address the evolving landscape of AI and algorithm changes in Amazon, reassuring you that the fundamental principles of successful launches remain robust. Discover advanced keyword research strategies using Helium 10's Cerebro tool to enhance your product's visibility from day one. We explain how to identify crucial keywords by examining competitors' rankings and uncovering hidden opportunities through niche keywords. By focusing on keywords where top competitors are already advertising, you'll ensure comprehensive keyword coverage and improve your product's relevancy signals on Amazon. Additionally, Bradley shows you how to leverage thematically related products frequently bought together with your competitors' items to optimize your listings and advertising efforts.Finally, he'll guide you through creating compelling Amazon listings that resonate with potential buyers. Learn to prioritize relevant keywords based on competitor performance, avoid keyword stuffing, and craft emotionally engaging content. Bradley emphasizes the importance of customer reviews and the effective use of images and bullet points to highlight product benefits. Plus, he shares his experiences with test listings to ensure a smooth launch and offers strategies for balancing expenditure and maximizing ranking during the critical launch period. Whether you're launching a new product on Amazon or optimizing an existing one, these insights and strategies are designed to help you succeed in the Amazon marketplace. In episode 600 of the Serious Sellers Podcast, Bradley talks about: 00:00 - Maldives Honeymoon Amazon Product Launch Strategy 08:33 - Keyword Research for Amazon Launch Success 16:16 - Utilizing Cerebro Historical Trends for Keywords 20:30 - Identifying Related, Non-Competing Products 20:37 - Strategic Keywords for Amazon Product Optimization 23:57 - Effective Amazon Listing Optimization Strategy 28:04 - Optimizing Amazon Listings for Success 28:54 - Launching a Test Listing Strategy 34:04 - Setting List Price Strategy for Sales 36:13 - Amazon Product Launch Strategy and Pricing 37:10 - Amazon PPC Strategy and Optimization 41:18 - Strategies for Amazon Discounts & Price Management 45:13 - Amazon Listing Relevancy and Ranking Strategy 49:36 - Product Launch Success With Amazon Relevancy 53:26 - Annual Amazon Launch Strategy Review ► 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: All right, guys, it's episode 600. You know what that means. It's time for another Maldives Honeymoon Launch Strategy. I'm going to be giving you guys, step by step, what you need to do in order to have the best launch that you can have for your Amazon products. How cool, is that? Pretty cool, I think. Black Box by Helium 10 houses the largest database of Amazon products and keywords in the world. Outside of Amazon itself. We have over 2 billion products and many millions more keywords from different Amazon marketplaces, from USA to Australia to Germany and more. Use our powerful filters to search through this database for pockets of opportunity that you might want to get into with your first or next product to sell on Amazon. For more information, go to h10.me/blackbox. Don't forget you can save 10% off for life on Helium 10 by using our special code SSP10. Bradley Sutton: Hello everybody and welcome to another episode of 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, as of any level in the e-commerce world. All right, and for you guys watching this on YouTube. You saw me do a dramatic transition from the pool. I'm here in the Maldives at a new resort that I've never been in, and I'm recording this as I do every year the Maldives Honeymoon Launch episode. This is now like the eighth version, I think. We used to do it every 50 episodes on the on the like the hundred and the 50. Uh, now we only do it every 100 episodes. So about once a year I come out here to the Maldives on my own dime I'm paying for this myself, and then I just take a couple of day’s vacation and also record the episode for Maldives Honeymoon Launch Strategy. All right, so if this is your first time listening to one of these, you don't need to go back and listen to the others, because every year I update it. Bradley Sutton: But basically, just a brief history is I started really focusing on what can give you the best bang for your buck for launches, and we all know about the so-called Amazon honeymoon period, where you get a little bit more bang for your buck when your product is just coming out. But then I started noticing things that gave me like that extra oomph, like a very special honeymoon, which is how I came up with the name Maldives Honeymoon, and that's why I am here and, for dramatic effect. I always come here to Maldives. I'm here at a resort I've never been it's the Huvafen Fushi Hilton, I believe it's called, but really great resort out here. And I'm here on my last day and I wanted to go ahead and share with you guys the new strategy. Bradley Sutton: So what we're going to be going over today is I'm going to go over, first of all, this is like version 6.0 of this strategy, where we are going to just break down what are the steps. And this isn't just me coming up with these steps. I've been testing it the last year. I've been testing stuff this month, last month, the previous month. I'm constantly doing tests to make sure, hey, what is the best strategy? And guess what, guys, if you listen to episode 500, the last time I did one of these episodes it's different than what I'm going to talk about today, because things on Amazon do change over time and that's why I do these every 100 episodes. So we're going to first go over the list of what makes up this strategy right now and then I'll give you guys, I'll show you guys, some examples of some things that I did, you know, show how I even came up with this, why it works. All right. Bradley Sutton: So first let's talk about product research. You know, the Maldives Honeymoon Strategy actually can doesn't always have to, but it can start with your product research when you're finding a new product to operate. I don't always just have the Maldives Honeymoon Launch Strategy in mind, but it's something that allows me to kind of like, pick the cream of the crop. Okay, so one of those features that I look for is a low title density. In Helium 10 Black Box, you use the filter under keywords for a title density. That means how many listings on page one, um, have this exact search keyword in the title? Uh, now, first of all, hold on. Bradley Sutton: Let me just back up really quick, and one elephant that's in some people's rooms, not in everybody's, is hey, wait a minute, isn't launch and creating listings and things completely different now, here, towards the end of 2024, because of Cosmo Algorithm and Rufus and this and that. And first of all, just spoiler, no, 100% the same. I'm not doing anything differently, differently. That being said, I'm going to go deep into I might have already been dependent on when I'm recording this, but I'm going to go deep into another episode where we talk about, uh, what the future holds because of you know, AI and different things. But the beauty is that don't listen to people who are trying to say that, hey, everything has changed right now because it hasn't, I am not doing anything differently because of AI and I'm having the exact same successes now. Bradley Sutton: The reason is because I have never been one somebody just focusing on keyword stuffing or keyword relevancy as the be all filter and stuff. If you're doing that, yeah, your launch strategies would have gone out of fashion years ago, because Amazon searches evolved before AI, before so-called Cosmo or Rufus and things like that. No, you got to do more than just stuff your keywords or your listings with keywords. Right, we've been teaching that you have to have the customer in mind when you guys are coming up with your listing, when you're choosing keywords, and not just have the Amazon algorithm in mind. Okay, and that's what we've always, even though the kind of strategies have changed. That's what we've always focused on in the Maldives Honeymoon Strategy is you're balancing Amazon algorithm with the customer and, again, nothing has changed, even though there's Rufus now and there's, you know, develop algorithms. If you're still doing that, you are a hundred percent fine. So don't get confused with people telling you that, hey, you've got to completely change everything you do or else you're completely irrelevant to the Amazon algorithm. Now, that being said, I hope nothing changes in the three weeks that from the time I'm recording this to the time I am releasing this, because I actually am recording this before Amazon Accelerate. Who knows, maybe something will come up from Amazon Accelerate that completely changes this. Bradley Sutton: I was teaching the Maldives Honeymoon Strategy to do refunds and giveaways for a year, year, for like two years. So the Maldives Honeymoon Strategy, you do a giveaway and you rebate them. Why? Because that was allowed by Amazon until the. I was teaching that till the very day it wasn't um. So, like I don't like to be the one who speculates about what could change, what does change. I'm going to tell you what's working, and you know we can, you know, kind of have in mind, hey, well, what could, but not to the point where it distracts you from what is working. And so that's what I'm always going to do. I'm going to give you the facts, guys, without speculation or things about what might change. And then the instant that something does change, or Amazon announces some policy shift or they announce something that you know the different way that you have to make your listings, we'll go ahead and shift them all these honeymoon strategy, right. So just keep that in mind. Everything I talk about right now has nothing to do with AI and different things, because these strategies are working right now, even though there's, you know, Rufus and different things like that. All right. Bradley Sutton: So again, going back to the product research, low title density is something I look at because that gives me an idea. If some of the main keywords in a niche have a low title density number, that means it's going to be really easy for me to get to page one of those search results, because that's just one of the ways that Amazon algorithm works. How it says that something is relevant for a keyword is like hey, is that keyword in the title? And if there's not that many listings that have that keyword in the title, well, it's like okay, well, maybe this listing isn't that important for this keyword, all right. So that's one of the factors I look at. Another thing I could look at again, not like I'm only looking for this, but it's just stuff that gives me more confidence when I do launch, especially if I have like five or six options and I'm like all right, I only want to launch one or two products, which are the one or two that I'm going to do first. Well, these are the things I'm looking at. So another one is I look at Brand Analytics and I'm looking total domination of one or two products, you know, because they're getting the majority of the clicks, the majority of the purchases, or, on the flip side, is the top three clicks. Do they only make up like 10% of the conversions, meaning 90% is wide open. I can go either way and it'll give me some confidence. It says, hey, if just one listing is dominating the clicks and the purchases, that that and I don't think that listing is that great or that product is that great that gives me some confidence that, hey, maybe I can go in right away and from day one, maybe dominate a little bit. Right On the flip side, maybe, if it's wide open, I'm like, oh shoot, people are just buying all kinds of products here on page one, the top three click products only make up 10% of the sales. That could give me some confidence too that, hey, I can have a lot better conversion share than these top three click products. That's just one of the things I look at as well. Bradley Sutton: Another thing I like looking at is in Amazon not even Helium 10, but in Amazon product opportunity explore. I look at the conversion rate for the keyword. All right, so in the conversion rate, if it has like less than 1%, I'm like, wow, this is great. That means that out of every 100 searches, less than one person actually buy something when they search at that could be an indication that there's opportunity, that people aren't finding what they're looking for. I can actually I said not in Helium 10, but for those of you who don't have Helium 10, yeah, use Product Opportunity Explorer. You can do that inside of Helium 10 with the keyword sales metric. All right, so we have estimated sales, and so if you have a huge differentiation between search volume and keyword sales, guess what? You found a keyword where it not many people are seeing what they're looking for and thus people aren't buying it. And so that means, if you can figure out what's the gap, why are people searching for this, but why aren't they buying anything on the page? Now, all of a sudden, you've got a huge advantage and that could be a great opportunity to get in a certain niche. So these are some of the things I look at, even before we're talking about launch, even though I know this is a launch episode. Those are some of the things that help me decide which keywords I'm going to launch. Bradley Sutton: Second step, before we even get to the launch, is the keyword research, and this is the key right. This is super key, and this is where I really think that you know, even though you can do launches without Helium 10. Guys, if you're using another tool that doesn't have these things I'm about to mention, you are leaving lots of money on the table with potential keywords, and so let me go over those. Now. The first thing I like to do is I'll put in 10 or 15 of the top competitors into Cerebro. Okay, so I'll take a baseline product, throw in 10 competitors, 15 competitors, minimum five, unless I'm in a brand-new niche where there's not much to look at. Let's just pretend that we're talking about something where there are at least five competitors that I can look at. Bradley Sutton: First thing I do is I just hit the one click button top keywords in Cerebro. That gives me all of the keywords that most of the top competitors, or most of these top…

    Full show notes at the publisher

    Helium 10 Buzz 9/27/24: TikTok Search Ads | New Chinese Tariffs | Amazon, Walmart, and Target Deals Sep 26, 2024
    Show notes

    We’re back with another episode of the Weekly Buzz with Helium 10’s Sr Brand Evangelist and Walmart Expert, Carrie Miller. 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.TikTok Search Ads Campaign launch in U.S.https://searchengineland.com/tiktok-search-ads-campaign-launch-us-446927Tariffs Targeting Chinese E-commerce Brandshttps://www.freightwaves.com/news/tariffs-targeting-chinese-e-commerce-could-dampen-demandGoogle Search Tests Shopping E-Commerce Cardhttps://www.seroundtable.com/google-shopping-e-commerce-card-card-38105.html Experience Amazon Accelerate 2024 on demandhttps://sell.amazon.com/blog/announcements/amazon-accelerate-on-demand-contentTarget Circle Week 2024https://www.today.com/shop/target-circle-week-details-dates-deals-2024-rcna171858 Lastly, in our training tip of the week, Carrie walks us through how you can take an FNSKU and create a custom barcode labels to give to your factories. In this episode of the Weekly Buzz by Helium 10, Carrie covers: 00:51 - TikTok Search Ads 02:48 - New Chinese Tariffs 05:59 - Google Search Tests 07:09 - Accelerate on Demand 07:50 - Target Circle Week 09:39 - Walmart Lending 10:14 - Walmart Repricer Dash 11:14 - Helium 10 New Features 13:07 - Easy Barcodes ► 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 Carrie Miller: TikTok shop ads launch in the US new potential tariffs targeting Chinese e-commerce sellers, and Amazon, Walmart and Target are battling it out for deals in October. All of this and more on this week's episode of the Weekly Buzz. Bradley Sutton: 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 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, e-commerce world. We highlight the latest new feature alerts from Helium 10, and we review a training tip of the week that'll give you serious strategies for serious sellers of any level in the e-commerce world. Now, today, our host is going to be Keri Miller. So, Keri, take it away and let us know what's buzzing. Carrie Miller: Okay. So the first story is that TikTok search ads campaigns have launched in the US, and I'll go ahead and show the article here. It's basically allowing for keyword based search ads that target users directly in the search results. Now if you're a TikTok user, you know a lot of the ads actually come on your For you page when you're kind of scrolling. So it's kind of a more generic approach. But now sellers can actually target keywords when consumers are actually searching in TikTok for something specific. So this is potentially stepping up competition with Google Ads, as TikTok is becoming a go-to search engine, in addition to becoming a social media platform. So let's go ahead and take a look at this article. If we scroll down a little bit, it says previously ads on the TikTok search page were more generic, but now brands can tailor their ads to align with specific search behaviors. Now it goes on to further say why this matters. It says that TikTok has a growing role as a search engine for younger users. 57% of users use the app's search function, according to internal TikTok data, and this new feature lets you capture attention at critical moments of intent. TikTok's move could threaten Google's dominance, as younger users are increasingly using social media for search instead of traditional search engines. So, if you recall, last week Bradley actually did talk about this on the Weekly Buzz and he said that there's a report that says over 50% of Gen Zers are going to be shopping on TikTok for the holiday season. So that's very interesting and very good numbers if you really wanted to start targeting on TikTok. And let's talk about the actual numbers of these actual ads. TikTok's testing shows that combining search ads with in-feed ads boost conversion by 20%, with users who don't engage with an ad initially more likely to interact with after seeing a related ad in the search. So that's very interesting information. So definitely something to consider when you are going into Q4 and wanna really boost your sales this holiday season. Carrie Miller: Okay, so let's go ahead and get into the next article Now. The next article is interesting and it's titled Tariffs Targeting Chinese E-commerce Could Damp Demand. Okay, so this is definitely something that is gonna be very interesting for a lot of e-commerce sellers because, as I don't know if anyone remembers if you've been watching I actually mentioned that Amazon is launching a direct-to-consumer program for Chinese sellers to sell directly to consumers in the US through the Amazon platform, and I mentioned this might make some US sellers a bit upset, you know, because a lot of the small parcels they're not taxed the same, you don't have to deal with the same logistics charges and things like that. So you know this basically gives Chinese sellers a much higher margins because of the lack of tariffs. You know, no warehouse and distribution costs associated with the traditional kind of container imports. There's a lot of other things that kind of go in with these small parcels. I know, for example, me as a consumer, I did order something on TikTok that I thought was gonna be great quality and it was actual garbage. It actually was shipped directly from China through customs. So really kind of is an interesting you know thing that we should really be considering for consumer protection as well as well. As you know, for US sellers, when you're providing quality, then it's going to help boost you a little bit more because it's going to kind of close off this way of kind of things that are come low quality coming into the US without having to even pay those taxes or being searched. Carrie Miller: So in this article, if I scroll down here, it says the White House this month said it would soon tighten eligibility and increase information requirements for low value imports that qualify for duty free status in an effort to prevent businesses from evading duty payments. It goes on to say a little bit further down it says the proposal is expected to result in higher consumer prices for small shipments. So that actually could be a better thing for US sellers who are offering the quality. But then if we go down further, this is really where it gets interesting for the consumer. Let's scroll all the way down. It says. Over the last 10 years the number of shipments entering the US claiming the de minimis exemption has exploded from about 140 million to more than 1 billion a year, according to the CBP figures, and the US is on track to import nearly 1.5 billion parcels in the current fiscal year, 4 million per day, and that is actually going to end on September 30th. Carrie Miller: The overwhelming volume of parcel shipments has made it difficult for us customs and other agencies to enforce trade laws, health and safety requirements, intellectual property rights, consumer protection rules and to block illicit synthetic drugs such as fentanyl and clothing made from forced labor from entering into the country illegally. That's kind of an interesting thing to to take a look at, especially as a consumer. You know, like I said, I actually it was like a hair oil that I ordered from TikTok and the quality was just garbage and it smelled funky. So you know, this is a consumer protection issue. You think should you know that shouldn't be coming into the US, are coming into the US because there's just an overwhelming amount. So this is definitely something that you know hopefully will happen and you, you know we can continue as our. You know, other sellers who are providing quality products can kind of beat out these sellers that are not doing the high quality products. Carrie Miller: Okay, the next article that we have here is about Google. Google is doing search tests in the shopping e-commerce card. So if we take a look at this article, you can actually see a little bit of what they're kind of testing. So the article is really stating that you can actually see a little bit of what they're kind of testing. So the article is really stating that you know Google's testing. It's using its top card format for shopping and ecommerce related queries and information and this shows product results with pricing on the left, with popular stores on the right and then some review content in the form of content and videos on the right side. So they're kind of moving maybe towards more video content and I'll scroll down a little bit more in this article because this is what it usually looks like, and you can probably Google this right now and still see this. But we've got, you know, the actual, the product with a picture and the price, as well as the reviews, whereas I think they're kind of moving more towards the kind of video reviews, since a lot of people are into seeing that kind of stuff on social media, so they might be kind of testing this out to see how they can compete with social media, and I think that's a really smart move on the part of, you know, Google’s, you know, just for Google, just because they are competing with these other social media platforms that are becoming more like search engines. Carrie Miller: All right, let's go into the next article, and that is basically, if you missed out, on Amazon Accelerate. I know a lot of people had FOMO because they didn't make it to Amazon Accelerate. You can actually experience it on demand. They are actually making all of the different sessions and everything that was recorded is available for on demand and it's for free. So you can just register, you can just download, you can just download all that stuff and kind of watch it as you're doing other things and, you know, just to kind of keep yourself up to date on the latest and greatest announcements from Amazon. So go ahead and register for that if you wanted to see some of those sessions and take advantage of that great content. Carrie Miller: And then next is another interesting thing and that is that Target is just launched their circle week Target Circle Week and it's going to be for seven days in October, from October 6. Okay, so it's starting October 6. And this is basically, you know, a seasonal seven day sales event that is going to feature holiday essentials, seasonal favorites, all this, that kind of stuff. What's really interesting is that you know, because of the dates, you know, this is going to be competing with Amazon, which is the eighth and the ninth, and then also Walmart that is going to be starting up that that week as well. So it's going to be interesting because Walmart starting up a little bit after Amazon. But if you're selling on target could be kind of interesting Because you might not get the buy box if you are selling at a discounted rate on target the few days before the big Prime Day event happens. Carrie Miller: So that's kind of an interesting thing to consider how you're going to be balancing out the pricing. And then there's also Walmart, because everyone wants to make sure that we have, you know, price parity along, you know, on all of the platforms, and that could cause you to lose the buy box. So could maybe be something to consider if you want to tighten up your strategy with any discounts or make sure you have the same exact discount across the board, kind of even before the Prime Day deal event starts. That could be a strategy. So I'm curious to know if anyone knows a strategy to deal with this and what you maybe did last year. If you want to put that in the comments below, I would love to hear your thoughts on that, because I think that's going to be kind of a big issue, especially as more sellers are in on Target, on Walmart, on Amazon, on TikTok, on all the different platforms. So really need to strategize when it comes to these big deal days. Carrie Miller: Okay, and the next thing, I actually don't have an article to share, but Walmart actually has announced that they have some cash advances with discounted fees going into Q4. I think mostly to help prepare for the holiday rush and to help with working capital. Especially, you know, cash flow is kind of a really challenging thing for sellers. So Walmart is going to be making some capital available through Capital by Paraffin and Payoneer and so, if you're eligible, you can actually go into Seller Center and you can, you know, figure out how to kind of get access to that funding. I think it will actually kind of pop up in there if you are eligible for it, but if not, you can also message seller support and see if you're eligible for some of their funding. And then they also have a pricing insights dashboard and I think that this is going to be very helpful going into the holidays. It's basically going to help you regularly monitor your pricing throughout the holidays and that is, you know, just to make sure that you stay competitive, and it's going to help kind of give you an insight on the pricing insights dashboard. That gives you, you know, pricing metrics, metrics at the SKU level, to help you make good decisions If you need to kind of discount your products further or, you know, if you're in, you know, in good competition with other sellers. Um, the dashboard is actually going to be refreshed regularly so that you can act quickly to update an item pricing, either individually or in bulk, and the dashboard also gives you flexibility to add items to the repricer or make price updates in the dashboard without having to submit spec files. So they're making it easy and fast for you to kind of see what you need to do in terms of pricing and then make those changes as quickly as possible. So that's kind of the latest and greatest updated news for Walmart. Okay, so we have a new Helium 10 update, which is very exciting. Carrie Miller: If you are in France, Germany, Spain, Italy or the UK markets, we are releasing keyword sales data in Cerebro, magnet, listing Builder, listing Analyzer, keyword Tracker, insights Dashboard and Product Launchpad for all of those countries. So again, those European countries are France, Germany, Spain, Italy and the UK. So I'm going to show you what that actually looks like. So here is a picture of. This is actually the US market, but this is what it'll look like in any of those markets that I just mentioned. You're gonna be able to see the keyword sales in the dashboard. So in your insights dashboard, right when you log in, you'll also be able to see them in Cerebro. So this keyword sales data for, again, all those other markets in Europe the France, Germany, Spain, Italy, in the UK, you'll also be able to see it in Magnet, as you can see here. So we've got magnet right here. You can see the keyword sales right here and then listing. So this is listing analyzer and at the very bottom, where you see the keywords, you can now see the keyword sales there as well. At listing builder, now when you go to open competitor comparison, when you actually look at this, you can see the keyword sales here. So that's really helpful for you to kind of like basica…

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    #599 - Secret Amazon Strategies from China Sep 24, 2024
    Show notes

    Howard Thai, the legendary "Professor of Amazon," is back to share his game-changing insights straight from the playbooks of top Chinese Amazon sellers. Curious about the secret tactics that can revolutionize your Amazon product launch? He'll reveal how to optimize your listings, uncover top-performing keywords, and navigate the surge of Chinese sellers on TikTok Shop following recent policy shifts. Plus, get a glimpse into Howard's unique journey, his time in the US, his return to China, and his passion for the epic anime Naruto. Our conversation doesn't stop there. We'll dissect the global selling opportunities on TikTok Shop, highlighting the stark differences in ease of access for Chinese sellers compared to others. Learn the proven strategies for success on the platform, including the importance of daily multiple video postings, leveraging affiliates, and smart ad usage. Discover the potential of live shopping and the groundbreaking impact of AI influencers in China, and how US sellers can adopt these innovative practices. Lastly, we'll tackle the escalating challenge of ranking products on Amazon amidst soaring PPC costs and the growing emphasis on external traffic. Howard shares actionable insights on using external deal sites like DealNews and Woot to drive traffic and boost product rankings. Dive into practical advice on securing initial reviews and sales through varied promotional tactics, including social media and PPC. Plus, get an insider look at different deal strategies to maximize visibility and sales, and hear about exciting travel plans to China with Howard, promising new adventures and networking. In episode 599 of the Serious Sellers Podcast, Bradley and Howard discuss: 00:00 - Strategies From Top Chinese Amazon Sellers 05:13 - Global Selling Opportunities on TikTok Shop 07:33 - Strategies for Amazon-Selling Success 10:24 - Strategic Launch Using Outside Traffic 11:03 - Ranking Products With Deal Sites 21:03 - Inventory Management in Sales Transactions 23:05 - Amazon Inventory Strategy and Temu Marketplace 31:30 - Mastermind Event in China ► 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: Today we're going to talk to a seller who used to be one of the top 100 sellers all time at Amazon and even has the nickname Professor of Amazon. He's going to give us some inside strategies from top Chinese sellers, what they're using for launching that you've probably never heard of before, like using what deals and more. How cool is that? Pretty cool, I think. Do you want to see how your listing or maybe competitors listing rates as to best practices for listing optimization? Or maybe you want to compare a group of ASINs or Amazon products to see how they compare to each other? Maybe you want to see within seconds the top keywords for a single listing or a group of listings? You can do that and more with the Helium 10 tool listing analyzer. For more information, go to h10.me forward slash listing analyzer. Bradley Sutton: 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's completely BS free, unscripted and unrehearsed, organic conversation about serious strategies or serious sellers of any level in the e-commerce world. We are going on the other side of the world, completely different time zone, a different day. I think it's like Saturday over there. It's Friday night here at Helium 10. The whole entire Helium 10 had the day off today. Like, sometimes they give us random days off like a recharge, so they're like you know what? Everybody in the whole company, you guys, get the day off, but I'm having Howard have to record again because there's technical difficulties. So you know what? I'm coming in on my holiday, on my, my vacation day, at uh, what time is it? 8 pm on a Friday night and I'm like I'm here for you, Howard, because I need the world to know what you have to say. The professor of Amazon. Guys, Howard, welcome back to the show. Howard: Thank you very much Bradley. Nice to be back on. Bradley Sutton: You notice my shirt here? Howard: Oh wow, yep, Naruto. Well, I love Naruto. Bradley Sutton: You and I are about the same age, like literally months apart, and so I think we both grew up with some similar things. So you were probably in your UCSD really close to me days when you were into Naruto here, and I believe you went even to Japan and even got more into it, right? Howard: Yeah, I'm really into Naruto and I'm side by side with Japan when they released the translated version of it. Bradley Sutton: You're back in China. How long have you been back in China? Howard: I left the US on June 10th so I came back here around June. I was traveling around with uh in Beijing for the family, and then uh Xi'an for my mom, my wife's side. Then uh, I went to um, I went back to around like July 4th or 3rd or something like that and I'm here to stay. Bradley Sutton: So I've been back, been back like for good, back like like for good or like for a year, or what would you talk? Howard: well before before the whole covid stuff. I've been in China since 2009, so I'm like one of the first Chinese Amazon seller here, like I mean basically a China-owned company that is selling on Amazon. Bradley Sutton: Ah, that's right, I forgot about that. You were always based out there after you for a long time, but then you came back here because, yeah, China was not exactly a great place to be during COVID, so that's why you're out here, okay, okay. So yeah, in your honor. Anyways, you see I'm wearing my Chinese baseball team hat, even got the Chinese colors on the side here. So, yeah, there we go. All right, I'm right on theme with the Naruto and China hat. Now, first thing I want to ask you I've seen you talk a little bit more about it, um, lately is now that you've been back in China, maybe your eyes have been opened a little bit more uh, about the strength of Chinese sellers on TikTok shop. Because I think in the beginning, like TikTok shop was mainly like all right, us companies a little bit harder for foreign companies to get on. But now correct me if I'm wrong TikTok shop has kind of like opened up the floodgates where now, all of a sudden, there's a lot more Chinese sellers on there. Is that right? Howard: Okay so before, like TikTok shop was only for in China, right, US was only for sellers that are selling in Amazon over $2 million. Then after, like recently, like last month, like early, early last month, they opened a floodgate to everyone. But there is still requirements, so there are little requirements, they have to be a seller and so on. But uh, it was like it's like wide open kind of you could say. Bradley Sutton: And for like for you know,USs customers it's pretty strict, you know, not not too strict. Like team I've been trying to get on Tmula. That's just ridiculous. I got to take pictures of me holding up signs and the 17 different addresses have to match. It's crazy. But TikTok shop was not too too hard to get signed up for. I think I got denied the first time because an address didn't match but I got it hooked up pretty fast. But foreigners, you know, like if I'm in Estonia, if I'm in Argentina or wherever, it's impossible to sign up for TikTok shop unless I've got like a friend or a family member who's got a social security number who can tie to the account. But if you're Chinese they get to skip that requirement. Howard: Well, no, they get registered as a Chinese to get in. Bradley Sutton: That's what I mean. They don't need to have a friend or family who has a social security? Howard: So if you are a Chinese Hong Kong or Taiwan then you don't need that. Um, you know, you can just use your own nationality to get in and sell on TikTok shop US. And actually the good thing is about this. Oh, I'm not sure if it's good, but let's say, in China, I mean, it's always like, oh, everyone favors China, right, but the TikTok shop in China is global selling, meaning they open all the countries up US, UK, Malaysia, Indonesia, Philippines, Vietnam and also Thailand. Was it Thailand or Malaysia? I forgot, it was like all of the list of TikTok shop that you can actually sell on. So it's not just one and US is only for one right now, and I don't even think we can even open TikTok shop UK. Bradley Sutton: Yeah, yeah, I know UK was there before US, but I they're not. Really. It's not like Amazon, where your Amazon token is connected and then it's kind of like you just switch and then now you're on your UK token or something. You can't really do that on TikTok shop, that's. But you're saying Asia, you can, Okay. So now, now lot of uh sellers out there. Hey, that's not fair, why? Why is TikTok shop giving uh, giving advantage to Chinese sellers? Hey guys, it's a Chinese company, they can do whatever they. They can do whatever they want. Um, what are the majority of the Chinese TikTok shop sellers doing? Are they shipping from like Amazon inventory warehouses in US? Or are they doing the kind of like Temu-ish direct shipping, using those subsidies, uh, to customers who buy the product? Howard: So there was the old-fashioned TikTok. So right now mostly it's based in the US inventory for TikTok shop or fulfilled by TikTok mainly it's all fulfilled by TikTok. Or if you are a seller to open, probably just like a seller-fulfilled TikTok in the US, though You're not supposed to be. Yeah, mainly that's what it is. Bradley Sutton: Any like little mini hacks or or TikTok shops. You know, before we get onto our Amazon stuff, uh, that you can. You know that you've learned since you've been back there, like like, uh, I'm wearing my red hat today, but I could be wearing my white hat. No, I'm definitely not wearing a black hat. So no black hat strategies, but but what is a one you know quick? You know, I know we usually do 30 seconds, 60 seconds strategy at the end of the show. We'll do an Amazon one then. But what's a 30 60 second tip you can give us about TikTok shop? Howard: I'm not sure what level people out there are, but uh, from what I know is uh in the US they're pretty much getting started. So there's just, it's just like Amazon you got to spend money to get the velocity. You need to start making sure that you get a lot of uh affiliates and you're also making sure that you're posting, making sure that you're uh having more videos a day continuously and doing ads. Bradley Sutton: So that's multiple videos a day. Somebody should be posting uh to their like brand page and then, at the same time, don't just rely on that, but use, use affiliates, what? What about live Like? Like you know, should we be in the live streaming? Is that? Is that like a? I know it's obviously not on a level of of China, like I saw that one lady in China who has like this I don't know what, what you call it, but like a, like a conveyor belt, and then products are coming and she literally shows her product for two seconds, throws it away two seconds and she's making millions of dollars. I know America's not at that level yet for live shopping, but what should sellers be doing for live shopping? As far as TikTok shop goes? Howard: China still doesn't have the culture for the US side live shopping. So we still have in the US. We still have a chance to US. We still have like a chance to like really do a really good job on the live because the way they uh speak and so on. But right now it's getting more and more uh sophisticated in China they're doing using AI influencers, doing all the lives, so in 24/7 they could be doing live every single second. So that's something that we need to catch up on. And things like tools. All the tools you think about TikTok is made by China. Right, Douyin is from China, and then TikTok is a version of Douyin with a little less functionality, and all the tools out there that you can think of for TikTok is made by Chinese companies. So if you really want to learn more TikTok, you should probably learn from the Chinese first and see what you can get out of it. Bradley Sutton: Yeah, and then now, like I said mentioned before, Temu is also trying to recruit US sellers. I don't have much to say there, but I know Temu is actually last month was in some trouble. Chinese sellers were actually upset with Temu. They were storming the offices and stuff like that. So I'm not sure what the future is for Temu, but it's still a very strong marketplace. It's like number number two or three as far as app usage and stuff. So that's a that's one to to be on the lookout for too. But mainly we like to talk about Amazon here and uh, I didn't. I didn't get to see your last mastery call that you did in your Elite Sellers Society, but I saw the outline of it and it looked like it was all about how to use deals. So, first of all, what deals are you talking about? Is this like lightning deals, deals of the day, prime, exclusive discounts, all of the above? Or what was your major focus for this? Howard: topic. So the master call that we had regarding deals was mainly talking about outside traffic deals, because Amazon right now is. Why is it getting harder for it to do Amazon? It's because Amazon wants you to push external traffic. That's why it's harder. People are doing the old way. They're doing only the one that yo go to BBC and everyone's does BBC. Bbc costs are going up so you have to do outside external traffic and what the deal was talking about is using the high ranking, all the stick deals, deal news woods and those kind of deal sites to help you rank your products. Let me just talk about it. So those are deal sites. Probably most of you guys heard of it before. So these deal sites are where Anchors starts coming in right. Anchor is the first people that came in with the deal sites to rank products back in like the days uh. So what it is is that you put your product on the on the deal sites. You push it to. Either you push it to your uh uh Amazon or you push it to your website. So when, if you put it, put it on, if you push it on uh on Amazon, then you will be able to rank your product on Amazon with the sales velocities and so on, keywords as well, um, and you can even put uh. And then, if you put it on your website, you're able to make sure that your product is either, when people go onto the website is, either to buy it from your website or to Amazon directly, because there's a go to I won't buy on Amazon kind of like little tag or little uh, a little button so they can. Depending on if you are matured or not. If you're already matured, you're just going to go, uh, directly to Amazon. But if you're like already pretty well off and you're like kind of, um, not, you're not sure if you need to rank or not, they can turn on and off the button to go to Amazon. So based on if you need to.. Bradley Sutton: Let me ask a quick question Is that going to the canonical URL or is it just going to the ASIN-based URL? Howard: It could be anything, any URL you want. Bradley Sutton: That's one thing I haven't tested, but whenever I tested it for years and years, it's not like, oh, I'm…

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    #598 - Amazon Product Marketing & Differentiation Sep 21, 2024
    Show notes

    Can your brand truly stand out in the crowded Amazon or e-commerce marketplace? This episode features Kevin King, a master of product differentiation, marketing, and branding, who shares game-changing strategies to elevate your business beyond the basics. Kevin walks us through the creation of his innovative Basecamp Apple Watch charging dock, illustrating how identifying market gaps and blending functionality with aesthetic appeal can help you craft a premium product that demands attention. We then uncover the critical role of visual storytelling and emotional appeal in successful product marketing. Kevin shares compelling real-life examples, including a groundbreaking product launch during Christmas 2015 and the branding triumph of Liquid Death. We dive into the challenges and rewards of rebranding, drawing lessons from Kevin’s experience with his dog product line transformation. The conversation underscores the importance of innovative packaging and impactful imagery in driving sales and maintaining a brand's identity. Finally, we explore unconventional marketing strategies that can turn an ordinary product into a thriving brand. Kevin recounts the phenomenal success of a hand sanitizer brand during the 2020 pandemic, revealing how creative tactics like catchy jingles and engaging public interactions led to remarkable sales figures. Whether you are an aspiring Amazon seller or a seasoned seller, this episode is packed with valuable insights and strategies to help you achieve a standout presence in a saturated market. In episode 598 of the Serious Sellers Podcast, Carrie and Kevin discuss: 00:00 - Product Differentiation Secrets With Kevin King 04:36 - Multi-Functional Charging Dock Design 06:57 - Product Development From Scratch 10:16 - Illustrating a Product's Transformation With Cartoons 10:54 - Product Innovation and Differentiation Strategies 14:33 - Brand Identity Success Through Innovation 15:48 - Premium Bully Sticks Differentiation Strategy 16:50 - Researching and Deciding on Bully Sticks 21:35 - Listing Strategy for Niche Keywords 27:09 - Differentiating Products for Marketplace Success 27:36 - Pet Product Influencer Partnership 31:24 - Building a Brand With Differentiation 35:19 - Hand Sanitizer Market Frustration and Innovation 41:52 - Unconventional Marketing Strategies for Brand Success 42:45 - Successful Million Dollar Marketing Strategy Transcript Carrie Miller: In today's episode, Kevin King is going to be sharing his secrets on how to differentiate your products so that you stand out from the competition. Bradley Sutton: How cool is that? Pretty cool, I think. Are you a six, seven or eight figure seller and want to network in a private mastermind group with other experienced sellers? Or maybe you want to take advantage of monthly advanced training sessions with Kevin King, an expert guest? Do you want to come to our quarterly in-person all-day trainings at Helium 10 headquarters? Or do you want the widest access to the Helium 10 set of tools? For all of these things, the Elite program might be for you. For more information on Helium 10 Elite, go to h10.me/elite. Hello everybody and welcome to another episode of the Serious Seller’s podcast by Helium 10. I am 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. Kevin King: You know, a lot of times people don't in the space, don't like to share their products. They're afraid people are going to copy them. I'm afraid like, oh, if I share this, this cool thing I found, I'm going to have a hundred different copiers on it. And that does happen. You know, Bradley’s had that with the coffin shelf, you know, here at series, and now there's I don't know how many coffin shelves that are A lot, a lot. Yeah, so it does happen. But I'm going to show you some ways to make that almost impossible today. I mean not to say that someone can't mimic you, because sometimes when people copy, that's a nice way of flattery. But there's a lot of things that you can do to differentiate your product and it's becoming super important. You know the days of when I first started. I know you've been doing this for a while 2015, 2016. You just go to Alibaba. You'd find a product look at Helium 10, see where the gaps are and just stick a different name on there and maybe create a logo, put it on there and put that up and sell it. Those days are long gone. I mean, can that still happen? Occasionally, someone can have success doing that, but it's extremely, extremely difficult. And branding true branding and true product differentiation is where it's at. And some people think, well, I'll just add a warranty or I'll add an eBook to my product or I'll bundle it with something else and that'll make it different enough. And that's usually not enough. And in today's world, you got to change your approach and that's what I'm going to show you today with real-life, real-world examples of my actual products. Some of these I'm not selling anymore for different reasons. Pricing got priced out of the market with raw supplies or something like that. But I'm going to show you exactly what I do and to try to give you some insights and some perspective on how you can approach this differently for what you're doing. Carrie Miller: Very nice, I'm excited. Kevin King: When it comes to business, there's really only two things that matter, and when you cut it to the core, that's innovation and marketing. I mean, yeah, there's all the details of finance and money and all this kind of stuff, but really, if you look at any business look at Apple, you look at Microsoft, you look at Tesla, you look at any of these. It's innovation and marketing. Those are the two fundamental things that you should be focusing on first. So, I'm going to start off with innovation. So the first thing I'm talking about is innovation. This is a product on screen called Basecamp. This is an Apple watch charging dock. It also charges your iPhone, charges your iPad. It has a night light on it. This is a really, really cool product that came out in 2015. It was launched in 2015. Kevin King: So almost nine years ago, right when the first Apple Watch came out, and where this product, how this originated. This is a product that I sold and I actually created this product from scratch. This was my actual product and I created it from scratch right when the first Apple Watch came out. And what happened is I went on Amazon to try to find some ideas for products and I saw that Apple Watch charging docks were trending at the time and most all of them were like these cheap bamboo kind of wooden docks for 15 to 20 bucks, all coming off of Alibaba, with just different names on them. Each one looks exactly the same, just had a different name, and I was like, if I'm going to spend 500 bucks for a watch or whatever the watch costs back then. I don't want some cheap, cheap stand to put it on, I want something that looks cool. So I developed this that I would want and I was like I don't want something where there's cables hanging across my desk, cables hanging across my nightstand, so I want to hide all the cables and I want to be able to charge like three things at once. And so that's what I developed, and so this particular product you can see here has a little light on it. Kevin King: I later added a Bluetooth speaker to it in a version two. It put the watch up on top, the phone would sit on the side and it had a. The charging was buried inside all the cables. Um, the back actually had two additional USB ports so that you could actually charge an iPad or put something else on the back of it. It had. The cables were all hidden underneath, so you'd wrap the cable around underneath so it's not like just all messing up your, your desktop or your, your nightstand or whatever the night light there you can see it. You can hit that button a few times and adjust it up in different levels. I created a really nice box for it and I had all the different adapters. I was prepared to sell this in the US market, and so I created one charging dock and then had them make the different adapters that go in the end, depending on if it's for the UK or for Europe, or for the US or for Australia the bigger markets. I later added a Bluetooth speaker to it. I changed that nightlight to not just a nightlight but actually a Bluetooth speaker so that you could this is the days before there was beats or any of that kind of stuff so it actually was a cool, cool thing to be able to have your phone sitting there charging and have a little speaker that would play your sound music or your wake-up call or whatever. You can see there are the little nightlights turned on. As an example, these are actually some of my listing photos that you're seeing on this. You can see that it would fit all kinds of different watch bands. I created a really nice box for the outside of it to differentiate it so that when you got it felt like you're paying 80 bucks for this thing. Kevin King: This was a little video that I had made. I found the way I got this made is I came up with the idea. I found a factory on Global Sources Comm. So I didn't even use Alibaba. I use a company called global sources comm, which is another alternate sourcing place. It's not as big as Alibaba, but you can find some better factories sometimes on there. So if you haven haven't checked that out, check it out. And I found a factory in Shenzhen, China, that would do this and I ended up paying them a thousand dollars for the design and so they had their internal guys do all the design and then the molding and everything. It was expensive. It cost me about 30 grand to do all the molding because it's electrical parts and USB and there's a chip in there. So this is not for everybody, but I spent about 30 grand on that. Kevin King: We've created all kinds of prototypes and they would send me these files, these 3D rendered files and these like SFP files, I think they're called. And then I took that actual file. So before this was ever manufactured, didn't even exist, there wasn't even a prototype yet. I sent it to a guy in Eastern Europe and he made this rendering from me from those files and this is a video. He made this entire video, this. The product did not exist so I could see it exactly as it was gonna be. He made these 360 degrees, basically before there was AI. AI video of the actual product. You can see this one only has one charging dock on a USB on the back. Kevin King: I had a second one, but I did this and then I sent this out and did some testing, like what do you guys think of this? And I was able to get the people at one of these big Apple insider blog posts. They're like, when this comes out, let us know, we'll publicize it. So right there I was, like they thought it was cool. So, I had my launch ready to go. Like I said this didn't come from Alibaba, this didn't come from the Iwo market or the Canton fair. Kevin King: The idea for this, this came from my head, and so I created this from scratch from my head. I've done that for a dog bowl and for some other products as well, and so I also. At the same time, back in 2015, I launched five different brands at once. Some of them were the traditional find something on Alibaba, change it up a little bit, change the packaging, put your logo on it and then send it out. But this one I actually designed from scratch. I think that's where you need to start thinking more and more about is designing things from scratch, and it's not always about a better mousetrap, it's about what the people want. Kevin King: With today's technology and with the AI, you can do so much that I couldn't do nine years ago when this was launched. That you can do now with iterations and these renderings, that you could have 20 different types of this and do all kinds of testing on PickFu. You can do so much more now with this. So this was the renderings that they would send me. So I would open this up, these EASM files, and I could play around with it on my computer and spin it and everything and say, oh, let's modify this or let's change this, or I don't like where this is positioned, put the logo over here. So this before we even made a prototype. Kevin King: And then what I did is I did 3D printing. So I had there's a guy in Austin where I live that had like 30 different 3D printers in his garage, literally, and so he had all kinds of different sizes and machines. I just took it. They followed him and he made this. This is a 3d printed uh sample. And then I took this to the Apple store in Austin and I said can, can you open up the drawer of all the watches. Uh, I want to make sure every watch, every band, fits on here and doesn't touch the light, and we'll make sure the cable fits through the, the fits through the, the channel on the back and everything. So, I had a total like piece of crap, basically, but 3d printed, but it's actually at least something that's I can hold and touch and feel, kind of get an idea of how it's going to be. And then we made modifications. So after I tested it with this, then I went through and I made modifications oh, we need to make the cable doesn't quite fit, it's not quite snug enough or it's crimping in the corner. So we went back and I, I, we made some modifications to it and then this was a prototype. So then they do what's a machine prototype? Um, there's a specific name for it, but it's a machine Like it's. They make like 20 of them before they make the mass run, and then I could actually test it and so I took it and that's what we created. Kevin King: This is one of the product photos for the actual that I used on Amazon that I had taken. This is one in my guest room and so we just put it on a nightstand and just showed it. They're actually charging three different devices and how it works. It works like magic. And for the listing also, I actually showed. You know, I create cartoons. I found someone on Upwork.com that would do this for 50 bucks and I had them actually said I want a before and after. I could shoot this with photography and it would be expensive. So I just had them make a cartoon and say, look, show the before. Because every product you need to be trying to solve pain points. I mean there's three or four different things you want to focus on when you're developing a product. One of those is solving someone's pain point. So you want to show them what it's like before your product and what it's like after your product. So that's what I did here. Instead of using photos, I used these cartoons. Kevin King: So I show on the left how you got all these cables everywhere and stuff all over the place taking up your whole nightstand just a mess. You're having trouble sleeping over there, the person you know. There’re all kinds of little hints all throughout this thing. You got a light that's flashing on it instead of a night light. That's all bright, keeping you up. And then then you got the one on the right. That's like you having a peaceful sleep, everything's organized, everything's nice, and so these are things that you want to think about when you're actually creating your images is show the before and the after. You can do it in photos, you can do it in, or you can do it in cartoons and like this one and this, it worked really, really well. You're going to see another example of this…

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    Helium 10 Buzz 9/20/24: Amazon Accelerate 2024 Recap | Prime Big Deal Days | Walmart Holiday Deals Sep 20, 2024
    Show notes

    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 just announced dates for its October Prime Day sale — here’s what to knowhttps://www.nbcnews.com/select/shopping/amazon-october-prime-day-2024-dates-rcna171355Walmart announced an anti-Prime Day sale and it’s no joke—learn about Walmart Holiday Deals nowhttps://www.usatoday.com/story/money/reviewed/2024/09/19/walmart-holiday-deals/75289574007/More than half of US Gen Zers are headed to TikTok Shop this seasonhttps://www.retaildive.com/news/gen-z-tik-tok-shop-social-media-holiday-purchases/726139/Amazon small oversize FBA fee reductionshttps://channelx.world/2024/09/amazon-small-oversize-fba-fee-reductions/Maximize your brand goals efficiently with goal-based bidding in Amazon DSPhttps://advertising.amazon.com/en-us/resources/whats-new/amazon-dsp-goal-based-bidding/5 new generative AI tools to accelerate seller growth and enhance the customer shopping experiencehttps://www.aboutamazon.com/news/innovation-at-amazon/amazon-generative-ai-seller-growth-shopping-experience In this episode of the Weekly Buzz by Helium 10, Bradley covers: 01:07 - Prime Big Deal Days 03:31 - Walmart Holiday Deals 05:14 - Gen Z Shopping on TikTok 06:25 - FBA Fee Reductions? 07:23 - Goal-Based Bidding in DSP 08:16 - Amazon Supply Chain Updates 09:50 - Buy with Prime Integrations 12:33 - Amazon Shipping App 13:00 - Faster MCF Shipments 13:37 - New Amazon AI Tools 22:11 - New Amazon Analytics Tools 23:24 - More Accelerate Updates 28:17 - Meet Bradley in South Korea 28:30 - More Upcoming Events ► 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: Prime Big Deal Days has been officially announced for specific dates. In October, amazon Accelerate had more than 20 new releases and announcements and we're going to go over almost all of them today. This and more on this week's Weekly Buzz. How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Series 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 new stories and goings on in the Amazon, Walmart, e-commerce world. We also give you training tips of the week and let you know what new things that Helium 10 has that will give you serious strategies for serious sellers of any level in the e-commerce world. Let's see what's buzzing. As a matter of fact, today I don't think we're going to be able to get to any new releases or training tips, because this was the week of Amazon Accelerate. I just got back a couple hours ago and I want to try and like get everything out there while it's fresh in my mind. Hopefully I'm not going to miss anything, but we have got tons and tons to go over today. Bradley Sutton: Let's actually first hop into just non-Accelerate related news. All right, let's go ahead Now. The first news story is from NBC News and it's entitled Amazon just announced dates for its October Prime Day sale. Here's what to know Now. You guys remember a while back, a few months ago, I had predicted when the regular Prime Day was going to be. Somehow, you know, I like use some just I used some just common sense and mathematical things based on dates that Amazon had, and I hit the exact date two months in advance, actually, three months in advance, I think. I hit it Now again. A month ago, I was like you know what, I'm going to go out on a limb and try and guess when Prime big deal days are. Take a look at what I said in August. If, again, I had to pick a date, it would be around October 9th. Now let me show you why. I noticed here that one of my products was eligible for prime big deal days window. So when I went in there, you'll notice and you guys probably have seen this yourself is that there's weeks for regular deals right All the way up to October 6th. Okay, and then the very next one it says is prime big deal days window. So first of all, it pretty much guarantees that prime big deal days is not going to be before October 6th. Bradley Sutton: Now, historically prime big deal days, I think there was another it was called something different in 2022. It was kind of like on the second Tuesday, Wednesday, Thursday of the month. So that's why I'm thinking that, hey, it could be around October 9th, 8th, 9th, 10th, around there We'll see. You've got a lot of time to plan, but at least, again, it is now confirmed. There is another prime big deal days coming. Well, guys, Nostradamus Bradley back at it again, because, look at this prime big deal days was. Well, guys, north stardom is Bradley back at it again, because, look at this prime big deal days was announced on October 8th and 9th. Guess what? I'm gonna make another prediction. I think I know when Black Friday is gonna be hint, hint, wink, wink. That's not a great, uh prediction. I think my prediction days are over two for two, that's it. But anyways, prime big deal days, guys. Bradley Sutton: It's kind of like the second prime day of the year is coming on October 8th and 9th and hopefully you have gone ahead and applied for some deals. If you're going to do it, this might be the time to do Prime Exclusive Discounts. Don't forget, prime Exclusive Discounts aren't free anymore, as we reported on the Weekly Buzz. But whatever the case is, there's going to be a lot more traffic shopping online, and when I say shopping online, it is not just shopping on Amazon for this special day, because take a look at this new story from USA Today. It says Walmart announced an Anti-Prime Day sale, and it's no joke. Learn about Walmart holiday deals now, all right. Bradley Sutton: So this is a new or special kind of discounts that Walmart is putting on. What date is going to be for these deals that will have up to 70% off? You guessed it starting October 8th. So it's kind of funny. Sometimes this Amazon and Walmart are going back and forth, trying to one up each other and make sure they don't have special days. But I think this is actually good for sellers that it's on the same day, because if you're doing deals on one site, you almost have to do deals on the other site because of price matching and things like that. So when Amazon and Walmart dates coincide, it allows you to go ahead and put the same discounts on both, and now you don't have to worry about things like buy box suppression and things like that. Now one difference, though, between prime big deal days and Walmart holiday days is this article says that it starts on the 8th, but it's set to continue through Sunday, October 13th. Now, this is important because, just like I just said, while the first couple of days are going to coincident have to worry about buy box issues. If you keep your Walmart deals going after the 9th and you have like the same maybe product identifier, like a UPC or something like that, it's possible that your buy box on Amazon might suffer if Amazon is price matching Walmart or price checking Walmart, I should say, and they could see that you have a special going on a Walmart but not on Amazon. So something to keep in mind. First couple of days you're good to go. It's kind of good that it's coinciding, but after the 9th, definitely check if you're going to stop your deal on Amazon but not on Walmart. Bradley Sutton: Speaking of holiday deals, there's an interesting article from retaildive.com I guess they did this kind of survey and it says more than half of US Gen Zers are headed to TikTok shop this weekend. It said about 43% of Gen Z shoppers are planning to spend more for their holidays this year compared to 37% of millennials. However, going down deeper, it says, in the US, nearly 54% of Gen Z will find gifts on TikTok shop alone. A third of US respondents will shop for gifts seen on Facebook and Instagram ads. I don't know how that's a poll Like. Do you actually answer a poll saying yes, I plan on buying stuff from ads? So that was kind of weird for me. But however they got this information sounds pretty exact. So they're putting it out there and it says almost a quarter 24% of US Gen Zers will make their purchase through influencer recommendations. So just you know, it's kind of interesting how much the whole landscape of holiday shopping has changed. You know, a couple years ago there was no such thing as TikTok shop, right, you know. So the fact that a lot of people are going to be you know, more than half of a certain demographic are going to be looking on this platform that literally didn't even exist last year is just kind of interesting to me. Bradley Sutton: Next article is coming from Channel X World. It actually has to do with Europe and it's an FBA fee reduction. All right, yeah, I did not say that wrong. It is an FBA fee reduction, not an addition. You know, usually when you hear me talking about FBA fees, it's about some new fee that we're going to have to do. That we're going to have to do. But if you're in selling in pan EU fulfillment, you're going to be able to save from 1.60 pounds up to 1 pound 87 for small oversized products across UK, Germany, France, Italy and Spain. So in those locations, what signifies a small oversize? So Amazon's definition of small oversize is 61 by 46 by 46 centimeters and unit weight has to be less than 1.76 kilograms. And then in Germany there's another set. But hey guys, take a look at this If your product is in this small oversize, you might actually be getting a reduction in fees, believe it or not. Bradley Sutton: One more non-accelerate announcement this week was done by Amazon Advertising, so entitled Maximize Brand Goals Efficiently with Goal-Based Bidding in Amazon DSP. All right. So now when you're doing your brand awareness campaigns, you're going to be able to specify reach and frequency goals and DSP is going to optimize bids automatically in real time to maximize these goals. So, for example, how you get started is you set the goal in DSP to awareness, you set your KPI to reach or frequency, and then you're going to choose a weekly target frequency and then you set your optimization strategy to prioritize spending, full budget and then you hit save. So now you're going to be able to, you know, test out this goal-based bidding. So, um, I know not too many of you are using DSP, but something that maybe talk to your amazon rep to get more information on. Or, if you're using an agency, talk to them to see if this might be good for you all. Bradley Sutton: Right now, let us get into amazon accelerate. Uh, this was my second accelerate um, and there was just tons and tons and tons of things that were released over the three days. Now, on some of these, we're actually going to get a little bit more in depth. I was able to interview some of the product managers at Amazon responsible for some of these, so we're going to go in depth on things like the customer loyalty dashboard and gen AI videos and different things like that in future episodes, but for now, let's just give a brief overview of a lot of the updates. Bradley Sutton: Now, first up, we had supply chain by Amazon updates, all right. So first they were talking about hey, they're unlocking faster delivery speeds that increase sales an average of 20%, they said and now there is an Amazon fully managed option for US sellers to automate the entire supply chain process, so I'm not going to go too much into detail about that. We've talked a little bit about this in previous episodes. Now, multi-channel distribution for Amazon warehousing and distribution, also known as AWD it says it now offers the ability to do custom labeling, allowing you to distribute products in bulk to different sales channels, including other marketplace services. All right, so you know this is something that before you know, like you might not have thought that Amazon would be down to do like helping you, kind of basically like drop ship to other channels, and they're cool with it, with it going to other marketplaces. That's going to be a kind of a theme on some of these announcements I'm going to talk about from Amazon Accelerate. Bradley Sutton: Now, speaking of Amazon logistics and supply chain, there is a lot of MCF and buy with prime announcements. All right, a lot of different enhancements. First of all, if you are using buy with prime on your website, now you are going to be able to accept PayPal payments. All right, you can't do that yet in Amazon, but if you're using the Amazon Buy With Prime, like on your Shopify, WooCommerce, you're going to be able to accept PayPal checkout. So that's going to be pretty cool. And then, actually, starting next year, if you're a Prime member, they're going to be able to link their Amazon account to their PayPal account so that Prime free shipping benefits are available automatically. Another update was, if you are doing Amazon DSP, like we just talked about, you're going to be able to now run ads on Google Shopping ads and TikTok ads all right to drive more traffic to your Buy With Prime enabled options. All right. Bradley Sutton: So here's how this works, if I'm understanding this correctly. So let's say you've got Buy With Prime listings set up. Now, if you recall, buy With Prime it's been around for a while. It's so you can have on your website a literal Buy With Prime badge and you are able to see the shipping time. So, basically, your Shopify customers, if they purchase on your website, they're going to get it delivered from your FBA inventory or MCF inventory. But now if you're running DSP ads the cool thing is they showed a couple examples of this is like in the Google shopping. You know what? You can't link directly to an Amazon listing, all right, you can't put Amazon listings per se into Google shopping. But if you've got your Shopify or WooCommerce or whatever listing there that has the buy with Prime, which basically goes your Amazon inventory. Anyways, you're going to be able to see the shipping time, all right. So, like you know, two, three days shipping. It's going to actually show up in Google Shopping Right, which has not been done before, and also in TikTok advertising. All right, not TikTok shop. We're not talking about buy with Prime inside of TikTok shop. We're talking about that. If you run a TikTok ad, it'll overlay onto a TikTok right. You're going to see that Prime badge right there where it'll say like two days, three days shipping and people can just go ahead and buy it right from that TikTok ad and again, that's going directly to your Amazon Prime inventory. So, pretty cool enhancement. Bradley Sutton: You know, like a few years ago you wouldn't have thought that Amazon is down to like help sellers. You know, sell on other platforms and things like that. You know, like last year, amazon accelerate. The big announcement was how you could have, you know, Shopify integration. You're like that was would have been unheard of just two years ago, you know. And then now we're talking about, you know, integrations n…

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    #597 - Expert Tips for Dominating Amazon PPC Sep 17, 2024
    Show notes

    Join us for an insightful TACoS Tuesday with Amazon PPC expert Destaney Wishon of Btr Media, as she shares her expertise on Amazon advertising strategies. We explore the key benefits and features of Adtomic, a powerful tool for managing Amazon PPC campaigns, focusing on bid management, keyword research, and holistic performance tracking. Destaney emphasizes the importance of understanding market dynamics, competitor actions, and customer behavior to effectively manage ACoS fluctuations. She also offers strategies for handling high CPC in competitive niches, including evaluating repeat purchase rates and the impact of ad spending for organic placement. Next, we cover essential Amazon PPC campaign strategies tailored for businesses of all sizes. Discover how to kickstart your keyword research with low-bid, low-budget auto campaigns, and the importance of profitability-focused campaigns optimized for ACOS or ROAS objectives. We also discuss organic ranking campaigns, the nuanced application of sponsored brands and sponsored display ads, and the comparison between CPC and CPM models for sponsored display. Learn about optimal product launch strategies and effective product targeting strategies that focus on competitive advantages and thoughtful ASIN grouping based on budget and objectives. Finally, we dive into advanced Amazon PPC optimization strategies, especially for those with limited budgets. Listen as we discuss the benefits of using broad and phrase match keywords over auto campaigns, targeting long-tail search terms, and leveraging customer demographics. Destaney also addresses challenges such as campaigns not receiving impressions and the effects of pausing campaigns versus lowering bids when using day parting. Additionally, we highlight the importance of bid management during off-peak hours, understanding customer purchase behavior, and using the refine feature in category targeting campaigns for more precise ad placements. Don’t miss our interactive Q&A session with Destaney, where she answers a range of insightful questions from our audience. In episode 597 of the Serious Sellers Podcast, Carrie and Destaney discuss: 00:01 - Amazon PPC Strategies With Destaney Wishon 01:52 - Maximizing Amazon Advertising With Helium 10's Adtomic 06:15 - Optimizing External Traffic for E-Commerce 07:43 - Essential Amazon PPC Campaign Strategies 09:19 - Choosing Between CPC and CPM 12:27 - Optimizing Keywords for Amazon Sales 13:35 - Amazon PPC Optimization Strategies 20:50 - Optimizing Bids Frequency and Bulk Strategy 24:32 - Interactive Q&A Session With Destaney ► 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 Carrie Miller: On today's episode we have PPC expert Destaney Wishon and she's going to be answering all of your PPC related questions. Bradley Sutton: 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 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 this episode is our monthly live TACoS Tuesday show, where we talk about anything and everything Amazon and Walmart, PPC and advertising related with different guests, and today's host is going to be Carrie Miller. So, Carrie, take it away. Carrie Miller: We have back with us Destaney Wishon, who is an expert and everyone loves asking questions too. So welcome again, and her kitty. Destaney: Destaney and Luna today. Carrie Miller: I'm really excited to see you know, to have another TACoS Tuesday with you and ask you some great questions. First question I had for Destaney today is for anyone who might be starting out with Adtomic to manage their PPC ads, what kind of things do you think that they should pay attention to? That are kind of benefits and features of Adtomic or just kind of strategies to get started with it? Destaney: It's funny when you have a conversation around Amazon advertising softwares in general, it's always going to be bid management and keyword research. That's what it comes down to in order to drive success. No tool can provide a huge competitive advantage in those areas because we're all given the same levers to pull. But, that being said, I think the area that I've seen drive a lot of success for brands and sellers is having everything in one portal, so like something that we've been playing around with a lot and done a few presentations on is like something like Market Tracker 360. Being able to directly influence your Amazon advertising based off what you're seeing within the market. Same thing as utilizing, like brand metrics, conversion rate data or I know a lot of people use Helium 10 for tracking performance and BSR and organic rank. You can easily track that and then open up Adtomic and make adjustments and allocations based directly off what you're seeing in some of the other categories. That, in my opinion, is like the biggest value add. Beyond that, I think some of the features that I think really stand out are just the utilization from like an ad type. Expansion standpoint is really important because I think with an ad console it can be a little bit complicated when you get into sponsor brands and sponsor display as well as some of the day partying mechanisms of really being able to understand time of day and hour performance. Bradley Sutton: If you're like me, maybe you were intimidated about learning how to do Amazon PPC, or maybe you think you just don't have the hours and hours that it takes to download and sort through all of those sponsored ads reports that Amazon produces for you. Adtomic for me allowed me to learn PPC for the first time, and now I'm managing over 150 PPC campaigns across all of my accounts in only two hours a week. Find out how Adtomic can help you level up your PPC game. Visit h10.me/adtomic for more information. That's h10.me forward slash A-D-T-O-M-I-C. Carrie Miller: I'm going to go ahead and get into some of these questions from the audience. I noticed a ton are flooding in because they let's go ahead and start with the first one. My ACOS over the last month on a week-to-week basis has fluctuated between 21% on some weeks to 35% on other weeks. I haven't changed or adjusted bids much at all. Is that normal to have that type of fluctuation? Destaney: I would say 100%. Yes. The problem with PPC is it's a pay per click model, so that can be fantastic because we're only getting charged when someone clicks. But it also means that if the industry or your audience changes, there can be fluctuations. A good example is, let's say, your number one competitor goes out of budget during one week. That means that the overall CPCs in the category could decrease because your competitor is no longer bidding them up. And if your CPC decreases and you're paying less for a click, then you could see a lower ACOS. So it's pretty normal to see fluctuations, either from changes in CPC that's kind of the first thing you need to look at or changes in conversion rate. If your conversion rate changes, that typically means your customer habits have changed. If your CPC changes, it typically means your competitor habits have changed. Carrie Miller: What is your strategy for this. You've got a relatively popular $20 item which is in a competitive niche. CPC is often over $2, giving COGS, my max bid is set around $125. Looking at Amazon's SKU economics over the last six months, on a per unit basis, the sponsored product cost is $18.25. Click-through rate is 0.81%, Cost per click $2.20. Conversion rate 7.85% on one campaign average of all campaigns. So that's a lot of numbers. Here ACOS is 90%, Click-through rate is 0.61. CVR 6.10. And then CPC is $1.23. Looks like a very expensive hobby. What would you do? Destaney: I have three quick call-outs for this. One do you have repeat purchases? If you have high repeat purchases and high LTV like maybe you're selling trash bags and they come back every six to eight weeks then this is completely different. You need to view all of your metrics on what that lifetime value looks like. A lot of people in the supplement space, for example, will pay $20 a click and have a 200% ACOS because they know that customer is going to return four to five times and not click on an ad the fourth, fifth time. If you don't have a high repeat value, I think there's kind of two other options you need to consider. One if you spend more on ads, does your organic placement improve? If the answer is yes and you have that dialed in really cleanly because there is direct correlation if you run your ads appropriately, then sometimes it's worth spending on your advertising and taking a loss because you know you're going to move up on the page and when you get ranked in the top eight you can pull back slightly on ads, focus on profitability, but you're going to drive so much overall revenue because your organic ranking improved. That's the second thing you ask yourself. The third if you're not in a position of focusing on organic rank and it's more of an expensive hobby than a brand building exercise for you. I would consider looking at external traffic and see if there's cheaper avenues to drive traffic to your listing outside of PPC, because PPC can be relatively expensive because it is the highest intent traffic we see in e-commerce. Carrie Miller: An interesting question that he has, because I've actually seen a lot of people with this kind of question after they've launched and so that product research is a really, really important part of the whole process and just determining if you have the money to kind of compete in those. But I have seen kind of a shift in this because of TikTok. I've seen people launch in really competitive categories but do extremely well because of that outside traffic from TikTok and like that promotion on, you know just content. So those are all different, different things to look at and you know consider as well. All right, next question is from Eric. He's asking for brand tailored promotions. Do you recommend applying a coupon for top tier audiences? Destaney: There's hundreds of different conversations we can have and it really depends on your product. I think in general we've seen a lot of success with brand tailored promotions. I think that there's been some arguments that that customer maybe would have already came back, depending on what audience you're selecting. So you're just giving them a coupon or a discount, but we don't have to get into the psychology behind that. I think in general we've seen a lot of success applying them. But you can also consider some of these applications on the DSP side of targeting those same audiences without a coupon but serving them another ad, depending on their purchase habits. Carrie Miller: All right. Sean asks what are the essential PPC campaigns that you'd recommend getting started with? Destaney: Great question. I believe Helium 10 as a whole we're working on solving some of these questions in the space with a more actionable education. I think for this purpose the things that we really look at is we do typically recommend running a low bid, low budget auto campaign. Auto campaigns do win more unique placements than manual campaigns, but you can't control the bid and budget. So we run them for keyword research and unique placements. We typically run profitability focused campaigns where we're optimizing our bids solely for ACOS or RAS objectives and we focus on our keywords that we know have already converted through our auto campaigns or the work we've done with helium 10 keyword research. We recommend running some level of organic ranking campaigns as well. So we'll take our two to three keywords that we really care about improving our BSR on and we'll run them at a more aggressive, higher ACOS targets but focus on conversion rate and maximizing impression share. As we get into sponsor brands and sponsor display, it really depends on the stage of business that you're in. We almost always recommend running sponsor brands, especially if you have video assets, if you have lifestyle images, but brands don't always have those. We do recommend running sponsor display, product targeting in a really granular fashion and views remarketing. But if you only have a $500 a month budget, don't invest in those and all of these ins and outs and expectations is where it gets difficult in recommending what campaigns are essential. For a big brand. All of them are essential. For a small brand. Start with the first three I mentioned. Carrie Miller: All right. Pedro asks for sponsor display, when should we choose CPC versus CPM? Destaney: Great question. So there are two very different models and typically two different levels of targeting. CPC is the format we typically recommend starting with, so we like to run just CPC product targeting ads. When you start moving into retargeting and some of the other initiatives, CPM is an option. There will be a lot of people who will post view CPM results with a $29 return on ad spend or a 5% ACOS. But that's not actually that accurate. A CPC ad a customer clicked on it, so you know the ad did its job. A view CPM ad a customer can view it for one second and then purchase your product later and Amazon will give it credit. That doesn't mean it's bad. That just means the results sometimes look inflated or better than average, because think about how many times you scroll a product detail page and glance at an ad. You don't actually remember the ad, but you glanced at it and then maybe you bought it. Amazon's going to give that ad credit if it's view CPM. So they're both fantastic. They both have different targeting types, but understand that a view CPM can sometimes frequently be inflated. Carrie Miller: All right. The next one is what is the best launching strategy for a new product? Destaney: Yep, there's a ton of different opinions on this as well. Some people recommend doing auto campaigns so you can collect a ton of data really fast. An auto campaign will cast a really wide net and it'll rely on Amazon's algorithm to figure out where your product needs to be showcased. They're going to review your listing, review your backing keywords and say, hey, I think this product needs to be shown here, here, here. It can be really good for expanding your keyword research, but it's also casting a wide net, so sometimes they're not profitable during launch. So we recommend starting with a low bid auto campaign to collect data on the side and then taking all of the keywords that were prioritized from when we wrote our listing using Helium 10. And we put those in a specific campaign, typically an exact match. So we're really really controlled. And then, depending on our budget, depending on review acquisition how many reviews we get we'll start looking at expanding to broad match phrase match. We'll start looking at expanding into product targeting or into sponsor brands video, but it really depends on your review acquisition strategy at that point. Carrie Miller: Andrew asked when you're running a sponsored products product targeting campaign, is there an optimum number of ASINs to target and related? Can you have too…

    Full show notes at the publisher

    #596 - Amazon Influencer Program + Affiliate Earnings Sep 14, 2024
    Show notes

    innovative strategies from Gulsen Berkin Cinar and Michelle McLean, who are back after five years to share their secrets. From capitalizing on Amazon influencer opportunities to selling seasonal products, they reveal methods where people are earning up to $70,000 a month with no investment. Join us as we explore the incredible journey of a family-run Amazon business that skyrocketed from modest beginnings to a seven-figure revenue before being sold. Gulsen shares the thrill of launching a new brand and expanding into platforms like Shopify and Walmart. Michelle, driven by her passion for seasonal products, recounts her success with Amazon products during Christmas, illustrating the excitement of spotting and profiting from trending items. Dive into the world of Amazon influencers and affiliates with Michelle's expert tips on maximizing commission potential by reviewing higher ticket items. Discover how you can earn substantial income through Helium 10’s affiliate program, even if you’re just starting out. We’ll also guide you on signing up for this lucrative opportunity and highlight the benefits, including lifetime recurring commissions and other rewards. Don't miss this episode, which is packed with actionable insights and real-life success stories designed to help you thrive in the e-commerce world. (Time Stamps) - In episode 596 of the Serious Sellers Podcast, Bradley, Gulsen, and Michelle discuss: 00:00 - Boss Ladies Making Money Online 03:09 - Amazon Influencer Affiliate Program 03:47 - Amazon Business Exit and Brand Scaling Success 10:23 - Influencer Program and Earning Commissions 14:17 - First Amazon Product Review Videos 20:08 - Product Sourcing and Market Research 22:48 - Amazon Affiliate and Reviewer Earning Potential 29:02 - Helium 10 Affiliate Earning Potential 32:47 - The Power of Consistent Growth 34:29 - Helium 10 Affiliate Discount Opportunities 38:01 - Affiliate Program Sign-Up and Benefits ► 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: Today we've got a couple of boss ladies on the show who haven't been in the podcast in five years and they're going to be talking about cool ways that they're making thousands of dollars in their spare time by being either an Amazon influencer or selling seasonal products, along with a way that some people with no investment are even being paid $70,000 a month from Helium 10. How cool is that? Pretty, I think. Important message, guys. On October 23rd, Amazon is changing the window for which you can look back and claim that they owe you reimbursements for lost and damaged products at FBA warehouses. It used to be 18 months, but now it's going down to only 2 months. So, if you have never used a reimbursement service or Refund Genie, now is the time. Last week, I ran Refund Genie on two different accounts and got a total of over $5,000 back for those sellers. And don't forget, unlike a lot of services out there, Helium 10 doesn't take any commission on what we get back. If we say you're owed ten thousand dollars and you get back ten thousand dollars from amazon, you keep ten thousand dollars with no commission to Helium 10 at all. Refund Genie is now available to anybody who has a Helium 10 Platinum Annual Plan or higher. So, to get an estimate about on how much money you could get back, go to h10.me/refundgenie. If you've never used a Helium 10 coupon, use the code SSP10 to save money if you need to upgrade to a Platinum Annual Plan. Bradley Sutton: 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'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 we've got a couple of people here that are super, super old school here at Helium 10, including the one person, the only person who has been at the company here in United States side longer than me, and then another person who was one of my first hires here at Helium 10 just a couple months after I got started. So, Gulsen and Michelle, welcome back to the show. Michelle: Hello Gulsen: Hello Michelle: wow, I feel so old. Bradley Sutton: Well, hey, that's why I'm also I'm wearing the old school Helium 10 logo shirt here to kind of like reminisce about our old days, you know, way back then in the WeWork. Now I say welcome back to the show because there's been a huge gap since Michelle and Gulsen have been on the show the word now in episode I don't know like 580 something or 590 something. Their first time on the show was episode 86, way back in December of 2019. So, if you want to get a little bit more of their backstory, go ahead and see if you can find I don't even know if you can find such an old episode, but episode 86, where we had them and some of the other members of our crew all together on one episode. But I was like you know what? It's been years since you guys have come on and each of you have interesting things to talk about. So, let's go ahead and have you guys uh back on. So, first of all, um, let's start with uh, Gulsen. Now what about you? And you know you've since before you even worked at Helium 10. You know you've had like a family Amazon business. Um, ven offline, obviously you're my co-worker, but we've never really talked about that in a long time. Like, are you guys still selling on Amazon? You selling on other market? What have you guys been doing with that side of your things? Gulsen: Yes, so you don't know this, but you know we were running that Amazon business with my husband and last year December we sold that one and the first call I received. Now my husband is building another brand. Bradley Sutton: Well, hold on. I want to talk about that. I didn't know that you were right, I had brand and I want to talk about that. I didn't know that. You're right, I had no idea. So how did you find a buyer for the business? What was it like through an aggregator? Did you use a service or just networking? Gulsen: Yeah, he was with a partner and um, he was always getting those questions like, um, if he ever likes to sell his shares and stuff, but at the time it was very good season to do that move last year December. So yeah, and it. You know it was very stressful and long journey for years but I'm so happy that we came to that ending and he took like a few weeks refresh and now he's on top of it another brand by himself right now. Bradley Sutton: Okay, so what did he scale that brand to like? what was the peak yearly sales like approximately? Gulsen: Yeah, so by the time he started it was about four hundred dollars per month. Bradley Sutton: Four hundred thousand dollars ? Gulsen: Four hundred Dollars. Bradley Sutton: Four hundred. Oh, when he started, you said yeah, okay, I was like about to say well, who is buying an amazon business that grosses $400 a month, like good grief? Okay, that makes sense now. So that was when he started, and then he scaled it to what? Gulsen: Yeah, the time he moved out that they were at monthly six figures. Bradley Sutton: Oh wow. So definitely a seven-figure brand, oh yeah, that is pretty cool and then and then. So now he's starting from scratch or like something similar, or, and he's already launched, or he's just in the planning stage right now. Gulsen: From scratch it's already launched and now, um, this time we just wanted to want it to be more on like brand side. We still use, of course, amazon and we will try to start selling on Walmart as well, but now we're just trying to be so heavy on Shopify, building the brand awareness, and then, of course, the goal is the goal again, selling it. But to me, you remember my Amazon account. I was so like a Grand Bazaar Amazon account. I still have it and still is my passion to find those seasonal items. Bradley Sutton: But you're not still. Have you been off and on selling products on that account? Gulsen: Yes, yes. Bradley Sutton: Oh okay, I didn't know that. Okay, cool, but only seasonal. Gulsen: Only seasonal and I know you don't really like it when you do Amazon for patient. But that account you saw that it's such a passionate account only the products I really like to spend my time on and not really that profitable, but still nice. And I feel like I still like to spend a lot of time on Black Box trying to find products and then search them on Alibaba, even if I'm not going to invest. I think it started to be like a habit for my life. And, yeah, the last time I found something it was a toy product. I never recommend anyone to, you know, join a toy business, but this one was crazy because, like it was selling on Amazon about like $26, the price to import and everything was about 450. So now it's just, you know, um, making my mind so busy like should I really launch a toy product? But it's so competitive and, yeah, I might be needing to pick your brain about it very soon. Bradley Sutton: Okay, I thought you were saying you already did this. I was waiting for the results. This is what you're planning. What is something you've already done in the last year or so that really was a good experience? When you just found some random product and then it was able to sell during the season. Can you give an example? Gulsen: Yeah, I can give you an example. What's so funny is I really like to look around a lot while shopping, like actual shopping, Like I'm touring the Costco, Sam's Club, these places and like Bluetooth Beanies. I don't know if you remember them. Bradley Sutton: It's like you have a beanie, but then there's like headphones or something inside. Oh, okay. Gulsen: Inside the beanie there were headphones and the first time I saw them like we were shopping on Sam's Club. The first time I saw them, we were shopping on Sam's Club and Charlie, my husband, he was telling me you know what? This product will go viral. And then we sourced it and, oh my God, it was such an amazing experience because that product really went viral. Bradley Sutton: So, you sourced it, not to piggyback on the listing, but you made your own listing a brand new. You just found it in Alibaba. So how much did you sell of that product? Gulsen: Yeah, during Christmas time we sold close to 1,000 units Bradley Sutton: 1,000 units at what price? Gulsen: I believe it was about $14,000, $14,000, $15,000. Bradley Sutton: Okay, so a nice little five-figure a month there on one product or two. Gulsen: yeah, it was amazing but, like I said, it was seasonal and now like I don't even think anyone is going to search for Bluetooth beanie, but we were one of the first listings on amazon selling that product. Bradley Sutton: Nice so finding products at Sam’s Club in Costco. I just go there for like free samples and a dollar 50 hot dog and stuff. But now, now I know I need to start looking out for products. All right, let's switch to Michelle now. So, Michelle, you know, in the beginning at Helium 10 and the last time you were on the podcast you like, like your experience with Amazon was pretty much just interacting with Helium 10 and interacting with, interacting with our customers. But now you're not necessarily an Amazon private label seller. But tell us what you are now in that definitely has to do with the Amazon ecosystem. Michelle: Yeah, of course you know really quick. I wanted to say how far back I've been, you know, just to give some clarity for people listening. When I first started Helium 10, my daughter was eight months. She's going to be seven years old in November. So, this just goes to show like how old I am. Bradley Sutton: I don't need any reminders for that. Michelle: Yeah, I was just thinking about that and I was like, oh my gosh, it's been almost six going on seven years, so that's insane. Bradley Sutton: That's crazy, that's great. And then I remember how it was like your desk was like behind mine, so I need to check on what you're doing. I just like turn around, we're all in that little, we work there. And then I got to move to like this little, literally a closet. You know, the affiliate team office was like this little that used to be a storage closet and then it became my office. Michelle: And then what? Six or been very exciting, and I honestly love building relationships and speaking with different people around the world. It's awesome. So now what I'm doing is I've learned and I've kind of just jumped on ships with the Amazon. Influencers program is something that you don't need to really invest money in. It's more of just investing your time and basically you are reviewing products and then when you review them, you upload them to Amazon and Amazon does all the work for you and you just earn commission off anyone that watches your video. Bradley Sutton: How do you even find out about that people are doing that, because I think nowadays some more and more people know about it, but like I didn't really know about it until somebody like I don't know maybe I saw a video on it or something but how do you even know that this was something that people do? Michelle: Yeah, it's actually really funny. So, I was just searching, looking for new influence affiliates to join Helium 10 and you know, the algorithm just picks up and all of a sudden, you're seeing like people selling you courses and it's like, hey, the Amazon review program. And I was like, what is this? So, I dived into it and I just started following and I was like you know what? I've never been one to just like jump and, you know, spend a lot of money on products, but this seems like something I can do. And I did it kind of just more of like as a test and, um, it was, yeah, I got like approved right away and then I did the second approval and I got approved in that and now it's just putting videos up on Amazon and the more videos you put there, the more commission you make. And you know it really just depends on the type of video you make as well, of course, the quality and everything. But it's really fun and I feel like for me being like a really busy full-time mom um, and you know, working full-time this is something that I can do, that I don't have to just like run a business. It's just more of yeah fun on the side. Bradley Sutton: yeah, like even us, you know amazon sellers, like we all have families, like this is something, and maybe your daughter is a little bit too young still, but you know this is something, is something that you know you got like teenagers or even, um, you know, maybe preteens a little bit. You could almost have them like make some of these uh videos and it's like something super simple. Obviously, you know adult needs to set it all up, but it's not like rocket science where you have to be a pro influencer. Uh, you know, in order to make these review videos, a lot of them are just like kind of like unboxing and how you're using it right. Michelle: Yeah, you know what Funny thing is? My daughter got her first brand deal. Bradley Sutton: Oh well, okay. Well, maybe she is old enough, I guess. Okay, my bad. Michelle: Yeah, so there's. There's Amazon sellers looking for people to or, you know, other people to review their product. And one was a mom who just came out with a kid's face wash and she was like hey, I saw your daughter on Instagra…

    Full show notes at the publisher

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