Amazon Legends Podcast

Our today’s guest is a seasoned company leader and consultant to some of the largest business organizations in North America. He inspires companies to build cultures of partnership, common purpose, and commitment to success.

Evan started the member owned non-profit Empower eCommerce Cooperative, and is also the Founder and CEO of Ingage Consulting, having worked with over 20 cooperatives in that role.

Takeaways:

• The key for hyper growth, is to learn from other people's mistakes, and to learn from other people's successes.
• Key to hyper growth is not just to improve sales, but it's also to improve profitability.
• You need to hire people who have personalities and skill sets that match what you need them to do with the job.
• It's important to invest and build a staff and build a team, which by the way, adds value to your company.
• Take the same product in one product, package it and sell it upscale, and take the same product, another brand and package it as a value item and sell both.

Quote of the Show:

• People that are really good entrepreneurs, who are good at launching or starting businesses are rarely really good at managing businesses at scale. They are very distinctly different skill sets.

Links:

• Personal – LinkedIn: https://www.linkedin.com/in/evanhackel
• Personal – Twitter: https://twitter.com/ehackel
• Empowery – Website: https://empowery.com/
• Empowery – Clubhouse: https://www.joinclubhouse.com/club/empoweryecommercecooperative
• Empowery – LinkedIn: https://www.linkedin.com/company/empowery/
• Empowery – Facebook: https://www.facebook.com/empowerycoop
• Empowery – Twitter: https://twitter.com/empowerycoop
• Empowery – Instagram: https://www.instagram.com/empowerycoop/
• Empowery – YouTube: https://www.youtube.com/channel/UC9KH9HUSiznHDItkSeqeWwg
• Ingage Consulting – Website: https://www.ingage.net/

Ways to Tune In:

• Apple Podcast (Leave a Review)
• iHeart Radio
• Podchaser (Leave a Review)
• Amazon Music
• Audible
• Spotify
• Google Podcast
• Stitcher
• Youtube

Amazon Legends is sponsored by Argometrix, the authority on, and leading supplier of, competitive intelligence for online retail. To learn more, head over to https://argometrix.com/

So many Amazon sellers face the problems that come from wholesalers and distributors trying to resell their products on Amazon. Jessica Beck is the Project & Inventory manager at Grandpa Beck Games and has dealt with these same issues. Jessica discusses her processes to set up the right agreements with distributors, contact unauthorized resellers, and how to protect your listing’s buy box.

Takeaways:

• When you begin selling through wholesale distributors, you need to make sure to control the market to avoid competing with them on Amazon thereby driving the price down. You need to work with your distributors from the start to avoid this situation.
• If your distributors don’t respect the agreement they have with you not to resell your products on Amazon, you need to stop distributing with them.
• If you find other sellers on Amazon that have your product listed in large quantities, contact them politely to find out where they received the stock from so you can cut off the source. At scale, you need to monitor your buy box!
• If you know that unauthorized sellers are trying to sell counterfeits of your products on Amazon, file an IP infringement with Amazon Brand Registry. Amazon will almost immediately throw the seller out, so it can protect the consumer.
• Amazon as a platform offers incredible opportunities to smaller companies to grow a brand and scale their market.
• While FBM offers greater control over your inventory, as your business grows, the cost savings and efficiency of FBA become more and more enticing.
• Because Amazon is so complex and frequently makes massive changes, for business owners, it’s often better to outsource things like Amazon PPC ads and listing creation to companies that are experts on the subject.

Quote of the Show:

• “Fulfilling through Amazon for us has been a million percent worth it at the scale that we're at now” - Jessica Beck

Links:

• LinkedIn: https://www.linkedin.com/in/jessica-beck-07bb74211/
• Company website: https://www.grandpabecksgames.com/
• Amazon Store: https://www.amazon.com/s?me=A3T0HXZK4MID3M&marketplaceID=ATVPDKIKX0DER

Shout Outs:

• FBLA

Ways to Tune In:

• Apple Podcast (Leave a Review)
• iHeart Radio
• Podchaser (Leave a Review)
• Amazon Music
• Audible
• Spotify
• Google Podcast
• Stitcher
• YouTube

Launching a new product on Amazon is a big, complicated process, but you don’t have to go in blind! Michelle Ross, a former teacher turned an entrepreneur, is the Co-Founder & COO of Cosmo Technologies. Michelle shares her experience of successfully launching a brand on Amazon and overcoming the challenges that new sellers face. You’ll hear about understanding what your customer really wants, how most effectively use your listing’s content, and what goes into thoughtfully forecasting demand.

Takeaways:

• When selling products meant for children, you need to attract and sell to their parents. What parents are looking for in a product is much different than what a child is looking for. You really need to understand what the decision-maker is looking for.
• Even if your listing is facing resellers, you can outperform them by better understanding what perceived attributes your customers are looking for beyond just a spec sheet, such as brand reputation, security, and privacy.
• Amazon is a great place to find new customers. 50% of parents shop for their children on Amazon. Amazon can act as the lead gen source, but you also need the other aspects that are expected of a brand.
• You need to be intentional about the content that goes into your listings, this includes everything from written content to video content. Your listing has the opportunity to educate your customers about the product and the brand if done correctly.
• The graphic and video content in your listings should give customers a visual understanding of the product they are purchasing, how to use it, and what to expect from it. This helps take the place of the experience of physically interacting with the product.
• You need a strategy for launching your product on Amazon. Before your listing goes live, you need to have the necessary fulfillment team in place and a strong understanding of the platform and its analytics.
• If you get a product complaint, you need to answer it and address it as soon as possible! If this lingers unanswered, Amazon may take your listing down, especially with new products.

Quote of the Show:

• “It does take a team and it also takes a good sense of adventure and humor to be an Amazon seller ” - Michelle Ross

Links:

• LinkedIn
• Website
• Storefront
• Facebook
• Instagram

Ways to Tune In:

• Apple Podcast (Leave a Review)
• iHeart Radio
• Podchaser (Leave a Review)
• Amazon Music
• Audible
• Spotify
• Google Podcast
• Stitcher
• YouTube

Starting to sell on Amazon can be very hard, especially if you’re selling “dangerous goods” or running three companies at the same time. Dave Terry has done both, finding great success, and now Dave’s letting you know how to do it yourself. You’ll learn about how to approach the launch of your product, the best practices for FBA, and how to get organic sales while decreasing your ad spend.

Takeaways:

• For products that are considered “dangerous goods” on Amazon, the storage options offered by FBA warehouses have decreased since the start of the Covid pandemic as demand rose for other “hazardous” products like hand sanitizer.
• The goal of selling on Amazon should be to sell products organically, without having to spend on advertising your products. However, to do this you have to advertise your products to get sales initially which will boost your ranking and your visibility.
• There is a process to sell “dangerous goods” on Amazon through FBA and a major part of it is maintaining the right level of stock in the FBA warehouse. Try to get sales, stay in stock, and make sure not to send too much stock as Amazon will limit your storage.
• Don’t expect overnight success on Amazon. It takes time to build your presence and credibility as a seller.
• Find the standard amount of inventory that you need at an FBA warehouse, this could mean having stock for the next 10 week’s forecasted sales. Typically, 1/3 will be available to sell, while the other 2/3 go through FBA’s 4-6 week intake process.
• Ahead of peak times, make sure to be in weekly or biweekly communication with manufacturers to make sure things are on schedule and the demand can be met in time.
• If you have a very well-developed way of doing business, when you start selling on Amazon, you can’t expect Amazon to conform to your way of doing things. To be successful, you have to adapt your business to fit Amazon’s methods.

Quote of the Show:

• “I can't stress it more than to tell new sellers just to give absolutely amazing customer service” - Dave Terry

Links:

• Email: [email protected]
• LinkedIn: https://www.linkedin.com/in/david-terry-020b5428/
• Company website: https://www.bellechemical.com
• Company website: https://lissecosmetics.com/
• Company website: https://viddiesbakery.com/

Ways to Tune In:

• Amazon Music
• Audible
• Apple Podcast
• Spotify
• Google Podcast
• Stitcher
• YouTube: https://youtu.be/5zVfAhsBDSM

In this week’s episode, we explore how sellers can leverage Rufus, Amazon's Shopping Assistant, to boost sales and optimize product listings. Join Max Sinclair, founder of Ecomtent, as he shares insights on utilizing AI-powered search, enhancing customer engagement, and implementing data-driven strategies for inventory and pricing. With over six years at Amazon, Max provides best practices for optimizing listings and using marketing tools effectively. Passionate about the future of AI and a host of The New Frontier podcast, he helps sellers unlock Rufus's potential. Don’t forget to like, comment, and subscribe for more tips on improving your Amazon sales!
Takeaways:

• Understanding Rufus's Functionality: Amazon Shopping Assistant (Rufus) helps sellers analyze customer preferences and behaviors, providing insights to optimize product listings. It guides sellers on enhancing product visibility and attractiveness based on real-time data.
• Leveraging Product Data: Sellers are encouraged to utilize the data insights provided by Rufus for informed decisions on inventory, pricing, and marketing strategies. Rufus suggests keywords to target for better search rankings, ensuring products appear in relevant customer searches.
• Personalized Recommendations: Rufus offers tailored suggestions based on customer interactions, enhancing user experience and increasing conversion rates. By analyzing buyer behavior, it helps sellers identify cross-selling opportunities and upsell products effectively.
• Enhancing Customer Engagement: The assistant facilitates customer interaction through chat features, providing instant support and addressing queries, leading to higher customer satisfaction and retention. It encourages feedback collection, enabling sellers to improve products based on customer input.
• Utilizing Marketing Tools: Rufus provides insights into effective promotional strategies and helps sellers plan campaigns that resonate with their target audience. Sellers can analyze the effectiveness of past promotions to refine future marketing efforts.
• Optimizing Listings: Rufus assists in optimizing product listings, including titles, descriptions, and images, to enhance appeal and improve conversion rates. Sellers are advised to continuously update listings based on seasonal trends and customer feedback.

Quote of the Show:

If you want a glimpse into the future today, use Perplexity AI. It’s not just faster and more accurate than Google—it’s a whole new way of searching. Imagine asking a question and getting an instant, precise answer from referenced sources. That’s the power of conversational-based search technology.
Links :
LinkedIn : https://www.linkedin.com/in/max-sinclair-ai/?originalSubdomain=uk
X : https://x.com/maxsinclair4
Website : https://www.ecomtent.ai/
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