#147 Cracking the Code: How Uri Rahimi Mastered Amazon FBA and Skyrocketed to Success!

Tab 1 #147 Cracking the Code: How Uri Rahimi Mastered Amazon FBA and Skyrocketed to Success! Joie Roberts: Welcome to the Fearless Sellers, The Women of Amazon podcast. I'm Joie Roberts. Uri Rahimi: This is not unique. The approach that I'm about to talk about is not unique to wall art. You can apply this to anything that has an aspect of design. So right off the bat, I might think like t-shirt design is one way that you can differentiate on design. But just about any product that people either like hang on their wall or they have in some type of decor, you can think of differentiating on design. And that can range from taking the same product, like let's say an art print and variating on thousands of different designs or the specific design or model of like, let's say a piece of furniture or something like that. The reason that's relevant It's because for me, you're like, I, if you look at like what does well on Amazon from like a psychological perspective, it's like what, what, what works well, low prices and like decent quality. Joie Roberts: Uri Rahimi, welcome to the Fearless Sellers podcast. I'm so thrilled to have Uri here today. He is a dynamic and successful Amazon seller who has made waves in his innovation to product development and PPC strategies. He's not only built a thriving business selling artwork, but has mastered the art of scaling and staying competitive in the ever changing landscape on Amazon. Get ready to be inspired as we unravel his journey from starting out to dominating the Amazon platform. Welcome Uri. Uri Rahimi: Hey, thanks for having me. I'm glad to be on. I'm excited for the conversation. Joie Roberts: Let's talk about your early days selling on Amazon. Like what even motivated you to start and how did you even choose your first product? Uri Rahimi: Okay, so that's kind of funny. When I was in high school, I went to like a kind of like a posh prep school and the bookstore there like sold the textbooks to the students. And at the end of the year, a lot of the students like left their textbooks in their lockers. So when I was maybe a sophomore, I bought a few books, some I found around the school. I wasn't stealing anything, obviously, but I flipped those online and at that point, I mean, And this was maybe 2012. So Amazon at that point was still very much known as a bookstore. And as far as I'm concerned, that's how I recollect it. And I don't know, I was like, I guess Amazon might be a place I can sell them. And what I did was I maybe had like 60 textbooks or so that first year. And then I packaged those up. And this was all through MFN. And I was really surprised after listening to them in like June or so that they didn't really sell that much. And then like once late July hit, like my whole stock was gone. And that was kind of unfortunate because I had lowered prices a little bit thinking my price, like at that point there was still like a buy box. And what I learned later on the following year was to repeat the same thing. And instead of getting like 60, I tried to get like 600 or like maybe about a thousand or so. And I repeated that for my sophomore, my junior year and my senior year. And that was actually like a really nice side hustle that I had. In addition, I've been kind of entrepreneurial my entire life. When I was in high school, I started fixing cell phones. So I first fixed my own iPhone and then was like, oh, I can do this for a friend. And then from there, I started, my weekends in high school were spent going up and down South Florida, buying and fixing iPhones from my little car on Craigslist. So I'd hit people up on Craigslist on the weekends. And then in high school, I would have, when I had a free period, I'd have cars I go through the drive-through at my school dropping off and I would do the transaction there because I thought that was an efficient way to do it. Obviously, the school had some reservations against that. But long story short, I end up going to college afterwards and I saved up a little bit of money and I was studying computer science. So I wanted to study engineering mostly because I started off as a business major and those classes were kind of I really didn't think I was learning much. And then I started doing engineering and it was kind of fun. I liked programming. However, my sophomore year of college, I tried, just like anyone else, I went to USC. So a lot of the students there were trying to get internships at Google, Microsoft, Apple, and so on. And so did I. And long story short, I didn't get any internship offers. I was home for a summer and then I kind of had nothing to do. I was obviously staying at my mom's house back in Florida and I was thinking like, okay, well, what can I do? And from there, I started a brand that was at that point called The Rip Grip. That was a like vape accessory line. So at that time in college, you were called, have you ever heard of like the Juul? Like one of those, it was really popular at one point, right? So we came up with like a little, and when I say we, my business partner is my brother. So you'll hear me call, say we all the time. It's just my brother and me. And so long story short, we made a little like phone case for the Juul and that like popped off. We had that on like a Shopify store, And then we also had it on Amazon. And then slowly but surely we were getting sales. We're just posting it on Instagram stories or on Instagram. Like we'd pay like influencer accounts to like post it. And then it would kind of go, every post would go viral and our sales would fluctuate and so on. So that was really good. And, but long story short, I started to see like, oh, well I put this stuff on Amazon and this was like 2016-ish. And that's when I started getting like hooked on like the organic sales. We started like, I remember, I still have in my account, a PPC campaign called My First Campaign. And it was just like trying out like, conceptually, I understood like, oh, there's like a keyword and back then it was like a YouTube video followed. And long story short, I thought like, okay, something clicked where I would Just think like, okay, well, what else can I launch? And then from there we started a few different brands. But long story short, we didn't have that much capital. And the idea we were looking for was to launch brands that A, we could like sell cheap products because we didn't have, you know, tens of thousands of dollars to invest in product development and so on. And we wanted to kind of differentiate on design. So from there we did like Um, some phone cases that obviously flopped. Um, don't do phone cases. Joie Roberts: Well, Jamie, my, my business partner, he, he is extremely successful with phone cases. So maybe that was a timing, right? Uri Rahimi: Like let, let me, let me. If you're going to go sell in a category like phone cases, you're going up against Jamie. So if you're going up against people like Jamie, make sure you come prepared with deep pockets. I did not come prepared. My pockets were not deep at the time. So my phone cases failed. I'm not saying everyone's phone cases failed. I actually thought it was like some new iPhone came out and I thought I had the genius idea of like, okay, obviously no one's going to launch phone cases for this new phone. So what happened? I bought the inventory for the new phone. I forgot, maybe iPhone SE or something like that. I forgot what model it was. And I was like, I'm lit. I'm going to be the first one with these iPhone cases. Turns out I wasn't. And turns out that that was a big flop. But long story short, that's basically what I did in college. The idea was, hey, well, if I can have one product and I can get like 100 sales organically, my idea was by the time I graduate, can I have like 100 products? Can I make tens of thousands of sales per month? And it turns out that I could. And basically, my entire time in college was spent launching little products that were somewhat design-oriented and hoping to get like $100,000 or so. That was my goal a month in sales for my Amazon business. And I was able to do that in college so much so that I totally gave up on the whole engineering thing. Not that it was really an option for me because I still wasn't getting hired. But the point was, Amazon made a lot more sense to me. And while my friends were all like, trying to convince me like, Hey, like, are you really going to be coming up with all these products? Like, why don't you want to go get like a cool job? And I thought to myself, like, that's actually my plan. My plan is to launch as many, many products. You nailed it. That's what that was fun for me and was motivating. And so I, when I graduated, I moved back to Florida and I started doing This is how I essentially got started with Amazon. Joie Roberts: No, that's super awesome. I love that you did it at such a young age and a lot of people get started at a young age in college with the textbooks. And I think what I'm hearing happened to you, which kind of happened to me, but I started later in life. Is you get that bug for selling products and you see that, wow, I can sell products online and the platform happens to be Amazon. It could be any platform and you kind of get that high of, wow, I can sell things. I want to sell more stuff. Uri Rahimi: Yeah, totally agree. One of the things I will mention here is like, I think one of the things that made me like successful with limited capital when I was in college was the fact that I found like niches where I could like significantly differentiate. One of the reasons I started an art brand was not because I love art. I'm actually, if you take down this green screen, you'll be kind of disappointed that I don't break art. In my office, but the point is I like art because I thought, okay, I want to come up with products based on keyword research. I see a very deep keyword niche that is like the wall art category, posters and prints is the name of the category. And I thought like, oh, there's all these little niches. What if I can create little like products for each of these little niches? And then I thought like, oh, I also like it because posters are made in the US. I can go to a random like print shop and do that over and over again. And it's not like I can't get You know, comparable unit economics to someone else doing it, you know, anywhere else. So that was my rationale for wanting to scale my catalog like horizontally and what my initial foray into wall art specifically, because it kind of, at that point, there was like very little competition in art in general. And frankly, it was just like very low hanging fruit. And if I were to suggest someone with a limited budget getting started, I wouldn't go, my opinion is not to go and compete with the Jamie's of the world and iPhone cases. Do something that you can genuinely differentiate in. And we can talk a little bit more about what I mean by that because I have some additional ideas there. But that's just additional context for the art piece and why I was there because I'm not actually an artist. Despite the hat, that's an art. Joie Roberts: That's super. The art thing to me and when we first, when we were chatting at the MDS event, it's so interesting to me because I worked in artwork and I sold art on Amazon when you get a special account manager for the specific art section. And they tried to have like Amazon art and that's like how they were going to do it. And now they don't have that anymore and you can sell. But it's so impressive to me how you went about identifying products to sell that stand out in your prints and poster. So I do kind of want to go into that because I think people could be Save themselves money and be more more or be successful or inspired to sell if they can think a little differently about innovation and what it takes to sell online. So let's dive into that. Like if you don't mind sharing kind of Even now, and I think you've had kind of the same method of how you actually figure out which art product to launch next. Uri Rahimi: Yeah, sure. So this is not unique. The approach that I'm about to talk about is not unique to wall art. You can apply this to anything that has an aspect of design. So right off the bat, I might think like t-shirt design is one way that you can differentiate on design, but just about any product that people either like hang on their wall or they have in some type of decor, you can think of differentiating on design. And that can range from taking the same product, like let's say an art print and variating on thousands of different designs or the specific design or model of like, let's say a piece of furniture or something like that. The reason that's relevant. Is because for me, you're like, I, if you look at like what does well on Amazon from like a psychological perspective, it's like what, what, what works well, low prices and like decent quality people on Amazon, the average seller is like. Price conscious first and foremost, but when it comes to something that's very subjective, like someone's taste, whether that is in art or whether that is in anything else, you as the creator have a lot of like leeway to put your own spin on things. And oftentimes that's when you can differentiate in a way that many others wouldn't. So if you're, let's say just getting started and you have to recognize like you're at a massive disadvantage, especially if you don't own any production yourself. So if you're, let's say, going to China or Mexico or Vietnam to have your products made, wherever it might be, I wouldn't sleep well at night not feeling like I did not put my own spin on a product. And in general, design-oriented products also benefit from an idea of novelty. So like you as the entrepreneur, you may be uniquely positioned to look at a specific product category slightly differently. And what you introduce could be looked at as a significant differentiation. If I have, let's say like an art in particular, like different styles go in and out of favor. And if you're the first on a different type of style, it doesn't really matter how many reviews you have necessarily. It's more so like, hey, is your design good? And if your design is good, you can find a lot of like a lot of success. And oftentimes, you know, if you have a and this has happened, this has happened plenty of times in many categories. It's like, yeah, you can have thousands of reviews on a product. But if someone comes out with a better design, and it's a product where design really does matter, and it's comparable on price, even if yours is like maybe a little bit less expensive. It's not like we're swapping Garlic press for garlic press. It is something that someone wants to show off on their wall or someone wants to wear or something like that. And that's the type of thing in general that I do like. Those are kind of like the characteristics that I like when it comes to Amazon products in general. Because the last thing that I would want to do is go down the rabbit hole or going down the commodification route because I don't think I'm going to win there. Does that make sense? Joie Roberts: Yeah, that does make sense. And then how, so coupling that with, with keywords and you brought up the word when, and when I think of when you can't help but also think of PPC, right? So how does that all play together with like your product innovation, keywords, and also bringing in, in the PPC aspect? Uri Rahimi: So, okay. Kind of like a softball on like introducing PPC stuff because I did mention the PPC stuff and thinking out loud here I don't want to like just I I can describe like my PPC strategy. I don't know if that's Helpful here. Joie Roberts: I just don't know if that's like too much into the weeds Well, yeah, we'll get there in a second, but I was thinking so you were telling me about Like differentiating the product and then you can win. So do you look at how much? PPC you're gonna have to spend on The keywords, or do you look for easier keywords to win at, or do you go big right out of the gate? Uri Rahimi: Oh, okay. So when it comes to the types of products that I launch in like, let's say the Waller category, it is very much like search query performance and like purchase share oriented. So I know like the niche well enough that I have an expectation for what type of sales targets I need to hit and which keywords I will need to get those from. It's sometimes difficult to shoehorn. I feel like a lot of people sometimes try to shoehorn expectations, but what I like to do is I use the data prior to a launch as a direction, as something to emulate, whereas I'm not super Unlike many other categories, and I do sell in a few of them, but in art in particular, the unfortunate thing is art has the lowest conversion rate of any category on Amazon. To give you an idea, the wall art space has a PPC conversion rate of On keywords of maybe like two, like one to 2%. So that brings in a whole other like list of strategies I use on PPC where really the determining factor for success ends up being like low CPCs, more so than like conversion rate, generally speaking. But Yeah, I mean, long story short, yeah, it is important to stay away from what I'm about to describe, which is like, hey, I'm about to come up with something really novel. And some people come to me and some friends have come to me with like product ideas that they have. And like, this is really awesome. And then the question is, yeah, but are people looking for it? And if it turns out you're launching a product that can't tap into existing traffic, my experience has been that that fails. And it fails almost like every single time. And ultimately, it's because if you can't, I mean, the way Amazon works is like, can you offer a better alternative than the products that exist both on price and quality or design in this case? And if you can't, then the product is going to fail. Yeah, that's kind of, that's how I'd answer the question. Is that a good answer? Joie Roberts: Yeah, no, that's really insightful. That makes sense. So, so yeah, thank you. And let's talk, let's talk about PPC because you're kind of unique where you have had control of your own PPC pretty much full-time, right? I'm not talking like full-time hours, but since you've been launching brands, you've been doing it yourself. Uri Rahimi: Yeah. So PPC is like the main operating role that I have with my brands today. And I've never been able to hand that off and replace myself in that function. Primarily because I do believe as an Amazon seller, your largest controllable cost center is going to be ads. And as Amazon has moved very much to like a pay-for-play model, that is really going to only continue to ring true. So for me, if I wanted to, in my case, I have about 8,000 or so ASINs across a few accounts. I can't get an agency to do that because an agency generally it's like a labor arbitrage. They have information asymmetry on whatever they're doing. This is like agencies 101. But ultimately, they have some in-house expertise and you trade your money for their time and their expertise or whatever. And for us, it doesn't work because no agency is set up to do thousands and thousands of campaigns or thousands and thousands of campaigns or thousands and thousands of ASINs or whatever. So then I was forced to put on my engineering hat and build a lot of custom solutions because as we started scaling out this account, there really weren't that many software solutions on the market that could service my account because of the skew count. A lot of the softwares I tried wouldn't load, would have significant latency issues almost to the point where it was unusable. So to address that, I built a lot of my own tools, a lot of my own strategies, which was great because it worked, but it's also annoying because now it's very difficult to train someone else on something that I built that was kind of very bespoke to us. Does that make sense? Joie Roberts: Okay, that makes sense. And then what tools do you use? Do you use a software to manage your PPC? Uri Rahimi: For my bid management, I have my own software. At my company, I have an engineering team. The engineering team is partially responsible for our internal analytics and also a few software businesses that we have, which I'll get into in a second. But essentially, our bid management is ran by In-house. So I have that kind of automated. I have my own automations for launching campaigns. Since we do have a, you know, unique campaigns for nearly every FBA product. Those are campaigns that you obviously, you know, that you could use spreadsheets like bulk operations to create, but I like to have a lot more control. And last I checked the bulk operations. I'm a campaign management center error prone. And frankly, I was never able to get someone to teach them how to do it without having a bunch of issues that had to be corrected. So we do have our own tools there. When it comes to analytics, I generally, I hate paying for software. And it may not always be the best. It's probably not the best idea to go build your own unless you're like an engineer yourself. But for me, what I use for our internal analytics, I have a data pipeline where I subscribe to IntentWise. They're essentially a pipeline provider. They pipe data to a database that we have called BigQuery. And essentially, BigQuery is an analytics engine that works really nicely with Google Sheets. So the best way that I've been able to get analytics was writing a little Google Apps script that makes a query that basically queries BigQuery and then basically formulates it into a spreadsheet format or whatever I might want to look at. That's how we do our own analytics, but I don't necessarily recommend other people doing that unless you have a specific need. Other than that, I do want to mention I have a Chrome extension called Seller Central Utilities. It is something worth checking out. It's completely free. We have about 2,000 users. And with that, if you want to download data that Amazon does not have available via API, like the search catalog performance report, the search query performance report, we have a nice little Chrome extension that allows you to download those reports in bulk for any number of ASINs. I released that maybe in February since I had a few friends using it. And then I asked people, like a mass amount of people, if they wanted me to put it on the Cranesource, and I did. So that's my, I guess, like, value prop for the people still listening that maybe that Chrome extension would be helpful for them. Joie Roberts: And it's Seller Central Utilities. Uri Rahimi: Yeah, it's kind of a crappy name, to be honest. And now that I think about it, like when I launched it, I didn't think people really were gonna like it. And then I realized it's probably a trademark infringing name. So I might, I have a might to do to like rebranded like Seller Utilities. I haven't done that yet, but it's Seller Central Utilities. And I'll tell you, this is not like some software pitch like, hey, it's a freemium service. It is actually completely free. And if you find yourself getting, let's say downloading the search query performance report regularly for a number of ASINs, this will save you a few hours a month if that's you or one of your employees. Joie Roberts: Awesome. Well, I'll put that in the show notes and I just took a second to look it up. Super cool productivity tool for Amazon sellers. So I love things that help with digging into reports because Amazon sellers and myself, that's like what we don't love to do, right? Search query performance is super important, but anything that makes it easier is super cool. So thank you for sharing your tool with us. Very cool. So other tools, um, sounds like you've built and utilize a lot of tools, um, in strategy. So AI, I was, I've been to like, I met you at accelerate at the MDS event. And then I was at unbox and everything is about AI. So how are you using AI in, in your business? Uri Rahimi: Okay, so I obviously have people like on my team using ChatGPT for like a number of functions. A lot of the like listing copy, I think at this point is a function of ChatGPT. Let me see. We use, I'm generally like, I don't, I'll make like kind of a strong statement. I don't think PPC management with like a lot of the softwares on the market that advertise like their artificial intelligence for PPC. I try to stay away from those. I've looked under the hood at some of them. It's not very sophisticated. I think if your product's performance on PPC is not going to be, you know, the difference is not going to be made on the profitability of a product or the profitability of you as a seller based on the software, the AI software that you use. I believe that very strongly. I think that a lot of the differentiation I've been able to do and success that we've been able to have with PPC is largely a function of the human aspect of PPC. And by that, I mean the custom videos, the custom images, the specific keyword selection that we made. And those are all things that none of the companies ostensibly using AI to create software with are. You know, incorporating into their into their model. In fact, many of the AI that sold for PPC software is essentially just a just like if then else logic. And there's really not much artificial or intelligence related to that. I guess I'm trying blank on the word to use this, but it's more so like a marketing term as opposed to anything else. I don't think the only novel, like the only thing that's really cool and novel is the stuff that OpenAI comes up with and then obviously there are others like Claude or whatever. That stuff is really cool. The thing you might be thinking about in this aspect would be like AI art. So on our print-on-demand platform, we have a lot of like, well, we have a good number of AI artists and really just like AI artists, I guess. I don't think that stuff does well. I've tried, I've really tried trying to prompt like I forgot what it's called, like a mid-journey to make nice images for me. And honestly, having my designers do it, it turns out way better every time. The prompting is such that you really have very little control. Like, yeah, you can iterate on specific prompts and the results of those prompts, but I haven't gotten it to the point where I've sold anything that was AI generated from an art perspective. Joie Roberts: Besides that- People actually purchasing the artwork from AI is interesting. I have been doing, I'll hold it up. I just made some AI product. I decided this product I'm launching right now, I'm going to do it all with AI and just take pictures with my iPhone. It's the first time I haven't paid a professional photographer to do it. I'm super happy with a lot of the images that I've made I work with AI, but I will say I have been working to get better with the prompts. As you mentioned, as a human, you have to be able to train and work with the AI. To your point with the whole PPC thing is like a human, still, you have to have your eyes on it. And mid-journey, I find challenging as well. I don't use that, but I use other AI image stuff. And I will use that for ads too. But it's still the balance. I just, I think we'll get there one day, but I don't think it's like completely hands off. Like you have to be deep. Uri Rahimi: So that we have had some success with The AI generation of listing image templates. So one thing that we have, and by the way, I'll just make a quick point here. So when I said I said earlier, like my print on demand software, so you can think of like over the last eight years, what we've done with my company is build up expertise in like printing and framing. Today, we have a production facility in Kentucky with a number of printers and we have about 60,000 square feet that's dedicated to printing our art and the art of our clients. Our clients would be clients of Artelo, which is our print-on-demand software. We also manufacture and fulfill or dropship for a number of Etsy artists, Shopify artists, a lot of like retail and wholesale and also obviously Amazon artists as well recently. So the point I mentioned there is one of the things that we've built in recently is, and we haven't released this yet, but it's essentially a Photoshop smart object based like a listing automator. So we have like a catalog of like PSD templates that customers can customize. And then we swap in the designs that they upload to our platform so that their listing images are like created instantaneously. The reason I mentioned the backstory there is because those images, we have had a success with having, we've had AI generate a few of those images. And that's really good because it's really costly to go, you know, to hire a photographer to go do that, which we do do and have done. But unfortunately you haven't actually, I don't want to say anything bad about photographers in Kentucky, but the point was we haven't figured, we haven't found the right product photographer yet. We found some really nice photographers who actually doubled up nicely as videographers, but product photography, yes, hasn't totally been solved. AI was really helpful there. Joie Roberts: I love it. That's so cool. Now you, I mean, you have your, your business, the The quality of the photos is what you're selling, right? It's like this thing behind me, my Fearless Sellers. I designed that myself and I printed it on Canvas, right? And so if I were going to come to you, it's like you have to sell me the quality. So I love that you've gone like way, way Above and Beyond in creating your own images and now enhancing other ways that even Amazon sellers could use it. So super cool. I think you're so Innovative and just creative. And you just say it so naturally, but it really does inspire me and impress me, especially because I came from the art world. Like I worked at New Era Portfolio and in the art world, you know, for a very long time. So I just think your business is so impressive. And I just want to say like, congrats on all your success. And I cannot wait to see where you take it all. Uri Rahimi: Yeah, thank you. I would just say when it comes to starting a business, you never know what that business is going to turn into. So if you've gotten this far in the podcast, I haven't bored you to sleep yet. The idea is that like I started off with like vape accessories and I wasn't like really a vapor like that. And you have no idea like what the journey will look like or what type of business to create. The only thing that I would say is like if you enjoy doing it, You're going to be really surprised at what three to five years of concerted effort does for you. And when you look back, you're like, wow, that person I was three years ago or even a year ago, I would wipe the floor with them today because naturally, if you like something, you're good at it. You recruit people to help you build out that vision. You just look back and I think you're an idiot every time you look back in the rear view mirror. But yeah, that's kind of how I would approach things too. And naturally, when people are getting started, at my university, I have part of the little entrepreneurship accelerator program or whatever. I have students email me and I get on the call with them and sometimes they're just getting started and they're kind of demotivated and my suggestion to them is always just, it kind of sucks, you kind of have to eat crap for some time and it's very humbling and it can be a very lonely undertaking. But if you stick with it and you can pile up a couple of wins, those things kind of compound over time. You do that long enough, many of your peers, many of the people that saw you along the journey would look back and be like, how'd you do all that? And you just kind of shrug your shoulders because you don't really know. But that's not to say that I've built this amazing business. We face a lot of issues too. We're not super large to give you a sense of things. We have about 50 employees. It's not a massive business. It's not a tiny business. I work a lot. I like working, but it's mostly because I like building the business. I have a lot of fun. If it weren't for that, I don't know if I'd still be doing the same thing. But the most important thing for me is that It's very motivating to continue building something that I can be really proud of, that I can maybe potentially hand off to my children or whatever. And frankly, for me, I've always wanted to build something much larger. Okay, we have something small, can I make a full-time income out of it? Then can I make like a seven-figure business out of it? Then an eight-figure business out of it? And the next step for us, can we build a nine-figure business? And that required a whole restructuring of our whole operation, introducing lots of different business protocols that we're starting to build out. But you don't really start building that nine-figure business from day one. If you were to start, at least for me, if I were to start doing that or try to start doing it when I was like, Getting started at 1920, I wouldn't have been able to do it. Well, I still haven't done it, but the point is like, I wouldn't have even known where to start. But the most important thing is getting started. I guess that's, yeah, that's where I would end that part. Joie Roberts: Yeah, getting started and not being afraid to fail, but if you're going to fail, and we've all failed, right? We've all had products that are not the winner we hope, but you just got to fail fast and keep pushing forward. And you've done that and really cool also that you get to work with your brother. I hope, I'm sure there's ups and downs with that as I, I'm one of four kids, but I just think it's even more cool that like you get to do this, build this with your brother. Uri Rahimi: Yeah, that's definitely been a blessing. I know my mom's really proud of that. She mentions it to a lot of people. But what's been really nice with my brother is that we have very complimentary skills and frankly, also like very complimentary personalities. We like to always joke that if we just had him at the business, it'd be a really smooth, well-running, Business that just didn't grow because he's a great operator. And if it was just me, it would be like that Spongebob meme with like Spongebob's brain and the Spongebob, the mini Spongebob throwing the paper in the air. Cause like nothing's running and like, we'd have like a cool business with a lot of opportunity, but it would be chaotic and stuff. So it's really important to find, you know, complimentary partners because certainly I can't. I can't do everything. And frankly, there are only so many things that I'm really good at and many other things that I'm not. And frankly, that's also a really important thing to know, like what your strengths are and what they're not. The last thing you want to do is be spending your time on things you A, don't like and B, you're not good at. That's a good way to find yourself burnt out and probably broke because if you do that long enough, your business is probably going to fail. And someone who likes that stuff and is good at it is going to outcompete you. Joie Roberts: Yeah, that's a good point. If you're not good at it and you keep trying, it's good to partner up and get some help. It takes a community to do all of this. It's very hard to grow and scale on your own. So I just want to say like, thank you so much for coming on the podcast. I really do want to have you on again. And I hope I get to hang out with you again soon because we had a blast at the MDS ping pong event. Uri Rahimi: Likewise, it was a pleasure meeting you and then obviously being a guest on your show. Hopefully, I was able to share a few things. Even though it was very open-ended and I touched on quite a few different things, I don't know. Hopefully, someone can take something away that's beneficial, but I appreciate the time and for you having me. Joie Roberts: Thank you. Until next time, stay fearless. If you're already selling on Amazon or you're looking to get started and you want my help, go to amzfearless.com to book a free strategy selling session. We can see if we can help you out. That's amzfearless.com. Talk to you soon. Thank you for listening to the Fearless Sellers, The Women of Amazon podcast. Until next time, stay fearless. Tab 2