#323 – Fireside Chat With Bradley Sutton: Software, Health, & How To Crush It In 2023

#323 - Fireside Chat With Bradley Sutton: Software, Health, & How To Crush It In 2023 Speaker 1: Welcome to episode 323 of the AM PM podcast. In this episode, my guest is none other than Bradley Sutton. Bradley and I talk about his origin story with Helium 10, where Helium 10 is going, what we think the industry is going as far as software and sellers, plus a lot of other cool little stories and tidbits. I hope you enjoy this episode. Unknown Speaker: Welcome to the AM PM podcast. Welcome to the AM PM podcast. We explore opportunities in e-commerce. We dream big and we discover what's working right now. Plus, this is the podcast where money never sleeps. Working around the clock in the AM and the PM. Are you ready for today's episode? I said, are you ready? Let's do this. Let's do this. Here's your host, Kevin King. Speaker 1: Welcome to the first episode of the AM PM podcast for 2023. You know, I want to make this first episode epic. So I have a legend in the Amazon space here today. This is someone who doesn't let anything get in his way. Doesn't matter that there's only 24 hours in a day, that ain't gonna stop him. Doesn't matter what seller support says, that ain't gonna stop him. Even the Grim Reaper can't stop him. I mean, this guy is a legend. He's number 10 in your playbook, but number one in your hearts. Bradley Sutton, welcome to the AM-PM Podcast. Speaker 2: Alright, what an intro. Thanks for having me here. Speaker 1: Tables are turned now. You don't do too many podcasts, do you? You're more the guy doing the interrogations rather than the guy being interrogated. Speaker 2: Right, as Michael Scott from The Office would say, how the turntables. Speaker 1: I'll turn tables. So, I mean, a lot of people know you as, you know, from the Serious Sellers Podcast as the face of Helium 10. You do a lot of the webinars, you're the guy that's constantly out there, you know, like, you're like the symbol, you know, you're like mobile, you know, the oil company had the Pegasus, you're like the Pegasus of Helium 10. But, you know, a lot of people don't know the backstory about how you actually got involved with Helium 10. I remember back around 2017, 2018, somewhere around in there, Manny, he was doing the AM, PM Podcast, this exact podcast. He was doing all the webinars, he was out there and they were growing so fast, they said, hey, I gotta step back because if I'm the guy as the owner that's tied as the face of this, it's gonna make it harder to sell. So I remember him saying, hey, we need to find a guy that can take over some of my role and kind of be the face and we need a guy and we need a girl. And the girl took a little bit longer to find, it was a little bit harder, but you became that guy and you were pretty instrumental actually in actually helping Helium 10. A lot of people don't realize this. Some people think you're the owner of Helium 10. If you go to Pakistan, I remember in some of the Facebook groups over there, they're like, who's Bradley Sutton? Oh, he's the owner of Helium 10. Some people think you might, but that's not the case. You were just doing your own thing And then I think Manny met you at Orlando at a seller con or something like that. Speaker 2: Tell us that story about how you actually got involved with Helium 10. Well, how I got started actually using even Helium 10, like when I first got into the Amazon world, I hadn't even heard of Helium 10. I wasn't using tools in the beginning. I didn't even know about Jungle Scout or any of that stuff. And then I started using some random tools that are now defunct. I forgot what it was called, but I remember it was like a It was a tool I would use for keyword tracking. The reason I like them is because they had this feature where you could like find influencers on YouTube or something weird and unique like that. I was like, Oh, this is pretty cool. But then they just really suck. Like it was the worst software in the history. So I actually just recently traced My Helium 10 journey, I found the post, it was by a guy, you might know him, I think he might have been an elite member at one time, Mitul Patel. Speaker 1: Yeah. Speaker 2: It was previously called like Zonblast, no ZonSquad was the name of it. And I had put a post up saying, hey, I'm looking for some new software because like this one I'm using is crap. And then he replied to me, Hey, you should check out Helium 10. It is actually funny because I didn't even realize it was him. And now he's been on the serious sellers podcast a couple of times. I've known him for years now, but I traced my Helium 10 journey back to that very post where I was like, okay, let me take a look. Speaker 1: 2016 or so. Speaker 2: Yeah, I was about 2016 or maybe early 2017 around around there. And so, yeah, after that, I was just like a regular user. You know, I was somebody who was working as a consultant for Amazon sellers. I wasn't doing my own. I didn't have my own products. But but, you know, I was launching, you know, like 20, 30 products a week at one time. Just I was just going crazy with with Zonblast back in those days. That was my specialty. Like, you know, wasn't PPC or Product research, it was just all about launching and keyword research. Speaker 1: Explain what Zonblast is for those that haven't been selling as old school as we are. Speaker 2: Yeah. So Zomblast was this service where you use like two-step URLs and different kinds of URLs to kind of like mimic searches. And then, you know, you would pay them, say, hey, I need, you know, like X number of orders per day for this many days for this keyword. And, you know, it just boosted you to page one. In those days, it was not against Amazon terms of service. And so, At one point I was like one of their biggest customers or one of their biggest clients. So yeah, it was a great, it was a great service. Speaker 1: That's how you launched a product is you just went to them and they would charge like 500 to 1000 bucks basically and they had a list of people on a Facebook group or on a mailing list and they would go out to them and say, hey, we got this new spatula, you know, we need, go buy it and you could do like 99% off or even free in a lot of cases and then they could actually write reviews, come back and write a review off of this free item as long as they put a little disclaimer in there. Speaker 2: Yep. Yep. So it was great though. Those are the glory days, you know, like for, for launching, um, where it was just so easy. You could do it. I could just do it in my sleep almost. And, and, and IBS became an expert at it. And then that was what I kind of started getting known for in the Facebook groups because you know, nowadays people in Facebook groups, it's funny, like, I don't know what you would call it, but it's like, not, not really sub tweets. Cause it's not Twitter, but People who post in Facebook groups now, they have a hidden agenda. They're just trying to get clients or get you to reply so they can slide into your DMs and offer their services. But in those days, I was just so passionate about it. I would do posts where I would just tell people what's going on. And I was not looking for clients at all. I never once signed up somebody from Facebook, but I was in the Helium 10 members, Facebook group and the FBA high rollers. And then I would love to argue, you know, like when people are wrong, like that kind of stuff has always bothered me, you know, even since before I worked at Helium 10 where Where people are misleading other people, that's just one of my pet peeves. If you're going to do something wrong, keep it to yourself. Why are you trying to promote wrong tactics or say that things are working and they don't or the opposite? So when I would see that, I would go and I would reply and I would put all these graphs and write these long novels and why this person was an idiot and stuff like that of what they were doing. And I guess after a while, um, you know, Manny and Guy, founders of Helium 10, they're like, who is this guy? Who's this guy who keeps, uh, like defending Helium 10 and starting these long arguments and stuff. He seems like interesting. And so, um, yeah, like I had met Manny. He didn't know that was me. You know, it was funny. Actually, the first time I saw Manny in person was he was with you just walking around there. I won't remember. I won't forget it, you know, in the, in that, uh, CellarCon. A convention and you guys were like recording a mobile podcast or something. I was like, well, this is so cool. Look at these celebrities here. You know, this is so cool. And I just met him because he was from the same or he at one time I found out he had lived in the same city that I lived in, which is some random city, San Marcos, you know, like nobody has ever heard of San Marcos. They know San Diego, you know. And so I just said, oh, hi, I live in San Marcos. But then later on, he actually DM me. He's like, hey, you know, I'd like to to talk to you, me and the team, just because I think it's cool what you're doing, you know, in the Facebook groups and And yeah, I went up there and I didn't realize it was the interview for a job because I wasn't looking for a job. And yeah, they hired me then and there. Speaker 1: So what were you employed like number 12 or 15 or something like that? Or do you remember? Speaker 2: Something like that. Yeah. Like there was only like 10 of us when I got there in the little WeWork. You remember that place? Speaker 1: They had one and they outgrew it really quick and they upgraded to another one and then outgrew that. But yeah, it's crowded in there. Speaker 2: Yeah, it was so cool. I remember my first day, I was like, whoa, this is like working at Google or something. They had these two virtual reality machines of those race car games. And there's like a beer on tap. And I was like, a ping pong table. I'm like, what in the world? This is so cool. Speaker 1: So that was the old days. I mean, Helium 10 has changed a lot since then. Speaker 2: Yeah, it has. I remember the old days, we would look at how many people in the Chrome extension. Nobody publishes like how many subscribers, you know, even Helium 10 doesn't really publish that kind of information, like how many subscribers we have. Everybody keeps that proprietary. Speaker 1: Even paying subscribers. Speaker 2: Yeah, yeah. But in Google Chrome store, you can actually see like, hey, I think the way it works is like how many people have actually used the Chrome extension in the last 60 days or whatever their formula is. The number that you see in the Chrome extension in the Google Chrome store is how many active members, whether they're paying or not. You know, for a certain tool that has a Chrome extension. And so I remember when I first got to the company, it was like number one was jungle scout. It was like 120,000 or something like that. And then number two was viral launch. They had like 70,000 and then we were just kind of coming up. It was like 50,000 when I started. And then we were like, when we passed viral launch, we were like, oh man, this is so cool. Like it's a big milestone. And then we caught You know, caught, uh, you know, Jungle Scout was like a momentous occasion since they were on the scene, you know, way, way before us. Um, and then now it's crazy. It's like, we're, we're, uh, 900,000 and the, like, the second place is, is still, I think, at like 400,000 or something like that. Speaker 1: Yeah, and viral launch basically doesn't even exist anymore. Speaker 2: Yeah, like I used to use viral launch too, like for those launching things, like I would use Zonblast for US and then I would use viral launch for like Canada and Europe because, you know, Zonblast didn't do that. And I remember meeting Casey at like a conference when he was just starting. And then I guess he knew about me because of, you know, Zonblast was their main competitor. And then he was like trying to get me to come over there. I was like, nah, I'm happy with Where I'm at, but then it's like to see, you know, all that he achieved, you know, was kind of, was kind of cool later on. Speaker 1: So, so Helium 10, but when you joined, it was about 12, 15 people. And now it's what, somewhere near three, 400 people now, when you count all the VAs and programmers and everything. Speaker 2: Yeah, I think, you know, like we kind of consider, you know, our company assembly, like we just kind of look at it overall, like all of our different companies. And I forgot what the number is, like 600 or something like that, or 700. But if you were just to like separate out Helium 10, it's about like 300, I would say. Speaker 1: That's good. What do you think this space is going? I mean, with the software companies, there's so many. Back in 2016, like you said, or even before that, there was just a handful of tools. Now, it seems like every day there's some new tool. Either specializes in something or tries to copy somebody else. There's so many tools. Helium 10 is the dominant tool out there. And there's still Jungle Scout, but you don't hear a whole lot from Jungle Scout anymore. I mean, I'm on their email list and it's crickets a lot of times. I mean, Helium 10's still extremely active. But where do you think, you know, you got Assembly, that's buying companies, you know, they bought Helium 10, that was their first one. Assembly was formed to buy Helium 10 and then they bought, you know, PPC and several others. What do you think this software Industry is going, you know, he had these all these aggregators that were buying up Amazon business and now you got a few people in the software space trying to buy it up. Where do you think it's going from a software point of view for the Amazon space rather than a seller's point of view? Speaker 2: It's kind of hard to say because like things are not, you know, for a while. Like nobody was doing anything in the space, you know, like, like, like outside of Helium 10, like, you know, and that was why we were able to overtake everybody, you know, pretty fast. Like nobody was adding tools or adding features. It was, it was kind of dormant. It was almost as if we didn't have competition. And I kind of, you know, I want, you know, from a business standpoint, it's kind of cool, like, oh, wow, you know, we can dominate the market. But, you know, from, um, I remember the early days, it was like, it was like the space race. You know, like everybody be watching each other like, oh man, Jungle Scout just launched this and like, oh man, we got to catch up to this. And then, you know, I would hear them say like, oh man, look at what Helium 10 just launched. We got to do it. It was like, It was kind of like the 60s space race, you know, US versus Russia, where everybody's trying to one up each other. And then for the longest time, like nobody really has been doing too much innovation, you know, on a big scale. Like there's always going to be smaller tools that kind of do cool stuff. I was looking at one the other day that that was pretty cool about brand analytics that uses brand analytics and things. And those are always cool. But a lot of the bigger companies that are, you know, they've been kind of dormant for a while. So, like, I want to I'm assuming you know I never like to assume but you know in 2023 we're gonna see where this direction is you know a lot of the smaller companies were bought up by bigger companies. And then maybe I'm just assuming that this year is we're gonna start seeing them. the direction that they're going to go. Like, are they going to be innovating on a certain level? And what will that be? And then who knows, you know, the fun days of before when we were trying to race to the top, you know, maybe those days we'll be back. But yeah, I think it's great to see, you know, smaller companies just start up with like one or two or three people kind of like Helium 10 did and see what they do. And it'll just be interesting to watch where the space goes. Speaker 1: I mean Manny started Helium 10 and Guy was you know his partner in a gaming business and that's how they knew each other and he brought him over but it was really Manny who decided to actually sell on Amazon. Because he had a software background and some guys that could do that for him, he started developing like Scribbles and Frankenstein and some stuff for himself. And then he decided, hey, we can actually take this and maybe actually put this out there and actually sell it. Because I remember Manny, I was with him in like 2015, 2016. I remember when he hit a million dollars in sales as a seller. He was selling little air diffusers. He had one of the top selling diffusers out there. He had some socks that were with wine sayings on it. If you can see this, feed me wine or whatever those little things were and a few other products that he was doing well. But I remember when he hit a million dollars in sales as a seller. But as a seller, he was developing Helium 10 for what he needed as a seller. He was like the guy that was in there and he's like, man, if I only had this kind of tool, I could do my keyword research better or I could save me time on this. And that's where a lot of these smaller software companies, like you said, a lot of times failed sellers. They're sellers that either started out and they just couldn't cut it because of either cash flow issues or whatever and they pivot to the software or they're successful sellers That actually say, hey, we need a tool that does this. Let's develop it. But and Helium 10 had that in the beginning when it was a small company. But now as a big company, not too many people actually in Helium 10 actually sell. I mean, you do, you know, carried us with Walmart and on Amazon. And there's a few other people have dabbled in it. And I know everybody has to go through the freedom ticket, you know, that starts there and to learn the basics. But how do you maintain that edge? Because to be innovative, like you said, and to be To be different, you need to be selling, not just a programmer or a corporate person. So how does Helium 10 maintain that? Is it just mostly you coming up with the ideas and like, hey, I need this tool, we need this tool, let's develop this or how does that process work? Speaker 2: Well, that's actually funny, you know, you mentioned that because I was just thinking the other day about this and the industry has kind of changed like in the early days. It was actually kind of taboo to have a software company and be a seller. And Manny, even once he started really getting into Helium 10, he even transferred everything to his brother because there was this- People think they're looking in on other accounts and he's stealing ideas. Yeah, there was this conception out there that these software companies who were started by Amazon sellers, oh, they're just using this as a way to get our data. And there actually was, there was one guy out there who was doing something crazy I forgot what the name of that software was, but where he was actually like trying to spy on his his users and see when they had a coupon and something and buy all their inventory up. I don't know if you remember that. Speaker 1: Oh, yeah. Yeah. Yeah. He had it was a very rudimentary software. I mean, this guy, the GUI, the graphical user interface sucked. It was like trolley programmer type of software. And yeah, I exactly remember he's basically it was a good it was good from a programming point of view. But he got a little greedy. And what he did actually, for those of you that may not know the story is people would set a coupon code to actually do a promotion back when we're you know, you're doing the Zon blast, or you're doing the viral launcher back in the days when you could sell things for like 99% off or free to get something launched. And he and some people would forget to set a limit of one per customer. And he put into his software how to figure that out when people did that. And he would go in and wipe them out. So someone would set up a launch and they, you know, they send 1000 units in, they're going to do a launch of 300 or whatever the number is to get it going. He would find that they forgot to set the max limit per person. And he would just go take all one when they put the coupon out, he would just go take all 1000 of their units at like 99% off. And then go back on the listing and sell them. And it was a huge controversy. Speaker 2: And so he kind of messed it up for everybody else because now there's this, you know, just this thought out there that, okay, that's what these companies are doing. They're just going to try and launch their own products and stuff. And so it was actually like, you know, just that we didn't hire, you know, like Amazon sellers and things like that. And I was, I was one of the only ones. And basically, cause I was just starting project X and things, but now I think it's the opposite. Now, now people it's like, wait, if they're not Amazon sellers, like, can we even trust this company that they know what they're doing? And so at Helium 10, we have like a mixture. There's like actually a lot of us, you know, even we have some product managers who sell on Amazon, people on our customer success team, and a lot of, we have tons of Amazon sellers. And then we also, you know, formed kind of like advisory boards from all kinds of different cohorts. Like, hey, we've got a seven figure seller, an eight figure seller, a brand new seller. We've got somebody who does merch by Amazon. We got, you know, we got this and we got that. Somebody who sells In Japan and somebody who sells, you know, in Germany and different things that we can like hit up in order to, in order to try and, you know, make sure that we're, you know, meeting what the needs of each of these cohorts are. And then especially we also work very closely with our, you know, Helium 10 elite members, you know, that you're, you know, one of the main figures on, but we have a lot of touch points with elite members trying to make sure that we're, you know, that we're, you know, delivering what they need as far as solutions go. Speaker 1: So when someone has an idea, I mean, some of the best things have come from other sellers, like it was Tomer that actually developed the Cerebro tool. He's the one, I remember Boyan was in Amsterdam, I think 2018 there was an event over in Amsterdam and Boyan had heard about what Tomer was doing with spreadsheets and analyzing things and he sat down with him and said, hey, we could automate this entire thing. And that became Cerebro. And so how many other things like that, that's now an integral part of Helium 10 that you can recall that came from something like that? Speaker 2: I mean, almost every single thing we have, you could probably trace it back to some kind of Amazon seller who's using something, whether it's me or whether it's one of our users, like Tomer actually has a couple of one. The enlisting analyzer, the media comparison button, how you just can like hit a button and then you have a list of 10 ASINs and you immediately see a layout of all of their images. There was another Tomer original right there. But yeah, like we don't just come up, you know, like it'd be a waste of money. If you're just coming up with stuff that nobody really wanted or cared about. So almost every single thing, maybe it doesn't always go to an expert or it doesn't tie back to an expert or influencer like Tomer, but it goes directly to one of our users. We have this button on our website where it's like, hey, suggest your ideas. And people give hundreds of those a week. And we have a team who are collating those and then compiling to see what are the most things that are wanted. And that's kind of like how we started our bigger, better launch series that we started last year in May, where every month we're just launching different things. Almost all of those come from our users. Speaker 1: It's interesting you say that. Just last week we were doing a Helium 10 elite roundtable. So if you're a Helium 10 elite member, once a month I do a training where we bring on three different experts in different fields. And then I do something called the seven ninja hacks. And that's like a three hour training that we do every month. But then we also do weekly roundtables where the Helium 10 elite members can, they get on a Zoom call and they just, there's no agenda, there's no training. It's just share ideas and help each other out. And once a month, I go on those calls and host one. And we just did one last week, actually. And on that call, there's a fellow, Rolando Rosas, he's going to be on that. Speaker 2: I heard about that. Harry told me about that. Speaker 1: He's going to be on the podcast in a couple of weeks. But he was talking about how he's doing heat maps. And it was a very interesting thing with his, he sells like office products. And he's like, you know, on the weekends, After about six o'clock or so on a Friday, nobody's buying our product on the weekends, just the sales go basically to zero almost. And he said, What's the point of advertising on the weekends? And he actually went back and they analyze their last year's worth of orders. So they took a, they did it manually with like pivot tables and stuff in a spreadsheet, they downloaded the last year's worth of orders. And they tracked them and they could see that, okay, these are the days and the times when all of our orders are coming in is very, Distinctive and he's like we changed our PPC to do day parting to match exactly when this is and we've dramatically increased our bottom line, our tacos, everything is so much better. And then he showed us a little demonstration, shared a screen. And I was like, Kerry was on that call, Kerry Miller. And I was like, this needs to be incorporated into Helium 10. I asked him, I said, hey, would you be willing to work? He said, hell yeah, I'll be willing to work with him. Put this in there and I was like, this is like a perfect thing for, for elite members. So that's the type of stuff that I think is critical for Helium 10 or any other software company. You need that kind of, uh, people that are in the weeds doing this and have come up with an innovative solution. And then you guys being able to do it at scale and like use all the data and the systems that you have to just blow the thing up. Speaker 2: Yeah, yeah, that's I heard about that. I wanted to, you know, take a look at that. But the heat maps that we have that, you know, those originally came from Amazon sellers to, you know, how we have the the sale, the inventory heat maps, you know, like when I was doing the, you know, launching before a lot, that was kind of critical, you know, because you like you didn't want to like launch your or turn your products active until you had a little bit better distribution across the country. It's kind of convoluted to download the Amazon reports to figure out where your inventory is at, you know, unless you memorize all of those, you know, those DC codes and stuff. And then so like that, that was where how inventory heat maps were, were made. So like, we can see exactly where our products are, like, you know, when a, when a warehouse You know, it was on strike or or burns down or something, which literally, you know, these things happen. You know, you want to know how many units that you have at that place. And so that's why we had the inventory heat maps. Then people were like, hey. It'd be kind of cool to map out our sales. Do we have hot pockets in the country or by county where people are selling or cold zones where we can't seem to get a sale? So the cool thing about a lot of this stuff is that there's not one way to use information. You could take this exact same bit of information and two people could do completely opposite things. If somebody sees that they're heavily selling in a certain city or something, maybe they want to double down and hit that area with Google ads or Facebook ads or something. Somebody sees a completely cold area, Instead of ignoring it, maybe the other person takes that same exact information and say, you know what, I got to go try and push some ads to this place where I'm not selling anything. So that's one thing I think that's really cool about, you know, that we've always done is we don't try and tell people like necessarily, hey, this is, there's only one way to use this information. It's like, here's information, you go do with it what you want. It's really cool to see how people have completely opposite strategies and both are totally fine. Speaker 1: Now, you're a Helium 10 diehard through and through. I mean, you even at your house there in the San Diego area, you built a basketball court. Tell me about this basketball court and how it relates to Helium 10. Speaker 2: Yeah, it was a lifelong dream for me to always have my own basketball court at my house. Like I never thought it would happen before, but circumstances came up where I was like, Hey, I can afford this. And so, um, I made a basketball court, but instead of just being a plain one, I put a big old Helium 10 logo right there at center court, uh, you know, there. So, so that was, uh, I was like, you know, cause it's kind of thanks to Helium 10 that I could afford to do something like that. So I'm like, Hey, I'm going to give back. And, uh, And show my love and then whenever people come to play basketball, they're like, hey, what is this? It gives me a chance to evangelize about what Helium 10 does. Speaker 1: And are you having to pay licensing fees to Helium 10 for use of that logo? Speaker 2: No, it should be opposite. They should be paying me for, you know, like, like, you know, crypto.com, you know, pays this company or this arena to, you know, to put their logo at center court, but I never charged Helium 10 for that. Speaker 1: Yeah, I know when like, when Manny and Guy, you know, they developed Helium, they started Helium 10 in really early 2016. Manny started selling in 2015, started the podcast as AM PM Podcast to document his journey. And then when Helium 10 started taking off, he just basically had no time to do the podcast anymore. It was a great to lead generator, great publicity thing and it stopped. And then for about a year, nobody did the AM PM podcast. You came to them and you said, hey, let's bring the podcast back or how did that work? And instead of you bringing back AM PM, you decided let's change it and call it Serious Sellers. Walk me through how that all got started. Speaker 2: Yeah, so I had never done a podcast, you know, before, um, like my first ever even being a guest like this on the podcast was right here. Um, just like AM, PM podcast, I think was the first podcast that you were ever a guest on, right? Speaker 1: Yeah. Speaker 2: That was also the first time that I was ever a guest. I forgot what number it was. And it was like in the one seventies or something. You definitely beat me there. But, um, But they're like, hey, you know, like podcast is, you know, that was what started Helium 10, you know, what was the AM-PM Podcast. And so we're like, hey, we want to bring this back. But at the same time, it was kind of like Manny and Guy were like, you know, We do want it to be a little bit more Helium 10 related. Of course, AM-PM Podcast had Helium 10 in it, but it was more neutral. It wasn't just meant to be pushing Helium 10 and we didn't want to make a podcast that was just some kind of Helium 10 Homer, but at the same time, We wanted a format where we could make an episode about Helium 10 strategy or something, and people wouldn't be like, oh, this is just a Homer, you know, why is AM PM podcast changing? So we're like, you know, let's still sit on AM PM podcast for a little bit, but let's start from scratch, a brand new one. And then, you know, I forgot who it was, it might've been Manny, might've been Guy, but they're thinking of different names. And they're like, hey, let's kind of like make the format of this like, Hey, this is just how it is and harder hitting and all about strategies and then hey, you can call people out if you want to instead of just trying to be fluffing people up. And then so let's call it the serious sellers podcast. And that's just like, Hey, I'm down with that. I'm down with that format. You know, sometimes it's harder for me to like, I'm a, I'm a, I'm a lover, not a fighter, you know? So like, I don't want to always call out people, but you know, sometimes I do, I'll like somebody, somebody says something strange. And if I catch them like, Whoa, wait a minute, buddy, you know, hold on here. Well, let's talk about this for a second. Cause that doesn't sound right. You know? And so that was just kind of how the concept was. It took me a little while to get into a groove or to really get into the theme of it. You know, like the first few episodes was, you know, I was just kind of feeling out how, how it was going to go, but, but I think we're in a, we're in a good place now. Speaker 1: So when Boyan came to me and said, Hey, Kevin, this was the summer of 2022. What do you think about taking over the AM PM podcast? We want to make it more Amazon focused, you know, it's, it's been more entrepreneur focused prior and we want to make it more Amazon focused. We've had quite a few people here in the office submit proposals and stuff to actually host it. But I think you might be good to host it. And I was a little hesitant at first. And I remember I contacted you, I said, you know, it's gonna be competing against Bradley in a way, you know, you're gonna have two things. And I remember what you said, you said, no, actually, this could be a good thing. Because look at Jimmy Fallon and Jimmy Kimmel, you know, the two late night host or Leno and Letterman or whatever, they can have the same guest on but it's not the same material. And I was like, you know, that actually makes sense because you're going to have a different approach and different questions than what I would have. And it's turned out to be true. We've had, you know, I think Josh Hadley and Tomer and a couple others that we've had Leo and the episodes are completely different. And it's, it's, it's interesting to see how, how that's all worked out. Speaker 2: Yeah, I really like, you know, I really like that. And originally it's very true. Like when we had another host, we, we kind of went in that direction. We're like, Hey, let's not have them. be about both about Amazon and Walmart. So let's keep serious sellers podcast about Amazon. And then let's make the AM PM podcast more general entrepreneurship and mental health and things like that, you know, about non Amazon subjects so that they're not competing. But then when we had the chance to kind of reboot it, we're like, no, we don't need to do that at all. Like you like, you know, the questions that you would ask, you know, are going to be completely different than mine and you're gonna be able to get different aspects and And our bread and butter is, is Amazon and Walmart sellers. And so like, it just makes sense to be able to serve, you know, that, that community more by, by, you know, having somebody like yourself do it. And so it's been, been great. You know, you've been doing record numbers, like almost every month, you know, on it. And so like, it's kind of good that we're like, we don't know how things work out, but then to see it, like it worked out really well, like, yep. It's kind of like validates our original hypothesis there. Speaker 1: Yeah, it's a lot of fun. It's a lot of fun doing. I enjoy doing it and it seems to be getting a good reaction from a lot of people. Yeah, I like to try to get inside things a little bit differently and ask questions a little bit differently than what what no one like I don't sugarcoat. It's like let's get straight to it straight to it. Speaking of straight to it. Some people don't know but 2023 you just recently said on a serious sellers episode that this is going to be a year where you're going to be really focusing on your health. And it's something that a lot of sellers out there tend to neglect. You know, we're busy working. I work out with a trainer three times a week that comes to my house. I have a nutritionist that I have a weekly phone call with. She lives in Miami. And I do, I get weekly massages. You know, I do a lot of things to really take that stress level off. And you're someone that I remember, you're always working. I mean, you love to travel, so you're always like flying somewhere. I mean, I know you just for Christmas, you just flew out on, The 24th to see your college team San Jose State play in the Hawaii Bowl and you flew back on a red eye or something the next morning. I mean, you're always doing these crazy, crazy things. And I remember like at one of the billion dollar seller summits, you know, we were at lunch and here's Bradley over in the corner curled up taking a power nap. Because you just going going going going, but that caught up to you in 2022. And you had a little bit of a scare. Can a lot of people may not know about that and know about how serious now you're getting regarding your health and stuff. You said you hadn't been to the doctor in like 15 years, your family has a history of heart issues. And it kind of caught up to you. Can you talk about that a little bit? Speaker 2: Yeah, so it's like, you know, I was one of those guys who it's kind of like you think, oh, this is never going to happen, you know, to me. And I would always stay active. Like I always had kind of like bad eating habits and stuff, but before, like it didn't matter. I would always say pretty skinny and stuff because I was also, you know, in my spare time, like a Zumba fitness instructor. So I was, I was teaching like 10 classes a week and You know, burning, you know, 3000 calories a day teaching those classes. And so I could just like pretty much eat and drink whatever I wanted and, and stay pretty, pretty fit. But then I ruptured my Achilles tendon a few years ago playing basketball. And then ever since I, it never healed completely. And so I never went back to a Zumba. That was around the time I started working at Helium 10. I just was so busy. And so, yeah, I was, you know, I haven't been doing the best, uh, You know, eating habits. And then I was playing basketball one day with my son. I was like, man, I felt, I felt bad. I was like, all right, let's, uh, let's, uh, I think I need to go to the urgent care. I didn't, it wasn't even like a, you know, emergency room. I was just like, it feels weird as something doesn't feel right. And I was like, no, I'm feeling a little bit better. Let me just go take a shower before, you know, before we, before we go to urgent care. Um, and then I just, I don't remember any of this by the way, like, like it, The whole couple of days was a blur. And so people just recounted this to me. So I guess I'll step into the shower and then I just called for, you know, for my wife out there, like, Hey, something's wrong. And then I just collapsed and I was out, you know, in the shower. Yeah. Yeah. Yeah. On the, on the ground, I made it out of the shower and you know, the whole thing, like you see in the movies where I start, you know, convulsing and foam coming out of my mouth because, you know, I stopped, stopped breathing completely. And so she did CPR on me for 10 minutes. Speaker 1: So she knew CPR. Speaker 2: Yeah, she was CPR certified. Speaker 1: Oh, you're lucky there. You're lucky there. Speaker 2: Yeah. So, so that, that, that, you know, that, that pretty much, you know, saved, saved me because, you know, you don't have an ambulance right next door, you know, so it takes some time to come. And so they continued the CPR, but you know, that whole time I wasn't breathing. I was, I was out, you know, they continued CPR, still didn't, I didn't respond. But then when they, um, the first defibrillator, they, they hit me, it didn't respond. And the second time they hit me with the paddles, that was when I finally, you know, like responded. And started breathing again. And so, you know, at the time, you know, they didn't know what my state was going to be after being, you know, your liver is gone, your kidney, everything is dead pretty much, you know, when that happens. And, or my brain, you know, obviously too, so they're like, kind of worried what would happen, but yeah, like, it's amazing. I came back and I was mainly myself. You know, my memory is a little bit even worse than it was before. But, uh, that day I did a webinar. It's so crazy. That day I did, uh, I don't know if it was bigger, I don't know if it was bigger, better launch or something after this happened earlier that day. It was after that. Speaker 1: So like hospital bed. Speaker 2: No, no, no, no. I did the webinar before the heart attack. Speaker 1: Okay. Okay. Speaker 2: But then I remember like one of the first things like two days later, I was like, Oh no, like what did they do? You know, like I was supposed to do bigger, better launch. You're supposed to do this webinar. Like I let the company down. Like I wonder if my team like had to redo it for me, but I did it. I had zero memory. of it. And it was so surreal watching the, I was looking on YouTube to go see who did the webinar. I was in my hospital bed. I was like, who did this? Well, who did this webinar? You know, instead of me, was it Carrier? Was it Shivali? And I'm like, it was me. I'm like, holy crap. I don't remember doing this, but yeah, that, that, that whole time was, is pretty scary. And so. Speaker 1: Did you end up seeing, did you see the, when, when you were out, did you see the light or did you see a floating above your body? You know, some of the stories that people tell. Yep. Speaker 2: I mean, if I did see anything, like I don't remember it because like everything that I know was from what people tell me. And then I was just recapped, like looking at my ring video, you know, like, like to see like different things of me coming out and then going to the ambulance and stuff. on the ambulance, on the basketball court, like what was happening. So like, I was just like recapping and then I could hear, you know, I couldn't see it. I don't have ring video in my house, but then I could hear, you know, like my family yelling and stuff when I was out, you know, from the ring video, it's really surreal. And so like, if that, my message to people out there, it's like, don't wait for that to happen to you. Because I mean, I don't know what the odds are about surviving something like that, that extreme, you know, but, but it's not very good. And so you don't want to, yeah, yeah. I have, you know, But you don't want to wait until something like this happens. It's like start making healthy, you know, healthier choices. So that's why like, you know, I was like, you know what 2023 is is going to be time to get back into It's not like I've been waiting. I've still been changing things a little here and there. Speaker 1: It's difficult to change. Speaker 2: It's difficult because I'm a foodie too. You know about me. I'm kind of like you. When I go to new countries, I look up Michelin restaurants and Yelp top 100 and try different street foods. I've never been an alcoholic or something, but I love trying new drinks and stuff like that. And so it's hard when you're like that to To try and take different steps, but I'm going to be pushing that more in my podcast. I'm going to be asking like all the guests I've already started. I had Brandon like last week and I was asking him like, hey, what are you guys doing for like your mental health and your physical health and just recreation? Because I think those are things that you don't hear too much about on podcasts and webinars and things. You hear about strategies and we're always going to have that. But then like I want people to understand that, hey, you need to enjoy life as well as entrepreneurs and you need to take care of your health. And let's talk to what's working for the other people out there. Speaker 1: So I mean, as far as travel is one of your your big things. Speaker 2: Yeah. Speaker 1: And you do you take trips. I mean, you've been to Pakistan a couple times, you know, to talk to the Helium 10 guys and Helium 10 audience over there. You you are known now for this Maldives strategy. You know, that's that started with what like episode 300. Was that the first one in 200? 200? And then every 50 or 100 or something like that, you go back to the Maldives and you like do some update or some new kind of thing. And you've been there, what, four times now, I think, four episodes, something like that? Speaker 2: Yeah, like four or five, yeah. Speaker 1: So, I mean, Helium 10, you said, is not paying for you to go there. And I got engaged in the Maldives and the Maldives is beautiful and it's far. I mean, it's, for those of you who don't know, it's in the Indian Ocean. And so to get there, you got to go to like Dubai or Singapore or somewhere like that and then head over. But it's a beautiful place. And it's, you know, when you land at the airport there, you either take a boat or a seaplane and all the resorts are out on like their own little remote motus, their own little remote islands. It's a beautiful place. But how are you doing that? How are you, I mean that's not a cheap trip and you're staying in some of the best places there and you're probably actually flying business class. You're a taller guy and you're not going to be stuck in the back with your knees in your chin. So how are you doing that? Is that coming from credit card miles that you're earning from the PPC you're running for the businesses that you that you sell or how's that? How's that happening? Speaker 2: Yeah, it's a combination of a lot of things. You know, I love like travel hacking and doing things like that. You know, I've been traveling. I haven't been to the number of countries you have. I'm only like like something like 40 or 41 or something like that. But I think I took my first trip When I was like two months old or something, my parents were into traveling. So I've always been in traveling too. And then so the last five, 10 years, I've really gotten into travel hacking points. And so almost all of what I do, I still have to pay for a lot of it, but for upgrading to business class and staying in fancy hotels and stuff, that's all 100%. 100% free based on using the PPC and then just spending it. I would do wholesale a lot too. Not necessarily for the profit, but just for the cashflow to be able to, you know, use credit cards, you know, to be getting, you know, to be getting like, you know, 20, 30, 40, $50,000 a month worth of credit card points. Speaker 1: So you're doing wholesale, not so much for the margin you can make, the small margin you can make off of doing the wholesale, but it's more to earn credit card miles. And that's basically how you're seeing your profit is through that versus actual dollars. Speaker 2: Yeah. And then it gives me more sandboxes to play in, you know, because I think we, you know, sometimes people think Amazon's only about private, but there's tons of really successful wholesale sellers out there. And so I've been able to come up with some like different strategies of things that Helium 10 can do based on what I was doing, you know, at the, at the wholesale level. Like, like there's one little tiny tool that almost nobody knows is strictly for wholesale numbers. We developed in partnership with, um, What was his name? I forgot his name but he's been on the podcast a few times and it's kind of like, hey, If you have a listing and there's like three existing people battling for the buy box or they're within 2% of the buy box, it's like estimates your sales if you were to become the next seller on there, you know, cause you can't just say, Oh, I'm going to take over all the sales. You know, you always just kind of match the buy box. And so because, you know, because, because I was, I was doing that kind of stuff, I was able to, to put in a practice. So yeah, but, but the main point of doing wholesale was to keep my credit cards, uh, you know, in the tens of thousands of dollars every month so I can get those points. I kind of stopped it now and now it's harder. Speaker 1: What about the Maldives? Speaker 2: Oh, Maldives? Yeah, like for sure. Like I just did that a few weeks ago. Like my family really doesn't like going there. They've only gone with me like a couple of times. So usually when I go, it's just by myself. Speaker 1: They don't like going to the Maldives? Speaker 2: Is it just because they don't like flying? Oh, yeah. And like you said, that's like a 28 hours. You know, it's like it's like 14 hours to Dubai. Then you got to lay over for like five hours and it's another 10 hours. And so they hate flying. So it's like pulling teeth. And then plus it's expensive, like To use points for me, it's easy, but then to come up with enough points to cover a family of four to go, it's a little bit harder. But yeah, that is my favorite place in the whole wide world. is the Maldives and like, I don't see myself ever stopping going there. Speaker 1: If you typically pass through Dubai on the way there, do you stop in Dubai? I know one time you did like a little meetup or something at the airport, but have you actually spent any time in Dubai? I was just there a few weeks ago. I've been there a few times and it's a really cool place. Speaker 2: It is like, it's super hot, like most times of the year, but I was able to do, I went to the, what was it called? The World Fair or whatever that was just in Dubai or international or something or other. So like I went there on my way to the Maldives and I took like a day or two over there. I actually did an Amazon meetup as well. That's actually one of the, you know, I know you get recognized at different places. That's one of the few times where I went to something that had nothing to do with Amazon. Like if there's a big Amazon conference, of course, I'll run into like Amazon sellers at the airport or something because they're just all over the place. But that was the first time where I was just in the middle of nowhere and I necessarily didn't get recognized, but I was wearing a Helium 10 shirt And one of the TSA agents at the Dubai airport was like, oh, Helium 10, I just started that. Cause you know, I don't want to do this my whole life. I'm trying to like learn to sell. So that was kind of cool. But yeah, I love, love Dubai. Speaker 1: I'm surprised you don't get recognized more. I get recognized, you know, obviously, like you said, at a, at a Amazon events, you know, in the airport and stuff around that you would, but just randomly at the grocery store and, and in San Diego or somewhere, you don't get recognized that much. Speaker 2: Well, here's the thing. A lot of people don't realize this about me because of my personality is kind of over the top and they think I'm this big extrovert and stuff. I'm one of the most anti-social introverts you'll ever know. During the pandemic, I would go weeks without even leaving my house. And so I don't go out. I don't go eat out. I don't really go to the movies. Like, you know, go to church and that's about it. And so like, I don't really get out there, you know, that much. I'm just like a home, the pure definition of a homebody. And so like maybe if I would go out more and go out to eat and stuff like that, it might happen more. But yeah, since I don't do that, like I guess it never comes up. Speaker 1: Yeah, I've been recognized like five times just in Austin, you know, either at the airport or one time I was at a H-E-B supermarket here and I was just checking out, putting my stuff in the bag and a girl comes and taps me on the shoulder and says, hey, have you ever heard of Helium 10? I'm like, yeah. And then she looks at me and she's like, I knew it. Speaker 2: I knew it. I knew it. Speaker 1: You're the guy from That does the Freedom Ticket on Helium 10. I was like, yeah, that's me. She's like, so nice to meet you. Speaker 2: Speaking of which, didn't you wear the Freedom Ticket shirt to the World Cup Final? Speaker 1: Yeah, I actually, yeah, when we went to the World Cup Final, my wife and I went over to Qatar and we were at that epic final game, live and in person, and we were trying to get Argentina shirts. And because she's from Colombia, so she's going to support, you know, the Latin American team. I was like, no problem. I'll support Argentina too. But we found a, you know, she's a tiny little girl so hers is like extra small or small and she got like the last one on the shelf and then we spent a half a day going around like to the Adidas store and to like everywhere in the little souks trying to find me something and we couldn't find anything. You know, it's just gone and I need a bigger size. Uh, much bigger size. And so I was like, I don't know what I got. The closest thing to blue that I have is the, you know, the Helium 10, the shirt I used in the Helium 10, uh, cause I got like six of these shirts cause we did the Helium 10, uh, you know, the freedom ticket training. So I was didn't want to stink because we shot that over like five, five days or whatever. So I had all these different shirts. Speaker 2: If you wear that more often, like going out, I bet you get recognized even more because that shirt is legendary. Speaker 1: Another time I got recognized, I was at a Walmart in Buda, which is a suburb of Austin, buying something and I come home and like an hour later I get a text, like a Facebook messenger text message and says, hey, you don't know me. But I think I just saw you at the Walmart in Buda. You're the Helium 10 guy. And I was like, geez, man, it's like can't go anywhere. I mean, if I got to be careful not to adjust my underwear or anything, you never know who's watching. But yeah, you know, speaking of the Freedom Ticket too, you know, there's a cool little story around that. We've done three full versions of the Freedom Ticket and then we keep it updated. So in 2021, right after the Prosper Show was in July, and that was a show where everybody got COVID basically. I remember everybody went to the nightclub, to Hakkasan or whatever. And pretty much everybody there ended up like 40, 50 people ended up with COVID, some pretty bad. But right after that, my wife and I came over to Irvine Because we were spending several days shooting some updates and stuff on the Freedom Ticket and I remember you were in there and Shivali was in there and we were just some really long days and you had a little bit of a cough, maybe a little bit of a fever and you're starting to get worried because I think you had a big trip to Pakistan or somewhere coming up. Speaker 2: Yeah. Speaker 1: And so you were like getting COVID tested every day. I had a little bit of sniffles and a little bit of things. And, and I was like, uh, I think I'll be okay. And then at the end of this, on, on that Friday, when we wrapped up, you're, you're like, Hey, everybody, uh, I'm going to take everybody, uh, the crew and everybody out to eat. There's this Mexican restaurant. That's like my favorite. I've been going there since I was a child. It's awesome. It's incredible. Speaker 2: Uh, I just ate there yesterday by the way. Speaker 1: Take everybody there. So we go, you know, I don't know, it's 10 of us or something like that. And we're eating. And then after the dinner, we go and my wife and I get back in our car and I was like, maybe That was the worst damn Mexican food I've ever had in my life. I don't know what the heck Bradley was thinking. He says this is his favorite place. He's been going, this was horrible. And she's like, I was like, was it to you? And she's like, you know, I don't, I'm not a big fan of Mexican food. So it was okay. I was like, it had no taste. It was bland. She's like, baby, I think you need to go get a COVID test. So the next day I go and find a place and get a PCR test and sure as heck, I had COVID and I lost my sense of smell and everything. So I have to go back to that place now so I can actually taste, so I can see why you're so high on it. Because after that visit, I was like, I couldn't taste anything. Speaker 2: Yeah, yeah. Speaker 1: Yeah, but yeah, sorry. In Qatar, yeah, I had to wear the Helium, I represented Helium 10, you know, in Qatar. Speaker 2: Well, Messi can thank you for that, for his victory. Speaker 1: Exactly, exactly. I brought the luck. That was an amazing game. I don't really have any desire to ever go back to Qatar. I mean, we flew Qatar Airways, which is the best business class I've probably been on. Speaker 2: So you got those seats where it closes. Speaker 1: Yeah, you have like a door. Yeah, you have a little door. And that airline, the service, I mean, they met us at the sidewalk with our bags. They had a special security lane and special First class lounge that you just go straight to. You don't have to go through the regular security or anything. It was top level service, but Qatar is not really a place I have any desire to ever ever go back to. But Dubai on the other hand, we went there afterwards and Dubai is, you know, I've been there. It's been about 10 years or so since I've been there and it's changed a lot and it's definitely on the list of to go back to and hang out. I mean we did a rooftop I'm at the 50th floor rooftop, a 360 degree infinity pool overlooking the palms, which was really cool. We went to a butterfly garden, which was really, really cool. We did went into the desert and did all the dunes. We did Shisha lounge, you know, overlooking, they have a version of like the Las Vegas fountains that are in front of the Bellagio, but like 10 times the size. That's really nice. And you can sit there with a shisha, you know, and smoke some grape or watermelon tobacco and watch these fountains. It's really cool. And did a bunch of other stuff. But yeah, Dubai is a definitely a good playground to go to. We had a meal there and this, I don't know if you saw my post on Facebook, you talking about meals earlier. It was a totally immersive experience. This place is nine courses, but every course was a different theme and the entire restaurant changed. So there's like a, I think there's 10 of us in the restaurant, but they would completely change the scenes, the walls, the settings. They would grab you by the chair and move you to another part of the room and have something set up there. It was, it was, it was amazing. It was amazing. Yeah, so the next time you pass through going on the way to the Maldives, you guys spend three or four days in Dubai. Speaker 2: All right, I'll do that for sure. Speaker 1: So, so you're still selling as well, right? Like you said, you have a little warehouse set up at your house and you're still Stelling, and one of the things that you like to do is you like to experiment. And so you were just telling me earlier, like you were staying up all last night to the wee hours of the morning, playing with brand analytics and with some of the other tools that Amazon has just doing experiments and like going and buying products on Amazon, seeing how it affects stuff. You really like to get in there and under the hood and play around and figure stuff out, right? Speaker 2: Yeah, it's fun for me. I think in my position, I have to be doing stuff like this. You and I both can't stand these people who try and come off as gurus or whatever, and they haven't even sold on Amazon in a couple of years. They don't even know what the heck they're talking about. I've always wanted to keep my knowledge fresh by doing experiments. In the last couple of years, Amazon has come out with so much stuff that I think most of us sellers never would have dreamed Amazon would come out with. Four years ago, I remember people would pay like $40,000 to get some special reports that Amazon had, that was only available sometimes to vendors or just really high level sellers. And it would cost them like $40,000 a year or something crazy like that. Nowadays, for free, better information is even out. You know, just Amazon is just putting it out. And my favorite has always still been brand analytics. I know Amazon has come out with a lot of other stuff like search query performance and opportunity explorer. But brand analytics was the one that was like always rock solid. It was whenever I could just clearly, you know, test it out and I could predict what was going to happen in brand analytics. And sure enough, it did. This other stuff is taking a little bit. It's taking me a little bit more to try and figure out, like, because they're not talking about the The same things are the same. It's not the same way to calculate search volume. It's not the same way to calculate sales and different things like that. So it's taking me a little bit longer to try and really lock down what it's about. But this is the kind of stuff that People at Helium 10, they're not asking me to stay up half the night to do this, but I just get started and I can't stop because it's so fun. It's so fun for me to just start diving into this stuff. Speaker 1: How do you think all this, as Amazon's releasing more and more data, as they say, straight from the horse's mouth, how do you think that's going to affect tools like Helium 10? It's great. Speaker 2: I love it because first of all, you can validate more. It's not just, oh, Helium 10 says this is the search volume, but it's like, oh, wait a minute. Let me compare this to Brandon and I'm like, oh, it's kind of in the same order. I'll be dang, Helium 10 had it right. Other than that, it's just like, we believe in our algorithms, but a random person off the street, how would they know that? You know, how can they validate that what we're saying is within the realm of possibility, you know, without this stuff. So the more that Amazon releases, number one, the more people can validate, you know, so they can trust the data more. And then number two, it gives us more, it gives us more things to integrate in the tools. You know, finally, after two years, Amazon made brand analytics available in the API so that we can now have it inside of Helium 10 as long as, you know, we can detect that the customer's brand registered, you know, for years, we couldn't do that because it was against Amazon terms of service. And so, It not only allows us to validate our own things, but it allows us to give functionality to users that they never had. You know, like my favorite thing is looking at who are the top three clicked or purchased in brand analytics and then check out what their average rank was organic and sponsored for a month. So it's like overlaying brand analytics with Helium 10 data because sometimes you look at just the organic rank of like one of our coffin shelves. And we we're just kind of like shadow ban from Amazon for some strange reason, like we cannot get past like position 10 or 15 on page one. But we are the number one clicked or number two in brand analytics. And then if you're actually looking at it in Helium 10, you can with one click, you can see why it's like, oh, they're the number one sponsored. You know, our conference is the number one sponsored position, but it's number 15. So on this one, it's like, hey, I don't have to be at the top of the page organically. To be one of the top, I just got to make sure I'm at the top, you know, sponsored. And so before Amazon made this data available, like you had no idea who was the one who was getting the most clicks or who was getting the most purchases. You know, like even Helium 10 doesn't know that that data. Right. And so like now they just I think the more Amazon releases, it makes things better for for tool companies like Helium 10. And at the end of the day, it's better for the sellers out there. Speaker 1: We could probably sit here and talk for hours more, but just to wrap this up, what do you think is going to happen? What's coming down the pike in 2023 for both Helium 10, maybe a sneak of some sort of, I know you can't spill all the beans, but a sneak of some cool tool that's coming out or a couple of cool things or direction that's going to go, plus the whole Amazon industry as a whole. What do you think 2023 is going to bring for sellers? And software. Speaker 2: Well, over Helium 10, you know, one thing that I want to see us do more of, and I make fun of sellers, you know, I'll say, oh, yeah, you know, sellers are just so lazy out there, like, Like they'll pay 150 bucks for other software that just saves a couple of clicks and it's because they're lazy. But part of that's serious, part of that's just in jest. But at the end of the day, we're all busy people and we want to save time. Time is money. And so like I think I could see in Helium 10, we're going to be trying to focus on things that not necessarily is going to reinvent the wheel of how you look at analytics, but how we can How we can save people time and maybe save people from having to hire VAs out there to do a whole bunch of manual stuff. I don't want to use the word necessarily automation. I know that's a buzzword, but basically look out for Helium 10 to be coming out with different tools and functions that really just Give Amazon sellers more time back without having to take a whole bunch of steps and knowing how to do 75 different filters and aggregate lists and download Excel files and stuff like that. As far as Amazon goes, who knows, you know, like, like all this stuff that they've been doing lately on the advertising side, a lot of it's just completely nobody could have ever, you know, predicted, predicted that they would be launching all these different analytics and stuff. And I see them doubling down, you know, even more and, and, um, Especially on the advertising side, they're going to have to keep validating, making it worthwhile for sellers to put all the money into advertising. And so they're going to have to give that value back somehow, whether that's through analytics or whether that's through cool other spots, like Amazon did the Prime football. And, you know, they've obviously got Twitch and all these things. I think you're going to see more. It might be more commonplace, like outside of just maybe DSP, where even regular sellers are going to have access to start advertising on platforms and mediums that they never had access to before. So I look forward to that. Speaker 1: What do you think AI, does Helium 10 have any plans to integrate some of this AI for like list building and testing? You know, ChatGPT next week's episode is all about that. My guest will be talking about how AI can be used in e-commerce. Does Helium 10 have any, you know, some of this AI like ChatGPT, it can actually write many different versions of your listing, especially if you're not a non-native English speaker, it can make a huge difference. Speaker 2: Uh, yeah, I mean, we've been looking at that stuff for even before it was when it was cool. Like, and now, like, I don't think any of us would have predicted how advanced it would be. Like, it's just kind of scary actually kind of runs like Terminator or something like the world that we're moving to. But, but yeah, like where we can incorporate that into Helium 10 in the future, like if it can help Amazon sellers, absolutely. And just like you said, you know, non-native speakers, I mean, even native speakers, you know, sometimes we might not be the best with words, you know, we're not all natural writers, whether we're native speaker or not. And. And, and this, you know, like things like the chat GPT and these other things like, like they can just, you give them like keywords and. And they can just come up with something much more eloquent than you could. Speaker 1: What can analyze like reviews? I mean, I'm using it in conjunction with x-ray, downloading, you know, all the four and five star reviews and then doing another one of the one, two and three star and grabbing those phrases, those most common phrases out. And I'm saying like, if it's the negative phrases, write me a description using these phrases, but make sure it's positive. So it flips the, it does the opposite. So if one of the big negative phrases is the handle, I don't know, the handle is hot to the touch and falls off or something, you know, it'll flip that and in the writing it will say, you know, this handle is super strong, you never have to worry about it coming off. You'll never even feel it. It's soft as a baby's bottom or whatever. I'm making that up. And then I'd use it for the positive ones too. But it's not perfect and there's still some issues with it. But I see that there could be a lot of good stuff around that. And that's next week's episode of the AM PM podcast is all about that. So make sure you tune in. I think it's going to blow some people's minds and really enlighten them on some of the opportunities and the things that's coming down the pike regarding this is true AI. There's a lot of software tools. PPC management tools that say they they use AI to manage your bids. That's it's not AI. That's just algorithms You know, it's just marketing speak. So you got to be careful there on that But the true AI is is really really cool and not just first for text but even for images and doing like testing on images and stuff and But hey, Bradley, I really appreciate taking the time today to come on. You know, make sure everybody out there you listen to the serious sellers podcast, you can find that on your favorite podcasting platform, it comes out three times a week. That's Bradley hosting that he's got some awesome guests on that. So be sure to check out that and make sure you also all sign up for the bigger, better launch. That's what once a month, where Bradley and the team come on, they show you all the latest tools and things in Helium 10 and Helium 10 Elite as well. If you're not a member of Helium 10 Elite, it's closed right now, so you can't get in, but it may open up maybe in March or so, I think I heard you say, for a short while where you can get in and keep an eye on that because some of these advanced tools, they either come out first to Helium 10 members and let them play with it, months before it goes to everybody who has a membership to Helium 10 or sometimes there's exclusive tools as well that only Helium 10 members get, plus you get the training, plus you get the weekly roundtable sometimes with Bradley, sometimes with Kerry, other members of the team and then I do it once a month. Which is really, really valuable. So Bradley, I really appreciate it and best of luck in 2023 and I hope your health stays good and continues to even get better and look forward to seeing you either in Irvine or at the next events or who knows maybe another Bulls and Apes little get together or something. Never know. Speaker 2: Sounds good. Sounds good. Same to you. Speaker 1: I hope you enjoyed Bradley and I's little chat there. Lots of insight and a look behind the curtain at Helium 10 a little bit. Next week we're going to have a really cool episode talking about AI, artificial intelligence, and how it's going to impact e-commerce. So don't miss next week's episode of the AM PM podcast. It's going to be a really good one. I hope to see you on that episode. Make sure you hit that subscribe button for both the Serious Sellers podcast that comes out three times a week and the AM PM podcast which comes out every Thursday. By subscribing you can make sure you get notified or it can automatically download straight into your favorite podcast player. And before we leave this week, I guess I want to leave you with some words of wisdom. As Mark Twain once famously said, it's not what you don't know that gets you in trouble. It's what you know that just ain't so. It's not what you know that gets you in trouble. It's what you know that just ain't so. Have a great week and we'll see you next time on the AM PM podcast. Unknown Speaker: Music.