#522 - 15 Prime Day & AI Strategies to Maximize Amazon Sales – Part 2

How to retarget shoppers who already viewed your products but never purchased. Structuring your listings around the exact features Amazon shoppers care about most. And discovering roffus ranking opportunities that most sellers miss. This and more on this week's episode of the AMM podcast. Hello everybody and welcome to the AM podcast. My name is Shioali Patel and I'll be your host. And this is the show where we discuss all things Amazon, Tik Tok Shop, and Walmart private label and how to generate reoccurring revenue streams 24 hours a day during the AM and the PM, hence the name of the show. Get it? AM PM podcast. And as a matter of fact, I was in Sophia, Bulgaria last week speaking at the Amazing Days event. And even though I was out and about networking with sellers in the Balkans, I was still making money online. How cool is that? Pretty cool. I think this next person that I have up here is he is a PPC expert. Um, and he has an agency and he's done great things in the space. He's, you know, very involved with a lot of conferences and just an expert in the space. So, I'm going to go ahead and share his strategies right now. Hello guys, my name is Vincenzo Tsano, founder and CEO of Ecomy and today I'm going to be going over my top three strategies when it comes to scaling brands on Amazon, more importantly maximizing Prime Day and also leveraging AI. So let's start with the first strategy of the day. So the first one this I call it the wish list snipe. Okay, so when it comes to Prime Day, a lot of people are looking to potentially buy something they've been bringing for a few weeks now or a few days. And that's where a sponsor display can be super super um important here because essentially what you're going to do is you're going to retarget people have seen your product but they haven't bought it, right? They have shown interest, they have engaged with the product, but they haven't made the final purchase yet. So you want to have these campaigns in place. The second one is you also want to launch some campaigns around the specific targeting in your category because let's say you're doing a a yoga mat, right? You want to make sure that with sponsor display or even within Amazon marketing cloud, if you want to take it to another level, you can find people have this kind of interest and you know that during this prime day the interest in terms of potential to buy your product going to be the highest and this is where these campaigns tend to be very very powerful. And then the third layer is once you have these retargeting campaigns and also campaigns that focus on specific audiences, you want to essentially adjust your bids, especially 48 hours to 72 hours before essentially prime day goes live to make sure that all these campaigns are very very intentional can give you the max exposure that you want so you can get the most out of your prime day. So now let's jump into the second strategy of the day. So this one's using AI. Now when it comes to AI, a lot of times people talk about how to uh write listings, but I feel still with all the audit I do and all the conversation that I have with brands, a lot of people still don't leverage the reviews kind of analysis that you can get out of Helium 10. Helium 10 review insight is super powerful, especially if you want to figure out, you know, the wins, the losses of your competition. And this is such a low hanging fruit. This is something that will take you a few minutes and you can make sure essentially that all the things that your competition is doing wrong or all the things that the competition is not really leveraging within the listing, you can make the most out of that. Especially during prime day or seasonality where the intention to purchase is the highest. You want to make sure that essentially everything you're describing on your products pages is as accurate as possible. So therefore go to your top competitors, use the review insight right from healing 10 time extract all that information and then you can use something such as cloud or GPT to essentially reverse engineer that and make sure you can have a copy that is very very intentional towards the need of what the consumer is looking for because not only is that going to allow you to convert better but we all know that also when it comes to Rufus the more kind of intention you put behind every single word and also your images that's also going to give you more exposure on Rufus's eyes And the final um tip of the day, this is um to do essentially with maximizing what you can do with healing temp. And this is a strategy I've been using a lot lately. And it's about trying to figure out essentially what is the share of voice of your top competitors. Share of voice at the end of the day really tells you what is the market share, right? And how this market share is being divided among the top competitors in your specific niche. So here what you essentially want to do is you want to create a a market tracker within Helium 10 and you want to have your top 10 competitors and on a weekly basis you want to essentially track the search um the share of voice right and the reason why this is going to be very very insightful especially if you're preparing for prime day or just in general to get the most out of what you can achieve with Amazon is because usually when there is a drop on on share of boys a couple of things are happening a product is going out of stock or maybe they're having an indexing issue or maybe reducing the advertising spend. And let's be honest, when the share of voice of a competitor drops, that doesn't necessarily mean that the market is having essentially a negative downfall in terms of sales. So, usually that gets replaced by another competitor. So, what you want to do, you want to identify who these competitors are. Then you want to make sure you identify which are the keywords where they're reducing the share of voice. And you want to increase your exact match top of search based on these keywords, especially the ones that you know historically you perform the best because this is going to make sure that essentially you can get the most out of the lack of competitors that have been dropping on share of voice and you can now become the one that got that has the biggest share of voice and it's going to also of course down the line improve your organic ranking which we know is evident when it comes to. So those are my top uh three strategies. If you have any questions or you would like to connect with me, feel free to scan the QR code here on the screen, we are more than happy to have a call, explore how we can add value to you here at the comy. We are full service agency that specialize in growing brands on Amazon, Walmart, and Tik Tok. So, anything that you need to make sure you can get the most out of these three marketplaces, we can make it happen. So, that's everything from me. Thank you so much for your time and I hope that together with these tips and the ones you're going to get from all your speakers, you can get the most out of Amazon in Prime Day and what is left of 2026. >> Next up, we have got somebody who's an AI expert. We work with him very regularly here at Helium 10. Let's go ahead and bring up Andrew Bell. >> So, one thing I wanted to show is something Helium 10 I've been working on um is the AI listing optimizer. What's very unique about this um is that it optimizes for every layer both A9 and the AI side of Amazon in particular Rufus um you know based in use case uh use case based writing things like that I wanted to show you how it work we've rolled out a number of updates um so like for example if you if you don't have anything here what's nice about this too is like if you don't know the English language as well um this provides a great opportunity for you to um use it. you have to have really good input with product truth and a lot of times like for manufacturers and stuff especially in my experience with you know uh roughly looking at like 4,000 asens uh uh before all this is manufacturers don't give you very much information and so it's like and what an image can do speaks volumes right so what you can do now instead of just one image analyzing you can pick um up to five so if you click this and you hit analyze. What it'll do is it'll automatically fill this in. Um, it'll go through a prompt. Um, we have an agent behind this and then you can say, "Okay, do I want 10 bullet points?" So, obviously, let's just say we want to do five. And if you want to enhance with Rufus here, it'll go to the competitor's uh page of whatever you want and reverse answer those questions just to make sure that um you're optimized for Rufus. And so instead of having like multiple clicks, this is an all-in-one generate your listing uh where it'll analyze the inputs, the brand voice, uh buyer questions, then from there it'll apply our high ranking keywords to boost visibility. It'll go through all the logic there. Um there are very there's a lot of prompts behind all this. Um it's powered by GBT5 uh 51. And then it'll go through generate the keyword-rich title with natural flow. And I'm big on it's not we don't live in an either or world, right? We don't live in an A9 world or just Roffus world. We live in a both and world of A9 and Rufus. And so paying attention to both and optimizing for both in a way that's responsible uh to our listings. That's of utmost importance um for Helium 10. And so it'll go through it'll actually do an audit. It'll check for grammar clarity, Amazon compliance as well. Um, and then once this agent is done, it'll give you a listing that um is optimized for both A9 and for Rufus is the key there. Um, and it's not just the Roffus answerability feature that it has, but it's like it's embedded within the prompts that it will optimize for Rufus. So then here it'll give you the title and then each bullet like this. like that and then you'll see score here um first the competitors over this um just like that and it makes it very easy uh again we have the new image generation you can add multiple rufus or you can add multiple listings to answer rufus um so that's one thing related to helium 10 and then another thing I built uh which I was excited about is a uh it's called a product image generation router where um I thought I did 50 but there's 53 I think I did I think I added in a couple where I'm like hey I I think I made these before um but it's just called a stained glass artist and that was one I made way back I was like I'll include it uh so it must be one of those three uh but it describes what kind of uh the product image you need to get routed to the exact specialized GBT from a suite of 53 image generation tools or image generation um GBT. So I do have this one right here. So I just did the product image generation router. And then now let's try and upload an image here. I tend to stick with the home decor category. Plus I think it's it's harder. So it should should work very well here. I recommend always using the thinking mode. Um, thinking mode is always I think like a secret hack to like you know uh make anything better. So you'll submit the prompt here. Um and then as that's going to um so here's the image generation GBT. What it'll do first is it'll predict um you know the identified product, the three column feature grid concept um the image prompt sets here um and then you know you would just put create. And I'm going to continue to iterate on this. This is just some oneoff GBT I created. This is something I've been working on for uh quite a while. Um and so if there's any bugs in the system, I want to be able to fix them right away. And frankly, a GBT is only as good as the input that gets into it. So again, one of the thing about thinking too is it like allows you um to create more images as well on several of the other GBTs that I have. Um while that's going, let me show you. See if we can get them all up here. Exclamation marks do work, by the way. It's not a waste of tokens. So you can do for main product shots, for example. So hero 45 degree angle shot. Um, self-care lifestyle, uh, feature callout infographic, how-to infographic, specs, data sheet, iconbased feature grid, before and after split screen, sidebyside comparison, size variant lineup, trust badge layout. Uh, you have packaging and bundles. Um, you can do product unboxing, uh, A+ banners here, and then A+ features, and then A+ comparison and brand. So, you have a host of A+ uh, GBTs that you can you can use. Uh yes, I have tested every single one of these. Um so I know they work. Um right now I've tested them probably um honestly about five to six times each. Um I'll continue to obviously because there's 50 uh but I'll continue to test it for you guys. So that way um and then you can also expect uh some very good things to come um in listing builder um you know somewhat related to that. And then also general purpose. If you've ever used Amazon's creative studio, you can use that for um uh to fill out like all this because it'll have you fill out like a bunch of stuff when you're on there to like create a video. And so it'll give you the prompt. You can upload your product image, you put your in, it'll already do it for you. And then you can plug that into creative studio. All right, let's see what we got here. So you can see it's creating multiple like so. So feature callouts here. So you can see the accuracy is insane these days. Um this is using the new image generation model here. U show you like so. So you can see the level of detail there and accuracy. I choose these type of products because it's very hard to get the accuracy of them. >> Amazing. Thank you so much, Andrew. Coming in with some fire strategies. >> All right, what's going on everyone? I'm Anthony Francesco from Titan Network. I'm going to keep this super quick today. Uh this the strategies I like to give are the most simple. This one is really simple and you have plenty of time before Prime Day to go and execute. So, I call this my H1 hypothesis, and it's that your product detail page is going to match product opportunity explorer. Uh there's a lot of GPTs and AI out there that'll go try to figure out what should be on your product detail page, but Amazon actually gives you all of this with their AI niche analysis. So the workflow is extremely simple. You just go into seller central, you click on growth, and you click on product opportunity explorer. Then you type in your hero keyword or your search term and then choose it from uh the list down below. You might have to do a little bit of searching, but it should show up. Now, what I'm going to spend time on covering today is the top product features. There are five or six pages here of insights. This is what Amazon is telling you uh customers want about the product related to this search term. So, I'm going to look at the top features today. This is a really finite and simple way to look at this. Um, sometimes you have to do a little bit of like if your exact search term doesn't show up, you have to think a little bit more creatively to what is the most relevant search term out of this list. Not every exact search term is going to show up. Um, we'll we'll make it make sense in a minute. So, what you're going to do is you're going to pull up your product detail page and you're going to compare. Let's start off with your secondary image stack and ask yourself out of the top features that Amazon tells me are most important about the product, what concepts am I missing? What concepts are on my PDP, but they are in a different order than what Amazon is telling me is important? What concepts do I have in my PDP, but they are buried in graphics that are very busy? They contain multiple other points. And then what concepts do I have but the images are not visually impressive or they could be improved uh from a visual standpoint. So I'm going to go through two examples very quickly and some of this it's no generation required. We're just talking about reordering images. So the first one is a walking treadmill. What Amazon tells me is the most important features are multiode design, incline capability, and handlebar integration. So when I look at the current PDP, we have some of these features like multiode, uh the incline capability we have here in handles, but it's in a slightly different order than what Amazon is telling us is the most important. Right? So the thought here is in this case, could I just reorder the images in my secondary stack so that I match the order that product opportunity explorer is telling me? So here we've got our incline, then we've got handles, then this should say the four functionality. Oh, these are just our first three images. Okay, so we have all of these concepts, but they're just in the wrong order. So this is how you would move things around, right? I'm going to move multiode to position one. I'm going to move the incline to position two, and I'm going to move the handles to position three. So in this case, we had all of the concepts. We just needed to do a little bit of reordering. This is what it would look like in the final. This is something that is very easy to run through manage your experiments and just see this is a hypothesis that you can test and you're just trying to see if my PDP matches product opportunity explorer will I get a higher conversion rate. So I'm going to go through one more example very quickly and this is on a meat injector. This is the current PDP. You can see a lot of the secondary images are very busy multi-feature graphics like this one and this one and this one. Uh what Amazon says are the three most important features of the product. Number one is stainless steel construction. Then we've got multiple needle configuration and then we've got the capacity of the barrel. How much liquid does this thing actually hold? So again, when I look at the PDP, we have some of these concepts like we talk about stainless steel food grade materials here. We show in this inclusions graphic some of the different straws that you get, but they're busy. They're they're these concepts are buried into these very busy uh images. And we don't have any graphic that addresses the large capacity barrel. Amazon is telling me this is a really important feature of the product. It doesn't exist anywhere in my secondary stack. And for this entire niche, not one seller has a graphic that addresses barrel capacity. So this is very common. We have these concepts on our PDP, but they're buried in very busy graphics. This is the beautiful world like Kamal was talking about earlier. We have tools that we can generate images in just a few seconds. So now you can see instead of moving around images, we didn't have those image concepts in our PDP. So, it wasn't just reordering the images. I had to do some new generations. So, look at what I've done in just a couple minutes. We've got our first graphic being about stainless steel. Then, we've got our second graphic being about the different needle types that are included. And we have the third graphic, which is not seen anywhere in this niche in which we're addressing barrel capacity. That's pretty much what I've gotten. You could just generate more images all day. That's where I'll wrap up. But check out product opportunity explore. Widely underutilized. Go have fun. >> Okay. So, today I've got a strategy that not a lot of people think about. In fact, it's 1% of brands are using this and that's Google business profile. Now, I'm not going to get into the whole how to set it up and everything. I'm going to get right in to the best possible thing you can do for pre- prime day. And yes, pre-prime day, prime day, and then postprime day. And that's this little thing over here when you set up your Google business profile right here. Click it, claim it, and then when it's it when it is set up, you want to go here to post. Nobody is thinking about this. Come over to post. Go add a post. There's three. Update, offer, and event. For the first one, I'm going to save putting some information in for the offer in the event, but you can put in a description up to 1500 characters. And what I like doing is just taking a bunch of keywords. You can put in chat GPT or Claude, throw it in there. Um, you can drag and drop an image in a video and you can schedule it. So maybe it's a week or two before Prime Day, a week uh sorry, two weeks before, one week before, a week after. even for those other sales. But here's the thing that I love is the button. So you have the call to action button right here which you can order online buy. And one of the things that Google loves is not only can you uh target your Amazon store or your specific product, but you can uh target Shopify or you can target Walmart. So it's not specific to one product. So you can throw in anything that you want and then of course uh you can link back to it which is really cool. Now what did I do? I'm old. Okay. So let's go over here and I'll show you an actual example. Come over here. Go to No, I'll go to event first. So I just got to get some information. All right. So I'm going to have an event. What's an event? Prime Day. So, you can use this. You can go in and create a I'm just going to use some something I put up here. It's probably faster if I just type it. Okay. Title. Simple. All right. And then I'm going to uh just either have a small I'll just put this in here description, but this can be 1500 characters, but something small. But here's the beauty of it. I want to add my video there. Okay. I can add photos and I can add a variety of photos. I can pick this one. uh this one. There we go. And you can have a start date and an end date. Now, this is why I'm saying you can do this pre- prime day. So, there's usually a lull be coming into Prime Day because people are waiting for Prime Day. But if you can reach people that are waiting and you can give them an additional discount or get in front of them, uh you might get some extra sales. So this also you can schedule but you can come down here and do that button as well. Now people don't think of this as an event. Well, Google thinks of this and will weigh it much higher. Whoops. Let's see. Much higher than just an event because it's dated. They're going to weigh it more than it would at a regular post. And that's the exact same thing with the offer. So, you can put in the same title, uh, whatever description you want, the start date, the end date, the same information I just put in. And down here again, you can put in your coupon code. So, you can take a coupon code or a link or we don't need terms, but there you go. So, you can add a post-prime day or a pre-rime day or postprime day with a coupon code. Now, I think this is really cool. So, I just went through this really quickly, but if you go and get into a Google business profile and you play with update, offer, and event, you'll be surprised at the uh the quickness that Google will index, rank, and drive traffic over to your site. And remember, you can use Shopify, Walmart, and um and that other one, Amazon. You have to set up different events or offers or updates, but it all goes to all three. So, you're not stuck with just one, which is pretty cool. Now, the next thing that ties in perfectly uh is press releases. So, what we want to do is we want to get indexed. So, Prime Day is great. Pre-P Prime Day is great, but how do I get index and the LLMs? Well, that is to create a press release. The old press release. I've been doing this forever. It is our is a solid way first of all to get hundreds and hundreds of what um white hat citations which LLMs love. they will get this one in particular we did for um uh Kevin's event just a couple weeks ago, but we got indexed for about 20 different keywords from an old article that we we did some content syndication uh from 2019. We just wrote it for the LLMs nowadays and all of a sudden we got indexed everywhere. We got 5,000 almost 6,000 links or clickthroughs. We got uh on Google AI. Uh we got into Google News. We got on to nine podcasts. We got into um uh all the LLMs and I will show you. Okay, so this is within 24 hours of publishing it. Uh we were in indexed all a bunch of different keywords. Some of them were longer tail, but this is just a few that we wanted to pick out. Uh we didn't spend any time on this. We just I said to my son, "Hey, go and find out what we ranked for." And he did. And there was probably a ton more. So imagine the power of being able to go out there and do something in Google Maps, set up an event, and then do this and tell them about the event. And it all it has to do is be newsworthy. So if you can create a newsworthy title and create that press release or usually, you know, go to a company that can do that and then have a good distribution network, not a crappy distribution network. Um like if you see uh Reuters or Market Watch or Yahoo Finance, those are quality um news uh newsrooms. If you see digital journal, uh nothing against digital journal, but that's just a lowranking one that a lot of really poor distribution centers will um will sell you on. So just be careful of that. So I can take depending on your budget a pre um a pre u prime day uh event, write a press release. I can do a Prime Day event and then if I wanted to get additional sales, do a post Prime Day. And because it's an event, it's going to rank quick on Google. You're going to link this to that and you'll get those extra sales. Now, I do have one more um just go to different um uh deal communities. So, most of these deal communities that are out there are a uh Amazon affiliates. um you can select a child variation and put it at 30 or 40% off. Okay, it's a significant amount, right? But your other uh uh child variations you can put at a less amount like 5% off or 10% off or not at all. And people will come there, they'll go to your site, they will see this and they'll see this huge reduction. Now, the beauty of going to a deal site, so you can go into a Facebook group and uh go to a deal site and you post a deal in there. There's all sorts of other deal sites that are in that deal site community that'll pick it up. So, you're not just getting one, you're getting multiples. Uh but a tip, so usually you want to create a generic coupon. You do not want to do something uh custom. So if for XYZ uh group, you don't want to say XY uh group 35% off because the other deal sites don't want to promote that group. So what you can do is create a non-stacking promo code if you reach out to uh separate uh deal groups. >> All right, next up we've got a global logistics uh expert. We've got Barack. >> Uh, hi everyone. Uh, my name is Barack Yoga. I'm the co-founder and VP of sales in Forskat global supply chain. Uh, we are Amazon global selling partner. I lived in uh, China 7 years. I had a sourcing company then I had a BP B2B brand and then I started forced. So, uh, today um, I will be talking a little bit about importance of inventory management before uh, the prime day. Uh so far probably we've seen around like 13 to 14 hacks. They're all super cool if you have the inventory checked in on Amazon on time. So this is like one of the biggest challenge a lot of brands are facing right now. Uh as you know uh very high FBA fees. Uh Amazon is charging close to 55 50 to 55 different FBA charges. And you want to make sure that your product gets in on Amazon on time. Um, a lot of brands they actually don't understand how that works. Uh, one of the way that I can explain you is when you ship your goods to one location, especially you're okay to pay the placement fee and you ship everything to one location, you still need to wait Amazon to distribute these products within uh 40 to 50 fulfillment centers. That takes average 45 to 50 days. By the time you deliver the goods to one location, Amazon needs to split them according to your historical customer purchase data, according to Amazon other competitors data. So, Amazon needs to distribute these products close to 30 to 40 locations. It may take up to two to three months to check it. So, this is something you need to be really careful about before your products become eligible to sell on Prime Day. uh it doesn't mean that when you ship the product or it says on Amazon fulfillment Amazon seller central your product is checked in it doesn't mean that it's fully checked in it still needs to go a different location so I recommend you instead of especially before the prime day um I recommend you to uh deliver your full like your inventory at least three to five different location why this matters because then you will have smaller batch of goods delivered to Amazon FBA and then it's going to take Amazon faster to distribute from different uh part of the country especially uh west coast uh California fulfillment centers are more congested than the east coast. We see average 15 to 17 day uh faster checking time in the east coast. So plus if you do that you're not going to pay uh placement fee. Uh this way you can actually save money on delivering to Amazon FBA and also your inventory going to check in faster. If you don't have inventory, you can't catch the uh Prime Day. Um so another thing is if you do a big sales on the uh Prime Day, you need to make sure that Amazon also make a lot of mistakes especially we see higher loss damage products in the prime day or in the fourth quarter. Uh so you need to make sure that you double check your Amazon's uh manufacturing cost. How much Amazon actually enter that uh we have seen some cases that people are actually losing money in the lower side of the manufacturing cost. Amazon enter manually. So if you don't uh adjust that cost, you probably will have the default rate. So it can be probably uh much lower. So you need to be careful on that. um long-term storage fees. Uh probably something that you're um spending money on, especially uh you know this is one way how you can save money on using AI if you are not I mean inventory is not something that people love dealing with. It's not very sexy part of it compared to you know creating Tik Tok uh ads or drive organic traffic to conversion but it's very important. uh it can be a huge uh write off from your um profit. So you need to be careful and look at which inventory is going to become stranded inventory and you'll be paying actually more money. So it can really impact your lending cost. More importantly, we talk about how to sell on Shopify, Tik Tok. Yes, Prime is important. But if you are strong in social media, so you are actually looking to go omni channel, you should be careful with your uh multi- channelannel fulfillment Amazon option the costwise it can because it can really kill uh your margin. So if you don't really good if you're not good at inventory management or understanding your landing costs, you can download your uh inventory reports, your payment reports and you can put them on cloud to analyze for you to see especially if you have a large uh catalog. If you're if if you don't have 80% of your catalog is hero rescues, you have a lot of like u soo inventory. So you should kind of do that and then uh kill that inventory earlier. Either you liquidate it, you can run promotions, you can do omni channel just to go to uh multiple different location just to sell it to make sure you don't actually pay long-term storage. That's really uh killing it. So basically this was uh the idea like you know the placement fees, how you can increase your checkin time. It's super important. Again, if you don't if you can't ship your products on to into Amazon FBA on time, it means that you cannot really make any sales or you will have issues. So, I also recommend you to create FBM listing for your uh heroes. if you have inventory on different 3PLs or your own warehouse to create uh FBM listing. If you run out of FBA inventory or if you don't have enough uh limit to ship to Amazon FBA, it makes sense to create FBM inventory. So, you're not going to see a huge drop on the uh bestseller rank because you're FBM, but at least you will have continuous offering so you don't lose sales to the competitors. Um, the helium 10. What I actually like to talk a little bit about expanding to other marketplaces. When you find a good selling product you have on your Amazon FBA or if you are looking to launch a new product, you can use Helium 10 to go open those SKs in different marketplaces and you can uh start increasing your your revenue in different market places. This is something that a lot of brands we are talking this year is either companies are trying to do omni channel sales such as Walmart, Shopify, Tik Tok or Etsy. And the second strategy everybody's like talking is how to sell in different marketplaces like different countries. Amazon Canada is a great marketplace. Uh Europe, Australia is a great marketplace depending on your uh depending on your product category. So basically uh distribute your inbound across five fulfillment centers. Run a post prime day reimbursement audit to make sure your manufacturing cost is correct and I'm use AI to rescue the debt inventory and audit fees. Don't forget it's the time to be profitable. Cash flow is very tight and you need to speak to your vendors, your suppliers, your freight forwarder, the 3PLs that you're working with for better payment term. So this way you can actually uh have better uh cash flow to make sure that your business is stable. Uh most of the brands after they do uh go to omni channel the next step for them is retail business which requires 60 to 90 day cash flow. But that's how you can become a brand. And the way retailers are going to reach out to you is to see you on the channel. They trust your brand. you can uh manage your inventory successfully. So this way you can have a brand not just Amazon FBA business. Thank you. >> I would like to introduce our next speaker who is the partner and director of advertising at Incrementum Digital. They manage over $6 million in ad spend per month. So let me go ahead and bring up Mansour. >> I have two slides. one will be about prime day and the second slide will be about uh AI and skill that I'm sharing. So about prime day uh I have this uh timeline of the lead in during event and lead out. I'm going to share some of the notes that I think they are very important and very uh helpful if you use them. Starting with lead in and the shopper behavior since we see before prime day events the customers are searching they are browsing and they are adding to cart or saving from the data that we have across more than 100 uh brands we can easily obviously see what is happening with the impressions and add to cardarts so this is something which is happening and for that reason we what we always recommend and I'm recommending is that 5 to 10% send giving coupon will make you stand out when the customers are searching and browsing and they will add to cart save later for the purchase during the event but this coupon is going to help you stand out again other brands that they might not be running the coupon code. So this is very crucial. We are running uh this and we see uh results from that. During the event what is happening is that first something that I have noticed most of the brands only think about running uh best deals. But what I'm going to recommend you to save money is having a hybrid approach of the best deal and prime exclusive deal. If you don't know this year Amazon changed uh some uh pricing and for both of them for best deal and prime exclusive deal for both of them the fee is similar so it is 100 upfront plus 1.5% of the sales which is capped at 5k but there are some very crucial differences here is that with the best deal as you know you could run one best deal and one parent listing will be in there. So if you have let's say 30 listings, you have to run 30 different best deals to uh include all those listings in the prime day. But for prime exclusive deal, you could run one prime exclusive deal and add as many as you want in that prime exclusive deal campaign. Now, if you want to go with 30 listings, all with the best deal, 30 multiply by 100, it's going to cost you 3,000 upfront plus the sales that it's similar for both of them. But if you take a different approach, let's say you have five hero products that you know they are going to kill it, but the rest of your products are slow moving or whatever it is and you don't want to pay 100 upfront per listing for those uh products. The way you could approach this is that create five best deal. So it's going to cost you 500 plus create one prime exclusive discount campaign. add all of your 25 listings with how many variations that they have. This is going to just cost you 100 bucks. So in total you're going to get uh uh the total fee will be 600. Now not only that just you got to pay also attention that Amazon says that cap 5k for each of them. So for prime day deals, for best deals, it's going to the feeble uh capping 5K for every parent. But for this prime exclusive deal, let's say you added 25 products as a whole campaign for all the products that you have there, the cap will be 5K, which is great. If you are if they are selling more than uh I I don't want to do the math but if they pass that uh fee of 5k your cap for all of those 25 uh products so that is the difference and definitely I would look at it because the badge that you are getting is definitely different similar the main difference is that in the prime exclusive uh discount it is going to be only for prime members that if you have a slowmoving product I would say mostly from the data that we see basically 70 to 80% of the buyers are the prime members. So you got to see if it makes sense for you to run this deal or if not take this approach and use one prime exclusive discount for all of them. One side note that I didn't mention if I just noticed that if you run uh if up to tomorrow you schedule your prime day deal Amazon is giving discount of 50 bucks for this. So if you haven't uh set up your campaigns, if you set up up to tomorrow, which is the uh kind of uh deadline for that uh discount, Amazon will make this 50 per each of these campaigns. Now in this case what I would highly recommend because I have I created I did this analysis for my own brand which is a supplement brand is that during the events or during any lightning deals or best deals that I'm running I noticed that I get so many of buyers that are just hunting for the deal. So my product is a supplement I run first time coupon for the subscribe and save. I noticed that many of those customers that shoppers that purchase the use the best deal and use my first time subscribe and save coupons, they don't come back for the second subscribe and save. They purchase once and it is over. So for that reason I have got some learning that's a whole another presentation. It's going to be long. I have come up with conclusion of how I should combine these uh uh kind of uh promotions to make sure that if I want to increase my subscribe and save or if I want to bring repeat customers, I'm not losing money and bringing some people that they won't purchase the second. So that's very crucial. Make sure at least during the event days, look at your other coupon codes. Make sure you are pausing them. Otherwise, if you leave them on, you're going to see these are stacking on top of each other and you are going to lose money and profit because maybe you forgot them. Especially this first time subscribe and save for sure remove that because the your goal is to bring more subscribe and save if you have a CPG brand. But in reality, these people that are purchasing during prime event and using all these coupons, I from what I have realized that 70% of them won't be back and you're losing money for people who are not going to come back to your brand and purchase. So that's another issue for lead out. What I would suggest is that most brands pull back because they're like, "Okay, event is done. No one is going to purchase. Let's get the price back up." I would highly recommend add some coupon codes on your listing because there are some people that they missed prime day and when everyone is pulling back if your brand has this badge giving discount you will capture those uh customers who have missed their prime event. Now few notes about the as advertising as well for the lead in I would highly recommend for our uh brands we mostly recommend this as well is that go create a prime day uh shop naked draft it's a version with prime day uh version with the deal page with the promotion promo messaging that is of course uh compliance with term of service of Amazon create that as a draft and as soon as prime Prime Day is on switch to that version of the store for the duration of the prime day. The second is that two days before prime day we see huge increase in the impressions in the sessions from the users because now they are exploring uh more the prime day is coming. So for that reason, we increase our budget 20% before Prime Day above what is our average daily spend is because we know that there's traffic there and we're going to grab them and we are not looking at sales because we know they will add to cart and they will uh save it. They will purchase later in the event. But just keep that in mind if you are looking during the event during these days the two days you will see that oh my taco's going up or a cost going up. But if you come back a week later after attribution after the prime day event is done when you look back you will see the sales now got attributed here and you will see your tacos is going down. So try this two days before prime day try to increase your budget. In terms of during events, what we are doing is that now that we have this prime day version of the store, we are more aggressive with our headline ads, with our video ads that driving uh traffic to the store and we are driving to the landing page in our Prime Day uh version. In terms of sponsor product sponsor display, highly recommend go and see do a research you can use cloud you can see helium 10 the brands that are not running deals go and target them because don't think all the brands running the uh best deal prime day deals for the event target those products to make sure because now you have a amazing offering you have uh deals so make sure you are targeting those uh products And for lead out in terms of advertising, if you have a CPG brand, supplement brand or whatever it is, make sure you are doing view and purchase remarketing. You have got all these shoppers. Now, moving forward, you want to bring them back to your brand to increase your repeat purchase, make them loyal customers. So, make sure you are using them. In terms of the audience, the same thing, re-engage with those customers. and AMC. I don't want to go to the AMC. There are so many ways with AMC. Also, you could go and uh get the pool of those audiences and target them with Amazon advertising. And don't forget about turning off this brand tailored promotion. This is a great segment with brand tailored promotion. People who added to cart but they haven't purchased, go target them again. So, this is about Prime Day. Now about uh AI one AI strategy it's one report that I use for uh the brands and for my own brand is that one issue with Amazon is that Amazon has these data but they are in different places. One of the important part of reports that you want to see is that what are your total customers? How many of those are new to brand customers? How many of those are repeat customers? What is your repeat customer uh rate and purchase rate? What is your customer acquisition cost? You don't have this number anywhere on Amazon. What is the brand customer acquisition acquisition cost and what is your customer acquisition cost divided by average order value like how much you are spending versus how much the average order value is. LTV is something else. I don't want to uh get to that LTV here. But this the interesting part is that Amazon already gives you these reports but it is in different places. So I'm going to come back here so you can scan uh this. You're going to get a cloud scale that give you uh give it this these two report and will give you these charts. I'm just it's going to spit this in cloud code with all of these uh scorecards, monthly chart for total customers, repeat purchase rate, customer acquisition. All of this information comes from two reports. But Amazon has this but not this view that could help you to have a better understanding of what's happening with your brand. They just put it in brand metric. It's the worst. Usually Amazon is worse in terms of how they present data. So this skill is going to give you this dashboard by just providing these two reports. And feel free to scan this skill, upload it and take it to cloud code. So you can use that if you have any question and issue with this. You could reach out on LinkedIn. Here's my LinkedIn uh profile. >> Hey, I wanted to show this very quick thing that I'm doing with Helim 10. And this is my favorite thing to do with it combined with AI. Okay, so I'm supposed to share two tips. I'm going to share one that combines both of them together. Let me share my screen here. So I typed in kids fort building kit, okay, as the keyword here and I just this is let's say this is the product I'm thinking about launching or I'm already selling and I'm trying to figure out which variations should I start with. Should I do like glow-in-the-dark? Should I do blue or green or whatever? I don't really know which one I should go for and analyzing this is going to be a hassle, right? and there are different price points and it's like a lot of different competitors saying the same thing. You can see these ones are glowing in the dark. So, what I'm doing is I'm going to X-ray and one of the things that I love about X-ray right now is it gives you the full breakdown of the variations. So, if you will open up one of them here, it will open up all of the different variations this product has and it will tell you like the sales for each of those if they have any. So this is like the ascent sales. So what you need to do because right now I cannot export this unfortunately as is because if I click export it will only export what I'm seeing. What like I will if I open this one up and then this one up this will open and the other one will close. So my goal is to download all of the variations right and then use charge to analyze which one should I launch. So what I'm doing is I ended up opening each of them in a different tab. Okay, I just open each of the listings in a different tab and then I click on X-ray and then it will show all of the variations here. So I will export this to a CSV file and I will do this for each and every one of those listings. Some of them will be the same listing. You will see here like the top two are the same listing. For some reason they this shows up twice. Some variations these days show up twice. So don't worry the prompt will know how to ignore those and not show any duplicates. The other thing you want to make sure when you're doing this is always filter hide sponsored products from results. So after you download all these CSV files, you will go to Chag and you will use this prompt here. Okay. So, uploading multiple Helm 10 XRI files and then you will just drag those files in here and and you probably don't need more than that when analyzing like competitors or a new product or whatever. So then you will go ahead and click here. I want to save this time. So I already did this. So this is what it looks like when you upload. So I put the files, put the prompt in, and then it will give you the full breakdown based on the revenue. So you can see 104 piece standard makes the most revenue here. And you can see how many pieces they have. Is it glow-in-the-dark? Is it standard? And this is like a very simple way to just see which variations do really well. Then you see sales here by variation. Then you see review distribution like which variations have the most reviews. And then it tells you where's the opportunity by variation. So it combined all of them together. It tells you where what you should do first. And then I added this at the end. So if one of those is your products, you can just mention it below. So all you need to do in this case, let's say you're already selling this and you want to know which variation you should launch next. So you would go back to the charts on top. You will click on one of the asens here. That's what I did. And I did that here. So this is my product. And then just tells me, okay, got it. I zoomed in your specific listing database. And then just tells me exactly what I need to do next. So this is like a very quick app to tell you which variation you should start with, which variation you should launch text for your products. Yeah, have a an amazing Prime Day, an amazing time selling on Amazon. >> So today, let's dive into the three AI tools first. Number one, creating a role profile. Most people have a challenge when it comes to crafting a job description and a role profile for any new role that they want to hire for in their business. oftentimes this is how in-depth you want your role profile or the job description to look. It obviously lists some of the KPIs so that you know whether a team member that you're about to hire is going to be winning or losing in their individual role and gives them clarity of like what in the world they need to be doing in their new responsibilities. Now, this used to take me 6 to 8 hours to create something as in-depth and well thought out just like this. But instead, we flipped this on its head. entire team uses this now and this is produced in 15 minutes. So how we do this is number one here's a Google doc template that you can follow but you get access to this custom GPT that I created that my entire team uses as well to create their own custom GPT and complete this in 15 minutes. The next tool that I use is a weekly CEO update newsletter. So, every Monday I record like a 10-minute Loom video sharing with the team some of our wins and some of the updates, the initiatives that we are working on. And then guess what I do? I take that transcript, send it into a custom GPT, and it creates a fantastic email newsletter that that I then send to our team so that they know where we're going as a business and what needs to happen next. The last AI tool that I want to share with you is a hiring recommendation. So, I have an hour-ong video about the sevenstep process for identifying A+ talent. Well, guess what? When you find somebody from those interviews, you upload them, you upload the interview transcript, you follow my process here, and this will spit out the number one recommendation of who you need to hire. Now, this last tool that I want to dive into here is the Helium 10 tool that we are currently using in our business. This is using Market Tracker 360. It is one of the most utilized tools that my team uses every single week to beat our competitors. And so what does that mean? What does it look like? So first off, market tracker 360. This is what it can look like. What I have highlighted here in the red box, this is the most important aspect. It tells you, hey, for this in total market there, you know, you had 59 million units were sold and the amount of revenue. And then guess what? I can look at that same market and see what happened to my business. How many units did I sell? And you can see, hey, our units were down um especially year-over-year, whereas the market is up. So, if the market is up, but I'm losing market share year-over-year, that means there's a problem. So, that's what we dive into. You can see how to set this up. You use Cerebro, add your AS. It will find like-minded competitors. You add those brands. You set up your market and from there you now have competitors that you can track and any new products they launch get added to market tracker 360. >> Thanks so much for joining. I am going to sign off now.