#638 - Strategies For Launching A Brand In 2025

#638 - Strategies For Launching A Brand In 2025 Bradley Sutton: Today we've got back on the show one of the first ever guests on the SSP way back in 2018, and he's going to be talking about a wide range of topics such as AMC, TikTok shop, influencer marketing, and more. How cool is that? Pretty cool, I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that's a completely BS-free, unscripted and unrehearsed, organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we've got back for like the fourth or fifth time here somebody who was I just noticed was on the third ever podcast we did, he was like, might have been the first or second outside guest we ever had on the Serious Sellers Podcast because it was episode three. So if you guys can find episode three, get his whole backstory. But like, I believe episode one was just like me and Manny Coats and episode two might have just been me or maybe Kevin King or something. But Liran was the first outside guest on the podcast, I think. So welcome back to the show. You've been on here for years now. Liran Hirshkorn: Yeah, thank you so much. Yeah, I know. It's amazing to see how The space has evolved. Helium 10 has evolved over time and you've been a main anchor. The one steady component of all of it has been you. Thank you for having me on. It's great to be back on the podcast. Bradley Sutton: Awesome, awesome. And who am I wearing today? Well, we've got a beanie by Incrementum Digital. We're both matching there. I also consider this like we also have something called Insights Dashboard in Helium 10, so something similar. But yeah, this saved me. I was in, I think I was in Japan or somewhere where it was super cold. I didn't have any beanies. And I was like, oh, Incrementum Digital had sent me a beanie. So that saved my ears from frostbite when I was freezing temperatures recently. Anyways, we're not here to talk fashion. Let's just catch up on different things. And the first thing, I would say, let's see if you agree with me or not, but 2024 was like the year of change on Amazon, whether it's fees, whether it's new things of advertising. I do not remember a year where there was more significant changes on those fronts, advertising, fees, things like that, than 2024. Would you agree with that? If so, what are some of the biggest noteworthy things for you? Liran Hirshkorn: Liran Hirshkorn Yeah, there were a lot of changes. Also, Amazon, I would say, Sharing a lot of a lot of changes not just for sellers but in general like amazon introduces rufus and you know these a lot of changes in general you know shipments and placements and fees there. You know, Amazon introducing more services and like a lot more people doing things like AWD. And, you know, I see Amazon even taking market share away from 3PLs that didn't have as good a year because of, you know, Amazon taking share there, partnership with TikTok. A lot of things are evolving. One thing I would say I saw early in 2024 is we saw brands really starting to shift their focus to really focus on their profitability a lot and put a focus there because of increasing fees and pressures there. I think some of that pressure for brands has improved somewhat. We now see brands that overall we see our clients doing better This December year-over-year, this January year-over-year, so hopefully some of that's in the past and maybe some concerns with the economy and inflation and again, some of those things past due. 2024 was a year of a lot of changes and maybe starting on the pathway of how ultimately Amazon platform will change and how search results are going to change too because one thing I see As we get more into AI and search results, in reality when I search something and you search something, the search results should be different because Amazon should have a good understanding of our shopping habits. For example, I was at lunch with one of our neighbors. One of our neighbors talked about buying on Amazon and how the first thing she does is she does a search and then she sorts by price from low to high. I never shop like that. I look at reviews. It's not how I shop. I like lowest to highest price point, but that's how she shops. I'm thinking if she does that and Amazon knows that all the time, then Why not just serve her up the results that way to begin with because they know how she's shopping or serve her up into what she's most likely to buy. I think now with AI, with things like Rufus, while I don't necessarily see people have made this huge transformation to shopping with Rufus, it's going to get better. And, you know, some interesting things where advertisers are now better able to target audiences with advertising is another, I think, big shift that's coming this year. And, you know, you may not have heard about this yet, but you're going to start to hear more about how you can now use your own audiences to, or not, but your own audiences to target. So, for example, Something that we're doing now is creating lookalike audiences, which historically you would think, why wouldn't Amazon have that to begin with? Because platforms like Facebook have had that for years where you can upload your email list and create a lookalike audience. Well, now with Amazon and Amazon Marketing Cloud, you can create a lookalike of your highest spend customers and increase your bids. For those, for that lookalike audience. Bradley Sutton: And then where would those ads show up? Like what would it be for just when they're searching? Like we're not targeting keywords per se or is it targeting keywords specifically for those audiences and just wherever those guys are shopping on Amazon, they're going to see those ads. Liran Hirshkorn: Yeah. So like the big shift is that, you know, up until like very recently, you can say almost like now, you can only use AMC with DSP. And so it would be display ads that were showing on and off Amazon and you can create this lookalike audience and it would be towards that display audience. Well, now you can implement it for sponsored products. So if you activating AMC for sponsored products, then you'll see you'll have like an audience tab. And you can actually add that audience there that you created and you can increase your bid to that lookalike audience. So even on keywords, when that particular lookalike person, which is highly similar to somebody shopping from you, is doing a search, your bid would go from $1 to whatever, to $1.50 based on the percentage that you want to increase your bid. I had this conversation with somebody and we're thinking like Amazon executives are sitting in a room and they're like, cost per click is kind of flatlined because at a certain point, you can't increase cost per click anymore because it gets unprofitable for brands. They're like, hey, cost per click is flatlined. What can we do to get brands to increase their cost per click and make more money on our advertising business? Well, if you can get the brand more closer to who they want to reach, they would be willing to pay more because the theory is your conversion rate would be higher, which then it would be okay. And so it seems like, you know, this was like a brilliant idea to get brands to find a way to increase their cost per click. Amazon is doing this in a lot of ways. We've seen in the last few months Amazon roll out B2B audiences where you have business customers and you can increase your bid to those business customers. Bradley Sutton: Makes sense when you have like these bulk product or like, hey, I'm selling these packages of, you know, 1000 masks that mainly go to schools or something. Well, I don't want to have to get clicks in the rate, you know, just the regular, you know, a regular Joe Schmo is not going to have a very good, uh, conversion rate or, you know, like it's not going to click on my product and buy it. So to be able to just show it only to, to the business customers and schools and stuff, it makes a lot of sense. Liran Hirshkorn: I mean, yesterday I was talking to somebody who came to us, potential customer, and I saw that they're selling paint brushes and things like that. The first question I asked them was, have you tested increasing your bids? Because painters, people like that, they would normally maybe go to Home Depot or whatever, might buy from you. And if they have an Amazon business account, you can increase your bid. So those people said, yeah, it's on our list to test. And those are the kind of things people should be looking at right now. And Amazon does give you the results on those business customers, so you can easily see if that's a placement. You want to get a better placement to get in front of those customers and more and more, I see that's how, at least with advertising, you'll be able to get closer to who your target audience is and test. I want to pay more, but I don't want to pay more for my existing customers who buy from me. I want new-to-brand customers only. I want lookalike customers only. Amazon is very interesting. I look like audience based on customers that have spent X dollars with you in the last year. So if you have a supplement and it's $30, you can put in customers that have spent $100 with me that have bought a few times and I want to look like audience to them, the propensity to buy from me. Or it gives you also like the types of audiences I think one of the options we're starting to test is like balance because it's like kind of like it give you different types of audiences that you can create for like propensity to buy from you. And so I think this is pretty cool. On the one hand yes it helps Amazon's advertising business because it gets you to increase your bid. If I'm increasing my bids and I'm also getting a better conversion rate, then I think that could be a win-win. If you're listening to this, this should be your call out to figure out how can I get access to Amazon Marketing Cloud. Today, you can do it through tools or agencies or tools. Or unless you can get your own access to like, you know, the Amazon marketing cloud, maybe if you're if you're a bigger brand, through a rep that you have, etc. But generally today, it's going to be through tools, you should consider tools slash agency or somehow to get access to it, because I think that's going to be one of the shifts that we're going to go into this year with Amazon. And then if you think further out, With Rufus, ultimately the results are going to be more customized to the end customer, which again I think is a good way for Amazon if they're able to put more relevant products and solutions in front of people. I think this year is an interesting shift and the first time I think really a meaningful way that the search results are changing other than just the way they've already been different is based on inventory being close to me, etc. I might see something different than you see. I'm in New York, you're in Cali, but now I think it's meaningfully going to change based on how advertisers are going to start to position their their bids to specific audiences, which is pretty cool. Bradley Sutton: What about the analytics side of AMC? Because that's something that's like now democratized where we're in the past. Yeah. Well, I mean, the regular AMC actual targeting, you know, that's still you got to use agency, you got to have a software to use it, have kind of bigger spend. But now AMC for the first time, as far as on the analytics reporting side is available to just Joe Schmo and even like inside of Helium 10, we've got it because they made it available. So what should sellers out there who have never used that visibility before, what should be their priority as far as what they should be looking at? Is it more like trying to figure out that purchase flow of how their display ads and their video ads and product ads work together in that customer journey or what's the highlight? Liran Hirshkorn: Yeah, so a couple of cool things that Amazon has added. So yes, one, understanding that purchase flow and seeing how your purchase rate should be higher when customers are exposed to more ad types, and you can start doing some of your own calculations with attributing a cost. For example, if somebody sees sponsored ad, SB ad, SD ad, and the attribution goes to the last click, which maybe was SD, then maybe instead you can give a third of the attribution of that sale to each one of those ads and figure out because the person didn't start out with that SD ad, they ended up buying through that SD ad. I think trying to see which ad types are working well together and how having let's say different ad types together like sponsor brand, sponsor product is creating either yes or no, like higher purchase rates and if it's worthwhile to run those ads together. So kind of understanding the customer journey and how multiple ad types work together. You know, is one area. Another sort of related but interesting thing Amazon has added recently is long term sales data. So now you can see in your reporting beyond just the, you know, 14 day or seven day attribution window, how sort of a ROAS based on beyond just that attribution window. And you can, you'll see. And you can see the impact of somebody first, you know, interacting, you know, with an ad, even though they didn't purchase within the attribution window, how ads are affecting your sales ultimately. So that's another, you know, cool thing Amazon has added. And recently in CES, they announced also that AMC data would not go back five years. It was going back, I think, like 18 months until now. So you'll be able to analyze your audiences for a five-year period with just more data. I think this is a shift that's happened over the last few years. I think since Andy Jassy has come in, Amazon has opened up the floodgates to giving you as much data as possible. There were the days where Amazon will never give you the true search. You had to use tools for estimation and now you have brand analytics and search frequency and the query performance report and all these things where Amazon is giving you at the carts and all this stuff. We thought we'd never see that. Amazon's overall philosophy is becoming more open in a lot of ways. You can see that now with Amazon opening up things like Buy With Prime to other websites. They're multi-channel fulfillment. Their warehouses can now do fulfillment from your website sales. They just announced at CES that they're opening up their advertising to other retailers. We have clients on iHerb.com that can supplement. We can actually run ads from the amazon console on iraq dot com which is like you know amazon is sort of opening up their technology as a service to other retailers so i think amazon realizes like a one point they made the decision to realize that we're not gonna be. The only destination people are shopping at but we want a piece of the entire pie with like the different services that we offer and how can we get that even if somebody is selling on Shopify or now on like another website, how can we monetize that through our fulfillment network, through our advertising technology and I think that's Andy Jassy's I run a philosophy like AWS which is running the cloud network for a lot of websites online. It's a similar philosophy of let Amazon sort of be the underlying backend channel for advertising fulfillment. It'll be really interesting to see how many retailers take up Amazon on that advertising as a service. It's a nice advantage I think to those brands that already know Amazon advertising and will be able to run those ads on other platforms. It's a nice competitive advantage. Bradley Sutton: Are you afraid of running out of inventory before your next shipment comes in? Or maybe you're on the other side and you worry about having too much inventory, which could cap you out at the Amazon warehouses or even cost you storage fees. Stay on top of your inventory by using our robust inventory management tool. You can take advantage of our advanced forecasting algorithms, manage your 3PL inventory, create POs for your suppliers, create replenishment shipments and more all from inside Inventory Management by Helium 10. For more information go to h10.me forward slash inventory management and don't forget you can sign up for a free Helium 10 account from there or you can get 10% off for life by using our special podcast code SSP10. So another question I had, you know, we wouldn't talk along the lines of all these new things that are available to to advertisers and brands is I'm just curious. What are you doing differently in 2025 for some of the fundamentals, you know, because I feel like there's just There's a lot of talk, like you said, like, hey, Rufus is going to change things later. Like to me, it's not like yet because it just kind of sucks from a consumer side. It kind of sucks. And so like, yeah, until it gets better, people aren't going to adopt it. But, you know, like there's people now saying, oh, you got to change all these things. For me, I'm not changing anything as a seller just because a lot of the things that Rufus does, it's still based on the same principles. You know, like I've never been one of those people who says, yeah, just stuff your keywords or stuff your listings with keywords. And that's the best thing. No, you've always said, hey, look at the reviews and bring in these things that aren't keywords and talk about pain points, which is exactly what Rufus is doing. So for me, like right now, Rufus is kind of like almost filling in the gaps of the people who aren't maybe doing all the best practices. And now it's kind of less than that gap. But that means that if we were doing the best practice, there's not that much that we have to change. Launch changes, you know, like little things here with launch, you know, like I've always been using PPC for launch for the last few years. I just wanted the fundamentals of listing optimization, keyword research, basic advertising, you know, not AMC. What are you doing differently in 2025 than, say, 2023 or things that you've incorporated in the last year for some of your bread and butter things, if anything? Liran Hirshkorn: The one thing I would say with Rufus is that we are using it to look at listings and look at the questions that Rufus is propping you with and making sure that you have those answers in your listing. Like you said, it's a way to find the gap between a competitor and what you have in your listing and making sure that you are answering those questions that Rufus is prompting people to maybe ask about a product and then making sure you have the answer so that when the person does click on that or something that Rufus has the right answer based from the listing. Bradley Sutton: So I would say if somebody is asking that question in your competitor listing that they probably would ask it on yours and so being ready for that is a good move. Liran Hirshkorn: Yeah, exactly. So I would say that's kind of how we're using it now just like for best practices making sure but essentially, yes, listing fundamentals to me are the same. I think ultimately a lot of the fundamentals are the same but the things we're focused on is I'm More testing, making sure advertising isn't cannibalizing your organic sales. We had a customer, we just did their annual review and we found that pulling back on bids last year resulted in much better performance. They had more sales. Their organic sales grew by 20% because as a strategy, we pulled back on bids and maybe let their organic positions take the sales. A lot of time instead of the instead of the advertising position and they ended up just having a lower you know they had like a. 23% tacos in 2023, and they had like a, you know, 18% tacos in 2024. And we're talking like a pretty decent, you know, 38 million in sales on this brand this past year and 30 million the year before. So they had stronger sales here, lower tacos, lower cost per click, just further optimizing, further testing and using the data and the tools out there that, you know, that we have to do that. Is like one of the, one of the things we're, we're focused on besides these new, new initiatives as far as like, you know, testing. But, you know, I think the, the main fundamentals, you know, haven't really changed. I do think, you know, Brands really have to focus on a lot on their creative, their video, their creative. I think also brands should be, you know, what they do outside of Amazon is important. Very important now just because, you know, you have more, especially if you're in a niche, Where you know, you're competing with more like Chinese sellers, let's say, which is a lot of niches, but like maybe less so in like supplements or beauty or certain niches, but you know, what's going to really help and save your brand a lot of ways is branded searches. And because, you know, or influencer marketing or those things, doing those things outside, we're definitely doing things like creator connections, we're driving more sales, it's not The brand game changer but it's definitely driving sales for brands and i hope amazon allows you to do more with it like reach out to influencers and you know like making it a better tool but i think brands really need to. I work with influencers beyond the platforms, Instagram, TikTok, YouTube Shorts, wherever social commerce is happening, whether TikTok is here or not here, in order to drive those branded searches on Amazon and grow those branded searches because that puts you in a position of not just competing on price and not just competing on You know on on reviews, you know, like I Won't chances are if you look through my history of buying you won't find me Buying a product that has you know, 10 reviews on Amazon. Yep Yesterday, you know my wife sent me something She saw from the influencer and it was a toy product like maybe for my son and I had like hundred something reviews again Like that might be something I bypass normally like hundreds on the reason in toy category, but I looked at it like oh cool looks kind of interesting whatever and that's because an influencer was talking about it and And was already showing the product and you have that transfer of social proof from the other channel coming into amazon where the things like. You know whether it's now the cheapest or somebody else is a thousand reviews influence already recommended already trust i'm gonna buy i'm gonna buy what they recommended because they've tested it already played with it whatever i recommend it right so. I think those things just become overall more important for brands if they want to get out of competing on Amazon just based on the traditional things of the marketplaces, which is a lot about reviews and price. I think we're seeing growth of more and more Chinese sellers on the platform according to Marketplace Pulse and other data sources. By the way, as we have AI, we just had this announcement on DeepSeek and AI, it's going to get easier for those non-English speaking brands to have better content and better understanding of the consumer and how to position your brand and who's your target audience and doing all these things. I think sellers in the US have always done better on the branding side. I'm the marketing side and those levers I think you have with working with influencers reaching out. I have somebody on my team, Kate. Kate launched her own product and she was trying to figure out funding and everything else and she put it on Shopify just like pre-orders. She made a unique product. She reached out to influencers and she sold six figures on pre-orders in the last few months just with influencers promoting it because they love the product. That's unbelievable. That's amazing. My initial advice to her was, and she's applying for a patent, a utility patent on this product, is don't put it on Amazon until you get the utility patent because as soon as it's on Amazon, this product is made in China. The Chinese sellers are going to copy it. You won't be able to enforce it while the patent is pending. The strategy we have right now, if it's converting pretty decently with pre-orders with influencers, that's a great strategy once you have inventory. And ads are working well too, even during pre-order. And then when she does launch it on Amazon, let's say a year from now she launches that product on Amazon, She's going to have the branded searches already there. It's going to be that much easier. People are already going to probably see it somewhere else. Instead of pushing uphill on a launch, it's like pushing downhill. I think you need to think about your strategies for launching and how you do things. I'm not saying don't launch on Amazon first, but I think you want to have that outside strategy too. It becomes more important today if you don't want to compete on price and reviews or it lessens the amount of time you have to be out of profit just to push a lower price point, etc. until you build up enough reviews to kind of be relevant. I think maybe even where we are now over two years ago, platforms like TikTok, for example, are really influencing what people are buying. On Amazon and on Shopify. I think you want to have that as part of your strategy and even now as you are selecting your product, you want to think about how How is this gonna play out? What's the strategy for like social or influences with this product? Because if you have a product like this person that's selling paintbrushes, I mean hard to Now that's a brand that's been on Amazon. I think for years they have like a bestseller, you know paintbrushes, etc 20, you know 20,000 reviews and you know, okay but if I'm launching paintbrushes today on Amazon and have a really hard time and then like going and making that a viral sensation, it's going to be very difficult too and so thinking about the products that you want to launch before, I mean going back to when I think we got started with Amazon, you would launch whatever as long as it was like opportunity, right? Like you use something like x-ray, a black box, you'd find the opportunity and you would launch it and you know you could do on Amazon because there's a line between the amount of supply and demand. But I think today you can't do that. You have to think about what's going to be beyond that also and that's I think a shift for You know 2025 and again I hope Amazon takes more steps in the direction of things like creator connections and other opportunities that are allowing live shopping trying to figure out why US hasn't picked up on that like China and other places. Bradley Sutton: But along those lines like what we're talking about marketplace we're talking about influencer marketing. Two years ago, if somebody were to ask us, maybe, hey, I'm selling on Amazon. What's the no-brainer marketplace? I should just go ahead and list my products. I think maybe people might have said Walmart as like, all right, yeah, you're not going to try and match your sales, but you've got the product in the United States. That's the easiest and most obvious next step. I would almost say this year, for now, I mean, who knows what's going to happen with different things, but I would almost say that before Walmart, you've got to be considering TikTok shop. Would you agree with that? Liran Hirshkorn: A thousand percent. I've thought the same thing over the last year, because with Walmart, we kind of know what you're going to get on Walmart. You know, you're going to get anywhere between five, maybe up to 20% of what you do on Amazon, depending on the brand. of what's the potential there. With TikTok, you have the potential to go viral. You have the potential to blow out, you know, I think we both know the seller that was doing these like groove handwriting that his wife was a mom homeschooling her children. Bradley Sutton: Oh yeah, you met, before they joined or they started their TikTok journey, they learned about TikTok at the same event that you spoke at there in New York. I totally forgot about that. Liran Hirshkorn: And you know what, I did some of his Amazon advertising and then they stopped doing Amazon. They said, look, we have so much inventory demand for TikTok. TikTok is 80-90% of our business and Amazon is like 15-20%. We're pausing working with Amazon. Amazon was just so small on their business. TikTok was massive for them. They did so well on TikTok and that's because they had the right product, very visual, very targeted, right price point, and they crushed it on TikTok. You couldn't do that on Walmart. Amazon and Walmart are for people to search and find what they're looking for and TikTok is to help you discover the things you don't know you need that you need or that you want. And you have that massive ability. Now, I think TikTok and Amazon work very well together because if I see something on TikTok that's interesting, I'll probably just go to Amazon and search for it. I bought something on TikTok Shop just to see what the experience was like and it was fulfilled by TikTok. It was interesting. It took about four or five days until I got in. It was a fine experience. But I'm just going to go buy it on Amazon and get it really quickly. I think they work very well together. TikTok will make your Amazon business stronger. It will not make your Walmart, like Walmart will not make your Amazon business stronger. So I think unless you're going into like, you have a plan to go into Walmart retail, they want you to really do well on online there, et cetera. Like, yes, I would, TikTok would be my go-to for sure as any secondary channel. Again, along with maybe like Shopify, if that's like a focus, but I think TikTok just like where, ultimately it's where people are. Again, especially if you have the right product towards the demographic that's on there. I think you can create certain products. If I'm thinking today about a product like beauty, beauty crushes on TikTok. It's very visual. It's demonstratable. I can see instant maybe before and after. One of our clients is a brand called SACHEU, if I'm saying it right, S-A-C-H-E-U. They have this lip liner, now I'm only an expert on lip liner because of the client now, but they have this lip liner that you put it on and you leave it on for like 5-10 minutes and then you kind of peel it off and it creates this color and more plump lips or whatever. They have also the best seller on Amazon. Yes, we're running ads and we're doing things on Amazon but it's because this product has gone viral on TikTok like celebrities and all this stuff on TikTok. You can never achieve that on Walmart. I think even now as you're thinking about what product am I going to launch, you want to look into those categories and where you think you could be. How demonstratable is this product? And if I'm going to launch a baby product, well can I get a baby on my videos or do I need a baby on my videos to do that? Is that going to be harder? Unless again you have established brand and you're thinking about how to do it. I'd really think about how is this going to play off, what my strategy could be for social commerce, social media, and how is that going to feed into, you know, Amazon's always talked about the flywheel, but now the flywheel is sort of like social media, you know, and Amazon working really well together. How can I feed it into that, you know, total flywheel, total flywheel together? So I think, you know, if I'm looking to launch a brand and launch products, On Amazon, I'm looking at trends and I'm looking at how things are doing on TikTok. Now TikTok can show me the sales. I mean, essentially the sales because it shows me how many units people have sold on their products. So I get a lot of data there. And then you have all the data that Amazon has with reviews and listings and the search volume and everything else. Your product research should shift into what can work really well together because I absolutely agree that Walmart would not be The second channel I launched after Amazon, not anymore because I think I could do so much more, again, at least with the right product, so much more on a TikTok as opposed to on Walmart. It'll be interesting to see who ends up buying it. Now they say Microsoft is in talks, but it could have been a great purchase for a Walmart to come in. Walmart had some partnerships with TikTok too. One of our clients had done a I'm special advertising with walmart they had a partnership with tiktok where the ads on tiktok only show to walmart customers so that they had a partnership with tiktok to so you know could be a great purchase for them but i'm going to see you know who buys it and if it can. Maintain but i think the point is that no matter what the. it's proven now right like and somebody will you know some platform will come up or Instagram will pivot or you know to kind of do more of what TikTok is doing if it's not around but I believe it'll stay it'll stay around and there'll be some kind of deal you know form. Bradley Sutton: Yeah yeah it's got it's got you know it's not just gonna go away. Alright before we get into your last strategies of the day how can people find you on the interwebs out there? Liran Hirshkorn: Sure so I'm on LinkedIn, Liran Hirshkorn, I'm on Facebook, Instagram, I'm on TikTok too, but you may see some dancing videos too if you go on there. You can find me there or Liran, L-I-R-A-N, at www.incrementeddigital.com or through our website. You can reach out to me. We do a lot of audits for brands, so happy to talk to you. If you have any questions in general, one thing we want to consider offering this year is this AMC as a service, helping you set up audiences and things even if we're not running your ad. So we're considering doing that. Maybe that's something you want to talk about, you're interested in. Maybe it's something we can start to beta because we do think it's going to be more important and we can help set up your audiences so you have access to it even if you want to run ads. You know, on your own. And yeah, so, you know, feel free to reach out. Bradley Sutton: Favorite Helium 10 tool? Liran Hirshkorn: You know, I love, first of all, I mean, what I use every day, you know, is I use X-Ray every day. And it's... Bradley Sutton: Do you like the new features we have? How we have the, the child item sales now, where in the past we, I mean, we used to have that like seven years ago or something, but we haven't had that for years. Liran Hirshkorn: Yes. Yeah. I love that. I also love all the, you know, which you've had for a while, but like the keyword suggestions and search volume you see on top, just when you're, when I'm searching something on, on Amazon, sometimes do a screen share with the customer or whatever, and like shows them all the keywords and search volume. I love that. It's a must-have tool. Obviously a lot more reverse ASIN and keyword tracking and now there's the market share data and just a lot there. It's a tool. I think in my company we have four or five Helium 10 accounts that we use. Just because of the amount of quantity that you know that we're using it. So yeah, love Helium 10. And yeah, like I said, you've been the steady hand, you know, in the company, you know, since like, I know Helium, like 2016, 2017, when you know, when Manny first started it. Bradley Sutton: Yeah, thanks. Thanks. Yeah. So it's been a A lot of people jump around and you and I are definitely not in that crowd. We've kind of stuck with our original compass. Last 30 or 60 second strategy for sellers that's something actionable they can work on. Liran Hirshkorn: I think if you haven't implemented creator connections, play with it for sure. It's no risk. You give 20% commission. You can drive significant sales depending on your product and demand for it, but I think that's really worthwhile to play with this year if you haven't implemented that and then test out things. Look at your B2B placement and sales on your ads and see if you want to increase bids for that. Like low-hanging fruit of things. And of course, I will just add Brandtailer Promotions, another great way to drive sales if you haven't implemented that. Bradley Sutton: Awesome, awesome. All right, Liran, thank you so much for joining us. You've been on this show since like 2018 and next year, 2026. Would love to reach out to you and bring you back to see. I'm sure there's gonna be plenty of new stuff to talk about. So in the meantime, feel free to keep sending me the Incrementum digital swag and I'll be repping it when I can. Liran Hirshkorn: Amazing. Thank you so much for having me on. I look forward to the next one.