#666 - More than $100 Million Sold Tariff Free!

#666 - More than $100 Million Sold Tariff Free! Bradley Sutton: Today we're talking to a seller who sold over a hundred million dollars on Amazon in his time and he's going to talk about why tariffs actually haven't affected him at all, what's more important to him than initial reviews, 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'm 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. One of the first times a live recording from our, are you in Estonia right now? Neeme Rõõs: Yes. Bradley Sutton: All right, live recording from Estonia. We've had Estonians on the show before, but not sure if we've had a live here, but Neeme, welcome to the show. How's it going? Neeme Rõõs: Thank you for your invite. It's going great. Bradley Sutton: I'm going to Estonia for the very first time. We're going to talk a little bit about why in a little bit here, but I'm very much looking forward to that. I assume you were born and raised in Estonia. Neeme Rõõs: Technically, I was born and raised in the Soviet Union. I was 12 or 13 when we got our independence back. Bradley Sutton: Geographically in Estonia though, right? Neeme Rõõs: Yes, same place. Bradley Sutton: You definitely have that Estonian accent that I've come to distinguish now. Did you go to university after graduating school? Neeme Rõõs: Here in Estonia, I did a business degree and then five years later, I did one degree in the Netherlands, in Rotterdam. Bradley Sutton: After graduation, did you go into that field of what you studied or what did you do for work? Neeme Rõõs: Some part of the time, I was working in investment banking. I was in a some bigger project where we gave internet basic education for like 10% of Estonian population. So that was like 100,000 people we got trained with a internet and computer. And it was like within two years time. So it was like, sounded really crazy project. But when we were doing it and running it, it was like actually everything but sounds crazy and stuff is actually if you put it in a smaller pieces, it's like just some action steps you need to do and it was like really sometimes easier to do bigger things than smaller things that I learned from there. Bradley Sutton: And then when did you discover the opportunity of e-commerce? Neeme Rõõs: Yeah, it was first it was actually my wife who started doing some of the learning something about the Google Ads and some websites to kind of do some quality websites and And putting Google Google Google advertising there. So she started following some of the courses online and started doing but that led to kind of the opposite. We took some other course which was actually built up on a quantity level. So in a, I think in a top time, we had like about 5000 websites in the internet that driving traffic to eBay and Amazon as affiliates mostly. So this is where I got towards to kind of. Some point of time we saw another episode by that was Matt Clark and Jason Katzenbach on that call and they say like, you know, you are in the affiliate side earning, you know, fighting for this 3%, 5%, 10%. Why don't you, you know, shift to another side where you have the other, you know, 60-70% of the kind of revenue where there's some other chances of doing so. This is where we kind of hopped into the private label world. Bradley Sutton: So at that time was like affiliate marketing and things your entire income or did you also have a day job as it were? Neeme Rõõs: We actually had some other kind of projects with our friends and we got some income from there, some of the consultancy here, but we were by that time already more concentrated on how to How to do something like online or on a bigger market because Estonia is fairly small. We have like one and a half million people. So yeah, we had some businesses for our local market as well and realized that okay, if you want to do something bigger, you need to go on a bigger market and then yeah, making this all the online things that came along that really kind of widen the world how to compare to what we learned in a university. It was like the opposite things you were able to do like you didn't need to build a factory, invest like a $2 million and stuff like that. But you were actually introduced a private label model where you kind of really can start with like a couple of $1,000 and then work it up from there. And you don't need to, we don't own any, any manufacturing piece or manufacturing units. We have lots of physical products that we sell. Bradley Sutton: What was the first product you launched and what year are we talking about? Neeme Rõõs: The initial brand we did with one of my friends, that was 2013, November or December where we launched a couple of first products. We did something in US and something in Europe. Ended up. I think the first product was argan oil Okay, you know essential oil can for the oil field but. Bradley Sutton: How did you do on that product? Neeme Rõõs: Actually, that product was doing not that good but not bad as well. It was doing better than the products we did for Europe, like made in China stuff. But when we started launching second, third, fourth product on that kind of area, then we were more knowledgeable. We understood that, okay, That Argan oil was one of the obvious products that many people chose and so many people came to that. But then when we took another set of products, it kind of There was different or less competition, different opportunities. So we started going different essential oils and stuff like that. But then again, after one year, we realized that okay, it's becoming still fairly competitive. And then we actually did our first exit back in 2015 or 16, like end of 15, beginning of 16. Just like a small level of exit by in a time where it was just, you know, we even the broker we used was like, We're kind of dealing with flipping the websites more like not as an Amazon type of businesses. So there wasn't too many of those on the market back then. So, okay, but we kind of got a good lesson on that stuff, like how much is your hour valued, actually, if you kind of are, if you put it back that you only work for that brand, maybe like, in total, it was like two years and Yeah, we earned still like a decent money out of that and then kind of made some clarity on. Bradley Sutton: Okay, we need to even build like bigger brand Bigger looking at you know, you've been selling now on Amazon for over 10 years Which year was your best year of sales? Neeme Rõõs: Would you say our best year of sales the last year? Bradley Sutton: So we also always growing Okay, how much was that? Neeme Rõõs: We are past like 30 30 million revenue leveling in u.s. Bradley Sutton: Just u.s How many what other marketplaces are you selling in we are also in Europe? Neeme Rõõs: We haven't focused for like A lot, there is only a couple of best sellers are here. So it's just a, in some point of time, we discovered that since we are producing in the US and we are that kind of people who want to keep everything as simple as possible. So that's why we saw that everything we did on that market and mainly on Amazon as well, there was really was kind of easiest ways to grow. And there is always the other steps that you can take. Those layers and steps are still there to use when we see that now we're done with the U.S., we're done with the U.S. growth or U.S. Amazon growth or some parts and we definitely knew us as well. We've been getting to other marketplaces as well but still pretty much dominant on it. If you take like where the orders are made, then yeah, still like Amazon is a big part of it. Bradley Sutton: What are some non-Amazon marketplaces that you're doing? Are you doing Shopify? Are you doing TikTok shop, Walmart? Neeme Rõõs: Yeah, yeah, all that dimension and a couple of other sites as well. And we are going to have first product on a Walmart retail as well in July. Bradley Sutton: Oh, wow, that's big. Did you get it to all the stores or just some of it or just one region? Neeme Rõõs: Pilot project that we were actually invited to. We didn't want to go to retail yet. We thought we're going to want to go to retail after two or three years from now or even further when you know when we really want to go to retail with the products where we are. Kind of dominating the market on online and where you can see that online, you can't anymore expand and then then it makes sense for us at least to kind of take a step towards the retail but that was just a very interesting offer came back in November that they have like a pilot project where they are reinventing a couple of shelves and putting like Putting some other products there, like a bigger selection to their customers in some of the space and one of our best selling products were kind of really good fit to that and then we were okay why not if it's you know and was that product already selling on walmart.com or was it only an amazon product yeah it's on amazon and walmart.com but technically we made like a different size for the retail because we don't want to mess with all the buy box issues and all that kind of part so But yeah, I mean, with that product, we are market leader in on Amazon. And yeah, it makes sense to use that product to expand in a retail as well. So it will be interesting. And yeah, it will be like more than 900 stores to start with. Bradley Sutton: Are you browsing a Shopify, Walmart, Etsy, Alibaba or Pinterest page and maybe you see a cool product that you want to get some more data on? Well, while you're on those pages, you can actually use the Helium 10 Chrome extension demand analyzer to get instant data about what's happening on Amazon for those keywords on these other websites. Or maybe you want to then follow up and get an actual supplier quote from a company on Alibaba.com in order to see If you can get this product produced, you can do that also with the Helium 10 Demand Analyzer. Both of these are part of the Helium 10 Chrome extension, which you can download for free at h10.me forward slash extension. I think people don't understand that or some people a lot of people do but when we talk about Walmart, you know, once you get into all stores, I mean, even just 900 stores and let's say they're only going to take, you know, 20 units each, you know, we're still talking, you know, hundreds, thousands and thousands of Units on one order, you know, like you can never match this kind of, you know, grow sales on Amazon in a certain time. And they imagine 4000 stores, you multiply that by 100 units or even 50 units or something for every store. And then now people can understand the possibilities of Walmart. So that's going to be really interesting. Now, what about cash flow though? Because you know one thing Walmart needs is terms, right? Like what's the terms that they're going to pay you on that? Neeme Rõõs: We took whatever terms are there. We have like agency or who is kind of in between who are actually responsible for that pilot project for both sides actually. But anyway since it's you know we didn't go with the full catalog which it's just one SKU and stuff so we more or less now produced Already the units for like next half a year. So it's just sitting in our warehouse ready to ship whenever the order comes. So we kind of took that cash flow and just wrote it off in our minds. So technically, yeah, yeah, we can sometimes approach some parts differently than, but yeah, definitely, it would, you know, If it would take off really like in a high numbers, then of course it's kind of, but then it's still a good news, you know, if you start selling a lot, but retail is like totally different parts. It's like, you know, in online, you have the way to kind of educate people. Why is that product good and stuff? But yeah, on a shelf, we didn't want to go initially there at all. Anyway, it was This is like, okay, with some products, if it's like, you know, product, but people know, like, we have also like aloe vera gel, which is like, okay, everyone kind of know what it is. But the product we are going with is magnesium spray. And it's like, it needs a bit more kind of knowledge and education. So yeah, we'll, we'll see how, how we can pass on that benefits and the good parts. To the Walmart customers along the next half a year, then yeah, hopefully we'll figure it out some ways to kind of. Bradley Sutton: Now, you know, we'll talk about tariffs in a little bit, but aside from tariffs, obviously selling on Amazon in the last 10 years has changed a lot. You know, you can see it more than most people. You know, some people have been only selling two or three years. Maybe they don't think it's changed too much, but even they, they know even in two years it's changed, but you are more dramatic probably. What's, are the biggest things that have affected your business? Again, not talking about tariffs, but like, was it the big change of no more incentivized reviews? Was it some policy change like no more search, find, buy? Is it the influx of sellers from China? Is it the increased Amazon fees? What has caused you and your team to change your tactics and strategies the most or made you worry the most, you know, since Amazon, since you've been selling on Amazon? Neeme Rõõs: Yeah, I mean, definitely the fees are one part because most products we are still selling with similar prices that we kind of started off. We haven't risen too much of the prices ourselves. But yeah, the fees are definitely been increasing and the advertising part has been increasing in some extent. But then again, also the economies of scale have kind of increased. So there were some products where we saw that, you know, market leader was selling, you know, 100 units a day or 150 units a day. And now, with some more same, like basically same products, we might be selling like 1000 units a day nowadays. So it's also like economies of scale that kind of helps to offset some of some of these parts, but I mean, there are always those changes. Bradley Sutton: How did that happen, by the way? Like, how do you go from 150 to 1000 units? Neeme Rõõs: I'm just saying that 10 years ago. Bradley Sutton: Oh, 10 years. Okay. Neeme Rõõs: Yeah, the whole market was, you know, maybe 500 units a day. And now that market is like, maybe 5000 units a day. Absolutely. And we haven't done ourselves to that much to grow. Of course, every 3PL, that's three party seller who been kind of going and helping this Amazon wave to happen is of course, helping to grow the Amazon itself. But I mean, well, we didn't do too many like dodgy stuff back in the days and along the way as well, like of course, some some parts, whatever was the kind of norm, we were partly doing it. But I've always told that, at least with our brand that we are at this We evaluate the product's success after like half a year or one year or two years. We don't evaluate it after like two weeks or one month. So that's why we haven't been and still are not so dependent on if the launch goes well, what tricks to use to get ranked and stuff. So we more like believe in a longer term strategy that if you make a good product and if you make something to stand out with your product, which is better than the others, then you'll find the customer base. And yeah, with some products you'll find with some products you don't. But if you fake your way to the top, you are as quickly as you go up, you as quickly you get down as well if you don't really, if you don't have those qualities, enter to your brand or your product. So yeah, in that sense, I would say, we are still when we are selecting product, when we are launching products, when we are designing products, we are doing pretty much similar stuff that we did maybe five or six years ago, so it hasn't so drastically changed for us. Bradley Sutton: I think that's a good point because that's something that I speak about at conferences is that the underlying thing of what works on Amazon is not really changed. Even the things that do change on Amazon The underlying principle is the same that it's focused on the customer, focused on unique. If your strategy five years ago was just massive keyword stuffing, could you have been maybe successful? Maybe, but that never was the way to go. The way to go is build a listing that converts. That's good for the algorithm, but also good for the customer because Amazon is always changing about the customer. Maybe some minor tactics here or there change, but not overall a huge shift in strategy. You shouldn't just take a product from China and put your label on it. You should be doing things that are unique, that have a moat around your product, and that make it so that it's harder to compete. These things have always stayed the same. Now coming to tariffs and other fees and things, but this kind of thing changes every day. Who knows, by the time this podcast comes out, maybe there's something completely different. But are you mainly manufacturing in China or what countries are you manufacturing in? Neeme Rõõs: Yeah, in the current lights that are happening in the US, I would say we are really We're kind of fortunate or lucky in that part that our main brand, what we are, we actually do manufacture in U.S., all the products we manufacture in U.S. Oh really? Bradley Sutton: So for the main brand, most products are in the U.S.? Is it because it's like a beauty brand or like supplement or something like that? Neeme Rõõs: Yeah, beauty, skincare, health. Bradley Sutton: Okay, yeah, that makes sense. Neeme Rõõs: Actually, yeah, it's part of the quality as well. Back in the days already that if it's made in some other country that doesn't have so big, you know, quality label, you know, mentally on then, you know, it's much harder to sell like a natural, like, what we are stressing we are like, you know, we are natural alternative to kind of harsh chemicals or cosmetics and then yeah, use. And then also with a couple of our top products, we even the raw material comes from US so we are like, Double lucky in that part. Bradley Sutton: Have you been affected at all in a positive way because of the tariffs or have pretty much all your competitors are probably also manufacturing USA, so it kind of doesn't matter what's going on? Neeme Rõõs: Yeah, the effect is hard to measure, but yeah, in the same time when those tariffs and stuff are happening now, what we see at least, the customer confidence is not that big. I think people are a bit like kind of cautious in spending too much money because they are worried about what if I lose a job, what if I'm, you know, there is like, I feel like that, that current year, like our sales are okay, we are like stable, but we definitely Yeah, but we also haven't seen any, like many, none of the customer, like none of the competitors also kind of increasing prices, even though those who import from different stuff, but okay, none of these are, are like very few are from China directly. And then tariffs just came along, you know, less than a month ago. So yeah, that effect is still, you know, need to be incorporated into that. And everybody, you know, hoping probably that, you know, that huge stuff will, you know, normalized in a couple of months. So they, you know, are in a waiting position, not really. I don't know too many brands who are really increasing their prices accordingly. Bradley Sutton: That's right. Neeme Rõõs: Only those whose model was directly shipped from China, so they immediately get that effect. Bradley Sutton: When's the last time you launched a product or launched a new brand? So either launch a product in your existing brand or have you launched any new brands? When's the last time for either of those situations? Neeme Rõõs: Probably, I mean, we are launching one now, but the previous one probably was beginning of the year. Bradley Sutton: For your existing brand? What's your strategy since you have such a big brand that's been going for a while? Are you relying a lot on your existing audience and community at all or do you just launch it as if it was a brand new product? What's your basic launch strategy these days? Neeme Rõõs: We do the initial part of the launch to our own list. At least we let them know that this opportunity is there. And maybe give some discount codes and stuff like that. But this is just, you know, some part of the beginning stuff. But in the end, it comes down to kind of getting those first, you know, 2030 reviews, maybe using also like wine reviews, and then you already get the feeling for us actually, To get like a good keyword rankings is like less important to get the feedback is our product actually, you know, is it like a four and a half star product? Or is it 4.3 product? Or is it 4.1 product? Yeah, as a review. So before we really put like, too much money behind any of the products we want to have, you know, feedback from the harshest reviewers that you know, then we know like, if the wine reviewers are giving, you know, four and a half, we know, okay, we can keep that review, kind of rating for next three years, five years, if, if we get about 4.2, 4.3, then it's like, okay, That might be a tough product to sustain. Bradley Sutton: So then what do you do? Do you pull back or start over or do you just try and figure out what they're complaining about? Neeme Rõõs: Yeah, we'll see what they're complaining about. Sometimes maybe some of the expectations are too big. So we might even amend the listing to be less promising. So we actually kind of get less people buying our product, but those who buy it, they are big fans. Or sometimes when we are targeting like, so some might be with the hair growth, for example. So we might go like specific keyword for that product, which is, you know, the product type, it can be, you know, I don't know, castor oil, rice water, whatever. And then it's like, are you within that, you know, keyword range or are you going after outside? Are you going, you know, hair growth for women or like some bigger keywords? So with some of the products where we see that we are borderline with the reviews, we really put our whole strategy just for the really narrow specific keywords, which are related to that product, you know, origin or the name type of stuff. So then we would know that those people who are purchasing They have read a lot about that before they purchase. So they are kind of already decent fans of that type of product. And then they won't leave, you know, too bad reviews in that sense. But if you go really wide that you know, you have no idea about the product itself, but okay, it's a hair growth. Okay, I'll try it out. Maybe it doesn't work that quickly. And then it's, you know, easier to get those Those bad bad reviews. So basically, from reviews, we learn, we learn what can be improved. Maybe sometimes, you know, there is some defect in a pump or something. So it's easier to kind of change and then maybe relaunch another, another SKU or ASIN under that and then switch it over to that. But yeah, we try to kind of whatever we come on a market, we'll try to listen And make sure that people are happy or try to understand what kind of people are happy with that and then direct kind of advertising towards. Bradley Sutton: Now, before you even launch, are you using services like PickFu or doing your own customer research even before, or you kind of wait to see on the actual product once people are getting it and that's how you get your feedback? Neeme Rõõs: We would use services like PickFu or Intelliway when we already want to have a second edit of the listing, but with the first listing or the product itself, it's Usually we just see what product kind of fits to our brand and if there is a decent potential in Walmart or on Amazon or we see something happening in TikTok, so we might just launch those products to be on a market and then kind of learn and fine tune along the way. We see that our product is in On a top 10 like maybe 10th position and we want to go to top five. We actually like kind of we consider immediate competitors are those who are on a positions between five and 10 or five and nine. So we see okay how our product is better than those and we'll try to maybe there is some something which kind of something that we can put on our listing very visibly that we are better than those at least. And then you know, once you're in top five, you'll see okay, how to get to top three. And then you work your and those some of the messaging and some of the highlights might be different. And we usually yeah, we don't dream to get from you know, if you're in a 10th place, we don't dream to go right away to you know, top one or top two, we just take step by step where we are building and you know, building our kind of way up in a step by step. Sometimes it happens quicker and then with some products we come we immediately get to kind of top three and then we are able to kind of Stay there and then find our way through. But yeah, but yeah, when we do our initial listings and stuff like that, we are like a family company. It's me, my wife, my wife's sister and her husband, so four of us. So plus team members as well. So when we are building a concept of initial product, then we already have like a mini audience of different views and stuff. So we are, we are, you know, tough audience ourselves to kind of make this initial initial listing up and running. So they think usually the listings come out fairly good. So we don't need to do too many edits along the along the way. Sometimes we don't do any edits in the first year even so. I just try to keep it simple and stuff. Bradley Sutton: What has changed, if any, of how you build your listings, like your keyword research? Are you spending a lot of time optimizing for AIs or has the way you built listings like this year compared to maybe last year or two years ago and how you find keywords, has that changed drastically at all for you or you're kind of doing similar things or somewhere in the middle? Neeme Rõõs: Yes, they're doing. Same or similar things. Let's say if you're just looking on a keyword, like the regular shopping experience that people are still doing, it's still very heavily dependent on a particular keyword search. For us, we really want to be very relevant to the searches that people are doing on Amazon. And we might even, if we see that some keyword is quite broad and you know, is for Different areas, we might even launch another variant of that product, kind of tapping exactly some of the like a bigger keywords. And we still tend to focus on a bigger keywords because, again, on a keyword level, with our products, what we see there is always this top three, top five keywords maximum, which, which is like, I don't know, 80 90% of sales or like a sales intent. Yeah, without products. And we, as I said before, I don't want to go really broad. I really want to be more focused. And then when it comes to the, like a roofers and some AI stuff, I think, yeah. I mean, We build our product to be relevant for those keywords and then that kind of shows some of the audience thing as well. And we also, the listing copy we use is kind of very often captures those parts. And once you've been selling that product for, you know, already three months, five months or maybe past, you know, 1000 units, then Amazon already has really much data about it as well to feed their own. algorithm about demographics and stuff. So we are not in control of any demographics or any habit or like that kind of part. So we are not really tricking that part of the system to get some extra sales. And once we see that someone is telling it kind of has a big effect, we will might do something more. But we basically Make sure that the basic stuff is there and that we sell enough units. Once we sell enough units, Amazon has the data itself, so we believe in that part. Bradley Sutton: A hundred percent. Things change on Amazon. You can't do the same thing, but wait until it actually changes drastically. Optimizing for Rufus, I do it. I'll check, hey, is there a question my product is not answering in my listing? Okay, let me do it. That's the same thing as we did before. We used to do that for years because of the Q&A, because of the reviews and things like that. So that part of it hasn't changed. Alright, so before we get into your final strategy, let's talk about how we'll be able to meet again and anybody can meet you soon in the Ambizion event in Estonia. Like I said, I'm going to Estonia for the first time. Guys, if you want to get more information on this conference, it's going to be the first week of June. Forward slash Estonia h10.me forward slash Estonia. So you've been how long have you how long has this event been going on probably like seven years or six seven years Yeah, I've heard about it before. Okay. Wow, so I'm I'm very late. Neeme Rõõs: To the party, I think last four years, it's been like in English and international. So initially, it was like for the first few years, it was in Estonian language, locally for local community. But yeah, last four years, for sure. It's been international. It's always like good crowd here. And nice, nice speakers. Yeah. Especially There are always like some pre events happening as well. So conferences on Saturday, but on a Friday, there is always something cool stuff happening. So yeah, when you go to conferences as well, there is always some parts is where you learn what people are telling there. But the other part is always building those relationships with people and making the connections. And then along the way, if you look two or three years back, you'll see, okay, The thing I was able to do now or some very valuable information I got now was because I met some person like three years ago in some random place or some other event or next to the pool after the event or something like that. Sometimes those connections are really crazy to route it through. How did that happen? Bradley Sutton: I was just in a conference a couple of weeks ago. I had never been at Amazon conferences there before in Poland and Bulgaria and met a lot of people I never would have met otherwise even though as long as I've been in the Amazon space. I'm sure it's going to be the same in Estonia. If you want to get tickets, if you're anywhere in Europe, I'll be speaking at this event too so you can hang out with Neme here and also me. H10.me forward slash Estonia. All right. Last. What is your 30 second tip or your 60 second tip like some unique strategy you're doing that you can share with our audience? Neeme Rõõs: Once you are in a like top five in a market or top three, I would start looking on a What is your market share? Usually you know it on your units based because you're looking BSR and units sold, but I would encourage you to look what's your dollar value because sometimes you don't realize that if your product is actually, you know, you're selling for 15, the others are selling for nine or maybe it's like others are selling for 12 and you're for 19. And you're selling similar numbers, but then you discover that, okay, your market share is actually much bigger than the competitor you thought is in your level. So yeah, I'm using Helium 10 market share tracker, kind of on a, this is the main base where I'm tracking where I'm at with our top products. And it's been really eye opening for me, at least when I started using it, that some of the competitors I thought they're, They are my main competitors. I totally re-evaluated to understanding that there are actually a couple of other people who are actually more of a competitor than some of these which I thought are. Bradley Sutton: Nemi, thank you so much for coming on here. We'll definitely reach out to you in the future and see how you're doing on Amazon and how this Walmart retail launch went. But in the meantime, I'll be seeing you in Estonia in a couple of weeks and I want you to introduce me to your favorite restaurant there because that's one thing I love when I go to new countries. I want to try new food. So I'll be looking forward to that. Neeme Rõõs: And we have Old Town here which is like built in 12th or 13th century. So U.S. wasn't there even in, you know, U.S. wasn't, you know, discovered by the time when half of the houses which are in Old Town were built. So it will be very interesting, kind of fairytale-looking walks in the evenings or days that is really something to see in many, many countries. Bradley Sutton: Love it. I'll definitely be there and I'll be recording my podcast introductions there. Last question, favorite Helium 10 tool? Neeme Rõõs: Yeah, I was saying market tracker. Bradley Sutton: Market tracker. All right. Sounds good. All right. Well, thank you so much for joining us. We'll be seeing you soon. And thanks to everybody. We'll see you in the next episode.