#681 - Last Second Prime Day Tips + Amazon Pricing Strategies

#681 - Last Second Prime Day Tips + Amazon Pricing Strategies Speaker 2: Today, we bring back a popular guest on the show and he's going to talk about a wide variety of topics such as Prime Day strategies, AMC audience, listing optimization, keyword research 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 a show that's 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 somebody who's half serious, but then also half fun and games with his Amazon listings and everything else in life. We've got Ben back on the show. How's it going, Ben? Speaker 1: Good. Thanks for having me. Speaker 2: So that reference there was if you guys saw his earlier episodes, he has talked about some of his old listing strategies like making funny listings that are like all parody and puns and stuff like that and having great success with it. So if you guys want to get Ben's backstory and some of those older strategies, go to h10.me forward slash 379 and then the other one would be h10.me forward slash 529 and he's talked about things that come from the best hiring practices to listing optimization to cool hacks. I want to talk to see what's going on with that nowadays about Being your own Amazon transportation company, taking your own time, he has come up with some of the most unique things that we've talked about in this podcast. Every year, I look forward to bringing him on the show to see what new thing he's going to be talking about. First of all, you're there in Charlotte, so that's why I'm wearing my Buzz City Charlotte Hornets hat here. Are you a LaMelo Ball fan yourself? Speaker 1: He's super fun to watch. He just needs to get injured less. Speaker 2: Yes. Yes. He has a definitely a unique shooting style. It's kind of amazing that he can get so much range on that. But we're not here to talk about basketball. Like since the last time we talked, you're now working for one of the top advertising agencies in the world. How did that come to fruition? Speaker 1: So I met George probably with ClearHeads eight years ago, I think, at the first Billion Dollar Seller Summit. Speaker 2: And that was where I met him for the first time, too. Speaker 1: Yeah, exactly. That was the first real event that I went to. But so we've been friends for a while and continue to kind of stay in touch and talk and communicate outside of the events. And I was looking at exiting The current company that I built with my friends, I just needed to focus on different things. We had different priorities. So it's time to move on. We talked about this, I think a little bit last time. And George was like, Hey, we're trying to move into the full service sphere, where we're doing listing optimization, images, managing inventory, whatever people need outside of the advertising side. And we're looking to build that team out. Can you help us with that? So I came in as a strategic advisor with Claire's to help with Training the team on that, helping with building in the systems, building in the automations and getting them move forward from just an advertising agency to somebody who can literally do everything in the Amazon space. Speaker 2: I didn't realize that they were kind of like an all-in-one kind of thing now. That's pretty cool. Have you completely exited your old Amazon businesses? Are you still involved with them? Are you still running any that are your own or are you just working on other people's accounts? Speaker 1: I've exited those. I've partnered up with a friend of mine who had a Basically, it was just him by himself that he'd scaled up to doing like one and a half million and he didn't know how to scale past that, wanted to figure out how to launch new products. So I came on as a partner with that company. So I've been helping to build and scale that company on the side. And then I'm in the middle of launching a product with Matt Altman, who I think you've had on here a few times before as well. Unknown Speaker: Okay, cool, cool. Speaker 2: Now, real quick, just because of the timing of this episode, we can actually talk a little bit about Prime Day depending on when this airs. It might be like day one of Prime Day for some people or day two or something like that. Now, I just want to get your general thoughts, first of all, on two things. Number one, the timing of it being closer to the 4th of July. Do you think that matters or is it going to have any effect? It's twice as long now. So those are the two big changes this year. What are your thoughts on if that's going to change anything? Speaker 1: So I think if anything, there should be more traffic coming out of the 4th of July because people wouldn't have been searching. Usually after a holiday, you'll see that little bit of a spike as people get back to buying the things that they needed that they took a break from doing while they were traveling or spending time with family or not focused on it. So honestly, I think the traffic level should be even higher than what you'd expect, at least on the first day or two of Prime Day, which I think could be interesting just because the The slow sales of the holiday combining with the usually slower three, four days before Prime Day that you typically see as people are waiting for those deals could lead to the first couple of days being very, very big as far as traffic. As far as four days, I think that's too long. I think it's taking away from what kind of made Prime Day special, which was the quick deals, you get them fast. People are running bigger discounts. And now because of the I mean, it's clever for Amazon because people are gonna have to be on Amazon more because to see like, okay, during this eight hours or this 12 hours, what deals are running? What am I missing? So they're gonna have to keep looking and checking. But that means that some of your deals are going to be missed by people who would have otherwise bought it. And it also means that customers may think, I'll wait on this. I'll buy it later and then that deal passes and then they don't buy it at all. So I think that because of the way that it's set up and structured over four days and the way that deals and things are going to break out, it's going to probably end up hurting the value of the deals and how efficient they are. Speaker 2: I think that's going to be an impact as well. Now, what are some mistakes that you see either your clients or you see out there on social media of some people with this year's Prime Day that they're making that you're like correcting right away like, what? You're planning to do this? No, no, no. That's not good. You got to go this route. You were talking a little bit offline about that. Speaker 1: Yeah. I mean, I think people are just not looking at it strategically. They just hear Prime Day and think I have to run a deal. And they think they have to do it across everything. But if there's not a strategy for what you're doing, if you don't have reason behind whatever deal you're running, like, I think that I need to rank up on these, like, this will help me rank up on these terms, because my competitors won't be running a deal. So I'll be able to pass them and get into this spot. And that's great. But if you can't stick in that spot, then how are you actually going to make money from it? This is something I think I've talked to you about before, but the idea of deserved ranking, where if there's a product that's legitimately better than mine, is a better offer, and they're in the top spot, how much money do I want to pay to get into that top spot to then fall back? Speaker 2: Exactly. Speaker 1: And if you're doing that with deals, it's the same structure. Let's say that you're currently making $10 a unit in profit on a product. And you run a I run a $5 discount on that product. Let's say it's a $20 product. You make $10 or $25. I don't know how math works. $25 product that you're making $10 on. You run a 20% off discount on that. That's $5. You're now making say $5 on that. You have to sell literally double the units in order to justify it from a value perspective. And if that's not going to help you coming out of Prime Day with a long term ranking boost, then what's the point of doing that? Just running a deal to run a deal, if it doesn't help you in the long run, I focus everything on profitability, both short and long term, but I think people can be very short sighted and thinking, I can get so many sales during Prime Day. I usually sell 50 a day. I can sell 200 a day and that's fantastic. But if you sell 200 a day and then that leads to you not having enough inventory to sell at full price later on or you If you're not selling 200 and not making your money back on it, there's just a lot of things that can go into play from a strategic perspective where you're not going to be successful or not as successful as you can be. You can put up huge numbers on Prime Day, but if you put up huge numbers on Prime Day and then July 20th through 30th, you're terrible. Is it really worth it? Figuring out the math between the short-term and long-term benefit of when the product sells. Speaker 2: You mentioned deals. I think this is the first year that all the new kind of price structures and deal structures are in place, whether it's like the coupon, the difference in now coupons instead of whatever it was. It was like Per Redemption, this and that, and percentages, and then the deals of the day, Prime Day deals, and price discounts. You got to have it all on one and you got to be minimum 20% of the median price or whatever, the lowest price. There's all these new things this year. Has that affected how you approach this year's Prime Day as far as what you're suggesting to people they should do as far as the deals? Are you steering them towards price discounts, towards coupons, towards Prime Day deals, none of the above, just doing a sale price? What are you doing there? Speaker 1: I mean, if you can get the deal of the day, it's always going to be the best for traffic. So if your goal is to get like if you have a if you're a lifetime value seller where you have a repeat commodity, someone's going to buy over and over and over and over again. That's where I think Prime Day can be really useful and that's where I do push deals on those type of products where if you can get somebody in and sure it's cheap for the first one, but you know that the average buyer is going to come back 3, 4, 5, 6, 7 times, then it justifies the discount For one thing with Prime Day, as far as deals go with non commodities, what I've been kind of talking to people about doing are three different things. One, running frequently bought together deals, so deals to try and get frequently bought together tags. Because you have extra traffic, people are going to be buying things. So if you're launching a product, combining that with an existing product that already is selling well and already has traffic. Two, running the Prime exclusive price discounts just because that's typically with Prime Day of the more normal deals has been the most successful. And then the third, if you can get a deal of the day, I And you have the inventory and you have the margin to sustain it. That is a single best selling thing that I've seen over the last few years on Prime Day. Outside of that, I think one of the things that I've been testing out or will be testing out is I have a lot of deals that I've been talking to people about running on the fourth day. Because my theory and this obviously could be very wrong and people get mad at me. But my Current theory is that there's going to be a lot of traffic and a lot of deals that people are pushing on the first couple of days. And I think it's the same thing as if you look at ad spend. During that first like 12 hours, there's going to be a ton of advertising spend. And a lot of people aren't going to have updated their budgets to where they can sustain that. And I think there's going to be a lot of cheap bids in certain categories that you can get from 5pm to midnight each day because people are going to be so focused on that front. The advertising spend is going to be so front loaded. But I think it's going to be the same thing with deals where that's going to be very front loaded as well, because people are going to want to hit when there's the most traffic. But for me, if There are only deals running if deals are not running for the full four days for people. And if I can run mine on the last day, the people who went in and they looked at it and they said, I want to buy this, but what are the deals might come through? Because Prime is running so long, you don't know what's still to come. Speaker 2: It's kind of like you being the only one at the end of the day, like 11 p.m., 10 p.m., who still has budget in your advertising, just on a normal day, right? And then all of a sudden, you're getting better bang for the buck because everybody's out of budget. And then you're all of a sudden the only deal in town. Kind of a similar concept. Speaker 1: Exactly, yeah. And I do think that you're also going to get the customer who's like, I'm going to wait and see what deals come through. If they don't buy on the first day, they don't buy on the second day, they don't buy on the third day, by the fourth day, they're going to want to buy while the deal is happening. If your product is something that people are regularly buying and there's a deal on it on the fourth day and there's no other deals, you're going to get sales versus on the first couple of days, people may want to see what's coming next. So I can see a lot of like the add to cart and cart abandonment for the first couple days versus I think the fourth day is going to be the best day for conversion. Speaker 2: What about a post Prime Day? Do you preach any techniques as far as like trying to maintain momentum? Like, you know, playing with pricing at all, playing with your advertising budgets, etc., or just going back to 100% back to as if it was last month? Speaker 1: Oh, no, definitely playing with those. I mean, one, if you're using DSP, there's so much traffic from Prime Day that you can be retargeting. That's very, very helpful. And with the AMC audiences and things that you can build out now, like you can get some really, really useful information, some really actionable traffic, I think, coming out of it. The other thing that I'm going to be doing is for the first week after I'm going to be running coupons. On a number of products for the exact reason that we're just talking about where I think they're going to be people who miss things on Prime Day, or they added them to their cart and then they forgot about it. And then they go back and like, Oh, the deal is over. Okay, well, there's still a coupon. I'll just buy it anyway. So I want to clean up those sales that are still pending. That didn't happen. So between running potentially a higher brand tailored promotion discount for cart abandoners, And then running those coupons, I'm trying to clean up the sales that I guess I'll say are pending. Unknown Speaker: Thinking about selling on TikTok Shop? Or maybe you are already in it and you're ready to scale. Unlock all of Helium 10's brand new TikTok Shop tools with our diamond plan. Everything from bulk Amazon to TikTok listing conversions to instant Amazon MCF fulfillment. Best of all, you use the code TT10 to get 10% off Diamond for six months, even if you've used a coupon before. So go ahead and upgrade and let Helium 10 do all the heavy lifting for you so you can focus on what really matters. For more info on our new TikTok shop offerings, visit h10.me forward slash TikTok. Speaker 1: I'll see you there. Speaker 2: You mentioned AMC. I think that's something that in the last year or so has really come on even for just regular sellers who might not have had access to audiences and things like that. For the average Joe and Sally, out there, you know six seven figure sellers who might not have had exposure to this because they weren't doing DSP or they didn't have an agency working for them. Some of the stuff that is available for anybody in seller central advertising console now as far as AMC audiences go, What is your top two things that is going to bring people instant value that they should be looking into that they probably didn't even know was there if they haven't heard about this? Speaker 1: Converting audiences to category ads is one thing. They're going to show you the audiences that are buying and you can move that into a category targeting ad and getting into your category and finding because you can niche that down so much. In a lot of the major categories where it's like, let's say you're in some kind of supplement. If you aren't narrowing that down, you're going to waste a bunch of money. AMC lets you figure out how to narrow that down profitably and where you're not missing out on things. The other piece that I would say is not necessarily AMC relevant, but I think it's still relevant to advertising is just business pricing. Or not business pricing, business advertising and the placement bidding. Because the number of people whose accounts I've looked at that are selling to businesses and don't realize it or selling to business buyers and aren't pushing advertising on that. It's crazy because the results from B2B advertising have been unbelievable for the majority of the clients that we push them on. We have one client who their A typical a cost for a regular ad was around 36%. On B2B, it was 7%. Because they're getting so many multiple purchasers, but also are multiple units in one purchase, but also just because on the Amazon business pages, there's just not the same amount of people advertising. And so you can rank up in ads for cheaper than you could other places. Speaker 2: Now, there's so much talk about, oh, the sky is falling for keyword research or blah, blah, blah, blah. And I'm like, no, the same stuff that I've done for years is still working. every time algorithms shift and there's new things, of course you have to take it into consideration. Three years ago, there was no such thing as Rufus. Now, Rufus is not a huge thing. Barely anybody uses it because it sucks from the consumer side, but it's going to get more popular. I'm getting ahead of it. I look at my listings and I'm like, all right, this question that's auto-complete here has not even answered my listing. I better go answer it to make sure Rufus Of course, there's going to be new stuff that we do here or there, but what about you? What is different in 2025 for you and all the clients you advise as far as the general structure of listings, whether we're talking about are you doing your keywords differently, are you doing your titles differently, your image strategy? Are there any major shifts that you've made in this day and age compared to what you've been doing the last couple of years? Speaker 1: I think that the way that I've always done listings, and we've talked about this, but it's a little bit different where a lot of the listing copy that I put was focused on We're here to talk about the emotions of the buyer and why they're purchasing the product, which gets into the semantic SEO that people are talking about now. That's the big buzzword. Speaker 2: That's one of the interesting things. All that stuff is not new. It's not like, oh, all you have to do is keyword stuff your listings in 2021. No, you never only have to keyword stuff your listings. You always should be making an emotional connection, but it's just maybe even more important nowadays. Speaker 1: Exactly. Like getting more hooks into it and into the listings. So like instead of just saying, now to find a product in my house, that a I'm a big fan of the idea that a bowl will hold soup, saying that it's double pleated to handle hot soup without breaking or things like that. It's looking for those differentiators even more now than you were before. When people are asking questions, and this is going into Rufus a little bit and into Zymatic a little bit, but when they're asking questions like, what is the best this? What is the best for this? If you're answering those questions in a way, instead of saying, I'm the best for this, you're saying, this is the solution for this, so I'm the best because I have this. It's just making sure that you have the best parts about your product. One of the things that we're doing a lot more now is focusing in on who we're actually competing against when we're coming up with those features. If I am selling a bowl, my listing is going to be talking about why my bowl is better than other bowls. It's not going to be talking about why a bowl is better than a plate for holding food. I think a lot of people, at least back in the day, because it was very easy to stuff keywords into like This bowl is great for holding X, Y, like this and this and this and it's good for dinner and all these other things. But why is your bowl better than the other bowl? I think I've used this example before, but we sold straws a lot back in the day before we figured out that they were probably bad for the environment. We shouldn't do that. We were at one point ranked number one on plastic straws. We got there by putting BPA free in front of our listing. This is Creating a differentiation that didn't really exist, but other people weren't marketing it, that theirs were BPA-free. Literally every single straw in the world is BPA-free, those plastics. But people would go in, they'd see it and say, oh, this is BPA-free and that isn't, I should buy this one. And we let off our title, like the opening 10 characters or eight characters, whatever, were BPA-free. And so that's what people see when they're going through and they're looking in search. So instead of just this wall of 100-pack plastic straws, 100-pack plastic straws, 100-pack plastic straws, it's BPA-free. Speaker 2: This is the one that's friendly to the environment even though all of them are. Why would I not buy it? Speaker 1: If all of them are the same price, And this one is this and the others aren't. Why wouldn't I buy this? Speaker 2: It has nothing to do with keywords because it's not like people are, that that keyword would probably not show up in Helium 10 or brand analytics or search performance because nobody's typing in BPA free and thinking they're going to get straws. But it's these trigger words that, you know, like, you know, talk about what people what's important to people that that's what's going to help the conversion rate for sure. Speaker 1: Exactly. And it's not just conversion right now. Like I think keywords are great for getting people to find your product. But you have to convert twice the way that I love you have to convert on the click through and you have to convert on the sale. And If you're so focused on keywords, and this is something that I think people are pivoting more and more away from keywords and getting to this, but keywords are obviously still incredibly relevant because how else are they going to find you? Speaker 2: Exactly. Speaker 1: But it's taking it to the next level of kind of structure where it's, okay, I have my keywords and I have my everything dialed in from using Magnet, Cerebro, the variety of tools, and now I have them on my search page. Why are they picking me over somebody else? And that's what I've been pushing with people a lot lately is having that why in the first 55 characters having a don't I'm the CEO of BlackBombingAmazon, but having a fake tag hanging off of your product in the main image that has the big keyword that you want people to see or has a feature that you want people to see and be aware of because their AI won't pick up the fact that it's not real if you do a proper Photoshop on it. Things like that that are pushing the envelope a little bit, but really, really help with the conversion rate and the clear through rate and aren't actually like your product could easily have a tag on it. I know people who do fake boxes, like whatever you want to do, but something to differentiate your picture from just here's a wall of the same picture. Speaker 2: We talked about both click-through rate and conversion rate. Now we have great data points that are available in Amazon and now with Helium 10 like search query performance, where you can see at the keyword level your click-through rate and conversion rate compared to competitors. But instead of just blindly saying, oh, my conversion rate is worse, I'm going to go ahead and lower my bids in advertising. You've got to understand why or I'm going to block. My conversion rate is not great, so let me just go ahead and stop advertising because I'm not going to gain organic rank. You better ask yourself why. If that's an important keyword, why are people clicking through to your competitors at a better rate than you? Why are they converting? Speaker 1: No, 100% you have to be looking at the the why behind it. And it also may be like, maybe you're not bidding enough to get to the people who are buying like, if you're, let's say you're bidding 30 cents and top of search is $1. And top of search is converting at three to one against the placement that you're at at the bottom. If you test top of search, That may actually spending more on the ad may improve your cost per conversion because you're in a better place than the people like you're showing up in front of buyers instead of lookers. Speaker 2: Yeah, people don't realize when you get an impression in search query performance or in an ad console, you know, it's not a Obviously, there's top of search. You can see that. But still, it's like in search query performance, it's one impression whether you're page one position one or page one position 23 or something. It's very well possible that 23 is not even seen. It still counts as an impression. It's not like Amazon can read the buyer's eyes and know that it saw it. And so you might be looking like, oh my goodness, my conversion rate is terrible. Well, look, that's why in Helium 10, we've got the keyword tracker rank right next to it. So you can see, oh, this is the conversion rate at this rank. What's going to happen if I go up? There are so many amazing data points that Amazon is giving. They don't go deep enough into it. They just look at the outside of it and make decisions based on not enough information. Speaking of data points that Amazon has made available in the last few years, I know you guys are using PackView for a lot of your advertising software and obviously PackView is the same as Helium 10. Both tools have dayparting. What is your dayparting strategy? When you look at somebody who didn't have dayparting and you're like, are you looking at days of the week? Are you looking at times of day? Are you pausing campaigns? Are you decreasing bids by a certain percentage on the unprofitable? Are you increasing bids depending on what you see? How do you guys utilize dayparting? Speaker 1: So it honestly depends on the client, which obviously, I think everyone would say, but we look at it from a hour to hour perspective for each day. So we're looking to see how many sales are coming through each hour and what those cost. And if On Sunday at 6pm, sales are really good but on Monday at 6pm, sales are really bad. Then we would be using day partying to cut the bids on Monday but leave them up on Sunday. So it's not just a strict day by day or hour by hour. It is combining the two together to look at where there's the most traction or the least traction. The other thing that we've been testing out is with some products that We're doing poorly late at night, like in the, I guess, what would it be Eastern Time from like 9pm to 3am Eastern. We've actually been bumping up some bids on those because we noticed that we are just by going in and in some cases manually looking but adjusting around, we're able to see that we weren't getting top of search as much during those time periods. And so looking at where we're placing during those time periods has been a big push lately to try and figure out what impact that has and why we're dropping down. The other thing is when a lot of people are using day partying themselves and you can figure out when your competitors are using it, which is one of the things we're looking at as far as like the average cost per click during those time periods to figure out Okay, so the competitors aren't pushing during these time periods. What if we push more? To try and take advantage of when they are backing off, if we can push and the ones that are going to convert, we'll take all of those sales as opposed to having to compete for them and the others where like, let's say, on average time, we're bidding $1.50 and they're bidding $1.50. We're competing for that spot and splitting it. But if they drop to $1 and we go to $1.50, then any sale that comes to that time, we get. You know the concept. Speaker 2: OK. All right. That's good to know. Like I just started getting to it myself. I just haven't had the time to really look at the numbers. And I was just like kind of shocked when I actually looked into the. Speaker 1: It's crazy. Speaker 2: The variance with performance. You're like some people. I think we just get in this mindset sometimes. Oh yeah. You're like this is my ACOS and this is all my campaigns are the same. And throughout the day it's like, you know, it's different. Just like there's different kinds of buyers at different spots of the page, there's different buyers at different times and what works for you might work something completely be the opposite for me. Imagine if it's a product that is something that's really based on the time of day. A professional is probably working. They're the ones who buy this product, maybe 8 to 5. They're not really shopping for it, but they're the ones who are shopping at like 9 o'clock at night for this product when they get home from a long day at work, but then you can have a complete opposite situation. So guys, check out whether you have PacFi or Helium 10. It's No extra charges. Just start using it. Look at that information about where your performance is at. Are you doing anything, you as in you personally or Clear Ads, as far as TikTok shop or other platforms or are you guys mainly Amazon? Speaker 1: Mainly Amazon. I'll be honest, I am not done much with social media just because I don't like it personally. So I just actually last week started working with TikTok shop. So the next time we talk, I'll have some things for you. But clear ads, like we support people with suggestions. But we are not currently running it for anybody. We did for But a year for a couple of clients. And then we just we moved away from it to focus on one thing versus trying to be a was it the Jack of all trades, master of none, so we wanted to stay focused on what we were very, very good at and prioritize that. Speaker 2: Do you suggest to people who are only selling in Amazon USA or only selling in Amazon Europe to diversify at least across Amazon? Go to UK, go to Germany, etc. Speaker 1: Oh, absolutely. Speaker 2: Okay. Any trends you're seeing there, like there's a country that's really, you know, coming up or man, like, you know, I've seen people that they got like more profit margin from Germany compared to the U.S. or just any general things you can talk about diversification of countries in the Amazon ecosystem. Speaker 1: So one, I see diversification as a route to work around tariffs. If you're going to be tariffed heavily in the U.S., But you can sell in the UK and Germany and EU like moving to different marketplaces for those Chinese suppliers. It is a way to potentially combat that a little bit and can get you to larger order sizes, which means that your cost per unit should go down which would help offset some of the tariffs. So that's one aspect of it. And I do think people should be on Walmart and TikTok and everything else. Just because I have avoided TikTok doesn't mean that other people should. But as far as specific marketplaces, I think that the German marketplace for products that have testing and qualifications required can be really, really good because it's so hard to get in. So if you've done your products correctly and you can pass that barrier of entry, Then I think that that's a marketplace that's really, really open, because it requires such high quality products in order to get in. So if you look at it, and there's going to be less competition, because there's a higher barrier of entry. So if you can get in, I think that's really, really helpful. I also think that it's easier to launch in some of the other countries. So I have a friend who Launched a product in the well, they launched a lot of products, but a bunch of product in the UK that has 3000 plus reviews now. And they're now bringing that into the US. And they're going to bring that product in with with the backing of all these reviews that they otherwise wouldn't have unless they did something sketchy. So I think using other marketplaces to launch and then getting some backing and some proof for customers is a way that you can potentially get into some more competitive markets in the U.S. if they haven't been tapped into in the other marketplaces yet. Speaker 2: Yeah, that's a good point. Sure, now it might be kind of quiet on the tariff front, but it doesn't matter who the president is. These kind of things can change on the daily basis so you can never be too complacent, but if all your eggs are not in the US bucket or if you're just selling in Germany and all of a sudden there's a strike in Germany, a transportation strike, well, all of your income goes to zero because you're only in one marketplace. That's very good points. Now, before we get to your 60-second tip of the week, how can people find you guys on the interwebs out there these days? Speaker 1: It's the easiest way to do free audits for anybody who's looking for one for their account. If you want to reach me directly, you can email me at ben at clearads.co. Speaker 2: Awesome. Awesome. All right. What's your 60-second strategy of the week you'd like to share with the audience? Speaker 1: Price test your products to figure out what price you should actually be at. In a lot of cases, if you raise your price, you can potentially sell more units because you get into a different bracket as far as what the customer is looking at. If there's a certain buyer who buys at $9 and then the next tier of buyers wants to buy at $17 but you're at $14, then you're not hitting either of those markets. You're not in the right place for either of those to get sales and so you're just going to be getting clicks from both of them and one is going to be like, that's a little too expensive and the other is going to be like, that's too cheap, I don't trust it. So looking at what price point you need to be at to establish trust and to be in the market where you should be. We have a case study on our website from a client that I I did price testing where I lowered some products and raised the price on other products. They do about $650,000 a month in revenue. From just that one month of price testing, they made $18,000 more in actual profit. From one month of price testing and that maintained throughout the rest of it. So if you're not looking at where you should be, there are a lot of another one that I'll say with pricing is if you're priced between $9.99 and $11.99, you should probably be priced at $9.99. To get into what used to be small and light, but whatever the FBA is. Speaker 2: I forget what it's called now. Speaker 1: But you save I think 74 cents a unit in fees. So you're offering your customer a significant discount without losing much from a profitability perspective. So those are two things with pricing. And the last thing I'll say, In regards to pricing is always have a reason for why you're doing it. It's the same thing as if you're running a Amazon Prime Day deal. Like if you're dropping the price, it should be because you think you're going to make more money in the long run because you're dropping the price. If you're raising the price, it should be because you think you're going to make more money. Whether that's through ranking, whether that's through increasing the profitability on the product, whether that's through visibility because you're going to show up in other places now or you're trying to use that to launch something else or whatever that case may be, make sure that you have a rationale behind what you're doing. Speaker 2: Super important. Like I do this one Product that I manage for a public case study, but it's a real you know somebody's real product. It's just hemp pain cream and It went out of stock for a couple months but during that time I had them redo their creatives like they hadn't done that in like like three four or five years and crazy conversion rate difference when when it came back in stock, but then another time I also I Raised the price like $2. I think at first it was on accident. I first saw I was just trying to raise it But then I did one of those things or I'm like, all right I'm gonna raise it up, you know before I don't know what it was like a Black Friday or Prime Day or something so I could do a you know bigger discount off and then I forgot to turn it back and then the sales drastically increased after raising the price $2, you know and so you like you never know but but but testing and and And that's just the general thing. All the topics we talk about guys today. is not set and forget it. Your advertising strategy is going to change. Your keyword research strategy, little bits of it, it's going to change. Your listings, you know, should not be stale year after year. Your images, your creatives, you know, like you've got to be flexible because, you know, things, you know, buyer behavior changes. And so test things, figure out what works, what doesn't work and go from there. I think you'd be surprised at how, you know, the audience might be surprised about how many people don't do these things. So the fact that you're doing it already puts you at a Advantage. Well, Ben, when's the next time we get to see you? Are you going to go to Accelerate, or where are you going to be? Speaker 1: Yeah, I'll be on Accelerate in September. Speaker 2: Awesome. Awesome. Well, I'll be seeing you at Amazon Accelerate. And do you guys have a booth there this year? Speaker 1: No, I'll just be going as a seller. Speaker 2: Okay. Well, just look for somebody with a team with clear ad shirts and they'll be able to help you guys out with now, not just advertising, but all in one. So thanks, Ben. And you got to still teach me some pickleball and or tennis. Tennis, I'm scared of you. Hello. I think I might be only able to handle pickleball. He's a former professional tennis player. So. Speaker 1: Well, he's an instructor. I played in college. I never played professionally. Speaker 2: Same thing. I don't want to stretch. We can stretch the truth. We can stretch it a little bit here. But I'm at that age where I'm like, all right, I think I might need to start considering pickleball because basketball is too hard on my knees right now. But anyways, we'll get that going soon, too. Speaker 1: Sounds good. Yeah, we definitely need to.