#715 - How to Double Your Amazon Sales in 2025

#715 - How to Double Your Amazon Sales in 2025 Speaker 2: What does it take to double your sales in 2025 or 2026? It's not just one magic technique. Today, we're going to talk to a couple of expert mentors who are doing a case study showing everyone the exact steps of what they're doing to help a brand double or even more their sales. 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 is a special workshop. We are doing halfway celebrating Scale Stories, but also halfway to be able to get a lot of the brands out there some very necessary information on a topic that is very near and dear to many brands and sellers' hearts, which is, hey, in this day and age of more competition, inflation, all these different obstacles that might be coming up. How can we scale up? Can we double our sales? Can we triple our sales? What are the steps brands need to take? And we're actually doing that live over the next few months. In a live case study that we're calling Scale Stories, but we are also wanting to hopefully not just inspire that brand to double their sales, but all the rest of you brands out there who are looking to do the same, we want to show you the steps that you need to take as well. And it's not the same steps for everybody. There's different strokes for different folks, as we say, right? But we got some of the best mentors in the world to come together and help us brand essential candies. And we also wanted to show you guys that some of these steps, it doesn't matter if you're selling essential candies or you're selling coffin shelves, that a lot of the same steps you guys can take as well. I'm going to go ahead and introduce our two mentors. We have three, but one of our team, Natalie, she is unwell. We wish her a speedy recovery, but Leo and Melissa will be holding it down. Let's go ahead and introduce you to them. Leo, would you like to introduce yourself first? Speaker 3: Of course. Good morning or afternoon. I don't know where you guys in the world are watching from, but my name is Leo, one of the mentors here on Scale Stories. Nice to meet you all. I've been in the space for a while now. I think 2007 was the first time I put my work into the SEO space and then got into web analytics, all the way 2015, starting my journey on Amazon and here I am today. I'm helping you guys on your Amazon journey. So I'm pretty much involved in the community. And yeah, today you can ask me anything. Speaker 2: Awesome. Awesome. And Melissa, would you like to introduce yourself? Speaker 1: Sure. So I'm president and co-founder of Packview. Packview is a sister company to Helium 10. So we're all one company. Pathview focuses more on the enterprise market, Helium 10, of course, seller market. But before Pathview and co-founding Pathview in 2018, I worked 10 years at Amazon. I was the original health and beauty vendor manager, launched the category back in 2005. And I call it the cheapest MBA I didn't have to pay for because I learned everything you could learn about e-commerce and all that kind of stuff. And then I also was early in the ads business as well. Speaker 2: We're working in ads. Will help a brand double their sales if that's their goal it's not just one thing where hey I'm going to implement better advertising boom goes dynamite I'm doubling my sales hey I'm going to leverage AI or social. Commerce into my brand, that's going to double my sales. Being able to increase your sales is a long process that includes a lot of different steps and some of which you guys have already seen. If you hadn't heard of who is Essential Canyon, how are you guys doubling their sales? Make sure to go to YouTube after you listen to this or if you're listening to this on the podcast, just pause it and maybe come back. Just type in Helium 10 Scale Stories and you can see two or three episodes that have been released so far, but this is the one that you guys want to watch, the one about Dean and Tracy and the brand Essential Candy, and you can get to know the brand a little bit more. Before we get into the specifics of increasing a brand, I just want to talk about e-commerce overall and what's new. So Leo, I think the first thing that is so different from like the first time we started doing case studies about how to increase sales on brands. We had another case study called Project X and that started five, six years ago and then a couple of years later we'd come back and show how we launched new products and how we did different things. But I would say the biggest difference between now and like those days It's maybe AI and how that is changing, how brands operate themselves, how Amazon, you know, might operate, etc. So what can you talk a little bit about that, about how AI has either helped or potentially made things difficult, more difficult or more complex for sellers out there? Speaker 3: I agree with you, Bradley. I think AI definitely is a differentiator today compared to a few years ago. We have so much more power in our hands, which we didn't have. It's like having an army of people, just our assistants, working with us on pretty much any task. From the pro research to persona, research market analysis, or even like figuring out what's working with your paid ads. So with episode one, for example, with Natalie, I've used AI a lot to understand more about our niche, more our product, and understand even from what she was passionate about, what could have been a good product for her. Now with Dean, it also helps us Understand more about the niche. What they were doing right, what they were doing wrong. And so I personally use AI on a daily basis. I'm a little bit more advanced when it comes to that and I try to even develop my own agents that help me on a daily basis kind of like understand what is going wrong or perhaps what I could improve. But I definitely, like yesterday, I think, or a few days ago, I saw someone created an AI agent that allows you to source products I'm using an agent. So instead of you going to Alibaba now, you can just chat with someone. It's a tool similar to ChatGPT, but it's specifically trained to probably look for products on Alibaba. So it uses the Alibaba, probably API in the back end. And you can just get right there answers on suppliers. They also rate suppliers based on those badges that they have on Alibaba. So I thought it was great. Probably one of the things that was missing in the space. I think definitely AI is making things better. Leveling out the space so everyone has access to the same tools. It's all about how you use it now. But with the right human brain behind it, it can be a very powerful tool. Speaker 2: You mentioned some of your background. It's not as humble as you made it sound in advertising, but I believe you were one of the ones who even launched the first ever, I forgot what it was, like a sponsored brand headline ad or sponsored display ad or something like that. You literally did the first one. So you've been around the block as far as how Amazon advertising has really just Become what it is today, which is this behemoth of an operation. What are some of the biggest changes in advertising, Amazon advertising specifically, that have happened? Not way back then. Obviously, there's a lot of things like the launch of sponsored video ads, but that's been around for like five years. But maybe just looking back at the last three, four years or even shorter, what do you think are the biggest game changers that have happened in Amazon advertising? Speaker 1: First, I think that's a really kind way of saying how old I am. You didn't say that. Speaker 2: I did not infer that at all. Speaker 1: I have this face that's very young looking but I've been in the business for 20 years and the funny story about what you're talking about is I was at Amazon so long ago before ads existed and what you're talking about is Unilever, Dove came to me and they said, hey Melissa, we want to play our Super Bowl commercial on the Amazon homepage. And this was like no ads, no video ads, no nothing. Ads did not exist. Nobody was doing advertising. And so I got like, I don't know, $20,000, $30,000 from Unilever to be on the homepage of Amazon. Play their Super Bowl commercial, begged, you know, the leadership to be able to get a widget to create a video ad. And then it drove to a landing page that had totally out of stock products. But that was part of the original business case to create an ad program in that, hey, brands like Dove want to pay money to be on Amazon, like a publisher. But also fast forward to when I was doing, I was a hands on keyboard person a long time ago, bidding using Amazon's UI. And it was so Mickey Mouse is what I like to call it. Literally, a friend of mine was representing Tide, the big behemoth. I had the Tide detergent. I had a competitive brand and literally we were going in every day bidding a penny up on laundry detergent. That's how old I am and how back in the day bidding was. And so if you fast forward to where we're at today, the sophistication of where we've gotten to with automation of bids, and what you can do using Amazon Marketing Cloud to retarget and things like that, that's kind of been the biggest game changer is just going from really manual adding a penny to a bid to where we are today. And I'll say in some ways it's harder because the skills there is less available to you. It was easier because it just was so manual and you were able to just manually figure it out. What Leo just talked about with agents, that's a different kind of brain for some people and they have to want to go do and figure that out. And some people who don't have that, you know, they're doing so many other things and figuring out how to create an agent is like number 100 on their list. So in some ways it's really hard, but I think just the automation of where we've gotten to today. And then the other thing I think is really cool is the generative creative of how far that's gone. I know when that first came out, we were like, nobody's using it. But now, I mean, actually some of the stuff of creating real videos with your products, like that in some ways, I think on the creative front, love to hear from you guys, but that seems to be one of the bigger advances that's pretty easy to use and really helpful because you can just start creating a bunch of different creatives, which we know is so important for ad conversion. To be able to have really great, especially video has been performing really well, video creatives. Speaker 2: I think it kind of ties into what Leo was talking about with AI, how AI has also made things more accessible to people, even on the advertising side, where before, like sponsor brand video I just mentioned and sponsor display and stuff like that, that's been around for years. Not everybody, I would say, had equal access to it, especially newer brands because it's expensive to have professional video made and custom creatives made. But with AI, now all of a sudden, you don't have to go have a $2,000 photo shoot or video shoot in order to make seven different ads. You might be able to do that with AI and so that has also been a big factor, I think, in things. You want to know what keywords are driving the most sales for listings on Amazon? To do that, you need to know what highly searched for keywords the product is ranking for maybe at the top of page one. You can actually find that out in seconds by using Helium 10's keyword research tool, Cerebro. Now, that's just one of the many, many functions that make this tool my favorite tool in the whole suite, and it's the most powerful keyword research tool ever created for e-commerce sellers. For more information, go to h10.me. Don't forget to use the Serious Sellers Podcast Discount Coupon SSP10. Going back to Leo, the other big thing I think that definitely helps sellers improve their overall e-commerce penetration, I guess we could say, and thus obviously would help increase their sales is implementing different marketplaces. Five, six years ago, same thing with Project X, We're Amazon USA. If we wanted to do one for Europe, we would have been like, let's just go ahead and do Amazon UK or Amazon Germany if we were trying to show a European case study. But nowadays, even if you're just newer on Amazon, it's like, hey, are you selling on TikTok shop? Are you selling on Walmart? Do you have Shopify? Can you talk a little bit about which marketplace you think, if somebody's out there, whether they're doing $1 million now, whether they're doing $100,000, $10,000 a month, where do you tell people, like, hey, if you're only on Amazon, that's not good. Here's the next place you need to go. Speaker 3: Yeah, Bradley, I think it obviously depends on the product, right? But let's say, for the most part, everyone should be also on TikTok Shop today, considering the amount of traffic that the platform is just getting. In July, they launched the desktop version. Before, TikTok Shop was only available on mobile devices, right? And only for, obviously, people in the US. Today, like in July this year, you can see you can also reach the TikTok shop on desktop. So it's not the best, I would say, experience like the Amazon marketplace, but it's there, right? So with the right strategy, because today you still need influencers like creators, affiliates to drive potentially external traffic to your Amazon marketplace. And so might as well put your products also on TikTok shop. It's a different game, I would say. It's a very pay-to-play game on TikTok Shop because if you stop working with influencers and affiliates, you're pretty much getting no traffic. But it's pretty much like what you would do on Amazon with paid ads. The other thing is Assuming that your listing is in English, today is a no-brainer launching in the UK, for example, the English-speaking countries. When we launch today, we try to also go in Europe from day one. And for example, launching in Germany is great. Germany is one of the best marketplaces in Europe for us as well. In Europe, they have also this program that allows customers to buy from any country and then they fulfill it from whatever FBA fulfillment center is available. So if your product is in Germany, they can also ship to Italy or Spain or anywhere else. And now there are some emerging ones as well. For example, when we were in Seattle, I saw Shein had an event there. Apparently, I see a few sellers getting some sort of good results on Shein as well. I even played with their marketplace, to be honest with you. I sell on Amazon and TikTok Shop, but these are obviously two that I definitely recommend anyone selling on. Speaker 2: I wanted to get some initial impressions on the brand that we were helping. Again, you guys can watch this on Scale Stories on Helium 10's YouTube channel. Melissa, when you first met Dean and Tracy, learned a little bit about what their motivations were and the history of their brand, what were some of your first impressions of them and or their Amazon situation, their brand, etc. Speaker 1: They were just such like lovely, honest people that were truly wanting to learn how to be successful. I mean, they have this great product. They had a great story of Tracy's son's, you know, their son's baseball coach that had cancer and they wanted to create this candy for them. And you hear a lot of these stories like Poppy, you know, had a gut health problem. So they start in their kitchen and Dude Wipe started in his college dorms. You like hear all these like wonderful seller stories where they just They start their brand and it's like from scratch and they have put like it's their baby, you know, they pour so much love into it. And so then just like such a great opportunity for us to help them because they had some low hanging fruit things that I know you helped both of you guys help them a ton with fixing some small things that could get them going. And the other thing that I noticed was just how manual they were. They were writing handwritten notes to everybody that was buying their products. They were going to 100 little fairs and trade shows, showing people their products. They love that, but trying to take them to scale their business and be able to really be successful and launch on TikTok, help fix some things on Amazon. They were just so willing to learn and how to do that. And we're hungry for a community. And that was kind of the exciting thing for us because that's really what Helium 10 does is bring that community sense to them, helps them. I've always said it takes a village to commerce and to do e-commerce. And that really is true. You cannot do it alone. You need to hear ideas from Leo about, oh, you can create an agent to go source things on Alibaba. Like, oh, wow, you can do that? How did they do that? And that's just to be successful. You really need to be talking to other experts in the space, having that community, have them help you. And so they, and just their desire to learn. Helium 10 was really great. And then also having started my own business, I know how it feels when people like, maybe call your baby ugly, you know, and they kind of took that in stride where it's like, Oh, that's not what we're doing. We're just we're really trying to help you. But I could see how that could be not offensive, but like, my way is good. Like, what's wrong? Why are you poking holes at it? And they just they had so much grace. To take feedback and you know, like packaging, like, you know, we had all these ideas about their packaging, like, you know, Dean created all those pictures and salt and images. And like, that was his baby. But he was like, tell me how to make this better. Unknown Speaker: So. Speaker 2: You bring up a very important point because a lot sometimes brands can get can let their pride get in their way and be like, hey, I know my brand better than anybody. You know, I'm going to stick to my ways and I'm not going to let some outsider tell me what to do. And that definitely is not the case with Dean and Tracy. And that's important for anybody else listening to this episode who's maybe in a similar situation where they're like, hey, I do want to improve. You can't have that attitude of, hey, my way or the highway. You have to be open to advice from those who have been in the game maybe a little bit longer than you have a little bit more experience. Dean and Tracy definitely were like that. What about you, Leo? What was your first impressions of them and their brand? Speaker 3: Yeah, I pretty much share the same feelings The Melissa here shared about them. I think they're a lovely couple and I like that they put so much passion into these products that they sell. And I remember when I started also, I was basically making things in my kitchen. So it reminded me a little bit of how I started as well. And I think it's great. One of the things they appreciate and admire the most about entrepreneurs is when they put effort into understanding the business. So they're running themselves instead of just throwing people. I work at operations, at PPC, at whatever it takes to succeed, and I think that eventually has got a short lifespan. But their story overall, and the why is actually what touched me the most. The fact that they are generally trying to help people that are struggling with certain health issues. I think when you do that, when you run your business with a strong why, You find your way and people understand that there is a genuine intent behind your business. It's not just about to make money. Today, we're going. Speaker 2: We're going to talk about some of the steps that's going to help them double their sales from the viewpoint of advertising or retail readiness or anything else that you had noticed. Speaker 1: One of the things that I dug into first that was my area was ads. A couple of things that I first noticed was one, They had hired an agency that had just put them on autopilot and so really weren't getting any attention ads. It was just literally like, check a box. I have ads running. It's on autopilot. And what was happening was they were doing a couple of things that was not great for them, which was one, they're bidding on all their branded keywords. So essential candies, which for them was not a great idea because they're not getting any incremental or new shoppers coming in to buy their products. So anyone that's typing essential candies into the search bar, that's a pretty niche, unique person that knows their brand and wants to go buy it. So not a good probably use of their very small budget to go after their branded keywords and so things like that where they're just going after You know, really hard words like hard candy, you know, like Hershey's or Jolly Ranchers is winning keywords like that. So they didn't have a right to win in that space. So really just like, some of this autopilot, check the box, it's running because they had 100 other things they were working on. And ads was like, kind of not the top of their list to optimize. And they were kind of outsourcing that to an agency that had put on autopilot into them. They're like, I don't think it's going really well, but I don't really know what the questions to ask them to know if it's not going well. I just kind of feel like maybe it's not being optimized. And so being able to come in and be and see in their account that kind of like the two things that they, you know, it's not the best thing to really focus on when you have a very small budget like they did was to be and that was for us. It's like great news because it's an easy fix in some ways to help them. Speaker 2: Yeah, yeah. What about you, Leo? Speaker 3: Are you referring about PPC? Speaker 2: Some of the specific things, like first things you noticed when you're like doing audit on them. Speaker 3: We all noticed right away that they weren't prime, right? So they weren't leveraging the prime option on Amazon. And so that to me was like a no brainer. I'm like, come on, guys, you have to leverage the prime because the problem that they have is that they're still manufacturing everything themselves. And so, even recently, I think they only sent in about 300 or so units. And so, in my opinion, that, to begin with, was a scalability issue. Like, you cannot have inventory limitations when it comes to eventually doubling or 5X your brand. And so, to me, that was an instant issue that needs to be fixed. Obviously, when it comes to the listing itself, like the images I pointed out on the show that I would have liked to see a little bit more of like a brand story or even like following the guidelines that we normally recommend, like see the images that you're showing now on the screen. They're kind of repetitive, like there is no added value and customers today on Amazon obviously look at the images first and maybe they read some bullet points just to make sure they're buying the right product. So I think it was missing kind of the core, the foundation. For a brand to be successful on Amazon. So the fact that they are selling well in Amazon, I believe is their primary online channel still is great. And it validates the fact that people like the product and there's demand for it. But I think they're just missing out on a lot of opportunity in general, just by not focusing on The fundamentals that we stress about when obviously we start on Amazon. So I think the opportunity for them is huge. We identified that instantly when we looked at their products. You know, we thought about virtual bundles, like they're not leveraging. We thought about improving the main images, like the packaging that you guys came up with was amazing. So I think, you know, all these things put together, For most likely next year, they'll definitely result in a huge lift in sales. And I'm excited to see their feedback in a few months from now. Speaker 2: I think that's another thing that was even yesterday, the premiere, I was like live chatting on the premiere of their episode and somebody had put in the chat, oh yeah, it's like you guys are just talking about some of the, or it just seems like they've got a lot of basics they need to worry about too. And that's absolutely the case. Sometimes it's not some fancy It's some convoluted, really intricate advertising strategy or some really difficult implementation of AI like we were talking about that you should jump right into. You've got to first look at the basics. Leo and Melissa just both talked about some of the basics that they didn't have in line, like their advertising strategy, just doing auto campaigns or just focusing on their branded keywords instead of trying to go after keywords they might have a better right to win. They didn't even have all their product in FBA. As I was showing the listing here. Are just now implementing a plus content similar listings like here's one of their listings and they just have a very. A very small part of the description here no no no a plus content you know some of these these images you know could be definitely improved and so sometimes it's the basics. of what you have to like start working on first before you can go to some of these advanced strategies. And that's definitely the case with Essential Candy. You know, like they're getting their inventory into FBA across their board. They're redoing their images the last month or so. You'll be seeing that soon implemented. And then, yes, now we need to start I think it about some different forms of of advertising once you have the basics of the advertising. They didn't have any sponsor display ads. They didn't have any sponsor brand video ads. And I know the team was very excited about this brand is because. They actually have a lot of the harder stuff that other brands can't even do or it's very difficult for them to do. They've got that on lock. They're actually in a number of Walmart stores. They're not across the board. That's the holy grail for an Amazon brand to try and get your stores in Walmart at all. That's like one in a thousand. They're already in some of the Walmart stores. They go and set up at these shows. All around the country and will sell hundreds of packs of their product there and what does that mean that means there's thousands and thousands of people out there who have tried their product and are probably looking for them. Because they discovered them at a at a expo at a farmers market that they set up or something like that you know like. I've never done that in any of my brands. I've never set up at an exhibition or have people just on the street, thousands of people looking. I kind of rely mainly on e-commerce for my brands. It was kind of exciting to see how they have this stuff that other brands wish they had, but they're just not covering the basics online. Leo, were you going to say something? Speaker 3: Yeah, no, I see that happening a lot, actually. Bradley, when you have brands that typically focus on retail first, and then they go online. So they tend to, obviously, they don't know, right, how to succeed online. And that's why we came across this brand that was in the basics. But also, there are so many sellers, Bradley, that I meet, they've never been at a conference. They never watch events like this, but they've been successful. And that's the power of Amazon, right? If you have a good product, and eventually they did, especially a few years ago, the traffic that they were getting from the platform was good enough to be successful, but they had no clue of what we were doing to obviously accelerate the growth. That's why I'm excited for the opportunity that we have with Dean and Tracy to make a difference and show them that with the right support, they can take it to a whole different level. Speaker 2: Yeah, yeah, for sure. All right. Any I'm going to keep asking questions here, but I want to make sure that the audience has a chance to to ask any questions either about the this specific case study that we've been doing or just in general. You know, we've got some some, you know, the top thought leaders here in the game on the show. And so if you guys want to ask about, you know, new kinds of advertising or, hey, what should my TikTok shop strategy be? Or, hey, I'm doing, this is a little bit about my brand. How do I double my sales? Ask any and everything Amazon TikTok shop, AI related. Please go ahead and start dropping your questions in the chat and we'll get to them live. Melissa, what is You mentioned earlier AMC and that's still very fresh for a lot of sellers. It's not something new. AMC has been around for years, but why is there all of a sudden a sudden focus on AMC where all of a sudden even regular sellers are thinking about it and it was a big part of Amazon Accelerate recently, etc. What's been the big differences Let's talk about the big change and the accessibility, I guess, of AMC and then what aspect of it or aspects of it do you think is the most game-changing for sellers out there? Speaker 1: When Amazon first launched AMC, just like anything, it was 70% done and it was hard to use. You had to write SQL. It was really kind of inaccessible to everyday people. And so only like, you know, managed service or like you really couldn't use it very well. So what happened, what's since happened is people have created templates, people have baked it into things that Amazon just launched, Amazon Marketing Cloud for sponsored products and search. So that's something that is much more accessible. So one is it's a lot more accessible is the kind of bottom line of it. What's cool about it is just how in depth targeting you can get. And so like, as an example, people who've added your stuff to cart, but you have not bought it, you can retarget them using some of the AMC logic and accessing Amazon Marketing Cloud. And so like that's, you know, this is more advanced strategies. This is definitely not, you know, the you got to get everything else right first. But this is a really smart way to kind of retarget people and find new customers to your brand. So once you're like, you know, going with gas, and you kind of got the basics done, then it's some of these more advanced tactics and strategies that can And we're here to talk to you about how we can really help you find, I mean, that's what the story is about, is really trying to find new customers coming into your brand in a really smart way. And so that's what Amazon Marketing Cloud really helps you to do. And the interesting thing is, you know, we're working with, especially on the, on the package side, because a lot of the brands aren't just on, they're on Amazon, TikTok, Walmart, Instacart, Target, like they're on, you know, 50 retailers that we're helping them with. A lot of the other retailers like Walmart and Instacart are trying to create an Amazon Marketing Cloud. They're trying to go after a similar concept which is being able to have smarter targeting but they don't have the cloud infrastructure set up at all. So that's just an example. We're going to get there but not there yet. Speaker 2: Alright, let's see. We got another question here from Joel and this is interesting. I'm mainly going to take this one just because it's pretty interesting. To show how fast things change on Amazon, there was an episode that just came out of the podcast. He's referencing 7-10. I recorded that at Amazon Accelerate, but this episode just came out less than a week ago. In it, we were talking about analyzing reviews. It was actually interesting, but since we filmed the episode, Amazon actually had a crackdown on websites and tools like ChatGPT, like Helium 10 that would extract reviews from listings to analyze them. Since then, Helium 10 had a tool for eight years where it was called Review Insights where you could look at the reviews and then Amazon asked us to remove that tool and they're in the process of telling anybody who's looking at the reviews in that way that no, you cannot have this kind of tool and have a good relationship with Amazon. And so that's changed. However, that doesn't mean that you can't analyze reviews at all. There's things even in Amazon now that you can do. Let me share my screen again so I can show Joel here. So basically, what you can do is you can go into product opportunity explorer. It's not going to be as robust as the Helium 10 one was, but this is free. You don't even have to have brand registry for this. And like let's say, I was Dean from Essential Candy. I want to put in my ASIN for my digestive blend. That's the one that we were looking at. Put the ASIN in there or a competitor brand. Not all products are here, but give it a try. So let's go ahead and look up Dean's and then we can see there it is, Essential Candy. You hit the button there and then you hit this button called Customer Review Insights. I wonder where they got the name of that. Anyways, here in Customer Review Insights, you can see the positive topics, negative topics like 33% of people were talking about overall taste, which child item had the most mentions, what were some of the snippets. About taste you could see here. It's somebody said it tastes amazing the candy tastes great etc. And then you can look at the negative topics this one barely has any reviews. So there's no negative topics here, but this is similar to what you might have done with the helium 10 review insights in the past and so. Maybe the way to do things changes over time, like for years I was always talking about using Helium 10 Review Insights, now you've got to use Product Opportunity Explorer Review Insights. But the basic premise is still the same. When you are looking at your reviews, at competitor reviews, especially one of a niche that you're looking to get into, you're going to get insights, pun intended there, for how your customers think. And this is a very important aspect for improving your sales is doubling down on what customers love about you and your competitors' products, but also trying to look at, hey, what are people complaining about your product? That's something that is going to be important to fix because, you know, when you're selling a product with less than four stars, you're not going to be able to double your sales, which is what we've been talking about today. So you've got to make sure you've got a well-reviewed product and if you're in the product development stage, this is something you should be doing even before you have the product or a product in a certain niche is looking at the reviews. Obviously, you can't look at your own reviews. You don't have a product, but you look at the existing market out there. Can you fix what people are complaining about on the competitor products because now you launch your product, you're going to have that competitive advantage there. Martin's got a question. We'll go ahead and mention it here just so everybody can benefit from it who is listening later on the podcast. He said, before creating a custom AMC audience, we would like to analyze what our customers have in common in order to build an audience precisely around that. Is it possible to extract data such as age, gender, interest, et cetera, from AMC Analytics and use it to create a new audience? This is a little bit advanced, but he's talking about, hey, even before creating it, is this something that they're able to look at, Melissa? Speaker 1: My understanding is there's something called the AMC 1P demographic report. So I think that you can, I think you can create, Amazon doesn't let you have like, You can analyze customer behaviors and patterns, and so I'm pretty sure you can build something off of that. But there will be a report in AMC around that. Speaker 2: Yes, and then also even in brand analytics, you're able to see a customer demographics report. But again, that part is only about what you've been selling. But similar thing for AMC, like if you haven't sold, in a certain niche, well, that's not what AMC is for. AMC is not for doing market research on prospective niches. It's about, hey, where you are selling in, let's try and target your advertising to certain relevant markets. So if you're just looking for demographics in general, you might look at brand analytics and some of the other growth tools in Amazon. Who was that? Martin. But if you're wanting to target your advertising more and really niche down to audiences, then yes, AMC is the place to go. Last questions now. Leo, what do you think or do you think we're going to be able to double or even more Dean and Tracy's Today, we're going to be talking about Amazon and online sales and if so, what are some of the other ways that we haven't seen an input because we're doing this in real time here. We just had meetings with them last week and we were talking just yesterday in our little Slack channel about the reshoot of images and things. So this is something that's happening in real time but give people a preview of the next few months. What are some of the things that you think are going to help Dean and Tracy get to that next level? Speaker 3: I totally think we can double the sales. In fact, I think in the episode I also mentioned we can go beyond that simply because I don't think they've leveraged the Amazon platform at its full potential. So, by redesigning the listing, by working with Melissa and her team on the advertising campaigns, leveraging obviously that space as well, we can help them improve drastically the relevancy and the visibility of their products on the Amazon marketplace. By tapping into the TikTok shop, I think their product is very TikTokable as well. It could be easily promoted there. So we can definitely drive outside traffic from TikTok on the TikTok shop platform itself. We can also, you know, our idea was to bundle some products. So the issue that I saw there, especially when you work with any really niche that involves some sort of flavors or taste or smell. I had a question last week, I think it was on the other I call the way Bradley someone was asking about perfumes and they reached out to me on LinkedIn as well. And you know, like perfumes, like candies, like anything that has a taste of flavor is hard. Like people don't know what they are buying. They obviously like the image, you're convincing them with the listing that this is what they need. But then when they taste it, they might be disappointed. And so the problem there was that, in my opinion, if they buy one candy or one flavor for you for a specific thing, let's say it's the digestive one, and they don't like the flavor, well, you probably lost that customer or the opportunity that you had to have that customer buy something else from you. And so my recommendation was perhaps to have a sample pack where a customer can get one candy for each or maybe two or three for each flavors that they have. And this way, they can try more than one. This way, if they don't like one, they might like the other one and you still can convert that into a potential customer instead of losing Losing it because that wasn't the right flavor for them. So I think the opportunities from a strategic perspective is pretty big. Obviously, we can't implement this all at once. We do baby steps. We fix what's broken today. I want to make sure that they have enough stock. We're the Amazon and Amazon FBA warehouses because if they have enough stock that we can push advertising, we can push outside traffic, we can really start doing what we know to do best. And then once we at least double the sales and they're happy, we can start playing other strategies. But I see no reasons why they shouldn't be selling way more than they're doing today for sure. Speaker 2: Awesome. Melissa, any last words of wisdom for Dean and Tracy, what they're going to be working on or just in general for the audience out there? Because I think everybody, myself included, we would all love to double our sales. So what can you tell us all? Speaker 1: I think it's fixing, I mean, one is just identifying what the low hanging fruit is and fixing those things. So like, kind of, and that just applies to anybody. So it's like, for Dean and Tracy, it's like, oh, they're not FBA. Oh, they have some of these issues. So everyone has low hanging fruit that they can go fix. Some of this creative stuff with generative creative that you can do that Leo was talking about, his advice of like, hey, I could do it or I could outsource it to like an expert for less money than creating it. That's also really great advice because you don't have to do everything yourself. You can outsource some of these things. I think just the AI tools are going to get better, understanding which are the ones that people are using and asking your friends, your colleagues, your customers or whatever, what are the best AI tools out there and starting to experiment and use it. I'm really excited for Dean and Tracy and I was kind of laughing when Leo was talking about the creating sample packs because remember when we said that we all know that like literally, those are the best assortment packs are the best things on Amazon. It's like, oh, I can try a couple things and they can go back and subscribe to some of these things. But do you remember they said it was like, It's never so easy. It's like each of their packages are clear. So then they'd have to get like colored packaging as it, you know, and then they were so specific about how their infused candies have all these flavors and they've like infused together. And so like, you know, then we were like, okay, we can get creative about how we create these sample packs. It can be, you know, you can still create them. It's just like not so easy to create it. Speaker 3: I agree, Melissa. I think their manufacturing process right now is a little bit too complex. Speaker 1: Yeah. Speaker 3: They need to streamline that part and probably even detach themselves from that process so they can focus on growing the brand more. As entrepreneurs, I understand. We try to always fit multiple hats. We like to have control over everything, but then you need to understand what are your strengths, what are your weaknesses, focus on your strengths, outsource the rest, and grow the business that way. But I think they got it, and they appreciate the advices that we're giving them, and I see good response on their end. So I'm faithful. Let's put it this way. I think they'll get there for sure. Speaker 2: Awesome. Well, with mentors like you and Natalie who couldn't be with us today, yes, I think they have a great shot at reaching their goal and perhaps even hopefully surpassing it. So again, this episode wasn't just about essential candy, but all of the brands that are out there who are looking to increase their sales in an ever more competitive market that we have to play in these days. Take this advice that we've been talking about today, apply what applies to your own brand to your business so that you can also reach your goals with the help of Helium 10 and also this case study, Scale Stories. Go to YouTube, type in Helium 10 Scale Stories. You can also see some of the episodes on our website. Make sure to check those. There are some episodes that aren't on YouTube. Just go to helium10.com and look for Scale Stories and you'll see a backlog of all of our other episodes where we go into a lot of these steps that we talked about today that we're implementing with Dean and Tracy in order to help them to extra sales. So we hope this inspires a lot of the brands out there and we'll see you guys in the next episode. Bye now. Bye, guys.