Amazon Expert Kevin King Talks Shop | February 2021 | Ep. 108

Amazon Expert Kevin King Talks Shop | February 2021 | Ep. 108 00:00:01 Hey everybody, it's Norm Farrar, aka The Beard Guy, here, and welcome to another Lunch with Norm, The Rise of the Microbrands. Lunch with Norm. 00:00:19 Alright, welcome to the show today we have my buddy Kevin King coming back on; he's gonna be joining us in just about a minute, and we'll we'll be getting, we'll be diving right into it so we're gonna be talking a little bit about Amazon, and we'll be talking also a little bit about brands. I just had an idea just as I came on to the podcast, so I had to go up and grab some really cool brand-related things that just came and And anyways, before we get into it, Kels, where are you? I'm here. Hello, Kelsey. Hello. How are you? Is it sunny in Toronto today? I haven't looked outside today, to be honest. I've been in my room working away. That sounds like a Beach Boys song. Alright. So welcome, everybody. 00:01:11 Load up your questions. This is going to be a good one. I'm not sure exactly how long Kevin has today. And we will be doing a special giveaway for the chocolates, right? That's right. So we have a great sponsor, Brit Treats. I highly recommend you check them out. But I put the links in the bio. But if you use hashtag the king, you'll be entered into the draw to win. I believe it's a tin of Cadbury Heroes chocolate. It's like 800 grams. It's very delicious. If you want to check out a really cool brand, check it out. Alan's a great friend of the show. We don't have an affiliate. We don't do anything like that. But he has done an amazing job on branding his product. 00:01:55 We were lucky enough to get a box a couple weeks back. And just the way that he's packaged everything, it's everything that we preach. So anyways, next, what do you got to do, Kels? Okay, so just to remind everyone, that's US only. Oh, yeah. Sorry, guys. Yeah, sorry. Sorry, everyone else. And by the way, we're still waiting for Kev to come on. I know that he was a little bit delayed, but if you do have the questions, just put them into the podcast. If you have any specific questions for myself or Kelsey, happy to talk to you about them. Of course, you can join our Facebook group, Lunch with Norm, Amazon, FBA, and E-Commerce Collective. That's where everything is. So head over there. That's where you can talk to me and Norm. 00:02:49 You can just be part of the community, ask questions. I'm trying to get some TV recommendations at the moment right now from the group. But yeah, it's a great place to be. If you want to check out highlights, daily clips, you can go over to the YouTube page-it's Norman Farrar and let me see, is there anything I see Daniel's here from Brazil and we got Simon from sunny England, yeah awesome guys, so really excited about this episode, um share it like it, um get the word out, it's great for any Amazon seller even e-commerce seller, so hope you guys enjoy it, yeah don't forget hashtag #TheKing and you'll be entered in for the box of chocolates. Tag two people and you'll get an extra entry. Okay, now, Kels is Kevin back yet? 00:03:48 Kevin, give me a thumbs up. Yeah, he's good to go. All right, so here we go. I've got to do Kelsey's job for him. But don't forget, guys, to smash those like buttons, subscribe, follow, do everything that Kelsey was supposed to say and forgot to do again. Maybe it's just because it's Friday. Maybe it's because it's sunny. Maybe because he's got no windows. I don't know why, but he just didn't do it. And if you have any comments, throw them over in the comment section and we will get to your questions. So sit back, relax, grab a cup of coffee and enjoy the show. And maybe we don't have Kevin quite yet. Oh, there he is. There he is. How are you, sir? Good. How are you, man? Good. 00:04:33 You do notice that during our show, I have to change the little mascot from Norm the Gnome to Kevin. Ah, yeah, this is my cigar buddy, all right! You know, I, I can't meet you in person; I've got a, you know, so this is formally Kevin. The dog, awesome! I love it, I love it! How are you, sir? We're gonna be in person though, uh, not too much, not too much longer, maybe uh, later this year, I hope! Man, I really do miss having our cigars and everybody that joins us for the cigars. I know. I know. That's some good times. Remember that one time at the Billion Dollar Seller Summit? There was like 20 of us sitting up on that porch. 00:05:16 People had never smoked a cigar; we're trying them, and we're like, 'no, if you've never done it, don't use the good one.' Yeah, yeah. And I told you the secret that Ron McDonald, the nephew of the McDonald's, right, the big McDonald's chain. He, he taught me this; he goes into cigar places and people crowd around him because of who he is, and he has his labeled cigars in this pocket, he has his unlabeled no-name cigars in this other pocket. He'll talk to you for a bit if you're a cigar smoker, he goes into this one, if not, he goes into that one; but oh man, we have a, we have a lot of fun at these events, but and watching people turn green when they're smoking cigars for the first time. 00:06:01 Okay, so in case somebody doesn't know you, can you just give us a little bit of background about yourself? Sure, yeah. My name's Kevin King, and I've sold a few things. A few? What the heck? No, I've never worked a corporate job. I'm in my early 50s. Last time I worked a job, I was, I think, 17 delivering pizzas. And the only other job I've ever had is at a McDonald's. Actually, like a month at a deli, I guess, but that's it. So I've been an entrepreneur my entire life. I've been selling e-commerce since before Google existed. I've been doing Amazon since 2001. I started FBA in 2015. I either run or am partners in about eight different businesses. Five of those are e-commerce brands, some on Amazon, some off Amazon. 00:06:54 I do training in partnership with Helium 10 Software. I do their training for new people called the Freedom Ticket, and I do the advanced training called Heathmont Elite. I also host my own events called the Billion Dollar Seller Summit, and partner with Steve Simons and a company called Product Savants, and a bunch of other stuff. So, yeah, I sell a few things. A few things. You're a little busy. A little busy, yeah. I'm just looking at Victor's comment about buying a giant souvenir cigar and smoking it and puking. So, yeah. You know what? I'm just going to go down a whole different other topic for a second. Cigar smoking is really stupid because the first three, four, five times you smoke cigars, you puke. But you keep going back for more. 00:07:48 It's kind of like Amazon sellers, right? You get kicked in the legs one, two, three, four, five times, and you keep going back. The first time I smoked, though, I didn't puke. No? No, but actually the first time I smoked a cigar, I was actually in Cuba. I never smoked my whole life. I think I tried cigarettes when I was like 13 years old. I snuck one out of my great aunt's purse or something, and I was like, 'I hate this.' Never did it again. I never smoked drugs or anything at all, and then I was in Cuba actually in Cuba in 2008. You're in Cuba. You've got to smoke a cigar. I actually tried it for the first time there. My second cigar was actually when I was in the Dominican Republic. 00:08:33 Two of the best places for cigars is where I actually popped my cherry on a cigar. Now, every time I see Norm, it's the tradition. We've got to find her every night. We've got to find her a cigar place. Okay. Sir. What is happening on Amazon that people got to know about? Man, Amazon's just – what's happening on Amazon? Yeah, what's anything new, good, bad, ugly? The biggest thing that people are waiting on to answer right now is this 200 limit. I think there's-Amazon back last summer, I think it was in July actually, put a limit of 200 units for any new product that you ship in, whether you're an experienced seller or a new seller. And there's a lot of rumors and scuttlebutt that that's about to change and get raised up to maybe a thousand or perhaps more. 00:09:30 So that's waiting for the official word to come down that. And I think that's probably the biggest thing people are on pins and needles for. And also, I'm seeing. On Amazon, they're really starting to crack down on the insurance requirements. I received a notice. Oh, yes. I received a notice that I need to submit my insurance documents, which we have, but probably 99% of sellers don't have it. But I have it. And we sent that in, but our policy expires in May because we got it last May, early May of last year. And actually, Amazon kicked it back, saying 'sorry'. This is unacceptable, it has to be good for at least 180 days right? So, so anybody that has a policy out there right now that if it's due for expiration um you may have an issue you're gonna have to try to renew it early or you're gonna have to find a workaround uh to actually to to get that otherwise Amazon's threatening to close down your account. 00:10:26 Uh, so you you do you know Michelle Love? Uh, I don't, so she's uh dedicated ecom insurance person I met her at Prosper years ago and anyway, she's going to be on the podcast in about two weeks talking exactly about this, the different types of insurance because you know what type of insurance do I need? How much should I get? I know what the minimal is-you know that Amazon is looking for, but if you buy it for Amazon and let's say you know Chewy wants it, Chewy requires double the amount that Amazon does. So anyway, she's going to go through all that, but it's out there now. I knew it was going to happen, but you got 30 days to comply once you receive the letter. 00:11:11 And like you said, if you don't have enough time, that 180 days, they'll just decline it. Yeah, I do it. I mean, like you said, Amazon, I think it's a million. Is that right? Yeah, it's concurrent. Others are $2 million. So I always do mine for $2 million. It's only like $20. I think in my case, it was very little difference in price- $20, $50, something like that. Now, there are two types of insurance. I just want to clarify for people. So, there's general liability, and this is not something you can call your local State Farm person and usually get. This is not part of your homeowner's policy or something like that. This is a special type of insurance called general liability. 00:11:49 And General Liability, generally, it's not going to cover you if someone uses your – if you've got an exercise product and someone's – you know work it out with your product and they break their back and sue you you're that this insurance is not going to cover you uh this insurance is going to cover you for general liability it's like product uh safety uh or handling type of issues so like if a ups driver uh slips on the ice and with your box in his hand and it it hits his head and he sues it'll cover you for something like that or something happens in the warehouse at amazon uh or on the way or you know you're 00:12:23 you're in a truck with other stuff and something explodes in the truck or it's a fedex truck and it skids off the road and that that type of damages stuff but the other type is product liability and product liability is a completely different thing and amazon at least right now is not asking for product liability product liability is substantially more expensive and it's based on how much what you what you sell where you sell it and how much you sell and it gets adjusted every year your general liability pretty much stays the same unless there's been a claim and that's usually in the five to six hundred us dollar range uh generally but product Liability can be into the thousands or tens of thousands of dollars, uh, and that's what covers you if, uh, you know someone actually uses your product in and gets injured or right or dies or whatever. 00:13:10 And one of the things I know Michelle is going to cover also is insurance internationally. So if you're coming in from Canada, we get that question all the time about, you know, how do we cover ourselves? So she's going to, she's got some people that she works with that she'll provide information for. But that's that's timely. You know, it's really timely. People love. Amazon sellers have got to take that as another step, which we didn't have to do, you know, in 2013 or 14. Well, the rule has always been there. It's always been there. You're right. But the rule is three months in a row of $10,000 or more in sales. So I don't know if it's, have you seen it? Are they enforcing that rule? 00:13:52 It's $10,000 a month, three months in a row, or is it just everybody across the board now? What I understood was it was the non-pro Amazon accounts that were getting hit first. Now I'm starting to hear pro sellers getting the email now. And I think it was just to roll it out to see how they were going to handle it. But yeah, technically you were supposed to have it in place at all times, but I can go and talk to probably 60 or 70% of Amazon sellers, white label sellers that don't have insurance. Yeah. Which is scary. It's scary. You need insurance. Yeah, you do. I mean, insurance is that thing that you pay for it for 10 years and you never use it. 00:14:35 And you're like, man, why am I just pissing this money away? And then that 11th year is when it all comes in and you're like, thank God I have that. Thank God I was paying that. Yeah, absolutely. All right. So what else is out there, Kev? What else is out there? On the Amazon front? Anything. You know what? We talk about brand a lot of the time. Right, so the other day Kelsey was here and this product came in. I ordered this product, and it was and it was. This is timely, so I ordered this shampoo for my beard, don't have hair, yeah. And it came in, and the reason why, uh, this is so great it was the most incredible shampoo that I've ever got. 00:15:20 So it would, and the reason I say that it was cognac and Cuban cigars and it smelt incredible. It's the best smelling thing I've ever, uh, like it was it was really the best. So anyways, it was that good; it packaged so well that I reached out to the company. I've never done this in my life, and I said, 'I want to represent your company. I will be your marketing arm And they turned me down because they said that they're just a very small company. And I went, 'Oh, my God.' And then what do I do? I go to their website. I buy their beard oil. I buy their shaving crap that they have. But it all smells absolutely incredible. Then I go out and I say, 'Well, this is incredible.' I got to get their Nautilus. 00:16:11 I got to get their Sandalwood. I bought hundreds of dollars of their product. And it's just a small little company out of Quebec, but they sell in the U. S. But talk about perceived value. The name, I'm not going to, I mean, I just wanted to talk about the reasons why. But the way that it came in, it was highly perceived. It was double the price of anything else. And I wasn't going with a bottom dweller. Probably the ingredients are the same as everybody else, so they probably doubled their profit. And they picked a brand that they could be consistent on and go wide on. So they have all sorts of beard products. They have all sorts of-it was actually a beard shampoo, which could easily have been put onto hair and conditioner. 00:17:06 But I just really liked the product. And so, you know, imagine this. you like it so much you reach out to them and say you know what i think i can make this thing explode and they go and not really i don't want that and they don't know they don't know who they're talking to oh they probably did and that was the problem oh man you suck but how do you get how would you represent them you're already involved in 177 businesses So you already have so many things going on. So every time I'm turning around, Norm's like, yeah, that's my partner in that business. This is my partner in this business. Oh, yeah, we just started this business. I don't know how you – I got eight and I can barely keep up. 00:17:50 I don't know how you're doing so many. I get great people. And you know Shane. You know Shane off lobby. I mean, what I try to do is get people – and this is important. Like even for any Amazon seller Ecom seller people starting in business is you have your strengths; I know what my strengths are, Kevin, you know what your strengths are, and all the crap that I'm not good at or if I see somebody who can run a business like Shane, I let him do it, you know he's got full rein, he's got the rope to hang himself so hope he doesn't hear that but you know what. Let's go talk a little bit about VAs. I've known you for years, and I know for a fact that you ran a million-dollar enterprise with no VAs. 00:18:46 Right. None. You did it all yourself. But you're organized. I'm organized, but I also work smart, like you said. I partner with people. It's like I did the training stuff for Helium 10, so I could have gone out and – created my own course, got outdone all my own Facebook ads, and done all my own all that, and kept you know, all of them, all the money, um, other than my costs. But at the end of the day, you're going to be paying affiliate commissions for this, you're going to be paying for software tools, you're going to be paying for VAs, answering customer service to deal with password issues if I partner with Helium 10. You know, we have a a good partnership that makes sense for both of us. 00:19:26 That takes the entire burden off of me. So all I get to do is show up and do my thing. And I don't have to worry about any of the little details or setting up to go to webinars or any of the marketing or any of that. At the end of the day, I probably make as much or if not more money. So that's that's how I look at it, too. Just like what you said is, you know, try to work smart, not harder. But it's still, you know, it keeps you keeps you busy bouncing because I have to do it sometimes where I write these three days is focus on this business and the other ones, you know, just get a little bit of time and then I have to switch it to the next one. 00:19:59 So I have to rotate them around. Like right now, my, my huge big focus is a billion dollar seller summit because that's a virtual ones, you know, the next live ones in September, which hopefully you'll be able to travel by then and we'll be able to have a cigar together. But there's a virtual one next week. And so that's taking some of my time, and because I do the marketing for that, which isn't a whole lot, um, but uh, and I have hired somebody, you know, Mark, that you know, uh, that helps me, you know, he's setting up all the all the software and everything in the back end right now, you know, he's working around the clock right now on getting that ready for next week, and you know, then he hires some people to help, so and I know it's in good hands, just like you did, you know, you work with good people, and uh, you don't have to worry about it, uh, so that's. 00:20:44 Still, it takes time and energy and creative thoughts and everything. And at the same time, three of my Amazon businesses are like, hey, what about this? Or what about this? Or what if we expand this? So it's a constant juggle around. But the way I manage is I compartmentalize and focus. And so, okay, today is this business. And tomorrow, we'll deal with the other business. That way, I'm not trying to do a little bit of each one of them every day. They don't get the full focus that they deserve. Does that make sense? Yeah, it does. Let's talk a little bit. I saw that people were talking a little bit about the perceived value, and we've talked about it a lot, but the importance for Amazon or e-com sellers to be able to optimize their listing with perceived value. 00:21:33 Can you give a little bit, a few tips on that? Sure. Yeah, the perceived value, I mean, business really comes down to two things. All business doesn't matter what you're whether it's Amazon or any other business-it's marketing and innovation. Those are the two most important things in any business, and innovation doesn't mean coming up with the something brand new; doesn't mean you got to come up with a new iPhone that never existed before. Innovation can be improving a way something is done or improving an existing product or a different approach to it. And then the marketing is: people eat with their eyes first, and perceived value is everything-what someone thinks it's worth is what it's worth, not what you think it's worth. 00:22:14 So, you got to convince other people that this is worth it's going to solve their problem or it's going to give them the status that they want or appeal to one of those eight emotional needs. That all humans have that that is is going to resonate with them, and so that's that's part of perceived value. And so on Amazon especially. You can't touch the product. You can't feel it. You can't really see it sitting in a nice box on the shelf. So, the perceived value on Amazon typically is imagery, imagery, and video. The text is there for the people that read it, but text is there mostly for the search engine to know how to index you and how to show you. 00:22:51 I still, you know, some people will disagree with me on this, and the copywriters that are listening to this will say, 'Kevin's full of it.' People always read everything I write, and I can lift the conversion rate, but I still don't believe people read listings on Amazon. I think they skim them, and they might read it if they're really trying to make a decision or if it's technical or something. I think a small percentage of people probably do read every word, but I would venture to say 70% to 80% of the buyers on Amazon never read the copy. I personally hardly ever read it, and I don't know anybody really that actually truly reads it. 00:23:27 They skim it, and they look at the pictures, and so the pictures are the perceived value, and so how you convey your product in that imagery, is crucial and a lot of people just don't get that they just they just flat out don't understand how important that is and you know we've talked about in the past my bully stick thing and that's where i sold three bully sticks for 50 bucks instead of everybody else selling 30 for 30 dollars and it's all perceived value in marketing um and that the marketing goes beyond just what's on amazon it's when they get the package too you know when that package shows up in that amazon box of the smile and when they open it up Does it look like it's in some cheap cardboard box from China that, you know, it's that thin cardboard that smells and whatever? 00:24:10 Or is it a nice, you know, iPhone-type of a case or something? You know, that's all perceived value too. And a lot of people, just the way, you know, even Apple puts the iPhone in there with a little plastic on it, you got to lift off. That's perceived value. You know, with the little lift tabs for your fingers, you don't got to, you know, sometimes you get something, you got to peel the plastic off. You got to like, man, I don't have any nails. You got to get your wife or something to pull the little plastic off the edge. No, they don't do that. They have a little easy liftoff thing. That's all marketing perceived value stuff. And people just overlook that or they're not willing to spend the money, you know, the extra five cents or whatever, to do that. 00:24:47 And it baffles me sometimes how people just try to cut too many corners and they don't understand. The perceived value, I mean, people, yeah, it's crazy! The if I take a look at perceived value, it's probably the least expensive thing that you have to do to increase your profit by putting that little lifter in by putting a a transparent um seal, you know, a half-penny just to make it look secure. It's psychological like if you're buying supplements, you know the way that it comes is the package is it sealed? Is it double-sealed? All takes pennies, and then of course the packaging – the packaging. And I've seen this in case studies that we've we've done where it's almost the exact same sometimes in one case cheaper to go to a different type of packaging and yet get a lot more like $9. 00:25:44 99 to $24. 99? Oh yeah! And it was nothing. It was the same amount of money. And also, this comes back to people who are doing your design work. So I don't want to spend $500 on a logo. I want to spend $5 on a logo. Well, then you'll get what you pay for. Product design. I see a couple people here. Jeffrey Anderson. I was talking to him the other day. This guy puts thought into what he's doing. When I first met you, you were talking about; it wasn't the bully sticks, it was a product that you designed for an iPhone. And you put thought into it. And it was incredible because I looked at it and I went, wow, this guy really came up with a unique idea for your iPhone. 00:26:41 You had the charger, you had a bunch of different things in it. So I could see how if somebody came to the listing, and he also had phenomenal, everything that you did, you did phenomenal photos. And you spent a lot of money on your photos, didn't you? Yeah, I did. And we're not talking about $25 of a session. I think they were, what, $1,200 or more for your shots? I spent about $5,000 for product. On product product imagery um and we would I would I would group them together you know so we would shoot uh three or four different products in over a course of a couple days but yeah it's around five thousand dollars um per product uh and and lifestyle photos you know the actual stuff on the white background all that yeah I would I would spend the money but it's not always though, I just want to make a point here about about slick marketing. 00:27:39 I mean, you can put lipstick on a pig, but it's still a pig. So, you've got to have the fundamental product behind it as well. And I mean, a good case in point is like my billion-dollar seller summit and that's uh you know you've been to the the live event uh people love the live event that we do and because we do it differently, it's not your normal uh type of uh summit and event, the way we organize it, we have the day in the middle, it's all fun. We're going out to the vineyards and drinking wine together. We're going shooting guns, throwing axes, eating barbecue. Lots of barbecue. Oh, and by the way, just a sec. Racing F1. Come over here. Look who's here, Kev. Hey, how you doing? 00:28:24 Hi, Kevin. Good to see you. Good to meet you. I just get dragged in here sometimes, but nice to see you. Good to see you too. We're promising that we're going to get together with them as soon as the border lifts, right? Sure. I'm counting on you to say yes. Sure. Okay, good. Norm, you need to do this more often. You're going to get more viewers when you bring her in. Yeah, instead of my ugly mug, right? So where were we? We were talking about beauty. So I was talking about the Billion Dollar Seller Summit, but if you take a look at it, I'm saying it's not always about putting lipstick on a pig, you can put lipstick on a pig, but it's still a pig. 00:29:12 So, it's not always about the best packaging or the slickest graphics or the most beautiful design. Because if you look at like my Billion Dollar Seller Summit that I'm doing next week, the virtual one, if you go to the website, it's a basic 1990s HTML page. It's not a slick, you know, you go to most of these little online summits and things and it's a slick page. It's not a slick page because it's all about the content to me. So when the people, they're buying it for a different reason. They're not buying it because of slick content. They're buying it because of the information. And if you look at the way I'm marketing it, I haven't even announced who's speaking at it. You don't even know who's speaking. 00:29:47 I think you might be coming, Norm. I think you bought a ticket. But you don't even know who's speaking at it. And nobody knows who's speaking at it. People are asking like it doesn't, doesn't matter who's speaking, what matters is the content, so I'm actually marketing it saying here's you know there's a little snippet from every speaker, this is what they're going to talk about, a little couple sentences and that's what's selling it, that's what people want, so you got to know your audience and know what they want, so it's not always about making it the fanciest, it's about actually knowing the audience and zeroing in on that, and that's a good case study there for people I think Danny actually talked about that on Seller Sessions last, Because he's always giving me a hard time. 00:30:27 Kevin, you sell a $5,000 event, That's not what the virtual one costs, It's much cheaper than that, But the live one is about $5,000, You sell that with a PDF, You go to your website, it's a simple PDF, and you can't even buy online, You've got to print it out, fill it out, enter your credit card number, and fax it or email it or message it in, knowing the value of the market. Someone who goes to those extra steps, they really want to be there. There's not someone that's just like, okay, I want to go and half-ass it; That's someone like, I really want to be there. It increases the quality of the crowd, increases the quality of the speakers. You just got to know how to pull all those little triggers. 00:31:11 It's all in the details. A lot of people don't quite understand that. It's interesting. This isn't Kevin's got a great event, it's not a plug; it is and I'm not getting anything for for talking about BSDs, but I'm I want to uh talk about um how it pertains to Amazon products. So just imagine this: you've got a product that is packaged okay, it's packaged nicely right? It's the the and the tip here is to make sure at least you're equal or better than your competitors-Brady bunch it! Take the take the images, go to uh picfu or go to usability hub, make sure you're at least there, you know, with the quality. The other day, I reached out and I said, 'Hey, I got some friends.' Can you give me a code that they can get a discount even for here? 00:32:11 And you said, Norm, I can't do it. The thing is selling. It's selling out. And I'm going, well, how are you doing this? You were telling me this HTML code-That's exactly the same as that box for Tow Wart Remover that went from $9. 99 to $24. 99 years ago. And people will pay for it. They'll pay for it all day long. They'll pay for the knife that started at $49 is now $225 because the perceived value is there. Aren't you doing that? Didn’t I hear you on something recently where you’re doing like three different, the same product at three different price points, just changing slightly changing the packaging or basically the same thing, but you’re doing some sort of test? Yeah. 00:32:58 So Tim Jordan and I in Alpha Lobby are going and we're taking three products. And we're going to be using this as an over-the-shoulder commentary, everybody listening, lunch with Norm. We're going to show you what's happening with it, but we're taking the exact same formula, the exact same scent: one that just has like the jar; the other one that has a nice-looking package with the jar in it and a little meal message, and insert same for same product inside the same product. Same order, with a smell, basically. Yep. And then the one that's out of this world. One will be very low end, it'll be $30, $40. Next one will be under $100. The next one's $225. 00:33:41 And the reason why we're doing it is people are saying, oh, a lot of people have already heard me talk about these other ones. But hey, look! This is real. This is happening. This isn't 19 or 2017. This is 2021. We're using these exact ways of doing this, like just over the shoulder. This is what we're doing. And we've created what we call it the Million Dollar Challenge that will take that product and we'll bring it to a million dollars in 12 months. And so. people are going to hold us accountable but we're also going to show profitability so that's what i i i want to show people it's not impossible we don't even know what we're going to sell right now we have no idea and once we get this going uh we'll we'll keep everybody you know up to date but i do want to say this and there's a lot of people on here that have heard me talk about um this product before but uh back year before 00:34:43 uh we launched um it was a knife it was a kitchen utensil um and it launched at 49 bucks 49 . 99 and we missed the uh it was a nightmare it came in december 13th so we already missed the holiday season but it was priced to sell we did rebates we got it up to about 60 somewhat thousand in sales we took the package we repackaged because it was just in a clamshell we repackaged brought it up slowly from 49 to 99 to 124. it stayed firm at 124. We played around with 99 to 124, went back increased the packaging-a wood packaging which is phenomenal, it's really incredible. Same knife, place it in there, and it is now 224. two different Two different ASINs, same cost, $16 or $224. 00:35:45 And what it is, it's packaging. Yep, it's perceived value is what it is. It's perceived value and packaging is part of that perceived value. Right, and brand. And brand, yeah, brand too. Yeah. So, Kels, I'm sure we have a few questions here. Why don't we get to them? Yeah, for sure. I also just want to mention our contest giveaway today too. So, that is #TheKing for your box of Cadbury chocolates. The king! So yeah, Cadbury chocolates are on the line. These are courtesy of our sponsor, Brit Treats. You can check out the website there. I'll post it again later in the show. But yeah, let's get to the questions. Who does an awesome job in branding? We like Brit Treats. Yep, very good. Yeah, let's see. Dr. 00:36:40 Kaz, I noticed when I load up on inventory in FBA, I see more and more incremental sales. Does the Amazon AI give preference to SKUs that have higher inventory levels? Yeah, your inventory level is a factor in ranking. It's not like the top factor, but, you know, it's – It's down the list a little bit. You know, there's about I think one of the Chinese hacker guys like at like a year ago published. He got some sort of inside information like here's a 225, whatever the number was, things that Amazon considers in ranking. And one of those was inventory level. Yeah, it's probably down around number 10 or below, but it is a factor. So, yeah, they. So that doesn't surprise me that you're seeing that. Well, let's talk about that. 00:37:34 What are some of the main factors? You ranked that around the bottom, you know, 10. What are some of the top factors that weigh higher through the algorithm? Add to carts. And purchase intent is actually add to carts are actually higher than sales, actually. According to this, this is according, you know, this is not from me. This is from those guys who were able to get some inside information on the algorithm. But we actually, someone at the Billion Dollar Seller Summit shared that. I don't know if you remember. There's like the, here's the top 10 things that it considers. But add to carts were higher. The sales were like only like, was it like 15% or 20% of it, add to carts was the biggest one. And that's why people used to game the system. 00:38:26 You remember the day when before Amazon got sophisticated, you could do add to wish list, add to carts. You could hire these guys in Pakistan or India that would sit there all night long and add to cart, and you'd rank overnight to number one. But Amazon fixed that problem. I mean, it's still part of the algorithm, but they know how to detect all that stuff now. And so that's important. Conversion rate's important. Sales are important. Outside traffic, advertising, whether you're running PPC or not, has a factor. What else? I'd have to pull up that list. Those are some of the top ones right there. All right. Very good. Next, Kels. This is from Rad. I sent 18 units four weeks ago. It states only 11 units are available. 00:39:14 Someone in the Amazon community mentioned that they're checking with FCC and FTC. Is it true? No, I think you've got some. If you got sent 18 units and 11 are available, the other seven are probably either. I don't know if they were all in one box. If 18 units were all in one box, if they were all in one box and only 11 are available, the other seven are probably getting transferred. They're probably in transit to another facility because Amazon will bring them into one. And then they have algorithms that look at like, okay, this is most likely people in Seattle are more likely to buy this than people in New York. So they'll send, let's send three units over to Seattle. 00:39:49 And two units over to North Carolina and one over to Texas, or whatever it may be, whatever their algorithm dictates, either from a best guess or from sales history. And while those are in transit, they're sitting on an Amazon truck that's taking them over there. They won't show as available to buy. They'll show as reserved or in transit down there. So, that's most likely what's happened. Sometimes Amazon miscounts. Sometimes they'll I know I sent 10 and they tell me they received 13. I'm like, you guys just can't count. I know I sent 10. Other times you send 10 and they say they got 9. That happens all the time. It's not an FCC or FTC thing. That sounds someone doesn't know what they're talking about, saying. From Peter, can we sell masks on Amazon? 00:40:44 No, I mean, it's a challenge almost. Yeah, let's say 99. 9%. It's tough, right? Yeah, don't do it. Number one, even if you can and the listing gets accepted, it's going to get shut down. Yeah, you're going to go through hell. You're going to go through hell, so don't do it. By the way, my family owns a company in China that produces masks. And we do not sell them on Amazon. Yeah, don't do it. Okay, from David. I've heard many opinions on this, but I'd like Kevin's thoughts on having the most important info in one listing near the end of A+, as this is where most customers scan first, right after they check out the reviews. I've never heard that. Yeah, that would be on. Maybe more on mobile. 00:41:46 Yeah, I haven't heard that. I don't know about that one. My opinion on that would be it's worth testing, maybe. But yeah, I don't know if I agree with that. Yeah, it's strange. We were talking to a few people recently, and they've said that they felt that the algorithm has changed. Now, it’s great timing that you were on here, because when I was attending your event, somebody came on, I’m not sure who it was, that did the algorithm thing, and they said, okay, on the listing, you know, images are important, the title’s important, this is what you need to do on the title. Then it said, It’s not the bullets. Go over, and it’s changed now, but subject matter and then search terms and then over to the bullets. 00:42:43 So what’s happening with the bullets now? Is it back to the bullets short? I’m getting rid of the uppercase. I’m doing mostly benefit, and I’m keeping them very short. And that’s probably more because of the mobile side of things. I don’t want it to look like a book. Is that the flow that’s going through or is it going title? Do you know if it’s going title bullets? I think title is still definitely most important. I think there's no question the title is the absolute most important, and then it used to be subject matter. But I don't think that was Amazon's intended purpose of it. It's just some of us figured out that. You put some stuff into subject matter, it would give you a lot of extra juice for whatever reason. 00:43:30 Amazon has been discontinuing subject matter for a lot of accounts; some accounts, it's still there, but for a lot of accounts, it's not even there anymore. Um, so um, so next after the title, I would say actually, uh, your bullet points would be next and then your search term and then your description. Uh, a plus, I don't think has a huge factor, but one place in a plus that does is your images. So, when you create a plus content, there's and you add an image, that there's a little box there for uh, uh, to add like some alt text or I forget what they call it; um, it's a little description I forget what the exact words but there's a little box underneath the picture when you drag the picture in there. 00:44:09 For those, you know what I'm talking about, there's a little box underneath where you can put in a little description or something and a lot of people don't; they don't put anything in there or they just they they write something, but you get 100 characters in there. Those 100 characters are actually indexed by the algorithm, by the search engine. So, that's a great place to put extra keywords, to put Spanish keywords, to put what you're used to putting in the subject matter, including maybe your best keyword phrases, repeat them in there from your title or from wherever, and make sure you fill up all that stuff because that is having an effect. And a lot of people are not doing that. Right. 00:44:49 And, you know, one other thing that you can do we talked about it many times download the bloody style guide in your category and just read it because uh you know a lot of people ask the questions that are right there in the style guide what you can and can't do so um it's always a good starting point all right uh for mika this is a big one uh hello guys it's nice to see you i have a question for kevin when and how do you decide if you need to give up on your product for example if my keyword ranking is good but i see a decrease in sales and many chinese competitors cheap prices are entering my niche how can i decide if i need to give up or keep going with the product my product is superior quality and has a better functionality but i can't compete on the price with all these sellers that are decreasing the prices Yeah, Mika, this is nice to see you here. 00:45:39 This is a common problem. So for everybody, it's a different answer. For me personally, and this is mine, I give a product six months, and if it can't reach $2,000 in profit per month, I drop the product. That's my personal bar. Now, yours may be different. Now, if I launch a product and the first 10 reviews are all one star, I'm not going to wait six months. I'm going to pull that product either fix it or abandon it, and I've had to do that. But for a general product that's doing pretty good, like you said, yours is better quality and you got decent reviews, but you're just getting crushed on price, that's a decision you're going to have to make. Like I said, my rule is $2,000 of profit by the sixth month. 00:46:23 And one thing you might do if you're getting crushed by the competition on price, go back to – I don't know if you were on here when Norm and I were talking about perceived value and stuff. The one thing I would be looking at is changing up your imagery, and actually doing some different imagery if you want to try to salvage this, or if you want to put a little bit of money and just let's see what happens. Now, you don't need to go out and spend five thousand dollars on pictures and stuff like like I might, but what you could do maybe is actually go to a company called Fade Visuals (F-A-D-E-Visuals dot com) -they're doing some amazing 3D stuff. 00:47:01 I used to be very big against not using stock photos because when you go to Fiver or somewhere and you you have your picture, your water bottle, and you say 'Here, put my water bottle on a counter in a kitchen or in a girl's hand that's running or whatever' -it always looks fake to me. Because most of those guys just their Photoshop work is not good; the shadows aren't right, the curves aren't right. You can just look at it and go, 'Man, that just just It just doesn't look real.' It looks fake. It's like watching special effects from the 1960s versus today's modern special effects in a movie or something. It just looks fake. And I think that hurts you and hurts perceived value. 00:47:38 But these guys at Fade Visuals are actually – I'm not an affiliate for them or anything. They've done some stuff for me, and I only mention people that I think do a good job. For like $400, I think is their base package, but they can do some amazing stuff with 3D rendering and putting in lifestyle pictures and doing infographics and some cool 360-degree spins and stuff. So you might take a look at something like that and see if you can't compete based on your imagery and try to get a foothold. You still may slide down the page a little bit, but if you can justify a higher price instead of trying to compete on price, maybe raise your price. and raise the quality of your imagery. 00:48:21 And yes, your BSR is going to go down. Yes, you're going to sell less, but you actually may be able to carve out a niche and a space to actually make some money there. It's not always about being the lowest price on Amazon. That's what everybody always thinks. I got to be the lowest price. You don't. Um, and Amazon likes it when you're a lower price, I mean they like giving good value and good prices to customers, but it's not always about lower price. You can be my friend Paulina Mason from Shopkeeper did a really kick-ass presentation in the Freedom Ticket Extra and Helium 10 Elite last year where she actually broke it down-how to determine should you go after the bottle, should you compete on price and be down there with the Walmart crowd, you know, the cheap dollar store crowd or should you be in the middle or should you be at the Louis Vuitton level? 00:49:06 And she did a really cool analysis of looking at it. You know, at the Louis Vuitton level, you might sell five units a day and have a BSR of 50, 000 and at the dollar store level, you might sell a thousand units a day and have A BSR of 500, but where are you going to make more money and less hassle? And so that's what you got to take a look at in your market and see if you can carve out a niche that's not competing on price with our knives. It may not be the top keyword either. I mean, maybe you're trying to compete for, you know, on the top keyword right now, and maybe you need to go niche it down. And some other keyword has a lot less volume where you can compete easier. 00:49:42 Yeah. And that's a great example for like the kitchen utensils, the knives. We don't have as many sales as when they were 49, but we make a heck of a lot more profit. So at the end of the day, you're making more. Probably just to add one thing to what you said, Kevin, is once you get the better images, split test, or not split test and split test, but send them over to PicFu or Usability Hub and do the Brady Bunch. And that'll give you, you know, whether people are going to pay the extra or not. equal to or better than the competitors then you know give it a give it a shot and 00:50:23 if you can't make it or if it's not profitable then yeah cut it branding and brand like you said branding makes a difference too in competition um because here's a good you brought up the example of pick food we did this with a product i'm actually going to show this in the billion dollar seller summit next week i'm doing a case study on one of our products where we're showing Completely revealing. Nobody's ever done this to my knowledge in this space. Everybody's always hush-hush what they sell on Amazon. We're laying it all out. We're like, here's the product. Here's the images. Here's the emails from Amazon. Here's the things that we did with Walmart and Costco. We're laying it completely out, unlike anything anybody's ever done. 00:51:02 And in part of that, what we're showing you is the importance of branding and how it can help you. And sometimes it's still not good enough because we actually did a pick food test with this product and we put it up against, we did a pick food test was our brands with our packaging against three others, sellers on Amazon, good sellers on Amazon, basically Chinese companies that are packaging. It's not so great. The, the name is not so great. We crushed them on the pick food test. It was like we had 60, 70% of the people said they buy us. And the rest, you know, the other three guys made up the remaining 30 percent or whatever it was. 00:51:35 And then we did the same test where we actually took two of the Chinese poor guys, ours, and we took a very well-known brand in the space, a very well-known brand in space. That very well-known brand beat us. You know, it didn't crush us, but it significantly beat us just because of the well-known brand. And the comments were basically that it's the well-known brand. So that's something you have to take into consideration, too. When you're selling on Amazon, is who is that competition? And what are you up against? So back on Mika's question, if she's up in her category, if she's up, let's say she's selling, I don't know, makeup products or something, and it's got Mika's brand, and it's against the Chinese brand, her better imagery, her better quality stuff is probably going to crush them. 00:52:21 But against Revlon or CoverGirl, it may not. But it may give you a chance to actually level up to them, but it may not beat them. So you've got to look at those kinds of things too. I've got a question for you. Sure. So launched a brand, looked great, really incredible images. We got a smear campaign going. So all of a sudden, over a three-day period, we just got a ton of one-star reviews. Okay? I've been trying, I've been calling teams, have been calling Amazon, showing the dates that they came in, that it's true that it was getting five, four or five stars, it was very good. Any thoughts on how you can compete with people that just nail you with 21 stars all at a time and try to you can't bury them anymore, no, you can't. 00:53:16 Well, you can, but I don't even want to take the chance on hiring somebody to do that. Yeah, yeah, you'd have to hire someone. Um, Oh, man, that's the thing with Amazon, that sucks. And now they don't even have to write reviews. They can just do the ratings. Yeah. And so that is something I don't have a quick fix on; that's one of those things where it used to be able to even put in the comments and you could counter them or whatever. Yeah, can't even do that. I would probably actually, the way I would counter that is I'd probably put that in my imagery. I'd probably put one of my images. Uh, that uh, I don't know how you do this exactly, I'm just brainstorming here, but something in one of my images that alludes to like being careful the star reviews, you know there's people that don't haven't even bought the product. 00:54:04 I don't know, um, you know that's kind of interesting, how you would something along those lines that isn't going to help you when they're just scanning and they see you're reading those stars and the guy's five it may they may not ever click to you but the people that actually click in uh, because I think pretty much everybody at least scrolls through those first few images before they buy, unless it's something they've already bought before. They would see that. Maybe that would somehow counteract it that way. Yeah. And what's interesting, if you went into the first page, all the main players, they've brought down under three stars. And then there's one that has four and a half stars. And tons of reviews. And they just came on. 00:54:47 So I know exactly who it is that's playing the game. And, you know, just how do I – and I have done this before, reported people for 28 one-star reviews that came in and got 23 removed. But the ones that did the most damage stayed up. So, anyways, it's tough. I mean, if you want to play hardball, you go fight back against them. I mean, if you want to play hardball, you go get some – fake credit card numbers and go tie up their inventory. You know, you go buy, buy up their inventory using a credit card numbers that are fake, that won't go. And so that they go on hold for 72 hours and they have no inventory to sell and just constantly mess with them that way. 00:55:26 And then the customer's name, when you make the order, you put, I know what you're doing, you know, or we caught, you're busted or whatever, you know? And so at some point they're going to start looking what's going on here. And they're like, 'Oh shoot, someone's onto us.' Very good. And you know what? We're not saying go out and do this to your competitors. That was one that kind of slipped through. All right. Once again, hey, we do have a giveaway today. It's going to be a box of, and we're not talking just a little thing, like a chocolate bar or anything. It's a really great gift. So hashtag the king, and you'll be entered. If you tag two people, we will get you in twice. All right. Kelsey, next. 00:56:11 And US only, too, just to clarify. Yeah. Sorry, guys. So, okay. Well, hold it, Canada. You know, Canada. I could do it in Canada. Yeah? Are you sure? Yeah, I can. Okay. All right. All right. Canada is allowed. All right. So this is from Luca. Any ranking method without huge giveaways? PPC. I mean, heavy PPC. I mean, search find buys, I guess you're calling those giveaways. Those aren't technically giveaways because in the old days when you did a giveaway, if your product was $20, you'd sell it for 99 cents. This is, you know, four or five years ago, and that's all you got for it. And you paid all the Amazon FBA fees. Now on a search find buy, if it's $20, you're getting 13, $14 of that back. 00:56:59 Plus you got a search find buy fee on top of it. So it depends on. The price, but you're actually making more money probably on the search, find, buy than you did on the old school giveaways. Um, but, um, I mean, those are the, the three things that I use: heavy PPC, search, find, buy, and some, some many chats, uh, um, search, find, buy stuff, uh, through, through Facebook. And those three things tend to work for me. Um, I don't know if you got anything. I mean, there are some other techniques. And I know like in the Billion Dollar Seller Summit next week, someone's going to share one that's exactly will answer this question. I'm not plugging that, but it's not something I can share here. 00:57:39 It's a high-level strategy that's very scalable and very doable. And it's saving this company literally, literally hundreds of thousands of dollars in launch costs. But it's not something I could share here. Yeah. So I'm not sure if you're talking about the same thing. But yeah, with another company that I own with a group of guys called the Chat Agency, we've come up with a launch strategy that instead of spending a ton of money on rebates, it actually – if your profit margin is 40% – you can launch at a break-even or be profitable while building influencers and brand ambassadors. So, that's a Paul Baron came up with that, you know, brainchild. So, you might want to talk to him. Yeah. That's a good one. What's that? 00:58:33 What's how they get ahold of the, the, the chat agency. Yeah. Yeah. We made it a really tough name to remember. Yeah. That, that, that's a good one too. I, Paul is a good guy and he knows his stuff. So, uh, yeah, Paul, Paul and Norm get together and do something. It's going to be, uh, it's going to be good. So. That's a good recommendation. The other thing too, there are other ways, and I call it like a pre-launch strategy where you're getting all your ducks in a row before you actually launch. You might be trying to get some possible earned media. It might be getting your social media out there and then announcing with a press release just to get the content out there. 00:59:18 The other thing that's working incredibly well for about 10 to 30% of our client sales, the editorial recommendations. So if you can, and you need to have a certain amount of reviews to be considered, but if you can get into the editorial recommendations on a listing. That'll boost your sales too without having to go in. Well, I wouldn't recommend not doing PPC, but you'll see a difference right there. Yeah, editorial recommendations are a good one, but that's more for an experienced seller because you're going to need about 100 reviews. You're going to need a four-star higher rating. You're going to need a certain BSR if you're using one of the agencies that is to actually get in there. I mean, you can get in there naturally if you know how to do it or get lucky. 01:00:08 but there are there are agencies and our people that will help you do that uh but there's some rules and they take a cut of it too but it can be a 10 to 30 lift in your sales yeah yeah okay what's the next one okay just give me a second kevin how much time you got i got 26 seconds no i'm just kidding i got some time i'm gonna be jumping on a clubhouse here after we're done uh Is that Rana's? Yeah, I'm going to jump in. So anybody that's on Clubhouse, be sure to hop over there to jump on that for a little while while I do some work. By the way, I forgot to ask you, we have a clubhouse meet with all the guests that come on during the week. 01:00:54 We've just started this and it's Mondays at one 30. I'm not sure if you can, you have time at one 30 to join us, but I saw that come through and you've invited me a couple of times, but I have a freedom ticket extra call at the exact time on Mondays. Okay. I have to do, I have to do a live Q and a with all my freedom ticket students for about an hour and a half right then. So you weren't ignoring me? I wasn't ignoring you. I was actually on another Q&A session that these guys are paying for. Yeah, no problem. Okay, very good. Alright, this is from Daniel. Do you always include packaging photos in the first picture? I try to, yes. Amazon says you really shouldn't do that. 01:01:41 They just want the product, but I ignore their advice and I show that show the packaging i agree if it's good packaging; I mean, you don't want to show your poly bag necessarily, but if it's good packaging, yeah, I think it makes a difference. And by the way, if you're putting packaging up or if you're putting you know just uh anything that might need Photoshop, make sure you do it. I'll give you two examples. So, I was selling this uh transparent bottle and you have it in the packaging; the packaging uh had little rips and not little rips but wear, and it didn't look very nice. The packaging of the transparent bottle showed the instructions coming through in the back and it was an eyesore. 01:02:27 So go to a photo guy and Photoshop it, and it just looked amazing. But a lot of people don't like; they'll just take a peck picture of their package, they don't let their Photoshop or graphic artist to touch it up, and you know I was talking to a group yesterday where you're talking about like sheets or pillowcases or stuff like that where you've got ring just natural wrinkles in them well photoshop the wrinkles out so it looks like it's touch well it doesn't look like it's touched up but it it looks perfect yeah for sure yeah i've had that problem with some of my uh one of my dog treat packaging not the bully 01:03:07 sticks but another one where it was in a like a burlap kind of bag and the bag just was crinkled and didn't didn't look uh it didn't look good in the photo so we had to exactly what you just said had to clean it up a little bit yeah okay uh next question is from manny what is your opinion on brandon young's Keyword relevancy Excel sheet is this a good way to eliminate the risk of a product? I think Brandon Young's pretty sharp guy, um, you know he's uh. He actually is a successful seller. Some people say they are and they're not, but he actually is. He's got a unique way that he uses Helium 10 and finds keywords. And I think there's some good stuff of what he's showing there. 01:03:51 It's not the only way. There's different ways. I haven't seen – it's been about a year since I saw his spreadsheet, so I don't know if he's updated it. So I don't know what the exact latest one was. What I saw about a year ago was good. It's a good way to analyze opportunity, and to maybe find a niche that you can fulfill. So, yeah, I think – I don't see any problem with it. Okay. There's always risk. I mean, it's not going to – you say here eliminate risk. It reduces – it doesn't eliminate. It reduces. So there's always risk. Okay. This one is from our personal Facebook page from Dave. Kevin, who would you recommend for kitting and bundling services in the U. S.? I don't have a recommendation for you. 01:04:39 I think maybe Norm would know some people because I don't do bundling or kitting in the U. S., and I can't recommend someone I haven't used. Right. So, you know if you want to – PM me or Kelsey, we can get back to him with a guy that I know in Arizona. Excuse me, Brian Lipschwitz. And if you're looking, I don't like promoting my own businesses, but we have a service in Pennsylvania that we can handle, which is Honu Finance. And you just have to, or sorry, Honu, it's another business, Honu Worldwide. I told you, he's got 177 of them. Yeah, Honu Worldwide. Talk to Afolabi. He's my partner over there. And he could probably do the kitting and assembly. Okay, this is from Simon. What is the ideal FBA inventory level? 01:05:32 What is the absolute minimum that doesn't hurt rank? I don't know what the absolute minimum is. I don't know the exact formula, but what I've been told from people that I trust their opinion is you should always try to maintain a 30-day supply. So if you're selling 10 units a day, I would be trying to maintain an inventory level of around 300. If it dips to 270, it's probably not going to be that big a deal, but a 30-day rolling supply is what I have heard is what the algorithm-or more-is ideal for the algorithm. I've heard that too, yeah. Okay, and I saw some comments come in about the internet quality. It seems to be fine on Facebook. But I think some people on YouTube are having some difficulties. Oh, really? 01:06:25 If you want to go over to our Facebook page, the Beard Nation, Lunch with Norm, Amazon FBA, and Ecommerce Collective Facebook group, or our Facebook page, the Lunch with Norm podcast, that might be able to fix it. I'm not sure if I got those mixed up. But one of our channels isn't working well. But yeah, thank you for letting us know. We'll look into that. Okay, from David, do posts have anything to do with ranking or is that irrelevant? I don't have any evidence that posts affect your ranking. Do you have any? I know you do some stuff with posts. Norm, have you seen it be a factor in ranking? Other than if you get some sales off it, obviously that- Yeah. 01:07:12 Sales is a factor, but- What I see is- higher conversion rates and if your conversion rates can go up that might be able to help you I don't have any direct evidence that yeah it can help your ranking okay but by the way when you're doing your posts make sure you put a keyword phrase in and you know that that might be something like I I don't hear a lot of people talking about this and I don't know if you can get ranked But that's something I've been doing right now kind of on the side is every post that I do, I add a keyword. Who knows? Who knows what's ranking? Okay. From Jeffrey, do either of you enroll in B2B on Amazon and upload your user manual and our technical specifications to your listing? 01:08:08 I am in B2B on some of my products, and I do the B2B pricing. But it's not a product that needs a manual. I mean, I do upload-one of my products does have a-it's a hazardous material. So we do upload the SDS data sheets in the business so that people-because some companies need that for their files or before they can order, they got to have that on file. So I do do that. But I don't have anything that needs a user manual. But if I did, I would upload it there. But, yeah, to answer your question, yes. Yeah, I'm the same. B2B? You would not believe, especially depending on the product, but what type of sales can be generated through B2B channels? One of our products, about 30% comes there. 01:08:56 Is it that high? Yeah. When we first started selling it, the sales would just drop Friday, Saturday, Sunday; Sales were just cool. We're like, 'What the heck?' And then we go into the B2B and they give you that breakdown of how many sales you've made and the little reports and stuff. You start seeing stuff show up in your payments reports. I've never had this really happen before because B2B had always been fairly small. But now, I guess some of the B2B customers, they invoice them. They don't actually pay for it right there. They get invoices. So it shows up in your seller when you go in to look at your money. And you're like, 'Oh, I got $5,000 in my available funds.' And there's another line right below it, business customers. 01:09:34 It's a separate bank balance almost. I don't know if you've seen this at your accounts, Norm. Where it's $1,000 in that bank balance. As soon as those guys pay their invoice, that jumps way up. Depending on some products, it can be dramatic. If you set up those business-to-business discounts and are in the BDB program, it can be big, especially if you're not a minority. If you're a woman-owned business or you're a person of color or a minority in the United States or you fit some other category, some are veterans, it just depends. but if you can amazon has little check boxes when you sign up for b2b if you can uh if you qualify for any of those uh any of those uh make sure you check those because there are people that are out there that are buying on amazon you know we have the national parks you know u . 01:10:20 National parks buy a whole bunch of one of our products, uh, we had DHL buy one of our products, you know, we've had big companies, big corporate companies are going on Amazon and buying stuff for their companies, and some of those guys, they have um, they have quotas where they got to buy, you know, 20% of their supplies have to come from minority-owned businesses. Or we support veterans, so a certain percentage has to be from veteran-owned businesses or whatever. And they can filter by that on Amazon. So, you can filter by, you know, I need coffee cups. Show me only coffee cups that are being sold from veteran-owned businesses. You know, and you go from 10,000 results to six or whatever the number is. You know, I'm making the numbers up. 01:11:01 But it can be a significant competitive advantage to you. Very good. Okay, there's still quite a few questions, so do you want to put a number on it? How about we take two more questions, and then we'll cut it off at that point. Okay, so Simon, what is your opinion on this theory that 249 bits in the title is the sweet spot? I don't know that there's a sweet spot. I don't know. I don't know about a sweet spot that you need to have exactly 249, and that's going to make some sort of magical difference. I've never seen any evidence of that. I don't know about you, Norm. No, and I think I learned this from your partner, Steve. He was telling me that he was starting to experiment with s