Amazon Success Plan 2025: Tariffs, AI and Tips for Scaling

Amazon Success Plan 2025: Tariffs, AI and Tips for Scaling Speaker 1: Good morning, depending where you are. My name's Peter, and this is the webinar today. I'm the founder of Atomic AMZ, and we're running through the 907% Growth Roadmap, how we turn $500 into a $1.2 million business on Amazon in only 12 months. We'll also be going through the tariff hurdles, AI changes, And how to still to be profitable in 2025. So let's kick off. So today is about the roadmap for growth. And before we get in there, my name is Peter, founder of Atomic AMZ. I work with AMZScout today to help you guys with this webinar of information and give an example of how we turn $500 into a $1.2 million business. But I think really importantly is that the tariff Hurdles and AI changes and how to stay profitable. So we're going to mix that up today. We're going to go through some of the key foundations on Amazon, the key work that you need to get right. Get a JP for 2025 because it's definitely different, especially with the tariffs and AI changes. So let's jump into it today. Look, my name's Peter. This is just some background. I've been on Amazon since 2013, presenting at a conference here in the Pacific. It's actually in Fiji, that one, which was a fantastic opportunity to get to go to a Pacific island to present. And just a bit about me. Look, I'm just a normal dad, three kids, and Amazon really allowed to change the lifestyle. We do a lot of OCs traveling now. I think it's a great thing about people know on Amazon, if you're an Amazon seller, you can work from anywhere in the world. Last year, we did a few trips. I think we went to Hawaii a couple of times, went to Bali, up to Canada and Tokyo. I just share this because Amazon is a platform where you can really work anywhere in the world and I think a lot of the private label sellers definitely are aware of that. And then, look, just about me. So I started on Amazon Zero and I made a commitment to learn and I spent 15 years of trial and error to discover what I'm going to share today. So I started back in 2013 and I'll go through some of that story. Where we ended in Amazon, our pinnacle, was we had an exit to a private equity firm, which is fantastic. So we actually took three private label brands of ourselves to all over seven figures each. And we had an exit. Probably the best morning we had on Amazon. We did $52,000 in four hours. It was a back to school deal. And that was a great morning for you. I just want to share with you that we all start from the same position. I just made a commitment to learn and stay ahead and tried a lot of things. And we tried a huge amount of stuff. And not everything goes right selling on Amazon. That's what I want to show you today. But being here today, you educate yourself. You can shortcut a lot of the mistakes we've made. We've made hundreds of thousands of dollars worth of mistakes. But the view is you make lots of mistakes, but as long as the wins overcome those, then it's fine. But being here today, you're going to be shortcutting A lot of those experiences and really learn. So who's this for today? It's like brands doing over $100,000 a month, looking to break through that plateau and how to scale on Amazon, but also for brands who are strong offline, maybe an impressive retail experience and they want to translate into success on Amazon. Also, if you're just an Amazon seller and you really want to understand the best ways to grow on the platform and We're going to talk about different strategies that you need to implement. And a lot of this work, I just want to tell you from the start, it's about getting the absolute core work done. There's a few foundations you need to get right. People often skip over these, but it's the core foundations that need to work. Until you get the core foundations correct, Then the more advanced stuff won't work. Often talk about it as a leaky bucket. People want to be trying to drive rank and traffic, and they're not converting well. So they're driving all this traffic, not converting. You got to make sure you got the foundations right, and that's what we're going through today. And once you have your foundations, you can build a really tall building on top of that to grow your sale. 2025, the big changes. First one, Taurus. What can you do about it? Some of the AI changes and specifically around Rufus and how needy to look at your listing and just put in the chat if people Have made any changes to the listing because of Amazon Rufus with a search, how to fix search results. This is probably more for Amazon US marketplaces, but just put in the chat if you've made any changes to your listing. Just put a yes if you have or an N if you haven't. If you've made any changes to your listing based on what Rufus is doing in terms of the search results. So just put in the chat now if you've made any changes to your listing based on what Amazon Rufus is doing. We'll see just with some product titles like this is a no-brainer, but I just want to make sure some of the stuff you just put in here so everyone learns and make sure you implement it and also about reimbursements. Costs, people often focus primarily on revenue and the, I call them vanity numbers, the sales numbers, but costs are just as important. Costs is where you can get really, because you've got to make a profit at the end of the day and you do have to focus on your costs and this reimbursement that Amazon's bringing in is really important that you make sure you've got the right product costs in Amazon for any lost items. So, just want to see in the chat if anyone has made any changes because of Rufus. If you have, it'd be great. If you haven't, just put a no in there. Okay, so Tara is the first one. These are some of the basics that you want to be doing on Amazon straight away. So the first one is We're here to help you cut poor selling ASINs. So we know at the moment it's changing on a weekly basis. So you've probably seen what's happened over the last few days. And it's the tariffs of 10% have been brought down for the allies. And then the China has been boosted up, I think this morning, yesterday was 125%. I think this morning is 154%. So you really have to work with your suppliers. So the Chinese suppliers will know this and it's gonna be changing a lot Today, I'm going to talk to you about how to cut down your sales days and weeks. The first thing you've got to do now is really cut poor selling ASINs. If you've got stuff in there that historically is poor seller, but you get the sales trickling, you've got to cut those off because it's now so much more focused on profitability. And then you want to focus more of those on the winning products and put them in. And the reason if you cut down your poor, increase your winning products, you can go back to your supplies and get better terms. Go back to the suppliers and they'll know about the tariffs coming in and say, look, this is part of our strategy. We want to cut back on these ones, but we want to increase these ones. If you can show that you're increasing your order size, you can ask for better terms. And always remember when you ask for better terms, you get your quality assurance checks done. I have had experiences where if you try and negotiate a term without giving them a benefit, just asking for a reduction, they'll, not always, but they'll may find a way to get that money back and sometimes can by reducing the quality of the ingredients or the parts going into it. So when negotiating the supply, always look for a win-win. One way to, a quick way to do this is Cut your poor sellers, increase your winning ones and increase the order size so they're benefiting from the order size and then you're benefiting from a reduced rate. Definitely look into your payment terms. This is a key one if you can extend your payment terms funding. The reason I say that is, just say it takes 45 weeks to get your product made in China, then on the boat again, from the time you're ordering until it lands in the US, assuming you're from the US if you're importing. It's generally 60 to 80 days. But if you can expand your payment terms, this is a really key one. People don't think about this. Have great terms with your suppliers and look at your payment terms. So try to get as much possible paid when it leaves the warehouse. So maybe a five, very small deposit than the majority when it's leaving. But also see if your supplier's open to a payment, the final payment when it lands. So this helps your cash flow going through. And there's some basic ones, but one I'd recommend is Sinoshore. So this is a Chinese government-run insurance company where You pay a very small amount, like maybe 0.8 of a percent, and they can give you up to 90 to 120 days funding. The reason I say that is because of the tariffs, you've got to work out for your cash flow. Now, more money is going out of your pocket. So if you do this and get 120 days payment terms, so from the time the product leaves China, you get 120 days. It's probably going to arrive in America after 30 days, so then you've got 90 days to sell through your inventory. So for 0.8%, so just say you do a $100,000 purchase order, for $800, you normally get payment terms of 120 days. So you pay $800, you got 120 days, so four months, and often you can sell through the majority of your stock, so you're having no impact to your cash flow. This is really important when you scale later on. It's something I put in terms of the tariffs to extend the payment terms. But when you're scaling very fast, often your profits won't cover your ability to increase stock. So if you're running a 30% margin and you're growing at 30% a year, all your profits need to go into buying additional stock to keep up with growth. And if you want to be growing at 50 to 100%, you need to get some sort of payment terms. I know Amazon offers payment terms, but this is one I'd highly recommend that you do. And this allows you to scale. And this is the one that allowed us, we were growing at about 100% a year. We've been doing this for four years. We made a video about this last, the other week, where we went, I won't give you the exact numbers, but it was started very small, 250, 500, 1 million, 2 million, and it kept going like that 100% a year. And this was a key way we were able to do it. The other one is just double checking your tariff codes. You may actually be paying a higher tariff than you need to. The easiest way to do this, there's some websites out there, but if you just use ChatGPT, Put in a prompt, just basically what you need to do is describe your product, even provide a link to it, talk about the current tariff code you're using and double check that it's the right tariff code. Working with sellers, we found that about 20% of people are using incorrect tariff code and actually paying higher tariffs. So I highly, highly recommend you double check this. I know you may have got this from your factory in China, but double check this one to make sure it's the right one. There's some real basics what you can do around your tariff. So free up your cash flow, First one, work with your supplier to get a discount on your product, generally through reducing your poor sellers or top sellers. Second one is get extended payment terms. That helps with tariffs, but also with your cash flow, especially when you're growing. And then double check all your tariff codes and make sure you're doing the right one. Some of the changes now is, and if there's any questions, we've got a Q&A at the end, so feel free to, we've got time for Q&A at the end. With some of the AI changes, there's a whole bunch of work you can do with AI outside of Amazon in terms of imagery, video, SEOs, but they're things outside of Amazon. These are ones that are based on Amazon. So if you notice on Amazon US, Rufus now is this little thing here. You'll notice it's much more obvious. Rufus is using a whole bunch more data points. I'm here to deliver search results. So the first thing you have to do is go to your backend and make sure all the backend attributes are being completed. One of the easiest ways is on the dashboard. If you go down and you'll see that there's a review opportunities that will show the basic ones, but go through your actual backend and look through all the different keyword fields like weight, size, This is how to use it because what Rufus does now is it scrapes all the data in the back end and makes more decisions. So when people are putting keywords in to search for your product, it definitely scrapes the back end now. Amazon always had this in the back end, but Rufus now definitely uses this as part of the delivery. So first basic step is hygiene. Go through and I recommend the Pareto rule. So work out your top 20% of sellers. 20% of your SKUs that make 80% of sales go through the backend and if you have a team or it's just yourself, go through those backends in the top seller and make sure they're all populated out. The second one now is that Rufus is much more contextual descriptions. So very basic description terms are now moving away from Amazon and it's much more based on longer tail keyword descriptions. So it's really important when you go through in your product listings that you have real use case examples. So if someone needs to use An iPhone for a specific example, like maybe they use the, there's something about the features on the camera. You need those long-term descriptions and pass a longer tail. Weren't as common in the search results. Amazon's now using the longer tail keyword results much more. The other one is Rufus is now reading the imagery for keywords. It can't read videos just yet as of the time of this webinar, but it is reading the images. So in terms of the images now, You need to go through and think of longer tail search terms that people may describe or how the products are used in more detail and add that as text overlay to the imagery. Now, you want to make this so it's readable and this one here says like portable massage therapy for relief anytime, anywhere. So you need to go through here and now look at your imagery and rethink. You've got to make sure that the image relates to the description because when someone views it, it has to match up. But now Rufus will start taking that and putting that in. So you can actually see here with Rufus, it's actually pulled up an image about the product and put in the results. So first step with Rufus, make sure all your back ends done. That's the basic hygiene. Second one, look at your imagery for text overlay and go through what are the top, if you go through the Q&A section on Rufus, look at the most common ones and those questions, make sure you've got those answers in your imagery. A really good space for this as well is your A plus premium content. It's actually got a FAQ section you put in. That's really helpful for this as well. And also answer real customer questions as part of it so. Rufus, you've got to go through your Q&A. You know frequently asked questions. You've got to make sure that you've got very detailed responses in there. If someone's got a question through the Q&A section, make sure you go through and write very detailed long answers on there because it gives Rufus more data to scrape. So even if they ask a basic question, answer that basic question and then answer it with additional information that could help the customer because all that now is part of the search results. What's happening with Rufus and the AI is previously it was a much narrower base on what the keywords and search terms were. Now Rufus has expanded that significantly more. So it's up to yourself or your team to really go through and understand those additional long tail questions and give Amazon that information. The way you get that information is through the backend imagery and the Q&A section to do it as well. And if you aren't aware of it, here's some examples where Rufus appears in different spots. You can see at the top here, down here, down here, just so if you're aware of it. So guys, just in the chat here, just put a yes or a no. Put a yes if you're using the text overlay on imagery. That answers some of your top queries that customers would use. Just put a yes if you're doing that. Put a no if you're not. I just want to see feedback from people if they're aware of the impact of just text overlays on the imagery. It'd be great to hear that. Great. Thanks, Brett. Thanks, Eric. Great. So it looks like there's some really good opportunity there around that. Also, this is like a real basic one. Amazon's made it official, keyword stuffing, big no-no. So for three plus years, if you see the keywords, Keyword stuffing. I can tell straight away who's written, what's the person who's written the listing. You should have moved away from this three plus years ago, the keyword stuffing, but Amazon's now got an official policy where if you use the same word more than twice, it actually will update your listing for you and remove it out. So some examples here. Like soft dog plus dog toys, it appears more than twice. Sorry, this one's twice. This one's more than, this is three times. So just some basic hygiene stuff, but Amazon's cracking down on this stuff now, so it's really important to understand that. Okay, now reimbursements. Amazon's made a lot of changes to its reimbursements. You probably know recently about the Window for reimbursements. There was a very long window in the past. I think it used to be up to 13 months and now they've removed that to a much shorter window for reimbursements. So one step Amazon did, I think it was late last year, is they shortened the window for reimbursements. I'd recommend everyone use a tool that auto reimbursements for anything that goes missing. Very simple to do. That's just 101 on Amazon selling. Make sure that's automated system. But what they've done now is Amazon actually wants to know your sourcing costs. You can upload your manufacturing costs or your purchase order to know how much it would cost. Actually now, Amazon, if you look in here, it's called Manage Your Sourcing Cost. You actually need to go and upload. Amazon has been really on the front foot about this. You have to go and upload your costs. To show what they're going to do. Otherwise, what they're going to do is they're most likely going to use low amounts. So as I said, pretty much if you don't tell us upfront what your costs are, we're going to assume it's on a much lower rate. So this is not officially said, but from what we've spoken to with other top sellers that we work with and know, is that this is something you need to focus on in terms of your reimbursements that we have this. So if you go and manage your sourcing costs, I just got a screenshot here of what the process looks like to share that through. So guys, just interesting, just put a yes or a no if people were the change in Amazon's reimbursement where you have to be proactive in terms of your sourcing costs. Just be good to know so I can sort of tailor the rest of the presentation. Right. Great. Thanks, Brick. Good to hear. Thanks, Roy. Okay, so now what we want to go through today is launching brands on Amazon, some of the key foundations, world-class listing, and some of the key PPC metrics we want to share. And this stuff is really about getting the fundamentals right. Some of the biggest increase you get in sales is by getting the fundamentals right. People often say to me, well, I want to increase my sales and it's like you can do some super, super basic stuff that's going to make a much higher increase in your sales. And just whenever you're working on your sales on Amazon, people think, okay, she'll be doing content creator work, driving external traffic, Amazon attribution to a landing page with Facebook ads, using AI and doing a lot more upload videos. You always want to step back and it just comes down to two levers. What's your conversion rate and how much traffic's coming in? Normally off Amazon, it's also how much people buy per order. That's the third metric. But on Amazon, you have less control about how much people buy per order versus like Shopify. So Amazon, the two key ones, conversion and traffic. Any diagnosis you do, that's where you want to start. And if your sales aren't hitting your target, you've got a conversion issue or you've got a traffic issue. And I'll run through that today for you guys. Okay, so look, the foundation of creating a world-class listing is having a listing that stands out and this is something that you really want to make sure you nail because the key to selling on Amazon is stopping the scroll. That's the very first step, is your traffic, is stopping the scroll. So how do we create that world-class listing that stands out? Look, what we suggest is two things here. Really great rendered images, split test against the competition until yours wins. I just want to give an example here to do it. If you look at these ones here scrolling, if you're scrolling through these ones here, notice like these take up and I know Amazon said it's only meant to be 80%. This probably takes up 90% of the imagery versus this one down here. They've done it like a landscape one. This is how you want to do it, but I'll show you the page even better. And even for very advanced sellers, Doing over seven figures a month. These are the basics you've got to get right and continually test against this with your competition. So an example here, turmeric world-class image. Basic one on the left. Something just like adding, just put in the chat like there's two key differences on this image. I just want to make sure that we're catching the two main differences. Just put in the chat if people can see the two main differences in these before and after pictures. So, the two key ones going through here. Packaging. Packaging always makes a difference and I know people talk about, yep, and actually you're correct. There's a third one. There's a resolution as well. Packaging, I know Amazon Borderline in terms of terms of service, but the top sellers do this. Packaging gives credibility, shows that actually makes the product look larger on the screen, but also what you get in there as well, the actual tablets. I know it's a capsule, but it makes such a difference actually people knowing what they're going to get and the resolution of it. Definitely rendered images, packaging, capsules. The reason I say this is You actually want to split test this work. One of the key things we recommend, the key thing on Amazon I want to get through you, it's stopping the scroll. So Amazon is like a big search engine for buying the products. It's transactional sites. People often go off on Google, get information, okay, this will solve my problem. Then they go to Amazon to find it and they go to the search result and they just scroll, scroll, scroll, scroll down. The two big things that capture people's attention, and it's called stopping the scroll, is reviews and imagery. Reviews, you don't have as much short-term control over. That's much of a long-term bin. Imagery, you've got total control over. To give you an example, one of our products that we sold to the private equity firm, we went through 12 main image variations until we got it right. The reason I did this is what we went through is, this is just an example here. Someone just had the airplane product. Someone had the airplane with the packaging. We just went off Google Forms, super easy. 67, so almost 70% of people said this would be more likely to click on than this one. The reason I share this with you is that you really need to focus on We're going to talk about the main image and stopping the click. This is going to have the biggest impact. If you can take one thing away, this will have the biggest impact including increasing your traffic and click-through rate. It has a whole bunch of other benefits. It improves your PPC because it's a higher click-through rate. You get a higher conversion. So this is like the one that leads all the other ones down. I'll give you an example of this. One of our products, we did 12 different images until we could beat the competition. Against competition, we didn't beat it. Did our second image against competition, didn't beat it. And we got to about the 9th or 10th image and we couldn't beat it. And I couldn't work out what was going on, because this is such an important thing. Because if you're not going to get the click through, you're not going to get any sales. Because unless people actually go into your listing, they're not buying. What it came down to, we realised at the end, was our product was blue, competitor was black. We actually made it blue to stand out. We wanted to actually stand out against everyone else. So when you scroll down, they say, oh, blue won, everyone else is black, you stood out. But because of the industry it is in, people wanted to have like authority, high quality. And what we found out doing this was that people did not see blue as professional and high quality. They saw black and gray as professional high quality. So what we did by the 12th time, we changed the product. So we mocked this up from blue to black and we won the click through by testing it. So we went through 12 different iterations till we did it. Once we got the 12th iteration and we'll be in the competition, that's when this actual sales went up. We could have done all the work in the world with our secondary images, with external traffic, with PPC. Nothing would have worked as well as getting the main image sorted out. And that's why I want to go through this one to explain how to do it. Also, some of the wins. What you wanna do is mobile has such a high amount. You wanna do ratios of four to five. So if you look at this one, this is ratio one to one, better desktop. The smart guys, four to five ratio. So if you're not doing four to five ratio, redo your main image and work on four to five ratio. It definitely makes a difference. You scroll through your mobile and it takes so much more space on there. And if you've got that and then you've got like a deal or a coupon as well, it actually takes up even more space and you get about 20% more space on your page. So, the reason I really want to focus on this one is that Amazon puts conversion as one of the key criterias for keyword rank. And the high conversion you're going to get, the low cost per click, and high conversion also means you're going to be more likely to win the ad option on page one. So basically, what you want to do is, it's like a process for you. If people want to come down and see you, you've got to get them to click through. That's step one. So that's the main image. The next step you want to do is get people to convert and to buy. Once you do that, Amazon Amazon puts a huge amount of focus on conversion rates, so that's why a high conversion rate you're going to get, you're going to go up the ranking for those keywords that people are searching on, but also your PPC is going to work a lot better as well. The reason being, Amazon doesn't give PPC weight equal to all people. You can bid for words, for example, massage gun for men. You may be bidding $4. Someone else could be bidding $2, but if their product gets a high click-through rate, that main image, they're going to pay a lot less than you as well. That's why it's super important to get through that. I'm going to go through that in the next steps. Understand your buyer's intent. What's the reason your customer is buying for you? You're going to make some notes. I highly suggest this page here. Main image is about traffic. Main image is going to get you click-through rate. High click-through rate equals low PPC cost as well because the ad auction does consider click-through rate. Amazon doesn't want to give you the impression if you're in low click-through rates. A, they miss out on the money. They don't get the click and they miss out on the money for the sale. So main image, you'll get a high click-through rate. Then the listing images is about conversion. So, step one, get them to click through. Step two, get them to convert. But you've got to understand who your buyer is. This is where it comes down to. What's your buyer's intent? Why are they buying your product? So, really take time to understand who your customer is and who your avatar is. And you've got to put them into the imagery and them having used the product. The reason I bring this up is I see people have products on Amazon and they just take the product and put it with different text area or different backgrounds or maybe some different AI, but they don't actually have that emotional connection. So you really got to understand who your buyer is and why they're buying it. If it's a joint discomfort for dogs, Very basic, have unhappy dog black and white looking discomfort, happy dog on the other side with a product. And then what you also have is unhappy dog can't walk with the lead, happy dog walking with the owner. You really got to put in who your avatar is and that imagery and make such a difference. I just want to go through some of these examples here. And you'll understand your buyer's intent. Like this one here, understand that the bullet points Versus on the right-hand side, so bullet points are 50% ranking and 50% conversion. That's why the keyword stuffing, stay away from it. It doesn't work. Yes, you have to have the right keywords in there, but you also have to use it, especially with Rufus, in terms of how do these convert for you. So the rules live on. Main image has to be world-class, get rendering if possible, and you have to split test it. What I suggest is take your image, compare that. Do you win? No. Okay. Update it. Get feedback. What do they like about it? What do they like about the competitor? Second image, your one versus competitor. Did you win? No. What's the feedback? What do they like about theirs? Yours? Keep doing that until you've been. That's the very first step and the most powerful one you're going to get. Secondary image is all about conversion. They must be real people. They're not photoshopped. They're not stretch people. Real people using the product because it's all about that credibility. If you're using an image and it's Photoshopped and someone stretched, the subconscious just says, how can I trust this product if they can't even put time into doing great imagery? And then conversion is king. Build around your avatar. And now also understand Rufus. You have to really build out your backend, your imagery, all the Q&A because Rufus now reads all that information. So when there's long tail keywords, that's what's going to be presented if you can be indexed for those long-term questions. And I've got some examples over the page of this. So product here, left-hand side it shows you everything you get in there. So it has a phone holder. The actual what's on the slides has a use guide, all these additional ones. In terms of being compliant, you have to be careful with these ones. And this is what a competitor was doing, very basic. So you really got to think, okay, main listing, what can I do to get the click? So if you went through the listing here, if you saw this one here, you go, well, this looks like it gets a lot versus just a very basic one. And then the secondary images is around who are the people using this product and the buy intent on the imagery now. So some of these can have improvements in terms of the size they're writing. But you can actually see someone say, so they're using, this is an ideal buyer. They work out, they stretch and then they need to, because they're doing all the exercise and they have the stiff muscles, then they use it. And it also tells you about how long it lasts. But now with this one here with Rufus, you do a much longer description. So you'd say, okay, probably six to eight words that answers a long tail search term. And this is what I was talking about before. And if you're an advanced seller, this is just a no-go. I just want to put it here to emphasize, you can't have this standard of imagery. If you look at this, if someone's got one of these ones here, people aren't buying from it. It almost makes you laugh at saying, well, these guys are sort of walking through a pool of water and just till it's so photoshopped, that looks like someone's been on the beach. You have to have that world-class standard. And these are the foundations. Once you get this right, all the stuff on top of it is what makes the business grow. And then I talk about conversion is king. So build your listing for your avatar. So what I recommend here, so you can see this one here is for teenagers and you need to get the effort of working out who your avatar is. So in this one here, there's actual separate products, a product for teenagers and a product for kids here. And you look at this one here, the main reason being, if you go through, if a teenager's buying this, this would resonate with them. They say, yep, this is a stand-on mafter. This is the phone I'm using. If a teenager saw this one here, they're going to say, no, this looks too basic for me. It's not the right one. That's why you really got to build around for your avatar. This one's pretty much the same product, but built out for different audiences. Now guys, I just wanna understand, just from the audience, people listening in here, how many people actually have an avatar description of their buyer? How many people here, just put a yes, they've gone and written out a client avatar, such as my client avatar is Jenny. She's a 30 to 40-year-old mom. She has to juggle looking after the kids. Just put a yes or a no in the chat, because this is super important, because without an avatar, you can't build out your imagery. And then if you have in-house graphic designer or if you use an external party, A graphic designer, they're not going to know what imagery is going to be after unless they give you a document. So you see this before. Someone says, oh, the listing doesn't feel on brand. I don't know why it's converting. I say, okay, who's your client avatar? And they go, oh, we don't have one. I say, okay, what are your branding guidelines? Oh, we don't have one. So unless you've got that avatar, It's going to be very hard to get that feel for your listing and it has to be consistent the whole way through. So basically what you want to see is somebody goes to Amazon, caught their eye, they click through to you, they're on your listing, oh yes, that's my pain, I have that pain, I have that issue where my dog has really sore joints and I see the solution, it's a happy dog, I can normally go for the walks now. So that's super important to get that done. I highly recommend when the actions you take is build out your client avatar. Often when people sit on Amazon, people think there's shortcuts. We don't need to go through this whole life cycle. We put it on there. We do all the ranking. We do all the keywords. We do all the PPC. You still have to take a step back and say, this is a proper brand. I'm a brand owner. Who's our avatar? Once you have that, it makes it so much more easier. When you go, if you ever go to run Facebook ads or you're running your Amazon brand headline ads or video ads, you know who your avatar is, you know what it should look like and then it's consistent across it. Because if you then move graphic designers, if you don't have one in-house, they'll have different branding feel. You need to have the avatar, the brand guidelines for this. Now, foundation two is about building the review strategy. Just to give you some insights about this, the minimum you need on Amazon is four and I just want to give you some benchmarks. If you're under four and you want to aim for 4.5, above 4.5 means you've got very good trust, people love your product, it's a winner. If you're under four, don't blame Amazon for this. You've got a material problem with your product. I can hear people saying, oh, I've got a, 3.7 star rating on Amazon. I hate selling on Amazon. I get all these bad reviews. Don't take that approach. It means that either what you're communicating doesn't meet the expectations of the customer. So they think they're getting something based on listing and what they get is different or there's a material problem with the product, maybe product quality issues. It's not clear. So review this as an opportunity to improve it. So go through. If you have anything under four star, it's going to be very, very hard. To be able to get sell for that product because it just doesn't have credibility. Reviews are one of the most highest parts outside the listing and imagery we talked about for credibility because you can't fake the review quality. Once you have a big seller and you've got 5, 6, 10, 20,000 reviews, you can't fake that. If you got 10, 20 people, there's ways around it, but you have to have over 4.5. So I just want to share that about that. And I just want to show you some examples of AMZScout how to use this. Some really good tools for it. So if I just go through here, just want to make sure. Okay, so this is the AI tool that Amazon Scout has. Just put a guess in the chat if you use AMZScout. Just put honestly how many people use it, because there's some really great things here. So this is just an insight for it. It's actually got a tool that looks at reviews, but also this one's fantastic for looking at opportunities. This is a microscope here. And this is really great. It says, hey, this product doesn't have variations. Great. Upgrading features such as digital connection. And it's also got improvement ideas as well, such as you may want to expand out to the education market, universities, things like that. So I highly recommend going through and look at the AI tool in AMZScout for product insights. So we'll actually go through some of the opportunities and threats as well to the market. But there's also one in terms of review and we'll analyze the reviews and give you ideas and insights for that, which is fantastic. Just wanna make sure, just put in the chat that you guys actually saw the product improvement slide there. So like for that microscope, it says, hey, there's an opportunity to expand to schools. Great, thanks for that, Brett. And also said, hey, this is an educational one. Look at building an app for it as well. So if you did those ones there, like building an app, it would be a fantastic way to do it. But I highly recommend that the reviews It's a key point to look at. So generally, the two and three stars are the best. Normally, a one-star review, someone's just fainting, they're not happy with it. You got to look at the two-star reviews, use some of the features that show you them and just see if there's an issue with the product or expectations aren't being met. It's either one of the two. You may be claiming that you're selling a massage gun and on your description it says, hey, it will remove any knot or issue within two minutes. And people get a massage gun and it won't remove in two minutes. So it's about setting the expectations. And that's why you need to know your customer avatar, because if you do your imagery and your description of what your avatar's pain is and what their outcome is, so if they can describe that, then you'll go to the dog examples. The dog's in pain because it's got sore knees. You sell it a joint one. Then it improves it. It's probably worth in that example setting expectations. So in that one, if you know it takes to say it's 30 days for the dog to feel relief, you've got to put that in there to set the expectations. Because if someone says, hey, your dog will be like an image, dog feels great after seven days. People will see that when they buy the product, they give it to the dog, they expect the dog to feel great after seven days, but it takes about 30 days for the dog to feel great. People are gonna give you a one-star review, because they're gonna say, oh, use the product, dog's still in discomfort, it's been seven or 10 days. So that's where you're gonna make, understand what the pain, the expectation is, and line them up. So look at your reviews, don't blame Amazon for reviews. Make sure you're meeting expectations, you're solving the pain and providing a solution. I'll just give you an example of this, what you can do about it. Definitely inserts where they can have an extended warranty. And the reason I say that, it has to be a legitimate extended warranty as well for Amazon customers. And then you can put an email in there and you can do an auto-reply when they register and say, look, if there's any issues with that, we have a full warranty. And you can put some of the expectations down in there as well. One thing we found, this is the best one we worked and this is like level one. Level two is a step higher. One thing in terms of explaining expectations, people often get products and this is where something's not always as easy to use. We put together an instruction guide. It ended up being 32 pages, I believe, for a chemistry kit. And no one else was doing this at the time. Everyone just sell the chemistry kit, go get started. We went through and provided a bunch of instructions and then we also had videos as well. So people's expectation was that they're going to get the molecular kit, some instructions, but we actually went to the effort of showing the instructions and actually made videos for it. And the competition wasn't doing this and it took them about two years to catch up. And this was the number one slide in that category, especially during Christmas time. And it made such a difference for it. So, Brett, that's great. So, Brett, yeah, you've got a great detailed insert. So, yeah, definitely look at instructions. And what I'm finding now, it's going to the next level, like things like even the education space or even fitness ones. If you can build some apps that go for it and this is the next level, it brings that customer connection that you can't normally get and you start really building that brand around it. And if you look at the results of this, I think it was 4.7 stars, over 7,200 reviews. This is probably a bit older. But what we did, there was some product issues. So this was an example of where we went through the one, two and three-star reviews. We went through it here and we found that, you see this box here at the top, the lid The lid was actually not staying on. So some people put a rubber band around it. So we built a nice carry case that could come around it so it wouldn't open up. Also, people said that It wasn't clear on how to do it. Did they get enough pieces? Were they missing? So we did that world-class user guide. And I think we gave a no-question-back warranty. I think there was something in the warranty where even if you lose a piece, we'll replace it, no charge. And what we actually did, we just bought these small pieces up the top. It's super cheap, but no one offered that. So people just absolutely love this product because people lose these things and you may get one in a hundred people Claiming that loss of peace, get a free one back and it costs us next to nothing, but people absolutely loved it. And this is what Amazon's brought out recently as well, is the customer review. So this is just some of the basic stuff. Make sure you're aware of Amazon. It changed the processes up for a long time. Years ago, you could easily get reviews removed and Amazon made it very hard. Now you can actually reach out to them. It's a template, but you can actually reach out to them and you must have brand registry. So one of the key things about selling on Amazon, if you're a brand, doing 100,000 more a month, Brandistry is a master trademark. I recommend any seller on Amazon using a private label has aspirations to go seven or eight figures. You must have a trademark. Brandistry has so many benefits. It's something you need to do. Look, I also want to go through the keyword and ranking and some of the key steps to ranking. And this is about the traffic. So, remember at the start we talked about Amazon is about two things. It's about conversion and about traffic. So, conversion is about imagery, having that connection with the customer. What's their pain? How do you solve it? If you're doing that world-class listing, then making sure your review's aiming for 4.5. So they're the key ones for conversion. Great product, great association, great reviews, and you have to have a world-class product. In business, anyway, unless your product's world-class, you're not going to survive. And people say, I've got a product and it's not working. You look at their reviews and say, well, you're not going to get, you're not going to be a success. So you make sure the product's world-class, resolve any issues that you have, and you normally resolve them in the first six to 12 months if you're going direct to Amazon, but if you're outside Amazon, you have them resolved. So when I talk about traffic, it's like climbing Everest is the description. You've got to work out where in the product life cycle are you. Are you launching, growing, mature, declining? And there's four different phases and depending which phase you're there, depends on which keywords you're going to go after. So it's sort of like you go up, you have a rest, A little bit of a drop back and then you go for the next one. But you got to work out where in the product life cycle you are. If you're just launching, you can't go for the super high volume keywords because that's where the mature guys are going. And if you go after those and try to rank for them, you're not going to convert because the customer reviews will give a more highly likelihood of giving the mature seller the sale unless Their imagery and their connection with the painting problem isn't world class and you've got something that's world class. It's still possible, but it's much harder. So when I go through here, I talk about the Everest. You sort of start out at base camp and this is when you're launching. Then you're growing. Then you become mature. And then at the end, then you can see a decline. So there's four cycles when you're selling on Amazon. I'm just putting the chat here if people actually look at their products and understand what life cycle they're in. So they go through their products and say, okay, I'm in the launching phase and I've got this strategy. I'm in the growth phase. I've got this strategy. I'm in the mature phase. I have this growth strategy. And this growth strategy is mainly around PPC and the imagery listing. Great. Thanks, Brett. Really good input because depending on what phase you're in, it is depending on your listing and there's different strategies you use. For example, when you're just growing, what we recommend or launching is that you find a key avatar market, so you niche it down super low. And I'll show you some examples here. So you niche it down and focus all your listing on that keyword that you know will bring traffic. And then once you've got that one, You look at the next keyword and avatar and that's why at the start I talked about you must know your avatar because then you can build out your listing. So what I'll show you next is how it can change slightly depending on what phase you're in. So launching, new product on there. Growth, you're going up. Maturity, the top keywords. And the main thing per cycle is what keywords you're targeting in terms of search volume. Okay, so what I'm going to use here is AMZScout and just show you some of the keyword relevancy tools and how it works and using the reverse ASIN lookup. I'll just go into the screen now. So it's super simple what you do here. You go into here. So this is under reverse ASIN lookup. You go in here, you add your ASINs here, which I've already done here. So you add in your ASINs and then you hit your favorite one. And what it does is it bring back these results. And what you want to look at here is keyword effectiveness. So keyword effectiveness is how likely is this relevant towards your product and how well it's going to convert. So what you want to do is look for anything 10 or the green one says, I think it's eight, eight and above, I suggest they're the hot topics. So you want to look for ones that are eight, nine, 10, they're fantastic. And then what you want to do here is You go across and you look at the average keywords. So you look for a high effectiveness and then average keywords. So these are sales that come from that, related to that keyword here. So looking at the microscope before, so microscope for kids, depending on what phase you're in. If you're in the mature phase, you look for the high search ones. If you're launching, look for much lower ones. But what I want to do is find a sweet spot. So you look at the keyword effectiveness here. And so this one's an eight, which I looked at. The keyword trends down slightly. It's got medium volume. So this is more for the growth, probably more around the growth side. But what I look across here is super low CPC, which is fantastic, but the average keyword sales from this is really high. So this brings in a lot more sales as keyword than other keywords that have high traffic. So just put in the chat, just put a yes if you're getting this. So what you're looking for is high keyword effectiveness. So high keyword effectiveness means that keyword's gonna convert well. And then average keyword sales is how many sales you can expect for that. So high keyword effectiveness and then high keyword sales. And then what I suggest from here is what you do then is, as this is an example here, just so you're going to hear reverse ASIN lookup. And then you put in your ASINs here. So you put in your ASINs. I've already done this one, so it's already preloaded. Super simple to do. And then what you do here, see, you've got the bacteria. So this one here, high, tick the box, search volume. This is probably a good one for the launching phase. But keyword sales are fantastic. And this is a bonus, very low PPC. So what I'd actually do here, bacteria microscope, I'll actually go through. So this is if I'm in growth. Launching, it may be a bit of a too much because the keyword volume, I'll probably go for something under a thousand if I'm in launching. If I was in mature, then I'd look at even the higher ones here. This is an outliner, Microsoft for phone. I look for even the higher ones. But what I'll do here is I'll go back to the listing. And then let's just go back to here. I'd actually work out my avatar. So I'd go back to a listing here. And really build it out for that keyword. So if you've got something like this here for the microscope, I'd really build our listening here around bacteria for microscope. So how can you build your avatar so it's someone who wants to use a microscope to look up bacteria? Because that's what someone's going to do here. And what's going to happen is that you're going to be the product that for anyone who's searching for bacteria for microscope, that's going to be your product. This one here, so it's got really good keyword effectiveness. So you know you're going to convert on this term. It's a really good converting term. It's at an eight, which is fantastic. Plus it's got an outline, a high amount of sales versus its keyword traffic. So I'd actually go through and say, okay, this is the best one I can see. Because if you look at some of the other ones along here, They don't have nearly as much average sales. Or you may want to say, okay, let's go down here and look at microbiology microscope. And what you want to do is then build out your listing. So what I'd suggest is then you track. So it's got also here, it's fantastic AMZScout. So you can actually track your keywords. So put this as your keyword tracker. Build out your listing. So what you have to do, main imagery, if you can change it for that, do it. It may be a bit hard. Then all the secondary image is all about bacteria from microscope. And then you put down your keywords and then your PBC is based around this and all the variations of these type of terms. So this would be an exact one, but then you'd also want to do a broad and negative exact that one. Plus your video, then you'd also make videos well based around this. So that's the key point in terms of The Everest. So then what you do then, that's your growth phase. And then you'll look at, okay, what's the next phase after that? Just put in the chat if people use that as a strategy where they build out. So this is more for launching and growing. Once you get to mature, and what I'm defined by mature is you're at the top one or two sellers in the marketplace. And AMZScout's got tools for this as well. If you go to AMZScout, he'll actually show you the revenue for the market size, which is fantastic. Like if you actually go up The top here will actually show you how big the marketplace is, the sales. So if you're immature, you're the top one or two sellers in that marketplace. If you're not, then you're either declining, which you know by checking your sales, or you're in the growth phase as well. So if you're in growth or launch, it's all about defining those sub niches of your avatar. So what I suggest is go through AMZScout, look at those ones there, look at the keyword effectiveness, go back to here, log in for it, What are these ones that you can build around? And you probably need to do this for 30 days. So once you build it out, then you need to use a keyword listing tracker. You need about 30 days to do it and the way you get the more traffic, listing, imagery and then the PPC part. So they're the two elements. You have to build your listing around that sub-niche, use the PPC to track it to get your ranking up and then use your keyword tracker. You want to make sure that you're ranking. You have to be in the top 10. If you're in the top 10, you're not going to be getting sales for those keywords and generally I find that you have to be in the first four spots. But remember, generally the first four spots are PPC ones. Just as a bonus tip for this one as well, you really want to focus on one of these keywords at a time. So the whole listing, the whole PPC strategy, the whole imagery during that growth is around one. Once you get to the mature phase, so you're doing the top one or two percent sellers, so just say that the market revenue per month is $250,000 and you're doing $100,000 for that one ASIN, that's when the listing becomes more broad, so your avatar covers more of the top keywords. One thing I'll just share here as well is a bit of a tip. If there's a major issue you ever have and you just find that your sales drop off, often you're keyword indexing. So if you go under here and you look up keyword tracker, this one here, Microsoft for Adults, very important term. And see this one here, it hasn't been indexed for it. So if you ever find this is a bit of a pro tip, ever find that you've had an issue with your listing just drops off, Either your listing's gone down or the keywords have stopped being indexed, maybe their category's been changed, Amazon's done something. That's why I highly recommend with AMZScout, use Keyword Tracker. You want to track all your top keywords. And normally on a weekly basis, just go in here once a week, just make sure there's no issues with the indexing, but it's a super important tool and strategy and bit of a pro tip I just want to share with you guys. I haven't seen any comments. Just let me know. Just put in the chat what phase you're in. Are you launching, growth, mature or declining? I just want to see where people are at the moment. So it looks like in the growth and revamping area. So I just went through a couple of examples there. One other one I would highly recommend, Search Volume History. One of the key strategies I recommend in Amazon, plan out your calendar. So have a 12-month calendar. Amazon's pushing so much more. For monthly events, so in the past it was T1 events, Amazon Prime, Black Friday, Sunday, Monday, now there's Amazon Prime 4. Pretty much Amazon Now is, and Brett, yeah, in the Q&A we can go through some of the questions. Amazon Now is pretty much having event per month, but you've got to look at the search volume as well, because you've got to actually plan out your inventory, your sales period, what keywords you want to go after. So definitely use search volume history when you're analysing your product, or also looking at opportunities. PPC, just put in the chat here, who here runs their own PPC and who here either has an agency or a freelancer or someone in their team do it? Just put in the chat. If you do it yourself, just write me. And if someone else does it, like a freelancer, an agency, great Brit, just put other. It'd be really interesting to see how people run their PPC. All right, okay, so PBC. PPC now is a ranking tool. So people talk about, oh, what's your ACoS, is it proper? PPC is all about ranking. Trying to just focus on ACoS, it's a race to the bottom. Because PPC so much impacts your ranking, you'll think it's a ranking tool. You'll look at conversion, so look at how much it's converting. Make sure it's converting above your normal conversion rate. And focus on tacos, don't measure by ACoS. So tacos is your total advertising cost to sell. They're the key three takeaways you ought to look at. So definitely AMZScout for keyword volume. We just showed that before. That's super important. And then a bit of a pro tip. Use your brand analytics and then match what AMZScout's showing. We're going to talk about four key words against the top ones for brand registry. That's why you want brand registry because you actually find out the top terms that are converting. So you want to watch them. So you want to go into AMZScout from those top terms and watch it against your brand analytics. And we talked about four. So your top ranking terms, align it with your listing. And we highly recommend you go through single keyword ad campaigns. If you're using a phrase abroad, you can't control the exact one. So phrase abroad is just for long tail keywords where you're not gonna be ranking for. It's great to get a sale from it, but you need the single keyword ones so you can actually push up the ranking or down, because you can actually control it. If you're using a phrase abroad for a term, you up the bid, then it increases the bid for all those different variations of those keywords and you wanna rank for that specific keyword. So that's what you wanna focus on primarily. Now, some of these things in terms of best practice, you need to merge this stuff. TACOS is your total advertising cost of sales. So advertising, ACOS is just your PPC over your PPC sales. TACOS is your PPC spend over your total sales. And this works across industries. So your TACOS, highly recommend that you track this on a weekly basis. TACOS, best practice, you're under 10%. If you're establishing a brand name, so you're launching on Amazon, that's why I talk about these different phases, so important. You can have up to 30 and 40%. So if you're on launch, you can have it much higher. If you're established brand, you can have up to 15%. And then mature household names, like if you're a big brand name, 5-10% because if you're Apple and you put out the keyword Apple iPad, people are just going to click through it. And that's why I say in these ones here, It's okay to have a high ACOS for your top three or four keywords. The reason I say that is you may have a high ACOS for, you know what we talked about before, like bacteria, microscope, you could have a high ACOS for that. But what it does, if it's pushing you up the ranking and you're getting organic sales from it, then that's what you're after. So your goal is to get to up to 80% organic sales at the top. Most likely it's gonna be between, that's like the highest, most likely it's gonna be probably around 60%. Anything higher than that, you're getting too much from organic. Anything lower, it's gonna eat away your margins. So you wanna, probably that sweet spot is 60 to 80% is from organic. So what you're gonna use is those single keywords to push up the ranking. So that's why you wanna use a keyword tracker from AMZScout we showed you before. You wanna track those ones. And that's why you can have a higher ACOS for those ones if your ranking's going up. So it's super important to make sure your ranking's going up for those ones. So in terms of the PPC takeaway, focus on growth phase, focus on your listing on the niche as well and then also look at ACOS is focused on the top PPC terms as well for your rankings. That's a key one.