EXPERT ROUND-UP Session With Atif & Kevin King On Amazon Strategies For 2021

EXPERT ROUND-UP Session With Atif & Kevin King On Amazon Strategies For 2021 00:00:29 Hi everyone, like I welcome you all to another session of Expert Roundup and today I'm very excited. The guest that we have today is a phenomenal person, right? When it's come to Amazon, everyone knows his name. Without further ado, let's welcome Kevin King, the guy who has been selling on Amazon for decades and like he's famous for like he's the only like probably He's on top 40 list when it's come to Amazon and like nine figure Amazon seller, helping other individuals to help and grow their businesses on Amazon. And probably he's the most favorite guy when it's come to Amazon fraternity. Welcome, Kevin. How are you? I'm good, man. I'm glad to be here. Glad to be here tonight, man. Hello, everybody. Nice to meet you. It's a pleasure having you here. 00:01:15 Probably everyone's so excited. Uh, for you like you have been here like this is for the very first time I'm having you here on this platform and everyone is so excited, like I was receiving ton of messages from uh community members like when Kevin is uh when Kevin will be online uh so they are waiting, actually it's 11 uh am here in 11 pm here in Pakistan so they just they are just eagerly waiting to be on this live session and to hear the words of wisdom that you are going to share uh throughout this conversation throughout this live sessions. So I'm pretty much excited to learn amazing stuff from you. I'm happy to be here, happy to be here, and happy to share. Thank you so much. 00:01:57 Some people start saying 'my teacher', big love. Everybody loves you, everybody loves you. Thank you. Okay. So I would appreciate if you can share your journey, how you started with Amazon. And you have a ton of things to say. You are the one who featured in prestigious newspapers. You are the person who has been featured in multiple television shows. You have traveled more than 90 countries. Uh, the freedom that you have, the time you have started, you are the one who has been into this e-commerce game since 1990s, like you started your journey since 1990s, it's 31 years serving in this industry and everyone knows you. You are so connected with each and every single individual uh, in this Amazon fraternity. You have been part of 40-50 plus uh marketing uh seminars or like a webinar. 00:02:52 So, you do 30-plus podcasts uh, so there are a ton of things to say about you. It's a pleasure having you. So, would you mind sharing your journey? Um, sure no problem, yeah. I after I graduated from college uh, my my father wanted me to actually go and work for an accounting company or work a regular job and That's just not me; I've been an entrepreneur my entire life, so uh, yeah! I lived on a friend's couch for a long time and we sold some t-shirts and did some uh, just trying to make a little bit of money to pay the bills. And eventually, that evolved into e-commerce, actually direct mail. So my start was actually sending catalogs and brochures through the physical mail. People would get them in their mailbox, and they would order products. 00:03:37 They would write you a check, or this is before the internet existed. And then around 1994 or 1995, the internet started here in the United States. I started hearing stuff about it, and I started getting intrigued. This is pretty interesting. You can reach anybody in the world uh instantly, and so I started uh dabbling with uh some e-commerce around 1995-1996. Google didn't exist back then; there was no such thing as Google, just Yahoo, AltaVista, and Lycos, and some other web browsers. So I started selling a few things, and in 2001, I started to sell on Amazon. But there wasn't the FBA or FBM model. That didn't exist back then. I was just selling some things from my house, kind of like eBay or something, just selling some different things. 00:04:24 And I ran several different websites that I still have today. I have a calendar business where we sell calendars that hang on the wall that have pictures and stuff in them. And then, in 2005, I also did a lot of other things, ran some membership websites. I traveled the world, ran a television production company, did a few other things. When, in 2015, I saw something online from Amazing. com, the ASM. And I was watching their little – they had like a little teaser video. They did like four videos that would tell you how great selling on Amazon was. And at the end of the fourth video, they said, 'Come and pay us $5,000 for the training.' So I watched the videos, and I was like, 'I don't need to pay you $5,000 for the training.' I've been doing some of this stuff in my other businesses. 00:05:14 I got intrigued and just uh back then there was no podcast; it really wasn't maybe just a couple, maybe one or two podcasts, maybe one or two Facebook groups for some sellers it was still pretty new, not too much software existed, Medium 10 didn't exist, and so I started selling FBA in uh 2015. And I i launched five different brands, grew some of those, a couple of them, I quit selling and it didn't work out so well, uh and then that evolved into the founders of Helium 10, Manny Coates and Guillermo Puyol, reached out to me. So I posted something on their Facebook group. Someone was asking some questions, and I posted my response, and they liked my response. And so they invited me to their podcast in 2016. 00:06:01 I was like, no, I'm just a seller. I don't want to go on a podcast. I just want to keep my head down and work. I don't need to be talking to anybody else. They're like, no, just come on the podcast. And so I came on their podcast; it was Manny Coates's his podcast, I think it's still one of the most popular ones to this day from from back then. Uh, evidently what I just said-like it is, you know, a lot of people in this uh in this industry they like to paint a picture that it's a very easy business that you can get rich really fast and you can drive a nice car and travel the world and not have to work, and and and. I didn't say that. 00:06:38 That's what everybody else is selling you because they want to sell you a course; they want to take your money. I said, no, this is hard work. I just said it like it is with no BS, just the truth. Evidently, that resonated. Then other people started asking me to be on their podcast. Helium 10 said, hey, we're going to do a training; do you want to do the training? At that time, it was called Helium; it was called Illuminati. The advanced sellers, and so we did that now it's called Helium 10 Elite, uh, and then uh, I got tired of all the stuff that's on Facebook. A lot of misinformation, you know? People will post a question, a new seller on Facebook, 'Hey, how do I do this?' And somebody would answer them, and it's just wrong; the answer was from someone who's not selling or someone that doesn't know what they're talking about, and you see everybody, and that people would start believing these incorrect things. 00:07:28 And I got frustrated, and I got tired of all the people saying, 'It's easy business.' Look at my screenshot. I did $100,000 in the first month, and made all this money, and now I've paid all my bills. It just doesn't work that way. A few people, they get lucky, and it does work for them, but most people, no, it's just hard work. I'm going to do a course, and the guys at TM10 said, 'Why don't we do it with you? You produce it. You make it. You write it. We'll put it out there.' That led to the Freedom Ticket. And then I still sell today. I have five different Amazon companies that I own or I'm a part of that are still selling. 00:08:08 I also have a product savants, which is an advanced product sourcing for; it's not for new people. It's only for people who are already doing very well. We help you find opportunities. I run the billion-dollar seller summit, which we just did one two weeks ago, a virtual one, which is a really high-level group of sellers. We had several hundred million-dollar sellers attend, several $50 million a year sellers. It's a small group, but it's a very highly successful one. We share tactics and strategies that are not public, different ways to do the marketing, different ways to rank your products, and that kind of thing. And then, yeah, like you said, I've spoken at about 40 different events all over the world for Amazon. 00:08:56 been on a bunch of podcasts and yeah happy to be here with you guys for the first time to meet everybody i've always known you know the pakistani they're hard-working people you know they're people that are really have a passion that really smart people you know and they need an opportunity uh and e-commerce is a great opportunity to to help help you and your family and uh now with the internet you can you can be based anywhere as long as you have a decent internet connection and you can learn the skills you can make money all over the world sitting from your home in your pajamas if you want to so it's a it's a great thing so i i might doubt you're wearing a pajama right now chilling at home having a coke that's amazing actually so uh so so that's one Something that, uh, throughout the throughout journey which you have mentioned here, like how you started and I really like your take on, like, courses. 00:09:58 So honestly if like, uh, this is what I think, probably I just I want your words on this as well so, uh, I think most of the people get fascinated by the course they, they get fascinated by the cool Lamborghini and a cool villa. A guy sitting like this is how I built this villa, this is how I bought this Lamborghini. I make hundred thousand dollars within a month, first month, oh my god that's not true. And you are much more experienced than anyone of us here. And you know this isn't possible to start with zero and build $100,000 brand within the first week, or within 10 days, or within 30 days. It took a whole lot of effort to be on Amazon. It's a competitive market. Honestly. 00:10:41 If you want to be on Amazon right now, it's so hard. It's super competitive. You need to be very smart. You need to be cool with your strategies. You need to be outstanding with your product, your images. Each and everything should have a differentiation that can create among other sellers. So you don't agree with buying an expensive course, like a course worth $5,000 with four videos in it. Because this is what people have started thinking. And I might think these courses, what they usually start telling to people like buying a five thousand dollar course and you can launch a product with two thousand dollars with three thousand dollars is it something do you think it's work work is it possible you can launch a product for a couple thousand dollars sure um but it's going to take a very you can't launch any product there's a very small number of products that you might be able to find an opportunity to launch something 00:11:36 uh for a couple thousand dollars but a product you launch for a couple thousand dollars is not going to make you a hundred thousand dollars in a month you know the story that they say yeah we start you hear stories from these course people you know by the way usually that the villa is rented the car is rented uh the hundred thousand dollar screenshot they show you uh is is either fabricated in some cases or it's uh what they don't tell you is that was all promotional sales they did a big giveaway you know amazon records all the sales as the full price and so it's a hundred thousand dollars in sales but that was all yours only like five people actually bought the product the rest were all like uh rebates or something uh so it's it can be misleading uh and and yeah to buy if i don't think you need to buy, pay five thousand dollars for a course. 00:12:24 There's there's some free stuff out there, but you got to be careful. Some of the free stuff is not very good. Uh, there's a lot of stuff on YouTube that's free and some of it is just wrong or it's old and you have to be careful. But there are some good ones. And a lot of what happens a lot of times people will start to sell on Amazon like this is hard work I'm not making any money let me go make a course uh and so they go and they make a course and these are people that are not successful on Amazon that have not, that just started three months ago selling on Amazon. They don't know anything. 00:12:53 Uh, so you they know a little bit more than you maybe because you're new, but they you gotta be careful on who you trust and who you follow out there because there's a there's a lot of wrong information, and a lot of people uh will say stuff and they they may hear it from another person and they start to repeat it, but they don't what they don't realize is that information is wrong in the first place. So, but to answer your question, yes you can start uh it was much easier several years ago to start with a small amount of money, but now you can it just depends on what your goals are, you know for some people to start with two thousand dollars. 00:13:29 Uh, if they can make a 500 profit a month, maybe that doubles their salary and it takes care of the family, and they're happy. For other people, an extra 500 a month is not going to do anything, and that's not their goal. Their goal is they want to build a million-dollar company. And I think what happens a lot of times people get these dollar signs in their eyes and they want to become millionaires, and they see if you know there are some people in this business that that do very well, but the vast majority of the people that start an Amazon account fail; like 95% of the people that try to sell on Amazon are not successful, and at the end they say Oh, it's not the case. 00:14:05 It doesn't work; it's a scam. It's too late, you know. Let's go to Shopify or let's do something else instead and it's not the case. It just means they didn't do it right. They didn't understand; they weren't taught right or they didn't do it right. They picked the wrong product; they didn't have enough money for the product they picked, or whatever it might be. That's usually the case. Or maybe they just can't execute. A lot of people; they always stay in learning mode. They're always, okay, let me do the next course; let me watch the next podcast; let me watch the next Facebook. And they never actually take the steps to actually start. And that's a problem with a lot of people-is they get fearful. They're like. 00:14:42 You know I'm spending a thousand dollars here, this is all the money I have, what if I lose it all? My life will be ruined. Um, and that's not the case. You know, if you spend a thousand dollars and it doesn't work, yes, that sucks, uh, and it's not good, but you learned a lot, and hopefully, you can, uh, find a way to do it again, and the next time you're not gonna make those same mistakes. Um, it's kind of like, uh, you know, dating a girl or something. Uh, you know, the first time you go on a date, you're kind of clumsy, you're kind of like maybe you're not so good, but by the second or third time, uh, you date a different girl, you kind of know the right things to say, you know the right moves, you know the right uh things. 00:15:22 And it's kind of the same selling on Amazon; there's a learning curve, and so you have to look at your first time. Most people don't succeed with their first product, a lot of people fail. So you look, you don't want to spend too much money, but you look at that like it's your education instead of spending five thousand dollars on a course, spend a thousand dollars on Amazon knowing that you might lose that money, uh, but then you just learned a lot and you you have experience and you know. What do I do way more than you will just watching a course? Yeah, I totally agree with this; I completely agree with this. The way you described the whole process-I honestly loved it! 00:15:58 So uh, I just have one thing right um because you have been mentoring people for, for a couple of years right so there are multiple things you have an experience, you started selling since early 90s and you start with the catalog business and all and then you move to you are you are one of very few people who start selling uh online at the time. Most of the people don't know even us; most of the people aren't familiar with all this thing and then you start with Amazon, so uh, how much so as per you, how much? There's an importance like uh of mentorship. Like if someone should someone get mentored from an experienced person because this will I think personally this will save their time and they can learn from people's experience. 00:16:43 The state of buying a course and watching it and trying to understand by yourself and just trying to put all the information in your freaking head, one should go and seek for a mentor. Is this something that works in this fraternity, in this space? It's always nice to have somebody that has been there before you that you can ask questions of, that can guide you. I mean, I think you can learn a lot with the right courses, like what you guys are doing with your courses. You know, like the Freedom Ticket, there's a lot of information there is it everything you need to know? No, but it's a good foundation so I still think 00:17:19 it's important to go and go through a good course or a good training to get the basics um and then then maybe find a mentor or if you can't find a one-on-one mentor find a group of some sort where there's experienced people in there that can help you, can help answer your questions and kind of guide you, and that can definitely save you some time and some money. Um but sometimes the most successful people, they don't have time for mentoring because they're busy running their business. So someone that has a lot of time to do mentoring, their business is not selling on Amazon. Their business is mentoring. So you have to keep that in mind, too. And it's kind of like a teacher at a university. 00:18:00 The people that teach at the university, they always say those who do, do, and those who can't teach. So you have to be careful there. They can be out of touch with what's actually happening because if they're not actively selling. So if your mentor needs to be someone that currently has an Amazon account and is currently selling on Amazon, I would not use a mentor that, yeah, I sold five years ago, but now I just have my agency and that's all I do. I would be a little bit, I'm not saying there's some, there's probably some good ones out there. But I would be careful with that because they don't have their finger on the pulse. 00:18:37 You know, they're not on the latest in Amazon is constantly changing and Every day there's something new that the new things go out of date You know what you could do to launch a product three months ago doesn't work You know the changes now or Amazon takes away something, you know or adds to something new So you need someone that's that has experience has done it and not that just gonna regurgitate no no i i agree with this i agree with this and by the way i do have this helium 10 uh account of platinum one and i've been through the freedom ticket trading which we have prepared and it's amazing it's hands down uh amazing for all those people who wants wants to start with an amazon it's a proper road map it's it's it's the foundation it's a foundation those who wants to start with and most of the people here uh they do have access to helium 10 official accounts like they do have access to 00:19:29 accounts and they've been through all this training because Uh, this provides a a proper roadmap someone who wants to initiate their businesses uh I loved it I love the training I mean the Freedom Ticket is it's free so it's not a five-thousand-dollar course if you have Helium 10 membership it's free but that's not the only way you know the Freedom Ticket is the basics but I'm not saying that's the only way or the way you have to follow everything to to the exact letter Because there's other ways to sell on Amazon And there's other people out there that instruct that have maybe a little bit different approach And that's okay. You have to find the person that you resonate with, that you trust, that you believe in. And don't just take one person. 00:20:14 I mean, if you go through the Freedom Ticket, don't just take me. Don't just say, oh, okay, Kevin says this. This is the way it is. This is the gospel. No. I mean, it's a good foundation, and it's one way. But listen to some other smart people, too, because there's other smart people out there. That can help you and maybe they'll say something that maybe I told you something and it didn't quite register, but they'll say it in a different way like 'ah, now I get it, okay, now I need to do this so uh constantly educate yourself, the minute you stop learning is the minute you stop earning, so you know, you got to constantly be learning to keep on earning. Oh, my God! The piece of advice. 00:20:52 That's a great piece of advice for everyone here. So, Kevin, just wanted to ask you, like, the time you started with Amazon, did you, like, okay, you already shared that you watched four free ASM videos and then you start selling yourself. You didn't train by anyone. You haven't been into any Amazon trainings. You haven't bought any courses because you learn everything on your own. And then you started sharing the knowledge on many podcasts. So we do have a few questions from our community. So should we take it? Sure. No problem. Okay. So one is from Johnson. And he asked, why is brand building so important and how can it be beneficial in the future? So, brand building-there's two thoughts on brand building you'll hear some people that tell you you have to build a brand to sell on Amazon, that's not true; you don't have to have a brand to sell on Amazon. 00:21:48 You don't have to build a brand now. A brand is not a trademark and a logo; a lot of people think, oh, I need to get brand registry, I've created my brand, I'm going to come up with a good name, I'm going to have a logo made, and now I have my brand-no, that's not your brand. That's your company name and your logo. A brand is something that emotive[s] a response in people. It stands for something. It creates an emotional response and it makes people passionate about it or it represents them. You know, a woman that carries a Louis Vuitton $1,000 purse-the reason she buys a $1,000 purse is because of the brand, and it makes her feel a certain way. She feels important. 00:22:25 She feels like she can afford this. She feels like she's made it in life or she's pretty or whatever versus a girl that goes and buys a $10 handbag; she's more practical. She's like, I'm buying it at Walmart. I'm going to save my money. I don't care. I just want it to be functional. It's an identity. So to create that takes a lot of time. It doesn't necessarily take a lot of money, but it takes a lot of time to create that. And so a lot of people think that they have to have that done to sell on Amazon, and you don't. That can come later. So I would recommend people, if you have a lot of money and you have a lot of experience, then yes. 00:23:01 And you have a good team, then you can start with a brand. I mean, I just started a company last year, and we started with a brand. But we also started with close to a million dollars in investment in the company. So we could do that, and we're approaching it that way. But a lot of people, they don't have that experience or that money. So just start selling. Just start selling, and the brand can come later. You have to have the name, and you have to have the logo. But then you can start working. Just get up and running, and get your feet wet, and start generating some money. You can evolve that into a brand now Amazon is going more towards brands, they rather have brands selling on their platform than just random products. 00:23:40 But look at all the Chinese sellers, you know they're not trying to create brands. I mean Encore is different, Anchor is a brand but a lot of Chinese sellers, they have weird names as their is their their brand name on Amazon, those aren't real brands um so um. But brand Amazon's going more towards brands and they're favoring that, you know with brand analytics, the A+ content, the videos all that stuff and I think the future is going to be more towards brands. And if you want to sell your business, there's some buyers that will buy your business and they don't care if it's a brand, they just want your ASIN, they just want a successful ASIN that's making some cash and they'll put that in under their other company then there's other companies other businesses that want to buy a brand. 00:24:21 If I'm a Procter & Gamble in the United States, and I have a bunch of baby products, I might buy if I had a baby brand, they might buy my brand because like, oh, this would fit nice in our portfolio, help us expand. They're not looking for it for just the cash flow. They're looking for it for the goodwill. A brand has goodwill towards it. So you're not really a brand on Amazon until people are searching for you. So if you think you're a brand on Amazon, you're like, yes, I've already built a brand. Kevin doesn't always talk about, go look and see how many times your brand name is searched for on Amazon. So if your brand name is King Products, I'm going to go and let me see how many times King Products is searched for. 00:25:02 Not when you're doing a launch. When people do a launch, they type their brand name and then their keyword sometimes. That doesn't count. So when it's normal everyday times, how many people are actually searching for your brand name? If you're not getting thousands of searches a month under your brand name, you're not a brand. people aren't they're just buying your product because it's the cheapest one or the coolest one but if you're getting thousands of searches a month i mean we just did this with we're doing one of my companies that's starting now is doing stuff made out of recycled ocean waste and we start we were going to make one particular product with this and then we had a big brand a big surfing brand here in the u . 00:25:39 s and australia they're very well known they came to us and said hey we want you to do some products for us on amazon so the first thing i did is I want to see how many people are searching a month for this brand name on Amazon. And they had like 30 ,000 searches a month just for their brand name. So that tells me that people actually want to buy products based around what this brand is. It's a surfing company. So the company has a statement. It's the hippies that like to go surfing, that like to party on the weekends or whatever, and they want products that represent that lifestyle and have that logo or that image on it. And so I said that, you know, that's good. We'll do that. 00:26:17 But if this company can only like 200 searches a month, I mean that, well, I don't need to license. I don't need to pay you a licensing fee. I can just do this myself. Why am I going to pay you? There's no benefit. So a brand has goodwill. The name alone is worth money. So, if you're a brand, you know, sometimes some, some companies in the United States, for example, um, what was a good example of, uh, they go out of business. I don't know if this is an exact example, but let's say Blockbuster Video. Blockbuster Video used to be a huge video rental company in the United States. You could go and rent VHS tapes and DVDs, and they had like 4,000 locations. 00:26:58 Now I think they have just a couple left in the United States. The business completely went under. So if that business closed, their business is worth nothing. So people aren't going to pay them millions of dollars for one or two stores that aren't making much money. But the name Blockbuster someone might come and say, 'Look, that name means something that has an image, a connotation people identify with. This we'll pay you 10 million dollars for the name and then for the brand name and then we're going to start our own company called Blockbuster and do something so that's that's a brand uh and so if you can get to that point then you've made it uh and that's what Yeti coolers are and that's what um 00:27:39 you know Anchor now is on Amazon they're one of the few ones that have come up through Amazon, there's some other examples on Amazon that started as a tea company that started on Amazon and has become a brand and it's possible Amazon's a great platform to launch and to prove concept to get all The bugs out and then to take it to other marketplaces and to other channels but I just want to clarify there that creating a brand is not not easy, it takes time. Yeah, it does take time. It does take a whole lot of effort, a constant working on it. And the things that you have shared, if you don't have a big budget, you should start as a product. A brand can be created later. 00:28:22 But if you have this thing in mind, oh, I just want to create a brand with this much amount. Probably someone wants to launch a product. And he was like, 'I'm going to create a brand with $10,000.' Then probably it's going to give them a hard time. But if they have this sort of idea. It's okay when you first start to have the idea in your head for the brand. And this is your goal. But don't wait for everything to be perfect. And before you start, just go ahead and get started. And then it'll evolve over time. And maybe you'll change your mind. Like, oh, that was not such a good idea. You'll get feedback from your customers. You know, if you're selling a dog bowl, that's your first product is a dog bowl. 00:28:55 And you start to see feedback. If you start to see who your customers are, you can create an avatar around those customers. And maybe these customers that are buying your dog bowl, they all like to go run, take a run, take a jog. And so your brand is not just going to be a pet brand. Now your brand could be a brand that it's for, for outdoor people who love the outdoors. Who like to exercise and they have pets, so you can have products that are not just dog products, you can have products that are something for running, something for the outdoors, uh, something for a healthy lifestyle. So you can create this whole thing around it, doesn't have to just be just for pets. 00:29:31 For example, you can create something around an avatar of a lifestyle, so uh like one of our members he asked, 'Where is Mr. Kevin on Amazon business in upcoming five As I was saying, it's really hard to start with Amazon business now. It's not the right time. So what do you think? So down the line, five years, do you think Amazon would be as good as now or there would be a drastic change in market? I think it's going to be better than it is now. Is it easy right now? No, it's not easy. Was it easier? The right time to start on Amazon, selling on Amazon is today. It would have been great if you could have started five years ago. It definitely was easier, less competition. 00:30:18 But the best time is today. In the next five years, Amazon is going to continue to grow, not only in the U. S., but throughout the world. And they're going to become bigger and bigger and bigger. I do think Amazon is going to become more of a pay-to-play platform. So the organic is going to become less and less. And the paid positions, the paid PPC, and the paid video ads, I think that's going to become more important. So I think it's going to become more expensive to actually sell on Amazon. And it's going to be, you know, the people that are not prepared to treat this like a business and to really come at it strong are going to have more trouble. 00:30:57 But I think the opportunity there is if you know how to most, there's still a lot of people that don't know how Amazon works. The average consumer has no idea that, you know, there's people like us that are selling them the products. They think it's Amazon selling to them. And there's a lot of business people that think, oh, I put my products on Amazon because my friend said that his were selling and I didn't sell any. They don't know how the system works. They don't know how algorithms work. They don't know how product videos work. They don't know how listings and keywords and all that. They don’t understand that. So there's always opportunity. And if you don’t want to sell on Amazon or if you don’t have the money to sell on Amazon, there’s tremendous opportunity for people that are smart that can help others. 00:31:37 So if you learn everything on Amazon, use somebody else's money. Uh, and you take a percentage, you know. I have a friend right now who he, he's uh, he's never sold really e-commerce at all and he saw me selling on e-commerce on Amazon a few years ago. He's like, 'I was telling him, dude, you need to do this and he's like, 'Nah, I don't want to mess with that, that's no fun.' Now, you know, he but he didn't have the money; he didn't have like a hundred thousand dollars or ten thousand, he didn't have ten five thousand dollars of his own money to actually start. But what he did is he kind of watched me, started watching a few things, then then he went out to some, some found some contact friend of his who had a company that produces makeup products and they weren't doing Amazon. 00:32:20 He's like, 'Hey, you know, let me help you do your Amazon and he he kind of bullshitted his way through, you know. He knew enough by being around me to say the right words. And, you know, before he went into the meeting, he called me and said, 'Hey, Kevin, how do I find out the keywords for this? How do I do this?' And so I showed him. He went in there and gave him a presentation, and they were blown away. They're like, 'Holy cow,' this guy knows what he's talking about. And then he got the job. And then he's like, 'Oh, my gosh, now I have the job. I've got to figure out how to do this.' What do I do? So he started running and asking me questions. 00:32:54 But what he does is he gets a flat fee, so it's a few thousand dollars a month as a salary. You know this company does, I don't know maybe um two or three hundred thousand dollars a month in sales on Amazon, so he gets a small percentage uh uh to cover you know two or three thousand dollars as a base and then he gets a percentage of how much they sell, and then he has targets like if he can raise their sales from 300, 000 to 400, 000 he gets like an extra bonus you know at the end of the day, at the end of the year he'll make some good money and he doesn't have to risk any of his own money, he doesn't have to risk anything, and there's a lot of people like that, there's a lot of people out there especially U. 00:33:33 S. sellers if you can come to a You even establish successful U. S. sellers and you can say hey if you maybe you've been helping a client in the German market and you can come to them and say look let me I know you're so you're busy right now but let me handle your German stuff for you, I'll help you with the general market. I'll oversee the whole team. I'll oversee all the customer service. I'll do everything. Just pay me a small percentage of how much we increase in sales. There's tons of opportunity like that too out there. Those don't require you to have a lot of money or investment. It's less risk. And I see that in the next five years, more and more of that being people looking for more and more of that. 00:34:14 So that's a great opportunity to tell us. Too it's not just selling on Amazon, it's all the support things around Amazon, all the guys creating 3D graphics and 3D renders, the people creating videos, the people doing the photos, all that stuff. It's a whole infrastructure ecosystem that's developed, and I think it's going to continue to grow, so you can carve out what you're good at and you can make money. Yeah, I totally agree with the things that you have said for this specific thing. Like if someone doesn't have money, they can start offering their services. And I completely agree. We have seen this culture growing and growing in Pakistan as well. Because in the youth, a kid age 20 or 21, 22, definitely he's not going to have $20,000 or $10,000 or even not $5,000 to launch product on Amazon. 00:35:08 Then what they did? they keep watching content they keep learning keep learning keep learning and they try to connect with someone who's selling on amazon because in pakistan people are very generous people are very friendly so uh normally what like when i do my amazon things i used to connect few students with me like few people like those who are interested in learning and i i show them this is the interface this is how it works and this is what amazon is actually they are learning from youtube from our content and from different podcasts and everywhere and they gather their knowledge they make notes and they start learning okay this is how it works 00:35:44 this is how it works And then they see uh me working or other people working they start building their learning process and then uh they start offering their services for free for first few months they were like okay I'm going to work on your product okay you have a pretty bad listing and it seems you're not getting orders probably you're getting two orders every single day. I can help you in getting three orders. Then four orders, five orders at a time. And I am not going to charge you for the first month. People are willing to give. Okay, someone has a dropping business and it's not making them money. And they're pretty much happy with someone who can offer them this kind of service. And, like, we've seen this culture. 00:36:20 People start offering, and when they see the growth in their business, and they start offering equity. Okay. You are doing great and you can take 10% equity in my business on profit, and once you're going to flip it, I'm going to pay you $300, 000, $400,000, or $500,000, whatsoever, how much capital you need as a monthly or a flat fee, and then on top, I can give you 10% profit on that business. And we have seen this trend and this is pretty amazing: most of the sellers, living in the US, UK, Germany, they do have uh Amazon businesses, but they are not uh like probably they don't have time to run it or probably they are pretty much occupied with their other business. 00:36:57 And they really want this person like you who can offer them this offer and who can help their business grow. So that's an amazing thing, actually. Yeah, there's tremendous opportunity out there. And there's like 20, 25 different ways you can make money on Amazon. And selling is just one of them. yeah selling is one of the biggest opportunity and like service business is also good like those who don't have capital they can start with the service business all they can start the service business always and like there is a huge uh potential here in pakistan that has come to freelancing there are amazing 3d modulars who prepare 3d photography for amazon they are amazing people who do photography and this costs like a lot cheaper when you get such services from people living in other side of the world because here 00:37:45 people and they are talented people right the people are pretty much talented and uh they offered their services like 3d modeling 3d amazon photography listing content writing and all this thing that that's that's that's how like how it worked this is amazing actually i would say so uh if you're new like you said it is you can offer to Intern, you can reach out to some big sellers or people who are on Amazon and say 'Hey, look I'll come work i'll work for you as a VA or whatever for for a month for free. Maybe you're doing this while you're learning, while you're still watching podcasts and taking courses, and you can get a lot of valuable experience that way. 00:38:22 You can make some interesting contacts and and meet other people, which could lead who knows where that's going to lead to. Yeah, the mistake a lot of people make is they just stay in their house and they just watch videos by themselves. The best thing you can do in this business that's going to make give you the best chance of success is network. I know you have a large group there of 600 ,000 people in your group, and that's great. But network with those other people, but also go out and try to join some other groups out there, you know, in other countries, other Amazon groups, and participate there and watch those because you'll learn a different perspective, or maybe you'll catch a few things that are missed. 00:39:04 And I know it's difficult to not shoot. Most of you can't travel; I don't know if you have live events. If you guys produce a live event in Pakistan for Amazon sellers, but if there's anything like that, those are some of the best where you go to an event, you meet the other people face-to-face, you sit down, you have a meal with them, you have a a drink with them, you smoke hookah, whatever, and those are where really good relationships are made and some some great contacts and business deals are made. So if you ever have the opportunity to do that, whether it be in Pakistan or somewhere else, I would highly recommend it. Yeah, I totally agree. So we do conduct such events, but due to COVID, we are pretty much stuck. 00:39:45 We try to do all this live session that this live session series expert roundup, I used to invite amazing, amazing, amazing Amazon sellers, service providers, like you are one of the most, a weighted one to be on this platform and like everyone is so happy today, so I had Paul Baron, Emmy Ashley, Isabella, and everyone on this platform they come they talk because uh, probably this conversation people start asking questions and then they get their answer, probably thousands of others have the same question in their mind, and with this live session, they can get their answer, so and it's on repeat, people watching it. So we have one question from Johnson, and he asks, what mistakes do you make along the way that you have learned the most from? 00:40:29 What is your advice for a newbie not to repeat those mistakes? Your word of wisdom, actually. I mean, the thing about this, if you're going to sell on Amazon, it's all about math. So if you're not good at math or you don't like math, you need to have a partner or somebody on your team that is good. And so knowing your numbers is the most important thing. Me personally, when I first started, I invested too much in one product. When I first started, I went to a friend of mine and had some of my own money. And I went to a friend of mine and got some extra money. And one of my first products cost about $100,000 to start because we create a special mold and we do a bunch of special things. 00:41:10 And I wish I would not have spent all that money on that one product. I wish I would have taken that money and done like five products or 10 products because the one product did well. But I had some problems with it after about a year. But if I would have taken that money and done like 10 products, maybe three or four of those would not work. But I would have six products that did. It would increase my chances. But the number one thing I see with Freedom Ticket is students, they don't pay attention to the math. So they source a product, maybe it costs them $3 in China from Alibaba. By the time they pay for the shipping and the taxes and the duties to get it to Amazon. 00:41:50 Maybe the price is now $5 or $6. Let's call it $6. And then they sell it for $11. 99 on Amazon. And they wonder why they don't make any money. And they don't have the margin there. So a lot of people, the number one mistake is they don't understand margin. They think, oh, I have $5 profit there. No, you don't. You have Amazon is taking their fees for the FBA and their commission. And at the end of the day, you have $1. well you can't run advertising with one dollar what if your competition lowers their price now you're losing money so that's another a big mistake is a 00:42:23 lot of people don't don't factor that in you you're you're selling price needs to be ideally four to five times your landed cost now that doesn't you know if the product is an expensive product you're selling like a 300 desk that does that that rule doesn't apply you can it can be lower but if it's an item that's under say 50 or 60 dollars it needs to be whatever you're selling for you need to divide that by four so if it's a a 40 product the price is 39 . 99 on amazon the maximum you should be paying for that product landed is ten dollars can you make it work if it's fifteen dollars yes maybe but it doesn't give you a lot of room for for error so that that's the the biggest one the second biggest one is people start selling on amazon and they don't have enough money they come and they have let's say uh 00:43:14 two thousand dollars to start selling on amazon and so they find a product uh that maybe cost them uh uh one dollar five dollars to buy and they're like okay this is not a big product seller i'm gonna be selling something uh that's a very niche maybe it only sells uh i don't know 200 units a month you know it's only selling like uh five let's call it uh six six units a day so it's not a big seller not a big bsr and they place an order for it And now they're $2 ,000. They don’t do the math. They’re like, okay, it’s going to take one month to make it, one month to ship it. Amazon’s going to have to check it in. 00:43:51 So I need a three-month supply. So if this item costs you $5, then you’re going to sell 200 a month. That’s $1,000 a month in your product cost times three. You need $3,000. But they start with $2,000. And they just buy the MOQ. and they run out of stock and they can’t keep in stock. And so it’s a constant restarting cycle and you’re constantly starting over or you’re running out of stock. And that’s the worst thing you can do on Amazon. So they shouldn’t have found that product. If they only have $2,000, they need to maybe find a product that only costs one or $2 to sell, one or $2 their cost so that they can stay in stock. 00:44:31 So like I say in the Freedom Ticket, I always recommend you have at least two and a half times your initial inventory cost. So if you find a product, And you're going to have to give $1,000 to the factory to make it. And then there's going to be some extra costs to say it's another $500 to ship it. So it's $1,500 times that by two and a half. So that's about $3,700 that you need to actually sell that product. If you don't have $3,700, you should not start to sell that product in your pocket in this moment right now. So you need to find a different product that you can afford because if you're successful, you want to be able to place the second order. 00:45:13 The reason is that Amazon is going to take three or four weeks to pay you, and it's always going to be behind. So if you start to sell and you're successful, you're like, oh, my gosh, I need to order some more from the factory. Unless you have a rich uncle or you have a neighbor that you can go knock on their door and say, give me some money, I'll give you a percentage, you're going to need that money ready to go because this is a very cash-intensive business. And it can be, you know, so most people that are making millions of dollars on Amazon are not putting millions of dollars in their pocket. I know a lot of sellers that do $5 million a year on Amazon and their salary is maybe $50,000. 00:45:52 You know, 1%, less than 10% of what they take in. Some of them even less because they're constantly having to reinvest in the products, reinvest in the products. And that's why one of the best opportunities right now to make a lot of money is to sell your Amazon company and there's a lot of businesses out there, there's like 60 of them right now, you go to MarketplacePulse. Come, you can actually see a whole list of them that are buying Amazon businesses, not just Empire Flippers and Thrasio. And some I mean there's a ton of them. And the reason those guys come in and is they have bigger pockets, and they can expand it uh the business better, and they can come in the guy like me that's been working my ass off to to make these products, and not taking much profit out because I keep reinvesting the profit. 00:46:36 They'll come in, they'll buy it from me for a high price. I can take all the money off the table, then I can pay my bills, take a nice vacation, take care of my family, and then I take some of the money, and I start doing it again, and I build now the second. Time I do it, I know what I'm doing and I'm starting with more money in the beginning so I can start faster grow faster. I have a friend who's done this three times now. He started in 2015, he and his wife. He didn't quit his job. He stayed working, had his job. She had a baby, so she stayed home. She did some of the work. 00:47:12 Three years for their selling on Amazon before he quit his job because they were paying their bills, their rent and everything from his job. Taking all the money from Amazon, putting it back in, putting it back in. In 2017, they sold their business as a baby products they sold it for four million dollars and they took four million dollars and then they they put some money to aside for the education of their kids they they they wouldn't they i know i i saw them right after it happened because i was at an event in las vegas and they went to a nice dinner at the mgm in las vegas it cost like 2 000 us dollars for this dinner with the wine crazy and so they treated themselves like they were the king and queen And then they took a bunch of the money, like $500 ,000, and they started another brand. 00:48:01 They sold that in late 2019 for like $7 million. And then put a bunch of money and profit aside, made some investments. He just told me, he was supposed to speak at one of my events two weeks ago, my billion-dollar start-up. He said, Kevin, I'm busy right now. We're finishing our house. We're building our dream home. And I got to go and talk with the guys. It's taking all my time to make sure everything is right. And he said, also, I'm about to sell my third company for $20 million. So you keep working and turning it. And they're being very, very smart about it. And that's how you make money at this. And those opportunities are there no matter where you live. 00:48:46 You don't have to be living in the U . S. You can be living in Pakistan. Be living in the Seychelles you can be living in uh you know wherever um somewhere in Africa and you can do this so the opportunities are endless but you have to be smart about it and they have a plan uh and and it's working the word of wisdom actually these are the words of wisdom for any new Amazon sellers who wants to start with a journey and this is the beauty of Amazon and beauty of e-commerce business you can flip it you just need to have a clear plan from day one Exactly, right? Yeah, exactly. I mean, I always say start your business on Amazon with the intention to sell it. 00:49:29 If you're going to start something on Amazon, I mean, that's why private label is the best. Can you make money doing dropshipping? Yes. Can you make money doing wholesale? Yes. Can you make money doing affiliate marketing? Yes. But those businesses are very difficult to sell. Maybe you can go to Empire Flippers or something like that, get a little bit of money for it. But to sell for millions of dollars, you need to have private label. And those are the ones that people want because private label, you control it more. It's your brand. It's your name. It's your brand. Hopefully you've created a brand. It's your product line. Hopefully you've innovated something. You can just go to China and stick your logo on a product you found on Alibaba, that's much harder to do these days. 00:50:10 You've got to change it, you've got to be creative with it. All businesses are based on innovation and marketing. Those are the only two things that matter in business-is innovation and marketing. So if you can out-market other people, you can beat them; if you can out-innovate them, you can beat them. Without both of those, it's going to be difficult no matter what business you're in, whether you're an oil company or you're selling on Amazon or you're a food company selling to the grocery stores. Those two things are critical to your success. Innovation. Number one is innovation. You need to be innovative and you need to outsmart everyone. So these are the two secrets. And innovation doesn't always mean coming up with a new product. You can innovate on a way to use an existing product. 00:50:58 You can innovate on a lot of things. And then marketing is crucial because if I take five people, this would be a good challenge. Take five people and say, 'Look, I want you to go find a spatula on Alibaba. Yes, old spatula. You know easy product to source, not too too expensive. Go find an Alibaba all five of you launch this product on Amazon, same spatula. You're not allowed to change the spatula. You can change the packaging if you want to, but you're not allowed to change the spatula. Everybody has the same special one-you put your logo on it. That's it, and see what happens. All five people launch one of those people is going to be better at marketing. They're going to have a better package. 00:51:43 They're going to have a better listing, better photos. Something they say in their copy is going to be different. Or maybe they know how to launch the product. They know how to use Isabella's services or they know how to do Facebook or something. One of those people is going to kick the other four's ass. And that's because of marketing. So, you can out-market people. If you're very good at marketing, you can win this game. Exactly, exactly. People eat with their eyes first and selling on Amazon or all e-commerce for that matter, not just Amazon – people don't buy products, they buy photos. So when... people don't buy products, they buy photos. So if I'm trying to decide which of these flashes I'm going to look at the photos in the video, and I mean, which of those looks like it's the most professional, the most compelling, which gives me the information that I'm looking for that's what people buy, and if you can you can do that better than anybody else, you can win. 00:52:39 Perfect. So, Kevin, I just want to ask one thing. Like, what would be your key advice or your word of wisdom to all the people out here? Because there are so many things that go, someone would say Amazon is going, like Amazon is killing you. And like, probably what should be the right approach and like, what should be the right approach to launch product on Amazon? People like, for example, someone has a good product, they do have a budget. What should be their ideal approach to, launch your product on amazon well first like i said earlier you gotta launch what you can afford and only launch what you can afford to launch and based 00:53:17 on that two and a half rule that i said earlier so if you only have two thousand dollars you're gonna have to find a product that it's only gonna cost you about seven hundred dollars to launch um because you need that extra money for for additional product and for marketing and stuff so that's number one uh but can i find a product for seven that's only cost me seven hundred dollars to launch on amazon Maybe. It's not going to be easy. The more money you have, the more options you have to launch. But it may mean the product only sells three per day. So don't get these dollar signs in your idea that you're going to retire from your job and pay your rent in two months from your Amazon sales. 00:53:55 Maybe it's going to take you one or two years, like the story I said earlier. So you're going to have to keep working on the job and do this on the side at night or on the weekends. Until it builds up, just like my friend who didn't quit his job for two years. Now they're selling a company for $20 million, their third one. So that's number one. And there's plenty of opportunity. As Amazon's gotten bigger, the depth of products has gotten bigger. So five years ago, if I wanted to sell a spatula for left-handed people, there might be nobody buying a spatula for left-handed people. Is there even such a thing that exists? I don't even know. But now maybe people are typing 'left-handed spatula' on Amazon. 00:54:38 I don't know if they are or not. And maybe it's only 100 searches a month. But out of those 100 searches, those are pretty serious people that probably want a left-handed spatula. So maybe 50 of them are going to buy. And if you're the only guy or one of like two guys that has a left-handed spatula, even if it's the same spatula for everybody else, the spatula is exactly the same as all the other ones on Amazon. But you just change the marketing and say this is for left-handed people only, don't buy this if you're right-handed person even though it'll work even though it'll work fine; it's the same thing, it's nothing different but you said this is for left-handed people only and maybe you can make all 50 of those sales and you can buy this specialist for one dollar or two dollars and you can sell it for a premium; you can sell it for everybody else is selling theirs for $9. 00:55:20 99 you sell yours for $19. 99 because it's only for left-handed people, it's a special one for left-handed people And you start there and it's 50 sales a month going to make you rich; No, not at all, but it's a start. And then you can build off of that and you can, and you can find, do things like that. And that's why Amazon now, you know, sales from the pandemic that are 40% higher last year. And so everything that, what used to be like a $20,000 or $10,000 BSR is now a $20,000 BSR. And it's still a lot, but so the breadth of the market is much bigger. And so you can find those little niches that are crazy where you can start and make some money. 00:56:02 And then it all starts with the keywords. So beyond that, all product research starts or product opportunity starts with keywords. So you gotta make sure there's demand on Amazon for the product. And that demand, like I just said, might be only 100 searches a month for a very small special product. Don't always go for the big keywords that have 20,000, 50,000, 100, 000 searches a month; those are going to be very competitive, can take more money. So find the ones that are much smaller and and see how many keywords there are and how what the content is, then you know, you know what is the competition-are there people selling left-handed specialists? If there's only one other guy, and you can use an X-ray tool or and see what he's doing a month, maybe you can come in there and be the number two guy or maybe you can beat him and be the number one guy. 00:56:46 Um, that so keyword research, uh demand, which tells you the demand, then you look at the competition on that demand, and then you got to find a good product and find a way to differentiate it and that's the marketing amazing amazing knowledge so uh we have a question from Sarah and she asked Kevin how do you choose your team because like you people are selling billion dollar Amazon, you have multiple brands for you, it's really important to build... I don't sell a billion dollars on Amazon, a million dollars a million dollars on Amazon. So how do you pick your team, how do you build a strong team around you? Oh right now, to be honest, I don't... 00:57:30 I don't have any employees, I have One VA for two of my companies, and that's it, so that's it; I own eight companies or I'm a partner in eight different companies-some I own 100 some I'm partnering on you know, a piece. But what I do is I work smart, not harder. So, I partner with people. For example, let's take the Freedom Ticket course as an example: I could do that course myself; I could create it, create it, put it on, find my own software to put it on; I could set up my own credit card; I could do my own Facebook ads; I could do all that stuff myself and keep all the money that I make in the profits. But I would have to run all the Facebook ads. 00:58:13 I would have to answer all the customer service. My password doesn't work. I would have to, you know, all those kinds of things. I would have to do all that stuff. Instead, I partnered with Helium 10. So Helium 10 says, hey, Kevin, we have an audience that's buying the software. They need training. You know how to teach them and how to create the course. That's what you do the best. Why don't you create the course? You come and you create the course and we'll do everything else. You just show up. Uh, you know to do the course, and we'll take care of everything else. And we'll do a profit share, you know, we'll do something that's fair for both of us, so that's all I do is I create the course, it's done. 00:58:50 I don't have to worry about who's going to edit the video, who's going to do this, who's going to write the PDFs, who's going to do this. I don't have to answer any customer service, I don't have to answer do any credit card stuff and so I don't have to spend anything. I only spend my time doing what I do best, and the rest is taken care of by somebody else. And yes, they take a decent, good percentage-let's just call it this isn't what it is, but let's just say it's 50/ 50. I get 50, they get 50, um what you say, Kevin? You're giving up 50, that's crazy. You can have all that money for yourself, but yes, but what if I had to hire a team? 00:59:22 I had to pay these people, I had to pay all the Facebook ads, I had to do all this maybe that's going to be more than 50 at the end, uh, and it's going to be a lot of trouble and it's going to be spending my time babysitting all those people instead of doing something on one of my other businesses that could make me more money. So that's that's one of the ways I do it, uh, and so like on uh you know sometimes I'm still out there getting, you know, my calendar business for example. It's seasonal, so it only goes from October to January, pretty much. It's only three months of the year people are buying calendars for the next Year and so that business, you know it generates several hundred thousand dollars; it's not a multi-million dollar company. 01:00:02 But on Amazon, you know, $300,000 to $400,000 in sales in two months, basically, from Thanksgiving in the U. S. until New Year's. Most of the sales happen in about five weeks. And it's like $300,000 to $400,000. And I have a warehouse. I make these calendars in South Korea. I've been doing it for years. I have someone else that creates all the designs. I send it there. The pallets come. I have a warehouse in Austin that I take them to. It's like seven pallets of these calendars. Each box has 50 calendars in it. So each box is like $1,000. Each little box, you know, case is like $1,000 because I sell them for $20. They stay in this little warehouse. 01:00:42 And once a month, I go and I ship some into FBA. Me personally, I'm over there sweating, picking up the boxes, throwing them to the truck, and sending them away. You know, it gets me some exercise. It gets me from sitting at my desk, and it makes me some good money. So I'm willing to do that. People are like, Kevin, why don't you just hire somebody to do that? I'm like, nah, you know, it's a nice break for me. I'll do it. So that's how I do it. Now, that's not normal. Most people, they have a full team, but also you have to remember my background is I've been doing this for 30 years. And so I already know about the marketing. I already know about the sourcing. 01:01:17 I already know about the logistics. Most people that are starting, they don't know all those things. So they have to hire people on their team that specialize in each of those. And so. Yeah, yeah. No, go ahead. No, continue, continue, please. So most people, they have to hire that. So I'm not the best person to tell you how to build your team around you because that's not something I do. My approach is I partner with other smart people. uh and other other good people you know i have a company now that's the one i was talking about earlier that's launching you know with the license deal the recycled ocean waste there's five people in this team my job is to oversee amazon but one guy he oversees the whole wholesale another guy who oversees all the factories uh is there some crossover yes but we're all partners so everybody has their responsibility and and they do their thing and now that business none of us have taken a salary there's no salaries 01:02:18 So we won't take any money until the company starts to actually looks like it can sell. So we're doing it for the long term to actually make some money when it sells, hopefully three years from now. We started the company from day one to sell it. So everything, every decision we make is how does this increase the value of us when we sell this company? And so maybe we don't take, we could take a small salary now, but we don't need it because we have other businesses. So we're looking for the big payday down the road. Yeah, so you have one man army and leading so many businesses because like the thing that you have already shared work is smart, but sometimes you need to work hard as well. 01:02:57 But you need to be smart if you want to grow businesses amazing. So, Kevin, uh, thank you. Like I, I do have one format for this uh podcast, and this is something uh for the community which is like uh, would you mind sharing uh some of the tips and techniques for all the existing Amazon sellers which you usually don't share? So this can add a value to your through their selling experiences probably something related to ranking or probably something related to uh anything which can help their existing Amazon business. Probably the key area that you usually don't share anywhere, something which is in your secret box yeah sure um I can't tell you the exact secret of how to do it 01:03:44 but uh because I have an NDA on it uh but If you drive outside traffic from Google to your Amazon listing when you're launching um and you know how to uh to mask the referral I mean this is advanced for the program to mask the referral to make it actually show that it's coming um not coming from an ad but coming from natural search on Google or coming from YouTube or something else. You can launch a product at about a third of the cost of doing rebates. Because outside traffic coming from Google to Amazon, if it's done right with the right referral, there is a technique to this. And I can't share that exactly here, but the smart people and programmers that are experienced, they can figure this out. 01:04:31 You can match that referral. You will actually get three times the ranking juice on Amazon than any PPC or any search fund buy or anything else. Because Amazon rewards that traffic, if it's correctly referred, with like a 3x bump. And so you can launch products and rank products a lot cheaper. That's a little secret there. That's a goal, actually. That's a goal that you have shared. So that's a little secret there. Another, what's another goal? I mean, there's another. You have a ton of secrets. You have a ton of secrets. You just need to figure out which one I can share with the audience in which I don't have any assigned. I mean, there's a lot of tools out there too that are really, they're not public tools. 01:05:27 You know, brand analytics is probably one of the best. Let me, I'll tell you something that everybody can use. So brand analytics is my, that's where I start when I look for products. I actually don't start with Helium 10. I start with brand analytics. That's just my personal way to do it. I'm not saying this is the best way. I'm just saying this is the way I do it. I start with brand analytics. So if you have brand analytics, I download the top 1 million or whatever it'll let you download. I'll download it into Excel. And I do it for the previous month. Previous month sales, or if you can do the previous quarter, if it's like April 1st. Well, Amazon, usually it's like a week after you have to wait a week, but say it's early April. 01:06:09 You can do the first quarter of 2021. If you can't do a quarter, just do the previous month, download it. I eliminate everything that has an SFR of greater than $300,000. Everything has an SFR of greater than $300,000. I eliminate it. You don't have to do that. That's just my rule. I'm looking for more. I'm looking for products that have a certain, at least $10,000 a month in sales. So, but if you're, if you, are not if you're starting smaller don't eliminate you know keep everything in there but just just for me i eliminate after 300 000 and then i run in excel i create another column in excel and i add together all the the conversion rates so you know the brand that loads you didn't know brand analytics shows you a click share and conversion share so i add a column that's that adds up the conversion shares 01:06:58 And so maybe the product number one has conversion of share of 20%, product two is 15%, product three is 10%. I'm just making this example. Those three added together is 45%. So that means 45% of all the sales for this keyword come from those three products. That probably means it's pretty competitive because there's only 55% of the sales that are left. In some cases, 55% of sales is still a lot of sales, and maybe you want to compete there. But I'm looking for the little bit easier ones initially. And so anything that has greater than 40% conversions here, when you add the three together, I eliminate. Now, you don't always have to eliminate those. Like I said, there's still good opportunities in that other. 01:07:43 But I'm just trying to find the easier ones, the low-lying fruit. And so, anything above 40%, when you add them three together, I eliminate all those keywords. So now my 300,000 keywords is maybe. I don't know 200,000 or 180,000, and then any of them that have a click share of 0%. So like maybe you know the second or third one says 0%, but it has a high click share, it has like 20% click share but 0% conversion to me, that's someone manipulated, that's some guys in Bangladesh or something running ads to carts or or something like that, uh, to it or some Chinese sellers that are doing some crazy stuff for ranking. 01:08:23 So to me I don't want to compete against those guys, so I eliminate all those now I'm down to I don't know 100, 150, 000 uh left and then I start going through them with my eyes not with a software tool with my eyes and looking for stuff and I've done this a lot so I know. Okay baby stroller now that's too competitive, uh, you know um dog ball no I know that's gonna be too competitive and I see a word in there like 'What is this word?' I've never heard of this word. I don't even know what this is. I go put it into Google Chrome on Amazon, see what it is. Like, oh, that looks interesting. Let me hit the X-ray tool and see what they're doing. 01:09:00 And I see what they're doing. And I'm like, 'oh no, the top guys, too many reviews.' You know, the top 10 guys all have like 1,000 reviews, not too competitive. All right, next one. And I keep going down the list until I find good opportunities. And I can usually find products in one to two hours this way. And then I take those products. I have a partner that owns a sourcing company and I give it to his team and they go and they source, they speak Chinese and everything. So they go and they source it. They use Alibaba, they use personal contacts, they use whatever. And then they come back and say, okay, this product costs this much from this factory. We think this is the best factory. 01:09:43 About half of the things that I find sometimes more, we don't do them right now. The MOQ is too high. Or no, this costs too much money. How the hell is anybody making money on all these other sellers? Nobody's making money. Maybe it's the factory or something. It's the only way. So half of them get eliminated. So not all those products I find in one or two hours, every time I find one in one or two hours, do they stay? Half of them get eliminated. But in the end, we find some really, really good products that way. And so that's how I. I do. So, I mean, there's a little bit more to it. I can't go into the whole detail here. Maybe we'll put that in the next freedom ticket course next year. 01:10:23 But that gives you a basic idea of the way I use brand analytics. And then there's a tool that is not public that a friend of mine, he has a mastermind and he created his own special tools. And only like 200 people have access to these tools. And he takes the brand analytics data and he figured out a formula. I will tell you exactly how many sales are on every keyword. So based on the brand analytics, he knows that this keyword has 300 sales per month off of this keyword. And this keyword has 200. And so you can actually look at that. This is not a guess. It is a guess, but it's like 99% accurate. So it's a very, very good guess. He figured out how to do this with the brand analytics data. 01:11:09 But Amazon doesn't like that. Amazon doesn't want you to do that because it's against their rules. So that's why Helium 10 doesn't offer this or Jungle Scout doesn't offer this because they have to stay with their nose very clean to Amazon. So he has this. And so I can look and see the opportunities for these different keywords. And if it makes sense, then I proceed with the product. Amazing, amazing, amazing. This brand analytics tool, this brand analytics technique has definitely helped most of the sellers, those who are looking for products on Amazon and those who are doing product research through our various tools. And brand analytics is one of the most viable data available, the most accurate one, right? So this is going to help all the people. 01:11:51 And both of the techniques that you have shared for launching and for finding a right product through this way. These both are amazing ones. So you find a keyword, you know, the longer tail, the better. So like the word dog bowl is not a really good keyword, but slow feed dog bowl is a much better keyword. It's a longer tail keyword. So then what I'll do is I find a good opportunity there. After I told you my process, I'll type in the word slow feed dog bowl. If that's the, in this example, and to spray analytics and see how many other keywords come up. They're also in the brand analytics and then compare those and I like to see keyword products that have between uh 10 and 20 keywords in brand analytics because if there's at least 10 to 20 um then there's a lot of opportunity, there's maybe four of those keywords are too competitive but the others are good or something so that means there's more doorways to come into the house. 01:12:47 If I'm going to rob your house and you only have a front door, that's the only way I can come in. But if you have a bunch of windows, you have a door on the back of the house, I can sneak in whichever door I want. So when you have more keywords, you're like more doors to the house. So there's different ways to sneak in. So that's why I said when there's more to it, then I just gave you the simple thing. I look at some of that stuff too, but it's a process that works really well. I mean, you can't delete, you know, other people may be finding the same products or the same idea. So if you take a long time. 01:13:20 you're going to lose because other people might find it too so you have to act quickly yeah thank you so kevin thank you so much for being here and sharing all the knowledge the words that you have shared the knowledge that you have word of wisdom i would call it the word of wisdom from your site definitely uh you help so many like you answer so many queries and share amazing tips that usually uh like you don't share on other platforms so thank you so much for being here and sharing all the knowledge it was pleasure having you i'm glad to be here thanks for everybody for staying up late uh and i hope to see you around sometime hope to meet you in person thank you so much hope to see you in person as well thank you so much