From Reviews to ROI: Navigating Amazon Setbacks with Danan Coleman – Episode 50 of the Agency Operators Podcast

From Reviews to ROI: Navigating Amazon Setbacks with Danan Coleman – Episode 50 of the Agency Operators Podcast Speaker 1: I like that intro. Unknown Speaker: What's up, everybody? Speaker 2: Welcome to the Agency Operators Podcast. Today, I'm joined by Danan Coleman of eCom Triage. What's up, Danan? Speaker 1: Hey, good, Pasha. Not much, just dealing with Amazon, so actually a lot. Speaker 2: Yeah, always, right? Always. Amazon loves to keep us on our toes. Every week, they're rolling out something new. Speaker 1: It's a very kind way of putting it, but yes. Speaker 2: Yeah. I'm like, what am I going to talk about today or this week on LinkedIn? There's always something and if it's not Amazon, it's it's something AI related and if it's not that then it's something other Macroeconomic news that affects, you know tariffs or whatever. Speaker 1: Yeah. Yeah, I actually you know the how SPP just came out for us as vendors and So I actually just went through the first identity verification. It looks like every account that I'm accessing now, it looks like they're having to require identity verification, which they've been doing in Europe for years. But I just went through that identity verification and was immediately declined. Speaker 2: For what? What did they decline you for? Speaker 1: There's no reason given. So, you know, you got to get your passport and then you take a selfie and it was like, submit declined. Like, okay, cool. Contest that. And it said under review. And then about three minutes later, literally as I was posting on LinkedIn about it, it's like, oh, you've been verified. We'll see how this goes. Speaker 2: This whole thing is weird. I have gone through the identity verification over the camera three times. On the third time, I'm begging the guy, like, can you do something? Can you give me a hand? I'm talking to sellers. Speaker 1: You actually did it live? Speaker 2: I did the live verification. The first two times, nothing. They said, oh, you passed. Everything's great. Wait for an email. No email. Anyhow, this third time, that's like the crazy thing about seller support. It's like the same thing in every department where you could repeat the same thing over and over. And for some weird reason, the eighth time is a result. And it's like you don't learn anything from that. The learning... And what I do is just keep repeating it mindlessly until you get lucky. It's like a lottery. I don't know. I don't know. It's weird. Speaker 1: I did the, I tried the automated one where I didn't do it live. Um, and I just submit the photo and I submit the selfie and, and that was declined right away. I contested it right away. And three, four minutes later it was verified. So it was like, awesome. Like that. Yeah. Okay. Good. Speaker 2: Well, Dan, I wanted to, you know, I wanted to hop in and, and, and chat a little bit about, Some of the interesting Amazon topics that are kind of circulating right now. I'd love to get your take on some things, but before we dive into that, I'm curious, you know, your history. I saw all of the work experience that you have listed out on LinkedIn, and I obviously recognize a lot of these companies and kind of seeing that you are in like senior positions in a lot of these managed by stats and carbon six and I'm definitely curious how you got into the Amazon world in general and then kind of what led you down the rabbit hole and start eCom Triage and all that. Speaker 1: Yeah. So eCom Triage is a long time coming, but a really long time coming actually. So this is like a shocking statement, but how I got into Amazon is I got hit by a bus. I got hit by a school bus. I was incapacitated. At that time, I was a traveling salesman. This is back in 2010. And I was, you know, in a wheelchair, had to relearn how to walk and stuff like that. And obviously I couldn't travel. You know, I'm hopped up on painkillers and stuck in a chair and stuff like that. And so I had to figure out a way to make money on the internet. I knew it could be done. I started by outsourcing my ability to sell to a couple of companies that I had worked for before. And by happenstance, a buddy of mine that was running a supplement company that was owned by the company I used to work for when I got hit, I just put my vitamin on Amazon and I was like, what? I don't need to be GE with $43 billion of revenue and patents and I don't need a science team of inventors in an ivory tower think tank. How do I do it? And so he said, well, you can sell it too. I was like, well, it's done. And so this is, let me see here. This is probably three months, maybe a little more, three, four or five months. After my accident. So I'm still on painkillers. I'm still, I think at this time I'm on a cane. I'm not all right up here, you know. And so work for me was very hard. We won't go into what painkillers does to you, but there's a time and a place for them and that's it, you know. Otherwise they very negatively impact your life. I didn't have any issues with addiction or anything like that, but mentally it was like I was just Checked out partially, you know, anyhow, so We I started selling this product before I even had any inventory I listed it and And the inventory was down the street. So as soon as I made a sale, this is pre-FBA. There's no ads. Many listings didn't even have images. They were just text listings. And those that did had one image. You only had one image. And then, oh my gosh, you could use three images. And then it was five and seven and nine. And now I think it's 12 or 14 plus video, plus A plus content. And that's how I did it is I would sell the product before I even paid for it and would fulfill it. I go buy a bottle and then go fulfill it manually using the box that I got from them. And so that's how I got into Amazon and then it segued into I manage other people's brands on Amazon. And so the way I have always done Amazon with the exception of my short forays into private label, which I actually, I applaud and admire the people that do private label because it's a lot of work compared to what I do. I get exclusivity to a brand. I get the product on consignment and I pay the brand once a month or the manufacturer in this case once a month for what sells. So I have no cash out. It's just sweat equity and it's a partnership. Fast forward to 2018, I was pretty bored. My wife and I had done a bunch of traveling and we'd spent around half the year on the road just going places all over the US, the Caribbean, Europe, stuff like that. Not all over Europe, but then I went over to Philip Jepson who created Managed by Stats and I said, congratulations, I'm hired. What are you talking about? Why would I hire you? Because I was a beta user of Managed by Stats and he knew that we were doing okay in life. I'm like, dude, I'm bored. I have seen literally every cat video on YouTube and I need a group and I need a schedule and there's nowhere else I would go other than to an Amazon company. So congratulations, I'm hired. That's what I did. I helped, and believe it or not, my dad actually is still at Managed by Stats. So if anyone's dealt with anyone at Managed by Stats, you've dealt with my dad. Speaker 2: Wow. Speaker 1: Yeah. And so I helped him get that job. Man, he's like employee number four or something like that. And so I went over and went into support with him and then eventually I did Strategic Partnerships and I ran the podcast and the live streams and I built a whole studio. God, I miss that studio so much. This was one of my mics over there. And then I helped broker the sale of that to Carbon 6 and went to Carbon 6's strategic partnerships. And then it all kind of fell in from there. And then, you know, I've been building as a seller this year, it's 15 years. I've been in the software and SaaS space specifically for Amazon for seven years this year. And after helping a whole bunch of people, companies get out into the Amazon sphere and like I'm a tenured seller. It's easy for me to sell and a salesman. It's super easy for me to sell something that I feel is valuable. And then with each tenure at these companies, they ended, in my opinion, prematurely due to corporate changes and stuff like that. I went, you know what? I'm not gonna like I love what these companies are doing. I truly do and I wanted to be a part of it because of the vision. I went, you know what, screw this, I'm doing it myself. I'm not gonna leverage my whole network for other people that are going to not see it through to the end, you know? So that's how I started eCom Triage is I just like helping sellers. I really like helping sellers, humans, it doesn't, I guess animals too, but, and plants. I like to eat plants, eat animals, help them, you know. Maybe I shouldn't have said that live. Speaker 2: You help them move through the food chain. Speaker 1: That's right. I eat vegetables. I eat vegetarians, you know. Speaker 2: Yeah, there you go. Unknown Speaker: You don't discriminate. Speaker 1: I don't discriminate, exactly. But, you know, I just wanted to be able to help more people and make it valuable for not just me, but them as well. And so that's how I got to eCom Triage and the whole premise behind eCom Triage is if I can offer a service or a software or whatever, I've only got two things, the negative review removal and the catalog monitoring. But those two services, one of them prevents We help you solve problems from becoming serious problems because you detect it and we send you a notification and even potentially, depending on what the problem is, a template to send to Amazon to get it resolved. And the other one helps the longevity of your product by removing negative product reviews that don't belong there in the first place that should have been caught by Amazon. And so that you either maintain or ideally even acquire better star ratings and up your conversion rate and your sales and decrease PPC costs because your conversion rate is astounding and blah, blah, blah, blah, blah. So that's where I'm at. That's my history. All that in five minutes. Speaker 2: I love that. I mean, that's quite a history. And we were talking a little bit before we went live that, you know, your wife is a part of the seller account and managing that. And now I just learned that your dad was working with you. So I'm just wondering what these like Thanksgiving holidays look like? Are you talking Amazon? Or do you guys just like separate away from that? Speaker 1: Yeah, so, you know, it's kind of funny my dad and I we We keep it fairly professional because I'm no longer part of that company. So he doesn't give me any of the inside stuff I don't ask, you know But as far as Amazon goes I've tried to get every one of my family members into it and and have failed at getting them to sell so I had my dad running my knife company for a little while and Um, and I, I tried it. My, my brother's wife is, she's an equestrian. She trains horses and people to ride. I'm like, you guys need to do horse hair brushes or horse around somehow on Amazon. Couldn't get them to do it. So I tried, but you know, I, I know, I know when to stop pushing because otherwise I'm some, they're going to be like, okay, here goes dating again. Amazon.com going to make me a millionaire. But, uh, yeah, no, we're excited. Speaker 2: Yeah. Yeah. Speaker 1: Yeah. Yeah. And I definitely, I can definitely get passionate about this. Like it's rolling back to 2010. Amazon is what saved me from medical bankruptcy. Speaker 2: Hmm. Speaker 1: If we have international listeners, that's probably a foreign concept. In America, you might know or might not know that medical is not covered for us. By the time I was rolled out of the hospital, I had $173,000 in medical bills. And because I was hit by a city school bus, there was a cap. I got a hundred grand and so I had to hire a lawyer to help me negotiate and I had $45,000 in bills outside of that plus living expenses and stuff like that. You know, it was a thing. I was like, I was genuinely looking, do I go and file for medical bankruptcy and just give up my house? And like, man, it was a real struggle. We were days away, many months, days away from not being able to pay our mortgage, but we always, and this is where our family motto comes from now, we always made it. We always made it. And so the family motto that we have now is we always make it go right, no matter what. We always make it go right. That's our family motto because we have been through some serious crap together, my wife and I, you know, my accident where I almost died and, uh, uh, and had, she, she had to be a 24 hour, literally a 24 hour nurse for me. She had to, I couldn't even get up out of bed. She had to pick my body up. Because I was so messed up with broken bones and internals and all that stuff. And then she had to help me sit in a wheelchair and cart me around. Speaker 2: I'm sorry to hear that, but it's like the weird thing, right? Like there's a silver lining to these stories, right? And now life is good. And so you ask yourself, like, would life be good if I didn't get hit by that bus, right? And so life has a weird way to kind of like literally throw us around in a different direction. But you're right. Like in America, we have that kind of situation where there's even if you get some type of basic insurance, there's like all these limitations and you don't know actually until you're in a situation and so on top of dealing with the actual problem itself, people have to now deal with this new financial circumstance they find themselves in and now they're in debt in addition to being medically in debt or in some kind of deficit with their health. It's awful. Speaker 1: Not to mention the effects on you mentally, you know. There were definite times where I wondered if I was going to make it through alive. Because of the extreme amount of pain that I was in, it was like, man, it'd just be better to be dead than to experience this. But I was always thinking it's going to improve tomorrow. It's going to improve tomorrow. So anyhow, I didn't mean to take you on a whole journey, a crazy journey of where I am. I've been told recently that people want to hear that stuff. I thought nobody would care about that, but if I can help one person to go, you know what, F it, I'm going for it, or jump over one hurdle, then I'll share my story a thousand times, I guess. Speaker 2: Yeah. I mean, I think it's very inspiring. Any kind of story that shows persistence and will over time, like getting over something where the world is telling you no. But you know, inside of yourself, it's a yes. And so you just keep going and you follow and you follow through over the period, you know, years and you create a family and have a business and have a life that you want to have. I mean, I think that that's something that every person could learn something from. So thank you for sharing. Speaker 1: Yeah, absolutely. I mean, me too. I can learn from myself sometimes, too. Speaker 2: You know, yeah, we I mean, we fail all the time. I, you know, I was sharing entrepreneurial stories like I I come from the same era with Amazon. I think I'm a little bit younger than you, but I started selling in 2011 and I remember those days. There was no ads. The only ads you had were Google ads, and so you would send traffic and you wouldn't know. Forget about attribution. I mean, attribution is like years down the road. Speaker 1: Yeah, it's like a decade later. Speaker 2: Yeah, like you're literally shooting ads and you're like, what day did we turn them on? Oh yeah, there were sales that day. Let's turn them on more. There's more sales that day. You're literally just like, you know, it's so simple. Speaker 1: And then at some point back in those days, Amazon also went, what's all this non-converting traffic? Suspend, suppress that listing. We don't want all this non-converting. Speaker 2: Manipulating. Yeah, they're like, oh, he's manipulating. And now they're like, oh, we'll give you a referral bonus. Speaker 1: Exactly. Speaker 2: They caught on, you know, they put the analytics in. But anyway, like, you know, I've, aside from Amazon, in my entrepreneurial journey, I've done so many things. I was even walking through the streets of New York City at some point. When I was in college, I had a private label brand. I think I was working a job, going to school, and then I'd happen to be walking to the park every day. And on my way to the park, I'd notice like around spring or around fall, like, you know, the kind of cleanup periods, seasons. People would put their textbooks outside or their whatever books. Unknown Speaker: No way. Speaker 2: And I started collecting. Speaker 1: Oh my gosh. Speaker 2: Man, you wouldn't believe. Speaker 1: There's so much money in those. Speaker 2: Sacks of money outside their front door. Speaker 1: Oh yeah. Speaker 2: You know, you put it under your arm, you walk down the street back to your house, you put it up on Amazon, somebody buys a used book for like their, you know, their kids going to school or some novelty thing. Man, thousands of dollars just laying on the street. Speaker 1: So I remember those days too. Speaker 2: Yeah. Yeah. And I had a little barcode. Eventually I got like one of those little fob scanners that I keep in my pocket so I can like see on my phone, how much is this worth? Is it worth me carrying this thing? So I did that. I did KDB. I had privately, a lot of the stuff didn't work. I even had a food truck in New York City when I was 18. Really? Yeah, we wanted to convert it into a cart. We started with halal food because that's what the cart was designed for, because halal food's everywhere. Anyway, I have lots of stories like that, but you've got to fail and fail and fail, but that persistence keeps you going and you never know where you might end up. Speaker 1: Yeah, I think it was, maybe it was Edison or, I don't know, somebody back in those days. Who made the light bulb? It's not Edison. I can't think of it right now. Anyhow, good. Embarrassed myself in live with my misinformation campaign. I'm Pasha Knish. You know, but a lot of people look through look at situations look at scenarios look at things through this lens of I have my Preconceived ideas of what I want to see and what I believe of this thing, right? You should probably make this the the primary image of this But if you just allow yourself to remove your emotion from whatever it is that you're looking at and You will find something that you can take to the bank. You will learn a lesson. And so I do my best and I'm not always the greatest at this. It's like, hey, you're a great dad. Yeah, but I yelled at my kids today. I'm like, okay, that doesn't make you a bad dad. And so if you look at business the same way, okay, how did I fail? Why did I fail? And I'm not talking about it's that person's fault or it's this person's fault or it's my fault I failed. Why? Why did you fail? And then you go, okay, what are the scenarios that led up to this thing? Because there's always something earlier on the time track that led to where you are today. It didn't just suddenly happen. There are metrics behind that. And again, I get managed by stats. I looked at, God, it must have been thousands of accounts. And I started recognizing trends, going, that's about to fail. We shoot a message to the person like, hey, this is about to fail. What are you talking about? My sales are great. Like, no, no, no, no. Look, two weeks ago. Anyhow, the point is if you look, you'll learn and it's okay to fail as long as, to take another quote, you feel forward. Speaker 2: That's right. Yeah, I love the fail forward approach. I have this one quote that I like a lot spoken by a guy in our time. But in a completely different industry, if you're familiar with Michael Saylor of MicroStrategy, and in the cryptocurrency space, you know, there's this big, I mean, he has basically an investment fund. It's a lot to, you know, kind of talk about, but I follow a lot of macroeconomics and crypto. And Michael Saylor, I mean, his company owns, I don't know, $50 billion worth of Bitcoin, like two or 3% of the entire supply. So it's massive. And he just keeps buying over periods and everything. So he's a pretty smart guy in investment. And he has a quote that's pain is data. And so it's a very simple quote, but I apply it so often, like once I heard that something clicked, because it's true. And it's what we just said, and it applies across all areas of life, because pain is inevitable. And I think pain and suffering are actually two different things. I think that you can't go through life without pain, but you can go through life without suffering. That's where your personal choice comes in. So as long as you're like, oh, I'm aware that I'm experiencing some level of discomfort or pain, physically, psychologically, or emotionally, or whatever it might be from this circumstance, how can I actually take that and transform it into something that helps me? And it's like that power and that ability to transmute is actually what drives us forward and helps us to fail forward versus like, oh man, I messed up again or my sales are down again. Like I'll never be good at this. And then it's just like, you know, you talk yourself down and then you give up. Speaker 1: Yeah, yeah, and here's another thing about sales being down. Once again, there are indicators earlier on the time track if you're tracking your numbers. You'll know that the numbers are gonna go down if you don't make a change because some other contributing metric or a series of contributing metrics are crashing before your sales crash. Speaker 2: Yeah, when it comes to the algorithm, I mean, I'm studying this a lot right now. I'm working with a guy named Brian Johnson in our industry. DeepM and he has the whole conversion optimization or actually rank optimization system that he's built with DeepM. We're one of the early users and early agency adopters of their technology, but we meet often and talk about things and what they're rolling out. It's just incredible the amount of factors that are involved in how you rank against your competitors. People think when they open up an Amazon page and they look at what are your top 10 competitors, people believe on the outside that, man, my competition is solid. These guys have sales, reviews, listing optimization. They're running ads. How am I going to get past this wall? Actually, if you know how they're ranked and what's affecting their rank and you're tracking it over time, you can see holes everywhere. And so it's like, I don't know how many data points. I mean, they're crunching millions of data points that there's so much that goes into it. So there's like, you can see that pattern if you know what to look for. 100%. Speaker 1: Yeah. Yeah. That takes and I believe that that takes either a software that's based on time and experience or you yourself have time and experience, right? It's hard to teach this stuff. There's There's so many nuanced shreds of data that you see something, you go, I see what's going on here. I know exactly how this happens and it's got nothing to do with the number or image or whatever that you're looking at, right? And that's where that experience comes in. But yeah, man, I mean, the tools and services that have come out in our time in Amazon, I mean, dude, you remember what it was like we you and I. Yeah, you should have been doing this at this time. If we wanted to do keyword research, the way that we did keyword research is we started typing something in the Amazon search field and then the predictive text would give us the top search volume. And we go, cool, there's my keywords. Now let me see what products are showing there. Cool, who's product one, two, three, four, five, up to 10. At that time, there was not 780 pages of products. There was like 17, 20. Vitamin C serum was a great one. Silicone spatulas, silicone baking mats. Speaker 2: Oh, I sold silicone spatulas. Yeah, everybody sells. For sure. Easy, right? You just go to Alibaba and you're just sourcing what everybody else is sourcing. The competition, the moment that Alibaba went public as a company, they did their IPO, that's when everything changed. I noticed a huge change in the market because they became very well known that that's a business model. Then eventually Chinese sellers figured out how to sell. But there was like this golden age where you can just find anything almost. And even if other people are selling it, you just have your own version of it. And there's so much to go around because it's like these are all commodity items, most of them. Speaker 1: Yeah, I'm in supplements. I've been in supplements ever since 2010. I'm a big fan of reordered products. I've got something like, I think I have a 60% multi-order, like 60% of the people that buy from me order again. And I've got one person that spent like 15 grand with me. Unknown Speaker: It's crazy. Speaker 1: Yeah. And I'm selling a 40 or $50 product, you know. So like, you know, you can take one client. Let's put it this way. If you've got a product that is consumable that people will come back for, then technically you could spend the entirety of your profit of the first sale And we're here to talk to you about how you can use your LTV to acquire that customer because they're gonna order from you 10 times, you know? So if you can, it does take some time and some metrics and stuff like that. But if you can figure out your LTV is $1,000, you can spend $100 to acquire that person. Speaker 2: That's the dream, right? It's like looking at lifetime value, I think is sort of a hack. That's something that was talked about a lot when I went to Accelerate last year. They were talking a lot. It was only until like the last like probably year that AMC was like accessible in a way that made sense for most people. It wasn't just like a bunch of data that you have to start putting into complex spreadsheets and try to make sense of it all. Now it's actually drawing these prediction charts and telling you what is your cost of acquisition? What is your lifetime value? It's combining DSP and regular advertising and You know, putting it all together and saying, oh, you know, like if I'm not looking at this at a month-to-month level and I'm actually understanding what the lifetime value is, maybe I can justify having a higher A cost and then you can take that to clients. And it's a different conversation. I mean, not every client, even if you draw it out for them really nicely like that, they'll still maybe not understand. Like you'll be like, yeah, if we do like a 40% A cost, your sales will go up, your profit will go up, but we have to look at it on a quarterly or a half-year timeframe instead of month-to-month. They're going to be like, I don't know, I'm not convinced, but some people might get it. Yeah, but it helps a lot. Speaker 1: Yeah. I mean, depending on the product and depending on the numbers and stuff like that, it's the More sophisticated business person that is going to understand the value of spending more upfront. Most sellers, and this is getting less and less, but the majority of sellers, they're looking at their phone every hour. How many sales did I make? Speaker 2: How many sales did I make? Speaker 1: You know, I never did that. I looked at my numbers. I still look at my numbers once a month. Speaker 2: Oh, nice. You resist the urge for the dopamine hits on your phone, right? Speaker 1: Yeah, honestly, I don't even think I'm, I turned off, I am logged in. I turned off notifications for it because it's just an interruption of my day, you know? Speaker 2: Yeah. Speaker 1: And granted, like, I am also no longer the one that's running the Amazon. That's all my wife. But still, she doesn't look at the numbers, but once a month, you know, on the fifth of the month, all the numbers are for the month prior are done. We know everything, the returns that are going to happen. We get very few returns, literally like less than one percent. But, uh, the returns that are going to happen, those are usually done. And so then we just run the numbers and figure it all out and go, okay, we're up. Okay. We're down. So we just, we run on a different time track. Uh, with that being said, we also don't run ads, so we don't need to be adjusting things on the daily. If you're running ads, it's a different story. Um, because if your ads, if you run out of budget three quarters of the way through your week, Well, that's going to affect yourselves, you know, because I've seen that that and this is not industry wide, but it's prevalent enough that I can. More or less make the statement for most that your organic sales, the rise and fall of sales will roughly match that of your PPC sales on a two to three, sometimes up to a six-week lag. But if you were to take that lag and cross them over, they approximate each other's rise and falls. Speaker 2: Mm-hmm. So everything's sort of parallel. So if you have a drop-off because your ads ran out, then you can kind of expect a decline. Speaker 1: Yeah, in your organic, yeah. Speaker 2: In the total and organic, yeah. And a little bit about the reviews, I was curious. So you guys have a review service where you're removing those negative reviews that are not supposed to be there. I remember in the past there was this sort of like hack or thing that was going around where you can kind of like inspect the review to find the name of the person. Is that something that you guys are using in your tech? Speaker 1: No. How does it work? So basically we run the review through an AI that's trained on Amazon's community guidelines and every policy I've been able to find having to do with reviews. And then we just find out, okay, is this compliance or not? Is it potentially fraudulent? If we think it's potentially fraudulent, then we'll manually inspect the buyer accounts and look at all the other reviews that we'll find. And if I could, I know I could technically share my screen in here, but maybe I'll send you, well, should I? Should I just share my screen or do you want to just leave it like this? Speaker 2: Well, we can leave it like this in case somebody's listening over audio. Speaker 1: All right, so basically, I found someone's buyer accounts. This was the best example I've found yet. And it is literally Four different types of products so you can see the last 16 reviews that someone's done four different types of products all one stars except for a five star on one of the similar products, so it's like It is baby onesies. It's tumblers like kind of like yeti cups And a couple of others I can't remember but basically It was so blatantly obvious that it'd go one star, one star, one star, oh my gosh, this is the best thing since sliced bread. One star, one star, one star, literally saved my life and my mother's life and my goat's life. It was literally that much of a, hey, this nearly killed me, this saved my life, right? Speaker 2: Yeah. Speaker 1: And then you dig even further and you look into the timestamps on those reviews and there's nothing for months at a time and then these are all within a week or 10-day period. And then there's nothing for months at a time and then these are all within a week or 10-day period. You know, this is how we the AI is what we use to find obvious violations and then fraudulent stuff. We actually manually inspect those and then we'll do. If we can find multiples, we'll wrap that all up in one case and submit it to Amazon and hopefully get those accounts banned and all those reviews removed. Each review, it's its own communication to Amazon. It's actually usually not cases. It's like form submissions and emails. Of course, the report button, we do use that. I don't think it actually does anything, but we use it because it's there. Each review is an individual case with Amazon. We submit, we watch the review to see if it drops off. And often we don't get responses from Amazon. Sometimes we do. And a lot of the times when we do, it's like, hey, we looked at this review and we don't see anything wrong with it. And it's like, well, hang on a second, Amazon. It literally says nobody should fly to the moon today. That's the review. Tell me how that makes sense. Speaker 2: Wow. Speaker 1: And then we got to escalate it. So it's an administrative nightmare to do this. But we've got it down at this point. And we'll be able to remove somewhere between 5%, 10%. 5% to 10% is average. 15% if you're in a really, really... Yeah, yeah, yeah. Yeah, it takes a lot of work though. I mean, this is, I literally have full-time people doing this because it takes that much time. Speaker 2: I can imagine. I mean, every single review, we're talking about an account that has thousands of reviews, right? And you're going like, is there like a limit to how far back you go? Speaker 1: No, no limit to how far back we can go. But Amazon hides reviews now. So at first they made it so you could only see, at first you could see every one of them, which I think you should be able to because that's what makes that product's rating, right? Speaker 2: Yeah. Speaker 1: Then they made it so you could only see the last 100. And then they made it so you had to be logged in to an Amazon account to even see reviews at all. So these created some challenges for us. And we're still able to get most of the reviews. But if they've got 10,000 reviews, we won't get them all because Amazon literally hides 9,900 and 9,000, 9,500 of them. You can only see the last 100 reviews for each star rating. But even if we only got 50%, it's more than that. 60%, 70%, 80% is common. The more the reviews, the lower the percentage we get. But it's still so many thousands of reviews. We're still able to get a significant number of those removed over time. That's the other thing. You can't just smash Amazon with 500 cases that makes them go peepee in their panties because they're so upset. Nobody wants to make Amazon pee their panties. Speaker 2: No, nobody wants that. And how do you charge for that? Is it per removal? Like if you get a successful removal, then you pay? Speaker 1: Yeah. Yeah. So I've got a one time setup fee, and then it's pay for performance after that. So if, you know, I, I think it's fair. I mean, we have to do so much work just to get that first review removed. You would think I submit a case. In a perfect world, I'd submit a case or two cases or three cases and get one or two reviews removed. It's nothing like that. It's so much more work than that. And I wish it wasn't. And the day that it isn't, Huge success for Amazon sellers because now everyone can do it themselves. Nobody has to pay for it other than maybe having a VA. And I hope that day comes. I'm a seller too. I would hate to have to spend money with me to do a job that should be easy to do. It should be as easy as feedback removal. It's like report off topic or review or whatever. Amazon strikes it out. We take responsibility for this. We're so sorry. Of course, they still display it. Thanks. But yeah, it should be that easy. It really should be. Speaker 2: Yeah, and they've had that system forever, that automatic, like it's been years that they've had that and then on your listing where it actually matters, they don't. Speaker 1: Yeah. Only the wholesale guys really care about their, up to a certain point, really care about feedback removal. And I've had quite a few ask me for it. I'm like, you don't need me. You know, you don't need me. You're going to spend way more money than is necessary. Just click that button. Have somebody go check it every now and again. Click the button. Make sure it's not more than 90 days old. Speaker 2: That's it, yeah, you go in every month and just like, how many negatives are you gonna have? It'll take you five minutes, right? Speaker 1: Yeah, literally five minutes, yeah. So I've had people say, well, I want you to do it. I'm like, no, I'm not gonna do it. It's not worth your money. Just hire a VA, you know. Speaker 2: Well, Dane, this is really fun. I really enjoyed talking with you and hearing about your story. How can people find you if they want to learn more about the review service and what you guys are doing? Speaker 1: Usually on the beach. No, it's eComTriage.com. That's my website. You can get a hold of me there. I'm on LinkedIn as well, Danan Coleman. I'm one of the few Danan Coleman's on LinkedIn, so I should be fairly easy to find. But eComTriage.com is where you can get an idea of what I do and Get a hold of me there. And if anyone wants, it's a free audit. So if you give me just any of your ASINs, I'll run an audit and let you know what I find and what I think I can get removed. So in case anyone wants that. Speaker 2: Sweet deal. All right. Cool. Thanks again, Danan. Thanks everyone for watching. See you in the next one. Speaker 1: Bye everyone.