How To Sell On Amazon Kevin King Strategies For Beginners 2021

How To Sell On Amazon Kevin King Strategies For Beginners 2021 Hey everyone, it's Norm Farrar, aka The Beard Guy here, and welcome to Lunch with Norm, the Rise of the Micro-Brands. Right, like I said on the last podcast, I've got a special guest today, my buddy Kevin King is coming on, uh, Kevin is known around the Amazon circles for being the guy, the man with the information, and we're going to be talking shop today, but a lot of people don't know that Kevin had his start back in 1995, he was on the he was doing e-commerce back in 1995, and that he's been featured everywhere, he's... he's been a very successful businessman, he also represents get this over a half a billion dollars in sales between Freedom Ticket and his Helium 10 Masterminds, and he's also the organizer of the Billion Dollar Seller Summit, so uh, anyways if uh, if you're new to the show, uh, sit back, we have a lot of fun during these shows with Kevin, we just talked shop, we don't even know what we're going to talk about, but anyways, we Kevin always drops a few [nuggets] on us, I hate the word nugget, anyways Kelsey where are you? Yeah. Why do you keep saying nuggets if you hate it so much? Give me another word. Kevin. When Kevin comes on, maybe he has another word because the stupid golden nuggets or whatever they are, it really is. I hate it. I got to figure out something. So, all right. What are we doing, Kels? All right. So first of all, smash those like buttons. We've got a great group of people already tuning in. That's awesome. People are excited for the episode. So yeah, if you can smash those like buttons, if you're on the YouTube page and watching this, if you can hit that subscribe button with that little bell, that would be amazing. I just want to quickly say we did have a StreamYard issue last podcast with one of the streams cutting out. So if that happens again, it's not us cutting off. Early, it's just something that's happening with this software right now, but we think that they fixed it, so it shouldn't happen again. But just head over to the YouTube channel if that is the issue if that happens again, and we do have a prize today too. So what could that be? Kels, do you want me to go now? Sure. All right. It is a Brit Treats 20 selection UK chocolate box. I think it's a value of like $45 US dollar. So it's a very big box. We've had it before. It's fantastic. And that's going to be hashtag Wheel of Kelsey. And it's only for US and Canada only, unfortunately. So sorry to our international group. We'll make up for it. Yeah. And one last thing. We did add an event schedule on our Lunch with Norm website so you can see guests a month in advance. So you can go check that out. But I'll talk about that later. All right. Very good. Okay. So if you have any questions, just throw it over in the comments section and we'll try to get to them. Usually with Kevin, we get a gazillion questions, but we'll try to answer them. If we don't get to them, we'll answer them afterwards in our group. So sit back, relax, grab a cup of coffee, enjoy the show. Mr. King. Hey, what's up? I don't know. I don't know. I always have fun with these shops and talk. Do you have your coffee, Kevin? No, I don't drink coffee. Do you have your Coke Zero, Kevin? Actually, today I have a Diet Mountain Dew. A Diet Mountain Dew? I do Diet Mountain Dew and Coke Zero. Those are my two. That's it. That's our go-to, right? All right. So, Mr. King, how are you? I'm casual, man. I'm alive and kicking. You are alive and kicking. And Sonny Austin? That's what my friend Mark would say. Yeah, I'm here in Austin. Not Sonny, though. Not Sonny Austin. Oh, man. Guys, I hope our power stays on because just about a half hour ago, the power went off. So it'll be Kelsey talking to Kevin if my power pops. So anyways, we're having a windstorm up here today. In case people don't know about you, can you just give us a bit of background about who you are and what you do? Sure. Yeah, I sell a few things. I've been selling a few things for a long time now. Yeah, I've been involved in e-commerce since before Google existed, back when it was AltaVista and Lycos and Yahoo back in the 90s. I've been selling on Amazon since 2001. I have several different companies on Amazon that I currently sell through or partner with them. I also do a bunch of training, of course, called the Freedom Ticket for Helium 10. It's included free for anybody that has Helium 10, as well as their advanced training called Helium 10 Elite. I run the Billion Dollar Seller Summit for advanced sellers. I have a business with Steve Simonson called Product Savants for experienced sellers, and have a couple other businesses that are pretty much off Amazon as well. Well, one of these days we're going to get into business, I don't know what cigars I don't know Kevin right off the bat. Have you seen anything new new trends, new anything in the Amazon world? Probably the hot one everyone's talking about right now is what came out last week about the change in inventory, where it's no longer on a case of specific SKUs. It's a total inventory on your whole account. So now when you're launching a new product, if you have the space, you're not limited to 200. You can actually ship in more than 200, but you have a whole account level limit, which is a whole different animal now, and it's a whole different way of planning. So if you're brand new, it's maybe a good thing because now, in most cases, people are probably starting off with $500 or $1,000 as their account limit as a baseline. And so you could actually ship in more as a brand new seller. But if you've been selling for a while and you're already kind of maximizing that inventory and you're about to launch a new product, it might require a juggling act or it might actually be an issue. So I think that's the hot thing right now. And I know from our point of view, about three or four weeks ago, Amazon actually, we have the dangerous goods on one of our, one of my accounts has, it's authorized for hazmat. So the way Amazon stores their hazmat, their dangerous goods is their special warehouses. So they don't put them in every warehouse. There's certain ones that they, they store them in. And we, when we first started last, last year on that, we were, I forget what we had 300 or 500 cubic. I can't remember. I think it's cubic feet of space. I can't remember if it's cubic meters or cubic feet, but cubic. 500 of allotted space, not units, but actual, depends on how big they are. And then we got that raised to over 3,000 so that we can ship in more stuff. And about three weeks ago, we got a notice. This is before the 1,000 thing that Amazon just changed. We got notice that, hey, we're reducing effective immediately your hazardous goods storage from 3,000 to 272. And currently you have close to 2,000. You're utilizing close to 2,000 in our warehouse; you have until end of May to get that out, or we're charging you what would be the equivalent of about $60,000 in storage fees, and we will get rid of it ourselves. So we've had to donate a bunch of stuff out to send to charities. Had to pull some out, but it's like one of my SKUs right now is the best-selling SKUs is about to run out, but I can't send any in, zero. The inventory planner tells me, 'hey, we recommend you.' You're allowed to send in whatever the number is, 800 or something. And I go and try to set up a shipping plan. It's like, nope, sorry, you're over. You can't ship in the 800. So it's going to cause a problem. And I'm trying to get that raised again, and it's falling on deaf ears. So that's almost a death knell to the company. To switch it to FBM. Which we can do and we're set up for, but the cost difference is just ridiculous. So it's, it's, it's, it's that, what Amazon is doing on that side. And I think part of the reason they're doing this dangerous good side, which nobody's talking about is because probably during the pandemic, there's probably every time Dick and Harry made hand sanitizer and sprays and whatever, and sent them into Amazon. And they're probably just sitting there. That market is a race to the bottom right now. And probably Amazon's like, 'Hey, we got all this flammable stuff just sitting around gathering dust. Get the hell out of here.' And this is a liability risk or whatever. So there may be some aspect to that from that side. But all this inventory changes, it changes a lot of things for a lot of people. Now, why would they change? Like if they had inventory restrictions before. And it seemed to be working like their inventory. You started out with 200 units. And if you sold more, you got more space. Right now. I mean, I've heard this from other people, even in our group, that they're having this nightmare. So I don't know why they would change something like that, because if they initially did it for storage and because of COVID and slow moving inventory, wasn't it already solved? They already solved the issue. Yeah, you're right. When we first started doing FBA, you would have a limit. I forget what it was. It was a smaller limit, a few thousand units or something like that. And as you start selling, it would go up. I remember one time I could ship in, I think my storage was over a million pieces or something in the account. It just kept going up and up and up. And then, like you said, they put in the COVID because of COVID. And I think a lot of people are complaining, you know, like, look, the issue with, you know, 200 units is not enough. When I'm launching a new product, so that I will fix it and we'll just have your whole account be based on the whole account. And then you just got to juggle. But that still puts a limitation on you. I don't think they have the right answer yet. And I think they're just, they're just playing around. OK, let's see if this helps fix it. And it's to the advantage of a brand new seller. And so maybe they have some alternative. Reason the hey, we want more sellers joining, and you know this-maybe one department's like look the number of sellers joining has gone way down. Uh, how can we get that back up? Well, let's raise this inventory thing or um, I don't know, maybe one partner's not talking to the other; it's a problem, it's an issue for a lot of people. I was looking at a post that was uh in one of the Facebook groups and uh, They were saying that their strategy was very similar to the original restriction limitations, where they would monitor their product. If they had like 300 units, they'd monitor it until it started to move, until the momentum started to go. Then as soon as they saw that there was a little bit of wiggle room, they would add more, and then a bit more, and it would rapidly go up. I'm not sure if that works; this is one post that I saw, and I don't have enough experience. I don’t think anybody really does right now to see what effect it has. It would make sense for it to go up, like you’re saying. If you start selling more, I would think, but it’s only been a week, so I guess we don’t know exactly how this is going to work yet. What scares the hell out of me is you you know how we've got that honeymoon stage you know we wine and dine with amazon right and then let's say that you have a really great week let's say that it's a seasonal product what happens when your sales drop and you get are you going to get an email that says you have to you know get rid of 25 of this inventory or we're going to charge you these crazy fees yeah i i don't know it's it's a problem for seasonal stuff it's a problem for it's a problem um and i i don't know if it's if they have the answers or they've already thought it out um but um yeah it's a it's but i hope i hope that they raise it you know as they start seeing you sell but it the thing is amazon has all their algorithms you know how when you go into your cell central it has all these we recommend you ship in this many units or we recommend but they have no clue what you're doing on your side they have no clue that yeah i'm getting ready to run a search find buy or i'm getting ready to do a big promotion or i'm getting ready to do a facebook campaign or whatever they Have no idea and so all those kinds of things can't are not you're not able to factor that in because it's based on what they think and what their algorithm says, and their algorithm on shipping inventory and projections is in my experience has been absolutely ridiculously wrong on almost every level, I don't trust it; I completely ignore it, there. Other than what I'm forced to when it says you can ship in 200, okay, I'll ship in 200. But other than that, I've never found it to be useful at all, all their little planning tools and stuff, because they have no clue what I'm doing on my site. Or just even a keyword change. One of my companies, the one with the hazardous goods, they've locked all the titles. And one of the things I just recently did is a version of Bradley Sutton's Maldives strategy. Where I actually went in and I took the brand analytics, you know, I typed in some terms in the brand analytics and it spit back out all the 20, 30 different related terms. Now I took those and I manually did a search using the Chrome browser on Amazon for each one of those keywords, you know, brings up 60 or whatever results on the page. And then I use the X-ray tool and hit the, this is one of your little ninja tips actually here, hit the X-ray tool. And an X-ray tool has some new advanced filters. And one of those advanced filters is title. So I would take that brand analytics keyword in phrase order, paste it in the title filter, and hit the phrase order, make sure it's in phrase order, and then hit apply. And what it does is it filters the X-ray results down from the 60 or whatever, down to how many have that exact phrase and that exact phrase order in the title. Not just those keywords in the title, but an exact phrase order. And on some of them, it's 57 out of 60. Well, some of it's one or zero or two. And so then what I did is, I was like: One of the tricks or the Maldives technique is those are typically either up-and-coming keywords or they're lower competition keywords. But if you can get that at the first of your title and phrase order, your chances of moving up in the rankings is pretty significant once you get a few sales on it. So, one of these keywords, you know there was a new keyword that popped up into hand and to uh people are using one of my products as party favors now and that that keyword has an SFR like I don't know 30, 000 20, 000 or something like 20-30, 000 somewhere in there which is a decent amount of volume uh and but nobody had zero people had it in the title, zero in phrase order so I was on page three so I actually put it uh used I found it by X-rays seeing that nobody had in the title and phrase order put in readjusted my title and then got a couple of sales on it. And now it's on page one versus before I wasn't. So, but then I tried to do it on a couple other products, but the titles are locked and I can't freaking Amazon, you know, you can't, it's difficult to get them unlocked. Amazon has gone in and locked them. And so I'm having to use a company. uh that doesn't it's white hat company but they they offer a service where they will get those unlocked for you they just basically you give them access to your accounts and they write on your behalf and they know the exact words to say and exact whatever to say and they get it unlocked supposedly so i'm testing them out right now um but i'll do that for the other products and so there's but amazon doesn't know that this ties into the that little hack there ties into the projections because now maybe that product that was selling a couple a day or whatever on page three now it's going to sell 10 or 12 a day but i need to get ahead of it i need to like send in more stock but amazon's algorithm is still looking at the past and making these projections and it takes it two to four weeks before it kind of catches Up so, it's a problem, um, and I don't have an answer right now, right. Well, you're on next month that's right, uh, you know that, uh, that's interesting that you were talking because one of the questions I was, uh, going to talk to you about today was brand analytics, because, uh, last night I was on a call with a group of people and we had one of our members talk about, uh, brand analytics kind of went through it all for anybody who didn't or wasn't using the, uh, the module so that was the question whether you use brand analytics to do any of your keyword research or do you do other types of keyword research. Brand analytics is one of my is the main thing I use. I mean, for product savants, when I'm looking for product opportunities for product savants, I start with brand analytics. I don't, you know, the Helium 10 black box and there's some other tools out there going to Etsy and poking around. Those are all great and everybody should try different things. But, you know, look at your own PPC if you've been running for a while and see some stuff there. But there's lots of ways to find product ideas. but where I started brand analytics and I actually, it's a, it's a manual process. So I download the entire brand analytics report. So, one plus million, whatever it is, uh, lines and bring that into an Excel, a Microsoft Excel. I do it offline. I'll use Google Docs for that. I mean, you could, but I bring in a micro Microsoft Excel and then I've run some filters on it. And, uh, one of the, one of the filters that I run is, is, um, Look at the conversions, you know, you have the the click percentages and the conversion percentages. So I look for the first thing I do is I delete I literally just delete anything that has a zero conversion percentage and the the most clicked item. And so that basically means you have something has a 17% click share and a 0% conversion share, that's manipulation. That's someone running bots that someone doing 'add to cart.' That's something something fishy going on with that. And not every case, it could be just a, an error in the system or something, but probably nine, 95% of the time, that's something fishy. I delete all those all the way down. And then, then I go through and I, I look at anything. I add another column and the, and the, the results on my spreadsheet. And I, I add up the conversion share for the top three, you know, they give you the top three. So what are the commercial? So number one is 17%. Number two is 20%. Number three is 10%. Those add up as 47%. So the top, that means the top three ASINs have 47% of the conversion share. That means everybody else, um, they own half of that market on that keyword. So everybody else eats dust. Everybody else has 53%. Now, if that's a very big keyword, if it's an SFR 2,000 or 5,000 or something, that other 53% might be a lot. And so I don't initially eliminate those. I don't want to give away the exact formula that I do, but let's say if that SFR is below, I'm just making up a number here, 200,000, and those three have over 50%, there's probably not enough room left for me to eat and really have, I mean, maybe so in some cases, but most times there's not enough room for me to take very many sales. So those would get eliminated from the, those keywords all will get eliminated from the list. And then I run a couple other little filters to filter it out. And then I just literally, I eyeball it. I go through it. I start, sometimes I'll start like in the middle and so far, I don't know, 10,000 or something. And I just start scrolling down. um you know i'll eliminate also anything that's that's um uh seasonal because i'm not doing seasonal so i'll take out the word christmas or easter july 4th or whatever like that just i mean if you're doing seasonal you could reverse that actually keep them in but i i'm not doing seasonal so i take those out um and then i just literally scroll through it eyeballing it and i have my browser open and i'm like uh that's cute that looks you know once you've done this a while you know you know, spatulas. You don't need to even look up a spatula, you know, certain, you don't need to look up. And then I will take that, those keywords, put them into, you know, do a search, just like a human would be doing a search, cut and paste it over in a browser, take a look at what comes up. I eyeball the first page results just real fast. Just, I don't even scroll all the way down, just first couple of lines. And usually I can see how many reviews there are. If the top six have thousands of reviews, I'm like, eh, there's no point. But it looks like it's a mix. Then I'll run X-ray on it and see, and do some filters on X-ray there to see, you know, what the review rates are, how many reviews are, what the graphs, if the graphs, you know, the little graphs and stuff. And then I'll take a look and like, that product looks good. Then you can take that keyword, see how many other brand analytics keywords are associated with it, if there's a decent number. And you can get two or three or four of those that all meet this criteria, you have a very good potential product that you could, if you act quickly, and you can source it for a good price, that you could actually do well. Someone asked me, can you write an SOP on this so that someone else could do it? I could, to a certain degree, but some of this is my intuition and my experience. Right, that's what I was just going to say. It's kind of a gut. Thing isn't it, yeah, it's I mean, I could automate part of this process and we're trying to do that, um, and but some of it is yeah, it's gut you know, it's like a, it's like a scientist trying to find a cure to a disease or something, you know, everybody has a do this, do that, and there's a science that backs it up, but then there's also a little bit of gut instinct um, that when I'm scrolling through this list of keywords, I mean, I'm like, I'm sure I skip over something, I probably see a keyword like But I should have looked at it, but I don't. And so that's one of the ways I do it. And then once you see that, you take a look at what the top three are, and you get an idea of what people are looking for when they're searching for that keyword. Because on the page results, there might be, on some things, there's different types of products. And like an example I always give is like spy camera'. A mini spy camera comes up and you see the ones that are little squares that you can hide like in a bookshelf or. hide somewhere where no one will see it. There's other ones that are mini spy cameras that actually mount by your garage or something. Those are two different products for the same keyword. And so you have to look at the buyer intent. What are they actually looking for when they type in what most people are looking for when they type in 'mini spy camera'? Is it the one that sits up on the garage or is it the one they can hide so they can spy on the wife or the nanny or whoever? And you can tell that based on the top three conversions, that's what most people are looking for, and so then you have to filter it down by that as well, yeah, so if anybody's thinking about using brand analytics, and it's just a a quick 'oh it's gonna it's just gonna be the gold path it's not the case, I mean you have to do homework and you know, I look at what you're doing, everybody, you know, oh, you know, Kevin does this, Kevin does that, but you, Do your work. You do your research. That's why you're successful. You know what you're getting into before you get into it. And some of those, you know, sometimes I find opportunities that products have also a good example that I can do. I'm like, man, if I just take this product and do this twist or do this packaging on it or do this marketing on it, I think I could do this. But it's hard to actually sell it to somebody else that you don't know if they have that skill set. Yeah. So some products get eliminated. Or in some cases on Product Savant, Steve and I will actually make a little video and like, look, this is what we're thinking. When you look at the hard data of this product, you may be like, no way, it's too competitive. But we're like, look, look at these two holes right here. And if you do this, this, and this, you could, you could, you know, it's back on my bully sticks example I've given several times, you know, you could do, you could do well. So the product, probably the most important thing that you can do in your business as an Amazon seller is product selection sourcing. And that's where people obviously, I see Facebook people all the time say, 'Hey, anybody know who can VA can help me with my sourcing and help me with my product research.' And that's the one thing that I would, me personally, I would never outsource. You could outsource some of the grunt work of that, but that's just so important. You've got to have a good person on your team that's really good at that. Because that's a make or break for a lot of people. So before we get to the questions, I've got just another question. I don't know if it's going to be quick or not, but it depends on your answer. Do you use the Amazon attribution program at all? I've used it some, yeah. But I haven't – I've used it some for like some outside traffic. But I have not – I don't drive a lot of outside traffic right now. So I have not, like, you know, beat it up from every angle. But I have used it. And sometimes I don't like driving. You have to drive to the storefront on that. And I've found that sometimes the conversions go down by driving to the storefront because there's too many choices there. So I tend to not use it sometimes because I want to drive straight to the ASIN. Have you ever tried driving the traffic? Not to the storefront, home. Let's say you have multiple products, but you have three layers and you go to the second or third layer where it's the product page where you can have this kind of website looking no longer just on a white background. There's nobody, no competition. It's just your product. Have you tried that? You're talking about like the search results ones or you're talking about going back? Yeah. Yeah, you can do that. You set it up. You have to set up your store with those tiers, those right tiers, yeah, I have not. I have not driven it straight in and set up those tiers like that, I mean because usually I have each product doesn't have its own page in there, it has like there's you know it's a line of products, you know it's dog bowls, dog leashes, dog collars, whatever, um. But so then I have to create more nesting and actually have an individual page for that product. I have not done that, but that would that would be a sounds like that would be a way around that, yeah, it could be pretty cool because you know you could add video, you could add, I mean it would just pop, you know. Rather than just being on a whiteboard, that's a good idea, coming from you all right, so let's get into some questions, sure. All right, so from Manny, he says, 'hello, Kevin.' We talked two months ago. I am at the store. The store has her products in her bedroom. I'm in the second week and selling four to eight units a day, but I convert only on ASINs, not keywords. Why is that? Any ideas? So if you're looking at, you're converting on ASINs, I'm assuming you're looking at your search term report. And that would be because you're probably running an automatic campaign and those are coming out of that. So that means people are typing. They may be typing a keyword that's relevant to your product, and they're first clicking on some other ASIN, and then your ad is showing up down there in the sponsored products area, and they end up clicking on you and buying. So that means that those sales are not coming from search results. They're coming from people seeing your product on that ASIN page. I didn't know Kevin was on today. Hey, how are you doing? Hi, Kevin. How are you? Good, good. Good to see you. Just like photobombing everybody here. It's coffee time, Kevin. Most important time of the day. So that would be why that is, Manny. That's what you're seeing there. That's not necessarily a bad thing. I mean, you're going to get some keyword juice for each of those, whatever keyword someone typed in to find that other product. And then they go through and they actually buy yours, the keyword still follows in the chain. So you still get a little bit of love on that keyword. It's not as much as if they found it straight off the search, but it's still helping you in the long term. Okay, great. Let's see. From Tom, hey, guys, I'm interested in recommendations for packaging design and manufacturing. If you have any to share, thanks. So I guess this might depend on the product. Yeah, that's a pretty open-ended question. I have to know a heck of a lot more to be able to answer that question. Packaging design can really set your product apart. It can add some definitely significant price, but sometimes spending an extra 50 cents or a dollar on the packaging, if your product has the margins, can actually add $5 to $10 to your sales price. In certain categories, it can be overkill. But in certain categories, it can actually be one of the most cost-effective ways to increase your profits. Right. As for product design, you could go to – You could go to Fiverr and take a look. They have a Pro service, which is a bit more expensive than their Fiverr service. But make sure you get take a look at their portfolio. I mean, I would go to You go to Free Up. You could go to probably Free Up would be the best for vetted and just see what they're doing for product. It's got to be product. Uh, design though, I mean, if you're just a graphic designer and they don't know how to lay out the die lines then you know it's no use. And also, I mean, you could ask a manufacturer now. The important that um, you find a good quality manufacturer, too. You can go to Alibaba and check out; type in whatever packaging you want. If you are stuck, Tom, you can contact Afalabe. He's got a ton of package suppliers that he could hook you up with. It says it's for a gift. So if your product is giftable, then the packaging is super important. One thing you've got to be careful of, though, I've had this in the past with one of my products. I made a really nice box for a makeup brush set. I had a makeup brush set that came in a nice leather case, like 22 different brushes that women would need, and it was really nice. I put it in this really nice box, like a lacquer kind of box, and sent it to Amazon. Amazon, the box was so nice, they started shipping in my box. Instead of putting it in an Amazon box with a smile, they actually just stuck a UPS label or Amazon label on top of my box and sent it. So it was a giftable box, but people were getting it all beat up in the mail because Amazon didn't put it inside something else. So you gotta be careful with that, too. Right. From Santo, how do you risk assess a product? For example, despite all data assessments and keyword research, if a product sounds like a good idea, is there a way to predict the degree of risk of failure? No, I mean, even some of those. what i think is going to be a home run sometimes fails um so as far as a a degree of risk um yeah you can by going through and looking at competition and how people are selling how the past sales have been um how if you have the right margins on it i mean i always say that the money's made in the sourcing not in the selling if you have the right margin so you have some room to come down if it gets competitive and still make money um those are all pretty important um But yeah, there's no there's no way that in its execution You know you you sent up you might be able to take a product and it might fail for you You look at all the same data that I look at you make the same you put it through the same little scoring system Or however you want to do it and you fail, But I succeed, so it's a lot about execution as well on a product launch and some people are better at executing than others; or it can come down to inventory management. Some things can get killed because you don't manage your inventory. Maybe you have a couple of products and one of them you overbought on and the other one is kicking ass, but you're stuck with all your money is tied up in this other one. You don't have the money to put into the one that's selling to buy more because it's all tied up in this other one. You can't move. So there's a whole number of factors there. But typically for an experienced seller, someone like I mean, Norm can speak for himself, but For most people that have been doing this or doing seven, eight figures, probably 70 to 80% is a pretty good success rate. Most big sellers still have a failure rate. For a brand new seller, it's probably reversed. It's probably 20% succeed, 80% fail on their first product, especially. And hopefully you learn a lot on your first one and your second one you do a lot better. Assume when you do a second one, a lot of people never do a second one because they didn't do the first one right or they spent all their money or they're like 'oh this, I was sold bill of goods. This Amazon stuff just doesn't work; it's too competitive. I'm going to go sell on Shopify and there, they do even worse, but um, it's uh, it's hard to say exactly, but yeah, there's a number of things you can do to to mitigate it, but to put a number on it's hard. Well, I like to add to that too, Kevin. So if you're listening and you are a new seller and we try to provide as much content as possible, current content from current experts, but getting a good quality course, I don't pitch courses, but you should take a look at a good quality course so you can understand the whole process. Amazon is a beast. so i know over at helium 10 freedom ticket is a high quality course but it's free when you when you buy the research tools that you need to do the um the uh the research for your product so i mean i know kevin i know his course um i mean talk about value you can't be free and it what what was what did it cost kevin when you were um selling it uh it's uh 14 . 97 and i think you can still buy it for 997 i think but most of the you you shouldn't you should just go sign up for helium 10. Because you need helium, ten anyways, to do it, yeah, I think some people have coupon codes, I don't know if you have one or anything, but sometimes you get that for like 47 bucks or something, yeah. So anyways, that's just a quick note that if you haven't taken a course and you're just listening to this, I would highly recommend that you go and find a good course, study it, and then, you know, you can play around with it. Because like Kevin said, you pay your Amazon tax or your Shopify tax when you're going blind. Even when you know what you're doing, if there's new changes and you get hit, you know, you're always getting hit one way or the other. Okay. So I just wanted to mention that we do have our prize today. It is a box of 20 full-size chocolates. It's from Brit Treats. I'll put the link in the description. All you have to do is comment 'Wheel of Kelsey' and you'll be entered for that. Fortunately, it is US Canada only. So sorry to our international friends. Yes. Well, Kevin, have you ever tried Brit Treats? I don't think so, no. Okay. Kelsey. Send a box over to Kevin. He's got to try this. They're awesome. I gained a few pounds eating them. And I've got to give a shout out to Alan. I mean, he's awesome. He's one of our listeners here. He's part of our group and he's donating these chocolates. So thank you. Thank you, Alan. All right. And I just want to say for any new listeners, feel free to put any questions in the comment section. Give us a like, share it to friends if you know they're interested in Amazon e-commerce. And yeah, share the knowledge. But our next question is from Barb. Any plans to start doing China trips again? I'm not planning. I've never done China trips. I've been on a couple. As far as me going to China, I'm not planning on it this year. I have partners in Hong Kong. On two of my businesses, Amazon businesses that they're Americans that live in Hong Kong. So I might, you know, later this year, I guess there's a possibility I might head over there. But I'm not planning on doing the Canton Fair or anything this year. Not that it wouldn't be unsafe. I think it'd probably be okay if they end up doing it. But I don't have specific plans. And I think, you know, the people that lead those trips, I know there's a couple of different companies that do it. I'm not sure if they're planning on doing that uh or not um, I don't know um, nor am I planning on uh, you and Tim planning on taking a group over there or anything; Tim's got uh him is planning but I don't know when because it's still kind of unstable. I'd love to get back over there-the last time I went over, I didn't go to Canton, I went to Iwu, and I said on one condition: and the company had to buy me a scooter so I could ride around. And they got it so small that it was like a kid's scooter, right? So I don't know if you ever saw those pictures, but it was hilarious. Actually, I didn’t. Actually, I did. Yeah, that's from Elena, right? Yeah, yeah. Yeah. Actually, speaking of EWU, EWU has really dressed up their website. A lot of people go to Alibaba to source, but if you go to EWU Go, and EWU is spelled Y-I-W-U. YI W go. com. They have a pretty good website. And we actually had someone come on the Helium 10 Elite, um, a couple of months ago and actually show how to use that website for sourcing. And she showed how to like use all the other people, what other people are looking for to see trends. And there's some pretty cool things you can do on, on, on, on even go. So if anybody hasn't taken a look at that as a potential idea generation or, or sourcing, for small goods. You know, it's not going to be, EWU is not for, you know, bigger electronics or bigger stuff, but for small commodity type of stuff, EWU Go website has really changed since a couple of years ago when I went to EWU and actually looked at the site. So check that out if anybody hasn't. Very good. Okay. From Tony, Kevin, are you still able to launch a product without Amazon PPC these days? Yeah. One of my, My products in the calendar space, I've never used PPC on it and probably never will. And it launches really well without PPC. Now, you can't do that for every product. This is a very niched product. It's very specific. And I've been doing it for a while, so I know exactly how to do the title, exactly how to do the keywords. So I have an advantage there. But most products, you are going to need to do some PPC. But this particular one, it's completely unnecessary. You might say, 'Well, why don't you do it anyway? You could get some extra sales, um, Amazon actually doesn't allow it, uh, PPC on that product, so so it's all off organic. All your like listing, yeah. Well, I use so instead of ppc I have a house list, so let me um, so I can actually you know people. One of the reasons for using ppc is to get that association to show Amazon you're relevant for certain keywords, but I have a house list that goes back to 1997, 96% of buyers, you know, it's 13,000 of them and About seven or eight thousand of those guys. I have actually valid emails so I'll take a portion of those and I'll actually message them when I first put the product up. Then, hey, this stuff is available on Amazon, go in a you know. In the past, I would use like two-step URLs or something like that, but I'll do that or search my buy, say hey, go search for this keyword, you know. If you do it in the next 24 hours, uh, yeah, I'll give you a free count; I'll give you a free calendar, um, you know, if you send me your receipt, um, or something like that. And so that kind of gets the ball going, and then, um, I get a lot of sales off, like the person asked earlier about that Ascent; I get a lot of sales by getting myself tagged onto other people's pages, customers who bought this also bought. It just snowballs. And in fact, this year, we're probably going to double the units that we're making on one of these products. They're super high margin. I mean, with shipping costs, I just got my bit quote today. Last year, my cost was $1.42 landed. And we sell them for $19. 95. And the FBA fees and stuff on them was about five and a half bucks. So really good margin there. We print these, we make them in Korea, South Korea. And so my guy just sent me the quote this morning, said, sorry, Kevin, the price went up this year. The cost of shipping has gone up and cost of paper and stuff has gone up. And I was like, oh, Jesus, you know, what's the price going to be? Went up from $1. 40, actually, I think it was $1. 40, $1. 42 last year to $1. 60. I'm like, oh, I'm out of business. $0. 18, I killed my margins there. Sorry, man. But that's what I was saying earlier. If you have the margins, money's made in sourcing. If you have the margins, that $0. 18 is not going to make a hill of beans of difference on me. If I sell, I'm just making this number up. I don't want to say what we sell. If I sell 10,000 calendars, then that's an $1,800 difference. So what? 10,000 calendars would be, $200,000 in sales. $1,800 is less than 1%. That's not going to hurt me. I'd rather have that money, but it's not going to hurt me. Okay. From Simon, could you force a title change through your vendor account? Yeah, try that. Try it also with a flat file, but it's not working. They've got a hard lock on it, I think. Why does that happen? I think in this particular category, it's in the PPE space. I think they actually went in and did it on purpose. You know, when you go try to change the title, it's some little comment. In order to give the best experience to our customers, we have protected this listing or whatever. And then you try to go through the automated thing to do it, and you just go in circles, and then you try to open up a ticket, and the AI catches any keyword in there and sends you back to the title change page. I don't want you talking to a person. So then you put some gibberish in the what is your problem thing so the AI can't figure out what the hell you're talking about so it actually gets you to a person. And you talk to them like, no, we can't do anything. And I could spend a couple hours on the phone talking to, you know, doing all the tricks that everybody says, you know, get the catalog team, get the South American, Costa Rica team, do this, do this. I don't have time for that. I just give someone $100 and fix it. Right. Legally fix it. Not a black hat thing, but legally fix it. I'm 99, so if you want to, we'll talk afterwards. That 1%, you know, that 1%, it makes all the difference. It won't make up for what I'm losing on the calendar. Exactly. Think about it. All right. From Michael, can you get brand analytics if you sell pod products? Print on demand? You can get brand analytics if you, brand analytics is general Amazon. And so it's not, the brand analytics is not broken up into print on demand or wholesale or private label. It's for all of amazon . com. The only thing you need is you need a trademark. You need to be brand registered on Amazon with your trademark. And then you have access to brand analytics. It's straight from the horse's mouth. This is data straight from Amazon. My dog just brought in a squeaky toy. I don't know if you can hear it. All right. Well, we'll ask the next question. Dallas. Okay. From Red, what is the best strategy you use for PPC and low ACOS? I don't really care about ACOS. I care about tacos. Sometimes if I have a 50% ACOS, That's fine. Other people freak out. That's fine with me if my tacos is low. That's supporting that. PPC strategy, that's something we could sit here and talk about for 17 hours. I can't tell you what's the best strategy. It varies on the product. It depends on your goals. It depends on your tacos. It depends on too many things for me to say this is the best strategy. I'm sorry, I know that's not what you want to hear. And that's a fair answer. Yeah. Okay, from DK. How do you prevent Amazon from sending my box without putting it inside an Amazon box? I am making my box extra strong and nice now, but worried about them sending it as is. It didn't exist when I had this problem a few years ago, but I've been told. I have not checked this, so I'm not 100% sure. I've been told there's a setting. If you go under your settings, um, in the fulfillment settings where you can actually disable them from doing that, but um, is that their norm, um, yeah, that's correct, yeah, okay, okay, uh. This is about the Freedom Ticket, uh, we'll get your course, uh, could you talk a little bit more about it? Do you give advice the Freedom Ticket about FBM, choosing a good supplier, etc? Just wondering if this course is for beginners? Yeah, Erica. Freedom Ticket is for beginners. There's experience. I've had people doing $2 million a year on Amazon that went through it and said they learned a lot of stuff they didn't know. It's A to Z, and it's free. It was voted the number one course in the space last year on SellerPoll, an independent company that runs polls for who's the best. It was voted the best one. It's free, so I'm not trying to sell you anything. If you have Helium 10, which is you know there's other tools you know there's jungle scout there's there's a number of other there's firewall launch there's a number of tools that are core tools that anybody should have but helium 10 is probably the best one it's the most robust has the most um it's probably the it's the biggest one now actually um and so by you're going to need that tool or another tool like it so you might as well use helium 10 and then i think the base plan is 97 a month um but for 97 a month you get freedom ticket um which is 80 hours of training so it goes from everything from how to start how to start set up your account on amazon how to get your brand name how to find suppliers how to find products how to handle The shipping, how to handle PPC, how to launch, how to do promotions pretty much it covers every aspect in pretty good detail of everything that you'll need to know to sell on Amazon. There's a new version coming out. I mean the version that's there is was shot in 2019, but we do update it. So as some things have changed, we go in and we update it. There's a lot of spreadsheets in there too that you can download to help you on your planning and profits, and really analyzing products. Well, we do go in and update it, but in July of this year, we're filming a brand new version. So just update even more-so if you go in, you know it's good now. I mean, I'm not saying, but it's even going to be better. You know, because there's new things that have come out like, you know, this brand analytics thing I was talking about. If you were here earlier, you know, we'll incorporate that in the next version, but there's no reason to not go and do what's there now. And then you can always come back and cherry pick stuff later. Yeah. And you know, if, if I have a new VA come on, That's what they're doing. I have a VA on right now that is learning Amazon, and we're on Freedom Ticket. He's taking it right now. Awesome. Yeah, they even have certifications. I know there's a big group in Pakistan that's like 400,000 VAs in this Facebook group or some crazy number like that. A lot of them go in there and take it, and at the end, you can actually take a test and get a certificate. Like graduation certificates straight from Helium 10, you take a test and a lot of them are actually using that to say, 'Look, I know what I'm doing; I passed the test.' Here's my certificate right? Okay, uh, for Marsha: we are in the safety compliance queue, waiting to be released from the Amazon jail. We are told our listing is 100% compliant now, but still waiting. Do you have any tips on how to accelerate the process? Jump on a plane, go to Seattle, um Go to the third floor of the building at 17 East Main Street. Knock as hard as you can on the door. If they don't answer, kick it in and tell them, 'Do it now.' There's nothing you can do. I'm sorry, Marsha. I mean, if it drags on, you might be able to get one of these people to help you with listings, reinstatements. Some of them do all kinds; they don't just do listing reinstatements. They do A whole bunch of compliance issues and stuff, and they may have somebody that they could uh you know ping over there you know from their past experiences that may be able to accelerate it up or put a rush on it or something, but in most cases it's a waiting game unfortunately. Look who showed up-Danny? How are you, Danny? He's past his bedtime; that guy goes to bed like it's seven o'clock at night. What are you doing up four in the morning? Well, it must be uh that's right, the UK now you can get the pubs. He was probably sitting at the pub somewhere, probably that's my guess. Okay, uh from next stuff, uh Kevin, have you used aGL uh example dragon boat? How do they fare against traditional FF? I haven't used it um so I'm not, I'm I've heard some people that say they're getting some better rates on it um, but especially in light of what's happening now with all the freight, I mean You know, a container from the U. S. to I'm sorry, from China to the U. S., and normal times, you know, non-holiday, just normal times is some of the neighborhood of three to four grand. It depends on the container size, but plus some fees sometimes. But now those prices are approaching eight to ten thousand in some cases. And some people think they could go to twenty thousand. So the cost of shipping. It is going up, I just had we just had someone on helium 10 elite last week he's talking about this uh from guided imports how he's like this could go to $20,000 uh it wouldn't surprise him he hopes not uh but there's a container shortage right now and the container from the US back to China is like 200 bucks it's dirt cheap because they're going back empty but the problem is he's saying that he's saying in his business people they're doing inland freight so having a clear customs so you have a 3PL in Dallas and you're shipping it comes in through Long Beach but it doesn't get customs clearance into Dallas so that container has to go on a train or on a truck usually on a train all the way to Dallas for clearance he's saying that a lot of people are refusing to do that because that means that container's got to go all the way in the middle of the country. And come all the way back to the port, and slowing things down, so some of the shipping companies are refusing that, so they haven't shipped to Long Beach, then offload it and then truck it separately, a separate charge, and not it's not seamless, you know, to the 3PL in Dallas, there's a lot of issues, so freight right now is is a problem, um, because of this container storage shortage and you know that ship that got stuck in the Suez Canal a month and a half ago backed up a bunch of stuff as well, except a lot that's starting to catch up but there's still a container shortage, And so the shipping lines are raising prices. and some of these prices are probably never going to go all the way back down. It's a supply and demand. They'll figure out what they can get away with. It's kind of like when a UPS or FedEx, the price of gas shoots through the roof, and they add this bullshit fuel surcharge extra fee. You can ship a box for $4. 06, but there's a 26% fuel surcharge, so we're adding another dollar to your cost. And then when the price of gas and everything goes back down, that fuel charge oftentimes doesn't change. So I think you may see some of the same thing happen with shipping as well. So some of these prices may never go back down to the $3,000 or $4,000 unless there just gets to be a glut of half-full ships or something at some point. But I don't see that happening anytime soon. So I think higher freight costs are here to stay. Maybe not as high as $8,000 to $10,000, but higher than what they were a few years ago. And just remember, you've got to add those into your landed costs. Some people still don't. They think of the cost of goods just being coming out of China, but you've got to add in every little penny until you get into the FBA warehouse. If you don't, you're just going to give yourself a false read on your profit. There's a spreadsheet. It's good you brought that up, Norman. Freedom Ticket. I think it's module, I know this because it's the number one customer service complaint in all of Freedom Ticket. Because the customer service team in the Philippines sometimes has to message me on Slack and say, hey, how do I answer this question for this person? It's module 20. 1. And module 20. 1 is a downloadable spreadsheet. And this spreadsheet has about seven tabs on it. And it's meant to help you gauge your costs. And I hear people on, you know, the Serious Sellers podcast from Hidden 10 of last year had some girl on there. Who actually has a course she teaches Russians or something, how to sell um, and she was talking about her. He asked her what's your profit margins and she spouted out some numbers. He's like, well I sell it for 20 bucks and I buy them for four five uh, so my profit margin is 75 um, i'm like no it's not um, uh, so uh, and then he questioned her. I said, well what about your fulfillment costs? Oh yeah that's like uh five bucks, sorry, my profit margin is 50 and no it's not and so this spreadsheet in Helium 10 will walk you through everything you got to think about and people when it's you know from your logo design to your shipping to the shipping from your 3PL into Amazon that's a cost too, you know the UPS charges. Or however you're shipping it in uh all all your taxes your storage fees your Everything that's involved in selling on Amazon is incorporated in the spreadsheet, and it will show you your true profit potential. And a lot of people will message in and say, this spreadsheet is broken. This is just not right. I'm buying this for $3, and I'm selling it for $15, but I'm only making $. 50. This just can't be true. Something's wrong with this spreadsheet. No, it's not. Look at the data. It's based on the data you inputted. And the data you inputted, you said it's going to cost you $100 for your logo. You said it's going to cost you. You know, this much for your item is big. It's going to cost this much in storage. You're ordering this many, and you're only selling this many, so you're going to have storage costs for three months. You know, it calculates all that stuff for you. It's not perfect. It's not an accounting, you know, send this into the IRS type of spreadsheet. It's meant for estimating. So it's not going to be down to the penny, but it'll get you down pretty close, and it'll give you an idea. A lot of people, like Norm just said, have no clue, zero clue, including experienced sellers, of what their actual cost is and what their actual profit is. And there's ways you can shave that. It can make big, big differences. But that's one of the things we do in the Freedom Tech. Nobody else does that, to my knowledge, in any other course. They'll give you a basic spreadsheet. You enter these five things: Enter your cost from the factory. Enter your shipping price. There's some tools, like on the Helium 10, they have their profit. build a calculator amazon has their own but that does those are great starts but that's just napkin math um you got to get into the weeds to really know what you're doing what what you're making and once you get that established and you you know you can you can figure that out but then you can kind of work backwards and say oh i can save a point here one percent or one and a half percent on my banking charges i can save it over here Just working with cash flow. Cash flow is a whole other topic that we could talk about on another time. But just by staggering out your inventory, saving money, there's all sorts of ways. Once you have that firm cost in place and you know what you're dealing with, then you could work it back and really start to become a better optimized business, a more profitable business. But you have to know those numbers. And the spreadsheet, it factors in. If you send two wires, transfers, and they cost you $35 each for your bank, that $70 is factored into your cost of that product. It's the cost of your product that you're never going to get back. So if you were only ordering 1,000 units, that just added $0. 70 to your product cost. Just those bank fees. If you're ordering 1,000 units that are $1. Yeah, whatever that seven percent I'm doing the doing the math right and added a percentage to you to your to your cost that and all those like no one just said all those little things add up and a lot of people just gloss them over and And that spreadsheet does it so that it's based on your first order. Some people might amortize that out Well, if I'm designing a logo and cost me a hundred our packages I cost me a hundred bucks for this package design off a fiber I'm going to order like 10 times. So really it's only $10 per order that I'm assigning that cost. But we have to assume that you're never going to order again. We have to assume that this is going to be your one shot and it's just not going to work. So what is the worst case scenario? So we put that whole $100 in on that first order. So that spreadsheet will actually show you the difference, like first order, second order. First order margin, second order margin. So it'll factor out some of those fixed upfront one-time costs. And give you an idea of like, okay, this is what I'm looking at going forward. But this is my first order. If it just doesn't work, this is what I'm in for. Very good. So before we get to the next question, Kels, just a reminder that we have that giveaway today, which is #WheelOfKelsey. And it's a box of Brit chocolates. Yes, that is correct. Wheel of Kelsey. It's US-Canada only. And yeah, so actually we had a comment from Sharon Evans. So she's dropping in. Say hi, um, so she says the issue is when you get a quote on pricing for shipping, uh, now it is only it's not relevant for two to three months later due to how broken it is, uh, so people need to take into consideration 25% increase on the pricing to be safe, yeah, that's a good point, yeah, unless you can get something in writing that says it's good for this amount of time and you're able to ship within that amount of time, yeah, your pricing could definitely, uh, could definitely go up. No, that's a good point. Sharon always has a smart girl; she always has a good stuff to add. All right, was that all for the questions? I don't know; I always say it wrong. I think maybe Sharon; I think that's always say it wrong, uh, so it is, 107 over here. So we're past the hour, we still have tons of questions. Kevin, can you take another one or two questions? Yeah, I've got a few minutes. I've got to go; I've got to leave in about 40 minutes. I've got to do a couple things before then. I'm going to play racquetball, actually, today. Try not to die. I haven't played. I used to play as a youngster all the time, and this pandemic, I've gotten fat and sassy and old, so I'm actually going to. To play racquetball with uh someone I don't want to say the name, someone we all know, uh, but uh, give that a shot. Well, the only time you'll see me on a racquetball course is if they either give me a scooter or if Kelsey's pushing me around, yeah. You may see that case uh next time I play after today because I was like, 'I hope it's not glass walls because I'm going to be like looking a fool Okay, so I'm gonna try and go to people that haven't asked a question yet, just so it's fair, so it's not the same people. So this is from Dick. Is Amazon trying to reserve FBA for smaller new sellers and push the bigger players to Prime Seller Fulfilled? Thinking about the new storage rules. No, I don't think Amazon's like deliberately trying to do something like that. Yeah, it might look like that to some people, but I don't think they're trying to do that. I mean, Amazon does like diversity and choice and giving the customer, you know, the best options or the lowest prices. But as far as trying to push older sellers or get them to start doing self-fulfilled, actually self-fulfilled Prime right now, it's actually, I think, closed. They paused it for new people coming into it. So, no, I don't think it has anything to do with that. I think it has. I think the biggest issue actually is these courses and these people, you know, Amazon. Would they add 50%, 60% to their storage capacity this year? I mean, they're building a 4 million square foot warehouse here in Austin. They already have a 1. 8 million square foot here in Austin. They just bought at least another 600,000 square feet in one place, another 400,000 square feet in another place. They're just booming at the seams. If you look at the report that just came out yesterday from Amazon, their profits were $ 100 and something billion with a B for last quarter. they they're saying there really hasn't been a drop-off uh since uh the pandemic began and so they're just trying to keep up and you got all these people sitting in stuff you know that took a course somewhere uh or these chinese sellers just sitting in a thousand and something and you know they end up selling 20 of them and amazon's stuck stuck with this and yeah they're starting charging your storage fees and stuff but it's still sitting there taking out space and manpower and they don't want that that they really want you well they want to be a fulfillment center on a warehouse and so that's i think that's their number one goal is let's get this ship tighter uh and and they they know the numbers you know they know that by doing this they save a penny on every product they sell but for amazon if they save a penny on every product they sell that could be billions of dollars of the fee So I think it's more about that okay. From RDA, what should be my SOP when competitors change my category? It keeps happening to my hero product. It's the highest revenue earner in the category, 200K a month. I'm brand registered. It still happens. If it continually happens and you have a history of it and you can prove it, I don't know if you're using the Helium 10 tool that actually takes snapshots of your listing. There's a tool that it's like a Sentinel tool. There's other tools that will do it too, but Helium 10 has one where it actually will take a snapshot like every day. I think you set a time frame on it, and it'll take a snapshot, and it'll show what category you're in. If you have some proof that says, look, last week on Wednesday I was in this category. On Thursday I was in this one. I got it changed back here on Friday. You can see I'm in the right category. Sunday I'm back again in the wrong category. You have some sort of chain of proof, or you could do this yourself. If you don't have a tool, you just might have to wait it out for a few more weeks, do it yourself, take screenshots. open up a case or try to get to the brand gating, the guys that handle brand gating, not brand registry, but brand gating, and say, look, this is a constant problem here. Any way you can gate this product, please? Or you can also try to reach out to the catalog team or the higher level team and say, can you lock this listing? Can you guys go and have them actually change it? someone in Amazon that has a higher authority than a seller central account, that will prevent the seller central account from being able to override the higher authority Amazon God account level. Because there's levels of access. So I don’t know the exact terminology, but if a basic person’s a zero, a brand registered person’s a one, a seller central account, I mean, a first party account is a two, Amazon's a three. So when a two tries to change it, if a three had made the change, it won't let you make the change. And so maybe that could be an option, too, is try to get someone in Amazon higher up to actually physically do it for you. So it actually logs it from their computer, their system as the higher person. I don’t think that’s seller support. I think that’s going to be someone like on the catalog team or someone higher up. Those are just a few ideas. I don’t know, Norm, if you have any. I don’t do the same route that you’re talking about. Okay, last question. Last question from Adriana. Hi, I have a question about placements changing in desktop and on the app. I've seen them change so much. Is there a way to be consistent on both things? No, not that I know of. It's based on IP, it's based on. Browsing habits that they know that on mobile certain people tend to look at different things and they do on a desktop. It's based on like I said IP, where you are, it's based on what you've done on your mobile versus your desktop in the past, that Amazon's trying to optimize for, whatever they think is going to be to give them the best chance for a sale, and that's what they do. So as far as you being able to control that, I don't know, the way to do that. Do you know, Norm? No, I don't. Yeah, that's difficult. All right. So I think that's it. Kels, are you agreeing? If you want. All right. Yeah, I think that's good. It's been an hour and 15 minutes, and we can add some of these questions over to the group. But I think the most important thing right now is getting to the wheel of Kelsey. Let's do it. That's the second. All right. It's time for the Wheel of Kelsey. All right. The Wheel of Kelsey. So we're giving away our British Treat Chocolates, and I've got two pack UK chocolates. And I'll shuffle up the names. And here we go. Three, two, one. Oh, he can't. Oh, okay. I was going to say, 'Rad can't win again.' All right, Michael. Okay. Michael is the winner. Congratulations, Michael. And actually, I just wanted to say that Rad is offering his products up for We Look Kelsey next week. Uh, for three of the days, so he wants to get back because he's been a winner quite a lot and uh, he is a mega winner-this is very generous of Rad, so thank you so much, Rad. Uh, we look forward to the giveaway next week, um, and yeah, and Michael, I'll get in contact with you at kate@lunchnorm. com; send me your shipping information and I'll connect you well, Mr. King. Thank you for being on the podcast again. I can't wait till next month. I don't know what we'll be talking about, but I love talking shop with you. It's always fun, man. Good to see you. Good to see you too, Kelsey. All right. We'll see you later. Thanks, Kev. All right, everybody. I hope you enjoyed the show today. Kevin's always great to drop a few. I'm going to say what he said. Ninja, not nuggets. But ninja tips. Anyway, tomorrow or on Monday, we've got somebody, a first timer on the podcast. And this is Taylor Offer. Taylor is the CSO of Retail Empire. And we're going to be talking about alternative channels, getting into department stores, retail. So it'll be a little bit different, a little bit off Amazon. So other than that, Kelsey, what do you have to say? So this is a recommendation actually from Ashley Armstrong. This is someone that was connected with that. So it's going to be great. He's big in the retail world. So a lot of great information there. Thank you everyone for showing up to the show. Also our cousin or my cousin Landon was joined in on today, or he was in, watching today kind of doing some schoolwork, but he was with the family friend Terry, Auntie Terry, apparently. So that's great to see. Thank you, everyone, for showing up. We do have a new calendar tab on our website, lunchwithnorm. com. That's where you can see the entire month of May guests. So if you want to see when Kevin King is on next, that'll be there. But yeah, that's very exciting. And yeah, thank you, guys. If you're still watching, hit that subscribe button. Like that episode. We really appreciate it. And yeah, if you have any comments or questions about the show, feel free to email me at k@lunchwithnorm. com. Fantastic. Okay. So thank you, everybody. Join us every Monday, Wednesday, Friday at noon Eastern Standard Time. Thank you for joining us. Thank you for being part of the community. We couldn't do this without you. Enjoy your weekend