New Frontier Podcast Ep. 7: Kevin King on Selling on Amazon in 2024

New Frontier Podcast Ep. 7: Kevin King on Selling on Amazon in 2024 00:00:05 I always feel like I'm a little down with this. Okay. Hi, Max. Hey. Hey, Joe. How's it going? Yeah, good. And hello to everyone who's listening now and in the future. Today, I get the honor of actually presenting our guest, which I'm actually slightly nervous about because we have an absolutely amazing guest today. He is someone that I have really learned so much about, learned so much from. He is, well, I'm not going to like it, I'm going to give little tidbits so that people can actually have a guess. I mean, pretty much from the first one, people will have a guess. So, he's the creator of the Freedom Ticket, which is probably the number one course for Amazon sellers out there. 00:00:50 Uh, he is also the host of the AMPN podcast by this point, everyone who is in the Amazon world will know who this man is, but I'll keep going because it's a long list. He evacuates uh, he has been speaking amongst like um For more than hundreds different conferences both in person and online. He is also an A-figure seller himself. He has been named the top one of the top direct marketers by Target Marketing magazine. And he is currently publishing one of probably the best resources and newsletters for Amazon sellers, The Billion Dollar Seller Newsletter. So if you haven't guessed it, you're probably in the wrong space, but this is Kevin King. So please bring Kevin on the stage. What's up, Joe? Thank you. How are you doing, Max? Good, good. What an introduction. What a list. And it could go on, right? Like, I think you missed out. I know, I know. That's what happens when you're old, you know, you've had time to do things. 00:01:56 Don't worry, you know, one day you're going to have a long list too. Long list of X's, of accomplishments, you know, everything. We're working hard to get to your level, Kevin. So, I mean, to be fair, you know, we talk about time and we talk about experience, but. It would be really great to actually learn a little bit about how did you start your e-commerce journey and where did this incredible career start? I've been selling on Amazon since 2001. I've been doing e-commerce since before that, before Google existed. I was selling stuff online where people would call. You couldn't even take an order online. They had to call an 800 number and talk to somebody and give you a credit card over the phone to order something. 00:02:42 I think I took my first e-commerce sale in 1995. And before that, I was doing direct mail. So basically sending out catalogs and flyers and stuff to the physical mail. And people would either call an 800 number or send back a check or money. So I started doing that when I was a teenager. So I've been doing it for quite some time. It's very similar. Marketing is just different mediums of paying. And the beauty about online is you can track everything, you know everything about everybody versus direct mail, you have to do all kinds of testing. And everything you'd have to use a different 800 number on the ad to know if this this call came from um Texas or if it came from Oklahoma or it came from New York, you know. 00:03:22 Now with pixels and IP addresses and everything, you don't have to do any of that stuff, you know. Everybody, everything about everybody-yeah, that's definitely like a big advantage, yeah. I'm imagining that long journey, Kevin, you must have um you must have been across some pretty interesting products so If you don't mind, it'd be great just to walk us through some of the craziest and the most off-the-wall stuff that you've been selling throughout your time. I've sold everything from dog products to adult products to calendars to Apple products or Apple cooking stuff. If I could make money on it, I'd sell it. I did a lot of business for a while with collectibles, high-end collectibles. I did a lot in the actual baseball card space for quite some time. 00:04:14 I think my first product that I sold, I was selling stamps and coins when I was a teenager. I developed a computer program, a bartending program when I was in college and sold that in the back of computer magazines. Yeah, I've sold a lot of stuff. A lot of stuff. Yeah, actually, I'm very curious. Go on, go on. No, go on, Jen. I'm actually really curious. How did you actually learn about how to do this? Because, you know, you yourself are an educator for the entire space. But back in the days, there's probably no, like, centralized courses or even Google wasn't probably around. So how did you learn about all of this? Some of it's trial and error. 00:05:01 Graduated from college with a degree in marketing and business, specialty in marketing, but I hardly ever went to class because I wasn't learning a whole lot from professors; I was learning more by doing so, by spending my own money, by losing your own money. You learn pretty quickly when you spend two thousand dollars on some postage to the post office and you only get three orders back. You're like, 'Okay, that clearly didn't work.' Uh, just went in the hole. Uh, so that, and you get in trouble for writing a bad check because you thought you could cover the money uh from the sales. And you know, you end up going to jail for writing a bad check for one night, which happened to me. 00:05:35 You learn, you learn, you learn pretty quick when you're 21 years old or 20 years old or something. But now there were actually some magazines like Direct Marketing Magazine, Target Marketing Magazine. There's a few books like the Guerrilla Marketing Series from Jay Levinson. There was others. Direct marketing secrets so I was reading some books and stuff to get some some ideas and then a lot of us just trial and error and you and you learn as you go and some of that I just have a knack for and marketing is all psychology, so if you don't understand psychology, you're never going to be good at marketing. Uh, and so if you understand psychology and those two really go hand in hand-psychology majors in college, uh, in marketing should marry each other because those two are uh are the perfect match. 00:06:18 And that's where a lot of people don't understand is they don't understand the psychology of how to get into other people's head and to get them to move, to do, to do something. And that there's something to it. I mean, you're just saying before we started it, yeah, you seem to be promoting this webinar you're doing pretty heavily. But there's a, there's a whole psychology. If you look at the way everything is laid out in the sequence of stuff, it's what moves people. And you look at the, we're talking about taking the three. the three hacks out of the replay. So people are like, damn, I have to be there live. But the reason you want them live, you're like, well, what's the matter if they're live or if they watch the replay? 00:06:57 You're still reaching the audience. No, you're not. The replay is great, but a live has a different feel to it, has a different energy to it. You can get a different motivation. You have time constraints. So if you're making an offer, you can say, look, you got till the end of the webinar. You got till. You know, right now there's seven people or six people. If you're watching a replay, all the psychology tricks don't work. And so there's a whole rationale to it. And then it also creates FOMO. It creates demand. It creates like, I can't miss this. It creates excitement. So that's all marketing and psychology. And so that's where a lot of people mess up. Yeah, I mean, that is fascinating. 00:07:37 And I guess in the world I am now in startups, like one of the big psychology elements that we're encouraged to think about is FOMO, especially when it comes to investors. Without FOMO (fear of missing out), it's impossible to raise any money. But I'd be curious, in the world of e-commerce, aside from a FOMO one, which is very hard to achieve over an Amazon, what psychology levers do you look at? You mean selling on Amazon? Well, the thing is, you have to look at the psychology levers on Amazon. People buy photos. They don't buy products. So you have to have empathy for what's the use or what problem is this going to solve. You've got to convey that in your messaging, which is primarily your videos and your imaging. 00:08:26 As AI is becoming a bigger factor, and I think it's going to completely transform Amazon and all e-commerce, intent is much more important than keywords. And so knowing that intent is going to be crucial to it. And knowing the psychology of why does a customer, why are they going to actually spend? Why is someone going to buy this on TikTok or they're going to go shop for it on Amazon? What is going to push them over the edge? Is it the reviews? Because this one has a lot more reviews. Is it because this one has prettier pictures? Is it because this one can get to me in a day instead of two days? There's a whole bunch of factors in there that you have to. 00:09:07 Try to either play to or overcome the obstacles for other people, and you're partying with people or parting with their money though I mean Amazon. The psychology of it's a barrier to pay, Amazon's taking that away. Tick Tock is taking a lot of ways, one button hit, hit, and you know you're off, and it's it's frictionless, and those are important important things but that's all psychology too. The way you bundle something, the way you price something on a bundle, the way you organize the exact order of your imagery is important uh or your video what comes first in the video, what comes second, what you know, what is the first part of the video? Someone trying to stop the scroll and waving and making us shaking like shaking the screen or whatever um that's All all there's so much psychology and and direct direct marketing and e-commerce that it's crazy. 00:09:58 And actually, there was obviously the obvious question which we're going to dig in, which is about AI. Guess what? It's an AI podcast. But I actually want to understand that. Do you think that most sellers are doing it well on Amazon right now or most advanced sellers are doing it in terms of psychology, in terms of actually really understanding their customers? No. 99% of them are. Most of them don't understand their customers. Most of them are. We're talking successful sellers now. I'm not talking about the new people. I'm talking about people in seven, eight, nine figures. No, right place, right time. They're taking advantage of all these eyeballs that Amazon's brought. You take most of these successful sellers on Amazon who they chose the right product. 00:10:43 Maybe they did the right homework on the keyword research on Helium 10 or whatever. You take those same people and you drop them onto Shopify or you drop them onto another platform. Most of them will fail. Just look at the aggregators. When the aggregators were buying all these businesses, people that started by watching Amazon FBA videos on YouTube. Come in 2013, 2014, 2015, that had built a decent business or had a decent business going, when they exited, some of the aggregators tried to hire them. They were complete failures for the most part. There's a couple of good ones, but most of them could not do it again. They can't repeat it. And then some of them are like, well, I'm going to take some of this money. 00:11:24 Try to do this again it's kind of fun and they're failing left and right because they don't know what they're doing so most of them most Amazon sellers fail they get a big f when it comes to actually knowing the psychology and knowing how to properly do stuff they'll copy each other or someone will come out with a new hack or new technique or say an influencer in the space this is the best way to do your imagery and put it in numbers put this video on spot two and make sure you You use this tool to find the missing keywords, and they can copy that but they don't understand the psychology or the rationale behind it Most successful Amazon sellers are not brands They call themselves a brand They think they're a brand because they have a name they have a logo but they're not brands The vast majority of them aren't Those are the people that some of them are doing well and kudos to them. 00:12:18 But they're taking advantage of what someone else is doing, not what they’re doing. They think it’s them. They think they have the ego, but it's not them. It's a facade. You go behind a curtain and put them on a show like Jeopardy or put them on the spot somewhere and they’re going to fail. I mean, it’s super interesting. And you mentioned the aggregators. And I had the pleasure, I’ll say, of working with many of these aggregators at eContent. One of the founders said to me, and I’d love to get your view on this, Kevin, is you’re completely right. The reason that these guys failed is because they couldn't do things which were repeatable. They couldn't launch new products. 00:13:01 They didn't have that understanding anymore in-house because they got rid of the seller. They gave it to an MBA. The MBA couldn't then go and do new product launches, kind of, you know. uh grow the business is is that your view of what is needed to be successful in amazon or do you have a different approach well i was talking about um i'll answer that question but i was talking about the actual guy who sold the company so that guy who built up the company yeah i'm not but but you're right on the flip side of that the people the aggregators thought this was going to be easy we can apply harvard business school 00:13:36 mba techniques to this business and it'll work and they they realize pretty quick that that's that's a fail too that doesn't work and they don't know what they're doing this is a guerrilla marketing business you got to be nimble got to be moved quick it's not for big corporations that are slow you got to you things are changing rapidly and there's a lot to know a lot of hats you're going to wear a lot of moving parts and that it i don't think they they understood that and then a lot of them they don't understand the life cycle of a product they don't understand the psychology of why the buyers Are you buying buying the stuff and then how to deal with competition, whether beating them or fending them off? 00:14:12 It's a great platform. Don't get me wrong. Amazon's the best thing ever invented for entrepreneurs. There's nothing been better for it in 150 years of people trying to be an entrepreneur. There's no better opportunity than Amazon, but it's also become very difficult. But if you can master it, you can do very, very well. and so that's some of the aggregators they didn't care some of it was a vc play so their venture capital they're like all we need is one of a we know 80 of these companies are going to fail all we need is that one hit so we're just going after that one hit you look at thrasio they kind of moved to that a lot of their money was vc money it wasn't it wasn't uh you know traditional uh hedge wasn't traditional uh you know traditional investor money where they need to actually return they're playing the game of It's just like Silicon Valley. 00:15:01 They invest in 500 companies and they hope, they know 499 of them are going to fail, but one of them is going to be the next Uber. And that's all they care. They make all their money back. So some of this money that was coming in for the aggregators was similar to that. And that's venture capital money. That's at high risk. It's not money that they need to get X amount of return. So a lot of them are going into it with that and they're just throwing stuff against the wall and seeing what sticks. And they don't really care about all the fundamentals underneath until they figure out which one's going to stick. So do you think that there is any hope for any of the aggregators? Or do you think that's a dinosaur? 00:15:35 No, no. There's several that are going to be fine. Some are in a strong position now. Some are consolidated. Do you want to throw some names? I'm very curious. There's several. If I name somebody now and someone's watching this in a year, things might change. So I have an idea of who they are. And some of the ones that I respect, but I'd rather not put it out there. Throw them under the bus. Yeah, because you're basically throwing some other ones under the bus when you do that. But no, there's some good ones. And you're going to see it's not going away. You know, the crazy multiples have gone away. You're not going to get six, eight. They're not competing against each other like they were in the day where they just went up in each other. 00:16:25 But, no, it's still a viable business, and there's some strong ones. Yeah, I mean, you've talked about what it takes to be successful. um but i want to come back to something you mentioned about one of one of your early failures um you kind of teased it in i think it deserves maybe a bit more air time if you don't mind talking about it kind of you mentioned you went you went to jail and you know uh and for for one of the for a night and uh for one of these product failures maybe if it's a cake you talk about that or uh yeah sure i think i was about 21 22 maybe And I was trying to start a new business and I had a mailing list. 00:17:02 So just like today, you know, you have an email list, but I had a mailing list of customers that I'd gotten from like fishbowls. Like you go into a business and it says, oh, drop your business card in here and, you know, win a prize or something. Well, the business I was in, I collected it. I made a deal with several different businesses like, hey, what are you going to do with these cards that are in this fishbowl? Like, oh, we'll just pull one out and give a give someone the members, like no, this is a list, this is valuable information. Uh, give me the business cards and I'll type them all into the computer, and I'll send you back a floppy disk drive uh, this is before the internet, a floppy disk drive or uh some laser printed labels or dot matrix printer not laser print, dot matrix printed labels with the names and addresses then you can, you can market to these people. 00:17:50 So I'm going to offer send a coupon whatever like okay that sounds like a deal to me but that says part of this, I get to use the list too, I get to send something to him like yeah sure whatever kid go ahead so i get, I don't know three thousand names this way from different businesses type them all in and I i have an offer to send out to them like a little coupon book and a little thing and I'm like I didn't have the money though to to do the the mailing to pay the post office was for the stamps I don't know what remember What it was like, 800 bucks or something like that. And to pay back then was Kinko's, which is now the FedEx Office in the U. 00:18:26 S. But it was a Kinko's, which was a copy place. You go there and they they make the flyers for you on the copy machine. They fold them, you know, put the little stickers on it so you could mail them. And I spent another 500 bucks or something there. But I didn't have the money. I didn't have; I didn't have a credit card that would go to $1,500. I didn't have that money sitting in the bank. So I was like, 'I knew that if I wrote the check, it would take several days for them to physically take it to the bank.' It's not like today where it's almost instant. They had to physically take it to the bank. That bank then had to send it through the system and go to the bank. 00:18:57 So you had four to seven days. It's called float before the check would actually appear, I mean, come out of my account. So I was like, well, I send this mailing out and I send it first class mail. It gets there quick. Maybe I get enough people that will order because you usually get the bulk of the orders when the first few days of someone getting a flyer or mailer. Maybe I'll get the, that's what I read in one of the magazines. So maybe I'll get all the money back right away and I can cover this cost. And if the check bounces, if there's not enough money in the account and the bank returns it, they'll usually call me and say, 'Hey, Bozo, this check bounced, you need to come take care of it.' And you get 15, it's going to be a $15 penalty or something. 00:19:36 And I'm like, I'll take that risk. You know, I'll pay the $15. It's basically like paying interest or something, create my own loan. So I do that. Well, the mailing goes out and I don't get to put in like three orders. And the thing just failed. So I didn't have the money. So when the checks were presented to the bank, they bounced back saying insufficient funds. People call me. I don't have the money. One of them was the U. S. government because it's a post office. They go down. They file with the county for theft, basically, you know, misdemeanor theft over $750. Actually, no. It was over $700, so it was felony theft. So they file. And I was like, I'll get the money. I'll pay it. 00:20:21 And I'm just going about my business. And a couple of months later, I'm driving with a buddy. A buddy I was trying to partner with on another deal. He's in town. We just come from eating something. We're driving down the road, and I had a headlight on my car. And the car pulls me over because the left light on the front of the car wasn't working. And it runs my license and says, wait a second. uh step out of the car put your arms behind your back um you're under arrest oh my gosh um so it took me took me to jail um for you know for it was on that chart that check charge for writing a bad check so i spent the night in jail got out of jail and because they bonded out um someone had to pay like 10 i don't know where i got that money but so i think a friend or somebody put it up got out of jail uh and then 00:21:10 I had to go to court and I was on probation. You know, I had to go pee in a cup once a month and all this stuff. I had a probation officer for like, for a little while. And then I had to go do 160 hours of community service. So, go pick up trash on the side of the road or volunteer at a doggy daycare or whatever, whatever it was. So I did like the first eight hours of that. And then I came up with an idea-I was just trying something. I don't remember what the other business was. I had another business going on at the time or several. And one of them worked, and it made me enough money where I then went into the court on like the third month of this. 00:21:45 I was supposed to be on probation for like two years. And I'd only done eight hours of community service. I went in to the judge for my next meeting. I said, look, I got all the money. I got all whatever it was, $1,500. It's right here. I had it in cash. I was like, I'll pay it right now. I want to pay this off. And the judge was like, all right, you pay it off, and I'll dismiss everything. So you don't have to do the rest of the community service. You don't have to go pee in a cup anymore. You don't have to do all that stuff. And so that's what happened, and I got out of it. Oh, my God. What a story. 00:22:18 Okay, I have so many questions, but the first one is, when is Kevin King the book coming out? People say I should do that because I've got tons of stories. I've got tons of stories. I think you should. I've dealt with the mafia. If you listen to other podcasts or listen to AM, PM podcasts or read the news, I've let some of them out, but I've got a list because I was writing a bunch of them for the newsletter at one point. I've gotten away from that a little bit because people want more actionable stuff, but I'll probably put some more back. I made a list of 86, just like that. Not just like that. That's basically chapters, my friend. That's almost a book. I think you're almost there with that. 00:23:07 Yeah, I've done a few things. You've lived. You've lived. I have. I have. If something bad happened to me right now, I can’t say I didn’t live. So do you feel that kind of these experiences have helped, you know, yourself as an entrepreneur? Oh, yeah. You have to fail right in order to succeed, I mean what would you take away? I think success without failure is luck and some people have luck but usually behind every big success there’s a lot of failures and a lot of people don’t like to talk about them, I’ve talked about my failures on Amazon's 'Losing Me' and partners losing 1. 5 million bucks nobody we did a case study on one of the BDSS's I don't know if you were on that one Joe or not a few years ago yeah even I should bring it back but we showed that And most people don't want to do that. 00:23:54 They're embarrassed by it. They don't talk about their failures. But we're all human. We all have failures. We all are struggling at some point. And by talking about it, one, it can help other people. It can also make it real. It makes you more real. And people are like, oh, so Kevin's been through some of the same shit I'm going through right now. A little bit different maybe, but you can relate. So that gives you more authority. It just it's good and too many people are too worried about their Instagram image and not about the reality um that that's uh one of the reasons I talk about it more freely plus I'm confident so some people that are afraid to talk about they're not confident in themselves they're not confident in their where they're at and I'm I'm confident and I know that's the past I know I don't do that now um or it's not going to happen now but you know it shows that 00:24:51 hey, I was fighting to try to find something that works. And I didn't have a rich uncle that just gave me a bunch of money and I fell into it. Yeah. I mean, honestly, I think this is so inspirational. And I have to say, I completely agree. It's so good when people actually talk about what hasn't gone wrong because we all here are entrepreneurs. It's really easy to like feel you're not doing well enough because everybody's like, 'Yeah, I've done a million in three days' and blah blah, and um, you kind of beat yourself up about it. But actually, through the failures is where you really learn. So um, I know that we have to talk about me. Why not? Why can't I do that? Why not me? 00:25:33 There's a lot more story that you you probably don't know about most of those another thing that's helped me a lot as an entrepreneur is travel. I've been in 94 countries, all seven continents. That comes back to the marketing and psychology. I understand lots of different cultures. I haven't just traveled and gone to the highlights. I've gone to the Philippines and eaten in my local driver's house sitting on a chair with him and his family in a room that's like five feet by five feet or two meters by two meters or something. I've done tons of that kind of stuff, not just that one time, but that helps you too when you're doing marketing and when you're doing teaching. 00:26:13 i can relate i can relate to max there and the uk i can make to you and what's the grocery store like what's the food like what's the transportation like it's a different lifestyle yeah there's a lot of similarities and overlap but it's a completely different lifestyle and and i can relate to that when i see something on the news about you know whether it's israel or india or china or whatever i can know that that's a bunch of propaganda because that's not actually how it works i've been there of my own eyes well i know yeah that's that's that's uh that's some true stuff uh that's that's bad i could it it's not like most people they get their their information about other cultures or other worlds or selling the way to sell things through movies or maybe through a book mostly through movies or tv shows which are not the way to experience to understand a culture 00:27:04 mean i still i'm still not giving up on convincing You're about coming to Bulgaria, so uh, that's you; you still don't understand the Bulgarian market, Kevin King, so you have to get it. Oh no, I know there's a conference happening soon in Bulgaria, but I don't know about one here; the problem is I have One Capitalism. com conference here in Austin and I'll be at the same time. Next time, next time, next time, I want to ask you about the link between those two. So we talked about the importance of psychology. You've talked about different cultures. So how do you see, you know, in your experience, how do you see that differing between, you know, the different cultures, how psychology plays an impact? 00:27:41 Well, at the core, we're all what you realize when you travel that much at the core, we're all human. We're all having the same needs. We need to eat. We need to love. We need to feel loved. We want to experience things. We want to enjoy life. We all want to make ourselves better, make our children better. um so there's there's a core uh core fundamental thing to all humanity no matter what what color your skin is what race you are what's what language you speak so that that's one thing that you realize quickly where before i started traveling i was a little more prejudiced i was a little more you know i would be um you know i would i would do i would do 00:28:19 it was bad i mean if someone had you know indian person had one of the little red dots on their head you know me and my buddies would call them dot heads you know you know that's that's very racist and it's very bad but that's a 18 19 20 year old kid that doesn't understand and then once you go there it's like why the hell would i ever do that these are good people these are real people so um that it helps you in that way and then there are differences in the way you have to sell the way you have to sell something to a european uh to a german is is different 00:28:51 than the way you saw it brit as the germans are looking at they look at things a little bit more analytical and you know they're less likely to leave you a review if it's good but they'll tear your ass apart if it's bad um they're looking for a functionality they don't care about all the the the bells and they care about the facts uh and the details versus the hyperbole and they all the uh fluffy stuff that the americans like americans don't care as much about the facts they just care about the the the fluff basically and so you have to market too differently uh that's just that's just one example on but it goes and it goes across there's tons of them but that's a quick example okay well so this is this is really interesting because now let's put ai in the room 00:29:42 and figure out okay what do we do here because we know that obviously rufus is here um amazon is changing the algorithm and although um sellers can optimize for images for human psychology and all of that in the end the algorithm will have a deciding factor and now that's going to be influenced by ai so how do you reckon uh things are going to move on from well from this year onwards i think a lot of people are going to go out of business i think a lot of sellers for two reasons a lot of successful amazon sellers are going to go under and there's going To be a lot of opportunities for people that are willing to buy them for for dirt cheap, you can see another type of aggregator come that's not paying high multiples, it's paying low multiples and getting things on the cheap. 00:30:25 I think there's going to be a major opportunity there coming because I think a lot of successful brands and sellers are going to fail for one because of all the costs now with inventory placement fees and all the the way Amazon's chain if they repeal some of that, that may help, and there's some talk that that could happen but they won't repeal it all. But now you really got to know your numbers. And most of these people don't know their numbers; they know that they know that the bounce coming into their bank account but they don't know they don't know the breakdown of all that. A lot of them um, they have enough cash flow where they're they're keeping afloat but they're not really making money and so I think you're gonna see, I see a bubble burst there. 00:31:05 And then when it comes to AI, I think a lot of people are discounting the importance of AI. I think I talked to some of the biggest software companies in the space, and I'm like, dude, you're going to be, your tool is going to be useless soon. I'm like, no, Kevin, that's not going to happen. We're not worried about it. We've read the science papers from Amazon. We've done this and that. It's not just one company. It's several, some of the biggest names out there that you would know. They're not worried, and I think that's a major mistake. Now, maybe they are, and they're just telling me that. Behind the scenes, they're like, oh, shit, we've got to start figuring this out. But I think it's not going to happen next month. 00:31:44 It's going to be a process, but we're always seeing it. Rufus sucks right now. The people that have tried it say it's horrible, but they'll figure this out. It's a test. It's just like the first Apple Vision Pro right now that Apple came out with. It's awesome, but it sucks in a lot of ways. It's heavy, it's big, it's bulky that you know five years from now, those things will be contact lenses or something, um, you know, or shades. It'll they'll fix it. Just look at the first iPod or the first cell phone was a big brick, you know? I don't know if you remember; you see old movies, they're carrying a big toothpaste proof of concept. So that's why Apple does like we know there's enough super fans that will spend $3, 500 to play with this. 00:32:25 And so we can prove that, okay, yeah, we're not going to sell 10 million or 100 million of them, or we're likely to have an iPhone, but we'll sell a million of them. That's good enough. That's proof of concept. People are willing to pay this money. We'll get feedback. We'll refine it. And the same thing's happening now with like Rufus and with things on Amazon. They're testing. You look at Cosmo, you know, they say they tested on about 10% of the searches over a period of time. They're testing stuff. The new listing thing that Amazon's doing, you know, this has got some issues in it. They'll get this stuff worked out right now. But it's not there yet, but it will get there quickly. And it's going to change everything. 00:33:03 And so sellers right now are trained to find holes. They're trained to go use tools like Pentium 10 or DataDive or whatever and find where you can compete on a keyword. Find where you can, maybe someone's missing a keyword. and you can put that in your listing and then suddenly rank for it or um take take a look at uh it's basically keyword based you're you're trying to you're flooding your listing with keywords and your your back end and everything to try to rank and then you got to get reviews you know it's who has the most reviews you know when when you type in a keyword here's the 20 options who has the most reviews all that's going to be a mute point uh the reviews are still important but 00:33:43 comparing to 10 000 reviews to 500 reviews is going to go away when search changes on amazon search is going to change in my opinion to be more intent based and not keyword based you may have both of them going side by side for a while as people get used to this new thing but the example i like to give is instead of if i'm going to the beach taking my family to the beach for a vacation and right now i'm like okay what do i need i'm going to florida from texas for the beach okay i need an umbrella i need some beach chairs i need a cooler uh oh my son's a Little bit fat, so I need a bigger blanket for him or something, um, I need uh, you know whatever, I whatever, I need, I need a dog bowl for the dog, I need a little umbrella for the shade. 00:34:26 I gotta go and type each one of those individually in Amazon, you know, type in 'umbrella', type in 'cooler', type in 'um, uh extra large chair', uh, children's chair or whatever. It's going to get to the point where Amazon, you're just not going to do that. You're going to say, you're just going to log in and sign in. It knows who you are. If right now it's in my newsletter, you can actually download a report of everything Amazon knows about you. By law, they have to give it to you. If you read that, mine was 770 megabytes of data. Everything I've ever watched on TV, on Prime, everything I've ever searched for, everything I ever put in my cart and took back out, every social media click. 00:35:06 Link that I clicked on Facebook the day the time and what I was watching and what took me on Amazon um, everything they have, everything Timu has all this a TikTok hat and they don't have all this but Tick Tock Team they all have this data. Facebook and Amazon have the most because they have buyer data; it's not just user guys, buyer data. They're sitting on a gold mine. So they know if I just log in and I type in 'Trip to the beach' based on my past history, they know the AI will be able to figure out, oh where am I going? I could type in 'Trip to Pensacola Florida' and then in July, what do I uh, what do I need? 00:35:41 And the AI is going to basically know, oh in July it's going to be this temperature, there's going to be a chance of rain so, and it's going to look at my past history. It's going to know that my my kid is overweight, it's going to know that um because of the sunscreen I bought in the past my wife gets uh, she gets sunburned really easy, so it's SPF 50 or above. All this stuff is going to show the results based on that. So instead of me seeing 50 different sunscreens and having to look at them based on price and reviews, I'm going to get maybe two or three sunscreens based on what other people similar to me, just like Netflix. There's a 98% chance you might like this show or whatever. 00:36:22 It's going to be the same thing. They have the data. Your choices are going to be less which actually increases the conversion because there's less choices and less confusion but you have less control as a seller on do I show up there or not, so how are you going to figure that out? You can't game the system as easily. You look at Google's doing it right now with their testing some AI stuff and SEO people are freaking out like we can't we can't do the uh the SEO is like a 91 billion dollar a year industry and they're they're freaking worried that's going to go away. It's like, how do we figure this out? We can't just put a bunch of backlinks and put, spin up all these articles and do all this SEO stuff. 00:36:59 It's not working anymore on this test. If Google rolls that out, they're screwed and they are screwed. So are sellers. And so you have to start selling to the AI. And so that's. that's intent based stuff and how the ai works and every ai works differently every llm is different and what you're going to see now is you have a lot of big a lot of big ai elements out there like chat gbt is a big lm it does a lot of things but you're going to see start seeing you're starting to see it already more specialized there's going to be a very specialized amazon only llm and it's very specialized google only very specialized um 00:37:37 trip planner llm or whatever it takes and they specialize in this stuff so i think that's where it's going to go you're going to have the big general ones but then you're going to go into specialty ones uh where the real magic is going to happen and amazon's going to be one of those so you have to start selling you can Do it now with Amazon Comprehend; a lot of people never even heard about it, it's Matt that first talked about it, um, and Matt Altman, and he he he just came on my podcast, it hasn't come out yet but just talked about it even more. Most people never heard of it. Most people who have haven't even tried it. It's like it's magic. 00:38:10 He's like, 'What would I Amazon starting to do this now?' He's like, 'When I go in there and I take my listing from Amazon, all my bullet points, all my title, just dumping in there, just rent raw dump, have it process it using Amazon's own system that they're using internally, not some third-party system.' It's Amazon's system, which gives me a score between zero and one. And I say it gave me a 0. 7. And he's like, 'I need to get that up.' Because the more I get that up, the more relevant I'm going to become to their AI. So you start messing with words in there. And he says they'll give you some of the words and phrases. But then you guys start putting them in and do trial and error. 00:38:48 And it's not just about, oh, shoot, I'm missing the word 'dog bowl', slow feed dog bowl. Let me add the word slow feed dog bowl. It's the context. So it's the way you write it and where it is in the sentence that matters. So if I'm talking about the Empire State Building. I can't just add it, it tells me 'um, you need to put the words 'tall building is missing' in into your listing because that's an Empire State Building, it's a descriptor of it. You can't just put in 'okay', I'll just add comma to my keywords, comma tall building like you would now you gotta actually write a sentence that puts in context so the Empire State Building is a tall new york or it's the tallest building in new york and then the AI looks at that and they put those two sentences together 00:39:30 and then that will help you rank he says you, you get if you get that score up within 48 hours their conversions go up and their Sales go up every single time without fail, uh, and stuff. You never think about that's the example of how you're going to have to start changing the way you do things. And then I think images in my opinion they're it's not Amazon's doing OCR and stuff on images now. So if you put a keyword in your images, you know, you put like the word CBD it's a banned word, you know, to put in your listing or if you put it on your images people used to be able to get away with it. 00:40:06 Now Amazon's OCR in them and they'll see CBD there, but there's ways to trick it by putting in a funky, funky font or something where it can't read it, you know, just like those are you. human you have to guess but there's ways that a human can actually recognize it that you can get around that but Amazon's not really looking at intent on the images right now. But I think it's going to get to the point, and there's tools out there where you can test this. It's not Amazon tools, but you can say, here's an image. Tell me what this is. What's in this photo? And I think it's going to get to the point where if I'm trying to rank or make sales for a beach umbrella, back to our beach example, if I'm selling umbrellas and Amazon figures that I need a beach umbrella to keep the sun out off of me on the beach, 00:40:53 if I don't, I'm probably not going to show my listing if I just have the word 'beach umbrella' in the title or somewhere. I'm going to have to have one of my lifestyle pictures where it's probably going to need a beach umbrella in the picture. People just walk straight into the rain; um, with the umbrella now that appears, but then, but in the future, I don't think it'll appear unless there's some other compelling reason and history of people always buy this one; um, but you're gonna have to start thinking about what do I might a lot more carefully about what goes in my lifestyle pictures and how's that interpreted. There's going to be testing, 00:41:26 yeah, I've given an Example of a key uh thing on the back of my phone on the back, um, there's little reading glasses that you can put a little holder on the back of your phone and I use this as an example one time, and then I took the little reading glass; you just slide them out with your thumb and I just kind of position them just off, off, off center and I took a picture, and I put in this tool and said, 'Describe this to me and said, 'Oh, this is a mobile phone, uh, sitting on a desk, it's got all this kind of stuff right.' And it said, 'It's got some a keychain attached it wasn't a keychain; it was a little, little, little bifocal kind of thing. 00:42:00 So I'm like, that's not good, so that's Going to misclassify me on a search engine, so I have to go change the picture and change the angle of the little glass; it's clearly not uh. And when I changed it, I did it again and said, oh, those look like some sort of reading glasses or something. So it's going to come down to that kind of stuff where you're selling to the AI. You're not looking for holes in customer keywords and stuff. And that transition is it's not going to be sudden. It's going to be over time. But you need to be right now riding the fence on both of those and preparing. And a lot of sellers are going to. 00:42:40 They're going to ignore this, are going to overnight be out of business when the big switch comes or they're going to have a massive amount of work to do to go redo their entire catalog and you see some of this now on the flat file, talk about, talk to Vanessa, she's the master that she sees, she sees what's happening with flat file, some of the changes they're slowly putting change like, why did they change this? Why don't they take that away? Ah, it ties into this, it ties into that, so that that that's um, I don't know when it'll be three months, three years from now, uh, it's coming though, I mean it's it's fascinating and just to kind of summarize some of that stuff you said, Kevin, because that was There's a lot of insights in there, but I mean, I completely agree. 00:43:23 These LLMs, as you say, they don't work on keywords actually LLMS work as you mentioned a kind of token-based so they don't even understand keywords; they can press information and it's all about intent and as you mentioned, there also images going to become super important; these things are multi-modular, they understand um, they can read in lifestyle images like you gave for the example of the umbrella, so that's going to be an important factor into search and it's not just going to be on the keyword. So I mean, a lot of questions from that, my first one is: As you kind Of said, like sellers nowadays, they have like this process of how they find products, right? They go on Jungle Scout or Helium 10, they look for the gaps. 00:44:06 How do you think people are going to have to look for product launches now? Because keywords are kind of not going to be important anymore. How are we going to know where the gaps are in an LLM? That's the million-dollar question right there. It's going to be actually coming down to being a brand. I mean, you're going to have to be a true brand and not be dependent on one platform. Amazon's a great platform to be on, but you're going to have to be a true brand, be set up across multiple modalities. And TikTok's the perfect place. TikTok right now, it's an entertainment-based platform, but people are discovering products there, and the friction is super low to order. That's why it works. 00:44:53 That's why nobody else has been able to do it because you don't have to go off and enter your credit card somewhere. You don't have to go search for it or click to another site. It's all within the platform, the way they've organized it. And so there's probably discovery that way. So you're going to probably be having to do more in the lines of what people are doing on TikTok where you're going to have to, instead of finding the gaps, you're going to have to create the gaps. You're going to have to create the demand. Back to old school marketing and not coasting on where somebody else has already done the work. But you're going to have to create it yourself and actually go out there and do real branding and spend real money to launch something. 00:45:28 Just like, you know, when some of the biggest brands that we know in the world, that's what they had to do before the Internet. And I think that's going to be one way. And the other is you're going to lose a lot of control. So it's knowing your data, knowing your avatars, and knowing there's probably going to be some sort of tool that comes out and set. Just like now there's tools that reverse engineer, you know, like Cerebro or something for Helium 10 that reverse engineer what all the keywords this thing is ranking for. It's probably going to be a tool that can look at a listing and reverse analyze it and say, 'this is what all the sentiment is.' And this is the type of people in the avatar that buys product. 00:46:06 And so, oh shoot, this is the avatar that buys this product. I need to create my listing to that avatar, not to those keywords, but to that avatar, that user intent. And it'll be something that kind of can help you figure that out. Somebody will figure that. There'll be something along those lines. Somebody will come up with a tool that'll at least get us part of the way there. But it's going to change dramatically, in my opinion. AI is a buzzword right now. You put AI in your e-content . ai, all the investors, they take your call and they look at your deck. We just found a patent, Kevin. We're proper AI. We've been fighting models for two years. We've just got a patent in the US, but point taken. 00:46:52 No, I didn't mean that negatively, but Anguilla, the little island's loving it right now. What's it, 32 billion a year that they're making? They can build a new soccer field and all kinds of stuff. But a lot of people are doing that. You're a real AI, but a lot of people aren't. They're an algorithm. and they just they didn't spell it ai and stuff algo you know whatever um but um it's a hot thing right now and most people still don't understand how to use it the vast majority of people they've gone and played a little bit of prompting uh that was okay uh but they really don't know how to use it it's if you know how to use it how to prompt some of the best things are big long props and you give it the right information it's amazing what it can spit back out um and I just had a challenge with this myself. 00:47:41 AI is an awesome tool, but too many people are thinking they can lean on it and it can be everything. Oh, it'll write all my emails. It'll write my newsletter for me. No. Will it? Yes, it will, but humans are going to see through that. It's not going to have the right touch because it doesn't have that feeling yet. It's too repetitive in some ways. Also using the same phrasing, the same words. It's going to get better, and it's a great tool. Just a perfect example is I've been trying one of my – for my newsletter, I'm coming out with a Sunday edition that's going to be a summary of all the podcasts. So, people don't have-there's 120 or so podcasts in the Amazon world. Nobody has time to listen to all those. 00:48:27 So, I'm working on an AI tool that will actually summarize those. Some AI tools will give us a good summary, like on this new frontier, it would say 'Yep, Kevin, Joe, and Max-they talked about the different ways to do AI. They talked about this and this and this, and uh... It'll give me a great little summary, so if I think that looks that sounds like a cool episode, I should go watch it. Basically, like a trailer, they don't tell me actual stuff, don't tell me 'Here's the little nugget, here's a little thing I should do.' And pulling that out is been hard. So we tried to write some stuff ourselves. I've been exploring all kinds of tools and I finally just hit on the magic thing-um about a week ago, and like holy cow! 00:49:08 I did some testing on it and posted in the WhatsApp group just to get a seven-I don't know if you saw that joe in the BDSS group, but that's all AI. And it actually pulled everything out, pulled out quotes, and did... was like 'Holy cow!' This now find it, but the prompting behind that is intense, uh... To do it, so that's why I'm saying AI is a great tool, uh... And it's going to continue to evolve, but you can't lean on it 100%... But if you know how to use it and know how to use It right, it can save you a lot of time, save you a lot of money, and really help you um a lot. 00:49:43 And that's where I see what's happening now, and a lot of people still most people still haven't played with it; they still think of AI as turning movies, uh, and your general population. But I've played with it a little bit. Um. But it's a very small subset of people that have gone deep into it right now. And they understand it. And some of them, it scares them. And, like, if you look at Sora, what you can do with Sora – you know, with video – you know, they just – that's incredible. You can do a 30, 45-second – actually, it looks like a Hollywood studio video that would have taken the guys back in the Star Wars days three months to render that scene on 27 different computers now. 00:50:26 You do it in a matter of seconds with a prompt and it looks real and they just had some artists I don't know if you saw this, do some other stuff that's pretty cool, and so you have like people like Tyler Perry saying, 'Why do I need to build an 800 million dollar studio in Atlanta? These tools will be able to do this and that's going to happen with e-commerce too, so a lot of the tools, like you know, like your tool Max, uh, you know it's gonna get to the point where I need a lifestyle picture of an umbrella on a beach; I'm just gonna go to M content type that type of prompt in. You're going to know all the e-commerce parameters in your LLM. 00:50:57 It's customized to you, and it's going to spit that perfect image, totally optimized for Amazon. You already have all the checks and balances in place to make sure Amazon understands this is actually an umbrella on a beach. It's not an umbrella in a sandbox in someone's backyard because there's sand there. It's going to understand the difference, and you'll be able to get it. So the world is going to change quite a bit in the next few years. Yeah, well, yes it's exciting and scary at the same time. Um, here's a question: so we know that Amazon just uh historically has been a great place for sort of new entrepreneurs to like start a product and you know the freedom ticket part of it is that's why it's called a freedom ticket, you know, it's a way for people to start their own business. 00:51:45 But uh, from everything that you said about you know perhaps going multi-channel, investing heavily... Do you think that Amazon is still going to be a good place for sort of new entrepreneurs to start rolling out their products in 2024? Or is this kind of now a closed gap? No, they should all quit. If you're watching this, you're thinking about selling Amazon, quit. Just don't waste your time. Go sell lemonade on the lemonade stands on the corner. You'll make more money. No, I'm just kidding. No, Amazon is still an awesome opportunity and it should be a place for most people to consider starting because the eyeballs are there. The traffic is there. The systems are there. But can you do it with a few hundred bucks like you used to be able to and grow that to a multimillion dollar business? 00:52:35 No, you cannot. Can you start with a few hundred bucks? Absolutely. And you can make a little side hustle. But you need money, and you need talent, and you need knowledge. Now, it's not. It's not the same. You're still going to hear the stories. I started with it. Kevin, now that someone's listening to this, Kevin, that's bullshit. I started with $500, and now I'm doing $8 million a year. Okay, you started with $500 when you decided to do Amazon, but tell me one month later, where'd you get the money to do this? Where'd you get the money to do this? There's more to the story. That's bullshit. There's people that start an arbitrage with a little money, and they work and turn it and work and turn it and work and turn it, and it takes time. 00:53:15 The other thing right now that most people in the Amazon space, another big change is they're impatient. They're like, I want to be ranked number one right away. I need to launch and I need to quit my job or whatever. It's a long-term game now, much more than it used to be. So now you need to have the patience six months, a year, two years before you're really going to start seeing a lot of momentum, unless you're just lucky or right place, right time on something. But for the vast majority of people, it's a much longer-term play. And it's going to take more money. And it's back to true branding. And Amazon should be a place that most people consider starting on. But it should not be. 00:53:51 And once you master that, you should be looking at going off to either TikTok or Walmart or somewhere else, but not to diversify, but just to see, have you actually created a brand? Does this work on other systems and other platforms, not just on Amazon, where you figured out how to maximize the algorithm? Uh, and take advantage algorithm so no Amazon's still really good opportunity; commerce is still one of the best things whether you're doing SAS or you're doing physical products, one of the best businesses you can have uh to have freedom and to create a have the opportunity to really change your life and create an amazing future. Yeah, well I mean that that the course is legendary right? 00:54:33 I get I get customers um you know like I went to the pub with one of my customers and they told me that they, you know, they'd done the Freedom Ticket and and I was like 'Oh, I know, I've met Kevin King in Texas um' I wanna I wanna go back if um if it's okay to to something you mentioned which um a lot of the you know that that kind of AI uh I don't want to call it around but kind of like stream of consciousness you know there's a lot of nuggets and one of the notes I made was on Amazon Comprehend um and I and I'm just very curious um on this because as you may know I was at Amazon And, um, the different Amazon departments-Amazon's such a big company, and it's so like separate if that makes sense. 00:55:19 Like you have different departments in different countries, and I'm just, I'm just interested to hear how you know, for the listeners. Amazon comprehends is part of the AWS suite, you know. Amazon has a bit of AWS; it generates most of, well, 70% of the customer of Amazon's revenue, and it's you know, a lot of, lot of focus there. And then the marketplace teams are actually quite a separate teams. Um, and it's not always the case that Amazon marketplace, which is working, would be using AWS; like I remember a time When I was trying to you know get us to use um get us to use the AWS service called QuickSight, which is basically like AWS Tableau. And we were all on Tableau, and it was like a whole project to move us from Tableau to QuickSight. 00:56:07 So my question is, how do you think that Amazon Comprehend as an AWS feature can help Amazon sellers on the marketplace side of the business? And I will listen to the podcast, but I'll ask the question as part of the conversation. Well, it helps you actually optimize. I mean, the proof is in the pudding is what Matt's when he does it and he optimizes that score, the conversions go up and the sales go up and they start showing up for keywords that were in their listing before that they did not appear for, they're not appearing for because it's contextual. So it's-On Rufus or on traditional search? Traditional search. Okay. This is traditional search right now in this moment, not on Rufus. It's right now on traditional search. 00:56:55 Some of this is already built into the AI algorithm. There's some AI components that are already built in. It's not rolled out to this degree that we're talking about at all. But it's there. In Cosmo, if you actually go back and look, I think it was actually written by interns, that paper. Amazon Science was written by two interns. But those two interns now work for Amazon. They hired them. that was one of the knocks from one one of the people that talked to is like oh that was just written by interns that's not going to be that's not like no they work for us definitely so you're you're you're saying that you've you know you've kind of you have anecdotal data to suggest that the the llm they're using for comprehending the same lm that they are they're using for the search i have not personally done that yet because i just found out about but matt who i trust matt altman who's 00:57:52 I'm imagining hundreds of millions of dollars worth of stuff is in the weeds on this, and I believe him. No, no, I'm just super curious. I mean, as we all know, Andy Jassy is now CEO of Amazon, right? This wasn't the case for part of what I was talking about. So, like, he used to be CEO of AWS, and then he kind of replaced Jeff. So you would imagine with that comes greater integration between. The in the company so I mean you're right though on Amazon that is an internal fight because the departments don't talk to you, that's why we have issues with sellers things and they're not they're not intertwined they kind of 00:58:27 self-autonomous little departments so yeah there is something to that where like you said the AWS people are gonna be pushing this and the people in the marketplace were like I don't know uh you know there's gonna be a little bit of internal bickering back and forth but uh and honestly, a lot of what Amazon doesn't understand what Amazon does um They understand what their little department does, but when you go outside the department, they have no clue. They don't understand how the inner workings work. That's going to be a part of the challenge just because of the way Amazon's set up. How do these changes be implemented and how long is it going to be? Once they make that decision, it's going to move quickly. 00:59:08 They won't do that until they make darn sure that they're not going to lose a dime on the advertising revenue. Uh or conversions aren't going to suffer or something they're not going to do anything until they they've repeated process and tested enough that they know that okay this is the right move because it's gonna, it's gonna add a lot to our bottom line. You look at Cosmo, I think it was what Vanessa said during that test if they would roll that out, I think it would have added five billion dollars to Amazon's gross sale which you know and five billion dollars on Amazon is a lot of money. It's a drop in the bucket in a way for Amazon, but that's just the first iteration. We can make a $5 billion difference. 00:59:49 That'll bump the stock up a buck or two, something like that. That's what the goal is, is shareholder value. What if we can refine this and it bumps that up 10 or 15 or 20 billion? Now we're talking about some real serious money, or even more. They'll get it there. It's coming. Oh, man, I wish we had another three hours to talk with you, Kevin, because I have so many more questions. But we're coming to an hour. Before we get to Max's quickfire of questions, I'm just going to ask you one more because I personally am very interested. What is your favorite, because you've traveled so much, what is your favorite sort of travel story you can share just to unwind from all of the AI? My favorite travel story? 01:00:32 Oh, man. Favorite travel story? Um, probably one of my favorite travel stories, I thought um, probably one of my favorite trips in Antarctica. Um, sitting amongst sitting down getting off a boat into the water, a little rubber boat into the water, walking to shore and sitting amongst a million penguins. They're just as curious about you as you are about them. It's pretty magical and pretty cool. But yeah, that I've almost gone to jail traveling because I had honey in my bag. Um, you know, I could tell other crazy stories. You know, in Chile, I got pulled over and almost taken to Chilean jail because I had honey in my bag in customs. You're not allowed to bring honey into Chile. 01:01:19 I didn't know that so um, there's uh, I've had uh stories and I can't go really, I shouldn't go back to Fiji because we did a production there, Mark and I, and uh, with In order to use this land, we had to go do a ceremony with this chief in this village. So we had to sit down like in this tent in a circle and drink kava. And kava is like a medicinal drink that has some properties like marijuana and stuff in it. We had to sit there and drink it, do the ceremony to get permission from the gods to actually use his land to do this video production and photo shoots on. We did it on his lands. 01:02:00 The next day, the chief is out in the ocean early in the morning fishing, getting some breakfast for the family, and he has a heart attack; it dies, and we got blamed for that. Oh wow! And then we end up having to do a whole bunch of stuff... um, yeah, that would be one... um, I've had tons more like that... but, yeah, yeah. You have to come for another episode, I mean, there's too many unanswered questions, so like you'll be invited very soon again just so you know we can do that; we can do that no problem. So, Kevin, we have a we have a quick uh a quick fire round this will take about a minute or so um just kind of one-word answers um or you know short detailed like as much as you want to do but basically we'll just rattle through these... 01:02:45 so the first one is your favorite AI tool, uh, right now it's ChatGPT, very common answer we're getting here; yeah, fair enough. The OG um number two uh favorite custom GPT, oh um I think Steve Simons has got a pretty cool one um for for entrepreneurs; that would be that one... there's also some that use for travel, I can't remember the name of it right now... that's pretty. Good as well, um, there's a lot of custom GPTs; they're really good. Um, your estimate on when we reach AGI, I think we're close to it right now, but Torrent's really out there, 2027, 2028. Wow, that's a close one. And finally, AI: net benefit or not for humanity? Oh, it's a net benefit for humanity. There's no doubt. Yeah. 01:03:43 Well, I mean, amazing. I've certainly learned a lot, I'm definitely going to take some of the stuff you talked away with me, especially about Amazon Comprehend back to my team and see what, see if we should be doing this free content because it sounds fascinating. If people want to reach out to you or follow you, um, what's the best way to do that? Best way is just to follow me on the newsletter Billion Dollar Sellers on the screen there billiondollarsellers. com, uh, sign up, it's free every Monday and Thursday, brand new issue comes out, it's not a marketing email, it's an information-packed email on our, our industry, focused on Amazon, but also cover a little bit about some of the other stuff, cover some AI stuff. So that would be the best place. And from there, you'll hear everything about what's going on. Awesome. Thank you so much, Kevin. It has been an absolute pleasure and I've learned so much and I can't wait for episode two. All right, we'll do it. We'll have to do it. Just let me know. Yeah. Thank you. Cool, all right.