The Billion-Dollar Brands Leaving Amazon Search Wide Open

The Billion-Dollar Brands Leaving Amazon Search Wide Open Speaker 2: What's going on, Badger Nation? Welcome to The PPC Den Podcast, the world's first and longest running show all about how to make your Amazon advertising life a little bit easier. And a little bit more profitable. Today, my friends, I got ambushed. No pre-show, no planning, no idea what was coming. My dear friend Sean from Spillover Commerce showed up with a deck and a question. What is the billion dollar e-commerce industry where nine of the 11 biggest players don't even sell at Amazon at all? The answer was telehealth. Hair loss, skin, peptides, sleep, a market that's pushing 200 billion, growing at 25% per year, where most of the brands in it have thousands of people searching their brand name on Amazon every single month with nowhere to buy. Sean's line for it, they paid for a billboard and left it empty. And then we go on to talk about search data, GLP-1 searches, vitamin searches, support from zero to 30,000 searches a month. Breakout terms, protein snacks, that 4X to fiber gummies from 30,000 searches to 200,000 searches. There's so many cool technical lessons in this episode. I highly thank Sean for coming and sharing this insight because there's lessons that can be learned for any industry. So as we get into the part that matters for you, what you could be selling and how you can capture demand that was even created by other companies. We also get into trend spotting, things that kill your bottom line, 5% of SKUs every quarter and why a full funnel. It's a misnomer if you're on Amazon only. Let's get into it, friends. Speaker 1: Michael, what if I told you, what if I told you that there is a billion dollar e-commerce market that where nine out of the 11 biggest players in the space does not sell on Amazon? Speaker 2: So there's a lot of sales happening outside of Amazon for this niche industry and 90% are not on Amazon. Speaker 1: Yeah. Huge brands. Speaker 2: I'm intrigued. Speaker 1: You know these names. Speaker 2: And for the listeners out there, normally I have a pre-show where we do a little planning. We didn't do any planning today because Sean wanted to keep me in suspense and now, dear listeners, You're also in suspense. Speaker 1: Okay. I'm going to share my screen. So anyone listening to this, I'm going to try to share the information, but this is a, I've got a presentation I'm going to be doing. Speaker 2: Awesome. We'll be narrating along the way. So even if you're on a run, driving in a car or in your wood shop, or gardening, you won't need to look at your phone. Let's do it. Speaker 1: Let's do it. So there's a billion-dollar e-commerce industry that does not sell on Amazon. Are you ready? Do you want to make any guesses? Speaker 2: Mattresses. Speaker 1: No. Telehealth. Billion-dollar industry. Almost none of the brands are on Amazon. And so before I get into it, let's just quickly define it so we know what we're talking about here. So telehealth is defined generally as care delivered remotely. The key components are an online intake form, a licensed prescriber, and the treatment shipped to your door. But I think that we should be talking about this a little bit more broadly. So there's like the formal definition down here. I don't really care about that. What I'm talking about is the fact that these are D2C companies. They're going direct to consumer and they are using websites and things like Shopify to sell products to people and ship them in the mail, just like Amazon sellers, just like D2C brands, but they just happen to employ people who can prescribe things as part of their funnel. Now, if you think about it, These companies, they can do a lot more than what they're currently doing. You know, they don't have to only sell prescription products. They're not legally required to do it. And we'll show you some examples in a second. But none of them are on Amazon. Like, almost no one. Speaker 2: The most popular one that comes to mind is, of course, Hims and Hers, who sell... These people sell subscriptions, no? Speaker 1: It's so much more than that, Michael. I want to start with the haves and the have-nots. So we'll start with the haves. So Hims is the first one who's actually on Amazon. And they started as a hair loss company that did telehealth. And now they do sell their non-prescription products like Minoxidil and other things like that on Amazon. But look at this. Amazon puts their own health services above them in the search results. They can't even run a sponsor brand ad here because Amazon sees this as such a big opportunity. Speaker 2: So I wonder too if this is a restricted category because like I'm also noticing you typed in hymns and I don't think those first row of results are sponsored either. Speaker 1: They are not. But hold on. There's so much more to this than this is not. Hair loss shampoos are allowed to be sold on Amazon. Speaker 2: Hair loss shampoos meaning that they give you hair loss. Speaker 1: Yeah, that's what I use. I'm Hims' number one customer. But that's the thing. This is just what? That is Roe. They started as a sexual health brand. Speaker 2: I do see sponsored here, yeah. Speaker 1: Yeah, so they do sell sponsored and what they're selling are like multivitamins and testosterone support supplements, but they could be selling so much more than they're currently selling and we're gonna get into it in a second, but this is kind of bananas. And here are all the have-nots. So we're picking on GLP-1 companies right now. But there is so much more to this than just GLP-1 companies. But all of these companies do not sell a single product related to weight loss on Amazon. And combined, they do over a billion dollars on Amazon, on their general markets. They sell tons and tons and tons of product. Some of these are publicly traded companies and they're not on Amazon. And they basically have just created an empty billboard with thousands of people searching their brand every single month. And they just don't even show up for the thing that they sell the most of, which is crazy to me. We're picking out Weight Watchers right now. There's lots of different examples. Speaker 2: I'm curious what happens when you search. Okay. Did you just search Weight Watchers? Okay. Thank you. Speaker 1: This is the rest of the search results. So this is not top of the search results. So this Fiber One, I believe, is actually owned by the Weight Watchers parent company. But this is the middle of the page, an organic spot All E Vitamins is selling metabolism-boosting gummies on the Weight Watchers keyword. They're ranked like 7th, I think, organically. And then Alli, just a diet pill, is selling on the Weight Watchers keyword. So if this is 7th and this is 8th, how crazy is that? They've got thousands of people searching their brand every single month trying to buy products that are related to the key thing they offer. And instead of showing up and being like, hey, look at some of these other products we have with five stars, there's just nothing there. To me, this is crazy. They paid for a billboard and they're just leaving it empty. And so that's the thing that really jumped out at me. And as soon as I started seeing this, I couldn't stop unseeing it. The thing is, this is going to just continue to grow. So because telehealth is one of these things that's growing and it's in the news all the time, I've been paying attention to this market and it looks like it's going to grow at a 24.6% compounded annual growth rate from now until 2034. That is bananas. And on top of that, It's medication primarily, so it doesn't seem to be, or it seems to be a little bit more resistant to things like a downtrending economy compared to something like, I don't know, garlic presses or something, where you can definitely afford to go without your garlic press, but you probably don't want to stop taking your medication. And so I think this market is going to continue to grow through the good times and the bad. And I think this is absolutely bananas. By the way, the source is Business Insights or Fortune Business Insights. This is what that looks like on a graph. So we are somewhere over here. You know, you're not going to get the actual numbers until after, but the 2025 number is accurate. The telehealth industry generally is about just under $200 billion. And it's expected to grow like this crazy, absolutely crazy. We're not just talking about GLP-1s. You might look at this and be like, I'm opposed to the whole GLP-1 thing. But there is all kinds of other stuff that people are buying through the internet and kind of leaning into the whole healthcare through your phone that I think is going to really transform the way that people sell products. So there's mental health, women's health, men's health. Other types of peptides. So people take peptides for like injuries and stuff like that. They take peptides to clear up their skin. There's all kinds of stuff going on. Then there's the wearables category. There's longevity and preventative medicine, which is probably the market with the highest, most wealthy consumer base. So like people who care about longevity are usually like the really, really high earners. Very interesting market. We're not even going to dive into that on this conversation, but super interesting. Dermatology, diagnostics, so like preventable stuff, like catching disease early is a huge part of telehealth that no one's really talking about right now. And then primary and virtual care. So like, GOP1 is getting the attention, but there is so much to the telehealth category that is going to just continue it to grow and grow. To me, the thing that's so crazy and how this ties back to Amazon is it shows up in the keyword layer. And for some reason, people just aren't paying attention to that, even though the graphs are crazy. So we're going to talk about GLP-specific queries, complementary non-prescription adjacencies. So that's a fancy way of saying just stuff that you'd buy if you also bought from one of these telehealth companies. And then brand plus modifier. There's so much here that just Like everyone's talking about, oh man, the market's down, this is down, that's down. These are huge growth areas. So I want to show you some stuff. But before I do, any thoughts, Michael? I've kind of been ranting here, but this is just, to me, it's crazy. Speaker 2: Proceed, full speed ahead. Speaker 1: All right, full speed ahead. GLP-1 supplement support. So if you search this on Amazon, or vitamin supplement support, look at the, this is like a hockey stick growth. Speaker 2: Wow. Speaker 1: And what's going on here is this is people searching for products that they can take as vitamins That will help them with their nutrition if they're taking a GLP-1 that they're worried they're not going to get otherwise because they're not eating enough food or something. Look at this search. It just started. I tried to do three years. It didn't even make it three years. That's how new the search term is. It's got 30,000 searches a month. Speaker 2: You know that one in eight adults in the U.S. are taking a GLP-1? One in eight people listening to this show. Speaker 1: I think like one in three Americans are currently obese. And so it makes sense. It completely is understandable that this is Something that they would want and need so it cool. Yeah, and you know, I'm not trying to comment on anything like that I'm just trying to comment on the fact that like this is happening in the market. The data is incredibly clear, but then Something that's kind of tangentially related protein snacks. Look at the search volume growth on this like we went from You know Under 50,000 searches a month to well above 200 or yeah, well above 150 to basically 200,000 searches a month over a three-year period on something that is a downstream consequence of people taking GLP-1s. And like everyone's saying like, oh my god, they're putting protein in everything. I just had protein water the other day. But part of the reason why they're doing it is because people are on GLP-1s and they're worried about muscle loss. So they're doing anything they can to get more protein into their diet. So that's the the reason behind this trend and it just jumped out at me like this is mm-hmm Like it's maybe not the same hockey stick growth, but like that's 4x a search volume in less than three years Protein snacks are crazy. Mm-hmm fiber gummies This is another really extreme graph and a big reason for this is because people taking GLP ones end up getting wow hated. And so they are, yeah, like three years ago, maybe like 30,000 search volume, and now it's over 200,000. So like this is another one where like the hockey stick growth is just coming and coming and coming. And like all these GLP-1 companies could be selling every single one of these things. They could sell a vitamin. There's nothing stopping them. And they could sell it on Amazon. They could sell protein snacks. I mean, technically Weight Watchers started a new brand, but they technically do sell protein snacks. And they could easily sell fiber gummies and just put them on Amazon tomorrow. Like aside from the lead time for manufacturing, they could just be doing this. And then the other thing that's just really important to call out, and this doesn't actually show up in some of the companies because they have literally nothing on Amazon, but the brand name Plus a modifier. So like Him's Thick Fix Shampoo. This is crazy. Like they went from less than a thousand searches a month to 3,000 searches a month on a long tail branded term. That's just a downstream consequence of One specific thing, something that we talk a lot about here at Spillover Commerce, which is the spillover effect. And we have been picking on GLP1s, but I wanted to pick on HIMS because it was such an obvious example. They've got ads for Rob Gronkowski, the famous now retired football player, like talking about keeping his hair and specifically talking about the ThickFix shampoo and conditioner. And then next thing you know, they start They start spending on these different media buys around the internet and the spillover effect keeps landing on Amazon. And it's just incredibly obvious how this happened. So I would be willing to bet that this is where they peaked their media buy for this specific ad because there's a huge spike. But yeah, basically, there is a lot happening where people are Well, these companies are advertising all over the internet and then just pretending that none of this traffic ends up spilling over back onto Amazon. But it does. And the data shows it time and time again. The other thing is people are used to doing this. People are used to buying shampoo, protein powder, fiber supplements. They're used to buying it on Amazon. So why not meet them where they are? This, to me, is just so obvious. But at the same time, it's also a big deal in the sense that like there's so many different market opportunities that kind of come out of this and that the people who listen to the show will probably think of this and be like, oh my God, I could be selling a fiber supplement right now. Or I could be selling like there's some kind of new innovation that I'm thinking about with protein snacks. This is a trend that's happening and it's not going to slow down. Honestly, I just can't imagine it slowing down. Once you open your eyes to this, all kinds of different Product categories, all kinds of new brands, all kinds of new advertising opportunities kind of open up once you think about this. So, again, I've been ranting for a while, but Michael, what do you think? Speaker 2: There's a couple of things that I find interesting. Number one is this concept of trend spotting, because there's a type of Amazon seller who almost exclusively just does that. I'm sure you've met them over time, where they're less committed to their individual brand. Like their superpower is manufacturing, time to market, like speed of execution, like getting a product that's good out fast, who will see things like this early and jump on it. Like, you know, imagine you were a first mover in masks in 2020 or fidget spinners or like Pokemon Go related stuff, like any big trend. That's a whole niche of e-commerce that I find Really fascinating. You know, it's definitely different than what I've done. Like, you know, I've been doing Ad Badger for 10 years, right? It's like one thing over a long time. And there's other people who are just like, hey, like I'm going to spot the trends and be first to market or early to market and like do something great fast. And they're just like watching trend data. As you were doing it, I'm like, dang, that's a really cool automation to start running about like big lists of keywords. And then just like checking them every like week over week, like seeing what's like jumping out. It's like Spot Trends Fast or something. So there's definitely people who are professional level at spotting trends in general and then getting time to market. Because really, other companies did the hard work for protein snacks or fiber gummies, like GLP-1, vitamin supplements. All the hard work was done by some other company in culture. So that's one The other sort of thing that I find really fascinating here is like markets are created. Speaker 1: The other thing that I find… Can I show you an example of that before we get on to your second point? I want to show you on Amazon.com and then we'll go GLP-1 vitamin supplement support. GLP-1 companion. Look at this. Nature-made. The PPC Den has 400 reviews and 10k units sold in the past month with a 35% subscribe and save coupon available. This is the perfect example of what you just said. I don't want to disparage Nature Made here. They are a great company creating high quality vitamins. Speaker 2: They're like, we already make vitamins, let's just package, let's just formulate something. What are people who take GLP-1, what could they benefit from? Yeah, exactly. Speaker 1: And it's like, how is Roe not selling this? I think their second or third biggest category is weight loss, and they're not even selling a GLP-1 companion, which to me is just like a no-brainer. And it's really just like magnesium, B12, calcium, D3, all in one supplement. Yeah, it's crazy. That's what I'm seeing that just jumps out at me like crazy. But what was your second point? Speaker 2: I find it interesting that there's a whole world of e-commerce who just Trend spots and jumps on those things and does it like the NatureMade is a perfect example. And I guess in that case, like NatureMade is a long-term brand. So they, so the other thing too is like, you need to iterate. The other thing I find really interesting, like if you go back to the protein snack type thing, or if you're a person, so one huge pitfall, I see so many people Fall into is like, they have a roster of products. They have a catalog and they cling on to dear life to this catalog forever. So like, imagine you're a really successful protein snack company in 2023 and 2024. And then oftentimes, like I have conversations with people when something's going wrong. And a lot of times it's like, Oh, my PPC isn't working. Like what's going on? And in my head, I mean, I tell people this, but in my head, I was like, the search results where you had success are different than the social search results today. Meaning if you were generating tons of revenue for protein snacks, it's just different today. Like you have new, different competitors. So like the most successful people that I see on Amazon iterate their product line all the time. Based on market trends. So I think this is something that every company needs to factor into. Like even if you don't consider yourself a trend spotting company, you still need to spot trends in the search results. Like search results will look different today than they did A year ago, two years ago, five years into the future, there's going to be new competitors, new different things. There's a statistic that I would always quote from Google, and I bet it's accelerated today. Google publishes a lot of data. They posted one thing that was like, a certain percentage of every Google searches every day are brand new, never searched before. Meaning, let me actually pull it up really quick, like percentage of Google searches Never searched before like literally every single day. There's just different things. So the Google stat is 15% of Google searches processed every month have never been searched before. Despite billions of daily queries and decades of search history, this statistic has remained remarkably consistent over time because language evolves, unique typos, increasingly conversational search phrasing. It's probably accelerated now that people are using Google search, like they're expecting a Google AI bot to respond in a conversational manner. So now they're asking longer questions, different things. So people search different things. Amazon hasn't released the similar style of data. The only research I ever see Amazon release is like this new ad type generates so much money for like these 10 companies. So I always felt like Google is like a little bit more like research focused. So I always found that so interesting. So people search different things today. They feel different ways about different things. And I feel like the best companies that I see In e-commerce, particularly on Amazon, are just iterating their product line. People need a cheaper thing. People need a different count. People want a different color. People use it differently today. They search this differently now. This thing is new. I'm going to get rid of my bottom 5% of products every quarter and introduce new contenders, new variations. Those are the companies that I've And lastly, yeah, there's a whole world outside of Amazon, meaning like all of that stuff of trends and changes and what people are exposed to doesn't happen on Amazon. Meaning like nobody goes to Amazon necessarily to like Get culture, meaning like it's happening, like athletes are doing it outside. Like there's athletes and celebrities and social media, like all this stuff is happening outside. And then you just need to capture that demand on Amazon, right? Like people will eventually like make their way, like, what's this thing that I keep hearing about? Oh, I should like, I'm on GLP-1. I better go like get some vitamins that I keep hearing about. I'm going to go to Amazon to make some of those transactions. So it's all like one continuum here, which I find really fascinating. You know, I can hypothesize as to maybe why whoever's making GLP-1 Amazon doesn't also want to make the vitamins? I could speculate, but I even wonder if I were to like, why don't they have that upsell on checkout? It's like an obvious thing that anyone with a Shopify store would do where it's like, hey, you're buying this? Did you know this exists too? Don't you want to buy this too? Amazon does it on their own checkout. Like, hey, you bought this. Are you sure you don't want this too? So yeah, why wouldn't they make complimentary products? I could guess. But it seems like why wouldn't they want one in five of their customers to increase their daily, monthly order value some percentage up? Speaker 1: I mean, really, they're just solving the next problem. So we recently changed our tagline at Spillover Commerce. So we had a kind of a scammy one. It was like, spend once, profit twice. But we kind of decided to adjust it to Amazon demand starts elsewhere. Because that's kind of the truth. People don't just go on Amazon and try to figure out what they want to buy. They actually, from being somewhere else on the internet or being somewhere else in the world, talking to their friends, seeing billboards, something else, the demand is created there. Amazon is just a place that is easy to capture. And so what we're kind of noticing is the demand that these telehealth companies are creating It's just getting sopped up by all these people who aren't telehealth providers at all. And I think, honestly, it's just because the industry is too new and they have a mental block around the fact that Amazon doesn't share customer data. So they don't want to do that. And Amazon doesn't necessarily... Amazon doesn't let you sell prescription products on their platform. And they want to be able to do that. So it's just like these things that are actually very Easy to overcome challenges and work with, you know, simple workarounds that every other industry has figured out, but they just haven't really gotten there yet. And so that's kind of what I wanted to show you next. Speaker 2: You know, a really scary word for someone who considers themselves like an Amazon seller, a scary word is demand generation, not demand capture. It's like Amazon's very much still The way that people use it is like demand capture, like there's already a demand that's happened elsewhere and like the best companies generate demand. And like, you need to go to a demand generating platform to generate the demand in the first place, right? And then of course, like, why wouldn't you alley-oop to yourself on Amazon? I know that certain brands like feel a certain way about Amazon sometimes too. Sometimes it's just like a branding thing, like, oh, our brand is too premium for whatever, or like, there's like DTC companies. I hear that sometimes. So there's like, different people have different perspective, but it's like, yeah, you do get to alley-oop to yourself, usually. Like people are searching the specific brand product there. So it's like you could capture a huge chunk of that. So it's really interesting, like this whole concept of demand generation for e-commerce brands, which is why so many really good E-commerce brands do go out and generate their own demand. Think of all the hard work that HIMSS has done, medical infrastructure, a whole network of doctors to prescribe this stuff, a whole campaigning to let people know, did you know you can retain your hair, a whole network of influencers. I would say all of it is, in digital marketing, is do all the things all the time rather than do Like all things being equal, the company that usually does more better is better than the one that does less, not as good. But of course, it's difficult for e-commerce brands. Obviously, I would imagine HIMSS is a gigantic infrastructure with tons of marketers getting in touch with Rob Gronkowski's agents and so on and so forth. There's still ways that individual brands can do this too at a smaller scale. So it's like you don't need to be HIMSS to do some of this. The best brands do demand generation. I mean, there's nothing else to say about it. Speaker 1: Yeah. And I mean, I think for anyone or to anyone who's like, look, Amazon's a non-starter to me because they don't share the information. Look, I think the old expression, like pessimists get to be right and optimists get to be rich. I think Amazon's too big to ignore. It's where the customers already are and we should just meet them where they are. Speaker 2: You know, I'm always, yeah, I'm always waiting for like one year where it's like quarter four, Amazon is down. It always feels that way. Is the sky falling? Isn't the sky supposed to fall at some point? Aren't we in the seventh year of a recession or something? But it's like every single quarter, the sales on Amazon just go up. So it's like, okay. Speaker 1: Well, that's the thing, right, is there are so many things what we could be doing to meet people where they are, and the Amazon platform is not shrinking. So I wanted to talk next about what these companies could sell or what somebody listening to this who wants to get into telehealth could sell. So, say you sell GLP-1 peptides right now. You could sell fiber supplements, electrolyte powders, anti-nausea aids. Those are huge because, I guess, GLP-1s, they make you nauseous. Creatine, resistance bands. You could sell body scales, portion plates, pancakes, like all these different things. If you sell hair loss stuff, you could sell minoxidil because it's available over-the-counter. Dermarollers and scalp massagers, hair fiber concealers, and then all kinds of other stuff related to that. Sexual health, let's not get banned on YouTube, but there are some things you could sell there too. If you do a skin brand that sells stuff for clearing up your skin, cleansers, moisturizers, sunscreen, retinol, acne patches. Acne patches is huge on Amazon. None of the skin companies that do telehealth currently have acne patches on Amazon, as far as I can tell at least. Then for sleep, there's melatonin, sleep mask, white noise machine, like there's so many things. You know, for example, 8sleep. EightSleep is a, maybe they're on the verge of being a telehealth brand, they might be more of a D2C brand, but they could be selling all kinds of stuff related to sleep that isn't a mattress or a mattress cover. And then there's all kinds of cross-category stuff. At-home testing is a big one. There's all kinds of scanning. There's so many different things. Continuous monitoring is going to be a huge market that no one's even talking about right now. Continuous monitoring is going to be GLP-1 in three years, where you can buy your parents, especially if you have older parents, a wristband that continually tracks their heart rate and tells you if they have heart rate spikes or if they've fallen or something like that. Continuous monitoring is going to be huge. And then the crazier part is you can actually use Amazon as an acquisition channel. So, you can sell complimentary products. This could be a first touch point with your brand. You know, maybe people aren't ready to talk to a stranger through their phone about weight loss, but they maybe want to try the first weight loss product in a customer journey. Maybe they want a berberine supplement. Maybe they want to try these diet pills that people are currently selling on the Weight Watchers keywords and Weight Watchers isn't, you know, or maybe it's something else. Maybe it's a scale is the beginning of their health journey. And maybe it's that first time they step on the scale after years of not doing it and they notice, okay, wow, I need to get my weight in check. But then the next thing in that entire funnel is like somebody buys something. And if you have a website where a dedicated landing page where you give only instructions, so something completely Amazon compliant is you have a dedicated landing page with a QR code in your product insert that sends somebody to an instructions page. That is on your webpage. You can pixel them with the Metapixel and anything else and then retarget those people with meta ads. And if the only people who can go to that page are people who bought from Amazon, then you immediately build a gigantic audience of people who bought from Amazon, but then you can retarget with meta ads. And then the third thing is you can actually use Amazon DSP to send traffic to your own site. I'm generally not a big Amazon DSP fan, but this is a use case that actually makes sense in my mind. You can basically find in-market audiences. You can find people who are buying scales or buying weight loss supplements or big in-market audiences of people who are buying fiber supplements. And you can find all these people and you'll know that, generally speaking, they're probably on some kind of GLP-1 because they are part of this giant in market audience. And so you can go from just treating Amazon as this necessary evil to actually treating it as an acquisition channel. To me, this is the big thing that a lot of people don't talk about, but it's all possible. Any thoughts? Speaker 2: I'm curious now, especially like your cross functionality between off Amazon and on Amazon for e-commerce brands. Do you have more conversations? With people who are off Amazon wanting to begin their Amazon journey or the other way around, people who are on Amazon want to begin their off Amazon journey? Speaker 1: It's usually the latter. It's people who are on Amazon who want to be more than an Amazon brand. But actually, the company I started working with most recently The PPC Den is a brand that does millions of dollars a year in the pet category and has had two different failed Amazon launches and suddenly decided, okay, fine, we're going to get back onto Amazon. And yeah, I've been helping them through that. So I do go both directions. It really just depends on what the problem in front of us is. Speaker 2: A lot of good surface lessons and deeper lessons here. Cool. Are there any more slides? Speaker 1: There is a couple more, but I just wanted to make sure that... Yeah, because there's so much here. And to me, it's just crazy. Speaker 2: One more thing, too, on the last slide that you had, which is, again, I always think all things being equal, a company that's doing more stuff is usually more successful than one that's doing less stuff. Of course, there's a minimum barrier to quality that you need to cross for these things. And it's always like chicken or the egg and correlation causation, meaning it is that company who's really big, able to do DSP to their own site because they're already really big and it's just like piling on the success that they already have. I also think that when you start thinking in terms of like demand generation, you get better at marketing to your customers because it's much harder to do demand generation than demand capture. Because like demand generation is like, let me take you on this journey, person who didn't need to consider buying a product in this category. Let me take you on this journey, which is much more tricky than demand. And there's a lot of synergies that you get once you begin to think truly full funnel. Saying that you're just an Amazon brand and you think full funnel is kind of like a misnomer. I feel like by definition, you can't really say that you think full funnel if you're only on Amazon because it's like, how do you plant the seed in the person's head to even become interested in that thing? I'm like looking at Amazon.com right now and like, what do I see? I see a lot of stuff. I see one thing that says like, try an in-home sleep test. So it's like, Amazon's sort of doing the work for whoever this is. This is actually kind of like health related. And like, I'm just browsing and it's like, Amazon has their own like telehealth thing now. And they're like, they want to sell me products. I guess they're having like, Other companies lunch here. Would I call it like true demand generation, demand capture? It's like, well, Amazon's doing that hard work for themselves and others. So like, it's definitely tricky to do, but it makes you a better marketer because you really need to think about your customers and you really need to find out what's important to them. And like, you really need to listen to the market and sort of like humble yourself that like, you can't just, you know, helium tense, keyword research your way. To demand generation, like that's really hard to do. Speaker 1: I couldn't agree more. And I think the key thing to think about, right, is like, you have to actually go out and talk to your customers. And one of the crazy things about talking to your customers is it's not objectively measurable in a spreadsheet. So instead, you're going to have to have a bunch of qualitative discussions and recognize that Amazon demand is created elsewhere. And then Realize that there are ways you could meet your customers where they already are. Sometimes it's by marketing them on the channels that they're on and you're not. Sometimes it's putting a product that they want on a channel they're on. And so really it's just about this breakdown between siloed channels. Siloed channels are not really a thing once you put yourself in the shoes of the customer. They don't think Amazon or D2C or email or SMS. They think this is me buying a product that will have an impact on my everyday life. And so We need to meet people where they are and stop treating things as channels because these are people. And that kind of takes me to the final slide, which is this is going to be a generational bag fumble for some people. For at least a few of the brands that we talked about at the beginning, like Weight Watchers, if they don't get on Amazon and start to meet customers where they are, they are going to miss out on a gigantic market. And I think for some people listening to this, some people who are interested in being in this space, this is a giant opportunity. I think some people are going to capitalize on this. Some people are going to miss it. But Amazon's here to stay. Whether this trend dies tomorrow or continues well above the 24.8% compounded annual growth rate, this is here to stay. If you pay attention to this, you are going to see all kinds of opportunities, not just in the GLP-1 space, but the general peptide space, the general telehealth space, the general wearable space. Like there's so much more to this than like we're in the first inning of this baseball game, so to speak. So I think that there's a lot more opportunity beyond what we've even talked about today. Speaker 2: Sort of a meta question here, meta meaning like above everything, which is, would you ever, you know, you were mentioning changing Spillover Commerce's tagline. There are agencies out there that specialize in niches. It's like, oh, we're the agency for sports. We're the agency for supplements. We're the agency for blank. Would you ever become like a We're a health-focused agency. What are your thoughts on that for yourself? Speaker 1: That is the direction we're thinking about moving. We already have a number of clients in the health space. Actually, we have, I think, three different clients who are related to gut health right now. I'm fascinated by the telehealth space overall. I think it is transformational. I think it's the convergence of some good things and some bad things all coming into one. But I think the ultimate thing is this is allowing consumers to feel like they're taking back control of their health. I think that's an empowering message. If you want to feel like you're in control of something, You can control your health. It's the one thing that is the meta thing above everything else. So, yeah. Speaker 2: You know what I find interesting too is this phrase of a niche till it hurts. Which is like, I feel like a lot of times, like that's like very common advice in like the digital marketing services or agency space, which is like, you want to start an agency like niche till it hurts. Meaning like you want to do it so, you want to be so niche that you start to worry like, is this too specific? I feel hurt. But then it's like you have the most specific thing. I would say when I talk to supplement people, there are one question that comes up a lot with supplement people is like, they want to know like your philosophy on just supplements. So like that's a sort of a little unique. To maybe like the health and wellness space because it is like there are like agencies, I would say like branding agencies that specialize in. Sports, fitness type things. And you get some efficiencies as an agency to do that. So that's really cool. Congratulations. I'm sort of uncovering this. Speaker 1: Yeah. I mean, I think it is a giant opportunity. I also think it's going to... Anyone who's listening to this, this is going to impact your everyday life. Somebody you know is on a GLP-1 already and probably is going to live longer because of it. And that's kind of a crazy thing to think about. If you have someone in your life who's overweight and they suddenly lose a lot of weight, like the health outcomes, I mean, I don't know about the long-term consequences of GLP-1s, but this is something that's having a really positive impact on people's lives. Speaker 2: Yeah, I have friends on it and they absolutely love it. It's unreal. It really does seem like a miracle thing. Speaker 1: And, you know, like this has been plaguing the United States for 40 years. So I think that GLP-1s are going to continue to have this impact on people and it's going to continue to impact society in ways we can't predict. I'm excited for potentially a brighter future. I mean, maybe some people will see this and say, this is a negative consequence, but I'm trying to look at the positive here. People are getting healthier and it's showing up in the search results. Speaker 2: So many cool topics on this episode like trend spotting, complimentary products, satellite brands that can pop up around big trends, product iteration of your product line, being sure you're aware of the changing shape of a search result, demand generation versus demand capture. A lot of cool topics on this episode and I like the through line through all of it. Sean, thank you so much for coming back on the episode. Where can people get in touch with you? Speaker 1: Yes, so spillovercommerce.com. Amazon is where we're at. You can contact me there or if you're not ready to talk but you want to kind of like learn more, we have a quiz that you can take where you answer 15 questions. It takes about 90 seconds and it gives you instant results about like if the spillover commerce approach could work for your brand. And it works both if you're on Amazon already and if you're not on Amazon yet. So that's a great quiz. That's a great way to try out what it is we're talking about without having to pick up the phone Talk to somebody, just go check it out because I think there's a lot of really interesting stuff there. Speaker 2: Highly recommended. I think everyone listening should reach out to you. I hope your inbox gets full, Sean, because I've said it before on the show, you're one of the most talented marketers I've ever met. Also, I think a good marketer also gives a crap too, and you definitely give a crap. For sure. Speaker 1: I take that as a sincere compliment. So thank you so much, Michael. Speaker 2: Amen. Well, thanks so much, Sean, for coming back on the show. Hopefully we can have you on in another six or seven months. Everyone else, thanks so much for listening, and I'll see you next week here on the PPC Dead Podcast. Unknown Speaker: Now bad mistakes, I've made a few. I've had my share of rankings. Oh, yeah. A creepy suit in my frame. We are the PPCs and we're talking about Amazon. No time for Medicoms because we've fixed the game.