Create the BEST Amazon Listing with Sam Page from Amazon SEO Experts

Dustin Kane: Hello everyone and welcome to episode 23 of Two Amazon sellers and a microphone. Today, Chris and I have a very special guest Sam page from Amazon SEO Experts is on with us, Sam. What’s happening?

Sam Page: Hey guys. Thanks for having me on. 

Dustin Kane: Oh, thanks for coming on. I was excited. I posted this one of the, I don’t know which episode. It was posted on a recent episode on LinkedIn and you jumped right on and was nice. He commented and asked if we wanted you to come on the show. Of course, we’d love to have you on the show. Plus, I found out that you’re a tennis guy like me, so that was exciting to be able to talk tennis too. But, like I said, thanks so much for coming on. I’m excited because being able to talk today about SEO on Amazon listings. It’s so important for sellers and I think this is great. It’s great topic because for Kris and I it would be helpful for us too.

Kris Gramlich: Yeah, I’m excited about this. We’ve got some questions we’ve got here and we’re just going to go down this list here and just learn a little bit about creating a good listing. What it takes, how you rank better. Just getting the nuts and bolts on when you set up a listing of what you should and shouldn’t do. So, I’m looking forward to this one. 

Dustin Kane: Oh yeah. Before we crank up though. Why don’t you give us a little bit of your background, tell us about you and all the stuff you got going on. You’re a busy man.

Sam Page: Yeah, super busy. Maybe too busy, but I’d rather be busy than bored. But yeah, to take a step back a little bit about me, I’ve been doing just SEO in general, since about 2002, 2003. When I was in college, I bought an online casino. Yeah. So, I bought that. Back then, you could gamble online. You could play poker online. There’s a poker boom back then. You could deposit with credit cards and instead of going to classes like a good college student. I deposited money and I was I was lucky. I think I was more lucky than good. I made out with some money and more money than I should have had in college. For sure, I said, okay, I can see myself blowing this money. So, I ended up buying this online casino. It was was the name of it and, it was funny because I had no idea what I was doing. I just wanted to know I wanted to do something. This is something I knew decently well, as far as like the subject matter. Marketing a website or running a business at all I had no experience with. But I jumped into it and we started getting some good players like, actually we had sports betting too, and it was about around the time of the world cup. It really boosted the bottom line of the website. I saw on the horizon that they were going to start banning credit card deposits in the US so I ended up selling that. Then with the money I made on that, I wish I could say I made a smart decision, but I ended up just blowing it all partying. Especially on the trip to Los Angeles at 22 years old or whatever. I think maybe in some ways it was a really expensive, but valuable lesson to learn at that age. I never blew money again after that. So yeah, and from there though, I learned the basics of SEO. Back then there weren’t many resources, so there’s a lot of trial and error. From there, I started working at an agency and learning as much as I could, trying to get my feet wet, learn PVC or SEO content. Basically, anything that the agency was offering, I was jumping into and over the next few years, I pursued that path. Around 2007, 2008. I started dabbling on Amazon and I created a couple e-books and I published one eBook it was like, how to buy and sell cars for profit. It was something I had tried in the past, on my own. I was successful at doing that and so it was like a side hustle type of thing. I put it out as an eBook and actually tried to rank it, get some sales to it, run deals and it was really successful. I was a lot different back there on him back then on Amazon than it is. Now, of course you can get a review by having friends and family or review it or some other, maybe less scrupulous ways of getting reviews too. But anyway, I figured out how to do well on Amazon and spice. Basically, created a business of, like we were churning out. So, I had two employees that we were churning out eBooks. So, like I would just feed them topics. They would create the eBook list it, sell it. When we had, I think like 300 eBooks published at one point. So yeah, and then from then, I said, this is good. Let’s try it with real products. So, I started selling my own products. I sourced from China, I had connection there. Yeah, so I just private labeling before, this is really good niche. and Amazon is obviously the one that’s the most successful for me. eBay was there, but it was nothing like Amazon was back 12 years ago. Yeah, it was really successful with two products. I ended up selling those two products to, competitors. In that meantime, after that, I actually had a lot of people reach out to me and say, can you help me with my product? And kind of word got out that I was good with Amazon marketing. I said, yeah, sure and I saw that there was a big need for that. So, I created the website, Amazon SEO, and started making a more formal agency.

Over the first few years, we grew really rapidly because there was no one else doing it. Honestly, if you searched in like Amazon SEO company or SEO service, there was no other website there. So, we had first mover advantage and got a lot of really good clients. We grew too quickly because it’s not a scalable thing. Amazon as an SEO practices is like a lot like Google in some ways where it’s like, you need a custom approach for each product. It’s a very time-intensive tasks. So, we struggled with really competitive clients and we’re really successful with easy clients. But I couldn’t wrestle that idea at night of having clients that weren’t successful. So, we ended up scaling back and now, we take on clients that we have the bandwidth for. It could be a big client, we want to make sure that we can give that client the right amount of attention to make sure that they’re successful. But yeah, that’s where we land today. So, it’s smaller there’s only five of us. We all work remote and we all focus really intensely on our clients and make sure that they get the results that we want, the expectations that we’re setting for them. Yeah. I know it’s a long story, but I don’t know how to tell it any more succinctly than that. 

Dustin Kane: That’s cool. It sounds like you’ve got tons of experience, you been in the Amazon space a really long time. Chris and I both started around 2013. We thought we were jumping in early then and you were in way before. 

Sam Page: It’s funny to see. There were some people that crossed over too, I remember, there’s like an Amazon company that the guys that run it now, it’s one that most people have heard of. It’s based here in Austin where I’m at and those guys where these guys were selling courses on how to rank on Google. Then one day, they switched over on how to rank on Amazon. And that was their course and they built a whole business out of that. But it’s funny to see how things progressed over the years.

Dustin Kane: It is. I’d love to just pick your brain now about creating really good listings and you know what SEO looks like on Amazon, how important it is and, mistakes that you see made. We’ll go through a lot. Cause I think there’s so much value here for people tuning in that would love to take you through it. So right now, when you’re starting from scratch on a listing of it, what are the steps that you take to create a listing?

Sam Page: Yeah. absolutely. The first thing you want to do is keyword research, comprehensive keyword research is the bedrock of a successful listing. So, if you don’t know what keywords you’re targeting, you’re going to just be, throwing stuff at a wall and you don’t want to be doing that. You want to cut down on that learning curve as much as possible. So yeah, I spend a lot of time on keyword research. Then from there, building the listing looks a lot like what the most successful competitors in your niche are doing. If your competitors are filling out everything, then you should fill out everything. If they’re going long or short on things, you should follow that too. I find that, you can do the bare minimum sometimes and still be successful, but it’s in spite of that. It’s better. If Amazon’s offering it, you should probably take advantage of it. It’s the rule of thumb that I say. Yeah, I think that’s where things would start, but make sure that you’re following and focusing on the keywords, your strategy is based on the keywords that you’ve found to be the most valuable for you. If you’re in a super competitive niche, let me point this out too. I think it’s important that if you’re in a super competitive niche. Let’s say your focus keyword is, it’s something like cell phone covers. You’re not going to be able to compete and sell against cell phone covers as a keyword when you starting, if you’re brand new, just forget it. You’re going to want to go super niche and find a keyword that you’re targeting that you can actually compete with. So, something yeah, the volume is going to be a low, but start off with something that’s attainable rather than something that’s just ultimately unattainable. There are some companies that are starting from scratch and they have a million dollars in budget or more per month allocated to tackle those keywords. That’s a different story. Most companies, most products don’t have that, but yeah, find the keywords that are a little bit easier to tackle first.

Dustin Kane: So, when you’re launching a new product, you’re really laser-focused on trying to just rank for one or two keywords and you’re utilizing everything for that early on. You put it as PPC, your title, the whole bit is focused on gearing it towards that specific keyword? 

Sam Page: Yeah, I would say so. And then of course, some of those keywords have variations, but, yeah, I would say it’s focused really closely on a few keywords. Yeah and then everything that even the PPC campaigns afterwards, focus on those keywords. 

Kris Gramlich: And so, when you create the listing, you’re doing the keyword research, what do you start with first? Are you going to the bullets first and getting those figured out? Are you going straight to the title and focusing there first or description? What’s that process look like? 

Sam Page: Yeah, I think the first step I take is looking at the competitor titles that usually they’re going to have that keyword in their keyword variations that are the most important in the titles. You can dive further into, I usually use also, I use some keyword research tools on Amazon too, and that kind of cuts down on some of the time I spend doing it. But yeah, also you can look and see what the title of reviews looks like. You can mine reviews on those competitor products for keyword research ideas.

Dustin Kane: So, when you’re just looking around at people that are coming on as clients, or work in the space, what are some common mistakes that you see sellers making with their listings? 

Sam Page: Broadly, yeah, let’s not get too specific. I think broadly is the image carousel or usually the A-plus content. Those are really hard to do well and that’s the one I see probably done with the worst skimping on quality image content or video content. It’s easy to put a video in the carousel now, and we should do it. But a lot of companies, they’re more focused on hurrying up and getting the product listed on Amazon. Then they cut corners when it comes to the content, like the image content. That’s a huge red flag to me. It’s not a red flag. It’s just something you shouldn’t do. That’s the big mistake. 

Kris Gramlich: Yeah, we see that a lot too. When we work with sellers is, they only have one or two images and it’s you need to get some more images for that listing because when somebody comes through listing, they’re not going to convert if you only have a few images. So that seems like a lot of people miss out on that. 

Sam Page: A lot of sentiment is driven from that image too. What’s the quality of the product? If people feel like they’re getting a high-quality product. They’re going to review it better too. They’re going to be happier customers.

Dustin Kane: Absolutely. I got a question for you. Have you seen it, is it possible right now to rank a product with just the way you write your listings, your tiles, without using PPC in Amazon right now? Or does the listing all that just help you rank better when you run ad?

Sam Page: Yeah. If you have zero competition, you could probably rank it. If you have a totally novel product, yeah, you could probably rank it. Or if you have one competitor who is just absolutely terrible, Amazon. But ultimately, I don’t see any way around ranking products without doing PPC. You have to invest in Amazon marketing services. Honestly, you’re foolish if you don’t because every other platform like Google, Facebook or anything eBay, none of those things have a paid ad platform that directly influences the organic rankings and Amazon does. So, if you’re not investing in it, you should be. Plus, the return on investment on these PPC ads on Amazon is ridiculously good right now. So, it’s only going to get more expensive as competition jumps in. 

Dustin Kane: Yeah, that’s right. so interesting. I think that’s something that a lot of sellers don’t realize that people that are getting onto Amazon is understanding the whole Amazon flywheel effect. About how, whatever you’re doing to drive sales to your product just moves you up the rankings organically. When you’re sitting at the top of search on Amazon, that’s the best real estate, the internet.

Sam Page: It’s a perpetual ranking algorithm them, right? Like the more sales and reviews and, conversions, you get the better, you’re going, the more sales and reviews and conversions you’re going to get. So that’s always the goal with new products is to crack into this top three, top five positions. Because it’s really sustainable once you get there. The core principle, like the core data points of Amazon’s algorithm is such that they perpetuate upon themselves. So, the hard part is cracking into that. But yeah, absolutely. 

Dustin Kane: How does doing your listing, all these things we’re talking about with you. So how does that help you crack into that? How does a good listing help your ads, help you show up or rank faster organically? How does all that work?

Sam Page: Yeah. So, from my experience, there’s really three main data points to that algorithm and it’s the reviews, the conversion rates and the sales volume. So, the better you do at those three things, the better you’re going to rank. So, for sure, your on-page optimizations, your content, the way you build the listing is going to positively influence your conversion rates. Also, your reviews. There are really two things that you have influenced there, but conversion rates are the most obvious. So, if you have a highly converting product, like if you guys are wondering, like in what context I’m talking conversions, right? Like someone goes on Amazon types in cell phone cover, they see your products, they click through to your product and then they buy the product. Amazon sees that as a conversion for the keyword cell phone cover. They’re going to start ranking it better if you convert better than the competition. Yes, if your product listing has awesome, awesome content is good. video content, good image, content, good reviews. All of those things are going to help your conversion rates. If you have the worst converting product, but you’re getting tens of sales. You’re going to lose out on a lot of potential success there. You’re wasting a lot of money with paid ads too.

Kris Gramlich: Yeah. As I said, we see that as well. Like people come to us, they’re like, my ads are not performing. My ad cost is too high. You may not have an ad problem. It may be a listing problem.

Sam Page: Yeah, sometimes it’s hard to diagnose if you’re in one of those super spammy niches, like cell phone covers or something. Because the cost per clicks are really high and you see some of the listings that look like, by all measures they would not convert well. So sometimes it can be difficult to diagnose if it’s a conversion problem, or if it’s just a spammy expensive niche problem. But most often it’s easier to identify if your product listing compared, just pull up on one monitor your listing and the next monitor at the top-ranking listing, you can diagnose pretty quickly who’s is better converting.

Dustin Kane: Exactly. So, speaking of those competitive niches and stuff, what do you tell a client? Is it tricky to have a client that’s in a really competitive niche like that? What do you do in terms of setting expectations? Because that is really hard for me. Then some of those niches, it can be impossible to have a low a cost. It’s fricking nice to have a low cost. In terms of just if you’re starting out and you’re in product research, what you want to sell. You mean, what do you say to someone who’s coming to you say I’m looking to sell iPhone cases?

Sam Page: No, for sure. It’s just going to get more and more challenging too, as far as this is concerned. But a lot of times I try to get a feel for what their commitment level is, what their budget is. I will say in super spammy niches, it’s a benefit if you’re a big brand. You can still pull in a good converting traffic through branded search terms. That’s a good way to compete against some of these black hat spammer type of product listings. I don’t anticipate Amazon changing anything too drastically too soon. I don’t think that they’re going to be able to filter out some of these black hat Amazon sellers. So I think that we just need, as white hat sellers, as brands, we need to just learn how to compete alongside them. But yeah, I think a lot of it too comes down to what’s your pain threshold? Like how much are you willing to spend in paid ads? Not only on Amazon, but you’re going to have to Mark it off of Amazon to drive traffic to this listing. What’s your pain threshold? Like how long can we break even, or even take a loss on a product in order to get the sales volume and the review volume, and the conversion rates high enough to get the rankings that we need. I think a lot of this is a long-term, right? Because if you look at Google, it’s harder to rank now than ever. If you look at any other search engine, it’s hard to rank there, and it’s always gotten harder as the algorithms get more sophisticated. I think Amazon is no different. I think it’s going to get more complex and more difficult. Now is the easiest, like now will be the easiest time to generate new sales for and reviews, especially reviews are going to be worth their weight in gold in the next five to 10 years. So, we need to take advantage of the resources available and assume that as a brand you’re going to be here longer and can outlast this spammy, typically foreign sellers.

Dustin Kane: Yeah. Interesting. All right, so. Go ahead, Kris, 

Kris Gramlich: I just want to touch really quick on a couple of things here. Talk about ranking. A lot of people will spend time on like writing really thorough bullet points or really thorough descriptions. Between the bullets, the description, the search term field, and the title. What would be the most important field to focus on as far as making sure you’re going to rank for those keywords? would it be, putting those in the title first or put them in towards the beginning of the title? I’ve heard that was something really good. It was like, put your main search term at the beginning of the title, touch on that a little bit, if you could.

Sam Page: Yeah, I think for me of all those places, if you have to get one and only one, I would say, get the title. That’s my opinion is the most important. You could probably find him an outlier case where it wasn’t, but I think 99 times out of a hundred, the title is the most important on page element, the location of where your keywords are in the title. I think that used to be the case where it was more crucial to be in the front. But I think that’s becoming less the case. I’ve ran tests recently where I took the brand name out of the title and put the keyword straight at the beginning. Then I put the keyword, the brand name back in and move the keyword back. Actually, I saw an improvement with the brand in the front. So typically, you would say, and this is an N of one, right? So, this isn’t the most scientific study. But it confirmed my suspicions there, but yeah, that’s where I land on that. 

Kris Gramlich: So, title then followed by bullets, description and search terms I’m assuming? 

Sam Page: Yeah. Search terms definitely last. But yeah, I think, yeah, bullet points and description. Then like A-plus content probably falls in that description too. 

Dustin Kane: How big of an impact do you think that A-plus content makes just in general? A lot of people don’t even scroll that far, or a lot of people are on mobile. I don’t know how much they’re flipping through the images. Obviously, A-plus content looks better. Makes your listing more professional. It has to help conversions. Do you see that, let’s say I’m a new seller and I haven’t got brand registry yet? I’m still waiting on my trademark. So, I can’t do a lot of that stuff, am I missing out a ton or is it kind of important or what’s your take on that?  

Sam Page: I think you’re missing out a ton. But you can wing it. It happens a lot with foreign sellers where they can’t get brand registry, so they don’t have it and they’re still successful. But it’s a lot more work for them. I think it depends on the niche, like anything. It all depends on what your niche is. But for sure if you’re selling something as a premium option, you need to have A-plus content. if it’s an expensive item, for sure you need A-plus content, you’re going to have to build this credibility with the customer. Someone who’s spending thousands of dollars on Amazon on one product, potentially, let’s say in this scenario, maybe make a hypothetical. If you’re spending two grand on a product on Amazon, you’re probably will scroll down there and that A-plus content will make a difference. But yeah, I think in general you got to, if Amazon’s offering it, take advantage of it, use it. I will say, I think if you have really bad A-plus content, it’s probably worse than not having A-plus content. 

Dustin Kane: Good point. 

Kris Gramlich: What would really bad A-plus content be? Just too much text or awful images?

Sam Page: Awful images like broken English. Yeah, like I think awful images, broken English. I could pull up a few examples, but yeah, just don’t mess it up. I think also having like foreign language thrown in there too. Just be smart about it. Don’t let your nephew or niece make the images in Microsoft paint or whatever. It’s just, yeah.

Kris Gramlich: Something that’s been curious for me is the images both on A-plus and on the listing. When saving those images, when you save those images, if I saved it and I’m selling a dog brush. If I save an image, using like my top 10 keywords in each image, I save with a different keyword dog brush for short hair, dog brush for long hair, dog brush for golden doodle and I save each image differently. Does that help with any type of like SEO as far as on Amazon or Google? 

Sam Page: I think it does and I do that. I think that the way you title and get the actual name of the imagery, is that what you’re talking about? The file name. Yeah. I do that. It definitely works in Google and I assume if it works in Google then Amazon is using that data too.  

Kris Gramlich: That’s good. I’m going to change my all my files now.

Dustin Kane: That’s it. Little things like that most people don’t think about for sure. Yeah. I’ve got a lot of images I’ve saved as image number one, image number two, and can make, probably can make a big difference. 

Sam Page: If you’re an engineer, it’s not any, it’s not a hard thing to do too. If you’re working on these algorithms, that’s a really easy data point to include into the algorithm.

Dustin Kane: That’s for sure. Going on that a little bit, in terms of, cause I think you touched on this before talking about basing your listing on what your best competitors are doing, whether you do long or short with those bullet points. I see both things. I see bullet points that go on there. They’re super long. Maybe there’s a lot of keyword stuffing going on in there, or they’re just, it’s good. In your opinion, or if you have any data behind it. Short or long, what’s better both with title and bullet points. Is it better to be crystal clear and brief or just go on forever? 

Sam Page: When I start out, if I have no data on the niche, I usually go long on both the title and the bullet points. That’s my default, the thing is that could different be different totally, depending on the product and the niche though. So, like some people shopping in this niche may just be looking for quick, they’re ready to buy right away. They just want quick data, feed me this bullet point and then I’ll buy and you have to just AB tests and stuff and find out what works well. So that’s why I tend to assume that some of the top sellers in these niches have already done that hard work and I will follow what they’ve done. Now, if they only have 10 reviews, 20 reviews or something like that, a hundred reviews, then probably they haven’t done that much work. But thousands of reviews. Yeah. Eventually, they put in the time and effort. 

Dustin Kane: That’s a good point though, to just follow. That’s typically my strategy when I started, I just look at what my competitors are doing and try to mimic as best as possible and differentiate myself slightly, but stay in their lane. Because yeah, if they’re having success, then they’ve done the research and put it in there. That’s a really good point in terms of all the different fields you can fill out. Are there any other fields when you’re creating your listing that you feel can help? Obviously, you got the main ones, but there’s a lot of backend fields and other things that you can fill out. Do you get as much of that as you possibly can, anything at all that’s relevant to the product to help?

Sam Page: Yeah. Put it in there. this is just part of doing the work that other people won’t do. So, there’s not that many times do I come across a client who has that completely filled out every potential field and if you’re the one putting in the effort and filling out all of those fields. You’re going to be ahead of the majority of your competitors in that regard. It’s just one more thing of do the work that people are not willing to do. Yeah, I recommend putting all that in.

Dustin Kane: Yep, and we’d say the same thing with advertising. when we talked to people about running their ads use every possible option, Amazon has. A lot of times, if it’s something that’s newer, like with advertising, they constantly launch new ways you can advertise the newer stuff is underutilized, it could be quick wins there, quick gains 

Sam Page: And cheaper. It’s usually cheaper because it’s less adopted. Then as it matures, it gets more expensive. What do you guys think of the video advertising. 

Dustin Kane: It’s great. They convert really well from what we’ve seen from all the people that we work with. They’re really working well.

Sam Page: Even in like industrial, I’ve seen even an industrial product, the video ads have worked well, so really fascinating. 

Kris Gramlich: Yeah. Just to tell a story. I looked up air filter, 24 by 24. You guys can check this out, but the video after the sink was great. It was just a lady sitting still and all this, like dust fell on her just kept coming on her and it’s spot on. Then she took this filter and she put it over her head. The dust [inaudible 29:59] like it got my attention, I’m sure it, wasn’t very expensive to create that. I’m sure it converts like crazy. I’m a big fan of video.  We talk to clients all the time. If you don’t have a video ad, you need to get one made. Because they’re going to convert probably better than your sponsored product ads are. 

Sam Page: Yeah right now, for sure. 

Dustin Kane: On that note, the video note. I got a question about Amazon live. Have you seen anything or do you use Amazon live or have you seen an effect?

Sam Page: I’ve dabbled with it, to be honest, I wouldn’t say I’m an expert on Amazon live. I tried it and I didn’t get great results from it, so I just pulled away from it. It’s, maybe I need to go back and revisit it with a different client, but yeah, to be honest, it hasn’t been anything significant for me, but again, that could be just my fault. It could be, I could have just not given it the right attention. what do you sound like you’ve probably had some experience with it? What do you think?

Dustin Kane: I haven’t used it myself, but I was talking to somebody the other day who was just making tons and tons of Amazon live videos. They tend to show up, may show up all over the place. They were showing up and like videos, related to this product they’re popping up in those sections. So, I’m not sure what the strategy is behind, but I was just curious to see if that was another avenue that you’ve seen success with, but.

Sam Page: Yeah, I wish I could say so. 

Kris Gramlich: Yeah. Before we wrap up here, I want to give you a chance to obviously talk a little bit about is, what is one tip, like one easy tip to do to your listing that you would give to sellers out there that they can probably do right now.

Sam Page: Okay. For sure if you’re a brand-new seller get on the early reviewer program, pay 50 bucks or whatever, 60 bucks per review through Amazon. If you have five, you get five reviews from it. If you have variants on the listing, enroll all the variants, nobody wants to be the first person to leave a review on a product. So, get the first reviews in and then you’re off to the races. If you’re not a new, seller, I would say a big tip is to combine your listings where they make sense. Get variants on listings. If it makes sense almost it’s an amazing amount of clients that come to me and they have. Let’s say they’re selling like gummy bears, right? They have a pound bag of gummy bears and a half pound bag of gummy bears. They are just separate listings. Like the first thing I do is say, combine these listings, you get combined review count. Then people, maybe somebody who’s shopping sees the one-pound bag first. Then when they get through to the listing, they’re like, ah, I really only want it to half pound back and they convert better than they would have if it was a one pound. So, combine the listings. If you have good reasonable variance and then get into the early reviewer program. 

Kris Gramlich: Nice. Dustin. You got any other ones? 

Dustin Kane: That’s a great, I do have one more. The Amazon question and answer section on the listing, does it mean there, you see some of those things where there’s like hundreds of questions and answers and does that help a lot in the optimization of the listing. Obviously, it’s good content. It maybe helps conversions because they get their question answered. So, does it help? Is it good for search engine optimization and how can you get that started? How can you facilitate people asking questions if it is important? 

Sam Page: Yeah, again, it’s going to be niche dependent, right? Like some niches, you’re all just seeing more questions and answers than others, but it’s absolutely important for conversion rates. You want to see, what the competitors have as far as questions and answers and make sure you can address that in your listing. But also, be prepared to answer that in your own question and answer section. But yeah, for sure. It’s an important thing to have. It’s great for SEO. The more mentions of certain like having the keyword in the question is, it’s probably a small data point. But it’s still probably worth having how you see that or how you get more questions and answers. You can go about that. A variety of ways you can just, I just, honestly, I just let it come naturally. Don’t try to force anything unless you absolutely have to, but yeah, I just let them come naturally. 

Dustin Kane: Yeah. I was wondering how big of an impact that question and answer section has. 

Sam Page: I guess items, sorry, I didn’t probably didn’t answer that. Like the impact of it. I don’t know exactly how impactful it is, but it’s, as far it’s probably around the same level of impact as like an A-plus content.

Dustin Kane: Interesting. Got it. So, if I’m out there, I’ve got my Amazon, product, I’m ready to sell it and I want some help. How do I get in touch with you and utilize your services? 

Sam Page: Sure. Yeah, just visit, Amazon SEO search engine optimization, I’m also on LinkedIn, just Sam Page and you can probably say Sam Page at Amazon in the keyword box. But I’m doing YouTube. I have a YouTube channel, but it’s the less, it’s I’m starting to put a little bit of content about Amazon.  I just ramble about all the stuff I’m interested in and also perhaps some tennis videos of me. If you guys want to watch me play some tennis, 

Kris Gramlich: I know Dustin is definitely going to check that out. 

Sam Page: Please. Yeah. Don’t scout me too hard before we play, but, yeah, and it’s just my name Sam Page. You could probably just type in like Sam page that’s in YouTube and find me that way, but. Yeah, or just reach out to me. You can also email me, Sam, Amazon, SEO 

Dustin Kane: Sam, that was fun. I can’t wait till you come to Kansas City and we do get to play tennis. That’s going to be fun. 

Sam Page: Are we going to do a podcast on that? Like we have that live streams 

Kris Gramlich: Facebook live and then I’ll show you guys.

Dustin Kane: But, Sam, thanks so much for coming on. That was a wealth of knowledge. I’ll be implementing some of those things right now, myself. But yeah. Learned a ton. Really appreciate it. Everyone out there. Please get in touch with Sam, Amazon SEO or find them on LinkedIn watch his YouTube videos, and study his tennis techniques. But thanks again, Sam and we’ll hopefully get John here another time down the road. Talk about more Amazon. Thanks, man. Cool. 

Sam Page: Thank you, guys.

Kris Gramlich: Thanks Sam.

This post is transcribed from the following video:

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Jungle Scout VS ZonGuru – Amazon FBA Tool Comparison! Which one is better

Hello everyone, welcome to this comparison article. We are going to be discussing ZonGuru which is an up-and-coming amazon FBA tool versus one of the big boys in the market, Jungle Scout.  

Check Out the ZonGuru vs. Helium 10 Comparison

We are going to be putting these two tools head-to-head in this intense boxing match. You’ve got their health bars up here and this is going to be a very-very-VERY to-the-point detailed article on which tool is better and which tool deserves your money.  

Jump To:
Pricing Comparison
Which Is Easier To Use?
Which Tool Is More Accurate?

Let me just quickly add a slight disclaimer here; this is not going to be a tutorial on how to use the tools. If you’re looking for those articles then check out our blog. But this is literally just a breakdown of which tool I think and again it’s all personal opinion obviously ritual. I think is better after using both of them and testing both of them.  

Now this is good if you’re in the Amazon FBA business if you’re not in the Amazon FBA business this is still a good article to read because this is the start of your Amazon FBA journey. People always want to get a tool they want to they want help product research all that kind of stuff, so definitely read this article just so you can get a bit of a better if you get insight into if you want to start Amazon FBA what tool should you be using right. 

So, let’s get started straight away we’re going to be splitting at this boxing match up into three different categories pricing and features, ease of use and accuracy. And within each of those categories we’re going to talk a bit about; which tool is better; which tool is worse; and then we are going to give a score at the end of each category and at the end we will give an overall which one won.  

ZonGuru vs Jungle Scout Pricing

So, let’s get right into it fine starting with pricing and features now I’ve got all my notes on my computer here because there was a lot and I wanted to make this detailed for you and accurate for you so I don’t want to miss anything, so let’s go through it right now.  

Both of the tools let’s start with the features both of the tools have very similar features they both offer solid niche research tools which I’m sure you’re aware of. And that is basically where you you input all the categories that you’re happy to go for, you input the prices, you input the product rank and then it will spit out a whole bunch of potentially good products. Both of those tools have brilliant versions of that tool okay. Both of them have a solid product research tool whereby you know on the Amazon actual website you have the Chrome extension where you can click a button and it gives you all the information on that search that you have done on Amazon. Both have solid versions of that too. Both have very-very-very good tracking keywords, tracking product, tracking sales. They both got tracking down to a tee. Both track keywords and data in great detail okay; all the keyword data they both have really good tracking like brilliant for that. I think ZonGuru have slightly better in terms of keyword tracking and finding out which he was a better, but they both have pretty good right.  

Jungle Scout have pretty good business tools you have a suite of business tools. For example, once you’ve set up your product you found a product and you’re actually on Amazon, they have a pretty good you know range of different tools to help you further your success. So, they’ve got; setting up promotion; email automation; profit overviews; sales analytic; inventory tracking. So, they’ve got all these really good tools. However, as ZonGuru take the lead hit just slightly with their vast suite of business tools they have an incredible amount of business tools, so let’s just go through them. Again, I have used all of these tools of both these products, both of these tools, so this is all based off my personal opinion of what I preferred. 

And just to have a bit of a back story up your selling on Amazon for over five years now quite successfully, and we have quite a good large course and student base. So, I feel like what I’m saying is somewhat validated from my experience. But again, you don’t have to listen to anything I say you can close the tab now. But I ask that you don’t and let’s finish or continue on. 

ZonGuru take the lead with; their vast suite of tools; they’ve got business features once you setup; they’ve got overview of all the costs; the profit; the revenue; the sales; the business value which is super cool because when you come in to sell the business it’s nice to see how much you’re worth; the inventory supply; email Automator which is a bit better than the jungle scales and I’ll explain a bit later; the review Automator which is super cool to help you get more reviews; the intellectual property monitor which act like this isn’t necessary you don’t need this it’s already amazing this tool but why not throw it in; and then as well as that they’ve got the individual order information which is really cool because you can quickly jump to individual orders the their page or it will take you to Amazon’s page you can see the order information, you can immediately contact the customer, you can blacklist a customer if they are causing you a lot of problems.  

So, all of those tools together I think that just kind of takes as long do slightly up. So, you got a ZonGuru here now and Jungle Scouts just below it over here. They both have like I said before a pretty good a Chrome extension when you’re actually on the whatever dot you want to be on website that way when you search a keyword in Amazon’s search bar. You can click their extension and it will pop up all the information. ZonGuru is slightly more detailed than Jungle Scouts but we’re going to get into more detail about ease of use- and what was the last one accuracy bit later on in the article. So again, keep watching because that’s the most important. Accuracy which is the last round you should say I should say is the most important part of any tools you know backbone. 

Right continue on. ZonGuru have a few extra features worth mentioning because I mean this is going through feature. So, this is features that I didn’t see on Jungle Scout. They have a love-hate feature which basically scans everyone’s listings and it spits out all the negative reviews and all the positive reviews which is really good when you’re doing product research because you can find out what all the negative reviews are and all the bad parts of people’s products were and then when you’re going to design that product or all of that product from China, you can make sure that you offer better solutions for those you know mishaps that the other people have done. So, that’s really cool. They’ve also got a pretty good listing optimizer which is very-very good in terms of creating your product listing. So, that helps with keywords with other people’s back in keywords to see what everyone’s doing, so that’s pretty good. Both have a new feature which actually helps you find suppliers which I think is brilliant, and actually allows you to you know conduct product and supply research on the tool and it linked to Alibaba which I think is really-really good. And both have pretty decent training and education when it comes to Amazon FBA and using their tools. So, both of those are kind of the same.  

Lastly the price the price of round one this is the big crux of this round really- this is going to be what takes it away. Jungle Scout starts $69 a month, however- and this is a big however and this is what’s going to lose them the round [spoiler alert]. It’s $69 a month all the way up to four hundred and nineteen dollars a month and it’s based on the number of sales you are getting. So, as a newbie if you’re not selling on Amazon yet then you will be looking at paying $69 a month. However, someone like me who’s looking to invest in a tool right or as soon as you get started on Amazon you start getting sales, the tool changes price at 500 increments, I think. Let me have a quick check. I don’t want to make a mistake here. The tool changes price quite drastically and you can see from the picture that I have put up it starts at $69 a month, but it jumps up 89 if you’ve got 501 to 2000 orders. It jumps up to 119 if you’ve got 2001 to 5000 orders and it goes all the way to $419 a month if you’ve 10,000+ orders. And in my mind why the hell are you charging more money if I’m getting more orders? Yes, I know I’m making more money but that does not mean you should be charging me more money. Just because someone has more money it doesn’t mean they should spend it. They could be very good with their money and realized actually I don’t want to spend this extra money. So, I don’t like that at all that they’re charging all this extra. I can understand that they’re charging a bit extra because of the extra you know information they have to keep in their tool. But charging up to $419 is a bit drastic for me. 

With ZonGuru you have the $49 plan which doesn’t really cover as much stuff and it doesn’t tick all the boxes. So, the business plan which is at $99 a month is what I would go for. And $99 a month I know is more than Jungle Scouts original $69 a month, but that’s $99 a month for everything you’re not paying $99 a month between 99 and 419 it’s just $99 a month okay. They also have another version which is $199 a month which has a few more features and bigger numbers of the existing features from the $99 a month one. But again, not necessary to go for you’ll be absolutely fine with the $99 a month. 

So, what is the verdict of round one? Round one, both are excellent because of Jungle Scouts erratic pricing and apps we hate. I’m going to give around one two ZonGuru, so the small company is coming its way up. So, for me I just can’t see why Jungle Scout should charge up to $419 a month. I don’t know if they have anyone in that tier. I’m sure they’ve got lots of people and it’s a bit of a slap in the face, so round one goes to ZonGuru- well done.  

Ease of Use – Jungle Scout vs Zonguru

This is the ease-of-use round. Okay so customer service seems to be pretty good on both fronts. In terms of who has better customer service I feel that ZonGuru will have slightly better my service. And by the way this isn’t a sponsored article of either the links to both of the tools are in the description down below. And I am an affiliate of both tools so whichever one you select it doesn’t make a difference to my life. I’ve got no individual affiliation with either of the tools okay. So, I don’t want this to seem like it’s biased. But anyway, back to customer service now my point that I’m about to make makes a lot of sense because ZonGuru is a smaller company and they want to try harder and make sure that they build a relationship with their customers and they’ve got less customers, so they actually have more time to work on their customers that they do have. So, because Jungle Scout is a much bigger corporation it’s a bit more faceless and you’re dealing with a lot more customer support teams; so, in that sense I’m going to say ZonGuru who just takes the customer service portion of this round.  

Now in terms of the rest of the different tools that they offer like the Chrome extension or the tools within their actual suite, I’m going to say Jungle Scout is actually slightly easier to use off the bat okay. So, what I mean by that is when you’re first using the tools when you’re first trying them, Jungle Scout will jump to you a bit better. The immediate ease of use for Jungle Scout is a lot better. ZonGuru is slightly more complicated however and this is big, however. Once you realize how to use ZonGuru and it will take you a few times you might have thought through the training videos but once you realize how to use it will become really easy to use and what they offer is slightly more detailed which is why it’s more complicated. Jungle Scout is like an iPhone, it’s very simple to use very basic okay. It’s brilliant and it’s incredible, but it’s basic right and that’s why people get it straight away that’s why people love it. ZonGuru is like Android it can be a bit to figure out at times and you could actually learn how to use it, but once you can use it what you can do with it is astronomical right. You can do so many different things with the tool and it’s just there’s so many features okay. So, in terms of that I’m going to give the win to Jungle Scout just because this round is all about ease of use. And ease of use off the bat is very-very important.  

So, I’m going to say that Jungle Scout is the winner of round two. I don’t you to disregard that ZonGuru once you get used to it will become a super powerhouse in your suite of tools. And that brings us on to round three. 

Accuracy – Jungle Scout vs ZonGuru

Accuracy of information- so which tool is actually spitting out the most accurate information in terms of profit numbers keyword data, products, supply of validity, all of this kind of stuff okay. So, this is the most important part of any tools what ability or reason for being okay. If a tool doesn’t have good accuracy it doesn’t matter how many features they’re offering. It doesn’t matter how easy it is to use. It’s going to be a waste of your time and a waste of your money. You need a tool that is good and has good accuracy. So, the way I test the accuracy and this is the only way I can kind of think of testing the accuracy to make it a fair game is to input my own products into the tool okay. And that way I can test what the tools information is giving me on my product and I can actually go into the backend of my Amazon seller central which is the analytics from Amazon’s own data, so as accurate as it can be right and I compared the two data’s; that is how I decided which tool is more accurate. So, based on my tests the ZonGuru does come out of it being slightly more accurate than Jungle Scout. I don’t know how they do it. I don’t know what algorithms they’re using. I don’t know how they’re tapping into Amazon’s numbers, but based on the profit the pricing the estimated sales the estimated revenue all of those numbers ZonGuru take the win just slightly.  

Now based off of that because in terms of keywords you can’t really track which product which tool has better keyword and data which is more reliable. However, based on the numbers of zone guru winning just a bit I like to think and I like to say that ZonGuru’s keyword research the data that they give off the keyword, how many search they get, how many people are using it the optimization of all of that, I’m going to say that they win slightly off of the keywords as well. So, Jungle Scout is good, but in terms of accuracy of the numbers and everything the ZonGuru slightly take the win. And for me you can’t really put a price on accuracy. In terms of let’s say ZonGuru was ten times the price, but it was ten times the accuracy I would say good for ZonGuru. So, because ZonGuru is slightly more accurate for me that’s the most important element of this entire boxing match this entire showdown of these two tools which is why I saved it for round three.  

So, I think song guru are going to take round three with a slight knockout all right. ZonGuru has taken this boxing match and have won this incredible showdown. This small company- this smaller company and the big boy company they have slowly knocked them out and come on top okay. They have won the heavyweight. I’ve got a stock with this boxing terminology. I don’t have boxing well enough and I sound stupid.  

So, let me just do a quick round up okay. Round one went to ZonGuru for the price and just a few extra features. Round two went to Jungle Scout for the ease of use. So, if you are someone who doesn’t really know how to use a computer and it just wants something as easy to use as wildly possible then Jungle Scout did take round two on ease of use. In terms of accuracy, when you’re looking to be incredibly precise with your research and you want to really narrow the gap in terms of finding a successful product- if you want to make sure you find a successful product you need your numbers to be as accurate as possible and ZonGuru took round three in terms of accuracy.  

So, that is the end of this incredible showdown. If you liked this article and you want to see more showdowns, please share this article. Leave a comment down below of tools that you want me to compare with each other. I can do Helium 10 I can do out there. There’s a whole bunch. There’s AMZ tracker. There’s this Unicorn Smasher tool which is all part of it. There’s a whole bunch of them. But and I want to ask you which tool is your favorite if you’re selling on Amazon? And if you are not selling on Amazon if you’re doing print-on-demand or anything else which tool would you get? Which tool sounds better?  

And again, don’t forget if you use any of these tools or you don’t use any of these tools doesn’t make a difference, share this article. And I really appreciate it and I just want to end this article by just saying a quick thank you very much to everyone who is commenting. You guys are literally the bread and butter of this website and you’re the reason I’m still making articles as often as I possibly can. So, I just want to say a massive thank you and I will see you next time.

Helium 10 PPC Ad Manager Guide / Tutorial

helium 10 review


Table of Contents:
Helium 10 Keyword Research for Amazon FBA
How To Launch Amazon PPC Campaigns
Helium 10 MAGNET And CEREBRO Keyword Research Tutorial
Creating A PPC Campaign Within Amazon
Helium 10 Ad Manager To Create More Campaigns At Once
Recommended PPC Campaign Types
Suggestions Feature Explained
Find Out More Information About Helium 10

Helium 10 Keyword Research for Amazon FBA

In this video, you will learn how to create Amazon advertising campaigns using Helium Tens advertising tool. My guest is Vince Montero, he’s the product manager of this module in helium 10. And he will show you step by step, how to create everything. And if you would like to test and to try to use a helium 10, find the links below this video. Also the coupon codes where you can get 10% of lifetime and 50% for the first month. So make sure you use Helium 10, and try how it works if it fits for you. And now before you enjoy the conversation, please subscribe below to the YouTube channel of Orange Klik, click notification bell as well, because today we talk to different Amazon experts and software providers. Hello, Vince. Nice to have you here. Could you please introduce yourself and what is helium 10 ads about?

Vince Montero:

Sure. Happy to be here. Thank you for having me. My name is Vince Montero, I’m the product manager for ads by Helium 10. It’s our PPC management tool here at helium 10, and we have a suite of other tools that help sellers, Amazon sellers specifically do everything from product research, security research, and I’m working on the project specifically helping users for, for PPC management.

How To Launch Amazon PPC Campaigns

Augustas Kligys:

Perfect. Today we invited you to help us to understand one part of the Amazon sellers journey. So what you will be sharing with us today.

Vince Montero:

One part of the journey, if you’re doing any kind of PPC at all is how to launch campaigns. So I wanted to show users really quickly how you can use some of the Helium 10 tools to launch your initial campaigns that you might use to for your product launch.

Augustas Kligys:

Sounds good. So we’re ready. Let’s jump to the screen and see how Helium 10 can help with this process.

Helium 10 MAGNET And CEREBRO Keyword Research Tutorial

Vince Montero:

This is our helium 10 dashboard. So if users have helium 10, this is kind of the first screen that they see it shows, but you can see all the different tools that we have here. I’m at the bottom because ads is actually still technically in beta. We’re supposed to be out of beta, at the end of this quarter of 2020. But I wanted to quickly show users, keyword research is a big part of launching a PPC campaigns. Obviously you need keywords in order to do that. So I wanted to quickly show an example of,we got some here already, so I’m just going to look for men’s sunglasses, for example. So magnet will actually do, if you say you’ve done a search before for the same thing, it’ll actually save it for you, which is great. But it’ll actually show you details that are relevant to men’s sunglasses and it breaks them down into different kinds of scores and each one has a explanation of why we’re ranking them this way. But a lot of our users sort by search volume or they search by maybe competitors in this space for these different keywords. So we give a lot of filters for users to really drill down into the exact keywords that they want to maybe test initially. We also give different products that are relevant to this keyword here that you can then click on in our other tool called Cerebro. And that basically looks at an ASIN level which products are showing on page one, what keywords that they are using to get there. So you can enter a few different ASINs if you want to do a comparison between a few different products. I just did one for the sake of doing an example, but this would generally,let you know different keywords that are relevant to that particular product that we just entered. So between using Magnet and Cerebro, you can really do a solid list of potential keywords that you can use for PPC. And you would basically just export that over maybe to a CSV or Excel file and then you would use that in creating your campaign.


Creating A PPC Campaign Within Amazon

Now for within Amazon advertising, when you’re logged in, you basically can create a campaign by clicking on this button and it gives you a couple of different options here and each option, depending on if you’re brand registered or not, new sellers will only see sponsored products. You won’t see sponsored brands or sponsored display. But sponsored products is the basic ad unit that you do want to make. It’s the one that appears under the search results, right? So it is the one that you really want to start with when you’re building your campaigns. So there’s a lot of different parameters here. I won’t go into each one, but you know, your basics of your campaign name. If you’re going to put it in a portfolio, your budget, what kind of targeting that you want to do. But the thing I want to note is that basically here, you can only do one campaign at a time in seller central, which is great, but when you launch a product and you’re going to want to do more than one campaign, so this is our ads tool.

Helium 10 Ad Manager To Create More Campaigns At Once

What we’ve done at least as far as campaign creation is give you the ability to create three campaigns at once. So it saves you time and a little bit of effort. This is in the ad manager section, which is basically similar to the campaign manager in seller central. You would just click a campaign, a campaign button,ou can see the sponsor product option or sponsored brands option. But again, we were just looking at sponsored products in seller central and very similar parameters, right? So you’re going to do your name, you’re going to you know, enter the SKUs that you want to sell. But the major differences that we built three campaigns at once, right? And that is because we recommend that when you’re launching your product, especially that you at least have an auto campaign, a research campaign and a proven campaign. And what I mean by that auto campaign is basically letting Amazon do the PPC for you. That’s letting Amazon connect the search terms that users are entering into the search bar, to the keywords or to your product. Research, this is a manual campaign. This is where you would go ahead and enter keywords here. Again, this is what would be pulled from the list that you potentially just saved from a Magnet or Cerebro that we just went through. So that’s where you would enter the words here and anything that you do in our builder, you can actually see on the right hand side as well.

So the research campaign, why we suggest this is because you really should have some broad keywords, that Amazon will thenmatch search terms for, so you’ve got broad match keywords phrase match keywords, and exact match keywords, broad match keywords that you use will secure more search terms from Amazon to link to those keywords. So that’s why it’s called a research campaign, because what we’re really looking for is additional search terms to the keywords that we are going to enter in this field. The proven campaign is there for keywords that maybe you’ve already tested before that, you know I’ve converted. If you do not have keywords that have converted, what we suggest is you just put your brand name keywords here. So keywords that you know are super relevant to your product, obviously, because it’s the name of your product. You would put that here. So you do want to fill out all three campaigns and again, you give each a budget, a cost target, a default bid and we build these into what we call the campaign structure. And once that’s done, once these three campaigns are built, we have additional rules here that users enter that will guide us in providing new keyword rules and negative keyword rules to the user So from the auto campaign, we will do the manual search of looking for search terms that have converted for you that maybe you wanted to target as a manual keyword. We’ll make it a suggestion to move it here into the research campaign. Same thing for the research campaign. If we find from those broad keywords that we entered, if we find some search terms that are converted well, we’re going to suggest that you move them to your proven campaign as an exact match keyword. So the whole goal of this structure is to move keywords that have performed, or converted into this final campaign here that you can then really focus on and budget more accordingly, and then really scale. So that, that’s the main difference between, it’s creating a campaign in our tool, versus creating a campaign using the seller central structure.

Suggestions Feature Explained

The other major benefit of just simpl being able to do the three campaignsat once is obviously the suggestions that I mentioned. So suggestions are an area of ads that will provide you just as the name implies suggestions on not only keywords themselves, but it’ll also give you those suggestions on new keywords and negative keywords. Right now, new keyword suggestions and negative keyword suggestions are only for campaigns and built in ads. Um, so that process that I just showed you on that campaign page that’s going to be changing soon. So we’ll, hopefully we’ll be able to have new keywords and negative keywords for campaigns that have been uploaded or pulled intds and ones that are preexisting. For the bid suggestions however, every campaign keyword that you have, that’s currently active. If you’re already doing PPC, we’re going to show you bid suggestions for that. So no matter if you’ve built the campaign in ads or not, we’re going to show you keord bid suggestions, and that’s, I don’t know how deep you want me to go into that, but we do suggestions based on a lot of different parameters. We have our own algorithm that looks at everything from impressions to CTR, to obviously the cost goal, that the user has entered. And what we’re trying to do with these suggestions is basically get the keyword to be closer to this target goal, right? That the user has enered. So obviously if you see a cost that are above this target, this one’s 37% almost, and the Target’s 20, obviously the suggestion is going to be to decrease that keyword bid so that yo can get closer to that taret goal of 20%.

Augustas Kligys:

Can we automate the activation of these suggestions?

New Speaker:

Yeah, exactly. So that, that’s another thing that I was going to mention if you like the suggestions that we’re providing to you and you’ve done, maybe you’ve applied some of these suggestions, which you can do either individually, or you can apply, you know, the whole thing per page. So if you can see that it’s actually really working well for you, a lot of our users have asked for this portion to be automated. So that is done in the ad manager and maybe you saw the automated column here. So as soon as the user does turn on the automate column, you can see it, it says keyword bid changes will occur automatically within 24 hours of activating. So that’s a new feature. Actually, we just launched at the end of June when we released our diamond plan.


So it might be worth noting at this point that this tool ads is currently only available to our diamond and elite plan subscribers. That is our $197 plan and up we do have a plan below this called platinum for $97 only, but ads is currently not knocked up available for that level

Augustas Kligys:

Thank you very much Vince, it was a pleasure to see how Helium 10 advertising platform and module works. And to those who are watching, you’re welcome to test helium 10. You will find links below and discount codes. And I believe that Hilton has a trial for few days. And Vince, if someone has a question about how your module is functioning, what’s the best way to, I mean, the advertising module, what’s the best way to get in touch with you or your team.

Find Out More Information About Helium 10

Vince Montero:

The best way to get more information on ads itself is just to go to Helium 10. If that’s difficult to remember, you can just basically click on our marketing area within and you’ll see ads come up as an option

Augustas Kligys:

Perfect. Thank you very much. I hope this video was useful. And if you would like to test and try Helium 10, click here for a discount!


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