How To Make Your Amazon Private Label Product Stand Out – Differentiate With Gembah Co-Founder

Interview with Amazon Seller Insights Zack Leonard- Co Founder of Gembah

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Jon Tilley:

Hey guys, it’s Jon Tilley to the here from ZonGuru based here in Los Angeles and welcome to another episode of Amazon Seller Insights. This is a series where we interview experts and it’s really just a chance for us to hear from them to gain their knowledge and use it to inspire our own private label, Amazon business, and a quick shout out for ZonGuru. We are an all in one platform for Amazon private label sellers, and we help you scale through data insights and automation. That’s our sweet spot and you can check us out at with powerful partnerships with and, just check us out. Today we are going to meet and chat with Zack Leonard from Gembah, welcome Zack.

Zack Leonard:

Hey Jon. Thanks for having me excited to be here.

Jon Tilley:

Yeah, I’m excited for this one. I think in a nutshell what Gembah does for our audience to hear is really, bring your product idea to fruition. It’s kind of product design, it’s engineering, it’s finding a manufacturer it’s kind of like that full suite of expertise to bring that idea to your Amazon customer. For me and for our listeners and for me in particular, because I’ve been through this process to be a true private label set up where you differentiate your product, there are so many critical pain points that are important to get right to nail it. And I’m excited to dive in with you and, and unpack those for the audience because, if you get it wrong and I’ve seen it so many times with this idea of differentiating and what that really means, and then how to do it, ‘d love our audience to hear your insight and expertise around that. So, I’m excited for jumping on this.

Zack Leonard:

Let’s do it.

Jon Tilley:

I’ve met with Hendrick, who’s your business partner and had a great conversation with him. Maybe just for everyone here, give us a little bit of your background. How did you get this going, how did Gembah start and just to kind of one on one on that before we dive in.

Zack Leonard:

Sure. So, my background is more in finance, operations, and strategy. I was working for a couple of different companies in the same logistics space. One was called Instacart. They do grocery delivery. I was on the ground floor of that company. I was employee like number 30. I saw them help launch the Texas markets, manage the Texas markets helped create how they did their operational model for splitting up delivery and grocery shopping and helped roll out partnerships with Whole Foods and Costco and all that stuff. So really got to see what scaling a massive company from that level all the way to where it is now, and then went into another same day logistics company in Austin that was more focused on larger than just grocery, like all same day logistics. And so, it really sparked my interest is going further up the supply chain to understand like, okay, well, I’m just doing the last mile, right? What comes before that? And then I noticed that in my research, there was a huge gap between small, medium businesses and the expertise of getting a product launched or creating a new product, or even sourcing manufacturing, just everything further up the supply chain, once you get out of logistics requires a lot of expertise. 

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As you mentioned, you can get stuck along the way. And so, I just thought there had to be a much more linear path to doing that. And that was kind of the notion behind Gembah is we can give you that experience of expertise that you don’t have to have as a full time resource or that you can lean on, when you have a new product that you want to launch for a fraction of the cost of hiring like a VP of supply chain or a VP of product development, that’s just one person. When in reality, you need a full team to manage that process. And it’s a different skill set along the different paths you go. And so, the goal of Gembah is to bring that expertise to everyone in the world. And then beyond that, give you that trusted resource from the second you have an idea to come in and say, Hey, you know, I want to create a cup. Okay, who’s the best designer, engineer, supplier compliance, logistics, all of that, all under one roof, all at the click of a button. That’s the goal of Gembah.

Jon Tilley:

Yeah, it’s a massive, massive need. I’m excited to see how you guys progress and when did you guys launch, how long ago was that?

Zack Leonard:

So, I guess two years ago officially, people in our team, the folks on our team have been doing, the manufacturing team has been doing this for over 10 years. Logistics team has been doing this for 30 years and then our engineers and designers come with a varying degree of expertise. Some have worked at Under Armor, done stuff for Boeing created the Tickle Me Elmo. I mean, like you name it, we can find someone who’s done that on our team. So, it’s, it’s pretty cool to be able to offer that level of experience to our customers.

Jon Tilley:

Yeah. It’s such a cool business. I think it’s private label sellers and most of us in obviously the end result, of scaling and creating wealth in a business that brings in cash is great and a brand, but the actual creative creation process of like taking your idea and bringing that to fruition and working with manufacturing, actually creating something is such a cool process to go through with the massive challenges. But the fact that you guys are doing that and creating things is just a super cool space to be in. So, I’m sure you get pretty inspired everyday with the kind of stuff that you go through.

Zack Leonard:

There’s a lot of ideas that when people come to us and talk about it, I’m like, man, I would buy this. Right. I think that’s when, you know, you’re onto something

Jon Tilley:

So real quick, but in terms of your audience, your customer or client mix obviously, you’re creating products, which can be sold on Amazon, but there’s obviously various platforms. These products can be sold on Shopify, big brands, you name it. Where do you see most of your clientele and what’s your kind of mix?

Zack Leonard:

Most of our customers are selling on a combination of either their own platform, meaning Shopify, good commerce, bigcommerce, whatever and or Amazon retail obviously has taken a hit over the last few months. So, we’re positioned a lot in the eCommerce space, which is great, obviously. That’s where most of our customers are selling their goods. I think that’s just in the future where this is going, right. I think everyone’s seen the power of Amazon, the power of building your own website, being able to go direct and not have to pay massive fees to retailers is it is truly where it’s going, obviously there’s benefits to having retail outlets, you get exposure, like you’ve never had before. But there’s costs that come along with that. So, I think it just depends on what the customer wants, but we can facilitate all that, we’ve created packaging and distribution into retail as well. So, I think it just depends on what you want to do and then we sort of align the team based on where you’re trying to sell who your target audience is, et cetera.

Jon Tilley:

Yeah. I mean, I think the opportunity on all these eCommerce platforms is kind of simple, but it’s about brand creation and I think it’s an important distinction because a lot of even Amazon sellers even our customers they’re just kind of white labeling the products and selling it on Amazon. It’s great for cash flow, but they’re not truly building a brand, and a brand experience, which is in essence, like an asset value that you can sell one day or whatever. And that takes true focus around the things that you guys do like differentiation, packaging all those kinds of things. We see that on Amazon as well, that, Amazon is a big platform for essential goods or convenience products, but there’s absolutely a niche market for these kind of brand products that can be sold on Amazon or Shopify, or e-commerce or whatever. So that’s definitely our specialty. You mentioned there people bring ideas and you go, oh great, I would use that product, but I bet you, you get like, 60, 70% of that, you’re just like, you guys are out of your mind, let’s do some coaching before, before we move forward, because, people don’t know what they don’t know. 

Like with my Amazon businesses, when I launched back in 2015, I truly focused on creating a unique product. And I was in the lucky position where my brother is a product designer. So, I know your space pretty well and how to, how to create a product that is, that is unique and what that takes. The pain points that I’d love to dive in with you and just kind of, top of mind for me is, is if you’re truly differentiating a product there’s some key things you have to get right and be pragmatic about it and business minded about it. And that’s first of all, it’s probably customer research, right? How do you truly connect with your customer to understand what they want rather than what you think they need? That’s a massive important point. The second is deciding on what to differentiate and what actually moves the needle. Some people come on Amazon, they’re like, oh yeah, let’s change the color, make it pink. That’s not a differentiator. And if it is someone can copy that in a second. Right. 

So, understanding what that is, and then the most important point, which I think I see a lot of people getting wrong, which I’d love to get your thoughts on, we can dive in is over capitalization. So, what is the business price point that your customer is willing to pay? And when you differentiate, what is your actual cost of goods and can you make a profit on that because people don’t necessarily think that through then, there’s obviously the engineering aspect, which people definitely don’t think through that. They think they can just create a product and any manufacturer can create it. You go on like Fiverr and you get some product designer to design your stuff and your manufacturer is like, dude, I can’t do anything with this. What do you mean? And obviously finding the right manufacturer and delivery. So, I like to just dive into each of those and maybe get your assurance and we can just kind of go with the flow.

Zack Leonard:

Totally, absolutely. So, I think the first part you talked about was customer research, right? Making sure that your idea is valid. I totally agree with this. You need to have some way of validating that your product is wanted or the problem that you’re solving is going to be worth pursuing. In the case of Amazon, there’s obviously tools out there like yours that can help with that, looking at search frequency ratings, looking at sales velocity, looking at pricing, distribution, and pricing pressure, ultimately doing the research, and saying, is my product or is this idea worth pursuing continuously? Because that stuff again, if you’re good at the research part of it or use tools to do the research, it’s not as expensive as then going into it without the research and saying, I want to just gung-ho go after this idea and have no validation whatsoever.

Jon Tilley:

There’s also steps throughout the product creation process where you can continually get feedback and continue to scrutinize your product or your idea to the point where at any point you could have an out if you wanted to. I totally agree that you need to do you need to do some sort of research, whether it’s looking for trends on something like Pinterest or looking for trends in the data to show what smaller manufacturers, smaller customers are doing. See if there’s something that sticks out to you and then doing the validation to see that if people are actually looking for this information. Same thing again, if you’re going down the route of trying to make an incremental innovation or slight change to an existing product, I mean, Amazon, again, if you’re selling on Amazon, there’s a ton of data in the reviews that tell you why things are bad, right? So if you’re looking at keywords or search terms or whatever it is, and you find that you feel you have an opportunity that has low ratings associated with it, find out why, why are there, why are people rating this product so low, but it’s still getting a ton of search velocity, right? 

People want it, the products out there are solving it, it’s up to you to go solve it. Right. And that’s, I think a good starting point or a good reference point for anyone who is selling on Amazon specifically, if you’re not selling on Amazon and you’re going down a different route, it’s a much more challenging route. I think you can still use that data to back it up, but you’re trying to create something that’s novel, right? Because if you have your own brand, you have your own market? You’re going on the Shopify route, you’re taking the approach of, hey, I’m not just going to sell something else that anyone else has selling like a white label perspective. I’m trying to build a brand around something that I think is better than what’s already out there. So, if it’s apparel, are you changing, how like Allbirds, they changed the manufacturing process, they change what the source material was, made the price point attractive for a lot of people, right. That hadn’t really been done before. 

So, my point is, as long as you can verify that people are looking for this, that you’re solving something that’s novel. If there’s a way that you can patent it. That’s great. I also use the example of a company, Yeti, which, they made incremental innovations to technology that was already out there. Right? How do I keep my drinks cold? Coolers exist, thermoses exist, but they didn’t last as long as, as Yeti’s do. Yetti’s awesome and the fact that I can put a piece of ice into a one of those, Tumbler’s like, it’ll still be there the next morning when I wake up. So, the technology, all they did was focus on how do I keep the insulation better using the same shapes, molds tools for a lot of the different components that go into it. Right. Ultimately, they were able to get a ton of utility patents around all their products and that not only differentiates, but protects those assets. And so, you know, Yeti last year, I think did close to a billion dollars in revenue, right? So, you don’t have to necessarily come out with technology that’s going to be completely game changing. You can have slight iterations or slight improvements that again, if you hyper scrutinize, how long can I keep a drink cold, maybe the thermos only lasts two hours while Yeti last 12, that’s a huge increase, but it’s changing a problem that may or may not have had been solved. They just proved out that it was a problem that people were pursuing at that time.

Jon Tilley:

Yeah, I think on that example, I think just going back to this customer research, I bet Yeti found this customer pain point, which was people were like, yeah, keeps it cold, but not that long. So, they, they find it and they were like, okay, well, how can we truly create an insulation product that would allow us to get into that thermos and still be there tomorrow morning. So that customer insight came from somewhere and that’s customer research and to your original point, I think market trends and all of those things are really important, but truly understanding what your customer loves and hates and what drives them and understanding who your advertising to and do some research around that, the human emotion side of it and their pain points that is probably, the biggest lever that you need to get right, because if you, if you get that wrong, you can do all the market research and trends and knowing the price point but if you miss it, you miss it. Right. 

And more often than not, it comes down to an incremental change on something that’s there and that is such an important point that you mentioned there because a lot of people tend to throw the baby out with the bath water and they want to create a brand new product in a completely different realm than what it is. And sometimes it works, but product design is an iteration that happens over a few years and through a lot of mistakes, especially on the engineering side and so maybe give me some of your insights around what do you see as, as the most impactful things around product design changes that you can make to a baseline of a product what are the key things that you should look at potentially doing it and most importantly, so you don’t overcapitalize, cause there’s a lot of costs that can come into it. Is there any that jumps to mind there.

Zack Leonard:

Yeah. So, I think all the designers on our team will that have had experience with large brands will tell you that the slightest iteration can make the biggest impact in terms of what the customer could find as, Oh, this looks awesome. Right. Even like, look at the iPhones over the last 10 years. Right. What has been, from a shape size, they’ve tried pretty much everything, now they’re kind of differentiating by saying, I can go with the big or the small version of this iPhone, right? So, they’re kind of giving you a bigger audience for people who like different sizes, phones, whatever, however they like to carry it, et cetera. But at the end of the day, they’re not making huge differentiations from what the existing product already had. Right. So, I think the first iPhone was game changing, right? It was touchscreen completely, all that stuff. That’s a completely novel product.

 But since then, what has been a huge, from a design perspective, a huge change. Like again, we might not notice it to the eye, but having a screen that used to be half of it was a keyboard, half of it, wasn’t making it a full screen that isn’t a keyboard. That’s a huge deal from a software and from an innovation perspective. But to the average consumer, it’s like, Oh, well, great. Now I can now have a full screen. I can watch videos better. But at the end of the day, like that takes years upon years to get to that point, same thing with cars, right? Like it takes a long time for technology and cars to get to a certain point where you’re changing the fundamental structure of a car. And so, like Tesla was a game changer because they put these electric motors that can go from zero to 60 really fast, but it took, how long did that take to get to that point from the inception of cars, like long, long, long time. So, the point I’m making is the slightest improvements on a month or a yearly basis, if you’re launching products on the yearly basis for version two, version three, or what’s going to make, or what’s going to move the needle. So, you’re right. You don’t have to completely come out with a brand-new game changing technology that you don’t need to overcapitalize, as you’re mentioning, you can come out with something that’s going to solve a quick fix on something. That’s very simple. Like Yeti did keep the drinks colder for longer solve that problem don’t change anything else. And you’re still going to have a home run product.

Jon Tilley:

Yeah. A hundred percent, yeah. Spot on. The other side of that is not only are the incremental changes impactful to the customer, but any change that you make to the baseline design that, that has been manufactured has a cost associated with it. It’s important for sellers to understand that the difference between visual design and product idea, hey, I created a visual design, actually, something that’s engineered for manufacturing because there’s tool sets there’s tooling costs, there’s all these kinds of things. How do you approach that to be smart in terms of making a fundamental, incremental shift to a product, but potentially ensuring that, that is cost effective from a manufacturing perspective. Any thoughts around that?

Zack Leonard:

That comes down to having really good engineers. I think you mentioned it, anyone can go on to Upwork and Fiverr and make a good sketch or make a good rendering of a product, but it really comes down to engineering and using and deciding where you want to spend the money from a differentiation perspective and where you don’t. Especially when it comes to things like electronics. There’s a lot of technology out there that you can get that’s off the shelf. That’s going to save you costs not only from a programming perspective, but also from a compliance perspective. FCC testing can cost thousands of dollars, thousands, tens of thousands of dollars. If you don’t do it right. If you’re coming up with new program, using new chips, using new technology, that’s never been out there in the market. They have to make sure it’s safe, right? People have to be able to consume it. The battery can’t blow up all that stuff. So, all that stuff has to be tested. 

So aside from just the molds and tooling costs that come along with it, there’s also compliance testing costs that come into, into play when you’re coming out with something like an electronic product. So, if you have a good engineer that understands what technology already exists out there, where you can use off the shelf components or parts, then you can decide where do you want to make those incremental innovations? Where do you want to make those incremental changes? And that’s what just at the end of the day, having a good engineering team to do that. Again, going back to the Fiverr, Upwork solution, most people on Fiverr and Upwork are designers, product designers, industrial designers, they are not engineers. And so, you need to make sure that you’re assembling the right team for the right product that you’re trying to make. And we usually try to, you know, at a high level, break this down into three different types. There’s cut and sew, which is like apparel bags, all that stuff. Typically, you don’t need a lot of engineering with that. You just need an industrial designer who has made a product like that in the past. If you’re adding the next level of complexity, which is injection molding. So, plastics, metals, glass, et cetera, you’re going to want to have a mechanical engineer on top of that industrial designer so they can tell you, okay, this is conceptually how it looks from a design perspective. 

Now I’m going to have a mechanical engineer, look at it from a manufacturer perspective and say, what’s going to bring down the cost from a molding perspective. What existing parts can I use that’s off the shelf that a factory doesn’t have to create a mold for? So, you can get that cost savings right there. And then finally, if you go into electronics, need to have an industrial designer and mechanical engineer and electrical engineer on your team to create that product. Again, it could be multiple electrical engineers. It could be multiple mechanical engineers. It could be multiple industrial designers. And at the end of the day, that’s the type of team you need to assemble to give you the best shot at getting your product out in the market. Because they’ll understand if you have a good one, they’ll understand the compliance perspective to understand the parts that already exist, or technology from an electronic standpoint that already exists, that you can leverage that you’re not trying to change the game on the part that you change, try and change the game on that’s, where you should be spending the money and the molds tooling testing, et cetera.

Jon Tilley:

Yeah. And then the third one is the one where if it is electronics, that’s where you need the cash. So, I think probably a lot of sellers listening, they might be like, Holy shit, like this is complex. This is like, what’s the point of even trying to go down the differentiation route. What’s your kind of advice there on if they’re truly private label sellers and they want to differentiate, and they don’t have crazy budgets. How do they start? What are your thoughts on that?

Zack Leonard:

Well, let me make this real for you. I can give you an example of a product that we developed, and the cost associated, and the benefits that at the end or the return on investment that they ended up seeing that we know of. So, a year and a half ago one of our customers wanted to do a bunch of research on massage guns. Cause it was it was a hot search item. We did some research on that. Our research found that there wasn’t really a premium product in the market. There was a lot of people going cheap, not a lot of people going higher from an expense perspective. And the pricing pressure at the time was not as, as crazy as it was now. Now it’s just to brace, the bottom, but at that time there wasn’t as much pricing pressure so that they could launch a product that was premium, that they could capitalize on that market really quick. And so, what we decided was to, to engineer a better battery. So, it lasted longer six hours, eight hours, as opposed to two to four different speeds. 

So, three different speeds at that time, there are only a few guns that did that. Have a premium carrying case. So, use that as a differentiator as well, be able to have multiple attachments that would fit into the carrying case, design that, and then have a quieter motor as well. So better battery power, quieter, motor, better pulsing, multiple attachments, more speeds, carrying case, a premium brand. The cost for them to design that product was somewhere around like 10 to $12,000 from everything because we leveraged a bunch of existing technology where we went bigger, was on making sure that the battery was better mechanically, and everything worked inside the gun. And then obviously designing the carrying case as well, to use premium materials. It took us about 30 days to do all that research design, et cetera. We went in, we found the factory, we went to one of the biggest, the one that [inaudible] use factories with concept. Only mold was on the plastic side. They were able to do a bunch of rewiring and mechanics. Cause we were able to figure that out. So, the production time took about 60 days from the second that we got the quotes back into them getting that. And they got into their warehouse and another 28 days. So, 118 days total to get this product launch, it costs them $14,000 from start to finish. And this product is selling for high six figures or low seven figures. Like that’s how much they made on that product. So, if you’re trying to tell me that a $14,000 investment, plus obviously the capital to place your purchase orders to return a seven-figure product, to give you bottom line value like that isn’t worth your time or investment, what are you in business for? Right. Like that’s a massive gain on a small capital investment on the design and research side of it.

Jon Tilley:

Yeah. There’s so much to unpack in that, without kind of like the right strategy and approach and expertise, you wouldn’t get that right. But I think just at a high level, some of the things that stuck out for me and what you said there was one looking at the premium upper end of that market. And I think that’s a really, really good insight that, a lot of private label, Amazon sellers sometimes forget, and when I look at a product category, I falter and I say, Hey, what are the high price ones? Because going back to that over capitalization, I bet you that the actual cost of goods on that massage gun with that premium look and feel wasn’t that much about the cost of goods of the cheap one, but you sold it for triple the price of whatever. So, your margin on that was huge. As a business entrepreneur, when you’re looking at differentiation, that is what you need to get, right. Which is like, how do I find something that doesn’t cost that much, make it a premium product, and make sure I have the margin in there. 

And if you can get that right, you’d just call it. You have a moat around you versus the race to the bottom, which is on the other side. So that’s the first thing that I think that stuck out for me. The second is again, like, I think we covered this, but it’s taking a base of a product, which you’re not changing much on. It’s all the electrical components, the actual tooling, all of that stuff is pretty similar, but you’re changing certain things around either, speed or power or aesthetics. The box, the carrier case, the brand, right. These are things that are super cheap to change, but can have a massive impact, especially if you’re aiming at that premium range. Your turn around time was awesome. So, you took something, and you just tweaked it to make it better and look better and positioned better for a product that at the end of the day has people give a shit about, yeah, so that’s perfect. I mean, it, exactly that idea and concept of what you have is what we need to nail when we launch your product on Amazon.

Zack Leonard:

Exactly. If you were to go to Upwork or something, they should hire an industrial designer, they might make the gun look cool. But at the end of the day, did they know about how to wire things in the gun so that you don’t have trouble when the pulse happens? Do they know which electrical components would pass, FCC testing, UL, testing, whatever you need for whatever market you’re selling or not. They’re probably not going to have that answer. So again, you can pay a good amount of money to do this, or you can pay a little bit amount of money and do it wrong, and you’re going to fail, right? So ultimately you get what you paid for. And this doesn’t have to be, like I said, it doesn’t have to be astronomical costs if you’re the problem that you’re solving is only incremental or slight tweaks to do that. Again, where it gets more expensive if you start going down the route of, I want to create something from scratch, with technology that doesn’t exist, that needs a lot of testing and all that kind of stuff throughout the process.

And look, there’s a market for that though, right? Like there’s a market. Like there again, there are investors or people that have a ton of money that want to do this, but for the audience that we’re talking to right now, I think going with going the incremental innovation route, where you’re taking existing products, you’re using data. If you’re selling it on Amazon, the reviews be your guide. You can make those slight tweaks, then you can decide, Hey, I’m looking at the pricing pressure over the last 12 months, I’m looking at the pricing distribution on page one over the last 12 months. Where do I need to be from a price perspective, you can go look at existing technology or existing products that are on Ali Baba, if you really want to do it the cheap way and say, hey, what are these products being, being sold for on Alibaba? So, you have kind of an idea of what your margin could be and then let the engineers designers, et cetera, kind of guide you in that path.

Jon Tilley:

Yeah. And I think the overall advice on that, then, you know what you’re saying, there is like, I don’t think there’s a problem with when you have an initial idea to actually go and, and, and conceptualize that on Fiverr, if that’s where you just want to start, where you just want that rough idea, but don’t expect that to be what you’re going to take to your manufacturer, it’s important as a seller to understand the full process of product design, engineering, manufacturing, distribution, all that kind of stuff and understand what’s needed each of those steps before you jump into your product design idea. Soyeah, I totally agree with you there. I think the other pain point is that you can get something engineered for production, but you can take it to a manufacturer, and they might not be able to build it and have to redo the engineering because their tooling is completely different. So that’s another aspect that everyone has to understand is that when you actually design something for manufacturing, you have to have in mind who your manufacturer is, make that connection in a lot of cases. So that was kind of like a good painting to draw for me when I looked at your services is like, not only do you guys do the product design and the engineering aspect of it, but you actually source the manufacturer that can build the products and that is a massive, massive, crucial connection, because without that, and you guys have a network there where you can actually find the manufacturer to do it, which is, which is huge,

Zack Leonard:

Right? So, we start those conversations earlier in the game so that they, we can kind of build the product, build the excitement with the manufacturing, if it’s something that they’re willing to maybe help bring it to the finish line. Right. That’s great. It should limit the amount of costs that you’re doing through the development phase as well. And they might be willing to lower the tooling down as a result of that. Right? So, they get excited about these products too. They want to launch these products, it’s money in their pocket, especially if they know that you are no big-time seller, you have the ability to be a big-time seller, right? Like you can build that story. As long as you have a manufacturer that you trust you should be able to get a really good high-quality manufacturer to help you throughout that process.

Jon Tilley:

Yeah, yeah. Yeah. So, people are like, one route is to work with an expert, you know, service and product like you guys have and make sure that all the pieces connect, so you can truly create a great product and make sure that you have the capital to do that. So, I think that’s a really important way to go the other way, just at a high level, I think, if you have this amazing idea for a piece of furniture, this cool chair, and like, there’s nothing out there that’s in the marketplace. Understand that to actually create that piece of furniture, you have to find the right manufacturer, tooling, the right stressors engineering. There’s a lot of capital that goes into it. You have to understand how to build it. 

And it might take version four before it’s actually decent enough to take to market. So my advice on that is to say, okay, I have this vision that I want to launch this amazing product let’s say in, yeah, maybe it’s in three years, right and find the right manufacturer who could do that, who have great products already look at easy ways that you could potentially tweak or iterate on those products, launch with some of those, form a great relationship with them, take those products to market. And then they might have the design and engineering team that will work with you along the road to produce the product that you want. So, there’s definitely different ways to, to enter. Some are immediates, but some might take patience and forming that relationship with the manufacturer before you can really get what you want.

Zack Leonard:

Right. Absolutely. Yeah. You know, I always equate building a product to building a house, it’s a similar concept, right? If you go to a house builder and say, build me a three-story house with three bedrooms, two bathrooms, and a pool and whatever, what are they going to build? Who knows? Right. You got to go to an architect, engineer, electrical, all the different components. It’s the same thing for building a product, get all the experts into the house and do the research. Like if you like a certain way, a house looks, go to that builder, if you like a certain way at different house looks, go to that builder. It’s the same thing for the manufacturers. If you see products that, you know, that they’ve created before, look at export records, or go get samples from them on products that are similar to what you’ve done and test them out before you make that leap into giving all of your IP to a manufacturer, to try to get into the sampling process. Right? So at the end of the day, you need to have someone who’s an expert through the product creation process, if you’re not an expert yourself that can have those conversations with the manufacturer that can understand what it takes to get something made in mass manufacturing, from a tooling and mold perspective, from a testing perspective, this is going to save you so much time and energy throughout this process, if you do want to go into the leap of creating your own products. Yeah.

Jon Tilley:

Solid. Great. I think we’ve covered a lot of ground there and hopefully I think the goal here was just to really open everyone’s thoughts and ideas to the actual understanding the vision and the process from end to end before really diving into the key pieces of product differentiation is so critical, but you have to really understand the full thing cause otherwise there’s mistakes along the way. As everyone here, I think obviously it’s most important to, to get going and move forward and yeah, you’re going to make mistakes along the way, but there’s so much information out there to really consume before you go down there so that you can lessen those mistakes and partners that you can have. So maybe a thought there from me but like what as a new seller, a private label seller going to Amazon, what’s kinda like your biggest piece of advice for them?

Zack Leonard:

Well brand new seller, it depends on how much capital you have, but if you’re a new seller, if you don’t have capital, I would say, find a product that you can get behind and try to get as much traction as you can. And then when you get to the point of needing to create version two of your product, then go down the route of incremental innovation or getting someone like Gembah involved to create version two, because you have the traction you’re so intimate with your product, you know what the reviews are, you know, where you need to innovate on the data’s already there, it’s a hot product. You better believe version two is going to be even better if you’re solving problems, that product version one didn’t solve. So that’s my advice to someone who’s brand new. If you’re more experienced, then I would say

Jon Tilley:

So, start a quick note on that, on that first-time seller. I think you’re spot on there and there’s a lot that you can do with your brand and your packaging and maybe once you find the manufacturer, a few good conversations around, hey, what are some things that we can try that’s not going to cost anything and bring the other ideas later. So, I’m spot on with that. But go ahead, with more advice, what’s your advice?

Zack Leonard:

With a more advanced seller who has a brand that’s already up and running, then maybe you have a good position on page one of Amazon start looking into version two of your product, right? If you’re not someone else’s, so there’s going to be people who are doing it, I mean, it’s, it’s super competitive. I think there’s over a million FBA sellers. I think 30,000 of them are doing over a million dollars in revenue a year and 40% of those are, are Chinese. So, it could be a manufacturer going direct. It could be someone who’s in China selling, right? So, there’s a ton of competition on a global scale in Amazon. So, if you’re not looking at version two of your product, someone is going to do that. So, I recommend for anyone who’s in that 30,000 or approaching the 30,000, that has excess extra capital, that’s not all tied up in inventory. Or if you want to go down the route and maybe get a way to fund it, fundamentals and tools through Kickstarter, Indiegogo, or wherever it is like there’s more than just your Amazon business to try and get more bottom-line value to your overall business. Right? 

And so, at the end of the day, if you can create more revenue opportunities, create defensible products, that’s what the companies like are looking to buy, right? Thras.Io just got valued at a billion dollars, they buy up a bunch of Amazon sellers businesses. They’re looking for defensible products. So, if you’re looking to have that exit, you’re looking to have, or even just, you know, a good cash cow for you, that you have a defensible product from a patent perspective, whatever it is like, that’s a great annuity for you. A product that’s hot that you can continue to iterate on that, one day maybe you want to sell it 20 years from now, whatever it is. But at the end of the day, differentiations of what’s going to have the highest reward for your business after that, in my opinion.

Jon Tilley:

I think, when you’re creating a product that you bring to market that has a moat or a defensible moat around it your goal is to not only protect that, but to make it even bigger.

Yeah. Again, you’re absolutely spot on. I think, when you’re creating a product that you bring to market that has a moat or a defensible moat around it your goal is to not only protect that, but to make it even bigger. Right. And there’s many ways that people can grow the Amazon business. One is once you launch one product, launch another one and watch another one, and that’s attrition, and a successful product is going to happen. Someone’s going to jump on it, do a better job, if you don’t continue to iterate on it, so maybe you’re okay with losing that product in a year’s time, cause someone’s done a better job cause you moved onto the other ones, right. Or the other way is to obviously double down on what you have and focus on differentiating it and guaranteed, you’d launch that first product, there’s going to be head smacking moments where you’ve done a few things wrong and you can get them right. And if you just keep going even a simple, simple, basic product you can in a few good iterations, created something amazing. So and, and that, how easy is that, and once you have something that has demand and you have a foothold in the market, if you can make it better and better and get a patent that’s so easy to just focus on that one thing and you’re creating a true brand. So, I think there’s no time anyone, when you launch a product to rest on your laurels, celebrate the moment and be great, but then put your foot down and keep going, you know.

Zack Leonard:

Lean into it. That’s exciting.

Jon Tilley:

Yeah. Cool, man. That was awesome. So real quick, like what’s the best way for people to get in contact with you? What’s the process they would go through? We’re specifically talking to these private label sellers who probably have one product that’s doing 30k to 50 K to 100k a month, how do they engage with you guys?

Zack Leonard:

Yeah. So, you can go to our website, There’s a form you fill out, we have a team that will get in touch with you, be able to consult with you on what we think is the best route, whether it’s incremental innovation, doing research, creating a product, whatever you need, we can help. You can also email and someone from our team would be in touch.

Jon Tilley:

Awesome. Yeah. And just to kind of remind everyone here, it’s like check out their website cause they break down their prices of their services of where they can help you. It’s the full spectrum. So, if you come in with the right idea and you engage with these guys, you could end up with something awesome that’s not overcapitalized that you can really take to market and make it different. So, I think you guys have a massive, that you’re filling that people should take advantage of. Maybe just to end what’s the next big adventure for you? What you want to tackle, maybe post COVID or whatever it is what’s on the horizon for you?

Zack Leonard:

Well from a business perspective we’re launching our, our platform here pretty shortly. So, everything that we’ve been managing has been not proprietary to us, like from a systems perspective. So, we’re really excited about getting our system up and running sometime hearing in Q three. After that, I mean, we’ll see where it goes. We’re really excited about that. So, and then personally, I think, yeah, it’d just great for all this madness to end Covid craziness, whatever is going on in the world. So, it’d be good to get some travel going again when that’s all said and done. Yeah.

Jon Tilley:

Well Austin is a good spot anyway.

Zack Leonard:

Its 105 degrees and it’s people can’t really do outside and then if you go outside, you’re limited and you can’t, you get to wear mask and all that stuff, you can’t go into the restaurant. So, it’s getting a little crazy.

Jon Tilley:

Yeah. Absolutely. Well, hang in there, man, hang in there. So, I’m sure we’ll connect again, but thanks for that. We’ll touch base soon.

Zack Leonard:

Thanks, Jon.

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Amazon SEO Experts’s Sam Page on the Conductor Search From Home Podcast

Sam Page _ Blue Host _ Conductor Search from Home _ Mon. 04.27.20

Stephen: Hey guys, thanks so much for joining us for another episode of Search from Home. It is week six and we are here, but we are here with a vengeance. We’ve decided we’re going to mix it up this week, so we’ve got as usual or almost usual, my cohost, Patrick Reinhart. Didn’t even point where he was, that joke’s over with.

Patrick: Yes.

Stephen: It’s dead and gone as of today. Exciting times and we have Sam Page on LinkedIn goes by Samuel Page, happens to be more shorn on LinkedIn, if you don’t recognize him from his photo. He’s from Bluehost, awesome SEO. And we were talking, and he said, you know, I’ll be willing to come on the show, but I want to switch things up a little bit.

I want to talk about Amazon, and I want to talk about optimization for Amazon and I said, very interesting, Dr. Jones. We have not really gotten into that and that is not something that is by any means, a strong suit of mine. Pat, is that a strong suit of yours? Pat?

Patrick: No, no, not really. I mean, like, you know, it’s interesting because it’s different, right? Because it’s not a search engine, it’s a marketplace. So, we are mainly focused on traditional search engines. But that’s something that we constantly get asked. And it’s always a good discussion because, you know, I don’t have a ton of hands on experience optimizing for Amazon, so I’m always interested in the conversation because I need to learn more. And I mean, everyone needs to learn more definitely. But I’ve been excited for this when I heard what we were going to be talking about.

Stephen: Me too. So, Sam, by all means, introduce yourself. Give us a little background on you, tell us a little bit about how the heck you ended up in this Amazon world and then we’ll get started from there. Sound good? 

Sam: Yes cool, thanks. Yes, no, so my full-time gig is I’m the senior SEO at Bluehost where yes, a lot of my time is spent thinking about Google as a search engine. But also, YouTube and some of these other sorts of secondary and further down the line search engines. But yes, I started doing SEO originally as just at an agency and kind of just, it was a small agency, so I could wear a lot of hats and learn a lot.

And along the way, I kind of took a couple in house jobs and that kind of exposed me to some different things too, especially e-commerce. And then just naturally, like my brain is always trying to figure out something like a work around or like, it just, you know, I’m always SEO doing things, whether it’s Google or something outside of that.

But so, Amazon came along, and I was tinkering around with it. I wrote a little how to guide. It was like how to buy and sell cars for profit and it was like a 20-page thing and I threw it up there and I got some sales on Amazon and I was like, Oh, this is kind of cool. Like, let’s see how far I can take this.

And so, the next one I wrote was called the Big Green Egg Manual. So, at the time, this big green egg was like pretty new still. It’s I don’t know if you guys are familiar, but it’s like this [ inaudible 00:03:31] grill smoker. Uh, and it was something that was like super interesting to me, but also very expensive. So, I ended up wanting to just shell out the money. So, I was like, yes, I’ll make a manual, let’s see what happens, maybe I can make some money and put it towards the smoker.

 And so, I put it on Amazon, and you know, back then this was probably 10 years ago, like you could just get some new email accounts and like an Amazon gift card and go to town with some fake reviews. So obviously not the most white hat way of doing it, but I tried it out to see what happens. And yes, so like not much longer after that, the ranking started going up and the sales were going crazy. And before long I had enough money off of this eBook where I could actually buy this smoker. And, then I just said, okay, well let’s take this thing, crank it up to 11. And so, I started hiring some VA’s to write eBooks, VA’s to do the cover design and publish. And within about a year, I had about 300 e-books live on Amazon. And they were just cranking out and cranking out and yes, I was like, this is pretty cool. Let’s see what we can do with some actual products.

So, went to, this is all while I’m working, you know, at SEO jobs in the day. So, I went to source some products from China, to do some private label to sort of the, what you see a lot of now, if you’re in any sort of Amazon arena. But it was still relatively new and much harder to source. It wasn’t like just buying stuff off of Alibaba and putting it on Amazon but yes so.

Stephen: Hold on, so backup Sam.

Sam: Yes.

Stephen: So private labeling, just so that we’re all aware of that term. That basically means it’s like a white label correct.

Sam: Yes. 

Stephen: You got to come up with your own brand name, branding and so forth, and then you can slap it on the product itself?

Sam:  Exactly. Yes, so a lot of that you can get done at the factory too.  You can just negotiate that as part of the pricing. But these guys will make a product and it’ll be identical to another one. And you see this a ton on Amazon now, like if you search for like jar opener, there’s like 20 of the exact same jar openers just under different brands, you know? But they’re all from the same factory.

Stephen: Same product, different brand, 

Sam: Exact same product, different branding yes. So yes, that was kind of what I got into and I had a couple of successful products actually. And from there I sold those products, to another competitor. And then from there I started just floating around looking for a new product, but it was getting harder and harder on Amazon to compete and find good products.

So, people were coming to me, they were saying, Hey, you know, I heard you were good at Amazon and we need that for our products. You know, we’re kind of struggling to get results. So, I started doing some consulting work for friends and acquaintances, and then the network kind of grew to where it was basically a full-on agency.

And so, I made it more official, put up a website, ranked the website. So, using my SEO skills for Google, I got up to the top of Google for anything like related to Amazon SEO. And it was pretty cool. You know, I picked up quite a few new clients through that route and just kind of, the thing is, it’s just like any agency where it’s tough to scale clients.

Stephen: Yes, I was going to say, you’re doing all this on the side. So how does that give us a sense of how that all works? You know, because like a lot of people do a Moonlight gig, which is like one or two clients or whatever on the side to help them with like traditional SEO. I mean, it’s rare to find an SEO that’s not doing that but.

Sam: Right.

Stephen: But to then start to scale to your point and have like inbound rather than out bound in that way where you actually have an engine driving inbound, how are you managing that? Plus, you have a family

Sam: Yes, managing it very poorly I will say that. A lot of hours, you know, you just put in hours, you go to work all day. And then I’m also like one of those guys who like to check, I want zero in the inbox for my real job. I want to make sure that that’s all taken care of first. So, navigating that and then working late nights. Luckily, my kids are pretty little, so they went to bed pretty early, so after seven maybe spend a couple of hours with the wife and then hit it for a little bit longer.

But yes, I mean, it’s like, and it’s tough. This is actually an interesting thing because it’s tough to find someone who’s really good at Amazon that you can just subcontract work out to. It’s not like SEO where you can just find some good SEO guys in town or wherever, and you say, Hey, you know, I’ve got some extra work can I offload it to you? And basically, have you white label it.  Amazon still something that’s still pretty specific and harder to find. So, I’d be lying if I said that I was scaling up this Amazon business that at any point in time to being something much better or anything even akin to like some of these SEO agencies you see.

I just find the clients typically are more difficult in some ways because the results, they expect the results faster from Amazon. And in some ways, sometimes they can get results faster. Amazon’s algorithms, I mean, maybe we’re getting too far into the weeds here, but Amazon’s algorithm is a little bit quicker to respond to some of the changes you make that compared to like Google.

Patrick: And can you actually discuss just before we go forward, just what are the like ranking in Amazon versus ranking in Google, you know, just sort of for [inaudible 00:09:39]. What are the differences there? Because again, one search engine versus marketplace, like just for your experience, like what are the factors for Amazon?

Sam: Yes, it’s so, it’s totally different than what you might think of with Google, right? You might think of like Google, like links and content, some markup. But with Amazon, there’s really three deciding factors as to what makes your product rank well. And the three things are our sales. So, the more sales you get, the better your rankings are, the more reviews. This is a bit controversial, but I still hold true that the more reviews you get and the better reviews you get, the better you rank. And then conversion rates. So especially like the jar opener example, if you’re searching for jar opener and Amazon, you convert for that keyword, Amazon’s going to rank you a little bit higher there. 

Stephen: And so those all seem like lagging indicators though. So, like

Sam: Yes.

Stephen: It’s almost like it’s a self-fulfilling prophecy, but backwards. So, it’s like.

Sam: It’s a perpetual algorithm yes.

Stephen: Yes, how do I get the sales if I don’t have the reviews? If I don’t have the sales, I can’t get the reviews. And then like conversions, obviously I want to convert, but like I need to rank in order to be found to convert. So, it kind of like, it’s a catch 22 I’m. I’m a little lost. 

Sam: Yes.

Stephen: Take me down, get me out of the, I know I’m in sort of in the weeds, but I want to be in the weeds. 

Sam: No that’s a great, that’s an absolutely, that’s the perfect question, right? That’s like what everybody wants to know. How do you get into that, break into that top few so that you can get into the ranking and perpetuity? And it’s honestly, it’s two things I mean, it, it skews heavily to big brands, right? If you’re a brand putting it on Amazon, you’re going to have tons of brand search volume coming in.

And all you do is just satisfy that search volume and you rank well. But if you’re not a big brand, what the really interesting thing between Amazon and Google is paid ads. So paid ads and Google, you know, it doesn’t affect your organic rankings. Paid ads and Amazon positively affect your organic rankings.

So, you can manipulate all three of those ranking factors with PPC. So that is really sort of, this is again all the white hat stuff like black hat SEO on Amazon is like running rampant it’s insane. But yes, for what you would do for your business or your client PPC is like, and running lightning deals, certain deals and coupons to generate traffic and sales. Those are the ways that you break into that.

Stephen:  Interesting. Is that how you build random also? So, like you talk about a white label brand right. So how do you take a white label brand and ultimately build a brand out of it? Is that your goal in a white label brand or is it just to look like at least minimally viable, like is your brand or are you going for something bigger? Like, I don’t know open everything. And then that’s like, can openers, jar openers, blah, blah, blah like all openers. 

Sam: It depends on the niche, you know, it’s going to depend on them. Like what does your landscape look like in the niche? Are you competing against big brands or are you competing against guys who are doing white label products like jar openers? So, and there’s like it’s insane how much sales are going through Amazon. You can have a jar opener that just balling, like just, you could make a year ago you could retire. I mean, maybe not a jar opener, but you can do really well with a lot of products that you don’t expect to do well. So, it’s kind of fascinating. 

Stephen: And how do you even know where to like where to get involved with the drop shippers, the white labeling process? All of that stuff seems incredibly foreign and distant and I know there’s like a thousand. Listen, if you’ve ever been on Facebook, you know there’s every two minutes you hit by another ad of some get rich quick scheme. It is like some kind of Amazon like it’s got, it’s become a little bit more snake oil salesmen than even like. Google has been in terms of SEO, right? We’ve kind of gotten some of the muck off our reputations, but like Amazon just feels like a very, even SEO is a very like, Whoa. You know? 

Sam: Yes, no, I mean, it’s absolutely the case. I mean, we all, I think we all talked about where we remember where it was like that in SEO and PPC on Google at one point where there was courses that you would buy. And these guys a hundred percent were actually doing this to make a living. They were selling the course and, but it was absolutely the case. And actually, it’s funny because some of the guys I remember from the Google courses started up there on Amazon courses and now they actually have been way more successful with their Amazon courses. There’s a company here in Austin that was like that. 

Stephen: So, they’ve been successful at selling their Amazon course?

Sam: Yes right.

Stephen: Got it.

Sam: Yes, they were not as successful on the Google front as they are on Amazon. But yes, I don’t, you know, I think as this.

Stephen: I guess how do you break in without getting bamboozled?

Sam: You know what I mean, it’s not easy. But there is a good, I mean, there’s a good amount more resources available to beginners. Like. The Reddit/ Our Fulfillment by Amazon subreddit is really good and informative and kind of filters out some of the BS for new people. But there’s just, there’s a lot of good resources online now, some YouTube stuff. Just got to be careful, have your BS sensors up, try not to buy anything, spend your time learning by testing. And I always, you know, like with regular as you for Google, I always tell people this too. Like, you can start off just, you know, the Moz beginner’s guide is great place to start, but once you get past that, build a website yourself and test it, test some stuff that like, that’s the way you really learn these things and so the clients for Amazon. 

Patrick: Yes, and you know it’s really true of a lot of that, like a lot of people are very scared to just like they want to continue to read, they want to continue to learn. I get asked that question a lot, like, where should I go to learn about this? You know, I’ve point them to the Moz 101 lot because they’ve done, you know, they’ve always done a good job curating that. We have Conductor Academy which is really good. But like once you get to a certain point, you have to roll up your sleeves and do it. Because that’s really where you learn how to do this stuff. It’s good to know the theory behind it, but eventually, you know, it’s just like music. If you can read music that’s pretty good. Eventually got to pick up a guitar and start playing. 

Sam: No, that’s a really good point. 

Patrick: Yes.

Sam: I agree with that yes.

Stephen: So, in terms of those factors right which of those, like let’s say we started, let’s, let’s say we start from scratch. Okay we’re starting from square one. What would be the first thing you’d look to do when getting into Amazon? Like what would be the, you know, find your niche, right? So, if we’re doing the article, let’s say the chapter on find your niche, what are your highlights of that chapter? 

Sam: Yes, I think part of it is do something, you know well, right. I think you, if you’re, if you’re going on a new product that you have no experience or no specific knowledge on, you’re probably going to be behind the eight ball anyway. So, do something, you know well and then try.

Stephen: So, give an example, what’s something that you’ve done before that you knew well. 

Sam: Well, yes, no, I think for me

Stephen:  To opening cans or?

Sam: Yes, I mean, one I had the best, the best success with was a tins unit. So, it’s like I don’t know if you guys know what a tins unit is. But it’s like a little electrode pads you put on there and they send an electric shock to your muscles. So that’s like a massage type of, it’s like a therapy. So, I mean, I knew that landscape pretty well because I had a client at one point, I did consulting with on SEO, and they just never ventured onto Amazon. So, I, you know, after we ended our relationship together there, I started messing with it on Amazon. And it was, you know, that was the first step because I knew it and I knew that there was sales already existing and I just had the product. I just needed to find the product was the next step. And then a lot of Googling and a lot of asking around to find the right supplier and the right pricing. But this, again this was probably 9, 10 years ago, so it’s considerably more difficult than, than that now than it was then. 

Stephen: Because it’s saturated?

Sam: Yes, so it’s the market’s way more saturated and Amazon’s algorithm ranking algorithm has gotten significantly more complex. So, you know, a new product back then, you could list it. I mean, that product, I listed it, and then within six months it was doing like 80 or $90,000 a month in sales right. So, like, and that was with no PPC ads, so like, that’s unheard of now. 

Stephen: Wow.

Sam: It’s impossible to do that. Yes, so now you have to have like this marketing budget set aside, knowing that you’re going to have to run PPC and deals at a loss, to influence these organic sales eventually in the future. So yes, to get, not to get too far ahead of we there, but that would be the first step. And then next step, finding that supplier, and that’s where now is, I feel like that is where it separates successful sellers from unsuccessful sellers. So how do you do that? I mean, that’s, it’s, 

Stephen: Well, how do you differentiate? Yes, so I don’t know what’s going on with my mic. Is that me?

Patrick: Yes, I think it’s you. 

Stephen: My game could be off. How about now? Better? 

Patrick: Yes, sounds good now.

Stephen: Okay sorry about that guys. Yes, so I was saying how do you differentiate between like you just said it, the main differentiator could be who you choose to supply for you right? So, do, are there marketplaces of suppliers that rank them, classify them, make them trustworthy? Like, I feel like, you know, you’re dealing with probably in many cases, China, you knock boots on the ground there. It’s not like you’re going into touring the factory, right?

Patrick: Yes, and I mean, and with drop shipping, I mean, my old company used to be drop ship and like, do you join like a buyers group or anything like that? Or is it just like one off sellers? Like how to, like, I’m curious too, how do you manage the inventory.

Sam: That’s great, man. And that is really the trickiest part, I think because I’ve had the best success and I recommend finding someone trustworthy in China. Unfortunately, it’s still there, you know, also you can probably source some products in Portugal. It’s still good, it’s good manufacturing in Portugal at a reasonable price. If you want to avoid tear ups or what have you, the unknown. But yes, I mean still China’s a great spot to get it, and there is cultural differences. So, I have been lucky where I’ve spent enough time where I’ve found good connections there, people that I can trust to send the money to and it’s the product is going to come in.

Unfortunately, you know when you’re new, there’s a big risk you have to take with that. I would suggest honestly finding networking with other Amazon sellers that you can find. And asking around, you may have to, I don’t know maybe you have to pay somebody to connect you with their source, their factory sourcer.

But I don’t know. I just be careful with it. It’s really the trickiest and scariest part. I still get kind of worried even sending money over there. It’s until you have like a really good relationship with people, it’s sketchy. So, if you don’t have that appetite, look for some, I mean I love to find people manufacturing stuff here in the US. And there’s still lots of opportunity to get some products on Amazon.

You know Amazon, unfortunately it is like sort of a race to the bottom as far as pricing, but there is room for, there’s a lot of room on Amazon for products that are like priced as premium products, right? Not everybody wants the cheapest thing, and if you can market your product on Amazon as being the premium choice, there’s a lot of opportunity there still.

Stephen: Interesting. 

Patrick: Yes, I mean, for me I think one of the you know, for me it, like you said, you know, just sending the money off and is anything going to show up? You know that sort of thing and I remember when I used to run an appliance company where we would drop ship appliances all over. We were part of a commercial buying group, and that was all based here basically. So, a little less Chris there, but I remember when we were first looking for where to get suppliers from, it was truly nerve wracking because you were just like you don’t know these folks.

It’s just like, Hey, give me X amount of money and you know, okay. It’s like, Hey, is this stuff actually going to show up at this person’s door? Or, you know are they accidentally going to ship it to me which happened a lot. So there’s like, you know, so from a logistics standpoint, how, I guess it comes back to like going back to that, how often did you have to deal with people like sending stuff back or, and how do you do that if you’re an Amazon seller. Because most folks don’t want to deal with like customer service aspect of it, you know, does that ever come across your table?

Sam: Do you mean like customer returns or sending stuff back to the factory that you’ve?

Patrick: Both.

Stephen: I guess I know you don’t understand the difference. 

Sam: Yes, if you, okay, so from the customer, like if you’re the seller and the customer on Amazon’s returning items, then unfortunately that’s just cost of doing business on Amazon. Like just build that into your profit margin or what you take out at the end of the day and assume it’s going to be higher than what you expect.

But yes, it’s something that you just have to eat. A lot of times you’ll see customers who get products and it’s like not opened, it’s still a hundred percent sellable. So, if you want to risk your brand reselling a product that hasn’t been opened, maybe it’s not such a risk that you can resell that. But you know, some of them, they’ve been opened and tampered with. Next the thing I always recommend is just selling it as used either on Amazon or used on eBay to recoup some of those losses because 99.9% of the time, the factories in China aren’t going to take any of that back. They don’t once the sale is done, it’s done.

Unless you say, you know, unless you have a really good contract with a someone in, with a manufacturer in China that says, Hey, if you guys ship me defective products, I can return them back to you. And that’s actually probably pretty hard to come by too. It’s a lot of the risk you’re taking on yourself because a lot of the roar you’ll take on yourself too.

Stephen: Right, I’m sure that has to do with volume too, right? 

Sam: Yes, tons, yes and that’s, Amazon’s game is volume right now for a lot of products. It’s just make a penny on a product, and just sell a million of them. 

Stephen: So, explain to me Amazon’s choice, because that is like something that.

Sam: Yes.

Stephen: Everyone seems to gravitate towards that. Like in terms of the products been chosen by Amazon. 

Sam: Yes.

Stephen: It must be a whole process to become chosen by Amazon, right?

Sam: Sort of yes, I mean, it’s just, a lot of it is just ranking well for that keyword or having good conversion rates for that keyword. It’s not, there’s not too much to it. You know, have good reviews, have good conversion rates, and have good rankings for that keyword. And you’ll, it does change, you know, sometimes it changes, and Amazon will test Hey, well, what if we put your competitor here as Amazon’s choice for a day and see if they convert higher with this tag. So, Amazon’s really intelligent on these things. If they can optimize their product offerings, they’re going to do that so.

It’s interesting because you know, you guys know Google does the same thing too, right? You know, they’ll try, Oh, let’s put this site up for a day or two in the top three and see if it does something better. 

Stephen: Even though they won’t admit clicking through for at least for years.

Sam: Yes. 

Stephen: For years, they would lie to us and say that click through did not influence rank, which is exactly why I say, and we still say that meta descriptions matter. Because yes, they don’t directly impact your ranking, but they impact click through, and if they impact, click through, then they impact your rankings.

Sam: Yes.

Stephen: So, it’s like, come on.

Sam: Yes, I mean, you know it’s funny because on Amazon you also have another thing to worry about and that’s Amazon taking your product and manufacturing it themselves from the same manufacturer and selling it under Amazon Basics brand or their own brand. And you don’t have to worry about that in Google, right? You don’t have to worry about Google making a website that competes with you unless you’re a domain seller. 

Stephen: Hold on so you mean because this is foreign to me. So, you mean to tell me that like, okay. So, when I go to CVS, you’ll see the CVS brand of like Tylenol or ibuprofen, right? And you’re like, okay, well I guess that’s okay because you know, they can’t have a monopoly on all of it. But this is just to say that if you become too good at what you’re doing on Amazon, Amazon might just choose to like make the Amazon brand run the same product. 

Sam: Yes, exactly and so they have all of this sales data at their fingertips right. And it’s just insane like they’ll say, okay, well this is a great product right now this thing’s on fire, let’s make our own. And they have buyers in Shenzhen or wherever in China that they manufacture it from, and boom, it’s now an Amazon Basics product. And guess who ranks well, right. They’re not going to rank themselves behind anyone else.

Stephen: Wow.

Sam: Yes, 

Stephen: That’s amazing! That’s news to me I’ll tell you that. I didn’t realize that was the case so. But I guess they have to get their ideas somewhere, right? So why not source them off their own system? It’s tried true and proven, so I mean you can’t blame them, can you? 

Sam: Yes, it’s anti-competitive at best.

Stephen: True. 

Sam: But I don’t think Amazon cares about monopolies, so.

Stephen:  No, you said it.

Sam:  You know, it’s funny because I’m too, like just how we were talking a second ago, I touched on how like kind of the black hat SEO stuff on Amazon is so rampant. It’s almost like too, in some ways, like Amazon doesn’t care about it. Because this, the search volume within Amazon’s ecosystem is going to be there regardless of the product they’re offering.

So, who cares if it’s a black hat seller that ranks there, or a mom and pop shop who ranks there? So, you know, it’s gotten to be very difficult to navigate, especially certain niches. But it’s even trickling down into to other niches too. So, we’ll see how it pans out. I mean, maybe Amazon eventually says, Hey, we need to really crack down on this because it’s hurting their reputation. Or the customers just say, I’m tired of getting this really subpar quality stuff on Amazon. But so far, you know, there’s no indication that bill, they’ll crack down on it. 

Stephen: That’s weird. That seems weird to me that seems like a brand that’s so worried about it’s, I mean even Google, right cares about the results. And we can argue that Google’s market share is so far and beyond everyone else’s. I mean, they would be more worried about losing their trademark for the name, you know, simply based on the ubiquity, right of people. So it’s just, it’s amazing to me to think that like they would care a little about whether or not like shady stuff, ranks with wrong product descriptions, bad return policies, things that are just like, you know, fly by night situations.

 You think they want to clean their ecosystem, but I guess it costs more to do that than to just take the hit from brand perspective, there must be a way for them to measure that, I’m assuming, right? It’s like almost like a trust factor. Right. And then it’s like the trust needle moves to the left or to the right, depending on how much of that stuff actually ranks and people buy from it.

Sam: It’s probably some function of like return rate, right? When you get a guy, who ranks in there and their returns are going through the roof. They would probably start; they probably start scrutinizing that product a little bit more. Maybe drop it down its cause they’re going to have the whole keyword set or niche. They’re going to have all the data of what the typical return rate for that would be. And you know, if one’s an anomaly, then they probably try to mitigate that there. But some, some of these niches are just so flooded with that or quality stuff that it probably deletes the, the return rate, you know, their baseline. So, it’s, uh, you know, also a lot of it, a lot of the Blackhat stuff occurs in like Eastern Europe and China, where, you know, it’s much harder to, to stop at scale.

They can hide behind different proxies or it’s in China, especially from, I’m familiar with, they can get an account shut down and create a new account within hours or minutes. I’m using like one of the main verification methods that Amazon uses is like a business ID like your EIN. And it’s much harder, the EIN is way more transparent in the US like you can tie that to the person’s social security number or whatever. But in China and the EIN or the business IDs, they’re much easier to come by and way harder to track. So, kind of lends itself to having China be the epicenter for this black hat at siesta.

Stephen: Yes, you’ve tempted us a little too much with the word black hat, so I don’t know how much you’re allowed to share, but I’d love to hear like one or two examples. Aside from like account creation, which I agree on, it’s just that’s just denial and reset up. But like what are some of the shady things, not that anyone wants to try these things, but that, you know of, that you can share with the group so that we’d be aware of it and how to almost avoid that, right? Like,

Sam: Right. Yes, well, I think it’s obvious, like fake sales and fake reviews. It used to be way more common where you would see like random people in the US would be getting packages. Like I would read on like the New York Times or some magazine where they would do an expose where people were just getting random items sent to their house. And they were just receiving these items from Amazon, and then they would get that, you know, that was a verified purchase review that they were manipulating. 

I think the one that’s really the most concerning to me, and it’s happened to me, it actually happened to me on that tins unit product where I got to ranking really well and I got a lot of good sales. And one day a competitor came in and bought about 20 or 30 of them. And flagged all of those as a counterfeit and Amazon just shut my account down. No recourse, nothing you can do. Hey, you’re a counterfeit seller now you’re done. And, yes so like that’s really easy for them to do. And it happens all the time 

Stephen: Where they send to the same location or a different location or like?

Sam: Yes, I think they were just all over. It’s sort of like how they do their verified reviews. They just send them all to random addresses and   whether or not it gets there or not, it doesn’t matter. It’s just at that point it’s a verified purchase and then they can say they can flag it as counterfeit.

Stephen: So, you mean for them, the cost of paying you? Well, they don’t end up paying anyway, right. Cause the money comes back to them. 

Sam: Yes, they could say it’s counterfeit and return it. Why not? I mean, if they’re, if it’s an expensive item, yes, for sure that’d be the case. But generally, you know they’re going to be, there’s more money for them to make in me not ranking up there anymore. And then taking up another spot or two.

Stephen: Wow. That’s a talk about understanding your ROI down to a very specific number to know that it’s worth spending that money on 20 units just to knock your competitor down or out for a little while. And then, yes, I guess the recourse action, so what do you do in those situations? Is Amazon any good at dealing with those things? 

Sam: No, they’re terrible. Like Amazon support for sellers is like notoriously bad. So, and it’s just like we were talking earlier, I mean, Amazon doesn’t really care if you’re there or if it’s someone else, the sales are going to come in. So, for me, they like sort of dragged their feet. I’ve provided them, you know, all of the information they ask. And actually, it took me like another year or so before I got that account back in working order. And by that time,

Stephen: Wow a year?

Sam: Yes, by that time I was done basically with that product. So yes, it was a really interesting learning experience. Now there’s a few things you can do where you can register your brand and trademark within Amazon so you can protect your listing a little bit. But there’s still sort of this cottage industry of attorneys who specialize in Amazon Law. So, and those guys that contest a lot with counterfeit items, or like somebody copying your product or someone hops on your product listing and claims they’re selling the same item and you don’t authorize them to. There’s all of that at play, so it’s, it’s going to be interesting to see how it evolves.

Stephen: Wow. So, you mean to tell me, so you actually made an allusion to having multiple accounts. Is that what you have to do then in that case? Cause then you’d have all your eggs in one basket if you were to like have been selling everything through one seller account. But selling different types of products, then that would probably hurt you, right?

You probably want multiple accounts in order to deal with multiple product lines just so that this can never happen to you. Because being shut down for a year if that’s a substantial source of income for you. That’s beyond sucky. 

Sam: Yeah. 

Stephen: Sucky being a technical term, by the way. 

Sam: No, it sucks, man. It, but there is, yes you can’t. So, like within Amazon’s terms of service, you can’t actually own, a person can’t actually own multiple accounts. But if you own a business that has an account and then you’re on another business that has an account that’s more within the realm of, you know legal play or fair play within Amazon, I recommend doing that.

You know, set up like an LLC for a specific product line if you have to, especially if you’re in one of these high-risk niches. There’s just no, no way that you should be putting yourself out there with just one account. It’s just too risky. But you know that’s just sort of the way it is on Amazon.

But it’s funny because, you know, like on Google, you don’t think about, Oh, do we need two websites anymore? I remember there was a time where it’s like, we would create like a micro website or something like that. Like, Oh, you know we ran up here now, but let’s create a micro site and try to rank it up there too, you know, for lead gen or whatever. But that’s not even that’s not even a thought anymore. So, it is on Amazon, so it was on lags a bit as far as it gets sophistication, but it’s catching up to Google really quickly as far as how many data points and things they look at. 

Stephen: So, do you parlay the two together or are you parlaying how well Amazon ranks in Google as a factor for product choice?

Sam: It’s something I think about and it’s something I strive to do. Like I definitely want to rank products highly in Google, the Amazon listing. And if you’re an eCommerce person, if you’ve got a product man, if you can have the number one spot for your keyword for your Amazon listing and your website, you know that’s good real estate to have.

And there’s, yes, I mean, Amazon is a trusted domain that you can rank it really pretty well. Before one of the things, like maybe five or six years ago, you could just spam an Amazon listing and the domain authority would just, you could not, I could, it would not get banned in Google and you would see a lot of that going on, but now it’s definitely cleaned up a bit on Google.

So, but it’s still some, it’s definitely still a strategy that, Hey, claim that spot in Google. You know, Google wants to show an Amazon listing for eCommerce search terms, it’s a good high converting people. A lot of people will search for a product and then Amazon in Google, right? So, they’ll say jar openers, Amazon and Google, and they’ll click through from Google to Amazon.

So that’s still part of it, but Google doesn’t like that, right? I mean, Google wants to dominate more. They’ve given up a lot of ground, I think for those lower funnel search churns to Amazon. I think a lot of searches begin on Amazon that used to begin on Google. And so, I think that Amazon or Google was actually taking steps, I read this just a couple of days ago to diversify the shopping feed.

Stephen: Yes, I mean, it’s free now right? So that I was about to as, that was my next question to you is, do you think the free shopping in Google is now going to be like a thing.

Sam:  It’ll be, you know, it’s hard to say. It’s really early to, I don’t, I haven’t seen it happen, anything happened yet. But it’s supposed to combat against Amazon. I still think like most buyer behaviors are going to be how many people have a Prime subscription? If they see Amazon, they trust it already, they know it’s going to be free shipping and on time, and they can return it for any reason.

There’s no, there’s no risk hardly for them. So. You know, we’ll see how it pans out. I just don’t see, it’s sort of like how Google treats Apple stuff in some ways. You know, it’s like they try to keep it at arms distance, but they understand the search intent. So, I feel like it’s just going to continue on a bit like that., 

Patrick: Yes, and I mean, like even talking about the relationship between Google and Amazon in general. We actually have a great question in the chat: Jesse asked what advice do you have for traditional retailers who keep getting outranked by Amazon on Google? 

Sam: Yes, I think that optimizing the listing with content on the listing, like you don’t have to worry about the off-page SEO, if you will, for Amazon. I think finding a way to make your listing really convey like the design and the feel and the product differentiation from the other products is going to be the most important thing you can do. Because if you’re getting out ranked, it’s likely because you’re getting outspent, like your competitors are just spending more money than you.

So, you have to find a way to do this value add or a differentiation to get people to buy from you. And then if you can, if you could play that up well enough, then presumably your sales will continue to rise and maybe then your rankings will continue to rise. That’s a great question. 

Patrick: Yes, really good question, thanks Jesse. 

Stephen: Do we have any other questions while we’re at it? Put them in the chat if you want. 

Sam: I like the Q & A part. 

Patrick: Yes.

Sam: So, what do you guys think? What do you think is going to be the trend for Google compared to like YouTube search? Like, I think a lot of these people are starting searches on YouTube now that they used to start on Google, and then also the trend from to Amazon, and then maybe even like Instagram or Reddit for some of these discovery type of searches.

Stephen: I personally, my mic is going crazy today. I don’t know what’s going on with this thing. Okay I think I’ve directly talk into it today or else it’s going to be very angry with me.  I would say personally, I see the future as a lot more content that’s been created recently, and that’s because everyone has a webcam. So, I have never seen an influx like I have on LinkedIn, for example, or any of the other platforms have more content being generated by me hate to say it, random people. And when I say random people, I mean people that did not try to be influencers before are now flooding the market.

So now you have the flood of influencer marketing, you have a flood of content creators, you have, frankly, a flood of content. In fact, I’m waiting for YouTube to put out some kind of stats on the amount, more content that’s been created during the Coronavirus. Typical, like they, I don’t know how many terabytes of data they were saying was being uploaded per minute on YouTube, which already was massively more than human society could consume right. 

Yet, we’re still creating it, so it’s nuts. So, I don’t, I think early stage, I still don’t think Amazon has a good way of answering early stage queries. I think their answer is late stage query, they go, here’s all the products right. And I’ve found that a curated search. And this is where I think the commerce sites can actually fight off Amazon. No offense whatsoever to Amazon, but just putting the context where I think it needs to be. Amazon is a cold, hard place, it’s a cold, hard place in that brands aren’t really brands on Amazon in mind. They’re all just thumbnails, the thumbnails and your thumbnail can be, it’s not like walking through, let’s say a high-end department store where you would literally seek a curated, department for you.

It’s, you’re going to see that no name brand right next to that really well-named brand. It might be filtered based on your availability. It might be filtered based on price. A lot of the time the matching won’t necessarily work that well. So, if you were to say like I’ll give you an example. I went through a while ago last year with a major retailer.

Animal prints was a big thing for fashion, right? And so, if you looked up like animal print dress in Amazon, you didn’t give enough data aside from just animal print that you were just barraged with all sorts of like not very well curated content. 

Patrick: Yes.

Stephen: Not even content, but products right. Whereas if you were to go and look that up in Google, you’d find essentially a mini store at one of these retailers that had a very finely curated group. And what was really interesting was this particular retailer, super smart, was actually looking at the click through. On the main images, main product images, they would put up at the hero banner style kind of stuff to see if people were actually clicking on that and they were refreshing and optimizing based on what they were seeing being done on the page.

Now that’s a lot of UX and that’s a lot of good tie back. But what that was doing is, is retaining your user. It’s which at the end, if we know that Google’s looking at the bounce back rate right. We know that they’re actually including this and taking it into account. That was a really smart mechanism it also meant that it was a curated experience that you felt like you were walking into. And when you get into more things that are much more subjective, like cute black dress, cute is very subjective right? 

Sam: Right. 

Stephen: It’s very subjective. So, all of these terms, I’m not sure if Amazon really knows how to deal with cool or cute.

Sam: I think that’s a good point. I think they try; I think they’ve tried a couple of times, you know, especially with like the clothing examples, a good one where I’ve seen them try to curate different clothing styles or. They use influencers too. They’ve had, they’ve opened it up for some affiliates to do try that, but it just isn’t as successful as what you can find on a website or on social media.

Stephen: I also think they can’t seem to get down this concept of like I’ll equate this actually to a store, a real-life store example. So, if you were in the New York Tristate area and you’d ever been to, Century 21. Century 21 in fact, most people who are tourists to New York city will come to Century 21 right down by ground zero.

It was always been there; it’s been there longer than possibly longer than the World Trade Center was. It was there for a long time. And family owned business that then expanded throughout the Tristate area. Century 21 used to be, and if you went to their main flagship store, that was right by Ground Zero, it was like a bargain bin. You would get last year’s good stuff, but it was like picked over. It was crazy you’d go in the store was a mess. Like there was, you could find great deals, right? But you had to hunt. It was very much the TJ Maxx, JC Penney, old fashioned approach of like, you get your bargain, but you work to get your bargain.

And in some way the shopper enjoyed that, right? Because it was the hunt, the thrill of the hunt and the find. But it was very overwhelming, like you would walk into a store full of tourists and it was just like, Whoa. Okay, so how do we equate that to online? 

What Century 21 then did is they recognize whoa, whoa! This is cheapening the brand. Actually, our price points will be slightly higher, and in fact they should be, but we can’t have the stores in disarray. We have to be constantly maniacal about not having bins and making sure things are hung and making sure our associates are going through and constantly making the store experience more of a department store and something you expect out of a Macy’s rather than a cheaper brand kind of approach in doing that. 

Not only were they able to get better satisfaction rates out of their consumers and so forth, but their brand notoriety actually increased. Now I know Amazon doesn’t really care about its brand notoriety right because it’s ubiquitous right? But I will say you get a little bit more of the bargain basement feel in Amazon than you ever would the Saks Fifth Avenue, Macys.

Patrick: Oh yes.

Stephen: We’re so far from Louis Vuitton with Amazon that like, it’s almost like the need to open many stores curated Amazon experiences that only allow a certain seller group to enter into it and build an experience that’s different than Amazon in order to charge higher prices in order. Because I only think of Amazon as a way to find a best deal on something, not necessarily or most convenient deal. But not necessarily where I’d buy, like high price items. I don’t know if that’s just me. Pat, are you the same way about that or not? 

Patrick: Yes, pretty much. I mean, Amazon was something that’s necessary that you need it now and is, you know,

Stephen: I got you frozen, buddy you were very frozen on that last one. It wasn’t a good look. Alright, I’ll kick it back over to you Sam. So, I said a lot there. What are your thoughts on? 

Sam: No, I think that there’s. I think there’s only so much value you can convey in a listing that has six images, maybe a little tiny video, and then some of the enhanced brand content. So, I think you’re right on that, but I think that, you know. And this is something that we always talk about too, like how, what your shopping behavior isn’t what the entire world’s shopping behavior is, right? So, because you may think, Hey, pits, spend two grands on a watch on Amazon, it doesn’t mean that there isn’t a huge amount of people that do. 

And it’s interesting because I’ve had some jewelry clients on Amazon and they were selling, you know thousand plus dollar pieces of jewelry and they would get sales every day, like multiple sales in a day. And it was fascinating for me to see that because I’m like, you were, I would, I’m not going to buy something high end. But let’s say you live in like Anchorage, Alaska, you don’t have that much access to high end stuff right there and nearby. So, it’s kind of interesting to see how it all plays out. 

Stephen: That’s a good point. Accessibility is a huge factor in that, I guess as a seller, does Amazon break that down for you by geography? Are you able to, or you just see that based on what you’re shipping?

Sam: Yes, typically I just saw that based on where I’m shipping, you can pull certain reports. It’s not, so the Amazon is not as, their dashboard for sellers isn’t as easy to manipulate. And there’s some tools coming out that are pretty good tools that kind of plug into your dashboard and you know. But it’s still a long way from what we have with Google analytics or Conductor.

Stephen: Sure.

Sam: So that stuff. It provides a lot more information into the customer and user behavior than what you see on Amazon so. A lot of it’s just packing it and shipping it. 

Stephen: So that’s really interesting. I didn’t, it’s a good point. Thank you for checking me on that. Cause I definitely was being like, this is the way I think. And then you got to take the blinders off. See, that’s a great example of marketers right then and there. I’ll take the hit. No problem. Fall on my sword here. Blinders, man. You assume that like everyone’s kind of like you and maybe it’s because I’ve been in too many social media bubbles recently. 

And if there haven’t been social media bubbles in your life that you haven’t spent any time on Facebook recently. But man, does it feel like we’ve become trapped, not only in our homes, but in our own social bubbles online where I keep seeing the same people’s feeds and the same arguments, just different people liking them.

So, it’s been interesting. But, Sam, I appreciate you so much for coming on today. This has been really awesome. Enlightening. I know I learned a ton just about stuff I had no idea about. So now I’m more scared than ever to wade into Amazon because that stuff is dangerous and hard, 

Sam: I’m getting all the bad news here. There’s still a lot of opportunity, but.

Stephen: Oh, I’m sure. 

Sam: Thanks.

Stephen: I’m sure. I’m sure. And dude, thank you so much for joining us. I think we learned a ton. Thank you, guys, all so much for joining today. We really appreciate it. Tomorrow we’re going to have Bahman from Zimmet Con he’s going to be getting into ADA compliance. All the stuff you need to know and probably don’t even need to know but should know because he’s kind of the man when it comes to all that stuff. He’s the one we always turn to when we have questions on ADA compliance because he’s really, just like the expert. So be sure to tune in for that same time, same channel.

And in the meantime, as we always say, stay home, stay safe, stay connected, and we’ll see you tomorrow. Thanks for joining. Thanks, Sam. 

Sam: Thanks. Appreciate it guys. 

Stephen: Thanks. Bye.

Seller Bench Review -Amazon Owes You Money

This is a transcript from this video on YouTube.

What’s up, guys? Ryan here. Today, I wanted to make a video talking about an Amazon FBA Reimbursement Recovery Service called Seller Bench which I really love. I saw an ad for them on Reddit and I clicked it not knowing what it was, ended up registering because there’s no upfront costs, so it’s really free for you to use unless they’re able to recover money.

Now, as they put it, Amazon owes, and they say 99% of sellers’ money, they owe a lot of sellers money that they don’t just outright do the right thing and pay because oftentimes, it requires a human to look into, and Amazon of course tries to automate as much as possible. They have tons of sellers. I think there are 2 million seller accounts open right now last I heard. Probably more now, but there might be inventory that’s lost at the FBA centers or damaged. They could be mischarging you or the feed could be off. There could be issues with inbound shipments. Again, things could be lost, damaged, there could be issues with returns and refunds where you’re not properly credited what you’re owed, and things could be damaged by the shipping carriers and Amazon might get reimbursed from the carrier but we might be owed the money. By the way, there’s even more reason listed on the Seller Bench website.

For the most part, they fit these five classifications. Anyways, Seller Bench is, again, free to use, no upfront costs. Their user interface looks something like this. They actually put out a demo of their software although here’s the thing about using Seller Bench, guys. Once you’re registered, you have to basically add a new user to your Amazon account that is your case manager that works at Seller Bench.

Once everything is set up, you don’t actually really need to go back to use their software because it’s all handled for you on your behalf. Your case manager will look into all the different various things that might potentially mean that Amazon owes you money. They will audit it themselves and if it looks like it’s something that should be looked into, they’ll submit the claim on your behalf to Amazon. Now, per Amazon’s terms of service, you cannot automated these claims, so you have to have somebody do it manually, so if you’re not going to do this yourself or you’ve never done this yourself, this is something you should really be taking seriously because most likely, you’re going to be owed money.

In my case, I have had, since signing up for Seller Bench, eight successful claims recovering $675.67 of money that otherwise was just going to be credited to Amazon and our big friend Jeff over there who does not need any more of our money, so I’d much rather have that $675 in my bank account, and the thing about Seller Bench is they take 25% of money that they recover and you’re thinking that’s a lot, but here’s the thing: I wasn’t taking the time to do this on my own. Seller Bench made $168.75 off me and I made $675 minus $168 and I got to keep $507, so it took me probably 10 to 15 minutes of total time to register for Seller Bench, add them to my Amazon seller account which again, they give you the step-by-step walkthrough of how to do that and I’m $500 richer as a result.

Go ahead, guys, do yourself a favor. Check out Seller Bench, there’s a link in the description. No upfront costs. If you haven’t used a reimbursement recovery service and you haven’t submitted these claims yourself, you’ve got money waiting for you, right? You’re going to get money back, I almost guarantee it. Like they said, Amazon owes something like 99% of sellers’ money – maybe not that high, but they owe a lot of people money. If you’ve been doing FBA for – let’s just say if you’ve been doing FBA for six-plus months and you’ve never submitted a claim, the likelihood that they owe you money is quite high.

So check it out, guys, thanks for watching this video. If you liked it, hit that like button, subscribe, comment, leave me any questions, any feedback. I read everything, I’ll get back to you as soon as possible. Check out my Facebook group and I will see you at the next one. Be sure to contact us at 972-955-5038 for Amazon SEO consulting services.

Sellics Review 2021 – Amazon FBA Tools

Discount on Sellics

Today I’m reviewing Sellics and I’m just going to give you guys a bit of an overview. In the dashboard you’ve got the sales and profit, so it just gives you this sort of a dot point graph of each day. The green graph is sales clearly, or revenue, and the purple is profit. You can see here it is sort of trailing along, at it’s pathetic sort of 20% or whatever it is. And then these green lines here, they’re just, the start of each new week basically, so they’re just markers.

This trailing 30 days, you can change all this kind of stuff in the settings. So yes you can, despite the way you like to look, but I like to get a sort of overall picture of how the product’s going and your business basically. And then you can do this on a per skew level as well. The performance table, this is again, is pretty much like the sales and profit. But it just gives you like the best view, I guess, you can see here like you’ve got like sales today, sales yesterday, 7, 15 and 30. But it gives you, and you can see here the margin, it changes every single time. So you got 37, 37, 2018, 19 sort of thing.
Now the reason this changes, like these numbers here are basically the same 20 to 18%, that’s my real sort of profit margin. But this number here is not including PPC, so PPC hasn’t been taken out. Most of the software is pretty slow at pulling the PPC data, and I think that’s mainly on Amazon’s end. You can’t even see it in seller central, so give it a couple of days and yes, just know that those numbers there are skewed, and so these numbers here as well.

So you can see how many units and how many orders. That can be important if you have a product, say like a, you know, like a pre-workout or something where it’s a consumable that you might order multiples off in one order. As you can see, my product’s not one of those, and then it tells you how many promos. Now this here, this is like promos, like any kind of promos, even promos that Amazon does. So that’s just something to be mindful of. This is another feature here I really like in Sellics, it’s the keyword ranking index. Now this is again, an overall picture over the last 30 days. And you can see that obviously my products have been ranking higher and higher and higher sort of thing. And that’s what you want to see, you want to see your products getting indexed for more and more keywords, obviously bringing more traffic and more sales at the end of the day.

This starts to dip, that’ll tell you straight away, like, okay what have you lost rankings for, and then you can dip in to the keyword ranking and check your, each key word would and see okay I’ve lost so much rank there, or whatever. These reviews in the last seven days, as you can see, I’ve got a one star review there. There’s probably know no worse feeling than getting a one star review, it’s just brutal. And then you got PPC, so it gives you an overview of that. Another thing I really like, it tells you how many clicks, that’s not super useful. I’d rather that see like, show me how much profit I’ve got on my PPC.

But, you can go into this PPC section and it’ll show you that. So you can see what cost of the PPC over the last 30 days. And then if you scroll down here, you can see you’ve got your products and then you’ve got your monitored products. So, it just shows you basically overall sort of arching stats, like any dashboard. If you gross sales, gross revenue share of each product that you’re selling, and then based on ranks and you can turn them off and on.
So we got into rankings, and you can see here, it just brings up a list of your products that you have for sale. How many keywords and everything that you tracking over here. What brand did they under search volume, it’s like search volume I never really pay attention to just because no one really knows the search volume. They issue different tools like Google AdWords still and all that kind of stuff to make a rough estimation of it. Your top ranking, like you’re ranking number one for some key word, that’s not very important to me, because it could be some obscure little keyword that no one cares about, and then average ranking. So then if you, if we just go in here and we’d dive into one of them, you can see basically an overarching view of everything that you have so for keywords.

So this is just one product I have that tells you obviously all the numbers at the top. Conversion rate and sessions: I don’t know why that’s not pulling that in at the moment, that normally does. But I know they’re having a problem with their performance metrics up here. This little tab here, it used to be available, but it’s no longer available. So anyway, so in keywords, I like this sort of system because you can just go over like what keyword do you want, and then they’ll highlight it here on the graph. So you’re like, okay, what’s this one? Okay, cool. And then it basically has split between page one, two, three, four, five, six, all the way down to 10 or 11. And you can search through all the different pages of keywords that you’re tracking and all that kind of stuff.

So I really liked that, I liked the way it’s sort of laid out. I wish they had a feature like Cash Cow where it shows you last 7, 15 and 30 days, that’d be awesome. But that’s probably the only thing I feel like is missing from this piece of software. Also in here, you have a lot of stuff. I’m not going to go into it all because it’ll take way too long. But obviously you can add more keywords to it. It gives you own page factors against your top five competitors for each keyword. So you can go into here, I’ll show you. Alright, so this is just into the on-page area here, and you can just see basically it tells you what brand it is, titles, what your title, compare to their titles. Bullet point count,, it goes through everything, description, everything you can possibly imagine. And now, and you can also select here, this will be greyed out, but that’s the keyword there that you’re comparing your product with.

So it’s a useful feature, especially for split testing and that kind of stuff, and yes it is definitely useful. The next thing is notes up here, this is probably one of the sort of features I like to use the most. It allows you, yes when you’re doing anything on Amazon, it’s hard to keep track of all the stuff that you’re changing. So for me, let’s say I’m doing some optimization on my PPC and Amazon listing. Let’s say I put a couple of negative keywords in there that might be closely related to my product, but they’re not performing well for whatever reason. If I add them in and like negative phrase, match these keywords up or something like that. You want to be able to see the consequence of that. So is Amazon going to penalize you anything for that? Because now you’re saying, Hey my product’s no longer, I’m not associated or don’t want to be associated with these keywords. So it’s always good to just keep an eye on that. It’s not like your negative phrase or exact match, something that’s going to be like, Oh, Amazon’s going to, okay de-index him for that keyword. But it is just something to bear in mind. So whenever I’m changing anything, whether it’s titles, images, anything, I’ll just make a note in here, say, I’ve changed the title or change the image and that way it’ll just allow me to see okay, on the 3rd of January, I changed it and that’s, you know I’ve seen a decrease in my rankings.

Okay I’ll go back there and tweak that, or my conversion rate has been low for the last week. Why is that? Oh, that’s right. I made a change last week and I changed the lifestyle image on my product. So whatever it is, you can change it and you can track it in here by just by adding a note. And you can see the little notes, they’ll come up like this little lump block here and you can see that underneath your product as well. So they have super URLs, which is not really a thing I use. Obviously your competition, you’re go in there, your buy box, my stuff’s all private label. So most of the time I own it unless someone’s just trying to hijack my listing. And they also show you the reviews, just like anything else.

So if we go to the review section here, all right. So in here you can just see basically what you would see anywhere else, I guess. But I have, and use Feedback Genius as my email client and Feedback Genius emails me straight away as soon as I got a negative review. So for me, I don’t really use this section just because I want to know as soon as a negative review happens. So I tend to get in there and give that customer the best support I can to try sway that vote I guess. Because they might be frustrated about something and if I can, you know, do a good job, maybe I can sway that and they might remove it, probably unlikely. Or they might, you know, increase the star rating. So yes, this is just basic then you can filter, obviously by style rating by new, working in progress and all that kind of stuff. So you can you sort of make note.

Next feature up here is spying, so unless you’re spying competitors. I find this feature in here pretty useless, to be honest. The way it works is basically if you type in, I think it’s nine, nine, nine or a thousand into the buy box of any product, it’ll tell you how many even like stock they have left. So you can sort of guess how many they’re selling. So if you do that every day, you can guess how many they’re selling because you’d put a nine, nine and nine on Monday, the next day it’s Tuesday. Do it again, you see that they’re missing 15. So you can say, okay they sold 15 and that’s basically how this works.

Now it doesn’t work when they have more than 1000 units in there because you can’t track it. So that’s what we’re saying here. All these zeros is basically where that’s happening. You can see this guy, he’s 1000 at home, so he’s definitely going to be having sales so. Just important to note, I find this very useful at all. The only way you can use this tool to track sort of competitive stuff is if you add it as your product and then add keywords to it, and you can track all the keywords and stuff like that, that can be useful. But this, yes this tool is sadly in need of a bit of an update.

So the next thing is inventory management. Now, this is in beta, but this is just like every other piece of software. They basically just, you just punch in your current stock, use these daily velocity the last seven days, lead time, out of stock days, order SAP. Super simple. you should be keeping an eye on that and you should know that basically yourself, you don’t really need tool for that.

And profit, this is probably on par with hello profits sort of system, but I kind of like it a little bit better. So if we go in here, we’ll just change. So we’ve got last seven days. All right, so this just gives you a better, bit of a better view sorry. So you can see your trends like over the days, how many, like again, this is sales and profits. And this here, this site’s profit. And I mean this site’s revenue, this site’s profit. So you’re seeing like they’re pretty equal, but obviously that number there is 1300 and that number there is 300. So even though they look like they’re super close, it’s just two different graphs, basically just showed on the ones show sheet.
And then the other thing I really like about this software is this breakdown of costs, which is I think is awesome. So it tells you like you grow sales, what is it shipping, what is PPC and what is organic. There’s not many pieces of software to tell you how many sales you’re getting through a pay-per-click or the . But basically, I’m assuming it just works it out on how many orders you get from your PPC and just punches that number in there. These are the costs of doing business, as you can say, it’s a fair chunk. So yes, cost of good PPC costs in there, Amazon’s FBA fees are in there as well.

So yes, you can see that there’s a general rule of thumb when it comes to Amazon is they take 33% of whatever you sell, and you can say that’s pretty accurate there, like this 29%. But yes, so that’s a good rule of thumb for you guys that are getting started. PPC costs at 16%. That’s way too high at the moment, but I just was in launch mode. So that is the reason that is so high, and I’ll continue to tweak that down. And so should anyone, until they get there. All pretty much their whole campaign underneath ACOS costs and then, yes then you’re left with this tiny little number for profit. I wish it was larger, but at the moment it’s only 20% and that’s, yes one of the things I will continue to work on.

But yes, but basically it’s just shows you your products and this here is just underneath this brands. So tells you how many units you sell to profit, margin, all that kind of stuff. And you punch in your unit cost over here so you can punch it over here. How much it costs you and how much shipping costs you. I just punch it under one under cost of goods and I sort of work out what’s the unit cost and what’s the shipping cost per units. Push it into one number and then that way I can work it out. Like I just chuck it in here and sort of figured that out.

And then you got PPC manager. All right, so in here, I really like using Amazon’s own one in seller central. It gives you a really good overview if you use that and use advertising reports, just search term and campaign. I find that I don’t really need a PPC tool. I get a pretty good overview of what is costing me money, what’s making me money. Yes, so this is a cool feature, but something I don’t really use, but it could be useful for some of you guys. So you can see here, this is a on a month, I believe, no last seven day sorry. So last seven days you can see how many impressions I got, the CTR. A good rule of thumb for you guys when you’re doing CTR, this is not tutorial at all, but you want to aim for like over 0.4 to about sort of 1% on cllick through rate on your ads. If it’s underneath that, it means that that mark or that keyword you’re targeting is not very responsive to that keyword sort of thing basically. I’d see clicks and click through rate.

So yes, this is basically, you can see that huge SEOs there of 75%, basically. So that’s something you’ve got to reduce a lot. Yes this number, here is always got to be equal or under your profit margin. Then you can scroll down here and you’ve got all your campaigns, so you can dig deep into this. It does allow you to just quickly have a good overview, like it shows your revenue profit margin, ACS preferred campaign, and then you can dig even deeper.

You can add filters to it; so only show me keywords that are a maximum of 30. They have at least 10 clicks, and then it’ll filter those, and you can say, I’ve got none. So. In the campaign, so as an overall care, you’d never do that with campaigns. You’d probably do with ad groups or keywords. So if you did the same thing with keywords, you should be able to get something that’s similar to that. So at least 10 clicks and yes, you can see like a bunch of keywords come up there. But, it is useful, I probably should use it a lot more than I do, but I’m used to the manual way to do it. So. It’s just something for you guys to bear in mind.

Yes, so that’s pretty much it. They used to have this performance tab, which was awesome, but it’s no longer available. It just was a good way, it’s sort of like a dashboard view, but it was giving you revenue, sales sessions, conversion rate if it was going up or down, what’s trending, what’s trending from last week. South Central has also got something like this under seller performance, and it was pretty much like that. It was a pretty cool. interactive, sort of birds eye view of your business just to see how things are rolling. Sessions are down from last week, 5%, that kind of thing. So hopefully they can get this back up and running. But at the moment they’re saying basically, because the way Amazon structuring shit, they can’t get it back up. You’ve got these three other tools to take the nice analyzer and buy box. I never use them, but you can find sort of niche little products and stuff like that using these tools. I’m not going to go into them just because I’ve never used them. So just, yes, just be aware that they are there.

All right guys. Hopefully that was useful to you, and, if you’re looking for a tool, this is definitely probably the best one. This one Cash Cow Pro or even Hello Profit, but hello profit obviously is $100 a month, so it’s expensive. This one’s 50, used to be 30 and Cash Cow Pro still 30. So best bang for your buck is probably Cash Cow Pro. Then you’ve got Cellinetics, I like it better as long as you don’t need it. The emailing function and Hello Profit is the most expensive, but I think this is better than Hello Profit.
So, each their own, and hopefully this was useful for you guys. If you did like it, you pulled anything out of the video. If you could give us a like or subscribe, that’d be awesome.

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Jungle Scout Review – Is It The Best Amazon Tool?

Jungle Scout Review

Can Jungle Scout be helpful? Yes, but there are some dirty little secrets about Jungle Scout you should know before you buy, including why you don’t need it and how you can get all the features Jungle Scout gives you for free.

Let’s get into the tactics.

I have one product that just last month did almost $40,000 and I found it without using Jungle Scout, and I’ll share with you how I found it later in this article, but first let’s do a pros and cons on whether or not you should get Jungle Scout, and let’s start with the cons.

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Cons of Jungle Scout

The first thing to keep in mind is that part of the reason so many Bloggers and YouTube gurus tell you that you need to get Jungle Scout is because they make an affiliate commission off of it. They usually have a little link and if you use their link, they’ll make an affiliate commission. Now, that’s not to say that Jungle Scout is or isn’t helpful but this is just something you should know when you’re watching all these YouTube videos and everybody’s telling you to get Jungle Scout. A lot of them are getting a kickback from Jungle Scout and that’s part of the reason they’re telling you to get it.

Con number two is there are a lot of free alternatives to Jungle Scout. For instance, and I thank Jungle Scout for doing this, they give you what I think is the most important feature of Jungle Scout for free and that’s the sales estimator. Basically, what you’ll do is you’ll take the best-selling rank number and put it into their app and it will show you exactly how much that item is making in revenue a month. Another technique to find out how much an item is selling is the 999 technique. Now, this is a flawed technique. Basically, what you do is you go to order an item and for the quantity, you put in the number 999 and what will happen is Amazon will say, hey, they don’t have 999 in stock; they only have 57, and then you come back in a day or two and you do the same thing and it’ll say 37, and you know that over the course of a few days, they sold 20 of that item.

Now, there’s a lot of issues with this technique. For instance, someone like myself might have over a thousand items in there. The other thing is sometimes, Amazon moves inventory around or people add more inventory, so one day, it’ll say 57, then a few days later, it’ll say 87 and you won’t be able to get the sales numbers. There’s a lot of issues with that but that’s another free alternative.

Another feature that Jungle Scout has is the Amazon fee calculator. Well, Amazon gives this too for free. Just Google “Amazon fee calculator” and you can calculate how much your FBA fees will be.

And the last big con I have with Jungle Scout isn’t really a con with Jungle Scout per se, it’s more of a con with this entire white label, private label thing. Now, hear me out here for a second because I know a lot of people talk about the beauty of white labeling, private labeling. I personally am totally against it. I don’t think you should just find some random product, slap your brand on it, and sell it on Amazon. I think that worked in the past and it may even work for the next year or two but long term, this is not a good strategy; it’s not the best way to make money on Amazon.

What I recommend doing, and this is the technique I use to find my product is find something that you wish existed in the world. Find something that you’re really passionate about and create it, and it’s not as hard as you think; my wife, I helped her create a product. It’s not as hard as it sounds. Now understand, you might not be ready yet to take that jump. You might need to do the baby steps of creating a white label product, and if that’s the case, that is fine, but just keep this in mind that the more unique your product is, the less likely someone else is going to come in and be able to steal your lunch. There’s a reason most bloggers and YouTubers don’t tell you what product they’re selling on Amazon and it’s at least partially because they’re scared that you’re gonna copy their product, do it better than them, and their sales are going to drop. I’m personally not that worried about it because my product is so unique and it’s pretty hard for somebody to copy that I don’t have too much fear of somebody copying it.

Pros of Jungle Scout

And now let’s get into the pros of Jungle Scout. It’s not all cons, there are some benefits to Jungle Scout, and there’s one big pro, in my opinion. It will save you time.

Do you need Jungle Scout? No. Do I use Jungle Scout? Yes, and if you’re in research mode, especially if you’re planning on private labeling or white labeling which I don’t recommend, just to reiterate, then Jungle Scout will save you time if you don’t want to do the manual methods I talked about before.

One of the biggest advantages of Jungle Scout is the automated review request option. Asking customers to leave a review (through Amazon’s dashboard) has previously been a manual task that was debatably worth it. Since testing their automated review request option, our review volume has doubled in a matter of days. This is easily worth the price of the subscription.

So after all of this, if you do think it’s worth it for you to buy Jungle Scout to save you time, then you can use my link here to buy Jungle Scout. Now, I do get a small kickback from Jungle Scout, but as a thank you, not only are you gonna get a discounted price with these links, I will give you a free one-on-one consulting session to help you grow your Amazon sales. I show you exactly what I’m doing to increase sales. I share an income report detailing exactly how much money I’m making for my products, and if you want to learn how to create a passion product and sell it on Amazon, you can read other posts on our blog or contact us for consulting.

Update, November 2020:
Jungle Scout is really releasing some interesting tools. We’re really pleased with the review automation tool. More to come on that tool but we find that Jungle Scout is moving in the right direction to keep up with some of the competition like Sellics and Helium 10 that are aggressively marketing and building out their product offerings.

Helium 10 Review

helium 10 review

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Table of Contents


People are making millions of dollars thanks to Fulfillment by Amazon (FBA). If you’re looking to become an Amazon seller and reap big profits, you’ve come to the right place. We’re here to help you break into Amazon’s FBA business. Below, I’ve compared one of Amazon’s best seller tools—Helium 10. I’ll go over pricing, features, functionality, pros and cons, and much more.

Getting started in the Amazon FBA business is simple. However, deciding which products to sell, fine-tuning product descriptions, and tracking your success can be difficult. Beginners are faced with two options: they can either enroll in costly courses or purchase tools to manage their respective FBA businesses. Those that select the latter option are faced with yet another dilemma: which Amazon seller tool to use? Sellics and Helium 10 are both valuable Amazon seller tools that can help you stay on top of your FBA business and avoid pitfalls. However, one platform is likely better suited for your business’s needs. In order to help you determine which Amazon seller tool to use, let’s review Helium 10 and Sellics’s features and benefits.

What Is Helium 10?

Helium 10 helps Amazon sellers discover new product ideas and uncover effective ways to reach customers. Helium 10’s tools enable FBA sellers to easily uncover high-level keywords, spot trends and competitors, and grow search engine optimization (SEO). Helium 10 offers numerous tools for Amazon sellers to utilize in their search for profitable products. The tools we’ll review are Black Box, Xray, Magnet 2.0, and Cerebro.

Helium 10 (2021) Discount Coupons; up to 90% off
The AMAZONSEO10 coupon code gives Helium 10 subscribers 10% off every month.

Review of Helium 10 Tools

1.) Black Box—Helium 10’s Product Search Tool
Black Box enables Helium 10 users to discover in-demand products on Amazon. Better yet, Black Box will help you determine whether or not to sell a product on Amazon based on the amount of competition from other sellers. Finding untapped demand for products via Blackbox can deliver big profits, making it one of Helium 10’s most powerful tools.
How Black Box Helps You Find the Best Products to Sell
1.) Discover your next product in seconds
2.) Find product options that meet your specifications
3.) Get data-based results using a multifactor algorithm
4.) Create product lists easily

2.) Xray
Xray is an invaluable data-mining tool. Like Black Box, Xray helps Amazon sellers determine which products to sell and their likely profitability. By searching Amazon’s website with Xray, Helium 10 users have access to the following information: a product’s monthly sales (updated daily), the annual revenue for a listing, the numerical value of the product’s Best Seller Rank (BSR) as well as it’s BSR 30—the fluctuations of the product’s score over the previous 30 days. Xray allows you to “pin” items, placing them on a list. Pinned items are tracked to determine their worth over time. Xray then provides a “success score” for pinned items—replacing Amazon sellers’s guesswork with hard data. Xray enables Amazon sellers to determine which products to select and avoid in their quest for the greatest return on investment.

3.) Magnet 2.0 – Keyword Research Tool
Magnet 2.0 is Helium 10’s improved keyword research tool. Magnet IQ Score is Helium 10’s powerful algorithm that helps you find the best keywords to use for product listings. Magnet IQ scores determine keywords that have a high-search volume and low competition. Magnet 2.0 gives Helium 10 users a massive leg up on competitors by quickly finding the hot keywords other sellers are missing out on.

4.) Cerebro
Cerebro is Helium 10’s reverse Amazon Standard Identification Number (ASIN) lookup tool. It’s a must-have product for Amazon sellers. Cerebro spots the keywords competitors are using as well as their rankings. It’s valuable information all Amazon sellers should utilize in determining which keywords are important and redundant—Cerebro automatically filters out common words, saving you time and effort. Cerebro helps users decide whether to narrow or expand their keyword searches; and whether to include or exclude phrases from their product listings and pay-per-click (PPC) ads. Many Amazon sellers rely on Cerebro in helping them land on Amazon’s Page One for their products.

Helium 10 Pros

1.) Helium 10’s tools help Amazon sellers determine which products to sell.
2.) Magnet 2.0 and Cerebro are crucial tools in selecting the best product keywords.
3.) Cerebro allows you to uncover competitors’ successful keywords.
4.) Xray allows Amazon sellers to track items’ worth over time.
5.) Helium 10’s data takes the guesswork out of Amazon selling.

Helium 10 Cons

1.) Some beginners experience a learning curve.
2.) They aren’t considering seasonality in the keyword research data as accurately as they could be.

Quick Links:
Helium 10 Comparison With ZonGuru

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10% Off Helium 10:


People are making millions of dollars thanks to Fulfillment by Amazon (FBA). If you’re looking to become an Amazon seller and reap big profits, you’ve come to the right place. We’re here to help you break into Amazon’s FBA business. Below, I’ve compared one of Amazon’s best seller tools—Helium 10. I’ll go over pricing, features, functionality, pros and cons, and much more.

Getting started in the Amazon FBA business is simple. However, deciding which products to sell, fine-tuning product descriptions, and tracking your success can be difficult. Beginners are faced with two options: they can either enroll in costly courses or purchase tools to manage their respective FBA businesses. Those that select the latter option are faced with yet another dilemma: which Amazon seller tool to use? Sellics and Helium 10 are both valuable Amazon seller tools that can help you stay on top of your FBA business and avoid pitfalls. However, one platform is likely better suited for your business’s needs. In order to help you determine which Amazon seller tool to use, let’s review Helium 10 and Sellics’s features and benefits.

What Is Helium 10?

Helium 10 helps Amazon sellers discover new product ideas and uncover effective ways to reach customers. Helium 10’s tools enable FBA sellers to easily uncover high-level keywords, spot trends and competitors, and grow search engine optimization (SEO). Helium 10 offers numerous tools for Amazon sellers to utilize in their search for profitable products. The tools we’ll review are Black Box, Xray, Magnet 2.0, and Cerebro.

Helium 10 (2021) Discount Coupons; up to 90% off

The AMAZONSEO10 coupon code gives Helium 10 subscribers 10% off every month.

Review of Helium 10 Tools

1.) Black Box—Helium 10’s Product Search Tool

Black Box enables Helium 10 users to discover in-demand products on Amazon. Better yet, Black Box will help you determine whether or not to sell a product on Amazon based on the amount of competition from other sellers. Finding untapped demand for products via Blackbox can deliver big profits, making it one of Helium 10’s most powerful tools.
How Black Box Helps You Find the Best Products to Sell

  • Discover your next product in seconds
  • Find product options that meet your specifications
  • Get data-based results using a multifactor algorithm
  • Create product lists easily
2.) Xray

Xray is an invaluable data-mining tool. Like Black Box, Xray helps Amazon sellers determine which products to sell and their likely profitability. By searching Amazon’s website with Xray, Helium 10 users have access to the following information: a product’s monthly sales (updated daily), the annual revenue for a listing, the numerical value of the product’s Best Seller Rank (BSR) as well as it’s BSR 30—the fluctuations of the product’s score over the previous 30 days. Xray allows you to “pin” items, placing them on a list. Pinned items are tracked to determine their worth over time. Xray then provides a “success score” for pinned items—replacing Amazon sellers’s guesswork with hard data. Xray enables Amazon sellers to determine which products to select and avoid in their quest for the greatest return on investment.

3.) Magnet 2.0 – Keyword Research Tool

Magnet 2.0 is Helium 10’s improved keyword research tool. Magnet IQ Score is Helium 10’s powerful algorithm that helps you find the best keywords to use for product listings. Magnet IQ scores determine keywords that have a high-search volume and low competition. Magnet 2.0 gives Helium 10 users a massive leg up on competitors by quickly finding the hot keywords other sellers are missing out on.

4.) Cerebro
Cerebro is Helium 10’s reverse Amazon Standard Identification Number (ASIN) lookup tool. It’s a must-have product for Amazon sellers. Cerebro spots the keywords competitors are using as well as their rankings. It’s valuable information all Amazon sellers should utilize in determining which keywords are important and redundant—Cerebro automatically filters out common words, saving you time and effort. Cerebro helps users decide whether to narrow or expand their keyword searches; and whether to include or exclude phrases from their product listings and pay-per-click (PPC) ads. Many Amazon sellers rely on Cerebro in helping them land on Amazon’s Page One for their products.

Helium 10 Pros

1.) Helium 10’s tools help Amazon sellers determine which products to sell.
2.) Magnet 2.0 and Cerebro are crucial tools in selecting the best product keywords.
3.) Cerebro allows you to uncover competitors’ successful keywords.
4.) Xray allows Amazon sellers to track items’ worth over time.
5.) Helium 10’s data takes the guesswork out of Amazon selling.

Helium 10 Cons

1.) Some beginners experience a learning curve.
2.) They aren’t considering seasonality in the keyword research data as accurately as they could be.

The Best Tools / Apps for Amazon FBA 2020

Options for maximizing your FBA experience

For any e-commerce entrepreneur, selling on Amazon can be crucial to hitting your sales goals. The beauty of FBA (Fulfilled by Amazon) is incomparable convenience such as discounted shipping rates, quick delivery, returns management, plus effortless logistics. If you’re already using Amazon or plan to, here are the top FBA tools you should consider using for your business.

Our Top Choice For Amazon SEO Tools

Jungle Scout – The most versatile and best option for sellers. We use Jungle Scout for our clients. They have the best value for Amazon sellers of all sizes.

Click Here for a 30% Discount of Jungle Scout

Amazon Seller App

Available as a free download, the Amazon Seller app allows you to access your account, manage orders, and check in on your inventory and sales in real time from any mobile device. This tool also allows you to see customer feedback and send responses, compare your sales prices to similar products being sold online, and even do some research on competitors. And that only scratches the surface of what this app can do. There is a monthly fee involved to use the app, but more than worth it if your company is making multiple sales a day.

Product Sourcing

It can sometimes be difficult to source your products. Even if you’re already selling products online, keeping up with the amount of inventory you need can be tiresome. You may not have the space for all those products at once (another reason FBA is a great choice), but you may have to wait on your shipment before you can sell more. That’s where stock-finding software, such as ProfitSourcery comes in to help you find the best deals and keep your stock coming in whenever you need it. This helps avoid delay in shipments, which could create unhappy customers. 

Pricing Tools

Setting a reasonable price for your products is perhaps the most important step in your online selling journey. Your price needs to be competitive enough that people buy your products, but you also need to make sure you’re providing enough profit to be successful. With the right pricing tool, you can create strategies and stay ahead of your competitors. 


Selling online requires the ability to also receive payments online. This may seem like a no brainer, but you need to make sure you can accept funds from international customers without having to deal with local banks and accounts. Using a tool such as Stripe or Currencies Direct, you can easily transfer funds online, or by phone or app in order to seamlessly collect all payments. Plus, some payment software can save you money on currency exchange rates.

Shipping Assistance

Using shipping software can rid your company from a lot of headaches by instantly downloading your online orders, cutting down on shipping time. You can use software such as shipping easy and ShipWorks to create your own invoices, promos, monthly and annual reports, and more.

Inventory Management

Shipping and Inventory go hand in hand, and all online merchants need to stay on top on these in order to sustain their success. To manage your inventory, product listings, and orders, you should look into finding the best inventory management software, like Linnworks. This tool will take a lot of the legwork and time out of your daily inventory taks. 

PPC and Advertising

In order to see long-term success and to build even more brand awareness, you need to utilize PPC and advertising tools. Build a strong foundation with your optimization strategy by using PPC profitability software such as Forthea or SellerApp, and invest in sponsored product ads with PPC Entourage to boost your sales even more.

Legal Services

With any business, covering legalities is a must. Learn how to keep your listings from getting suspended or have a legal team handy that you can ask questions when you’re not quite sure of something. Amazon Seller Lawyer is a great place to start for any legal questions or concerns you may have regarding your e-commerce site. 

Selling your products on Amazon can be an exciting and rewarding venture. Using tools to maximize your profits is something to consider whether you have an already successful business or you’re just starting out. Of course there are countless options out there for you to try out and utilize, doing research is a great way to dive in. By choosing the best tools for the specific needs of your business, your success is more than attainable – it’s already there, waiting to be maximized. 

Amazon Optimization Consultant

People who sell goods on Amazon oftentimes find themselves wondering how to make their product stand out. This is because an increasing number of products are being sold on Amazon every year, making the competition and clutter also increased.

With all of the products that are available, how do you increase your opportunities for buyers to find your products?

At Amazon SEO Experts we work with you to optimize your Amazon experience. We help you attract more buyers to your products and help you to also entice the top Amazon reviewers in your niche to write reviews for you. Our programs are ran by experts who will teach you the ins and outs of selling goods on Amazon. They will guide you through the process of putting your items up in a way that will attract a lot of customers. This is actually something that should be done just as soon as your product is listed on Amazon.

With our Amazon SEO service, buyers will be better able to find your products. Some of the things that you consultant will help you with in this regard include:
1. Creating keywords that will increase the search-ability of your products
2. Directing numerous people on their team to your account in order to continue to improve your search-ability
3. Linking your products to other best-selling products within your niche so that whenever someone looks for a best-seller in your category, they’ll have a better chance of finding you too
4. Creating an in-depth product description and company bio to place on your main seller page
5. Creating a separate seller page that’s augmented with links to your “assets” (i.e. your product reviews, website, social media pages and updated press releases)
6. Providing “Search Inside” uploads whenever necessary

With our Amazon Top Reviewers program you’ll receive:
1. Targeted key reviewers who write and upload reviews to your Amazon page
2. The presentation of your product to the top reviewers within your niche on Amazon so that they can post reviews as well. Since they have thousands of followers, one of their reviews will drive traffic to you. Unfortunately, such reviews aren’t easy to get. However, this team works with these influential people daily so that you’ll get reviews in a timely and cost-effective manner.

Our services are appropriate for all of the various categories that are on Amazon today. You can purchase them as a bundle or individually. Ideally, this should be done whenever you first launch a product. However, it can be done even after a product’s launch. For our Amazon SEO services, just fill out our contact form or call us for pricing at 972-955-5038.

Rank Better in Amazon

Amazon SEO Services

There is a common misconception among Internet users that getting started with Amazon is a daunting task. The truth is that getting a high ranking for a particular product is much easier in Amazon than getting a good ranking on Google for an individual website because Amazon itself has similar capabilities. Furthermore, you can get enormous traffic flow because Google normally gives Amazon priority when serving up results. Since most Amazon users have their credit card information on file, they can purchase your products with the simple click of a button.

Amazon Rankings in Google

Amazon rankings have never been this exciting. The site is one of the biggest on the Internet, and the number of tactics and techniques that can be used on the products listed on the site is enormous. We have successfully achieved top rankings on Google with Amazon products, even in the most competitive markets. Our strategies have been tried and tested, and have never resulted in any type of penalty from Amazon itself or any search engine. Optimal Amazon rankings in major search engines like Google, Yahoo and Bing are critical to success on the Internet; the increase in sales will also improve your ranking in A9, Amazon’s search engine.

Amazon Optimization

Basic Amazon optimization is very important, so don’t overlook it. In real sense, this is Amazon SEO 101; which include following best practices prescribed by Amazon and ensuring that all page tags are correctly filled out. Send us an email or submit a consultancy form to see if we can help you dominate Amazon rankings.