Traditional Amazon Product Research Is Officially Dead (And Whats Working Now) with Michael Estey

May 13, 2025

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Mike is the owner & founder of Bullseye Sellers. Founder of Impression Check at market research survey tool, and 5 new Amazon brands. He started off selling products at trade shows and eventually transitioned into selling on Amazon. In 2 months, he was able to grow to $30,000 per month in sales. In the first year, he made $80,000 per month. In his second year, $100,000 per month, and he kept doubling it every year after that.

> Here’s a glimpse of what you would learn….

Strategies for identifying trending products on TikTok for e-commerce.
The importance of adapting products based on social media trends.
Utilizing surveys and AI tools for product validation and design insights.
The shift from traditional Amazon product discovery to social media-driven approaches.
Market verification processes for assessing product viability.
The significance of effective packaging and marketing strategies.
Building a loyal customer base through engagement and feedback.
The role of social commerce and user-generated content in modern e-commerce.
Common mistakes in product development and the need for market alignment.
Leveraging technology and software tools to enhance business operations and presentations.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Michael Estey, founder of Bulls Eye Sellers and Impressions Check. They discuss leveraging TikTok to identify trending products and adapting these trends for e-commerce success. Michael shares his strategies for spotting trends on social media, using surveys, and AI tools to refine products for his brands. He highlights the importance of evolving marketing strategies, building a loyal customer base, and utilizing AI-driven tools like Gamma for efficiency. The episode offers actionable insights for scaling e-commerce businesses by embracing social media trends and innovative technologies.

Here are the 3 action items that Josh identified from this episode:

Leverage TikTok for Trend Discovery and Social Commerce
- Stay updated on trending products by actively engaging with TikTok content.
- Encourage user-generated content and influencer collaborations to increase product visibility.
- Use TikTok as a primary marketing platform, not just for ads but for organic engagement and brand storytelling.
Prioritize Strong Branding and Marketing Investment
- Invest in high-quality packaging and branding to make products stand out.
- Diversify marketing strategies beyond Amazon, utilizing platforms like TikTok, Instagram, and YouTube.
- Be confident in your product by allocating a budget for strategic marketing rather than relying on PPC hacks.
Analyze Market Demand and Adapt Quickly
- Conduct competitor analysis to understand why certain products succeed.
- Reevaluate and relaunch stagnant products with better marketing, packaging, or positioning.
- Build a direct relationship with customers through surveys, engagement, and community-building to sustain long-term growth.

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Episode Sponsor

Sponsor for this episode...
This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started my business in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!

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Josh Hadley 00:00:00 Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael E Gerber, author of the E-myth. Today I am speaking with Michael Estey, and he's going to be talking about how he finds trending products on TikTok, how he then is able to modify them using surveys and AI intelligence tools to be able to make them your own and your own brand, and how he's just seeing explosive success with those. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure ecommerc...