Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

In this episode, our guest is an expert on AI and Amazon Science papers. He'll talk about Rufus, COSMO, Project Amelia, and all other AI advancements from the Amazon side and beyond. ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Join us for an engaging discussion with Kevin Dolan from Pacvue AI Labs as we explore the cutting-edge advancements in AI and Amazon's pivotal role in shaping this dynamic landscape. We'll unravel the mysteries behind intriguing names like Rufus, COSMO, and  Project Amelia, representing Amazon's ongoing AI initiatives. Kevin shares his expertise on the evolution of AI from its early conceptual roots in the 80s to the transformative impact of transformer models around 2019, which paved the way for groundbreaking applications like ChatGPT. Discover how Amazon's increased investment in AI research is manifesting in published papers and sophisticated models that are revolutionizing customer interactions. We also explore Amazon's integration of AI in tools for sellers, highlighting the launch of advertising AI that optimizes campaigns with precision. The potential of AI in enhancing tools like Helium 10’s Adtomic and Cerebro for more efficient Amazon PPC campaigns and keyword filtering is discussed, along with the impact of Amazon's Rufus on the shopping experience. While Rufus aims to improve customer interactions, we critically assess its current limitations and ponder its potential to shift some search activities directly to Amazon from platforms like Google and Pinterest. Additionally, we dive into Amazon's transition from lexical to semantic search, emphasizing the importance for sellers to align their product listings with customer needs for visibility and success in an AI-driven environment. Lastly, we examine AI-driven tools like Project Amelia in Amazon's Seller Central and their potential impact on brands and sellers. While chat-oriented interfaces may translate vague intentions into useful actions, skepticism remains regarding their revolutionary potential. We emphasize the importance of exploring third-party tools like Helium 10 for added value and addressing the hype surrounding changes in seller practices, reassuring listeners that successful strategies remain largely unchanged. Kevin's insights and our conversation shed light on the future of AI in e-commerce, leaving us excited for what's to come in this rapidly evolving field. In episode 606 of the Serious Sellers Podcast, Bradley and Kevin discuss: 00:00 - Advancements in AI and Amazon Science 00:41 - Decoding the Amazon COSMO Algorithm 08:42 - AI Model Cost Efficiency Advancements 09:48 - Amazon's AI Innovations and Rufus 14:59 - Implementing AI Chatbots Inside Online Marketplaces 20:29 - Enhancing Amazon's Semantic Search Capabilities 21:12 - Leveraging Rufus and COSMO for Selling Success 26:59 - Impact of Science on Amazon Practices 28:10 - Enhancing Amazon's Product Understanding With AI 30:01 - Customer Preferences for Pregnant Women 35:22 - Amazon's Data and Product Listings 37:30 - Amazon's Project Amelia in Seller Central 38:42 - Amazon's AI Recommendations for Sellers   Transcript: Bradley Sutton: Today we talk to the person who knows more about AI and Amazon science papers than maybe anyone else in the world, and he's going to talk about all things Rufus, COSMO, Amelia and all other AI advancements from the Amazon side and beyond. How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Series Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that's completely BS-free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world.   Bradley Sutton: I'm not exactly 100% sure what I'm titling this episode, but I might have done something kind of clickbaity and say something. There is no such thing as the COSMO algorithm or something to get people to click on this. But let me just quickly explain that. Now. I don't mean that there's no such thing as Cosmo. There's a lot of documents out there from Amazon that talk about it, but there's nothing that says, hey, Cosmo is the new A9 algorithm, or there's nothing official from Amazon that says, hey, Cosmo is now in full effect across 75% of searches, or anything like that.   Contrast that with all the articles from Amazon that talk about Rufus. I mean, Rufus is a thing you can actually see in everything. So I just wanted to do a clickbaity title like that and we'll definitely get into Cosmo and things like that later. But I've got back on the show probably one of the persons who's the highest expert in the world as far as AI and also what Amazon has been doing as far as on the AI front, and that's Kevin from our own Pacvue AI Labs. That's why I'm wearing this. It's actually a Brazilian soccer team, Palmeiras, I think.   Bradley Sutton: I wanted to get something with a P on it. Yeah there you go.   Bradley Sutton: I have a Padres P hat too, but since I'm a Dodgers fan, it hurts every time I even wear that hat. So I was like, no, I'm not going to do it, considering the times that we're in right now. But anyways, Kevin, welcome back. It's been a little over a year since you've been on the show.   Kevin Dolan: Yeah, thanks for having me back. Last year was a lot of fun and we've been seeing a lot of things happen in the last year in AI, especially around Amazon's implementations of AI, so excited to talk about those updates.   Bradley Sutton: Cool. Now let's just talk about AI in general, general. You know, like AI is kind of like, I guess, like about two years, I mean, people have been talking about AI for years but as far as the, the more recent trendy version of the topic, AI, um, it's really been, you know, like you know, ChatGPT and things like that over the last couple of years. And let's just talk about what's happened in general over the last year. You know the improvement   Kevin Dolan: Okay, sure, yeah, I mean, like you said, AI has been around forever. We've been using the term at least since the 80 s in terms of technologies that we can actually use for actual production purposes. As we're using the term today, its meaning has shifted to largely refer to this current generation of models that we're seeing. That began in around 2019 with the introduction of what was called the Transformers model. This led eventually to a variant of that model called Large Language Models, popularized by Open AI's ChatGPT, and we've been seeing a sort of explosion in AI technology and investment into hardware, investment into research as a result of some of these findings. That has become sort of the current modern label of what is AI. We're talking primarily about transformer-based models that perform language or other modalities, including image generation, and we're talking about basically whatever is that front line of research that's happening right now. So you see this explosion happen with the release of the paper around 2018, 2019. And then you see the proliferation of training hardware that led to innovations like ChachGPT, where we're starting to see these emergent behaviors, where these models do start to exhibit something that you can really call intelligence. These models do start to exhibit something that you can really call intelligence.   I came on here last year to talk about all of the different papers I had read from the prior four to five years at Amazon Research. You can tell, when you look at the number of papers that Amazon is releasing, that around that time around 2021, 2022, they started to invest a lot more in their research department. When they started releasing papers in Amazon Science in 2018, there were five papers about search. The following year, in 2019, there were 18. By 2021, there were 40. And then the next year there were almost 70 papers. That seems to have leveled off at this point. We saw about 70 papers last year and so far in this year we've seen about 60 papers. So we're probably going to end up in the same realm.   So the number of papers that Amazon is releasing isn't really changing. What is changing is the complexity of the models that they're using is much more sophisticated and they're being targeted for much more practical use cases. You're seeing larger A-B tests where they're being run on material percentages of traffic on Amazon. You're seeing Amazon release actual AI features that are customer-facing, like Rufus, and we're seeing investments in hardware that make some of these models that used to be impossible to run in production now very conceivable. So I think we are seeing confirmation that Amazon is taking these technologies seriously. They're implementing it in production and it is starting to impact customer behaviors.   Bradley Sutton: What about non-Amazon AI Like what you know? ChatGPT, imagery you? Know, like a couple of years ago it was just hallucinating nonstop, and then last year a little bit better. You know images. You could not create humans, you know, or products in there without seven fingers and stuff in the general world of AI. How has that come along in the last year?   Kevin Dolan: Yeah, so I mean we are seeing continued investments in research and continued improvements on these models. The transfer model really revolutionized things, but the initial results that we were seeing out of those transformer models were a little disappointing. For the first time, we were starting to see computers understand language, computers being able to generate images, and our initial reaction was holy cow. We didn't know computers could do this, and then, as we started to use it a little bit more, we became really disappointed, because we're like, oh you know, all the people have six fingers. It's making up facts. You know, the things that it's saying don't really make sense. And so there's been a lot of people who have looked at this potential and started to invest material dollars in improving it to basically get to the point where now these technologies produce more reliable, more consistent results. There's still really major shortfalls, there's still issues, and I think you're going to see continued investment in this. The optimistic projections that you're getting from OpenAI. You know I'm personally a little bit cold on those, but who can predict the future? Who could have predicted that this would have happened? Yes, you are seeing improvements in image generation models, where the images that they're producing are now closer to reality. We're starting to see these used widely in industry, especially in fields like advertising, where you need to produce high volume creative. If you look at the features that Photoshop has released related to their Firefly AI image generation model, we're starting to see not only improved models but improved workflows for creatives to actually be using these tools in a way where, instead of just somebody typing some random prompt and getting whatever the system decides to give you now, people are actually able to control the output and get the output that they're looking for. So, between all of these things, you're seeing a lot of development to make these tools more practical to use. I'd say the biggest and most recent news is OpenAI's release of its strawberry model, which they call O1 in their release vernacular. The O1 model from OpenAI is performing thinking steps before it answers the question and hiding that thinking from you, the way that if you're asked a question, you might think about it a little bit before you answer it, and they're seeing really, really impressive results from that. You know we're getting closer to the place where these AI models might be able to do something that's a little bit more functional, a little bit more capable of actually interacting with real life data and real-life processes, you know, but we're still a little bit far away.   Another issue that we keep running into is the dollar cost of running these models. Towards the end of last year, at Helium 10, we developed a review sentiment analysis model that basically would read thousands and thousands of reviews for your Amazon products and produce some analysis and produce an analysis of what people are saying about your product. You know Amazon has a similar product. Ours goes a little bit deeper than that but the idea is essentially the same. You know what are people saying about your product, what can you learn about it in order to improve your product, improve your listing, etc. And one of the things that we ran into with that model is just how prohibitively costly these models can be to run on large sets of data, and so we're starting to see investments in making models smaller and more special purpose, and we're also seeing improvements in hardware that make running these models more cost effective. This is really going to start to unlock production capabilities, and that companies will now be able to run AI models profitably.   Bradley Sutton: Interesting, interesting. Now, yeah, we're always looking to add things that can utilize AI that helps Amazon sellers. You know we are launching this week advertising AI on our Atomic side, which is allow somebody to just enter in an ASIN and then our AI engine will kind of just create all the campaigns on its own and optimize them on its own. That's something that we've been using at Pacvue for a while, and we're integrating some AI things into tools like Cerebro, where you could have a prompt that allows you to filter out keywords or say, hey, can you please remove any Spanish keywords from the results? Or, hey, can you remove any branded? You know search terms, you know things that you know you could probably do on your own, but it just takes a lot longer. So, so, definitely, we're, we're keeping track of what AI can do, because anything that is doable. We want to go ahead and bring it into Helium 10.   Bradley Sutton: We know that getting to page one on keyword search results is one of the most important goals that an Amazon seller might have. So track your progress on the way to page one and even get historical keyword ranking information and even see sponsored ad rank placement with Keyword Tracker by Helium 10. For more information, go to h10.me forward. Slash keyword tracker.   Bradley Sutton: Now going back to the main topic, amazon. Before we get into the science more detailed, into whatever science documents have been released and things this year, let's talk about what is 100% already out there or talked about, which is like the Rufus and so Rufus, Cosmo I've got some personal opinions on it and that's all. A lot of this is, you know, until Amazon actually publishes something for sure, like you can't even say that, oh, a science document said this or that, because the great majority of the content of science documents actually doesn't actually get into production on Amazon. You know per se. You know so just because Amazon talked about in a science document. It's just a research paper, you know. But let's first about talk about the stuff that you know Amazon announced at Accelerate or has already rolled out to customers, like Rufus.   And then my general thought on that and again I could be wrong and I'll be happy to switch my thinking when Amazon does make some different announcements is that Amazon is always about the customer. Right, they want to give a better result for the customer. And then I don't feel that, like Rufus, for example. Fyi, in my opinion it's terrible as a buyer where I'm like, hey, what did the review say about this product and it gives me an answer. And guess what? There's no reviews on that product. So, as a consumer, being kind of skeptical about some of these AI things, I just can't use it. And now the other part of it is I don't think anytime soon the traditional way of searching on Amazon is going to be improved in that if I know I want to buy and I talked about this in a previous episode recently if I want to buy a coffin shelf, there is no better process than me opening my Amazon app and typing the word towards coffin shelf and looking at the results like there is nothing unless amazon connects my brain to, to the app. That is going to ever be better than that where? In other words, I am not going to go and have a conversation with Rufus with my thumbs, you know, like taking typing in a whole bunch of I used to be a secretary. I type like a hundred words a minute. So like, let's say, I was on the desktop app, I'm still. I'm a lazy person, as all human beings are. I am not going to say what do you think, Rufus, about coffin shelves out there? Like, like, no, I'm going to type in nine letters and then. So that part. I almost don't think Amazon is necessarily trying to change that part, because they know that it's already the most optimized experience for people who know what they're looking for.   Now here's the thing, though how did I get to that decision that I wanted a coffin shelf, like maybe I just knew it. But another thing is, maybe I'm just browsing like, hey, I want to uh, search on google what are trending, um, trending gifts in 2024 for teenagers with a gothic inclination, or something like that. Like, right now, I'm not doing that in Amazon, or, historically, I'm doing that like in Google, maybe Pinterest, you know, or maybe these other websites where I'm trying to get ideas. And then, all of a sudden, I read a blog, or I arrive on a TikTok or whatever, and I see, ooh, Coffin Shelf. I didn't even know that existed. Now let me go and type in coffin shelf on Amazon.   So I think the potential of, of a fundamental change in the way we shop could be that maybe some of these searches that people would normally start on a Pinterest or on a Google, maybe now you can start in the Amazon app, where what I would have typed for the Google AI or things like it's just going to go ahead and, and, and I can start the Amazon app where what I would have typed for the Google AI or things like it's just going to go ahead and I can start, you know, just browsing, browsing things, and at the end of it, you know like Amazon might, or Rufus might, tell me yeah, you know, like we see some spooky families by coffin shelves, and then here are the coffin shelves Now. Anyways, I normally don't talk very much when I interview somebody, but I'm very passionate about this. But are we on the same page here, or what? Correct me if I'm wrong or if you have different ideas.   Kevin Dolan: I mean totally with Rufus.   You know Rufus is out, it's public, it's something that anybody can interact with. So we know it's been implemented and if you've actually used it, I'm sure you found the experience a little bit disappointing. You know it does two main things it helps you to figure out what search you might have wanted to type in if you weren't completely sure, and it answers questions about a product once you're looking at a particular product. I think that those two things could be useful. You know, I think that it's certainly early in the implementation of chatbots to say that these things are fully capable, but I think what you're seeing with Rufus is mainly two things here. The first is there's intense industry pressure to implement AI in a visible way that all companies are feeling. After ChatGPT was released, no major tech company wanted to fall behind on that trend, and so you started to see these types of very visible generative AI features implemented in tech platforms across all industries. If you've got a website, there's a good chance you've got a chatbot at this point, and so it's hard to imagine a world where Amazon was not going to release something like this. They really, really had to because there was so much pressure to at least try it, see if it works, see how customers respond to it. Also, we know that Amazon looks towards other retail experiences to try and understand what ways they can improve the e-commerce experience.   It was not always the case that Amazon's primary vehicle for finding a product was a search bar. When Amazon was first released, it was largely node browse based. You would search through a series of categories and get to the product you're looking for, which is much akin to going to a store, looking at the different aisles, walking down the aisle that has your type of product and getting there. It was a major innovation for them to create a search engine that could search through any type of product and understand at some level what a person was looking for, and they've been making continuous improvements to that over the entire development of their company. I think with Rufus, the corollary in real life retail is going to a store and talking to an associate. If you go to a nice store where they have a more curated shopping experience, you might want to go and just talk to a person and ask them questions about the products that they're experts on. I think that's a sort of natural corollary to try to implement in an online context, but when I go to a store, if somebody comes up to me and starts telling me about their products, I'm personally not the type of person to respond to that, and so you know it's natural for me to look at Rufus with a little bit more skepticism than you know somebody who might enjoy that real life experience.   I think that there are shortcomings with Rufus. I don't think it's going to materially impact the majority of purchase paths for the majority of customers. I agree with you. There is no easier user interface that I can imagine. When you are looking for something, you want to just go to Amazon, type it in a search box, a brief description of what you're looking for and then yeah, all right, I've got a list of things to look at. I've got some pictures. I can scan some results.   I do find some utility with Rufus with respect to answering questions about products. You have to take it with a grain of salt because it can hallucinate. It can produce unactual information. However, I have used it in some context to ask a specific question about you know, can this product be compatible with some other product? And it will give you some kind of information that you can then verify using the listing, using the questions and I think that's helpful in order to use Rufus to come up with search ideas and things like that.   I found that those features are a little bit less useful but, like you're saying, if they start to integrate the experience of asking these questions in a more core way, in a way that feels less bolted on and gives you more than just a text output with links if it were to give you, say, a sort of a Pinterest board for product discovery, help you to better understand how to get to the listings that you want to find.   I could see a world where those user interfaces become material for less targeted searches, where you aren't really sure exactly what you want to buy off the bat. One of the things that they point out in the blog post about Rufus because they haven't released a scientific paper about it detailing the implementation. But one of the things they point out is, if you are going to involve yourself in some kind of activity like, let's say, ongoing camping in Joshua Tree, I might use a tool like Rufus to answer the question of what types of things do I need? You know the kinds of things that you might talk to a store associate at a camping store about and it can start to give you some ideas about this. But I think we're pretty far from the point where you would give it the same kind of trust as you would give as somebody who has put their body in a camping experience routinely.   Bradley Sutton: I agree. I think Rufus definitely has some potential to help things if the hallucinations stop, because there are things that as consumers, we do that takes time. After I land on a couple of products, I might start looking at the reviews. I might start looking at details of the bullet points and descriptions to see use cases and try and find out material. I might look at the images to see the stats and the ingredients of something, and these are all things that can take a lot of time, especially if I'm not sure where to look.   Like I don't know where a seller has put in their listing. You know which material to use, so I can definitely see Rufus helping there. But then, you see, my thing is then you know and this kind of goes now into the Cosmo discussion is I materially do not believe that sellers should be doing anything differently right now. To me, the people who Rufus and Cosmo might help, if anything, is the people. It's kind of like maybe leverage or leveling the playing field a little bit for some of the people maybe who are not doing the best practices.   You know, maybe I didn't put all the right keywords in my listing and so I wasn't indexed for it on day one, but then Cosmo or whatever, over time recognizes that the people who are buying my product are actually looking for it for this certain use case. It's kind of like what you and I showed last year on the podcast where noodle camera. Right, you know, noodle camera was not that keyword, was not at the time, I don't know about now, but was not in any listings on Amazon and it didn't have much search volume. So it's not like it was a big loss. But Amazon learned and we don't again. We don't know if this was Cosmo that did it or it's just Amazon algorithm, you know but Amazon learned that, hey, these people who are searching a noodle camera, they're actually looking for this stethoscope kind of camera that looks like a noodle, and so who don't? We don't know how long it took for that to actually become indexed as something, butthat's a benefit you know like. But at the end, if noodle camera was an important keyword, I, if I would have put that keyword in my listing from day one, I would have been the only one searchable. I wouldn't have had to wait for Cosmo or whatever A9, to kind of learn about that. And so again for the person who only keyword stuffs right, you're like, hey, I'm going to pull all my keywords from Cerebro and Magnet and just throw it in my listing and try and get it, each keyword four times.   Yeah, you know what? You probably should change your, your methodology, because that's not. That hasn't been the best way of doing things for years. But we've been teaching here at Helium 10 that you have got to talk about pain points to your product solves in your listing. You've got to show it in the images. You know what use cases. If you have collagen peptides, you've got to show people using it in their coffee. Not that they use the keyword coffee to search for collagen peptides, but that's how they are searching for it. They want something that is going to dissolve well in their coffee, and so you've got to be indexed from day one. You've got to talk about what pain points your product solves, and then that's what's going to put you on the radar of these Amazon AI things. And so in that sense, I don't think a seller's you know, most sellers should be changing their methodology at all because of any of these new things. What are your thoughts on that.?   Kevin Dolan: Yeah Well, I mean, I think it'll first be helpful to talk about what Cosmo is and what Cosmo isn't, because I've been reading a lot of the blog articles, watching the videos and I'm seeing something that tends to happen in tech sometimes, where a word or a technology is being used as a stand-in for some broader movement within the space. I'm seeing a lot of people conflating Cosmo, which is a specific research paper, a specific tool that was built and was tested. It's described very specifically in a scientific paper. Cosmo is this tool, but I think it's being used more broadly to capture a shift into focusing more on semantic search and less on lexical search, which is exactly what I had come on last year to talk about.   Amazon has been working on this for years and years, improving their search algorithm to not rely on a listing creator to actually put a specific keyword in their listing and then find it based on the existence of that keyword in the listing. Instead, try to understand the meaning of a product, how people use it, what people think about the product and all of these kinds of details, so that when somebody types in a search, it can effectively find the product that they're going to want to buy. That is a shift that's been happening for years. That predates transformer models, but we have started to see for sure an increased ability to actually do these things on Amazon. I think that what you're saying is correct. You know the best practices and what sellers should be doing with their listings hasn't changed. But that really depends on what they were doing, whether they were following the best practices to begin with. You know like you said, if they were keyword stuffing trying to find as many keywords as people might type into a search box and stuff it into their listing in as literal a fashion as possible to make Sammy-looking listings that cover as much search volume as possible yeah, that's a bad practice, and as we move into a more semantically focused search world, that becomes an even worse practice. Semantically focused search world that becomes an even worse practice.   What it also tells us is that some of the efforts that are required today to create listings that do involve inserting specific keywords and things like that. You may be able to shift your focus to what would actually be more helpful to customers, which is accurately describing your product, accurately describing how your product will be used and targeting specific customers and specific pain points. The more specific you are and the clearer and more accurate you are, amazon wants you to be in front of the customers who want to buy your product. So that's always going to be a good practice and that's ultimately what Amazon is trying to do when they're doing these types of experiments.   Now the Cosmo paper is interesting. The Cosmo paper was tested on a really large chunk of Amazon traffic using a very heavy, large language model. Compared to prior research, which does tell us that Amazon has made investments in the server capabilities to be able to run these models in production and keep searches within their tight latency expectations, so that, I would say, is certainly significant, it tells us that Amazon does have the hardware capacities to run some of these more advanced models and it tells us that we are going to see an increased focus on semantic search. I think that does affect consumer behaviors, it does affect the way that we rank for keywords, but what it doesn't affect is that best practice of describing your products accurately.   Bradley Sutton: Based on those scientific documents. What are some of the things where, again, just because it's in the science document doesn't mean that it's going to be implemented. But, you know, based on the results and sometimes you can kind of tell like, wow, this one had some pretty amazing results, so it's probably for sure going to be implemented. Can you talk a little bit more about the kind of things that maybe you've seen already implemented or you think will be based on all you know? Again, nobody has read more Amazon science documents than Kevin here. So what would you predict as far as the future, the next year or so?   Kevin Dolan: I mean, Cosmo is a specific tool and I think that the function that it performs is valuable to enhancing Amazon's understanding of a listing. So I certainly would not be surprised to see Amazon implementing this in a production capacity on a large swath of searches. That would not be surprising to me, but it's not as massive as the shift that we've seen into semantic focused search. Cosmo in particular discusses essentially a mechanism for enhancing Amazon's understanding of a product by taking into consideration things that aren't expressed in the query and things that aren't expressed in the listing. The example that they use in the paper, the canonical example, is if you're looking for shoes for pregnant women, a listing might not literally say shoes for pregnant women. It might produce a specific type of open-toed shoe that has good support, good comfort. That might not literally be listed as a keyword in the listing, but it might be something that the system can infer based on its knowledge of the universe, about what it's like to be a pregnant woman and the types of products that they might benefit from.   Cosmo is essentially a mechanism for enhancing listings with additional information to get closer to the user's intent based on a particular search.   If you zoom out and you look at the broader task of semantic search. That's always been the focus. The goal is something might not be said in the same language in a query as it might be when it's written in a listing, when it's answered in a question or when it's written in a review be when it's written in a listing, when it's answered in a question or when it's written in a review, and so the domain of language that's used for these two different ways of expressing thought aren't the same, and so we need to create algorithms that better understand what a user actually means when they type in a search, and what a product actually does and what functions it performs. This idea of understanding deep intent and the actual composition of a product is essentially the goal, and we are seeing for sure that Amazon is making these changes. We're seeing more results come back for listings that do not literally have the keywords typed into search and better match what is a user's real intent on shopping.   Bradley Sutton: But for it to learn that something is a good shoe for pregnant women, it basically would have to have some context, like maybe the reviews. Like somebody said, oh, I was in the second trimester and this was great. It's not going to pull that out of nothing unless, no, I was going to say maybe it knows that. Like, maybe somehow it knows the customer is pregnant and then, without even a review, it's a wow. We see an abnormally large number of pregnant women who are buying this. But I don't, I don't know. I mean, I think I big dad.   Kevin Dolan: I could tell you that, Cosmo, the paper itself does. You're talking about what's usually called avatar personalization, based on your purchase history. I know some things about you. I can kind of put you in this category of person, and I know that these types of people tend to buy these types of products. The Cosmo paper doesn't actually explicitly discuss testing avatar personalization. Doesn't actually explicitly discuss testing avatar personalization. What it does talk about is using recent Search Queries to better contextualize later Search Queries. So like, for example, if I'm searching for camping gear and then I search for mattress after that, there's a good chance that I specifically mean a camping mattress or an inflatable mattress rather than a mattress for a bed in your home that weighs 200 pounds. It can better contextualize a particular search query based on the searches that you've been performing in the recent past.   Avatar personalization is another thing that Amazon is always investigating and we have yet to see any really material evidence that it's been implemented. Almost all of the studies that I've read relating to that type of personalization they talk about the potential of it, but in practice they tend to perform pretty poorly. They either reduce sales or they don't materially impact sales, which is a major problem. They don't materially impact sales, which is a major problem, especially considering that cost of performing that personalization. Amazon does a lot to make sure that the searches that come back are within a very tight latency. They need to come back as quickly as possible and that's very important to the shopping experience. The more personalized search results are, the more expensive those search queries are going to be to run and the longer it's going to take, which materially affects your experience as a purchaser. Yes, hardware is improving. Yes, technologies are improving, but if you can just reuse results, it's always going to be a lot faster than if you compute it on the fly.   Bradley Sutton: But then, still, using the same example, I think, if you knew that, hey, your shoes have good cushioning and you designed it actually for pregnant women to be able to use, the best practice still is to put that keyboard in your listing for day one, so that at least you have a. You know, you don't have to wait for the AI to learn based on activity, you know. But then, if it's not something that's readily like, maybe you had no idea that people were using your shoes for gifts for people who are pregnant, like, maybe you had no idea. That's where, like, I think Cosmo, Rufus and stuff is going to help to uncover these sub-niches of people who are getting your product. But again, at the end of the day, this scenario, I don't think there's anything different that the seller needs to do as far as with their listing that we haven't already said. Now, at the same time, maybe they learn. I think this is going to open up some new potentials down the road. Like, let's say, Helium 10 starts seeing what the common Rufus things are being said about the product or what's the common queries. Maybe Amazon will make that available for sellers through some API that says, hey, this persona is buying your product.   Well, maybe I would go into my listing and change one of my images to show a pregnant person walking around with these shoes. But again, that's what you should have been doing for years. You know, like when you read your reviews and you notice like I used to sell this or I still do sell this egg tray, and I was reading the reviews one day and people were using this egg tray, this wooden egg tray, to as a serving platter for like sushi and also these chocolates, because you know the holes for an egg tray is very similar I was like I never would have thought that so in that situation, who knows, maybe Rufus would have seen the reviews and saw these images and now, all of a sudden, even though I don't have chocolates or sushi in my egg tray listing, I would be searchable for those keywords. But again, as soon as I would have seen that review or known that people are using my product in a way and this is what I did years before AI. You know cause this was years ago that I did this I went in and I did a reef photo shoot showing other use cases of it and I did one image, or like a quadrant of four images that showed somebody putting sushi in it, somebody putting chocolate in it, somebody putting this and that's, and then I put it in my listing too.   So, I was like I didn't want to wait for Amazon to hopefully index me for these keywords. So again, I just go back to the point that what Amazon is doing is not really making things where sellers are going to have to do something completely different, but they they're helping maybe the sellers who haven't been doing the best practices to get indexed for keywords that maybe they weren't smart enough to put in their listing. Yeah, I mean, I think so.   Kevin Dolan:            What you're ultimately seeing with Cosmo is taking information from Amazon's entire catalog, which includes billions of products, billions of product listings, billions of questions, billions of answers, billions of reviews.   There's a lot of information contained in all of that data, which starts to build a picture of how the universe works, and so, in a sense, you could think of it as Amazon using the information it's learned from existing listings to enhance all listings and build a more comprehensive picture of their catalog.   I totally agree with you that it doesn't change the best practices, and still, I would say it's now even more critical that you are taking into consideration the use cases for your products, the people who might be using it, and accurately describe these in your listings. I think that that is still absolutely the best way to rank for products. I think what it does is it shifts focus from some of those old school techniques that we were probably recommending 10 years ago. It's no longer necessary for you to enumerate all possible customers of a product, but instead focus on the key use cases and the key customers to your products, describe these things as accurately and as naturally as possible. It's not required for you to think of all the ways that you could possibly say pregnant woman. Instead, you can just describe the fact that this is useful for a person who is pregnant.   Bradley Sutton: Outside of Cosmo, Rufus. Obviously, they announced a lot of things at Amazon Accelerate, like Amelia for Amazon sellers. Any comments on other things that Amazon have been working on the AI front? Yeah, I mean I would say Amelia is Amazon sellers. Any comments on other things that Amazon have been working on the AI front.?   0:36:59 - Speaker 2 Yeah, I mean I would say Amelia is certainly interesting. Amelia is Amazon's internal chatbot for Seller Central. You know, I've yet to play with it. I've yet to see anybody who's actually had access to it, so I think it's just an early announcement. Maybe some limited people have access, but I would imagine it's going to undergo the hype cycle that we see for most chatbots, including Rufus. There's going to be a lot of excitement. The initial version will be pretty terrible. It will slowly get better over time.   The question is whether it will continue to receive enough investment to make it into a chatbot product that is useful for people, and whether chat is as natural an interface.   As you know, Seller Central is in and of itself. You know, I think we've spent a lot of time over the past 30, 40 years developing software interaction paradigms, so we have a good idea of what is easy to use software. There is potential that we could be using these more chat oriented interfaces to get to our vague intents that we have in our head a little bit more quickly, but we haven't really proven that out yet, and so I would say Amelia has a very similar potential to Rufus in that it's something that I believe could be useful if it is properly invested in, but the jury's still out on whether or not it's going to be a material impacting to people's workflow as you start to get access to it. I do recommend that sellers give it a try, just like with any of these tools see if it's useful for their workflows, but I'm not really holding my breath on it being revolutionary.   Bradley Sutton: A lot of the recommendations that Amazon gives in Seller Central is. I think a lot of sellers have learned to just ignore them because they're not exactly that useful.   And then. So, if this is, it's like putting lipstick on a pig, you know like sure you could put the AI word up, but if it's being based on something that you don't trust in the first place, you know, might be a little bit of time before we can implement it, but I think that Amazon is definitely moving in the right direction and that Amelia has nothing to do with the customer. You know, like we always say, Amazon is all about the customer, which is true, but I think that's just in itself is a step in the right direction, that, hey, Amazon is doing things that are going to try and help the seller, and that's a trend I've been seeing over the last few years. I think it's a very nice step in the right direction.   Kevin Dolan: On that front, we've definitely been seeing Amazon release features in Seller Central using AI that are more seller oriented, that help sellers to understand their products. They've released their own features for review analysis, which does get some basic, surface level summary statistics that could be helpful for people. I think Amazon is making investments there. However, they're always going to be a little bit step removed from the customer. They're always, at the end of the day, competing with sellers to some degree. There are certain things that they can do, certain things that they're limited on in terms of where their interests lie versus where the sellers lie, and so that's where tools like Helium 10 become much more valuable to customers, and so I do recommend that you look at the full suite of tools that you have available to you, because there's going to be things that Amazon will implement and there's going to be things that they're going to be hesitant to implement, for whatever reason.   Bradley Sutton: All right. Well, Kevin, thank you so much for riffing on this with me. It's something I'm passionate about because I'm all about. I'm not like Amazon, I'm all about the sellers, not about the customers, and so anything that affects sellers or you, you know, if there's going to be some big inherent change in the way that sellers need to do things, then I get very passionate about it. And especially when I hear I don't want to, you know, use the word misinformation, you know out there, but almost like scare tactics or just clickbaity stuff, which I just did in this very podcast with the title of it but with at least, if you're in a clickbait, at least let people know that what the real situation is, because I don't want I've had so many sellers come up to me because of just hearing things where it's like, oh, my goodness, I've got to change everything I'm doing for my keyword research.   I've got to change everything I'm doing for my listing optimization. And right now, the fact of the matter is, no, I'm still doing the exact same things I did last year. There are some slightly different things because there's new rules at Amazon of what you can and can't do and of course, I've switched, but as far as the way I make my listings and I structure it and how I do my keyword research. Not one iota different am I doing it now, and I have had the exact same success with getting to page one on all my main keywords and getting sales for the keywords I think I'm relevant for.   And so I think that's just important to know, guys, that as AI evolves, I'm sure I'm positive there's going to be new things that we might have to do as sellers and stay tuned. We'll let you know what those are, but right now, as long as you've been paying attention to our tutorials the last few years, you're not having to do anything different, in my opinion. So, anyways, thanks, Kevin, let's definitely bring you on in 2025. And you know, who knows, maybe AI will be we'll be driving all of our cars and we're driving like the Jetsons or something. I don't know what's. What's going to happen, but we're going to find out with you next year.   Kevin Dolan: Super excited. Thanks for having me.  

This week’s buzzing news: The Project X account was booted from Etsy, Amazon bundling has changed drastically, and 15 updates were announced at Amazon Unboxed this week! We’re back with another episode of the Weekly Buzz with Helium 10’s Chief Brand Evangelist, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level. TikTok wants to turn millions of Americans into paid shopping influencers https://restofworld.org/2024/tiktok-shop-influencers-us/ Amazon bundles online shopping of groceries and nonfood items https://www.retaildive.com/news/amazon-fresh-whole-foods-ecommerce-delivery-pickup-automated-micro-fulfillment/729619/ Amazon Unboxed Updates: Amazon Marketing Cloud (AMC) eligibility expanded to sponsored ads advertisers (through partners) https://advertising.amazon.com/en-us/resources/whats-new/expanding-amc-eligibility-to-advertisers-and-partners/?ref_=a20m_us_wn_gw Increase engagement through audience bid boosting for Sponsored Products and Sponsored Brands https://advertising.amazon.com/en-us/resources/whats-new/unboxed-audience-bid-boosting/?ref_=a20m_us_wn_gw Amazon Marketing Cloud (AMC) Audiences can now be used in Sponsored Ads https://advertising.amazon.com/en-us/resources/whats-new/amc-audiences-for-sponsored-ads/?ref_=a20m_us_wn_gw Increase engagement through audience bid boosting for Sponsored Products and Sponsored Brands https://advertising.amazon.com/en-us/resources/whats-new/unboxed-audience-bid-boosting/?ref_=a20m_us_wn_gw New Sponsored TV releases make it easier than ever to reach relevant audiences and measure performance https://advertising.amazon.com/en-us/resources/whats-new/amazon-ads-new-sponsored-tv-releases/?ref_=a20m_us_wn_gw Deliver more relevant ads everywhere, independent of ad ids, with Ad Relevance https://advertising.amazon.com/en-us/resources/whats-new/ad-relevance/?ref_=a20m_us_wn_gw Understand the top combinations of ad touchpoints that drive conversions https://advertising.amazon.com/en-us/resources/whats-new/ad-touchpoints-drive-sales-with-conversion-path-reporting/?ref_=a20m_us_wn_gw Build a holistic first-party data strategy with Ads data manager https://advertising.amazon.com/en-us/resources/whats-new/ads-data-manager-beta/?ref_=a20m_us_wn_gw Amazon DSP launches Performance+ tactics into beta https://advertising.amazon.com/en-us/resources/whats-new/amazon-dsp-launches-performance-plus-tactics/?ref_=a20m_us_wn_gw Create impactful interactive audio ads in just a few clicks with Audio generator https://advertising.amazon.com/en-us/resources/whats-new/audio-generator/?ref_=a20m_us_wn_gw Create high-quality AI-generated videos in minutes https://advertising.amazon.com/en-us/resources/whats-new/create-high-quality-ai-generated-videos-in-minutes/?ref_=a20m_us_wn_gw Make creative development a breeze with AI creative studio (beta) https://advertising.amazon.com/en-us/resources/whats-new/unboxed-ai-creative-studio/?ref_=a20m_us_wn_gw Interactive ads expand availability across streaming TV into Prime Video https://advertising.amazon.com/en-us/resources/whats-new/interactive-ads-expand-across-streaming-tv-into-prime-video/?ref_=a20m_us_wn_gw Understand the value of new-to-brand shoppers beyond immediate sales https://advertising.amazon.com/en-us/resources/whats-new/long-term-sales/?ref_=a20m_us_wn_gw Maximize your campaign impact with the new Amazon DSP experience https://advertising.amazon.com/en-us/resources/whats-new/new-amazon-dsp-experience/?ref_=a20m_us_wn_gw Don't miss out on the details of upcoming online and in-person events designed to sharpen your e-commerce strategies: Freedom Ticket Webinar - http://h10.me/ftoctober Meganar - http://h10.me/meganar Winning Amazon Advertising Strategies - http://h10.me/adsoctober Sydney, Australia Event - http://h10.me/sydney Milan, Italy Elite Workshop - http://h10.me/milan Dubai, UAE Event - http://h10.me/dubai Whether you're new to Amazon or running large-scale brands, these updates are sure to provide valuable insights and opportunities for growth. Listen in as I break down these developments and what they mean for you as a seller. In this episode of the Weekly Buzz by Helium 10, Bradley covers: 01:07 - Etsy is THE WORST! 05:38 - Amazon Bundling Change 06:44 - TikTok Influencers 08:23 - Amazon Shopping Test 09:59 - Compliance Fast Track 10:31 - FBA New Selection Perk 11:30 - Large & Heavy Returns 12:15 - Online Events 15:19 - Sydney, Australia 15:49 - Milan, Italy 16:30 - Dubai, UAE 16:51 - Amazon Unboxed Recap ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos Transcript Bradley Sutton: The Project X account was unceremoniously booted from Etsy this week. There's been a huge change. For those who do bundling on Amazon, a complete guide of the 15 updates announced at Amazon Box this week. This and more on this week's Weekly Buzz. How cool is that? Pretty cool, I think.   Bradley Sutton: Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that is our Helium 10 Weekly Buzz, where we give you a rundown of all the news stories and goings on in the Amazon and e-commerce world. We also give you training tips of the week and give you serious strategies for serious sellers of any level in the e-commerce world. Let's see what's buzzing. Today is going to be almost all news, guys, because we've got like 24 different news articles to talk about due to the Unboxed conference that was held this week, and we're going to get to pretty much every single announcement that was done at Unboxed. And also we got some cool online events that you guys might want to participate in, so make sure to stay tuned for that. Let's go ahead and hop right into the news.   Bradley Sutton: I wanted to tell you a story. I got this email this week from Etsy for the Project X account. So you guys know Project X is where we sell coffin shelves and egg trays and you know these. Actually, most of the products qualify for Etsy. All right, because you've got to either design it in the USA and slash or it's not. It doesn't have to be both. Or have you know a member of your own shop is the one who is putting it together and it's not like you know mass production, you know line and the products on project X that qualify.   Bradley Sutton: Um, I've been selling on Etsy for like five years. You've probably heard me talk about it, sold maybe a hundred thousand dollars worth over the years, and so what happened was I got this email this week and it said the following hey, how cool is that store? We've reached out that you've got listings that were not in line with eBay's creativity standards. All right, blah, blah, blah, blah, your account has been permanently suspended. I'm like what? Like? First of all, you guys should know who we are. We're Helium 10, guys Like we're not trying to like game the system or something. We're trying to like actually promote Etsy by having an account. We're not trying to make money, we're trying to like, promote people to sell on Etsy Now, of course, and so you should let us do whatever we want. No, but we're 100% in compliance.   Bradley Sutton: And they just send this list like nonstop or this just like big long thing of can't sell on Etsy anymore. You can still ship pending orders. You may see a delay of getting paid up to 180 days and at the very end it says if you think there's a mistake, duh, you may be able to file an appeal with Etsy. Here's how it works. So, of course, I filed appeal and then I went through the questionnaire. I send them video proof. I'm like, guys, we have not violated one policy. I mean, there's thousands, tens of thousands of products on Etsy that are clearly not in policy. Not how, not how cool is that project X stuff? So, uh, you know, I I showed them details, like showed that it was our shop making it.   Bradley Sutton: You know, like even videos of myself. Uh, you know, I showed them details, like showed that it was our shop making it. You know, like even videos of myself, you know, helping to make some of the products. I actually showed the original Project X videos. I was like, hey, we actually did a reality TV shows that shows when we're designing this product in the USA. You know, kind of like your policy says got to be designed in the USA. Here's some proof of that.   Bradley Sutton: And then I told them I was like no, maybe you didn't know, but like we're an educational platform here, we don't make tools for Etsy at Helium 10, but we liked helping people to sell online, submitted it and then two days later get this message. It says this is Etsy's trust and safety team and we're like Etsy's dumb and dumber team. But anyways, we appreciate you taking the time to file an appeal. No, no, you really don't. After careful consideration, no, I'm pretty sure you did not carefully consider anything. We've determined your account does not qualify for reinstatement. We performed a comprehensive review. No, you did not and we're unable to further reconsider. You know they don't allow me to say anything. I can't talk to anybody. There's like no, but no customer support to reach out to discuss I mean this whole process of this, not one person to reach out. So, anyways, my point is yeah, you're not going to see me here promoting etsy to for you guys to sell on etsy. I've done that before. But then also those of you who are selling on ety and you do get, like these notification warnings. You know, maybe do a little bit more than me as far as trying to get somebody on the line to talk to you to see why in the world you're getting these notifications when you're if you're fully in line with their requirements.   Bradley Sutton: Who have bad? You know, I hear bad experiences all the time with Walmart, amazon customer service. Everybody always has complaints. Guys, it could be worse, right? I've not seen a worse experience with customer service than Etsy. It was kind of funny. At the bottom of the email it says their address and I was like wait a minute, 117 Adams Street, Brooklyn, new York. I looked it up Sure enough. Coincidentally, 27 years ago when I lived in New York, I actually worked down the street there in Brooklyn Heights and in that building, 117 Adams, where Etsy's headquarters is I used to give tours at that building. That was part of my job. It was a printery in those days and I'm like, wow, what are the odds of that? I live in California, that's on the other side, anyways, I digress. Wow, what are the odds of that? I live in California, that's on the other side, anyways, I digress, that doesn't even matter, I'd love to give a tour there. Now, look at this here we have customer service representatives who have no idea what Etsy's policies are. No, I'm sorry, I'm just a little bit bitter here, but anyways, let's move on to other news here, the first article of the day.   Bradley Sutton: This is kind of big actually for a lot of people who do bundling. It says updated product bundling policy for consumables. All right, so, effective October 14th, you can only list bundles that are created and offered by the original manufacturer. So what does that mean? Let's say I've got a blue diamond almonds here and I've got Wetzel's pretzel nuts or pretzels, something right. Well, what you could do in the old days was you could go and put them and make a new bundle, all right, like Blue Diamond Almonds and Pretzels, and this is my Bradley's Amazing Snack Box brand, and there's no problem, I can have products. But now you can no longer do that going forward. All right, this was a big strategy by people who do bundles and didn't want to like have to compete with just the blue diamond. You know, uh, the blue diamond brand, right, you just put under your own brand and differentiate yourself by maybe offering other products. But you are no longer going to be able to do that. So check your seller central dashboard. That's kind of going to affect a lot of people out there who do, uh, certain kind of bundling.   Bradley Sutton: Next article is from restoftheworld.org and it's entitled TikTok wants to turn millions of Americans into paid shopping influencers Super interesting article that talks about the promotions that TikTok is doing to get more influencers out there. And guys, let me just tell you that this thing works from sellers. It was funny. I was talking to my family the other day. I had set up a TikTok shop account on the Project 5K Not even the Project X one, my Project 5K Amazon account or products and I only put one on there and I just wanted to go through the process. It was like a month ago and I sent our product like a sample to some influencers. I chose maybe like a maximum of like eight different people, maybe it was only five and then I forgot about it. Right, I was just like, okay, whatever. Now again, as you guys know, I don't ship my own products for my factory, my family or my factory, my warehouse, my family handles all of that. And then I was just looking at some report and the TikTok was like what? We sold 23 of these products in the last couple of weeks. I didn't promote it at all, other than sending it out to these influencers on TikTok. So again, that is, the way to success on TikTok shop is through influencer marketing. It's kind of an interesting article that talks about that. There's going to be stuff you know from Helium 10. Look forward to that. That might help with that in the future, not only for TikTok but also Amazon influencers too. It's a great way to make extra money yourself as sellers or newer sellers trying to make extra money, or you're an experienced seller and you want to. You know you should want to reach out to these influencers that are on Amazon. They can make unboxing videos and things and other UGC for your products, all right.   Bradley Sutton: Next article is from retail dive.com and it's entitled Amazon bundles online shopping of grocery and non food items. All right, so this is a test that they're doing. I think it was in Arizona where you could like actually order Amazon fresh products, whole foods and your Amazon in one shopping cart experience and then get like everything like a couple hours. Now, you know you might think, well, how does this? How is this going to affect me? I don't sell in Whole Foods, right, but it's an interesting advantage for Prime members and another benefit of being a Prime member. You know, in the past you'd have to physically go to Whole Foods perhaps. Maybe use the Amazon Fresh subsection to make just an Amazon Fresh grocery order. And then your third thing would be hey, let me order a couple of things from the Amazon Prime app, and then now there's three different deliveries and so Amazon is testing. Hey, can we give Prime members who live in certain regions the ability to just do it all in one shopping experience, saving customer time and money? This, I think, would be good for us Amazon sellers. Obviously, we're not selling Amazon Fresh or Whole Foods, but how many of orders maybe the person decided you know what? I'm just going to go in person to whole foods and let me just get my other items, like the snacks that maybe they could have gotten on Amazon, that maybe you carry. Or you know what? I'm going to go to a whole foods and let me go next door to Walmart to pick up. You know the toilet paper I need, right, maybe you sell toilet paper, but now your Amazon Prime order might get the order because people are trying to buy in this little bundle. So you know, this is not a hashtag game changer or anything like that, but I think, a good move by Amazon that will help sellers down the road if it's picked up by customers.   Bradley Sutton: Next article is from your Seller Central dashboard and it's entitled Make Product Compliance Easier with Compliance Fast Track. We talked about this. This is one of those announcements at Amazon Accelerate, and now this is one of those ones that's now available. So check your dashboard, because now in such product categories as electronics, arts and crafts, you are now going to be able to get your compliance documentation in a more automated way instead of having to one by one do it. So for more information, if you're in one of those categories, make sure to check that on your dashboard.   Bradley Sutton: Another program that you might not be aware of is called the FBA New Selection, and now there's a new benefit from this program and, effective last month, they're going to offer now a 25% discount. I don't know why they're just mentioning it now it was available last month, but it just got announced yesterday or day before where you can get a 25% discount on Vine for your eligible new products If you are in FBA new selection. Now I would go into that article and it actually links to the knowledge base about FBA new selection, like wait, who qualifies for FBA new selection? What are the other benefits? There's actually a lot of other benefits, more than just a discount on Vine. You can actually get a 10% rebate for sales on eligible ASINs. You can get free monthly storage, and so this is a program. If you have not heard about it, check your Seller Central dashboard. Go through to the knowledge base article on Amazon Seller Central about that and get some more information. Next article going back to the seller central dashboard, again, a seller fulfilled prepaid returns are now offered through UPS for large and heavy items, right, so that wasn't available to do UPS before, and so if you are selling a large and heavy item, make sure to check this article on your dashboard. This is like a product that weighs more than 90 pounds, et cetera. Check this article on your dashboard. This is like a product that weighs more than 90 pounds, et cetera. Amazon has some new programs in place that you need to be aware about, because now buyers are going to automatically be able to trigger some of these returns, and so you might all of a sudden start ending up with, you know, with like 50 refrigerators. If you sell refrigerators in your warehouse, you're like, where did all these return refrigerators come from? I never got returns before, but it might be part of this new program, so make sure to check that out if it affects you.   Bradley Sutton: Now, before we get into Amazon Unbox, a few on and offline events I think are really good for you guys to know. About the online ones, obviously, anybody can register for All right. The first event is actually tomorrow, the 18th, at 11 am. It's going to be a our monthly freedom to get workshop where Kevin King brings on an expert to do an advanced training for Amazon sellers, and this one is going to be entitled why Branding has Always Been your Biggest Marketing Problem and how AI Will Solve it All right, so, completely free workshop. If you guys want to register and watch it live, completely free workshop. Um, if you guys want to register and watch it live, uh, you can go to h10.me/ftoctober. F T for freedom ticket.   Bradley Sutton: Next online event is something I haven't done in years. How many of you guys out there remember Meganar? You guys remember that I did like a Meganar. It's like a mega webinar years ago. It's probably been like five years where I went live for 16 hours straight. It was insane. They wouldn't let me go live 16 hours again. But this Monday I am going to go live, this time with the help of Carrie and Shivali and others, and I'm going to have maybe 10, 20 guests on the show. We're going to go live from 7 am all the way into 2 pm Pacific time. So we tried to pick some times where different people can hop in, hop off, and the basic theme of it is tips from top sellers that we're going to be inviting on on how to really have a great Q4, have a great Black Friday to Cyber Monday, cyber Weekend, cyber 5, and some tips that are really going to help you in the coming weeks. I've invited a really wide variety of sellers with different experiences that they're going to be giving their top tips throughout that. We're also going to be trying to get money live back from Amazon because, remember, the deadline is going to be in a couple of days for that. So we're going to be doing some of that, like we're trying to get up to maybe $500,000 back. We're going to have prizes, like like trivias and giveaways with swag. It is going to be a fun time. So to register for that, go to h10.me/meganar.   Bradley Sutton: All right One. The very next day, on Tuesday, we are going to have a special workshop with Destiny about AI advertising, something new that Helium 10 has, and Destiny has helped optimize a little bit and she has some cool templates that are going to help for Q4. So it's kind of like continuing the conversation about Q4 and how to get your advertising ready coming up, how you can now set up campaigns in seconds with a new tool that you might not know is available to you without even having to buy this tool separately. So it's going to be pretty cool. That's going to be Tuesday of next week. If you want to join that, go to h10.me/adsoctober.   Bradley Sutton: Now some in-person events that I think are, uh, you should go to. I'll be at almost all of these and would love to meet you guys and hang out. The first one is coming up is going to be October 31st this month. I think that's Halloween. I'm not sure if they do Halloween in Australia, but it's October 31st in Sydney, Australia. Uh, I would love to see you guys there. It's an Amazon event, all right, this is like made by Amazon corporate in Australia, h10.me/sydney. If you guys are interested in going, I think it's a free event, all right. So would love to meet and hang out with you guys there my very first ever trip down under, so it'll be great to go there.   Bradley Sutton: Next event will be in Milan, Italy, November 11th. This is an elite workshop, but it's open to everybody. Elite members go free, but instead of $400, we are doing a special where anybody can go to this high-end elite workshop for only 89 euros. It's going to be in Milan, Italy, h10.me/milan. It's going to be with Avast. We're going to have some great speakers. I'll be speaking there my first time speaking at Elite Workshop this year. We'll have Mansour from Incrementum Digital coming from Canada, We'll have George from ClearAds coming from the UK, Jana from Serbia we have a very international speaking group and I definitely think you guys, um, should make it out to that one. And then last will be a December, the 4th I believe and fifth in Dubai. I'll be speaking at a pretty big event over there and that is h10.me/dubai. It's called World EF, Dubai event, so there's going to be a bunch of people speaking there. It'd be great to meet you there.   Bradley Sutton: All right, now let's get into Amazon Unboxed and this is probably going to be your biggest or the most comprehensive recap. I hope so. I wasn't even there, but I really tried to read up on all the articles and what people were writing to get a good kind of like picture of what happened at Amazon Unboxed. I was able to go last year, but this year didn't make it. So let's go ahead and hop into it. Some of this stuff, guys, is a little bit in the weeds. It's a little over my head, like I'm not a professional advertiser. Obviously, I spend $100,000 a year on advertising, but I don't consider myself, like you know, some advanced person who does DSP and all these things. As a matter of fact, I don't think I spend a hundred thousand dollars more. I'm probably down to like $70,000 this year. But anyways, let's go ahead and hop into it.   Bradley Sutton: The very first announcement was Amazon Marketing Cloud, AMC. The next few ones are going to be all about AMC. That was like a big theme of. Unbox says AMC eligibility expanded to sponsored ads advertisers Me I have never used AMC Before. You would have to have DSP to be able to use that or work at an advanced agency and things. That wasn't me. Helium 10 didn't have AMC before. Helium 10 is going to have AMC, so be looking forward to that. But basically, what AMC is? We're going to have some training on it at that Destiny workshop for PPC next week.   Bradley Sutton: It says AMC is a secure, privacy, safe and cloud-based clean room solution. Like you might be a clean room solution, what the heck I? My room is clean. It's not that kind of clean room, all right, so this is like I said. It's going to get into the weeds here for some of you, but make sure to stick through all of these announcements because they're important. A clean room solution in which advertisers can easily perform analytics and blind audience across. They're using like fancy language here pseudonymized. I love it. See, is that a word, guys? Pseudonymized. Come on, amazon, with your press releases. You got to use better words than this. Like us, illiterate, not well-educated people like myself don't understand words like pseudonymized signals, including Amazon ad signals as well as their own input.   Bradley Sutton: But this is going to be interesting, guys, because, like here in this article, it says why is this important? It says with this launch, we're democratizing AMC insights and actions, because before it used to only be available in DSP, but now, basically, you guys are going to understand the buyer journey a lot more and it's going to allow you for different targeting. Speaking of AMC, another article that they announced was AMC marketing cloud audiences can now be used in sponsor ads. So that's critical. Like I said before, you could only use it for, like, DSP and things like that, or just, just, you know, like for data gathering, but now, uh, you're going to be able to take the audiences that come from AMC and actually use it as a target audience in sponsored ad campaigns. All right, so make sure to check, by the way, every single one of these articles I'm doing. I have linked in the comments below to the specific article where Amazon goes a little bit deeper into it. So make sure to read it.   Bradley Sutton: But why? Amazon says it's important, says, with AMC, advertisers are going to get an in-depth understanding of customers journeys across Amazon ads, media and channels. This launch helps advertisers take action on these insights across Amazon ads versus media and channels. This launch helps advertisers take action on these insights across Amazon ads, versus previously only in Amazon DSP. It says, for example, an advertiser can build an audience similar to their high value shoppers to expand the reach of their campaigns or to re-engage audiences reached through Amazon streaming TV campaigns. Through this launch reach through Amazon streaming TV campaigns. Through this launch, advertisers can leverage granular AMC insights to more efficiently move customers along their journey down the funnel.   Bradley Sutton: All right, so, again, like I said, some of this stuff might be a little bit over your head, some of it's over my head, but this is something that we're going to break down for you guys. We're going to be educating you guys a lot about what exactly is AMC, how can it be used, even by, you know, smaller sellers out there, where before it was only used by, like, very big companies? Next, unbox release increase engagement through audience bid boosting for sponsored products and sponsored brands All right, so this will allow advertisers to reach and engage audiences that they define and create. So, for example, you are going to be able to create custom audiences that you were not able to do before, such as shoppers who have not previously purchased their product, shoppers who are exposed to a streaming TV campaign. You're going to be able to adjust bids just like you would like in a regular campaign, and so this bid boosting is going to again be tapped. This is another one of those AMC announcements. This is part of this whole AMC. Remember, AMC is not just about this clean room thing, but it's about it's about, you know, seeing people throughout the funnel. All right, so I'm not going to go too much more in depth in this article. If you want to learn about all of these AMC stuff, make sure to check out the article that's linked to below.   Bradley Sutton: Next one is introducing new product campaigns from Amazon ads now available in the U S. All right. Uh, it says brands selling on Amazon now have full funnel advertising solution to quickly introduce their latest product innovations to customers. So another way they referred to this, I guess that unbox was kind of like. This is a like a product launch, kind of like a campaign, and it says this managed service provides data driven media plans leveraging a curated set of 1P and 3P audio video device and display inventory. All right, so this is not for the faint at heart or for me. Maybe you know launching a coffin shelf that I want to sell maybe 10 units a day of no, this is obviously for bigger customers.   Bradley Sutton: Now look, if you just look at this visual example those of you watching on YouTube you'll see here, here is this kitchen smart coffee maker, and then you see a huge ad, like on the Amazon homepage, right, and then now you see a ESPN app where you're going to see an ad. You can you can barely see it there, but you can see there's Caitlin Clark doing some kind of highlight right, and then right above that, you see an ad for this coffee maker. And then you see the ESPN desktop app on a computer and the customer is seeing that same ad. And then now it looks like somebody's watching streaming TV maybe Amazon Prime Video or something and then they see a full 15 second ad of this kitchen smart ad. And then to the right, now you see this Alexa device and that same ad is coming up there. And then, uh, the last one here. This looks like I guess it's like Twitch or something, so maybe they're watching a Twitch streamer and then they see that same ad. So now this is going to like be this, this, this thing that Amazon is like providing as a solution where you don't have to come up with. Hey, what, what's my strategy for getting my initial push out there. We're going to go ahead and handle all of that for you. So, again, if you want more information on that, make sure to check the article that is linked to below.   Bradley Sutton: Speaking of sponsored TV, a new sponsored TV releases make it easier than ever to reach relevant audiences and measure performance. Was this next announcement All right? So last year at Unbox, they really talked about sponsored TV a lot, and now we're about a year into sponsored TV and now there's more features that are coming up here. So the new thing is that now there's going to be lifestyle and life stage audiences that advertisers are going to be able to use, audiences that advertisers are going to be able to use. So it's not like hey, let me just make an ad and let me just target replays of the walking dead or something like that. No, like, amazon has all these audiences that they have based on all their information. For example, a couple of things that they give here is like outdoor enthusiasts or environmentally conscious shoppers they give us an example of, and so it's not just a matter of like, hey, let me just throw up this TV ad and target TV shows. But then it's like let me target these TV shows, but then only the people watching it that are outdoor enthusiasts, right, so there's gonna be some really interesting stuff, as Amazon kind of like makes media advertising digital media advertising, uh, tv media, uh a little bit more accessible to the common folk like me. I'm still not sure I'm ready for that yet, but Amazon's getting it closer to make that more accessible to me.   Bradley Sutton: Next one is deliver more relevant ads everywhere, independent of ad IDs, with ad relevance All right. So it says ad relevance. What is that? It's an innovative approach to deliver relevant ads for all products and services advertised through the Amazon. DSP All right. So since this is about DSP and I don't know too much about DSP and not many of you are using it, I'm not going to go too in depth here, but anybody who is using DSP out there make sure to check the article about some of the details on this one, because there are some new enhancements, definitely for you.   Bradley Sutton: Next one here I think a lot of you might find interesting. It says understand the top combinations of ad touch points that drive conversions. All right, that's something I think everybody wants to know about. All right. So conversion path reporting shows the ad touch points on the customer's 30 day path path to conversion, starting with purchases. It's going to be available in both sponsored ads and DSP, all right, so it's going to be able to allow you to see the most frequent and efficient customer paths.   Bradley Sutton: For example, some of the examples it gave was maybe the first time somebody got exposed to your brand was through a streaming TV ad, and then they happen to see next the display ad, and then they saw a sponsored brand video ad and then they saw a sponsor brand video ad and then they saw a sponsored product ad, then they saw a sponsored video display and then they purchased the product. Right? Maybe another kind of like flow is something different. Maybe it was a they only saw a sponsored video ad and then an audio ad from like audible or something, and then boom, went to purchase. Now let's say that that one was working a lot better. Well, that all of a sudden means like hey, you know what? I'm not going to go spend all this money trying to get that customer through that six stage step of the customer journey. Let me double down on this sponsored brand video to audio DSP ad, because that's like my quickest way to get to that purchase.   Bradley Sutton: I mean, that's just a random example there, but before could, could we see this? No, like we, we we speculate, right, like sometimes, uh, we have sponsored brand video ads or display ads that you know, maybe, uh, RoAS or ACoS and things like that are not that great, right, but we still do it because it's more of a branding play. We're like no, I need to get in front of customers more. I want them to see my brand so that by the time they see my sponsored product ad or some like on page ad or just an organic purchase, it makes them more likely to go ahead and purchase my product, because they've been conditioned to kind of like, see my brand and think about purchasing it before, right, so, but you didn't really have visibility as a regular seller, at least we haven't had visibility to see how that purchase journey works through the ads, and so this is going to be something cool. I think that will allow us to do that. All right.   Bradley Sutton: Now the next few. I'm just going to kind of skim over a little bit, because once I got to this stage, maybe your head is hurting as much as mine with some of this, how deep some of this stuff goes. But the next announcement was entitled build a holistic first party data strategy with ads data manager. All right, so ADM ads data manager is a new standalone offering that simplifies and streamlines the process of first party data management through Amazon ads tech. All right, um, this is going to be for DSP or AMC. Um, again, most of that doesn't affect you guys yet, so if you're interested in that, make sure to check out the article.   Bradley Sutton: Speaking of DSP, one more article that they had talked about is entitled the Amazon DSP launches performance Plus. It's a little fancy name. Almost sounds like something that helium 10 would call something. This is your new Performance Plus Cerebro tool, but anyways, amazon took it before us Performance Plus Tactics into Beta. Now, for those of you who are doing display online video or streaming TV, with a conversion KPI of ROAS for endemic advertisers or CPA for non-endemic advertisers, you're going to have this performance plus tactic available, and if that was just sounded like a whole bunch of gibberish to you, this article is probably not for you, like it's not for me, but for those of you, I know we've got some nine figure sellers out there that are really into this stuff. Make sure to check out the article link to for that I wanted to make sure to include everything, because I know we have listeners out there that are brand new on Amazon. Keep listening, guys. We got stuff for you too. We have listeners who are nine figure sellers. I want to make sure I give stuff that is relevant to everybody. More unbox announcements.   Bradley Sutton: Now, this was interesting and something I hadn't considered. I alluded to a little bit earlier about audio ads, right, so this is entitled Create Impactful Audio Ads in just a few clicks with Generator. So these next couple announcements have to do kind of like with AI. So Audio Generator leverages generative AI capabilities to turn products into interactive audio ads in minutes for the ad to cart call to action. All right, so you might not have thought about audio ads or thought about adding, you know, like, maybe, fancy audio to your, to your video ads. But with this audio generator, there's a cool demo here that you guys make sure to click on the article and then go watch this demo here. But you're going to be able to choose your product and then use AI to generate audio including, like you know, add copy, like you can get somebody with a British accent to read some kind of script that you have and you not have to go like go hire a professional voice actor for some of this stuff. So really interesting stuff.   Bradley Sutton: Speaking of AI, another thing that Amazon announced uh, this was something that was actually originally announced at Amazon accelerate, so I'm not going to go too deep into this, but it says create high quality AI generated videos in minutes. And it says Amazon ads has introduced a new powered video generator, currently available for use in sponsored brands campaigns. You guys already heard us talk about this at Amazon Accelerate, but another cool demo is on this video in our link below, so make sure to check that out. The last AI update for Unbox is called make creative development a breeze with the AI creative Studiobox. Is called Make Creative Development a Breeze with the AI Creative Studio, which is in beta. So this is AI Creative Studio is a centralized experience that combines AI functionality with expert level controls All right.   Bradley Sutton: So this is a new kind of like homepage where you're going to have the studio, the sandbox and the inspiration gallery In the studio. It says you're going to gain access to a suite of tools that can be used to transfer your concepts from in progress to design complete. You know, you can like start with a picture of a cup and then, all of a sudden, you put it in this like crazy background and choose different backgrounds you can have different effects and different lightings and then you're going to be able to generate that image. Now, with the sandbox, you're going to be able to test out new features, like, maybe you take one of those things that was just an image before and then now you're going to be able to animate the image. You know, like, if you remember, in Accelerate they showed how you can make smoke coming out of a or not smoke, but like steam coming out of, like a teacup or or coffee, right, so that's kind of cool. And there's also going to be the inspiration gallery where you're going to see examples of AI generated content. Uh, and then you can actually like, click these If you like, like, hey, like, I like this vibe right here. I like, I like this, the way that they did this headphones here I want to be able to do that to my product. And then you're going to be able to like, choose these kinds of like templated things or examples and then apply it to your own products. All right, so this is one of those ones. Guys, you do need to click into the article where this was announced, because I got the link for you in order. If you want to join the wait list, all right if you want to join the wait list for this AI creative studio, because not everybody's going to be able to get into this right away. So make sure to find whatever article this is about the AI creative studio in the comments below and check it out.   Bradley Sutton: Only a couple more uh unbox announcements. Uh, the next one is called interactive ads expand availability across streaming TV into prime video. Right, this was, uh, we had an article about this before in the weekly buzz. But you know, sometimes you might think of when you see commercials on TV regular TV, right, that's all. It is a commercial, like a Superbowl commercial. You see a GoDaddy website, or you see you know, chips, or Michael Cera showing his CeraVe lotion, or whatever, right, but what, what does? How does that help the advertiser? Well, the only way it helps lead, leading to an immediate sale, is maybe they go on Amazon or they go somewhere else to the store later on the day and they go buy that product. Right, but now, on prime video, you still can do just generic ads, but now there's going to be shoppable ads, all right, so you can see a 15 second ad on prime video as an example here, and then it'll be like you know you're not in your computer but it'll say, hey, just hit OK on your TV remote and you're going to buy the product, like if it's connected to your Amazon account. So now, all of a sudden there's going to be like a direct connection where somebody doesn't have to go and pause the video to go buy a product. Just by hitting like OK on the remote they're going to be able to buy some products that you're advertising on Prime Video. So make sure to check this article. That could make streaming TV a little bit more lucrative for some of you.   Bradley Sutton: Last couple, I'm just going to breeze through here. There's a couple new metrics here. One is called long-term sales, and long-term sales RoAS, is the acronym LTS RoAS. I guess they're getting crazy with these. These acronyms are already, like you know, 10 letters long here. But anyways, this is going to be interesting because it's a historical 12 month return of a given customer engagement with your brand, right, you know, like there's an attribution window right when you know like, let's say, something has a 14 day attribution window.   Bradley Sutton: Somebody clicks on something on Monday and a week and a half later they buy it. That original click gets attributed with that sale from that ad. Right, but let's say somebody clicked on it but they don't buy it in two weeks, maybe they four months later or something. They buy the product. Have you ever had any visibility into that? That purchase can be tied all the way back to that original click. No, you have not been able to do that until now. All right, so this is going to be something cool. This LTS ROAS uh is going to be able to allow you to take a look back even, uh, throughout a year to see, like, how your ads are doing. So make sure to check the article for more information on that.   Bradley Sutton: And then, last one is DSP has a new experience. So if the whole DSP page for those are like UI of their homepage has been completely redone, I guess I wouldn't know the difference because I never saw the old DSP page part. But for those of you who use it, go ahead and check it out and see if you like their new UI. That is it. Believe it or not? Guys, for Amazon, unboxed and all of the news and events this week. Obviously no time to do our normal training tip of the week or our new feature alerts. We'll have to save that for next week. We actually got some pretty amazing things coming for you guys. By the way, as guys hope, you enjoyed this in-depth coverage of all the goings on in the news this week. Make sure to tune in next.  

Brian Creager, a former eight-figure Amazon seller, shares his riveting journey from success to near bankruptcy. He discusses pivotal mistakes that led to millions in losses and how he navigated challenges, like being banned from selling a medical device. Listeners will learn the importance of real-time KPI monitoring and the impact of external market factors on profitability. Brian emphasizes the value of networking and community in the e-commerce landscape, providing key insights for both aspiring and seasoned sellers.

Join Joe Sanhanga, an e-commerce entrepreneur from Zimbabwe, as he shares his journey from Shopify to generating millions on Amazon. He discusses launching high-priced items such as unique lamps and soil products, emphasizing the importance of networking and data-driven marketing strategies. Discover his insights on maximizing sales through effective PPC management, overcoming competition, and navigating inventory challenges. With aspirations to reach $30 million in sales, Joe highlights innovation and collaboration as key components of his success.

Discover how Amazon's Prime Big Deal Days set new records this October. Learn about AI Shopping Guides that revolutionize product research. Explore TikTok's new automated ad targeting options just in time for the holidays. Find out about customer engagement rewards for Amazon ads, and get insights on managing inventory with heat maps for peak selling seasons. With Helium 10's innovative tools, including improved PPC management and sales strength analysis, sellers can elevate their strategies and thrive in the competitive e-commerce landscape.

Join Andrea Marquez, host of Amazon’s This Is Small Business podcast, and Lauren Coury, Senior Product Manager at Amazon, as they unveil groundbreaking insights from the Amazon Accelerate event. Discover cutting-edge AI innovations, including Project Amelia, designed to enhance seller capabilities through generative AI. They discuss the transformative power of AI-generated A+ content, the significance of dynamic video in marketing, and inspiring entrepreneurial journeys that highlight the community's impact on success. Don't miss the tips on enhancing brand storytelling!

Wei Li, who leads the Selling Partner Growth Analytics team at Amazon and boasts prestigious MBAs, shares groundbreaking insights. They discuss innovative tools like Customer Loyalty Analytics and the Business Planner. Discover how harnessing Amazon’s data can help sellers tailor strategies for customer retention and optimize profit margins. Wei highlights using AI for dynamic business planning and the significance of understanding customer segments through RFM analysis. This conversation reveals how data-driven insights can anticipate opportunities and streamline operations.

Shivali Patel, a Senior Evangelist at Helium 10, joins to discuss the latest trends in e-commerce. She highlights Amazon's new coupon features allowing dual promotions to drive sales. Additionally, they dive into Amazon's Multi-Channel Fulfillment, which simplifies order processing from social media platforms. The conversation also touches on legal actions facing Walmart and Amazon's sustainable packaging initiatives. Shivali shares strategic tips for optimizing product visibility ahead of major sales events.

What if you were missing out on hundreds, if not thousands, of dollars in reimbursements from Amazon? Join us as we reveal the game-changing strategies for reclaiming lost and damaged inventory funds from Amazon's FBA warehouses, just in time for the crucial update on October 23rd. We highlight the indispensable Helium 10 Refund Genie tool, providing you with a step-by-step guide and real-life success stories from sellers who have maximized their refunds without any commission fees. Uncover the secrets to boosting your profitability by making the most of Helium 10's full suite of features. We'll walk you through how to handle active and suspended product listings, ensuring accurate and timely reimbursements for damaged items. Learn practical tips and tricks, including a thorough explanation of size tier optimization. By tweaking your product packaging and leveraging Helium 10 Alerts, you'll discover how to reduce shipping costs and significantly increase your bottom line. Imagine saving $10 per unit with just a 0.2-inch reduction in packaging size. We provide compelling examples, such as a floor lamp that moved from an extra-large to a large bulky tier, saving $2 per unit. Through personal anecdotes and expert insights, we demonstrate how monitoring dimension changes and enabling alerts can lead to substantial financial recoveries. Don't miss this opportunity to reclaim your funds and optimize your Amazon business for greater profitability. In episode 601 of the Serious Sellers Podcast, Bradley talks about: 00:00 - Maximizing Amazon FBA Reimbursements With Refund Genie 01:31 - Amazon Lost and Damaged Claims Guide 04:35 - Amazon Seller Refund Process 10:29 - Getting Refunds Using Helium 10 Refund Genie 10:48 - Amazon Refund Process and Strategies 19:54 - Maximizing Amazon FBA Reimbursements and Savings 22:41 - Helium10 Alerts for Size Tier Optimization 25:02 - Optimizing Packaging for Amazon Profits 29:26 - Identifying Dimension Changes for Amazon Reimbursement 31:18 - Amazon FBA Reimbursement for Dimensional Changes ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Transcript Bradley Sutton: Today we're doing a live workshop on how to get money back from Amazon and on this live broadcast there are four people on the call who are going to be able to get back over $30,000 live on the show back from Amazon. How cool is that? Pretty cool, I think. Important message guys. On October 23rd, Amazon is changing the window for which you can look back and claim that they owe you reimbursements for lost and damaged products at FBA warehouses. It used to be 18 months, but now it's going down to only two months. So, if you have never used the reimbursement service or Refund Genie, now is the time. Last week I ran Refund Genie on two different accounts and got a total of over five thousand dollars back for those sellers. And don't forget, unlike a lot of services out there, Helium 10 doesn't take any commission on what we get back. If we say you're owed ten thousand dollars and you get back ten thousand dollars from Amazon, you keep ten thousand dollars with no commission to Helium 10 at all. Refund Genie is now available to anybody who has a Helium 10 Platinum annual plan or higher. So to get an estimate about on how much money you could get back, go to h10.me/refundgenie. If you've never used a Helium 10 coupon, use the code SSP10 to save money if you need to upgrade to a Platinum annual plan. Bradley Sutton: Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that's completely BS-free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world, and today is our monthly live training that we do, along with an ask me anything, where we go over a certain aspect that can help you on Amazon, and then we take all your questions live, and we've got a great session for you today. Let's go ahead and hop into it. Let me just kind of like level set here what the situation is, so, for a lot of you, you might have seen the message already that you know, on October 23rd, Amazon is changing the look back period of when you can claim lost and damaged, so what that means is Amazon sometimes loses products at their warehouses of yours, they sometimes damage it, and they're supposed to, you know, refund your money when that happens, and you know, a lot of times they do. So what the problem is, though is sometimes, for whatever reason, they don't always refund the money like they're supposed to, and so when that happens, it's okay. It's not Amazon necessarily going and stealing all of your money. They allow you to like file claims if you are missing the money, all right, and then you know once, once they do their investigation sometimes it's instant then they will say, all right, yeah, we will give you the money back, and then they refund you like within days. Bradley Sutton: Now, if you have never used a service before, you know whether it's Helium 10, whether it's an outside service, if you have never used a service, uh that audits, or you don't audit your account completely to like look at all the uh, uh disbursement reports and the reimbursement reports and what Amazon has uh returned to you, what Amazon has lost. If you've never done that, you could be owed thousands of dollars, like, in my experience, half of your half of 1% of like what your gross revenue is. You could get back. All right so to 1%. I've seen some accounts get 1%. So let's say you've sold in the last 18 months a hundred thousand dollars worth of inventory. Basically that means that you might be owed a thousand dollars, potentially, all right. Or I should say 500 to a thousand dollars. If it's a million, you know you could be owed up to $5,000 if you've never audited. That's how much. And a lot of services out there, uh, which are great, the issue is that they'll take um, a percentage. They'll file all the claims for you and then take a percentage, like 25%, of whatever they find they keep. Bradley Sutton: Now the way I'm about to show you guys is a 100% free, as in whatever we find that Amazon owes you you keep. I wish I could take a commission on that. I'd be a rich man if I could just take 1% of what we find for you, because we've found millions and millions of dollars that Amazon owes you. So I'm going to show you guys how to look at the report. First of all, all right again, if those of you with a Diamond annual plan or Platinum annual plan, you've got full access to it. If not, well, just you know, stay watching this, because you'll need to know it. You need to like at least get the account. Those of you have done a lot of money and then you're going to need to know how to do this later on in the future. I saw a couple of you are newer sellers. You're probably not owed that much by Amazon. But guess what? Hopefully, you get to the point where you are owed money, not because you want Amazon to be taking the money that's owed to you, but because you're doing so much revenue that inevitably things are going to get lost things might get damaged and Amazon might owe you a lot of money. So this is important, no matter what stage of the journey you are on. All right, so now hop into your Amazon account and then some of you might have a banner at the top. Does anybody have a banner on the top that says, hey, you might be owed this amount of money? I don't have it on my screen because I already kind of like started this process already, but that banner would show up at the very top, all right. Bradley Sutton: So I am in one of the UK accounts that I have access to, and so, whether you have or not the banner again, this is if you're Platinum annual or Diamond annual, if not, just watch, all right, there's nothing for you to do. If you're not this, you're not gonna be able to do anything, but just watch, all right. So this is important. I'll give you, like, a coupon code. You can get it again, I'm not trying to sell you some service where we're going to take a percentage. We take zero percent. We actually have a service for those of you who are like $50 million sellers and you don't have the time to go one by one and do what I'm about to show you guys how to do. No problem, you can go sign up for that service and we'll take like 25% of it and we do all the work for you. That's h10.me/mrs. But that's not what I'm trying to talk about here. I'm just talking about how you can do it for free, all right. And then I'm going to give you three other ways that I have also gotten thousands of dollars back from Amazon. Okay. So let's go ahead and go for those of you who have the banner, click the banner. For those of you who don't have that banner, I want you to click on the tools and then go to Refund Genie. Neal says he's got a message here on his computer. It says last chance to claim 1600 bucks. All right, Neal, you are, you are set to go. So if you have a Platinum manual, Neal, you're going to be able to get $1,600 today in the next 30 minutes, potentially. All right. So Neal's got his Helium 10 account covered, almost right there. He's got anybody else have a message like that at the top of their screen. I'm just curious what message you guys are showing. Bradley Sutton: All right, now I'm going to go ahead and go into this Creative LG account. Okay, I'm going to hit details. You want to go to the ones that have stars and, as you can see, this account is selling in a lot of platforms. Selling in Germany, UK, Spain, France, Italy. Some of you might only be selling in one platform, doesn't matter, the process is completely the same. Now, as you can see, for a lot of these I have already requested reimbursement. You can see I hit processed. So I'm just going to go to the UK one. Let me see if I have any open. I hope I can find one that I have open. Yes, perfect, all right. So, as you can see, I've got a whole bunch of what's called uh, FN SKUs. All right, where Helium 10 found, where Amazon owes me money, all right. So if you're auditing, if, let's say, you don't have Helium 10 and the how, how can you get this? Well, you would download your transaction reports and the ledger report and then you're going to look back at any event that happened where you've got damaged or lost inventory, okay. And then now you're going to go back into your reimbursement report and you've got to cross check if Amazon already reimbursed you for that exact FN skew that went missing. And that's what Helium 10 is doing. Helium 10 has automated that process and that's why we are giving this report here in Refund Genie. All right, so you know there's nothing for you to do other than copy and paste. All right, so did anybody find an ASIN that has it? Bradley Sutton: Inbae says I see the screen lost items, but can't see damage items. Well, for you, if you don't have damage, that means Amazon hasn't damaged. That means Amazon has already refunded you for everything that they've damaged and, for whatever reason, Amazon is pretty good at reimbursing sellers with what's been damaged, but there's a lot more money that is owed to you from what's lost. All right, so don't worry if you have nothing damaged. All right, wow, oh, my goodness. Brad Dassow says he's got 24 guys. We might have a winner here today. Brad Dassow, I am going to help my namesake out there gvet $24,000. Live on the air. All right, Brad, you with me. Brad, what, what? What level of Helium 10 plan do you have? Do you have a Platinum manual or Diamond A plan? If so, you are going to get $24,000 potentially today. That are going to get $24,000 potentially today. That's crazy. I love it. I love it. We're making big dents, in a good way, to your bank account today guys. Maria, wait, look at Maria's here. Maria is owed $18,000. Wow, all right, Maria. What plan do you have, Maria? Guys, two people that are live on this call are going to learn how to get almost $40,000 back from Amazon 100% for free, and I don't get a commission on any of this. Gursharn says he's owed $7,600. Wow, you guys should be happy. You tuned in live today. Excellent, excellent. Joe says he already got 20,000 back per year. Great job, Helium 10. All right, Brad is Platinum Annual. You are good to go. Maria is Platinum Annual? Perfect, all right, now we're going to do this all together, all right. Bradley Sutton: So what I want Brad, Maria, anybody else who's doing this, and go and open in Seller Central. All right, go to your Seller Central account of whichever one that is, your owe the money in Helium 10. And then I want you guys to hit help and then get help and resources. Okay, Marie and Brad are ready on Platinum Annual. You guys are good to go. Look at that. They don't even have to pay any extra money and they're going to get all this money back. I love it. All right, Maria and Brad, I'm doing this with you. Oh, my goodness, Inbae Park. Inbae Park beat everybody. Inbae Park is owed $60,000. Guys, we're getting $100,000 live on this podcast today. Inbae, do you have a Platinum annual plan or above? Inbae, you're ready, all right. So, Inbae, Brad, Maria, get it ready. Lori says it, says they found it. Yeah, sometimes Amazon will say some of the ones they found, but for me, on my US accounts, 95% of what Helium 10 found, they returned to me. Yeah, and then contact the associate. Lori says it shows. Contact the associate, I'll show you what to do for that. All right, I'll show you what to do. Okay, Tony, you're good to go to. Tony, set this up. We Joe's on Diamond Set this up. All right, we're going crazy here, guys, we're getting a hundred thousand dollars live, all right. Bradley Sutton: So now, as you can see, I'm just going to do a couple of the small ones. Uh, by the way, if you are owed for one ASIN, any big amount, guys, I almost guarantee Amazon is going to require you to open a case, but they solve it within like 48 hours. Some of these little ones I'm going to get like it looks like 10 euros here, seven euros here. They're going to refund my money immediately. You're going to say hey, yep, we agree with you, you're good to go. But other ones, especially the bigger ones, or if some of my items like this, like this account. This account is a beauty account, and so there's a lot of products that are no longer on Amazon for whatever reason, like it got suspended in this account. If you have a product that is not currently live on Amazon, Amazon will deny your money. So that's what I said today, guys. Today we're not just talking about how to use Helium 10 Refund Genie. This is general information. Even if you're not a Helium 10 member, it's important. So just keep in mind. Usually, if you had a product that was suspended or is not active on Amazon, a lot of times they are going to use that as an excuse to not give you your money back. So if there's any way for you to get your product back on Amazon, do that first before making a claim on that product. I hope that makes sense, all right. Bradley Sutton: So, Brad, Inbae, Maria, the ones that I want you guys to start with are the ones that you know are pretty much active on Amazon and you're not going to have issue, all right. So let's go ahead together, guys, you three and whoever else, Tony, whoever's on this copy one of the first FN SKUs. All right, that's on one of your reports. Okay, you just hit this button that has copy and then, once you do that, hit processed, so that you know it is done right here in Refund Genie. Now switch over to your Seller Central tab and you are looking for something that might say inventory lost in FBA warehouse. If you see that, just click this and that's what you need to look for. Now if anybody's listening on the podcast or watching this on YouTube and you do not have a button in Amazon Seller Central support that says inventory lost in FBA warehouse, don't worry, some marketplaces, you don't see it. All you have to do is hit this button that says my issue is not listed and then just type in inventory lost in FBA warehouse and then the widget is going to show up. What shows up. Let me just show you by hitting this. All right, so, Brad Maria, paste. When the window comes up that says enter FN SKU, you paste the FN SKU that you copied from Refund Genie and then you hit continue. Bradley Sutton: Now here, as you can see, I have multiple SKUs. So if you have multiple SKUs, you have to pick which SKU. So I'm going to go back to my Refund Genie. Refund Genie has that here, too. I see which SKU it is. Let me copy that. And it is this SKU right here. So I'm going to hit this SKU and let's see what it has. Aha, this one got. This is one of those ones. I told you this is a restricted product, so I this is not my account, so I didn't get my money back on this one. Why? Because this product got restricted on Amazon. I told you this is a beauty product that I'm in. For Brad and Maria and Inbae. What did you guys find on yours? Did you guys get it? I'm going to try another one. I might have to do a few of them here. This account has a lot of restricted products, so I am going to go ahead and get help with a new issue and watch. I'm just going to do this really quick. I'm going to copy another one and I'm not sure the a lot of these. This is why they're probably not here. A lot of these might be already restricted, so let me just copy another ASIN in here. Hit inventory loss in FBA warehouse. Paste the FN SKU. Hit continue. Please don't be a restricted product. Let's see here. Boom goes the dynamite. All right, look what I just did in three seconds. Here I paste an FN SKU. This was not a restricted product that I had. How many units did Helium 10 say I was owed? I don't know if you guys caught that potential units one right here. And then how many did I get reimbursed right now? One unit, Helium 10 was a hundred percent accurate on that one. All right, perfect, perfect, all right. Next one let's see what did. Oh see, look at Brad. Brad did it Said. Brad said these items have been processed for reimbursement. Brad, how much was that one that you just did? I just did one that got me 10 euros. How much did you get? Who's done? A big one so far? Neal got $75 and he's got another one that said invalid, all right, so Neal might have some products that were not eligible, but Neal just got his whole month almost of Helium 10 covered. Bradley Sutton: Alright Inbae says I've got a difficulty on damage item reporting. All right, so I don't have any that's damaged here. But the difference, guys, on damage reporting, let me just show it for Inbae or anybody else who is trying to reconcile their damage you have to do the transaction ID. Okay, so this is. I don't have any here so I can't do it, but I'm just going to pretend I do, all right. So if anybody ever finds that Amazon owes them money from a damaged item, instead of the FN SKU, what Refund Genie has is the transaction ID. So, Inbae, if you have the transaction ID, you copy it. You go to Amazon, you get help with a new issue and, as you can see, there is not one for inventory damaged all right. So Inba, what you or anybody else, what you do is you hit my issue is not listed. And then you put here investigate inventory damaged at FBA warehouse All right. And then you hit continue, okay. Inventory damaged at FBA warehouse all right. And then you hit continue, okay. And then you select right here inventory damaged in FBA warehouse all right. So hit that one Inbae and look here it says enter up to 25 transaction IDs. So in Helium 10, again, I can't show this to you because this account I didn't have any damage that was owed, but there'll be just a button to select a whole bunch of transaction IDs together. You paste them here at once, no commas, no punctuation, things like that. You can paste up to 25, and then you hit continue and then that's how you get your money back on the damaged. So Inbae the transaction ID is in Helium 10 as well. So right here, as you can see, I am looking at the lost. But you need to go to the damaged section of Refund Genie and it will show the transaction ID. It's not on the same page as lost. All right for everybody else. While you're looking for that in bay, let me go to another, uh, another couple ones here, just to make sure everybody's got the process for lost inventory. Here's another one where it says I'm owed seven euros, about 10 bucks. Let's copy this. I'm going to hit processed and I go up here back to seller central I say get help with new issue Inventory lost in FBA warehouse, paste the FN SKU and this is either going to be. So this one it says create a case. So sometimes if it gets denied you have to create a case. Bradley Sutton: So everybody don't just go copying and pasting these and not reading what it says. If you ever see one that says create a case, hit that button. Okay, sometimes you have to take an extra step with Amazon to get your money back. So I'm going to hit create a case and then they'll get back to me if I'm owed that money? Ah! Neal says I just noticed that I was not clicking the copy and just highlighting the FN SKU and pasting. It pastes with a space. Yes, make sure to hit the button that just says copy and it'll highlight the right one. Maria, you did the exact right thing. That's exactly what I just did. Maria says hey, I got a message that said resolve your issue. It requires additional investigation in the case has been transferred. That's exactly what you need to do. So, guys, do not, when you guys are trying to do this fast, whether you're using Helium 10 or not don't just blindly do it and then go to the next one. Read the message, because if there's a button that says a new case needs to be made, you have to hit that button or else Amazon will say oh, too bad, you didn't say you didn't, you didn't do the case. Dmytro says I got a message that says upgrade to a plan that includes refund. Yeah, so, Dmytro, you need to get on the Platinum annual plan. How much money are you owed, Dmytro? All right, how's it going? Inbae, Brad, Maria, how much money have you guys got so far? Neal says when it says that one is found, do you have to choose my issuers. No, the only time you ever need to hit something is if you see if there's a button that says create a case or you might have to create a case. They're doing an audit on everything. Helium 10 just tells you how much you're owed, but then they'll let you know how much was lost, how much was found and how much was never reimbursed. And then you're looking for the one that says, oh, this is reimbursable, but they'll tell you how many they found too. Just to you know, try and be proud of themselves. I guess on Amazon, here. Bradley Sutton: Dan says what do you suggest for sellers who are on Platinum or a few hundred, Dan, if, if you're on the regular Platinum plan, you'll be able to see how much money we're estimating your owed. And if it's like 400 bucks or 600 bucks, you know I'm not going to sit here and tell you, oh yeah, you need to go ahead and upgrade to the Diamond or to the Platinum annual plan. No, because that's going to cost you money. So you know, I'll tell it to you straight. You have no need to upgrade to the Platinum annual plan. You just kind of like I would say, try and take the time to figure out how to do those reimbursements on your own by doing all those reports. But if any of you are seeing something, I mean. That being said, Dan, if you're planning to be a Helium 10 member for a long time and you're paying monthly right now $99 a month, don't forget, if you do go to the annual plan, you get two months free. All right, you're getting two months free if you switch the annual plan. So if you're planning to be a Helium 10 member for a while, even if you're only owed $400, I mean theoretically I guess it's still worth it for you, Dan, to upgrade, because you're gonna be paying us anyways and now you save two months and now you get $400 back. So that's like getting four months for free or six months for free, because you're getting two months free plus the four months if you're over 400 bucks, all right. So yeah, it's up to you, Dan. But anybody out there who has a message where Refund Genie says hey, you're owed $1,500. You're owed uh, you know 2000, $10,000. It's a no brainer just instantly upgrade and then you're going to make that money back and more. Bradley Sutton: Maria says I have two reimbursements, so far, $178, and the others need cases. Excellent, Maria, did you have any line item where just one item was like a really big amount? Usually if it's like $300 or more for one item. Amazon says oh, I got to investigate it. Neal says I assume that means everything is good. If it says these items were found, if they're always going to tell you which one is found, but there should be one or two, if Helium 10 says so that's reimbursable. Oh, Brad said I've got a couple thousand dollars so far. Very easy process. Thanks, Helium 10. That's great. Brad just made just got two years of Helium 10 subscription paid for. It's like he never has to pay Helium 10 for two years because he just got that money back in the last 15 minutes. I love it. I love to see it. Inbae says I've done a few hundred so far. Excellent, excellent. Look guys, how many live calls do we actually literally make people money on the call for free? And people are making thousands of dollars out there that they're going to get in their account. I love it, I love it. Maria says our items are a bit expensive. Just one is over $300 and an expensive one is around two grand. Yeah, I almost guarantee Maria. I bet you. Amazon said oh, we need to open investigation for those expensive ones. Let me know. I bet you they did. Bradley Sutton: All right, Neal says I'm about 10 out of 12 process, perfect, all right. While you guys are still doing that, Brad, Maria, Inbae, keep going. Let me give you remember. I said I was going to talk about different ways you can get money back from Amazon. Here's another way, and this I've never done any of these accounts. I have no idea what I'm about to find. All right. So for the rest of you guys, and this is plan of Helium 10. The Refund Genie. You got to be on a Platinum annual plan at the least. All right, and again, really quick. If anybody was like hey, I am not a Platinum annual member and I want to take advantage of this, don't pay full price. Use the code SSP10 to upgrade to that Platinum annual and then you'll be able to get those Refund Genie reports SSP, as in Serious Sellers Podcast 10. All right, now I want everybody else, regardless of what plan you have, to go into Helium 10 Alerts. That is, in Operations, okay, operations. And then hit Alerts oh, my goodness, there is. Oh, this is juicy stuff. See, this is not an account I manage all the time. So take a look here, guys, all right. So here at the top, does anybody else see this? I would say most of you probably don't have this, but this account does. Does anybody at the top left of your alerts see a message that says products with size tier optimization suggestions? This is rare, but this is the number two way that I've gotten thousands, or I'm getting thousands of dollars back from Amazon. Bradley Sutton: Wow, Brad is just like making money left and right from Helium 10. He's got seven suggestions. All right, let me explain what this is. So anybody with any Helium 10 plan who has Alerts, go to your Alerts and on the top left, if you see products with size tier optimization suggestions. This doesn't mean 100%. Oh, you're going gonna be able to take advantage of this and make a lot of money. But let me explain what this means. This means that we detected one of your items that has a package size that is within like one or two inches on just one side. That will help you go from one size tier to another. Let me give you a quick anecdote of what I did recently In one of my accounts one of the coffin shelves I sell I had this message and my package is fine, like the package that I have is like hey, it's not like I have a whole bunch of empty space in there, but I saw that if I take away one inch off of one side, guess how much money I save per package on my shipping fees. Guys to Amazon? $3 and 50 cents. All right, let's just calculate that out here. All right, so if I sell 10 units a day of this coffin shelf, that means that if I make this package adjustment, I'm going to go from large standard size to standard size and save 350 per unit. Times that by 10. Every day I'm going to save in Amazon fees $35. Now I can't just snap my fingers like I did with Refund Genie and get this money back from Amazon. No, that means the next time that I am ordering this product from my manufacturer in China. I redesigned the package and redesigned the actual product a little bit. Not everybody can do this, right, but I. You know the coffin shelf is like you know. I can make it an inch smaller and it's still a good coffin shelf, right? So that's what I did. And then this I did this two months ago. This order is now on the water, on the way to me, okay. So remember I said that's $35 a day. Might not seem like a lot. This is only a product. I sell 10 units a day. Now times that by 365. Bradley Sutton: Guys, this one alert that I got. How much is that saving me? Anybody? Do the math right there $12,700 guys. I am going to get extra per year on my profitability for this product because I was able to reduce my packaging by one inch on one side. All right, so how does this come up? Helium 10 is analyzing your account and if they see you have a package that is really close to one of the big size here, I mean, one inch doesn't always make that, um, doesn't always make that big of a difference, but we are looking for the ones where it's the literally the difference of going from one size tier to the next size tier. That's why not all of you are going to have something here Alerts. Hopefully none of you I mean not none of you. Hopefully most of you don't have this, because that means you've been kind of like throwing away money for a long time right. But if it is so, those of you who have this, Brad and the others, click on it and let's go to those products and let's just take a look here, it is right here. This is a floor lamp, right, this is a floor lamp here. And what is the message saying? You see here how there is a big red info sign. Okay, so this one, I could go from extra large to large bulky. What about this one? This one, I can go from extra large. Look at this. If I just take width by 1.1 inches, I go from extra large to large bulky and the FBA fulfillment cost goes from $21 to $19. Boom, in this account they will get $2 back if they can change their size by one inch. Okay, oh, my goodness, Brad, are you sure you're reading this right, Brad? That's crazy. Brad says on one of his he just has to reduce the height by 0.2 inches good grief, 0.2 inches and he can go from large bulky to large standard size, decreasing FBA fulfillment from $17 to $7. What in the world by 0.2?, Brad, are you sure you copied and pasted that right? That's insane. How many units, Brad, do you sell of that product? Brad is making ridiculous money off of Helium 10 today. He's making thousands of dollars from refunding. He already did thousands of dollars. He got back. I think he said or was that Inbae? I forgot, but now he might have somebody ask how many units of that do you have? Bradley Sutton: Rob. By the way, Rob asked a great question does Amazon remeasure the dimension automatically or do you have to ask them to do it? You have to ask them to do it. Alright, so once your new inventory with a new dimension is in Amazon, you have to ask for remeasurement and just say you change your package. Going back to a question from Inbae, he says I downloaded the damage item spreadsheet. Inbae, that tells me you're doing the wrong thing. You might be looking at the old Refund Genie. The new Refund Genie has zero downloads. So if there was nothing that had a star that allowed you to go to see the damage, then you're looking at the wrong thing. That means Amazon already, uh, reimbursed you for everything. All right, the only thing you guys should not be downloading anything in Refund Genie. Everything is in the app, the, the downloadable things. Those are from the old Refund Genie, all right, so those are. The time is probably already ended on when you can get your money back on those, or Amazon already reimbursed. Well, Brad, how many units of that do you sell a month or a day? Brad might have just made thousands of dollars here I'm not sure if Brad's still with us here, but that is another way you get money back and that I am getting $12,000 back from Amazon because I saw that I could change my package by such a tiny bit and it's going to save me $3 per unit. Now I've never, ever seen one like Brad's where he says he has a message where he is so close, only 0.2 inches away, and then he can go down to $7. That's insane, um for his packaging fee. So that would be crazy if he can do that, all right. So that's number two. Bradley Sutton: Number three, another way, is just Alerts by itself, all right. So one of the alerts guys, one of the things that Alerts is doing, it's monitoring if Amazon changes your dimensions, okay, if Amazon is changing your dimensions. So pay close attention to this, everybody. I once got $5,000 back from Amazon, but I never should have given Amazon that money in the first place. Helium 10 helped me get $5,000 back, but it never should have happened, because the instant that Amazon changed my dimensions erroneously, like some random employee in some FBA warehouse, I don't know, they were like drinking on the job or something, and they measured it in a ridiculous way and they increased my package size by like two inches, right. And so I'm like, okay, I just expect Amazon to do the right thing. All the time I wasn't paying attention and Helium 10 gave me the alert, but I didn't notice it. I don't know what I was thinking. This was like three years ago, and then what happened was I was looking through my alerts and then I looked here in event history. So, guys, go through your event history, okay, and then see, did something change for your dimensions? And then, if it is, and it's the wrong dimensions, you can go and file a claim. Bradley Sutton: This part has nothing to do with Helium 10. Helium 10 tells you what happened. But the next part, you go on your own and just open up a case and just say, hey, Amazon, you guys changed my dimensions erroneously on this date. That's the beauty about Helium 10 is it's going to tell you the date that this happened. Like, look at this we sent this person a message that on October 23rd, their product description changed, all right. So when, when something happens, an image changes, a product description changes, dimensions change. Helium 10 is notifying you on that date. So then let's just pretend that in this situation they had a dimension change. That was wrong and it happened October 23rd. So what I'm doing right now is I have a limited time. I'm not going to be able to get money back all the way back to October 23rd. You can only get money on dimensional changes within the last six months. So what I would do in this make-believe world where Amazon changed this whatever the heck, this is this piece of furniture here I would say, hey, Amazon, on October 23rd, you changed my dimension from this to this, causing me extra Amazon FBA fulfillment fees. Please reimburse me for this amount and remeasure, because this is the wrong dimensions. And then, obviously, you have to be a hundred percent correct. Like you, you gotta be sure that you've got the right dimensions and you can't like just tell them that it's this size, because what is Amazon going to do? They're going to go and remeasure it and then to check if what you're saying is true and then, if it is, then yeah, they're going to refund you, like thousands of dollars potentially, if that's how much extra they've been charging, and, of course, depending on how much extra, you know how much your sales have been. If you're only, if you only sold 10 units, well they're only going to charge. You know, they're only going to reimburse you the 20 bucks or whatever is the difference. But on this one product it was my main coffin shelf I was selling hundreds and hundreds of units and I was you know doing it at a price that I was getting charged extra every single unit for shipping because they had the wrong dimensions all right. So that's a third way that you can look and where Helium 10 can help get you money back by notifying you if that's happened. Bradley Sutton: Now, let's say you've got lots of products and you're not sure you didn't have Alerts on. By the way, guys, the only way you're going to get notified is if you hit this on button for your product. So what everybody should do right now who has a Platinum plan. You don't need an annual plan. Just, even if you're on the monthly plan, go into Alerts one by one guys, turn it on all right, otherwise this tool is useless to you If you don't turn it on. You got to turn it on, all right, for all your products so that you will get notified if you have a dimensional change. But let me show you something on how you can, um, how you can do it just on the fly. All right, this is like a little hack, all right, and this is the fourth way that you can kind of like, look and get money back. Watch this, go to your, go to one of your products on Amazon. I'm going to go to this one right here. Let me see if this even works here. Yeah, this product, this product is not even being sold right now. But watch this, go to any product, guys, on Amazon. I'm going to show you a little hack right here, a little Helium 10 hack. That's kind of hidden. All right, now, watch this. You see how, right here, under the BSR chart, it says revenue calculator and sales estimator. This is a hidden thing. This is like a. This is like one of those video game hacks where you have to like hit a couple buttons to release something. So hit revenue calculator and then hit sales estimator again and look what happens. Look what comes up. All of a sudden, this new little widget shows where it shows the package dimensions and the item dimensions. Now, this, this guys, is only going to work if you have a product that is very close in size to the package size, right? Like, for example, it's not something that you have to assemble or otherwise. This doesn't work. Like, for example, I've got this water bottle right here, right, you can just imagine that you know what the dimensions of this water bottle is. Let's just say it's 12 inches by  five inches by five inches, right? Well, this is a solid product. The package that it's going to go in is very close, right, like, maybe there's a little bit of packaging. So I know that if this water bottle is 12 by five by five, the package it goes into is only should be slightly. I know my own package, right, it's only going to be like maybe 12 and a half by five and a half by five and a half. Does that make sense, guys? It's like the package dimension should be very close to this because I know there's very little packaging. Bradley Sutton: So then what I do with this hack is I am Helium 10 is surfacing the item dimensions and the package dimension. So if you've got something like this, where I see, all right, item dimensions 12 by five by five, but then I see package dimension 14 by five and a half by five and a half. What do I know? I know that probably Amazon has got the wrong dimensions, because I'm like, no, there's not like a two inch gap inside the height of my package. And then I might go back and look at my history of what this package dimensions was, and this is another way, even if I didn't have Alerts on this is the way I can kind of audit a lot of my products and see did Amazon somewhere change my dimensions? Because there's no way that there's like a three inch gap in my package. I hope that makes sense, guys. All right, so this is the same thing. Let me show you a better product. I'm going to actually show you the Helium 10 coffin shelf. Here we go. Here's Helium 10 coffin shelf. Let's run it on here. Now the Helium 10 coffin shelf has a box very similar to the size of the of the package. All right, so I go down here. I'm here on the Amazon listing page for the coffin shelf. I do the little hack where I hit revenue calculator and then I hit sales estimator and then the widget comes up and this is exactly what I'm looking at. All right, I am looking, if one side, one dimension is way too big, all right, 14 long, the package 15. That, that sounds reasonable. 3.5,. Uh, wide, the package 4.13. That's reasonable. 7.5 deep and the package 7.68. So you see how, in this case, no, my package is the right size. What would I have been looking for? I would have been looking for a discrepancy on one side, like if it says my item dimension is 7.5 and it said my package was 9.5. Well, guess what? I bet you, Amazon owes me a thousand bucks because that means sometime that they added a couple of inches to my package, even though it's not true, and I would have been able to reclaim that from Amazon. So that's the fourth way, guys, that potentially you can get thousands of dollars, uh, uh back. Bradley Sutton: Donia says I love the photos in the listing. Who did them? That was a AMZ one step did. Did these uh listings or did these images? Did they do all of them? Yeah, all of these were from AMZOneStep, who's in the hub.Helium10.com Originally. On the original listing I did the images with, or my team did the images in Helium 10, but this one I sent to AMZOneStep's photo studio in Bali for that. So yeah, this is a good question by Shubham says we had a similar dimension issue where Amazon changed the package dimensions and we had to pay more in FBA fee. We raised the case and they did rechecking and they said they are correct, even though they are not, because we have checked it on our side. Our 3PL checked. In fact, suppliers also checked. So you need to have the package in hand, okay, and then show them the pictures of every dimension. Now here's the thing. If it's a rigid box, like a cardboard box, then if you show them the size and nothing is bulging out on anything they should accept it. If you show them the size of you actually measuring it on each side, now here's what I've had. I sell bat-shaped bath mats. It just comes in like this poly bag. Now, the poly bag, it's different sizes because not no two are the same, all right, so, and they, they will measure to the very end of the plastic, though, even if it's not the package and it's not technically the width, they'll, they'll screw you in that way. So like I'm doing something new for my new shipment because of that. So the only time where you can pretty much be like hey, Amazon, you guys are full of it is if it's a rigid box that's square or rectangle and you could show the exact dimensions with a tape measure and you don't have boxes that are bulging out because they count that If it bulges out, they're not measuring to the edge, they're measuring to the bulge. Inbae says I did so many I count, calculate, I love it. Inbae says I did so many I can't calculate, I love it. Bradley Sutton: Inbae made thousands of dollars today on the call guys, Maria has 17 cases still pending. I think Maria was owed about over $10,000 total. So hopefully those cases Let us know Maria. Like send a message to customer support when you get notification by next week of all the money you're owed. I want to like see how much money you got total from Amazon. That would be great. Your next reimbursement or reimbursement disbursement from Amazon is going to be huge. Thank you guys for joining us and send me messages. I want everybody who has gotten a lot of money back follow me on Instagram serious sellers podcast right, serious sellers podcast. Follow me on Instagram. And I want you to tag me in a story or  message me, uh with a screenshot or uh, maybe just a note that says hey, I got this much back from Amazon Thanks to Refund Genie. Uh, I would love to hear the stories about how much money you guys made today. Per my calculations, you know, I know you know Brad and Inbae probably have more that they have to get reimbursed for, but we could have made maybe 30, $40,000 live in this hour, just from like three, four members right there. So that is maybe 30, $40,000 live in this hour just from like three, four members right there. So that is uh, I had a lot of fun doing this. Um, for the rest of you, don't forget, this is not some eternal thing. You're always going to be able to do. Bradley Sutton: Uh, after October 22nd, you're only in it. There's not going to be any more $30,000 or $40,000. The money's going to be a lot smaller because it's only going to be a two-month window instead of 18 months. The reason why Brad and Maria and Inbae got so much money today is because it was looking at an 18 month window, but that's shrinking down. So this is like your last chance. So if you guys it says you owe, owed a lot of money right now, go into Helium 10 and make sure to get your Platinum annual plan and get that money back. All right, use the discount code SSP 10. If you guys want more information on that, go to H or use a calculator to see how much money you might be owed. If you're not even a Helium 10 member, go to h10.me/refundgenie. Thank you guys for tuning in and we'll see you in the next episode. Bye, bye now.

Join Bradley Sutton, as he explores the intricacies of Amazon product launches with the updated Maldives Honeymoon Launch Strategy. He’ll walk you through optimizing your product launches during Amazon's critical honeymoon period, sharing his hands-on experience and the latest insights from his recent testing. Learn how to utilize Helium 10's Blackbox tool for effective product research, identifying opportunities with low title density to give your product a competitive edge. We address the evolving landscape of AI and algorithm changes in Amazon, reassuring you that the fundamental principles of successful launches remain robust. Discover advanced keyword research strategies using Helium 10's Cerebro tool to enhance your product's visibility from day one. We explain how to identify crucial keywords by examining competitors' rankings and uncovering hidden opportunities through niche keywords. By focusing on keywords where top competitors are already advertising, you'll ensure comprehensive keyword coverage and improve your product's relevancy signals on Amazon. Additionally, Bradley shows you how to leverage thematically related products frequently bought together with your competitors' items to optimize your listings and advertising efforts. Finally, he'll guide you through creating compelling Amazon listings that resonate with potential buyers. Learn to prioritize relevant keywords based on competitor performance, avoid keyword stuffing, and craft emotionally engaging content. Bradley emphasizes the importance of customer reviews and the effective use of images and bullet points to highlight product benefits. Plus, he shares his experiences with test listings to ensure a smooth launch and offers strategies for balancing expenditure and maximizing ranking during the critical launch period. Whether you're launching a new product on Amazon or optimizing an existing one, these insights and strategies are designed to help you succeed in the Amazon marketplace.   In episode 600 of the Serious Sellers Podcast, Bradley talks about: 00:00 - Maldives Honeymoon Amazon Product Launch Strategy 08:33 - Keyword Research for Amazon Launch Success 16:16 - Utilizing Cerebro Historical Trends for Keywords 20:30 - Identifying Related, Non-Competing Products 20:37 - Strategic Keywords for Amazon Product Optimization 23:57 - Effective Amazon Listing Optimization Strategy 28:04 - Optimizing Amazon Listings for Success 28:54 - Launching a Test Listing Strategy 34:04 - Setting List Price Strategy for Sales 36:13 - Amazon Product Launch Strategy and Pricing 37:10 - Amazon PPC Strategy and Optimization 41:18 - Strategies for Amazon Discounts & Price Management 45:13 - Amazon Listing Relevancy and Ranking Strategy 49:36 - Product Launch Success With Amazon Relevancy  53:26 - Annual Amazon Launch Strategy Review ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos Transcript Bradley Sutton: All right, guys, it's episode 600. You know what that means. It's time for another Maldives Honeymoon Launch Strategy. I'm going to be giving you guys, step by step, what you need to do in order to have the best launch that you can have for your Amazon products. How cool, is that? Pretty cool, I think. Black Box by Helium 10 houses the largest database of Amazon products and keywords in the world. Outside of Amazon itself. We have over 2 billion products and many millions more keywords from different Amazon marketplaces, from USA to Australia to Germany and more. Use our powerful filters to search through this database for pockets of opportunity that you might want to get into with your first or next product to sell on Amazon. For more information, go to h10.me/blackbox. Don't forget you can save 10% off for life on Helium 10 by using our special code SSP10.   Bradley Sutton: Hello everybody and welcome to another episode of Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that's completely BS free, unscripted and unrehearsed, organic conversation about serious strategies for serious sellers, as of any level in the e-commerce world. All right, and for you guys watching this on YouTube. You saw me do a dramatic transition from the pool. I'm here in the Maldives at a new resort that I've never been in, and I'm recording this as I do every year the Maldives Honeymoon Launch episode. This is now like the eighth version, I think. We used to do it every 50 episodes on the on the like the hundred and the 50. Uh, now we only do it every 100 episodes. So about once a year I come out here to the Maldives on my own dime I'm paying for this myself, and then I just take a couple of day’s vacation and also record the episode for Maldives Honeymoon Launch Strategy. All right, so if this is your first time listening to one of these, you don't need to go back and listen to the others, because every year I update it.   Bradley Sutton: But basically, just a brief history is I started really focusing on what can give you the best bang for your buck for launches, and we all know about the so-called Amazon honeymoon period, where you get a little bit more bang for your buck when your product is just coming out. But then I started noticing things that gave me like that extra oomph, like a very special honeymoon, which is how I came up with the name Maldives Honeymoon, and that's why I am here and, for dramatic effect. I always come here to Maldives. I'm here at a resort I've never been it's the Huvafen Fushi Hilton, I believe it's called, but really great resort out here. And I'm here on my last day and I wanted to go ahead and share with you guys the new strategy.   Bradley Sutton: So what we're going to be going over today is I'm going to go over, first of all, this is like version 6.0 of this strategy, where we are going to just break down what are the steps. And this isn't just me coming up with these steps. I've been testing it the last year. I've been testing stuff this month, last month, the previous month. I'm constantly doing tests to make sure, hey, what is the best strategy? And guess what, guys, if you listen to episode 500, the last time I did one of these episodes it's different than what I'm going to talk about today, because things on Amazon do change over time and that's why I do these every 100 episodes. So we're going to first go over the list of what makes up this strategy right now and then I'll give you guys, I'll show you guys, some examples of some things that I did, you know, show how I even came up with this, why it works. All right.   Bradley Sutton: So first let's talk about product research. You know, the Maldives Honeymoon Strategy actually can doesn't always have to, but it can start with your product research when you're finding a new product to operate. I don't always just have the Maldives Honeymoon Launch Strategy in mind, but it's something that allows me to kind of like, pick the cream of the crop. Okay, so one of those features that I look for is a low title density. In Helium 10 Black Box, you use the filter under keywords for a title density. That means how many listings on page one, um, have this exact search keyword in the title? Uh, now, first of all, hold on.   Bradley Sutton: Let me just back up really quick, and one elephant that's in some people's rooms, not in everybody's, is hey, wait a minute, isn't launch and creating listings and things completely different now, here, towards the end of 2024, because of Cosmo Algorithm and Rufus and this and that. And first of all, just spoiler, no, 100% the same. I'm not doing anything differently, differently. That being said, I'm going to go deep into I might have already been dependent on when I'm recording this, but I'm going to go deep into another episode where we talk about, uh, what the future holds because of you know, AI and different things. But the beauty is that don't listen to people who are trying to say that, hey, everything has changed right now because it hasn't, I am not doing anything differently because of AI and I'm having the exact same successes now.   Bradley Sutton: The reason is because I have never been one somebody just focusing on keyword stuffing or keyword relevancy as the be all filter and stuff. If you're doing that, yeah, your launch strategies would have gone out of fashion years ago, because Amazon searches evolved before AI, before so-called Cosmo or Rufus and things like that. No, you got to do more than just stuff your keywords or your listings with keywords. Right, we've been teaching that you have to have the customer in mind when you guys are coming up with your listing, when you're choosing keywords, and not just have the Amazon algorithm in mind. Okay, and that's what we've always, even though the kind of strategies have changed. That's what we've always focused on in the Maldives Honeymoon Strategy is you're balancing Amazon algorithm with the customer and, again, nothing has changed, even though there's Rufus now and there's, you know, develop algorithms. If you're still doing that, you are a hundred percent fine. So don't get confused with people telling you that, hey, you've got to completely change everything you do or else you're completely irrelevant to the Amazon algorithm. Now, that being said, I hope nothing changes in the three weeks that from the time I'm recording this to the time I am releasing this, because I actually am recording this before Amazon Accelerate. Who knows, maybe something will come up from Amazon Accelerate that completely changes this.   Bradley Sutton: I was teaching the Maldives Honeymoon Strategy to do refunds and giveaways for a year, year, for like two years. So the Maldives Honeymoon Strategy, you do a giveaway and you rebate them. Why? Because that was allowed by Amazon until the. I was teaching that till the very day it wasn't um. So, like I don't like to be the one who speculates about what could change, what does change. I'm going to tell you what's working, and you know we can, you know, kind of have in mind, hey, well, what could, but not to the point where it distracts you from what is working. And so that's what I'm always going to do. I'm going to give you the facts, guys, without speculation or things about what might change. And then the instant that something does change, or Amazon announces some policy shift or they announce something that you know the different way that you have to make your listings, we'll go ahead and shift them all these honeymoon strategy, right. So just keep that in mind. Everything I talk about right now has nothing to do with AI and different things, because these strategies are working right now, even though there's, you know, Rufus and different things like that. All right.   Bradley Sutton: So again, going back to the product research, low title density is something I look at because that gives me an idea. If some of the main keywords in a niche have a low title density number, that means it's going to be really easy for me to get to page one of those search results, because that's just one of the ways that Amazon algorithm works. How it says that something is relevant for a keyword is like hey, is that keyword in the title? And if there's not that many listings that have that keyword in the title, well, it's like okay, well, maybe this listing isn't that important for this keyword, all right. So that's one of the factors I look at. Another thing I could look at again, not like I'm only looking for this, but it's just stuff that gives me more confidence when I do launch, especially if I have like five or six options and I'm like all right, I only want to launch one or two products, which are the one or two that I'm going to do first. Well, these are the things I'm looking at. So another one is I look at Brand Analytics and I'm looking total domination of one or two products, you know, because they're getting the majority of the clicks, the majority of the purchases, or, on the flip side, is the top three clicks. Do they only make up like 10% of the conversions, meaning 90% is wide open. I can go either way and it'll give me some confidence. It says, hey, if just one listing is dominating the clicks and the purchases, that that and I don't think that listing is that great or that product is that great that gives me some confidence that, hey, maybe I can go in right away and from day one, maybe dominate a little bit. Right On the flip side, maybe, if it's wide open, I'm like, oh shoot, people are just buying all kinds of products here on page one, the top three click products only make up 10% of the sales. That could give me some confidence too that, hey, I can have a lot better conversion share than these top three click products. That's just one of the things I look at as well.   Bradley Sutton: Another thing I like looking at is in Amazon not even Helium 10, but in Amazon product opportunity explore. I look at the conversion rate for the keyword. All right, so in the conversion rate, if it has like less than 1%, I'm like, wow, this is great. That means that out of every 100 searches, less than one person actually buy something when they search at that could be an indication that there's opportunity, that people aren't finding what they're looking for. I can actually I said not in Helium 10, but for those of you who don't have Helium 10, yeah, use Product Opportunity Explorer. You can do that inside of Helium 10 with the keyword sales metric. All right, so we have estimated sales, and so if you have a huge differentiation between search volume and keyword sales, guess what? You found a keyword where it not many people are seeing what they're looking for and thus people aren't buying it. And so that means, if you can figure out what's the gap, why are people searching for this, but why aren't they buying anything on the page? Now, all of a sudden, you've got a huge advantage and that could be a great opportunity to get in a certain niche. So these are some of the things I look at, even before we're talking about launch, even though I know this is a launch episode. Those are some of the things that help me decide which keywords I'm going to launch.   Bradley Sutton: Second step, before we even get to the launch, is the keyword research, and this is the key right. This is super key, and this is where I really think that you know, even though you can do launches without Helium 10. Guys, if you're using another tool that doesn't have these things I'm about to mention, you are leaving lots of money on the table with potential keywords, and so let me go over those. Now. The first thing I like to do is I'll put in 10 or 15 of the top competitors into Cerebro. Okay, so I'll take a baseline product, throw in 10 competitors, 15 competitors, minimum five, unless I'm in a brand-new niche where there's not much to look at. Let's just pretend that we're talking about something where there are at least five competitors that I can look at.   Bradley Sutton: First thing I do is I just hit the one click button top keywords in Cerebro. That gives me all of the keywords that most of the top competitors, or most of these top competitors are all ranking for, and they're ranking highly for, instantly. These, I know, are my keywords and so I'll take that, put it to you know, like a keyword list, that I have my keyword list. Next thing I do is I look at the opportunity keywords. It's another one click button. I hit opportunity keywords and now that shows me, hey, where the keywords were a maximum of only one or two products are crushing it and the others, like, are not even in the ballgame. Because that gives me a list of keywords that you know I'm going to go ahead and not have some. You know as much competition. You know those top keywords, everybody's competing for it. That's great. I need to know that. Those are the most relevant keywords, usually to a niche. But these opportunity keywords the reason why we call it opportunity is because, hey, these are getting sales for maybe one, max, two products. The others might not even know about this keyword. They're not even ranking for it really. So that could be an opportunity for you to come in.   Bradley Sutton: Instead of having a keyword that you're competing with all 10 or 15 top competitors You're just competing with, you know, like three or three, one or two, right, all right, so that's another one, Now, by the way, guys, I like setting up two different keyword lists. I put everything into a main keyword list, all right, inside of Helium 10. But then I set up a second keyword list. Now, this is something new, I haven't done this in the past but where I'm putting in some of my like outlier keywords, where I'm like hey, this is not going to be one of the top keywords, but I want to make sure I have this in phrase form, all right. So, like I'm looking for another like 10, 15 keywords that I'm going to put in this special list, 15 to 20, maybe even more, maybe I can go up to 30. I still want to put my main keywords in phrase form, but these are the ones where it's not going to have a highly competitive performance score. I'll talk to you a little bit about that later, but I still want to make sure it's like making a mental note hey, these are the keywords I want to put in phrase form, even though they might not be one of my main keywords. I'll explain a little bit more why later.   Bradley Sutton: Now the next step I do in Cerebro again. I do in Cerebro again, we're still looking at those keywords where I did 10 to 15, is. I want to look at where one competitor is ranking in the top 10, at least just one. Forget about what the other guys are ranking for. What are all the keywords where one guy is ranking the top 10 out of those 5, 10, 15 competitors? Copy those keywords to my keyword list because hey, those are keywords getting sales for one of my competitors. Why can't I get sales for it? It's not always going to be the most relevant keyword, right? So some of them are random. Obviously, a lot of brand names are going to come up. I'm not putting in brand names, keywords into my  listing. I would obviously exclude those. The next step is hey, where is just one competitor ranking in the top 50? It's making it a little bit more broad, like it's not going to be hated for it. And, by the way, the more keywords that you put in your listing that you share ranking with these other competitors, it's setting you up for success from day one as far as relevancy to the Amazon algorithm, because Amazon remember, if you have a brand new product, amazon doesn't know what your product is, it just can go by what's in your listing, and so the more that you can relate yourself to other products with established histories. It means from day one it's going to be like, okay, we're going to give a shot to this product for these other keywords, because it looks similar to this other listing, right, but uh, you know it, or because it has the same keywords, but you know, we're not exactly sure it's relevant for this. But let's give it a try. That's. That's kind of like how the honeymoon period even works.   Bradley Sutton: Uh, the next step is I'm going to go for, uh, something new-ish I've been doing just to get more keywords is 75% of the top competitors are ranking for a keyword, just ranking at all, all right, so obviously this is some keywords. I could have some completely off the wall keywords here, but here's the thing 75% of the top competitors. That means if I had 10 competitors that I put in Cerebro, I need at least seven or eight competitors all ranking for it, anywhere between one and 306. And the reason is maybe people aren't getting sales for it, but there's a reason. Most keywords have 1,000, 10,000 products indexed for the keyword. That means searchable, but only seven pages of search results come up. Right, only 306 listings come up. Now, if you can find keywords where maybe nobody's even ranking that high for it, but they're all in the top 306. Now, all of a sudden it's like, hey, this is probably somewhat relevant. Maybe it's not to the customer yet, but to Amazon. There's signs that Amazon has said, hey, this deserves ranking.   Bradley Sutton: Now there's where Helium 10 comes in. You use other tools like Jungle Scout or Data Dive, which is driven by Jungle Scout. They're only looking at the top, I think, 100 or 150 ranks, so you're going to miss out on tons of keywords. I'll be doing another podcast later where I talk a little bit more about how many keywords you miss out if you're using another tool. But that's one of the main advantages or not one of the main, but one of the many advantages I should say of Helium 10 is we're looking at all the ranks, all right. So if you're only looking at the top 150, you can miss out on some valuable keywords, on some valuable keywords.   Bradley Sutton: Next thing is another Amazon or Helium 10 only metric of Amazon recommended rank. Remember, Helium 10 has a direct connection with Amazon for the relevancy score, which we call Amazon recommended rank. It's because it's what Amazon recommends that you advertise for due to relevancy, all right. So I want to see what are the keywords that 75% of the listings again, seven out of 10, three out of five, you know, 10 out of 15, uh, 11 out of 15, actually I should say are all have or are all on this Amazon recommended rank. That means they're all on Amazon's relevancy radar and it's a top 200 average. All right. In helium 10, you can pick the Amazon recommended rank average. So that means across the board that on average it's one of the top 200 keywords that Amazon thinks is relevant, all right. So again, these are keywords that you're not going to find in other tools, but these can help you get these little sales, like one or two sales here or there. With some of these keywords. That's really going to help you get ahead of the competition.   Bradley Sutton: The last thing I'm doing in Cerebro with those top 15, 10, 5, 10, 15 listings is I'm looking for where 75% of the competitors are all advertising for the keyword. Now I might go take it a little bit narrow and say, hey, show me where at least three competitors are advertising in the top 10 positions. Then I know they're spending money and sure I'll run that. But at the very least I want to see where, hey, at least seven out of 10, at least 11 out of 15 of my top competitors. They're all showing up in the sponsor results, right up to 105 locations. Again, this is not something that all tools have. Some tools are only showing you where the top 40 or top 50 sponsored ads, but again, I'm looking, I like to look at the top seven pages, because if they're showing up in the top seven pages, their bid has got to be somewhat high, where it's even in the in the ballpark, and so if you're not looking at all seven pages, you could be leaving money on the table. So by now, at this point, I've got like a good two, three hundred or even more keywords. Not all I'm gonna be able to get in my listing, not all, definitely in phrase form, but this gets me on a good start.   Bradley Sutton: And one more thing that I like to do is I like to look at the historical trend. All right, this is another Helium 10 exclusive where, like, let's say, I'm doing looking into egg racks. Maybe, I think that in February, march, when Easter is coming, a lot of people are searching for different keywords. So I can hit this show historical trend and then I could look either at the product level or the entire niche level. Hey, what's going on in like February of the last couple of years and where were these products getting sales in February? And then it's kind of like taking a time machine in Cerebro, going back and looking all right, let me go ahead and pull all the important keywords in February and then I can see, oh, there's a whole bunch of keywords maybe that are not showing up right now. So, super important. This is something that is going to get you a lot of the historical keywords and the seasonal keywords that other tools just aren't going to show you, because it's only showing you what's going on now.   Bradley Sutton: Now the next thing I do is I'll take maybe three or four of those top keywords, the ones that had the highest competitor performance score in Cerebro. What I'm going to do is I'm going to go ahead and throw those one by one into Magnet and then I'm going to filter down for Smart Complete. Smart Complete is showing me the long tail versions of that keyword in various forms. So in other words, for example, coffin shelf. All right, so that's for my coffin shelf. That's the main keyword. I put that in Magnet. Hit Smart Complete. It's going to show me probably not that many, because coffin shelf is in a huge keyword, I'm going to get a good 15, 20 keywords where it'll be like coffin shelf for men, spooky coffin shelf, Halloween coffin shelf, whatever things like that. But those ones might not have a lot of ranking yet for whatever reason. But I'm going to go ahead and copy those keywords. A lot of it probably came up in my Cerebro, but there's always going to be like two or three keywords that probably didn't come up in Cerebro but that there's searches for, especially if I'm using a search volume filter, and I want to get those in my listing too, because, hey, if my product is a coffin shelf, I want to know what are the different forms of coffin shelf that people are searching for. Let me get those in my listing as long as they're relevant. So I'll go ahead and do that in Magnet.   Bradley Sutton: Next step is I can do this either in Helium 10, which is actually easier, or I can do this in top search terms Brand Analytics in Amazon. I'm going to take some of those top competitors all right, those top five, those top 10, and I am going to go back in history and I want to see any time that they were one of the top three clicked and they had purchases. It's not just a matter of being one of the top three clicked. They could be one of the top three clicked forever, but if they never had purchases, well, is that really a valuable keyword for them? Most of the keywords I'm going to come up with here are going to have already been what I found in Cerebro, but every now and then you'll find some random keyword because maybe they just randomly were ranking for it one day, or they just randomly got shown in an auto campaign. They never even realized it, so they never had you know, other sales again other weeks. But I'm going to go back and look a week by week for the past six months or so. Now this is kind of a tedious task. Now, soon, Helium 10 in our Brand Analytics Black Box tool, you're going to be able to look at multiple date ranges, so it's going to be just a couple of clicks, a button. But right now, whether you're using Helium 10 or Amazon, it's going to be kind of tedious. You're going to have to go week by week over the past six months. If you really want to do this right and just look at all the keywords where they were one of the top three clicked your top competitors maybe only your top five and where they actually had more than 0% conversion share, meaning they actually had purchases for it. I'm going to put that to my keyword list. Some of those I might actually put to that special keyword list where it's my top keywords.   Bradley Sutton: Next thing here is something that's been in my Maldives Honeymoon for a while very unique once again to Helium 10, is you want to look at the frequently bought together of some of your top competitors? I'm not going to do this to all 15, but I'll put in my top five competitors into Black Box product targeting. Now, what this is going to do is it's going to show me for these products I can do it one by one or I can put them all in where what other products have shown up in the frequently bought together for these products. Remember Amazon, frequently bought together is showing you products that people bought in the same purchase experience. So, for example, it's not like the old metric that was customer also bought, you know where. Like maybe Monday I bought a coffin shelf and Wednesday I bought diapers, right, you know like, yeah, sure, that's one competitor or one competitor, one customer who bought those two things. But are those relevant? No, but then if something is frequently bought together in the same shopping cart experience, it's usually because they're kind of relevant towards each other, like maybe it's a coffin shelf plus like a spider web shelf or something like that, or it's a coffin shelf plus some spooky decor item, because somebody's you know like decorating their Halloween haunted house or something like that. Right? So what I'm looking for is not other coffin shelves and other coffin shelves are going to come up, because sometimes people buy two of the same products or whatever your product is.   Bradley Sutton: I'm looking for what are the products that are showing up and frequently bought together with my competitors or my future competitors that are completely different? Not, I don't want to say completely different, but I mean it's not a coffin shelf. So, in other words, I want to look for a product that's like a coffin shelf with a you know, bat shaped bath rug or something, where it's like oh yeah, obviously this person is buying this kind of themed stuff, but it's not a competitor. You know, a bat-shaped bat rug is not a competitor with coffin shelf. All right, it's two separate products, but there's relevance, there's a history of people buying the two. Now, the reason I'm doing that is because now I'm going to take those products. Maybe there are five products that are commonly showing up with my competitors, maybe it's 10. It's up to you, and then I'm one or two keywords of each of those products, all right.   Bradley Sutton: So let's say that, to my coffin shelf, one of the other top products that showed up in frequently bought together was a coffin-shaped light cover, like a light switch right, or a coffin-shaped toilet paper dispenser, whatever. It is right. What is the main keyword of that? Well, it's going to be coffin-shaped light cover or something like that. Right, I want that keyword in my listing. They're number one and they're number two keywords, like the most relevant keywords. If I were to flip this and somebody had a coffin bath mat and my product is a coffin shelf, what keywords are they going to choose for me? Well, they would choose coffin shelf, right, you know for them. Now, why is this? This is something unique. All right, I want to be related to these products from day one. I don't I'm not making some wild guess that people who are interested in coffin shelves are also going to be interested in this coffin shape, like I know Amazon is telling me people are buying these products together.   Bradley Sutton: So how does it benefit me by having this kind of, this other product, which is doesn't describe my product, being indexed for that keyword? Well, it just sends that little relevancy signal to amazon saying, hey, Amazon, you know this, this product has this keyword in here. You know when I'm doing now, when I'm doing my product targeting, from day one usually I'm going to be able to target that other product. You know those are the products you want to target. If you just have, if you, if I have a coffin shelf and I don't have any of those, uh, coffin, you know light cover keywords in my listing eventually will I show up pin product targeting. You know sponsor display ads and things like that probably. You know when I went in an auto campaign, you know Amazon might one day just show it or you know, in some other kind of product targeting maybe you know I'll get impressions. But I want to start getting those impressions from like day one of my list and then, if I actually am indexed for that keyword, it's like it's going to give me a lot better chance from day one to start showing up in product targeting and then, uh, you know, I I'm hopefully going to get sales from those product targeting ads because I see a history of frequently bought together. So that's another uh set of keywords that I'm going to go ahead and want to put in my listing.   Bradley Sutton: Now another part, uh that doesn't have to do with Helium 10 is using Product Opportunity Explorer. Probably 98% of the keywords I'm going to see in product opportunity to explore I already got from Cerebro or Magnet or Brand Analytics or one of these others, but every now and then there's maybe some new up and coming keyword that might not be in the other ones. So this is kind of like a nice little bookend. And obviously, for those of you who don't have Helium 10 for whatever strange reason out there you're one of the few top sellers who don't use it Well, you kind of have to use only Product Opportunity Explorer. But I'll put my competitors into Product Opportunity Explorer and check what niches they're in, or if my main keyword has a niche on Product Opportunity Explorer not all main keywords do. I'm going to look at the other niche keywords and I'm going to get that and go ahead and put it in my keyword list as well.   Bradley Sutton: All right, next up is the Listing Optimization. This is key. All right, all those keywords from my two lists I'm throwing into Listing Builder. Okay, it could be 300, 400 phrases, I'm not sure. Well, Listing Builder immediately is gonna break down my phrases with my individual keywords. Now, remember the top keywords. By the way, at the same time I'm gonna bring in all of my competitors, those 10, 15 top competitors. I'm importing them into my Listing Builder. I think this is only a diamond in a plan so that you can see those competitor performance scores that you see in Cerebro. So now I know what are the most relevant keywords. What are those top keywords is because those probably have a CPS score of like eight, nine or 10. And how I'm going to prioritize this now is hey, even though it says 400 phrases or 300 or 100, there's no one number that's right or wrong. But however, many phrases I have, now I know, hey, I'm only picking, like a top 10 or 15 phrases, the ones that are the most relevant with that high score, to make sure I have in phrase form, plus any of those other keywords that I'm like.   Bradley Sutton: Hey, I you know, maybe I found this keyword in Brand Analytics, or maybe it's one of those opportunity keywords, or maybe it's something I'm going to go ahead and, you know, make sure those get in phrase form. The rest of it, guess what? All I have to do is make sure that those individual keywords are in there once. And where am I listening? Because if I have 300 phrases, they're probably you know, that's probably. You know three, maybe let's just say they have three words each. There's probably 900 words in those 300 phrases, right? It doesn't mean I have to put 900 different individual words. Those 900 words. There's probably only like 200 or 300 individual words that are unique. The rest are just duplicates of each other, right? So then what I would do is, hey, the Helium 10 Listing Builder is already taking out those duplicates. I just got to make sure each of those individual keywords I have somewhere in my listing. Now, at this point I can have AI and Listing Builder, kind of just like you know, make me a rough listing, or I could just write the listing.   Bradley Sutton: A couple things, remember when you're making the title all right, pick, put your best keyword in the title for me Coffin Shelf. Coffin Shelf is going to be there. If it's an egg holder, maybe egg holder countertop. But then what I'm going to do is there another top keyword like Gothic Decor? I'll stick that. It's the Coffin Shelf and Gothic Decor. They're not even nested keywords. But if I've got two top keywords I can usually find a way to put two top keywords in my listing. But here's the thing Once you do that, now use the helium 10 to see what are those root phrases. That, if it's a two-word root or more, now what happens is now I'm going to be like hey, what are some nested keywords I can use? You know, an example I've always used is maybe I have my main keyword is egg holder and then additional keyword egg holder, countertop. Egg holder, countertop for kitchen. Rustic egg holder, rustic egg holder, countertop for kitchen. If I put the keyword in my title rustic egg holder, countertop for kitchen, I've got like five, six phrases in phrase form right there, because Amazon is not making me you know it looks at those phrases just in the order of the words that it's at. It's not. It's not making me put those phrases all separately. So that's what you should do. Pick your two top keywords and then see what other nested keywords can you put in there, so you can kill a couple birds with one stone, for you know, sending those relevancy signals to Amazon that, hey, this is what my product is about. Now the rest of my listing again, I'm focusing on trying to get those key phrases in phrase form in my listing.   Bradley Sutton: But again, do not just keyword stuff. It's not just about, hey, I need to put these keywords this many times, et cetera. Listing builder we have some tool or some scoring that will help you to know what kind of score you have, but you have really got to write to connect to the customer when you're ranking your listing. This doesn't have to do with the launch per se, but again, this isn't necessarily about it. This is nothing new, guys. We've been taught. I've been talking about this for six years since I've worked at Helium 10. You have got to use review insights in Helium 10 to look at your competitors, reviews. What do people like about it, what do people not like about it? Talk about it in their coffee, right? Is that a keyword? No, but I'm going to write about that. I'm going to put that in my image. I'm going to show if I had collagen peptides, somebody at a kitchen table, you know, pouring it into their coffee, because that's how people are using. I'm going to talk about that in the bullet points.   Bradley Sutton: Again, not to send a relevancy signal for a certain keyword or to rank for in my coffee. I'm not trying to rank for in my coffee, but I'm trying to connect with the customer. And, by the way, guys, going back to what I said before, if something changed, you know, as things change with AI and Rufus and things like that, you know somebody might ask a question like hey, how can I find the best you know collagen peptides that'll fit in my coffee? Well, guess what? You're going to be the one that has that in your listing. So the Amazon AI is going to relate it to your product. But again, that's not the reason to do it. It's not because, oh yeah, Rufus is out there now. That's why you should put this. No, I've been talking about this for six years, even before there was a such thing as Rufus, right? So, again, make sure you are talking to the customer in your listing as well. Make those emotional connections with your customer. What problems does your product solve? What are the use cases? And I'm talking about images, I'm talking about your bullet points, your description, your A plus content. Speak to the customer, then you don't have to worry about fancy stuff, about AI and whatnot, because you're already covering your basis.   Bradley Sutton: Now the next aspect here is something I just released last year in episode 500, which I hadn't talked about before, and that's making a test listing. The reason why I want to make a test listing nowadays is because I don't know what's going on, but there are so many times where it seems like Amazon gets confused about products from the get go. I've talked about this before, but how this came up or how I discovered it, was because I was launching these coffee socks. And then what happened was, when I say coffee socks, it's socks that had a message on the bottom where it says hey, if you can read this, bring me coffee. And so I wanted to rank for coffee gifts for women or gifts for coffee lovers and things like that, and I couldn't even get impressions in PPC.   Bradley Sutton: And then when I ran the relevancy test that only you can get in Helium 10 with Amazon recommended rank, the coffee keywords were not even in its top 20. All the top 20 keywords was like oh, you know, black sock and pink sock and black shoe. And I'm like, oh man, amazon is completely confused about this product and I was like, well, it kind of makes sense because you know coffee is in the grocery category, right? My product? It's a sock, it's in the fashion category. Amazon probably thinks that. You know why does this product need to be relevant for the coffee related keywords, right? So this is what happens sometimes when you just launch a listing and then you usually have to like all right, I need to opt to reoptimize my listing. I need to send traffic.   Bradley Sutton: By the way, one of the best ways to get relevancy for keywords you are indexed for is using the old school two-step field ASIN URLs. All right, you can. You can pull one of those eight field ASIN two-step URLs by using index checker and then just give that to like four or five people. This is not against Amazon terms of service. Am I trying to rank? Am I trying to increase my ranking for a certain keyword? No, that's against Amazon terms of service. We used to do that all day long, you know, five years ago, that used to be part of them all these honeymoon strategy. The reason why this is not against terms of services I couldn't care less about ranking. I mean, maybe later I want to rank is just get a couple of orders for using one of those URLs to send that relevancy signal.   Bradley Sutton: I'm going to show you some examples about how amazing that works, where, in two days, I can get that Amazon relevancy for that keyword. That I didn't, and so that's what I did for my coffee listing. I do it for other listings. But anyways, these are things that you're testing. Maybe that doesn't work, maybe you have to do send a search find by which, again, is against Amazon terms of service if you're trying to rank. But if you're just trying to send relevancy, there's nothing against terms of service for that for now. But anyways, if you're trying to launch a product and you're in the honeymoon period and you're trying to figure stuff out and test and like, all right, let me check back tomorrow. Did this affect my relevancy? Do I get PPC impressions? Now you’re losing days of your honeymoon.   Bradley Sutton: You want to hit the ground running from day one of your listing, right, and so it's important to make a test listing to see, hey, if, is Amazon confused? Oh, yes, if, yes, well, now what steps do I have to take to fix it? And then now you know, when you make your real listing, you know exactly on day one, exactly what you have to do, instead of trying to run these experiments. The other reason to do test listings is you can test your PPC. Are you getting PPC impressions from day one on all your keywords? If not, again you might have to do some relevancy switches on there. What PPC bid gets you in the top four positions? If you launch your product without this, it's fine. You'll know within four hours thanks to Helium 10's keyword tracker that has boost. You'll know in four hours. Oh, I need to raise or lower the bid, but since you're doing this anyways, might as well figure out what that exact bid is. That gets you to the top of search, right. And now, once you've got that bid, hey, when you make your real listing and you make your real PPC campaign, your launch campaign, you'll know from day one exactly the bids. That's going to get you at the top of the.   Bradley Sutton: A throwaway ASIN. I use similar images. I don't want to use the exact same images. All right, I have to use a throwaway UPC like throw a, fulfilled by merchant listing up. All right, you know, put one inventory in, I'll put a high price, cause I didn't want to get purchases, maybe, right, and then? And then I just start playing with these things and testing. You know I run it through Cerebro. What is the Amazon recommended rank? Start my PPC campaign for it. Where is it showing me? You know I run my keyword tracker. I get all of this data so that when I make my quote unquote real listing from day one I have all my ducks lined up in a row where I know exactly what I have to do.   Bradley Sutton: When you make your real listing but your product isn't ready to in Amazon yet, you know, make sure to put a future date. All right. Now be careful, though. All right, be careful. There's some listings that have this thing called street date, all right. So if you see four different dates, be very careful which dates you do. Before I used to just say, oh yeah, wherever you see a date for listing launch date and merchant, go live date or whatever just put some random date in the future and then, once the product actually gets there, then go ahead and change the date. But there's one of these things I'm going to talk a little bit about it later when I show you some real-life examples there's one of these dates that you can't change unless maybe use like a special flat file, which I haven't tested yet, but you can't change it, so you're locked into a pre-buy until then. So just be very careful when setting the date in the future.   Bradley Sutton: But you don't want to just create your listing and have your listing potentially active where other people can find that ASIN and like make it active in their, in their Seller Central, and now it's like counting days against your honeymoon period for you. You don't want to do that. So put your date in the future or just create the listing the same day. You're going to launch it. Those of you who have warehouses in the United States, like me, that's what I do. I don't put a future date always because I got the product in my warehouse. I turn on my Fulfilled by Merchant listing the same day and then I send the inventory to Amazon and I'm getting orders from day one. All right, you got to do one of those things. You've got your regular listing, everything is set up. It's launch date, all right.   Bradley Sutton: What do you do? I keep my product at what I want my list price to be. Maybe I want my list price to be above what my regular price is going to be. Um, let's just say your regular price. You want to target a 39 99. I want to maybe set a list price at 43 99. Just give me some leeway down the road price, set that as a baseline price and give me the best chance to get that strikethrough pricing. Okay, so if it's going to be $43.99, I have five people lined up, not giving them, like you know, search, find, buy. I'm not giving them, you know, URLs to try and rank for, unless you know it's to send those relevancy signals. Maybe I can do it as a combined thing, but I get five people to buy at a full price and then that sets that baseline price. It gives me the best chance to be able to have that strike through price because I want to do a big discount in the beginning.   Bradley Sutton: Now, other things that don't work to get the strike through price. I tried once to use a social media coupon code. I did a social media coupon code and I was like all right, $43.99. And then I had people use the social media coupon code, do it. Five of them didn't work to get the strike through price and it doesn't set that off and on. When it does work, is doing a coupon, all right, I can do a coupon, um, you know. Or a promotion, promotional price, where it's a clippable coupon, uh or uh, a promotion, that's on the page right when they click it. That sometimes works. But if you're just worried about like, oh, I'm not sure it's going to work out, the best thing to do is just get the full price. Uh orders five of them.   Bradley Sutton: Now, once that's ready, I immediately go ahead and start my PPC campaigns. Now, what I've been doing is I have one PPC campaign. It's going to be a throwaway campaign, as in. It's only going to last for maybe one month. I call it my launch campaign and in there I put my top five or 10 keywords that I'm trying to rank for. Again, it includes maybe only two or three main keywords that I'm really trying to rank for and then six to 10 of the supplementary keywords, using that same principle about how you make the title having keywords nested together, like, if the keyword is egg holder countertop, then I'll have large egg holder countertop, egg holder countertop, kitchen, et cetera, et cetera. I'm launching all these at once and I'm doing a fixed bid, no bid modifiers, just a fixed bid down only. No, just a fixed bid.   Bradley Sutton: And then what I'm doing is I put that PPC bid that I know is going to get me those first four PPC positions. And if I didn't do that test listing, no problem. I just put those keywords in keyword tracker, turn boost on. Within four hours I'll know did it get me that top ranking or a sponsored rank or not? Now what I'm doing here? The whole point of this is I'm trying to get enough orders for the CPR number that's in Helium 10, which is how many products you have to sell after the search of a keyword over eight days to give me the best chance. Now do you have to do all of the CPR number to get on page one? No, sometimes I'll do it with even half or even 25% of that CPR number. I'll go ahead and be on page one already, but the full CPR gives you the best chance at sticking on page one afterwards. All right, and now I've got that PPC campaign set up, I'll go ahead and set up in Helium 10 Adtomic my other campaigns as well, but with lower bids. That's my exact match campaign my research, which is a broad match campaign. My auto campaign, my sponsor display targeting campaign, my sponsor brand video campaign. Sometimes I start from day one, two, just with lower bids, just because I want to get some residual sales, but other people don't like to do those right away. Either way works.   Bradley Sutton: There's reasons to do it and not to do it. The reasons to do it is like, hey, when you're in your honeymoon period, you just get so much love from Amazon, it's going to show you across the board for all these keywords, right? So that's why I do it. But then the drawback is, if you have this huge, huge discount on your listing, you don't want just a random keywords where your product is showing up and then you're getting conversions and it doesn't even really. You're not even trying to rank for those keywords per se. Right off the bat. You know you're focused on those five 10 keywords. So then you know, maybe you don't want all your spend going to there. So that way I've done both ways before. You guys choose what works best for you.   Bradley Sutton: Now one thing as since I'm doing, you know I'm losing, but you're going to lose money, guys. I lose money my first month of selling, that's just that's for six years of launch. You lose. It takes money to make money, right? So you, you don't want to be losing more than you need to. So let's say, the CPR number for a keyword is 80, meaning I need 80 over eight days. That's like an average of 10 a day, like if I get 10 orders in one day for one keyword I'm monitoring those PPC numbers I'm going to go in and pause that bid for the rest of the day and then restart the next day until I get 10. All right, so that's just something to keep in mind that it's not going to help you rank. Stick your leg in anymore. If you get 25 orders that first day, right, and then that's not giving you a better chance. All you need is those 10, and then I'm going to pause it because I don't want to keep losing money when I've already done what I need to do to rank for that keyword. When I'm losing money on every order right Now, how do you do that big discount price?   Bradley Sutton: Well, what's the thought process here? The thought process of even doing a huge discount at the beginning? It's for two reasons. Number one is your product has no reviews. People might not even know your brand. You're trying to compete with products that do have reviews, even if they only got 50 or a hundred or more. Maybe you're doing a competitive niche. What reason would somebody have to buy your product if your price is the same, zero reviews. Maybe you had something in your image. This isn't guaranteed that you have to do it like this. Maybe you're the only product that has a laser that everybody needs on the water bottle or some weird thing like that. Well yeah, you don't even need to do any discount If everybody wants that because that's what they saw on TikTok, it went viral they're only going to buy your product.   Bradley Sutton: You can have your product more expensive than others. Those have thousands of reviews. You've got zero reviews and you'll get all the orders because you've got some special thing. But if you don't have that special thing, if you're just kind of similar, you just got a little bit better product than everybody else you've got to give incentives to people to buy your product without that trust, without that social proof of reviews, and to do that usually it's finding that price where it's like a person might not trust you yet but they're like shoot at this price. I'll go ahead and get it. All right for a couple of my products. You know like I had one product that my target price is going to be 24 bucks. To me that was like 12 bucks. It was like an egg tray for my coffin letter board that I was doing. My target price is going to be like $39. I had to launch at 17 because I just wanted to like make it a no brainer for people to get it all right. The other reason to have this low price, uh, is that's when I start my Vine, which is the next step of the honeymoon period is, start your Vine as soon as your low price goes active.   Bradley Sutton: Now, the reason is because the Amazon Vine reviewers there's two reasons, there's two reasons of this reason. Right, Amazon Vine reviewers, they only have so many products they can get for free before they have to start declaring tax or something like that. So, even though they're not paying for the product, they sometimes prioritize the lower price products so that it doesn't count so much to that monthly total that they have to hit or that they can't hit unless they hit that tax threshold. The other reason is it gives you a better chance to have a positive review from Vine. The Vine reviewers can see the product price and so if your product is full price $39, and they just a little bit kind of don't like the product, well, they might give you three or four stars when you're trying to get five stars because they're like ah, the value is not that great. I was expecting more. But now think about it. If they had the product, maybe they, they, they didn't like it too much. But then they remember oh shoot, this product is like $13. And I'm going to go ahead and give it five stars because it was $13. You like, like that, it's still a good value, all right. So you see how it could be a difference not always, but it could be the difference of you getting a three and a four star or a four and a five star, right. So those are the two reasons why I do a low price.   Bradley Sutton: Now the question is how to do low prices. All right, there's different ways, but you got to be careful because nowadays Amazon change again. This year we'll have you lose the buy box If you had a certain price using the sale price and then later you keep trying to raise it up. Like, at that price, I want to raise the $34. I started at 13. Maybe I go to 15. Once I hit like 22 or something, there's like no, no, you're you number of purchases at that new price point before I can go to something else. All right. So that's where you got to be careful. So there's different ways to do discounts. You can do a big coupon when you first launch, so you might want to do the coupon first, see how it works. You can just do a promotional price. All right, now you got to be careful.   Bradley Sutton: Sometimes those don't show up that that noticeable in the search results. You could just do a sale price on the product, right, especially that works if you get that strikethrough. Or you could do the discount. That's like something newish that Amazon just launched this year, the price discount section. But here's the thing If you're going to be doing this in phases, right, if you're doing a price discount, you're locked in at that discount and then the next thing you have to do is just go to that regular price, because you cannot go and say, all right, I'm going to do a 50-price discount now, in two weeks let me make that a 40. No, you can only go the other direction with price discounts. Amazon sets that as the cheapest price in 30 days and you can't just keep going a little bit higher. It's gonna say no, it's got to be at least 51 discounts now or something, something like that if your discount was 50. So then that's why sometimes maybe the first thing you do is a coupon and then the next thing you do is the price discount and then the next thing you do is like the sale price and then hope that Amazon gives you your buy box. But sometimes it doesn't. You're going to have to just grin and bear it and start raising that price up, little by little by getting those orders and raising that average price velocity. That whatever sets off Amazon's price. Um, you know, price matching, a buy box suppression that they do.   Bradley Sutton: Now, again, the whole reason of this, of this big discount whether it's 50%, 60%, whatever you're doing is you're trying to get that sales velocity on those keywords, on those PPC keywords, those launch PPC campaign that you're doing, you're showing up at the top of the search results. Somebody searched that keyword. They see you at the top, they click it, they buy it. That's going to help your organic ranking. All right. So just keep doing that until you can get reach organic rank that you're trying to reach. Now, once you hit that eight-day CPR mark or once you're just happy with your organic ranking, you turn off that fixed bid, turn off that target for that keyword, that you reach your ranking, that you like it. And then that's when I switched to that keyword, to my down, my down, only, my down only regular performance campaign. Because you know that fixed bid, I'm paying a lot of money for that position I want to dial back a little bit and just kind of, like you know, find what my evergreen bid is going to be. So you want to do that, one by one as you start achieving your organic ranks or your CPR number, until all of those in your launch campaign are finished, and then you just close, not archive, but just pause that entire launch campaign with all of those individual targets that are paused, all right. So that's pretty much the Maldives Honeymoon Strategy.   Bradley Sutton: Now let's go ahead and hop in and show you some of these things in action and what kind of results I had. Here's an example of one of the products I launched an 18-egg rack launch, all right. Here's my PPC campaign that I did, my launch campaign, and you can see that now they're all paused. But I had put a fixed bid and I had a very high bid here. Now look at this problem. This was like all the way back in June 14 to 16, three days. This was on my actual listing. I didn't do a test listing on this. Look at this for some of my keywords I was getting no impressions almost in three days. And for egg holder countertop my main keyword only 131 impressions in three days. I got this shows when my listing actually started was 614. All right, so this was terrible for the first three days of my listing. So I took the listing, I threw in a Cerebro, I ran it and I checked Amazon recommended rank. It only had me relevant, for whatever reason, for two stinking keywords. All right, kitchen decor and kitchen rack. Not even what my product is. And so now it's like okay, there's no doubt. Like obviously Amazon's confused.   Bradley Sutton: So then what I did was like I sent in my little Slack on June 16th. I'm like all right, I sent this to a couple employees here at Helium 10. I'm like hey guys, tomorrow, tonight or tomorrow can, can you guys do something for this case study? And it's also about my release date. You know I was testing something on my release date and I said hey, search egg holder countertop and then you'll see this product in the sponsored ads. Hopefully it's not. It's not showing you impressions. So it's like way down the line, you might have to go to another page because it's not giving me many impressions, but try to find it, click on that sponsored ad and purchase it. All right, and so that's what they did.   Bradley Sutton: Now, meantime, I had other issues with this listing Again. This is why I'm like saying you've got to do these test listings. Is, the pre-buy wasn't even like allowing me to launch this product and so, like I had to, I had this whole case I had with seller support, where I was trying to get that fixed, all at the same time that I was messing with my relevancy. So this, all of this, I should have done on a test listing if I had followed my own advice, but I was doing this on a live listing. Now, as you guys can see, right on June 16th, as soon as they started doing those orders, now, all of a sudden, I started showing up at the top. On June 14th and 15th, I was barely showing up, I was barely getting impressions. I was showing up in like number 50, number 55 for sponsored rank, right Now. Finally, I got my relevancy fixed, but then that's when I had this other problem where my listing just completely went dead and I had to fight for like two or three days to even get it working. And then I finally got it working back on June 16, June 17, around there, and so that's why you can see the sponsored rank increase.   Bradley Sutton: Now what was the result of those search find by? In order to send those relevancy signals Again, not for rank, but to send those relevancy signals to Amazon. Take a look at this to send those relevancy signals to Amazon. Take a look at this when I ran in Cerebro on June 19th, just three days after they did that relevancy signal push those three coworkers here at Helium 10. Take a look now at the Amazon recommended rank. Remember how it was only showing two keywords for Amazon recommended rank. Now it was showing multiple ones and it put that keyword that I sent the relevancy signal for egg holder countertop it had Amazon recommended rank number three, which basically means that that was the third most important keyword according to Amazon for this product.   Bradley Sutton: Now do you remember what I was getting for impressions in PPC? Like 200 total impressions over three days? What did sending those relevant signals to Amazon do for my PPC impressions? Take a look at this the next three-day period from June 19th when my relevancy got fixed to June 21st instead of 200 impressions, 5,000 impressions, 4,000 of that. What keyword was it for? Egg holder countertop, that one that I sent those relevancy signals to Amazon for. This works, guys. Now what happened to my organic rank now that I was able to finally start getting some impressions in PPC and really doing my Maldives Honeymoon Strategy? Look at my organic rank Now that I was able to finally start, you know, getting some impressions in PPC and really doing my Maldives Honeymoon Strategy.   Bradley Sutton: Look at my organic rank. I was on page two, you know, on the first few days of my listing, by June 20th, I was already on page one only one day later. And then by June 23rd, I was like in the top five on page one for my main keyword egg holder countertop. Uh, remember I was targeting other longer tail versions of that Fresh egg holder countertop. June 23rd in the top six positions. Another keyword fresh egg holder. All right, so that's part of egg holder countertop fresh egg holder. By June 23rd in the top 10 positions for that keyword. And I was able to stick the landing there Because of some of those sales velocity that I got. I got this new arrival pick badge. Sometimes I'll get the new arrival pick, sometimes I'll get other badges like the top new seller. These kind of will help your conversions as well. If you can get these badges, you can also see because I got those five orders at regular price Amazon gave me a strike through price and it said list price $33.97, my price $24.97.   Bradley Sutton: I did the same exact thing for a very similar product that was a 36-egg holder. I did now one for 24 egg holder. I was like pick the same exact keywords like a month or two later, do the same exact thing, just to make sure. Hey, I got to make sure this strategy wasn't just a fluke. Can I reproduce these results? And sure enough, the same thing happened. Before doing anything, I launched the product. I only had Amazon relevancy for kitchen rack, kitchen holder, kitchen decor, a little bit more, but still no egg holder countertop. But this time I was ready. So from day one I had more employees at Helium 10 said hey, go ahead. Instead of doing a search, find, buy, do a two-step URL using a field, ASIN URL. And I gave them that link and I even gave them a discount code or a coupon. And that not only did it work, but it still gave me that strike through price, even though I was using a discount code on it. And what did it do for my relevancy? Take a look here On July 19th I got egg holder countertop to be the number five most Amazon recommended rank keyword for my product.   Bradley Sutton: So again, I completely reproduced the results, which kind of just proves this strategy. But at the end of the day, what happened to my organic rank? Same thing, you know. The middle of July, when I didn't have that relevancy, I was, you know, rank page two, page three. As soon as I made those relevancy hits, within a day or two it put me into the top three positions organically even so that I could maintain one of the top ranks for this new product. Here's another product I recently launched in the last month Coffin Letterboard. A little bit more of a competitive niche on Amazon than some of these A-Racks. I was able to get the number one new release in changeable letterboards category due to this launch. Doing this launch got me within one week on all of my main phase one launch keywords every single one that I had targeted I got top three and then one of them had top eight only for organic rank. Within one week of my launch, I even got brand analytics the number two clicked keyword for the whole keyword for this brand-new product launch.   Bradley Sutton: Here's another product I launched in another category. I was able to get the number one new release. Here you can see I got a nice red negative 58% discount off of a typical price $44.97. I was able to do that with five full price buys and then doing the discount price here, the price discount to 1897. It gave me a big, nice red minus 58% off. So, guys, these strategies work all right. This is something that I obsess over Now. Is Amazon going to change the algorithm and are you going to have to start doing new things later on for ranking? Of course, every single year I've done this Maldives, sun, moon strategy. I always have new things because Amazon is always changing. The way the Amazon algorithm works is always changing, but the fundamental principles, guys, have not changed. The fundamental principles are you've got to play to the Amazon algorithm and you've got to play to your target customer. If you're doing these things, you don't have to worry about what might change with AI and not, because, at the end of the day, amazon is trying to serve the customer. It's going to have machine learning, it's going to have AI, it's going to have whatever. But what is Amazon trying to do at the end of the day? Make sure they're showing relevant products to the customer so that Amazon can get its commission and its.   Bradley Sutton: With doing your Listing Optimization, your keyword research, keep these fundamentals. Know the right keywords. All right, even if things change to AI in the future, amazon still needs to know from day one what your listing is. If you don't have the right keywords in there, it's not like AI is going to magically make you relevant for keywords or for use cases that you don't even have anywhere in your listing. All right, so you have got to be able to create your listings in a way that makes the Amazon algorithm happy and that makes a customer happy, because it's later on uh, after that launch phase. It's customer interactions with your product, the ways that customers find your product, the way that they click, the way that they add to cart, the way that they actually purchase it, the reviews they leave about your product. This is what's going to sustain you, these things that I show. This helps you get to page one, you know. But then, if you don't convert, if Amazon buyers don't leave you good reviews, if they're returning their product a lot, if they click on your product and they don't like your listing, so they click off of it and buy another one. Your organic rank is not going to stick. You're not going to have success.   Bradley Sutton: So, guys, I love doing this episode every year, not just because I get to come to cool places like the Maldives, like this, but it's because launch is my passion and I'm always going to be doing lots of tests. I only showed you about three or four different tests, but I've launched over 10 products in the last six months or so where I've been testing different things, and I'm going to continue to keep launching new products to make sure what's working, what's not working. Now, if anything huge happens, I might have to come back to the Maldives or something before episode 700, I guess that's a big sacrifice I'll have to make to have to come back here. But otherwise, consider this your go to launch strategy for the next year or so and then we'll come back for episode 700, to maybe another resort here in the Maldives, and then I'll try and let you know what's new that's going to work with launch. Well, guys, I hope you guys are able to use these strategies and I wish you the most of success using these Maldives Honeymoon Launch Strategies for your next Amazon product launch. We'll see you in the next episode.