Amazon Journey: Jon Elder $10-million and 5 Brands #65

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Every story starts with a stranger comes to town or a man goes on a journey. Today we talk to a man who has gone on an Amazon Journey and we’ll ask him what went right, what went wrong, and where he is heading next. Running an Amazon business - all that credit is on you. But so does the demand and risk.

Jon Elder is a Black Label advisor and grew his Amazon business to more than 10-million in sales but has since sold it off in 2019. Jon joins me now, thanks for coming on the My Amazon Guy Podcast.

1. What went right
   1. Star conservative. No battery, no supplement.
   2. Picked categories with only 2 sellers, and medium amount of sales.
   3. Improved product and marketing.
   4. Move slowly.
   5. Ordered samples from multiple factors.
   6. Speak as if you are the owner of a large company.
   7. Stick to your passion.
2. What went wrong
   1. $80-120 item high seller made big mistake and got credit out to launch too many color variations. Launched way too many colors with flops. $20 a unit.
   2. Launching too many categories.
   3. Focussed on too many brands.
   4. 25% of products failed
3. What have you seen change this past year
   1. Branding is now more important. A+ content. AOV.
   2. Focus on product packaging.
   3. Amazon went from bare bones platform to branded atmosphere. Videos. 
   4. More competition
   5. Highest cost was in PPC
   6. Made in America
      1. Hard to find factory for test order
   7. Quality of product and customer service is way up

Bio:

Jon Elder is the founder of Black Label Advisor, a custom tailored consulting firm specializing in Amazon FBA that helps sellers optimize their business and dramatically increase their sales and profit margins.  

He first got his feet wet in the Amazon private label world in 2014 while still working in the corporate commercial construction industry.  He has always had a passion for entrepreneurship and working at the same job the rest of his life was just never enough.  He launched his first product and soon grew his FBA business to over $10 million in sales between five well known brands.  In late 2019, he sold his entire FBA business and lived to tell his story.  

In his time off, Jon enjoys spending quality time with his wife and son in North Texas. It's not uncommon to find him walking the local trail network or at a BBQ joint.   

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