In this episode, Amazon algorithm expert Mark Casey shares insights on how sellers can optimize product rankings. He explains the importance of shopper behavior, external traffic, and consistent sales for Amazon’s algorithm. Mark discusses effective product launch strategies, including leveraging a shopper network, running PPC campaigns, and the significance of the FBA “honeymoon period.” He also offers tips for reviving older listings and highlights the tailored services provided by his company, House of AMZ. Listeners receive exclusive discounts on product launches and listing optimization services.

Chapters:

Introduction to Mark Casey and House of AMZ (00:00:00)
Host introduces Mark Casey, his background, and the founding of House of AMZ.

Amazon Algorithm Overview (00:01:09)
Mark explains key factors Amazon’s algorithm considers for product ranking, focusing on shopper behavior and engagement.

FBM vs. FBA Launches & Honeymoon Period (00:03:26)
Discussion on launching via FBM versus FBA, the impact on conversion rates, and the Amazon honeymoon period.

Case Study: Launching a Competitive Supplement (00:05:17)
Mark shares a case study on launching a premium supplement, emphasizing branding, graphics, and shopper feedback.

Shopper Network & Feedback Loops (00:06:41)
Explanation of using a shopper network for feedback, image testing, and optimizing listings before launch.

Long-Term Launch Strategy & Consistency (00:07:31)
Mark details a 15-30 day launch strategy with consistent daily sales and external traffic for sustainable ranking.

Combining External Traffic, Shopper Network, and PPC (00:10:07)
Discussion on integrating external traffic, shopper network purchases, and PPC campaigns for optimal product launches.

Three Actionable Takeaways for Sellers (00:10:58)
Host summarizes three key strategies: building an audience, leveraging surveys and external traffic, and revitalizing old listings.

Revitalizing Old Listings & Review Management (00:14:09)
Advice on rejuvenating older products, merging ASINs, relaunching, and managing negative reviews.

House of AMZ Services & Special Offers (00:15:29)
Mark describes House of AMZ services, special discounts for listeners, and how to contact the company.

Podcast Closing & Contact Information (00:16:41)
Final remarks, website details, and encouragement for listeners to connect with House of AMZ.

Links and Mentions:

Tools and Services
PickFu
Post Purchase Pro
ASIN Doctor

Websites
House of AMZ

Podcast Episode
Ecomm Breakthrough Podcast's Episode with Kevin King

Transcripts:

Josh 00:00:00 Today, I'm excited to introduce you to Mark Casey. For the past seven years, Mark has studied the Amazon algorithm to understand how it works and how we can work along with it to rank products. He has traveled the world to speak and share these techniques with the largest sellers worldwide. Mark's personal background is marketing and branding. Having brands of his own, along with his Amazon knowledge working under the nine figure brand, combining those together is how House of arms was born. Where Mark can help is to optimize your products and brand not only for the outside world, but mainly on Amazon, which is its own ecosystem in itself. So welcome to the podcast, Mark.

Mark 00:00:41 Thank you very much. Yeah. Good morning. How are you?

Josh 00:00:44 Hey, I'm doing great. Thanks again for joining me. And I apologize for my voice, both to the listeners and to yourself. I lost my voice coaching, hockey practice and yelling, shouting at the kids. because there's multiple teams on the ice. So you have to speak relatively loud.

Josh 00:01:03 And, it did my voice in, that's for sure. So I apologize about that.

Mark 00:01:07 Oh, good. Yeah. No worries.

Josh 00:01:09 Mark, you've studied the algorithm for seven years. You I would argue you would consider yourself an expert when it comes to ranking products on Amazon. So tell us, you know, can you break down the Amazon algorithm to our listeners and tell us what you are seeing that Amazon cares about when it comes to ranking products today?

Mark 00:01:31 So if you have another six hours, I could do well, I could go in depth. no. But so yeah, there's a lot I mean, well, first of all, a lot of things change within the Amazon algorithm. Many, many things like it's always changing, evolving and growing and it's there's so much to it. But what I always like to break it down and explain to people in a very simple way is that every little thing that the shopper does, Amazon takes into account, and what that means is every little thing from how you clicked and how you even got.

Mark 00:02:02 How you even got to Amazon, you know, backing up all the way there, how you got to Amazon, what keyword you search when you got there, how long like every little point in detail. So really. So we we really broke it down and saw okay. So someone goes on the listing onto Amazon. Where do they come from. Do they come from a Facebook ad. Do they come from a referral from let's say, WhatsApp from their friend? and then once they once they're on Amazon, what what keyword do they type in? Once they type in the keyword, how long were they on the results page for? Once you're on the results page, what listings did they click? So meaning did they just click on yours and others? Do they go on others and then yours? Or was it just yours now and on the listing. Right. So let's say I type in sports water bottle and I click on your listing. Now how long are you on the listing for. Is it just you saw it and you add it to cart right away and you're done.

Mark 00:02:51 It was an instant purchase. or was it something that you engaged with the listing. So Amazon looks if they engage with the listing and they looked at the reviews and the pictures and they really invested five minutes under the listing to look at it and do everything and added it to cart. That's where you're going to get the success because Amazon sees that you really invest the time. So all these small little details app is what Amazon takes into account with their algorithm. And that's what gives you kind of like the power. But there's a lot obviously a lot more to it. But just just to break it down for you on kind of what it insists.

Josh 00:03:26 Yeah, I love that. Let's go back to. You mentioned launching your product first via FBM, and that you're saying that the honeymoon period doesn't really start until it goes into FBA. So my question with that is, you know, I guess you have data to back that up. Is that true?

Mark 00:03:45 Yeah, we've tested it out and we've saw that once it hits FBA and it's available to be shipped, then that's when Amazon's going to start pushing your listing.

Mark 00:03:53 Right now if it's FBM they're not going to push your listing. They want they want to show the results which are the people that they can click and order right now. And it's going to get to them in two days or less.

Josh 00:04:03 Okay, so when you launch via FBM, is your conversion rate lower during that time? Because people aren't being aren't able to get their product in two days, right?

Mark 00:04:14 Probably would be lower, yes. Because everyone looks for that prime badge w...

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