Seller Sessions Amazon FBA and Private Label

Mina Elias, an Amazon DSP expert, unpacks the platform's capabilities. He discusses targeting individual customers, varied ad placements, and advanced funnel strategies for brands. The podcast gives insights into maximizing the impact of DSP through precise audience selection and extensive reach.

Ads Versus Authenticity: Does PPC Undermine Organic Search Relevance on Search Results? Episode Summary: In this insightful episode of Seller Sessions, Danny McMillan welcomes Elizabeth Greene, an Amazon advertising expert and co-founder of JUNGLR. They delve into the dynamic world of Amazon advertising, discussing the platform's latest changes and what they mean for sellers looking to scale their businesses. From exploring the nuances of PPC strategies to the evolving role of AI in Amazon's ecosystem, this episode is a must-listen for anyone looking to stay ahead in the competitive world of Amazon. Danny McMillan's Discussion on Amazon's Search Matching System Danny McMillan expands on this by discussing the evolution of Amazon's search matching system. He explains that Amazon initially used a lexical matching system where single words were indexed. Over time, this evolved into semantic matching, which considers the context of the words, and further advanced with the introduction of BERT (Bidirectional Encoder Representations from Transformers). BERT enhances the understanding of language, allowing for more human-like interpretations of search queries. Concerns About Ads in Amazon Search Results Despite these advancements, Danny points out a significant concern: the search results pages on Amazon are increasingly populated with ads. This heavy ad presence pushes down organic search results, potentially conflicting with Amazon's goal of delivering the most relevant search results. Danny questions whether there might be a shift in focus to increase relevance in search results around ads, as Amazon's primary goal is to ensure a great search experience, regardless of whether they come from organic search results or paid ads. Speculations on the Future of Amazon's Search Relevance He also speculates about the future of Amazon's approach to handling the balance between ad-driven and organically relevant search results. He acknowledges that while there are certain limitations on what keywords can be targeted in ads, the control largely lies with advertisers who are paying for ad placements. This creates a dynamic where the relevance of search results could be at odds with paid ads in terms of overall relevance. Danny suggests that this might lead to customer frustration if they don't receive the level of relevant search results and ponders how Amazon will address this issue going forward… If indeed they will, as this is a massive profit center for them. Key Topics Discussed: The Future of PPC on Amazon: Elizabeth shares her thoughts on where PPC is heading in the coming years, including the impact of new tools and features. Challenges and Opportunities with Amazon Ads: Discussion on the complexities and potential of Amazon's advertising platform, including the importance of data access and budget rules. Amazon's Algorithm Evolution: Danny and Elizabeth discuss the progression from lexical to semantic matching and the introduction of BERT, exploring its impact on search results and PPC. Relevance in Amazon Listings: A deep dive into the importance of relevance in product listings and how Amazon's algorithm interprets this. AI's Role in Enhancing User Experience: The conversation turns to how AI is influencing shopping experiences on Amazon, with a focus on listing optimization and the potential future shifts in strategy. Optimising Product Images: Insights on the significance of correctly categorising product images for better alignment with Amazon's search algorithm (image attributes). Recommended Resources: Junglr Website: Explore the services offered by Elizabeth's Amazon ad agency. Elizabeth Greene on LinkedIn: Follow Elizabeth for more insights into Amazon advertising. Conclusion: This episode of Seller Sessions with Elizabeth Greene offers valuable insights into the current trends and future directions of Amazon's advertising landscape. Whether you're a new seller or looking to scale your existing business, understanding these dynamics is crucial for success on the platform.

Optimizing Conversions and Scaling Traffic with Mansour Norouzi In this episode of Seller Sessions, Danny McMillan interviews Mansour Norouzi, ecommerce expert and director of advertising and partner of Incremental Digital, about optimizing conversions and scaling traffic on Amazon. Key Takeaways Conversion and traffic are the two main factors of the "Amazon equation" needed to grow and scale Targeted traffic is key - non-targeted traffic with low relevance won't convert Align traffic growth with conversion rate to balance advertising costs Use Product Opportunity Explorer to optimize listings and identify customer preferences Add virtual bundles, A+ content, comparison charts to increase conversion Leverage promotions for at-risk customers and cart abandoners Optimize organic rankings with external traffic and targeted PPC Analyze category insights and keyword research to scale PPC efficiently Optimizing Listings for Conversion Mansour shares various tips for optimizing Amazon product listings: Use the Product Opportunity Explorer to identify key purchase drivers, customer insights and topics from reviews to inform listing optimization. Add these details throughout the listing - title, bullets, images etc. Assess Listing Quality score using Helium10 to evaluate areas for improvement. Create virtual bundles to cross-sell products, take up competitor space and increase order value. Ensure bundles receive positive reviews. Feature Brand Story to share your brand narrative visually with lifestyle imagery. Upgrade to premium A+ content for additional features like video and quizzes. Add comparison charts in A+ to showcase products. Use coupon codes - even on non-promotional products - to trigger increased conversion via badges. Ensure codes don't stack negatively. Driving Targeted Traffic When scaling advertising, Mansour emphasizes monitoring conversion rates and being disciplined with budgets to maintain profitability. He outlines a few key traffic driving tactics: Leverage the new Customer Loyalty analytics for tailored promotions - target customers in various tiers or those who recently abandoned cart. Create Amazon Posts to garner impressions and potential sales from seasonal or evergreen lifestyle content. Balance paid and organic traffic growth to efficiently improve organic rankings long-term. Avoid saturating search with irrelevant gift traffic that won't convert. Follow niche trends in Product Opportunity Explorer and adjust budgets seasonally to match market demand rather than goal-setting in isolation. Compare category insights for market share benchmarking. Conduct thorough keyword research combining Product Opportunity Explorer parent categories, Brand Analytics search data and performance metrics like click share % to identify the optimal search terms to target. Mansour reminds us not all keywords are equal and many low commercial intent keywords that drive mainly browsing aren't worth aggressive paid targeting.

A9 Bot - How To Get The Most Out Of Your Listing Optimisation In this informative episode of Seller Sessions, host Danny McMillan gives listeners an inside look at the A9 Bot available exclusively through his website. This specialised bot aims to help sellers better grasp Amazon's ever-evolving A9 ranking algorithms and optimisation factors by synthesising key learnings from extensive scientific literature and patents. Laying the Groundwork Around A9 Understanding Before demonstrating the A9 Bot tool itself, Danny emphasises how this fits into his broader mission to equip Amazon sellers with more technical competency on the inner workings of Amazon search. He's compiled and working through 1234 scientific papers and has written at depth on subjects sellers may find confusing or conflicting when trying to rank higher. Understanding Product Photos and How Attributes Really Work How Amazon Protects Answers to Product Questions Using Similar Products The Real Reason Why A10 is a Myth Improving Seasonal Relevance and Ranking on Amazon Search This scientific grounding informs the A9 Bot's capabilities for listing optimisation tied to ranking factors. Danny emphasises digesting this background will prove useful for sellers aiming to "level up" their Amazon search education. Introducing Key Match Types: Lexical vs. Semantic vs. BERT Contextual As Danny shifts into demonstrating the tool itself, he starts by outlining three key match types critical to understand: Lexical Matching Semantic Matching BERT Contextual Matching While lexical matching should remain core to any keyword targeting strategy, Danny urges sellers not to limit themselves to only indexing keywords. The semantic and BERT matches within A9 paint a fuller picture of what customers may search for — and how listings can evolve to reach more searchers. Seeing the A9 Bot in Action: Listing Rewrites To illustrate the bot's capabilities, Danny provides a demo using a beard oil product as an example. He prompts the bot to rewrite the listing bullets targeting first lexical matches, then semantic matches, and finally keyword matches informed by BERT's contextual analysis. The output shows clear differences highlighting how each match type shapes results. The lexical rewrite sticks closest to exact keyword matches in the original beard oil listing. Meanwhile the semantic match incorporates more contextual phrases that extend meaning like beard grooming and shaping tools. Finally, the BERT rewrite recognises entities and relationships to recommend additional keywords around skin conditioning, packaging format, and product feel during application. This small demo begins to showcase how tapping scientific advances in language AI can assist sellers in reaching more customers. While their manual testing and listing quality control remains imperative, leveraging innovations like BERT as an input can spur new optimisation ideas. Key Takeaways and Parting Thoughts In concluding his A9 Bot intro, Danny shares a few final recommendations: Use provided prompts to experiment rewriting your own listings with lexical, semantic, and BERT matches Check his site's "A9 Algorithm" section for articles dispelling myths plus evolving science around ranking factors Recognise sellers optimise for conversion while Amazon algorithms focus on customer experience first Avoid overstuffing listings with keywords without considering user experience With innovations in contextual language understanding racing ahead, Danny emphasises sellers must stay on the pulse of Amazon advancements to remain competitive in organic search. Tools like the A9 Bot point to a future where semantic search capabilities will only grow more advanced. Though testing and high-quality listings remain essential, embracing these new frontiers in AI can help uncover more opportunities. Link to A9 Bot: https://sellersessions.com/a9-bot/ Prompts For A9 Bot Examples (adjust accordingly to your requirements): I am launching a beard oil product. Can you generate a list of 10 search queries that would represent lexical matching. Then explain what this match type is and how it impacts ranking 1.I am launching a beard oil product. Can you generate a list of 10 search queries that would represent semantic matching. Then explain what this match type is and how it impacts ranking 2.I am launching a beard oil product. Can you generate a list of 10 search queries that would represent BERT matching.Then explain what this match time is and how it impacts ranking 3.Take this title and rewrite it based on Lexical, Semantic and Bert matching "Beard Oil Conditioner Sandalwood Scent (Large 2 Oz) - Natural Organic Formula with Tea Tree, Argan and Jojoba Oils for Men - Promotes Growth, Softens, & Hydrates - Striking Viking " and use all of the knowledge base for other factors that could improve conversion and Click through rate then summarise and explain why to you did them? 4.Take these bullet points and rewrite it based on Lexical, Semantic and Bert matching " • Invigorate Your Senses - Our beard oil for men is non-greasy and made with nothing but pure all natural ingredients, leaving your beard looking and smelling its best Softens and Conditions - Our beard oil conditioner is made with high quality ingredients to help tame your beard, while also making it thicker, fuller and softer. Striking Viking beard grooming products for men will give you the confidence to conquer the world! Healthy Beard Growth - Our beard conditioning oil promotes growth by effectively restoring the natural moisture to the root of your beard leaving you with thick luscious hair Goodbye Itch and Dandruff - No more rough, scratchy beard from now on because we use only the finest ingredients, so our beard softening oil is lighter and easier to absorb. Just a few drops will keep your beard deeply nourished and looking well maintained throughout the year! Try It Risk Free - Try our collection of beard care oils today, all designed to help your beard look and feel great 5.Write a unique and compelling product description for the above bullet points and title, including tips on how to use it and how it can improve {the pain your product solves}.

Ranking and Product Launches on Amazon With Colin Raja Introduction: Danny interviews e-commerce expert Colin Raja, an experienced Amazon seller from India now based in New York. Colin shares his proven pre-launch strategies for optimising product listings and rankings on Amazon. Key Topics Covered: Importance of getting product type, browse node, and attributes right for rankings Defining "browse" vs "purchase" keywords on Amazon Step-by-step process for launching and ranking products Using keyword linking strategy to improve relevancy Tips for troubleshooting when rankings drop Considerations for pricing new products Takeaways: Check competitor listings to identify the right product category, browse node, attributes etc to match Target browse keywords first, then add relevant purchase keywords to support them Collect ranking data in the first week to see which keywords get traction Use PPC, external traffic sources, or reviews to increase keyword relevancy as needed Consider launching new brands with low pricing first to gain traction The show covers specific launch strategies as well as high level best practices for ranking products. Colin emphasises starting with the product metadata first before investing in promotions.

Recapping 2023 in the Amazon seller world - major trends and pain points Personal and business challenges faced in 2023 - including health issues, family emergencies, and day to day struggles Reflecting on importance of family, health, and relationships over business and material success Maintaining perspective and finding meaning amidst life's ups and downs 2023 Amazon Seller Trends and Challenges: "Post-COVID hangover" - sales declined 30% for many sellers, increased competition and costs -Success is now about differentiated, high-quality products with good branding and customer experience - Organic SERP littered with ads - mastering Amazon PPC essential - Overall industry seems to have shrunk, with fewer new sellers entering market - Agencies struggling as more sellers view them as commodities, quickly switching between providers Coping With Personal Crises and Hardships: - After business exit and dream lifestyle, Adam experienced emptiness and depression - Had to re-ground himself amidst divorce and 40% revenue declines - Perspective change - happiness not tied to outcomes, but rather presence, intuition, and relationships Emergency With Teenage Daughter: Shattering call from Danny's daughter Maia - "I can't feel my legs" after bad car accident - Long wait for emergency responders - incredibly stressful time with daughter in jeopardy - Thankful her injuries not worse in the end Losing Beloved Family Dog Cookie to Cancer: - Already sleep-deprived, agonising decline was drawn out over weeks \- Reached breaking point - had to step away briefly to regain composure Ongoing Crisis for Friends in Israel: - Adam feels deep connection to affected communities now after years in the Amazon space - Heart goes out to all impacted families - unimaginable turmoil and displacement \- No easy words of comfort, but expressing solidarity and grace Summary The "post-COVID hangover" brought declining sales, fierce competition, and rising costs for Amazon sellers in 2023. Success now depends on high-quality, differentiated products with strong branding and customer experience. As organic rankings faded behind ads, mastering Amazon PPC became essential. Personally, after a business exit and the dream lifestyle, Adam experienced emptiness and depression, needing to reground himself amidst divorce and revenue drops. True happiness rests not in outcomes, but presence, intuition, and relationships. A shattering call from Danny's daughter after a bad car accident left her immobile tested their strength. Thankfully her injuries were not worse. Losing their beloved family dog Cookie to cancer after weeks of agony also pushed them to the edge and required stepping back briefly to regain composure.

Introduction: In this episode of Seller Sessions, hosts Danny and Adam have an insightful discussion about shifts they are seeing in how Amazon ranks products in search, and what this means for sellers going forward. They talk about moving beyond a primary focus on keywords to a more holistic optimisation strategy. Key Topics Discussed: Evidence that Amazon search algorithms are incorporating more semantic matching (and BERT), looking at full product listings rather than just keywords Success with broad match and phrase match PPC campaigns, indicating changes under the hood at Amazon The concept of "semantic cores" - clustering single word terms that show up repeatedly across competitors' rankings Titles focused on human readability combined with key conversion keywords performing better recently Danny's massive research compiling over 1200 academic papers on Amazon search algorithms Building AI tools to help sellers optimise listings based on latest search science (Danny's A9 Bot) Actionable Takeaways: Keyword stuffing likely no longer moves the needle much; focus is shifting more towards optimising images, offers and creative Sellers should double down on their top 20% of SKUs driving 80% of performance Regularly test different angles, pricing, etc. with A/B experiments on important listings Ensure flat files have accurate attributes for Amazon's catalog Monitor aggregate conversion rates across advertising and organic traffic Outro: Danny is building a free knowledge base of Amazon search insights at SellerSessions.com and access to his A9 Bot. He welcomes ideas and feedback from the community to produce more helpful content based on the science literature.

AMC is a cloud-based database that gathers signals from all over Amazon to provide insights into customer behavior. It still requires technical expertise like SQL to maximize its potential. Since the last episode, AMC has expanded the data it provides beyond just sponsored ads. It now includes things like TV streaming ads, Alexa ads, etc. AMC makes it easier to analyze the customer purchasing journey across multiple touchpoints. Often purchases take 7-8 days and involve multiple ad exposures rather than a direct path. You can use AMC to build targeted audiences in DSP, like people who searched related terms but didn't convert or added to wishlist. Look at gateway products that lead to further purchases and maximize exposure. See which products have the highest overlap/cross-sell. Appoint someone in your team or agency to become the AMC expert through certifications and training. Queries take practice but it's accessible. Get AMC set up ASAP to start gathering historical data, even if you don't use it right away. The instance backfills 13 months of data. New-to-brand data is only available in AMC for sponsored product ads. See which keywords drive incremental sales. Other Notes: Brent recommends getting started with AMC if you spend $10k+ per month on Amazon sponsored ads. It's free to use. Some of Brent's favorite uses are analyzing customer journey, frequency of ad exposure, gateway products, and CLTV. Brent offers Amazon PPC services through his agency Pathfinder. Reach out to him at brant.bike or amcpathfinder.com. Podcast Details: Show: Seller Sessions Episode: AMC 1 Year Later - Tips and Strategies for 2022 Host: Danny McMillan Guest: Brent Zahradnik, Amazon PPC Expert

8 Figure Amazon Seller Mels Terlouw Goes Deep On Data Introduction Danny McMillan welcomes Mels Terlouw, an Amazon seller from the Netherlands, to the podcast for his first time on Seller Sessions. About Mels Mels started selling on Amazon in 2014 after discovering people selling $100k per month. He set a goal to hit $10k in sales by end of 2014. Hit $100k that first year. Grew to $2.4 million in sales in 2015, then continued rapid growth each year. Hit 9 figure mark in 2020 but had a setback afterwards. Still doing great. In 2016, started building own software tools and put them into a mastermind group. Opened the tools up in 2022 as Intellivy. Obsessed With Listing Optimisation Focus is on listing creation based on consumer insights. This can be the difference between 15 units vs 250 units sold per day. The Evolution of Amazon In the "golden age" of 2014-2016, selling was easy on Amazon. Fake reviews worked. Now Amazon algorithm and competition has evolved. Old tricks don't work as well. Need to go where "the puck is going" instead of where it's been. Get back to basics of selling. 3 Types of Amazon Sellers Ignorance Sellers: Try stuff without much strategy, hope for the best. Arrogant Sellers: Copy competitors thinking they know better. Vigilant Sellers: Build on consumer insights and real selling fundamentals. Understanding the Amazon Algorithm BERT algorithm understands search intent, customer persona/journey better. Search results will be tailored more to individual searcher. Recommendations are already customised to user. Search will follow. Amazon wants to match real world experience better. Adapting to the Changes Can still succeed in saturated market with the right approach: know your customer + selling fundamentals. The Iceberg Analogy Most fighting happening "above water" on Amazon right now. By going deeper below surface there is calm and less competition. This represents focusing on consumer insights and the lost art of selling. Video Lesson from Jordan Belfort on Selling Key points: Understand your consumer thoroughly Know their persona, journey stage, needs Ask pointed questions Craft sales pitch Develop products to match Optimise listings for buyer-focused messaging Start selling in the right way The Scientific Method for Amazon Listings Ask questions Research to find answers Form hypotheses Test with experiments Analyse results Repeat until find winning formula Implement in listing Key Questions to Ask What problem are you solving? What are alternate solutions/products? What are the customer objections, drivers, preferences? Brainstorm Extensively Get multiple people involved. Spend hours diving into data. Come up with creative hypotheses. Develop Listing Theme Focus on winning the click, converting the customer, countering objections. Weave together into cohesive theme for listing. Test and Validate Try different creative variations. Tools like Intellivy can help with robust testing. Make sure hypothesis proves true before investing in new listing. Case Study: Dollar Shave Club Upstart disrupted market by simplifying down to core job of razors - conveniently replace dull blades monthly. Didn't get caught in feature arms race. Addressed root consumer frustration. Types of Amazon Shoppers Different groups have different needs. Most sellers focus only on "need based" shoppers. But many other opportunities exist. Be creative. Connect on an Emotional Level Surface features don't create enough certainty and trust. Tap into beliefs, objections, and emotions. Storytelling and visual patterns are powerful. Focus on the Buyer, Not You or the Product Avoid self-focused messaging. Put yourself in the customer's shoes. Talk to them directly. Execute the Lost Art of Selling Go below the surface noise on Amazon. Dig deep into consumer insights. Master stories, emotions, and relationships. This creates real connection and converts browsers into loyal buyers.

Sourcing and Manufacturing Options Outside of China - With Mike Michelini Introduction In this episode of Seller Sessions, host Danny McMillan interviews Mike Michelini, an expert on sourcing and manufacturing in Asia, specifically Thailand. They discuss the pros and cons of manufacturing in Thailand compared to China. Key Takeaways Thailand is known for handmade, natural products vs China's expertise in electronics and injection molded plastics Northern Thailand specializes in wood, handmade goods, natural products. South Thailand near Bangkok has more traditional factories. Response times are slower in Thailand - you have to follow up more but once engaged, they commit Use Facebook and Line app to source suppliers in Thailand Higher minimum order quantities (MOQs) in Thailand - educate on holding inventory Packaging options less abundant than China - focus on great branding Overall quality has been higher for Mike in Thailand vs China Comparisons of Manufacturing in China vs Thailand China is the "world's factory" - expertise in electronics, injection molded plastics Thailand better for handmade, natural products - wood, dried flowers, clothes Northern Thailand known for wood, handmade goods, natural products Southern Thailand near Bangkok has more traditional factories with port access Response times slower in Thailand - have to follow up more aggressively Once engaged, Thai suppliers very committed Source Thai suppliers via Facebook and Line app vs Alibaba Higher minimum order quantities (MOQs) - educate to hold inventory Packaging options less abundant than China - focus on great branding Quality has been higher in Mike's experience with Thailand vs China Sourcing Suppliers in Thailand No Alibaba-like platform - use Facebook and Line app Search Facebook in Thai for suppliers and products Engage via Facebook Messenger then move to Line app Get friendly with emojis and build relationship Recap terms in a quotation for clarity Prepare to educate on holding inventory for lower MOQs Packaging options less abundant - develop great custom branding Overall quality has been higher than China factories Tips for Manufacturing Outside China Expect higher minimum order quantities (MOQs) and educate to hold inventory Develop great custom branding and packaging to stand out Build relationship with factory through messaging apps Don't assume same level of urgency - follow up aggressively Confirm terms: pricing, MOQs, delivery timelines, inspection process Leverage inspection companies expanding across Asia With lower volumes, consider negotiating payment terms favorable to you Be prepared to educate on your needs like lower MOQs Mike's Joint Venture Brand in Thailand Mike partnered with long-time plastic manufacturer in Thailand Started joint venture company and private label brand together Mike has 30% equity stake, manufacturer holds 70% Manufacturer finances inventory for launch around $150k Mike's company makes payments over time to pay back capital Cross Border Summit in Thailand Mike's signature event connecting Amazon sellers and experts Started in China alongside Canton Fair schedule Moved to Thailand and postpones 2 years for border reopening Occurs annually in March/April timeframe Valuable for networking and meeting suppliers 2023 summit scheduled for March 30-31 near Chiang Mai Check CrossBorderSummit.com for details Conclusion Thailand offers a compelling option for sourcing quality products outside China. With the right expectations and preparation, you can find great partner factories to produce your products. The Cross Border Summit provides an opportunity to network and meet potential suppliers in Thailand. Keywords: Thailand manufacturing, China manufacturing, sourcing outside China, finding suppliers in Thailand, Cross Border Summit