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

In this episode, we engage in a conversation with Paul Nicol about the tumultuous journey of his life in and around Amazon. Paul hails from humble beginnings in Scotland and was predominantly raised by his grandparents. As a child, Paul was reserved and found solace in martial arts. He spent several years in the corporate world before realizing he yearned for more autonomy. While short contracts and some flexibility were appealing, he craved something greater.  Paul's introduction to Amazon marked a turning point. In private, he made a bold move, investing $4,000 from the family savings, as failure was not an option. At the time, $4,000 represented a substantial sum for his family. As he gained momentum, Paul poured more and more of his time into Amazon. In 2020, he launched a line of hand sanitizers well before the March surge. Describing its success as remarkable would be an understatement. Despite frequently adjusting prices to maintain inventory, demand remained robust, with some customers willing to pay over $200 due to the prevailing panic. Subsequently, a buyer approached Paul, and they finalized a deal. However, what followed was less than favorable. Issues emerged post-deal, primarily concerning the product listing, leaving the buyer dissatisfied. The situation deteriorated rapidly, with Paul facing the looming threat of a multi-million-dollar lawsuit. As the problems escalated, so did the stakes. Fortunately, a turning point arrived, and they managed to find common ground, ultimately opting to collaborate in resolving the issues. Paul went as far as setting aside personal matters to become a paid consultant for the venture. To learn more, be sure to explore this episode and discover firsthand the lessons gleaned from navigating such challenging situations.

Amazon Seller Health Check   Maintaining Your Health During the Stressful Q4 Season: Insights from Amazon Sellers   The Q4 season is a crucial time for Amazon sellers, with increased competition and sales targets to meet. However, it's important to prioritise your health during this time to avoid burnout and maintain productivity.   1. Prioritise exercise   Exercise is key for maintaining your health during the Q4 season. Matt Phipps, an Amazon seller and fitness enthusiast, shared that exercise is crucial for his daily routine. It helps him stay clear-headed, productive, and connected to the world. By prioritising exercise, you can reduce stress, improve your mood, and boost your energy levels. Phil Hadfield, another Amazon seller and health advocate, also emphasised exercise's importance in reducing anxiety and depression, common issues faced by Amazon sellers during Q4. Incorporating exercise into your routine improves overall health and well-being.   2. Take breaks and rest   Taking breaks and resting is vital for maintaining your health during Q4. Danny McMillan, the host of the Seller Sessions podcast, noted that many guests recommended breaks and rest to prevent burnout. Though it may seem counterintuitive during a busy season, giving your body and mind time to recharge is essential. By taking breaks and resting, you can reduce stress, improve focus, and boost productivity. Preventing burnout has long-term positive effects on your health and business. Prioritise rest by taking short walks, meditating, or napping during Q4.   3. Get enough steps   Getting enough steps is another important aspect of maintaining your health during Q4. Danny McMillan noted that even during the busiest times, it's important to prioritise movement and physical activity. Even on vacation, you may end up getting more steps than when working from home. Sufficient steps improve cardiovascular health, reduce stress, and boost energy levels. They also prevent health issues like obesity, diabetes, and heart disease. Incorporate movement into your routine by taking walks during lunch breaks, using a standing desk, or taking the stairs instead of the elevator.   4. Address common health issues   Addressing common health issues faced by Amazon sellers during Q4 is crucial. Phil Hadfield discussed issues such as back pain and eye strain caused by long hours of sitting and screen time. He recommended stretching and moving around during breaks and using blue light filters to reduce eye strain. By addressing these issues, you can prevent long-term health problems and improve overall well-being. Invest in an ergonomic chair, take regular stretch breaks, and use blue light filters on screens to address any health issues you may face.   Conclusion:   Maintaining your health during the Q4 season is crucial for avoiding burnout and maintaining productivity. Prioritise exercise, take breaks and rest, get enough steps, and address common health issues to take care of your body and mind during this busy time. Remember, your health is your most valuable asset, and taking care of it will ultimately benefit your business in the long run. By incorporating these tips into your daily routine, you can maintain your health and well-being during the Q4 season and beyond.

Key Points:   Unethical behavior by some aggregators in the Amazon space is a growing concern. Sellers need to be cautious when sharing sensitive information and should read NDAs carefully. Not all aggregators engage in unethical practices, and many have brought benefits to sellers. Staying true to your brand's authenticity can help navigate competition and protect your business.   In a recent conversation between Danny McMillan, an Amazon expert, and Ryan Adkins, an experienced seller, they delved into the murky waters of unethical behavior by some aggregators in the Amazon space. This issue has been a growing concern for many sellers who have had their business models replicated or even stolen.   Ryan shared his personal experience of being approached by an aggregator, only to discover later that one of their employees had started a competing brand using the same products and suppliers. This situation highlighted the difficulty of proving intent behind such actions, especially when there is a lack of concrete evidence.   The incident underscored the importance of keeping sensitive information confidential. When dealing with aggregators, it's crucial to read Non-Disclosure Agreements (NDAs) carefully. These documents should clearly outline what information can be shared and how it can be used. If not handled properly, this could lead to significant damage to your business.   Ryan's experience also shed light on the impact such situations can have on a seller's business. It's a stark reminder of the need for sellers to protect themselves and their intellectual property.   However, it's important to note that not all aggregators engage in such unethical behavior. As Danny pointed out, the industry as a whole has been beneficial for many sellers. The rise of aggregators has provided opportunities for sellers to exit their businesses profitably and has brought more professionalism and structure to the marketplace.   Despite these benefits, the challenges of competition remain. Sellers must stay vigilant and ensure they are protecting their brands. One way to do this is by staying true to your own brand and authenticity. In a competitive market like Amazon, authenticity can set you apart and help build a loyal customer base.   In conclusion, while the Amazon space offers immense opportunities, it also comes with its share of challenges. Unethical behavior by some aggregators is a concern that sellers need to be aware of. However, with the right precautions and a strong commitment to your brand's authenticity, you can navigate these challenges successfully.

In this insightful episode of the Seller Sessions Podcast, host Danny McMillan brings together a panel of e-commerce experts to discuss Q4 strategies. As the holiday season approaches, this episode offers invaluable insights for Amazon sellers aiming to optimize their strategies.   Guest Lineup and Bios:   Cara Sayer: Cara is the inventor of SnoozeShade - a global baby brand that has helped hundreds of thousands of parents, won 80+ awards, and is recommended by the world’s leading baby experts. Passionate about her journey, Cara loves sharing her experiences and the reality of running and growing a 7-figure business in her signature straight-talking style. Joe Jakes: Joe successfully transitioned his multigenerational family business from 100% wholesale to 100% D2C. Regularly achieving seven-figure months and big six-figure days, the business now sells millions of units per year. Matt Parker: Founder of the digital media agency 'Trendlution', Matt has been a part of the e-commerce world for over 15 years. Having created over 250 top-selling items across Amazon, Ebay, and Woocommerce, he is also a part of the external pro trader and Ebay development program globally. Matt recently helped beta test the personalization feature and next-day service pre-release on eBay.com and .co.uk. Matt Phipps: Matt, along with his wife Kata, began selling on Amazon in 2018. They achieved 7-figures by the end of their first year and sold the brand within three years. Currently, Matt is building a second 7-figure brand and coaches top-tier 7 and 8-figure sellers inside the Titan Network. Nick Eary: Nick began his Amazon journey in 2017 and successfully exited two of his 7-figure companies in 2021. Having launched over 300 products worldwide, he now runs and operates 3 brands, scaling them towards 8 figures. Ryan Edkins: An author, pilot, and serial entrepreneur with 3 exits, Ryan began selling on Amazon in 2021. In just two years, he scaled his FBA brands to mid 7-figures and beyond. He regularly coaches Amazon sellers, sharing his experiences and guiding them towards achieving financial freedom.   Key Takeaways:   1. Ryan Edkins: The Power of Video Ryan emphasizes the effectiveness of sponsored videos, especially during high-traffic events like Black Friday and Prime Day. He also touches upon the challenges of sponsor positions and the importance of adjusting brand store images for seasonal sales. 2. Nick Eary: Gifting and Photography Nick shares his brand's focus on gift-able items and the potential of product photography in enhancing sales. He also highlights the importance of basic deal management, promotions, and the challenges faced in the German market due to VAT number discrepancies. 3. Matt Phipps: Keyword Mastery Matt P. delves into the significance of keyword research and the utilization of past performance reports. He suggests creative additions like ribbons for gift-able products and the potential of brand-tailored promotions for retargeting. 4. Matt Parker: Carousel Advertising Matt P. (yes, another Matt!) discusses the effectiveness of the carousel feature in advertising. He stresses the role of creative angles, the importance of negative keywords, and harnessing the power of hashtags on platforms like Pinterest and TikTok. 5. Joe Jakes: Amazon's Evolving Algorithms Joe provides insights on top search adjustments and the ever-evolving Amazon advertising algorithms. He also underscores the role of deals in increasing visibility and sessions. 6. Cara Sayer: Strategies Beyond Q4 Cara offers a fresh perspective for businesses that might not peak during Q4. She talks about the importance of housekeeping, optimizing listings, and shares success stories from the Australian market. Cara also gives recommendations on stock management with Amazon during non-peak seasons. Special Mention: Danny also gives a shoutout to the upcoming Seller Sessions social event in December. It promises to be an excellent opportunity for networking and knowledge sharing.   Closing Thoughts: This episode of the Seller Sessions Podcast is a must-listen for anyone in the e-commerce space. With the holiday season fast approaching, the insights shared by the panel can be the difference between a good Q4 and a great one.