Seller Sessions Amazon FBA and Private Label

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.

Insights from John Hefter, Co-founder of Thrasio: A Conversation on Entrepreneurship and the Future of Sellers In this episode of the Seller Sessions Podcast, Danny McMillan interviews John Hefter, co-founder of Thrasio. John shares his journey as an entrepreneur and offers predictions for the future of sellers. They delve into the challenges and opportunities of running a successful Amazon business, the impact of the recent layoffs at Thrasio on the seller community, and the upcoming trends that sellers should be aware of. With his wealth of experience and knowledge, John provides valuable insights and advice for anyone looking to succeed in the world of e-commerce. Key Takeaways: John discusses the changes that occurred at Thrasio, including the layoffs in March 2022, and how they affected the seller community. He emphasizes the importance of embracing failure and viewing it as a necessary part of personal growth. John also highlights the significance of self-care and avoiding burnout. They explore upcoming trends for sellers, such as the need to diversify and expand beyond Amazon. John underscores the necessity for sellers to stay informed and adapt to market changes. Overall, this episode provides valuable insights and advice for individuals who are interested in achieving success in the realm of e-commerce, especially those who are contemplating selling their products on Amazon.

Canton Fair October 2023 - Expert Tips with Kian Golzari In this episode of Seller Sessions, host Sharon Even welcomes back Kian Golzari - expert on sourcing and manufacturing products in China. Their engaging discussion centers around the Canton Fair scheduled for October 2023. Kian shares invaluable insights into preparing for such events. He emphasizes the necessity of walking in with a clear objective, a deep understanding of the product, and, if possible, a specification sheet or actual sample in hand. The two delve into the intricacies of supplier interactions, highlighting the importance of trust. Kian stresses the value of face-to-face negotiations, noting potential savings and improved production methods that can arise from these direct conversations.  Sharon and Kian discuss cultural nuances, like the significance of business cards in Chinese business etiquette, and how bonding over shared interests, like basketball, can foster smoother dialogues. A major takeaway from Kian's insights is the central role of preparation, trust, and transparency in fostering successful supplier relationships, whether you're a seasoned entrepreneur or a newbie.

Amazon AntiTrust Lawsuit Roundtable with Steve Simonson, Tim Jordan, Adam Hiest, Liran Hirschkorn and Paul Rafelson   Today, I am joined by Steve Simonson, Tim Jordan, Adam Hiest, Liran Hirschkorn and Paul Rafelson. The topic of this roundtable is the lawsuit filed by the FTC which has been gaining momentum over the last few days.   Key parts of the lawsuit   Anti-Discounting Measures: Amazon's fair pricing policy makes it impossible for sellers to offer lower prices on competing platforms.    Prime Eligibility: It's claimed that Amazon conditions a seller's ability to have their products marked as "Prime" on using Amazon's fulfilment service, which can be costly.      Search Result Biases: There are concerns that Amazon might be prioritising its own products in search results, even if other products are of better quality.   High Fees for Sellers: The FTC points out that Amazon charges various fees to sellers, which can amount to nearly 50% of their total revenues.   Degrading the customer experience by replacing relevant, organic search results with paid advertisements—and deliberately increasing junk ads that worsen search quality and frustrate both shoppers seeking products and sellers who are promised a return on their advertising purchase.   Amazon’s surmised response?   Amazon is contesting a lawsuit filed by the Federal Trade Commission (FTC), arguing that the lawsuit is misguided and would, if successful, harm consumers and the many businesses that sell on Amazon.   1. *Customer-Centric Innovations:*    - Amazon believes its innovations and customer-centric focus have benefited consumers through low prices and increased competition in the retail industry.    - The company has cooperated with the FTC in the past and respects its role in protecting consumers and promoting competition.   2. *Misguided Lawsuit:*    - The current lawsuit by the FTC is seen as a radical departure from its role, with Amazon arguing that it is misguided and would force Amazon to engage in practices that actually harm consumers and businesses, such as featuring higher prices and making Prime more expensive and less convenient.   3. *Allegations of Anticompetitive Practices:*    - The FTC alleges that Amazon's pricing practices, Fulfilment by Amazon offering, and Amazon Prime are anticompetitive, revealing a fundamental misunderstanding of retail by the Commission.    - Amazon argues that its model is pro-competitive, and the lawsuit could negatively impact consumers and businesses selling on Amazon.   4. *Low Prices and Competitive Offers:*    - Amazon is proud of the low prices and competitive offers it provides to customers and has enabled third-party businesses to sell their products alongside Amazon’s.    - The company invests in tools and education to help third-party businesses offer competitive prices and does not highlight or promote offers that are not competitively priced.   5. *Support to Independent Sellers:*    - Amazon has lots independent businesses selling on its platform and provides support and services to help them succeed.    - The company has invested billions in resources and services to support sellers at every stage of their journey, providing them with data, insights, and various features to manage their businesses effectively.   6. *Fulfilment by Amazon (FBA):*    - FBA is an optional service where Amazon handles product storage, packaging, shipping, returns, and customer service, allowing sellers to focus on growing their businesses.    - Amazon argues that FBA is competitively priced and offers significant benefits to independent businesses, contributing to job creation and investments in the economy.   7. *Innovation and Amazon Prime:*    - Amazon continues to innovate to delight customers, with Prime being a prime example, offering more than just free shipping.    - The company has invested in making Prime better for customers, achieving faster shipping speeds and allowing sellers to offer Prime shipping on their own sites, which has been beneficial to both consumers and sellers.     8. *Thriving Retail Industry:*    - Amazon operates in a vibrant and varied retail industry where over 80% of all retail products are still bought in physical stores.    - The company argues that the FTC’s complaint grossly mischaracterizes the retail industry and ignores the dynamic competition that benefits consumers, with numerous options available to consumers and sellers.    - Amazon sees itself as a part of a massive and robust retail market and not as a monopolistic entity, with the FTC attempting to narrowly define markets to make Amazon appear more dominant than it is.   9. *Commitment to Consumers and Sellers:*    - Amazon is proud of its role in spurring low prices, innovation, and competition across retail.    - The company fundamentally disagrees with the FTC’s allegations and approach to antitrust, vowing to contest the lawsuit and continue inventing to put consumers and businesses first.    - Amazon believes that the FTC’s approach, if successful, would harm consumers, hurt independent businesses, and upend long-standing and well-considered doctrines.   Final Summary: Amazon is defending its practices and innovations, asserting that they have always been in favor of consumers and sellers, providing low prices, options, and competition in the retail market. The company sees the FTC lawsuit as fundamentally flawed, misrepresenting the retail industry and Amazon’s role in it. Amazon is committed to contesting the lawsuit, maintaining that the success of the FTC in this case would result in anti-consumer and anti-competitive outcomes, harming both consumers and the independent businesses selling on Amazon.

Amazon OG Frankie Thorogood's Near Fatal Crash To Spectacular Exit in 18 Months -  - *About Frankie*: Not commonly found in traditional FBA circles like Facebook groups or events, Frankie is an old-school seller who's carved out his unique path in the FBA community. ### The Early Years: Starting on eBay - Frankie shares that he got his start in 2012 on eBay. - Frankie recounts how eBay served as his starting point before Amazon became the juggernaut it is today. - He believes eBay offered essential lessons in understanding marketplace dynamics. ### Frankie's Iconic First Product: The Snood - Frankie reveals he started by selling football snoods that gained popularity among Premier League players. - A spike in sales occurred when the Football Association banned the product. ### Tackling Marketplace Dynamics - Frankie discusses the challenges of maintaining a business amidst stiff competition. - He notes that these hurdles encouraged him to look for more sustainable, unique products. ### Transitioning into Compression Sportswear (early years) - Frankie shifts focus to compression sportswear, a booming category. - Shares his experience visiting the Canton Fair in China to source quality suppliers. - Talks about how he broadened his product range and brand. ### The Jump to Amazon - Frankie initially was hesitant about moving to Amazon due to its complex Flat file process. - Decided to take the leap, which coincided with Amazon becoming a dominant marketplace. ### Building a Brand - Danny questions Frankie about his journey in brand building. - Frankie admits initial resistance to Amazon but couldn't ignore its market significance. - Frankie summarises his journey and the unique aspects of his compression sportswear brand.    - *Lemon Market Concept*: A marketplace scenario where product quality is unknown until after the purchase. - *Focus on Sportswear Fabric*: Quality relies heavily on fabric and fit.    - *Customer Feedback*: Importance of involving customers in product development.    - *Pitfalls of Rapid Scaling*: Discusses how expanding too quickly nearly led him to bankruptcy.    - *Decision to Sell Business*: Explored selling the business after a near-decade in operation.    - *Brand Milestones*: Overcame cash flow issues between 2014 and 2018. #### The Exit Strategy and Beyond: - Frankie and Danny discuss exit strategy planning, valuations, and Frankie's new ventures post-exit.