Ecomm Breakthrough

In this engaging conversation, Brad Allen, an Amazon seller and entrepreneur, shares his dramatic journey from $400K debt and an account suspension to a thriving FBA business. He discusses his eBay roots, creative sourcing of high-end European skincare, and the transition to private label products. Brad emphasizes the importance of active management, cash flow planning, and embracing risk in entrepreneurship. His insights offer actionable advice for aspiring sellers to innovate and stay hands-on in the competitive marketplace.

Julia Rubin, the Founder and CEO of Ami, dives into the intricate world of TikTok Shop strategy for beauty brands. She shares essential tips on optimizing shop operations, merchandising, and creating engaging content. Julia emphasizes the importance of combining product promotions with strategic ads to boost sales. She also discusses working with micro and proven creators for maximum impact. Throughout the conversation, Julia highlights the critical need for brands to master content velocity and resource commitment to succeed in this dynamic marketplace.

Steve Yates, CEO of Prime Guidance and former retail strategist at Amazon, shares his insights on scaling e-commerce brands. He emphasizes optimizing your Amazon presence before branching out to other marketplaces like Walmart and eBay. Steve advises launching a direct-to-consumer website early to build customer loyalty and enhance your brand's visibility. He discusses key optimization strategies for Amazon listings, the importance of targeted advertising, and tools for tracking performance, ensuring brands grow efficiently and profitably.

Mo Elhawary, a creative strategist known for scaling D2C brands in health and beauty, shares his insights on driving Shopify sales. He highlights the importance of analyzing financial data and addressing trust issues among founders. Discover how cross-channel marketing affects sales, with insights into Meta and Amazon influence. Mo also offers strategic advice on customer personas, creative production, and effective use of UGC. Learn actionable tips on testing at scale and the art of crafting compelling narratives for brands.

Kris Gramlich, an experienced Amazon FBA seller and Sellozo account executive, dives into the intriguing world of customer engagement strategies. He unveils the power of product insert cards with QR codes that direct customers to landing pages for free gifts, enhancing loyalty. Kris stresses the importance of providing value instead of soliciting reviews to evade penalties. He also discusses sourcing local gifts, leveraging influencer marketing, and utilizing engaging email follow-ups, all to foster customer relationships and boost repeat business.

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 ServicesPickFuPost Purchase ProASIN DoctorWebsitesHouse of AMZPodcast EpisodeEcomm Breakthrough Podcast's Episode with Kevin KingTranscripts: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...

In this episode of the Econ Breakthrough Podcast, host Josh interviews Chad Rubin, operations and strategy leader at Profasee. Chad discusses the critical role of dynamic, AI-driven pricing for e-commerce and Amazon sellers, sharing how continuous price optimization can boost profits without sacrificing sales rank. He offers actionable advice on leveraging AI tools, strengthening business operations, and building strong supplier relationships. Chad also recommends influential books and software for entrepreneurs, and emphasizes the importance of surrounding yourself with trusted advisors. The conversation provides practical strategies for sellers aiming to thrive in a competitive, ever-changing marketplace.Chapters:Introduction to Chad Rubin and Profasee (00:00:00)Josh introduces Chad Rubin, his background, and his role at Profasee, focusing on e-commerce and AI-driven pricing.Why Pricing Matters in E-commerce (00:00:37)Chad explains his focus on pricing, its impact on profitability, and why many sellers neglect price optimization.The Fear of Raising Prices and Real-World Example (00:02:01)Josh discusses common fears around raising prices and shares a personal example of increasing prices without losing sales rank.Dynamic Pricing vs. Static Pricing (00:03:57)Chad describes Profasee’s approach to dynamic pricing, the importance of adjusting prices, and the Amazon flywheel effect.Dynamic Pricing in Other Industries (00:05:28)Josh compares dynamic pricing in e-commerce to revenue management in airlines and emphasizes the need for ongoing price adjustments.Three Actionable Takeaways for Sellers (00:06:13)Josh summarizes three key takeaways: focus on profits/pricing, incorporate AI, and strengthen organizational structure and supplier relationships.The Importance of Level 10 Meetings and Team Alignment (00:08:38)Josh highlights the value of EOS Level 10 meetings for organizational clarity and leadership alignment.Most Influential Books for Entrepreneurs (00:09:41)Chad recommends "The 4-Hour Workweek" and other books that influenced his entrepreneurial journey.Favorite and Game-Changing Software Tools (00:11:27)Chad shares his favorite software tools, including Ellie and Notion, for productivity and business management.Mentors and Influential People in E-commerce (00:12:31)Chad discusses the importance of surrounding yourself with trusted advisors and names key people he respects in the industry.How to Connect with Chad Rubin and Profasee (00:14:46)Chad provides contact information and ways to connect with him and learn more about Profasee.Links and Mentions:Tools and Websites  Profasee  ChatGPT Ellie.com Notion  Books  The 4-Hour Workweek" by Tim Ferriss on Amazon The Almanack of Naval Ravikant  The Great CEO Within People Mentioned  Brandon YoungTranscript:Josh 00:00:00  Today, I'm super excited to introduce you to Chad Rubin. Chad leads prophecies operations and oversees its strategy. He often speaks about e-commerce, Amazon, and leveraging AI strategies on webinars and conferences worldwide. He is also the author of the Amazon bestseller cheaper, easier, direct. Prior to Profasee. He founded Think Crucial and co-founded Cubana and the Prosper show. He is also a father, husband, and loves coffee and tacos. So with that, Chad, welcome to the Econ Breakthrough Podcast.Chad 00:00:35  Thank you for having me. Excited to be here.Josh 00:00:37  I want to ask you the question, Chad. You've you've gone through multiple exits. You have your own ecom brand. Why the focus on pricing and why is it so important at the end of the day?Chad 00:00:48  Yeah. So. Well, firstly, the reason why I was focused on price was that I was trying. I'm trying. I'm still working through it. I've been working on turning around my e-commerce business. It's been deteriorated over time. Didn't get a lot of love for me as I've been building other initiatives in my life.Chad 00:01:03  And so, you know, for me, I optimize spend and my ACOs, and I've been optimizing our conversion rate and my listings itself and the infographics on those listing pages. But the one thing that's driving the most to the bottom line is a very small lever, and it swings big doors, but it's not being swung with price. And I just couldn't understand why. Like if we have a $10,000 ad campaign, you would never leave it on. You would never leave it on optimized, you'd always be optimizing it. So why is nobody optimizing price? Because it's a it's hard to understand and it's very manual. And by the time you make the change to the price, the market shifted. So this is why I focus on it. And it's a juicy it's a delicious problem.Josh 00:01:50  It really is. And it can provide I mean it's a huge impact to your bottom line, right? If you want to, you know, increase your bottom line, the best way to do it is just by raising your prices.Josh 00:02:01  Says Roland Frazier, one of the previous guests that we've had on the show. One of the things that he does first, when he acquires any businesses is he simply raises prices. Because to your point, so many brands do not touch their price. They're too scared to be honest with you because they're like, well, I like sales where they're at. If I raise them, you know, 10%, 25%, I'm going to lose it. All right. And I think I actually fell in that camp prior to all of the inflationary environment that we've been in recently with Amazon continually increasing their FBA fees. You've got manufacturers increasing, you know, the cost of goods that you're purchasing from them. ACOs is going up ads. So with all of that, like our back was against the wall, although I felt like, hey, 1999 is kind of the that's the tipping point. You go over the $20 like you cross that mental bridge of $20 and something cents Since all heck is going to break loose, right? And I'm just going to be in a downward spiral, lose my market share.Josh 00:03:08  And on the contrary, we raise the price by $5, increase the price by 25%, and still maintain we were currently the number two best seller in that entire product category. Didn't move a needle. We stayed right there. Now we've got more profit coming to the bottom line. So I want to ask you the question, Chad. Like, are you seeing the same thing with a lot of the clients that you're working with and these early users of the software, that there is more room to increase prices on Amazon, and it's not affecting organic rankings or it's not a spiral downward. Or are you seeing the opposite true of hey, really like lower your price? Yeah, you get margin compression. But man, you you shoot to the roof and you stay locked in in those top positions. What what have you seen.Chad 00:03:57  Well, okay. So Profasee in general is about maximizing profit without sacrificing your BSR. So there's a lot of people in the Amazon space that say, just raise prices. And that's a lot of times could be reckless advice and insight, right? Because like, pricing isn't one size fits all.Chad 00:04:14  And yes, pricing needs to change. But the question is should it go up or should it go down because you can increase price and that may offset demand and you can lower price. It may spur demand. It'll increase ...