Ecomm Breakthrough

In this episode, the host interviews Howard Thai, a former top 50 Amazon seller and founder of the Elite Seller Society mastermind. Howard discusses how his mastermind group helps sellers solve problems, access mentorship, and gain valuable resources. He shares insights on black hat tactics in the Amazon marketplace and stresses the importance of understanding these to protect your business. Howard advises sellers to fully optimize their listings, monitor for unauthorized changes, and innovate through unique product bundles to stand out and succeed on Amazon.Chapters:Introduction to Howard Thai and His Amazon Journey (00:00:00)Host introduces Howard Thai, his Amazon success, and his background in educating Chinese sellers.Overview of the Elite Seller Society Mastermind (00:01:19)Howard explains the purpose, benefits, and unique resources of his mastermind group for Amazon sellers.Value of Mastermind Groups and Continuous Learning (00:03:16)Howard discusses attending other masterminds, the investment involved, and the importance of learning from top-tier groups.Black Hat Tactics: Stigma and Seller Concerns (00:04:22)Host and Howard address the stigma around Chinese sellers and black hat tactics on Amazon.Understanding and Defending Against Black Hat Tactics (00:04:52)Howard explains why sellers must understand black hat tactics to protect themselves and their listings.Current Black Hat Tactics and Amazon’s Response (00:06:17)Howard lists active black hat tactics, notes their decline, and praises Amazon’s efforts to protect sellers.Proactive Listing Protection Strategies (00:08:32)Howard details steps for sellers to proactively secure their listings, including team building and monitoring.Filling Out All Listing Fields for Security and Visibility (00:09:43)Howard explains the importance of completing all Amazon listing fields to prevent manipulation and improve searchability.Leveraging Filters and Searchability on Amazon (00:11:41)Howard highlights how properly filled fields affect product visibility in Amazon’s filters and search results.Key Takeaways and Actionable Advice (00:12:52)Host summarizes three main takeaways: innovate with bundles, optimize listings, and understand black hat tactics for defense.Closing Remarks and Resources (00:15:59)Host thanks Howard, shares his website, and encourages listeners to follow his work and mastermind events.Links and Mentions:Elite Seller Society ShopifyFacebookAmazon Seller CentralTranscript:Josh 00:00:00  Without further ado, I am excited to introduce to you Howard Thai. Howard is a former top 50 seller on all of Amazon. And his origin story as a seller is an epic itself. Between selling thousands of units of hoverboards daily and battling with Amazon Incorporated on Amazon, Apple actually on Amazon. The story of his humble beginnings is a story too long to tell. He began his journey as an educator by single handedly spearheading the training of Chinese sellers on Amazon. The insights that Howard provided and the tools he developed led to what many in the United States consider the Chinese takeover of Amazon. He has saved, started, scaled and sold hundreds of businesses via Amazon and other virtual platforms. And he's done it time and time again. So welcome to the podcast, Howard. Howard, I think this is a good time to kind of talk about your mastermind. You do something with the elite seller society and you have a mastermind big, you know, kind of event that you do once a year, I believe.Josh 00:01:05  this is something that I've been very interested and I keep asking you about. I think every time I talk to you, I'm like, hey, do you have the dates? And do you know where you're going yet? So tell us more about that. And what is it all about? What content are you sharing?Howard 00:01:19  So the elite level of society is like, a mastermind that I have created. it's everyone that's been in our event, our mastermind events that gets, gets added into and, we kind of go in and help each other within our group, like how to solve problems, as well as, there's like, something that we can offer our group through, like, other mentorships or through, like, special, like things. I'm working on getting our, all our membership members. Members, that own, their own, account rep So that they don't have to go through the SAS program or SAS program. That really sucks. So they're getting like really good quality. employees and Amazon being able to support them.Howard 00:02:13  So I'm talking to Amazon on that on how we can actually make that work for our employees. So that's just something cool that I'm working with or things that things that are always open when you're in the mastermind. I like like you said, my shift change. Like you never you're in a box all the time. For most of the people that aren't in, in these mastermind I'm talking about, like, if you're even in these podcasts or in Facebook groups, you'll never get the same kind of, like information that you really could get on those different platforms than if it was in Bessemer. You probably know that, Josh. so, like, I'm just sitting there and learning and like, oh, there is this thing that out there to doing this stuff, you know, I'm not ready yet for it, but I know it's out there exists, so I need to do it. Like, for example, like, digital marketing, you know, I need to do some marketing, but I went to, I went to, custom conversion.Howard 00:03:16  I went to, a lot of, Carrie's events, like the weird events, you know, three and and even I'm thinking about getting into those two masterminds, right? One from all inside one site and also from Perry site, you know, so I'm trying to I'm looking into that. They're not cheap. They're like maybe 25,000 a year. but, yes, it's from the world, right?Josh 00:03:39  So yeah, I know that. That's great. And I agree with your statement there, Howard, in terms of, you know, the deeper tactics, if you want to go deep with stuff, you need to start reaching out and joining some of those mastermind groups. So I think it's going to take your learning to the next level. Now, Howard, you've educated a lot of Chinese sellers, right? And I think there's a negative stigma in the marketplace where it's like, oh, the Chinese sellers, they just want to implement black hat tactics, and that's who's always attacking me. you know, prior to this conversation, you and I discussed and you're like, you, you see kind of the black hat, black hat tactics kind of, you know, lessening to some extent or or another.Josh 00:04:22  But from your experience, you are so well versed on Amazon. I know a lot of sellers are fearful when it comes to black hat tactics, but would you mind kind of educating our audience in regards to what are the active black hat tactics that you see being implemented right now, and what are ways that sellers can do to protect themselves in advance, as well as what do you do if you do have a black hat tactic that actually affects you and attacks your listing?Howard 00:04:52  People think that, you know, like this stigma like, hey, you know, black hat and you do black hat, right? But the reality is, if a person has been in this industry for so long, they would need to know how to protect themselves. What kind of backpack techniques? Like what you're asking. Right. so, like, a computer security guy, right? Who does? Computer security? Needs to know how people are coming in and attacking the system. So if you're like a programmer an...

Today’s guest is someone who’s on the cutting edge of Amazon growth strategy and tech innovation. I’m thrilled to welcome Jonathan “Jon” Tilley, the CEO and Co-Founder of ZonGuru—a powerful, AI-powered software suite built by Amazon sellers for Amazon sellers.With over a decade of experience in branding, digital strategy, and now SaaS leadership, Jon has helped thousands of serious sellers optimize their listings, scale profitably, and build businesses that last. Under his leadership, ZonGuru has grown into a globally trusted toolset, known for being Amazon Rufus-optimized, data-driven, and designed to boost revenue and conversion.Highlight Bullets> Here’s a glimpse of what you would learn…. Evolving landscape of e-commerce, particularly on Amazon.Impact of AI-driven algorithms and search engines on product discovery.Importance of adapting product listings to align with intelligent algorithms.Shift from keyword-stuffed listings to emotionally connected, brand-focused presentations.Need for sellers to understand their target audience and customer intent.Use of structured data formats and schema for optimizing product listings.Rise of conversational commerce and AI chat interfaces like Amazon's Rufus.Importance of emotional connection and storytelling in product descriptions.Strategies for leveraging AI tools to gain customer insights and improve visibility.Necessity of maintaining authenticity and human creativity in content creation.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Jon Tilley, CEO of ZonGuru. They discuss how AI-driven search engines like Amazon’s Rufus are transforming e-commerce. Jon explains the importance of structuring product listings with new schema standards and focusing on brand storytelling to connect emotionally with customers. The conversation covers optimizing for AI algorithms, leveraging social platforms for visibility, and preparing for conversational commerce. Jon also shares practical tips and tools for sellers to future-proof their businesses in an AI-powered marketplace, emphasizing adaptability, authenticity, and deep customer understanding.Here are the 3 action items that Josh identified from this episode:Optimize Listings for AI Discovery – Structure your Amazon listings with semantic data and schema markup so AI-driven search engines like Rufus can better understand and recommend your products.Build Emotion-Driven Brand Content – Focus your product pages on storytelling and emotional resonance, not just keywords. Use real customer insights to craft authentic, benefit-led messaging.Adopt and Experiment with Emerging AI Tools Early – Stay ahead of competitors by testing new AI platforms for product discovery, data insights, and content optimization as soon as they launch.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comRufusChatGPTPerplexityCosmoAmazon A9RaycastRedditWikipediaYouTubeInstagramTikTokZonGuruPoppi SodaSimple ModernAlex Hormozi10x Is Easier Than 2X by Benjamin HardyScience of Scaling by Benjamin HardySpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJon Tilley 00:00:00  At the very heart of that. I think it's truly understanding how to technically structure your listings for these new intelligent algorithms. And there is a very specific schema that you should be applying to your listings, whether it's on Amazon or whether it's on Shopify or where else you are. you know that schema? The good thing about it is it is evolving around what that schema looks like and what influences that those algorithms. But, there is a lot of similarities in terms of the schema across the different platforms. So that I would say is is number one.MC 00:00:38  Welcome to the Econ Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.Josh Hadley 00:00:52  Do you want to know what the future holds for the future of e-commerce and agent ecommerce? Or do you want to know how to stay ranked and relevant on Amazon as SEO dies and AI engine optim...

In this episode, host Josh interviews Ryan Deiss, founder of DigitalMarketer, about the smartest way for entrepreneurs to hire their first employees. Ryan explains why business owners should avoid hiring assistants for minor tasks and instead recruit experienced professionals who can fully own critical business functions. He discusses overcoming fears around big hires, financial considerations, and the importance of mapping out your value creation process. Ryan also shares strategies for systematizing operations and building a team that enables real growth and freedom, rather than creating more management headaches.Chapters:Introduction to Ryan Deiss and Episode Overview (00:00:00)Host introduces Ryan Deiss, his background, and the episode’s focus on business operating systems and hiring.Common Mistakes in First Hires (00:02:12)Ryan explains what not to do when hiring your first employee, warning against hiring assistants for minor tasks.The "Genius with a Thousand Helpers" Trap (00:02:56)Discussion on why hiring helpers instead of professionals leads to more management and less freedom.Hiring Professionals to Own Critical Functions (00:03:46)Advice to map value creation, identify weak spots, and hire experienced professionals to own those areas.Overcoming Fear and Financial Concerns in Big Hires (00:04:37)Ryan addresses the fear and financial hesitation of hiring high-level employees and how to mitigate it.Cost Comparison: Professionals vs. Multiple Helpers (00:06:14)Breakdown of the financial and operational impact of hiring one pro versus several lower-level helpers.The Real Cost of Ineffective Hiring (00:07:48)Explains the long-term frustration and wasted resources from hiring multiple helpers instead of a pro.Path to Entrepreneurial Freedom (00:09:18)Ryan outlines the goal: remove yourself from all value creation steps by hiring pros for each function.Debunking the "Learn It Before You Hire It" Myth (00:10:13)Ryan refutes the idea that founders must master a function before hiring an expert for it.Three Actionable Takeaways (00:11:39)Host summarizes key actions: value creation mapping, overcoming imposter syndrome for big hires, and automating processes.Closing and Where to Learn More (00:13:31)Ryan shares where listeners can learn more about his programs and communities.Links and Mentions:Tools and Websites  Founders BoardKey Takeaways  Value Creation Mapping: "00:11:58"  Overcoming Imposter Syndrome: 00:12:59  Automating the Value Creation Process: 00:13:28Transcript:Josh 00:00:00  Today I'm super excited to introduce to you Ryan Deiss. Ryan is the founder and the CEO of The Scalable Company Digital Marketer, and a founding partner at Scalable Equity, LLC, a venture equity accelerator that builds and acquires B2B media and software brands. He is a bestselling author, founder of multiple companies, collectively employing hundreds around the globe, and one of the most dynamic speakers on business operating systems in the United States today. So welcome to the podcast, Ryan.Ryan 00:00:32  Thanks for having me. It is not difficult to be among the most dynamic speakers about business operating systems, because most people would consider that to be like watching paint dry. But I think it's I think it's pretty sexy stuff, so I appreciate that.Josh 00:00:47  Hey, and I agree as well. Typically it is, it is one of those topics that most people, I think tend to avoid, right? If you go to a conference and you're like, which one should I go to? I think the shiny object is always like the newest marketing hack, right? Or like social media? and with your experience obviously running Digital Marketer, you're you're well versed in that.Josh 00:01:09  And I think you could argue you're one of the most well-versed in digital marketing itself. But today we're going to be talking all about business operating systems. So how do you know who should be your first hire? Right. is it kind of going along that customer journey, so to speak, or your value journey that we're talking about here? And is it identifying, you know, hey, actually our secret sauce is in product innovation, right? Like that's our secret sauce. That's where it seems like we're bringing a lot of value, especially on Amazon. Right. You talk about, you know, bringing traffic. It's like well Amazon's brought traffic to you. Plus they have the fulfillment engine. So like they've tackled two big levers for a lot of people right. so if you identify like, hey, we're really good at product innovation or something like that, Does that mean, hey, I should first hire out that product innovation? Or do I need to figure out a product? Do I need to hire a project manager? Or is it an executive assistant? Like, how do you go through the process of deciding who to hire first and why?Ryan 00:02:12  So let me answer the question by telling you what not to do.Ryan 00:02:14  And then I'll come back around and give a more explicit answer. So what most people do, and it's not what you should do, is they go around and they look at all the stuff that needs to get done, right. And it's their name in all the boxes. And so what they say is, okay, I need to get somebody to help me with all of the little things so that I have more time to do these quote unquote important things. Right? So I need to hire, you know, a virtual assistant to help, like, answer my email and to deal with my scheduling. And, you know, I need to hire somebody else over here to, you know, respond to this and take care of that. And, you know, in this particular step, if I, if I just had somebody to help me do some of the pieces of this, you know, then, you know, then then I could be more efficient. And what we're doing when we do that is.Ryan 00:02:56  And the reason that's not what you do is you're what is known as the genius with a thousand helpers. Okay. And so you're not actually creating any additional space and freedom for yourself. You're just adding the management of other people and the tasking out of other people to your already cluttered to do list. And that's why it doesn't work. And that's why ultimately these people wind up failing and we're like, oh, they suck. And they were supposed to help me. And they're supposed to take time off. And they're not. They're just asking me all these questions. I don't have time to answer all these questions. Right. It's because we didn't hire someone to own a critical aspect of the value creation process. We hired somebody to help us continue to own that process. So what I would encourage you to do is look at the value creation flow and to say, what are the critical tasks and processes that I don't like. And I'm not particularly good at, but I'm currently being forced to do okay.Ryan 00:03:46  So it's incredibly critical. It's incredibly important. But you don't necessarily like doing it and and you don't necessarily. You're not necessarily the best in the world at it. So let's say again, you know, you're running an e-commerce business and you really love the product side of things. You love the innovation and the sourcing. you love, you know, thinking about the packaging and the positioning, but you're getting the bulk of your traffic, let's say, from, you know, Pinterest and Instagram. And really, you don't geek out that much on Pinterest and Instagram, but you're good enough at it, right? So what people would say is like, I guess I'm gonna get somebody to help with photography and maybe somebody can write some of the descriptions and do a littl...

Today, I’m excited to welcome Mike Olson, Partner and Founding Member at WealthPoint, LLC. With over 25 years of experience in financial and insurance planning, Mike has dedicated his career to helping affluent families and business owners unlock clarity in complex financial decisions. He holds multiple professional designations—CLU®, ChFC®, CFP®, and MSFS—and is nationally recognized for his expertise in structuring insurance solutions that fuel business growth.In today's episode, we’re diving into a powerful and often overlooked strategy: how e-commerce entrepreneurs can use insurance to fund inventory cash flows. Mike is here to share how these creative financial tools can give Amazon sellers and online business owners the liquidity and leverage they need to scale sustainably from 7 figures to 8 and beyond. Highlight Bullets> Here’s a glimpse of what you would learn…. Strategic use of life insurance policies for e-commerce entrepreneurs.Funding inventory cash flows and scaling businesses from seven to eight figures.Benefits of life insurance, including tax advantages and creditor protection.Importance of tailored insurance policy design based on individual financial situations.Building a cash reserve ("war chest") before borrowing against life insurance.Flexibility in policy features to accommodate fluctuating cash flows.Higher potential returns from well-structured life insurance policies.Comparison of life insurance loans to traditional high-interest financing options.Importance of disciplined financial management and repayment strategies.Long-term benefits of life insurance as a financial safety net and retirement tool.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Mike Olson of Wellpoint LLC about using life insurance as a strategic financial tool for e-commerce entrepreneurs. They discuss how established business owners can leverage specially structured life insurance policies to fund inventory, manage cash flow, and scale sustainably, while also gaining tax advantages and creditor protection. The episode covers the pitfalls of traditional financing, the importance of disciplined policy funding, and actionable steps for building a financial “war chest” to support business growth and personal security. Mike also shares insights on technology, AI, and economic resources.Here are the 3 action items that Josh identified from this episode:Build a Financial War Chest – Use life insurance to accumulate cash value over time, creating a reserve you can tap into for high-ROI business opportunities or emergencies.Design for Flexibility – Work with an advisor to structure a policy that matches your business’s cash flow, allowing for adjustable premiums and strategic borrowing.Leverage Smartly for Growth – Borrow against your policy only for clear, high-return purposes—like funding inventory or scaling operations—while maintaining a disciplined repayment plan.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comKevin KingMatt ClarkCopilotPerplexityArmstrong EconomicsWealth PointSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaMike Olson 00:00:00  This is for the entrepreneur that has a profitable business. You don't start putting your first dollar that you're saving into insurance, right? You still have a balance sheet. You have some cash. Your business has a strong kind of cash reserve to support it. Personally, you have write a savings account for bills. So this is kind of that add on. Once you have a successfully profitable business and now you're trying to optimize efficiency.MC 00:00:32  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.Josh Hadley 00:00:46  Before you take out a loan for your business, you need to listen to this podcast first. Imagine having the ability to unlock liquidity right when you need it most without the headaches of traditional financing. That's exactly what we're going to be talking about today. Welcome to the Ecomm Breakthrough Podcast. I'm your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to over nine figures on my journey to nine figures, I bring you unfiltered conversations with the smartest minds in e-commerce.Josh Hadley 00:01:17  Past guests include Kevin King, Michael E Gerber, author of The Myth, and Matt Clark from ASM. Today, I am excited to welcome Mike Olson. He is a partner and founding member at WellPoint LLC. With over 25 years of experience in financial and insurance planning. Mike has dedicated his career in helping affluent families and business owners unlock clarity in complex financial decisions. He...

Simon Hammer, VP of Product at Vimbly Group and e-commerce expert, shares insights on brand acquisition and storytelling. He discusses the drawbacks of a purely quantitative approach, using a cocktail shaker case study to illustrate missed opportunities due to ignoring customer feedback. Simon emphasizes the need for qualitative insights, product testing, and understanding customer preferences to build resilient brands. He highlights the importance of continuous iteration and listening to the market to avoid the pitfalls of competing solely on price.

Tomer Rabinovich, a self-taught Amazon business owner and consultant, reveals strategies for launching uncopyable products. He discusses the challenges of margin compression and the importance of creating 'impossible products' that leverage regulation and complexity. Tomer shares a product validation checklist for 2026 and stresses in-house PPC management for optimal results. He also highlights the significance of social-media friendly products and using TikTok for virality, emphasizing that understanding your channel is key to successful e-commerce.

Dr. Travis Zigler, a former optometrist turned e-commerce guru and founder of Eye Love and Profitable Pineapple Ads, shares his inspiring journey. He discusses the quest for personal fulfillment beyond business and the challenges he faced starting his PPC agency. Zigler passionately explains the 80/20 rule for optimizing Amazon ads, emphasizing simplicity and focus. He also highlights the importance of charitable work through his Eye Believe Foundation, demonstrating how giving back influences his entrepreneurial success.

Ezra Firestone, a seasoned e-commerce entrepreneur, shares his insights on the future of online retail. He discusses the shift from traditional search traffic to new visibility models like LLMs. Ezra predicts that LLMs will revolutionize commerce through enhanced ad monetization. He emphasizes the importance of social commerce and innovative technologies like AR. Practical advice for brands includes optimizing for Amazon and leveraging AI to enhance content creation. Ezra also highlights strategies for maximizing customer retention and engagement in an evolving digital landscape.

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.