Kevin King Reveals the Future of E-Commerce, AI, and TikTok Shop

In this episode, host Josh interviews Will Russell, CEO of Russell Marketing, about effective strategies for launching e-commerce products. Will shares his five-step framework, emphasizing audience building through paid ads, partnerships, virality, and organic growth. They discuss practical tactics for Amazon sellers, such as using product insert cards with QR codes, leveraging surveys for product validation, and segmenting email lists for launch campaigns. Will highlights the importance of nurturing existing customers and using their feedback for product development. The episode offers actionable insights for entrepreneurs aiming to maximize launch success and scale their businesses efficiently.Chapters:Introduction to Will Russell and Russell Marketing (00:00:00)Will Russell’s background, agency achievements, and book introduction.Strategies for Building an Engaged Audience Pre-Launch (00:00:55)Overview of paid acquisition, piggybacking/partnerships, virality, and organic growth for audience building.Piggybacking and Partnerships Explained (00:01:20)How to leverage existing communities and partnerships to access target audiences.Virality and Organic Growth (00:02:47)Discussion of viral marketing, influencer strategies, and the role of organic content.Summary of Audience-Building Approaches (00:03:53)Recap of paid, partnership, viral, and organic methods for audience growth.Leveraging Existing Customer Bases for Product Validation (00:05:07)Using current customers for product validation, feedback, and preorders to reduce launch risk.The Value of Existing Communities in Launches (00:07:11)How established audiences give a head start and lower costs for new product launches.Applying the Five-Step Framework to Amazon Sellers (00:08:14)Host introduces actionable takeaways, adapting Will’s framework for Amazon product launches.Step 1: Product Validation Tactics (00:09:26)Using product inserts, QR codes, and Amazon analytics to validate new product ideas.Step 2: Audience Building and Customer Surveys (00:10:37)Reaching out to existing customers, using surveys to identify pain points and refine products.Step 3: Audience Engagement During Product Development (00:11:50)Keeping customers involved in product design and updates to build anticipation and loyalty.Step 4: Conversion Strategies and List Segmentation (00:13:05)Segmenting email lists for staggered launch campaigns to optimize Amazon ranking and conversions.Step 5: Scaling and Ongoing Audience Engagement (00:14:02)Using product inserts and ongoing engagement to prepare for future launches and scale the business.Review Research and Copywriting Insights (00:14:28)Using competitor reviews for product development and marketing language.Segmentation Strategies for Different Launch Models (00:15:19)How to segment audiences for Amazon vs. crowdfunding launches, prioritizing likely converters.Conclusion and Final Thoughts (00:17:01)Recap, book recommendation, and closing remarks.Links and Mentions:Advertising Tools:"Facebook Ads": "00:01:20""Google Ads": "00:01:20""Reddit Ads": "00:01:20""Amazon Brand Analytics": "00:10:37"Books:"Take Your Idea from Light Bulb Moment to Profitable Business in Record Time" by Will Russell: "00:00:52"Marketing Concepts and Strategies:"Piggybacking": "00:01:20""Virality": "00:02:47""Organic Growth": "00:03:53""Customer Surveys": "00:06:02""Product Insert Cards": "00:09:26""Segmentation for Email/Text Lists": "00:13:05"Content and Influencer Strategies:"User-Generated Content": "00:02:47""Influencer Marketing": "00:02:47""Referral Strategies": "00:02:47"Transcript:Josh 00:00:00  Today I'm super excited to introduce you to Will Russell. He is the CEO and founder of Russell Marketing. Russell Marketing is an innovative digital agency specializing in e-commerce launch marketing. To date, they have generated more than 25 million in revenue for over 300 new entrepreneurs. Will has been featured on Forbes, Business Insider, Crain's New York Start-Up nation and many more. Will also has launched the Russell Gibbs Foundation, a family foundation that offers grants and mentorship to 501 C3 partners committed to diversity, equity and inclusion. In November of 2022, Will's first book launch in five. Take your Idea From Light Bulb Moment to Profitable Business in Record Time, was published by Nicholas Brealey. So welcome to the show, Will.Will 00:00:52  Thank you. Thanks for having me, Josh. It's a real pleasure to be here.Josh 00:00:55  When you talk about building an engaged, you know, audience or, you know, building it up a The following. What are what are the channels or strategies to kind of build this following of people before you've even launched a product?Will 00:01:15  By and large, most people are going to lean heavily into paid acquisition.Will 00:01:20  And so, you know, that means paying Facebook or Google or Reddit for ad space and driving traffic using those methods. Now, not everyone has big budgets. They can just plug in. To do that, I always suggest paid acquisition because frankly, is the quickest and easiest way of getting from where you are to where you need to be. But I understand not everyone has the budget. So for those who don't have those budgets, or for those who don't want to rely entirely on those budgets, there's a few other avenues you really look to. One is piggybacking. And so by piggybacking, we're looking for partners or like minded communities that already we have the people we want, and we want to build a connection with the managers or the founders of those communities and essentially piggyback on top of the success they've had to get access to these people. So examples of that might be, maybe you don't want to put $10,000 into a Facebook ad campaign, but maybe you could purchase an advertising spot or in a particular media websites newsletter, or you could write a guest post, or you could do some sort of exchange post promotional exchange with them over a period of six months, where maybe front end of that relationship, they're helping you, but then towards the back end, you're going to balance that out more and start helping them in different ways.Will 00:02:47  So piggybacking and looking at those kind of partnerships is a really good route. Another effort we're going to look to is virality. It's a tough one because it's you know, there are obviously elements to what makes something viral and, and checkboxes that you can go through. But there's always an element of luck there. You don't really know for sure whether a big effort to go viral is going to work. And so it can be a bit of a risk, but virality and that can be things such as word of mouth, marketing strategies, referral strategies and fun content, user generated content, things like ambassadors or affiliate marketing. We might even include some influencer marketing in that. So we've got the virality is certainly a good a good path to go. If you don't want to lean into pushing too much of your budget into paid ads, and then I mean, the fourth and longest one, I suppose is is the organic, you know, people that don't have big budgets and and maybe don't excel. I don't have any partners or I don't have.Will 00:03:53  I can't make things viral. They can't ...

Today on the Ecomm Breakthrough Podcast, we’re joined by a true expert at the intersection of technology, data, and e-commerce growth. Ellis Whitehead is the co-founder of DataBrill and a leading mind in PPC management, data science, and business intelligence space. With a PhD in automation and years of experience architecting smart technology for Amazon sellers, Ellis has helped brands leverage data-driven strategies to scale profitably and stay ahead of the competition. He’s here to share how sellers can use advanced analytics and Ai to break through the seven-figure ceiling and unlock the path to eight figures and beyond. Ellis, welcome to the show! Highlight Bullets> Here’s a glimpse of what you would learn…. Leveraging AI and data for scaling e-commerce businesses, particularly for sellers with seven-figure sales.Importance of establishing a proper data infrastructure before utilizing AI.The concept of a "data chain" consisting of four essential links: centralized data, capturing history, connecting disparate data sources, and constructing guardrails for AI.Challenges faced by e-commerce sellers regarding messy or disconnected data.The significance of capturing historical data for trend analysis and forecasting.The necessity of connecting various data sources to derive meaningful insights and metrics.The role of structured databases versus unstructured data storage solutions like shared drives.The impact of AI on decision-making processes and the importance of providing accurate context for AI tools.Recommendations for hiring the right talent to manage data infrastructure and AI integration.The critical need for a solid foundation before implementing AI to avoid compounding errors in business operations.In this episode, host Josh Hadley interviews Ellis Whitehead, co-founder of Data Brill, about how seven-figure e-commerce sellers can leverage AI and data to scale effectively. Ellis outlines a four-step “data chain” for success: centralizing data, capturing historical records, connecting disparate data sources, and building guardrails for AI. They discuss common pitfalls, the importance of solid data infrastructure, and actionable hiring advice for building in-house data teams. The episode emphasizes that AI is only as powerful as the data foundation supporting it, offering practical strategies for sustainable e-commerce growth.Here are the 3 action items that Josh identified from this episode:Prioritize Data Infrastructure:Invest in building a centralized, historical, and connected data warehouse before layering on AI. This is a full-time job—don’t try to do it all yourself.Make Data-Driven Decisions:Use live, visual dashboards to monitor trends, market share, and leading indicators—not just lagging P&L statements. Let data guide your strategic focus.Leverage AI Only After Laying the Foundation:AI can scale your business—or your mistakes. Only deploy AI agents once your data is clean, structured, and governed by clear guardrails.Timestamp:00:00:00 Podcast IntroductionLeveraging AI and data for scaling e-commerce businesses.00:00:58 Guest IntroductionEllis Whitehead’s background and expertise in data, PPC, and Amazon seller growth are introduced.00:02:00 AI Hype & Seller ChallengesDiscussion about the overwhelming AI chatter among e-commerce sellers and the feeling of being left behind.00:02:37 The Importance of FundamentalsEllis emphasizes sticking to business fundamentals despite rapid technological changes.00:03:11 Common Data Mistakes in E-commerceEllis introduces the “data chain” concept and outlines common mistakes sellers make with data and AI.00:05:07 Overview of the Four Data Chain LinksEllis lists the four essential links: centralized data, capturing history, connecting data sources, and constructing guardrails.00:07:29 Step 1: Centralizing DataDetailed explanation of why a structured database (like Postgres) is crucial versus using spreadsheets or shared drives.00:09:21 Technical Setup for Centralized DataDifferences between databases and shared drives, and why structure, speed, and reliability matter.00:11:38 Non-Technical Founders & Getting HelpAdvice for non-technical founders: learning, hiring, or consulting for proper data setup.00:15:14 Ongoing Maintenance CaveatEllis explains that data systems require ongoing maintenance due to changing APIs and data sources.00:16:45 Ways to Ingest DataDifferent methods for getting data into databases: APIs, manual downloads, and handling multiple currencies.00:19:15 Navigating Amazon API AccessChallenges and solutions for brands seeking Amazon API access, including using third-party services.00:21:45 Step 2: Capturing HistoryWhy historical data is vital for trend analysis, forecasting, and making informed decisions.00:24:27 Use Cases for Historical DataExamples of how historical data helps with leading indicators, seasonality, and strategic decision-making.00:26:30 Pitfalls of Ignoring TrendsDangers of relying on static data blocks and the importance of trend analysis for inventory and forecasting.00:29:10 AI Automation Cautionary TaleRisks of automating decisions without proper context and historical data.00:31:01 Tracking Keyword Popularity Over TimeHow tracking keyword trends can explain sales drops and inform campaign adjustments.00:33:24 Step 3: Connecting the DotsCombining disparate data sources to calculate advanced metrics and gain actionable insights.00:35:53 Practical Tactics for Data IntegrationHow to use database views, scheduled calculations, and file storage for efficient data analysis.00:37:05 Step 4: Constructing GuardrailsBuilding guidance and guardrails so AI can answer business questions reliably and avoid costly mistakes.00:39:06 Guardrails in Action: Use CasesExamples of how proper guardrails enable AI to deliver actionable, accurate reports and campaign strategies.00:43:12 Building In-House Data TeamsAdvice on hiring the right mix of technical talent or using consultants.00:44:30 Three Actionable TakeawaysSummary of key actions: hire for data roles, let data drive strategy, and only use AI after building a solid data foundation.00:47:38 Final Recommendations & ClosingEllis’s final advice: start centralizing data in Postgres and set up guardrails for AI.00:48:07 Book RecommendationsEllis shares influential books: “Warren Buffett Accounting” and “1984.”00:49:30 Favorite AI Tools & WorkflowEllis describes his preferred AI tools and workflow: Claude, VS Code, TypeScript, Deno, Postgres, and git.What is Git? (00:50:19)Explanation of git as foundational versioning software for code and text files.00:51:22 E-commerce Influencer RecommendationEllis recommends following George Meressa for advertising and e-commerce insights.00:51:51 Where to Find Ellis WhiteheadInformation on how to connect with Ellis and Data Brill for further help.00:52:20 Podcast OutroClosing remarks and call to subscribe and review the podcast.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Had...

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley introduces his "TikTok Creator Engine," a structured system for turning product samples into loyal brand evangelists. Josh outlines five creator stages—Inactivated, Activated, Emerging, Performing, and Evangelist—and explains how to move creators through each using personalized outreach, gamification, community building, and targeted ad spend. He also details key team roles, essential KPIs, and onboarding strategies to replace the ineffective "spray and pray" approach with a scalable, relationship-driven affiliate program that generates consistent revenue.Links and Mentions:Tools and Websites"TikTok Creator Engine": "00:01:12""Shopify": "00:01:12""Amazon": "00:01:12""WhatsApp": "00:09:34""CRM (Creator Relationship Management System)": "00:11:42""TikTok Shop": "00:10:40""Fulfilled by TikTok": "00:13:55""Amazon MCF (Multi-Channel Fulfillment)": "00:13:55""Beehive": "21:31""Discord": "22:31""ChatGPT": "23:39"Videos and Playlists"YouTube Onboarding Videos": "00:18:51""YouTube Playlist for New Creators": "24:27"Concepts and Strategies"Creative Briefs": "23:39""Creative Brief": "00:42:53""Bingo Card Game": "28:51""Ad Spend Strategy": "00:39:18""Performance Coach Role": "00:41:54""Affiliate Support Specialist Role": "00:41:54""VIP Program": "00:43:50""Monthly Contests": "00:44:43""Personalized Contests": "00:48:19""Weekly Creator Calls": "26:10"Metrics and KPIs"Contact Information Capture": "00:51:08""Performance Metrics": "00:52:56""Pareto Principle": "00:45:38""Gamification": "00:44:43"Timestamps:00:00:00 Introducing the TikTok Creator EngineA systematic process to turn product samples into loyal brand evangelists, focusing on consistent revenue over viral moments.00:01:12 Host IntroductionJosh Hadley shares his background as an e-commerce entrepreneur, father, and host of the E-com Breakthrough podcast.00:02:17 Core Principles of the SystemThe system focuses on inspiring creators, tracking behavior, doubling down on winners, and ignoring the rest based on performance.00:04:10 Common Problems with Creator ProgramsOutlines issues brands face, such as creators not posting, one-off videos, wasted samples, and overreliance on TikTok DMs.00:06:49 The Five Stages of the Creator EngineAn overview of the five distinct stages creators move through: Inactivated, Activated, Emerging, Performing, and Brand Evangelist.00:10:40 The Required Team StructureDetails the three essential team roles needed to run the engine: Affiliate Support Specialist, Performance Coach, and Store Operations.00:15:03 Stage 1: Inactivated CreatorsFocuses on approving samples and, most importantly, capturing the creator's contact information to move them out of TikTok DMs.00:17:53 The 30-Day Onboarding SequenceA detailed breakdown of the first 30 days of communication, including emails and WhatsApp messages for new creators.00:21:31 Tools for the Activation ProgramDiscusses essential tools for creator activation, including email newsletters, community platforms like WhatsApp, and detailed creative briefs.00:24:27 The YouTube Onboarding PlaylistOutlines a mini-course for creators covering mindset, hook strategy, lighting, audio, and success stories to build relationships.00:28:51 Gamifying Onboarding: The Bingo CardA gamified "bingo card" system that incentivizes new creators to complete key tasks like posting multiple videos.00:30:42 Stage 2: Activated CreatorsCovers the team's actions once a creator posts their first video, including congratulations and providing initial feedback.00:33:29 High ROI Move: Boosting Videos with AdsA strategy to use small, targeted ad spend on new creators' videos to generate initial views and sales.00:35:29 Stage 3: Emerging CreatorsThe goal for this stage is to build consistency with creators who have momentum but aren't posting regularly.00:40:13 Stage 4: Performing CreatorsFocuses on scaling the output of consistent creators by building a personal relationship and offering exclusive VIP program invitations.00:45:38 Stage 5: Brand EvangelistsA high-touch strategy to retain top creators through personalized contests, gifts, and exclusive access to new products.00:50:16 Collecting Creator Contact InfoEmphasizes the critical importance of capturing creator contact information and offers creative methods like auto-DMs and product inserts.00:51:58 Key Metrics to MeasureA breakdown of the essential KPIs to track weekly, including samples sent, post rates, and GMV per stage.00:54:48 Daily Roles of the TeamA summary of the daily action items for the Affiliate Support Specialist and the Performance Coach within the system.00:55:50 Conclusion and Final ThoughtsA summary of the system's benefits, emphasizing that consistent action, refinement, and focus are the keys to success.Transcript:Josh Hadley 00:00:00  That activation stage is honestly the biggest miss that I see most brands like just completely skipping and they just go from inactivated creator to somebody went viral and it's as simple as that. And and that's all they're relying upon. Whereas we're going to methodically walk all of these creators through these five different stages. Welcome to the Ecomm Breakthrough podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Today, I want to share with you all the TikTok Creator Engine. This is how we're turning thousands of samples into thousands of brand evangelists. This isn't just about like sending out as many samples as you possibly can. The spray and pray approach, just hoping that somebody will go viral. Rather, this is a systematic process that we follow to ensure that every sample we send out actually has the chance of helping some of t...

In this episode, Josh interviews Amy Wees, CEO of Amazing at Home E-commerce Consulting. Amy shares her expertise in product development, sourcing, and sales, emphasizing the benefits of diversifying manufacturing—particularly sourcing from Mexico as an alternative to China. She discusses Mexico’s advantages in cost, quality, and logistics, and highlights common mistakes sellers make, such as not knowing their numbers or lacking supplier contracts. Amy stresses the importance of understanding unit economics, building strong supplier relationships, and differentiating products to succeed in today’s competitive e-commerce landscape.Chapters:Introduction to Amy Wees and Amazing at Home (00:00:00)Amy Wees is introduced as CEO of Amazing at Home, specializing in private label product launches and e-commerce consulting.Why Source from Mexico? (00:00:28)Amy discusses the importance of diversifying manufacturing, highlighting Mexico’s advantages over China for sourcing and supply chain.Mexico’s Manufacturing Capabilities (00:02:04)Explains Mexico’s strengths in injection molding, electronics, labor costs, and free trade agreements compared to China.Evolving Supply Chains and Workforce Trends (00:03:25)Describes changes in China’s workforce, supply chain challenges, and the need for businesses to adapt and evolve.Discovering and Building Trade Shows in Mexico (00:05:35)Amy shares her journey in exploring Mexican factories and starting a multi-category trade show for sourcing.Common Seller Mistakes: Not Knowing the Numbers (00:07:34)Amy identifies the main mistake sellers make: not understanding their costs, margins, and unit economics.Protecting Supply Chains and Supplier Relationships (00:10:12)Emphasizes the importance of contracts, vetting suppliers, and protecting products from being copied.Josh’s Key Takeaways for Sellers (00:12:16)Josh summarizes three action items: know your numbers, build strong supplier relationships, and differentiate your products.How to Connect with Amy Wees (00:16:35)Amy offers a free listing review and shares how listeners can contact her for e-commerce advice.Podcast Closing (00:17:05)Josh thanks Amy for joining the podcast.Links and Mentions:Tools and Websites  "Amazing at Home": "00:00:00"  "Alibaba": "00:08:59"  "Free Listing Review": "00:16:35"  Books and Resources  "Seller Accountant": "00:12:16"  Key Takeaways  "Understanding Your Numbers": "00:12:16"  "Supplier Relationships": "00:14:37"  "Market Evaluation": "00:15:57"Transcript:Josh 00:00:00  Today I'm super excited to introduce you to Amy Wees. Amy is the CEO of Amazing at Home E-commerce consulting, a world renowned company that has helped thousands of brands launch private label products on Amazon and beyond. Amy's knowledge in product development, sourcing, marketing and sales have enabled her to help countless entrepreneurs develop their own successful businesses. So welcome to the show, Amy.Amy 00:00:25  Thank you for having me, Josh. I'm so excited to be here.Josh 00:00:28  I love what you talked about in terms of, you know, diversifying your risk with manufacturing and supply chain, and you've been able to find a lot of that in Mexico. So why don't you tell us more about Mexico? Why have you been so invested lately into, you know, sourcing from Mexico?Amy 00:00:49  Well, you know, it's really we used to go to China all the time. You can go twice a year during canton fair times. And and I still sourced from China. I, I love my manufacturers in China. They're wonderful people. They're very efficient.Amy 00:01:04  Really great. So I don't think that there's anything wrong with China. But at the end of the day, one of the biggest things that all of us have to realize is that we have options and, and that, you know, we don't ever whether it comes to only selling on Amazon, putting your eggs all in that one sales channel basket or only using FBA. What happened during the pandemic? Everybody who is only using FBA, their stuff got stranded. Meanwhile, we tripled our sales because we were able to merchant fulfill. so that's that's, you know, a huge learning thing. And so many people are learning that the restock limits, we talked about that, you know, like, hey, maybe we need to start digging more into these other sales channels so that we are able to drive more traffic to Amazon and have even greater restock limits now that things are changing. Right. so I think it's important to never put all your eggs in one basket and to always know what your your options are.Amy 00:02:04  And so Mexico was a natural, solution. Potential solution. If we look at injection molding and manufacturing around the world. Mexico's number two in injection will be right behind China. So, you know, when we look at even electronics, Latin America is just as high in electronics manufacturing as China is. And a lot of people don't realize that. One of our speakers on the Mexico trip, he's he's an engineer and he specializes in helping electronics companies move their supply chain from China to Mexico. big companies like Seagate have completely moved manufacturing to Mexico. Chinese factories, major factories in China are now reopening new facilities in Mexico. Why? It makes sense, right? It makes sense. You've got free trade. As long as your product is 70%, produced in Mexico. You've got the free trade. So that's a wonderful opportunity there. You actually have lower labor costs in Mexico than you do in China. China labor costs have risen. and you have a highly educated and motivated workforce in Mexico, which that is also changing in China quite a bit.Amy 00:03:25  We're all finding with our factories and, you know, talking with my factory owners, every year after Chinese New Year, a lot of their employees do not return. It's very hard for them because e-commerce has really taken off in China. And so a lot of these, you know, it used to be you can walk through a factory in China a few years ago, and they didn't have, you know, they didn't sell it in e-commerce. Nowadays, that's nearly impossible to find a factory that doesn't sell. And so the workforce is evolving in China, and it's causing some, some issues in terms of supply chain, not only for labour. for quality control, you know, so there's even the Chinese are looking for alternatives to different places to open up factories and things like that. So I think that all of us have to evolve. We look at any company that does not evolve with the times what we find. You know, we look at like the toys R us stories and we look at, you know, the top 50 retailers in the United States of America.Amy 00:04:30  Also on the e-commerce websites. So it's very important for us to pay attention and make sure that we're looking at, okay, what's next. And also when we look at, you know, how many. Issues did we have with, with, ports being backed up and with our. With our supply chain just being at a complete stoppage. and we were all talking about men. For Q4 this last year. You better get your stuff in by August, because there's no way the October timeframe is dead. because there was so much, you know, caught back up and everything prior to this Q4. So this year it was a little bit better. We had some catch up, but we really need to be paying attention. And so for me, I'm right here in San Antonio, Texas. I traveled to Mexico a lot. I love Mexico, and I always see all these things,...

Today’s guest is someone our audience already knows and respects — and I’m excited to have him back on the show. Kevin King is not just a veteran Amazon seller… he’s one of the most connected and influential figures in the entire Amazon ecosystem. He’s been selling online for decades, has built and exited multiple brands, and continues to operate in the trenches — not from theory, but from real-world execution. When Kevin speaks, it’s not just his own experience — it’s insights gathered from the top 1% of sellers globally. So if you’re a 7-figure or 8 figure seller looking to break into the next level, you’re about to hear from someone who has a front-row seat to what the best in the world are actually doing right now. Highlight Bullets> Here’s a glimpse of what you would learn…. Current state and future of e-commerce for seven-figure sellersImpact of AI on e-commerce operations and marketingDecline of traditional private label Amazon business modelRise of social commerce platforms, particularly TikTok ShopImportance of building authentic brands and customer relationshipsNetworking opportunities at events like Market MastersChallenges sellers face, including confusion and fear about the futureNecessity of adapting to new technologies and automation toolsStrategies for effective sourcing and increasing profit marginsThe significance of prioritizing efforts and focusing on specific channels for growthIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews veteran Amazon seller Kevin King about the future of e-commerce for established seven-figure sellers. They discuss the growing impact of AI, the decline of traditional private label models, and the rise of social commerce platforms like TikTok. Kevin emphasizes the importance of building real brands, leveraging automation, and focusing on human relationships with creators. The episode also highlights actionable strategies for scaling, the value of strong systems, and Kevin’s upcoming Market Masters event for networking and learning.Here are the 3 action items that Josh identified from this episode:1. Focus on What Matters MostDon’t chase every new tool, channel, or strategy. Pick the highest-priority opportunity, focus your resources on it, and scale it before moving to the next.2. Build and Document SystemsGrowth requires clear systems and processes. Whether tasks are done by humans or AI, success depends on how well you document and structure the workflow.3. Hire Smart People to Run the SystemsAI alone won’t build a $100M brand. You need talented leaders who can design, manage, and improve systems while using AI as a tool to enhance results.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] Dollar Seller SummitASM (Amazing Selling Machine)Helium 10 Freedom TicketShopifyTikTokEcom Mastery AIOpen ClawClaudeChatGPTWooCommerceCopyCoderUpwork/FiverrAndrew EricksonSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInAlex Hormozi on LinkedInRyan DeissPerry Belcher on LinkedInDan KennedyRelated 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 SponsorThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business 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 email me at [email protected] and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!Transcript AreaKevin King 00:00:00  And there is no it's not like ranking in Google in the old way of backlinks where you rank. And basically you can if you type in podcast microphones and you're in Dallas, you can see pretty much the same results as I see down here in Austin with AI, my past search history and your past search history changes that completely. So no, there is no ranking in AI. It's being the answer for what questions people asking to be in the authority.MC 00:00:22  Welcome to the E-com 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 00:00:36  Do you want to know what's wor...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares hard-won lessons on the power of focus in scaling an ecommerce business. Drawing from personal experience and mastermind insights, Josh reveals five key things he’s saying “no” to—like low-volume product launches, unprofitable SKUs, and distracting sales channels. He emphasizes prioritizing high-impact opportunities, leveraging top-performing creators, and resisting shiny new trends like AI experiments. Josh’s disciplined approach highlights how saying “no” to distractions enables entrepreneurs to concentrate resources on what truly drives sustainable, exponential growth.Links and Mentions:Business Influencers & References"Alex Hormozi": "00:02:01"E-commerce Platforms & Tools"Amazon": "00:04:43""Shopify": "00:06:31""TikTok Shop": "00:06:31""Amazon Marketplace": "00:20:16""OpenClaw": "00:23:05""Vibe Coding": "00:23:05"Frameworks & Systems"Momentum Matrix": "00:08:26""Buckets for Product Management": "00:08:26"Business Concepts & Strategies"Hitting Singles vs. Home Runs": "00:04:43""Total Addressable Market (TAM)": "00:06:31""Lifetime Value Potential": "00:20:16""Operational Complexity": "00:21:14"Timestamps:00:00:00 Introduction to Business FocusJosh emphasizes prioritization, focus, and the importance of saying "no" in business strategy.00:01:03 Lessons from Mastermind EventsInsights from recent mastermind groups; entrepreneurs struggle with shiny object syndrome and diversifying too soon.00:02:58 The Power of Doubling DownAdvice to focus on one business for greater success, rather than splitting attention across multiple ventures.00:04:43 Saying No to Small Product LaunchesJosh now rejects launching products with small markets, focusing only on those with large total addressable markets.00:07:25 Prioritizing High-Impact SKUsNo longer trying to scale all 1600+ SKUs; products are categorized by impact and focus is on top performers.00:08:26 Product Momentum Matrix ExplainedBreakdown of four product buckets: sunset, maintenance, profit engines, and brand-defining SKUs.00:15:09 Focusing on Brand-Defining ProductsTeam spends most time on a few top SKUs that align with brand vision and have high growth potential.00:17:05 Saying No to Low Leverage Sales ChannelsRejecting channels like Temu, Shein, Walmart, and some international expansions due to low scalability and complexity.00:18:12 Sales Channel Momentum MatrixSales channels are categorized; focus is on scalable, high-leverage channels like Amazon, TikTok Shop, and Shopify.00:22:11 Rejecting AI DistractionsJosh avoids spending time on AI trends unless they directly drive business growth; team uses AI only for specific use cases.00:26:56 Focusing on Top-Performing CreatorsNo longer catering to all 5000 creators; focus is on the top 5% who drive 95% of TikTok Shop revenue.00:28:03 Conclusion: Focus Over DistractionReiterates the importance of focus and systems for scaling, and invites listeners to share the episode.TranscriptJosh Hadley 00:00:00  I will promise you like 99 times out of 100. The person who doubles down in one single business is going to have far greater returns and success than the entrepreneur that thinks they're going to split their time and diversify themselves across multiple different business units. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. In today's episode, I'm going to be sharing with you guys exactly what I'm saying no to. In my business right now, that is one of the most important things as it relates to business strategy as a whole. I think that business strategy is less. These are the things that I am doing, and it's much more about these are the things that I am specifically not doing in my business and why business strategy is ultimately, hey, there are 1,000,001 different opportunities, but there are limited resources.Josh Hadley 00:01:03  And so really it's prioritizing which of those million and one opportunities do I actually want to take on with my limited time, resources and ability to be able to go execute? Because in general, if you want to see something really succeed, you've got to put some significant amount of time and energy and thought process behind it. So today I'm going to be sharing the five things that I'm saying no to in my own business. And I'm sharing this after coming off of the heels of three different events that I've attended within the last two weeks. So over the last two weeks I've attended a few different mastermind groups, some with e-commerce specific people involved and others with just kind of general entrepreneurs who are all over seven figure sellers. So here are some of like the takeaways. And I heard this over and over again at multiple events. I continue to hear people that they already have a successful busines...

In this episode, host Josh interviews Tyler Jefcoat, founder of The Seller Roundtable, about financial strategies for Amazon and e-commerce sellers. Tyler explains key metrics like COGS, Amazon fees, and advertising costs, and shares actionable tips on optimizing profit margins, managing inventory, and preparing for business exits. He emphasizes the importance of accurate accounting, SKU-level analysis, and disciplined habits for long-term success. The discussion also covers useful tools and resources, including Merchant Spring and the book "Atomic Habits." Listeners gain practical advice to build more profitable and acquisition-ready e-commerce businesses.Chapters:Introduction to Tyler Jefcoat and Seller Accountant (00:00:00)Tyler’s background, experience, and introduction to his work with e-commerce sellers.Key Financial Metrics for Amazon Sellers (00:00:38)Breakdown of revenue, cost of goods sold (COGS), Amazon fees, and advertising expenses.Profit Margins and Targets for Sellers (00:01:44)Discussion of ideal net profit margins, advertising spend, and benchmarks for healthy Amazon businesses.Net Profit Margin Benchmarks and Market Trends (00:03:59)Analysis of average net profit margins, market headwinds, and acquisition readiness.Preparing for Exit: Case Study and Best Practices (00:05:01)Advice and case study on preparing for business exit, including accounting and inventory management.Return on Capital and Product Portfolio Analysis (00:06:54)Explanation of return on capital, product-level profitability, and portfolio optimization.FBA Fees and SKU-Level Analysis (00:10:18)Importance of monitoring Amazon FBA fees, SKU-level analysis, and correcting fulfillment fee errors.Automating FBA Fee Audits (00:11:45)Discussion on automating FBA fee audits and best practices for large catalogs.Three Actionable Takeaways for Sellers (00:12:59)Summary of three key actions: solid accounting, SKU-level profitability, and price testing.Book Recommendation: Atomic Habits (00:15:40)Tyler recommends "Atomic Habits" by James Clear and discusses its impact.Favorite Software Tool: Merchant Spring (00:16:46)Recommendation and overview of Merchant Spring for multi-channel sales integration.Closing Remarks and Contact Info (00:17:28)Final thoughts, recommendation to contact Tyler, and episode wrap-up.Links and Mentions:Tools and Websites  "Merchant Spring": "00:16:46"Books  "Atomic Habits by James Clear": "00:15:49"Transcript:Josh 00:00:00  Today, I'm excited to introduce you to Tyler Jefcoat. Tyler is the founder and CEO of Stellar Accountant, where he exercises his passion for helping sellers maximize their businesses. Tyler provides financial coaching for sellers totaling more than 100 million per year in e-commerce sales. Tyler also leads the Sellers Roundtable, an exclusive mastermind group for seven and eight figure sellers. Before founding Seller Accountant, Tyler was the co-founder and managing partner for Care to Continue, a home health care company that grew from 0 to 100 employees in four years. So, Tyler, welcome to the show.Tyler 00:00:36  All right, Josh, thanks for having me.Josh 00:00:38  So you have your top line revenue. The next thing we have is you're going to have your cost of goods sold, right? So with your cost of goods sold, you said the average is about 30 to 35% is what you're seeing right now.Tyler 00:00:52  And this kind of landed cost. So if you kind of think about what it costs you to satisfy your Chinese Po and then do the duties freight into the states, I think.Tyler 00:01:01  Across the board, we're seeing literally pretty close to a third 33, 34%.Josh 00:01:05  So if you're below 30% or so, that's a good indication then. Right. Okay. Looking good. All right then next you have your Amazon fees that are going to come up. Right. And I think I'm going to split these up with the advertising separate. So what is your Amazon fees that your 15% commission plus the pick and pack. All that goes into the Amazon ecosystem. You're saying 30 to 35% is what you're seeing there. Is that right?Tyler 00:01:34  To keep the numbers easy is probably another third. So you got about a third in your unit cost to Google. You got about a third and normal Amazon fees.Josh 00:01:44  okay. Cool. And then so all right. So at this point we have 66% right of our revenue going to Cogs in Amazon. And so what you're saying is that the last remaining portion for that POG number that you were talking about is your advertising expense specifically on Amazon. So with your advertising expense, you said ideally you want to be between that 20% to 25%, you know, net gross margin, including the advertising costs in there.Josh 00:02:16  So that means you're going to be needing to sit around somewhere between 15 to 20%. Correct.Tyler 00:02:22  So if we if you think about it, we've got it split into thirds, a third in cogs, a third name is on fee. So we've got 33 points left. I can spend between, you know, roughly 10% on tacos in that model. Let's assume that your cost of goods sold model. Then I'm really going to. So so right. Take another 10% away for ads. That leaves me with a 23% P&G or post advertising gross profit. And I would say that's a really good target. Like, again, I would rather aim for 25 and hit 23 than really flirt with 20 constantly. But yes. So that would be that would be a fairly prototypical private label or kind of brand building seller on Amazon is third, Amazon fees. Third product cogs are about a dime, about ten points going to tacos. And then I've got 22, 23, 24% after ads that I can put towards my overhead.Tyler 00:03:08  And mama wants a boat, you know, whatever it is, that's the money I want.Josh 00:03:12  Makes sense. Makes sense. So with that, and then the other thing you mentioned is, hey, if you have really good cost of goods sold, right, you know, you might be 10 to 20%, right? Well, then you could ramp up your advertising spend. Right. So you can kind of offset those things, but the more profitable you are, the better. Like you said, some people were 30 to 35% that were really getting some premiums, with all the acquisitions that were going on. So this is awesome. This gives us a lot to think about and great targets to shoot towards, especially like net profit margin. You said, you know, ten is kind of the average. You said, right. 15 means that you're really good. You know looking good. You're a good candidate to be acquired. Is that correct?Tyler 00:03:59  Yes. And honestly, coming out of like 2022, I would actually say that, you know, 10% was actually probably pretty good because we did see a lot of headwinds.Tyler 00:04:09  So give your give yourself some grace. Like if you're looking at your piano right now, you know, here in the middle of 2020 and you're like, well, boy, I got 5% last year, I must be dead. That actually might be more normal than you think it is. But don't don't think that that's going to be normal forever. I think we are we're, we're we're continuing to want to see the market get better and we want to we work too hard and we risk too much to take a 2% profit margin for too long. And so getting a 10% is really crucial. And then I think if you're going to exit, getting it closer to that 15% net profit. Yeah.Josh 00:04:38  Awesome, awesome super valuable content. Tyler thanks again. All right. So with that, let's talk about maybe some of the levers that people can be pulling, you know, as they prepar...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Julia Rubien and Nicolette Brunetti of Amie, a TikTok agency for beauty brands. They discuss effective affiliate marketing strategies on TikTok Shop, emphasizing the importance of strong shop operations, community building, and data-driven content. The conversation covers commission structures, contests, retainers, and creator engagement, highlighting the need for strategic planning and long-term investment. Key takeaways include selling the affiliate first, nurturing a supportive community, and ensuring operational readiness before scaling. The episode offers actionable insights for brands aiming to succeed on TikTok Shop.Highlight Bullets> Here’s a glimpse of what you would learn…. Strategies for success on TikTok Shop, particularly in affiliate marketing.Importance of having a multi-faceted approach to affiliate marketing, including acquisition, commission, and engagement.Financial expectations and ROI benchmarks for brands on TikTok Shop.The significance of community building and engagement with affiliates, particularly through platforms like Discord.Effective methods for attracting and nurturing affiliates, including personalized outreach and tailored incentives.The role of content quality and creator effort in driving sales and engagement.Challenges and lessons learned from past affiliate marketing strategies and contests.The necessity of strong shop operations and inventory management before launching affiliate marketing efforts.The importance of hiring skilled team members with expertise in TikTok Shop and affiliate marketing.Long-term investment and strategic patience required for building a successful affiliate ecosystem on TikTok Shop.Here are the 3 action items that Josh identified from this episode:Sell the Affiliate First (Not the Product) Shift your mindset: you’re recruiting creators, not just pushing products. Build a compelling commission structure, clear vision, and unique brand positioning so affiliates choose you over higher-paying competitors.Build a Creator Growth Ladder: Design a clear pathway:Start with onboarding + educationAdd retainers to build consistencyIntroduce contests + feedbackIncrease commissions/retainers as GMV growsMake it obvious how creators can level up with you.Fix Operations Before Scaling Affiliates: Before pushing growth:Ensure inventory is stableOptimize listingsSolidify shop operationsDon’t scale affiliate traffic to a backend that can’t support it. Get your foundation right first.Resources mentioned in this episode:"TikTok Shop": "00:00:36""EukaAI": "00:12:28""KaloData": "00:12:29""Reacher": "00:14:36""Fastmoss": "00:16:51""Discord": "00:19:08""GMV (Gross Merchandise Value)": "00:21:19""ChatGPT": "00:43:16""ecombreakthrough.com": "01:01:28"Special 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 PodcastSponsor 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.TranscriptJulia Rubien 00:00:00  I think clients think that sometimes it's as simple as, let's just invite everybody to a target plan, and that's that. And one time I had to write out for clients, like all the different strategies that go into affiliate marketing, and without showing the slide, I'll kind of rattle some off. But to us, we think there's acquisition strategy, there's commission strategy, there's engagement strategy, there's partnership strategy, there's sample strategy, tiering strategy, incentive strategy, event strategy, content strategy. So there's all these different strategies.MC 00:00:36  Welcome to the Ecom 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 00:00:50  Do you want to know what's actually working on TikTok shop right now? What are the strategies some of the top brands are implementing in order to grow their shop sells or attract new affiliates. Well, you're going to love today's conversation. Welcome to the Econ Breakthrough Podcast.Josh Hadley 00:01:05  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 jour...

In this episode of the "Ecomm Breakthrough Podcast," host Josh Hadley shares his "essential cash flow playbook" for scaling e-commerce brands without outside capital. He explains how to forecast cash flow, delay payments to suppliers and ad platforms, and strategically use credit cards to extend payment cycles by up to 55 days. Josh details practical tactics, such as rotating credit cards and using services to pay suppliers, to improve cash conversion cycles and avoid debt. He emphasizes the importance of disciplined cash flow management as the foundation for sustainable, rapid business growth.Links and Mentions:Tools and Strategies"Cash Flow Forecasting Spreadsheet": "00:04:53""Credit Card Hack": "00:15:46""Amex Plum Card": "00:20:12"Quotes"Charlie Munger Quote": "00:13:53"Websites"Amazon Advertising Support": "00:16:38"Credit Cards and Financial Tools"Chase Sapphire Reserve for Business": "00:22:46""Amex Gold": "00:22:46""Chase Business Preferred": "00:22:46""Chase Business Premier": "00:22:46""Capital One Spark Cash Plus": "00:22:46"Payment Services"Melio": "00:24:56"Timestamps:00:00:00 Introduction & Episode OverviewJosh introduces the podcast, his background, and previews the main topic: the essential cash flow playbook for e-commerce.00:00:57 The Hidden Strategy Behind Top E-commerce BrandsExplains why cash flow management is the secret to scaling without outside capital, especially for bootstrapped entrepreneurs.00:01:54 The E-commerce Cash Flow ChallengeDiscusses common struggles with cash flow, inventory, and taxes that e-commerce brands face.00:03:50 Personal Cash Flow Crisis StoryJosh shares a personal story about nearly missing payroll and the dangers of taking on debt.00:04:53 The Importance of Cash Flow ForecastingIntroduces the cash flow forecasting spreadsheet as a critical business tool.00:05:56 How the Cash Flow Spreadsheet WorksDescribes how to use the spreadsheet to track inflows, outflows, and anticipate cash shortages.00:07:09 Forecasting Purchase Orders and Launch TimingExplains how to use forecasting to time purchase orders and product launches for optimal cash flow.00:08:08 Spreadsheet Walkthrough: Weekly Cash TrackingStep-by-step example of tracking weekly cash balances, payments, and Amazon disbursements.00:11:04 Identifying Cash Shortfalls and SolutionsShows how the spreadsheet highlights cash shortfalls and introduces strategies to avoid predatory loans.00:12:57 When (and When Not) to Use DebtDiscusses rare scenarios where loans make sense and why most e-commerce brands should avoid debt.00:13:53 The Dangers of Leverage Without Financial SophisticationWarns about the risks of leverage for those without advanced financial modeling skills.00:14:54 Credit Card Hack: Delaying PaymentsIntroduces the credit card hack to delay payments to vendors and ad platforms, extending cash flow.00:16:38 Increasing Amazon Billing ThresholdsExplains how to request higher billing thresholds from Amazon to increase payment float.00:17:34 Paying Ad Charges with Multiple Credit CardsAdvises on using multiple credit cards with staggered statement dates to maximize payment delays.00:18:19 Credit Card Application HackShares a tip for applying for multiple credit cards simultaneously to minimize credit score impact.00:19:08 Optimizing Statement Dates for Maximum FloatDetails how to schedule charges for the start of statement periods to get up to 55 days of float.00:20:12 Amex Plum Card for Extended FloatDescribes using the Amex Plum card for up to 90 days of payment float, with trade-offs.00:21:06 Seasonal Cash Flow Management ExampleShows how to use these strategies during high-spend periods like Q4 to avoid cash crunches.00:21:57 Rotating Credit Cards & Tracking RewardsExplains how to rotate credit cards and track perks, rewards, and statement dates for ongoing float.00:22:46 Recommended Business Credit CardsLists the best credit cards for ad spend, rewards, and payment terms.00:23:54 Paying Suppliers with Credit Cards via Third PartiesExplains using services like Melio or Plastiq to pay suppliers by credit card, even if they prefer wire/ACH.00:24:56 Offsetting Credit Card Fees with Rewards & Tax SavingsBreaks down how credit card fees are offset by rewards and tax deductions, making the strategy cost-neutral.00:28:06 Turning Cash Conversion Cycle NegativeDescribes how combining supplier terms and credit card float can result in a negative cash conversion cycle.00:29:06 Cash Conversion Cycle Levers: Positive & NegativeOutlines actions that improve or worsen cash flow, such as inventory turnover and payment terms.00:31:53 Impact of Credit Card Hack on Cash FlowDemonstrates how implementing the credit card hack increases cash balances and enables faster scaling.00:32:55 Action Steps & Forecasting Best PracticesEncourages listeners to implement forecasting, open multiple credit cards, and track statement dates.00:34:37 Conclusion & Free Resources OfferWraps up with a call to action, offering slides and the cash flow spreadsheet via QR code.Transcript:Josh Hadley 00:00:00  How would you like to be able to delay payments to your suppliers and even like the big advertising platforms like meta, like Google, like Amazon, even TikTok shop by over 55 days without missing a due date or without having your ads turned off. Welcome to the Econ Breakthrough Podcast. I'm Josh Hadley. I've scaled my own e-commerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Would you like to know the number one strategy that sits behind some of the best performing e-commerce brands in the entire world? And this is the strategy that actually sits behind the scenes. It's not outwardly visible, but it allows them to scale infinitely and you never know what's sitting behind the scenes. Today, I'm going to be revealing what that number one strategy is and how you can implement it into your own business.Josh Hadley 00:00:57  My name is Josh Hadley. First and foremost, I am a man of faith. I'm a father of four and husband to a beautiful wife. I've been in e-commerce business owner for over ten years now, and also an eight figure business owner doing multi millions of revenue on Amazon, Shopify, TikTok shop and also the host of the number one business strategy podcast for ecommerce entrepreneurs, the E-com Breakthrough Podcast. So today, what is this number one strategy that sits behind the scenes? It's I'm going to show you it's the essential cash flow playbook. And first you're going to be like oh Josh, that's not that's not hot. That's not sexy. Like, this is this isn't like magic. This isn't the number one strategy. Today I'm going to show you why. It truly is ...

In this episode, the host interviews Amazon and e-commerce expert Bradley Sutton, who shares actionable strategies for successful Amazon product launches. Bradley discusses natural keyword integration, backend optimization, and advanced Helium 10 tools like Historical Cerebro and inventory management. He highlights the importance of monitoring Amazon listing changes with alerts to avoid costly mistakes, and offers advice on budgeting for product launches. The episode concludes with Bradley’s personal recommendations and tips for staying informed, providing valuable insights for Amazon sellers aiming to optimize listings, manage finances, and scale their businesses effectively.Chapters:Introduction to Bradley Sutton and Amazon Listing Strategies (00:00:00)Bradley shares his background, passion for Amazon, and discusses incorporating top keywords into product listings naturally.Where to Add Keywords in Listings (00:01:15)Explains ideal keyword placement: bullets, description, backend search terms, subject matter, and special features fields.Special Features Field and Indexing Speed (00:02:47)Describes the special features field, its rapid indexing, and cautions against keyword stuffing since it appears on the listing.Advanced Helium 10 Tools for Launches (00:04:15)Introduces Helium 10 Elite tools like Historical Cerebro for seasonal keyword research and their advantages over traditional methods.Sponsored Ad Placements and New Page One Strategies (00:06:46)Discusses the proliferation of sponsored ad placements on Amazon’s first page and the need for updated launch strategies.Three Actionable Takeaways for Product Launches (00:08:37)Host summarizes three key takeaways: title keyword density, running CPR via Amazon ads, and budgeting for initial losses.Financial Acumen and Scaling Successfully (00:10:57)Emphasizes the importance of understanding financials, budgeting, and cash flow to scale an Amazon business.Bradley’s Most Influential Business Book (00:12:07)Bradley recommends "The Four Disciplines of Execution" and explains its impact on goal setting and business growth.Underutilized Helium 10 Tools for Sellers (00:13:59)Highlights inventory management and alerts as underused tools, sharing a cautionary tale about ignoring alerts.Where to Follow Bradley Sutton (00:16:45)Bradley shares where listeners can follow him: Serious Sellers Podcast, Helium 10 Facebook group, and Instagram.Links and Mentions:Tools and Websites"Helium 10 Listing Analyzer": "00:01:51""Helium 10 Cerebro": "00:05:09""Helium 10 Black Box": "00:05:53""Helium 10 Alerts": "00:14:13""Helium 10": "00:15:07"Additional Resources"Brand Analytics": "00:05:09"Books"The Four Disciplines of Execution": "00:12:07"Podcasts"Serious Sellers Podcast": "00:16:45"Social Media Links"Helium 10 Members Facebook Group": "00:16:45""Bradley Sutton on Instagram": "00:16:45"Key Takeaways"Alerts for SKUs": "00:15:07"Transcript:Josh 00:00:00  Today I'm super excited to introduce you to Bradley Sutton. Bradley is passionate about everything Amazon and e-commerce. He can talk about anything really. Launch strategy. Keyword research, the Amazon algorithm and everything in between. He has launched hundreds of products on Amazon for himself and clients, and he is privileged to host the most listened to podcast in the world for Amazon sellers. The Serious Sellers Podcast. Meeting helium ten customers around the world is his favorite thing to do with that. Welcome to the show, Bradley.Bradley 00:00:33  Thank you for having me here. It's great to be here.Josh 00:00:35  My question to you, Bradley, is you talked about add some of the top keywords into your listing. Where do you add them into your listing? because I could foresee an issue of, for example, maybe you're selling a calendar, right? And a pen. There's one particular type of pen, or it's a set of markers or something, right. That keeps showing up in the the frequently bought together. But those are very kind of two very different products.Josh 00:01:02  Right? So how would you go about incorporating the marker top keywords into calendar type, you know, a calendar type product and where do you put them right. Does it matter? Is it bullets? Description. Back end.Bradley 00:01:15  There's a couple of different ways. So like the most ideal way is just to get it as organic and natural as possible. You know in there. So like the you know perfect situation would be like for example, let's use that gothic, candle holder. You know, I could like, say in one of the bullet points or description, like, you know, hey, you can put a gothic candle holder on top of the coffin shelf and then you have a real spooky, you know, effect or whatever like that. You know, like something that actually makes sense. That's not that's not keyword stuffing. Yeah. You know, sometimes that doesn't you know, you're not able to do that most of the time though, if you really think about it. I mean, if two products are complementary, there's a way to tie it together.Bradley 00:01:51  I mean, otherwise it wouldn't be complementary with each other. Like like there's got to be a way. But in the extreme circumstances where there's not, of course you've got your search terms, your back end search terms. most Categories still have hidden the subject matter like you can't do it in your edit listing, but like once you create your listing, if you use like helium ten Listing Analyzer or you or your advanced user of flat files like in helium ten Listing Analyzer, we still have the subject matter and even though you don't see it there, it still works like we can tie it in the API in the back end. And then so there's usually 4 or 5 more lines of 50 characters. So you can put some of these keywords and then another one where it's very limited. But like if you just can't put it anywhere, is is this this back end feature that, that categories like home and Kitchen have that's called special features. And that doesn't help for ranking. But special features is like the most it's the craziest field I have seen in Amazon in years where I could put something there.Bradley 00:02:47  And I'll get index for it, like in less than 60s, you know, really, you know, if you change your title or your description, sometimes it takes like up to a day for you to get index or for you even to show up. You change something in the search terms. Like it was amazing that hey, like within 15 minutes you could be indexed, you know, like in the old days, this one is like less than 60s. And I could I prove that two ways. You know, using that special URL, that Ajax URL that that shows what's in the back end, or by actually just running index checker to show that, hey, this wasn't indexing then 60s later it is. So, it's it you have to be careful that you can't keyword stuff like you can in search terms and subject matter because the special features it's actually this is kind of a positive and a negative. the positive of course, is that, you know, you can index almost anything at all, even if like sometimes st...