The Hidden Money Leaks Killing Your Business with Bill D'Alessandro

In this episode, host Josh interviews Dr. Travis Zigler, a former optometrist who founded "Eye Love", a brand focused on healing dry eye naturally and funding free eye care clinics. Travis shares his journey from optometry to e-commerce and Amazon PPC, leading to the creation of Profitable Pineapple Ads. He discusses the importance of finding personal fulfillment beyond business, explains the 80/20 rule for Amazon advertising, and offers actionable strategies for optimizing PPC campaigns and product listings to drive growth and impact.Chapters:Introduction to Dr. Travis Zigler and His Journey (00:00:00)Josh introduces Dr. Travis Zigler, his background in optometry, e-commerce, and founding "Eye Love" and Profitable Pineapple Ads.Starting Profitable Pineapple Ads and Finding Personal Worth (00:01:08)Travis discusses starting the agency, the importance of finding self-worth beyond business, and his and his wife's personal missions.Mission Trips and Foundation Work (00:02:59)Travis shares about their charity work, mission trips, and the value they find in giving vision to those in need.Pivot to Amazon PPC and Agency Origins (00:03:33)Transition to discussing Profitable Pineapple Ads, why Travis started focusing on Amazon PPC, and the agency’s early challenges.Simplifying Amazon PPC: The 80/20 Principle (00:05:50)Travis explains the 80/20 rule in PPC, focusing on what works, and how this approach improved results for their clients.Scaling the Agency and Using Software (00:06:47)Describes the agency’s growth, adoption of software, and scaling to 120 clients with a team of 11.Simple PPC Strategies and Case Studies (00:07:55)Travis outlines actionable PPC strategies, focusing on top-performing products and keywords, and how this benefits clients.Optimizing Listings and Campaign Structure (00:10:00)Details on optimizing product listings, using professional images, and structuring ad campaigns for maximum impact.Three Actionable Takeaways and Final Thoughts (00:11:25)Josh summarizes key takeaways: self-reflection, the 80/20 principle, and implementing focused PPC or blog strategies.Episode Wrap-Up (00:15:02)Closing remarks, gratitude, and looking forward to future meetings.Links and Mentions:Companies and FoundationsEye LoveEye Believe FoundationProfitable Pineapple Ads AgencyWebsitesProfitablePineapple.comConcepts and Strategies80/20 Pareto Principle: 00:05:50Single Keyword Ad Campaigns: 00:10:00Transcript:Josh 00:00:00  Today, I'm excited to introduce you to Doctor Travis Zigler. He is a recovering optometrist turned ecommerce entrepreneur. He is the founder of Eye Love, whose mission is to heal 1 million dry eye sufferers naturally. Doctor Travis and his wife, Doctor Jenna Zigler, used the profits from Eye Love to Fund free clinics in Jamaica and the US through their charity, the Eye Believe Foundation. And due to the success of Eye Love, others have asked if Doctor Travis would help them grow their businesses online and more specifically with Amazon, which led to the creation of the profitable Pineapple Ads Agency. Well why pineapple? Well, why not specializing in Amazon PPC? Doctor Travis blogs about Amazon PPC and selling on Amazon, and also has a free Amazon PPC Masterclass, which you can check out at Profitable pineapple.com. So welcome to the podcast, Travis.Travis 00:00:57  Josh, happy to be here and glad to be glad to be providing value to your audience, so looking forward to it.Josh 00:01:03  You had previously started profitable pineapple ads before the exit.Josh 00:01:07  Is that true?Travis 00:01:08  Yeah, so we started about four years ago and the exit was about a year ago. Okay.Josh 00:01:12  And so so yeah, you had already started it. So you already had something else going on, right? Do you feel like that helped?Travis 00:01:18  It did help. But to go back to your question about tips and pointers, it's all about where you find your worth in life. And a lot of us as entrepreneurs find that worth in what we're doing in our business. We bury ourselves in busy work because that's what we feel like is our worth. And it's all about that is finding what makes you feel. I don't want to say worthy, but find out what makes you feel good inside. I'm a creator. I love to educate and so I educated with my dry brand. We had a show called The Dry Eye Show. It was a podcast and a YouTube station. But then in the agency side, I also am. I teach people all the strategies that we used. And so I love to educate people on how to do stuff.Travis 00:02:05  And I was a professor at Ohio State. So I find my value in education, in masterminding with people, in networking. And so as long as that didn't go away when we sold our business, then I would be fine. My wife, on the other hand, I don't think she knows as much. She finds it in motherhood a little bit. But we have we have two kids and they're in school during the day, so. But she also finds it in I think writing is her kind of passion. Is email, copywriting, blog posting and creating that value for people in the written form. But when Eye Love kind of is going away or has gone away, and it's changed over the last year and a half, she didn't get to do that as much as she used to. And so her kind of value and her worth that she felt kind of went away. And so she kind of felt empty inside. And it's very hard. So as an entrepreneur, we need to find our worth in something that we can continue doing even when the business is gone.Travis 00:02:59  That doesn't mean busywork. It just means focusing on what you feel like you were put on this earth to do. And mine is education. And then focusing on our foundation's mission, which is giving people vision that don't have access to eyecare. And so we go on mission trips three, two to 3 to 4 times a year, and we donate to those causes as well. And that's because that's where we find value, is giving people vision because that helps their lives, of course. And then also educating and creating for people to help them learn things as well.Josh 00:03:33  All right. Let's pivot now Travis, into profitable pineapple ads. you know, tell us why you got started in PPC. And let's talk about some of the, you know, tactics that have been working in PPC specifically for now. And then. I know you've got in the Billion Dollar seller summit. you shared some advanced tactics about implementing blog strategies and some of that cool stuff. And so we'll get to that. But let's talk about just regular old PPC to begin with and your journey to where it got to you.Josh 00:04:06  Right now with your agency?Travis 00:04:08  Yeah. So the agency was just born out of a need that we had. And again, listening to the universe and how it's coming at us and taking action on it. And so what happened was we hired multiple agencies, seven agencies total tried six softwares. This was back in 2016 and 2017. And finally I hired a good friend of mine who had a very respectable agency and software. And I thought, you know, I think they're going to do a great job. If they can't do it, then I got to figure it out. And unfortunately, it just didn't work out. And what I found with agencies constantly is they just spend a lot for a little return. And they always promised, yeah, it's coming, it's coming. We're just getting the data. The problem is I kind of knew what to do with the Amazon PPC, ...

In this episode, the host interviews Brad Allen, an Amazon seller and entrepreneur, about his journey from eBay and retail arbitrage to building a successful Amazon FBA business. Brad shares how he sourced high-end European skincare products, overcame a major account suspension and $400,000 debt, and transitioned to private label. He highlights the importance of active business management, cash flow planning, and creativity. The episode concludes with actionable advice for Amazon sellers: stay hands-on, manage inventory and finances wisely, and innovate to stand out in the marketplace.Chapters:Introduction and Account Suspension (00:00:00)Brad is introduced; discusses his Amazon account suspension and overcoming $400K in debt.Early E-commerce Journey (00:00:33)Brad shares his start with eBay in childhood, selling household items, and his early exposure to e-commerce.Discovering Amazon FBA (00:01:11)Learns about Amazon FBA in 2012, transitions from eBay, and begins retail arbitrage with toys and other products.Corporate Career and Realization (00:02:19)Describes unfulfilling corporate jobs, getting fired, and joining a friend’s epoxy flooring business in Ohio.Entrepreneurial Mindset Shift (00:03:34)Realizes he enjoys working for himself, which reignites his interest in e-commerce and Amazon.Deep Dive into Retail Arbitrage (00:04:36)Explores flipping products from eBay to Amazon, focusing on high-end skincare, and develops sourcing systems.European Skincare Arbitrage Strategy (00:06:45)Discovers sourcing high-end European skincare from overseas retailers, imports to the US, and sells on Amazon.Scaling and Living Abroad (00:08:54)Business grows; Brad moves to Buenos Aires and Africa, living a digital nomad lifestyle while running the business.Amazon Account Suspension Details (00:10:04)Explains the cause of his Amazon suspension—authenticity complaints and inability to provide manufacturer receipts.Lessons from Suspension and Financial Struggles (00:11:05)Discusses lessons learned: importance of active management, risk-taking, and not being complacent in business.Advice on Growth and Risk (00:11:48)Emphasizes reinvesting profits, financial planning, and the need for risk tolerance as an entrepreneur.Financial Intelligence and Risk Management (00:13:57)Stresses forecasting, living below means, and being prepared for the ups and downs of entrepreneurship.Three Actionable Takeaways (00:14:11)Host summarizes: 1) Active management and planning, 2) Cash flow and inventory management, 3) Creativity in the Amazon marketplace.Episode Wrap-up (00:16:43)Host thanks Brad, hints at a future episode, and closes the interview.Links and Mentions:Tools and Websites  EZSniperActionable Takeaways  Set an Annual Plan for Your Business: 00:14:11  Cash Flow Management: 00:15:04  Bring Creativity to the Amazon Marketplace: 00:16:15Transcript:Josh 00:00:00  Today I am super excited to introduce you to Brad Allen. I met him at Kevin King's, $1 Billion Seller summit, and he's going to have a lot of knowledge to share with us. I'm going to dive in like immediately to what was mentioned in your bio. You had your account suspended. You had you ran into 400 K of debt and loans, but you've kind of come out the other end and you're you're crushing it right now on Amazon. So tell me, Brad, what happened with the account suspension?Brad 00:00:33  So I, I was doing, retail arbitrage and I got, I got really into it. it it was actually kind of unique. It started off, where I was, I, I was really into eBay growing up, so I was always selling stuff, just like as a kid throughout the house, whether it was mine or not. I was grabbing, like, antiques from the basement and, like, selling stuff out of the garage. And I think that's where I got kind of, you know, introduced to e-commerce and kind of obsessed so that that kind of was always on the side.Brad 00:01:11  And I was doing that through grade school, high school, and then into college. And I learned about Amazon FBA and I think 2012. and as an eBay guy, it was like blew me away because I was, you know, the guy waiting in line at the, at the post office and having to deal with customers. So the fact that you could just send a bunch of items in and Amazon will ship it and take care of customer service was very appealing to me. So I started, I just started watching videos and the easiest way to start, which I don't know how many people really started out like this, but I'm sure some. But I was going into, you know, odd lots and Walmarts and just buying toys or whatever I could find. And essentially I was just kind of learning that process. so, you know, that was a good way to, like, get my feet wet into Amazon FBA. and then, you know, life kind of happened where that was put off to the side.Brad 00:02:19  I was in the corporate world for a while. not doing very well. I just, was not very passionate about what I was doing, and, I got a call from a buddy. I was living in South Florida. I'm from Ohio originally, and, I got fired from one job. You know, I was working for good companies. They were, like, fortune 500 companies. And I kind of noticed right away that the people that were successful were extremely passionate about the company, and they had just drank the Kool-Aid. And I just did. I just didn't care, really. I thought our products were overpriced, which is not the mentality that you want to have when you're trying to sell something. so I was just kind of, just doing enough not to get fired. And my friend, in Columbus had called me and said, hey, I just bought this epoxy coating company. So what we're doing is we're installing, like, showroom floors in garages. You know, the the garages in Columbus or the Midwest are all cracked and spoiled.Brad 00:03:34  so, you know, this was December and he was like, hey, I can't pay you that much, but, you know, this will be our company. and I'll share profits with you. So I wasn't really doing much. You know, in terms of growing personally or professionally, although I was in South Florida, which was pretty cool for for an Ohio guy. Sure. I took him up on it, and I remember it was December. I go from this cushy sales job in South Florida. Even though I didn't like it. And then all of a sudden, I am installing, garage floors in the suburbs of Columbus. In December, we're using, like, heaters to keep ourselves warm. And the funny thing was, I actually was enjoying it more, because it was ours. So that kind of, like, turned on the light that, you know, the way that I'm going to be successful is if I'm doing something for myself, like, or as a team. And that kind of drew me back to this e-commerce stuff.Brad 00:04:36  and like I was saying, I had learned about, the Amazon FBA and I had a this background in eBay. So I just kind of I remember in one of your podcasts, you were talking about how after work, you would go home and just watch videos. yeah. Because you, you know, you kind of saw that as a way out. But, you know, what you have to do is you have to put in the time. You know, even after a long day of work when most people are just watching TV or they want to decompress. I was just drawn to just scanning eBay, you know, looking at Amazon. And I was like, I was wondering if there was an opportunity for products that I could buy on eBay and flip on Amazon. And I kind of just somehow stumbled upon this, category of high end skincare. And I was noticing that there was these really, like, high end brands that were selling for, you know, almost nothing on eBay because, li...

In this episode, host Josh interviews Steven Yates, CEO of Prime Guidance, about strategies for scaling e-commerce brands. Steve emphasizes optimizing Amazon listings and leveraging all available tools before expanding to other marketplaces like Walmart or eBay. He discusses the importance of having a direct-to-consumer website, maximizing Amazon advertising, and using analytics tools to track performance. Steve provides actionable advice on when and how to diversify sales channels, ensuring brands grow efficiently and profitably while building a strong foundation on Amazon first.Chapters:Introduction to Steven Yates and Prime Guidance (00:00:00)Josh introduces Steven Yates, his background, and expertise in retail management and e-commerce.When to Expand Beyond Amazon (00:00:48)Discussion on timing and considerations for expanding to other marketplaces like Walmart, eBay, Wayfair, and international markets.Sales Lift Estimates from Other Marketplaces (00:01:28)Steve provides rough estimates of sales lift from Walmart, eBay, and other channels compared to Amazon.Importance of Optimizing Amazon Before Expanding (00:01:39)Emphasis on being 80-90% optimized on Amazon before moving to other marketplaces.Choosing the Right Next Marketplace (00:03:32)Advice on analyzing where your customers are and not following a cookie-cutter approach to expansion.Launching a DTC E-commerce Website (00:04:04)Discussion on when and why to launch a direct-to-consumer website alongside Amazon.Benefits of Having a DTC Website (00:04:38)Steve explains the strategic advantages of having your own e-commerce site for brand building and customer retention.Capturing and Nurturing Website Visitors (00:05:46)Tactics for capturing emails and engaging visitors who land on your DTC website.Key Levers to Pull on Amazon (00:06:21)Josh asks for a list of actionable levers to increase sales and grow a brand on Amazon.Detailed Breakdown of Amazon Optimization Levers (00:06:33)Steve details optimization tactics: product pages, infographics, A+ content, pricing, assortment, advertising, and Amazon programs.Amazon Advertising and External Traffic Strategies (00:08:05)Discussion on types of Amazon ads, external traffic, and leveraging Amazon’s Brand Referral Bonus.Utilizing Amazon Programs and Betas (00:09:11)Overview of Amazon programs like FBA Small and Lite, brand store, Amazon posts, and customer engagement emails.Order of Operations for Optimization and Traffic (00:10:31)Advice on optimizing for Amazon’s algorithm and conversion before scaling advertising and traffic.Three Actionable Takeaways for Brands (00:11:21)Josh summarizes three key takeaways: maximize Amazon levers, focus on Amazon traffic, then expand to other channels.Tools for Tracking Amazon Metrics (00:13:40)Discussion on aggregating and analyzing Amazon data using third-party tools and Excel.Brand Analytics and Bonus Tool Recommendation (00:14:59)Steve recommends using Amazon Brand Analytics and nozzle.ai for tracking repeat purchases and customer lifetime value.Where to Learn More About Prime Guidance (00:16:21)Steve shares how listeners can contact or follow Prime Guidance for further help.Links and Mentions:Tools and Websites  Prime Guidance  Shopify WooCommerceAmazon Attribution Program  Amazon Posts  Helium 10Nozzle AI  Transcript:Josh 00:00:00  Today, I'm excited to introduce you to Steve Yates. He is the CEO and founder of Prime Guidance. Steve developed well-rounded expertise working for multi-billion dollar fortune 500 retailers such as Amazon, Dick's Sporting Goods and eBay enterprise prior to founding Prime guidance in all industry consulting. With 30 years experience in retail management and 23 years experience in e-commerce. Steve and his team provide companies with strategic advice and innovative solutions that are based on real life experience working for industry leading retailers. He helps companies grow faster, smarter and more profitably by providing advice, mentoring and coaching for today's busy executives. So welcome to the podcast, Steve.Steven 00:00:46  Thank you. Josh. Thanks for having me.Josh 00:00:48  One of the first questions I want to ask, just kind of selfishly for myself, because we're looking to expand onto different channels right now with our business. We've grown to eight figures just on Amazon alone. But we're we are looking to, you know, is it time to explore or double down more on Walmart eBay, Wayfair? Do we try to get into target? Do we go international right and start shipping stuff into Canada, Mexico, the UK, etc.? So my question to you here, Steve, is what kind of sales lift do you see from those different marketplaces? Right.Josh 00:01:28  Like what do you estimate as hey you go to Walmart it best case scenario, you're probably looking at a 10% lift eBay. Maybe it's a 2%, you know, so on and so forth.Steven 00:01:39  Yeah. So it's a very tricky question because I've seen it wildly different. So interesting. I had to if I had to, to put a rough assumption across a lot of different categories and product lines, I would say Walmart is the very next marketplace you're going to want to focus on outside of Amazon. And by the way, don't do it until you're what I like to say 80 to 90% optimized on Amazon. Don't spend your time on these smaller marketplaces, because that's oftentimes the shiny object that gets you in trouble when you're doing a whole bunch of different things, you're not doing any of them well. You've got to you've got to be really well positioned on Amazon. And when I say 80 to 90%, I don't mean of your total opportunity for growth. But if you've identified all these levers you need to pull on Amazon, you need to have a good storefront.Steven 00:02:26  You need to have A+ content. I need to have all of these different components pulled together. Do you feel good about how well optimized they are, and are they in place 80 to 90% of where they should be before you, you know, start migrating to another marketplace? Because if you don't, you're essentially lifting and shifting a catalog that's not optimized to another marketplace. And now all of your optimization efforts are going to be that much harder because you're doing full optimizations across a whole bunch of marketplaces. That's a that's always a risk. I would say Walmart is probably, in the number of 10 to 20% of the Amazon business, and eBay is probably the neighborhood of 10%, maybe 5 to 10% of the, of the Amazon business. but it really does differ quite a bit. I've seen some I've seen some people that actually sell more on Etsy than they do on Amazon because their product is sold out after on that website. I've seen people that do phenomenal on eBay, even though eBay is, you know, not not growing.Steven 00:03:32  It's. Yeah, it's it just so happens that their customers there and that's why I go goes back to, analyzing where your customers spend their time and money and make sure you're present there, do it in the right order. But ultimately make sure you're you're present there. And where you go next is not a cookie cutter answer just because everybody else goes to this next Walmart, you know, Walmart next or eBay after that or whatever, doesn't mean that's...

In this episode, Josh interviews Kris Gramlich, an experienced Amazon FBA seller and entrepreneur. Kris shares practical strategies for building customer loyalty, including using product insert cards with QR codes that lead buyers to claim free gifts in exchange for their contact information and order ID. He emphasizes providing value rather than manipulating reviews and discusses sourcing free sample gifts locally to quickly engage customers. Kris also offers actionable tips on optimizing product images, building an audience, and leveraging influencer marketing, all aimed at fostering long-term relationships and driving repeat business on Amazon.Chapters:Introduction to Kris Gramlich (00:00:00)Josh introduces Kris, his background in entrepreneurship, and his Amazon FBA journey.Product Insert Cards & QR Codes (00:01:03)Discussion on using product insert cards with QR codes to engage customers and offer free gifts.Landing Pages & Customer Verification (00:02:00)Explaining the process: QR code leads to a landing page, collects customer info and order ID to verify purchases.Avoiding Review Manipulation (00:04:06)Emphasizing not asking for reviews to avoid Amazon penalties and focusing on providing value instead.Free Gift Strategy & Messaging (00:05:15)Details on the types of free gifts offered, messaging on insert cards, and conversion rates.Sourcing & Sample Packs (00:05:48)Switching to U.S. suppliers for faster fulfillment and offering sample packs as free gifts.Landing Page Experience & Brand Story (00:07:30)Using videos and storytelling on landing pages to build brand connection and encourage opt-ins.Gift Relevance & Opt-In Process (00:08:01)Ensuring free gifts are relevant to the purchased product and using order ID to prevent abuse.Email Follow-Up & Community Building (00:09:16)Using MailChimp for follow-up emails, sharing brand story, and building a community around new product launches.Consumable Products & Customer Satisfaction (00:10:26)Focusing on consumable pet products, offering alternatives if customers are unsatisfied, and prioritizing customer happiness.Actionable Takeaways & Listing Optimization (00:11:46)Josh summarizes three actionable takeaways: optimize listing images, build an audience, and use free samples for subscriptions.Product Launch Strategies & Influencer Marketing (00:13:55)Discussing launch strategies: audience outreach, PPC, influencer marketing, and new affiliate software tools.Where to Find Kris & Closing (00:15:51)Kris shares how listeners can connect with him and offers a free gift; episode closes.Links and Mentions:Tools and WebsitesZapierMailchimpSellozo.comTranscript:Josh 00:00:00  Today I am excited to introduce you to Kris Gramlich. Kris is a professional FBA seller, a podcast host and an account executive at Sellozo. Kris has always been entrepreneurial and enjoyed the thrill of selling items, from selling items at garage sales as a kid to mowing yards and then selling clothes on eBay. Kris learned how to sell physical products on Amazon in 2013, starting out by selling things around the house. He learned the basics of retail arbitrage and started sourcing his own products. Kris launched his first product in 2014 after watching YouTube videos and listening to podcasts. Currently, Kris has four brands and enjoys helping other sellers on Amazon. Kris hosts a podcast with Dustin, another seller, where they talk about industry leaders and other sellers. So welcome to the podcast today, Kris.Kris 00:00:52  That's quite the intro there. Josh. That's pretty good. I'm gonna have to take a couple notes there and kind of implement those on our own podcast. That was really good.Josh 00:01:00  Hey. Well, you have, you have a good bio yourself.Josh 00:01:03  I think that's that's why it sounds so good to you. So I want to dive in a little bit more with, how you're building that audience with insert cards. You know, we do the same thing with our brand. I don't know that I necessarily see that as, like, overly gray. I mean, you look at like a box of, you know, grab some Clorox wipes. Right. What's on the product label for Clorox wipes? it's the P&G website. Right. So like and they have like a, you know, they're not saying like, hey, come register your warranty per se, but like they have links to their social media, right? They have their icons, they have their website on there. So like I don't think people need to be as scared about that. Right. But what are you seeing working really well when it comes to product inserts?Kris 00:01:49  Well if anything good out of Covid came, it's that people were more adapted to QR codes. So people like start to they know what that is now.Kris 00:02:00  And so QR code like that just not people realize, oh I can scan that. So a QR code insert that is has some type of messaging messaging like so thank you. you know, get your free gift. there's, there's things that, that I'm doing now where, somebody scans it, they go to a landing page. in that landing page, they give name, email address, order ID number, and that just kind of verifies that the order matches with Amazon order. So we're not just getting spammed for free gift. Yeah. And they scan it and we just give a free gift out. And, all they got to do is provide us with their name and their email address. we're think about adding their mailing address there, just to kind of have that for like a backup plan to do postcards. I get a random side note here, but I bought something Amazon like literally 60 days later, I got a gift. Like a postcard in the mail. Really? How'd this? How'd this guy know to send me this postcard for another item? So, like, reverse engineering? That's kind of fun for me.Kris 00:03:07  So I'm trying to figure that out, but, Yeah, the insert scan, QR code landing page. Basic information. No first name, last name, email address, and then the order ID. we're using a tool called, It's going away from me. Zapier or Zapier, however you want to pronounce. Okay, that that, links up order IDs so that, when they type in your ID, it matches correctly with the order ID inside your account. and then from there, we send them a free sample and the free sample. You know, it's just something to, like, get them to engage with us, maybe try another product that we're thinking about launching down the road. it also just allows them to, like, feel warm and fuzzy. So maybe that when that review request does come and that that review request is done by Amazon, we're not sending any more like, hey, give us a five star review. We're just leaving it more like providing value. And whenever they get something from Amazon that says, how would you rate your experience with so-and-so brand? Maybe they think, hey, that was a good brand.Kris 00:04:06  I'll leave a five star review, so we're leaving that alone.Josh 00:04:09  So you're not even touching reviews. You're not.Kris 00:04:11  Even to touch.Josh 00:04:12  It. Yep.Kris 00:04:13  Yeah. Just leaving like just value.Josh 00:04:15  Yeah. I agree 100% with the, you know, not even touching reviews. We we've made the same decision because we have opt in flows and all of that. And everybody's like why don't you ask for a review? And it's like, I'm not even touching it with a ten foot pole.Kris 00:04:28  Because not anymore.Josh 00:04:29  That's that's the one thing that like is if Amazo...

In this episode, Amazon algorithm expert Mark Casey shares insights on how sellers can optimize product rankings. He explains the importance of shopper behavior, external traffic, and consistent sales for Amazon’s algorithm. Mark discusses effective product launch strategies, including leveraging a shopper network, running PPC campaigns, and the significance of the FBA “honeymoon period.” He also offers tips for reviving older listings and highlights the tailored services provided by his company, House of AMZ. Listeners receive exclusive discounts on product launches and listing optimization services.Chapters:Introduction to Mark Casey and House of AMZ (00:00:00)Host introduces Mark Casey, his background, and the founding of House of AMZ.Amazon Algorithm Overview (00:01:09)Mark explains key factors Amazon’s algorithm considers for product ranking, focusing on shopper behavior and engagement.FBM vs. FBA Launches & Honeymoon Period (00:03:26)Discussion on launching via FBM versus FBA, the impact on conversion rates, and the Amazon honeymoon period.Case Study: Launching a Competitive Supplement (00:05:17)Mark shares a case study on launching a premium supplement, emphasizing branding, graphics, and shopper feedback.Shopper Network & Feedback Loops (00:06:41)Explanation of using a shopper network for feedback, image testing, and optimizing listings before launch.Long-Term Launch Strategy & Consistency (00:07:31)Mark details a 15-30 day launch strategy with consistent daily sales and external traffic for sustainable ranking.Combining External Traffic, Shopper Network, and PPC (00:10:07)Discussion on integrating external traffic, shopper network purchases, and PPC campaigns for optimal product launches.Three Actionable Takeaways for Sellers (00:10:58)Host summarizes three key strategies: building an audience, leveraging surveys and external traffic, and revitalizing old listings.Revitalizing Old Listings & Review Management (00:14:09)Advice on rejuvenating older products, merging ASINs, relaunching, and managing negative reviews.House of AMZ Services & Special Offers (00:15:29)Mark describes House of AMZ services, special discounts for listeners, and how to contact the company.Podcast Closing & Contact Information (00:16:41)Final remarks, website details, and encouragement for listeners to connect with House of AMZ.Links and Mentions:Tools and ServicesPickFuPost Purchase ProASIN DoctorWebsitesHouse of AMZPodcast EpisodeEcomm Breakthrough Podcast's Episode with Kevin KingTranscripts:Josh 00:00:00  Today, I'm excited to introduce you to Mark Casey. For the past seven years, Mark has studied the Amazon algorithm to understand how it works and how we can work along with it to rank products. He has traveled the world to speak and share these techniques with the largest sellers worldwide. Mark's personal background is marketing and branding. Having brands of his own, along with his Amazon knowledge working under the nine figure brand, combining those together is how House of arms was born. Where Mark can help is to optimize your products and brand not only for the outside world, but mainly on Amazon, which is its own ecosystem in itself. So welcome to the podcast, Mark.Mark 00:00:41  Thank you very much. Yeah. Good morning. How are you?Josh 00:00:44  Hey, I'm doing great. Thanks again for joining me. And I apologize for my voice, both to the listeners and to yourself. I lost my voice coaching, hockey practice and yelling, shouting at the kids. because there's multiple teams on the ice. So you have to speak relatively loud.Josh 00:01:03  And, it did my voice in, that's for sure. So I apologize about that.Mark 00:01:07  Oh, good. Yeah. No worries.Josh 00:01:09  Mark, you've studied the algorithm for seven years. You I would argue you would consider yourself an expert when it comes to ranking products on Amazon. So tell us, you know, can you break down the Amazon algorithm to our listeners and tell us what you are seeing that Amazon cares about when it comes to ranking products today?Mark 00:01:31  So if you have another six hours, I could do well, I could go in depth. no. But so yeah, there's a lot I mean, well, first of all, a lot of things change within the Amazon algorithm. Many, many things like it's always changing, evolving and growing and it's there's so much to it. But what I always like to break it down and explain to people in a very simple way is that every little thing that the shopper does, Amazon takes into account, and what that means is every little thing from how you clicked and how you even got.Mark 00:02:02  How you even got to Amazon, you know, backing up all the way there, how you got to Amazon, what keyword you search when you got there, how long like every little point in detail. So really. So we we really broke it down and saw okay. So someone goes on the listing onto Amazon. Where do they come from. Do they come from a Facebook ad. Do they come from a referral from let's say, WhatsApp from their friend? and then once they once they're on Amazon, what what keyword do they type in? Once they type in the keyword, how long were they on the results page for? Once you're on the results page, what listings did they click? So meaning did they just click on yours and others? Do they go on others and then yours? Or was it just yours now and on the listing. Right. So let's say I type in sports water bottle and I click on your listing. Now how long are you on the listing for. Is it just you saw it and you add it to cart right away and you're done.Mark 00:02:51  It was an instant purchase. or was it something that you engaged with the listing. So Amazon looks if they engage with the listing and they looked at the reviews and the pictures and they really invested five minutes under the listing to look at it and do everything and added it to cart. That's where you're going to get the success because Amazon sees that you really invest the time. So all these small little details app is what Amazon takes into account with their algorithm. And that's what gives you kind of like the power. But there's a lot obviously a lot more to it. But just just to break it down for you on kind of what it insists.Josh 00:03:26  Yeah, I love that. Let's go back to. You mentioned launching your product first via FBM, and that you're saying that the honeymoon period doesn't really start until it goes into FBA. So my question with that is, you know, I guess you have data to back that up. Is that true?Mark 00:03:45  Yeah, we've tested it out and we've saw that once it hits FBA and it's available to be shipped, then that's when Amazon's going to start pushing your listing.Mark 00:03:53  Right now if it's FBM they're not going to push your listing. They want they want to show the results which are the people that they can click and order right now. And it's going to get to them in two days or less.Josh 00:04:03  Okay, so when you launch via FBM, is your conversion rate lower during that time? Because people aren't being aren't able to get their product in two days, right?Mark 00:04:14  Probably would be lower, yes. Because everyone looks for that prime badge w...