1 00:00:01,288 --> 00:00:03,538 Matt Edmundson: Welcome to the eCommerce Podcast with 2 00:00:03,538 --> 00:00:04,948 me, your host, Matt Edmundson. 3 00:00:04,968 --> 00:00:09,218 This is a show all about helping you deliver ecommerce. 4 00:00:09,238 --> 00:00:09,808 Wow. 5 00:00:10,128 --> 00:00:15,798 And to help me do just that today, we're chatting with Will 6 00:00:15,798 --> 00:00:21,098 Hare from Bellevix about how we do advertising on marketplace 7 00:00:21,108 --> 00:00:22,638 platforms like Amazon. 8 00:00:22,953 --> 00:00:23,873 Yes, we are. 9 00:00:24,283 --> 00:00:25,533 And we were just chatting, actually. 10 00:00:25,543 --> 00:00:26,873 That's why he called me mid laughing when we 11 00:00:26,873 --> 00:00:27,903 started the recording. 12 00:00:28,363 --> 00:00:30,823 Uh, it turns out he's from Raleigh, North Carolina, 13 00:00:30,823 --> 00:00:33,263 which I think Colby Flood is from, uh, there. 14 00:00:33,263 --> 00:00:34,673 So I've just introduced those two. 15 00:00:34,963 --> 00:00:37,273 If you're from Raleigh, North Carolina, give him a shout out. 16 00:00:37,323 --> 00:00:40,973 Uh, Colby was on the podcast a while ago, actually, 17 00:00:41,073 --> 00:00:43,373 uh, Facebook ads a long time ago, but, um, yeah, 18 00:00:43,373 --> 00:00:44,683 go listen to that episode. 19 00:00:44,683 --> 00:00:45,413 It was great as well. 20 00:00:45,503 --> 00:00:49,263 Now, before we get into it, let me do the usual newsletter. 21 00:00:50,513 --> 00:00:53,533 If you haven't done so already, go to ecommercepodcast.net. 22 00:00:53,553 --> 00:00:55,333 Come join our newsletter community. 23 00:00:55,753 --> 00:00:59,233 As we always give more in the newsletter and extra insights 24 00:00:59,243 --> 00:01:00,143 and all that sort of stuff. 25 00:01:00,573 --> 00:01:01,383 And you'll love it. 26 00:01:01,383 --> 00:01:02,413 You're going to get a lot out of it. 27 00:01:02,413 --> 00:01:05,273 It's going to really help you grow your e com business. 28 00:01:05,563 --> 00:01:07,103 So come join us there. 29 00:01:07,133 --> 00:01:08,233 We'd love to see you in that. 30 00:01:08,263 --> 00:01:09,943 Just go to ecommercepodcast.net. 31 00:01:09,963 --> 00:01:10,493 Follow that. 32 00:01:10,888 --> 00:01:14,188 Subscribe link and you will see just a place where you 33 00:01:14,188 --> 00:01:15,638 put email, no name, nothing. 34 00:01:15,638 --> 00:01:17,188 We've made it so easy. 35 00:01:17,288 --> 00:01:18,188 Just go ahead. 36 00:01:18,558 --> 00:01:19,398 Uh, we'll see you over there. 37 00:01:19,398 --> 00:01:20,018 eCommerce Podcast. 38 00:01:20,388 --> 00:01:21,228 net right now. 39 00:01:21,678 --> 00:01:24,748 Let's talk about Will, the ecommerce wizard and co founder 40 00:01:24,758 --> 00:01:29,258 of Belovix who's been helping brands crush it on Amazon and 41 00:01:29,258 --> 00:01:31,388 Walmart marketplace for over. 42 00:01:31,608 --> 00:01:32,298 A decade. 43 00:01:32,308 --> 00:01:37,188 The digital marketing virtuoso has turned Belovix into a 44 00:01:37,198 --> 00:01:41,308 powerhouse agency by mastering the art of marketplace 45 00:01:41,318 --> 00:01:44,418 strategy and showing brands how to turn their online 46 00:01:44,418 --> 00:01:46,848 presence into pure gold. 47 00:01:46,938 --> 00:01:47,558 Yes, he has. 48 00:01:47,918 --> 00:01:49,078 Well, welcome to the show, man. 49 00:01:49,078 --> 00:01:49,618 Great to have you. 50 00:01:49,618 --> 00:01:50,408 How are you doing today? 51 00:01:50,878 --> 00:01:51,838 Doing great, man. 52 00:01:51,868 --> 00:01:52,508 Living the dream. 53 00:01:52,508 --> 00:01:53,848 And that is quite the intro. 54 00:01:53,848 --> 00:01:55,308 Will Haire: Matter of fact, I think we can just 55 00:01:55,308 --> 00:01:56,328 end the interview here. 56 00:01:56,418 --> 00:01:57,998 Uh, I'll be signing off. 57 00:01:58,058 --> 00:01:58,808 That was wonderful. 58 00:01:59,938 --> 00:02:00,648 Matt Edmundson: Living the dream. 59 00:02:00,648 --> 00:02:05,313 Yeah, I, we, um, my brother and I. I'm sure we're not the only 60 00:02:05,313 --> 00:02:06,593 people on the planet to do this. 61 00:02:06,593 --> 00:02:10,123 We have abbreviated it to LTD. So when I call my brother, 62 00:02:10,123 --> 00:02:10,933 I'm like, how you doing, bro? 63 00:02:11,033 --> 00:02:13,573 He's like LTD. Cause we just can't be bothered to say live in 64 00:02:13,573 --> 00:02:13,923 Will Haire: the dream. 65 00:02:13,923 --> 00:02:14,713 Live in the dream. 66 00:02:14,723 --> 00:02:14,843 Yeah. 67 00:02:15,843 --> 00:02:17,243 Very military phrase. 68 00:02:17,243 --> 00:02:19,023 Yeah. 69 00:02:19,023 --> 00:02:19,633 Matt Edmundson: A little bit. 70 00:02:19,683 --> 00:02:24,343 And then also in the UK, LTD, um, means limited company. 71 00:02:24,573 --> 00:02:28,153 So it's uh, it's it's also a sort of a legal entity, 72 00:02:28,153 --> 00:02:29,703 but I I just boring. 73 00:02:29,723 --> 00:02:32,463 I don't know why you've mentioned it We 74 00:02:32,463 --> 00:02:34,463 should change that yeah 75 00:02:34,463 --> 00:02:38,263 Will Haire: Yeah, 76 00:02:38,543 --> 00:02:40,983 Matt Edmundson: absolutely, absolutely, so how come 77 00:02:40,983 --> 00:02:41,903 you live in the dream man 78 00:02:43,523 --> 00:02:44,793 Will Haire: I'm honestly truly blessed. 79 00:02:44,793 --> 00:02:47,623 I, uh, I run a boutique agency. 80 00:02:47,623 --> 00:02:50,703 We help brands, um, scale on marketplaces and I 81 00:02:50,703 --> 00:02:53,203 get to work with a lot of entrepreneurs like, uh, like 82 00:02:53,203 --> 00:02:55,443 myself, where we're kind of all over the place, but we're 83 00:02:55,443 --> 00:02:57,113 passionate about one thing. 84 00:02:57,213 --> 00:02:59,593 In my case, it's helping these brands, but these brands. 85 00:03:00,018 --> 00:03:01,418 Solve problems and supplement. 86 00:03:01,438 --> 00:03:04,828 They solve problems in beauty, electronic space, 87 00:03:04,898 --> 00:03:06,658 pet space, and they're fun. 88 00:03:06,728 --> 00:03:07,508 They're inventive. 89 00:03:07,508 --> 00:03:10,138 Sometimes they're eccentric, but like interesting people 90 00:03:10,168 --> 00:03:11,048 tend to be eccentric. 91 00:03:11,048 --> 00:03:13,978 So with that being said, my days are never the same. 92 00:03:14,018 --> 00:03:16,078 I get to have great conversations with people like 93 00:03:16,078 --> 00:03:18,858 you met and share kind of what we've learned on the journey. 94 00:03:18,878 --> 00:03:20,808 We don't have everything down that it was a 95 00:03:20,808 --> 00:03:22,868 great introduction, but we're always learning. 96 00:03:23,128 --> 00:03:25,268 And as you, as you know, being in the ecommerce 97 00:03:25,288 --> 00:03:26,758 space, dude, things change. 98 00:03:27,308 --> 00:03:28,308 Like crazy. 99 00:03:28,448 --> 00:03:31,458 Amazon did not operate the same way it did last year 100 00:03:31,668 --> 00:03:35,018 and with AI coming in like it's just changing so fast. 101 00:03:35,028 --> 00:03:38,398 So for somebody like me who loves to chase the shiny object, 102 00:03:38,418 --> 00:03:40,208 I haven't stopped running. 103 00:03:41,168 --> 00:03:46,133 Matt Edmundson: Yeah, it is so true and I think The thing 104 00:03:46,133 --> 00:03:49,033 that I've noticed is the people that stop learning, 105 00:03:49,253 --> 00:03:51,603 who feel like they've got it, they're not the ones that 106 00:03:51,603 --> 00:03:52,643 are around after a while. 107 00:03:53,103 --> 00:03:57,703 Um, because it just, it does change so much, um, 108 00:03:57,933 --> 00:04:00,823 the space in, in many ways. 109 00:04:00,903 --> 00:04:04,473 Uh, there's always new things to think about, nuances. 110 00:04:04,473 --> 00:04:06,453 And I think competition's an interesting one, isn't it? 111 00:04:06,453 --> 00:04:08,753 You know, you, you, you, especially with 112 00:04:08,753 --> 00:04:09,953 places like Amazon. 113 00:04:10,278 --> 00:04:14,328 Um, and Walmart, which I know you, you specialize in, um, 114 00:04:14,828 --> 00:04:18,618 it feels like, and, and we'll correct me if I'm wrong here, 115 00:04:18,618 --> 00:04:24,798 but it, it kind of feels like Amazon is a lot more competitive 116 00:04:24,908 --> 00:04:26,578 than it has ever been. 117 00:04:26,758 --> 00:04:26,958 Yeah. 118 00:04:26,958 --> 00:04:28,758 If you want to get on there and start selling 119 00:04:28,758 --> 00:04:30,698 stuff, it's no longer a case of I can put it on. 120 00:04:30,698 --> 00:04:33,588 I'll sell a million of these because there's a hundred 121 00:04:33,588 --> 00:04:35,948 thousand other people importing the same products 122 00:04:35,948 --> 00:04:38,518 or doing something and trying to get that space. 123 00:04:39,168 --> 00:04:41,118 So, which is why it's great to have you on the show. 124 00:04:41,138 --> 00:04:42,188 Cause I want to talk about this. 125 00:04:42,198 --> 00:04:48,168 I want to talk about how we as entrepreneurs of ecommerce 126 00:04:48,188 --> 00:04:50,428 businesses, probably doing some stuff on Amazon. 127 00:04:51,048 --> 00:04:52,508 Um, how do we compete? 128 00:04:52,518 --> 00:04:55,378 How do we, where do we start, um, in 2025? 129 00:04:55,963 --> 00:04:58,523 Will Haire: Yeah, it's, uh, it's very competitive and 130 00:04:58,623 --> 00:05:01,063 to your point, like gone are the days where you could just 131 00:05:01,093 --> 00:05:05,203 list the product in a niche category and nobody's there. 132 00:05:05,213 --> 00:05:06,783 Like the, it's just, it does. 133 00:05:07,753 --> 00:05:08,703 It happens rarely. 134 00:05:08,723 --> 00:05:11,733 So rarely, like we don't really see it as much as an 135 00:05:11,733 --> 00:05:13,683 agency, but how do we compete? 136 00:05:13,743 --> 00:05:16,213 It's omnichannel presence in all transparency. 137 00:05:16,663 --> 00:05:20,703 Amazon is only a piece of the puzzle, but we know behavior 138 00:05:20,843 --> 00:05:25,543 On social media behavior on your website, how you engage 139 00:05:25,543 --> 00:05:28,723 influencers and affiliates, they all spill over at the end of the 140 00:05:28,723 --> 00:05:31,993 day, Amazon has done a really good job of building a platform 141 00:05:31,993 --> 00:05:33,073 that has consumer trust. 142 00:05:33,618 --> 00:05:34,528 People go on there. 143 00:05:34,588 --> 00:05:35,788 They're going to read the reviews. 144 00:05:35,828 --> 00:05:38,338 If they can't find your product, it's kind of a red flag. 145 00:05:38,338 --> 00:05:40,788 Like, Oh, is it, is it even safe to buy? 146 00:05:40,868 --> 00:05:44,368 And even worse are the brands that, uh, just let their, their 147 00:05:44,368 --> 00:05:47,008 affiliates run, run the show. 148 00:05:47,008 --> 00:05:50,958 It's like, uh, you know, uh, the, I don't know, the 149 00:05:50,958 --> 00:05:52,258 criminals running the asylum. 150 00:05:52,328 --> 00:05:54,488 That's the wrong analogy, but. 151 00:05:54,888 --> 00:05:55,808 Uh, that's what it is. 152 00:05:55,818 --> 00:05:58,578 So, uh, it's competitive and how do you get ahead? 153 00:05:58,578 --> 00:06:01,698 It's, it's marketing and brand building is a big part of it. 154 00:06:01,768 --> 00:06:04,228 And I wish it all happened on Amazon, but it doesn't, 155 00:06:04,808 --> 00:06:06,028 but Amazon is a piece. 156 00:06:06,348 --> 00:06:08,878 There is some building that goes on, but it's 157 00:06:08,878 --> 00:06:10,078 a pay to play platform. 158 00:06:10,078 --> 00:06:13,228 So a lot of what we'll do and what we'll probably talk 159 00:06:13,238 --> 00:06:17,408 about is, um, how advertising plays and how retail media has 160 00:06:17,408 --> 00:06:18,948 changed over the last few years. 161 00:06:20,068 --> 00:06:21,528 Matt Edmundson: And that's the big thing now, isn't it? 162 00:06:21,528 --> 00:06:23,498 With Amazon, you've, you've got to pay to play. 163 00:06:23,498 --> 00:06:23,988 And I think. 164 00:06:25,263 --> 00:06:29,383 The thing that I've noticed, uh, I mean, just to come back 165 00:06:29,383 --> 00:06:32,693 to something that you said, actually, and, and I run an 166 00:06:32,693 --> 00:06:35,343 e com company, run several e com companies, as I've 167 00:06:35,343 --> 00:06:40,163 mentioned, one of which, uh, we do, we do okay on Amazon. 168 00:06:40,163 --> 00:06:41,773 I mean, we're not breaking any records. 169 00:06:41,843 --> 00:06:45,733 Um, but the thing that I've noticed with Amazon is, um, 170 00:06:45,793 --> 00:06:48,703 that famous phrase, a rising tide floats all boats, right? 171 00:06:48,703 --> 00:06:48,953 Yeah. 172 00:06:49,373 --> 00:06:51,763 So the more I sell on the website, the more I seem to 173 00:06:51,773 --> 00:06:53,583 sell on Amazon, the more I sell on Amazon, the more I 174 00:06:53,583 --> 00:06:54,773 seem to sell on the website. 175 00:06:55,133 --> 00:06:57,473 The more I do stuff over here, do you mean it, it, 176 00:06:57,563 --> 00:07:03,163 it, my fear was with Amazon, if I start on that platform, 177 00:07:03,163 --> 00:07:05,433 I'm sending people who would have come to my website. 178 00:07:05,433 --> 00:07:07,233 So I would have known who the customer was. 179 00:07:07,233 --> 00:07:10,513 And then my margin, obviously on my own website is significantly 180 00:07:10,723 --> 00:07:11,993 higher than Amazon. 181 00:07:12,603 --> 00:07:15,778 Um, but that doesn't seem to have. 182 00:07:16,758 --> 00:07:18,958 I mean, obviously if someone buys from Amazon, they're 183 00:07:18,958 --> 00:07:20,708 obviously not buying from my website, but the people that 184 00:07:20,708 --> 00:07:23,378 buy from Amazon, I don't know who they are, but I'm kind of 185 00:07:23,388 --> 00:07:26,168 guessing they don't, don't, they wouldn't have known 186 00:07:26,168 --> 00:07:27,558 about us anyway, you know? 187 00:07:27,558 --> 00:07:30,988 And so you, you kind of create that sense of brand awareness. 188 00:07:30,988 --> 00:07:32,528 I don't know if that's what you find, you know, 189 00:07:32,528 --> 00:07:34,788 this sort of this rising tide floats all boats idea. 190 00:07:35,283 --> 00:07:35,903 Will Haire: Absolutely. 191 00:07:35,903 --> 00:07:38,243 It kind of hits into what I was talking before and what, 192 00:07:38,333 --> 00:07:42,903 what my hypothesis, and I read this in, um, man, modern retail 193 00:07:43,033 --> 00:07:46,193 published an article recently on it, um, and essentially 194 00:07:46,193 --> 00:07:49,503 like, uh, consumers value, convenience, uh, not only is it 195 00:07:49,513 --> 00:07:52,233 trusting, but it is convenient two day shipping, perhaps 196 00:07:52,233 --> 00:07:54,973 some of the same day shipping, which is insane, like the 197 00:07:54,973 --> 00:07:58,533 logistical network and Amazon build and the trust, like. 198 00:07:58,963 --> 00:08:00,963 It's part of people are willing to pay extra to get 199 00:08:00,963 --> 00:08:02,723 something in a day or two. 200 00:08:02,733 --> 00:08:05,423 But yeah, the margins with all the fee hikes the last year, 201 00:08:05,713 --> 00:08:09,213 I mean, it's, it's borderline criminal, uh, but you know, 202 00:08:09,283 --> 00:08:12,953 it's the cost of operating and there's never, you know, 203 00:08:13,183 --> 00:08:15,403 cannibalization of, of sales. 204 00:08:15,803 --> 00:08:16,083 Sure. 205 00:08:16,083 --> 00:08:17,363 It can happen to some degree. 206 00:08:17,423 --> 00:08:19,923 Like it's really hard to get somebody to do a behavior, 207 00:08:20,003 --> 00:08:22,483 like taking them from Facebook and moving them to Amazon. 208 00:08:22,483 --> 00:08:23,623 You're just going to naturally. 209 00:08:24,208 --> 00:08:26,938 Lose people as there's more steps in the process. 210 00:08:27,488 --> 00:08:30,748 Um, but they, to your point, they will find their way 211 00:08:30,748 --> 00:08:33,068 there, whether they're just checking it or seeing the 212 00:08:33,068 --> 00:08:38,098 better shipping times or all these other, um, considerations 213 00:08:38,108 --> 00:08:40,128 when they're, when they're on that purchasing journey. 214 00:08:41,618 --> 00:08:44,928 Matt Edmundson: Yeah, it's, it is definitely a different 215 00:08:44,958 --> 00:08:47,588 place to, to what it was when it sort of first started out 216 00:08:47,588 --> 00:08:49,328 with this sort of, you know, where you could sell stuff 217 00:08:49,328 --> 00:08:51,878 on Amazon, but I'm intrigued. 218 00:08:52,183 --> 00:08:54,933 You know, like you say, the fees have increased, the 219 00:08:54,963 --> 00:08:59,703 costs of selling on Amazon are really quite high. 220 00:08:59,723 --> 00:09:04,173 So we had a beauty business for the longest time, and 221 00:09:04,583 --> 00:09:08,033 one of our best selling products on that website had 222 00:09:08,033 --> 00:09:09,523 a 16 percent gross margin. 223 00:09:09,773 --> 00:09:10,073 Right. 224 00:09:10,103 --> 00:09:10,553 Okay. 225 00:09:10,853 --> 00:09:13,133 So there was no way you would've been able to 226 00:09:13,133 --> 00:09:13,883 sell that on Amazon? 227 00:09:13,883 --> 00:09:14,478 Not on, no way. 228 00:09:14,633 --> 00:09:17,483 Not on, so the, the products you sell on Amazon have to 229 00:09:17,483 --> 00:09:20,333 have really high gross margins to be able to afford their 230 00:09:20,333 --> 00:09:21,563 fees and how that works. 231 00:09:22,313 --> 00:09:26,933 So what I've tended to notice is there then has 232 00:09:26,933 --> 00:09:29,273 been a a, a slight move. 233 00:09:30,383 --> 00:09:33,193 On the products on Amazon, and I don't know if I'm sure 234 00:09:33,193 --> 00:09:34,243 Amazon are aware of this. 235 00:09:34,243 --> 00:09:37,523 I'm sure they have plans for it, and I'm sure, um, it's maybe 236 00:09:37,523 --> 00:09:38,723 me just going slightly nuts. 237 00:09:39,153 --> 00:09:42,233 So the products that you find on Amazon more and more 238 00:09:42,233 --> 00:09:46,533 tend to be products that have higher margins built into them. 239 00:09:46,543 --> 00:09:49,883 So you get a lot of the, uh, the Chinese products on, you know, 240 00:09:49,933 --> 00:09:52,423 sort of people buying stuff from China import and trying to 241 00:09:52,423 --> 00:09:53,613 sell it at a reasonable price. 242 00:09:54,253 --> 00:09:55,483 I'm not having an issue with that. 243 00:09:55,483 --> 00:09:57,353 This is just what I've noticed, for example. 244 00:09:58,213 --> 00:10:03,378 Um, is that me just going, Crazy or is that, do you 245 00:10:03,378 --> 00:10:04,458 see that actually happening? 246 00:10:04,658 --> 00:10:05,558 Will Haire: No, you're absolutely right. 247 00:10:05,558 --> 00:10:07,928 Actually, we recently lost a supplement brand 248 00:10:07,928 --> 00:10:08,948 for that same reason. 249 00:10:09,028 --> 00:10:11,178 Uh, the woman manufactured herself, you know, 250 00:10:11,178 --> 00:10:11,888 we were doing good. 251 00:10:11,888 --> 00:10:14,698 She was a seven figure brand on Amazon, but her margins were 252 00:10:14,708 --> 00:10:16,198 tight on all their products. 253 00:10:16,728 --> 00:10:20,038 She, uh, was really conscious of her customer, didn't 254 00:10:20,038 --> 00:10:21,208 want to raise prices. 255 00:10:21,318 --> 00:10:23,468 And then Amazon has the fair pricing policy. 256 00:10:23,468 --> 00:10:25,578 So she couldn't have higher prices on Amazon. 257 00:10:26,413 --> 00:10:27,533 And not our website. 258 00:10:27,653 --> 00:10:30,073 And so what we ended up doing is taking her products 259 00:10:30,073 --> 00:10:32,993 and doing fulfilled by merchant, which helped cause 260 00:10:32,993 --> 00:10:35,863 it cut her, her, uh, her fees in half, give or take. 261 00:10:36,308 --> 00:10:38,248 Um, but at the end of the day, she ended up leaving us because 262 00:10:38,258 --> 00:10:39,788 the margins couldn't support it. 263 00:10:39,798 --> 00:10:42,268 So even on the, the service side, like 264 00:10:42,268 --> 00:10:43,218 we're conscious of it. 265 00:10:43,228 --> 00:10:46,948 If you don't have, you know, at least 50 percent margin, gross 266 00:10:46,948 --> 00:10:51,648 margin on your products, like with agency fees, with Amazon's 267 00:10:51,648 --> 00:10:54,998 fees, like it's probably not going to be a good fit. 268 00:10:55,088 --> 00:10:56,418 And that's just kind of right now. 269 00:10:56,418 --> 00:10:57,878 That's just the way it is. 270 00:10:57,908 --> 00:11:01,448 I'm hoping that, um, there'll be some pushback, but I 271 00:11:01,448 --> 00:11:03,278 also think to some degree, they're phasing out some 272 00:11:03,278 --> 00:11:04,478 of the smaller businesses. 273 00:11:04,993 --> 00:11:07,853 Um, and they're making it difficult for some of 274 00:11:07,853 --> 00:11:08,903 these brands to come on. 275 00:11:08,903 --> 00:11:12,443 So I think slowly Amazon's transitioning to more 276 00:11:12,443 --> 00:11:13,823 for established brands. 277 00:11:14,373 --> 00:11:16,703 Um, and that's just kind of the, the lay of 278 00:11:16,713 --> 00:11:17,573 the land at the moment. 279 00:11:18,793 --> 00:11:19,983 Matt Edmundson: Yeah, it's interesting, isn't it? 280 00:11:19,983 --> 00:11:23,153 And I, I'm intrigued how that works, you know, like, 281 00:11:23,343 --> 00:11:28,513 um, it, it means that, like, for example, you take a TV. 282 00:11:28,828 --> 00:11:29,078 Will Haire: Um, 283 00:11:29,118 --> 00:11:31,098 Matt Edmundson: I know full well what the, I know what 284 00:11:31,098 --> 00:11:33,018 margins are on TVs when they're sold in store and 285 00:11:33,018 --> 00:11:34,098 they're not great, right? 286 00:11:34,098 --> 00:11:36,558 These guys aren't, they're not making massive amounts of money. 287 00:11:37,298 --> 00:11:39,848 So they can't then go and sell those on Amazon, but 288 00:11:39,858 --> 00:11:41,768 the manufacturer can, right? 289 00:11:41,788 --> 00:11:44,048 And so Amazon then goes and makes a deal with Samsung. 290 00:11:44,048 --> 00:11:45,828 So right, put your TVs on, on here. 291 00:11:46,558 --> 00:11:51,303 Um, and And they sort of start selling those TVs, 292 00:11:51,913 --> 00:11:55,443 which, which I find, I find quite fascinating. 293 00:11:55,443 --> 00:11:58,073 So that I think this is, this will be another shift, won't it? 294 00:11:58,093 --> 00:11:59,683 Amazon will go more and more to the brand. 295 00:11:59,683 --> 00:12:02,953 So if, if you are an ecommerce business selling other 296 00:12:02,953 --> 00:12:05,383 people's products, I think. 297 00:12:05,753 --> 00:12:08,313 More and more, you might find Amazon difficult if 298 00:12:08,313 --> 00:12:11,503 you are selling your own manufactured product with 299 00:12:11,503 --> 00:12:14,073 a high gross margin, then Amazon, I think, is still 300 00:12:14,073 --> 00:12:15,093 quite an interesting place. 301 00:12:15,103 --> 00:12:17,983 So we, like the lady that left, we have a supplement 302 00:12:17,993 --> 00:12:19,023 brand, for example. 303 00:12:19,033 --> 00:12:20,843 So I understand the margins and supplements. 304 00:12:21,603 --> 00:12:25,053 Um, and I understand the niche that we operate in and actually 305 00:12:25,053 --> 00:12:28,183 Amazon is good for that, you know, and, and, and at the 306 00:12:28,193 --> 00:12:31,923 moment it still works, but I'm not holding my breath that 307 00:12:31,923 --> 00:12:33,623 it will be like that forever. 308 00:12:33,893 --> 00:12:39,313 Um, so in the meantime, um, I mean, all that caveat said, um. 309 00:12:40,068 --> 00:12:40,938 I am on Amazon. 310 00:12:40,988 --> 00:12:41,738 How do I kill it? 311 00:12:41,758 --> 00:12:42,888 How do I kill it on Amazon? 312 00:12:42,888 --> 00:12:43,568 Well, what do I do? 313 00:12:44,538 --> 00:12:47,558 Will Haire: Yeah, so there's a lot and just to kind of, uh, put 314 00:12:47,558 --> 00:12:50,618 a bow on what you just commented on, like we primarily work 315 00:12:50,618 --> 00:12:56,088 with brands, uh, a reseller, um, you know, uh, business 316 00:12:56,088 --> 00:12:58,068 model, like it does exist. 317 00:12:58,068 --> 00:13:01,498 I, I'm friends with a Canadian company that like all they do. 318 00:13:02,298 --> 00:13:03,838 Is buy and resell products. 319 00:13:03,838 --> 00:13:07,478 I think it will still exist to some degree, um, like 320 00:13:07,478 --> 00:13:09,698 commodity type products where like people don't 321 00:13:09,698 --> 00:13:10,818 really care about the brand. 322 00:13:10,818 --> 00:13:13,368 They just want to get nails super cheap or 323 00:13:13,368 --> 00:13:14,208 something like that. 324 00:13:14,288 --> 00:13:14,648 Matt Edmundson: Yeah. 325 00:13:14,748 --> 00:13:16,348 Will Haire: Um, so it's still exist. 326 00:13:16,808 --> 00:13:18,648 Um, it's just getting more difficult. 327 00:13:18,648 --> 00:13:21,888 And I do think there's other platforms that, you know, 328 00:13:21,908 --> 00:13:24,798 Timu and Sheen outside of the political stuff that's 329 00:13:24,808 --> 00:13:29,578 going on, uh, is great platform for cost, uh, low. 330 00:13:29,898 --> 00:13:33,328 Quality, low price products, uh, and there's a market for it. 331 00:13:33,358 --> 00:13:35,588 People are always going to want cheap to some degree. 332 00:13:35,878 --> 00:13:38,678 Um, so there is shifting consumer behavior and 333 00:13:38,678 --> 00:13:41,438 as a result, there'll be shifts in how sellers, 334 00:13:41,828 --> 00:13:43,188 uh, reach their audiences. 335 00:13:43,778 --> 00:13:45,778 Um, kind of jump into what you were saying. 336 00:13:45,818 --> 00:13:47,898 So how do we scale on, on Amazon? 337 00:13:47,898 --> 00:13:50,638 It's definitely marketing and advertising. 338 00:13:50,638 --> 00:13:53,788 And I'll talk like, um, at Bellavix, we use like 339 00:13:53,788 --> 00:13:54,848 a bottom up approach. 340 00:13:54,848 --> 00:13:58,478 So, um, everybody knows the, the user intent funnel. 341 00:13:58,828 --> 00:14:02,528 So, you know, when we start advertising with the brand, you 342 00:14:02,528 --> 00:14:05,128 know, we do want to make sure we occupy, we defend listings and 343 00:14:05,218 --> 00:14:09,198 that we have a brand presence for advertising and it'll vary. 344 00:14:09,208 --> 00:14:11,768 Some companies don't want to invest them much. 345 00:14:11,768 --> 00:14:15,178 So they might be like, Hey, 10%, don't spend more than 10%. 346 00:14:15,178 --> 00:14:19,018 Or I only want to invest when it's a 10 ROAS on branded. 347 00:14:19,018 --> 00:14:21,118 I don't want to pay for customers that are already 348 00:14:21,118 --> 00:14:22,408 customers and fine. 349 00:14:22,458 --> 00:14:23,148 That makes sense. 350 00:14:23,618 --> 00:14:26,378 And then a lot of what we'll focus on until a 351 00:14:26,518 --> 00:14:28,368 brand's about a hundred thousand dollars a month. 352 00:14:28,743 --> 00:14:30,393 Is getting people in consideration. 353 00:14:30,393 --> 00:14:35,363 So remarketing using display advertising, uh, conquesting 354 00:14:35,373 --> 00:14:38,313 going after competitors, uh, having a presence for 355 00:14:38,313 --> 00:14:41,193 relevant search terms and kind of building that up. 356 00:14:41,193 --> 00:14:42,723 And that's kind of the bottom of pro up. 357 00:14:43,083 --> 00:14:47,023 And then when we get to a point where you got about a 358 00:14:47,023 --> 00:14:50,003 hundred K a month in sales, turning on something like 359 00:14:50,003 --> 00:14:53,243 programmatic advertising, uh, tends to be effective 360 00:14:53,243 --> 00:14:56,483 and gives us the ability on Amazon to build audiences. 361 00:14:56,993 --> 00:14:59,693 A lot of your, uh, listeners may be rolling their eyes. 362 00:14:59,693 --> 00:15:00,313 I've tried it. 363 00:15:00,333 --> 00:15:02,463 It didn't work depends how you use it. 364 00:15:02,883 --> 00:15:05,173 Um, so a lot of times when we get started, we'll build 365 00:15:05,183 --> 00:15:08,303 remarketing funnels and we'll go pretty heavy, um, 366 00:15:08,393 --> 00:15:11,803 after competitors and just see what that row as is. 367 00:15:12,153 --> 00:15:15,433 We also do some streaming TV, but that is a top of the funnel 368 00:15:16,033 --> 00:15:19,073 and kind of a longer play before you actually see any type of 369 00:15:19,073 --> 00:15:22,643 brand lift and Amazon will pull some brand lift reports. 370 00:15:22,713 --> 00:15:25,643 I know some of our software like tech metrics, we'll 371 00:15:25,653 --> 00:15:26,633 be able to kind of get. 372 00:15:27,648 --> 00:15:28,998 That information too. 373 00:15:29,438 --> 00:15:31,458 Um, so it really depends the size of the brand and 374 00:15:31,528 --> 00:15:32,638 kind of what your goals are. 375 00:15:32,928 --> 00:15:36,398 And what we found, and we don't do this, we work with agencies 376 00:15:36,428 --> 00:15:41,558 that assist, um, but you may get a better return as opposed to 377 00:15:41,568 --> 00:15:45,858 turning on DSP, doing meta ads, uh, working with influencers 378 00:15:46,248 --> 00:15:47,518 tends to work really well. 379 00:15:47,528 --> 00:15:51,408 We do a little bit of affiliate marketing with Levante and 380 00:15:51,418 --> 00:15:54,568 stacked influence, and those tend to be pretty good if 381 00:15:54,568 --> 00:15:55,958 we drive them to Amazon. 382 00:15:56,208 --> 00:15:56,478 Matt Edmundson: Yeah. 383 00:15:57,638 --> 00:16:00,138 Will Haire: Indirectly, we get sales velocity. 384 00:16:00,258 --> 00:16:02,778 We'll get more reviews when people buy them. 385 00:16:03,068 --> 00:16:04,688 They tend to be in a better mood than Vine 386 00:16:04,688 --> 00:16:07,978 program buyers because they generally get free products. 387 00:16:08,398 --> 00:16:11,018 Um, and they'll share user generated content. 388 00:16:11,228 --> 00:16:14,248 And user generated content in advertising happens 389 00:16:14,248 --> 00:16:15,258 to work really well. 390 00:16:15,268 --> 00:16:17,568 We actually have a case study that's being published on the 391 00:16:17,568 --> 00:16:21,318 site now that shows that user generated content has better 392 00:16:21,318 --> 00:16:24,208 conversion rates than something that's like traditionally. 393 00:16:24,578 --> 00:16:27,698 Uh, built using a studio and I'm personally convinced 394 00:16:27,698 --> 00:16:30,778 it's cause we're all on Instagram and tech talk. 395 00:16:31,278 --> 00:16:34,238 And we just become accustomed to like discovering 396 00:16:34,238 --> 00:16:35,118 products this way. 397 00:16:35,118 --> 00:16:36,438 So it's very natural and. 398 00:16:37,173 --> 00:16:39,593 Native, uh, to use advertising terms. 399 00:16:40,923 --> 00:16:42,663 Matt Edmundson: Uh, well, jeez, there's a lot there, but 400 00:16:42,963 --> 00:16:43,093 Will Haire: Yeah. 401 00:16:43,343 --> 00:16:45,533 Matt Edmundson: Let's, um, let, for those that might 402 00:16:45,533 --> 00:16:48,103 not know, let's define a few terms if we can. 403 00:16:48,103 --> 00:16:50,483 What is programmatic advertising? 404 00:16:50,843 --> 00:16:53,823 Will Haire: Yeah, programmatic is, uh, on Amazon demand side 405 00:16:53,823 --> 00:16:56,093 platform, but pretty much just display advertising. 406 00:16:56,413 --> 00:16:59,263 It's our ability to target customers on and off the 407 00:16:59,263 --> 00:17:02,773 platform based on intent, contextual behavior, or how 408 00:17:02,773 --> 00:17:06,223 they engage products, uh, and the Amazon platform. 409 00:17:06,693 --> 00:17:09,263 Matt Edmundson: Okay, and you wouldn't do 410 00:17:09,293 --> 00:17:12,213 programmatic advertising for someone that turns over 411 00:17:12,213 --> 00:17:13,583 less than 100k a month? 412 00:17:13,903 --> 00:17:16,553 Will Haire: Yeah, I mean, uh, it varies based on category, 413 00:17:16,553 --> 00:17:19,383 but between 70 to 100k is generally where we turn it on. 414 00:17:19,458 --> 00:17:22,738 Uh, we should be able to use pay per click and some of 415 00:17:22,738 --> 00:17:25,298 these off Amazon methodologies will get you there. 416 00:17:25,588 --> 00:17:29,928 In terms of brand building, DSP is not a ROAS driving 417 00:17:29,928 --> 00:17:34,018 machine, which is why what you mean by DSP, uh, demand, 418 00:17:34,068 --> 00:17:35,768 uh, programmatic advertising. 419 00:17:35,768 --> 00:17:37,758 So it's referred to as Amazon DSP. 420 00:17:38,603 --> 00:17:41,133 Um, so forgive me using all these acronyms. 421 00:17:41,163 --> 00:17:43,853 I'm brainwashed by the Amazon machine. 422 00:17:45,683 --> 00:17:46,313 Matt Edmundson: That's fair play. 423 00:17:46,633 --> 00:17:49,733 I just, I'm aware that we ecommerce probably more than any 424 00:17:49,763 --> 00:17:53,113 other industry I've come across uses three letter acronyms. 425 00:17:53,193 --> 00:17:54,373 And so I feel like. 426 00:17:54,903 --> 00:17:57,543 It's my quest in life just to get people to qualify 427 00:17:57,543 --> 00:18:00,093 what they mean because what I, what I understand by 428 00:18:00,093 --> 00:18:02,023 various things and what other people understand by various 429 00:18:02,033 --> 00:18:02,903 things can be very different. 430 00:18:03,723 --> 00:18:07,963 Um, so if I, let's, let's deal with the smaller brands 431 00:18:07,973 --> 00:18:09,923 first and let's talk about strategies for them then. 432 00:18:09,923 --> 00:18:12,523 So I'm turning over, I don't know, 10, 20, 30, 40 433 00:18:12,523 --> 00:18:14,973 grand a month on, on Amazon. 434 00:18:14,973 --> 00:18:18,213 I'm a sort of a smaller chap for better expression. 435 00:18:18,913 --> 00:18:22,043 What sort of strategies then should I be focusing on? 436 00:18:22,053 --> 00:18:24,143 So I, I need to maybe look at. 437 00:18:24,708 --> 00:18:27,638 You talked about using meta, for example, and 438 00:18:27,638 --> 00:18:30,618 user generated content to drive traffic to Amazon. 439 00:18:32,008 --> 00:18:34,608 And this, again, you used a phrase sales velocity, 440 00:18:34,608 --> 00:18:36,418 which I know is a very important thing on Amazon. 441 00:18:36,418 --> 00:18:39,668 But talk about that and how that might work a little bit in 442 00:18:39,668 --> 00:18:40,878 more detail, if you don't mind. 443 00:18:41,378 --> 00:18:41,658 Will Haire: Yeah. 444 00:18:41,658 --> 00:18:44,598 So typically when we see brands driving off Amazon 445 00:18:44,598 --> 00:18:47,738 traffic, we would use something like Amazon attribution. 446 00:18:47,788 --> 00:18:49,418 I think they changed the name, but I'm going to go with 447 00:18:49,418 --> 00:18:51,908 attribution because that's how I refer to it, but it's 448 00:18:51,908 --> 00:18:54,858 our ability to use these URLs so we could track behavior. 449 00:18:55,198 --> 00:18:58,788 And we would want every unique campaign to have a unique URL 450 00:18:58,788 --> 00:19:00,478 so we can measure the impact. 451 00:19:00,478 --> 00:19:02,648 Like the toughest thing about Amazon is that 452 00:19:03,218 --> 00:19:04,548 it's, it's a black box. 453 00:19:04,558 --> 00:19:05,348 So therefore. 454 00:19:05,668 --> 00:19:08,658 You know, if I'm driving traffic into this black box, I may not 455 00:19:08,658 --> 00:19:10,098 know which campaigns perform. 456 00:19:10,098 --> 00:19:13,928 It also doesn't communicate back to Meta, to Google, to 457 00:19:13,938 --> 00:19:15,368 really any of these platforms. 458 00:19:15,638 --> 00:19:17,388 So first things first is you're going to want an 459 00:19:17,388 --> 00:19:20,008 infrastructure in place where you can get some measurements. 460 00:19:20,538 --> 00:19:23,878 That can, you can feed to your, your advertising 461 00:19:23,878 --> 00:19:24,958 team, whoever that is. 462 00:19:25,258 --> 00:19:27,128 So they know these campaigns are working. 463 00:19:27,468 --> 00:19:28,838 These attributes are working. 464 00:19:29,168 --> 00:19:32,138 And then on Amazon, I don't like using skag 465 00:19:32,148 --> 00:19:33,628 single keyword ad groups. 466 00:19:34,048 --> 00:19:36,758 Um, and I'm talking more Google than meta right now. 467 00:19:37,098 --> 00:19:41,428 Uh, but in the instance where we're driving traffic to, uh, 468 00:19:41,468 --> 00:19:44,978 Amazon, I am a big proponent of this cause I do believe that it 469 00:19:45,128 --> 00:19:48,118 gives us better insights into what's working and what's not. 470 00:19:48,538 --> 00:19:48,918 I've. 471 00:19:49,403 --> 00:19:52,573 Heard of brands using like Zon Guru, I think, and 472 00:19:52,893 --> 00:19:57,173 other software, um, that somehow patches it together. 473 00:19:57,403 --> 00:20:01,563 I'm, um, uh, a little hesitant to believe how accurate that is. 474 00:20:01,873 --> 00:20:04,163 Um, so for the most part, I'd rather use Amazon 475 00:20:04,163 --> 00:20:05,443 attribution and measure it. 476 00:20:05,773 --> 00:20:09,343 And generally the conversion rate is not going to be, um, 477 00:20:09,453 --> 00:20:13,153 as great as it is advertising directly on the platform. 478 00:20:15,223 --> 00:20:16,043 Matt Edmundson: So the. 479 00:20:16,603 --> 00:20:19,123 I guess the key question that someone's going to have 480 00:20:19,123 --> 00:20:25,223 is, why would I, if I have my Google ads budget, um, a 481 00:20:25,223 --> 00:20:27,963 thousand pounds or thousand bucks this month, whatever it 482 00:20:27,963 --> 00:20:31,763 is, why would I use that to send traffic to Amazon versus 483 00:20:31,763 --> 00:20:34,023 sending traffic to my website? 484 00:20:34,683 --> 00:20:36,303 Will Haire: So Amazon has something called the 485 00:20:36,303 --> 00:20:38,073 halo effect, and this is a really good question. 486 00:20:38,093 --> 00:20:40,873 I get this all the time when I talk to brands. 487 00:20:41,358 --> 00:20:45,298 Um, so when I mentioned, uh, earlier, their sales velocity 488 00:20:45,308 --> 00:20:46,888 is like the number one KPI. 489 00:20:47,268 --> 00:20:50,788 So if you could demonstrate to Amazon that this product sells 490 00:20:50,848 --> 00:20:54,278 and that's done through sales per month or a given period of 491 00:20:54,278 --> 00:20:57,628 time, then you'll technically rank better organically. 492 00:20:57,708 --> 00:20:59,888 And we have some older case studies where we prove this 493 00:20:59,888 --> 00:21:02,158 out using Google ads and stuff. 494 00:21:02,158 --> 00:21:04,808 And the lift will vary, um, depending on the 495 00:21:04,808 --> 00:21:06,218 category and the brand. 496 00:21:06,618 --> 00:21:10,158 Um, and that is the main reason why it's like, if I know. 497 00:21:10,698 --> 00:21:12,848 For this specific root keyword. 498 00:21:12,858 --> 00:21:15,018 That's very relevant to my product. 499 00:21:15,528 --> 00:21:19,368 Um, that the opportunity is like 10 million a month, 500 00:21:19,818 --> 00:21:22,658 and I am doing a thousand dollars on that product. 501 00:21:22,668 --> 00:21:24,258 Then I know that there's room for me. 502 00:21:24,628 --> 00:21:26,108 So we may not want to do it all the time. 503 00:21:26,148 --> 00:21:29,638 There is a point of diminishing returns, but to get the gears 504 00:21:29,648 --> 00:21:33,038 going to kind of show Amazon that there is opportunity there, 505 00:21:33,368 --> 00:21:34,438 that's the reason to do it. 506 00:21:35,168 --> 00:21:37,098 And all transparency, I don't recommend driving 507 00:21:37,098 --> 00:21:37,868 the entire budget. 508 00:21:38,353 --> 00:21:41,273 Uh, I like to do like 10 to 20 percent of your 509 00:21:41,273 --> 00:21:42,663 budget to just go over. 510 00:21:42,943 --> 00:21:46,033 And I like to start with keyword queries that have Amazon in it. 511 00:21:46,073 --> 00:21:48,013 So in your case, you sold the supplement. 512 00:21:48,023 --> 00:21:50,853 So if it's a whey protein, people will go to Google and 513 00:21:50,853 --> 00:21:54,243 be like, whey protein, Amazon, because we're lazy and why not? 514 00:21:54,433 --> 00:21:57,033 And so like those are low hanging fruit that the intent 515 00:21:57,423 --> 00:21:59,183 is already to buy it on Amazon. 516 00:21:59,183 --> 00:22:01,993 So putting some ad dollars behind that makes sense. 517 00:22:02,233 --> 00:22:03,853 I wouldn't do any branded. 518 00:22:04,123 --> 00:22:05,833 I think at the end of the day, the value is 519 00:22:05,883 --> 00:22:07,403 acquiring new customers. 520 00:22:07,668 --> 00:22:11,618 So if I was building keywords or audiences that wasn't 521 00:22:11,618 --> 00:22:16,258 remarketing, uh, I would direct those, um, those shoppers 522 00:22:16,258 --> 00:22:17,728 towards my Amazon store. 523 00:22:17,948 --> 00:22:21,978 And I like driving to the storefront versus the 524 00:22:21,978 --> 00:22:25,118 product detail page because the storefront doesn't have 525 00:22:25,188 --> 00:22:26,608 ads from your competitors. 526 00:22:26,858 --> 00:22:29,458 You could showcase your unique selling proposition and 527 00:22:29,458 --> 00:22:31,798 get a look and feel for the brand and build that trust. 528 00:22:32,328 --> 00:22:34,658 As opposed when you drive to a product detail page, 529 00:22:34,918 --> 00:22:37,398 uh, like myself, it's like, Oh, this is great. 530 00:22:37,418 --> 00:22:38,198 Ooh, this is better. 531 00:22:38,198 --> 00:22:39,268 Click, click, click, click. 532 00:22:40,058 --> 00:22:42,778 Before you know, you paid to drive traffic to somebody else's 533 00:22:43,268 --> 00:22:43,658 Matt Edmundson: store. 534 00:22:43,938 --> 00:22:45,848 That's part of the problem, I suppose, with Amazon, isn't it? 535 00:22:46,118 --> 00:22:51,728 So sorry, just a bit, just to clarify, if I'm running ads, I 536 00:22:51,858 --> 00:22:53,848 liked your whey protein Amazon. 537 00:22:53,888 --> 00:22:55,058 That makes a lot of sense. 538 00:22:55,128 --> 00:22:58,858 Um, and I, I, I, so I, I'm a whey protein company. 539 00:22:59,413 --> 00:23:01,803 They've not put in strawberry, they've not put in the size. 540 00:23:01,803 --> 00:23:03,133 It's just sort of a general thing. 541 00:23:03,373 --> 00:23:06,253 You're going to send them to the storefront, my whey 542 00:23:06,273 --> 00:23:10,103 protein storefront in effect, um, rather than a specific 543 00:23:10,123 --> 00:23:11,373 whey protein product. 544 00:23:11,743 --> 00:23:12,083 Yep. 545 00:23:12,173 --> 00:23:17,373 Um, if they put in the search a, a specific product, do 546 00:23:17,373 --> 00:23:20,843 you still send them to the storefront page or do you send 547 00:23:20,843 --> 00:23:22,233 them to that specific product? 548 00:23:22,763 --> 00:23:24,723 Will Haire: I would continue driving to the storefront 549 00:23:24,733 --> 00:23:27,503 just because I'm very conscious of other people, 550 00:23:27,503 --> 00:23:28,783 uh, conquesting on us. 551 00:23:28,823 --> 00:23:31,373 Cause like it's a common advertising tactic and 552 00:23:31,373 --> 00:23:35,813 brands love when you steal audience from bigger brands. 553 00:23:35,813 --> 00:23:37,943 So generally, cause your storefront page should 554 00:23:37,943 --> 00:23:39,183 showcase all the products. 555 00:23:39,663 --> 00:23:41,543 If it's done right, they should be able to add it to cart. 556 00:23:41,543 --> 00:23:44,293 So they'll see the product that they're actually looking for. 557 00:23:44,293 --> 00:23:45,373 And there's not really an act. 558 00:23:45,583 --> 00:23:47,293 I mean, technically, yes, there's an extra step. 559 00:23:48,133 --> 00:23:50,933 Click to add to cart, but, um, they're going to do 560 00:23:50,933 --> 00:23:53,143 the same thing if you drive them to that Amazon listing. 561 00:23:53,553 --> 00:23:56,793 So I would recommend just driving to the storefront. 562 00:23:57,533 --> 00:23:59,503 Matt Edmundson: And so along, so alongside this, 563 00:23:59,503 --> 00:24:03,873 are you doing ads on Amazon or are you just using metal 564 00:24:03,873 --> 00:24:05,793 Google to drive traffic? 565 00:24:05,793 --> 00:24:06,183 Will Haire: Yeah. 566 00:24:06,183 --> 00:24:08,423 I mean, when we start with the brand, we primarily 567 00:24:08,423 --> 00:24:09,453 start with pay per click. 568 00:24:09,913 --> 00:24:12,363 Um, and we'll do the bottom, you know, automatic campaigns 569 00:24:12,373 --> 00:24:15,473 like everyone else for keyword harvesting, and then kind of. 570 00:24:15,908 --> 00:24:18,458 Once we get some data, we'll launch some manual campaigns. 571 00:24:18,458 --> 00:24:19,788 We also do keyword research. 572 00:24:19,788 --> 00:24:22,458 So we'll, you know, if it's a new to market product, 573 00:24:22,488 --> 00:24:25,328 we'll, we'll start with smaller ad groups to kind 574 00:24:25,328 --> 00:24:26,518 of train the algorithm. 575 00:24:26,808 --> 00:24:28,748 If it's a product that's been around, then we're just 576 00:24:28,748 --> 00:24:31,878 going to optimize, launch some additional campaigns. 577 00:24:31,878 --> 00:24:34,408 But PPC is definitely where to start. 578 00:24:35,128 --> 00:24:36,736 And if we want to talk about like low costs, cause 579 00:24:36,736 --> 00:24:40,078 you mentioned like if this brand's under 20 to 30, 000, 580 00:24:40,078 --> 00:24:42,378 let's just assume that they don't have great reviews. 581 00:24:42,398 --> 00:24:45,358 You know, they may have great rating, but the quantity. 582 00:24:45,793 --> 00:24:47,883 Yeah, those reviews may not be competitive. 583 00:24:47,883 --> 00:24:51,613 Like whey protein is, uh, is competitive, you know, there's, 584 00:24:51,853 --> 00:24:54,603 there's listings with thousands of, cause whey proteins 585 00:24:54,603 --> 00:24:55,653 been around for a while. 586 00:24:56,073 --> 00:24:58,903 Um, so we're big fans of like brand tailored promotions, 587 00:24:59,273 --> 00:25:03,583 which is our ability to offer discounts to audiences, uh, 588 00:25:03,583 --> 00:25:05,423 with specific intent models. 589 00:25:05,433 --> 00:25:07,523 So like, uh, somebody who's. 590 00:25:07,978 --> 00:25:11,078 Uh, purchased from you in the last year or somebody 591 00:25:11,078 --> 00:25:12,368 who's high risk of leaving. 592 00:25:12,368 --> 00:25:14,158 Cause they haven't, they purchased in the past, but 593 00:25:14,168 --> 00:25:15,348 haven't purchased lately. 594 00:25:15,748 --> 00:25:18,418 Um, we could conquest abandoned cart, which is 595 00:25:18,548 --> 00:25:19,818 like low hanging fruit. 596 00:25:20,288 --> 00:25:22,838 These are all audiences and you could pepper them with as 597 00:25:22,838 --> 00:25:25,168 little, I believe as little as a 5 percent discount, 598 00:25:25,578 --> 00:25:27,658 um, but these are people that have shown intent. 599 00:25:28,548 --> 00:25:32,098 Uh, another great program that's cost effective is 600 00:25:32,098 --> 00:25:33,868 Amazon's creator connections. 601 00:25:34,218 --> 00:25:36,918 It's a relatively new program and. 602 00:25:37,378 --> 00:25:40,238 It should be well, if it hasn't already, it is being 603 00:25:40,238 --> 00:25:43,348 rolled out according to our Amazon resources to the 604 00:25:43,348 --> 00:25:45,418 entire Amazon ecosystem, 605 00:25:45,568 --> 00:25:45,858 Matt Edmundson: right? 606 00:25:46,468 --> 00:25:48,398 Will Haire: It's your ability to it's your ability to 607 00:25:48,398 --> 00:25:50,138 work with Amazon associates. 608 00:25:50,518 --> 00:25:53,258 And these are, uh, affiliates influencers, if you will, 609 00:25:53,568 --> 00:25:56,078 who will buy your product for some type of commission, you 610 00:25:56,078 --> 00:25:58,888 don't even have to offer a sample and they'll promote it 611 00:25:58,918 --> 00:26:02,368 on their LinkedIn or their, excuse me, on their social 612 00:26:02,368 --> 00:26:03,648 media, wherever that is. 613 00:26:03,958 --> 00:26:07,698 But we've gotten brands into, uh, articles, uh, 614 00:26:07,698 --> 00:26:08,948 which help with SEO. 615 00:26:09,308 --> 00:26:13,388 Um, you know, top 10 supplements of 2025, uh, as 616 00:26:13,388 --> 00:26:16,888 well as some micro influencers that have done really well. 617 00:26:16,898 --> 00:26:19,138 And they'll end up putting that on their storefront. 618 00:26:19,148 --> 00:26:22,118 So then you start getting presence in other places 619 00:26:22,128 --> 00:26:23,688 for customers to discover. 620 00:26:24,098 --> 00:26:26,598 Um, that tends to be pretty effective. 621 00:26:26,628 --> 00:26:29,508 So those are two low hanging fruit that, you know, 622 00:26:29,518 --> 00:26:31,728 come to mind off the bat that can drive sales and 623 00:26:31,728 --> 00:26:32,668 their performance based. 624 00:26:32,978 --> 00:26:35,068 Matt Edmundson: So the, sorry, the, the name of the new feature 625 00:26:35,068 --> 00:26:36,728 on Amazon, uh, again, was. 626 00:26:37,188 --> 00:26:38,548 Will Haire: Uh, creator connections, 627 00:26:38,658 --> 00:26:39,688 Matt Edmundson: creator connections. 628 00:26:39,988 --> 00:26:40,278 Yeah. 629 00:26:40,298 --> 00:26:45,858 So, um, for the longest time, uh, there's been 630 00:26:45,888 --> 00:26:47,728 Amazon associates, right? 631 00:26:48,558 --> 00:26:50,018 Um, is that all right? 632 00:26:50,018 --> 00:26:50,738 Or you just dropped your coat? 633 00:26:50,778 --> 00:26:51,068 Okay. 634 00:26:51,068 --> 00:26:51,861 I just dropped my cup. 635 00:26:51,861 --> 00:26:52,178 Will Haire: I'm sorry. 636 00:26:52,178 --> 00:26:53,348 I didn't hear what you said. 637 00:26:53,348 --> 00:26:54,498 I apologize. 638 00:26:54,818 --> 00:26:55,328 Matt Edmundson: No, no problem. 639 00:26:55,698 --> 00:26:59,138 So for the longest time on Amazon, we've had like, um, 640 00:26:59,778 --> 00:27:02,018 We've had the affiliate thing, haven't we, Amazon Associates? 641 00:27:02,018 --> 00:27:05,508 I have an Amazon Associate link, which I set up, 642 00:27:06,438 --> 00:27:08,278 I don't know, 1973. 643 00:27:08,628 --> 00:27:10,338 I don't think I've ever used it, but I think 644 00:27:10,338 --> 00:27:11,068 there's something there. 645 00:27:11,778 --> 00:27:12,228 Um, 646 00:27:14,688 --> 00:27:17,338 with this new creator connections, are they 647 00:27:17,338 --> 00:27:18,948 sort of revamping? 648 00:27:19,448 --> 00:27:21,498 Amazon associates a little bit of they kind of gone. 649 00:27:21,498 --> 00:27:23,178 This is a little bit outdated. 650 00:27:23,378 --> 00:27:24,698 We need to update it here. 651 00:27:24,998 --> 00:27:25,288 Will Haire: Yeah. 652 00:27:25,288 --> 00:27:28,828 So the way it works, it's a dashboard inside of Amazon 653 00:27:28,908 --> 00:27:29,958 that created connections. 654 00:27:29,958 --> 00:27:31,888 You'll jump into it and essentially create 655 00:27:32,068 --> 00:27:33,128 an influencer brief. 656 00:27:33,138 --> 00:27:34,978 Like, Hey, you know, this is the product. 657 00:27:35,908 --> 00:27:36,798 This is about it. 658 00:27:36,818 --> 00:27:41,188 We're offering a 30, 20, 30 percent discount on all sales. 659 00:27:41,498 --> 00:27:45,338 Um, they'll opt in, um, you'll get, it's a low volume 660 00:27:45,338 --> 00:27:47,678 game, but you'll get these associates, they will purchase 661 00:27:47,678 --> 00:27:50,818 the product through Amazon and they will create that 662 00:27:50,818 --> 00:27:53,348 content, you'll have access to the content, you can use it 663 00:27:53,348 --> 00:27:54,618 for your marketing purposes. 664 00:27:54,918 --> 00:27:57,208 So it's very streamlined and I find that it works 665 00:27:57,218 --> 00:28:00,338 better than, you know, like a Levanta, an Archer, 666 00:28:00,338 --> 00:28:01,328 Phil, like some of these. 667 00:28:02,053 --> 00:28:03,573 Platforms that already exist. 668 00:28:03,993 --> 00:28:06,533 The caveat is, is like, you really don't have control 669 00:28:06,573 --> 00:28:09,473 over who, who applies and how they get the product. 670 00:28:09,903 --> 00:28:12,483 And also the volume is, is low. 671 00:28:12,843 --> 00:28:14,543 Um, the ROAS is great. 672 00:28:14,593 --> 00:28:17,853 You know, a ROAS is like 10 all the time, but like, 673 00:28:18,143 --> 00:28:21,323 you know, in a given month for a brand that has some 674 00:28:21,393 --> 00:28:27,893 popularity, you know, maybe 60 to 70, uh, of these affiliates 675 00:28:27,893 --> 00:28:29,403 will actually participate. 676 00:28:30,518 --> 00:28:31,548 Which is low. 677 00:28:31,548 --> 00:28:33,138 And then, you know, some of them will buy the 678 00:28:33,138 --> 00:28:34,358 product, but never post. 679 00:28:34,358 --> 00:28:36,988 And all the issues that come when you're working with 680 00:28:36,988 --> 00:28:38,518 some of these influencers. 681 00:28:38,658 --> 00:28:40,568 Uh, but it's all contained on Amazon. 682 00:28:40,578 --> 00:28:42,718 You just set it up and it runs itself. 683 00:28:42,748 --> 00:28:45,648 And what we love about it, as long as the brands 684 00:28:45,648 --> 00:28:48,398 don't have any restrictions with who they work with. 685 00:28:48,858 --> 00:28:52,108 Um, what's nice is that it it's performance based. 686 00:28:52,118 --> 00:28:54,508 So these people don't get paid unless they're moving products. 687 00:28:54,548 --> 00:28:54,808 Yeah. 688 00:28:54,838 --> 00:28:56,358 Um, so that's kind of the benefit. 689 00:28:57,453 --> 00:28:58,363 Matt Edmundson: It's interesting that they're 690 00:28:58,363 --> 00:29:01,023 revamping then the associates side of things, isn't it? 691 00:29:01,023 --> 00:29:03,553 And, and actually affiliate marketing becomes a bit 692 00:29:03,553 --> 00:29:05,323 more interesting rather than just taking whatever 693 00:29:05,323 --> 00:29:07,893 it was, like one, 2 percent of the sales price. 694 00:29:07,933 --> 00:29:08,263 Yeah. 695 00:29:08,713 --> 00:29:11,603 Um, you can actually now go 10, 20, 30%, whatever the 696 00:29:11,603 --> 00:29:14,093 brand believes on that product. 697 00:29:14,093 --> 00:29:14,483 Yeah. 698 00:29:15,033 --> 00:29:17,593 Um, which again, makes it a bit more interesting. 699 00:29:17,593 --> 00:29:18,953 And I, I, I quite like that. 700 00:29:19,583 --> 00:29:20,843 I wonder how many. 701 00:29:21,083 --> 00:29:25,143 YouTubers out there that have done content on, you know, I 702 00:29:25,143 --> 00:29:28,713 don't know, I, I'm just looking around my desk here, uh, the 703 00:29:28,713 --> 00:29:34,123 Logitech, uh, MX master three mouse, um, and they go sign 704 00:29:34,123 --> 00:29:36,233 up to this program and then just put that link in on their 705 00:29:36,233 --> 00:29:39,053 YouTube or if you, is it a case of you have actually got to 706 00:29:39,053 --> 00:29:41,143 buy the product for it to work? 707 00:29:42,183 --> 00:29:44,003 Will Haire: Uh, they got the influencer has to buy 708 00:29:44,013 --> 00:29:45,083 the product for it to work. 709 00:29:45,143 --> 00:29:48,273 So, you know, you can give them samples and yeah, like if you 710 00:29:48,273 --> 00:29:50,063 do samples, you get more volume. 711 00:29:51,228 --> 00:29:53,988 Do the brands that we work with because the 712 00:29:53,988 --> 00:29:56,608 quality of the influencer is all over the place. 713 00:29:57,028 --> 00:29:58,758 Generally, we don't give away samples. 714 00:29:59,638 --> 00:30:02,638 We'd rather be more aggressive on their commission, and 715 00:30:02,648 --> 00:30:03,658 that's worked pretty well. 716 00:30:03,678 --> 00:30:07,918 We start at 20%, but we've had brands go up to 50%, and 717 00:30:07,918 --> 00:30:10,038 the higher that commission, the more volume we can get. 718 00:30:10,038 --> 00:30:10,718 Yeah, yeah, yeah. 719 00:30:10,718 --> 00:30:12,028 Um, but, you know, 720 00:30:12,138 --> 00:30:12,528 Matt Edmundson: it's just a 721 00:30:12,528 --> 00:30:13,088 Will Haire: crapshoot. 722 00:30:13,858 --> 00:30:14,828 Matt Edmundson: That's really interesting. 723 00:30:15,118 --> 00:30:16,148 That's really interesting. 724 00:30:16,898 --> 00:30:20,068 So that's then helpful for some of the smaller brands. 725 00:30:20,068 --> 00:30:23,188 What are some of the tactics you've found for the guys 726 00:30:23,188 --> 00:30:24,658 doing over 100 grand a month? 727 00:30:25,673 --> 00:30:27,043 Will Haire: Love, I love programmatic. 728 00:30:27,063 --> 00:30:29,863 So, uh, that's the, uh, the DSP, the display 729 00:30:29,863 --> 00:30:33,413 advertising, the type of audience to be skin build. 730 00:30:33,473 --> 00:30:35,773 So like cut out anything that might be like, 731 00:30:35,773 --> 00:30:38,063 um, medical related. 732 00:30:38,093 --> 00:30:40,173 So like we've worked with brands that help people 733 00:30:40,173 --> 00:30:43,363 with diabetes and stuff like that, like a pregnancy. 734 00:30:43,938 --> 00:30:45,438 We have HIPAA laws here. 735 00:30:45,438 --> 00:30:48,598 So like targeting becomes very difficult. 736 00:30:48,648 --> 00:30:52,448 And so we would recommend using like a connected TV, um, 737 00:30:52,498 --> 00:30:55,528 mountains, a really good one, or another third party platform 738 00:30:55,918 --> 00:30:57,248 to help those brands scale. 739 00:30:57,248 --> 00:30:59,868 But for your typical brand that sells supplement or beauty 740 00:30:59,868 --> 00:31:03,238 products, uh, it's great because we're able to build audiences. 741 00:31:03,258 --> 00:31:03,648 So like. 742 00:31:04,108 --> 00:31:08,248 What we have found is that a lot of people on Amazon will 743 00:31:08,248 --> 00:31:11,278 just focus on like the bottom of the funnel, those, you know, 744 00:31:11,418 --> 00:31:15,148 conquesting product searches and their brand and what happens 745 00:31:15,148 --> 00:31:18,248 over time is like, to your point, competition, more people 746 00:31:18,248 --> 00:31:21,408 come in, you know, everybody has an anti aging product 747 00:31:21,408 --> 00:31:22,428 if they're selling beauty. 748 00:31:22,718 --> 00:31:24,788 Um, so it's like, how do you differentiate yourself? 749 00:31:25,223 --> 00:31:28,633 And how you do that effectively is by leveraging, uh, 750 00:31:28,663 --> 00:31:31,513 programmatic and building these audiences that are a little 751 00:31:31,513 --> 00:31:36,003 higher up in the funnel that are related to you by lifestyle. 752 00:31:36,023 --> 00:31:39,313 They're related to you by their demographic, their shopping 753 00:31:39,313 --> 00:31:42,073 behavior, their hobbies and interests and a great way 754 00:31:42,073 --> 00:31:44,543 to get started, which a lot of people neglect is like. 755 00:31:45,113 --> 00:31:46,703 You know, I don't know a website that doesn't have 756 00:31:46,703 --> 00:31:48,373 Google analytics tied to it. 757 00:31:48,703 --> 00:31:51,663 And Google analytics, if you go on the backend, they share this 758 00:31:51,663 --> 00:31:54,523 information about the website audience, you can essentially 759 00:31:54,543 --> 00:31:58,053 take that and use that to get started if you work with an 760 00:31:58,053 --> 00:32:01,233 agency in the, um, advertising. 761 00:32:01,768 --> 00:32:05,608 Uh, partner network, um, like Bellavix is, uh, we get 762 00:32:05,608 --> 00:32:08,878 access to Amazon resources and they can pull information 763 00:32:08,878 --> 00:32:11,988 and help us build, uh, some of these initial audiences. 764 00:32:11,988 --> 00:32:15,358 And 1 of my favorite audiences that they're able to build, 765 00:32:15,728 --> 00:32:17,148 it's called an overlap report. 766 00:32:17,428 --> 00:32:20,278 And so they'll, they'll take the ASIN in question that 767 00:32:20,278 --> 00:32:23,338 you're researching, and then they get a bunch of information 768 00:32:23,348 --> 00:32:26,338 based on the current audience that goes there and they build 769 00:32:26,338 --> 00:32:29,648 this report and the overlap of that report are like the 770 00:32:29,648 --> 00:32:31,158 common interest that these. 771 00:32:31,673 --> 00:32:35,213 Uh, shoppers have, and we turn those in the audiences and 772 00:32:35,213 --> 00:32:38,473 surprisingly, we get pretty good engagement and we look 773 00:32:38,473 --> 00:32:40,513 for a lift in sales over time. 774 00:32:40,533 --> 00:32:41,873 So like, if you're going to start DSP. 775 00:32:42,758 --> 00:32:46,318 You know, you want to run it at least for six months and 776 00:32:46,318 --> 00:32:48,988 you want to focus like, you don't have to spend like, so 777 00:32:49,268 --> 00:32:52,408 a brand that's conservative and starting with programmatic 778 00:32:52,408 --> 00:32:55,728 advertising, 10 percent of your budget is enough for us 779 00:32:55,728 --> 00:32:57,548 to at least do the remarketing. 780 00:32:58,008 --> 00:33:01,268 Uh, typically what we recommend is 80, 20, 20 781 00:33:01,268 --> 00:33:04,078 percent of your budget going to this and allowing us to. 782 00:33:04,618 --> 00:33:06,828 Test some of these different audiences, but 783 00:33:06,828 --> 00:33:08,078 the KPIs are different. 784 00:33:08,088 --> 00:33:10,768 We're looking for impressions, product, detail, 785 00:33:10,778 --> 00:33:12,688 views, uh, add to cart. 786 00:33:12,718 --> 00:33:16,128 So it's like, it's, it's softer metrics, but we know 787 00:33:16,128 --> 00:33:19,758 that over time and, you know, Amazon has the Kantar report, 788 00:33:20,048 --> 00:33:24,818 uh, Ogilvy for any advertisers who, uh, follow that, like we 789 00:33:24,818 --> 00:33:26,438 know exposure is how you get. 790 00:33:26,798 --> 00:33:28,178 People to buy your product. 791 00:33:28,488 --> 00:33:31,488 And so this exposure allows us to kind of 792 00:33:31,498 --> 00:33:32,528 build those audiences. 793 00:33:32,528 --> 00:33:35,178 And over time you will see a sales lift. 794 00:33:35,188 --> 00:33:37,928 That's how we've taken brands from that a hundred 795 00:33:37,928 --> 00:33:41,408 thousand dollars a month to three, 400, 000 a month. 796 00:33:41,798 --> 00:33:45,528 Um, so it does work effectively and some categories do 797 00:33:45,528 --> 00:33:46,868 really well and others don't. 798 00:33:46,878 --> 00:33:49,618 So it's, um, you know, it's something that needs to be 799 00:33:49,618 --> 00:33:50,968 measured and reacted on. 800 00:33:50,968 --> 00:33:52,758 It's not something you just turn on and forget about. 801 00:33:53,118 --> 00:33:54,408 There are some categories that it just. 802 00:33:55,093 --> 00:33:56,263 It might not make sense. 803 00:33:56,653 --> 00:33:59,923 Um, we've worked with some beauty brands that we've 804 00:33:59,933 --> 00:34:03,293 tried to do this and we just, we never really saw the lift 805 00:34:03,293 --> 00:34:05,413 we were looking for after about a year of doing this. 806 00:34:05,863 --> 00:34:09,813 And so we, we stopped, they, they ended up using meta and 807 00:34:09,813 --> 00:34:13,413 Google and, and it worked out well, and we still saw 808 00:34:13,633 --> 00:34:15,903 sales increase, and then we just focused on what we can 809 00:34:15,903 --> 00:34:21,163 do on the AMS side with PPC advertising, and there are 810 00:34:21,163 --> 00:34:23,733 some brands that, you know, we're working with a supplement 811 00:34:23,733 --> 00:34:27,113 brand now in the, the green fruits and green space that. 812 00:34:27,613 --> 00:34:30,673 Uh, we shouldn't see this, but we see a 7 ROAS on 813 00:34:30,693 --> 00:34:34,133 programmatic and we're mid, mid to bottom of the funnel. 814 00:34:34,133 --> 00:34:36,493 And it's like, what's different about those products? 815 00:34:36,533 --> 00:34:39,613 I mean, yeah, there's nuances that are different, but like 816 00:34:39,793 --> 00:34:42,533 7, I, I can't explain it. 817 00:34:43,413 --> 00:34:45,233 Matt Edmundson: But you enjoy it while it lasts. 818 00:34:45,463 --> 00:34:46,123 Yeah, exactly. 819 00:34:46,153 --> 00:34:46,493 And nothing 820 00:34:46,943 --> 00:34:47,743 Will Haire: gold can stay. 821 00:34:47,743 --> 00:34:48,143 Yeah, exactly. 822 00:34:48,523 --> 00:34:49,353 Matt Edmundson: Absolutely. 823 00:34:49,918 --> 00:34:54,188 I'm curious, why don't you do programmatic advertising 824 00:34:54,198 --> 00:34:57,448 for companies that are saying doing 10, 000 a month? 825 00:34:57,448 --> 00:34:59,582 Is it a budgetary issue or is it an access issue? 826 00:34:59,582 --> 00:35:00,168 It's always 827 00:35:00,168 --> 00:35:00,478 Will Haire: budgetary. 828 00:35:00,598 --> 00:35:00,888 Yeah. 829 00:35:00,888 --> 00:35:03,148 So like we've worked with some private equity brands 830 00:35:03,158 --> 00:35:06,788 that have the budget and they also understand full funnel 831 00:35:06,788 --> 00:35:09,698 marketing and advertising and they'll sign off on it. 832 00:35:09,698 --> 00:35:10,208 They get it. 833 00:35:10,218 --> 00:35:11,958 They're like, yeah, let's do commercials. 834 00:35:11,968 --> 00:35:13,708 We want to get, we want to build our audiences. 835 00:35:14,033 --> 00:35:16,203 But most of the time, the brands that come to me that 836 00:35:16,203 --> 00:35:19,783 are doing 10 to 20, 000, they're, they're smaller. 837 00:35:20,023 --> 00:35:22,423 A lot of times I'm working directly with the owner. 838 00:35:22,843 --> 00:35:25,513 Um, and they're just, they're, they're closer to the money. 839 00:35:25,533 --> 00:35:29,703 So therefore they're a lot more conscious of how it's spent and 840 00:35:29,703 --> 00:35:32,363 they want to see that row as, and, and I get it, you know, 841 00:35:32,363 --> 00:35:36,003 early on, it makes sense, you want every dollar to count and 842 00:35:36,003 --> 00:35:37,293 therefore, when I talk about. 843 00:35:37,633 --> 00:35:38,743 Mid and upper funnel. 844 00:35:38,743 --> 00:35:40,143 And I share all these KPIs. 845 00:35:40,143 --> 00:35:44,933 They're like, well, I spent a thousand dollars of my 3, 846 00:35:44,933 --> 00:35:47,763 000 budget and I didn't see a sales lift in the first month. 847 00:35:48,023 --> 00:35:50,083 So like in those situations, it's just. 848 00:35:50,773 --> 00:35:51,483 It's not worth it. 849 00:35:51,653 --> 00:35:52,073 Matt Edmundson: Yeah. 850 00:35:52,163 --> 00:35:53,063 Slightly untenable. 851 00:35:53,323 --> 00:35:53,523 No. 852 00:35:53,563 --> 00:35:54,073 Fair play. 853 00:35:54,123 --> 00:35:54,643 Fair play. 854 00:35:55,413 --> 00:35:59,703 What's, um, what's one thing about Amazon we should all 855 00:35:59,703 --> 00:36:04,203 know heading into 2025 that maybe we don't know right now? 856 00:36:04,733 --> 00:36:05,123 Will Haire: Yeah. 857 00:36:05,413 --> 00:36:05,863 Maybe most 858 00:36:05,863 --> 00:36:06,413 Matt Edmundson: people don't know. 859 00:36:06,783 --> 00:36:07,153 Will Haire: Yeah. 860 00:36:07,153 --> 00:36:08,893 AI is definitely taking over. 861 00:36:08,893 --> 00:36:12,663 So as of now, Amazon updated the title restrictions and they're 862 00:36:12,663 --> 00:36:14,383 cracking down on longer titles. 863 00:36:14,383 --> 00:36:19,143 So, uh, as of January 21st, uh, they have taken everybody's 864 00:36:19,163 --> 00:36:21,883 titles and they cut them on their own using AI. 865 00:36:22,248 --> 00:36:25,558 What we have found with AI is that, oh man, it's painful. 866 00:36:26,078 --> 00:36:29,428 Uh, when they rolled this out last year, they, uh, they 867 00:36:29,428 --> 00:36:32,268 changed some of our titles and we didn't turn it off. 868 00:36:32,598 --> 00:36:35,438 And they ended up getting some of our listings suspended with. 869 00:36:35,983 --> 00:36:37,913 The titles that their AI recommended. 870 00:36:38,403 --> 00:36:40,403 So what I'm saying is like a brace AI, it's 871 00:36:40,423 --> 00:36:41,543 not changing anything. 872 00:36:41,963 --> 00:36:44,303 Be conscious of your listing quality for sure. 873 00:36:44,763 --> 00:36:48,953 Um, but understand that, um, it's, it's not going anywhere. 874 00:36:48,993 --> 00:36:51,773 It's, you know, I feel bad for companies like get Tita, 875 00:36:51,913 --> 00:36:55,003 the reimbursement software where like Amazon is baking 876 00:36:55,013 --> 00:36:57,330 a lot of those features in, and I know they have 877 00:36:57,330 --> 00:36:58,313 a partnership with the. 878 00:36:58,473 --> 00:36:59,643 With companies like that. 879 00:36:59,673 --> 00:37:04,173 So it's interesting to see what AI is going to be taken over. 880 00:37:04,663 --> 00:37:08,723 Uh, and where the human part of this is like, it's always 881 00:37:08,723 --> 00:37:11,413 going to be in the brand and it's always going to be in the 882 00:37:11,413 --> 00:37:14,743 creative to some degree, but you know, where is it heading 883 00:37:14,743 --> 00:37:16,523 in terms of advertising? 884 00:37:16,523 --> 00:37:20,273 You know, are we going to get a version of G max on Amazon where 885 00:37:20,313 --> 00:37:22,973 it's minimum human interaction? 886 00:37:22,973 --> 00:37:25,683 You just set the ROAS and let it, let it do 887 00:37:25,683 --> 00:37:26,673 its machine learning. 888 00:37:27,043 --> 00:37:27,703 Um, so it's. 889 00:37:28,333 --> 00:37:32,823 We're on the brink of something, uh, monumental and it'll 890 00:37:32,853 --> 00:37:36,683 change how, you know, we as agencies, but also as sellers. 891 00:37:37,123 --> 00:37:41,583 Engage with with marketplaces and how we operate on them. 892 00:37:42,413 --> 00:37:43,333 Matt Edmundson: That's really interesting. 893 00:37:43,393 --> 00:37:44,563 So watch this space. 894 00:37:44,703 --> 00:37:46,903 Uh, watch this space. 895 00:37:46,923 --> 00:37:49,953 Well, listen, I am my question for you. 896 00:37:49,963 --> 00:37:52,023 Well, no, actually it's that time where I remember 897 00:37:52,463 --> 00:37:53,383 your question for me. 898 00:37:53,383 --> 00:37:56,823 What's your question for me, which I'm going to 899 00:37:56,823 --> 00:37:57,883 answer on social media. 900 00:37:57,883 --> 00:37:58,303 What is it? 901 00:37:58,803 --> 00:38:00,593 Will Haire: I want to know what's your most memorable 902 00:38:00,613 --> 00:38:03,873 experience from living in Salisbury, North Carolina. 903 00:38:03,913 --> 00:38:06,103 You shared a little bit about yourself and, uh, 904 00:38:06,438 --> 00:38:08,078 North Carolina is now home. 905 00:38:08,078 --> 00:38:11,828 So I would love to know what, what you remember most and 906 00:38:12,028 --> 00:38:14,508 what you like most about North Carolina, because 907 00:38:14,598 --> 00:38:17,238 this is where I call home and I really enjoy it here. 908 00:38:17,508 --> 00:38:20,138 Matt Edmundson: Well, I will, I love North Carolina. 909 00:38:20,158 --> 00:38:21,348 It's like my second home. 910 00:38:22,038 --> 00:38:24,458 And, um, yeah, for those of you don't know, I used to live 911 00:38:24,458 --> 00:38:26,858 in North Carolina for a little while, hence I have a slight. 912 00:38:27,123 --> 00:38:30,063 When I say Carolina, I can't say Carolina like a British person. 913 00:38:30,063 --> 00:38:30,763 It's Carolina. 914 00:38:31,293 --> 00:38:33,733 And I don't know why it's very odd. 915 00:38:33,733 --> 00:38:34,523 It's very, very odd. 916 00:38:35,073 --> 00:38:37,643 Uh, so I will of course answer that question 917 00:38:37,663 --> 00:38:38,493 over on social media. 918 00:38:38,493 --> 00:38:42,143 Come follow me on LinkedIn at Matt Edmundson and you will find 919 00:38:42,143 --> 00:38:44,643 me answering that question at some point, what I love most. 920 00:38:45,078 --> 00:38:47,248 About North Carolina and I think everybody should go to 921 00:38:47,248 --> 00:38:50,728 North Carolina at least once in their life And whilst i'm 922 00:38:50,728 --> 00:38:52,938 not answering the question, you should also try cheer 923 00:38:52,938 --> 00:38:53,888 wine while you're there. 924 00:38:53,928 --> 00:38:54,628 Just want to put that 925 00:38:54,628 --> 00:38:58,828 Will Haire: out 926 00:38:58,828 --> 00:39:00,618 Matt Edmundson: Brilliant well listen had it's been 927 00:39:00,618 --> 00:39:01,668 great talking to you man. 928 00:39:01,668 --> 00:39:05,558 Thanks for coming on and sharing the um the insights I I see 929 00:39:05,558 --> 00:39:08,078 that the sun is is coming out where you are because it's 930 00:39:08,078 --> 00:39:10,678 shining into the lens a little bit You've got this angelic 931 00:39:10,728 --> 00:39:15,193 glow going on um So if people want to reach out to you, if 932 00:39:15,193 --> 00:39:19,183 they want to connect with you, the angel of Amazon, uh, how 933 00:39:19,183 --> 00:39:20,643 do they, how do they do that? 934 00:39:21,373 --> 00:39:21,613 Will Haire: Yeah. 935 00:39:21,613 --> 00:39:22,653 Check me out on LinkedIn. 936 00:39:22,663 --> 00:39:25,193 Will like, uh, Will Haire like on your head with an 937 00:39:25,213 --> 00:39:28,443 E. Uh, I put out stuff every day to try to help sellers. 938 00:39:28,443 --> 00:39:31,213 We're really in tune to the news and what goes on. 939 00:39:31,538 --> 00:39:33,628 So follow me there and then check out our website if you're 940 00:39:33,628 --> 00:39:36,128 interested, if you need support or need help, you know, we're 941 00:39:36,128 --> 00:39:39,248 passionate, we're not a huge agency, but we like, um, we 942 00:39:39,248 --> 00:39:41,698 like working with brands that have interesting challenges 943 00:39:41,728 --> 00:39:44,018 and are, uh, our mission based. 944 00:39:44,148 --> 00:39:46,498 So you can check us out at bellavix.com and Matt, 945 00:39:46,708 --> 00:39:47,548 this was a lot of fun. 946 00:39:47,548 --> 00:39:49,318 It was a really great conversation and great 947 00:39:49,318 --> 00:39:50,008 getting to know you. 948 00:39:50,008 --> 00:39:51,348 So thank you for having me on your show. 949 00:39:51,628 --> 00:39:52,708 Matt Edmundson: No, it's been great, man. 950 00:39:52,748 --> 00:39:53,068 Great. 951 00:39:53,328 --> 00:39:55,318 If you, here's another three letter acronym. 952 00:39:55,328 --> 00:39:59,448 Well, uh, what's your ICP, your ideal client profile? 953 00:39:59,448 --> 00:40:00,363 Who do you work best with? 954 00:40:00,923 --> 00:40:01,393 Will Haire: Go on. 955 00:40:01,393 --> 00:40:05,333 We work with, uh, brands, uh, brands that own their trademark, 956 00:40:05,683 --> 00:40:08,443 uh, and generally are doing at least a million dollars in 957 00:40:08,443 --> 00:40:10,873 revenue because generally we can, they have a little bit 958 00:40:10,873 --> 00:40:13,373 of an audience and they may be struggling on Amazon, so 959 00:40:13,373 --> 00:40:16,313 we could help you guys get to that three, four, 5 million 960 00:40:16,313 --> 00:40:17,703 range in a couple of years. 961 00:40:18,263 --> 00:40:19,063 Matt Edmundson: Fantastic. 962 00:40:19,433 --> 00:40:22,633 We will of course link to Will's information in the 963 00:40:22,633 --> 00:40:26,213 show notes, which just, if you're on an app, podcast app, 964 00:40:26,293 --> 00:40:27,853 you don't even need to tell you to scroll down, they'll 965 00:40:27,853 --> 00:40:31,333 be there or come on by the website, ecommercepodcast.net. 966 00:40:31,353 --> 00:40:33,323 And of course, if you signed up to the newsletter. 967 00:40:34,143 --> 00:40:35,013 It'll be in your inbox. 968 00:40:35,043 --> 00:40:35,733 Just the way it works. 969 00:40:35,743 --> 00:40:38,273 So, uh, that's, um, that's great. 970 00:40:38,273 --> 00:40:40,113 Well, listen, man, thanks for coming on. 971 00:40:40,193 --> 00:40:41,103 Absolutely loved it. 972 00:40:41,103 --> 00:40:41,803 Let me do this. 973 00:40:42,033 --> 00:40:42,833 Huge round of applause for Will. 974 00:40:43,383 --> 00:40:44,403 Yes, there we go. 975 00:40:46,463 --> 00:40:47,103 So there we go. 976 00:40:47,113 --> 00:40:47,703 That's enough applause. 977 00:40:47,703 --> 00:40:48,743 Don't want your head to get too big. 978 00:40:49,173 --> 00:40:52,343 Uh, what a great conversation. 979 00:40:52,653 --> 00:40:55,353 Uh, now be sure to follow the eCommerce Podcast, wherever 980 00:40:55,353 --> 00:40:57,283 you get your podcasts from, because we've got some more 981 00:40:57,303 --> 00:40:58,853 great conversations lined up. 982 00:40:59,238 --> 00:41:01,778 And I genuinely don't want you to miss any of them. 983 00:41:02,138 --> 00:41:03,948 Uh, and in case no one has told you yet today, 984 00:41:03,948 --> 00:41:05,018 let me be the first. 985 00:41:05,018 --> 00:41:06,378 You are awesome. 986 00:41:06,438 --> 00:41:07,348 Yes, you are created. 987 00:41:07,368 --> 00:41:07,838 Awesome. 988 00:41:08,198 --> 00:41:09,138 It's just a burden. 989 00:41:09,148 --> 00:41:10,428 You have to bear. 990 00:41:10,438 --> 00:41:11,458 Will has to bear it. 991 00:41:11,788 --> 00:41:12,768 I've got to bear it. 992 00:41:13,078 --> 00:41:14,358 You've got to bear it as well. 993 00:41:14,368 --> 00:41:17,048 Now that eCommerce Podcast is produced by 994 00:41:17,058 --> 00:41:18,578 the wonderful Podjunction. 995 00:41:18,628 --> 00:41:18,958 com. 996 00:41:19,318 --> 00:41:21,678 Uh, you can find our entire archive of episodes on 997 00:41:21,678 --> 00:41:23,268 your favorite podcast app. 998 00:41:23,348 --> 00:41:26,188 I think music was written by the magnificent. 999 00:41:26,528 --> 00:41:27,548 Josh Edmundson. 1000 00:41:27,778 --> 00:41:29,918 And as I mentioned, if you'd like to read the transcript 1001 00:41:29,918 --> 00:41:31,748 or show notes, simply head over to the website, 1002 00:41:31,828 --> 00:41:33,848 ecommercepodcast.net. 1003 00:41:34,718 --> 00:41:35,948 But that's it from me. 1004 00:41:36,358 --> 00:41:37,428 That's it from Will. 1005 00:41:37,438 --> 00:41:39,008 Thank you so much for joining us. 1006 00:41:39,318 --> 00:41:41,218 Have a fantastic week wherever you are in the world. 1007 00:41:41,468 --> 00:41:42,178 I'll see you next time. 1008 00:41:42,538 --> 00:41:42,948 Bye for now.