Friday Live Amazon & Ecommerce Q&A with Noah Wickham

FBA climbing. I'm losing my grip. Storage costs rising. They'll never let me refunds I'm eating. Returns pile up too. Oh, what else will you do? I look at my dashboard. My profits erased. My margins are gone. It's a slap in the face. Prime days a promise, but it's such a race. How much will I make if I'm replaced? It's a cruel number. These keep climbing profits to us. Oh, it's cool. The sellers wonder how to survive when the margins go under. It's a cruel cool. Oh, it's cool. It's no wonder we're — Yo, Amazon's back — and they got a new scheme. Reimbursement slashed. It's every seller's dream. They're digging deep, taking more from the pot. Let's break it all down. Expose what they got. March 25, it's a policy drop. They say manufacturing cost, but we know it's a flop. Give us your cogs. the demand in the price, but if you don't, they'll estimate. Nice. Nice for them, not for you. Watch your payout shrink. The comprehensive avil is a corporate wing. Lost in the warehouse, damaged on the floor. Now they pay you pennies, not a cent more. Fees on the rise, profits on the run. They don't lift a finger, but they pocket the fun. — We're fair. — They shout while they cut our shares. Amazon math, man. It's full of errors. Taking our dough. They're stacking the deck. And it's sellers who owe reimbursements. They're taking us down, but we're still here. We don't mess around. Straight to the top. Amazon's game. It'll never stop. Margins tight, but we keep the grind. Sellers unite. We're one of a kind. Little did I know I'd be stuck with support. They never seem to solve my problems. Run around. I'm tired of waiting on hold. My patience is wearing thin. I'll never be found. You suck. You suck. Can't get no sisfaction. I'm out of luck. Out of luck. You don't care about my book. Amazon seller support. You suck. You suck. This one for the sellers on the grind. Getting left on red, wasting all their time. I hit up support. Got an auto reply. Thanks for your patience, man. I want to cry. Inventory lost, my margins are toast. The reps playing tag like the cap of the ghost. They pass me around. It's a neverending game. Nobody takes action. Everybody shifts blame. My down, I'm out of the race. They say they'll escalate. Yo, what a disgrace. Amazon seller support, you're breaking my heart. No answers, no fixes, just tearing me apart. Hours in the queue, stuck in the dark. Amazon seller support, you're missing the mark. Amazon game plan, that is the key. Sell a central dashboard, that's where I be. Analyze the funnel, see what we optimize. Sellers know it's a fact. I get it. You know that it's lit. Climbing the rankings, ain't no room to quit. I check the data, they notice the stats. I keep the method. That's how you adapt. Metrics are showing. You know, as I cap Amazon sellers, it's time to react. I'm about action. I do this with passion. I got them like, whoa, what is this? Huh? Whoa. — I don't know, dude. I think everybody's just buying stuff based on reviews and badges or whatever. They don't even know who we are. — These customers don't even know the name of my clicking add to cart like it's part of the plan. They see that it's all of my brand. Build your store. Amazon's waiting. What you waiting for? Brand it loud. Make it shine. Steven's here. Now listen up. I'm Steven Pope, Amazon guru. I'll help you cope. Step one, get that trademark stamped. Without brand registry, you're Amazon cramped. Head to

seller central. Log manage tab. Yeah, that's the trick. Upload your logo. Flex that style. You're about to make Jeff Bezos smile. Pick a template marquee or grid. Drop your tiles like a branding whiz. Hero image big and bold. This store is going to glitter like digital gold. Build your store. Amazon's waiting. What you waiting for? Brand it loud. Make it shine. STEVEN'S HERE TO DROP THE RIDE. Plug it. Let's yo yo. In the trenches of the Amazon game. Trying to survive while it's driving me insane. Nobody warns you. They just claim it's passive income. Nah, it's pain. I'm sitting at a birthday laughing, chilling next to a newbie Amazon seller spilling. She's like, "Prime so smooth it's a killer. " Then tried to sell, now she's stuck in a thriller. Finding products. Yeah, that's the first grind. Scrolling Alibaba, losing my mind. Samples suck. Manufacturers decline. I'm like, "Dang, how's anyone doing this? " Fine. Ship it in, pay for the bubble wrap, but they ship glass bottles and padded crack. Now I got hot sauce leaks, refund stacked, customers pissed. Man, I'm under attack. Amazon's a beast. It's a fight, no peace. From SEO to PPC, the hustle don't cease. Think it's passive. Nah, you better increase your tolerance for chaos or face defeat. Trademark wars, brand registries a scam. They banned my brand, now I'm in a jam. Listings yanked. Products ranked and tanked. Lost dogs in the catalog. My account shanked. Now let's talk ads. It's a rabbit hole. Thousand hours deep, man, it's taking my soul. Weekly negations, bulk sheets for control. Excel's my new weapon, but it's taking its toll. SEO is no joke. Keywords in the game. All text A+ content playing insane. Lifestyle shots. Avatars for fame, but the CTR's low. ALL PRODUCTS LOOK THE SAME. Amazon's a beast. It's a fight. No peace. From SEO to PPC. The hustle don't cease. — Think it's passive now. You better increase your tolerance for chaos from face to feet. — Let's go to max school. Class is now in session with Professor Pope. They got the S& P cuz Professor Pope wrote the recipe. Helping Amazon sellers grow sales exponentially. Amazon's a jungle, but we map the strategy. Brand strategist playbook. It's a guide to victory. Troubleshooting catalog. You know we got the answer key. Boosting all your rankings, turning sales into a legacy. So deep you think we studied at max school. Every step we follow leads to croaki. It's a golden blue. Stuck on keywords, we'll find the ones that work the best. Using helium 10 strike distance keywords pass the test. Incremental indexing ensures the listing set to rise from the back into the bullets. Optimization hits the skies. Brand store creation. Yeah, we make it shine and flow. A+ content design makes conversions overflow. Need your images on point. Best practices in the plant. All text and photo rules ensure your visuals command. SEO meets PPC. It's balanced. Every step aligned. We'll construct the MKLs that drive rankings over time. Budget caps and bid adjustments. No more wasted spended. Segmentation builds campaigns that sellers can defend. Got a hijacker? No problem. We'll file to take them down. Review requests and action. Five star ratings come around. Flat file updates, market share reports. It's all in reach. Professor Pope wrote the so sellers learn and teach. Meanwhile, my Amazon guys on the case fixing up my problems at lightning pace. Ticket escalations. Mags the boss. Even Amazon says we'll take the law supporting the buck when the issue gets tough. They're the official team but they can't comply. So they say reach out to my Amazon guy. They're supposed to be the pros but they can't decode. Policies and tools from their own damn road. I'm paying fees yet they bring me stress but mag turns my chaos into pure success. Sellers support reps they throwing shade but then admit yo will get you paid. Third party agency taking the throne while Amazon fumbles in their own damn zone. Supporting the buck when the issue gets tough. So they sayach out to my guy. So here's the truth. Let's keep it real with the promot. They'll give you peace of mind. Amazon seller support. You can suck my image stack. Sucking is all you're good at anyway. Bezos, hit me up if you want to sell seller support. I'm buying a chase. Peace. Hello and welcome to the My Amazon Guy Friday live Q& A. My name is Noam. I'm VP of sales and marketing here at My Amazon

Guy. I am here to answer any and all of your questions. Amazon, e-commerce, direct consumer, Walmart, business related. So, if you have a question, throw it into the chat and I will get to it. I just had one of these. I don't know if anyone's ever had these, but they're called Flint's mints. Uh, and they're like mouthwatering mints. Uh, and they do in fact make your mouth water, but also my tongue is now like tingly. I don't know how else to describe it. My tongue's ting tingly. Uh, I've tried them in the past and everything, but I didn't remember them having this much of like a tingle effect. So, uh, that's a thing that we're dealing with now. And also, I'm hearing a siren go off somewhere that I'm sure is fine. Anyways, uh, I got to get out of the city. It seems like there's always something going on here. All right, so we have passive income lifestyle. After three weeks stockout, PPC volume plus efficiency dropped with old winning campaigns now converting worse. Is this likely lost rank/traff quality? Best recovery plan uh best deal plus exact winners plus top of search. So stock out. Number one, uh, you know, number one rule on Amazon is don't go out of stock, right? Uh, that is the number one commandment, so to speak, on Amazon is never go out of stock. Uh, if you are in a situation where you do go out of stock on Amazon, couple of tips I have for you. Uh, yes, I would instantly throw a promotional onto your product. So depending on how long you are out of stock for on Amazon, you tend to have this window almost of where you have like a rubber band effect. What I mean by that is that if you're only out of stock for let's say a week, yes, you're going to lose ranking. And yes, it's going to hurt your overall uh ability in the algorithm, but at the same time, you kind of have this rubber band where you can kind of shoot back really fast because Amazon is looking usually at your 90day average sales velocity and your 180day average sales velocity. So, you still have a little bit of that rubber band effect to play with. Now, if you're out of stock for, let's say, like three, two, three months, right? You're definitely going to have a lot of lost rank, you're probably not going to be having any of your organic sales. You need to treat it very much like a relaunch of your product. So that means doing something like yes a best deal doing a promotion of some kind or even on top of that uh really funneling in heavy budget high bid uh exact top of search placement with your uh with your bid campaigns on Amazon. So that's essentially one of the major things I would do. If you also were only on stock, let's say for, you know, two, three weeks, but you're still having a little bit of a struggle there, something I would do is something like brand tailored promotions, throw an extra little bid adjustment on there, uh, just so that you can essentially have that promotion helping you're targeting a very specific audience type with it as well. That's definitely going to help you get a little bit of that rank and traction back. Now, something to note here uh as well whenever you have this happen is that it's going to seem yes like your conversion has just tanked in general. Your campaigns aren't working anymore or anything like that. It's not that. It's just that you need to get traction and history again on those campaigns so that Amazon understands they are good converting campaigns. That's just going to take a little bit of time and a little bit of extra budget to get you back to where you were. So, great question overall. Uh and hopefully that kind of sets you on the right track. Oh, I also did realize now you said three weeks stockout. So, yeah, I think that secondary one is going to be your best. Uh, hi. No, what is MCF Amazon and AWZ? Uh, I know, but please explain. I don't know what AWZ is. Uh, I know what MCF is. AWZ Amazon. Let's see. Um, I see nothing on AWZ. So I have no idea what AWZ is. I know what a or I know what AWS is. I know what MCF is. So for those that are uninitiated, MCF is multi- channelannel fulfillment. So multi- channelannel fulfillment on Amazon is basically a program where you can either send inventory directly into multi- channel fulfillment or you can send the inventory into FBA and then have multi- channelannel fulfillment pull from your FBA stock. Uh this is a program that lets you sell on other platforms. You can sell on Shopify, Tik Tok, Walmart, pretty much any of the other major marketplaces now. And you can fulfill all of the orders from those marketplaces from your an Amazon FBA inventory using multi- channelannel fulfillment. So, it's a direct app integration into most platforms. All the orders get routed directly to multi- channelannel fulfillment and Amazon just acts as your 3PL uh operator essentially with all of your FBA inventory. So that's this simple over under of it.

Uh any Amazon TV ads experience results? Yeah, you know, it's actually really interesting. So I was at Possible Miami uh this past week. Uh I went down there to just meet with a couple of people. For those that don't know what Possible is, uh it's basically a yearly uh marketing event. Oh, I switched my thing without actually even having my screen share. There we go. So, it's a uh yearly marketing event that you can kind of see here. Really cool. Google's a sponsor and everything. And one of the biggest things that about this entire uh conference, if I just go to like the agenda for like 2026, um one of the biggest things I can just like search TV, right? And uh they have a couple of sessions they were doing. So, like TV went performance, uh third performance, deep dives on TV. So, all media. There's even more than just this. I would imagine just during the event, but CTV, streaming ads, TV in general were all just really really big um I guess features within the event. And the thing that is interesting about this is that TV is great if you are a mid-market size brand, right? Or you are a brand looking to scale into the mid-market uh or enterprise levels. But if you're a small brand, the cost benefit ratio uh of doing streaming ads or TV ads uh is not really there. You need to be doing realistically into the I would say 2. 5 to 5 million range as like a bare threshold minimum on total sales volume to see anything uh positive of note from Amazon TV. So I have seen good results with it. I do like it but only in select scenarios I think is the biggest aspect. P Wellstone if I have a higher price on my Shopify store can I force Amazon to use that offplatform price as a reference price to get the strike through always? Um no not really. Uh so Amazon reference price is directly related to the actual Amazon pricing. So, I actually released a video on this. Amazon's new pricing is nowadays going to be considered either your list price, reference price, uh, or your typical price, which can also be your reference price. So, reference price on Amazon is based off of kind of two different things. So, there are two factors to it. One, what is your average selling price over the course of a uh 90day period? I believe that is what's going to dictate like typical pricing. And then what is your lowest selling price which can usually be considered the was pricing on Amazon but can be used as a reference price by Amazon for things such as the strikethrough. So um the strikethrough pricing though is very much based off of uh again that 90day average uh versus you know what is the lowest price I guess within 90 days or average price within 90 days. Uh whereas, you know, when you're looking at like any other promotion, they usually go off of the was price, which is that reference price, which is the lowest within a 30-day period. So, um can you get Amazon to utilize your Shopify store for that? No, unfortunately, not. But you can just list your or put your list price with inside the back end of Amazon as whatever your Shopify uh store pricing is. And that is what Amazon will utilize when you're doing a strikethrough. So, see, hello Noah. Hello. I'd love to ask when you started your journey as Amazon PPC specialist or brand manager. Didn't start my journey e in either of those places, but let's keep going. Where did you begin if you had no prior experience or portfolio? Uh, how did you get your first opportunity? Um, well, I didn't because I didn't start my journey in either of those places. So, where did Noah Wickhamstar's journey? So, I actually started my journey years and years ago. uh reselling products on eBay. Uh specifically, I don't have any around me, but I specifically was uh selling Yu-Gi-Oh cards on eBay. I would go to things like garage sales. I would find uh old Yu-Gi-Oh cards people are getting rid of. I would pull some packs. I would sell some of those, put them on eBay. So, you know, everybody wants a Blue Eyes White Dragon back in the day. Cool. I had tons of them. I would just list them on there, put them up there. You know, 15 bucks and plus shipping to get the Blue Eyes White Dragon. If I buy an entire crate of car uh cards and I get four of those, fantastic. I make my money back, right? And so, um that's the primary thing of how I got started. And then I moved into unfortunately drop shipping as a thing on Shopify. Uh did that for a while. Then I went into wholesale and private labeling Shopify and eventually into Amazon side. Um so it when you say the thing of like saying, "Hey, how did I do this? is how did I get started as PPC specialist? brand manager? I didn't. I learned it myself, right? And I learned by doing more than

anything. And that's to be honest the thing that I recommend for anyone. It doesn't matter if you're trying to just be an Amazon PPC specialist or you're just trying to be a brand manager. I'm always going to recommend to learn by doing, especially in e-commerce, because there is so much variability out there as far as everything goes. It does not matter like if you're working on Amazon, Walmart, eBay, Shopify, Meta, Google, Tik Tok, right? There is so much variability in every platform, in every single category, in every single product, every single brand. The big part is just getting reps in to see the patterns, right? And knowing the processes, knowing the SOPs. Now, what I will tell you as well, if you are somebody who is uh out there right now and you're looking to uh get into this realm and you have no experience whatsoever, head on over to myamaz amazon. com/job. We hire interns with zero experience whatsoever. Uh we will take you in, we will train you, we will get you some reps on some different accounts and whatnot. You'll have a direct mentor who teaches you everything you can possibly learn uh or want to learn on Amazon. And so go over there, check it out. If you want to apply for an intern uh position, we'll see, we'll do you an interview, so on so forth. Maybe you're fit and that would be great. Uh otherwise, my best recommendation, like I said, is just find a place where you can get your reps in, right, and get the knowledge and get the basis. Uh, honestly, if you're going for just like a PPC specialist role and you want to work for like one brand, I would honestly start by just like taking all of the Amazon courses, then taking all of our mag school courses, get yourself Amazon PPC certified. That'll help you land a job, and then from there, you can work with a couple of small brands. So, that's kind of the basis I would say for most people. I'm gonna get some water first. I'm like all stuffed up still cuz it's just springtime. Allergies suck. So, I might actually have to walk away and like blow my nose here in a second. Uh, I have several related products in the same niche. Uh, is sponsored brands worth using to push a storecolction page or should budget stay mainly on sponsored products to the hero as? Okay. Uh, so the age-old rule of thumb uh and I think it was last year we did a uh like internal study basically to see what percentage of ad spend uh across all of our accounts was going to sponsor brand, sponsor product, sponsor display. We then published that uh out into the ether and asked other agencies uh specifically that were running ads across accounts, how does yours compare? Nearly every single agency said this is the exact same that we have and that would be 89% of your budget should be sponsored products. uh 8 to n% of your budget should be on sponsored uh brand and then 2 to 3% of your budget should be on sponsored display or 1 to 2% I guess technically right and so the reason that's I think so impactful um when you really dig down to and you really think about it is because the aspect that majority of what you're looking for is conversion basis now should I or should I say that is the rule no that is the like guideline. Do we have some accounts that are doing like 50% plus of their budget on sponsored brand? Yeah, we do. But that's very category specific at the end of the day and very product specific more than anything. Um, now do I usually push sponsored brand for like store and collection pages? No. Usually I'm still going to use sponsor brand for like a video and then direct product versus, you know, doing anything towards the brand store. The brand store is great, but realistically even our largest accounts doing you know 20 $30 million per year uh maybe 2 to 3% of their total sales volume over the course of the year comes direct from their brand store. So the brand stores just on Amazon aren't all that useful for the majority of people. Hi Noah. Uh, is the long-term goal of Amazon PPC to use auto, broad, and phrase campaigns as the data farming engine, then keep downloading search term reports, negating waste, and harvesting and con uh converting harvesting converting search terms into exact campaigns? In other words, should the account always run in a cycle of buying data, cutting irrelevant terms, moving wares into exact, testing them with click rules, and repeating that process over time? Yeah. Yeah. Yeah, it is. Uh I actually like the way you put that because it you really broke it down really well

as far as like a simplistic uh methodology and the answer is yes that is exactly what you are supposed to do over time. That is uh the core of good advertising. I don't know about necessarily like good marketing but it is good advertising. Uh now one caveat I will throw in there. Not everything that is in an auto campaign, in a broad campaign or a phrase campaign will end up making it into an exact campaign, right? So, I will have just like some things that I keep on broad campaigns forever, right? And just because there is not a ton of reason in some cases to move something into an exact campaign. Are you data harvesting search terms for exact campaigns off of that? Yeah. But over time um you'll notice that essentially there's multiple ways to go about it but you have the core of what is advertising right and that is how you essentially optimize your a cost optimize your wasted spend over time. Um now the one thing you didn't bring in there is just because some you add something into an exact campaign does not mean that's the end all beall for that exact campaign. Right? You do still have to optimize those exact campaigns. you do sometimes have to negate an exact campaign. Um there's a you know a few caveats in there right your bid adjustments your uh budget adjustments your day partings your audience targeting right so things like that where over time you'll create new campaigns in like exact match formula that are meant for targeting very specific audiences with very specific intent through AMC and doing things like that with looks and so that's more of the advanced levels so to speak of advertising uh once you get into them. But you have the core principle of doing optimization down pat. Part one of three. My new I think you're saying as in there. I'm not going to read out the AS, but my new AS is outside my category. Top 100 BSR running PPC, but bid modifiers aren't working well. For exact kitchen scissors, I see suggested bids 235 to 391. My lifetime cost per click top of search is 3. 92. Number one as for kitchen scissors is KitchenAid selling for $759. Is the cost for uh KitchenAid top of search much lower than what I'm paying at $3. 92. I can't see how KitchenAid can make money given their 759 selling price. Thoughts on PPC bid modifiers? Uh if new slashlaunching product should I skip uh bid modifiers for first phase of PPC use bid modifiers lately. Okay let's talk about that. I actually love this question. So why is it that uh KitchenAid can sell a product at $759 on a keyword kitchen scissors that costs you $3. 92 at top of search placement? The big answer here is that they have way more sales than you. And what I mean by this realistically is a couple of different things. One, they're probably not paying 392 like you are. Uh, a lot of this comes into this idea of relevancy for Amazon and bidding. So, Amazon's algorithm, just because you bid 392 on something does not mean that you are going to show number one for that thing, right? Or for that search term. My favorite example of this is that if I am selling a deck of cards and I on this deck of cards decide to say, "Hey, I want to bid against this search term or keyword balloons, right? And I am going to put my deck of cards showing up for balloons. " That is not a relevant search term in the slightest. And so it does not matter if I put my bid at $500 per click, right? I can do that any day of the week. But Amazon is very unlikely to show my deck of cards on balloons because the relevancy is not there. People are not going to click on it and more so people are not going to convert on it. right now. Simultaneously, someone who has actual balloons can have that same exact search term and be advertising for their bid at $1 and I show up where or they show up whereas I don't even though my bid is $499 more. So, why is that? Amazon wants your ads to show up properly. They want relevancy. And so, part of that is history. It's sales velocity. It's your click-through rate history. It's your conversion history. And all of those make up the relevancy for the algorithm and for your advertising. And so, when you look at something like KitchenAid selling at 759, are they paying 3. 92 uh

for a top of search bid placement? No, probably not. And even furthermore, they already are rank one organic. So, they probably aren't really heavy on that search term as actual rank one. Secondarily to that, they are a huge brand name and they have sales velocity, they have history, they have reviews and they have a lot of overall rank one positioning, which makes them a very good product within the algorithm to show up all the time organically, but also not have to pay as much from a bid perspective. Conversely, you have a product that is what I'm assuming to be relatively new. You're trying to break into the category. you're trying to sell a new product that uh is already technically there. You have competitors. People are already selling this product and you're wondering how is it or why is it that I have to bid so much. And it's because Amazon doesn't know you. Amazon doesn't know your product. They don't know if you're going to be a relevant product uh within the category. And so even though you're at 392 from a top of search perspective, to be fair, kitchen scissors is a very broad and general search term that probably has tens and tens of thousands of different products competing for that search term at any given time. So with that, Amazon is going to test you within that algorithm, but it's going to cost you a lot on the top of search perspective because it is very competitive within that realm. So the answer is yes and no. Amazon or is KitchenAid advertising? Probably. Are they paying 3. 92 for a top search position like you have to? Probably not. No. Uh, and that is part of the idea of converting. Now, once you start to get clicks and conversions and Amazon realized, oh, your product might fit here, you're probably still going to have a very high bid of 392 and compared to kitchen uh aid or whatever it was. Uh, and the reason for that just comes down to this aspect that Amazon is still is going to put them above you as far as relevancy because of their history. It's all it is. It's a numbers game more so than anything. Now, the question you're asking here at the end where you're saying, "Hey, uh, thoughts on PPC bid modifiers. If new launching a product, should you skip them? " No, not necessarily. Um, do I think you need them directly at launch period? No. But doing a top of search bid modifier at launch can help you. it's just going to be a little bit more expensive. I would really make sure you understand how bid modifiers work prior to just deciding, oh, I'm going to throw a 100% bid modifier on this search term. So, hopefully that kind of explains it, helps a little bit. Maybe somebody else got some value out of that as well. But, uh, yeah, I mean, the big thing at the end of the day is, you know, especially when it says like 235 uh to 391. The reason for that is because 235 is kind of the lowest that people on average are paying to get clicks for this. Uh which would be KitchenAid. Uh also a brand as large as KitchenAid likely cents on the dollar, right? Like that they do so much volume that a pair of kitchen shears or you know kitchen scissors for them probably cost them five cents to manufacture. It's probably going and being sold through Amazon as well and Amazon's just willing to eat that. They also have such brand recognition. They also probably have so much organic traffic on their listing and sales that they can just eat like near a 80% a cost uh on this product and it would be more than fine. Can't compete or can't compare yourself to giant brands all the time. Hi Noah, I have a question. Uh oh, there it is. Uh we're selling on US marketplace but got suppressed because of hazmat review and we already submitted SDS exemption sheet but the problem is they detected the other listing uh in the BR marketplace. Uh okay stating that the item is battery operated but we don't have any access to change the product description. We're losing sales because that issue and it's been almost a month. Okay. So, I'm assuming Brazil marketplace. Why don't you have access to the Brazil marketplace? Uh, would be my first question. Uh, what it sounds like is you might have the ability for, uh, like the Amazon to sell your products internationally turned on. Uh, you could also technically have like North American Remote Fulfillment turned on, which also would change that. Um, that those are kind of the big things there. I would try and log into the Brazil marketplace. You should still have access regardless. Uh, and you should be able to add the listing if it's not already there to the Brazil marketplace. And then from there, you should be able to take it off. Now, if you can't, you need to probably contact the catalog listing support team uh through Seller Sport to be able to actually get them to remove the listing as well once you turn off those international shipping guidelines. Uh, both those should hopefully solve your problem. I would hope at the very least if I'm understanding correctly. How much of a difference does having premium A+ make versus regular A+? Uh

realistically, probably not a ton. In the below the fold right now for Amazon is abysmal. Now, it in practice it has a pretty decent effect. I usually see uh like a 15% plus increase in uh conversion rate. And I when I say that I mean like for instance if your conversion rate is 10%. You'll see a bump up to like 11. 5%. Right? Um the answer though realistically is it's more so about branding and making your uh product feel more premium. Uh and that is the point of premium A+. It's not so much to actually increase conversion A more than regular A+ does, but it's much more there to actually increase the premium feel of your product and be able to compete against lower quality products a little bit easier. That's the realistic difference. But um focus like majority 80% of your time above the fold, 20% below the fold. Especially nowadays with like most people on mobile and I don't know if you've ever actually tried to like scroll Amazon uh pages. I wonder if I can like do this right now. Um probably Oh, I probably can't even show you on my thing. I can't connect my phone right now. But anyways, scrolling Amazon pages uh and whatnot is can be kind of abysmal. Uh to be entirely frank, but I'm not Frank. I'm Noah. It's a bad joke. If I schedule a coaching call, uh would they go through the PPC data I've already collected and use it to organize my campaigns and point me in the right direction with advice? Yeah, they can. Um, you guys, you typically would probably want to go through uh everything together. Now, realistically, what it sounds like you're asking here, Anthony, is more so our uh PPC audit uh service, which is where we actually have team members enter your account, review all of your campaigns, review your search terms, your history over the last usually four to five months, uh give recommendations on individual campaigns, give bid adjustment recommendations, budget adjustment recommendations, so on and so forth. So, I would probably recommend that over a coaching call, but coaching calls can be great to get a base level idea on the call of like, hey, does this look like uh I'm doing things right? Here's kind of what I do normally, so on so forth. That's usually what coaching call is more consultation basis. Whereas direct uh looking at campaigns, direct like looking at data, it's more of our auditing service. So, just take that with a grain of salt, I suppose. Without sounding insulting, the amount of dumb am Amazon can be will never cease to annoy me. Very annoying. Yeah. I mean, uh, Amazon customers. Interesting. Yeah. I mean, it the biggest thing. So, I've had this saying for a while now. Uh, and I always people every time I feel bad when I say it, but always assume whenever you're making your listing, right, assume that the people that you are selling to are dumb. uh assume that they are not as smart as you uh and whatnot. I'm not saying that that's the average person is not smart, right? But what I am saying is uh assume that the person buying your product is really dumb. And the reason I say that is because the amount of times people complain about stuff like returns. They complain about, you know, customers returning stuff because they bought the wrong item or item's defective and they don't know how to use it. all this stuff, it's because you don't explain to the person what the product is, what it does, and why they should use it. Do that in your listing images. Make it bulletproof for somebody with a 10 IQ to be able to read it. I mean, I don't think you can read if you have 10 IQ, but regardless, that's what pictures are for, right? Because pictures are for people. Reading is for robots. And now you understand the saying just a little bit more. Uh that's the big thing at the end of the day. Assume that anyone who looks at your product uh you know has the reading comprehension of like a toddler or something. Uh and you need to get them to understand what the product does through the pictures. Uh sorry AWS and my client using MCF. He told me sales is coming from Google ads. I told him use Amazon attribution link. Uh they don't know how we calculate Amazon sales and MCF. Okay. So MCF uh does not use attribution links. Um that's not the right thing. So Amazon attribution is when Amazon attribution links are only when you are actually getting attributed sales directly on uh the Amazon listing and that is not MCF that is just Amazon FBA. Uh now what it sounds like is they could be selling on Google shopping and if they are that could be MCF but

on Google shopping that could be MCF but if they are just doing Google ads to their Amazon listing that's not MCF that's FBA. They could use Amazon attribution for those ads then. Yes. As far as AWS goes, I have no idea where that plays a part. Like AWS is Amazon's like web services, right? Amazon web services is AWS. Has nothing to do with like sellers. It products. Um nothing in the slice. I mean it's completely separate company essentially. Uh it's for hosting services essentially. So, I mean like we host our website with AWS, I think, or Cloudflare. I can't remember. One of the two. Uh, I have a product that doesn't really fit into any existing category. I feel like that is hurting the listing. The product is very hard to advertise. Uh, sponsor brand video better than sponsored product, but still expensive. Yep, that's the one time that I'm talking about from earlier. Uh CVR is very good and reviews also, but the product is a unique solution which doesn't fit anywhere. So there aren't any keywords that will work well besides brand ones. Should I stop trying to force ads? Ooh, so this is a interesting issue. I actually talked to a guy last week um in a similar situation and I actually love working with brands like these because there's nothing more interesting to me than somebody who actually creates I've heard that this a million times being like oh my product's unique. I have no competitors whatsoever. Nobody know can do my product or do what my product does. It does X Y and Z but then mind you their product is like a supplement for like joint support. I'm like, you can say that your product is unique in certain capacities, but you can't say that it doesn't have competitors if it does in fact have competitors and people search for it. Now, in this case, where you probably don't have competitors, it truly is a unique product and people aren't searching for it, you have to basically generate and create your own awareness. The best way to do that usually is to tag on to uh categories with products that are similar in nature. So whatever your solution is and this is where the idea of intent comes from. So what does is the problem that your product solves? Okay, what are similar problems people who are looking to solve that problem have? How would somebody search for that? Honestly, those are going to be the ways that you would advertise. And then you want to figure out what that category is. and sponsor brand video, yes, is probably your best bet because you need to get people to understand what the product is because they don't know what it is. They don't know that they need it or that it even exists or how to search for it, right? And again, these are some of my favorite products to work with because they truly are like a puzzle to be unraveled. Like, it's not your typical SEO. advertising, you know, pay-per-click or anything like that. It truly is a trying to think about it from the customer perspective and how customers would interact with this product and what types of customers are probably buying this product. And so I love stuff like this. Um if you have further questions or you want to like dig into it more, I'm happy to uh give you even more advice on this because I love uh like super unique stuff like this. We are currently selling well in EU plus UK since we are based in DE Q4 we want to expand to US. What would you say are things to keep in mind? Differences to EU hidden costs, timings, etc. Things. Um the big thing the number one thing actually that I can probably recommend to anyone who is coming from the EU or UK into the US is to understand is going to be drastically more expensive. Um, it Advertising is going to be far more expensive. The amount of like EU brands that I know that are doing, let's say like a $100,000 plus per month in the EU, right, in like Germany or something and they are spending, you know, like $10,000 per month on ads and they're they come over to the US and they're like, "Oh yeah, I want to spend, you know, like $1,000 per month on ads. " I'm like, I don't recommend anyone launches in the US without like a minimum of a 2K budget. Like that's my personal recommendation now. You can you're going to have a hard uphill battle at the end of the day, right? So, if you have a relatively uh welling product in the EU and UK, you're going to get into the US and you're going to immediately be like, the US is more competitive. It sucks. PPC costs are higher. You're not going to have the same a cost. like you generally will have a lower a cost in the EU like near next to always but go into it with that mentality of like it's going to be more competitive but the like possibilities and the amount of sales velocity will be

much higher overall and you'll come out a winner right but you just have to be way more competitive in the US because there's just more sellers right but there's also infinitely more buyers as well which is the positive part of Oh, also the timings aspect. If you're going in for Q4, get your products in Q3, like late Q3. Do not wait to send them in for Q4, especially for a new launch. Thank you. We have a registered trademark in the US and we're selling the same product in Canada. We noticed a hijacker is listing on our product in Canada with lower quality. Uh, since we don't have a Canadian trademark yet, what is the best way to remove this seller? Should we pursue a Canadian trademark or would another action like a brand report suffice? If you don't have a trademark right now, you have no brand registry. So, you can't actually report them. So, yes, your only option here is to get brand registry through a Canadian trademark. Then you can remove them. That's the realistic over under of it. There's not much else to it. How do you structure your best deals? Do you do seven days on, 14 days off, or 30 days off, or something else entirely, or do you recommend doing price discounts instead between tier one deal events? Yeah, I I'm usually going to do a price discount. Now, the one thing is I probably wouldn't do it right now just because again, we're about to have Prime Day here in under 60 days. Uh, and so whatever that is, you're not going to be able to do like lower pricing from it. So, that's one thing to keep in mind. uh for that for sure. Um but the I think big part there is basically uh usually I don't like best deals all the time. If I am going to do a best deal, it's going to be like a you know 30 days off minimum type thing. It's going to be a dynamic pricing schedule with best deals, but I usually am just going to do regular strikethrough discounts. Maybe throw a coupon in there. I like promotional discounts as well. Best deals are just it's more like a once per quarter, once every two months or so type thing. Like I said, dynamic more than anything. I have five keywords in broad. How do you know when to switch the terms out or should I just leave them alone and create another broad? Well, I'd probably broad, but you're not necessarily going to switch them out. You're going to be looking specifically for search terms off of those broad terms uh that are getting decent clicks and conversions that you can then take out of the broad and put into Exact. And what is a decent click conversion? Well, let's say that you're getting essentially 10 clicks. You're getting two conversions, three conversions. You're seeing at a conversion rate between 10 and 20% with a certain search term. Fantastic. Let's pull that out and put it into an exact campaign so we can then optimize the bid a little bit closer on it. Now, nowadays, they have the ability to do like direct bid adjustments within the actual search term level. And so, those kind of things I'm kind of over under on yet the need for, but it's something I still would recommend. Uh Noah, should I start making YouTube video on Amazon PPC? I will explain strategy. Do you think I will get clients because I am done with low charge clients? Uh I recommend anyone to make content all time. Absolutely make content. Um don't expect your content to like blow up immediately. I mean, you know, look at us. We're at like 60k subs, but we've been doing this for like six, seven years now. Um we have 3,000 videos, right? Like it's not like it's an immediate thing, but it is something where every single week I get at least, you know, 20 or 50 of you people coming in here and asking all sorts of questions. So, can't hate on that either, I suppose. Uh catered audience, so to speak. Hello, Noah. We sell in US and Canada. Some of our listings have uh BIL pricing. What? Oh, build international listing pricing in Canada. Some don't. Uh do you recommend build national listing? And if so, how uh how we change other listings to BIL pricing? Um I actually do typically recommend it. I mean it's just easier to build international listings because you can do a direct onetoone connection. Um how do you get the pricing for it? You can just set your pricing still even with international listings. You can set inter uh specific pricing based on marketplace just by editing your listing. Um so there's the little inbuilt international listing. There's a little button for each individual as you can click edit on it and you can actually do the pricing there. Normally the pricing actually comes through as the uh difference between like let's say your US price and your Canada price based on like what the US dollar is, Canada dollar is so on so forth. So that's the only thing. Uh does BIL pricing automatically adjust for exchange rates? Yes, that's why it's BIL pricing. Uh what's the best way to keep your proper exchange rate pricing 100 plus skus? uh it automatically does that. Amazon calculates exch ex exchange rates all the time. So like for instance if you are getting paid out in Canadian dollars to US dollars, Amazon will

calculate that exchange rate for you and pay you out in your correct exchange rate. So simple. Is it smart to do multiple auto and broad campaigns to collect more data quicker? Yes. Uh I yeah I mean well auto campaigns eh not really. uh there's not a huge use for it in my opinion. But broad campaigns, yeah, I mean I don't recommend more than five to 10 terms in a campaign at a given time. And so if you have five terms in your broad campaign, you want more data and you want other things, you should add new terms into another broad campaign. Yeah, simple. Agree. Dumb customers. We get store reviews for pox. We don't sell hammock fade after one month. What can be done? We do not sell hammocks. Okay, that's a review where you gota you gotta ask Amazon to remove it. Like we don't sell hammocks. They're saying we sold a hammock, right? Like that's you just got to ask Amazon on that. Hi, Noah. Can I have two seller accounts on Amazon? One under my current company, another under a different but related company and sell the same product on both accounts. No, you cannot. Uh so this is the actual one only area that you cannot. So you can absolutely have two accounts. uh on Amazon. You can sell similar products under both of those accounts. Uh I could sell, you know, I don't know, I have I don't have enough things on my desk uh right now. I could sell, you know, this DJI microphone on one account and I could sell, you know, these cards on another account or I could sell my other microphone on another account. So, I have two businesses on Amazon, two different accounts selling two different kinds of microphones. one account sells this one, one. I cannot then list this one and this one on each other's accounts. The reason for this is that Amazon does not want uh people to sell the same exact product on two accounts because you have to have a specific business need case for having that second account. And also, it's anti-competitive. Think about it this way. If Amazon allowed people to have more than one account just by creating a new business LLC and sell the same products under that account, every single listing that has wholesalers, resellers would have 4,000 sellers on it because there would be people who just get all of these products and then create 400 accounts so that they get the majority of the buy box compared to other people. So that's the reason for it. You have to have different products but you can have two different accounts. 2025 my client hired many PPC expert. Uh whole year he lose 10K 100k sales. He hired me last three months. Sales improving profit 600. There you go. Great job. Thank you for your insights. Uh what would you recommend for the question I had regarding uh the challenging product to talk more in depth? Um yeah, shoot a message honestly pstone over to uh podcastamazon. com. Uh it's podcast Amazon. com with any just kind of like insights or anything you have. Uh I get direct access to that. I'll take a look at some stuff there. Um you know I like I said I like challenges like this and so more than happy give a couple extra pieces of advice, couple extra thoughts here and kind of look at it and kind of say hey you should probably do X Y and Z here and you know carry on your wayward son. That ages me. Is it true after six months, Amazon wants your inventory out of their warehouse or is it just long-term storage fees or something? Yeah, it's just long-term six months. I have to recheck. I don't remember if long-term storage is 6 months or 12 months. Might even be nine somewhere in there. Anyways, um all that being I think it's nine because it's 270 days and 6 months 180. Yeah. So, it's not longterm yet, but long-term storage fees. Yeah, Amazon's just going to charge you for those. Fun fact, um just little pro tip here, if you are having inventory that is about to hit long-term storage fees and you pull that inventory out to try and avoid the long-term storage fees, Amazon will not let you send inventory back in, usually for at least 30 to 45 business days. Uh and the reason for that is because they penalize you for trying to skip out on long-term storage fees. Amazon doesn't actually care at the end of the day how long you keep your inventory in. Obviously, it's going to penalize your account. the product ability to sell the longer it sits there. But Amazon is also more than happy to take all of your money for having that product sit there. So, there's that. On average, how many PPC campaigns do you have uh for your best-selling product? That's very broad of a question. There are I mean, is your bestselling product doing $1,000? Is it doing $10

million? Yeah, there are single products doing $10 million. By the way, um is I mean, is it a supplement? Is it a deck of cards? Is it I mean this I want to answer your question um Daniellea but the answer here is that it's way too broad of a question right because that's so it's so dependent on account like it's going to be dependent on your category product it's going to be dependent on your sales velocity what your advertising budget is what your you know number of keywords you're trying to target is you know so let's say you're doing I don't know 50 to $100,000 and you have a hundred search terms you're targeting, you're probably going to have around 20 to 30 campaigns, I would imagine, uh, for that. Now, same time, you could be doing a million, but you have a like hyper specific product that realistically only has like 50 high relevancy terms, you're probably still going to only have 20 or 30 campaigns just because you're very hyperfocused on what you're doing. But you could also have a really broad product like you know deck of cards and you could have 200 campaigns right it's very big it depends moment a little too broad also should I combine two products that are variations of each other in the same campaign or create a separate campaign for each uh I mean if they're variations you absolutely can combine them into one um there's no issue with that you should realistically have three campaigns you should have one that has them combined you have one for each indiv it or one for one and then one for one. So you have three total essentially. Amazon also dumb. I tried to list adhesive under a legitimate barcode. Uh and they swore blind. It should be a child's tricycle. Yeah. Oh. Oh. Oh. This is actually a UPC issue. Uh that's a that's not really an Amazon issue. It's actually more so uh someone else. Now you say legitimate barcode. If it's anything other than GS1, Amazon has no way to verify that. And even then, I would double check GS1 to make sure the coding of the barcode is correct because I have seen that problem where Amazon's like, "Hey, wrong category. " And GS1 was like, "Sorry, guy. We thought that this was a carrot. " And it's like, you know, uh, AK-47 or something. Who knows? Daniela, it's a deck of cards. Don't you lie to me, Danielle. Um, if it's a very generalized broad product like deck cards, right? It's very budget dependent and what you're doing from a sales velocity perspective more than anything. Uh, I mean, your top seller could have, you know, at launch, let's say, if you're just launching the product and you have like a $1,000 to $2,000 budget, right? I'm going to recommend the same old things that I always do. You're going to launch with an auto campaign. a category or competitor campaign. gonna launch with broad campaign. Uh you're gonna launch with an exact campaign. a you know gold campaigning campaign, right? So you you'll have all these campaigns, but over time you're going to add and the number of campaigns is going to be, like I said, very much dependent on how many keywords you're targeting and what your budget is. Are you spending $10,000 a month? Are you spending 50,000? Right? And it there's not like a rule of thumb here. You don't have to have a certain number of campaigns. You don't have to expand into campaigns. You can just optimize what you have. But you should, the more search terms that you have, have more campaigns just to, you know, build them out. You're very welcome. And that, my friends, is going to end it for us today because, uh, again, I'm just I'm very stuffed up here. I got a couple of things I got to bounce on uh bounce on today and get done. Oh, my phone captured my Flint's mint container with its magnet. Maybe I find this way cooler than anyone else does, but whatever. Uh, hope everyone has a great weekend, great week ahead. Uh, for those that are unaware, we are my Amazon guy. We're a full-ervice Amazon and direct consumer agency. We work with over 400 different brands right now growing and scaling them online, helping them just achieve profitability as well. And so if you're somebody who is out there and you're looking for some help growing and scaling your brand, feel free to reach out to us, my Amazon. com/book, book a call with one of my expert team members, maybe even myself to look at your brand, talk through, and see how we might be able to do the same for you and help grow your brand even more. So, hope everyone has a great weekend, a great week ahead. Like I said, I'll see you guys next week.