This is Part 3 of the interview with Aaron O’Sullivan from SystemsCultureImpact.com. This episode is geared towards people who are scaling up from 20-30 products to 100+ SKUs or product lines and people around the level of 6-7 figures per month that are looking to create a business development strategy. Check out Part 1 and Part 2 of this interview to find out more about the systems you need to set up in your life and business to scale.
Aaron O’Sullivan is the guest today from SystemsCultureImpact.com to talk about how to start a business online.
Today we have Brian Johnson of Sponsored Product Academy (& PPC Scope) to talk to us about PPC and the REAL reason for the end of Amazon incentivized reviews.
This is a guy that has been in ecommerce industry for years. He started out selling banking equipment on eBay for seven years before a friend pulled him into Amazon. He began launching his own private label products. This was about three years ago when Amazing Selling Machine launched.
The great thing about running an Amazon business is the freedom it allows in your personal life. You can go on holiday as you want and you can take a day off as needed. You set your own schedule and make your own deadlines. That also creates one of the more difficult aspects of your job as an Amazon seller, time management. Today on the show we have David Aggiss and we’ll be discussing time management techniques when you’re running an online business.
If you are first starting out, the challenge is finding enough time to work on your business. You have your full-time job, maybe a spouse and children, then your Amazon business on top of that. It’s going to lead to some late nights and long days. That’s the struggle of it. It’s important to set aside time-blocks for specific tasks. If you start working without this, you’ll end up working on a number of things and accomplishing nothing.
Customer service is a daily task. You’re probably going to be in Seller Central a lot anyway, which is a good thing so you can respond to customer questions and other issues as they arise. Once a week, you want to look at your listings. See if there is any way to improve them. You should take a look at your PPC and keywords to make sure they are performing how you want.
Expanding your business is an evening job. If you are looking to research new product lines or find new suppliers, make sure you have a few weeks available where you can put in some serious evening hours. You’re going to have to work everyday with emails back and forth with your suppliers, especially if they’re in China. Unless you can get on a Skype call, this process could take a week or more because of the time difference.
Skype is recommended to help speed up this exchange. However, keep in mind that if you’re looking into several suppliers, that Skype could get overwhelming. It is easier to maintain all the information if you limit it to email since that has understood, built-in limitations. Also, you will have a record of everything discussed.
If you find that you don’t have the time to handle everything that you need, consider outsourcing. Be aware of what your strengths and weaknesses are. Focus on your strengths, outsource your weaknesses.
If you are making enough money from your Amazon business that you can afford to outsource, then you are probably pretty proficient at the day-to-day Amazon tasks. Then you’ll want to continue to handle those. If your background is in web design, then build your website yourself.
If, however, you don’t know the first thing about building a website and you have no idea how to work on social media, outsource those. Chances are you can find someone that will do it better and faster. If a task is going to take you a week, but someone who is an expert can do it in a day, pay them to do it. The task will get done several days soon and you now have that week to work on something you’re an expert in.
While time management is important, focus management is as well. Like I said before, you have the freedom to make your own schedule, but you don’t have a boss to keep you on track. It’s easy to lose focus and let your business suffer because of it. You have to keep in mind why you want to run your own business. Whether it’s to have a luxury house, nice cars, or to simply spend more time with your family. Whatever it is, whether it changes over time, always remember that and let it be your motivation to stay focused.
Today on the show, I have one of the first contacts I made when starting this show, David Aggiss. I had him on, all the way back in November of 2015. Since then, he has given up the day job and is his own full-time boss. He has a few business, one of which being an Amazon business. We’re going to dive in and find out David’s strategy for selling on Amazon.com.
David started learning about Amazon in April/May of 2015 and began receiving some training. In about four months, he started selling his own product. He took off quite well in Q4. At the time, incentivised reviews were still allowed so he made that a large part of his strategy. His sales exceeded his expectations going from 10 units a day to 30 on average. He launched his second product in Q4 last year and focused on his listing since incentivised reviews were no longer available.
There are a lot of techniques for finding products. David decided to simply look through Amazon. This is a great technique for finding good products. Look for lower prices and low competition items when first starting out. If you find a good product and the listing isn’t optimised, then there is definitely an opportunity for you to sweep in and take over. You can use Google Trends, Merchant Words to help you find what popular and what people are looking for.
David didn’t use any tools to find products, like Jungle Scout etc. He didn’t know what his products would be so he wouldn’t know what to search. Once he picked the products, he verified through Jungle Scout that there was a demand. Now he has about 5 products he’s working through launching.
He search Amazon to find his products. He narrowed his search to products between $15 and $50 and looked for products that interested him. If you are interested in the product then it’s easier to relate and figure out what those buyers are looking for. Then you can tailor your listing to those shoppers.
Getting reviews has become much more difficult since Amazon banned incentivised reviews. With this new world, you have to pay more attention to reviews since you can no longer give products away in exchange for a review. One thing to pay attention to when getting started with a new product is the number a reviews your competition has. If they have thousands of reviews, it’s going to be much harder to compete because it is more difficult to reach a competitive level.
Make sure you competitors only have a hundred or so reviews so you can better compete. Then you can use other services to help get legitimate reviews. You can also try to get traffic coming in from off Amazon.Ads on Facebook, Google, and Bing are great places to start.
There are also ways you can use Amazon to boost your listing. Spending heavy on PPC at the beginning is a good way to drive traffic when selling on Amazon.com. Once your listing gets going, then you can cut back to where it’s profitable. One thing David mentioned was participating in Lightning Deals. These deals on put on by Amazon that offers their shoppers very good discounts for a very limited amount of time. There is a link underneath your Advertising tab on the main screen of Seller Central. It’s not all the time, but Amazon will offer you a Lightning Deal when it’s relevant. This is a great way to drive a lot of sellers to you listing and gives a nice boost to new products.
Amazon sets the parameters. They will tell you the time slot, the minimum number of units, and the sale price which is based on your sales history. David, for example, recently got a time slot for 1am to 7am. Not the best time as many people aren’t looking at Amazon so early in the morning. Despite that, he had an additional 40 sales from the deal.
It’s offers more robust to you PPC advertising. The top banner ad on Amazon, that is usually a link to someone’s storefront, that’s Amazon Marketing Services. Sometimes there are ads under the Buy box, those are Amazon Marketing Services ads. It’s more exposure and drives more customers to your products which, in turn, could lead to more sales.
It’s only accessible to vendors. This used to be invite only until Amazon started Vendor Express, which is open to everyone. Now you can get access to Amazon Marketing Services once you have a purchase order. So once Amazon orders product from you, then you have access to AMS and all the benefits that come with it. To learn how to get started with Vendor Express, please check out my interviews with Will Tjernlund.
If you don’t want to go down the route of Vendor Express, there is a work around. You can sell Amazon a product that you don’t intend to keep in stock. Go to aliexpress and buy 10 units of some item. Tell Amazon that you want to sell it to them and they will request samples. Once that process starts, you should be able to then sign up for AMS. Once in Amazon Marketing Services, you are able to advertise any products, not just the ones you have in Vendor Express.
Not only can you advertise products that are in your Seller Central, you can advertise products for items that Amazon doesn’t list you as the seller of. This is very beneficial if you have a Merch by Amazon account. If you sell Merch, you don’t have access to ads. With Amazon Marketing Services, you can then run ads for you t-shirts. You can check out my interview with Chris Green if you are interested in getting started with Merch by Amazon.
It may not be worth it, for everyone, to utilize Vendor Express beyond getting your foot in the door. There are many issues with it because they take over the listing and they tend not to optimise it so it converts. However, it’s almost a necessity for some. For example, Anthony has a friend that selling a health and beauty product that he makes from home. Since he makes it from home it is impossible for him to get ungated. However, by selling through Vendor Express he is now able to get past that since it’s technically Amazon selling it, not him.
Vendor Express is making strides to improve the listings by making some of it available to the sellers to be edited. Some aspects, like the title, you may need to ask Amazon and jump through hoops for, but it is possible to optimise your listing.
Get in touch with Anthony:
He has written two books about selling on Amazon:
Bootstrapping E-commerce: How to Import and Sell on Amazon
Bootstrapping E-commerce: Advanced Amazon Tactics
You can contact him at he publishing company
There are a few things to remember with an Amazon product launch. You need to get as much traffic and sales velocity for your product as quickly as possible. This is a given in any sales capacity. Also, you need to high rankings early, as in on the first page, using an important key word related to your product. Run a promotion when your product goes live which will get people talking and stimulate sales velocity. You can make your products even more visible by turning on the automatic sponsor ads. Lastly, go after some reviews and use family and friends, who will be sure to help your product out in the early days.
It goes without saying, you need to find the primary and most relevant keyword for your product. This is something that people will be able to identify and make the connection to you as the one selling said product. You should make sure the keyword(s) are in the title of your product AND inside the URL address. People can be very lazy so when they are looking for something they are overjoyed when they can find it with relative ease. You can run Facebook ads, external ads and even banner ads from Amazon Marketing Service. Aside from Anthony’s launch too, Zonblast, you can also use Keyword Inspector and Merchant Words.
This has a lot to do with the total views your product actually gets during an Amazon product launch. If you have a low number of searches in a month, say under 20,000, you could see sales velocity stimulation in one day, see some solid movement, as opposed to over several days. However, if you only spike with search hit one hour of each day, your average will be lower. It would be much better for you to spread it out over a number of days for better results. Anywhere from 4 to 7 days seems to be a good time frame in which to work from. It’s all about averages. If you can spread your views and sales over a longer period of time, it will average out to a total that will look much better to you as the seller and to a potential buyer as well.
Make sure you understand Amazon’s new Terms of Service. ‘Free’ sales or giveaways are now considered product manipulation. The big reason the Terms of service were put into place was to stop people from operating multiple accounts and thus being able to receive ‘sales’ of the same product anywhere from 50 to 100 times during an Amazon product launch. Specifically, Amazon are trying to stop buyers from receiving codes to allow them to do this for free. You can now have your product suspended for this. Always remember this and you’ll be fine: Real sales are unique sales to an individual.
Great customer reviews are always welcome but you should not depend on them to help boost sales of your product. While Amazon won’t remove or stifle a review if a customer got a discount on your product (remember though, no coupon codes for free) they can take down good reviews, paid in full by the customer, if they have been attacking the buyer accounts. There is also some unpredictability overall in terms of the reason or reasons why Amazon removes some reviews. All you can do is turn the review machine on, have a great follow up sequence in place, and get reviews as naturally as you can. The best way to success is to have a great quality product and then you can worry about everything else.