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198 Amazon Listing Backend – Part 5 of 5

Amazon Listing Description Webinar

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

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197 Amazon Listing Description – Part 4 of 5

Amazon Listing Description Webinar

Go to www.amazingfba.com/dana CLICK HERE if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

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#100 Adam Hudson on Amazon Basics Pt. 4

To find out more of Adam’s own strategies and tactics, CLICK HERE

Reviews are a major part of any strategy and you mentioned earlier that you want enough reviews to seem viable. Is that correct and could you expand on that?

Yes. It hard to seem credible if you have five reviews and everyone else has 100, so you have to work for those reviews.

How much is enough? And what do you do now that incentivised reviews have been removed?

How many depends on the product. It depends on what page one looks like for you products’ search terms. There is still opportunity out there. There are a lot of products with low reviews that are still dominating. Adam would use ilovetoreview.com, which he also owns, to get 25 reviews for products in the UK and 50 in the US.

Find out more of Adam’s latest thinking HERE

It’s only in the US that incentivised reviews are gone and it’s only compulsory reviews. There are other services that never guarantee the review but would push out your products at a discounted rate or for free. It’s not clear how it works, but it seem that after you get around 25 or 30 sales in a day then you products get a jump start and the sales keep rolling in. So even if you’re not getting a guaranteed review, there is still value in pushing your products out at a discounted rate.

Adam can only speak to his community at ilovetoreview.com, but the reviewers have been doing this for three years where they use the coupon, get the product, and write the review. So, they will probably continue to do so even though it can no longer be required.

Companies will continue to do this even if the review rate drops in half. Adam’s company has a review rate of 87% meaning 87% of products that were pushed out came back as a review. With these new rules, that will likely drop. And if it drops in half that means you will just have to send out twice as many products. This is a one-time investment for something that can generate income for life.

Another tip from Adam is to follow up with you customers via email. Especially in the UK, they are very responsive to this. Zonguru (which Adam also own) has this automation built in.

Every time you make a sale it can send an email when it ships, six days later following up with any issues,and 14 days later asking for a review.

Not only will this help in getting reviews, but it allows you to get ahead of any issues with the product, say if the box was damaged or the product wasn’t right, allowing you to take care of the issue without before going through Amazon’s return system.

Adam tries to casual in his style in his emails. Just a quick “Hey, how are you doing? Just wanted to make sure everything is good with the product.” He doesn’t try to sound like a big company with huge copy in the email, just a quick message like you would send to an acquaintance. 

The bogeyman in all this, as Adam puts it, is that Amazon can change this against this type of thing. They have already sued a bunch a review companies last year. All they have to do is make a change in the algorithm that scrutinizes those reviews that have reviewed an above average amount of products, and out of those, how many used a coupon and just wipe out those reviews. They can just remove reviews of people who are just reviewers.

No one knows how things will work out, but sellers will just have to adjust. They will still have to do product launches, just like every company in the world when they launch a new product. You just have to follow up and encourage your customers to leave a review. You only need 25 – 50 –  if you need more than that you’ve gone into the wrong niche.

As you say-  Amazon has the ability to wipe out these reviews if it chooses. It just drives the point, that at the end of the day it comes down to organic reviews and organic sales.

Yes. Just make great products that people like. It’s that simple. And don’t be impatient. Adam likes the way this is because it knocks out all the people that think they can get rich quick on terrible products. It’s about putting in the work. Putting in the effort. That gives him the freedom to sit around all day, and look at his seller account and see that he made $3,000 in  a day.

You mentioned earlier that you teach this stuff. How do you do that? Is it live webinars, live courses, group training?

He has a company called Reliable Education. The aim is to give people a realistic expectation going in and tell them the truth.

On the website, you can enroll in a free training program that is four videos where he shows you his home and drives you around where he lives in Australia.

He educates you on what the Amazon opportunity is, how to find products and his criteria for that. He teaches you about “Velicity Retailing” which is how to compound your capital over time.

All this leads to a paid programme which is an online course where you get access to about 90 videos that show you Chinese factories and how a 3D printer is made and a lot of very cool stuff.

It includes a private Facebook community and will link you with a mastermind group that they cap at seven people. Everyone signs a NDA so they can freely talk about what their companies are doing and talk on Google Hangouts or in person, and they’re all trained with the same philosophy of not being opportunistic, not get rich quick. They are solid people that want to build solid businesses.

They also have 12 coaching webinars with each member of the course. They have an onboarding program for every new member. There are two guys whose job it is to call every new member and talk to them and get a feel for them. They also have a program where they loan money to a 3rd-world entrepreneur, interest-free, and gets paid back over time. People seem to find a lot of value since their refund rate is less than 5%.

How do listeners get hold of you or find out more about you?

Just at reliable.education. Adam doesn’t really use Twitter etc. so you can’t catch him there – sounds like he’s more likely to be on his boat!

#59 Kevin King Part 3 of 3: Expanding your business and the future of Amazon

Kevin King part 3 of 3 show notes 

What’s working best in your business now?

Kevin encourages people to focus on Amazon. It is the biggest platform for online shopping and if you focus on maximizing on Amazon first, it will pay off. People are already there with their credit cards out wanting to buy. Since Amazon is always changing things, you need to keep tweaking your listings to keep up with the changes. You can’t just post your products, sit back, and watch the money roll in. It doesn’t work like that.

Once you maximize on Amazon, what do you do to expand off Amazon?

Kevin is working on getting into some big-box retailers as well has having his own Shopify site. Kevin has also found success using JoeLister. Using this tool is Amazon items are automatically submitted to eBay. Any sales from eBay are sent to Amazon for shipping and sends the customer the tracking number. It’s all automated. It does a relatively small amount of sales, roughly $1000-2000 a month. However, since it is all automated he doesn’t require any additional time and effort to get those sales. It’s free for the first couple listings and after that it’s only $29 a month.

He also has his own branded site to go along with his Shopify site to add legitimacy to his brand. That way if first-time buyers try to look him up they will see that his are valid products. However, these are just tools that support his Amazon business. Again, the main focus should be Amazon.

Another great tool is Amazon Assistant for Firefox.   This is a plug-in for Firefox that allows you to download your reviews from Amazon as well as the video reviews. He then takes those videos and puts them on his YouTube channel and links those back to the product listing.

Kevin has found that Amazon is a great way to refine and improve your products for another stage. He is looking into getting into big-box stores like Sears or Wal-Mart and has been taking feedback from his Amazon customers to make sure his products are at the highest level. The last thing you would want is to get into a big store like Wal-Mart and have a low quality product. You are going to have a lot of returns and the stores aren’t going to want to carry your products anymore. So use the feedback you get from Amazon and tweak and improve your products.

His long-term goals is to create a strong brand in these big-box stores so that he is covered if something happens with Amazon. If you’re looking to make this a full-time job then at some point you will need to expand beyond Amazon because at anytime Amazon could decide to unlist you. Therefore, in order to survive elsewhere, it is important to build a strong brand. Kevin is looking to take his brand to $10 million a year by the end of 2018 and he is well on his way to reaching that goal.

Kevin explained that he doesn’t want to have a huge business with a lot of employees. He tries to take care of as much as he can by himself because bringing on other people will really eat into his bottom-line. So he isn’t a big fan of outsourcing too early. However, many people don’t have the same background and might need help with shipping and freight and will need to rely on outside help.

Kevin is also looking to expand his business into the UK. Once he gets his VAT number he will be ready to test the waters in Europe. Europeans have very similar cultures to that of the US and are just as willing to spend money. The UK has the highest ratio of online shopping to income in the world. That means that they spend more of their money online than anyone else. Plus there are 60-70 million people buying that have similar cultures and buy similar products, so the UK is a great opportunity for expansion.

A big advantage to selling in the UK is that it will be much easier to expand into other parts of Europe. Customers in, let’s say France or Germany, will have the opportunity to have their products shipped from the UK. When his sales reach a certain point, he will have to open accounts in each of these countries, but until that point he can base it all out of the UK.

A word of warning is that you need to make sure that your products can have a high enough margins because your costs may be higher when selling in other countries due to regulation cost, but more importantly, currency exchange rates. For Kevin, he will be buying everything in USD, but selling them in the UK with GBP. If he has a slow moving product and ships 1000 units, it may take him a year to sell through them. In the meantime the pound gets stronger against the dollar and now he’s losing money. For UK sellers, certain political events are having an effect on pricing, e.g. the Brexit.

What can listeners do if they want to get a hold of you, or find out more about you?

Kevin has considered consulting but doesn’t feel strongly about continuing that. He recently offered a free 15 minutes session and got about 30-40 hits on it from all over the world. Over a few days he worked with each of them, looked over their listings and helped them improve. He quickly realized that you can’t do both. You can’t do consulting as well as selling. For Kevin, consulting isn’t scalable. He can’t make money while sleeping unless he makes a course. At the rate Amazon is changing the course will quickly go out of date so he will focus on that. He is considering starting a mastermind group in the future where people can come in for a four hour session but that would be it.

Other than that you can find him on several of the American Amazon FBA groups on Facebook or just look him up on Facebook, Kevin King in Austin, Texas.

What do you see coming in 2016 and 2017 in the future of Amazon?

  • An increase in the cost of pay-per-clicks as more and more people and brands begin to see the value in it.
  • Amazon will likely clean up the catalogue. This has already begun with limitations on titles and bullet points. Kevin believes it will go even further by cracking down on images. You’ll probably see fewer banner ads and such and a heavier enforcement of guidelines.
  • Part of the problem is private-sellers who are both good and bad. Third-party sellers make up more than half of the sales on Amazon which means more money for Amazon. However, you have a lot of products that are the exact same thing just under different names. To address that you might see higher barrier to entry.
  • One such barrier could be a crackdown on UPCs. Rather than buying official UPCs from GS1, sellers are buying duplicates on eBay. So rather than being another seller on the same listing, they put it under a different UPC and have its own listing. So one thing you might see to combat this is to unlist the product if the UPC doesn’t match the database.
  • Another prediction from Kevin is an increase of big brands. Right now these small private sellers are able to compete because the big brands don’t have much focus on Amazon. They have some low-level employee putting generic information on the online store just so they have a presence. One change could be the brands putting more focus on Amazon and having a stronger presence. This could be an opportunity for some sellers. If things aren’t working under their own brand, they could approach these big companies with their experience and offer to handle their Amazon business.

Do you have any final words for Amazon sellers?

If you are willing to work hard, put in the time and dedication, and have a little money to play with, you will succeed. Just stay positive. take your failures as they come; learn from them and get better.

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#45 Amazon Master Seller Will Tjernlund Part 1 of 2

Episode #45 Show Notes: Will Tjernlund Interview Part 1 of 2

How did you get into Amazon Private Label Selling?

Will’s brother started selling on eBay around 2003 and ordering from Alibaba.  Will was 13 asking million Qs. Aged 16 he did different forms of RA selling on eBay using his dad’s CC! He started selling on Amazon Full Time about 3 years ago.

Where are you at today with Amazon Private Label?

Will has sold $10m in 3 years. He’s outsourced the part where he has to be there. He’s travelling and running his business from his laptop (like Greg Mercer! – see episode #42)

How did you do that?

Some wholesaling from US brands and Canadian brands and Private Label. If he can see a risk free dollar to invest for $1.20 in a couple of months, that’s where he’ll go. Basically he’ll follow the cash! 

How do you know where the cash is?
Two paths
1. People do a bunch of research for 2 months, order a sample, test it, brand it, get logos made, finally get nice packaging, get 2000 units into amazon, give away a few hundred units.

2 Will might call a US based brand, lots of products on Amazon, 100+ reviews but they’re not Prime.

He’ll call them, say, “Your account is not being well run,  so most of your customers have to pay for shipping. We can run it better.”
He’ll order lots of product. He can see if that they sell $50k, he can buy $5000 worth and flip it in 10 days and make $2500 while the other person is still doing their research!

Do you just go after individual keyword opportunities or build a brand?

If you see a wholesale company where say 10 of their 100 SKUs sell like crazy -Will often will Private Label one of those so as to offer the illusion of choice to the customer. But he will sell both the wholesale product and his Private Label product.

So it’s going after a microniche?

If you can take over all the listings on one page, it’s very valuable. Make all the listings individual rather than Parent-Child IF it is a low-competition keyword.

Do you just not bother with Parent-Child relationships?

P-C makes a lot of sense if you’re after a competitive keyword because you’re trying to drive all your sales to one listing. But if you have a low-competition keyword, it makes more sense to own the first page. 

Does that take a lot of capital to invest?

If Will sees that a brand sells $50k a month, the first order was still just $5K to return $7.5K. Then you reinvest for $11K and then keep doing that. Turn the cash around as fast as possible. Go after their hottest sellers and this is much easier. 

Example: One brand Will bought from recently had an average selling price of $150 for its products.

He ordered about 50 of their hottest selling products and sold those out within 5 days.  It’s all about turning your cash as fast as possible.

For those just starting on first product, how can you use this approach?

Fake it till you make it! Find products sold by a wholesaler that  are not being presented properly on Amazon. Make a free one week Shopify store, put in pictures of products and prices. “willsshovelstore.com” and an email.

Email them and say: “We’d love to sell your products. I’m looking to Place an order for $5000 right now. “ If it’s a $5m company,  that’s over 1% of revenue so you’re a salesman’s dream.

Then on to the next?

Yes! You cut so much BS out: creating the UPC, photos, listing creation etc. because they already exist! So you just accept products in, send them back out to Amazon and then move on to the next brand.

If Will calls the brand and spends 2 hours on the phone and ends up making $40,000 profit in a year, that’s $20,000 an hour income!

He’s not wasting his time building a brand. Getting cash in, not spending 2 months to make a logo.

Michael made a similar mistake starting out, which took 5 months to go live. The competition goes crazy, you don’t know if it will sell out- it’s all risk, little reward. Will takes little risks and gets rewarded multiple times: the aim is to make 20% return 6 times a year[=around 300% annual ROI- Michael] instead of trying to find one home-run product that will make you a million a year. 

It’s a lot easier to sell  1000 products once a day than 1 product 1000 times a day.

Isn’t the downside of that getting cash tied up in inventory?

So just order a week’s worth of inventory. A lot of US brands will have just 3-10 day lead times. 

So a really different model than everyone is teaching?

It’s hard to teach Amazon in general because everyone has different education, cash, cash flow, they have different responsibilities in life…it’s hard to write one course that suits everyone.

Are you basically saying you would do wholesale first and Private Label afterwards?

More times than not, it’s super obvious. Say Will buys a product from a wholesaler for $40 and they want him to sell it for $150. If there’s that much margin, it must be bought from manufacturer for $10-15. Will goes Alibaba and confirms his suspicions. Then he’ll source it and sell a Private Label version for half the price. A lot of the time, customers want the half price product as much as the named brand version. So you’re selling it on price not brand.

For those just starting on first product, should they go for wholesale or Private Label (ie look on Alibaba etc.)?

Alibaba can be great, Will advises going after the lower-competition products. If you’re making $10 profit and selling 10 a day, that’s amazing, that’s $36K a year.

It’s so much easier to go after a lower competition product than after a product selling $50K a month. A lot of the time they are being sold by someone making a loss to keep the competition at bay. 

Will likes to see one listing with 300-400 reviews (shows demand) and lots of listing under it with 20-40 reviews (competition is low). With giveaways Will can get that number very fast and get the 2nd Place spot. The 2nd listing down can sell as many as the 1st. The 1st may just have been there longer.

What are the biggest problems you see with people launching their own Amazon business?

Just not getting started in the first Place! Analysis Paralysis on research.  Working on the business without making cash.

The other thing is cashflow. If they have $5K to invest, they order $5K of product, that means they don’t have enough cash to order new inventory before running out of stock. If they have a 30 day lead time, and invested all their cash in inventory, selling too much too quickly can be a problem.

What’s the solution?

The solution is to only put half of your investment cash into any order.

For example, Will and his brother ordered a container of knee scooters for $40K. That was 210 units.  The lead time was 60 days from ordering to in stock at Amazon.

On the first day, they sold 7 units. If you do the maths, that means 210 units would sell out in 30 days (no. units/units sold per day)  So they had to go back to the supplier that week and place another $40K order.

 If you only had $40K in the first Place, you’d have to wait until you’d sold ¾ of your inventory before placing an order, which means you would be out of stock for 2 months.  If you sell 20 units on the first day, do your multiplication!

While generally taking out a loan to start an Amazon business is not good, when you have proven sales, and you need to get back in stock, this is a good time to get a loan from family or friends.

Will has been talking to private equity firms who want to lend to Amazon businesses because they love proven cash-producing products because they are tired of investing billions in startups with no turnover!

What are the other big mistakes do people make when launching their products?

Not thinking through:

  1. How will you get on page 1?
  2. How will you stand out? What will make the customer buy your product over someone else’s?

Will will often do it via price but also it can be being differentiated. 

What are others tips on differentiation?
Size – if everyone is selling a 10” pan, sell a 6″ or 12” each

Colour – If everyone is selling a black product, sell a pink one. Even if the demand is lower.

Will sometimes stands over his mother’s  shoulder to observe her buying style.
She doesn’t really care about 3 vs 5 bullet points,  she doesn’t know about all the reviews- she’s not in an Amazon bubble! She takes about 2 seconds before hitting the one-click checkout button.

You need to stand out quickly via something visual – people aren’t interested in reading text. 

What other big mistakes do sellers make?

That’s about it. Either sellers  don’t have enough cash or they try to sell a product they can’t rank for. There are few other problems. Getting ripped off by a Chinese supplier is very very rare- but Will gets many emails saying “I sourced this super competitive product and I have 5000 units, what should I do?”

If you recognise you’ve got into an over-competitive product, there isn’t much you can do. You could try giving out lots of units and spiking the sales rank but otherwise, sell them as a job lot on eBay! 

You should have started smaller or tested demand some other way. So the mistake has already been made.

Be “Young Dumb and Stupid” – a lot of smart people try to over-complicate Amazon – just sell a good product at a good price, then move on to the next one.

The biggest things to differentiate yourself are product selection and good cashflow management. 

Will listens to no Amazon podcasts and instead reads general business books and applies general business principles to the Amazon model and it “turns out pretty decent” [$10m in sales!]

How can people contact you, Will?

Email: williamtjernlund@gmail.com
Twitter: @wtjern
Website: www.amzhelp.com
Facebook: www.facebook.com/tjernlund

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on yt sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask

 

#40 Amazon Marketing Mastery Mini-Series: Niche Market (Part 1 of 7)

Show notes for Episode #40

Master Marketing Principles Mini Series: Part 1 of 7

Principle ONE: NICHE MARKET

Market=Buyers (Demand) and sellers (Supply)

They work in a Marketplace like Amazon

First thing is to find DEMAND

Understand the Buyers=Shoppers=Potential Customers

You need to define a PERSON and a PAIN (or PROBLEM)

PERSON implies Demographics eg age, gender, geography

PAIN implies Psychographics eg Personal Values, Motivation to Buy, Like Quality; Value low price etc.etc.

For example A 40-year old man who live in London

He wants to see clearly at night and not have to find batteries;

high Value: time, safety.

Competition (Sellers)

Look at competition through shoppers’ eyes –

They are looking for BENEFITS eg you can see clearly at night

Not FEATURES eg special lens on your light

So translate Features into Benefit

For example:

“Special NightVision (TM) Lens  – so you can see really clearly at nigh!

Rechargeable Battery XYZ type – so it will last for longer.

No more hunting for AAA batteries!”

Be a member of your target market if possible.

But then Ask  people (e.g., in person; survey; etc) to build up a picture of your ideal customer:
WHO are they? (PERSON) WHAT do they want? (PAIN)

Remember:

“Whoever understands your marketplace best, wins.”

 (Andre Chaperon of Autoresponder Madness)

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on yt sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask

 

#38 Amazon FBA Q & A Tuesday No. 1

Show Notes for #38 Q&A Tuesday No. 1

This is a brand new part of the Podcast, dedicated to answering questions raised in the Amazing FBA Facebook Group

Q1: Packaging your products

A1: Always ask your supplier to reinforce (priority order)

1. corners (where 3 sides meet) 2. edges  (where 2 sides meet) (3. sides is a bonus)

They won’t charge much more but won’t do it unless you ask. They work on wafer-thin margins but you shouldn’t!

Also ask for minimum 10% replacement packaging (to replace damaged packaging) to be sent along with your products to your warehouse in USA or to your home/office/warehouse in the UK (eg 500 units order, add 50 spare packaging boxes). 15%-20% is safer.

Q2: Has anyone used AMZTracker for reviews? How many reviews can I get from 50 coupons given away? How fast do reviews come?

A2: I’ve tried Snagshout (several promos), Tomoson (2 or 3 times) and AMZTracker (maybe 10-15 times!). I must say, AMZT is the cheapest/easiest and mostly the best. I’m wary of Amazon review clubs, so haven’t used them.

The simple answer is about 66%-70% so probably about 35 reviews from 50 giveaways.

Generally reviews should be mostly done within 2 weeks – many within a week.

Don’t get too obsessed with Review NUMBERS only; pay attention to the AVERAGE review (e.g. 4.8 stars) and the quality of individual reviews: plenty of detail is important now. Photos are good. Videos even better. AMZTracker seems to give good detailed reviews but the reviewers can be critical.

To ask your own question, join the Amazing FBA Facebook Group

Q3: Anyone fulfilling from the US to the UK?

A3: Broadly speaking – don’t! Get the Chinese (or US) suppliers to send directly to Amazon USA.

If you have inventory in the UK and want to send it to the USA as a test order, I’d use DHL or UPS.

BUT Air freight is often similar to or more than actual manufacture costs. Then you have duty, warehousing costs and Amazon inbound shipping to pay. So for anything over say 10-40 units (depending on size and weight of course), it’s probably cheaper and easier to go back to your Chinese supplier.

Q4: Is it worth using FBA Inspection’s photography service or is it better to use a proper professional photographer?

A4: I would personally use my product sample with the best pro photographer you can afford. I use Brian Cottam (and so have several members of this group, with great results).

I haven’t used FBA Inspection for product shots so I can’t speak from experience, but I would stick to using FBAI to just photograph any flaws with the product.

Also I would suggest getting someone in the same time zone or even similar area. A relationship with a great photographer is a crucial asset in your business. If you get a chance to meet them physically at least once, it’s a great bonus.

Q5: Do I need to be registered as a company or sole trader to set up my Amazon seller account? Do I need a reg business number?

A5: You can set up on Seller Central and change over from Sole Trader to company pretty easily.

I did this myself (although it was about 18 months ago or so).

The simplest path is to start off as a sole trader. If you don’t have much time or business experience, I recommend it.

However, setting up a company is simple and quick. I used Companies Made Simple  (as recommended by my accountant, Penny Lowe).

 The 3 bits of paperwork you’ll need to deal with after about 12-18 months are:

1. Annual Return (5 minute job max – easy)

2. Corporate tax return (involved- get an accountant to help)

3. Annual accounts (with Companies House) (also use an accountant).

This is more work than a personal tax return. However, you’ll probably need to use an accountant either way. AND you will be able to separate your business and personal tax situation, which is HIGHLY advisable!

This can wait till you’ve proven the market so don’t get stuck on this. But if you’re more serious/have more time/are putting more money in, I’d advise this route.

To ask your own question, join the Amazing FBA Facebook Group

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on yt sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask

1

#35 Amazon Sourcing – Big Picture Strategies with Peter Zapf of Global Sources (interview part 2 of 2)

 Peter Zapf of Global Sources has 15 years’ experience of sourcing from his hot seat in the action in Hong Kong.  He spoke with me at the end of March about all things China Sourcing related. In Episode 34, he discusses tactics. But in this half of the interview, he discusses some big picture strategies with huge implications. Required listening for the ambitious Amazon Entrepreneur!

SHOW NOTES FOR EPISODE #35

1)      Product strategies: 

a.       commoditized light vs. differentiated heavy 

Many people are using the same Criteria for product selection,  e.g., light, small, can be air freighted, etc.

The problem is that if everyone uses the same product criteria, you end up with huge competition.  Yes, they’re easy products to start with, but the space ends up crowded.

There is  nothing wrong with starting with RA (retail Arbitrage)  or commoditized products – it’s a great way to learn about importing, working with Chinese suppliers, creating a product listing, PPC (Pay Per Click) advertising etc.  It just doesn’t seem like a long term business to Peter.

If for example you choose large, heavy products, you have to use ocean shipping, which means there currently is a lot less competition.

You’ll order need to place a larger order to make the logistics make sense.  So there is more capital needed upfront and it is tied up for longer sitting on the ocean.

These are problems to solve but they are also barriers to entry.

  Your own design is the next step as an even bigger barrier to entry.

In retail Arbitrage, you’re competing for the buy box with the exact same product.

With private labelling, at least you are not competing for the buy box. But If the supplier designs the product, you are competing for ranking with essentially a commoditised product that others can sell.

Your design will protect you more from the competition if it is harder to copy. For example, a longer or thicker yoga mat is not a very hard difference to copy.  Often this depends on the amount of money you have or are prepared to invest.

If you need for example to use a designer, get regulatory compliance checks done, use lawyers and legal contracts with manufacturer, the supplier needs to make a new mould…this all adds to the cost and complexity and makes it harder to duplicate.

This then becomes more about how to minimize your upfront risk. Say if you create 8 new products, how can you set things up such that you only need 4 to succeed to break even, rather than say 5?

There was a famous example of a company called “Quirky” which went out of business recently.  They spent $400,000 ( http://www.theverge.com/2015/4/24/8488531/quirky-invention-powered-by-quirky) designing a blue tooth speaker – and then sold 30 units!!

Trademarking and Patent protection can be complex.

But Trademarking is much easier, faster and cheaper than patents. It might be that you can get a U.S. trademark something for a few hundred dollars. Worth checking with a company like Legal Zoom

How to minimize your risk/reduce costs

Think about reducing supply chain costs:

  Logistics:  use ocean shipping to improve your price competitiveness (or have more margin to put into advertising).

How can you fill a container to make the max use of the space?

Can you spend $200 to have the pallets of goods delivered from US port to an Amazon warehouse in California rather than $hundreds to go across the US?

Reducing supply chain costs by removing a step:

Flexport recently explained to Peter there are two options:

Option 1: Have freight forwarder take freight all the way to a specific Amazon warehouse (so set up on Seller Central BEFORE setting up freight from CHina) or

Option 2: Freight Forwarder will usually have own warehouse, so get it sent there rather than FBA Inspection etc. then on to the various Amazon Warehouses.

Ocean shipping: If Amazon asks you to send products to say 3 different USA warehouses, if you set that up before finalising your freight/shipping, you can get your supplier to break it into the right number of pre-packed pallets. This means your consignment won’t need reworking inthe USA.

This saves a step/time but also reduces costs: Your supplier is likely to do this at no/low cost.

Order quantity: Order large enough quantities to get a reduced price per unit and economies of scale in the supply chain.

Packaging – can you reduce the costs?

3)      China Suppliers competing with you on Amazon:

There are manufacturers already selling on Amazon. That’s the bad news. The good news is that most of them don’t always want to commit a lot of money and energy to it because they are used to getting paid upfront; on Amazon, they have to wait a longer time for their money! Also, they are not usually so good at listing copy and photos, custom service and the other marketing functions.

HOWEVER there are a lot of domestic China Private Label Sellers (not manufacturers) selling from China.

Peter has talked to them and they say their disadvantage is that they don’t understand consumer needs.

BUT they are very good at commoditized products e.g. Power Banks for mobile/cell phones. So be wary of commoditized products!

Some are creating their own brands and competing on price.

You advantage is understanding your local (national) consumers better, so you know what product changes are needed. To the extent you can take advantage of that, you have an advantage.

Knowing your own customers helps greatly with product selection.

Also you have native speaker language skills, knowledge of good product listings, photography etc.

4)     Differentiating your  products: 

Basically you may need to make some kind of upfront investment to really differentiate your product (time and/or money). Then the key becomes mitigating risk.

Here’s a possible strategy:

1. Crowdfunding- get a design then post it up in Kickstarter or Indiegogo. This validates the idea and you can get the money upfront for an initial production run.

2. Make sales on Amazon to prove product acceptance, margins, sales volume and customer response (reviews)

3. Sell to brick and mortar retailers, leveraging feedback from Amazon volume, revenues and reviews to convince the retailer it’s a great product.

Retailers will also need to know you can replenish inventory within say two weeks. So you would need local warehousing (as your supplier would probably need about 3 months to manufacture and deliver a new consignment of product if you are shipping by ocean).

Parting words:

Don’t let setbacks hold you back. Learn from them, then move on.

For example, an “incorrect” product selection can be frustrating.

But  you’ve still learnt so many skills: product research and selection, finding suppliers, communicating with suppliers, setting up supply chain, creating Amazon listings, PPC marketing, keywords etc., etc., etc. So you can take those skills and move on to the next product.

If looking for products, try Global Sources!

For more help with the sourcing process: go to www.smartchinasourcing.com, which is another website run by  Global Sources.

Global Sources is also running a Smart China Sourcing Summit co-located with their Hong Kong trade shows.  Danny McMillan will also be speaking there.  Information at http://www.globalsources.com/summit

There are many guest posts – look at the links to the authors and follow them, to get more info on particular topics.

For actionable tactics from this first half of this interview, go to Episode 34.

To ask Questions for Peter for his follow-up interview,  go to our Facebook Group.

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on yt sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask.

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on yt sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask.

1

#34 Amazon China Product Sourcing -Peter Zapf of Global Sources (part 1 of 2)

   This episode, #34, is the first of two parts of the interview with Peter Zapf of Global Sources. Peter has a huge background in working with Asian (mostly Chinese) suppliers and the whole supply chain. He has a fantastic ability to bring common sense and  simplicity to these complex issues.  

Show notes for Episode 34 (Tactics/Qs)

Peter has been working in Hong Kong for Global Sources for about 15 years.

Global sources has existed for about 40 years. It exists to help sellers/retailers find manufacturers and vice versa. They started off with magazines; since 1996, they have a website (http://www.globalsources.com); since the early 2000’s, they have run Trade shows twice a year (in April and October), in Hong Kong (http://www.globalsources.com/exhibitions).  They’re also running a Smart China Sourcing Summit for FBA sellers at their trade show (http://www.globalsources.com/summit)   

Tactical Qs (FB group) RECENT POLL/EMAIL & from recent FB group posts:

What are the pros and cons of using a sourcing agent?

The pros: often they will get you a lower price so they will pay for themselves.  And they provide feet on the ground.

Cons: Agents have a reputation for taking a cut from both sides – it could be an extra cost because you’re not going direct to factory.  Also, It’s an extra layer of communication which may be a hinderance, especially with a complex product.

Is travel to China, to source products, necessary to grow your business? 

Not really. Email and Skype work well for people starting out.

If you go Full time with your business, it’s very worth considering.

Travel “Lite” is to visit the Trade shows.

“Full” version is to go face to face and travel to meet the suppliers in the factory.

How do you work out what a “good” price is [for a product]?

The best thing is to get multiple quotes from different suppliers. Then go back to your preferred supplier and say “We’d love to work with you but can you match this price?”

However, low price is not the only factor! Consider also:

1. If you squeeze the price, the manufacturer will have to cut corners. This will lead to Quality Control (QC) issues. “You get what you pay for.”  Think about how you want to balance cost and quality. 

2. If you have say a 5% defect rate, that will lose any financial gains you make.

3.  If your product costs are about 25% of your Amazon selling price, a 10% rise in your buying costs only add about 2% to your selling price.

Other ways to save money than just product cost:

Ordering bigger quantities.

Going to directly to the factory vs. using an intermediary.

Using sea vs. air freight.

Shipping direct to Amazon warehouse vs. stopping somewhere in-between.

How your whole supply chain is set up is important for price.

How do you know if you are dealing with a factory rather than an intermediary?

Look at the Global Sources site and look at the Business Licence and see if it includes a word like “manufacturer”.  This works reasonably well in China.

But be aware they may manufacture some things but trade others!

The only way to really know if they manufacture your desired item, is to hire someone to visit the factory or do it yourself. (Compare name on business card, paperwork, factory itself, etc.)

Inspection and Quality Control (QC)- what are your basic recommendations?

It depends on the product but this works well for most categories.

1.    Get several samples. 

2.    Write down everything you don’t like about them.e.g. batteries don’t go in easily; doesn’t turn on; scratches, dents etc.

3. Make an objective list of QC criteria.

4.   Include this list with your Purchase Order. Your supplier may say “No, we can’t deliver at this level.” but it’s much better to know that up front!

5.   Make an initial payment of 30%. Never pay 100% at this point.

6.   Bring in a 3rd party inspector to do a Pre-Shipment Inspection. They should use your QC criteria from your Purchase Order (plus whatever you feel is also relevant).

7.  They will then send you an inspection report.

8. Only then, if you accept the shipment, do you release the remaining 70% of the funds.

By telling the supplier upfront that you’re having a 3rd party inspection done, you’ll get lower defects.  You are signaling to the supplier that you care about quality.

Inspection costs about 300 USD per man-day (for a 1st/2nd tier level Inspection company), and one man day is enough for a typical Amazon buyer shipment. 

How to set up the quality control level?

AQL (Acceptable Quality Limit) is the main [internationally standardised] way to set quality control level and the statistics depending on order size.

Define in your QC criteria if a  problem is =1. critical defect; or 2. major defect; or 3.  minor defect.

Minor=> customer won’t return product eg box folded wrong

Major=> product still works but customer may return

Critical=> product doesn’t really work.

Set how many critical/major/minor defects are allowed:

AQL level Big Box retailers use is 0/2.5/4 (critical defects/major defects/minor defects)

Higher quality: 0/1/2.5

A lot of shipments actually do not pass inspection but the buyer still okays the shipment the buyer may be okay with the minor defects and request improvement for the next shipment. 

Get advice on these topics from your inspection company. 

Overview of the inspection process in this multi-part article (Part 2 is my favorite): http://www.smartchinasourcing.com/home/china-product-quality/2485-managing-qc-inspectors-part-1-the-hiring-process.html 

Description of AQL here: http://www.smartchinasourcing.com/home/china-product-quality/354-back-to-basics-what-is-the-aql.html

How do you set an appropriate quality level? 

If the customer isn’t going to return the product, give negative reviews or negative feedback, then it’s probably fine. So that’s probably the main criterion for rejecting or accepting a batch.

This is another reason for not beating the supplier down too high on price!

Ocean Shipping

Do you recommend shipping insurance?

Like all insurance, it’s easy to get cover but it’s hard to get a payout if needed!

The actual probability of a loss is mathematically low. It comes down to risk tolerance.

If you can afford to lose the money, it’s may not be necessary. If it would bankrupt the company, that’s when to get insurance!

What is the cost difference between ocean and air freight?

There was a recent study on a product that was medium small sized, and they calculated a cost per unit of $6 by air and about $1 by ocean.

There are fixed port costs either end. A very broad rule of thumb is that above 150 kg or 3 cubic metres, sea shipping makes more sense. Also very bulky items need to go by sea (because of volumetric weight)

Customs clearance

How do you handle customs clearance at a US port? (also: What is the cost of customs clearance for sea shipping? How do you select a customs clearance agent for SS?)

Answer to all of these: let your freight forwarder handle it! Peter has talked to the folks at Flexport (based in the USA), but the industry is fragmented and there are many, many freight forwarders.

The Freight Forwarder will ask :

1.    Do you want

a. EXW (Ex works) (pick up straight from factory gates?) or 

b. FOB (Free On Board) (the supplier will get the products on board ship then the Freight Forwarder takes over)?

2. Where do you want it delivered to?

3. What are the dimensions and weight of the product?

They’ll handle port fees and inland freight fees. And they may or my not include duty in the quote but if not included in quote, and they will bill you for it.  When Sea shipping, always use a freight forwarder!

Do you need a freight forwarder for air freight?

Be clear about the difference between Air Freight or Air Courier service.  Here is a good article: http://www.thesourcingblog.com/air-freight-from-china-explained/

The latter is eg DHL, Fedex, UPS. [You may get away without a freight forwarder for this. I have several times. But it’s not foolproof- I also got burnt once! – Michael]

For air freight proper, you probably need a freight forwarder.  If in doubt – ask a freight forwarder if you need to use them!

Do you need a separate customs broker?

The Freight Forwarder will usually either have that in-house or have a relationship with one. So basically they take care of it.

When making initial contact with Chinese suppliers, should I act as if [I am] the buyer and have to OK prices with my boss?                     Peter doesn’t recommend starting a relationship with “untruths”! Mostly the reason for this is for price negotiations. That leads back to price vs. quality trade off (plus the time and aggravation spent on negotiating for small price differences)

If you do want to negotiate on price, you can focus on getting multiple quotes and then compare. (Traditional retailers also figure out the costs of materials and labour and add on margin for the supplier, but this is more complex)

Is it true that Chinese factories generally give you a price that is close to the cost of production?

It can be. Chinese factories often get their profit margin from the VAT rebate of say 9-17%.  If you are getting a good quote, the price can be close to cost – depends on how good your price is!

Any advice on Sourcing from US, UK and European Manufacturers?

This is not something that Global Sources focusses on although the issues may be mostly the same.

Is using a gmail address OK for contacting suppliers? (because of spam from would-be suppliers)

Suppliers are also getting more sophisticated – they will often look up you and your company in eg Linked-In. Good suppliers are capacity constrained. The new suppliers and ones that will work with anybody may not be the ones you want to work with!

To convince the good suppliers to work with you, you want to come across as well as possible (although some of the buyers from the larger retailers do use Gmail to avoid spam).

Try to have a company domain, a company website. Give background about you that sells you as a legitimate and experienced buyer or at least an experienced business person. 

NEXT EPISODE

In Episode #35, Peter gives his strategic big-picture thinking about how to develop a long-term sustainable Product business. Amazing thinking that I have not heard anywhere else. Stay tuned!

NEXT EPISODE

In Episode #35, Peter gives his strategic big-picture thinking about how to develop a long-term sustainable Product business. Amazing thinking that I have not heard anywhere else. Stay tuned!

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on your iDevice.

For Android listeners – Download the Stitcher Radio app (free) and search for “Amazing FBA Podcast.”  Or, if you have already downloaded a podcasting client, follow the directions in the next sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask.

1

#32 Amazon Ads Specialist Danny McMillan- PART TWO of Interview

This Episode, #32, is the second half of an interview that was prompted by our very own Facebook members! They said in a survey that Amazon Ads were the area they most wanted expert help with. Danny McMillan, himself a member of the group, responded by giving many golden nuggets to our listeners.

To connect with Danny, click on these Links: Linkedin@dannymac1000 (Twitter); Facebook

LINKS TO DANNY’S SPREADSHEETS: click here

SEE DANNY’S DETAILED NOTES HERE

This is the SECOND of TWO episodes containing this interview.

The first Part of the interview is here

SHOW NOTES FOR EPISODE #32

RECAP OF DANNY’s RECOMMENDED SIMPLEST ACTION SUMMARY:

Week 1. 

Create first auto campaign. 

End week 1: Cut and paste keywords into Amazon and check for relevance ;add negative exact keywords to the campaign that don’t fit your product criteria. 

If needed, tweak product page (title and back end keywords) but be mindful that wholesale changes can / will affect rankings

Week 2: 

add second auto campaign with higher bids

Week 3: 

create a bridge to manual campaign. 

Weeks 4+:

Use 3rd party tools to gradually add keywords

WHAT TO DO WHEN YOUR SALES DROP OFF 

Mentality of patience is important. 

Manage your own psychology. 

Imagine that you are selling 10-20 units a day, then that drops off to 5-10. A day. 

The worst thing you can do is to raise the bid per keyword! 

What you should do is differentiate your product with more long tail keywords. 

If one keyword that gives you say 2000 searches/50% of your traffic gets more expensive, look for a group of say 5 keywords that as a whole gives 2000 searches. 

Don’t “just raise the keyword bid for a brief period”

It will never be brief. You and the other competition will bid the keyword up and up. Only Amazon wins from this! 

WEEK THREE OF YOUR AMAZON ADS SIMPLE STRATEGY 

Set up a manual campaign. 

Create a “bridge” to manual campaign with successful keywords. 

 Use same keywords in Manual campaign  as have proven effective in auto campaign BUT 

A. Reduce bid for those keywords IN auto campaign

B. Increase bid for those keywords  Manual campaign

for example

Keep “blue widget” in auto campaign with a 40 p bid. 

Put “blue widget” in manual campaign 

  1. As exact match at £1.00 bid
  2. As broad match at £0.70 bid

Gradually because of the lower bids Amazon will transfer the impressions to the manual campaign and away from the auto ones. 

A NOTE ON MATCH TYPES (by Michael )

There are three types of keyword matches that Amazon Ads offer. The difference is all about how precise the search term (keyword) that the customer types in the search bar and whether or not the advert will be shown.

An Exact match means that your advert shows only if the exact same keywords are put in by the customer.

An exact match keyword will generate fewer impressions (your ad will show up less often) but there should be a better match between the customer’s search and your product. So in theory, there should be a higher conversion rate on the right keywords. Hence it’s normal to bid highest for exact match keywords.

A Phrase match means that your ad shows if the Phrase you have put in appears somewhere in the customer search term.

A Broad match means your ad shows if the keywords put in by the customer are broadly similar to your keyword, your ad will show up.

An Broad Match keyword will normally get the most impressions (your ad will show up most often) but there will be a less good  match between the customer’s search and your product. So in theory, there should be a lower  conversion rate than with Exact Match keywords. Hence it’s normal to bid lowest for broad match keywords.  

WEEK FOUR and on 

Aim: to build out the long tail of keywords. 

But without killing the conversions as that will impact your ranking. 

Solution: do it in stages. 

Remember to bid highest on exact match keywords and lowest on broad match ones. 

Use 3rd party tools to gradually add keywords:

Google ad planner (keyword tool)- sign up for free with a gmail account. 

Übersuggest. Gives a lot of long tail keywords. 

Found Keyword Tool. Lets you construct long tail keywords from individual words. 

Product/keyword search tools (links):

Merchant Words

Google Trends (UK)

AMZTracker

All give ideas but all the data needs rigorously testing as per this process.

LINKS TO DANNY’S SPREADSHEETS: click here

SEE DANNY’S DETAILED NOTES HERE

Video explaining how to use Spreadsheet

WORKING ON EXISTING AMAZON ADS CAMPAIGNS

Download the search term report. 

Copy and paste into Danny’s spreadsheet. 

The spreadsheet will give the keywords a score and a suggestion of how much to bid up performing keywords and what is under performing to add as a negative.

There is a video to watch to get you up and running…

Danny also has a spreadsheet to help with product costing, it contains tabs for manufacturing, shipping, marketing, profit dashboard, sales forecasting, CBM calc for sea shipments and a pricing matrix for creating and price optimising bundles.

WHERE TO CATCH DANNY

Www.dannymcmillan.com

Danny is doing a presentation in Hong Kong after the Canton Fair. 

To connect with Danny, click on these links:

 Linkedin;

Twitter: @dannymac1000 

Facebook: Facebook

DANNY’S PARTING ADVICE:

Keep it simple. 

Build PPC cost awareness into product choice. 

For example, if you’re going to go to very competitive niche,  if you’re selling a product of say $12.99, you are basically doomed unless you source  the product for pennies because the PPC competition will be so intense.

Whereas if you select a product that you sell for over £40 and it is oversize, for example, there is a barrier to entry so the PPC will be extremely cheap. 

 If you download the new spreadsheet on pricing you will get an idea on the numbers.

Danny’s philosophy is to go where the puck is going, not where the puck  is at.

FOLLOW-UP Q & A EPISODE! 

Danny will do a follow-up Question and Answer on Amazon Ads in a future episode.

So if you have any questions in your mind, please get over to the Facebook group now by clicking here and leave your feedback about what questions you want me to put to Danny!

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on your iDevice.

For Android listeners – Download the Stitcher Radio app (free) and search for “Amazing FBA Podcast.”  Or, if you have already downloaded a podcasting client, follow the directions in the next sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask.