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Brand Analytics for Amazon Sellers with Danny McMillan

Brand Analytics for Amazon sellers

What is Brand Analytics?

Amazon Brand Analytics is a data tool provided by Amazon. It gives inside analytics on keywords in an understandable format.

Brand Analytics started in Amazon USA and has now been rolled out to the UK and European Amazon Seller Accounts.

Before Amazon Brand Analytics was on a Mystery URL – now it’s available in Amazon Seller Central, the dashboard for Amazon sellers.

You can find it on Seller Central under the “Reports” dropdown menu. 

Danny McMillan

Who is Danny McMillan?

Danny McMillan is an Amazon Seller, the host of Seller Sessions Podcast, and a public speaker at Amazon conferences and events.

Danny is also soon to be host of a major UK Amazon Conference on June 1st this year in London, England.

Danny is the guest in today’s podcast and the source of most of the majority of information on this detail (I’ve added some details and a little extra research – Michael Veazey).

For other interviews we have done with Danny McMillan, click here. 

What info do we get in Brand Analytics?

We get word Search ranking from Amazon themselves.

We can see click share and conversion share (which we’ll discuss shortly).

You can set different date ranges as well.

Amazon

Sellers should be wary of Amazon metrics

Amazon has recently boosted its revenue from advertising by a massive percentage.

More details on Amazon’s revenue from advertising here

Therefore it’s not in Amazon’s interest to make the return on ad spend too clear; it very much wants us as sellers to spend our money on advertising.

Amazon sharing data with us doesn’t make so much sense in that context.

So in this context, why has Amazon launched Brand Analytics and apparently shared so much more data with sellers?

Why Amazon has launched Brand Analytics

Firstly, brand analytics is trying to avoid Anti Trust legislation in the USA, which is basically is basically designed to prevent monopolies from emerging. Sharing more data in brand analytics is part of them trying to show open behaviour to the US authorities.

Secondly, Amazon has been trying to placate the Indian authorities, who were resisting Amazon selling there as Amazon competes as a seller on its own market place. Amazon as a seller can obviously take advantage of insider data from Amazon as the marketplace provider.   Brand analytics is part of apparently redressing this imbalance. 

Amazon Marketing Group and Brand Analytics

The third reason for introducing Brand analytics is that Amazon now has AMG – Amazon Marketing Group. This is aiming to attract big High Street brands in the USA to come to Amazon. Ultimately Amazon wants these big sellers to shift some of the advertising revenue from traditional ad agencies in Madison Avenue, who run things like TV ads, to Amazon’s advertising platforms.

These are companies that will spend $30-50K in advertising per product line at the “top of the funnel”, so including Google, TV, Facebook and Amazon ads.  

These brands are used to Google and Facebook, which are the other huge online advertising platforms. Both of these companies give precise and generous data about many things to advertisers.

If you compare google ads and Facebook data, Amazon is taking baby steps in that direction with Brand Analytics.

Amazon Brand Analytics

How to get Brand Analytics on your Amazon Account

Brand Registry 2.0 is required (this is also true for Enhanced Brand Content, an additional set of enhancements, primarily extra images and text, that Amazon offers on product listings).

This primarily means getting your trademark registered.

Trademarks and Brand Analytics

The good news is that getting a UK or EU trademark is way faster than in the USA.

In addition, in most cases, this trademark should also enable an Amazon seller to get brand registry in Amazon USA.

The reason for doing this is that in the USA, it can take up to 8 months to get a Trademark. 

However, you need to confirm with Amazon Seller Support first. This is important because – as in so many things – Amazon is not always consistent in their response.

Michael spoke to two members of the 10K Collective mastermind recently at one of the mastermind meetings. Both sellers have UK Companies and both registered a brand trademark in the UK and then applied for Brand Registry in Amazon USA. One got accepted for Brand Registry; the other was rejected.

Maximizing the chances of getting your trademark accepted first time

The key is to have a name that is unlikely to be controversial.

For example, if you are going to sell goods in a market niche or category like sports and outdoors, calling your company/brand “Sports and outdoors Inc” is likely to cause it be rejected. That’s because it’s obviously a generic term (ie not company or brand specific) that could be used by anyone to refer to this niche.

But “John Smith sports” is unlikely to cause any confusion, unless there happens

The moral of the story is: Don’t make up a name after the name of a vertical (or a niche market).

Trademarks, Brand Names and Niche Market Names 

Richard Koch (Star Principle) also advises against naming a brand after the vertical/market/niche you are trying to dominate – it’s going to confuse your consumers if you do this.

The classic bad example is the “Palm Pilot” company in the late 1990s. They pioneered a computer you could hold in your palm. Thus the natural generic name (name for the new market niche or vertical) was a palm computer. But their brand name was also “Palm”.

So when consumers spoke of “palm computers”, it was hard to know whether they meant the brand itself or just a similar type of device.

A better example of how to do it is the iPhone. iPhone is a classic super strong brand. It also created a new category of product (or vertical) which came to be called “smart phones”, in which category it was the dominant force for about a decade.  But there was a clear difference in terminology when consumers discussed smart phones as opposed to the dominant brand, iPhone.

DIY Trademarks

You can get a trademark within about 8 weeks in the UK across 2 classes.

It will take just 20 minutes to submit it yourself, which is what Danny advises.

You can submit what’s called an “image mark” – usually a logo of some kind – and a “word mark”, which is exactly what it sounds like,  basically your brand name.

Of course you can use a lawyer, but you can always do that if you don’t have success doing it yourself. This is the approach Danny favours.

Be clear on the reason for trademarking

The traditional reason for trademarking is to get legal Protection. For Danny, this is secondary to the need to get access to Amazon’s better tools through Brand registry.

Those tools being of course Enhanced Brand Content and Brand Analytics

Trademark Classes

There are about 40 of them (actually 45 at last count –ed.), and you can choose which ones you want to go for.

Here’s the UK Government’s guide to trademark classifications.

Just choose 1 or 2 classes that seem most relevant to your products.

Remember that it doesn’t matter if John Smith is a trademark in the class of “Beer and brewery products” (in class 32) if you are wanting to trademark “John Smith” in for example athletic clothing (Class 25).

This is a useful quick guide to which class your trademark would fit into

Amazon Analytics

How Brand Analytics works

You’ll see an interface

“Amazon search terms”

You can also set report frequency – daily, weekly, monthly, quarterly.

Search frequency on Brand Analytics

Example: 

.amazon.co.uk – no. 1 search term in Brand Analytics in the UK is wireless headphones as of today (19 April 2019)

It’s NOT telling you number of searches, ie search volume; it’s just the search rank.

2nd is “headphones”

3rd is “bluetooth headphones”

4th is “Easter eggs”

Amazon does not officially give away search volume in Brand Analytics (or anywhere else, indeed).

However, there are a lot of tools out there.

It’s worth noting that none of the search tools now use live Amazon data.

There was a hack in AMS for them to grab search term data for about a year.

On Dec 19 2018, Amazon closed down that loophole.

Now all the big tools use the data from 19 Dec 2018 and run an algorithm

They have a 12 month period of actual data to work with, so they are probably not too far off the mark. They are all flawed in terms of revenue and sales velocity (units sold per day or per month) but basically all in the same position.

There are 250,000 rows of data in Brand Analytics.

But there is a search box, which helps you work through the data.

Filtering by Department in Brand Analytics

You can filter down by dept eg baby – hit “Apply”

Example: UK on 19 April 2019

There are only 191 rows of results in the “Baby” category

Top search terms are:

  • “Potty”
  • “Baby walker”
  • “Baby buff”

In “Electronics”, there are 1,800 rows of results – it’s a much larger category

The top search terms are:

  • “TV”
  • “Wireless headphones”
  • “Headphones”
  • “iPhone charger cable”

What data do you get in Brand Analytics?

For each of these columns you get this data:

  • Click share
  • Conversion Share
  • 3 top performing ASINs on that keyword

Example of top performing ASINs in Brand Analytics

“Baby monitor”

1st ASIN – Motorola MBP8 baby monitor

Analysis of listing:

  • Bullet points pretty poor
  • Only 5 images
  • Product description mediocre
  • But it’s a huge brand

2nd ASIN – BT Digital Audio baby monitor

  • Bullets poor
  • Poor images, no lifestyle images
  • It’s also a huge brand

Search terms are based on Frequency in order of searches on Amazon in Brand Analytics.

Again, this is  not to be confused with search volume (Amazon does not provide this)

Example of Brand Analytics Click share

Click-share in Brand Analytics is the just percentage of the total clicks  that the ASIN received as compared to all other ASINs in organic search results.

That is not the same as the CTR (Click Through Rate) we are used to seeing in Amazon Sponsored Ads campaigns. 

Example

Motorola baby monitor 16% (position 1)

no. 2 (BT monitor) gets 12%

no. 3 gets 8.5%

In most search engines, the top 3 take the bulk of the clicks.

You could then use a tool (such as Helium10 – note, this is an affiliate link)  and look at the number of units sold, although it’s worth noting that these are predictions based on an algorithm.

 

Example of Brand Analytics Conversion share

Conversion share in Brand Analytics does not represent the conversions (sales) for a given search term. It’s the % of total sales that each of those ASINs received for that keyword.

Example

no. 1 Motorola monitor 15%

no. 2 BT monitor 18.6%

no. 3 6.8 %

Brand Analytics for Amazon Sellers

How do we use this Brand Analytics info?

This does not replace any of the search tools!

It’s best used for Discovery of potential new product ideas.

You can download the Brand Analytics  data as a CSV (spreadsheet) file.

Danny advises not to for top frequency searches (which usually have a huge volume of searches – but also massive competition).

Instead, look for medium frequency keywords,   say from 4000th rank.

Click on the product – look on the search page THEN use your own research tools (such as Jungle Scout or Helium10 – affiliate links)

Brand Analytics example in the Baby category 

  • If you have Brand Analytics, you can work through this example flow to train yourself.
  • Dig by department
    1. no. 1 is “baby basket”
    2. Let’s just look for “baby” – apply – 84 rows
    3. Now baby monitor #1; #3 baby wipes; baby bouncer is #11
  1. At #290 baby bath thermometers
    1. Click through and have a quick look
    2. Run a product research tool
      1. 2545 searches per month
      2. Sales by listing – £1071, £527; £113, £287 etc.
  1. #689 Baby shampoo
    1. Very small
  1. #179 car mirror baby rear view
    1. Pick the best seller
    2. You can do reverse ASIN – get some more search terms:
      1. Baby mirror car, car seat mirror, rear viewing mirror for baby
    3. Baby car mirror
      1. Best Listing with £4684 in revenue

Using Brand Analytics data

How you use Brand Analytics data depends on what your business model.

Let’s say your model is to manufacture in the UK – as Danny does on several product lines – and to “fly below the radar”. That is,  you aim to sell just a  few units per day but across multiple product lines, which means you’re not risking black hatters chasing you.

As long as you have quick turnaround in the product sourcing and reasonable MOQ (minimum order quantity) this can work well.

In this case, you want to look for opportunities to sell into markets driven by relatively long-tail keywords and

Product Research

Using Brand Analytics for Product research

Checking for Seasonality with Brand Analytics

The main tool is to search by date / period

This can be used to look at the previous periods (within reason) such as Q4; and is also handy for seasonal checks on products. 

Search by category, which filters the data for zooming in, 

For example selling for Halloween:

  1. You can set a date range sept 1 to 31 Oct
  2. Top 10 search terms are:
  • Halloween costumes for men
  • Halloween costumes for women
  • Halloween costumes for girls
  • So put these into your search tools and get a list of search terms for Halloween

What you don’t want to do, for example, is to buy halloween cups only to find that people want to halloween costumes. Brand Analytics gives you more data to help you make that choice.

Seller Sessions Live

Sellers Sessions Conference in June 2019 

Most conferences in the UK have 1 guest speaker and cost around £300

Danny wanted to give Amazon sellers the same selection  people get in the USA.

So he is Bringing in 6 international speakers from the USA and South Africa.

1st Focus: Education

In the keynote theatre – tiered arena – have a workspace in front of you.

Second focus: make sure people understand

Danny knew how to get things across to students at college


Speaker Lineup for Seller Sessions Live on June 1 2019

  • Ivelin Demirov- runs Orange Hatch marketing group – one of the greatest minds in the space
  • Anthony Lee  (President of Six Leaf) doing ranking since 2014
  • Liran Hirschkorn – great all Round Amazon seller and marketer
  • Casey Gauss – from Viral Launch
  • Paul Harvey – education background
  • Athena Severi
  • Danny McMillan himself

Higher Conference Moral Standards

This year – it’s Danny’s own money and only going to break even this year

There is no sponsorship this year. Danny walked away from lead sponsor and left £5000 on the table. The reason was that the sponsor wanted to charge an Interest rate that was 60%!

Danny couldn’t do that with a good conscience to fellow sellers. 

Danny wanted to get away form the “ Ponzi scheme” type event with feel good atmosphere where sellers get overcharged at the end for an event when they are hyped up.

This is not about  3 little “pony tricks” then getting you on a desert island

Danny wanted to set a new standard for sellers./

To find out more about Seller Sessions Live click here

The location is in London in Aldgate- near Liverpool Street in the City of London, which means it’s nice and quiet on the weekend.

(Early Bird tickets are now sold out)

So tickets now cost £319.

232 Translate Amazon Listing or Website with John Cavendish of FBA Frontiers

John Cavendish of FBA Frontiers talks about how to get into the Amazon Europe market and the best way to translate Amazon listings. Read More

An Amazon mastermind: Why You need one- part 2 (episode 205)

“So are you suggesting I just set my own Amazon mastermind group up?”

Absolutely, you can. I’ve set up my own Amazon mastermind myself, as I mentioned earlier.
Here’s the thing – it’s really hard work. If I were just selling on Amazon, rather than also running a podcast and coaching, I simply wouldn’t do it all again. I’d just plug into an existing group.

But, if you want to create something from scratch, I can give you a ton of reality checks form from personal experience:

Finding new Amazon seller peers for your Amazon mastermind

Firstly, and most importantly, you’ve got to gather together a set of people who are worth being peers with in an Amazon group in the first place.

When I first started out on Amazon, and formed my own peer group of Amazon sellers, I looked through the Facebook group of a course that I was in, and searched for people who lived in or near me (in London). I then tried to check out what they had been posting, to see how active they were, whether they were moving forward with the process, etc.

That took a lot of time and effort. Trouble is, that was just a beginning!

Think about it.

Amazon mastermind hurdle 1- Facebook Monkeys

Facebook Groups aka “The tyre kickers’ Club”

There are a lot of people out on the Facebook groups, even within paid courses, who don’t have enough money, don’t have enough time, and don’t have the right attitude.

They hope they can make some money on Amazon. They’ve often been pitched into the idea that they can easily replace the day job within 3 months (if that’s you.

Sure, it happens- but it’s pretty rare. Sorry to burst your balloon. It’s not a business-like attitude. It’s based on hope. Which, as we all know, is not a strategy…).

What I’ve just described sounds, in fact, like a typical Facebook group of Amazon wannapreneurs.

Which is why my first effort to create a little Amazon mastermind faltered. I had found a bunch of would-be Amazon sellers who lived in London and posted a bit online. Not surprisingly, most of them proved to be very much non-action-takers, and the meetings ended up being people fantasising about starting a business, instead of doing it!

Filtering out the tyre-kickers

What you need is a filtering system. And, guess what, that takes time and effort to build. What I do these days for the masterminds for Amazon sellers that I run (through Amazing FBA) is have an application process for each Amazon mastermind.

I ask every single applicant to fill in a form with questions that I’ve honed over a year of working this process. Then in some cases (all cases, for applicants to my $10K Collective Amazon mastermind ), I have a 20-30 minute interview in which I ask detailed questions.

Why bother? Well, see above. What happens to you if you create (with some effort) a peer group of  under-capitalized, time-poor un-focussed people? Oh yeah…

Finding people to put through your filter

Of course, if you are going to filter people out, you need a way of finding possible people in the first place. If you’re going to manually do that, you need to be going to a lot of physical meet ups and other big groups.

That’s great, but there aren’t a whole lot of good ones in the UK. There’s a fantastic Amazon meetup in London once a month, run by the excellent Andy Geldman of Webretailer. Then there are various other meet up groups, some of which might be good, but many of which, I suspect, are run by wannabes not business owners.

Amazon mastermind meeting venue

Finding an Amazon mastermind meeting venue

Once you’ve gathered your troops, you’ve got to find a suitable venue for your Amazon meet up.

Firstly, it needs to be reasonably accessible for your members. So the geography and transport links matter. Then it needs to be affordable (money is whole other issue we’ll discuss). This all takes quite a bit of time and effort. Even in London, I found it took hours, and we have a ton of business meeting venues in this place.

You need a space that enables you all to think clearly. You could use your own house, of course, if you have the space- and the headspace. But do you really want  the kids -or your husband/wife-interrupting a crucial business point? How conducive to clear thinking is that? It’s cheap but brings its own issues.

You could use a local pub but I’ve found (having been in an Amazon mastermind in the past who met in one) that the noise seriously disrupts your ability to hear crucial bits of information. So I can’t recommend that.

A quiet cafe is better – but although I find that works great for one-to-one meetings, it’s not really the right way for a group of people to work, as they have to basically take over the room to do it. And there’s always a screaming infant somewhere (and why should there not be? it’s a cafe!)

 Venue resources

You need decent wifi of course (although I think it’s less important than most people make it. But you shouldn’t spend your whole time online. You need to think clearly. Online is not the place for that).

I think a whiteboard or an easel with a flipchart is very, very helpful for brainstorming strategies, or capturing key resources (eg websites or online tools) for the group.

Coffee on tap is great -free, good coffee even better! Easily available toilets are a mundane but crucial part of a good venue. And finally, you ideally want somewhere easy for new members to find, not a cramped room hidden upstairs behind a noisy pub!

Why choose an existing Amazon mastermind

Conclusions – a reality-check on creating your own Amazon mastermind

I hope that the above experiences save you wasting months of hard work. Frankly, now I know from experience what I know, if I were just selling on Amazon, rather than also running a podcast and coaching, I simply wouldn’t do it all again. I’d just plug into an existing group. As indeed I did myself about 18 months ago!

The only reason I go to all the trouble it takes to create and run a Amazon mastermind (which I detailed just some of above), is that it’s part of my mission at Amazing FBA.

That mission is to help Amazon sellers and those in the process of establishing their own Amazon businesses to achieve REAL goals. Not just fantasies. And not to take 12 months on something that you could achieve in 3 months (or even 2) with some guidance from experience.

Even then, I couldn’t justify the time it takes away from my Amazon business if I didn’t charge a certain amount for all the efforts. The cost is pretty modest, by the way, if you compare it to the literally £thousands I’ve seen some Amazon trainers charge.

Often they turn out to be not true small group masterminds, but actually groups of 30-60 people. There’s nothing wrong with paying £10s of thousands if you get value in the £100s of thousands, but I’m pretty suspicious of the value most of those so-called “Amazon masterminds” can really deliver.

The “Amazing FBA” Amazon Mastermind

So, I guess that brings me fairly unavoidably to mention the Amazon masterminds that I run for Amazing FBA. Again, I don’t want to be self-serving, but it would be a bit strange for me not to mention them in the context of Amazon masterminds and  masterminds as a whole.

I try to practise what I preach, basically. I said at the start of this article that I believe that a mastermind needs to be interactive; needs to be focussed; and needs to lead its members to action, which leads to their progress.

The secret sauce to a successful Amazon mastermind

From the (sometimes painful) experience of trying many approaches in Amazon masterminds (both as a member and group leader), I’ve found the formula to combine all those good things. Like a lot of good formulas, it’s pretty simple. In fact, that’s partly why it’s so effective.

The secret sauce that I’ve found to combine all those outcomes, is the “Hot Seat”.

I’ve found that to be so effective that we’ve made it the overwhelming focus of each Amazon mastermind meeting.

Amazon mastermind hot seat

The Hot Seat Secret

Here’s how it works:

Each participant gets minimum 30 minutes to focus on their own business. Specifically, to focus on ONE thing. Even more exactly, the ONE roadblock that when they break through it, it will really move the needle. Will really move their business on -substantially. 

So it’s very focussed. That’s one secret. It’s also interactive. Because once the member in the hot seat has outlined their issue, all other members are there to bring their experience and thoughts to the issue.

Of course, it’s very helpful if the other members who don’t have anything valuable to bring can keep schtum. That way,  others who do bring value can help.

But it is excellent business training to encounter business problems and brainstorm solutions. That is the real training we all need as business builders. Not an obsession with the latest trick or grey hat technique (useful as they are, of course). But business thinking and mindset.

There is a huge bonus of having a genuine peer group in an Amazon mastermind. A lot of the people in the group share the same set of problems. So by listening to solutions to another person’s problem, you’re hearing the solutions to many problems of your own.

Win-win. 

Implementation is the ultimate test of any Amazon mastermind

SO, the group members can almost not fail to move their business forward. Provided the participants go away and implement this stuff (another crucial word), they Job done! Isn’t it?

Well, almost. The implementation piece has proved to be a real challenge for many Amazon mastermind members. Which is why I’ve recently added in a simple extra process to make sure people are held to account. In other words, to use peer pressure in a very positive way. To get you to do what you said you were going to do!

KLT

Ensuring members do what they say they will!

We’ve simply added in a quick video call check in once a month. The aim? Simple. To make sure people are implementing what they’ve said they would.

It’s early days, but the results already look promising.

It’s fairly obvious where I’m going with this, so I’ll just come out and say it:

-if you’re convinced of the value of being in an Amazon mastermind

-if you’re not wanting to go through the pain, time & effort of creating your own Amazon mastermind,

-AND if you live near London (or can get there)

then obviously I think you should consider the Amazing FBA masterminds!

I’m not going to make a huge pitch for them here; if you want to check them out, there are now two levels:

The Zero to Hero Mastermind, which is geared to those who have not yet launched, and to those doing just a few thousand $ a month (or equivalent) on Amazon (we may form a separate mastermind for the latter as it grows)

The $10K Collective, which is for those doing at least $10K a month on Amazon.

Conclusions about any Amazon mastermind – done properly

The thing is this. Now, you have a process that means you focus on the biggest win in your business right now. You can get the collective mind to break through blocks and find the actions to get that win. You  have a means to hold you to do that action. 

Now you have a really powerful driver to move you forward.

Like I said,  that may be why nearly all the successful Amazon entrepreneurs I know are part of one.

Wherever you live in the world, I’d encourage you to look for a face-to-face mastermind you can regularly commit to.

The word commit is a key one here too. If you put little in, you get little out.Your peer group will massively impact your wealth and well-being. So Choose wisely who you associate with.  

But once you’ve chosen well, commit to your Amazon mastermind. The more you sweat to rearrange your schedule to get to meetings; spend money on trains or planes to get there; in short, the more you put in- the more you get out.


I can give you a promise from my experiences as an Amazon seller and from running groups. The rewards of a really quality Amazon mastermind are truly many times greater than the effort. And the ROI (for the right group) many times greater than the cost. 

To find out more about the regular monthly masterminds for Amazon sellers led by Michael, click here

1

Amazon masterminds: Why You need one (episode 204)

Amazon masterminds

Why Amazon Masterminds?

Want to double your revenue? Find the latest tactics and stay ahead of the curve?

These sound like a pitch for the latest high-tech software, right?

Well you’d be wrong. I’m talking about good old-fashioned face-to-face, interactive Amazon masterminds here.

Through Amazon masterminds, I’ve personally found an amazing Amazon business partner, learnt many tactics that have made me $1000s extra, and been offered deals worth $100K+ a month of revenue.

But let me you how I got here…

My background with Amazon masterminds

First, I should give some background and confess. I’ve been a member of a private Amazon mastermind of my peers (Amazon sellers) for about 18 months now.

I also set up and ran (free) peer-group Amazon mastermind meetings myself about 2 ½  years ago, which ran for a while. That sputtered out because the people weren’t really committed. And I was wanting to focus on selling on Amazon, not running a mastermind for uncommitted people.

I took the learnings from both Amazon masterminds and created something better.

 So I’ve been running a successful (modestly) paid Amazon mastermind meetings for about a year via Amazing FBA (I recently set up a new  Amazon mastermind for new sellers, i.e., those who haven’t launched yet)

The reality of Amazon masterminds

First thing: yes, of course I’m going to mention my own masterminds, at least in passing . I run two Amazon masterminds each month. I’m writing an article about how important masterminds/masterminds are. It’s bound to come up! But I’m here to share my experiences of masterminds, not to pitch my own (if you do want to read the pitch for my masterminds/masterminds, of course, click here!)

Second thing: there’s a reason why I run an Amazon  mastermind each month. Because I believe it’s one of the most powerful ways I can truly help Amazon entrepreneurs.

Third thing: from everything I can observe of truly successful Amazon entrepreneurs – it’s (still) true that every one of them is a member of some kind of Amazon mastermind or mastermind!

I guess as a person who needs interaction and inspiration, I’m biased. But…

Coincidence? I don’t think so. 

My own wins from Amazon masterminds

I personally have got so many results directly from being in masterminds. I’ve found an amazing Amazon  business partner; sold thousands from secret techniques shared within the closed walls of a mastermind; and been invited into strategic partnerships to do deals involving $100s of thousands in revenue.

These results are not chance. But they equally would never have come about simply from networking on the superficial level(valuable as that is) at Amazon conferences.

Amazon Masterminds meeting

“What do you mean by ‘Amazon masterminds’?”

First, let’s start of by defining our terms.

‘Amazon’ as a business opportunity can be exploited by a huge variety of business models.  There could be around 14 business models, according to some authorities. That sounds about right. Certainly common ones include Retail Arbitrage; Online Arbitrage; Drop-Shipping; Wholesaling.

When I say “Amazon”, my particular focus here (and that of the podcast/blog and coaching programmes) is selling Private Label products via Amazon FBA.

Secondly, what are we talking about with a ‘mastermind’?

When so-called “Amazon masterminds” are not really a masterminds

I think it’s almost easier to say what masterminds are not. They are NOT, as far as I’m concerned, a mass meeting of 100 people where someone from the front discusses or teaches a lesson.

Don’t get me wrong. Big meetings can be very valuable -and by the way, Andy Geldman of Webretailer runs an excellent London Amazon meet up most months, where they have really helpful speakers. I’ve spoken there recently and was very impressed with the setup. It’s a great place to learn new strategies and tactics, and to network. But to my mind, it’s not a mastermind (and nor does Andy claim it is, just to be clear!)

Andy charges about a fiver to enter his meetings and, while I think that is super-cheap (and he could arguably charge up to £50 or so), he’s not charging hundreds, which I think is appropriate.

I think there are various aspects of Amazon masterminds that make them unique.

Firstly, to be really powerful, they need to be very interactive. So all participants have to think hard and engage their brains in a very active way. It develops their business thinking on a deeper level.

Secondly, they need to be focussed. Generalised excitement has its place, but I would argue that place is at a larger conference-type meeting.

Thirdly, they need to move the participants on in their business. How many times have you been to a large group meeting which inspired you to feel excited about business… and when you got home you did…er…absolutely nothing except talk about how exciting it was (it’s embarrassing but we may as well  be honest with each other – I did that for decades).

I don’t believe that really serves anyone long-term. I think the success of a Amazon masterminds is measured in how much action their participants produce and therefore how much progress they make towards their goals.

Which brings me to another question I’ve been asked a few times recently:

“What extra value does this offer compared to online research? Why bother being in Amazon masterminds?”

I love this question because it so clearly illustrates a number of things. This is a really important question.   

My simple answers: Time; Certainty; Motivation; Action; Progress

Amazon masterminds save time

Amazon masterminds value your TIME

Of course, since the invention of Google (and in more recent years, Facebook groups), in theory you can piece together all the knowledge you need to do anything.
The problem is- reinventing the wheel takes a lot of time.


Let’s say you are researching Product Research methods. Let’s say you manage to gather all the information you would get in a 30-minute hot seat at one Amazon  mastermind meeting by taking a week of Google research.

Great. So you saved yourself £49 (or £97 or whatever the mastermind costs). Let’s say you multiply that over 4 different areas of business.
You just spent 4 weeks doing something that could have taken you 4 days (in fact, more like 20 hours – including travel time!).


If your future Amazon business is going to generate say $10,000 a month in profit in a few months, you’ve just incurred an opportunity cost of $10,000.
For the sake of saving £49 (or £97 etc.) 

“Penny wise, pound foolish” is I believe what they used to call that!

If you don’t value your time, you won’t make serious money. Period. 

Amazon masterminds give you certainty

Amazon masterminds give CERTAINTY

Here’s a simple one: how do you know, out of thousands of Facebook posts, which ones are from a solid source, and which aren’t? The answer is that it’s hard to know! And doing much research on that would take even more hours. 


In an Amazon mastermind, you know who you are dealing with; because of non-disclosure and non-compete clauses, you can find out super quickly who to really follow. 

Assuming you’re smart enough to make sure there are NDAs and NCA’s of course (I really, really  would check this. There’s obviously a lot to be gained for an unscrupulous member to exploit others’ product ideas. Make sure there’s quality control about who the members are, and make sure that someone is responsible for policing this stuff).

More importantly, you can judge over time who is being successful and actually implementing stuff, and who is just spouting theory they “read somewhere” or from some guru. There is some value in the latter; but the former is WAY more valuable. The ability to really be able to differentiate between the two is really one of the high values you get from small groups where you can really get to know each other properly.

Amazon group

Masterminds give MOTIVATION

Be honest – how long have you been  “researching” the Amazon private label opportunity? After a couple of months without even buying a small amount of inventory, I’m afraid that “research” is cover for “fear/being lost”. That’s okay, honesty is useful – but why stay lost?

If you’ve been selling but way below what you know you’ve targetted, again, that’s just called being human. But if you do nothing new about it, nothing changes.

Being with human beings is hardwired into us. We’re group animals.  It should therefore be no surprise that your peer group (who you hang out with most of the time and compare yourself to) has a massive impact on everything about you. Your attitude. Your health. And, of course, your wealth.

Getting yourself a peer group and stay actually excited instead of being isolated behind your laptop is simply following fundamental principles of human (indeed, primate) social psychology. We violate those principles at our risk. Why fight nature? It’s so much more powerful to go with our instincts than to delude ourselves that we can ignore them…and frankly, to stagnate.

Build Amazon businessBuild Amazon business

Amazon masterminds promote action

Masterminds create ACTION

This is the kicker. If you’ve been “researching” for over 3 months without buying something, that isn’t going to change unless you change something.

I’ve lost count of the conversations I’ve had with people who are painfully obviously using the word “research” as a fig-leaf for “Fear”. There. I’ve said the four-letter word.

Fear is FINE. It’s nature’s way of flagging up risk. Awareness of risk –  contrary to the happy-clappy, “everything is gold” school of Amazon thinking (which is just BS, apologies for being blunt) is actually GOOD for business. What’s not good is going in circles, or not assessing the risk objectively.

If you don’t have proven strategies (and the latest Amazon hack is NOT a strategy, it’s a tactic. And that’s fine. But knowing the difference is everything).

You need people to inspire you by showing you what’s possible, and hold you accountable. If you’ve not done it till now, why will that change?

Some people seem able to work in isolation and still succeed with Amazon. I can think of about two people who were really doing that on a big scale. Guess what? They are now collaborating with other Amazon sellers to get to the next level.

Amazing FBA Amazon Masterminds

The “Amazing FBA” Amazon Masterminds

So, I guess that brings me fairly unavoidably to mention the Amazon masterminds that I run for Amazing FBA. Again, I don’t want to be self-serving, but it would be a bit strange for me not to mention them in the context of Amazon masterminds and  masterminds as a whole.

I try to practise what I preach, basically. I said at the start of this article that I believe that a mastermind needs to be interactive; needs to focus members; and needs to lead its members to action, which leads to their progress.

It’s fairly obvious where I’m going with this, so I’ll just come out and say it:

-if you know the value of being in one of the Amazon masterminds

-if you’re not wanting to go through the pain, time & effort of creating your own Amazon mastermind,

-AND if you live near London (or can get there)

then obviously I think you should consider the Amazing FBA Amazon masterminds!

I’m not going to make a huge pitch for them here; if you want to check them out, there are now two levels:

The Zero to Hero Mastermind, which is geared to those who have not yet launched, and to those doing just a few thousand $ a month (or equivalent) on Amazon (we may form a separate mastermind for the latter as it grows)

The $10K Collective, which is for those doing at least $10K a month on Amazon.

To find out more about the regular monthly masterminds for Amazon sellers led by Michael, click here

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