Ecomm Breakthrough

In this episode, the host interviews Brad Allen, an Amazon seller and entrepreneur, about his journey from eBay and retail arbitrage to building a successful Amazon FBA business. Brad shares how he sourced high-end European skincare products, overcame a major account suspension and $400,000 debt, and transitioned to private label. He highlights the importance of active business management, cash flow planning, and creativity. The episode concludes with actionable advice for Amazon sellers: stay hands-on, manage inventory and finances wisely, and innovate to stand out in the marketplace. Chapters: Introduction and Account Suspension (00:00:00) Brad is introduced; discusses his Amazon account suspension and overcoming $400K in debt. Early E-commerce Journey (00:00:33) Brad shares his start with eBay in childhood, selling household items, and his early exposure to e-commerce. Discovering Amazon FBA (00:01:11) Learns about Amazon FBA in 2012, transitions from eBay, and begins retail arbitrage with toys and other products. Corporate Career and Realization (00:02:19) Describes unfulfilling corporate jobs, getting fired, and joining a friend’s epoxy flooring business in Ohio. Entrepreneurial Mindset Shift (00:03:34) Realizes he enjoys working for himself, which reignites his interest in e-commerce and Amazon. Deep Dive into Retail Arbitrage (00:04:36) Explores flipping products from eBay to Amazon, focusing on high-end skincare, and develops sourcing systems. European Skincare Arbitrage Strategy (00:06:45) Discovers sourcing high-end European skincare from overseas retailers, imports to the US, and sells on Amazon. Scaling and Living Abroad (00:08:54) Business grows; Brad moves to Buenos Aires and Africa, living a digital nomad lifestyle while running the business. Amazon Account Suspension Details (00:10:04) Explains the cause of his Amazon suspension—authenticity complaints and inability to provide manufacturer receipts. Lessons from Suspension and Financial Struggles (00:11:05) Discusses lessons learned: importance of active management, risk-taking, and not being complacent in business. Advice on Growth and Risk (00:11:48) Emphasizes reinvesting profits, financial planning, and the need for risk tolerance as an entrepreneur. Financial Intelligence and Risk Management (00:13:57) Stresses forecasting, living below means, and being prepared for the ups and downs of entrepreneurship. Three Actionable Takeaways (00:14:11) Host summarizes: 1) Active management and planning, 2) Cash flow and inventory management, 3) Creativity in the Amazon marketplace. Episode Wrap-up (00:16:43) Host thanks Brad, hints at a future episode, and closes the interview. Links and Mentions: Tools and Websites EZSniper Actionable Takeaways Set an Annual Plan for Your Business: 00:14:11 Cash Flow Management: 00:15:04 Bring Creativity to the Amazon Marketplace: 00:16:15 Transcript: Josh 00:00:00 Today I am super excited to introduce you to Brad Allen. I met him at Kevin King's, $1 Billion Seller summit, and he's going to have a lot of knowledge to share with us. I'm going to dive in like immediately to what was mentioned in your bio. You had your account suspended. You had you ran into 400 K of debt and loans, but you've kind of come out the other end and you're you're crushing it right now on Amazon. So tell me, Brad, what happened with the account suspension? Brad 00:00:33 So I, I was doing, retail arbitrage and I got, I got really into it. it it was actually kind of unique. It started off, where I was, I, I was really into eBay growing up, so I was always selling stuff, just like as a kid throughout the house, whether it was mine or not. I was grabbing, like, antiques from the basement and, like, selling stuff out of the garage. And I think that's where I got kind of, you know, introduced to e-commerce and kind of obsessed so that that kind of was always on the side. Brad 00:01:11 And I was doing that through grade...

In this episode, host Josh interviews Steven Yates, CEO of Prime Guidance, about strategies for scaling e-commerce brands. Steve emphasizes optimizing Amazon listings and leveraging all available tools before expanding to other marketplaces like Walmart or eBay. He discusses the importance of having a direct-to-consumer website, maximizing Amazon advertising, and using analytics tools to track performance. Steve provides actionable advice on when and how to diversify sales channels, ensuring brands grow efficiently and profitably while building a strong foundation on Amazon first. Chapters: Introduction to Steven Yates and Prime Guidance (00:00:00) Josh introduces Steven Yates, his background, and expertise in retail management and e-commerce. When to Expand Beyond Amazon (00:00:48) Discussion on timing and considerations for expanding to other marketplaces like Walmart, eBay, Wayfair, and international markets. Sales Lift Estimates from Other Marketplaces (00:01:28) Steve provides rough estimates of sales lift from Walmart, eBay, and other channels compared to Amazon. Importance of Optimizing Amazon Before Expanding (00:01:39) Emphasis on being 80-90% optimized on Amazon before moving to other marketplaces. Choosing the Right Next Marketplace (00:03:32) Advice on analyzing where your customers are and not following a cookie-cutter approach to expansion. Launching a DTC E-commerce Website (00:04:04) Discussion on when and why to launch a direct-to-consumer website alongside Amazon. Benefits of Having a DTC Website (00:04:38) Steve explains the strategic advantages of having your own e-commerce site for brand building and customer retention. Capturing and Nurturing Website Visitors (00:05:46) Tactics for capturing emails and engaging visitors who land on your DTC website. Key Levers to Pull on Amazon (00:06:21) Josh asks for a list of actionable levers to increase sales and grow a brand on Amazon. Detailed Breakdown of Amazon Optimization Levers (00:06:33) Steve details optimization tactics: product pages, infographics, A+ content, pricing, assortment, advertising, and Amazon programs. Amazon Advertising and External Traffic Strategies (00:08:05) Discussion on types of Amazon ads, external traffic, and leveraging Amazon’s Brand Referral Bonus. Utilizing Amazon Programs and Betas (00:09:11) Overview of Amazon programs like FBA Small and Lite, brand store, Amazon posts, and customer engagement emails. Order of Operations for Optimization and Traffic (00:10:31) Advice on optimizing for Amazon’s algorithm and conversion before scaling advertising and traffic. Three Actionable Takeaways for Brands (00:11:21) Josh summarizes three key takeaways: maximize Amazon levers, focus on Amazon traffic, then expand to other channels. Tools for Tracking Amazon Metrics (00:13:40) Discussion on aggregating and analyzing Amazon data using third-party tools and Excel. Brand Analytics and Bonus Tool Recommendation (00:14:59) Steve recommends using Amazon Brand Analytics and nozzle.ai for tracking repeat purchases and customer lifetime value. Where to Learn More About Prime Guidance (00:16:21) Steve shares how listeners can contact or follow Prime Guidance for further help. Links and Mentions: Tools and Websites Prime Guidance Shopify WooCommerce Amazon Attribution Program Amazon Posts Helium 10 Nozzle AI Transcript: Josh 00:00:00 Today, I'm excited to introduce you to Steve Yates. He is the CEO and founder of Prime Guidance. Steve developed well-rounded expertise working for multi-billion dollar fortune 500 retailers such as Amazon, Dick's Sporting Goods and eBay enterprise prior to founding Prime guidance in all industry consulting. With 30 years experience in retail management and 23 years experience in e-commerce. Steve and his team provide companies with strategic advice and innovative solutions that are based on real life experience working for industry leading retailers. He helps companies grow...

In this episode, Josh interviews Kris Gramlich, an experienced Amazon FBA seller and entrepreneur. Kris shares practical strategies for building customer loyalty, including using product insert cards with QR codes that lead buyers to claim free gifts in exchange for their contact information and order ID. He emphasizes providing value rather than manipulating reviews and discusses sourcing free sample gifts locally to quickly engage customers. Kris also offers actionable tips on optimizing product images, building an audience, and leveraging influencer marketing, all aimed at fostering long-term relationships and driving repeat business on Amazon. Chapters: Introduction to Kris Gramlich (00:00:00) Josh introduces Kris, his background in entrepreneurship, and his Amazon FBA journey. Product Insert Cards & QR Codes (00:01:03) Discussion on using product insert cards with QR codes to engage customers and offer free gifts. Landing Pages & Customer Verification (00:02:00) Explaining the process: QR code leads to a landing page, collects customer info and order ID to verify purchases. Avoiding Review Manipulation (00:04:06) Emphasizing not asking for reviews to avoid Amazon penalties and focusing on providing value instead. Free Gift Strategy & Messaging (00:05:15) Details on the types of free gifts offered, messaging on insert cards, and conversion rates. Sourcing & Sample Packs (00:05:48) Switching to U.S. suppliers for faster fulfillment and offering sample packs as free gifts. Landing Page Experience & Brand Story (00:07:30) Using videos and storytelling on landing pages to build brand connection and encourage opt-ins. Gift Relevance & Opt-In Process (00:08:01) Ensuring free gifts are relevant to the purchased product and using order ID to prevent abuse. Email Follow-Up & Community Building (00:09:16) Using MailChimp for follow-up emails, sharing brand story, and building a community around new product launches. Consumable Products & Customer Satisfaction (00:10:26) Focusing on consumable pet products, offering alternatives if customers are unsatisfied, and prioritizing customer happiness. Actionable Takeaways & Listing Optimization (00:11:46) Josh summarizes three actionable takeaways: optimize listing images, build an audience, and use free samples for subscriptions. Product Launch Strategies & Influencer Marketing (00:13:55) Discussing launch strategies: audience outreach, PPC, influencer marketing, and new affiliate software tools. Where to Find Kris & Closing (00:15:51) Kris shares how listeners can connect with him and offers a free gift; episode closes. Links and Mentions: Tools and Websites Zapier Mailchimp Sellozo.com Transcript: Josh 00:00:00 Today I am excited to introduce you to Kris Gramlich. Kris is a professional FBA seller, a podcast host and an account executive at Sellozo. Kris has always been entrepreneurial and enjoyed the thrill of selling items, from selling items at garage sales as a kid to mowing yards and then selling clothes on eBay. Kris learned how to sell physical products on Amazon in 2013, starting out by selling things around the house. He learned the basics of retail arbitrage and started sourcing his own products. Kris launched his first product in 2014 after watching YouTube videos and listening to podcasts. Currently, Kris has four brands and enjoys helping other sellers on Amazon. Kris hosts a podcast with Dustin, another seller, where they talk about industry leaders and other sellers. So welcome to the podcast today, Kris. Kris 00:00:52 That's quite the intro there. Josh. That's pretty good. I'm gonna have to take a couple notes there and kind of implement those on our own podcast. That was really good. Josh 00:01:00 Hey. Well, you have, you have a good bio yourself. Josh 00:01:03 I think that's that's why it sounds so good to you. So I want to dive in a little bit more with, how you're building that audience with insert cards. You know, we do the same...

In this episode, Amazon algorithm expert Mark Casey shares insights on how sellers can optimize product rankings. He explains the importance of shopper behavior, external traffic, and consistent sales for Amazon’s algorithm. Mark discusses effective product launch strategies, including leveraging a shopper network, running PPC campaigns, and the significance of the FBA “honeymoon period.” He also offers tips for reviving older listings and highlights the tailored services provided by his company, House of AMZ. Listeners receive exclusive discounts on product launches and listing optimization services. Chapters: Introduction to Mark Casey and House of AMZ (00:00:00) Host introduces Mark Casey, his background, and the founding of House of AMZ. Amazon Algorithm Overview (00:01:09) Mark explains key factors Amazon’s algorithm considers for product ranking, focusing on shopper behavior and engagement. FBM vs. FBA Launches & Honeymoon Period (00:03:26) Discussion on launching via FBM versus FBA, the impact on conversion rates, and the Amazon honeymoon period. Case Study: Launching a Competitive Supplement (00:05:17) Mark shares a case study on launching a premium supplement, emphasizing branding, graphics, and shopper feedback. Shopper Network & Feedback Loops (00:06:41) Explanation of using a shopper network for feedback, image testing, and optimizing listings before launch. Long-Term Launch Strategy & Consistency (00:07:31) Mark details a 15-30 day launch strategy with consistent daily sales and external traffic for sustainable ranking. Combining External Traffic, Shopper Network, and PPC (00:10:07) Discussion on integrating external traffic, shopper network purchases, and PPC campaigns for optimal product launches. Three Actionable Takeaways for Sellers (00:10:58) Host summarizes three key strategies: building an audience, leveraging surveys and external traffic, and revitalizing old listings. Revitalizing Old Listings & Review Management (00:14:09) Advice on rejuvenating older products, merging ASINs, relaunching, and managing negative reviews. House of AMZ Services & Special Offers (00:15:29) Mark describes House of AMZ services, special discounts for listeners, and how to contact the company. Podcast Closing & Contact Information (00:16:41) Final remarks, website details, and encouragement for listeners to connect with House of AMZ. Links and Mentions: Tools and Services PickFu Post Purchase Pro ASIN Doctor Websites House of AMZ Podcast Episode Ecomm Breakthrough Podcast's Episode with Kevin King Transcripts: Josh 00:00:00 Today, I'm excited to introduce you to Mark Casey. For the past seven years, Mark has studied the Amazon algorithm to understand how it works and how we can work along with it to rank products. He has traveled the world to speak and share these techniques with the largest sellers worldwide. Mark's personal background is marketing and branding. Having brands of his own, along with his Amazon knowledge working under the nine figure brand, combining those together is how House of arms was born. Where Mark can help is to optimize your products and brand not only for the outside world, but mainly on Amazon, which is its own ecosystem in itself. So welcome to the podcast, Mark. Mark 00:00:41 Thank you very much. Yeah. Good morning. How are you? Josh 00:00:44 Hey, I'm doing great. Thanks again for joining me. And I apologize for my voice, both to the listeners and to yourself. I lost my voice coaching, hockey practice and yelling, shouting at the kids. because there's multiple teams on the ice. So you have to speak relatively loud. Josh 00:01:03 And, it did my voice in, that's for sure. So I apologize about that. Mark 00:01:07 Oh, good. Yeah. No worries. Josh 00:01:09 Mark, you've studied the algorithm for seven years. You I would argue you would consider yourself an expert when it comes to ranking products on Amazon. So tell us, you know, can you break down the Amazon...

In this episode of the Econ Breakthrough Podcast, host Josh interviews Chad Rubin, operations and strategy leader at Profasee. Chad discusses the critical role of dynamic, AI-driven pricing for e-commerce and Amazon sellers, sharing how continuous price optimization can boost profits without sacrificing sales rank. He offers actionable advice on leveraging AI tools, strengthening business operations, and building strong supplier relationships. Chad also recommends influential books and software for entrepreneurs, and emphasizes the importance of surrounding yourself with trusted advisors. The conversation provides practical strategies for sellers aiming to thrive in a competitive, ever-changing marketplace. Chapters: Introduction to Chad Rubin and Profasee (00:00:00) Josh introduces Chad Rubin, his background, and his role at Profasee, focusing on e-commerce and AI-driven pricing. Why Pricing Matters in E-commerce (00:00:37) Chad explains his focus on pricing, its impact on profitability, and why many sellers neglect price optimization. The Fear of Raising Prices and Real-World Example (00:02:01) Josh discusses common fears around raising prices and shares a personal example of increasing prices without losing sales rank. Dynamic Pricing vs. Static Pricing (00:03:57) Chad describes Profasee’s approach to dynamic pricing, the importance of adjusting prices, and the Amazon flywheel effect. Dynamic Pricing in Other Industries (00:05:28) Josh compares dynamic pricing in e-commerce to revenue management in airlines and emphasizes the need for ongoing price adjustments. Three Actionable Takeaways for Sellers (00:06:13) Josh summarizes three key takeaways: focus on profits/pricing, incorporate AI, and strengthen organizational structure and supplier relationships. The Importance of Level 10 Meetings and Team Alignment (00:08:38) Josh highlights the value of EOS Level 10 meetings for organizational clarity and leadership alignment. Most Influential Books for Entrepreneurs (00:09:41) Chad recommends "The 4-Hour Workweek" and other books that influenced his entrepreneurial journey. Favorite and Game-Changing Software Tools (00:11:27) Chad shares his favorite software tools, including Ellie and Notion, for productivity and business management. Mentors and Influential People in E-commerce (00:12:31) Chad discusses the importance of surrounding yourself with trusted advisors and names key people he respects in the industry. How to Connect with Chad Rubin and Profasee (00:14:46) Chad provides contact information and ways to connect with him and learn more about Profasee. Links and Mentions: Tools and Websites Profasee ChatGPT Ellie.com Notion Books The 4-Hour Workweek" by Tim Ferriss on Amazon The Almanack of Naval Ravikant The Great CEO Within People Mentioned Brandon Young Transcript: Josh 00:00:00 Today, I'm super excited to introduce you to Chad Rubin. Chad leads prophecies operations and oversees its strategy. He often speaks about e-commerce, Amazon, and leveraging AI strategies on webinars and conferences worldwide. He is also the author of the Amazon bestseller cheaper, easier, direct. Prior to Profasee. He founded Think Crucial and co-founded Cubana and the Prosper show. He is also a father, husband, and loves coffee and tacos. So with that, Chad, welcome to the Econ Breakthrough Podcast. Chad 00:00:35 Thank you for having me. Excited to be here. Josh 00:00:37 I want to ask you the question, Chad. You've you've gone through multiple exits. You have your own ecom brand. Why the focus on pricing and why is it so important at the end of the day? Chad 00:00:48 Yeah. So. Well, firstly, the reason why I was focused on price was that I was trying. I'm trying. I'm still working through it. I've been working on turning around my e-commerce business. It's been deteriorated over time. Didn't get a lot of love for me as I've been building other initiatives in my life. Chad 00:01:03 And so, you know,...

In this episode, the host interviews Josh Gibson, founder of Sojourn Group Consulting, about strategies for growing e-commerce sales on marketplaces like Amazon and Walmart. Josh shares expert tips on protecting profit margins, optimizing product listings, leveraging Amazon’s NARF program for international expansion, and efficiently managing inventory shipments. He discusses the benefits and challenges of expanding to Walmart and other platforms, emphasizes the importance of strong team communication, and recommends trusted industry resources. The episode concludes with actionable takeaways for maximizing sales and diversifying channels for long-term growth. Chapters: Introduction to Josh Gibson and Sojourn Group Consulting (00:00:00) Overview of Josh’s background, company focus, and personal life. Protecting Margins on Amazon: Categories, Weights, and Inbound Shipments (00:01:15) Importance of tracking product categories, weights, dimensions, and optimizing inbound shipments to protect margins. Challenges of Managing Amazon Shipments and Auditing (00:02:19) Issues with Amazon’s inventory reconciliation and the need for ongoing auditing to avoid losses. Prioritizing Marketplace Expansion and Expected Sales Lift (00:03:10) Discussion on which marketplaces to expand to first and typical sales lift percentages. Expanding with Amazon NARF (North America Remote Fulfillment) (00:03:50) How NARF enables easy expansion to Canada and Mexico, and the expected 7% sales lift. Considering Deeper International Expansion (00:04:53) When to consider establishing a physical presence in Canada or Mexico for further growth. Selling on Walmart Marketplace: Opportunities and Challenges (00:04:53) Walmart’s marketplace growth, operational challenges, and the shift to Walmart Fulfilled Services. Walmart Advertising and Early-Stage Advantages (00:05:49) Opportunities in Walmart’s less competitive ad platform and strategies for early success. Walmart Sales Lift and Rural Market Penetration (00:06:56) Typical 5–10% sales lift on Walmart, with strong performance in rural and Midwest areas. Three Actionable Takeaways for Marketplace Sellers (00:08:49) Maximize success on your primary channel. Fully optimize listings, especially for mobile. Expand to new marketplaces after optimizing the first. Optimizing Amazon Listings for Mobile and Conversion (00:09:48) Detailed tips for optimizing titles, images, videos, and A+ content for better conversion. Expanding to Additional Marketplaces Beyond Amazon and Walmart (00:10:54) Consider Target, eBay, Newegg, Etsy, and Wayfair for incremental revenue after maximizing Amazon and Walmart. Most Influential Book Recommendation (00:12:31) Gary Vee’s books and content for building a brand and leveraging social media. Favorite Productivity Tool or Resource (00:15:00) Slack for team communication and the importance of a fast, reliable computer. Most Admired E-commerce Influencers (00:16:14) Recommendations to follow Steven Pope, Bradley from Helium 10, and Kevin King for free, valuable content. Closing Remarks and Appreciation (00:17:26) Harry thanks Josh for sharing actionable insights and expertise. Links and Mentions: Tools and Websites Sojourn Group Consulting Amazon FBA (Fulfillment by Amazon) NARF (North American Remote Fulfillment) Walmart Connect Helium 10 Influential People Gary Vaynerchuk (Gary Vee) on LinkedIn Steven Pope from My Amazon Guy on LinkedIn Bradley Sutton from Helium 10 on LinkedIn Kevin King on LinkedIn Events Sell and Scale Summit Productivity Tool: Slack Transcript: Josh Hadley 00:00:00 Today I'm super excited to introduce you to Josh Gibson. over the past 20 years, Josh has been leading sojourn Group consulting, a company with a strong e-commerce focus. Sojourn Group consulting specializes in marketplace sales, and has evolved from being a third party seller into an agency that helps other sellers grow their marketplace presence without having...

In this episode, the host interviews Harry Joiner, a top executive recruiter in marketing and e-commerce. Harry shares his selective approach to working with clients, emphasizing the need for clear business strategies, strong financials, and a commitment to e-commerce. He compares recruiting top talent to casting star actors, noting that A-level candidates seek companies with compelling stories and solid economics. The discussion highlights the importance of business leaders knowing their numbers, defining their vision, and welcoming candidates who ask tough questions to build high-performing teams. The episode concludes with actionable advice for attracting and retaining top talent. Chapters: Introduction to Harry Joiner and His Credentials (00:00:00) Host introduces Harry Joiner, his background, and notable companies he’s worked with. How Harry Selects Clients (00:01:04) Harry explains his criteria for choosing which companies to work with, comparing it to Hollywood actors picking scripts. Evaluating Client Business Fundamentals (00:02:20) Discussion on analyzing a client’s business economics, strategy, and suitability for top-tier candidates. Attracting Top Talent: The Hollywood Analogy (00:03:41) Harry compares recruiting top talent to attracting star athletes or actors, emphasizing the need for a strong business foundation. The Importance of Smart, Challenging Candidates (00:05:28) Harry shares his preference for candidates who ask tough questions and challenge him, indicating high-caliber talent. Recognizing Top Candidates by Their Questions (00:06:25) Harry describes how the best candidates demonstrate their value by probing deeply into business metrics and strategy. Hiring Lessons from Personal Experience (00:08:41) The host reflects on his own hiring experiences, noting that the best hires are those who challenge leadership and require preparation. Three Actionable Takeaways for Business Leaders (00:10:33) The host summarizes three key action items: define your exit strategy, know your numbers, and cast a clear vision for recruits. Harry’s Process and Final Advice (00:12:50) Harry emphasizes having a simple, practical process for business planning and offers to share it with listeners. Episode Wrap-Up and Thanks (00:15:35) The host thanks Harry for his insights and closes the episode. Links and Mentions: Tools, Websites, and Links LinkedIn Books and Articles Success Wall Street Journal Businessweek USA Today Internet Retailing Videos Shark Tank Entourage Transcript: Josh 00:00:00 Today I'm super excited to introduce you to Harry Joiner. Harry is described by Search Engine Watch as a dominant recruiter in client side multichannel, the in multi-channel e-commerce space. He is an executive recruiter for marketing and eCommerce. He has been interviewed by success magazine and he has appeared in the Wall Street Journal, marketing, Sherpas, Great Minds in Marketing series, Businessweek, USA, TODAY.com, Internet Retailer, and many more. He has closed dozens of manager, director, VP and C-level ecommerce searches for some of the following companies. A&E television. Adidas American signature brands. Ashford. Com. Backcountry. Com. Boot barn. Com Columbia Sportswear. And many, many more. So welcome to the podcast, Harry. Harry 00:00:48 Thank you so much. Great to be here, Harry. Josh 00:00:50 I think what's interesting there, you mentioned, you know, you have a small firm, right? You're well experienced. Your results speak for themselves. If people go check out your LinkedIn profile, there's raving reviews of people that have worked with Harry. Josh 00:01:04 so, Harry 150, you know, companies are going to apply to kind of hire your services. What what are you looking for is you kind of determine what are the 50 you're going to work work with. What's the difference between those that you say no to versus the ones that you say yes to and why? Harry 00:01:22 Sure. It's a great question....

In this episode, host Josh interviews Matt Altman, marketplace lead at Right Side Up, about advanced strategies for launching and scaling brands on Amazon. Matt shares actionable insights on budgeting for product launches, optimizing PPC campaigns by focusing on conversion rates, and leveraging Amazon’s internal data tools. He emphasizes the importance of consistently launching new, non-competing products to avoid cannibalization and drive growth. The discussion concludes with practical takeaways for sellers aiming to scale, plus an offer for a free brand audit from Matt’s agency, Right Side Up. Chapters: Introduction to Matt Altman and Right Side Up (00:00:00) Josh introduces Matt Altman, his background, and the success of his agency, Right Side Up. Current Product Launch Strategies on Amazon (00:00:31) Matt discusses effective modern tactics for launching new products and the importance of a sufficient launch budget. Budgeting for Product Launches (00:01:02) Explanation of current budget requirements, category selection, and why launch budgets have increased. Estimating Launch Budgets and Pre-Launch Data Collection (00:02:54) How to estimate launch budgets, use Amazon Ads, and gather pre-launch data using search query reports. Leveraging Search Query Performance Reports (00:04:14) Matt explains the value of Amazon’s search query performance reports versus brand analytics. Keyword Targeting and PPC Campaign Setup (00:05:19) Details on targeting specific keywords, campaign types, and optimizing for conversion rates over ACOS/TACOS. ASIN Targeting and Relevancy Building (00:07:44) Using ASIN targeting campaigns to build relevancy for launch keywords and leveraging historical data. Scaling to Eight Figures and Beyond (00:08:09) Advice for established sellers on scaling, focusing on new product launches, and avoiding complacency. Avoiding Product Cannibalization and Diversifying Product Lines (00:10:41) Strategies to prevent keyword overlap, expand product lines, and increase brand reach without cannibalizing sales. Actionable Takeaways for Sellers (00:12:54) Josh summarizes three main takeaways: aggressive product launches, PPC optimization via conversion rates, and image optimization. Strategic Delegation and Removing Bottlenecks (00:15:04) Matt advises stepping back, identifying bottlenecks, and delegating to scale the business effectively. Conclusion and Free Audit Offer (00:16:20) Matt shares where listeners can learn more and offers a free audit for podcast listeners. Links and Mentions: Tools Right Side Up Amazon Search Query Reports Brand Analytics Pacvue Ecom Analytics Data Dive Transcript: Josh 00:00:00 Today, I'm super excited to introduce you to Matt Altman. Matt leads the marketplace at right side up. Matt has over 12 years of selling experience. He's launched and sold multiple personal brands, all starting from a retail arbitrage budget. Four years ago, he started an agency right Side up to help high growth CPG brands focus on dominating the marketplace. They've been able to scale many brands from 0 to 3 million in monthly sales. Welcome to the podcast, Matt. Matt 00:00:29 Thanks for having me. Josh, how are you doing? Josh 00:00:31 Doing great. What are some of the key things that you, you advise or recommend when launching a brand new product on Amazon that are working today? Because, as you know, a lot of those black hat tactics, you know, have come and gone. you also have the, you know, the rebates that everybody was doing, and now it's kind of leveled the playing field a little bit more. Tell me what you're doing that's been working for you guys. Matt 00:00:55 Yeah. So first off, I think that the biggest thing is making sure you have a big enough budget to launch your products. Matt 00:01:02 like the days of 5 to $10,000 budgets to launch products are just gone in my eyes, at least in the spaces that I work in. so we usually overestimate our budgets by like 20 to 30% of...

In this episode, the host interviews Kelcey Lehrich, founder of 365 Holdings and co-founder of the HoldCo Conference. Kelcey shares her journey from traditional business to e-commerce, the growth of 365 Holdings, and the challenges of acquiring and integrating multiple brands. He discusses the purpose of the Holdco Conference for multi-business entrepreneurs, strategies for stable acquisitions, and the realities of shared services. The episode offers practical advice on self-awareness, focusing on key business levers, and learning from experience in scaling and managing holding companies. Chapters: Introduction to Kelcey Lehrich and Holdco Conference (00:00:00) Kelsey introduces himself and explains the origin and purpose of the Holdco Conference for multi-business entrepreneurs. Kelcey's Journey into E-commerce and 365 Holdings (00:02:22) Kelcey shares how he and his partner entered e-commerce, acquired their first businesses, and built 365 Holdings. 365 Holdings’ Structure and Focus (00:03:30) Discussion of 365 Holdings’ current scale, vertical integration, and future focus on food, baby, and consumable brands. Growth Strategies: Product Launches and Acquisitions (00:04:28) Comparison of launching new products versus acquiring businesses, and the importance of consistent experimentation. What to Avoid When Acquiring Businesses (00:05:52) Kelcey outlines lessons learned and what to avoid when evaluating acquisition opportunities. 365 Holdings’ Core Strengths and Incremental Improvements (00:07:04) Exploration of the company’s strengths, vertical integration, and focus on small, compounding operational improvements. The Reality of Shared Services in a Holdco (00:09:54) Kelcey discusses the challenges and realities of sharing services across multiple brands in a holding company. Three Actionable Takeaways for Entrepreneurs (00:11:44) Host summarizes three key lessons: self-awareness, vision and action, and learning through experience in M&A. Kelcey’s Book Recommendation (00:14:03) Kelcey recommends "The Hard Thing About Hard Things" by Ben Horowitz for entrepreneurs managing growing teams. Favorite Productivity Tool (00:14:40) Kelcey shares Superhuman as his favorite email productivity tool. Influential Figures in E-commerce (00:15:25) Kelcey discusses the many people who have influenced him, mentioning Gary Vee, Roland Frazier, and others. How to Connect with Kelcey and Learn More (00:16:59) Kelcey provides ways to connect with him and learn more about Holdco Conference and 365 Holdings. Links and Mentions: Tools and Resources Superhuman Websites Holdco Conference 365 Holdings Books The Hard Thing About Hard Things by Ben Horowitz on Amazon Influential Figures Gary Vaynerchuk (Gary Vee) Roland Frasier Transcript: Josh 00:00:00 Today I'm super excited to introduce you to Kelcey Lehrich. Welcome to the podcast, Kelcey. Kelcey 00:00:05 Thank you for having me. Great to be here. Josh 00:00:06 Kelcey I attended Holdco conference. You did a fantastic job. That was your first ever Holdco conference. Tell our guests a little bit more about this Holdco conference, because I think it's really unique. And you're kind of one of the first to kind of come up with this type of holding company conference. Kelcey 00:00:24 Yeah. So I appreciate your kind words and glad you could come. And we'll see you there next year. date's coming soon. so I have a friend in town named John Wilson. you can find him on the internet. He's pretty public. he and I met, and we both have, 50 to 100 employees, multiple tens of millions of revenue, and we have multiple businesses. And we knew a few other people that had similar circumstances. And there really was no event, no conference, no, kind of home base or hangout place for people like us. Kelcey 00:00:56 And one day I'm like, hey, like, why don't we go ahead and we'll host the party. and so John and I partnered on that project, and, from January, when it was kind of...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley conducts a live strategy audit with eCommerce brand owner Charlie Mckenzie. They discuss advanced Amazon sales strategies, including keyword optimization, targeted PPC and product targeting ads, and leveraging Google Ads to custom Amazon Store pages for higher conversions. Josh emphasizes the importance of product innovation, catalog expansion, and understanding customer intent. Charlie receives actionable advice on improving ad efficiency, refining product listings, and sourcing new product ideas from platforms like Etsy. The episode offers practical tips for boosting Amazon performance and sustainable brand growth. Chapters: Introduction and Brand Overview (00:00:00) Josh introduces Charlie and outlines the brand’s focus on a single main product with size variations. Keyword Research and Organic Ranking (00:01:05) Discussion on keyword research, current rankings, and strategies to move up to top organic positions. Amazon PPC and Product Targeting Ads (00:02:07) Advice on using PPC, especially exact match campaigns and product targeting ads against same-color competitors. Leveraging Google Ads and Storefront Landing Pages (00:03:11) Strategy for using Google Ads to drive traffic to custom Amazon store landing pages to improve conversions. Reducing Competitor Distraction and Conversion Optimization (00:04:41) Importance of removing competitor distractions on landing pages to increase conversion rates from external traffic. Charlie’s Takeaways and Action Items (00:05:40) Charlie shares his main takeaways, including storefront creation and renewed focus on product targeting campaigns. Testing and Optimizing Product Targeting (00:06:51) Guidance on setting rules for product targeting ads and turning off underperforming campaigns. Product Innovation and Brand Expansion (00:07:34) Discussion on the importance of ongoing product launches and not relying solely on “home run” products. Marketplace Research and Arbitrage Opportunities (00:09:49) Charlie discusses using marketplace research and arbitrage to identify new product opportunities. Finding Trends Outside Amazon (00:10:48) Advice to look for trending products on other platforms (Etsy, DTC sites) and bring them to Amazon. Keyword Research and Listing Optimization (00:12:06) Charlie emphasizes his focus on keyword analytics and listing optimization for organic ranking. Focusing on Customer Needs in Sales Copy (00:12:53) Advice to highlight the root problem the product solves, not just compare features with competitors. Actionable Strategies Recap (00:13:46) Summary of key strategies: product innovation, customer-focused sales copy, and price testing for profit. Closing Remarks (00:15:47) Final thanks and well wishes as the episode concludes. Links and Mentions: Tools and Websites Amazon PPC (Pay-Per-Click Advertising) Google Ads Amazon Store Builder Data Dive Podcast Episodes Tyler Gregg of Ampd on LinkedIn Transcripts: Josh 00:00:00 Welcome to the Econ Breakthrough Podcast. I'm your host, Josh Hadley, where I interview the top business leaders in ecommerce. Today I'm speaking with Charlie Mckenzie, and we have recorded a live strategy audit session for you today. Charlie, welcome to the podcast. Thank you very much for having me on, Josh. I'm excited to be here. Awesome. At this point with Charlie Charlie's brand, he's got one skew. Well, he's got multiple skews because he's got some size variations in there, but he's got one product that is generating the sales for this brand. One of the first things that we looked at, for your brand, Charlie, was keyword research. And you're doing a great job of implementing the right search terms in your product title. In fact, you're crushing, you know, the competition in terms of the exact match keywords that you've got implemented in your title, and therefore you're actually ranked on the first page for many of those keywords....