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#136 Neue Amazon Gebühren in Deutschland? | Mit Brandley Suttom von Helium10
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In der heutigen Folge spricht Nicklas mit Bradley Sutton von Helium 10. Er berichtet über seine Arbeit und die neuesten Entwicklungen im Amazon-Marktplatz. Er teilt seine Erfahrungen und Einblicke in die Nutzung von KI und neuen Verkaufsplattformen wie TikTok Shop.
Willkommen beim e-commerce.de Podcast. Den Unternehmerpodcast. Jeden Montag 16. Überall wo es Podcast gibt.
SPEAKER_00Herzlich willkommen zurück hier beim e-commerce.de Podcast. Heute mit einem besonderen Gast und zwar dem Gesicht von Helium 10, Birdley Sutton. Der Podcast heute wird komplett auf Englisch sein, weil Birdley leider nur Englisch spricht. Ich habe ihm einige Fragen gestellt zu Themen wie AI, where he in seinem business nutzt, things that he actually as entwicked, Ratschläge, miten it not unbedingt gerechnet had given. Actually, we were um we were doing our first video. Uh I just uh looked a bit uh in the beginning, I think, of 2019, or the mid of 2019.
SPEAKER_01It's been a while.
SPEAKER_00It's been a while, definitely. So um, yeah, Bradley is I don't even know what what you're doing in Helium 10. It seems you're doing everything, but uh maybe uh you give ourselves uh a little intro and uh then we get straight into it.
SPEAKER_01Yeah, so my official title these days is uh Chief Evangelist and Director of Training. But uh I work with uh a lot of different uh you know departments at Helium 10, even on the product side, you know, like giving ideas for tools and and helping guide the the product roadmap and obviously going to any events and and things like that. I was just in Europe um a couple times already this year, once in uh Germany and then uh also in Spain a couple weeks ago. But uh that that's the beauty about my my job. I uh I love what I do, you know, like Amazon is is exciting for me, but at the same time I get to travel the world, uh meet new people. Um really really really this is a great industry to be in and great company, and and I'm very uh I'm very uh blessed to be where I am.
SPEAKER_00Awesome. All right, nice to have you here, man. Um so let's let's get right into there because I I have a couple of questions uh I want to ask you, especially because you're from America and obviously um the American marketplace is always a couple of months at least ahead of the Europeans, sometimes even a couple of years, I think. Um so one question I really want to ask you is um how do you use AI in your business or how do you see other people implementing AI in their businesses right now?
SPEAKER_01Yeah, so I mean a lot of people are using AI in in every aspect of of e-commerce. Um I was one of the kind of like late people to the party as far as why you know I wasn't on the bandwagon uh right away, like so early, like a lot of people were. So I was kind of like, let's just wait and see a little bit. There's there's too much um there's too much uh glitter and stuff and and not enough substance in my opinion. But the first things that I started using AI for in my business was uh mainly just connected to to what Helium 10 had. I mean, I started using uh AI for other aspects of my job, you know, like the podcasts that I do, like now we you know you know we can uh translate it to different languages and and do do uh clips and different things like that. So that was like my first first you know uh entry into AI, but that doesn't have anything to do with Amazon. But for Amazon, I started using it mainly when when Helium 10 started uh integrating like Chat GPT in some of its tools. So the very, very first thing was for listing builder for listing creation. And so this is twofold. First of all, obviously, um you know there's a lot of marketplaces, and I'm a native English speaker, uh, but you know, like I I can kind of speak Spanish, but it's not to the point where I'm like a native speaker. So in that situation, I would use listing builder like if I'm creating a listing in uh Amazon's uh Spain or any other uh marketplace for that matter, or doing demos in it. Um in the past, I I would just say, hey, you need to hire somebody who who can you know translate for you. And then that's still good, that that's still good advice. But you know, some people maybe can't uh afford that. So what you do is like, for example, let's just give an example for the German uh market, uh, which I don't speak any Deutsch uh at all. You know, I could do the I've always been able to do the keyword research in German, where hey, let me extract I don't even know what the keywords mean, but I know, hey, where where are these top 10 competitors ranking? Now I have that list of keywords, and then me being an English speaker, I can in Listing Builder put in English, you know, my description, like what are the qualities of the product? So everything's still in my own language, and then push the button and then using the keywords and using my English, now it's going to make that that listing in German, and and vice versa. Somebody who lives in Germany trying to make a listing in Japan or something like that, you know, they could uh they could do that. Um the second thing though, uh along with listing builder building is even as native speakers of whatever language we speak, we have like writers block sometime, right? Where we're we're just sitting there, especially maybe we've been doing a lot of listings, or it's late at night, and we're just like, oh, where do I begin uh on this listing, or or what do I do? So it's the same thing. Even I don't need help with English, but then sometimes I'll I'll have it write the listing and I'll say, hey, I I want uh this to be humorous or serious or casual or whatever, and then it'll have a theme. I'm like, oh, I like I like this. Of course, I'm gonna go change it you know a little bit here or there, but you know, I might have I'm in the past old days, I might just have given up until the next day, or like ah, I'd I come up with something that's not good. And so that's another way uh I've been using AI personally.
SPEAKER_00That's really interesting. So I I I personally use it a lot for inspiration as well. So even if you have some good ideas, sometimes uh you run it uh through JetGBT or some similar tools, and uh you find out there's a better way to to to put words together in the same meaning. Um and this is it is really interesting. But I wouldn't I would never like use it just like blind and just hope it's it's gonna be good. Not for now, maybe later, but um as you said, I think uh the most and huge impacts are are just about to come because uh what we see at the beginning it's always the same, right? New technology is coming, everybody's super hyped about it. The impact is barely there, but uh right now we can see uh it's uh I think it's gonna be big. I just saw a video actually from a Microsoft, I think, a new computer or something where um you you were searching for products, and the next day uh when you didn't bought the product, uh you could like just recover all the product pictures and then simply compare all the products you've you've just watched the other day uh on one page, just the pictures with pricings, and uh I think uh AI also is gonna have a huge impact from the buyer's perspective. However, um really interesting. Um so what is your like or where do you see the most opportunity at the moment um if you about to expand a brand or maybe found a new brand? Is there like any specific niches or marketplaces or ways of marketing uh that you see at the moment that have uh huge potential?
SPEAKER_01Well, if we're just talking in general, not specific to Amazon, um I'm I'm just seeing ridiculous things in the USA for TikTok shop. Like uh I've always said that, hey, if you sell on Amazon, you should probably sell on Walmart um as well, which I I think is still true for for most products, but then you know the the ceiling of how high you can go in Walmart has never been that that high. Like, yes, there are a few people who actually, for some products, for whatever reason, sell more on Walmart than Amazon, slightly, but I would say 95% of you know, I don't have any real numbers, but just my estimate is maybe 95% of people know it's way more Amazon compared to to Walmart. But uh, you know, TikTok shop is not as predictable, you know, as Amazon or Walmart. It's not a keyword base, it's not like, hey, let me find the best hashtags using Helium 10 and let me index for these, and and then hey, let me advertise my way to Patreon. I mean, it's a completely different ballgame, it's 100% reliant on kind of virality and influencers pushing your product. But I know of customers, you know, it hasn't even been around for a year almost, but I know some some Helium 10 customers who are Amazon sellers and they have sold millions of dollars on TikTok shop in less than a year. What one is a almost a I would almost I would almost call him a brand new Amazon seller, only selling on Amazon maybe a year, doing amazing on Amazon, sold a million dollars in his first year. How many people can say that? In his first uh five months on TikTok shop, I think he's done three million uh dollars in in half the time. And it's it it's crazy.
SPEAKER_00I probably wouldn't wouldn't say that every product has has the potential, but uh uh at least I think a lot. Is it is it true? Like I I I've heard about they they're gonna forbid it in the States or they want to.
SPEAKER_01Yeah, I I don't think that's gonna happen. I I I I I don't like to predict you know things. I don't know much about you know politics and things like that.
SPEAKER_00But I mean now Donald Trump is using it as well, so it's probably not gonna be.
SPEAKER_01But again, don't don't take my word for it. That's just what that's just my uh my my take.
SPEAKER_00Yeah, yeah, but it's uh it's really interesting, uh what you just said, like uh finding out some new or other ways where you can sell your product um with the base of having your sales and revenue on Amazon. So actually, this is what we're building for the for the past four years. So four years ago, I I we had a dream like in our team, and we we were thinking about okay, it's so hard today to get really good at multi-channel with all these different tools and sales channels and different marketing strategies. Um, because obviously TikTok is a completely different game than what you're playing on Amazon. And um, so we're actually gonna launch uh something. So a little promotion for uh for all the people that are listening here. Uh on uh June 16, we have a live webinar. Uh, we're launching something uh huge like uh infrastructure combined with software and a lot of knowledge, so um to to bring your products uh all over the place here in Germany. Um but yeah, however, uh that's really interesting because uh we were uh looking at TikTok shop, and I think it's not that big in Germany right now. Um, but uh it's definitely gonna come. And also I think in the future, probably like YouTube shop or something like that will will also get uh will also get bigger.
SPEAKER_01Um just I mean just getting your your product out there again, you know, for most of Europe, they don't even have TikTok shop, you know. So I'm not trying to say, oh, this is the only way. I mean, but guess what? You know, in America, we don't have um what's that Polish website that's um that's almost number one in Poland um for marketplace.
SPEAKER_00I know for example in the in the Netherlands, it's it's ball that's called Bowl.
SPEAKER_01Yeah, the bowl in Netherlands, and and I know Poland has one, Germany has a lot of of marketplaces. So it's like, hey, look where where is your main country of where you are pushing your product and how can you get other channels? Because when you start being successful on another channel, it actually also helps your Amazon sales, you know. So there's some people who see a product on TikTok or TikTok shop, but they're not gonna buy it on TikTok shop. What are they gonna do? They're gonna go on Amazon and the and they're gonna buy it, or they see, hey, wow, look at this best seller on on bowl. Ah, I like my Amazon Prime account. Let me go ahead and order it on Amazon Prime. So it's it's all uh connected. So so like I think one thing that Amazon sellers learned, especially in COVID times, was you if you rely 100% on Amazon and something happens, you know, pandemic or you know, whatever, like your your your sales could completely go to to zero. So you diversify, first of all, to protect yourself, but then it's kind of like a flywheel where where the you know the the traffic and the sales are helping each other on the different marketplaces.
SPEAKER_00Yeah, 100% my opinion. Okay, cool. Um so definitely check out maybe TikTok shop or uh look on other marketplaces uh around in your country. Um, one more thing. Um as as we have some potentials, where do you see at the moment sellers are maybe losing or um declining? Because uh maybe before I ask these questions, um in Germany right now, or all over Europe, like the shipping prices are exploding. Like it's crazy. It's it's almost like uh like in COVID. Um because of all the war stuff's going on on on North Africa. Um is is it the same?
SPEAKER_01Like pricings are going going up in the States, or is it almost uh there there was a little bit of of not necessarily inside the country, but you know, import importation from China. Importation, that's what uh definitely has has gone up a little bit, but but you know, supposing I just read a couple days ago, supposedly that might start coming down, but but yeah, I mean it goes up and down. Yeah, these things going up and down, yeah.
SPEAKER_00It's true, it's more than tripled uh here in Europe.
SPEAKER_01Wow. So that that's like inside of Europe to transport trucks or importing from China?
SPEAKER_00So oh wow, it's importing, it's importing, yeah.
SPEAKER_01Yeah, oh, because of like you know uh Sue Sue uh Suez can uh canal and and stuff. Oh, okay, yeah, that makes sense.
SPEAKER_00Yeah, because uh the the big companies know how to make money. I mean they they're doing they're doing their stuff to it, but however, um so do you do you see uh sellers losing in in in some places or areas where you say, hey man, uh you should you should have an eye on that.
SPEAKER_01I think um in America, the the you mentioned how you know things we get before Europe and and you know things like Amazon Post and and all these all these different things that maybe people think is a benefit, you know, that that European sellers don't have or subject matter in the back of a listening to a lot of a lot of things, right? But on the flip side, we also get the new fees and things like that first. And so that for American sellers is a number one thing that um I would imagine it's going to come to Europe as well. But if you were to ask many American sellers what's the biggest difference or what's the biggest pain point, is there is three new fees released back to back to back. Number one is the inbound fee. So if you don't ship your product to like four different places at least, uh you get a per unit surcharge. And so for somebody like me, it didn't really affect too much because I have my own warehouse right here at my house. And so I'm just like, all right, let me go ahead and make four, you know, like I just do uh um you know UPS partnered shipping, so it's very easy for me to go ahead and send it for. Uh, are my prices increased for shipping? Yes, a little bit, but at the same time, Amazon did a fee reduction on the on the back end on the seller, on the buyer side, right? So my costs are very similar, but then there's people who ship containers, for example, or LTL to Amazon, and you can't just take a container, hey, let me divide this in four or four and and go. Like, so those people are having to 100%, you know, maybe they've got 20,000 units on this container, and every single one all of a sudden is getting a 30 cent charge. That that's thousands of dollars that they have no way to get that money back, you know. So that that's uh number one. The second one is low inventory fee that there's a lot of confusion about. Like, hey, if you let your inventory levels drop at a certain point, every unit starts getting a surcharge, you know, like a month, a month later. And then the third one is like if your product has a return rate that gets a little bit higher than a certain percentage, then you're gonna get a fee. So Amazon sells, yeah.
SPEAKER_00Just real short, because these fees are also in Germany right now, uh, or they they're going to be launched pretty soon.
SPEAKER_01Oh, they're going to so they announce already. I didn't know that. Wow.
SPEAKER_00Yeah, yeah. Especially the congratulations. The return fee is crazy. So yeah, uh yeah.
SPEAKER_01So so so these are these are things that um it it's unlike the ship, you know, shipping uh charges goes up and goes down and gas prices, you know, you know, and fuel surcharge. But this is permanent. You know, this is like no, this is this is here now and it's never going away. So uh sometimes when there's you know heavy uh you know transportation costs, sometimes Amazon sellers are just like, okay, I'm gonna eat it for now. You know, um, maybe one shipment or something, I'm gonna I'm gonna lose some money, but it'll probably go back down and then I'll make the money back or something like that. You know, I'm not gonna raise my prices. But now it's like, no, these are permanent fees, yeah. You know, and so it's like a lot of sellers are having to raise prices, a lot of sellers are losing profitability. Um, so it's just a matter of being flexible. It it's still very, very possible and very uh um doable to make money on Amazon, but it you have to be more creative. Let's just say that you have to be more creative than in years uh past, you know, like you talked about when you were making videos in 2019. You know, in 2019, you you could sometimes you can just throw products on Amazon and and just sit back and and rake in tons of profit. Now you have to be a little bit smarter about how how you do it.
SPEAKER_00Definitely. And you need to watch everything that has to do something with stocks because most of the fees are are on there. They also like some uh redemption of fees uh here in Germany. Um, so you need to have an eye on that. Uh is FBM like uh is it a thing uh over in the States at the moment?
SPEAKER_01I I always have used FBM from day one, again, because I have a warehouse, because I always like to dual list my listings. I don't know how it is in Europe, but for example, in America, if you don't have Amazon Prime, you can still see the products, but then when you add it to your shopping cart, like let's say it's $23, it might say $10 shipping. So now all of a sudden that $23 product is $33. And guess what? That customer is probably gonna say, no, yeah, it's too expensive. So me, I always duel this because I can ship for almost the same price as what it cost me to send to Amazon and what you know their pick pack and fulfillment. So I can put it at the same price, and then it's my shipping, you know, free shipping, and then so I can sell it for $23 and still make money. And so I I find that I get like about five, five percent uh sales bump when I when I have that compared to somebody who's only doing FBA. That being said, um, there's different services now where you can have seller-fulfilled prime, uh, which means that I'm still shipping, but I get the prime badge. Like I don't even do FBA, I get a prime badge. But that's that's hard because you you you got to be able to ship one day, two days to most of the country. And most of us, you know, like me, I'm not big enough where I'm doing that kind of volume where I can make a contract with a shipping company to to to send from California to New York in two days. That that's gonna cost me $20 shipping all almost. So so only really, really big companies or companies that have like warehouses all over the country, they can they can do the seller fulfilled prime.
SPEAKER_00It's a lot easier in Germany because the country is obviously. Yeah, exactly. Yeah, so we we we're doing like FBM for like more than a year now. We bought a fulfillment center, and um prices here to be honest, so it it's it's relatively easy to get the prime by seller. Um and depending on your product, uh for for at least most of the products that are a little bit heavier and and and and larger, you can actually save a good a good minimum a good amount of money for every uh interesting sometimes.
SPEAKER_01But but do you also have the ability to get the prime badge uh too? Yeah, yeah. Okay, it's cool.
SPEAKER_00Because the the prime shipping, I believe it was, I mean, it's really well marketed in Germany, so everybody was like, Oh, it's so cool to have my product on the next day. But yeah, even like 10 or 15 years ago, because Germany is so much smaller, it was normal. So yeah, if I go to the to the post station um and I give up a package, it's gonna be there the next day if I gonna do it in the morning. Yeah, it's normal, it's no extra fee or something. But uh, anyways, um this is one way to to get around uh the new fees, for example. Yeah. Um interesting, interesting. And is there because you just mentioned there are new opportunities all the time, like Amazon posts or uh I don't know, is is there still this live feature where you can go live on your on your list?
SPEAKER_01I I don't think that the that just I don't understand really why that never took off in America. Not not just on Amazon, but in general. I mean, America is kind of like the father of live shopping, you know, like we had uh you've probably heard of QVC and and and channels on TV where it's live shopping, you know, 40 years ago America's been doing that. But you see how big live shopping is in China and India and some other countries where where people are making a million dollars in like one hour, you know, selling so many products, but it just never took off for some strange reason. I know TikTok shop is is is trying to do it, but um In America, you know, as far as you know, some of the new things, I I think you're gonna see more of an importance on on uh brand stores and following the brand stores. And and because Amazon is is now giving more benefits to people who have a following where you could actually in some you know situations even send, I mean, they kind of stopped it now, but they were doing an experiment where you could even market to those customers, remarket to your to your followers. And you know, Amazon always before has been like, no, no, this is our customers. You cannot contact them or do anything or send promotional information all to them. So even though they stop that, you know, part of that program, I I think part of it is gonna come back because I'm seeing a lot more emphasis from bigger brands in focusing on their pre their brand presence and their storefront, you know, where it's not just like, hey, let me just set it and forget it. Now they're like, hey, no, no, we we need to be changing our storefront every two weeks and and make giving customers a reason to to to land there. And so that's something that's that's new-ish. And if that starts taking off, I think it's gonna be another way that you can maintain your your your customers on Amazon is is getting more brand recognition, even if you're a smaller, uh, smaller brand out there.
SPEAKER_00Yeah, I would agree about that. That's actually interesting. Um, how is it about like Timu or uh Sheen or or pages like that? Do you think because I was um beginning of the year, I was thinking about maybe Amazon is is going to lower prices or has to do something because there are more and more competitors also on the German market that coming up, and obviously the cost structures for most other marketplaces are way lower than than on Amazon. So I could I could offer my products on different marketplaces for a lot less than I do it on Amazon and still make a good uh amount of profit. Um so on the long term, do you think this is this is going to be a thing or something that uh I I don't think so.
SPEAKER_01I but it's it's funny because I say that because it just it just has such a bad reputation in the United States, those websites of the quality of products and and and things and Germany and just like different take over.
SPEAKER_00I don't believe it, but I I saw it maybe they there's more competition now, yeah. Uh for Amazon itself, so they did something about it.
SPEAKER_01That's why I'm saying that's kind of weird. Despite that, you actually see Amazon did like a big fee reduction for apparel because that's the number one thing for like Timu and Shane is like low-cost clothing, right? And then so Amazon, I think, like cut their fee in half almost. And and suppose you know, some news reports said it was because of what was going on with those. But but now, you know, supposedly Timu and Shane are uh going after like third-party sellers, trying to get them to sell on the platform. But um, I I just I just cannot see that being any kind of significant threat to to Amazon. It's like not even in my mind about like worrying about what's going to happen there. I mean, the the the part that is more affecting is to Amazon sellers, where maybe their their products are getting copied or they're you know they're using their images, and then now they're selling like you know fake products that that are are for sellers. Like like that part is kind of concerning. But as far as oh no, Timu and Shane are gonna take market share from Amazon's business, I don't think I don't think uh it's gonna take much at all.
SPEAKER_00Yeah, me me neither, me neither. But uh I sometimes I'm asking myself why is no one like coming up and and fighting against Amazon? Because here in Jeremy is like crazy. The market share, I think it's it's it's bigger than anywhere else on the planet. Um, so I think in the in the states, for example, I think Walmart. What do you say? How much how big is Walmart compared to Amazon?
SPEAKER_01It's very small. I think I think it was something like uh um don't quote me on this, but like if Amazon was like 70% of e-commerce and Walmart was like 12% or something like that, but it was still Walmart is still number two, and then everybody else is is below is below Walmart. Now, Walmart, the the I think the reason why, like even though it hasn't really taken off, like so you know, like like TikTok shop is is going like this, you know, Walmart's just been steady, but there are advantages of Walmart over Amazon that Amazon can't match. For example, Walmart has over 4,000 physical stores in the United States, and each of those can be a distribution center and last mile. So Amazon or Walmart is actually closer to American people uh than Amazon with all of their DCs and and plus the advantage of every single one of those 4,000 stores, it's like somebody can go there for shopping, like to get their milk and their groceries, and then hey, let me go pick up my package. And so those are some kind of things that Amazon can even compete with. So uh I do think Walmart is is here to stay as the number two in the United States at least.
SPEAKER_00Yeah, it's interesting. I'm really excited uh about like German marketplace because like we have some huge companies similar to Walmart, also from the from the physical store uh standpoint, and uh they're pretty small at the moment, but I think right now one company is going for it. I have you ever heard of Kaufland or Liedland?
SPEAKER_01I have not.
SPEAKER_00No, like they're doing I think they're doing like 120 or 125 billion dollars in revenue in Germany only, uh, with groceries and stuff. So they are by far the biggest uh uh uh grocery store. And I was wondering why why they didn't uh go for the for the online stuff.
SPEAKER_01Uh yeah, well maybe maybe they're getting ready for it. And you know, it took Walmart, it took Walmart how long.
SPEAKER_00I mean we're making selling on their platform is a little bit more profitable, actually, at the Amazon. But obviously, it's I mean, if you make like two sales on on Call of the Sunday, then exactly, exactly it's a different game. All right, cool. So do you have like I mean, uh as always, I'm asking for like not the best tip because that's a stupid question, I think, but like some good advice you would give to people selling on Amazon um right now.
SPEAKER_01I would say for right now, there's one warning and one one tip is one warning is you know, we talked a little bit about AI, especially this year. I'm just hearing so many more and more, and from people I respect like speculation about what's the future on Amazon, and I hear some like kind of outlandish things. And some of them I I guarantee some of them will be true. But but here's the thing there's 10 people who say 10 different things, they're not all going to be true because people are just guessing. You know, there's like, hey, the entire way that you can search on Amazon is going to be changed, and and and and you know, the way you make an Amazon listing will be 100% different, and so you know, like you're never gonna have to use Cerebro anymore. Like, like, no, I I can guarantee that that's not gonna happen. I mean, it's no matter what changes is going to happen, um, I mean, the the same basic way that you make a listing is going to be the same. You know, like you have to make it relevant and you have to know what people are searching for. But then other people are speculating about hey, what how is Amazon's search going to change? And so what I see sometimes is is is because a you know, I'm out there at conferences a lot, a lot of sellers are coming to me like very nervous and worried, like, oh man, you know, how do I prepare for this algorithm change or how do I prepare for the AI? I'm like, don't even think about it right now.
SPEAKER_00Good products will win at the end.
SPEAKER_01Yeah, good products will win, but but here's the thing, too. Amazon always changes, that's a given. Yeah, you know, uh, one day you could get reviews uh uh for incentivize, you know, incentivize reviews and give free products, the next day you couldn't. One day you could do search find by, the next day you couldn't. Now, the search find by could have ended at any time, it could have been replaced by 75 different strategies that might have been legal. But if you're worried and planning about that, you know, before it even happens, you're losing your focus on what is actually making money for your business right now. All right. So just worry about what's going on right now, and then the moment something changes and and things change, you know, Amazon has new fees, Amazon changes algorithm, then you then you worry about okay, let's let's go ahead and pivot. And so I think that's a big danger this year, is too many sellers are getting worried or distracted by by things that aren't even verified, and they're losing focus on their core business when it's it's very critical. And then my second tip is is it's probably it's a helium 10 one, but it's very slept on. Like I would say 95% of users don't even use this. But when we're launching a product, sometimes we have trouble getting impressions for PPC for a keyword. Sometimes we have trouble ranking, even though we're indexed for a keyword, and like, what's going on? I I made my listing perfect where I use this keyword phrase maybe three times. This is my main keyword. Why can I not get impressions? Or why, even though I'm getting sales, my rank is increasing so slowly. And a lot of times people don't realize it's actually uh Amazon might be confused in the beginning. What is your product? It the relevancy might be messed up. And so there's a way you can actually get a live look at what Amazon thinks you're relevant for. It's in Cerebro. You put your product in Cerebro just like normal, and then you go to this column called Amazon Recommended Rank and you sort it from least to greatest. Those top 30 keywords that come up, that is not helium 10 algorithm or estimation. That is directly for coming from Amazon API about what it thinks is the most relevant. It doesn't, it doesn't always have to be your best keywords, is right there. But you look at those top 20 keywords, you're gonna know instantly, hey, is Amazon confused about my products? I had this, these socks that had a phrase on the bottom, like, if you can read this, bring me coffee. I had coffee. Coffee is my number one keyword, like gifts for coffee lovers. Coffee this, coffee that. I could not get impressions, hardly any in PPC for it. And I'm like, what's going on? This is in my title, it's everywhere. I ran this and I saw the top 30 keywords is all generic black sock, pink sock, uh, woman socks. Nothing about coffee because Amazon was confused. Like, and you can kind of understand now that you take a step back, it's like, oh yeah, like coffee is like a grocery keyword. So it it was confused a little bit. So I I always say, like, my my my tip now is like when you launch a product, do a fake launch first. Throw away ASIN, throw away UPC, make your listing how you want it, make it live using FBM for like one day only, and run Cerebro, and then now make sure Amazon is is not confused. And you might have to, if it is confused, you might have to do things like send some traffic to a keyword or or change the optimization. But you don't want to be doing these things during your product launch, you know, like you're losing sales, you're losing your your honeymoon period. Do it on this test listing, and then now when you make your real listing, now you know exactly what you have to do from day one to be fully relevant to Amazon. So that that's like a tip I think very, very few people are are using.
SPEAKER_00Okay. Sounds really interesting. I think it's it's a lot of work to uh if you always like throw so throw away your UPC. But obviously, if you're starting with FBM, never thought about it. Uh it's interesting. I think, especially maybe for products that are easy to get confused on. Okay, anyways, um thank you so much for your time, man. Um I appreciate uh you being here on the podcast. So uh whenever you're back in Germany, just let me know. Yes.
SPEAKER_01Uh take me for some uh Schnitzel and some beer, please.
SPEAKER_00I will, I will. Or here in Berlin, we will take you maybe for some kebab or some Arabic food is hey that that that's the other reason that I go to Europe.
SPEAKER_01Uh we don't I don't have good kebab here in in uh in the States.
SPEAKER_00So it's never nowhere in Europe it's good, it's only in Germany, actually.
SPEAKER_01Okay, all in Germany, okay. German kebab is the best. Got it.
SPEAKER_00In Berlin, especially. However, man, thank you so much, and um yeah, keep it doing, and we see.
SPEAKER_01Awesome, awesome.
unknownThank you.