{"version":"1.0.0","segments":[{"speaker":"[speaker]","startTime":0.35,"endTime":4.876,"body":"Welcome to the Planet Amazon podcast"},{"speaker":"[speaker]","startTime":0.35,"endTime":4.876,"body":"with Adam Schaefer, where we explore the world"},{"speaker":"[speaker]","startTime":4.896,"endTime":10.223,"body":"of Amazon and other e-commerce marketplaces."},{"speaker":"[speaker]","startTime":4.896,"endTime":10.223,"body":"Join us as we delve into the latest strategies"},{"speaker":"[speaker]","startTime":10.323,"endTime":14.469,"body":"and tactics for successful selling"},{"speaker":"[speaker]","startTime":10.323,"endTime":14.469,"body":"on the world's largest online marketplace."},{"speaker":"[speaker]","startTime":17.95,"endTime":22.473,"body":"Hello, I'm Adam Schaefer and welcome"},{"speaker":"[speaker]","startTime":17.95,"endTime":22.473,"body":"to Planet Amazon, where we talk about all things"},{"speaker":"[speaker]","startTime":22.853,"endTime":29.037,"body":"Amazon. And we help brands navigate"},{"speaker":"[speaker]","startTime":22.853,"endTime":29.037,"body":"the $600 billion Amazon marketplace and help"},{"speaker":"[speaker]","startTime":29.057,"endTime":34.44,"body":"them become successful. We have some"},{"speaker":"[speaker]","startTime":29.057,"endTime":34.44,"body":"great guests that visit us, but we have a really"},{"speaker":"[speaker]","startTime":35.001,"endTime":41.325,"body":"super smart guest with us today."},{"speaker":"[speaker]","startTime":35.001,"endTime":41.325,"body":"His name is Nikolai Tommen, and he is the vice"},{"speaker":"[speaker]","startTime":41.365,"endTime":47.109,"body":"president of eCommerce at Phelps"},{"speaker":"[speaker]","startTime":41.365,"endTime":47.109,"body":"United. And this guy is a wizard. He knows"},{"speaker":"[speaker]","startTime":47.149,"endTime":53.193,"body":"it all. I don't think I've ever stumped"},{"speaker":"[speaker]","startTime":47.149,"endTime":53.193,"body":"him on a question yet. And today we have a"},{"speaker":"[speaker]","startTime":53.253,"endTime":58.356,"body":"bunch of questions that I get asked"},{"speaker":"[speaker]","startTime":53.253,"endTime":58.356,"body":"from brands daily. So let's see how far we"},{"speaker":"[speaker]","startTime":58.396,"endTime":64.461,"body":"get with Nikolai and here's some"},{"speaker":"[speaker]","startTime":58.396,"endTime":64.461,"body":"of the magic. Nikolai, welcome to Planet Amazon."},{"speaker":"[speaker]","startTime":65.161,"endTime":69.744,"body":"Good morning. That was a very high"},{"speaker":"[speaker]","startTime":65.161,"endTime":69.744,"body":"praise from you, Adam, thank you. Well, you"},{"speaker":"[speaker]","startTime":69.764,"endTime":73.086,"body":"know, I love you, man. And you're"},{"speaker":"[speaker]","startTime":69.764,"endTime":73.086,"body":"definitely one of the smartest guys I know."},{"speaker":"[speaker]","startTime":73.146,"endTime":77.609,"body":"If not the smartest on the Amazon"},{"speaker":"[speaker]","startTime":73.146,"endTime":77.609,"body":"side, that's for sure. Why don't you just tell"},{"speaker":"[speaker]","startTime":77.669,"endTime":80.931,"body":"us little bit about you so we could"},{"speaker":"[speaker]","startTime":77.669,"endTime":80.931,"body":"let the audience know a bit about your back."},{"speaker":"[speaker]","startTime":80.952,"endTime":87.756,"body":"Sure. So it started in Amazon world"},{"speaker":"[speaker]","startTime":80.952,"endTime":87.756,"body":"probably about five and a half, six years ago,"},{"speaker":"[speaker]","startTime":87.936,"endTime":93.76,"body":"where I was working for a startup"},{"speaker":"[speaker]","startTime":87.936,"endTime":93.76,"body":"agency managing brands across the Amazon and"},{"speaker":"[speaker]","startTime":93.9,"endTime":100.384,"body":"other e-commerce platforms. From"},{"speaker":"[speaker]","startTime":93.9,"endTime":100.384,"body":"there, we dabbled in a lot of agency work ranging"},{"speaker":"[speaker]","startTime":100.424,"endTime":103.807,"body":"from content listings to advertising"},{"speaker":"[speaker]","startTime":100.424,"endTime":103.807,"body":"to"},{"speaker":"[speaker]","startTime":107.97,"endTime":113.853,"body":"I got a good grasp of the Amazon"},{"speaker":"[speaker]","startTime":107.97,"endTime":113.853,"body":"world starting there. And we're hyper focused"},{"speaker":"[speaker]","startTime":114.054,"endTime":120.698,"body":"in apparel. And as my career grew"},{"speaker":"[speaker]","startTime":114.054,"endTime":120.698,"body":"and changed, I found the opportunity to work"},{"speaker":"[speaker]","startTime":120.718,"endTime":129.504,"body":"for Phelps United back in May of"},{"speaker":"[speaker]","startTime":120.718,"endTime":129.504,"body":"2020. And as of that point, my experience,"},{"speaker":"[speaker]","startTime":129.564,"endTime":136.388,"body":"my work career has grown exponentially,"},{"speaker":"[speaker]","startTime":129.564,"endTime":136.388,"body":"ranging from Amazon to Walmart to New Egg."},{"speaker":"[speaker]","startTime":137.95,"endTime":144.234,"body":"Basically any third-party site, we"},{"speaker":"[speaker]","startTime":137.95,"endTime":144.234,"body":"have worked and grown and pivoted on to a really"},{"speaker":"[speaker]","startTime":144.374,"endTime":150.758,"body":"omnichannel experience. And from"},{"speaker":"[speaker]","startTime":144.374,"endTime":150.758,"body":"there, we focus on technology. We focus on"},{"speaker":"[speaker]","startTime":150.838,"endTime":158.063,"body":"consumers and consumables. And I"},{"speaker":"[speaker]","startTime":150.838,"endTime":158.063,"body":"really got my hands wet on all things Amazon."},{"speaker":"[speaker]","startTime":159.204,"endTime":164.247,"body":"That's cool, man. You come with a"},{"speaker":"[speaker]","startTime":159.204,"endTime":164.247,"body":"breadth of knowledge, that's for sure. So I'm"},{"speaker":"[speaker]","startTime":164.307,"endTime":169.27,"body":"talking to brands every day. Trying"},{"speaker":"[speaker]","startTime":164.307,"endTime":169.27,"body":"to help them. what their admins on strategy"},{"speaker":"[speaker]","startTime":169.29,"endTime":176.355,"body":"should be and how to best leverage"},{"speaker":"[speaker]","startTime":169.29,"endTime":176.355,"body":"this amazing platform. But it's pretty complicated"},{"speaker":"[speaker]","startTime":176.575,"endTime":181.579,"body":"and I get the same questions because"},{"speaker":"[speaker]","startTime":176.575,"endTime":181.579,"body":"the same things resonate with every brand."},{"speaker":"[speaker]","startTime":182.299,"endTime":186.582,"body":"Some are worried about some things"},{"speaker":"[speaker]","startTime":182.299,"endTime":186.582,"body":"more than others, but it always comes down"},{"speaker":"[speaker]","startTime":186.602,"endTime":192.706,"body":"to a few of the same things. So let's"},{"speaker":"[speaker]","startTime":186.602,"endTime":192.706,"body":"talk about one that I hear all the time and"},{"speaker":"[speaker]","startTime":193.026,"endTime":200.391,"body":"it kind of drives me crazy, but it's"},{"speaker":"[speaker]","startTime":193.026,"endTime":200.391,"body":"something that it's like. But so many of these"},{"speaker":"[speaker]","startTime":200.431,"endTime":205.414,"body":"brands are saying, why do I need"},{"speaker":"[speaker]","startTime":200.431,"endTime":205.414,"body":"to pay any attention to Amazon at all? I have"},{"speaker":"[speaker]","startTime":205.535,"endTime":210.838,"body":"so many people selling my stuff on"},{"speaker":"[speaker]","startTime":205.535,"endTime":210.838,"body":"Amazon. I'm already selling on Amazon. Why"},{"speaker":"[speaker]","startTime":210.878,"endTime":214.721,"body":"do I need to get involved? Why do"},{"speaker":"[speaker]","startTime":210.878,"endTime":214.721,"body":"I need to sell on Amazon when I have all these"},{"speaker":"[speaker]","startTime":214.741,"endTime":219.244,"body":"other brands doing it? I don't get"},{"speaker":"[speaker]","startTime":214.741,"endTime":219.244,"body":"it, Adam. Tell me. So, Nikola, I'm going to"},{"speaker":"[speaker]","startTime":219.264,"endTime":223.266,"body":"ask you. I don't get it. Tell me,"},{"speaker":"[speaker]","startTime":219.264,"endTime":223.266,"body":"why do they need to participate and have an"},{"speaker":"[speaker]","startTime":223.326,"endTime":230.371,"body":"Amazon strategy? Absolutely. So,"},{"speaker":"[speaker]","startTime":223.326,"endTime":230.371,"body":"this is a huge question. And it really varies"},{"speaker":"[speaker]","startTime":230.411,"endTime":234.974,"body":"at a brand level. But ultimately,"},{"speaker":"[speaker]","startTime":230.411,"endTime":234.974,"body":"Amazon is one of the biggest platforms with"},{"speaker":"[speaker]","startTime":235.114,"endTime":239.557,"body":"the most organic search being driven"},{"speaker":"[speaker]","startTime":235.114,"endTime":239.557,"body":"through it. And at the end of the day, if you're"},{"speaker":"[speaker]","startTime":239.577,"endTime":243.78,"body":"not competing, your market share"},{"speaker":"[speaker]","startTime":239.577,"endTime":243.78,"body":"is going to one of your other competitors who"},{"speaker":"[speaker]","startTime":243.96,"endTime":251.705,"body":"is. Additionally, Amazon is a great"},{"speaker":"[speaker]","startTime":243.96,"endTime":251.705,"body":"search engine. People are more so searching"},{"speaker":"[speaker]","startTime":251.825,"endTime":257.689,"body":"on Amazon to learn about your product,"},{"speaker":"[speaker]","startTime":251.825,"endTime":257.689,"body":"your brand, than they are on Google. And ultimately,"},{"speaker":"[speaker]","startTime":258.13,"endTime":262.172,"body":"PPC the way it is people are bidding"},{"speaker":"[speaker]","startTime":258.13,"endTime":262.172,"body":"on your keywords regardless if you're there"},{"speaker":"[speaker]","startTime":262.212,"endTime":266.375,"body":"or not So if you're not bidding on"},{"speaker":"[speaker]","startTime":262.212,"endTime":266.375,"body":"if you're not on Amazon, you're not bidding"},{"speaker":"[speaker]","startTime":266.415,"endTime":273.18,"body":"on your own keywords Ultimately that"},{"speaker":"[speaker]","startTime":266.415,"endTime":273.18,"body":"search is going to another reseller and as"},{"speaker":"[speaker]","startTime":273.46,"endTime":279.184,"body":"Amazon has grown People find ways"},{"speaker":"[speaker]","startTime":273.46,"endTime":279.184,"body":"to get product listed and if you're mark your"},{"speaker":"[speaker]","startTime":279.224,"endTime":284.207,"body":"products on the open market people"},{"speaker":"[speaker]","startTime":279.224,"endTime":284.207,"body":"are able to source it more or less your products"},{"speaker":"[speaker]","startTime":284.227,"endTime":288.13,"body":"going to end up on Amazon and Unfortunately,"},{"speaker":"[speaker]","startTime":284.227,"endTime":288.13,"body":"you're going to lose a lot of the control that"},{"speaker":"[speaker]","startTime":288.17,"endTime":293.233,"body":"you would have if you originally"},{"speaker":"[speaker]","startTime":288.17,"endTime":293.233,"body":"launched. So stay with that for a second, because"},{"speaker":"[speaker]","startTime":293.513,"endTime":298.557,"body":"that's really the big deal. They"},{"speaker":"[speaker]","startTime":293.513,"endTime":298.557,"body":"think, oh, I'm getting sales, but you got all"},{"speaker":"[speaker]","startTime":298.577,"endTime":303.32,"body":"these different sellers selling it,"},{"speaker":"[speaker]","startTime":298.577,"endTime":303.32,"body":"maybe not creating the content the way the"},{"speaker":"[speaker]","startTime":303.34,"endTime":309.024,"body":"brand would wanna be represented,"},{"speaker":"[speaker]","startTime":303.34,"endTime":309.024,"body":"and also maybe lowering the price where it"},{"speaker":"[speaker]","startTime":309.064,"endTime":314.607,"body":"hurts their channel. So what do you"},{"speaker":"[speaker]","startTime":309.064,"endTime":314.607,"body":"see there? Yeah, and that violation, depending"},{"speaker":"[speaker]","startTime":314.687,"endTime":320.891,"body":"on the category, depending on the"},{"speaker":"[speaker]","startTime":314.687,"endTime":320.891,"body":"brand, offenders we see on Amazon. A lot of"},{"speaker":"[speaker]","startTime":320.911,"endTime":326.535,"body":"these resellers are sourcing your"},{"speaker":"[speaker]","startTime":320.911,"endTime":326.535,"body":"products through the open market directly through"},{"speaker":"[speaker]","startTime":326.555,"endTime":331.499,"body":"a wholesale channel and end up pivoting"},{"speaker":"[speaker]","startTime":326.555,"endTime":331.499,"body":"the product on Amazon. If there's consumer"},{"speaker":"[speaker]","startTime":331.519,"endTime":337.503,"body":"demand they're going to be able to"},{"speaker":"[speaker]","startTime":331.519,"endTime":337.503,"body":"sell and maximize their sell-through by listing"},{"speaker":"[speaker]","startTime":337.523,"endTime":342.926,"body":"your product on Amazon. And as that"},{"speaker":"[speaker]","startTime":337.523,"endTime":342.926,"body":"said it's a double-edged sword. Yes you're"},{"speaker":"[speaker]","startTime":342.946,"endTime":346.769,"body":"getting sales through distribution"},{"speaker":"[speaker]","startTime":342.946,"endTime":346.769,"body":"or wholesale but at the end of the day you're"},{"speaker":"[speaker]","startTime":347.309,"endTime":353.353,"body":"not your brand, there's map violations"},{"speaker":"[speaker]","startTime":347.309,"endTime":353.353,"body":"going on and your your market's going to get"},{"speaker":"[speaker]","startTime":353.393,"endTime":361.459,"body":"very washed with unreasonable, unresponsive"},{"speaker":"[speaker]","startTime":353.393,"endTime":361.459,"body":"sellers. I mean, also what I've seen too is"},{"speaker":"[speaker]","startTime":362.139,"endTime":366.122,"body":"like these, the brands will look"},{"speaker":"[speaker]","startTime":362.139,"endTime":366.122,"body":"at the content and I'll look at the content"},{"speaker":"[speaker]","startTime":366.142,"endTime":370.605,"body":"with them. And it's the wrong information"},{"speaker":"[speaker]","startTime":366.142,"endTime":370.605,"body":"on the product. It doesn't have the pictures"},{"speaker":"[speaker]","startTime":370.665,"endTime":378.23,"body":"that in the videos and the explanation,"},{"speaker":"[speaker]","startTime":370.665,"endTime":378.23,"body":"but in many cases, it's just wrong. And nobody's"},{"speaker":"[speaker]","startTime":378.31,"endTime":386.168,"body":"really controlling the integrity"},{"speaker":"[speaker]","startTime":378.31,"endTime":386.168,"body":"of the brand and the content. How do you fix"},{"speaker":"[speaker]","startTime":386.188,"endTime":391.451,"body":"that if you're the brand? Yeah, there's"},{"speaker":"[speaker]","startTime":386.188,"endTime":391.451,"body":"a few different ways you can go about fixing"},{"speaker":"[speaker]","startTime":391.471,"endTime":395.514,"body":"the content. It's definitely a lot"},{"speaker":"[speaker]","startTime":391.471,"endTime":395.514,"body":"more difficult than if you originally started"},{"speaker":"[speaker]","startTime":395.954,"endTime":400.117,"body":"the content creation on Amazon. So"},{"speaker":"[speaker]","startTime":395.954,"endTime":400.117,"body":"that's always one of the first things we recommend"},{"speaker":"[speaker]","startTime":400.157,"endTime":406.261,"body":"to a brand wanting or considering"},{"speaker":"[speaker]","startTime":400.157,"endTime":406.261,"body":"going on to the platform. But if you're in"},{"speaker":"[speaker]","startTime":406.341,"endTime":411.525,"body":"one of these situations where resellers"},{"speaker":"[speaker]","startTime":406.341,"endTime":411.525,"body":"have listed your product and merchandise it"},{"speaker":"[speaker]","startTime":411.625,"endTime":416.908,"body":"wrong and aren't branding it according"},{"speaker":"[speaker]","startTime":411.625,"endTime":416.908,"body":"to your brand guidelines, there's a few different"},{"speaker":"[speaker]","startTime":417.108,"endTime":421.872,"body":"ways you can go about addressing"},{"speaker":"[speaker]","startTime":417.108,"endTime":421.872,"body":"it. The first and one of the most well known"},{"speaker":"[speaker]","startTime":421.912,"endTime":425.994,"body":"is through brand registry. Brand"},{"speaker":"[speaker]","startTime":421.912,"endTime":425.994,"body":"registry is going to be able to give you the"},{"speaker":"[speaker]","startTime":426.054,"endTime":432.058,"body":"tools and access to re-navigate your"},{"speaker":"[speaker]","startTime":426.054,"endTime":432.058,"body":"listings and rebrand them according to the"},{"speaker":"[speaker]","startTime":432.078,"endTime":439.363,"body":"brand guidelines. And this is really"},{"speaker":"[speaker]","startTime":432.078,"endTime":439.363,"body":"effective because a lot of the times, as you"},{"speaker":"[speaker]","startTime":439.383,"endTime":443.026,"body":"mentioned, the listings have errors."},{"speaker":"[speaker]","startTime":439.383,"endTime":443.026,"body":"They aren't merchandising it well. The product"},{"speaker":"[speaker]","startTime":443.066,"endTime":450.891,"body":"images are not there. And by signing"},{"speaker":"[speaker]","startTime":443.066,"endTime":450.891,"body":"up for brand registry. brand on Amazon under"},{"speaker":"[speaker]","startTime":450.931,"endTime":456.675,"body":"your brand then it gives you full"},{"speaker":"[speaker]","startTime":450.931,"endTime":456.675,"body":"access to all things said to those listings."},{"speaker":"[speaker]","startTime":458.596,"endTime":461.938,"body":"That's important. Is it hard for"},{"speaker":"[speaker]","startTime":458.596,"endTime":461.938,"body":"a brand to get brand registry? What do they"},{"speaker":"[speaker]","startTime":461.978,"endTime":468.002,"body":"need? Yeah, so it's really not too"},{"speaker":"[speaker]","startTime":461.978,"endTime":468.002,"body":"difficult. There is a time delay process when"},{"speaker":"[speaker]","startTime":468.022,"endTime":471.545,"body":"you apply for brand registry. The"},{"speaker":"[speaker]","startTime":468.022,"endTime":471.545,"body":"first thing that you're going to need when"},{"speaker":"[speaker]","startTime":471.625,"endTime":478.829,"body":"creating your brand registry account,"},{"speaker":"[speaker]","startTime":471.625,"endTime":478.829,"body":"and this is basically a sister variant to seller-centric."},{"speaker":"[speaker]","startTime":479.83,"endTime":484.013,"body":"the brand registry portal and you'll"},{"speaker":"[speaker]","startTime":479.83,"endTime":484.013,"body":"need your registered trademark, whether it's"},{"speaker":"[speaker]","startTime":484.073,"endTime":490.657,"body":"under the USPTO or whatever country"},{"speaker":"[speaker]","startTime":484.073,"endTime":490.657,"body":"you filed under. And from there, you submit"},{"speaker":"[speaker]","startTime":490.697,"endTime":496.581,"body":"that trademark to show that you're"},{"speaker":"[speaker]","startTime":490.697,"endTime":496.581,"body":"the authorized brand of said trademark and"},{"speaker":"[speaker]","startTime":496.821,"endTime":501.925,"body":"Amazon will verify it. They'll send"},{"speaker":"[speaker]","startTime":496.821,"endTime":501.925,"body":"a confirmation code to the lawyers and then"},{"speaker":"[speaker]","startTime":501.985,"endTime":507.629,"body":"from there, you essentially tie that"},{"speaker":"[speaker]","startTime":501.985,"endTime":507.629,"body":"brand on Amazon to yourself through your brand"},{"speaker":"[speaker]","startTime":507.689,"endTime":512.532,"body":"registry portal. So if you're a brand,"},{"speaker":"[speaker]","startTime":507.689,"endTime":512.532,"body":"I mean, I tell brands like you gotta have brand"},{"speaker":"[speaker]","startTime":512.572,"endTime":516.314,"body":"registry, you gotta apply for brand"},{"speaker":"[speaker]","startTime":512.572,"endTime":516.314,"body":"registry. If you can't control your brand,"},{"speaker":"[speaker]","startTime":516.875,"endTime":520.837,"body":"it's going to be a mess. People are"},{"speaker":"[speaker]","startTime":516.875,"endTime":520.837,"body":"going to go solve your content problem for"},{"speaker":"[speaker]","startTime":520.858,"endTime":524.62,"body":"you and you're not going to like"},{"speaker":"[speaker]","startTime":520.858,"endTime":524.62,"body":"it. And so that brand registry is kind of like"},{"speaker":"[speaker]","startTime":524.7,"endTime":528.843,"body":"one of the number one things you've"},{"speaker":"[speaker]","startTime":524.7,"endTime":528.843,"body":"got to do. If you want to be on Amazon, protect"},{"speaker":"[speaker]","startTime":528.903,"endTime":533.986,"body":"your brand, protect your content."},{"speaker":"[speaker]","startTime":528.903,"endTime":533.986,"body":"So that's a great one. So thanks for that."},{"speaker":"[speaker]","startTime":534.527,"endTime":540.931,"body":"And you know, okay, so now I'm a"},{"speaker":"[speaker]","startTime":534.527,"endTime":540.931,"body":"brand. I want to sell on Amazon. Okay, maybe"},{"speaker":"[speaker]","startTime":540.971,"endTime":546.495,"body":"there's some other sellers on it"},{"speaker":"[speaker]","startTime":540.971,"endTime":546.495,"body":"and I want to try and fix that, but how should"},{"speaker":"[speaker]","startTime":546.595,"endTime":551.318,"body":"I sell on Amazon? Should I be trying"},{"speaker":"[speaker]","startTime":546.595,"endTime":551.318,"body":"to sell two Amazon, would they call Amazon"},{"speaker":"[speaker]","startTime":551.418,"endTime":556.141,"body":"1P, or should I try to do it myself"},{"speaker":"[speaker]","startTime":551.418,"endTime":556.141,"body":"or through another reselling partner, like"},{"speaker":"[speaker]","startTime":556.161,"endTime":562.185,"body":"a 3P partner? How does that all work?"},{"speaker":"[speaker]","startTime":556.161,"endTime":562.185,"body":"Yeah, so it's a big question. 1P and 3P has"},{"speaker":"[speaker]","startTime":562.205,"endTime":566.848,"body":"been a long lasting debate whether"},{"speaker":"[speaker]","startTime":562.205,"endTime":566.848,"body":"what channel is right and what channel is wrong."},{"speaker":"[speaker]","startTime":567.809,"endTime":573.232,"body":"At the end of the day, I view 1P"},{"speaker":"[speaker]","startTime":567.809,"endTime":573.232,"body":"versus 3P as a hybrid approach you should always"},{"speaker":"[speaker]","startTime":573.252,"endTime":578.316,"body":"consider. There's pros and cons for"},{"speaker":"[speaker]","startTime":573.252,"endTime":578.316,"body":"both, where 3P you get a lot more control of"},{"speaker":"[speaker]","startTime":578.336,"endTime":585.2,"body":"your content, pricing, you can kind"},{"speaker":"[speaker]","startTime":578.336,"endTime":585.2,"body":"of go outside of the structure that 1P has"},{"speaker":"[speaker]","startTime":585.22,"endTime":590.624,"body":"in terms of listing creation, whereas"},{"speaker":"[speaker]","startTime":585.22,"endTime":590.624,"body":"the big benefits for 1P is you get paid on"},{"speaker":"[speaker]","startTime":592.165,"endTime":600.711,"body":"POs, they send you a PO every Monday,"},{"speaker":"[speaker]","startTime":592.165,"endTime":600.711,"body":"and it's very consistent and regular. a cog"},{"speaker":"[speaker]","startTime":600.731,"endTime":604.213,"body":"in the machine. A lot of the times"},{"speaker":"[speaker]","startTime":600.731,"endTime":604.213,"body":"you're not going to get a brand registry rep"},{"speaker":"[speaker]","startTime":604.373,"endTime":611.158,"body":"or one p rep unless you're meeting"},{"speaker":"[speaker]","startTime":604.373,"endTime":611.158,"body":"a significant quota on Amazon. And without"},{"speaker":"[speaker]","startTime":611.198,"endTime":617.162,"body":"that, it's very hard to keep your"},{"speaker":"[speaker]","startTime":611.198,"endTime":617.162,"body":"brand controlled. So that's where a lot of"},{"speaker":"[speaker]","startTime":617.442,"endTime":623.046,"body":"resellers or sellers then pivot to"},{"speaker":"[speaker]","startTime":617.442,"endTime":623.046,"body":"the 3p side where the 3p side, you have a lot"},{"speaker":"[speaker]","startTime":623.086,"endTime":629.65,"body":"more control, whether it's pricing"},{"speaker":"[speaker]","startTime":623.086,"endTime":629.65,"body":"content listings or you're going to market"},{"speaker":"[speaker]","startTime":629.85,"endTime":634.493,"body":"your catalog. And at the end of the"},{"speaker":"[speaker]","startTime":629.85,"endTime":634.493,"body":"day, you have to pick what's best for you,"},{"speaker":"[speaker]","startTime":634.773,"endTime":642.158,"body":"where one P makes sense is you normally"},{"speaker":"[speaker]","startTime":634.773,"endTime":642.158,"body":"get paid immediately or on net terms, whereas"},{"speaker":"[speaker]","startTime":642.218,"endTime":646.321,"body":"3P it's more of a consignment base"},{"speaker":"[speaker]","startTime":642.218,"endTime":646.321,"body":"where you're only getting paid post two weeks"},{"speaker":"[speaker]","startTime":646.501,"endTime":651.865,"body":"after that product gets sold. So"},{"speaker":"[speaker]","startTime":646.501,"endTime":651.865,"body":"depending on how cash flow is, depending on"},{"speaker":"[speaker]","startTime":652.305,"endTime":657.288,"body":"how you want to leverage the market,"},{"speaker":"[speaker]","startTime":652.305,"endTime":657.288,"body":"it's very indicative to which platform you"},{"speaker":"[speaker]","startTime":657.308,"endTime":663.112,"body":"choose to sell under. So I understand"},{"speaker":"[speaker]","startTime":657.308,"endTime":663.112,"body":"that when you sell the 3P, when you sell the"},{"speaker":"[speaker]","startTime":663.252,"endTime":672.198,"body":"1P, Amazon will pay you in 30, 60"},{"speaker":"[speaker]","startTime":663.252,"endTime":672.198,"body":"or 90 days and they'll make you pay for that"},{"speaker":"[speaker]","startTime":672.258,"endTime":676.341,"body":"in the sense that if you wanna get"},{"speaker":"[speaker]","startTime":672.258,"endTime":676.341,"body":"paid in 30 days, they'll probably ask for a"},{"speaker":"[speaker]","startTime":676.381,"endTime":680.124,"body":"cash discount. So maybe it's like"},{"speaker":"[speaker]","startTime":676.381,"endTime":680.124,"body":"2% that they're gonna want off the top. Is"},{"speaker":"[speaker]","startTime":680.164,"endTime":686.188,"body":"that correct or am I wrong? Yeah,"},{"speaker":"[speaker]","startTime":680.164,"endTime":686.188,"body":"it's a brand by brand cadence. We've seen some"},{"speaker":"[speaker]","startTime":686.228,"endTime":693.212,"body":"have net 45 with a 1.5%. be associated"},{"speaker":"[speaker]","startTime":686.228,"endTime":693.212,"body":"to getting paid early. Some have net 60, some"},{"speaker":"[speaker]","startTime":693.252,"endTime":699.397,"body":"even have net 90. And depending on"},{"speaker":"[speaker]","startTime":693.252,"endTime":699.397,"body":"what your product is and lead time is sourcing,"},{"speaker":"[speaker]","startTime":699.897,"endTime":705.361,"body":"it's a tough position to be underway"},{"speaker":"[speaker]","startTime":699.897,"endTime":705.361,"body":"90 days. Yeah, no, that's for sure, but sometimes"},{"speaker":"[speaker]","startTime":705.381,"endTime":710.704,"body":"it's tough to give up the two points"},{"speaker":"[speaker]","startTime":705.381,"endTime":710.704,"body":"when you have it. And then, you know, I always"},{"speaker":"[speaker]","startTime":710.884,"endTime":714.286,"body":"talk to brands and say, look, like"},{"speaker":"[speaker]","startTime":710.884,"endTime":714.286,"body":"if you're gonna sell to Amazon, you got to"},{"speaker":"[speaker]","startTime":714.306,"endTime":722.472,"body":"be prepared for the unknown, And"},{"speaker":"[speaker]","startTime":714.306,"endTime":722.472,"body":"so they have some basic charges that I know"},{"speaker":"[speaker]","startTime":722.512,"endTime":726.995,"body":"about, but there's always the things"},{"speaker":"[speaker]","startTime":722.512,"endTime":726.995,"body":"that I haven't even heard about or seen but"},{"speaker":"[speaker]","startTime":727.255,"endTime":732.799,"body":"I You know, I know exist One is first"},{"speaker":"[speaker]","startTime":727.255,"endTime":732.799,"body":"of all they're gonna negotiate the best lowest"},{"speaker":"[speaker]","startTime":732.999,"endTime":738.322,"body":"PO price So they're gonna get the"},{"speaker":"[speaker]","startTime":732.999,"endTime":738.322,"body":"best possible a wholesale price plus plus right"},{"speaker":"[speaker]","startTime":738.443,"endTime":742.886,"body":"and then There's other other fees"},{"speaker":"[speaker]","startTime":738.443,"endTime":742.886,"body":"like what are the other standard fees that"},{"speaker":"[speaker]","startTime":742.906,"endTime":747.028,"body":"they're hitting for? Yeah, so the"},{"speaker":"[speaker]","startTime":742.906,"endTime":747.028,"body":"main buckets are gonna be co-op damages and"},{"speaker":"[speaker]","startTime":747.128,"endTime":752.152,"body":"freight allowance and depending on"},{"speaker":"[speaker]","startTime":747.128,"endTime":752.152,"body":"your product and category, it varies wildly."},{"speaker":"[speaker]","startTime":752.232,"endTime":758.296,"body":"So if you're selling small and light"},{"speaker":"[speaker]","startTime":752.232,"endTime":758.296,"body":"product, you're probably gonna see very minimal"},{"speaker":"[speaker]","startTime":758.616,"endTime":764.32,"body":"freight allowance where if you're"},{"speaker":"[speaker]","startTime":758.616,"endTime":764.32,"body":"selling bulky projectors, monitors, anything"},{"speaker":"[speaker]","startTime":764.34,"endTime":769.623,"body":"that's heavy or dimmed highly, your"},{"speaker":"[speaker]","startTime":764.34,"endTime":769.623,"body":"freight allowance is probably gonna be significantly"},{"speaker":"[speaker]","startTime":769.663,"endTime":776.268,"body":"higher than those sellers. And depending"},{"speaker":"[speaker]","startTime":769.663,"endTime":776.268,"body":"on the category, you're in summer, hyper competitive"},{"speaker":"[speaker]","startTime":776.288,"endTime":781.551,"body":"with this marketing a lot higher"},{"speaker":"[speaker]","startTime":776.288,"endTime":781.551,"body":"of a marketing funnel in order to push your"},{"speaker":"[speaker]","startTime":781.591,"endTime":787.135,"body":"product to compete against 3p sellers."},{"speaker":"[speaker]","startTime":781.591,"endTime":787.135,"body":"And you have to consider everything outside"},{"speaker":"[speaker]","startTime":787.155,"endTime":792.118,"body":"of just your PO cost when you're"},{"speaker":"[speaker]","startTime":787.155,"endTime":792.118,"body":"selling on a one peak basis. Because what eventually"},{"speaker":"[speaker]","startTime":792.158,"endTime":796.021,"body":"happens, what we see with a lot of"},{"speaker":"[speaker]","startTime":792.158,"endTime":796.021,"body":"sellers is they look at their PO cost and think,"},{"speaker":"[speaker]","startTime":796.581,"endTime":801.365,"body":"I'm making more than I would if I"},{"speaker":"[speaker]","startTime":796.581,"endTime":801.365,"body":"sold on a 3p platform. However, they're not"},{"speaker":"[speaker]","startTime":801.405,"endTime":805.807,"body":"factoring in their co-op, their damages"},{"speaker":"[speaker]","startTime":801.405,"endTime":805.807,"body":"and freight. Some have margin guarantees with"},{"speaker":"[speaker]","startTime":805.868,"endTime":811.451,"body":"Amazon. And these are all huge factors"},{"speaker":"[speaker]","startTime":805.868,"endTime":811.451,"body":"that really way profitability selling on this"},{"speaker":"[speaker]","startTime":811.491,"endTime":815.174,"body":"one. Well, what's I mean, you just"},{"speaker":"[speaker]","startTime":811.491,"endTime":815.174,"body":"said it. I mean, I know we talked to him says,"},{"speaker":"[speaker]","startTime":815.674,"endTime":819.316,"body":"you know, Amazon, you know, has them"},{"speaker":"[speaker]","startTime":815.674,"endTime":819.316,"body":"signed up for a margin guarantee. What is a"},{"speaker":"[speaker]","startTime":819.357,"endTime":825.601,"body":"margin guarantee? So we've been seeing"},{"speaker":"[speaker]","startTime":819.357,"endTime":825.601,"body":"this more and more frequently with individuals"},{"speaker":"[speaker]","startTime":825.621,"endTime":830.184,"body":"going to the one P platform. And"},{"speaker":"[speaker]","startTime":825.621,"endTime":830.184,"body":"what essentially is happening is no matter"},{"speaker":"[speaker]","startTime":830.384,"endTime":835.387,"body":"what Amazon sells the product for,"},{"speaker":"[speaker]","startTime":830.384,"endTime":835.387,"body":"they're calling back margin that they book"},{"speaker":"[speaker]","startTime":835.427,"endTime":841.191,"body":"against the OEM that's selling to"},{"speaker":"[speaker]","startTime":835.427,"endTime":841.191,"body":"the one P platform. And if depending on the"},{"speaker":"[speaker]","startTime":841.231,"endTime":847.495,"body":"agreement, it's 15, 18, 20 points"},{"speaker":"[speaker]","startTime":841.231,"endTime":847.495,"body":"that Amazon gets if they sell below map, because"},{"speaker":"[speaker]","startTime":847.515,"endTime":852.359,"body":"when you're selling to one P, you're"},{"speaker":"[speaker]","startTime":847.515,"endTime":852.359,"body":"authorizing Amazon to sell at whatever strategic"},{"speaker":"[speaker]","startTime":852.399,"endTime":856.581,"body":"price they need to sell in order"},{"speaker":"[speaker]","startTime":852.399,"endTime":856.581,"body":"to move through the inventory. They'll claw"},{"speaker":"[speaker]","startTime":856.621,"endTime":861.545,"body":"back that margin that they're discounting"},{"speaker":"[speaker]","startTime":856.621,"endTime":861.545,"body":"the product on. So if Amazon sells it below"},{"speaker":"[speaker]","startTime":861.625,"endTime":866.828,"body":"the minimum advertised price. For"},{"speaker":"[speaker]","startTime":861.625,"endTime":866.828,"body":"every dollar they're selling it below that"},{"speaker":"[speaker]","startTime":866.868,"endTime":870.551,"body":"minimum advertised price. They're"},{"speaker":"[speaker]","startTime":866.868,"endTime":870.551,"body":"going to go. invoice the brand for that and"},{"speaker":"[speaker]","startTime":870.611,"endTime":876.134,"body":"club back the money. Exactly. So"},{"speaker":"[speaker]","startTime":870.611,"endTime":876.134,"body":"essentially, they're our own dictated BER."},{"speaker":"[speaker]","startTime":876.234,"endTime":881.638,"body":"I want that deal. That's great. Wow."},{"speaker":"[speaker]","startTime":876.234,"endTime":881.638,"body":"And so that's why I always lean more to its"},{"speaker":"[speaker]","startTime":881.678,"endTime":888.663,"body":"3P. But I definitely see 1P has advantages"},{"speaker":"[speaker]","startTime":881.678,"endTime":888.663,"body":"sometimes. And I do agree with the hybrid approach"},{"speaker":"[speaker]","startTime":888.683,"endTime":894.367,"body":"for sure. But I definitely see a"},{"speaker":"[speaker]","startTime":888.683,"endTime":894.367,"body":"lot more control with 3P and going with kind"},{"speaker":"[speaker]","startTime":894.407,"endTime":901.291,"body":"of 1 3P. Doing it yourself is complicated"},{"speaker":"[speaker]","startTime":894.407,"endTime":901.291,"body":"Amazon expert, you have to create a store,"},{"speaker":"[speaker]","startTime":901.331,"endTime":905.674,"body":"have some infrastructure and all"},{"speaker":"[speaker]","startTime":901.331,"endTime":905.674,"body":"that goes with it. So I think getting a really"},{"speaker":"[speaker]","startTime":905.694,"endTime":912.519,"body":"good partner to help you with there"},{"speaker":"[speaker]","startTime":905.694,"endTime":912.519,"body":"is really helpful. But I definitely see some"},{"speaker":"[speaker]","startTime":912.899,"endTime":916.922,"body":"instances where selling to Amazon"},{"speaker":"[speaker]","startTime":912.899,"endTime":916.922,"body":"to work, you just gotta really understand what"},{"speaker":"[speaker]","startTime":916.962,"endTime":922.465,"body":"all the fees are gonna be because"},{"speaker":"[speaker]","startTime":916.962,"endTime":922.465,"body":"there's more. If you ship the product to Amazon"},{"speaker":"[speaker]","startTime":923.006,"endTime":926.908,"body":"and you tell me if I have this right,"},{"speaker":"[speaker]","startTime":923.006,"endTime":926.908,"body":"you ship it to Amazon, they place a PO, you"},{"speaker":"[speaker]","startTime":926.928,"endTime":935.074,"body":"ship it there. it doesn't show up"},{"speaker":"[speaker]","startTime":926.928,"endTime":935.074,"body":"or it gets lost they receive it but it's missing"},{"speaker":"[speaker]","startTime":935.114,"endTime":940.237,"body":"in action They're not gonna pay you"},{"speaker":"[speaker]","startTime":935.114,"endTime":940.237,"body":"for it And you have to go prove that it was"},{"speaker":"[speaker]","startTime":940.277,"endTime":943.96,"body":"delivered and you only have a limited"},{"speaker":"[speaker]","startTime":940.277,"endTime":943.96,"body":"time for that is that is that right? that's"},{"speaker":"[speaker]","startTime":943.98,"endTime":950.924,"body":"correct and depending on Truthfully"},{"speaker":"[speaker]","startTime":943.98,"endTime":950.924,"body":"on one P you have a lot smaller the time frame"},{"speaker":"[speaker]","startTime":950.944,"endTime":954.927,"body":"to submit these claims and you have"},{"speaker":"[speaker]","startTime":950.944,"endTime":954.927,"body":"to be on it And you have to be fighting them"},{"speaker":"[speaker]","startTime":954.987,"endTime":960.213,"body":"constantly in order to verify that"},{"speaker":"[speaker]","startTime":954.987,"endTime":960.213,"body":"your product was shit Ultimately, they're going"},{"speaker":"[speaker]","startTime":960.233,"endTime":965.428,"body":"to charge you for those units and"},{"speaker":"[speaker]","startTime":960.233,"endTime":965.428,"body":"you're either going to be out of the product"},{"speaker":"[speaker]","startTime":965.468,"endTime":972.592,"body":"or out of the margin. Yep, I mean,"},{"speaker":"[speaker]","startTime":965.468,"endTime":972.592,"body":"it's wild. So you gotta watch it. So you need"},{"speaker":"[speaker]","startTime":972.652,"endTime":977.155,"body":"either people that are gonna be doing"},{"speaker":"[speaker]","startTime":972.652,"endTime":977.155,"body":"this for you, so you have to hire people internally"},{"speaker":"[speaker]","startTime":977.215,"endTime":981.078,"body":"to manage them, even if you're one"},{"speaker":"[speaker]","startTime":977.215,"endTime":981.078,"body":"P and you're selling to them, you need to be"},{"speaker":"[speaker]","startTime":981.138,"endTime":986.101,"body":"watching every penny because whatever"},{"speaker":"[speaker]","startTime":981.138,"endTime":986.101,"body":"you think your margin's gonna be is gonna be"},{"speaker":"[speaker]","startTime":986.141,"endTime":989.884,"body":"that minus something because you're"},{"speaker":"[speaker]","startTime":986.141,"endTime":989.884,"body":"not understanding the charges. So you gotta"},{"speaker":"[speaker]","startTime":989.904,"endTime":996.728,"body":"be aware of that. Now, talking about"},{"speaker":"[speaker]","startTime":989.904,"endTime":996.728,"body":"inventory, you know, that's a big conversation."},{"speaker":"[speaker]","startTime":998.51,"endTime":1006.715,"body":"How do I manage my inventory? How"},{"speaker":"[speaker]","startTime":998.51,"endTime":1006.715,"body":"do I sell it so it's prime? Give us some tips"},{"speaker":"[speaker]","startTime":1006.775,"endTime":1012.019,"body":"and tricks on inventory management"},{"speaker":"[speaker]","startTime":1006.775,"endTime":1012.019,"body":"and how a seller or a brand should go about"},{"speaker":"[speaker]","startTime":1012.319,"endTime":1017.682,"body":"thinking about inventory management."},{"speaker":"[speaker]","startTime":1012.319,"endTime":1017.682,"body":"Yeah, this is a huge question and huge conversation"},{"speaker":"[speaker]","startTime":1017.702,"endTime":1022.305,"body":"that everybody has, and it's dependent"},{"speaker":"[speaker]","startTime":1017.702,"endTime":1022.305,"body":"on a few things. One is what is your supply"},{"speaker":"[speaker]","startTime":1022.325,"endTime":1027.009,"body":"time or what is your lead time getting"},{"speaker":"[speaker]","startTime":1022.325,"endTime":1027.009,"body":"stuck into the States if it's sourced outside?"},{"speaker":"[speaker]","startTime":1028.49,"endTime":1032.672,"body":"That's always something critical"},{"speaker":"[speaker]","startTime":1028.49,"endTime":1032.672,"body":"you have to consider when forecasting inventory."},{"speaker":"[speaker]","startTime":1033.093,"endTime":1036.855,"body":"And the second thing is, do you have"},{"speaker":"[speaker]","startTime":1033.093,"endTime":1036.855,"body":"a 3PL or is all of this going direct to FBA?"},{"speaker":"[speaker]","startTime":1037.556,"endTime":1041.879,"body":"Whether you're selling FBM or FBA,"},{"speaker":"[speaker]","startTime":1037.556,"endTime":1041.879,"body":"you have to time your inventory correctly."},{"speaker":"[speaker]","startTime":1042.399,"endTime":1048.103,"body":"Amazon's constantly changing their"},{"speaker":"[speaker]","startTime":1042.399,"endTime":1048.103,"body":"inventory metrics on sellers. And this really"},{"speaker":"[speaker]","startTime":1048.143,"endTime":1053.366,"body":"prohibits a lot of people from maximizing"},{"speaker":"[speaker]","startTime":1048.143,"endTime":1053.366,"body":"the space and the sell-through that they have."},{"speaker":"[speaker]","startTime":1054.127,"endTime":1058.309,"body":"They're constantly tweaking it. So"},{"speaker":"[speaker]","startTime":1054.127,"endTime":1058.309,"body":"it's something that we have to stay on top"},{"speaker":"[speaker]","startTime":1058.57,"endTime":1063.773,"body":"have to consider, have to learn how"},{"speaker":"[speaker]","startTime":1058.57,"endTime":1063.773,"body":"to reallocate inventory based off of sell-through"},{"speaker":"[speaker]","startTime":1063.813,"endTime":1068.136,"body":"and run rate. But ultimately when"},{"speaker":"[speaker]","startTime":1063.813,"endTime":1068.136,"body":"it comes down to it, you need to stock your"},{"speaker":"[speaker]","startTime":1068.156,"endTime":1073.019,"body":"product at Amazon. You have to watch"},{"speaker":"[speaker]","startTime":1068.156,"endTime":1073.019,"body":"your 14-day sell-through and then you have"},{"speaker":"[speaker]","startTime":1073.039,"endTime":1078.123,"body":"to make replenishment decisions based"},{"speaker":"[speaker]","startTime":1073.039,"endTime":1078.123,"body":"off of those sell-through metrics that you"},{"speaker":"[speaker]","startTime":1078.183,"endTime":1083.867,"body":"have. Whether you want to send product"},{"speaker":"[speaker]","startTime":1078.183,"endTime":1083.867,"body":"up every week, if you have the capability to"},{"speaker":"[speaker]","startTime":1084.267,"endTime":1090.951,"body":"or every other week, it's something"},{"speaker":"[speaker]","startTime":1084.267,"endTime":1090.951,"body":"that we always that were allocating inventory"},{"speaker":"[speaker]","startTime":1090.991,"endTime":1096.435,"body":"and stock to land at FBA at all times."},{"speaker":"[speaker]","startTime":1090.991,"endTime":1096.435,"body":"This allows you to maximize your inventory"},{"speaker":"[speaker]","startTime":1096.495,"endTime":1102.079,"body":"on hand, plan accordingly for future"},{"speaker":"[speaker]","startTime":1096.495,"endTime":1102.079,"body":"changes and holiday seasons, and also keeping"},{"speaker":"[speaker]","startTime":1102.119,"endTime":1109.283,"body":"your quantity limits at a reasonable"},{"speaker":"[speaker]","startTime":1102.119,"endTime":1109.283,"body":"metric where you're not overstocking FBA. So"},{"speaker":"[speaker]","startTime":1109.303,"endTime":1113.706,"body":"you're saying that Amazon limits"},{"speaker":"[speaker]","startTime":1109.303,"endTime":1113.706,"body":"how much inventory you could actually store"},{"speaker":"[speaker]","startTime":1113.746,"endTime":1119.61,"body":"there. Is that, is that right? Yeah,"},{"speaker":"[speaker]","startTime":1113.746,"endTime":1119.61,"body":"that's correct. Amazon. changes on a weekly"},{"speaker":"[speaker]","startTime":1119.63,"endTime":1123.813,"body":"basis and then recently they changed"},{"speaker":"[speaker]","startTime":1119.63,"endTime":1123.813,"body":"it to a monthly basis where they allocate space"},{"speaker":"[speaker]","startTime":1124.293,"endTime":1130.618,"body":"towards each third party seller and"},{"speaker":"[speaker]","startTime":1124.293,"endTime":1130.618,"body":"from there you get to decide at an account"},{"speaker":"[speaker]","startTime":1130.658,"endTime":1135.161,"body":"level or a catalog level what inventory"},{"speaker":"[speaker]","startTime":1130.658,"endTime":1135.161,"body":"is going to go up to utilize that space that"},{"speaker":"[speaker]","startTime":1135.181,"endTime":1139.163,"body":"they give you and they measure it"},{"speaker":"[speaker]","startTime":1135.181,"endTime":1139.163,"body":"off two things. So they measure it off of a"},{"speaker":"[speaker]","startTime":1139.223,"endTime":1144.527,"body":"quantity limit. So how much physical"},{"speaker":"[speaker]","startTime":1139.223,"endTime":1144.527,"body":"units you can store at FDA and then where they"},{"speaker":"[speaker]","startTime":1144.567,"endTime":1151.392,"body":"really get you is there's a second"},{"speaker":"[speaker]","startTime":1144.567,"endTime":1151.392,"body":"metric. that is physical space you get to take"},{"speaker":"[speaker]","startTime":1151.512,"endTime":1157.676,"body":"up in their facilities. Since they"},{"speaker":"[speaker]","startTime":1151.512,"endTime":1157.676,"body":"have distribution all across the US, your product"},{"speaker":"[speaker]","startTime":1157.696,"endTime":1162.899,"body":"will get sent to 30 different warehouses."},{"speaker":"[speaker]","startTime":1157.696,"endTime":1162.899,"body":"However, at the end of the day they view it"},{"speaker":"[speaker]","startTime":1163.099,"endTime":1172.466,"body":"as physical space that you're capturing"},{"speaker":"[speaker]","startTime":1163.099,"endTime":1172.466,"body":"as a whole. So it's a tightrope walking balance"},{"speaker":"[speaker]","startTime":1172.486,"endTime":1176.848,"body":"kind of situation and you have to"},{"speaker":"[speaker]","startTime":1172.486,"endTime":1176.848,"body":"measure your inventory levels based off of"},{"speaker":"[speaker]","startTime":1176.869,"endTime":1183.953,"body":"those two So, you know, that's interesting"},{"speaker":"[speaker]","startTime":1176.869,"endTime":1183.953,"body":"because being out of stock kind of stinks,"},{"speaker":"[speaker]","startTime":1183.993,"endTime":1188.576,"body":"right? Like if you don't have it,"},{"speaker":"[speaker]","startTime":1183.993,"endTime":1188.576,"body":"you can't sell it. They won't post it for sale."},{"speaker":"[speaker]","startTime":1189.137,"endTime":1194.941,"body":"And you're limited for space. So"},{"speaker":"[speaker]","startTime":1189.137,"endTime":1194.941,"body":"I think this concept of always shuffling stuff"},{"speaker":"[speaker]","startTime":1194.961,"endTime":1199.964,"body":"up to Amazon seems like the one thing"},{"speaker":"[speaker]","startTime":1194.961,"endTime":1199.964,"body":"you can do. You have the logistics to do it."},{"speaker":"[speaker]","startTime":1200.024,"endTime":1207.009,"body":"But, you know, tell us the bad about"},{"speaker":"[speaker]","startTime":1200.024,"endTime":1207.009,"body":"going out of stock. I mean, that's what we"},{"speaker":"[speaker]","startTime":1207.049,"endTime":1213.233,"body":"hear from many brands. Hey, whether"},{"speaker":"[speaker]","startTime":1207.049,"endTime":1213.233,"body":"they're 1p or 3p, they went out of stock and"},{"speaker":"[speaker]","startTime":1214.434,"endTime":1219.357,"body":"they had a really bad month. So tell"},{"speaker":"[speaker]","startTime":1214.434,"endTime":1219.357,"body":"us more about keeping things in stock and why"},{"speaker":"[speaker]","startTime":1219.377,"endTime":1224.46,"body":"it's bad to be out of stock. Yeah,"},{"speaker":"[speaker]","startTime":1219.377,"endTime":1224.46,"body":"running out of stock is detrimental to your"},{"speaker":"[speaker]","startTime":1224.54,"endTime":1230.564,"body":"success on Amazon. Amazon's all based"},{"speaker":"[speaker]","startTime":1224.54,"endTime":1230.564,"body":"off of sell-through and conversion and click-through,"},{"speaker":"[speaker]","startTime":1230.824,"endTime":1236.008,"body":"which rank your products higher on"},{"speaker":"[speaker]","startTime":1230.824,"endTime":1236.008,"body":"the platform. It gets you a better BSR. And"},{"speaker":"[speaker]","startTime":1236.448,"endTime":1240.931,"body":"the moment you get about your product's"},{"speaker":"[speaker]","startTime":1236.448,"endTime":1240.931,"body":"stops generating in the search engine, where"},{"speaker":"[speaker]","startTime":1241.031,"endTime":1246.335,"body":"consumers are no longer finding your"},{"speaker":"[speaker]","startTime":1241.031,"endTime":1246.335,"body":"product, or if they are, it's resulting in"},{"speaker":"[speaker]","startTime":1246.415,"endTime":1251.618,"body":"a zero conversion because there's"},{"speaker":"[speaker]","startTime":1246.415,"endTime":1251.618,"body":"nothing to confer on. We see this happen constantly,"},{"speaker":"[speaker]","startTime":1251.678,"endTime":1258.603,"body":"whether it's inventory issues between"},{"speaker":"[speaker]","startTime":1251.678,"endTime":1258.603,"body":"receiving in stock or getting stock landed"},{"speaker":"[speaker]","startTime":1258.643,"endTime":1263.846,"body":"at FDA in time, which kind of pivots"},{"speaker":"[speaker]","startTime":1258.643,"endTime":1263.846,"body":"to the comment earlier, where you always wanna"},{"speaker":"[speaker]","startTime":1263.867,"endTime":1269.57,"body":"be funneling inventory to FDA in"},{"speaker":"[speaker]","startTime":1263.867,"endTime":1269.57,"body":"order to prevent this, keeping a buffer stock"},{"speaker":"[speaker]","startTime":1269.59,"endTime":1276.335,"body":"to stay in stock. So the moment you"},{"speaker":"[speaker]","startTime":1269.59,"endTime":1276.335,"body":"run out of stock on an Amazon listing, you'll"},{"speaker":"[speaker]","startTime":1276.495,"endTime":1282.559,"body":"immediately see the detriment that's"},{"speaker":"[speaker]","startTime":1276.495,"endTime":1282.559,"body":"caused by what's considered gapping out of"},{"speaker":"[speaker]","startTime":1282.579,"endTime":1289.043,"body":"that inventory. Yeah, I mean, you"},{"speaker":"[speaker]","startTime":1282.579,"endTime":1289.043,"body":"know, for us, we're always looking at what"},{"speaker":"[speaker]","startTime":1289.103,"endTime":1296.088,"body":"number are we on the Amazon bestseller"},{"speaker":"[speaker]","startTime":1289.103,"endTime":1296.088,"body":"rankings. And you work so hard to get in that"},{"speaker":"[speaker]","startTime":1296.128,"endTime":1301.692,"body":"top 50 or the top 25, I mean, and"},{"speaker":"[speaker]","startTime":1296.128,"endTime":1301.692,"body":"then the velocity is really cranking, but then"},{"speaker":"[speaker]","startTime":1301.732,"endTime":1304.954,"body":"all of a sudden you're out of stock"},{"speaker":"[speaker]","startTime":1301.732,"endTime":1304.954,"body":"and you go backwards and you got to start again"},{"speaker":"[speaker]","startTime":1305.314,"endTime":1309.377,"body":"maybe not from zero, but you got"},{"speaker":"[speaker]","startTime":1305.314,"endTime":1309.377,"body":"to start again and you know that that's painful"},{"speaker":"[speaker]","startTime":1309.397,"endTime":1315.781,"body":"and potentially expensive Very expensive"},{"speaker":"[speaker]","startTime":1309.397,"endTime":1315.781,"body":"and normally what we do with clients that run"},{"speaker":"[speaker]","startTime":1315.801,"endTime":1320.144,"body":"into these issues is the the quickest"},{"speaker":"[speaker]","startTime":1315.801,"endTime":1320.144,"body":"ways to capture that audience again, which"},{"speaker":"[speaker]","startTime":1320.204,"endTime":1326.588,"body":"is typically funneled through AMS"},{"speaker":"[speaker]","startTime":1320.204,"endTime":1326.588,"body":"or advertising dollars and when you get out"},{"speaker":"[speaker]","startTime":1326.608,"endTime":1334.614,"body":"of a listing within 12 hours immediately"},{"speaker":"[speaker]","startTime":1326.608,"endTime":1334.614,"body":"see your product ranking decrease. And it's"},{"speaker":"[speaker]","startTime":1334.634,"endTime":1339.617,"body":"a clawback to get back to that, as"},{"speaker":"[speaker]","startTime":1334.634,"endTime":1339.617,"body":"you mentioned, top 50, top 25 spot. That makes"},{"speaker":"[speaker]","startTime":1339.657,"endTime":1348.123,"body":"me sad. So you just touched on advertising."},{"speaker":"[speaker]","startTime":1339.657,"endTime":1348.123,"body":"So it's a part of the game now. Like you can't"},{"speaker":"[speaker]","startTime":1348.183,"endTime":1354.187,"body":"be on Amazon and not advertise unless"},{"speaker":"[speaker]","startTime":1348.183,"endTime":1354.187,"body":"maybe you're Apple selling iPads or something."},{"speaker":"[speaker]","startTime":1354.607,"endTime":1362.832,"body":"But tell us about, advertising and"},{"speaker":"[speaker]","startTime":1354.607,"endTime":1362.832,"body":"getting more visibility for products so you"},{"speaker":"[speaker]","startTime":1362.853,"endTime":1367.376,"body":"could actually build the ranking."},{"speaker":"[speaker]","startTime":1362.853,"endTime":1367.376,"body":"How does it all work? What do you recommend"},{"speaker":"[speaker]","startTime":1367.416,"endTime":1372.719,"body":"and how do you go about it? Yeah,"},{"speaker":"[speaker]","startTime":1367.416,"endTime":1372.719,"body":"absolutely. So advertising is key to launching"},{"speaker":"[speaker]","startTime":1372.739,"endTime":1378.983,"body":"product, let alone staying in the"},{"speaker":"[speaker]","startTime":1372.739,"endTime":1378.983,"body":"top 10, top 25, top 50 rankings, because it's"},{"speaker":"[speaker]","startTime":1379.043,"endTime":1384.707,"body":"so heavily based off of search volume."},{"speaker":"[speaker]","startTime":1379.043,"endTime":1384.707,"body":"And that's where advertising plays a huge importance"},{"speaker":"[speaker]","startTime":1384.947,"endTime":1391.812,"body":"on your success selling on the platform."},{"speaker":"[speaker]","startTime":1384.947,"endTime":1391.812,"body":"There's a huge conversation that can go a few"},{"speaker":"[speaker]","startTime":1391.832,"endTime":1399.677,"body":"different ways, but ultimately we"},{"speaker":"[speaker]","startTime":1391.832,"endTime":1399.677,"body":"always recommend that advertising is a need"},{"speaker":"[speaker]","startTime":1399.717,"endTime":1405.421,"body":"to have on Amazon rather than a want"},{"speaker":"[speaker]","startTime":1399.717,"endTime":1405.421,"body":"to have and whether you're reallocating one,"},{"speaker":"[speaker]","startTime":1405.441,"endTime":1412.866,"body":"two, three, five percent of your"},{"speaker":"[speaker]","startTime":1405.441,"endTime":1412.866,"body":"top line revenue back into an AMS budget. Ultimately,"},{"speaker":"[speaker]","startTime":1412.906,"endTime":1417.049,"body":"that's going to help you recapture"},{"speaker":"[speaker]","startTime":1412.906,"endTime":1417.049,"body":"more sales. It's going to help your products"},{"speaker":"[speaker]","startTime":1417.089,"endTime":1421.592,"body":"get ranked better. which means you're"},{"speaker":"[speaker]","startTime":1417.089,"endTime":1421.592,"body":"also going to see the benefit through more"},{"speaker":"[speaker]","startTime":1421.692,"endTime":1427.095,"body":"organic sales as your product's going"},{"speaker":"[speaker]","startTime":1421.692,"endTime":1427.095,"body":"to be posting more organically across the platform."},{"speaker":"[speaker]","startTime":1427.896,"endTime":1435.501,"body":"And one of the other more consistent"},{"speaker":"[speaker]","startTime":1427.896,"endTime":1435.501,"body":"conversations we have around marketing is your"},{"speaker":"[speaker]","startTime":1435.521,"endTime":1439.764,"body":"market share. You're able to capture"},{"speaker":"[speaker]","startTime":1435.521,"endTime":1439.764,"body":"a lot of market share through your competitors,"},{"speaker":"[speaker]","startTime":1439.804,"endTime":1444.507,"body":"through like brands selling in the"},{"speaker":"[speaker]","startTime":1439.804,"endTime":1444.507,"body":"industry, where you can now start targeting"},{"speaker":"[speaker]","startTime":1444.547,"endTime":1451.331,"body":"those listings, start targeting those"},{"speaker":"[speaker]","startTime":1444.547,"endTime":1451.331,"body":"brands to showcase product and siphon a lot"},{"speaker":"[speaker]","startTime":1451.372,"endTime":1454.994,"body":"of the sales towards your brand."},{"speaker":"[speaker]","startTime":1451.372,"endTime":1454.994,"body":"That's funny. I mean, I'll show a brand, I'll"},{"speaker":"[speaker]","startTime":1455.034,"endTime":1461.298,"body":"type in their brand name. And before"},{"speaker":"[speaker]","startTime":1455.034,"endTime":1461.298,"body":"you ever see any of their products, you see"},{"speaker":"[speaker]","startTime":1461.338,"endTime":1466.622,"body":"all their competitors first. So they're"},{"speaker":"[speaker]","startTime":1461.338,"endTime":1466.622,"body":"obviously buying those keywords with the brand"},{"speaker":"[speaker]","startTime":1466.662,"endTime":1473.626,"body":"in it. It's pretty interesting. And,"},{"speaker":"[speaker]","startTime":1466.662,"endTime":1473.626,"body":"you know, if I was going to break in, would"},{"speaker":"[speaker]","startTime":1473.726,"endTime":1477.269,"body":"I try to do that first? Or would"},{"speaker":"[speaker]","startTime":1473.726,"endTime":1477.269,"body":"I go with something different? What's the lowest"},{"speaker":"[speaker]","startTime":1477.289,"endTime":1483.953,"body":"hanging fruit on So the lowest thing"},{"speaker":"[speaker]","startTime":1477.289,"endTime":1483.953,"body":"fruit is what's considered defensive campaigns,"},{"speaker":"[speaker]","startTime":1484.093,"endTime":1488.776,"body":"which is where you're advertising"},{"speaker":"[speaker]","startTime":1484.093,"endTime":1488.776,"body":"across your brand name. This is only really"},{"speaker":"[speaker]","startTime":1488.796,"endTime":1494.72,"body":"effective if you have a brand name"},{"speaker":"[speaker]","startTime":1488.796,"endTime":1494.72,"body":"to promote where we see a lot of private label"},{"speaker":"[speaker]","startTime":1495.401,"endTime":1500.945,"body":"product come up on Amazon, where"},{"speaker":"[speaker]","startTime":1495.401,"endTime":1500.945,"body":"it's under a brand new brand name. There's"},{"speaker":"[speaker]","startTime":1501.105,"endTime":1506.168,"body":"no organic search traffic generally"},{"speaker":"[speaker]","startTime":1501.105,"endTime":1506.168,"body":"funneled to those terms. And that's where you"},{"speaker":"[speaker]","startTime":1506.188,"endTime":1513.613,"body":"have to pivot a little bit. a brand"},{"speaker":"[speaker]","startTime":1506.188,"endTime":1513.613,"body":"that has an audience, always start advertising"},{"speaker":"[speaker]","startTime":1513.653,"endTime":1519.997,"body":"against your keywords first. Otherwise,"},{"speaker":"[speaker]","startTime":1513.653,"endTime":1519.997,"body":"where customers are searching for you, your"},{"speaker":"[speaker]","startTime":1520.017,"endTime":1524.62,"body":"competitors are buying those keywords"},{"speaker":"[speaker]","startTime":1520.017,"endTime":1524.62,"body":"and you're no longer showing up. So it's imperative"},{"speaker":"[speaker]","startTime":1524.64,"endTime":1529.323,"body":"that you're running defensive campaigns"},{"speaker":"[speaker]","startTime":1524.64,"endTime":1529.323,"body":"at all times. And that's probably one of the"},{"speaker":"[speaker]","startTime":1529.384,"endTime":1535.087,"body":"lowest paying fruits. There's also"},{"speaker":"[speaker]","startTime":1529.384,"endTime":1535.087,"body":"a lot of conversation with new types of tactics"},{"speaker":"[speaker]","startTime":1535.267,"endTime":1542.492,"body":"on AMS. One of them being is, a low"},{"speaker":"[speaker]","startTime":1535.267,"endTime":1542.492,"body":"bid catch-all. Low bid catch-all is kind of"},{"speaker":"[speaker]","startTime":1542.532,"endTime":1548.576,"body":"in the name. You're bidding against"},{"speaker":"[speaker]","startTime":1542.532,"endTime":1548.576,"body":"every keyword imaginable at a very low CPC"},{"speaker":"[speaker]","startTime":1549.457,"endTime":1554.76,"body":"and you're hoping that those obscure"},{"speaker":"[speaker]","startTime":1549.457,"endTime":1554.76,"body":"keywords are one, driving traffic to your listing"},{"speaker":"[speaker]","startTime":1554.961,"endTime":1559.604,"body":"to rank better, but two, ultimately"},{"speaker":"[speaker]","startTime":1554.961,"endTime":1559.604,"body":"some of those are going to convert and you're"},{"speaker":"[speaker]","startTime":1559.644,"endTime":1563.806,"body":"paying pennies on the dollar for"},{"speaker":"[speaker]","startTime":1559.644,"endTime":1563.806,"body":"keywords that nobody's bidding against. And"},{"speaker":"[speaker]","startTime":1563.907,"endTime":1568.91,"body":"you're really jump-starting your"},{"speaker":"[speaker]","startTime":1563.907,"endTime":1568.91,"body":"listings, you're jump-starting your traffic"},{"speaker":"[speaker]","startTime":1569.59,"endTime":1574.213,"body":"and Essentially capturing sales that"},{"speaker":"[speaker]","startTime":1569.59,"endTime":1574.213,"body":"would never have come to you to begin with"},{"speaker":"[speaker]","startTime":1574.834,"endTime":1578.977,"body":"and this is love it Yeah, one of"},{"speaker":"[speaker]","startTime":1574.834,"endTime":1578.977,"body":"the great things is you're hitting an audience"},{"speaker":"[speaker]","startTime":1578.997,"endTime":1583.239,"body":"that doesn't know about you So you"},{"speaker":"[speaker]","startTime":1578.997,"endTime":1583.239,"body":"could be capturing lifetime customers that"},{"speaker":"[speaker]","startTime":1583.279,"endTime":1588.843,"body":"are then gonna come back and reshop"},{"speaker":"[speaker]","startTime":1583.279,"endTime":1588.843,"body":"through your products That's that's awesome"},{"speaker":"[speaker]","startTime":1589.243,"endTime":1594.667,"body":"And so I've been seeing a lot more"},{"speaker":"[speaker]","startTime":1589.243,"endTime":1594.667,"body":"video Advertising on Amazon spilling out on"},{"speaker":"[speaker]","startTime":1594.687,"endTime":1598.209,"body":"the search results I mean have you"},{"speaker":"[speaker]","startTime":1594.687,"endTime":1598.209,"body":"been messing around with the video advertising?"},{"speaker":"[speaker]","startTime":1598.43,"endTime":1604.991,"body":"and is that working and is it hard"},{"speaker":"[speaker]","startTime":1598.43,"endTime":1604.991,"body":"to do? Right. So video advertising came out"},{"speaker":"[speaker]","startTime":1605.751,"endTime":1609.954,"body":"about five or six years ago on the"},{"speaker":"[speaker]","startTime":1605.751,"endTime":1609.954,"body":"platform, but it was not utilized to any degree."},{"speaker":"[speaker]","startTime":1610.935,"endTime":1615.658,"body":"Over the last two years, we've seen"},{"speaker":"[speaker]","startTime":1610.935,"endTime":1615.658,"body":"a huge spike in brands or agencies running"},{"speaker":"[speaker]","startTime":1615.878,"endTime":1620.982,"body":"video advertising on the platform."},{"speaker":"[speaker]","startTime":1615.878,"endTime":1620.982,"body":"And currently it's one of the most lucrative"},{"speaker":"[speaker]","startTime":1621.002,"endTime":1627.886,"body":"ways to maximize your AMS budget,"},{"speaker":"[speaker]","startTime":1621.002,"endTime":1627.886,"body":"depending on your category. So video advertising"},{"speaker":"[speaker]","startTime":1627.926,"endTime":1631.769,"body":"is very important when you have a"},{"speaker":"[speaker]","startTime":1627.926,"endTime":1631.769,"body":"product that needs a lot of information to"},{"speaker":"[speaker]","startTime":1631.789,"endTime":1637.773,"body":"be explained. for what it does, the"},{"speaker":"[speaker]","startTime":1631.789,"endTime":1637.773,"body":"use, the functions. And where you get a 30"},{"speaker":"[speaker]","startTime":1637.813,"endTime":1643.236,"body":"second video clip, you can explain"},{"speaker":"[speaker]","startTime":1637.813,"endTime":1643.236,"body":"why your product is essential to those customers."},{"speaker":"[speaker]","startTime":1644.117,"endTime":1648.96,"body":"And with the way the platform is"},{"speaker":"[speaker]","startTime":1644.117,"endTime":1648.96,"body":"right now, we're seeing video advertising at"},{"speaker":"[speaker]","startTime":1649.0,"endTime":1654.084,"body":"a much cheaper conversion rate than"},{"speaker":"[speaker]","startTime":1649.0,"endTime":1654.084,"body":"we are with just general sponsored products"},{"speaker":"[speaker]","startTime":1654.124,"endTime":1659.928,"body":"and sponsored brand banners. That's"},{"speaker":"[speaker]","startTime":1654.124,"endTime":1659.928,"body":"pretty cool. I mean, so is it hard for the"},{"speaker":"[speaker]","startTime":1659.988,"endTime":1664.951,"body":"common seller to create a video?"},{"speaker":"[speaker]","startTime":1659.988,"endTime":1664.951,"body":"Or is there, Any tips and tricks you can give"},{"speaker":"[speaker]","startTime":1664.991,"endTime":1670.495,"body":"us there? Yeah, so I wouldn't say"},{"speaker":"[speaker]","startTime":1664.991,"endTime":1670.495,"body":"it's hard, but you generally would need to"},{"speaker":"[speaker]","startTime":1670.675,"endTime":1675.778,"body":"either outsource it or have a production"},{"speaker":"[speaker]","startTime":1670.675,"endTime":1675.778,"body":"team in-house that can create this content"},{"speaker":"[speaker]","startTime":1677.519,"endTime":1682.122,"body":"designed to be sold on Amazon. So"},{"speaker":"[speaker]","startTime":1677.519,"endTime":1682.122,"body":"typically you want your product videos to be"},{"speaker":"[speaker]","startTime":1682.182,"endTime":1687.706,"body":"anywhere from 10 to 30 seconds maximum."},{"speaker":"[speaker]","startTime":1682.182,"endTime":1687.706,"body":"However, you can go over that, but nobody's"},{"speaker":"[speaker]","startTime":1687.746,"endTime":1692.269,"body":"watching video ads while they're"},{"speaker":"[speaker]","startTime":1687.746,"endTime":1692.269,"body":"scrolling through Amazon. So you generally"},{"speaker":"[speaker]","startTime":1692.289,"endTime":1697.312,"body":"want to figure out all of the information"},{"speaker":"[speaker]","startTime":1692.289,"endTime":1697.312,"body":"you can talk about for that product and pack"},{"speaker":"[speaker]","startTime":1697.373,"endTime":1701.775,"body":"it into a short segment where you're"},{"speaker":"[speaker]","startTime":1697.373,"endTime":1701.775,"body":"gonna have consumers stay and wash through"},{"speaker":"[speaker]","startTime":1701.815,"endTime":1706.198,"body":"the whole advertising video. That"},{"speaker":"[speaker]","startTime":1701.815,"endTime":1706.198,"body":"way by the time that they finish the video"},{"speaker":"[speaker]","startTime":1706.479,"endTime":1710.942,"body":"they're going to your listing and"},{"speaker":"[speaker]","startTime":1706.479,"endTime":1710.942,"body":"then verifying what it does, what you've said,"},{"speaker":"[speaker]","startTime":1711.502,"endTime":1716.565,"body":"and ultimately purchasing the product."},{"speaker":"[speaker]","startTime":1711.502,"endTime":1716.565,"body":"So at a high level you want to keep it 10 to"},{"speaker":"[speaker]","startTime":1716.585,"endTime":1721.769,"body":"15 minutes super focused on what"},{"speaker":"[speaker]","startTime":1716.585,"endTime":1721.769,"body":"the product is, what the benefits are, and"},{"speaker":"[speaker]","startTime":1722.89,"endTime":1727.693,"body":"to sit and in the video you want"},{"speaker":"[speaker]","startTime":1722.89,"endTime":1727.693,"body":"to showcase the product as much as possible."},{"speaker":"[speaker]","startTime":1727.753,"endTime":1733.637,"body":"You don't want to have somebody on"},{"speaker":"[speaker]","startTime":1727.753,"endTime":1733.637,"body":"camera narrating information about the product."},{"speaker":"[speaker]","startTime":1733.657,"endTime":1740.181,"body":"And do you or don't you need brand"},{"speaker":"[speaker]","startTime":1733.657,"endTime":1740.181,"body":"registry to do a video ad? Brand registry is"},{"speaker":"[speaker]","startTime":1740.261,"endTime":1747.266,"body":"a requirement for video advertising."},{"speaker":"[speaker]","startTime":1740.261,"endTime":1747.266,"body":"As it's funneled under this bucket called branded"},{"speaker":"[speaker]","startTime":1747.586,"endTime":1752.109,"body":"advertising, you will need brand"},{"speaker":"[speaker]","startTime":1747.586,"endTime":1752.109,"body":"registry to do both video and branded banners."},{"speaker":"[speaker]","startTime":1753.23,"endTime":1756.872,"body":"I mean, again, brand registry is"},{"speaker":"[speaker]","startTime":1753.23,"endTime":1756.872,"body":"kind of like to me the default. You need that"},{"speaker":"[speaker]","startTime":1756.912,"endTime":1764.597,"body":"to get going. So make sure you do"},{"speaker":"[speaker]","startTime":1756.912,"endTime":1764.597,"body":"that. That's huge. Okay. So, you know, we talked"},{"speaker":"[speaker]","startTime":1764.637,"endTime":1767.88,"body":"about a lot of different things,"},{"speaker":"[speaker]","startTime":1764.637,"endTime":1767.88,"body":"but the first thing we talked about was really"},{"speaker":"[speaker]","startTime":1768.04,"endTime":1772.943,"body":"you got to have an Amazon strategy."},{"speaker":"[speaker]","startTime":1768.04,"endTime":1772.943,"body":"The do nothing strategy of, you know, hey,"},{"speaker":"[speaker]","startTime":1772.983,"endTime":1776.966,"body":"they got it covered for me. I shouldn't"},{"speaker":"[speaker]","startTime":1772.983,"endTime":1776.966,"body":"worry about it is a big mistake that I think"},{"speaker":"[speaker]","startTime":1777.006,"endTime":1781.409,"body":"we both seen brands make and they"},{"speaker":"[speaker]","startTime":1777.006,"endTime":1781.409,"body":"wind up destroying a brand that they maybe"},{"speaker":"[speaker]","startTime":1781.449,"endTime":1786.012,"body":"spend 20 or 30 years building. while"},{"speaker":"[speaker]","startTime":1781.449,"endTime":1786.012,"body":"others are trying to make money on it and they're"},{"speaker":"[speaker]","startTime":1786.052,"endTime":1790.955,"body":"hurting their actual normal retail"},{"speaker":"[speaker]","startTime":1786.052,"endTime":1790.955,"body":"channels and other channels. The other is you"},{"speaker":"[speaker]","startTime":1790.975,"endTime":1794.577,"body":"gotta decide whether you're gonna"},{"speaker":"[speaker]","startTime":1790.975,"endTime":1794.577,"body":"be selling to Amazon and that comes down to"},{"speaker":"[speaker]","startTime":1794.597,"endTime":1800.761,"body":"does Amazon even wanna buy this product"},{"speaker":"[speaker]","startTime":1794.597,"endTime":1800.761,"body":"from you or sell it through a 3P seller or"},{"speaker":"[speaker]","startTime":1800.821,"endTime":1805.685,"body":"sell it yourself on your own 3P store."},{"speaker":"[speaker]","startTime":1800.821,"endTime":1805.685,"body":"You know, we recommend kind of this hybrid"},{"speaker":"[speaker]","startTime":1806.085,"endTime":1813.07,"body":"approach to things and I think I"},{"speaker":"[speaker]","startTime":1806.085,"endTime":1813.07,"body":"still like the control of the 3P. You know,"},{"speaker":"[speaker]","startTime":1813.13,"endTime":1819.474,"body":"I think maybe you try some with Amazon,"},{"speaker":"[speaker]","startTime":1813.13,"endTime":1819.474,"body":"you do some with a 3P partner, but if you haven't"},{"speaker":"[speaker]","startTime":1819.514,"endTime":1827.579,"body":"been selling to Amazon yet, I might"},{"speaker":"[speaker]","startTime":1819.514,"endTime":1827.579,"body":"start with the 3P partner myself. Then you"},{"speaker":"[speaker]","startTime":1827.619,"endTime":1831.782,"body":"gotta create some great content."},{"speaker":"[speaker]","startTime":1827.619,"endTime":1831.782,"body":"You gotta get your brand registry, create some"},{"speaker":"[speaker]","startTime":1831.822,"endTime":1837.566,"body":"great content. And then, does it"},{"speaker":"[speaker]","startTime":1831.822,"endTime":1837.566,"body":"just happen? Do you just get sales? Like what"},{"speaker":"[speaker]","startTime":1837.666,"endTime":1841.369,"body":"are some of the expectations you"},{"speaker":"[speaker]","startTime":1837.666,"endTime":1841.369,"body":"see some of these brands have? And you know,"},{"speaker":"[speaker]","startTime":1841.409,"endTime":1846.332,"body":"sometimes they're like, to do, you"},{"speaker":"[speaker]","startTime":1841.409,"endTime":1846.332,"body":"know, this this competitor does $100 million"},{"speaker":"[speaker]","startTime":1846.532,"endTime":1851.455,"body":"a year on Amazon. So in the real"},{"speaker":"[speaker]","startTime":1846.532,"endTime":1851.455,"body":"world, you know, three times the size of them."},{"speaker":"[speaker]","startTime":1851.495,"endTime":1856.679,"body":"So we're $100 million and we're just"},{"speaker":"[speaker]","startTime":1851.495,"endTime":1856.679,"body":"going to kill it. So take a ton of inventory."},{"speaker":"[speaker]","startTime":1856.699,"endTime":1862.423,"body":"Let's get it up there and let's get"},{"speaker":"[speaker]","startTime":1856.699,"endTime":1862.423,"body":"going. And it's done. What's the reality? Yeah,"},{"speaker":"[speaker]","startTime":1862.623,"endTime":1867.126,"body":"the reality is you're launching on"},{"speaker":"[speaker]","startTime":1862.623,"endTime":1867.126,"body":"a platform for the first time, even brands"},{"speaker":"[speaker]","startTime":1867.146,"endTime":1872.649,"body":"with the biggest brand names in the"},{"speaker":"[speaker]","startTime":1867.146,"endTime":1872.649,"body":"industry have a long lead time to list, launch,"},{"speaker":"[speaker]","startTime":1872.729,"endTime":1877.913,"body":"and and grow their products on Amazon."},{"speaker":"[speaker]","startTime":1872.729,"endTime":1877.913,"body":"So it's really what is the expectation of the"},{"speaker":"[speaker]","startTime":1877.953,"endTime":1881.675,"body":"brand? Where do they see most of"},{"speaker":"[speaker]","startTime":1877.953,"endTime":1881.675,"body":"their sales coming from? Is it brick and mortar?"},{"speaker":"[speaker]","startTime":1881.755,"endTime":1886.999,"body":"Is it online sales? Or is it mostly"},{"speaker":"[speaker]","startTime":1881.755,"endTime":1886.999,"body":"through distribution to end users, whether"},{"speaker":"[speaker]","startTime":1887.059,"endTime":1894.144,"body":"it's commercial or consumer? And"},{"speaker":"[speaker]","startTime":1887.059,"endTime":1894.144,"body":"when launching on Amazon, you always recommend"},{"speaker":"[speaker]","startTime":1895.344,"endTime":1898.507,"body":"going to an agency, going to a provider"},{"speaker":"[speaker]","startTime":1895.344,"endTime":1898.507,"body":"that"},{"speaker":"[speaker]","startTime":1902.85,"endTime":1908.793,"body":"for the platform. What is the true"},{"speaker":"[speaker]","startTime":1902.85,"endTime":1908.793,"body":"expectations? A lot of people have a million"},{"speaker":"[speaker]","startTime":1908.833,"endTime":1913.296,"body":"dollar, a hundred million dollar"},{"speaker":"[speaker]","startTime":1908.833,"endTime":1913.296,"body":"business and expect to launch on Amazon and"},{"speaker":"[speaker]","startTime":1913.316,"endTime":1918.7,"body":"see five to $10 million within the"},{"speaker":"[speaker]","startTime":1913.316,"endTime":1918.7,"body":"first six months. Unfortunately, the case is"},{"speaker":"[speaker]","startTime":1919.401,"endTime":1925.405,"body":"it's a long lead time to get your"},{"speaker":"[speaker]","startTime":1919.401,"endTime":1925.405,"body":"products listed, shift to FBA, advertised and"},{"speaker":"[speaker]","startTime":1925.665,"endTime":1934.23,"body":"ranking to get your product visible"},{"speaker":"[speaker]","startTime":1925.665,"endTime":1934.23,"body":"to end users. So we always recommend considering"},{"speaker":"[speaker]","startTime":1934.671,"endTime":1940.254,"body":"the window that it takes to get product."},{"speaker":"[speaker]","startTime":1934.671,"endTime":1940.254,"body":"Truly from zero to one is gonna be a bigger"},{"speaker":"[speaker]","startTime":1940.314,"endTime":1946.499,"body":"gap. And as mentioned earlier, brands"},{"speaker":"[speaker]","startTime":1940.314,"endTime":1946.499,"body":"with significant brand name, still they start"},{"speaker":"[speaker]","startTime":1946.519,"endTime":1952.923,"body":"with five, 10, maybe 15 units of"},{"speaker":"[speaker]","startTime":1946.519,"endTime":1952.923,"body":"a SKU launching on Amazon. And as the sales"},{"speaker":"[speaker]","startTime":1952.963,"endTime":1956.665,"body":"compound and the ratings get better,"},{"speaker":"[speaker]","startTime":1952.963,"endTime":1956.665,"body":"that's when you have to reevaluate, do I have"},{"speaker":"[speaker]","startTime":1956.705,"endTime":1963.17,"body":"enough inventory as my sell-through"},{"speaker":"[speaker]","startTime":1956.705,"endTime":1963.17,"body":"expectations reasonable? Or do I need to increase"},{"speaker":"[speaker]","startTime":1963.19,"endTime":1968.914,"body":"my software expectations and ultimately"},{"speaker":"[speaker]","startTime":1963.19,"endTime":1968.914,"body":"figure out needs to source and sell more stock."},{"speaker":"[speaker]","startTime":1970.194,"endTime":1974.157,"body":"So when a brand starts selling on"},{"speaker":"[speaker]","startTime":1970.194,"endTime":1974.157,"body":"Amazon, even if they're a well-known brand,"},{"speaker":"[speaker]","startTime":1974.717,"endTime":1979.941,"body":"they have to have a great marketing"},{"speaker":"[speaker]","startTime":1974.717,"endTime":1979.941,"body":"plan and a plan of attack for Amazon. They"},{"speaker":"[speaker]","startTime":1980.181,"endTime":1988.186,"body":"need to develop with their partner,"},{"speaker":"[speaker]","startTime":1980.181,"endTime":1988.186,"body":"the content, an inventory plan that's not beyond"},{"speaker":"[speaker]","startTime":1988.367,"endTime":1993.63,"body":"everybody's expectations. I mean,"},{"speaker":"[speaker]","startTime":1988.367,"endTime":1993.63,"body":"the expectations should be a slow ramp up as"},{"speaker":"[speaker]","startTime":1993.67,"endTime":1998.413,"body":"you start to get your products available"},{"speaker":"[speaker]","startTime":1993.67,"endTime":1998.413,"body":"at FBA and start to get some advertising in"},{"speaker":"[speaker]","startTime":1998.433,"endTime":2004.077,"body":"place. But it's not, I listed and"},{"speaker":"[speaker]","startTime":1998.433,"endTime":2004.077,"body":"they come, right? It doesn't really work that"},{"speaker":"[speaker]","startTime":2004.097,"endTime":2011.502,"body":"way. Right. And in a past life, working"},{"speaker":"[speaker]","startTime":2004.097,"endTime":2011.502,"body":"for a large apparel brand on Amazon, they were"},{"speaker":"[speaker]","startTime":2011.562,"endTime":2015.865,"body":"the industry leaders. And when we"},{"speaker":"[speaker]","startTime":2011.562,"endTime":2015.865,"body":"launched product, we would send up three units"},{"speaker":"[speaker]","startTime":2016.005,"endTime":2021.268,"body":"under each SKU, no more, no less."},{"speaker":"[speaker]","startTime":2016.005,"endTime":2021.268,"body":"And we would wait to see sell through expectations"},{"speaker":"[speaker]","startTime":2021.369,"endTime":2026.312,"body":"as product that really well on other"},{"speaker":"[speaker]","startTime":2021.369,"endTime":2026.312,"body":"channels doesn't mean it's going to correlate"},{"speaker":"[speaker]","startTime":2026.352,"endTime":2031.375,"body":"to Amazon and be your top leader."},{"speaker":"[speaker]","startTime":2026.352,"endTime":2031.375,"body":"Where you can see hero's use come through products"},{"speaker":"[speaker]","startTime":2031.415,"endTime":2036.719,"body":"you never envisioned being your top"},{"speaker":"[speaker]","startTime":2031.415,"endTime":2036.719,"body":"product on any marketplace. So it's really"},{"speaker":"[speaker]","startTime":2037.179,"endTime":2042.743,"body":"start small, test your products,"},{"speaker":"[speaker]","startTime":2037.179,"endTime":2042.743,"body":"cast a wide net, see what sells and then start"},{"speaker":"[speaker]","startTime":2043.103,"endTime":2049.727,"body":"focusing on those core product that"},{"speaker":"[speaker]","startTime":2043.103,"endTime":2049.727,"body":"does move and really double down and figure"},{"speaker":"[speaker]","startTime":2049.767,"endTime":2054.751,"body":"out means to hyper growth those listings."},{"speaker":"[speaker]","startTime":2049.767,"endTime":2054.751,"body":"What I thought it's pretty cool on Amazon,"},{"speaker":"[speaker]","startTime":2054.791,"endTime":2061.115,"body":"like if you can get an ASIN or a"},{"speaker":"[speaker]","startTime":2054.791,"endTime":2061.115,"body":"SKU rolling a product selling, if you could"},{"speaker":"[speaker]","startTime":2061.155,"endTime":2066.178,"body":"then add the next SKU and the next"},{"speaker":"[speaker]","startTime":2061.155,"endTime":2066.178,"body":"SKU that's related to that SKU that already"},{"speaker":"[speaker]","startTime":2066.258,"endTime":2073.723,"body":"has some popularity and some traffic,"},{"speaker":"[speaker]","startTime":2066.258,"endTime":2073.723,"body":"you could tie it to that, to that product to"},{"speaker":"[speaker]","startTime":2073.743,"endTime":2079.627,"body":"get obviously free, but much more"},{"speaker":"[speaker]","startTime":2073.743,"endTime":2079.627,"body":"efficient advertising. Is that right? How does"},{"speaker":"[speaker]","startTime":2079.647,"endTime":2085.391,"body":"that work? Yeah, that's exactly correct."},{"speaker":"[speaker]","startTime":2079.647,"endTime":2085.391,"body":"So there's different means you can do this,"},{"speaker":"[speaker]","startTime":2085.491,"endTime":2091.635,"body":"whether it's finding your hero product"},{"speaker":"[speaker]","startTime":2085.491,"endTime":2091.635,"body":"and then testing multitude of variations on"},{"speaker":"[speaker]","startTime":2092.136,"endTime":2097.94,"body":"what your category needs, whether"},{"speaker":"[speaker]","startTime":2092.136,"endTime":2097.94,"body":"it's bulk packaging. So if customers are buying"},{"speaker":"[speaker]","startTime":2098.0,"endTime":2104.004,"body":"your product in one, five, 50 unit"},{"speaker":"[speaker]","startTime":2098.0,"endTime":2104.004,"body":"quantities, adding in those variant size facts,"},{"speaker":"[speaker]","startTime":2104.464,"endTime":2111.929,"body":"or you can test color ways if your"},{"speaker":"[speaker]","startTime":2104.464,"endTime":2111.929,"body":"product is in any shape or form consistent"},{"speaker":"[speaker]","startTime":2111.989,"endTime":2116.952,"body":"on color, You can test in new colors,"},{"speaker":"[speaker]","startTime":2111.989,"endTime":2116.952,"body":"you can A-B test, see what sells the best."},{"speaker":"[speaker]","startTime":2117.553,"endTime":2122.856,"body":"And again, as mentioned earlier,"},{"speaker":"[speaker]","startTime":2117.553,"endTime":2122.856,"body":"if you test three, five, ten units, you notice"},{"speaker":"[speaker]","startTime":2122.876,"endTime":2128.36,"body":"they don't sell, you pull that variant"},{"speaker":"[speaker]","startTime":2122.876,"endTime":2128.36,"body":"down and you test the next product. Or in terms"},{"speaker":"[speaker]","startTime":2128.5,"endTime":2133.884,"body":"of a lot of technology products,"},{"speaker":"[speaker]","startTime":2128.5,"endTime":2133.884,"body":"what is the capacity? And can you add more"},{"speaker":"[speaker]","startTime":2133.904,"endTime":2139.807,"body":"capacity to the product and ultimately"},{"speaker":"[speaker]","startTime":2133.904,"endTime":2139.807,"body":"increase your ASP, target a different type"},{"speaker":"[speaker]","startTime":2139.827,"endTime":2146.652,"body":"of bracket of individuals. cannibalizing"},{"speaker":"[speaker]","startTime":2139.827,"endTime":2146.652,"body":"your main listing, you're cannibalizing other"},{"speaker":"[speaker]","startTime":2146.672,"endTime":2152.516,"body":"competitors in the space that are"},{"speaker":"[speaker]","startTime":2146.672,"endTime":2152.516,"body":"offering varying products to yours. I mean"},{"speaker":"[speaker]","startTime":2152.556,"endTime":2157.379,"body":"that that's awesome and that's definitely"},{"speaker":"[speaker]","startTime":2152.556,"endTime":2157.379,"body":"something that we try to help brands do for"},{"speaker":"[speaker]","startTime":2157.419,"endTime":2163.843,"body":"sure. So going going back to you"},{"speaker":"[speaker]","startTime":2157.419,"endTime":2163.843,"body":"and you helping brands so you meet a brand,"},{"speaker":"[speaker]","startTime":2165.865,"endTime":2171.469,"body":"you both decide hey this could be"},{"speaker":"[speaker]","startTime":2165.865,"endTime":2171.469,"body":"a good fit. You know how does how does Phelps"},{"speaker":"[speaker]","startTime":2171.569,"endTime":2177.593,"body":"United work? How do Go about working"},{"speaker":"[speaker]","startTime":2171.569,"endTime":2177.593,"body":"with the brand. Are you purely an agency for"},{"speaker":"[speaker]","startTime":2177.653,"endTime":2183.196,"body":"fee or or how involved do you get?"},{"speaker":"[speaker]","startTime":2177.653,"endTime":2183.196,"body":"Yeah, we have a bunch of different programs"},{"speaker":"[speaker]","startTime":2183.977,"endTime":2187.359,"body":"And we really work on tailoring a"},{"speaker":"[speaker]","startTime":2183.977,"endTime":2187.359,"body":"program that's best for the brand that we're"},{"speaker":"[speaker]","startTime":2187.399,"endTime":2193.283,"body":"working with and whether that is"},{"speaker":"[speaker]","startTime":2187.399,"endTime":2193.283,"body":"a complete Amazon overhaul for their listings"},{"speaker":"[speaker]","startTime":2193.303,"endTime":2199.667,"body":"their content Where we see resellers"},{"speaker":"[speaker]","startTime":2193.303,"endTime":2199.667,"body":"pop up and ultimately advertise wrong information"},{"speaker":"[speaker]","startTime":2199.707,"endTime":2205.731,"body":"about the brand or the product we"},{"speaker":"[speaker]","startTime":2199.707,"endTime":2205.731,"body":"get in to come and fix everything and that"},{"speaker":"[speaker]","startTime":2205.751,"endTime":2210.555,"body":"could be under a service fee model"},{"speaker":"[speaker]","startTime":2205.751,"endTime":2210.555,"body":"or one of our other models is the buy and sell"},{"speaker":"[speaker]","startTime":2210.595,"endTime":2214.938,"body":"approach where we'll analyze your"},{"speaker":"[speaker]","startTime":2210.595,"endTime":2214.938,"body":"catalog, we'll figure out where we add a lot"},{"speaker":"[speaker]","startTime":2214.958,"endTime":2221.442,"body":"of value, where we can help you maximize"},{"speaker":"[speaker]","startTime":2214.958,"endTime":2221.442,"body":"your dollars and get paid better for your product"},{"speaker":"[speaker]","startTime":2223.063,"endTime":2227.146,"body":"and then we'll go through and in"},{"speaker":"[speaker]","startTime":2223.063,"endTime":2227.146,"body":"tandem we'll help fix the content, we'll help"},{"speaker":"[speaker]","startTime":2227.506,"endTime":2231.449,"body":"manage the platform, we handle all"},{"speaker":"[speaker]","startTime":2227.506,"endTime":2231.449,"body":"the customer service aspects as we're the ones"},{"speaker":"[speaker]","startTime":2231.489,"endTime":2237.232,"body":"selling the product And then we have"},{"speaker":"[speaker]","startTime":2231.489,"endTime":2237.232,"body":"one last approach, which is, it's kind of in"},{"speaker":"[speaker]","startTime":2237.272,"endTime":2242.816,"body":"two. So we either do it in a buy,"},{"speaker":"[speaker]","startTime":2237.272,"endTime":2242.816,"body":"sell model or an agency role where we manage"},{"speaker":"[speaker]","startTime":2242.856,"endTime":2249.401,"body":"your catalog on Amazon. And we tailor"},{"speaker":"[speaker]","startTime":2242.856,"endTime":2249.401,"body":"everything from A to Z. And you'll get your"},{"speaker":"[speaker]","startTime":2249.461,"endTime":2253.363,"body":"own seller central account where"},{"speaker":"[speaker]","startTime":2249.461,"endTime":2253.363,"body":"you have your own portal and you can log into"},{"speaker":"[speaker]","startTime":2253.423,"endTime":2259.888,"body":"it. And from there, we'll either"},{"speaker":"[speaker]","startTime":2253.423,"endTime":2259.888,"body":"buy and sell your product under your branded"},{"speaker":"[speaker]","startTime":2259.948,"endTime":2265.751,"body":"storefront or we'll do a consignment"},{"speaker":"[speaker]","startTime":2259.948,"endTime":2265.751,"body":"program where we'll list your product, we'll"},{"speaker":"[speaker]","startTime":2265.791,"endTime":2271.335,"body":"manage everything. You own the inventory,"},{"speaker":"[speaker]","startTime":2265.791,"endTime":2271.335,"body":"you own the account, and we'll handle all of"},{"speaker":"[speaker]","startTime":2271.355,"endTime":2276.078,"body":"the, essentially the dirty work that"},{"speaker":"[speaker]","startTime":2271.355,"endTime":2276.078,"body":"comes with Amazon, whether you're on the one"},{"speaker":"[speaker]","startTime":2276.118,"endTime":2283.303,"body":"peer, the 3D platform, maximizing"},{"speaker":"[speaker]","startTime":2276.118,"endTime":2283.303,"body":"your SEO, updating your graphics, we'll create"},{"speaker":"[speaker]","startTime":2283.323,"endTime":2288.306,"body":"and produce product videos, and then"},{"speaker":"[speaker]","startTime":2283.323,"endTime":2288.306,"body":"we'll start advertising, testing those product"},{"speaker":"[speaker]","startTime":2288.326,"endTime":2297.132,"body":"videos to figure out what converts,"},{"speaker":"[speaker]","startTime":2288.326,"endTime":2297.132,"body":"your profit, your presence on Amazon? I mean,"},{"speaker":"[speaker]","startTime":2297.653,"endTime":2303.377,"body":"so basically you're an agency, I"},{"speaker":"[speaker]","startTime":2297.653,"endTime":2303.377,"body":"mean, on an agency basis, but you'll also put"},{"speaker":"[speaker]","startTime":2303.417,"endTime":2307.359,"body":"skin in the game and buy the products"},{"speaker":"[speaker]","startTime":2303.417,"endTime":2307.359,"body":"and sell it for the brand. That's pretty cool."},{"speaker":"[speaker]","startTime":2307.379,"endTime":2313.323,"body":"You know, I could see how brands"},{"speaker":"[speaker]","startTime":2307.379,"endTime":2313.323,"body":"would wanna go for that because they wanna"},{"speaker":"[speaker]","startTime":2313.363,"endTime":2319.968,"body":"sell in bulk instead of onesie twosies,"},{"speaker":"[speaker]","startTime":2313.363,"endTime":2319.968,"body":"makes a lot of sense. And, you know, I think"},{"speaker":"[speaker]","startTime":2320.688,"endTime":2326.212,"body":"we hit a bunch of different things,"},{"speaker":"[speaker]","startTime":2320.688,"endTime":2326.212,"body":"biased, but I'll ask you this anyway. You know,"},{"speaker":"[speaker]","startTime":2326.772,"endTime":2332.516,"body":"should a brand, you know, midsize"},{"speaker":"[speaker]","startTime":2326.772,"endTime":2332.516,"body":"or large have an agency like yours, or should"},{"speaker":"[speaker]","startTime":2332.536,"endTime":2336.979,"body":"they try to go with themselves and"},{"speaker":"[speaker]","startTime":2332.536,"endTime":2336.979,"body":"build their own store, or sell, you know, sell"},{"speaker":"[speaker]","startTime":2336.999,"endTime":2341.602,"body":"to Amazon? I mean, again, you know,"},{"speaker":"[speaker]","startTime":2336.999,"endTime":2341.602,"body":"what's the good, the bad and the ugly? Why"},{"speaker":"[speaker]","startTime":2341.622,"endTime":2343.723,"body":"should we work with you guys?"},{"speaker":"[speaker]","startTime":2352.89,"endTime":2359.114,"body":"your transactions, Amazon missing"},{"speaker":"[speaker]","startTime":2352.89,"endTime":2359.114,"body":"product, you need to hire or build a very core"},{"speaker":"[speaker]","startTime":2359.154,"endTime":2364.057,"body":"team of specialized individuals that"},{"speaker":"[speaker]","startTime":2359.154,"endTime":2364.057,"body":"can tackle everything that's changing with"},{"speaker":"[speaker]","startTime":2364.117,"endTime":2368.48,"body":"Amazon and everything Amazon has"},{"speaker":"[speaker]","startTime":2364.117,"endTime":2368.48,"body":"already been through. So as you mentioned,"},{"speaker":"[speaker]","startTime":2368.88,"endTime":2375.144,"body":"I'm definitely biased bringing this"},{"speaker":"[speaker]","startTime":2368.88,"endTime":2375.144,"body":"in-house is difficult and costly. Obviously,"},{"speaker":"[speaker]","startTime":2375.184,"endTime":2380.088,"body":"the benefits are you have it in-house"},{"speaker":"[speaker]","startTime":2375.184,"endTime":2380.088,"body":"and it's under your leadership. Whereas working"},{"speaker":"[speaker]","startTime":2380.128,"endTime":2385.411,"body":"with an agency like us, we've built"},{"speaker":"[speaker]","startTime":2380.128,"endTime":2385.411,"body":"the infrastructure built the team. Since we"},{"speaker":"[speaker]","startTime":2385.451,"endTime":2390.695,"body":"work with the platform brands, we're"},{"speaker":"[speaker]","startTime":2385.451,"endTime":2390.695,"body":"experiencing everything in real time and we"},{"speaker":"[speaker]","startTime":2390.735,"endTime":2399.381,"body":"pivot and make action on everything"},{"speaker":"[speaker]","startTime":2390.735,"endTime":2399.381,"body":"that's changing within the platform. So at"},{"speaker":"[speaker]","startTime":2399.401,"endTime":2403.503,"body":"the end of the day, when you work"},{"speaker":"[speaker]","startTime":2399.401,"endTime":2403.503,"body":"with an agency versus bringing it in-house,"},{"speaker":"[speaker]","startTime":2403.823,"endTime":2411.148,"body":"you get an immense amount of experience"},{"speaker":"[speaker]","startTime":2403.823,"endTime":2411.148,"body":"that comes with Amazon as well as tips, tricks,"},{"speaker":"[speaker]","startTime":2411.188,"endTime":2416.112,"body":"and specialty. changes that we've"},{"speaker":"[speaker]","startTime":2411.188,"endTime":2416.112,"body":"experienced and been able to implement and"},{"speaker":"[speaker]","startTime":2416.152,"endTime":2420.975,"body":"test across all of our brands? If"},{"speaker":"[speaker]","startTime":2416.152,"endTime":2420.975,"body":"you don't live on Amazon, if you're not doing"},{"speaker":"[speaker]","startTime":2421.015,"endTime":2425.578,"body":"it every day, it changes by the day."},{"speaker":"[speaker]","startTime":2421.015,"endTime":2425.578,"body":"I mean, and they change things and they don't"},{"speaker":"[speaker]","startTime":2425.658,"endTime":2430.942,"body":"actually tell anybody. So being connected"},{"speaker":"[speaker]","startTime":2425.658,"endTime":2430.942,"body":"to the community and being able to see what's"},{"speaker":"[speaker]","startTime":2430.962,"endTime":2435.304,"body":"happening, transaction by transaction"},{"speaker":"[speaker]","startTime":2430.962,"endTime":2435.304,"body":"is huge help. And I think that brands that"},{"speaker":"[speaker]","startTime":2435.324,"endTime":2440.588,"body":"are trying to do it themselves or"},{"speaker":"[speaker]","startTime":2435.324,"endTime":2440.588,"body":"even do it through Amazon have to invest in"},{"speaker":"[speaker]","startTime":2440.628,"endTime":2445.231,"body":"more infrastructure where they can"},{"speaker":"[speaker]","startTime":2440.628,"endTime":2445.231,"body":"get a turnkey team and hand it over, you know,"},{"speaker":"[speaker]","startTime":2445.271,"endTime":2450.975,"body":"and they could be as involved or"},{"speaker":"[speaker]","startTime":2445.271,"endTime":2450.975,"body":"not involved, but they're at least managing"},{"speaker":"[speaker]","startTime":2451.015,"endTime":2457.099,"body":"their brand and maximizing Amazon."},{"speaker":"[speaker]","startTime":2451.015,"endTime":2457.099,"body":"So I hear you, man. I definitely am biased"},{"speaker":"[speaker]","startTime":2457.199,"endTime":2463.803,"body":"also, but that's because I've lived"},{"speaker":"[speaker]","startTime":2457.199,"endTime":2463.803,"body":"it and I see the complications and it's what"},{"speaker":"[speaker]","startTime":2463.823,"endTime":2468.927,"body":"you think you got to figure it out,"},{"speaker":"[speaker]","startTime":2463.823,"endTime":2468.927,"body":"it changes. So I think the big message here"},{"speaker":"[speaker]","startTime":2468.987,"endTime":2473.59,"body":"is have that Amazon strategy, make"},{"speaker":"[speaker]","startTime":2468.987,"endTime":2473.59,"body":"sure you have a and make sure you have your"},{"speaker":"[speaker]","startTime":2473.61,"endTime":2480.655,"body":"brand registry and make sure that"},{"speaker":"[speaker]","startTime":2473.61,"endTime":2480.655,"body":"you're working with a team that really is intimate"},{"speaker":"[speaker]","startTime":2480.675,"endTime":2486.479,"body":"with Amazon and knows how to make"},{"speaker":"[speaker]","startTime":2480.675,"endTime":2486.479,"body":"Amazon work for you and that you work for Amazon."},{"speaker":"[speaker]","startTime":2486.939,"endTime":2493.783,"body":"I think that's kind of the big picture."},{"speaker":"[speaker]","startTime":2486.939,"endTime":2493.783,"body":"So, I think we hit a bunch of good stuff. We"},{"speaker":"[speaker]","startTime":2493.823,"endTime":2497.786,"body":"can go on forever and I'd love to"},{"speaker":"[speaker]","startTime":2493.823,"endTime":2497.786,"body":"talk about this with you forever and we probably"},{"speaker":"[speaker]","startTime":2497.846,"endTime":2504.29,"body":"will, but probably not on camera."},{"speaker":"[speaker]","startTime":2497.846,"endTime":2504.29,"body":"So we're gonna wrap it up. final bits of wisdom"},{"speaker":"[speaker]","startTime":2504.31,"endTime":2508.133,"body":"that you want to leave our audience"},{"speaker":"[speaker]","startTime":2504.31,"endTime":2508.133,"body":"with today on the wonderful world of Amazon."},{"speaker":"[speaker]","startTime":2509.214,"endTime":2512.376,"body":"I mean, just in tandem with what"},{"speaker":"[speaker]","startTime":2509.214,"endTime":2512.376,"body":"you just said, something I've preached for"},{"speaker":"[speaker]","startTime":2512.396,"endTime":2516.419,"body":"a long time is there's no textbook"},{"speaker":"[speaker]","startTime":2512.396,"endTime":2516.419,"body":"for Amazon, and it's not something you can"},{"speaker":"[speaker]","startTime":2516.459,"endTime":2521.542,"body":"go read an article and figure out"},{"speaker":"[speaker]","startTime":2516.459,"endTime":2521.542,"body":"all of the the workarounds for what seller"},{"speaker":"[speaker]","startTime":2521.582,"endTime":2526.906,"body":"central and vendor central is. So"},{"speaker":"[speaker]","startTime":2521.582,"endTime":2526.906,"body":"it's really shared experience. It's learning"},{"speaker":"[speaker]","startTime":2526.926,"endTime":2532.109,"body":"from mistakes. It's learning through"},{"speaker":"[speaker]","startTime":2526.926,"endTime":2532.109,"body":"other partners and channels to grow your Amazon"},{"speaker":"[speaker]","startTime":2532.129,"endTime":2538.713,"body":"business. maximize your presence."},{"speaker":"[speaker]","startTime":2532.129,"endTime":2538.713,"body":"So just echoing what you mentioned, it's definitely"},{"speaker":"[speaker]","startTime":2538.753,"endTime":2542.696,"body":"something that you need to work with"},{"speaker":"[speaker]","startTime":2538.753,"endTime":2542.696,"body":"a team of people, people that are experienced,"},{"speaker":"[speaker]","startTime":2542.736,"endTime":2547.819,"body":"people that have been through a lot"},{"speaker":"[speaker]","startTime":2542.736,"endTime":2547.819,"body":"on the Amazon platform and use those shared"},{"speaker":"[speaker]","startTime":2547.86,"endTime":2554.284,"body":"experiences to grow your business."},{"speaker":"[speaker]","startTime":2547.86,"endTime":2554.284,"body":"So if any of our audience wants to leverage"},{"speaker":"[speaker]","startTime":2554.304,"endTime":2559.207,"body":"your enormous Amazon skills, how"},{"speaker":"[speaker]","startTime":2554.304,"endTime":2559.207,"body":"do they get in touch with you? What's the best"},{"speaker":"[speaker]","startTime":2559.227,"endTime":2566.472,"body":"way to get in touch with you Nicolai?"},{"speaker":"[speaker]","startTime":2559.227,"endTime":2566.472,"body":"here at Felts United, whether you go to our"},{"speaker":"[speaker]","startTime":2566.512,"endTime":2571.775,"body":"website, FeltsUnited.com, or find"},{"speaker":"[speaker]","startTime":2566.512,"endTime":2571.775,"body":"us on LinkedIn. We're always available. We're"},{"speaker":"[speaker]","startTime":2571.815,"endTime":2576.338,"body":"always here to answer questions and"},{"speaker":"[speaker]","startTime":2571.815,"endTime":2576.338,"body":"kind of brainstorm whatever situation is going"},{"speaker":"[speaker]","startTime":2576.419,"endTime":2582.563,"body":"on. Cool. Well, take advantage of"},{"speaker":"[speaker]","startTime":2576.419,"endTime":2582.563,"body":"that. This guy knows it all. Nikolai, thank"},{"speaker":"[speaker]","startTime":2582.583,"endTime":2586.385,"body":"you so much for joining. We have"},{"speaker":"[speaker]","startTime":2582.583,"endTime":2586.385,"body":"to have you on again. You rock, man. Thanks"},{"speaker":"[speaker]","startTime":2586.425,"endTime":2590.228,"body":"for your help and thanks for your"},{"speaker":"[speaker]","startTime":2586.425,"endTime":2590.228,"body":"advice to everybody. Not a problem. It's a"},{"speaker":"[speaker]","startTime":2590.288,"endTime":2591.729,"body":"pleasure. Thank you, Adam. Thanks."}]}