{"version":"1.0.0","segments":[{"speaker":"[speaker]","startTime":0.246,"endTime":4.772,"body":"Welcome to the Planet Amazon podcast"},{"speaker":"[speaker]","startTime":0.246,"endTime":4.772,"body":"with Adam Schaefer, where we explore the world"},{"speaker":"[speaker]","startTime":4.812,"endTime":10.119,"body":"of Amazon and other e-commerce marketplaces."},{"speaker":"[speaker]","startTime":4.812,"endTime":10.119,"body":"Join us as we delve into the latest strategies"},{"speaker":"[speaker]","startTime":10.239,"endTime":14.385,"body":"and tactics for successful selling"},{"speaker":"[speaker]","startTime":10.239,"endTime":14.385,"body":"on the world's largest online marketplace."},{"speaker":"[speaker]","startTime":18.114,"endTime":23.176,"body":"Hello everybody. I'm Adam Schaeffer"},{"speaker":"[speaker]","startTime":18.114,"endTime":23.176,"body":"and welcome to Planet Amazon where we talk"},{"speaker":"[speaker]","startTime":23.196,"endTime":29.198,"body":"about all things Amazon. I'm really"},{"speaker":"[speaker]","startTime":23.196,"endTime":29.198,"body":"excited for today's podcast because we have"},{"speaker":"[speaker]","startTime":29.258,"endTime":36.241,"body":"some great, great people that'll"},{"speaker":"[speaker]","startTime":29.258,"endTime":36.241,"body":"be on the show. Really from a really important"},{"speaker":"[speaker]","startTime":36.261,"endTime":42.363,"body":"brand. And we've talked in the past"},{"speaker":"[speaker]","startTime":36.261,"endTime":42.363,"body":"with other brands, almost always smaller. But"},{"speaker":"[speaker]","startTime":42.403,"endTime":47.425,"body":"in this case, we have a worldwide"},{"speaker":"[speaker]","startTime":42.403,"endTime":47.425,"body":"brand that is pretty much a household name."},{"speaker":"[speaker]","startTime":47.87,"endTime":53.452,"body":"in the commercial space and it's"},{"speaker":"[speaker]","startTime":47.87,"endTime":53.452,"body":"Hewlett Packard Enterprise Aruba, the networking"},{"speaker":"[speaker]","startTime":54.052,"endTime":59.734,"body":"arm of Aruba. And I'll let them explain"},{"speaker":"[speaker]","startTime":54.052,"endTime":59.734,"body":"their business a little bit more and a little"},{"speaker":"[speaker]","startTime":59.754,"endTime":65.517,"body":"bit better than I could. So let's"},{"speaker":"[speaker]","startTime":59.754,"endTime":65.517,"body":"bring on Andrew Dragota and James McMath from"},{"speaker":"[speaker]","startTime":65.857,"endTime":71.279,"body":"HPE Aruba. And if I'm butchering"},{"speaker":"[speaker]","startTime":65.857,"endTime":71.279,"body":"the name because it's Hewlett Packard Enterprise"},{"speaker":"[speaker]","startTime":71.319,"endTime":76.721,"body":"or HPE, I'm going to let you explain"},{"speaker":"[speaker]","startTime":71.319,"endTime":76.721,"body":"the name of your company and really what you"},{"speaker":"[speaker]","startTime":76.741,"endTime":80.663,"body":"guys are focused on. Yeah, that sounds"},{"speaker":"[speaker]","startTime":76.741,"endTime":80.663,"body":"great. Thank you very much, Adam. And thank"},{"speaker":"[speaker]","startTime":80.683,"endTime":85.546,"body":"you for hosting and having us today."},{"speaker":"[speaker]","startTime":80.683,"endTime":85.546,"body":"We are very excited to be here. And just to"},{"speaker":"[speaker]","startTime":85.586,"endTime":91.429,"body":"clear up the name because we've gone"},{"speaker":"[speaker]","startTime":85.586,"endTime":91.429,"body":"through a recent rebranding. It's HPE Aruba"},{"speaker":"[speaker]","startTime":91.749,"endTime":96.652,"body":"Networking. Awesome, man. Thank you"},{"speaker":"[speaker]","startTime":91.749,"endTime":96.652,"body":"for sending me straight. No, no, no problem."},{"speaker":"[speaker]","startTime":96.852,"endTime":101.995,"body":"And you know, for a little history"},{"speaker":"[speaker]","startTime":96.852,"endTime":101.995,"body":"and perspective, we back up a little bit. HPE"},{"speaker":"[speaker]","startTime":102.055,"endTime":106.917,"body":"Hewlett Packard Enterprise acquired"},{"speaker":"[speaker]","startTime":102.055,"endTime":106.917,"body":"Aruba probably about seven, eight years ago."},{"speaker":"[speaker]","startTime":107.846,"endTime":113.47,"body":"And over that time has migrated Aruba"},{"speaker":"[speaker]","startTime":107.846,"endTime":113.47,"body":"into the larger HPE organization and thus has"},{"speaker":"[speaker]","startTime":113.51,"endTime":118.253,"body":"gone through a couple different rebranding"},{"speaker":"[speaker]","startTime":113.51,"endTime":118.253,"body":"strategies around name, colors, and so forth."},{"speaker":"[speaker]","startTime":118.313,"endTime":125.939,"body":"So HPE Aruba Networking is the new"},{"speaker":"[speaker]","startTime":118.313,"endTime":125.939,"body":"brand name. So inside of that, of the great"},{"speaker":"[speaker]","startTime":126.019,"endTime":131.763,"body":"Aruba brand is the Instant On brand"},{"speaker":"[speaker]","startTime":126.019,"endTime":131.763,"body":"where James and I work. And that is defined"},{"speaker":"[speaker]","startTime":131.803,"endTime":139.932,"body":"by our small to medium size focus."},{"speaker":"[speaker]","startTime":131.803,"endTime":139.932,"body":"zero to 250 seats, only selling the instant"},{"speaker":"[speaker]","startTime":140.092,"endTime":146.015,"body":"on category, which is very purposely"},{"speaker":"[speaker]","startTime":140.092,"endTime":146.015,"body":"built for small to medium sized business. And"},{"speaker":"[speaker]","startTime":146.035,"endTime":149.077,"body":"that's what we're here to talk about"},{"speaker":"[speaker]","startTime":146.035,"endTime":149.077,"body":"today and talk a little bit about how we've"},{"speaker":"[speaker]","startTime":149.097,"endTime":154.94,"body":"had some success on Amazon the past"},{"speaker":"[speaker]","startTime":149.097,"endTime":154.94,"body":"couple of years. So inside of that, I am the"},{"speaker":"[speaker]","startTime":154.98,"endTime":160.804,"body":"North American sales director for"},{"speaker":"[speaker]","startTime":154.98,"endTime":160.804,"body":"the instant on business unit, focusing on zero"},{"speaker":"[speaker]","startTime":160.824,"endTime":165.719,"body":"to 250 seats. And then James, I'll"},{"speaker":"[speaker]","startTime":160.824,"endTime":165.719,"body":"let you go ahead. Yeah, please. Thanks, Andy."},{"speaker":"[speaker]","startTime":165.839,"endTime":170.182,"body":"Adam, thank you for the invitation."},{"speaker":"[speaker]","startTime":165.839,"endTime":170.182,"body":"Pleasure to join you today. James McMath is"},{"speaker":"[speaker]","startTime":170.242,"endTime":174.785,"body":"my name. I'm the worldwide business"},{"speaker":"[speaker]","startTime":170.242,"endTime":174.785,"body":"development manager for our e-commerce Roots"},{"speaker":"[speaker]","startTime":174.825,"endTime":181.07,"body":"to Market. So I support our sales"},{"speaker":"[speaker]","startTime":174.825,"endTime":181.07,"body":"teams for the Instant On brand and support"},{"speaker":"[speaker]","startTime":181.15,"endTime":188.295,"body":"our channel programs to help grow"},{"speaker":"[speaker]","startTime":181.15,"endTime":188.295,"body":"our Instant On portfolio for the SMB. What's"},{"speaker":"[speaker]","startTime":188.335,"endTime":193.182,"body":"interesting is that you can hear"},{"speaker":"[speaker]","startTime":188.335,"endTime":193.182,"body":"from James's accent. He's not a transplant"},{"speaker":"[speaker]","startTime":193.223,"endTime":199.768,"body":"in the US. He's actually in London"},{"speaker":"[speaker]","startTime":193.223,"endTime":199.768,"body":"right now. And it's because HP Aruba is a worldwide"},{"speaker":"[speaker]","startTime":199.808,"endTime":205.853,"body":"brand and he's managing it worldwide,"},{"speaker":"[speaker]","startTime":199.808,"endTime":205.853,"body":"not just in the US, but in all the countries"},{"speaker":"[speaker]","startTime":206.494,"endTime":210.857,"body":"that they focus on. And he'll talk"},{"speaker":"[speaker]","startTime":206.494,"endTime":210.857,"body":"more about that later, which is really makes"},{"speaker":"[speaker]","startTime":210.877,"endTime":214.16,"body":"it much more complicated, but makes"},{"speaker":"[speaker]","startTime":210.877,"endTime":214.16,"body":"it that much more interesting for people to"},{"speaker":"[speaker]","startTime":214.22,"endTime":219.164,"body":"understand the benefits of Amazon"},{"speaker":"[speaker]","startTime":214.22,"endTime":219.164,"body":"and the reach that Amazon has because they're"},{"speaker":"[speaker]","startTime":219.204,"endTime":225.325,"body":"in multiple countries. So... So guys,"},{"speaker":"[speaker]","startTime":219.204,"endTime":225.325,"body":"can you just tell us a little bit more about"},{"speaker":"[speaker]","startTime":226.726,"endTime":233.292,"body":"Amazon and Aruba? Like you would"},{"speaker":"[speaker]","startTime":226.726,"endTime":233.292,"body":"think Amazon's such a consumer type of platform,"},{"speaker":"[speaker]","startTime":233.692,"endTime":238.116,"body":"yet you guys spent some time to really"},{"speaker":"[speaker]","startTime":233.692,"endTime":238.116,"body":"think about this and you're quite thoughtful"},{"speaker":"[speaker]","startTime":238.156,"endTime":242.58,"body":"before you actually jumped onto the"},{"speaker":"[speaker]","startTime":238.156,"endTime":242.58,"body":"platform and said, hey, this is an important"},{"speaker":"[speaker]","startTime":242.62,"endTime":247.644,"body":"platform for SMB and the commercial"},{"speaker":"[speaker]","startTime":242.62,"endTime":247.644,"body":"space. So kind of tell us about your journey"},{"speaker":"[speaker]","startTime":247.684,"endTime":253.084,"body":"about what got you to... you know,"},{"speaker":"[speaker]","startTime":247.684,"endTime":253.084,"body":"get participating in Amazon. Yeah, I think"},{"speaker":"[speaker]","startTime":253.144,"endTime":256.867,"body":"I could start us off here and then"},{"speaker":"[speaker]","startTime":253.144,"endTime":256.867,"body":"pass it off to James. But the journey started"},{"speaker":"[speaker]","startTime":256.907,"endTime":261.431,"body":"about three years ago. So the instant"},{"speaker":"[speaker]","startTime":256.907,"endTime":261.431,"body":"on business unit is about who three and a half"},{"speaker":"[speaker]","startTime":261.471,"endTime":267.736,"body":"years old. And to back up a little"},{"speaker":"[speaker]","startTime":261.471,"endTime":267.736,"body":"bit further, we are an overlay inside various"},{"speaker":"[speaker]","startTime":267.776,"endTime":272.56,"body":"channel organizations. So James,"},{"speaker":"[speaker]","startTime":267.776,"endTime":272.56,"body":"when he said worldwide, we are both on the"},{"speaker":"[speaker]","startTime":272.58,"endTime":279.542,"body":"worldwide team reporting to the worldwide"},{"speaker":"[speaker]","startTime":272.58,"endTime":279.542,"body":"SMB general manager and vice president. And"},{"speaker":"[speaker]","startTime":280.443,"endTime":287.988,"body":"inside that, there's different business"},{"speaker":"[speaker]","startTime":280.443,"endTime":287.988,"body":"unit leaders inside of Europe, Asia Pacific,"},{"speaker":"[speaker]","startTime":288.188,"endTime":293.732,"body":"and Latam. Obviously I'm in the US,"},{"speaker":"[speaker]","startTime":288.188,"endTime":293.732,"body":"so we are an overlay inside of the US channel"},{"speaker":"[speaker]","startTime":293.792,"endTime":300.597,"body":"organization. So we identified Amazon"},{"speaker":"[speaker]","startTime":293.792,"endTime":300.597,"body":"as a great route to market, and obviously a"},{"speaker":"[speaker]","startTime":300.637,"endTime":307.401,"body":"marketplace for the instant on category"},{"speaker":"[speaker]","startTime":300.637,"endTime":307.401,"body":"of product, because it is very prosumer-esque."},{"speaker":"[speaker]","startTime":307.774,"endTime":313.379,"body":"and very suited towards zero to 250"},{"speaker":"[speaker]","startTime":307.774,"endTime":313.379,"body":"seats. And we really find our sweet spot is"},{"speaker":"[speaker]","startTime":313.479,"endTime":319.345,"body":"between zero and 50 seats. And there"},{"speaker":"[speaker]","startTime":313.479,"endTime":319.345,"body":"is a great propensity that we found for partners"},{"speaker":"[speaker]","startTime":319.385,"endTime":324.049,"body":"of that size and end users of that"},{"speaker":"[speaker]","startTime":319.385,"endTime":324.049,"body":"size to utilize the Amazon platform to purchase"},{"speaker":"[speaker]","startTime":324.089,"endTime":331.959,"body":"products. Yeah, I think to add on"},{"speaker":"[speaker]","startTime":324.089,"endTime":331.959,"body":"to Andy there. So our products is focused at"},{"speaker":"[speaker]","startTime":331.979,"endTime":340.562,"body":"the SMB marketplace, but SMB customers"},{"speaker":"[speaker]","startTime":331.979,"endTime":340.562,"body":"purchase how consumers purchase, right? And"},{"speaker":"[speaker]","startTime":340.642,"endTime":346.644,"body":"everyone wants always on availability,"},{"speaker":"[speaker]","startTime":340.642,"endTime":346.644,"body":"right? People don't want to have to limit their"},{"speaker":"[speaker]","startTime":346.704,"endTime":351.925,"body":"purchasing hours between nine and"},{"speaker":"[speaker]","startTime":346.704,"endTime":351.925,"body":"five, right? A coffee shop might need a new"},{"speaker":"[speaker]","startTime":351.965,"endTime":357.383,"body":"wifi. access point or a switch and"},{"speaker":"[speaker]","startTime":351.965,"endTime":357.383,"body":"they need to buy it now. And it might be 7"},{"speaker":"[speaker]","startTime":357.423,"endTime":361.345,"body":"p.m., might be 10 p.m. at night."},{"speaker":"[speaker]","startTime":357.423,"endTime":361.345,"body":"And the online route to market enable that"},{"speaker":"[speaker]","startTime":361.385,"endTime":366.507,"body":"24 seven purchasing. And then when"},{"speaker":"[speaker]","startTime":361.385,"endTime":366.507,"body":"you look at Amazon specifically, Amazon is"},{"speaker":"[speaker]","startTime":367.047,"endTime":373.19,"body":"renowned the world over as constant"},{"speaker":"[speaker]","startTime":367.047,"endTime":373.19,"body":"availability, constant awareness and constant"},{"speaker":"[speaker]","startTime":373.25,"endTime":379.973,"body":"purchasing routes to serve those"},{"speaker":"[speaker]","startTime":373.25,"endTime":379.973,"body":"customers. What I don't think a lot of people"},{"speaker":"[speaker]","startTime":380.033,"endTime":386.44,"body":"really understand is that Amazon"},{"speaker":"[speaker]","startTime":380.033,"endTime":386.44,"body":"is a really good platform for commercial customers"},{"speaker":"[speaker]","startTime":386.901,"endTime":392.164,"body":"and that Amazon business in general"},{"speaker":"[speaker]","startTime":386.901,"endTime":392.164,"body":"is a very large part of the business there."},{"speaker":"[speaker]","startTime":392.224,"endTime":399.269,"body":"So again, I think people think, oh,"},{"speaker":"[speaker]","startTime":392.224,"endTime":399.269,"body":"Amazon, I'm going to buy consumables and consumer"},{"speaker":"[speaker]","startTime":399.309,"endTime":403.492,"body":"products there. And they don't realize"},{"speaker":"[speaker]","startTime":399.309,"endTime":403.492,"body":"that it's such a great platform to have your"},{"speaker":"[speaker]","startTime":403.512,"endTime":407.174,"body":"commercial products. And we try to"},{"speaker":"[speaker]","startTime":403.512,"endTime":407.174,"body":"educate a lot of the brands on this all the"},{"speaker":"[speaker]","startTime":407.234,"endTime":407.555,"body":"time."},{"speaker":"[speaker]","startTime":411.878,"endTime":417.282,"body":"Aruba products. These are networking"},{"speaker":"[speaker]","startTime":411.878,"endTime":417.282,"body":"switches and access points They don't necessarily"},{"speaker":"[speaker]","startTime":417.302,"endTime":422.406,"body":"just buy one I mean, you know, we"},{"speaker":"[speaker]","startTime":417.302,"endTime":422.406,"body":"see sales for 15 20 units at a time Which is"},{"speaker":"[speaker]","startTime":422.586,"endTime":426.449,"body":"pretty substantial on a platform"},{"speaker":"[speaker]","startTime":422.586,"endTime":426.449,"body":"like Amazon. We think everything is gonna be"},{"speaker":"[speaker]","startTime":426.529,"endTime":432.633,"body":"you know, one at a time It's not"},{"speaker":"[speaker]","startTime":426.529,"endTime":432.633,"body":"at all. Yeah 100% and and it's unbelievable"},{"speaker":"[speaker]","startTime":433.094,"endTime":437.477,"body":"You know the marketplace that the"},{"speaker":"[speaker]","startTime":433.094,"endTime":437.477,"body":"consumer has access to right, you know, they"},{"speaker":"[speaker]","startTime":437.497,"endTime":442.991,"body":"they probably traditionally went"},{"speaker":"[speaker]","startTime":437.497,"endTime":442.991,"body":"on Amazon consumer looking for a certain product"},{"speaker":"[speaker]","startTime":443.031,"endTime":446.792,"body":"and realized that, wow, there's this"},{"speaker":"[speaker]","startTime":443.031,"endTime":446.792,"body":"great business platform where I have access"},{"speaker":"[speaker]","startTime":446.812,"endTime":451.833,"body":"to product I might not have had before."},{"speaker":"[speaker]","startTime":446.812,"endTime":451.833,"body":"So it's truly a win-win for the consumer as"},{"speaker":"[speaker]","startTime":451.913,"endTime":458.595,"body":"well as the vendor, right? Because"},{"speaker":"[speaker]","startTime":451.913,"endTime":458.595,"body":"they're getting access to both entities. So"},{"speaker":"[speaker]","startTime":459.155,"endTime":465.577,"body":"let's talk more about three years"},{"speaker":"[speaker]","startTime":459.155,"endTime":465.577,"body":"ago, you started with Instant On and you've"},{"speaker":"[speaker]","startTime":465.597,"endTime":470.824,"body":"been thinking about how do we go"},{"speaker":"[speaker]","startTime":465.597,"endTime":470.824,"body":"to market? You choose Amazon, but then what's"},{"speaker":"[speaker]","startTime":470.864,"endTime":475.406,"body":"been now the journey to get onto"},{"speaker":"[speaker]","startTime":470.864,"endTime":475.406,"body":"Amazon and figure out how to navigate Amazon?"},{"speaker":"[speaker]","startTime":475.426,"endTime":480.829,"body":"Because we've been living Amazon"},{"speaker":"[speaker]","startTime":475.426,"endTime":480.829,"body":"for years and years and it's not simple. It's"},{"speaker":"[speaker]","startTime":480.849,"endTime":486.052,"body":"quite complicated. They give you"},{"speaker":"[speaker]","startTime":480.849,"endTime":486.052,"body":"this great platform, but nobody really, really"},{"speaker":"[speaker]","startTime":486.072,"endTime":490.695,"body":"writes the rule book on this thing."},{"speaker":"[speaker]","startTime":486.072,"endTime":490.695,"body":"And they want as much competition as they can"},{"speaker":"[speaker]","startTime":490.735,"endTime":495.738,"body":"get with the hopes that maybe prices"},{"speaker":"[speaker]","startTime":490.735,"endTime":495.738,"body":"come down, but at the same time, you know,"},{"speaker":"[speaker]","startTime":495.918,"endTime":500.7,"body":"brands are trying to maintain their"},{"speaker":"[speaker]","startTime":495.918,"endTime":500.7,"body":"price integrity. And so it's got to be complicated"},{"speaker":"[speaker]","startTime":500.78,"endTime":505.723,"body":"for somebody that's got a sophisticated"},{"speaker":"[speaker]","startTime":500.78,"endTime":505.723,"body":"distribution channel like Aruba to participate."},{"speaker":"[speaker]","startTime":505.783,"endTime":509.244,"body":"So, you know, you don't have to give"},{"speaker":"[speaker]","startTime":505.783,"endTime":509.244,"body":"all the secrets sauce, but, you know, what's"},{"speaker":"[speaker]","startTime":509.284,"endTime":515.047,"body":"it been like to get involved in Amazon,"},{"speaker":"[speaker]","startTime":509.284,"endTime":515.047,"body":"get your products on Amazon and start really"},{"speaker":"[speaker]","startTime":515.067,"endTime":519.349,"body":"trying to protect your brand on Amazon?"},{"speaker":"[speaker]","startTime":515.067,"endTime":519.349,"body":"It's certainly been a learning, that's for"},{"speaker":"[speaker]","startTime":519.369,"endTime":526.176,"body":"sure. There's a reason why I have"},{"speaker":"[speaker]","startTime":519.369,"endTime":526.176,"body":"gray hair, Adam. It's up to your point. It's,"},{"speaker":"[speaker]","startTime":526.436,"endTime":530.718,"body":"it's not an easy journey for a, for"},{"speaker":"[speaker]","startTime":526.436,"endTime":530.718,"body":"a, for a vendor like, like ourselves, we're"},{"speaker":"[speaker]","startTime":530.738,"endTime":539.421,"body":"a channel led business fundamentally."},{"speaker":"[speaker]","startTime":530.738,"endTime":539.421,"body":"Um, and there's kind of two trade threads of"},{"speaker":"[speaker]","startTime":539.462,"endTime":545.864,"body":"thought with Amazon, right? Firstly,"},{"speaker":"[speaker]","startTime":539.462,"endTime":545.864,"body":"it's brand awareness. So Amazon is a huge opportunity"},{"speaker":"[speaker]","startTime":545.904,"endTime":551.291,"body":"for us to grow our brand fundamentally."},{"speaker":"[speaker]","startTime":545.904,"endTime":551.291,"body":"Our brand is. just over three years old now."},{"speaker":"[speaker]","startTime":551.671,"endTime":557.114,"body":"So it's not 100% known within the"},{"speaker":"[speaker]","startTime":551.671,"endTime":557.114,"body":"SMB market. So it allows us to have a presence"},{"speaker":"[speaker]","startTime":557.154,"endTime":560.716,"body":"and to educate potential customers"},{"speaker":"[speaker]","startTime":557.154,"endTime":560.716,"body":"about our brand, about our products, about"},{"speaker":"[speaker]","startTime":560.736,"endTime":565.098,"body":"the value proposition our products"},{"speaker":"[speaker]","startTime":560.736,"endTime":565.098,"body":"can bring to them. But then as a route to market"},{"speaker":"[speaker]","startTime":565.138,"endTime":571.082,"body":"for us, we are obviously, well maybe"},{"speaker":"[speaker]","startTime":565.138,"endTime":571.082,"body":"not obviously, but we are very conscious that"},{"speaker":"[speaker]","startTime":571.102,"endTime":575.804,"body":"we are channel-led business. And"},{"speaker":"[speaker]","startTime":571.102,"endTime":575.804,"body":"so we do have resellers all around the world"},{"speaker":"[speaker]","startTime":575.824,"endTime":580.227,"body":"that purchase from our distributors."},{"speaker":"[speaker]","startTime":575.824,"endTime":580.227,"body":"want to maintain a channel parity in there,"},{"speaker":"[speaker]","startTime":580.247,"endTime":587.214,"body":"that no one has a benefit over another"},{"speaker":"[speaker]","startTime":580.247,"endTime":587.214,"body":"one. And going through Amazon, we work in a"},{"speaker":"[speaker]","startTime":587.254,"endTime":592.339,"body":"3P model to maintain that channel"},{"speaker":"[speaker]","startTime":587.254,"endTime":592.339,"body":"parity. And we have partners like yourself"},{"speaker":"[speaker]","startTime":592.379,"endTime":597.824,"body":"that sell a product on Amazon that"},{"speaker":"[speaker]","startTime":592.379,"endTime":597.824,"body":"are on an equal footing. So we don't sell directly"},{"speaker":"[speaker]","startTime":597.884,"endTime":603.569,"body":"to Amazon, who then sell themselves"},{"speaker":"[speaker]","startTime":597.884,"endTime":603.569,"body":"on their marketplace. We do it through a 3P"},{"speaker":"[speaker]","startTime":603.609,"endTime":608.148,"body":"model. That's great. I'm glad you"},{"speaker":"[speaker]","startTime":603.609,"endTime":608.148,"body":"explained that you guys are really and I should"},{"speaker":"[speaker]","startTime":608.168,"endTime":613.113,"body":"have said that earlier Your 3p focused"},{"speaker":"[speaker]","startTime":608.168,"endTime":613.113,"body":"and your channel focused which is quite different"},{"speaker":"[speaker]","startTime":613.313,"endTime":618.317,"body":"and and and it's because You have"},{"speaker":"[speaker]","startTime":613.313,"endTime":618.317,"body":"loyal sellers for years and years and years"},{"speaker":"[speaker]","startTime":618.757,"endTime":623.061,"body":"And you're trying to keep the playing"},{"speaker":"[speaker]","startTime":618.757,"endTime":623.061,"body":"field as level as possible where other brands"},{"speaker":"[speaker]","startTime":623.121,"endTime":628.125,"body":"don't necessarily do that So it's"},{"speaker":"[speaker]","startTime":623.121,"endTime":628.125,"body":"really good that you guys have a program and"},{"speaker":"[speaker]","startTime":628.245,"endTime":633.982,"body":"are trying to be fair to your You"},{"speaker":"[speaker]","startTime":628.245,"endTime":633.982,"body":"know your loyal channel supporters changing"},{"speaker":"[speaker]","startTime":634.022,"endTime":640.608,"body":"the topic a little bit. So you're"},{"speaker":"[speaker]","startTime":634.022,"endTime":640.608,"body":"on Amazon, and you have some sellers on Amazon,"},{"speaker":"[speaker]","startTime":641.669,"endTime":645.653,"body":"and then boom, something happened."},{"speaker":"[speaker]","startTime":641.669,"endTime":645.653,"body":"So give me your boom, something happened story,"},{"speaker":"[speaker]","startTime":646.073,"endTime":650.237,"body":"if you can, you know, some of the"},{"speaker":"[speaker]","startTime":646.073,"endTime":650.237,"body":"obstacles that maybe you've run into. Well,"},{"speaker":"[speaker]","startTime":650.397,"endTime":659.245,"body":"so kind of linking to the fact that"},{"speaker":"[speaker]","startTime":650.397,"endTime":659.245,"body":"we are a 3P seller, or the 3P model on Amazon."},{"speaker":"[speaker]","startTime":661.414,"endTime":666.718,"body":"Unlike if you were to sell directly"},{"speaker":"[speaker]","startTime":661.414,"endTime":666.718,"body":"in a one piece site, you have very little access"},{"speaker":"[speaker]","startTime":666.778,"endTime":674.605,"body":"to Amazon escalation points and Amazon"},{"speaker":"[speaker]","startTime":666.778,"endTime":674.605,"body":"management support where, especially in terms"},{"speaker":"[speaker]","startTime":674.645,"endTime":680.11,"body":"of content, it's very difficult to"},{"speaker":"[speaker]","startTime":674.645,"endTime":680.11,"body":"manage our content because there are, there"},{"speaker":"[speaker]","startTime":680.13,"endTime":686.195,"body":"are lots of, um, contributing factors"},{"speaker":"[speaker]","startTime":680.13,"endTime":686.195,"body":"to who owns content or the Asians that you"},{"speaker":"[speaker]","startTime":686.235,"endTime":692.741,"body":"have on the marketplace and Contributors"},{"speaker":"[speaker]","startTime":686.235,"endTime":692.741,"body":"to changing content or editing content or uploading"},{"speaker":"[speaker]","startTime":692.801,"endTime":697.885,"body":"new content can be many people. It"},{"speaker":"[speaker]","startTime":692.801,"endTime":697.885,"body":"can be the vendor themselves with brand registry."},{"speaker":"[speaker]","startTime":698.265,"endTime":704.63,"body":"It can be a transacting seller that's"},{"speaker":"[speaker]","startTime":698.265,"endTime":704.63,"body":"on there. And it can be any seller, anyone"},{"speaker":"[speaker]","startTime":704.65,"endTime":711.896,"body":"that's selling the product on Amazon"},{"speaker":"[speaker]","startTime":704.65,"endTime":711.896,"body":"can contribute towards the content. So it's"},{"speaker":"[speaker]","startTime":711.916,"endTime":717.252,"body":"a kind of a hidden dark magic. making"},{"speaker":"[speaker]","startTime":711.916,"endTime":717.252,"body":"sure that you get our content how we want to"},{"speaker":"[speaker]","startTime":717.272,"endTime":722.556,"body":"see it because fundamentally one"},{"speaker":"[speaker]","startTime":717.272,"endTime":722.556,"body":"of the reasons we went Forward with Amazon"},{"speaker":"[speaker]","startTime":722.816,"endTime":729.681,"body":"is to take control of our brand there"},{"speaker":"[speaker]","startTime":722.816,"endTime":729.681,"body":"were sellers on Prior to us engaging with with"},{"speaker":"[speaker]","startTime":729.781,"endTime":733.003,"body":"the MR Amazon model that were selling"},{"speaker":"[speaker]","startTime":729.781,"endTime":733.003,"body":"our products on there and they were putting"},{"speaker":"[speaker]","startTime":733.043,"endTime":739.688,"body":"up really poor image quality incorrect"},{"speaker":"[speaker]","startTime":733.043,"endTime":739.688,"body":"descriptions bad bullet points zero a plus"},{"speaker":"[speaker]","startTime":739.708,"endTime":746.216,"body":"content and so we were like While"},{"speaker":"[speaker]","startTime":739.708,"endTime":746.216,"body":"Amazon represents a new revenue stream for"},{"speaker":"[speaker]","startTime":746.256,"endTime":751.599,"body":"our partners selling on the marketplace,"},{"speaker":"[speaker]","startTime":746.256,"endTime":751.599,"body":"and also we want to take control of our brand."},{"speaker":"[speaker]","startTime":751.979,"endTime":757.282,"body":"Because unless we control our brand,"},{"speaker":"[speaker]","startTime":751.979,"endTime":757.282,"body":"we can't educate customers correctly for our"},{"speaker":"[speaker]","startTime":757.322,"endTime":764.266,"body":"portfolio. And I suppose one of the"},{"speaker":"[speaker]","startTime":757.322,"endTime":764.266,"body":"gray hairs that I have was, I remember waking"},{"speaker":"[speaker]","startTime":764.346,"endTime":769.109,"body":"up one morning and looking at one"},{"speaker":"[speaker]","startTime":764.346,"endTime":769.109,"body":"of our Asons and the set of a Wi-Fi six access"},{"speaker":"[speaker]","startTime":769.149,"endTime":773.964,"body":"point image. I'm seeing a packet"},{"speaker":"[speaker]","startTime":769.149,"endTime":773.964,"body":"of Maltesers. I don't know if you have Maltesers"},{"speaker":"[speaker]","startTime":774.004,"endTime":779.888,"body":"in the US. It's a chocolate brand."},{"speaker":"[speaker]","startTime":774.004,"endTime":779.888,"body":"And you just see a packet of Maltesers as the"},{"speaker":"[speaker]","startTime":779.968,"endTime":786.233,"body":"image on your product against a networking"},{"speaker":"[speaker]","startTime":779.968,"endTime":786.233,"body":"description. And so that's one of the biggest"},{"speaker":"[speaker]","startTime":786.273,"endTime":794.458,"body":"challenges we have, is managing our"},{"speaker":"[speaker]","startTime":786.273,"endTime":794.458,"body":"content on the platform. Wow. I mean, I've"},{"speaker":"[speaker]","startTime":794.499,"endTime":799.97,"body":"seen some cases, somebody clicking"},{"speaker":"[speaker]","startTime":794.499,"endTime":799.97,"body":"through to the brand store. and going to beef"},{"speaker":"[speaker]","startTime":800.03,"endTime":805.412,"body":"jerky and you know, I've seen that"},{"speaker":"[speaker]","startTime":800.03,"endTime":805.412,"body":"before. But solving that is no easy task. I"},{"speaker":"[speaker]","startTime":805.432,"endTime":812.476,"body":"mean, you have to prove that you're"},{"speaker":"[speaker]","startTime":805.432,"endTime":812.476,"body":"the owner. Yeah, exactly. I mean, we as a vendor,"},{"speaker":"[speaker]","startTime":812.496,"endTime":818.178,"body":"we have brand registry with Amazon,"},{"speaker":"[speaker]","startTime":812.496,"endTime":818.178,"body":"which on the face of brand registry is essentially"},{"speaker":"[speaker]","startTime":818.218,"endTime":824.621,"body":"meant to lock your ASINs down to"},{"speaker":"[speaker]","startTime":818.218,"endTime":824.621,"body":"your specific brand so that there are less."},{"speaker":"[speaker]","startTime":825.302,"endTime":829.885,"body":"potential conflicts of contribution"},{"speaker":"[speaker]","startTime":825.302,"endTime":829.885,"body":"of content so that we can really lock it down."},{"speaker":"[speaker]","startTime":830.245,"endTime":837.771,"body":"But in reality, that doesn't necessarily"},{"speaker":"[speaker]","startTime":830.245,"endTime":837.771,"body":"happen. And we are constantly viewing our racings"},{"speaker":"[speaker]","startTime":837.791,"endTime":841.613,"body":"and trying to keep on top to make"},{"speaker":"[speaker]","startTime":837.791,"endTime":841.613,"body":"sure our content stays exactly how we want"},{"speaker":"[speaker]","startTime":841.673,"endTime":846.877,"body":"it to make sure it's a good buying"},{"speaker":"[speaker]","startTime":841.673,"endTime":846.877,"body":"experience for our customers. And I suppose"},{"speaker":"[speaker]","startTime":846.917,"endTime":851.501,"body":"being very honest, it's a frustration"},{"speaker":"[speaker]","startTime":846.917,"endTime":851.501,"body":"for us because if you think from an Amazon"},{"speaker":"[speaker]","startTime":851.541,"endTime":855.675,"body":"perspective, they're all about wanting"},{"speaker":"[speaker]","startTime":851.541,"endTime":855.675,"body":"to serve customers the best possible way they"},{"speaker":"[speaker]","startTime":855.715,"endTime":861.678,"body":"can. And from our point, we want"},{"speaker":"[speaker]","startTime":855.715,"endTime":861.678,"body":"to give the best possible customer buying experience"},{"speaker":"[speaker]","startTime":861.738,"endTime":866.461,"body":"from visibility of our products,"},{"speaker":"[speaker]","startTime":861.738,"endTime":866.461,"body":"what they do, all the content that we create"},{"speaker":"[speaker]","startTime":866.521,"endTime":873.005,"body":"and publish to our ASINs. And then"},{"speaker":"[speaker]","startTime":866.521,"endTime":873.005,"body":"when you have these conflicts of content on"},{"speaker":"[speaker]","startTime":873.025,"endTime":876.947,"body":"there, and from a 3B perspective,"},{"speaker":"[speaker]","startTime":873.025,"endTime":876.947,"body":"we don't have an Amazon account manager, we"},{"speaker":"[speaker]","startTime":876.967,"endTime":882.671,"body":"don't have AVS services. If we have"},{"speaker":"[speaker]","startTime":876.967,"endTime":882.671,"body":"a content issue, We work with our three P's"},{"speaker":"[speaker]","startTime":882.711,"endTime":887.856,"body":"like yourselves and we try and resolve"},{"speaker":"[speaker]","startTime":882.711,"endTime":887.856,"body":"content on there. But from an escalation point,"},{"speaker":"[speaker]","startTime":888.036,"endTime":893.421,"body":"we have the Amazon support case portal,"},{"speaker":"[speaker]","startTime":888.036,"endTime":893.421,"body":"which as anyone that has dealt with the Amazon"},{"speaker":"[speaker]","startTime":893.441,"endTime":899.446,"body":"case support portal before knows"},{"speaker":"[speaker]","startTime":893.441,"endTime":899.446,"body":"that it's, sometimes it's great experience"},{"speaker":"[speaker]","startTime":899.466,"endTime":902.629,"body":"and you're resolved within a day."},{"speaker":"[speaker]","startTime":899.466,"endTime":902.629,"body":"And sometimes you're creating the same case"},{"speaker":"[speaker]","startTime":902.689,"endTime":908.786,"body":"over and over to try and get that."},{"speaker":"[speaker]","startTime":902.689,"endTime":908.786,"body":"We call it a crapshoot. Yeah. Yeah. It could"},{"speaker":"[speaker]","startTime":908.826,"endTime":913.529,"body":"be so, and it could be frustrating,"},{"speaker":"[speaker]","startTime":908.826,"endTime":913.529,"body":"but, but with the content, you're dealing with"},{"speaker":"[speaker]","startTime":913.589,"endTime":917.372,"body":"it in multiple different countries."},{"speaker":"[speaker]","startTime":913.589,"endTime":917.372,"body":"So is it the same experience in every country"},{"speaker":"[speaker]","startTime":917.752,"endTime":922.936,"body":"over and over? Or once you do it,"},{"speaker":"[speaker]","startTime":917.752,"endTime":922.936,"body":"it's much easier. I'd love to say it was easier,"},{"speaker":"[speaker]","startTime":922.956,"endTime":929.541,"body":"but it's not. So Amazon is, and this"},{"speaker":"[speaker]","startTime":922.956,"endTime":929.541,"body":"was a learning from, from, I suppose, six years"},{"speaker":"[speaker]","startTime":929.581,"endTime":937.118,"body":"ago, when I started my, um, Amazon,"},{"speaker":"[speaker]","startTime":929.581,"endTime":937.118,"body":"um, uh, experience or education, but Like for"},{"speaker":"[speaker]","startTime":937.178,"endTime":944.201,"body":"Aruba specifically, we are in the"},{"speaker":"[speaker]","startTime":937.178,"endTime":944.201,"body":"US, Germany, UK, just launching Canada and"},{"speaker":"[speaker]","startTime":944.241,"endTime":949.383,"body":"also Japan as well. So we are in"},{"speaker":"[speaker]","startTime":944.241,"endTime":949.383,"body":"multiple countries, multiple languages. But"},{"speaker":"[speaker]","startTime":949.483,"endTime":955.145,"body":"Amazon isn't a single entity. It"},{"speaker":"[speaker]","startTime":949.483,"endTime":955.145,"body":"is every marketplace is its own entity with"},{"speaker":"[speaker]","startTime":955.205,"endTime":962.028,"body":"its own asyns, its own content, its"},{"speaker":"[speaker]","startTime":955.205,"endTime":962.028,"body":"own lifeblood. If you see. So if you're having"},{"speaker":"[speaker]","startTime":962.068,"endTime":964.769,"body":"the same problems you're having in"},{"speaker":"[speaker]","startTime":962.068,"endTime":964.769,"body":"the US, you're going to have in Germany, you're"},{"speaker":"[speaker]","startTime":964.789,"endTime":969.506,"body":"going to have in Japan. Um, on the"},{"speaker":"[speaker]","startTime":964.789,"endTime":969.506,"body":"flip side, once you make learnings and you"},{"speaker":"[speaker]","startTime":969.546,"endTime":973.888,"body":"understand best practices that you"},{"speaker":"[speaker]","startTime":969.546,"endTime":973.888,"body":"can then take from marketplace to marketplace."},{"speaker":"[speaker]","startTime":974.148,"endTime":981.43,"body":"So as we, we launched the U S first"},{"speaker":"[speaker]","startTime":974.148,"endTime":981.43,"body":"for Aruba and then Germany and then the UK"},{"speaker":"[speaker]","startTime":981.55,"endTime":985.851,"body":"and now Canada, then Japan. So every"},{"speaker":"[speaker]","startTime":981.55,"endTime":985.851,"body":"time we launch a new marketplace, it gets easier"},{"speaker":"[speaker]","startTime":985.891,"endTime":990.552,"body":"because we can take all that learning,"},{"speaker":"[speaker]","startTime":985.891,"endTime":990.552,"body":"uh, from, from the first, for the first marketplace"},{"speaker":"[speaker]","startTime":990.592,"endTime":995.073,"body":"and roll them out. But they are separate"},{"speaker":"[speaker]","startTime":990.592,"endTime":995.073,"body":"entities and you do have the same issues in."},{"speaker":"[speaker]","startTime":995.574,"endTime":1001.276,"body":"in each marketplace, in each country."},{"speaker":"[speaker]","startTime":995.574,"endTime":1001.276,"body":"And so you have specific inventory in all these"},{"speaker":"[speaker]","startTime":1001.296,"endTime":1006.618,"body":"different countries and your 3P partners"},{"speaker":"[speaker]","startTime":1001.296,"endTime":1006.618,"body":"buy locally for all these different countries,"},{"speaker":"[speaker]","startTime":1006.678,"endTime":1011.44,"body":"correct? Correct, and we have localization"},{"speaker":"[speaker]","startTime":1006.678,"endTime":1011.44,"body":"codes by different regions of the world. So"},{"speaker":"[speaker]","startTime":1011.5,"endTime":1017.543,"body":"product technically will not work"},{"speaker":"[speaker]","startTime":1011.5,"endTime":1017.543,"body":"if you try and sell a US product into Europe"},{"speaker":"[speaker]","startTime":1017.923,"endTime":1023.025,"body":"or vice versa due to frequencies,"},{"speaker":"[speaker]","startTime":1017.923,"endTime":1023.025,"body":"it will not work. So it's super critical that"},{"speaker":"[speaker]","startTime":1023.065,"endTime":1028.348,"body":"descriptions are correct. and that"},{"speaker":"[speaker]","startTime":1023.065,"endTime":1028.348,"body":"product is being disseminated from the correct"},{"speaker":"[speaker]","startTime":1028.388,"endTime":1034.431,"body":"distribution centers in the correct"},{"speaker":"[speaker]","startTime":1028.388,"endTime":1034.431,"body":"regions. Cool. So, obviously, James and Andrew,"},{"speaker":"[speaker]","startTime":1034.731,"endTime":1038.974,"body":"product content is pretty important"},{"speaker":"[speaker]","startTime":1034.731,"endTime":1038.974,"body":"and you spend a lot of time on this, I imagine,"},{"speaker":"[speaker]","startTime":1039.034,"endTime":1046.698,"body":"correct? Oh my goodness. We scrape"},{"speaker":"[speaker]","startTime":1039.034,"endTime":1046.698,"body":"Amazon daily, minute, to double check to make"},{"speaker":"[speaker]","startTime":1046.758,"endTime":1052.021,"body":"sure that the content is A plus,"},{"speaker":"[speaker]","startTime":1046.758,"endTime":1052.021,"body":"to make sure there isn't any unusual arbitrage"},{"speaker":"[speaker]","startTime":1052.061,"endTime":1055.852,"body":"occurring. to make sure our images"},{"speaker":"[speaker]","startTime":1052.061,"endTime":1055.852,"body":"are correct, to make sure there are no rogue"},{"speaker":"[speaker]","startTime":1056.012,"endTime":1062.417,"body":"postings. It is a constant effort."},{"speaker":"[speaker]","startTime":1056.012,"endTime":1062.417,"body":"And it is definitely not a set it and forget"},{"speaker":"[speaker]","startTime":1062.477,"endTime":1069.763,"body":"it business because items pop up"},{"speaker":"[speaker]","startTime":1062.477,"endTime":1069.763,"body":"by the minute, by the hour, by the day. That's"},{"speaker":"[speaker]","startTime":1069.803,"endTime":1073.546,"body":"pretty cool. And to grow the business,"},{"speaker":"[speaker]","startTime":1069.803,"endTime":1073.546,"body":"so obviously you're adding the markets and"},{"speaker":"[speaker]","startTime":1073.586,"endTime":1079.071,"body":"you're adding products, but are you"},{"speaker":"[speaker]","startTime":1073.586,"endTime":1079.071,"body":"spending money on advertising and are participating"},{"speaker":"[speaker]","startTime":1079.271,"endTime":1083.33,"body":"on advertising on the platform and"},{"speaker":"[speaker]","startTime":1079.271,"endTime":1083.33,"body":"how is that working out for you? Yeah, you"},{"speaker":"[speaker]","startTime":1083.35,"endTime":1087.834,"body":"know, we advertise and market via"},{"speaker":"[speaker]","startTime":1083.35,"endTime":1087.834,"body":"two different routes, right? So we have our"},{"speaker":"[speaker]","startTime":1088.094,"endTime":1094.461,"body":"channel MDF led motion through our"},{"speaker":"[speaker]","startTime":1088.094,"endTime":1094.461,"body":"three P's. And then we have our direct model"},{"speaker":"[speaker]","startTime":1094.621,"endTime":1102.068,"body":"marketing that is DSP online. We"},{"speaker":"[speaker]","startTime":1094.621,"endTime":1102.068,"body":"have our dedicated marketing team that is managing"},{"speaker":"[speaker]","startTime":1102.108,"endTime":1108.514,"body":"that piece for us. And we've had"},{"speaker":"[speaker]","startTime":1102.108,"endTime":1108.514,"body":"a tremendous amount of success on DSP. We also"},{"speaker":"[speaker]","startTime":1108.774,"endTime":1116.817,"body":"utilize analytic firms to look at"},{"speaker":"[speaker]","startTime":1108.774,"endTime":1116.817,"body":"how we are tracking sales by category, which"},{"speaker":"[speaker]","startTime":1116.857,"endTime":1120.419,"body":"has proven to be very successful"},{"speaker":"[speaker]","startTime":1116.857,"endTime":1120.419,"body":"for us in terms of pivoting and making the"},{"speaker":"[speaker]","startTime":1120.439,"endTime":1125.321,"body":"right decisions around how we advertise"},{"speaker":"[speaker]","startTime":1120.439,"endTime":1125.321,"body":"and where we advertise and when we advertise."},{"speaker":"[speaker]","startTime":1126.461,"endTime":1134.245,"body":"We also employ a third-party brand"},{"speaker":"[speaker]","startTime":1126.461,"endTime":1134.245,"body":"protection firm, which analyzes pricing across"},{"speaker":"[speaker]","startTime":1134.325,"endTime":1140.911,"body":"all of the Aruba postings. analyzes"},{"speaker":"[speaker]","startTime":1134.325,"endTime":1140.911,"body":"all the different descriptions to make sure"},{"speaker":"[speaker]","startTime":1140.951,"endTime":1144.393,"body":"there isn't any funny business occurring."},{"speaker":"[speaker]","startTime":1140.951,"endTime":1144.393,"body":"And if there is, then we want to address it"},{"speaker":"[speaker]","startTime":1144.433,"endTime":1149.235,"body":"as quickly as possible because again,"},{"speaker":"[speaker]","startTime":1144.433,"endTime":1149.235,"body":"we are a channel led organization and that"},{"speaker":"[speaker]","startTime":1149.275,"endTime":1153.036,"body":"motion has to start at distribution."},{"speaker":"[speaker]","startTime":1149.275,"endTime":1153.036,"body":"And so to make sure everybody understands,"},{"speaker":"[speaker]","startTime":1153.056,"endTime":1159.519,"body":"like when you talk about MDF, you're"},{"speaker":"[speaker]","startTime":1153.056,"endTime":1159.519,"body":"talking about funding that your third party"},{"speaker":"[speaker]","startTime":1159.979,"endTime":1165.521,"body":"sellers are earning so they can advertise"},{"speaker":"[speaker]","startTime":1159.979,"endTime":1165.521,"body":"on certain products. And in addition to that,"},{"speaker":"[speaker]","startTime":1165.621,"endTime":1171.595,"body":"you're doing... advertising through"},{"speaker":"[speaker]","startTime":1165.621,"endTime":1171.595,"body":"agencies or something and you're doing beyond"},{"speaker":"[speaker]","startTime":1171.615,"endTime":1176.456,"body":"the stuff that the third party guys"},{"speaker":"[speaker]","startTime":1171.615,"endTime":1176.456,"body":"are doing? Correct, 100%. So, you know, the"},{"speaker":"[speaker]","startTime":1176.496,"endTime":1182.178,"body":"marketing discretionary funds from"},{"speaker":"[speaker]","startTime":1176.496,"endTime":1182.178,"body":"a 3P standpoint, 100% channel through that"},{"speaker":"[speaker]","startTime":1182.238,"endTime":1187.659,"body":"organization, and then our direct"},{"speaker":"[speaker]","startTime":1182.238,"endTime":1187.659,"body":"marketing efforts through digital, various"},{"speaker":"[speaker]","startTime":1187.679,"endTime":1193.801,"body":"digital ads, utilizing a third party"},{"speaker":"[speaker]","startTime":1187.679,"endTime":1193.801,"body":"to advertise directly on the Amazon platform."},{"speaker":"[speaker]","startTime":1196.35,"endTime":1200.731,"body":"Now that you're on and you got a"},{"speaker":"[speaker]","startTime":1196.35,"endTime":1200.731,"body":"few years under your belt, where do you think"},{"speaker":"[speaker]","startTime":1200.751,"endTime":1203.832,"body":"this thing is gonna be going for"},{"speaker":"[speaker]","startTime":1200.751,"endTime":1203.832,"body":"you guys? I mean, I've been seeing, you know,"},{"speaker":"[speaker]","startTime":1203.852,"endTime":1208.313,"body":"the sales have been great and have"},{"speaker":"[speaker]","startTime":1203.852,"endTime":1208.313,"body":"been growing. You know, obviously you run into"},{"speaker":"[speaker]","startTime":1208.353,"endTime":1212.674,"body":"some obstacles along the way, but"},{"speaker":"[speaker]","startTime":1208.353,"endTime":1212.674,"body":"you continue to plow through it. You learn"},{"speaker":"[speaker]","startTime":1212.694,"endTime":1217.675,"body":"a lot and you keep on going. So,"},{"speaker":"[speaker]","startTime":1212.694,"endTime":1217.675,"body":"you know, where do you see this thing going"},{"speaker":"[speaker]","startTime":1217.715,"endTime":1222.897,"body":"for you guys? Well, we see it continually"},{"speaker":"[speaker]","startTime":1217.715,"endTime":1222.897,"body":"going up. I know the organization is extraordinarily"},{"speaker":"[speaker]","startTime":1222.997,"endTime":1229.079,"body":"bullish. The investments are still"},{"speaker":"[speaker]","startTime":1222.997,"endTime":1229.079,"body":"at a rapid rate and we don't see it slowing"},{"speaker":"[speaker]","startTime":1229.119,"endTime":1233.981,"body":"down at any point. And I can certainly"},{"speaker":"[speaker]","startTime":1229.119,"endTime":1233.981,"body":"speak for myself and what our quarters look"},{"speaker":"[speaker]","startTime":1234.021,"endTime":1240.104,"body":"like. The leadership is definitely"},{"speaker":"[speaker]","startTime":1234.021,"endTime":1240.104,"body":"feeling very bullish about it as well. That's"},{"speaker":"[speaker]","startTime":1240.124,"endTime":1245.506,"body":"awesome. I mean, it's great to see"},{"speaker":"[speaker]","startTime":1240.124,"endTime":1245.506,"body":"Aruba on the Amazon platform. It's such a great"},{"speaker":"[speaker]","startTime":1245.546,"endTime":1249.548,"body":"brand. And so, you know, changing"},{"speaker":"[speaker]","startTime":1245.546,"endTime":1249.548,"body":"it up a little bit, you know, we talked about"},{"speaker":"[speaker]","startTime":1249.568,"endTime":1255.183,"body":"some of the obstacles. What about"},{"speaker":"[speaker]","startTime":1249.568,"endTime":1255.183,"body":"some big wins? Let's just call them successes,"},{"speaker":"[speaker]","startTime":1255.403,"endTime":1258.925,"body":"things that you said, wow, this is"},{"speaker":"[speaker]","startTime":1255.403,"endTime":1258.925,"body":"going to be really painful but we figured it"},{"speaker":"[speaker]","startTime":1259.005,"endTime":1266.87,"body":"out. Do you have any of those at"},{"speaker":"[speaker]","startTime":1259.005,"endTime":1266.87,"body":"top of mind? For me, I think Vine was a big"},{"speaker":"[speaker]","startTime":1266.93,"endTime":1274.674,"body":"win for us. The Vine review program"},{"speaker":"[speaker]","startTime":1266.93,"endTime":1274.674,"body":"that Amazon provides, when I look at our worldwide"},{"speaker":"[speaker]","startTime":1274.774,"endTime":1277.356,"body":"e-commerce roots to market, so not"},{"speaker":"[speaker]","startTime":1274.774,"endTime":1277.356,"body":"just at Amazon."},{"speaker":"[speaker]","startTime":1280.822,"endTime":1286.483,"body":"that is potentially missing from"},{"speaker":"[speaker]","startTime":1280.822,"endTime":1286.483,"body":"online resellers in general is the ability"},{"speaker":"[speaker]","startTime":1286.583,"endTime":1290.945,"body":"to see what other customers think"},{"speaker":"[speaker]","startTime":1286.583,"endTime":1290.945,"body":"of the products that they've purchased, right?"},{"speaker":"[speaker]","startTime":1292.465,"endTime":1296.447,"body":"And that's where with Amazon, and"},{"speaker":"[speaker]","startTime":1292.465,"endTime":1296.447,"body":"they have their own specific Vine program,"},{"speaker":"[speaker]","startTime":1296.827,"endTime":1302.609,"body":"where they have Vine influencers"},{"speaker":"[speaker]","startTime":1296.827,"endTime":1302.609,"body":"that we seed units to those influencers. We"},{"speaker":"[speaker]","startTime":1302.649,"endTime":1307.347,"body":"don't have any control about... who"},{"speaker":"[speaker]","startTime":1302.649,"endTime":1307.347,"body":"picks up those units, who reviews it. We can't"},{"speaker":"[speaker]","startTime":1307.427,"endTime":1314.57,"body":"edit their reviews, so they're completely"},{"speaker":"[speaker]","startTime":1307.427,"endTime":1314.57,"body":"unbiased. But what it does is it allows other"},{"speaker":"[speaker]","startTime":1314.61,"endTime":1321.613,"body":"customers to see other, their own"},{"speaker":"[speaker]","startTime":1314.61,"endTime":1321.613,"body":"views of the product and is it serving the"},{"speaker":"[speaker]","startTime":1321.653,"endTime":1326.535,"body":"purpose. Because as much as we can"},{"speaker":"[speaker]","startTime":1321.653,"endTime":1326.535,"body":"create fantastic content, create A plus content,"},{"speaker":"[speaker]","startTime":1326.555,"endTime":1331.497,"body":"create brand stores, evolve our product"},{"speaker":"[speaker]","startTime":1326.555,"endTime":1331.497,"body":"descriptions, bullet points, everything to"},{"speaker":"[speaker]","startTime":1331.557,"endTime":1335.711,"body":"try and. paint the picture of what"},{"speaker":"[speaker]","startTime":1331.557,"endTime":1335.711,"body":"it's like to utilize this product and the value"},{"speaker":"[speaker]","startTime":1335.731,"endTime":1339.273,"body":"proposition that will serve those"},{"speaker":"[speaker]","startTime":1335.731,"endTime":1339.273,"body":"customers. When it really comes down to it,"},{"speaker":"[speaker]","startTime":1339.333,"endTime":1344.155,"body":"people wanna know, okay, is a customer"},{"speaker":"[speaker]","startTime":1339.333,"endTime":1344.155,"body":"similar to me? When they bought it, did they"},{"speaker":"[speaker]","startTime":1344.195,"endTime":1350.758,"body":"like it? Did it do what it says on"},{"speaker":"[speaker]","startTime":1344.195,"endTime":1350.758,"body":"the tin, essentially? And with Vine, that really"},{"speaker":"[speaker]","startTime":1350.938,"endTime":1358.021,"body":"helps brands to convey that message."},{"speaker":"[speaker]","startTime":1350.938,"endTime":1358.021,"body":"And so we've seen a huge pickup from when we've..."},{"speaker":"[speaker]","startTime":1358.45,"endTime":1363.151,"body":"enrolled in our vine programs and"},{"speaker":"[speaker]","startTime":1358.45,"endTime":1363.151,"body":"we've had those reviews hitting the ASINs."},{"speaker":"[speaker]","startTime":1363.511,"endTime":1369.093,"body":"We've seen our star ratings dramatically"},{"speaker":"[speaker]","startTime":1363.511,"endTime":1369.093,"body":"go up. We've seen the reviews come in there."},{"speaker":"[speaker]","startTime":1369.433,"endTime":1377.235,"body":"And then what we've actually seen"},{"speaker":"[speaker]","startTime":1369.433,"endTime":1377.235,"body":"trigger is not the verified purchase reviews."},{"speaker":"[speaker]","startTime":1377.395,"endTime":1381.556,"body":"So where you kind of see in its flag,"},{"speaker":"[speaker]","startTime":1377.395,"endTime":1381.556,"body":"if it's a vine review and essentially a vendor"},{"speaker":"[speaker]","startTime":1381.596,"endTime":1387.238,"body":"seeded program, but we've also seen"},{"speaker":"[speaker]","startTime":1381.596,"endTime":1387.238,"body":"when we've done the vine reviews, It's also"},{"speaker":"[speaker]","startTime":1387.298,"endTime":1393.643,"body":"accelerated just non-vine reviews"},{"speaker":"[speaker]","startTime":1387.298,"endTime":1393.643,"body":"coming on those ASINs. And we've seen then"},{"speaker":"[speaker]","startTime":1394.083,"endTime":1397.786,"body":"the conversion rates of our ASINs,"},{"speaker":"[speaker]","startTime":1394.083,"endTime":1397.786,"body":"especially when you tie that to our advertising"},{"speaker":"[speaker]","startTime":1397.806,"endTime":1402.59,"body":"or potentially competitive advertising"},{"speaker":"[speaker]","startTime":1397.806,"endTime":1402.59,"body":"when people come to purchase. And they've really"},{"speaker":"[speaker]","startTime":1402.63,"endTime":1407.634,"body":"picked up on it. So for me, I've"},{"speaker":"[speaker]","startTime":1402.63,"endTime":1407.634,"body":"seen that as a great success story for when"},{"speaker":"[speaker]","startTime":1407.674,"endTime":1413.014,"body":"we've kind of rolled out that program."},{"speaker":"[speaker]","startTime":1407.674,"endTime":1413.014,"body":"And that kind of has to be the... One of the"},{"speaker":"[speaker]","startTime":1413.074,"endTime":1418.618,"body":"last steps in when a brand launches"},{"speaker":"[speaker]","startTime":1413.074,"endTime":1418.618,"body":"on Amazon, there's many steps before you can"},{"speaker":"[speaker]","startTime":1418.758,"endTime":1424.002,"body":"just sit back and potentially watch"},{"speaker":"[speaker]","startTime":1418.758,"endTime":1424.002,"body":"the money come in, right? I mean, people that"},{"speaker":"[speaker]","startTime":1424.042,"endTime":1428.325,"body":"maybe are not familiar with Amazon"},{"speaker":"[speaker]","startTime":1424.042,"endTime":1428.325,"body":"kind of think, oh, like you might be around"},{"speaker":"[speaker]","startTime":1428.425,"endTime":1432.468,"body":"like having dinner with your parents"},{"speaker":"[speaker]","startTime":1428.425,"endTime":1432.468,"body":"one day and they're like, oh, you might say"},{"speaker":"[speaker]","startTime":1432.508,"endTime":1436.15,"body":"like, oh, we're working with Amazon"},{"speaker":"[speaker]","startTime":1432.508,"endTime":1436.15,"body":"at the moment. And they think I could build"},{"speaker":"[speaker]","startTime":1436.19,"endTime":1439.513,"body":"like bracelets in my kitchen, put"},{"speaker":"[speaker]","startTime":1436.19,"endTime":1439.513,"body":"them on Amazon and in two weeks time, I'm gonna"},{"speaker":"[speaker]","startTime":1439.533,"endTime":1444.24,"body":"be a millionaire, right? It is definitely"},{"speaker":"[speaker]","startTime":1439.533,"endTime":1444.24,"body":"not like that. There's a whole kind of guide"},{"speaker":"[speaker]","startTime":1444.421,"endTime":1448.484,"body":"or steps that you need to do to launch"},{"speaker":"[speaker]","startTime":1444.421,"endTime":1448.484,"body":"on Amazon. First, obviously is creating those"},{"speaker":"[speaker]","startTime":1448.544,"endTime":1452.788,"body":"ASINs, understanding the, the routes"},{"speaker":"[speaker]","startTime":1448.544,"endTime":1452.788,"body":"to market that you want to do is it one P is"},{"speaker":"[speaker]","startTime":1452.848,"endTime":1457.012,"body":"it three P is a hybrid, but then"},{"speaker":"[speaker]","startTime":1452.848,"endTime":1457.012,"body":"you need to get your content, right? Make sure"},{"speaker":"[speaker]","startTime":1457.032,"endTime":1464.639,"body":"that's perfect. You also then want"},{"speaker":"[speaker]","startTime":1457.032,"endTime":1464.639,"body":"to get your vine programs put into those ASINs"},{"speaker":"[speaker]","startTime":1464.679,"endTime":1469.026,"body":"because you kind of want to have"},{"speaker":"[speaker]","startTime":1464.679,"endTime":1469.026,"body":"everything retail ready. before you start heavily"},{"speaker":"[speaker]","startTime":1469.066,"endTime":1472.528,"body":"pushing on the advertising. You can"},{"speaker":"[speaker]","startTime":1469.066,"endTime":1472.528,"body":"start the advertising once you have kind of"},{"speaker":"[speaker]","startTime":1472.568,"endTime":1477.23,"body":"your base content and A plus, everything"},{"speaker":"[speaker]","startTime":1472.568,"endTime":1477.23,"body":"done there. But you really want, before you"},{"speaker":"[speaker]","startTime":1477.25,"endTime":1480.231,"body":"kind of step on the gas, you want"},{"speaker":"[speaker]","startTime":1477.25,"endTime":1480.231,"body":"to get things on. Because you want to get some"},{"speaker":"[speaker]","startTime":1480.251,"endTime":1485.173,"body":"reviews, right? Absolutely, yeah."},{"speaker":"[speaker]","startTime":1480.251,"endTime":1485.173,"body":"So get some reviews before you start pushing"},{"speaker":"[speaker]","startTime":1485.213,"endTime":1489.575,"body":"a lot of money onto the advertising."},{"speaker":"[speaker]","startTime":1485.213,"endTime":1489.575,"body":"Yeah. Yeah. And honestly, that was a huge part"},{"speaker":"[speaker]","startTime":1489.595,"endTime":1493.337,"body":"of the learning for us. Right? You"},{"speaker":"[speaker]","startTime":1489.595,"endTime":1493.337,"body":"know, think of Aruba. We are traditionally"},{"speaker":"[speaker]","startTime":1493.397,"endTime":1500.137,"body":"an enterprise. commercial entity"},{"speaker":"[speaker]","startTime":1493.397,"endTime":1500.137,"body":"focusing on large B2B end users, right? So"},{"speaker":"[speaker]","startTime":1500.177,"endTime":1505.601,"body":"this is this was a brand new entity"},{"speaker":"[speaker]","startTime":1500.177,"endTime":1505.601,"body":"a brand new market for us and we learned along"},{"speaker":"[speaker]","startTime":1505.641,"endTime":1510.465,"body":"the way and I think it takes a great"},{"speaker":"[speaker]","startTime":1505.641,"endTime":1510.465,"body":"deal of commitment and perseverance Because"},{"speaker":"[speaker]","startTime":1510.545,"endTime":1515.328,"body":"it just the road just doesn't open"},{"speaker":"[speaker]","startTime":1510.545,"endTime":1515.328,"body":"up in front of you and fall into place There"},{"speaker":"[speaker]","startTime":1515.428,"endTime":1520.392,"body":"are bumps and cracks along the way"},{"speaker":"[speaker]","startTime":1515.428,"endTime":1520.392,"body":"and you really have to be committed to seeing"},{"speaker":"[speaker]","startTime":1520.432,"endTime":1525.891,"body":"it through Because it could be arduous"},{"speaker":"[speaker]","startTime":1520.432,"endTime":1525.891,"body":"at times That's this I can't James I cannot"},{"speaker":"[speaker]","startTime":1525.931,"endTime":1532.194,"body":"believe you said the bracelets because"},{"speaker":"[speaker]","startTime":1525.931,"endTime":1532.194,"body":"my daughter makes these bracelets and No, but"},{"speaker":"[speaker]","startTime":1532.434,"endTime":1540.419,"body":"you know We told her you know, maybe"},{"speaker":"[speaker]","startTime":1532.434,"endTime":1540.419,"body":"you should open an Amazon store And you know,"},{"speaker":"[speaker]","startTime":1540.439,"endTime":1544.701,"body":"you're right it would definitely"},{"speaker":"[speaker]","startTime":1540.439,"endTime":1544.701,"body":"be difficult a very competitive and very difficult"},{"speaker":"[speaker]","startTime":1544.761,"endTime":1548.664,"body":"So she sold them, you know through"},{"speaker":"[speaker]","startTime":1544.761,"endTime":1548.664,"body":"like a lemonade stand kind of thing and so"},{"speaker":"[speaker]","startTime":1548.724,"endTime":1553.806,"body":"we we we didn't do the Amazon store,"},{"speaker":"[speaker]","startTime":1548.724,"endTime":1553.806,"body":"but she It was funny because it was a conversation,"},{"speaker":"[speaker]","startTime":1553.826,"endTime":1557.267,"body":"I'm telling you, like a week ago."},{"speaker":"[speaker]","startTime":1553.826,"endTime":1557.267,"body":"So I can't believe you brought that up. I see."},{"speaker":"[speaker]","startTime":1557.287,"endTime":1561.989,"body":"But I'm not saying like, like you"},{"speaker":"[speaker]","startTime":1557.287,"endTime":1561.989,"body":"don't have to do every single step. Um, like,"},{"speaker":"[speaker]","startTime":1562.009,"endTime":1565.03,"body":"like I was saying earlier, before"},{"speaker":"[speaker]","startTime":1562.009,"endTime":1565.03,"body":"you start doing advertising or just to sell"},{"speaker":"[speaker]","startTime":1565.07,"endTime":1570.111,"body":"on Amazon, but you've got to appreciate"},{"speaker":"[speaker]","startTime":1565.07,"endTime":1570.111,"body":"like, there's a lot of brands on Amazon, right?"},{"speaker":"[speaker]","startTime":1570.191,"endTime":1574.933,"body":"Amazon is the new Google. When, when"},{"speaker":"[speaker]","startTime":1570.191,"endTime":1574.933,"body":"customers, uh, when our SMB customers looking"},{"speaker":"[speaker]","startTime":1574.973,"endTime":1579.998,"body":"to purchase, like I said earlier,"},{"speaker":"[speaker]","startTime":1574.973,"endTime":1579.998,"body":"they purchase like consumers do. And I remember"},{"speaker":"[speaker]","startTime":1580.038,"endTime":1584.32,"body":"reading a stat like a few months"},{"speaker":"[speaker]","startTime":1580.038,"endTime":1584.32,"body":"ago, but Amazon is now overtaking Google for"},{"speaker":"[speaker]","startTime":1584.36,"endTime":1591.143,"body":"how people research purchases, right?"},{"speaker":"[speaker]","startTime":1584.36,"endTime":1591.143,"body":"So, and that kind of ties into how important"},{"speaker":"[speaker]","startTime":1591.163,"endTime":1594.965,"body":"it is that your content is on point,"},{"speaker":"[speaker]","startTime":1591.163,"endTime":1594.965,"body":"right? If people are searching for access points"},{"speaker":"[speaker]","startTime":1595.025,"endTime":1599.367,"body":"or switches or bracelets, right?"},{"speaker":"[speaker]","startTime":1595.025,"endTime":1599.367,"body":"You're competing with everyone else on there."},{"speaker":"[speaker]","startTime":1600.288,"endTime":1603.929,"body":"And you can do things like sponsored"},{"speaker":"[speaker]","startTime":1600.288,"endTime":1603.929,"body":"search to push your Asus at the top of that"},{"speaker":"[speaker]","startTime":1603.969,"endTime":1607.575,"body":"tree. But when it comes down to it,"},{"speaker":"[speaker]","startTime":1603.969,"endTime":1607.575,"body":"people are gonna click on your ASIN. And if"},{"speaker":"[speaker]","startTime":1607.615,"endTime":1612.218,"body":"you've got grainy images, if you"},{"speaker":"[speaker]","startTime":1607.615,"endTime":1612.218,"body":"haven't got great descriptions, if it doesn't"},{"speaker":"[speaker]","startTime":1612.238,"endTime":1616.1,"body":"describe what the product does, you're"},{"speaker":"[speaker]","startTime":1612.238,"endTime":1616.1,"body":"gonna lose that potential customer very, very"},{"speaker":"[speaker]","startTime":1616.14,"endTime":1623.024,"body":"quickly. Yeah, for sure. Well, I"},{"speaker":"[speaker]","startTime":1616.14,"endTime":1623.024,"body":"mean, great stuff on the Vine. I'm really psyched"},{"speaker":"[speaker]","startTime":1623.044,"endTime":1627.086,"body":"at that work for you guys, but you"},{"speaker":"[speaker]","startTime":1623.044,"endTime":1627.086,"body":"have to stay committed to that and you have"},{"speaker":"[speaker]","startTime":1627.106,"endTime":1631.549,"body":"to follow it through. And it's not"},{"speaker":"[speaker]","startTime":1627.106,"endTime":1631.549,"body":"always a slam dunk that you're gonna get great"},{"speaker":"[speaker]","startTime":1631.589,"endTime":1636.612,"body":"reviews. So you gotta keep an eye"},{"speaker":"[speaker]","startTime":1631.589,"endTime":1636.612,"body":"on. You know, for that, it is unbiased, right?"},{"speaker":"[speaker]","startTime":1637.012,"endTime":1640.495,"body":"Um, and then that, and that's Amazon's"},{"speaker":"[speaker]","startTime":1637.012,"endTime":1640.495,"body":"beauty to its customer base, right? It's w"},{"speaker":"[speaker]","startTime":1641.075,"endTime":1646.619,"body":"while they may be seeded from a vendor,"},{"speaker":"[speaker]","startTime":1641.075,"endTime":1646.619,"body":"they're completely unbiased reviews. So, um,"},{"speaker":"[speaker]","startTime":1646.719,"endTime":1651.302,"body":"and, and there is frustrations with"},{"speaker":"[speaker]","startTime":1646.719,"endTime":1651.302,"body":"that, right? Um, we've seen in the past where"},{"speaker":"[speaker]","startTime":1651.622,"endTime":1658.567,"body":"maybe a customer has, has, um, or"},{"speaker":"[speaker]","startTime":1651.622,"endTime":1658.567,"body":"a Vine reviewers said this, this product didn't"},{"speaker":"[speaker]","startTime":1658.587,"endTime":1663.51,"body":"do this, or they couldn't figure"},{"speaker":"[speaker]","startTime":1658.587,"endTime":1663.51,"body":"it out. Um, and. Yes, you could argue maybe"},{"speaker":"[speaker]","startTime":1663.57,"endTime":1668.794,"body":"that's from our perspective, we haven't"},{"speaker":"[speaker]","startTime":1663.57,"endTime":1668.794,"body":"really made it as simple as we to cover every"},{"speaker":"[speaker]","startTime":1668.834,"endTime":1674.538,"body":"single eventuality, or it could be"},{"speaker":"[speaker]","startTime":1668.834,"endTime":1674.538,"body":"that, like that person's just a mistake, right?"},{"speaker":"[speaker]","startTime":1674.598,"endTime":1679.262,"body":"But from a vendor, we cannot reply"},{"speaker":"[speaker]","startTime":1674.598,"endTime":1679.262,"body":"to those vines, we cannot correct them, we"},{"speaker":"[speaker]","startTime":1679.302,"endTime":1683.285,"body":"cannot. So even if a vine review"},{"speaker":"[speaker]","startTime":1679.302,"endTime":1683.285,"body":"says something that isn't true, we can't correct"},{"speaker":"[speaker]","startTime":1683.305,"endTime":1688.308,"body":"them. So there is frustrations and"},{"speaker":"[speaker]","startTime":1683.305,"endTime":1688.308,"body":"cons as well to the pros, but the pros far"},{"speaker":"[speaker]","startTime":1688.328,"endTime":1692.823,"body":"outweigh the cons for that program."},{"speaker":"[speaker]","startTime":1688.328,"endTime":1692.823,"body":"And I think from the market that we're trying"},{"speaker":"[speaker]","startTime":1692.843,"endTime":1698.228,"body":"to serve here, you know, SMB, I think"},{"speaker":"[speaker]","startTime":1692.843,"endTime":1698.228,"body":"that honesty and authenticity goes a long way,"},{"speaker":"[speaker]","startTime":1698.408,"endTime":1706.474,"body":"right? And I think SMBs really appreciate"},{"speaker":"[speaker]","startTime":1698.408,"endTime":1706.474,"body":"the ability to share an unvarnished best practices"},{"speaker":"[speaker]","startTime":1706.514,"endTime":1713.46,"body":"model and Vine and Amazon helps us"},{"speaker":"[speaker]","startTime":1706.514,"endTime":1713.46,"body":"with that. That's great, great advice. And"},{"speaker":"[speaker]","startTime":1713.82,"endTime":1717.844,"body":"I'm thrilled that that was a big"},{"speaker":"[speaker]","startTime":1713.82,"endTime":1717.844,"body":"win for you guys because what I definitely"},{"speaker":"[speaker]","startTime":1717.904,"endTime":1722.598,"body":"noticed is that it's much more difficult."},{"speaker":"[speaker]","startTime":1717.904,"endTime":1722.598,"body":"to get reviews for commercial products than"},{"speaker":"[speaker]","startTime":1722.618,"endTime":1726.979,"body":"it is for consumer products, because"},{"speaker":"[speaker]","startTime":1722.618,"endTime":1726.979,"body":"commercial people, they buy it, they don't"},{"speaker":"[speaker]","startTime":1726.999,"endTime":1730.5,"body":"wanna deal with any of the aftermath."},{"speaker":"[speaker]","startTime":1726.999,"endTime":1730.5,"body":"They don't wanna have to go back and put reviews"},{"speaker":"[speaker]","startTime":1730.56,"endTime":1733.821,"body":"in. They're busy working or using"},{"speaker":"[speaker]","startTime":1730.56,"endTime":1733.821,"body":"it for work where consumers are a bit more"},{"speaker":"[speaker]","startTime":1733.901,"endTime":1738.923,"body":"social and more comfortable with"},{"speaker":"[speaker]","startTime":1733.901,"endTime":1738.923,"body":"that. So I think trying to get positive reviews"},{"speaker":"[speaker]","startTime":1739.083,"endTime":1744.804,"body":"or reviews in general from commercial"},{"speaker":"[speaker]","startTime":1739.083,"endTime":1744.804,"body":"users is not a simple task either. So congratulations"},{"speaker":"[speaker]","startTime":1744.904,"endTime":1752.957,"body":"on that. That's awesome. So, you"},{"speaker":"[speaker]","startTime":1744.904,"endTime":1752.957,"body":"know, What I love about the brand is that it"},{"speaker":"[speaker]","startTime":1753.037,"endTime":1759.643,"body":"is known, but the brand itself isn't"},{"speaker":"[speaker]","startTime":1753.037,"endTime":1759.643,"body":"the selling feature and it's all these other"},{"speaker":"[speaker]","startTime":1759.683,"endTime":1763.626,"body":"things that you say you bring together."},{"speaker":"[speaker]","startTime":1759.683,"endTime":1763.626,"body":"You got to have great content, you have to"},{"speaker":"[speaker]","startTime":1763.646,"endTime":1769.632,"body":"be advertising, you have to understand"},{"speaker":"[speaker]","startTime":1763.646,"endTime":1769.632,"body":"the keywords. What about video? How important"},{"speaker":"[speaker]","startTime":1769.652,"endTime":1777.614,"body":"is video to you guys? I think it's"},{"speaker":"[speaker]","startTime":1769.652,"endTime":1777.614,"body":"a great complementary asset. for your ASINs"},{"speaker":"[speaker]","startTime":1778.295,"endTime":1785.62,"body":"in a world where people want things"},{"speaker":"[speaker]","startTime":1778.295,"endTime":1785.62,"body":"now and they don't have a lot of time. I suppose"},{"speaker":"[speaker]","startTime":1785.82,"endTime":1790.483,"body":"when you look at like your ruba from"},{"speaker":"[speaker]","startTime":1785.82,"endTime":1790.483,"body":"an enterprise perspective, our old buy well,"},{"speaker":"[speaker]","startTime":1790.503,"endTime":1795.306,"body":"the enterprise buying model is reading"},{"speaker":"[speaker]","startTime":1790.503,"endTime":1795.306,"body":"data sheets, right? And doing proof of concepts"},{"speaker":"[speaker]","startTime":1795.406,"endTime":1800.89,"body":"that doesn't exist online. And when"},{"speaker":"[speaker]","startTime":1795.406,"endTime":1800.89,"body":"we go through here, so where we have our A"},{"speaker":"[speaker]","startTime":1800.91,"endTime":1805.533,"body":"plus content and we images we have"},{"speaker":"[speaker]","startTime":1800.91,"endTime":1805.533,"body":"there and people can kind of read through."},{"speaker":"[speaker]","startTime":1805.806,"endTime":1810.91,"body":"There's nothing quite like a video"},{"speaker":"[speaker]","startTime":1805.806,"endTime":1810.91,"body":"asset that brings the story to life and can"},{"speaker":"[speaker]","startTime":1810.95,"endTime":1816.475,"body":"convey in 30 seconds to a potential"},{"speaker":"[speaker]","startTime":1810.95,"endTime":1816.475,"body":"customer, is it the right product for them?"},{"speaker":"[speaker]","startTime":1817.215,"endTime":1822.78,"body":"So I think it's not a necessity in"},{"speaker":"[speaker]","startTime":1817.215,"endTime":1822.78,"body":"video assets, I think, but it's definitely"},{"speaker":"[speaker]","startTime":1822.8,"endTime":1829.374,"body":"a nice complimentary thing to bring"},{"speaker":"[speaker]","startTime":1822.8,"endTime":1829.374,"body":"to the customer's researching experience. Yeah,"},{"speaker":"[speaker]","startTime":1829.434,"endTime":1833.337,"body":"and if you take a look at the Instant"},{"speaker":"[speaker]","startTime":1829.434,"endTime":1833.337,"body":"On product category, it's designed to be very"},{"speaker":"[speaker]","startTime":1833.437,"endTime":1839.461,"body":"simple to use, very simple to set"},{"speaker":"[speaker]","startTime":1833.437,"endTime":1839.461,"body":"up. So quick videos for the prosumer to digest"},{"speaker":"[speaker]","startTime":1839.501,"endTime":1843.924,"body":"and understand, I really think is"},{"speaker":"[speaker]","startTime":1839.501,"endTime":1843.924,"body":"critical. Yeah, I mean, I definitely think"},{"speaker":"[speaker]","startTime":1843.944,"endTime":1849.368,"body":"it helps. And people are kind of"},{"speaker":"[speaker]","startTime":1843.944,"endTime":1849.368,"body":"ADD, you know, they try to just quickly scan"},{"speaker":"[speaker]","startTime":1849.408,"endTime":1852.23,"body":"and look. And when there's a video"},{"speaker":"[speaker]","startTime":1849.408,"endTime":1852.23,"body":"catches their eye and helps them understand"},{"speaker":"[speaker]","startTime":1852.57,"endTime":1857.194,"body":"and they see it in use, they go,"},{"speaker":"[speaker]","startTime":1852.57,"endTime":1857.194,"body":"OK, that's for me. So I do think it's. pretty"},{"speaker":"[speaker]","startTime":1857.234,"endTime":1861.496,"body":"hot and pretty important to do. So."},{"speaker":"[speaker]","startTime":1857.234,"endTime":1861.496,"body":"And think about it from this regard too. How"},{"speaker":"[speaker]","startTime":1861.596,"endTime":1866.599,"body":"often, you know, are all of us from"},{"speaker":"[speaker]","startTime":1861.596,"endTime":1866.599,"body":"a consumer standpoint outside of networking"},{"speaker":"[speaker]","startTime":1867.259,"endTime":1872.002,"body":"frustrated with some of the instructions"},{"speaker":"[speaker]","startTime":1867.259,"endTime":1872.002,"body":"we receive from a product and just go right"},{"speaker":"[speaker]","startTime":1872.422,"endTime":1877.164,"body":"to YouTube to see how to put it together."},{"speaker":"[speaker]","startTime":1872.422,"endTime":1877.164,"body":"I do it all the time. I build a lot of doll"},{"speaker":"[speaker]","startTime":1877.204,"endTime":1882.327,"body":"houses. Yeah. So I am, I'm always"},{"speaker":"[speaker]","startTime":1877.204,"endTime":1882.327,"body":"looking for the videos or how to fix something,"},{"speaker":"[speaker]","startTime":1882.847,"endTime":1889.146,"body":"how to replace something. So for"},{"speaker":"[speaker]","startTime":1882.847,"endTime":1889.146,"body":"sure, really important. So there's a lot of"},{"speaker":"[speaker]","startTime":1889.207,"endTime":1895.389,"body":"different skill sets you need. Does"},{"speaker":"[speaker]","startTime":1889.207,"endTime":1895.389,"body":"Aruba have a big team dealing with this? Because"},{"speaker":"[speaker]","startTime":1896.43,"endTime":1900.912,"body":"Aruba, we deal with a lot of companies"},{"speaker":"[speaker]","startTime":1896.43,"endTime":1900.912,"body":"that have a couple of people, but people think"},{"speaker":"[speaker]","startTime":1900.932,"endTime":1905.794,"body":"you must have hundreds of people"},{"speaker":"[speaker]","startTime":1900.932,"endTime":1905.794,"body":"working on this. What's the reality? Is it"},{"speaker":"[speaker]","startTime":1905.814,"endTime":1911.136,"body":"a few good men or is it like? The"},{"speaker":"[speaker]","startTime":1905.814,"endTime":1911.136,"body":"reality is we do not have hundreds. No. We"},{"speaker":"[speaker]","startTime":1911.196,"endTime":1919.121,"body":"are a few good men and women. But"},{"speaker":"[speaker]","startTime":1911.196,"endTime":1919.121,"body":"the beauty with Amazon is, from Aruba's perspective,"},{"speaker":"[speaker]","startTime":1919.621,"endTime":1923.064,"body":"is everyone is very passionate. We're"},{"speaker":"[speaker]","startTime":1919.621,"endTime":1923.064,"body":"very passionate about our product. We're very"},{"speaker":"[speaker]","startTime":1923.124,"endTime":1928.528,"body":"passionate about the customer market"},{"speaker":"[speaker]","startTime":1923.124,"endTime":1928.528,"body":"that we can serve, that we can provide a far"},{"speaker":"[speaker]","startTime":1928.568,"endTime":1935.313,"body":"better networking experience for"},{"speaker":"[speaker]","startTime":1928.568,"endTime":1935.313,"body":"those customers. And Amazon is seen as a fantastic"},{"speaker":"[speaker]","startTime":1935.353,"endTime":1940.837,"body":"way to serve those customers. So"},{"speaker":"[speaker]","startTime":1935.353,"endTime":1940.837,"body":"the guys and girls that we have in managing"},{"speaker":"[speaker]","startTime":1940.977,"endTime":1945.685,"body":"our... and creating our content and"},{"speaker":"[speaker]","startTime":1940.977,"endTime":1945.685,"body":"managing our storefronts, to working with our"},{"speaker":"[speaker]","startTime":1945.725,"endTime":1953.211,"body":"three P's, to working with distribution,"},{"speaker":"[speaker]","startTime":1945.725,"endTime":1953.211,"body":"to stock availability. They're all very kind"},{"speaker":"[speaker]","startTime":1953.251,"endTime":1957.094,"body":"of, we're all in one family and one"},{"speaker":"[speaker]","startTime":1953.251,"endTime":1957.094,"body":"train of thought of supporting that route to"},{"speaker":"[speaker]","startTime":1957.154,"endTime":1964.1,"body":"market. But yeah, which does make"},{"speaker":"[speaker]","startTime":1957.154,"endTime":1964.1,"body":"it easy, right? And not having hundreds of"},{"speaker":"[speaker]","startTime":1964.18,"endTime":1968.463,"body":"teams of people to support. But what"},{"speaker":"[speaker]","startTime":1964.18,"endTime":1968.463,"body":"it does make is that when you do have those"},{"speaker":"[speaker]","startTime":1968.503,"endTime":1973.879,"body":"little wins, it makes it even sweeter."},{"speaker":"[speaker]","startTime":1968.503,"endTime":1973.879,"body":"And so with the small team, are you finding"},{"speaker":"[speaker]","startTime":1973.919,"endTime":1977.2,"body":"in some cases you're using outside"},{"speaker":"[speaker]","startTime":1973.919,"endTime":1977.2,"body":"help? Like you mentioned, you use somebody"},{"speaker":"[speaker]","startTime":1977.26,"endTime":1981.463,"body":"on the outside for advertising. Do"},{"speaker":"[speaker]","startTime":1977.26,"endTime":1981.463,"body":"you have other third parties that you use to"},{"speaker":"[speaker]","startTime":1981.503,"endTime":1986.846,"body":"help with, you know, augment the"},{"speaker":"[speaker]","startTime":1981.503,"endTime":1986.846,"body":"skill sets? Well, we mentioned the advertising"},{"speaker":"[speaker]","startTime":1986.886,"endTime":1992.509,"body":"piece. We have a data analytics firm,"},{"speaker":"[speaker]","startTime":1986.886,"endTime":1992.509,"body":"which we use to track our sales by skew and"},{"speaker":"[speaker]","startTime":1992.549,"endTime":2000.073,"body":"category. We also use a third party"},{"speaker":"[speaker]","startTime":1992.549,"endTime":2000.073,"body":"brand protection organization to scrape pricing"},{"speaker":"[speaker]","startTime":2000.113,"endTime":2007.679,"body":"across the platform. as well as identify"},{"speaker":"[speaker]","startTime":2000.113,"endTime":2007.679,"body":"any other potential areas of leakage and arbitrage."},{"speaker":"[speaker]","startTime":2008.319,"endTime":2012.461,"body":"So those are the three main third"},{"speaker":"[speaker]","startTime":2008.319,"endTime":2012.461,"body":"party entities we work with. And the content"},{"speaker":"[speaker]","startTime":2012.561,"endTime":2019.283,"body":"you actually got, Aruba creates it?"},{"speaker":"[speaker]","startTime":2012.561,"endTime":2019.283,"body":"100% created by our marketing team and constantly"},{"speaker":"[speaker]","startTime":2019.323,"endTime":2025.104,"body":"being enhanced. So it is definitely"},{"speaker":"[speaker]","startTime":2019.323,"endTime":2025.104,"body":"a process that is not a set it and forget it."},{"speaker":"[speaker]","startTime":2025.404,"endTime":2031.454,"body":"We're constantly evolving and looking"},{"speaker":"[speaker]","startTime":2025.404,"endTime":2031.454,"body":"to make improvements wherever we can. And today,"},{"speaker":"[speaker]","startTime":2031.734,"endTime":2037.858,"body":"logistics-wise, you're leveraging"},{"speaker":"[speaker]","startTime":2031.734,"endTime":2037.858,"body":"your 3P partners to get the products, right?"},{"speaker":"[speaker]","startTime":2037.918,"endTime":2044.562,"body":"So for you to have products prime,"},{"speaker":"[speaker]","startTime":2037.918,"endTime":2044.562,"body":"it's really you're betting on the 3P partners"},{"speaker":"[speaker]","startTime":2044.602,"endTime":2049.965,"body":"that you choose, right? Absolutely."},{"speaker":"[speaker]","startTime":2044.602,"endTime":2049.965,"body":"It's their capabilities that brought us to"},{"speaker":"[speaker]","startTime":2050.325,"endTime":2054.928,"body":"partner together, right? Their ability"},{"speaker":"[speaker]","startTime":2050.325,"endTime":2054.928,"body":"to advertise and obviously manage some of our"},{"speaker":"[speaker]","startTime":2054.988,"endTime":2060.368,"body":"content and promotions. One. And"},{"speaker":"[speaker]","startTime":2054.988,"endTime":2060.368,"body":"then two, the ability to fulfill through a"},{"speaker":"[speaker]","startTime":2060.568,"endTime":2067.153,"body":"FBA is super important, right? So"},{"speaker":"[speaker]","startTime":2060.568,"endTime":2067.153,"body":"their ability to stock our product in an Amazon"},{"speaker":"[speaker]","startTime":2067.173,"endTime":2072.958,"body":"location is very critical to having"},{"speaker":"[speaker]","startTime":2067.173,"endTime":2072.958,"body":"product in a timely manner for the consumer."},{"speaker":"[speaker]","startTime":2074.139,"endTime":2078.142,"body":"No, I mean, and having product and"},{"speaker":"[speaker]","startTime":2074.139,"endTime":2078.142,"body":"stock is everything, right? You know, sometimes"},{"speaker":"[speaker]","startTime":2078.523,"endTime":2082.926,"body":"it's beyond our control, but you"},{"speaker":"[speaker]","startTime":2078.523,"endTime":2082.926,"body":"need to have it in stock to sell it, right?"},{"speaker":"[speaker]","startTime":2083.026,"endTime":2088.27,"body":"And, you know, not having it just"},{"speaker":"[speaker]","startTime":2083.026,"endTime":2088.27,"body":"opens the door to competitors. zero sales."},{"speaker":"[speaker]","startTime":2088.33,"endTime":2092.554,"body":"So important, always have stock."},{"speaker":"[speaker]","startTime":2088.33,"endTime":2092.554,"body":"And that was critical in the past two years,"},{"speaker":"[speaker]","startTime":2092.614,"endTime":2096.337,"body":"obviously, right? With all the supply"},{"speaker":"[speaker]","startTime":2092.614,"endTime":2096.337,"body":"chain constraints happening across the world,"},{"speaker":"[speaker]","startTime":2096.417,"endTime":2101.202,"body":"it was the organizations that had"},{"speaker":"[speaker]","startTime":2096.417,"endTime":2101.202,"body":"stock were the ones that were winning. For"},{"speaker":"[speaker]","startTime":2101.242,"endTime":2108.989,"body":"sure. So, so guys, on Amazon, you've"},{"speaker":"[speaker]","startTime":2101.242,"endTime":2108.989,"body":"been successful, definitely some obstacles,"},{"speaker":"[speaker]","startTime":2109.029,"endTime":2113.673,"body":"but you learned a hell of a lot."},{"speaker":"[speaker]","startTime":2109.029,"endTime":2113.673,"body":"How do you stay on top of what's happening"},{"speaker":"[speaker]","startTime":2113.713,"endTime":2119.795,"body":"at Amazon? Because I think things"},{"speaker":"[speaker]","startTime":2113.713,"endTime":2119.795,"body":"change on a daily basis and maybe I'm embellishing,"},{"speaker":"[speaker]","startTime":2119.835,"endTime":2124.236,"body":"but it happens on a regular basis"},{"speaker":"[speaker]","startTime":2119.835,"endTime":2124.236,"body":"and it's not like it's a big advertisement"},{"speaker":"[speaker]","startTime":2124.276,"endTime":2127.517,"body":"coming from Amazon, we're changing"},{"speaker":"[speaker]","startTime":2124.276,"endTime":2127.517,"body":"this today, we're doing this today. They don't"},{"speaker":"[speaker]","startTime":2127.537,"endTime":2132.679,"body":"really tell you all this stuff. So"},{"speaker":"[speaker]","startTime":2127.537,"endTime":2132.679,"body":"how do you stay on top of it all? What do you"},{"speaker":"[speaker]","startTime":2132.699,"endTime":2140.041,"body":"do? Well, I mean, I don't think you"},{"speaker":"[speaker]","startTime":2132.699,"endTime":2140.041,"body":"are embellishing, Adam. I think it does change"},{"speaker":"[speaker]","startTime":2140.361,"endTime":2146.633,"body":"every day. But And you're never going"},{"speaker":"[speaker]","startTime":2140.361,"endTime":2146.633,"body":"to know everything. You're never going to know"},{"speaker":"[speaker]","startTime":2146.673,"endTime":2150.476,"body":"all the change that Amazon done or"},{"speaker":"[speaker]","startTime":2146.673,"endTime":2150.476,"body":"know or know what obstacles you're going to"},{"speaker":"[speaker]","startTime":2150.496,"endTime":2156.922,"body":"come up against next. One of the"},{"speaker":"[speaker]","startTime":2150.496,"endTime":2156.922,"body":"great roots of education that we have is our"},{"speaker":"[speaker]","startTime":2156.942,"endTime":2161.005,"body":"third party partners, our three piece."},{"speaker":"[speaker]","startTime":2156.942,"endTime":2161.005,"body":"And they say, OK, look, this is changing on"},{"speaker":"[speaker]","startTime":2161.066,"endTime":2164.829,"body":"Amazon. We need to do this. This"},{"speaker":"[speaker]","startTime":2161.066,"endTime":2164.829,"body":"is where we need to upload content. Now there's"},{"speaker":"[speaker]","startTime":2164.929,"endTime":2172.466,"body":"new formats that we need to create"},{"speaker":"[speaker]","startTime":2164.929,"endTime":2172.466,"body":"for MPIs. we might have created an eight port"},{"speaker":"[speaker]","startTime":2172.506,"endTime":2179.828,"body":"switch ASIN last week. And this week"},{"speaker":"[speaker]","startTime":2172.506,"endTime":2179.828,"body":"we're creating the 24 port switch and the NIS"},{"speaker":"[speaker]","startTime":2179.848,"endTime":2183.949,"body":"file uploads, the categories completely"},{"speaker":"[speaker]","startTime":2179.848,"endTime":2183.949,"body":"changed. So all the mandatory information that"},{"speaker":"[speaker]","startTime":2183.969,"endTime":2188.771,"body":"you have to upload, those templates"},{"speaker":"[speaker]","startTime":2183.969,"endTime":2188.771,"body":"have changed. So you then have to go, we have"},{"speaker":"[speaker]","startTime":2188.791,"endTime":2194.152,"body":"to then go back to maybe our product"},{"speaker":"[speaker]","startTime":2188.791,"endTime":2194.152,"body":"team and go, okay, we now need to specify this"},{"speaker":"[speaker]","startTime":2195.933,"endTime":2201.107,"body":"item in those uploads. So. Everything"},{"speaker":"[speaker]","startTime":2195.933,"endTime":2201.107,"body":"kind of changes, but our 3P partners really"},{"speaker":"[speaker]","startTime":2201.147,"endTime":2208.43,"body":"help keep us educated on that respect."},{"speaker":"[speaker]","startTime":2201.147,"endTime":2208.43,"body":"And one example of a change that happened,"},{"speaker":"[speaker]","startTime":2208.47,"endTime":2214.432,"body":"and it actually links back to Vine"},{"speaker":"[speaker]","startTime":2208.47,"endTime":2214.432,"body":"that we had before. And maybe a story for you"},{"speaker":"[speaker]","startTime":2214.472,"endTime":2221.755,"body":"as well. When I first was working"},{"speaker":"[speaker]","startTime":2214.472,"endTime":2221.755,"body":"with Amazon and launching products on Amazon,"},{"speaker":"[speaker]","startTime":2222.315,"endTime":2229.342,"body":"Vine was delivered to a specific"},{"speaker":"[speaker]","startTime":2222.315,"endTime":2229.342,"body":"Vine warehouse. where nowadays it's actually"},{"speaker":"[speaker]","startTime":2229.462,"endTime":2236.186,"body":"filled out of FBA stock. But in the"},{"speaker":"[speaker]","startTime":2229.462,"endTime":2236.186,"body":"past it was where a vendor, you had to enroll"},{"speaker":"[speaker]","startTime":2236.267,"endTime":2241.47,"body":"in Vine, you had to download all"},{"speaker":"[speaker]","startTime":2236.267,"endTime":2241.47,"body":"of these barcodes and then cut them out and"},{"speaker":"[speaker]","startTime":2241.53,"endTime":2246.173,"body":"sellotape them over the barcodes"},{"speaker":"[speaker]","startTime":2241.53,"endTime":2246.173,"body":"that are on your box because they weren't meant"},{"speaker":"[speaker]","startTime":2246.193,"endTime":2250.475,"body":"to go into general consumption. They"},{"speaker":"[speaker]","startTime":2246.193,"endTime":2250.475,"body":"would have go to specifically to a Vine warehouse"},{"speaker":"[speaker]","startTime":2250.515,"endTime":2257.443,"body":"to be shipped to Vine reviewers."},{"speaker":"[speaker]","startTime":2250.515,"endTime":2257.443,"body":"And I remember I must have had maybe 120 boxes"},{"speaker":"[speaker]","startTime":2257.483,"endTime":2261.025,"body":"on my living room floor one night."},{"speaker":"[speaker]","startTime":2257.483,"endTime":2261.025,"body":"And then I was cutting all these barcodes off"},{"speaker":"[speaker]","startTime":2261.065,"endTime":2265.267,"body":"and sellotaping them and then getting"},{"speaker":"[speaker]","startTime":2261.065,"endTime":2265.267,"body":"in a car and delivering them there. And so,"},{"speaker":"[speaker]","startTime":2265.387,"endTime":2271.05,"body":"but then when we were trying to do"},{"speaker":"[speaker]","startTime":2265.387,"endTime":2271.05,"body":"Vine in the UK, um, a little while ago, and"},{"speaker":"[speaker]","startTime":2271.07,"endTime":2274.391,"body":"it was like, no, it gets filled out"},{"speaker":"[speaker]","startTime":2271.07,"endTime":2274.391,"body":"over FBA now. So it was like, okay, I'll put"},{"speaker":"[speaker]","startTime":2274.411,"endTime":2277.593,"body":"the scissors and sellotape down."},{"speaker":"[speaker]","startTime":2274.411,"endTime":2277.593,"body":"I didn't have to do that, which was fantastic,"},{"speaker":"[speaker]","startTime":2277.613,"endTime":2283.638,"body":"but there's constantly changes on"},{"speaker":"[speaker]","startTime":2277.613,"endTime":2283.638,"body":"Amazon. And our three Ps really help us in"},{"speaker":"[speaker]","startTime":2283.678,"endTime":2288.482,"body":"that regard. As well as the agencies"},{"speaker":"[speaker]","startTime":2283.678,"endTime":2288.482,"body":"that Andy was speaking about. Obviously they"},{"speaker":"[speaker]","startTime":2288.542,"endTime":2293.486,"body":"are constantly being with Amazon"},{"speaker":"[speaker]","startTime":2288.542,"endTime":2293.486,"body":"on a daily basis and they see things that change"},{"speaker":"[speaker]","startTime":2293.506,"endTime":2298.31,"body":"that we need to be aware of that"},{"speaker":"[speaker]","startTime":2293.506,"endTime":2298.31,"body":"they need to work with us to help in what area"},{"speaker":"[speaker]","startTime":2298.35,"endTime":2303.274,"body":"they work in. No, and you said it"},{"speaker":"[speaker]","startTime":2298.35,"endTime":2303.274,"body":"earlier, like people think, oh, I'm gonna go"},{"speaker":"[speaker]","startTime":2303.494,"endTime":2306.256,"body":"get a couple of products on Amazon,"},{"speaker":"[speaker]","startTime":2303.494,"endTime":2306.256,"body":"I'm gonna make a million dollars, but it's"},{"speaker":"[speaker]","startTime":2306.316,"endTime":2312.631,"body":"not like that. it from the outside"},{"speaker":"[speaker]","startTime":2306.316,"endTime":2312.631,"body":"is quite simple, right? But once you get into"},{"speaker":"[speaker]","startTime":2312.691,"endTime":2316.712,"body":"it, it's very complicated. And we"},{"speaker":"[speaker]","startTime":2312.691,"endTime":2316.712,"body":"try to explain that to our partners all the"},{"speaker":"[speaker]","startTime":2316.732,"endTime":2322.053,"body":"time. Like this is not just, you"},{"speaker":"[speaker]","startTime":2316.732,"endTime":2322.053,"body":"know, a simple thing where you get a list of"},{"speaker":"[speaker]","startTime":2322.093,"endTime":2325.854,"body":"product and people are gonna come"},{"speaker":"[speaker]","startTime":2322.093,"endTime":2325.854,"body":"and buy it. It's really not like that. You"},{"speaker":"[speaker]","startTime":2325.874,"endTime":2330.816,"body":"have to do a lot of work and you"},{"speaker":"[speaker]","startTime":2325.874,"endTime":2330.816,"body":"have to navigate a lot of systems to make sure"},{"speaker":"[speaker]","startTime":2330.836,"endTime":2335.377,"body":"that your product show well and that"},{"speaker":"[speaker]","startTime":2330.836,"endTime":2335.377,"body":"your products stay in stock and that you respond"},{"speaker":"[speaker]","startTime":2335.417,"endTime":2339.707,"body":"to customers' questions. and that"},{"speaker":"[speaker]","startTime":2335.417,"endTime":2339.707,"body":"you get high ratings and that you get the best"},{"speaker":"[speaker]","startTime":2339.747,"endTime":2345.571,"body":"reviews because it's a competitive"},{"speaker":"[speaker]","startTime":2339.747,"endTime":2345.571,"body":"world out there and you need to be at the best"},{"speaker":"[speaker]","startTime":2345.611,"endTime":2350.354,"body":"of your game and using outside help"},{"speaker":"[speaker]","startTime":2345.611,"endTime":2350.354,"body":"is not, you know, a crime. I mean, it's, it's"},{"speaker":"[speaker]","startTime":2350.414,"endTime":2354.617,"body":"kind of helpful. Absolutely not."},{"speaker":"[speaker]","startTime":2350.414,"endTime":2354.617,"body":"Because it's hard to know it all. And it's"},{"speaker":"[speaker]","startTime":2354.657,"endTime":2359.78,"body":"not a simple thing. Because even"},{"speaker":"[speaker]","startTime":2354.657,"endTime":2359.78,"body":"from, from us internally, it's, it's, everything's"},{"speaker":"[speaker]","startTime":2359.8,"endTime":2364.027,"body":"a learning curve. You never know"},{"speaker":"[speaker]","startTime":2359.8,"endTime":2364.027,"body":"a hundred percent everything. And for Andy"},{"speaker":"[speaker]","startTime":2364.047,"endTime":2368.491,"body":"and I, it's also about educating"},{"speaker":"[speaker]","startTime":2364.047,"endTime":2368.491,"body":"back into Aruba, right? People are like, well,"},{"speaker":"[speaker]","startTime":2368.511,"endTime":2372.835,"body":"why do you need a hundred units of"},{"speaker":"[speaker]","startTime":2368.511,"endTime":2372.835,"body":"products that you're essentially giving them?"},{"speaker":"[speaker]","startTime":2373.176,"endTime":2377.34,"body":"They got to love that. Yeah. And"},{"speaker":"[speaker]","startTime":2373.176,"endTime":2377.34,"body":"so, but there's loads of different elements"},{"speaker":"[speaker]","startTime":2377.4,"endTime":2383.966,"body":"and you have to educate internally,"},{"speaker":"[speaker]","startTime":2377.4,"endTime":2383.966,"body":"depending on your company, as well as going"},{"speaker":"[speaker]","startTime":2384.006,"endTime":2390.132,"body":"through that. But obviously the payoff"},{"speaker":"[speaker]","startTime":2384.006,"endTime":2390.132,"body":"is huge, right? Amazon is the biggest marketplace"},{"speaker":"[speaker]","startTime":2390.172,"endTime":2395.756,"body":"for SMBs and consumers purchasing."},{"speaker":"[speaker]","startTime":2390.172,"endTime":2395.756,"body":"And so it is worth it. You do get the gray"},{"speaker":"[speaker]","startTime":2395.796,"endTime":2400.941,"body":"hairs, but it's a hundred percent"},{"speaker":"[speaker]","startTime":2395.796,"endTime":2400.941,"body":"worth it. Yeah. I mean, so, so it's like for"},{"speaker":"[speaker]","startTime":2401.101,"endTime":2406.926,"body":"us, if you're not living it every"},{"speaker":"[speaker]","startTime":2401.101,"endTime":2406.926,"body":"day, it's impossible to know, and even living"},{"speaker":"[speaker]","startTime":2406.966,"endTime":2410.068,"body":"it every day, there's new stuff that"},{"speaker":"[speaker]","startTime":2406.966,"endTime":2410.068,"body":"comes at you, like what's going on. And you"},{"speaker":"[speaker]","startTime":2410.088,"endTime":2413.571,"body":"go ask the community, Hey, have you"},{"speaker":"[speaker]","startTime":2410.088,"endTime":2413.571,"body":"seen this before? Because there's a bunch of"},{"speaker":"[speaker]","startTime":2413.591,"endTime":2416.878,"body":"different Amazon communities out"},{"speaker":"[speaker]","startTime":2413.591,"endTime":2416.878,"body":"there that you stay connected to. And everybody"},{"speaker":"[speaker]","startTime":2416.998,"endTime":2421.202,"body":"really, although they're competitors"},{"speaker":"[speaker]","startTime":2416.998,"endTime":2421.202,"body":"in some aspects, everybody helps each other"},{"speaker":"[speaker]","startTime":2421.342,"endTime":2426.506,"body":"out. It's kind of wonderful, the"},{"speaker":"[speaker]","startTime":2421.342,"endTime":2426.506,"body":"ecosystem and the communities that are Amazon"},{"speaker":"[speaker]","startTime":2426.686,"endTime":2431.67,"body":"centric. And everybody loves to show"},{"speaker":"[speaker]","startTime":2426.686,"endTime":2431.67,"body":"you that they figured this one out. I don't"},{"speaker":"[speaker]","startTime":2431.69,"endTime":2436.154,"body":"know if it's a badge of honor, but"},{"speaker":"[speaker]","startTime":2431.69,"endTime":2436.154,"body":"people are quite helpful. You know, there's"},{"speaker":"[speaker]","startTime":2436.214,"endTime":2439.957,"body":"obviously the ones that will give"},{"speaker":"[speaker]","startTime":2436.214,"endTime":2439.957,"body":"you the bad info to mess with you, but not"},{"speaker":"[speaker]","startTime":2439.997,"endTime":2446.186,"body":"always. But I love learning about"},{"speaker":"[speaker]","startTime":2439.997,"endTime":2446.186,"body":"Amazon every day. And I'm... thrilled when"},{"speaker":"[speaker]","startTime":2446.286,"endTime":2450.867,"body":"we figure new things out that we"},{"speaker":"[speaker]","startTime":2446.286,"endTime":2450.867,"body":"didn't know. And just because you have somebody"},{"speaker":"[speaker]","startTime":2450.907,"endTime":2455.488,"body":"that you work with at Amazon, that's"},{"speaker":"[speaker]","startTime":2450.907,"endTime":2455.488,"body":"not always the secret sauce. I mean, it's doing"},{"speaker":"[speaker]","startTime":2455.568,"endTime":2460.75,"body":"it and finding out. And unfortunately,"},{"speaker":"[speaker]","startTime":2455.568,"endTime":2460.75,"body":"there's a lot of mistakes made to get to the"},{"speaker":"[speaker]","startTime":2460.79,"endTime":2467.271,"body":"promised land. So you have to be"},{"speaker":"[speaker]","startTime":2460.79,"endTime":2467.271,"body":"prepared to make mistakes. So I'm not inviting"},{"speaker":"[speaker]","startTime":2467.331,"endTime":2471.853,"body":"new competition for you, but for"},{"speaker":"[speaker]","startTime":2467.331,"endTime":2471.853,"body":"companies that are trying to start on Amazon,"},{"speaker":"[speaker]","startTime":2471.913,"endTime":2478.82,"body":"let's pretend they're small startups."},{"speaker":"[speaker]","startTime":2471.913,"endTime":2478.82,"body":"What's your advice for somebody that's going"},{"speaker":"[speaker]","startTime":2478.84,"endTime":2484.845,"body":"to explore? Patience. And think about"},{"speaker":"[speaker]","startTime":2478.84,"endTime":2484.845,"body":"it. Patience. Patience is perseverance, right?"},{"speaker":"[speaker]","startTime":2485.025,"endTime":2489.449,"body":"You can't give up because there is"},{"speaker":"[speaker]","startTime":2485.025,"endTime":2489.449,"body":"going to be many obstacles along the way. You"},{"speaker":"[speaker]","startTime":2489.489,"endTime":2495.914,"body":"just have to keep motoring through."},{"speaker":"[speaker]","startTime":2489.489,"endTime":2495.914,"body":"Yeah, 100%. You have to have that patience."},{"speaker":"[speaker]","startTime":2495.994,"endTime":2499.697,"body":"And I think it's just very important"},{"speaker":"[speaker]","startTime":2495.994,"endTime":2499.697,"body":"to make sure you've got all your ducks in the"},{"speaker":"[speaker]","startTime":2499.717,"endTime":2504.04,"body":"road. Right. If you were starting"},{"speaker":"[speaker]","startTime":2499.717,"endTime":2504.04,"body":"up, have a look at your competitors, have a"},{"speaker":"[speaker]","startTime":2504.06,"endTime":2508.643,"body":"look at what they're doing, have"},{"speaker":"[speaker]","startTime":2504.06,"endTime":2508.643,"body":"a look at what their ASINs look like. Because"},{"speaker":"[speaker]","startTime":2508.663,"endTime":2513.265,"body":"you want to make sure you've got"},{"speaker":"[speaker]","startTime":2508.663,"endTime":2513.265,"body":"the best customer buying experience on there."},{"speaker":"[speaker]","startTime":2513.325,"endTime":2518.048,"body":"And that comes from like getting"},{"speaker":"[speaker]","startTime":2513.325,"endTime":2518.048,"body":"the images right, getting the descriptions"},{"speaker":"[speaker]","startTime":2518.208,"endTime":2522.031,"body":"right, including keywords that people"},{"speaker":"[speaker]","startTime":2518.208,"endTime":2522.031,"body":"may search for in your descriptions, getting"},{"speaker":"[speaker]","startTime":2522.051,"endTime":2528.962,"body":"the bullet points, those quick snapshots."},{"speaker":"[speaker]","startTime":2522.051,"endTime":2528.962,"body":"customers always go to going over K the product"},{"speaker":"[speaker]","startTime":2528.982,"endTime":2533.123,"body":"does this, this and this. I'm kind"},{"speaker":"[speaker]","startTime":2528.982,"endTime":2533.123,"body":"of interested, scrolling down and then they"},{"speaker":"[speaker]","startTime":2533.143,"endTime":2537.164,"body":"get into the meat of your product"},{"speaker":"[speaker]","startTime":2533.143,"endTime":2537.164,"body":"which shows that you can show via the A plus"},{"speaker":"[speaker]","startTime":2537.184,"endTime":2542.586,"body":"content, which is fantastic. Then"},{"speaker":"[speaker]","startTime":2537.184,"endTime":2542.586,"body":"moving into things like the review programs"},{"speaker":"[speaker]","startTime":2542.606,"endTime":2547.827,"body":"that Amazon now they also have like"},{"speaker":"[speaker]","startTime":2542.606,"endTime":2547.827,"body":"a Q and A aspect where customers can ask questions"},{"speaker":"[speaker]","startTime":2547.907,"endTime":2553.209,"body":"and you as a vendor can reply in"},{"speaker":"[speaker]","startTime":2547.907,"endTime":2553.209,"body":"it. And it will tag you as the vendor has replied"},{"speaker":"[speaker]","startTime":2553.649,"endTime":2558.816,"body":"to that questions as well as other."},{"speaker":"[speaker]","startTime":2553.649,"endTime":2558.816,"body":"people can reply on there. But you need to"},{"speaker":"[speaker]","startTime":2558.856,"endTime":2562.558,"body":"keep constantly engaged in that and"},{"speaker":"[speaker]","startTime":2558.856,"endTime":2562.558,"body":"then you can push on to advertising to help"},{"speaker":"[speaker]","startTime":2562.618,"endTime":2568.662,"body":"push your ASINs up the Amazon algorithms"},{"speaker":"[speaker]","startTime":2562.618,"endTime":2568.662,"body":"to go there. But fundamentally, patience and"},{"speaker":"[speaker]","startTime":2568.702,"endTime":2573.326,"body":"perseverance, like Andy said, is"},{"speaker":"[speaker]","startTime":2568.702,"endTime":2573.326,"body":"kind of the best advice we could give. And"},{"speaker":"[speaker]","startTime":2573.366,"endTime":2577.649,"body":"I definitely think that that research"},{"speaker":"[speaker]","startTime":2573.366,"endTime":2577.649,"body":"before you go is a big deal. Like when you"},{"speaker":"[speaker]","startTime":2577.669,"endTime":2580.511,"body":"look at your competitors and you"},{"speaker":"[speaker]","startTime":2577.669,"endTime":2580.511,"body":"read their reviews, you definitely learn a"},{"speaker":"[speaker]","startTime":2580.551,"endTime":2585.154,"body":"lot of what people don't like. And"},{"speaker":"[speaker]","startTime":2580.551,"endTime":2585.154,"body":"hopefully you could get ahead of that. before"},{"speaker":"[speaker]","startTime":2585.194,"endTime":2588.915,"body":"you launch. So, you know, really"},{"speaker":"[speaker]","startTime":2585.194,"endTime":2588.915,"body":"important, I think you hit it on the research"},{"speaker":"[speaker]","startTime":2588.955,"endTime":2594.476,"body":"before you jump in. So with that,"},{"speaker":"[speaker]","startTime":2588.955,"endTime":2594.476,"body":"any final thoughts or comments, and then we're"},{"speaker":"[speaker]","startTime":2594.496,"endTime":2602.158,"body":"gonna kind of wrap things up here."},{"speaker":"[speaker]","startTime":2594.496,"endTime":2602.158,"body":"Nothing from me, really just good luck for"},{"speaker":"[speaker]","startTime":2602.178,"endTime":2608.38,"body":"those that are starting their journey."},{"speaker":"[speaker]","startTime":2602.178,"endTime":2608.38,"body":"And yeah. Yeah, no, I'm good as well. I just"},{"speaker":"[speaker]","startTime":2608.42,"endTime":2612.501,"body":"really appreciate Adam, you giving"},{"speaker":"[speaker]","startTime":2608.42,"endTime":2612.501,"body":"us the time to speak about our journey and"},{"speaker":"[speaker]","startTime":2612.541,"endTime":2617.607,"body":"our successes. And- We hope that"},{"speaker":"[speaker]","startTime":2612.541,"endTime":2617.607,"body":"it will help others like us in a similar situation,"},{"speaker":"[speaker]","startTime":2617.627,"endTime":2621.708,"body":"looking to grow their business on"},{"speaker":"[speaker]","startTime":2617.627,"endTime":2621.708,"body":"the largest platform in the world. Well, thank"},{"speaker":"[speaker]","startTime":2621.748,"endTime":2626.749,"body":"you both. I mean, it's great to hear"},{"speaker":"[speaker]","startTime":2621.748,"endTime":2626.749,"body":"from a very large brand in the real world how"},{"speaker":"[speaker]","startTime":2626.789,"endTime":2631.611,"body":"they've navigated Amazon, because"},{"speaker":"[speaker]","startTime":2626.789,"endTime":2631.611,"body":"being the biggest outside of Amazon doesn't"},{"speaker":"[speaker]","startTime":2631.651,"endTime":2635.812,"body":"make you the biggest on Amazon, and"},{"speaker":"[speaker]","startTime":2631.651,"endTime":2635.812,"body":"you have to earn your stripes every day. So,"},{"speaker":"[speaker]","startTime":2636.352,"endTime":2639.533,"body":"you know, you guys have worked hard"},{"speaker":"[speaker]","startTime":2636.352,"endTime":2639.533,"body":"to get there, and you guys are really smart"},{"speaker":"[speaker]","startTime":2639.553,"endTime":2643.859,"body":"about it. And... you keep on getting"},{"speaker":"[speaker]","startTime":2639.553,"endTime":2643.859,"body":"better and better and better as you learn more"},{"speaker":"[speaker]","startTime":2643.879,"endTime":2650.463,"body":"and more. So keep it going, we all"},{"speaker":"[speaker]","startTime":2643.879,"endTime":2650.463,"body":"appreciate it. With that, thanks for joining"},{"speaker":"[speaker]","startTime":2650.523,"endTime":2654.625,"body":"us and we look forward to talking"},{"speaker":"[speaker]","startTime":2650.523,"endTime":2654.625,"body":"again soon. Thanks Adam."}]}