#752 – This PPC Launch Strategy Blew My Mind

What does it take to walk away from a stable career, bet on Amazon FBA, and build a multiple seven-figure business in the Amazon US marketplace from Singapore? In this episode, Bradley Sutton sits down with Clarence Cheang of TheFBABros to unpack the mindset, strategy, and data-driven systems that have driven his Amazon journey. Clarence shares how he went from a civil engineer working on Singapore’s infrastructure projects to a full-time entrepreneur after setting a clear goal: to make his side hustle outperform his day job income for 6 straight months.

Clarence breaks down the product research process that helped him discover one of his breakthrough products: a Japanese egg pan that went on to generate over $1 million in lifetime sales. Instead of blindly chasing trends, he uses a highly analytical process built around 23 data points, competitor keyword weaknesses, and Helium 10 Cerebro research. His approach focuses on finding products where competitors may be making strong revenue but are weak in PPC, keyword ranking, or listing optimization.

The conversation also dives into how AI is changing the way sellers research, launch, and scale. Clarence explains how AI can reduce product validation from one or two hours down to just minutes, while still requiring human judgment to verify opportunities. He also shares ideas around AI agents, Helium 10 data, bundling opportunities, and using massive short-form video output to drive external traffic from TikTok to Amazon.

One of the biggest “wait, what?” moments comes when Clarence reveals his 50 auto campaign launch strategy. Instead of relying on one auto campaign, he separates match types, identifies what works, and duplicates winning campaigns across different bid levels to let Amazon find converting placements at scale. His message is clear: Amazon is still full of opportunity for sellers who are willing to use data, move fast, test aggressively, and serve customers better than the competition. For any seller wondering if it is too late to start or scale, Clarence’s story is a reminder that your next breakthrough may not come from luck — it may come from discipline, research, and the courage to take action before you feel fully ready.

In episode 752 of the Serious Sellers Podcast, Bradley and Clarence discuss:

• 00:00 – Introduction
• 05:15 – Government Engineer To Amazon FBA
• 08:39 – Turning A Side Hustle Full-Time
• 10:21 – The Breakthrough Egg Pan
• 11:30 – Shopping Method For Product Research
• 14:09 – Finding Weak Competitor Keywords
• 15:58 – Why Amazon Is Easier Today
• 17:48 – Using AI For Product Research
• 21:12 – TikTok, AI, And External Traffic
• 23:46 – Why Cerebro Is Essential
• 33:01 – Day One PPC Launch Strategy
• 34:15 – The 50 Auto Campaign Strategy

Transcript

Bradley Sutton:

Today, we talk to somebody who has sold multiple seven figures, and he’s going to give us a lot of his best product and keyword research strategies, as well as an advertising strategy I’ve never heard of where on launch he creates 50 auto campaigns. How cool is that? Pretty cool, I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show. That’s a completely BS free organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we are going kind of as far as we can go time zone wise to Singapore right now. What time is it over there? 

Clarence:

It’s 10 a.m.

Bradley Sutton:

10 a.m., so seven p.m. over here. I don’t know how many hours that is, but it’s a lot. All right. I’m living in the past. We’re going back to the future because it’s already tomorrow over there where you’re at. But Clarence, one half of the FBA bros from Singapore is in the house. He’s been on the podcast before, but as we have been doing this year, we have a lot of new listeners. So we’re going to pretend like it’s the first time for all of you getting his backstory. But let’s go ahead and hop in to it. Clarence, you are obviously, like we just said, talking to us from Singapore. Is that where you were born and raised?

Clarence:

That’s right. Born local, born and raised in Singapore. Yeah, that’s that’s where I’ve been all my life.

Bradley Sutton:

So something, you know, as I’ve been going to Singapore more and learning about the history is, you know, Singapore is a relatively new country in the world, you know, and it’s not like, oh, you know, we have five generations that all come from Singapore. And so it’s kind of, you know, like Singapore is an English speaking country. But most, you know, most everybody has either was maybe just born their first generation or maybe came from another country. So how it works is most of like maybe your generation or your parents were not born in Singapore, but they came from other countries. And then as I understand it, is it kind of like when you go to when you went to like, you know, primary school, high school, whatever you guys call that, you learn both English and then whatever your native tongue from your parents or explain a little bit how that works. We’re getting a little history in this geography lesson here, too, today.

Clarence:

That is amazing. I think, Bradley, you’re so well-traveled. You even understand the nuances of being a Singaporean. I mean, you’re right. Singapore is a really, really young country. We gained independence from the British in 1965. That’s not long ago, actually. Right. And you’re right. Most of us are from outside of Singapore. That’s where our forefathers come from, mostly in China, India, most of Asia. And yes, when we grew up through our education system, it’s called primary school, secondary school. And then we go to junior colleges or polytechnics. We had to learn a main language, which is English. And there’s something else we call our mother tongue, which is whatever ethnicity your parents come from. For me, I’m Chinese, so I learn Mandarin. So that’s what we grew up with. We are bilingual, basically. Most of us are here.

Bradley Sutton:

That’s awesome. okay                                                                                                                                                    ay, now you mentioned secondary school and then there’s different options for after like university or technical college. Which route did you take? Did you take after a secondary school?

Clarence:

Yeah, I tookay                                                                                                                                                     what most Singaporean dreams to do, which is through the junior college route, then go to our local university. So I graduated from Nanyang Technological Uni, which is NTU for short. 

Bradley Sutton:

What was your major?

Clarence:

I majored in civil engineering. So all the construction sites, the building. Yeah, so that’s that’s my study.

Bradley Sutton:

As you were going through university, was your parents just fully supporting you? Did you have to get like outside jobs to kind of like, you know, pay for your your education or how did that work?

Clarence:

Yeah, interestingly, you asked that in Singapore, education is a big thing over here. The parents are very, very absorbed in their child getting educated. Unfortunately, my family didn’t have that had that privilege because we were growing up, shall I say, not really meeting as mid. We are really struggling from a financial point of view. So I grew up in an area where there was really lack and we didn’t really have the pleasures to try to even even get on to simple things like like getting food here. It can be also tough for us when I was growing up. Right. So I had to from a very early age, get another job just to support some of a supplemental income. But I think my dad was really kind. He said, please focus on your education. I think that’s that’s a very key thing that he wants me to do. And I think I also tried to. Yeah, he tookay                                                                                                                                                     on more jobs just so that I can focus on education, which I am very, very thankful and blessed for.

Bradley Sutton:

Yeah. And then upon graduating, did you did you enter that field? Right away to start making your own.

Clarence:

Yeah. So after graduating, I think that was like in twenty or twenty fifteen. That’s when I entered full time job. I landed this. I realized the job basically. My dad was so proud of me. I work for the government and I serve as an engineer to create infrastructure projects for the government. So I was in charge of a certain like in Singapore. We call this the MRT, the mass rapid transport system. It’s all the underground networks of trains. So I was in charge of one of the project there. And yeah, that bring me a lot of fulfillment and pride. And of course, my my family and my dad is so happy that I was in that job. Yeah. So I did that for five years. And lo and behold, right. Amazon FBA came.

Bradley Sutton:

And that’s so how did that come out? Like, why were you lookay                                                                                                                                                    ing for something else? I mean, like I forgot what word you guys just said, but it doesn’t that mean, hey, you found your job for life and everything. And it was your family’s dream. And you were able to graduate and get your dream job. And it’s for the government. What made you lookay                                                                                                                                                     for something else?

Clarence:

Yeah, that’s exactly the the oxymoronic thing here, which is I’m on the like on the track of success, according to the Singaporean dream. Right. Like you found a great job. Why do you want to ruin it, risk it all and start a business that is so uncertain and things like that? And I think today I can only say that deep down, I had this desire to try and say that there must be more to life than just a normal night to fight. Right. And if to even think like that is a luxury, actually, because, I mean, everything was set up to take that leap of faith was, should I say, really, it’s really a pure gamble, if you ask me.

Clarence:

And I mean, I 100% believe in God. And I believe that was my calling. And that really, really pushed me into the area of entrepreneurship. So five years in after the after joining that stable job. Yeah, I begin to have a lot of thoughts about my future and how I want to plan it to be. And I think entrepreneurship was the way for me.

Bradley Sutton:

Did you talk about this with your family or kind of keep it to yourself because you were afraid you’re going to let them down, you know, or how did that go?

Clarence:

No, I remember when I was about to tender my resignation, I had this I had dinner with my dad and I just told him, right, give me two years to make this work. If this doesn’t work, it’s all you know, it doesn’t work. And I failed. It’s okay                                                                                                                                                    ay. Let me go back to my job. Right. There’s nothing. I’m still young. I can I can figure things out. All right. So he gave me the green light. And that was the moment I know, okay                                                                                                                                                    ay, I got to make this work, man. If this doesn’t work, I’m back to the normal life. You know, let’s let’s forget about all the other all the other stuff. Yeah.

Bradley Sutton:

Now, what what made you decide or what made you decide to to quit right away? You know, like what some people do, you know, I don’t think there’s a right way or a wrong way, but there are some people who are, man, you know what? I’ve got a pretty steady job. I know I don’t like it, but it’s it’s kind of, you know, secure. So let me just do something on the side or as a side hustle before I go all in just to make sure I’m a little bit stable. But what made you what was your thought process as far as you know what? I’m going all in on this.

Clarence:

Yeah, my thought process is, of course, I’m not going to go all in yet because, you know, you have to be paid. Right. So when I started, this is a side hustle. Like you said, many people do have a side hustle apart from the full time job. What set that apart was for me, I had a goal in mind. I want this side hustle to grow and at least overtake my day jobs income. So I want to do that for at least six months. Then I will consider pulling the trigger. okay                                                                                                                                                    ay, this makes sense. I’m going to go now and go in on this opportunity. Yeah. So that’s what happened for me.

Bradley Sutton:

What was your first product that you ever launched? 

Clarence:

The very, very classic moon lamp. That was my first product that actually helped me to learn a lot about Amazon FBA.

Bradley Sutton:

What year are we talking about? Was this like 2020, 2021? What are we talking about?

Clarence:

Early 2020. Yeah.

Bradley Sutton:

So kind of like during COVID already. Yeah. Almost.

Clarence:

During COVID, everything works right.

Bradley Sutton:

Yeah. And so what was it a successful launch then?

Clarence:

Yeah, it was considered a successful launch. It’s just not sustainable because we have patent issues and a lot of yeah, Amazon and other things always try to slap us down. So, yes, not the best, but we did launch a lot. I did launch multiple products after that as well to help me to get to that level of the six months income. Yeah. Yeah.

Bradley Sutton:

And what was your first successful product? Was it the was it a pan that that you’ve always shown?

Clarence:

Yeah, that was that was actually literally the very, very first one that made the breakthrough. And to date, we are still selling it. Unfortunately, it’s just we just recently ran out of stock. So the main is it I’m sure you can see it. But we do have a variation launch. And this was this is one of them. Yeah. The Tamagotchi pen with the lead version. So, yeah, this was this was launched due to market study. And we realized, okay, people do want to lead as well. So other than lead, how much more can we add value? And we just threw in all the stuff.

Bradley Sutton:

What was your best like profit margin that you that you had? Obviously, I’m sure it goes up and down, especially with changing tariffs and fees and things like that. But but what was your what was your best profit percentage?

Clarence:

60 percent.

Bradley Sutton:

60 percent. Oh, my goodness.

Clarence:

Yes.

Bradley Sutton:

Yes. Really cool. And is it six figures per year product? 

Clarence:

Yes, it is. Six figures a year for this. Just just a simple product like that.

Bradley Sutton:

How do you find this opportunity? You know, like, you know, it’s not like, oh, I was doing moon lamps and now let me do this other kind of lamp. I mean, obviously, this is a complete pivot here.

So so how did you land on this opportunity?

Clarence:

Yeah. So so really back then, right, I literally had no concepts of branding and whatnot. I just want to sell products that make money. I think that was the thought process behind how we found the pen in the first place. In fact, in the FBA Bros program, we teach four methods to find products. And I use literally one of them, which is the shopping method. So shopping method is really means you go out to the malls in Singapore. We have plenty of malls. That’s all we can do here. So I go out, to okay a walk and somehow I landed in this specialty Japanese shop and all they sell is Japanese kitchen items. Right. And hey, it’s an interesting place. I went there, took                                                                                                                                                      out my phone, took photo of every single hour in the shop, went back home, took out the photo again, listed down Excel sheet. And with the help of Helium 10, do the research to validate every single product in that images. And the pen that you stood out to pass our criteria for product research. And as you see, the rest is history.

Bradley Sutton:

What’s some of that criteria? I know that that’s changed over the years. And I think you were saying earlier, you’ve been using AI to help you. But but the general concept, I imagine, has has stayed kind of the same. So like what what means opportunity and what’s red flags, which means, nope, I don’t want to do this.

Clarence:

Yeah. Great question. We do have if I break it down fully, we do have 23 different data points that we look at to pass a product. Right. And, you know, I’m an engineer background. Right. And I’m very analytical from from training. So my training in civil engineering actually do bring over to Amazon FBA and it comes through meticulous data mining to really pass products. So one of the critical ones is I always want to reverse engineer how my competitors are doing in terms of keyword ranking. I mean, today with AI and everything, people are debating if even search terms and keywords are important. But I think on Amazon, that is still the primary way to buy a product. I mean, with data. Right. I believe you did a series on that as well, that you show that customers are still searching keywords.

Bradley Sutton:

That’s one of my pet peeves, as as you’ve seen. It’s like it’s like I have never honestly seen gaslighting at this level that you see, like on LinkedIn and every like if you were just to believe what you see on LinkedIn or what people say is like you would think that American people who use Amazon never search with the search bar anymore because all they use is. But like that is I mean, the data shows that is not, you know, correct. But but yeah, so and that’s why I say like maybe it’s changed a little bit, but not too much. And so what are some of the top of those 20, I think, 23, you said 23 different criteria?

Clarence:

Yes. So keyword ranking of our top 10 competitors. That’s something very important. If you want to launch a new product in Amazon, you’ve got to know that you’ve got to win them in keyword ranking. Are they easy to overrank or outrank? Right. So when I launch…

Bradley Sutton:

What makes something easy or not?

Clarence:

Yeah. So we had this criteria where we look at their current ranking for all the keywords. Cerebro helps with that amazingly. We can map that on the top 10 competitors, find common keywords that this market is being ranked for. So, for example, the egg pan, probably Japanese egg pan, tamagoyaki pan. So these keywords are high keywords that you are supposed to contest for if you’re to launch in that market anyway. So I’m going to find out if I can even rank on page one for a Japanese egg pan, tamagoyaki pan, etc. And to do that, I must make sure that my competitors, they basically suck at keyword ranking. They do not know Amazon PPC. They do not know how to optimize their listing. And when we found certain markets like the egg pan, we realized that some competitors don’t even do PPC and they’re still selling in the top five or six in the position. And they’re doing…

Bradley Sutton:

Oh, so you run Cerebro and then you see it says like zero sponsored keywords or something like that. So then you know that they’re not doing… Ah..                                                                                                                                           

Clarence:

So if they’re in the top five in revenue and they’re doing $20,000 a month and they’re not running PPC, hey, that’s a smoking gun. That is a good product to launch for Amazon.

Bradley Sutton:

Some people say it’s so different now. Sure, that worked 2020, 2021, you could sell anything you wanted because of COVID. But is this kind of criteria still today, 2026, still valid? Or what has and what has not changed as far as your criteria for you to launch new products or your community?

Clarence:

Excellent. In fact, I think today it is easier to launch.

Bradley Sutton:

Wow.

Clarence:

I’m going to explain that why. Right. I mean, to answer your very first question is as long as people are searching for products on Amazon with a search bar, this works. Because you still got to rely on ranking, the search engine optimizations part of things do have to happen, right? Why I say it’s easier? Because we have been seeing data to support that the number of new sellers coming on the platform on Amazon is getting lower and lower by the month.  While the demand is rising, people are buying more and more on Amazon. You get more search volume, you get more search terms appearing on Amazon, while the number of sellers are shrinking. So this is where I call the golden opportunity for sellers or especially new sellers to come in. Ignore the other things, right? Like what you hear about FBA is still a great business. You just got to go deep into the keywords from a data point of view and enter a niche product like the Japanese egg pan. But of course, please do not compete with me.

Bradley Sutton:

Yes, I like it. Okay, all right. Let’s talk about how AI helps this process. You know, because none of us, you know, while we might make fun of what people talk about saying that, oh, AI has taken over the buyer game, which is not necessarily true. I think that AI definitely is very useful from the brand or seller point of view that helps. Not necessarily you do something completely new that you’ve never done before, but it really streamlines a lot of processes. So for your Amazon businesses, how have you used AI? Whether it’s in product research, whether it’s keyword research, whether it’s, you know, operational things, what are your top things you’re using AI for?

Clarence:

Yeah, I’m very excited about this because with AI, it’s supposed to help your business. I always believe AI is meant to multiply you, right? What used to take maybe for you, if I’m going to research one product in the past without AI, it probably take me one or two hours to validate one product. Imagine I go through like hundreds of products just to find that one product, right? It’s going to take hundreds of hours just to do product research. With AI, I can streamline that down from two hours to less than five minutes to validate one product, to go through all the 23 different criterias that we have. And just because of that, we are able to get to our product a lot faster, validate it in bulk. And now there is this, even the opportunity to use agents, AI agents to do the research for you. So all you got to do is just, you know, log into your system, find out exactly what your AI agents have done for the week, review the products manually still to validate the products and then find out winning product. So you don’t even have to be doing the product research anymore, actually. Your AI agents can do the research for you and you just need to put in your verification in class and check the work.

Bradley Sutton:

Is it Claude that you’re using or which kind of, how are you programming these agents?

Clarence:

Yeah, Claude is great for this. So we use Claude Code really heavily in terms of creating all these automated processes out. So yeah, so that’s something that I’m really excited about for the product research side of things.

Bradley Sutton:

Let me ask you, you know, like I just teased to you the other day that, hey, Helium 10 is going to have MCP for our data. You know, you’re obviously using Helium 10. Um, let’s just say, you know, Cerebro, Blackbox, all the tools you’ve been using in Helium 10 are going to be available in MCP. I mean, you’re just now thinking of this. I’m not sure how fast you can think, but what would be your like best use cases for your workflows of how something would be different? Maybe something you were doing manually in Helium 10 before, or maybe just programming the agent or how would MCP change your workflow?

Clarence:

Wow, that’s definitely a game changer because I think Helium 10 still has the most comprehensive data on the market. Nothing comes close, right? I’ve checked myself, this is all sponsored by the way. Right, so in terms of data comprehensiveness and the breadth of marketplaces availability, MCP giving us access to that data right from Helium 10 server is a goldmine. With data, AI can do a lot of things. So product research will revolutionize it. Like a very, very simple idea, like what items to bundle with your product. MCP server can connect to black box product targeting and you can find all the different frequently buy together items that is ranked on the ASIN. You can have this AI to study that list and recommend a top five items to bundle that is very high impact, low cost, and will move the needle for your business. Just a simple idea like that automated is gonna be very powerful.

Bradley Sutton:

Nice, nice. For any of your brands that you, whether we’re talking the egg brand or any of your other brands, are you exclusively 100% selling on Amazon USA? Or have you started selling on other Amazon marketplaces or any other non-Amazon marketplaces like Shopify or TikTokay                                                                                                                                                     shop or something like that?

Clarence:

Yeah, interesting. Now, actually with AI, the opportunity to expand outside Amazon is even greater. And I think TikTok is a goldmine. You know what? I know something that I’ve seen recently. It’s not what I’ve done, but that’s what I’ve seen another seller did and I’m just mind blown that he’s doing that. So the gist of it is he’s not just selling on Amazon, but he’s also getting TikTok shop and even diverting TikTok traffic to his Amazon store. And the way he did it is he had this whole elaborate dashboard that’s created with Claude code and he has AI agents creating social media content at mass. So I’m talking about like 400 videos a day. That’s created just for his brand. And he just need one guy to verify manually whether if the video is a possible standard to post on TikTok, right? So he has like, I think a few TikTok accounts as well. So all he did is every single day, he carpet bomb TikTok with his product and the video sometimes go viral. Sometimes it doesn’t. It doesn’t matter. It’s all created by AI and it helped his Amazon store grow. And yeah, and he’s selling in one of the most crowded spaces on Amazon. Traditionally, with just purely PPC keyword advertising, you’re going to lose a lot of money for many years just to get ranking. But because he managed to crack the TikTok                                                                                                                                                     algorithm to bring traffic over to Amazon, he beat a lot of his old time competitors on Amazon’s ranking just by doing this method. And only with AI, you can get that scale to the masses very quickly. Yeah, so I’m very excited for this.

Bradley Sutton:

Without even having to rely too much on affiliates because he’s making his own videos. So he doesn’t even have to give himself, he doesn’t have to give somebody else, you know, permission.

Clarence:

So he’s paying like 20 cents, 40 cents per video, every 30 seconds video. And he has 400 videos a day being posted on TikTok across different accounts. I mean, you can imagine the reach that he can get you compared to paying PPC $1 for that one click, right? And it’s so expensive. So one video sometimes can go 10,000 views. Some videos, most of the videos maybe reach 200 views. But that’s okay for him, right? 20 cents for 200 views, it’s still worth it. Yeah, so that’s something that I’m going to implement as well. And I’m going to steal that video.

Bradley Sutton:

I like it, I like it. What are some other ways? Let’s go back to Helium 10 a little bit. You’ve talked about using Blackbox for product research, using Blackbox to get bundling ideas, using Cerebro to get keywords. What other tools in Helium 10 can you not live without?

Clarence:

Cerebro. Hands down. Hands down Cerebro. If Cerebro is the only tool that we are still staying on subscription for, I will still pay for the subscription, right? Because I think in terms of the keyword usefulness, I think crux of our research process really boils down to the use of Cerebro in terms of reverse keyword async to find competitors that are weak in ranking. Without that keyword data, I wouldn’t dare to launch another product on Amazon. So, yeah.

Bradley Sutton:

Is it mainly on the product research side or then are you also using that to get the keywords to build the listing? And if so, I know it’s hard to estimate, how much money would you have missed out on if you didn’t have it? Because is it necessary to use Cerebro to make a listing? No, it doesn’t take a rocket scientist or a civil engineer to know that, hey, Japanese egg pan probably is a keyword. So just by yourself, you would have come up with maybe half the, I don’t know, whatever, half or most of the main keywords. But if you could estimate, because I know when I run Cerebro, I’m like, oh my God, I never would have thought that people use this keyword to search for this product. I would never would have put that. I always do stuff. So if you had to put a number on it, like percentage wise or revenue wise of all the revenue you’ve had, how much revenue came from you putting keywords in your listing that you only would have found with Cerebro?

Clarence:

Man, our launch process relies so much on the keyword that Cerebro spits out. Like you mentioned, right? Yes, we can probably guess a handful of keywords for a product like the egg pan, but I wouldn’t have imagined that there are thousands of keywords that people search to buy an egg pan, a Japanese egg pan in particular, right? One of them is like a Korean square pan, like, huh, it doesn’t even make sense, but people are searching Korean square pan to buy Japanese egg pan, right? Because I mean, maybe there’s no similar products like that. So Cerebro digs up all these goldmine keywords that works surprisingly, that it’s not very obvious for us. And one of our launch process is so important that we hammer all that thousand keywords at launch day one, because we already found out what are the keywords that are bringing sales to our competitors. So if we can target the same keywords at launch, we are at a massive advantage compared to another seller who’s just doing PPC, maybe auto campaigns, right? To find for keywords. So they’re going to waste a few days to do research on the keywords while I’m already getting sales from proven keywords. That makes the whole difference. So I can’t give you a specific revenue number, but I do say that, yeah, it’s crucial to have that data.

Bradley Sutton:

For this pan overall, how much gross revenue you think you’ve done lifetime?

Clarence:

Man, wow. We started this in like 2022, four years. I think we do hit at least a mil and above in lifetime sales.

Bradley Sutton:

I mean, so a million, you know, hold on, let me calculate that out here. So one million, what’s the regular price for the pan?

Clarence:

The retail price? The other one is $30, three zero.

Bradley Sutton:

So that’s like 30,000 of these pans, maybe, you know, give or take a few thousand you’ve sold. Do you and your partner ever just sit and think like, there are 30,000 households in America who are eating breakfast because of this pan that we made? Do you ever just stop and just like think about that as a brand owner?

Clarence:

Yeah, it’s crazy. Like the scale that Amazon gives your product to reach consumers in the overseas market, especially when I was living in Singapore, right, it’s crazy. Yeah, it still blows our mind. We didn’t like set up on day one to I want to sell a pan, right? I’m going to go Amazon and sell the best pan on Amazon, right? Yeah, that’s not our goal. Our goal is basically data back research and the researchers greenlit this product and we launch it and it works. At the end of the day, a dollar made from an egg pan is the same dollar made from another product. Anyway, I want to make it as easy as possible.

Bradley Sutton:

Yeah, I think the ultimate is going to be, I mean, I know you don’t come here to America that often. You know, I saw you here last year when you came out to help us with the scale stories. But if you start coming out to America and instead of staying in hotels, you stay in Airbnb, I think the most amazing thing is one day you’re going to stay in an Airbnb and you’re going to go to the kitchen and open their cabinet and there is your product. That’s like to me, like the ultimate cool thing when you start a brand is just like see it out in the wild or see somebody you know has it and they didn’t even know it was your product.

Clarence:

Yeah, definitely. I think brand building is the next step for us to really get there. And like we mentioned, selling on Amazon does reach to a certain scale, but to reach to that nationwide appeal, you do need to have a solid brand.

Bradley Sutton:

Let’s talk about that a little bit because it’s not a matter, you know, like you couldn’t have just, oh, I see these, you know, back in 2022 or whenever you started, I see these Japanese egg pans. Let me just find some random Alibaba supplier and just, you know, put my own label, FN SKU from Amazon on it. And boom, for four or five years, I’m going to be successful selling tens of thousands of units. What did you do, if anything, to like differentiate your product itself or your, you know, photography or branding and things like that? What made you so successful?

Clarence:

You have to understand your customers. Yeah, because from our product research training, we always look at our competitors. But this was something that I also begin to explore more recently, which is, hey, maybe we shouldn’t start with our competitors in the first place. We should start with our customers as in delivering things that exactly what they want. Yeah, so you create a product that they are looking for, but it’s not existing. Market flavors also change. Customers’ behavior will change over time. Like the egg pan, the customer behavior actually do change. Like we are seeing, like in the past, like 90% of the customers are buying the normal pan. But over time, we start seeing the demand for a normal pan with the lid coming in, right? Just a simple lid to cover the pan. So we just start seeing that, hey, customers are just shifting their buying behavior towards the lid version. So what we had to do is just we had to also create the lid version to satisfy that customer demand. So we had to also look at the customers and serve them the best that we know how. And I think that’s how you deserve to maintain that top ranks on Amazon as well.

Bradley Sutton:

Now, you made the statement, hey, I actually think it’s even easier now to sell products. Now, obviously, somebody might say, hey, well, what do you know that this egg pan was five, four years ago. But for any other product launches you’ve done or people in your community, you don’t have to say what the product is if you don’t want to. But can you give just at least an experience of somebody, either yourselves or somebody you know that maybe has launched a product in the last year or six months and had success and just talk a little bit about the characteristics of it and how their process and what the results were?

Clarence:

Yeah, 100%. And I’m confident in saying that Amazon is easier today. And I don’t say it without evidence. I have data. I can’t bring in proof. I have receipts.

Bradley Sutton:

Receipts, I like it. 

Clarence:

We do have our own other brands as well. Just this year, we have launched two more products and about to launch about eight more for the rest of 2026. Our own community, we have people constantly launching products as well. We literally had, last month, one of the guys launched a product in the home and kitchen niche right on day number five. He got the number one sales velocity in that market. Wow. And that is the power of a data-backed product research because you enter into markets that you know you can win. And I’m not talking about maybe 10 units a day. He’s doing 50 units a day for that market in day five of launch. And that’s very powerful. A good testament because he hasn’t had reviews yet, but he looked at data and he solved the market needs by differentiating. And that’s why he deserved the 50 units a day at day five. I’m very proud of him. So we have this team repeating for not just students launching in the home and kitchen, but we have even students launched in the UK market as his first product. And we also see the same results. Like in as little as one week, he’s getting the top three in sales velocity for that market. You’re comparing with competitors with hundreds and even thousands of reviews. And suddenly there’s this new guy that pops up and he’s winning every single one of them. Yeah. So I think we are very, very proud of all the achievements that the community have shown. And I mean, I also back it up with our own launches as well, right? When we launch, we also will target the top five in as little as weeks.

Bradley Sutton:

What is his and your launch strategy? Like generically, is it 100% PPC? Are you sending outside traffic? You know, like how do you choose the main the main keywords? And how do you I mean, because obviously you don’t just launch a product and then magically you start selling 50 units a day. There’s got to be some kind of effort there. So what is that?

Clarence:

Yeah, it’s a it’s a launch SOP that we follow. Like we briefly discussed this about the cerebral keywords, right? When we found cerebral, let’s for example, the egg pan, there are thousands of keywords that can appear. So we would choose maybe the top 50% of the keyword list and we just put it as exact match on day one. And that will start bringing some actually high hitting sales already just from day one. The other strategy that we use for launch PPC and this is purely PPC only. This dog auto campaigns basically is you’re creating many, many auto campaigns in all the different matches, the close match, loose match, compliment substitute.

Bradley Sutton:

So instead of having all of those matches in one campaign, you’re actually isolating the close match for one campaign, the loose match for another auto campaign. Ah, I’ve never heard of that. Yeah, that’s right. Interesting.

Clarence:

So we launched with that four separate category of auto campaigns and we leave it running for maybe one or two days just to see the flavor of the data. Whichever campaign gives us sales, especially in the first week of launch, right? We duplicate that campaign 50 times in different varying times.

Bradley Sutton:

Wait, hold on, hold on. Are you saying 50 auto campaigns or 50?

Clarence:

Five zero, five zero auto campaigns. 

Bradley Sutton:

How in the world did you discover this strategy? Like, you know, I accidentally, you know, like, you know, divided this. okay, I can understand doing it. How in the world did you, this is a real engineer’s thought process. How in the world did you discover this strategy of 50 same kind of auto campaigns?

Clarence:

It’s a very interesting strategy because I don’t like to work so hard. I don’t want to find keywords that gives me sales continuously week after week. So tiring to mine that data. So why not let Amazon do it? But hey, Amazon has auto campaign and their algorithms improving so quickly every single day. In fact, when we did this launch of auto campaigns, like bulk auto campaign launches, let’s say we have 50 auto campaigns for close match and then we vary the bids, right? Let’s say our original bid was $0.75. We started as that. So we have 50 campaigns. We just shift the bid down to $0.01 for every single campaign. So the other campaign will have like $0.74 bidding, then $0.73, all the way down to like $0.20. So we are literally carpet bombing all the pages and impressions on the product pages and keywords, whatever variation there is for that product for a certain niche and certain bid level to the point that, hey, you actually do get a lot of results from that. And it’s so low hanging fruit, yet high impact item that I think every Amazon seller should start doing.

Bradley Sutton:

What’s your daily budget on these 50 campaigns or on the initial four campaigns?

Clarence:

Yeah, $5 a day budget and let it run.

Bradley Sutton:

And what is your, I mean, obviously, this could get out of hand really quick. You know, sometimes Amazon, I’m sure in some of your campaigns is just terrible, you know, because Amazon’s not giving you good keywords. What kind of criteria are you using before you just pause the whole campaign if it’s really bad? Or where your negative match criteria, like how many clicks with no sales?

Clarence:

Yeah, because I don’t do negative match for this kind of bulk auto campaign. It’s just too tedious, right?

Bradley Sutton:

So what I do is when I see- So it’s not so tedious.

Clarence:

You could just like set a rule there. Yeah, maybe, maybe. We close the campaign where of course the ACoS is high. You know, it doesn’t matter to me because I can always create another 50 more campaigns to test again. Yeah, so when, let’s say out of the 50 campaigns, 10 of them is high ACoS, 40 of them is good ACoS. And usually you will probably see something like this according to your conversion rate. You close at 10, let the 40 run for maybe one or two weeks. If they do well again, you duplicate that campaign in the same bid again, five times more. So let’s say 56 bids, 56 cents bid is doing well. You’re giving you 10% ACoS. Hey, Amazon is telling you it works. Why don’t you duplicate more? What works? So you multiply it five times again. So you have five times auto campaign of 56 cents bid working for you well. And theoretically, it should give you low ACoS as well because it’s been proven before. And you keep repeating this again and again.

Bradley Sutton:

And then are you harvesting these keywords? Like let’s say a few of the auto campaigns, they all find the same keyword where you’re getting conversions at decent ACoS. Are you then putting that keyword like in a manual campaign?

Clarence:

Yes. So now that’s where AI will come in because you have so much data, right? You do mine and all these things. So AI can identify the top 10 products for you to launch in exact match, phrase match, and even broad match.

Bradley Sutton:

My next launch, let’s get together and let’s do a case study on this. I have never ever, I love doing this, but honestly, a lot of times, a lot of the things I hear is similar or the same as what other people say, which is fine. Obviously, there’s good strategies, but this is probably the, in many episodes, this is the most shocked I’ve ever been listening to a strategy of something so different. So let’s try it together for one of my next Project X or something launches. How’s that sound?

Clarence:

Yeah. I love this. It’s such a low hanging item that it’s so easy to implement and yet gives you such a great reward. So yeah, go out with it.

Bradley Sutton:

And I’m going to show you how I can automate it with Helium 10 ads where I can set those criteria where you’re not going to… We also even have something now we just launched it where you mentioned, hey, I find the top keywords from Cerebro. So from day one, I’m trying to advertise for my manual campaigns. Well, I’m sure you’re probably using like Helium 10 keyword tracker or something like that to even see, to make sure the bid that you chose is getting you to the top of search. Well, now we have something where you set the rule and say, if after like four hours, it keeps being like position five and below, hey, increase the bid 15 cents and check it for five more hours. And so like we have even automations like that where you don’t have to do it manually. It’s awesome. I’ll show you how to do it. Cool. All right. What’s the future hold for the FBA bros? And like you just said, you’re launching new products. Are you thinking of expanding to Europe or are you going to try and exit any of these brands? What’s the next few years hold? I know you just got recently married. So are you going to, you know, take it easy a little bit now? What’s going on?

Clarence:

Oh, no way, man. Yeah, so I think it’s the playbook is the same. Keep launching products. Keep getting the market with your products. Serve your customers the best that you can and keep growing and keep scaling. I think that’s the, that’s the general path of success for Amazon FBA, right? It’s the boring old repeating of the same steps again and again at scale. And now with AI, you can do it better. I’m very excited for the future. We’re going to grow our brands. And yeah, I think one of our brands was literally on the way to hit our target of about $10 million in revenue in one year. And this is a revenue brand, right? And I think it’s highly, highly possible in terms of our launch plans and the products that we have in line. Very excited to see how that comes. And yeah, I’m really excited for the future.

Bradley Sutton:

I love it. I love it. All right. Well, I hope to see you soon. We’ve hung out in California. We’ve hung out in Singapore. We’ve hung out in Vietnam. Where else in the world are we going to go out? Maybe you got to come with me on one of my Maldives episodes. Yeah, I’ll give you a belated honeymoon, a second honeymoon in Maldives with your wife there. And we can record the Maldives episode together. I love it. I love it. All right. Thank you so much, Clarence. And look forward to seeing you soon.

Clarence:

Thanks, buddy.

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