#767 – Amazon Seller Secrets From China

What strategies are Chinese Amazon sellers using to compete, and what can sellers elsewhere learn from them? Recorded in Shenzhen, China, Bradley Sutton sits down with experienced Amazon seller and new Helium 10 team member Shawn Su to explore the advantages, tactics, and challenges shaping one of the world’s most competitive e-commerce communities.

Shawn shares his journey from two unsuccessful product launches to building two six-figure Amazon brands. He explains how he discovers overlooked opportunities using narrow price filters, minimum search-volume requirements, weak competitor images, and low title density. He also reveals why the ability to test small orders, respond to reviews, modify products, and launch improved versions quickly may be a greater advantage than lower manufacturing costs.

The conversation also examines a controversial tactic involving manufactured keyword demand. Some sellers use external traffic to make previously unknown search terms appear popular before launching new FBA listings. Bradley explains why a sudden search-volume spike does not always represent organic demand—and why sellers should investigate where that traffic is coming from before entering the market.

From reverse-sourcing products through 1688 to accessing real-time information through WeChat seller groups, Shawn provides a rare look inside China’s Amazon ecosystem. But speed and sourcing are not everything. Western sellers can still gain an edge through cultural understanding, memorable storytelling, customer relationships, and long-term brand building.

In episode 767 of the Serious Sellers Podcast, Bradley and Shawn discuss:

• 00:00 – Introduction
• 01:26 – Shawn Su’s Background In China
• 02:29 – Discovering Amazon And E-Commerce
• 03:38 – Two Failed Product Launches
• 06:06 – Finding His First Successful Product
• 08:02 – Shawn’s Product Research Strategy
• 10:06 – Using Title Density To Find Opportunities
• 11:44 – How Sellers Manufacture Keyword Demand
• 15:06 – The Speed Advantage Of Chinese Sellers
• 16:48 – Affordable Product Photography And AI Images
• 19:39 – Reverse-Sourcing Competitors Through 1688
• 20:46 – WeChat Groups And Real-Time Seller Intelligence
• 22:38 – Why Western Sellers Win At Brand Storytelling

Transcript

Bradley Sutton:

What are some of the black hat and white hat unique strategies that Chinese sellers are doing these days? I traveled to the city in the world that has the most Amazon sellers than anywhere else, Shenzhen China, to find out. 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 I am here in Shenzhen China the city with the most Amazon sellers in the world and I’m here in the Helium 10 office here in Shenzhen with our newest employee here at Helium 10 who actually has been selling on Amazon for a while. So today I wanted to get insights into things like you know hacks that the Chinese sellers are using that we need to be careful of and get his own history as well and he’ll actually be starting for those who speak Chinese he’ll be starting soon a Chinese podcast for like the serious sellers podcast. So anyways, Shawn, welcome to the show. How’s it going?

Shawn:

It’s going great. Thank you for having me, Bradley.

Bradley:

All right. So we are here in Shenzhen China. Is this where you were born and raised or where were you born and raised?

Shawn:

Yeah, actually I’m born there is from Heilongjiang province. It’s way up in the northeast of part of China.

Bradley Sutton:

Okay. Well, what is Harbin famous for?

Shawn:

Yeah, the Harbin is famous for barbecue.

Bradley Sutton:

Ooh, I need to go there. All right, I’m say less. I’m going there. Excellent. And until what age did you live there?

Shawn:

I lived there from my boy until 24 years old after I graduate from Harbin Science and Technology University.

Bradley Sutton:

What did you study there?

Shawn:

Oh, my major is automation.

Bradley Sutton:

Automation.

Shawn:

Yeah.

Bradley Sutton:

What’s that mean?

Shawn:

Automation is a basically the study of making a process repeatable. Oh, you can apply on factory.

Bradley Sutton:

Interesting. Okay. Yeah, very very very good major for China and Did you start working in that after you graduated?

Shawn:

After I graduated, I went to Beijing and the working for a bigger factory.

Bradley Sutton:

Okay.

Shawn:

For about over five years.

Bradley Sutton:

And then what year did you discover e-commerce?

Shawn:

It’s about 2016.

Bradley Sutton:

And how did you discover it?

Shawn:

I discovered it from Weibo is like the Chinese Twitter.

Bradley Sutton:

Oh from Twitter like just people talking about how they sell on Amazon or what?

Shawn:

Yes, I saw a person who sell stuff on the internet on in Shenzhen and he make a lot of money so I want to figure out how to.

Bradley Sutton:

So then what did you do? Did you start selling while you were still working in the factory?

Shawn:

Yes, I’m still working in the factory. I need to study the knowledge about Across border e-commerce So after three years, I moved to Shenzhen.

Bradley Sutton:

You started learning about Amazon 2016 living in Beijing and then when did you actually start selling your first product?

Shawn:

It’s nearly 2017.

Bradley Sutton:

17 and you were still in Beijing at that time?

Shawn:

I’m still living in Beijing. Yeah.

Bradley Sutton:

Okay. And what was that first product that you sold?

Shawn:

Yeah, my very first product is a USB silk, eye mask, eye mask.

Bradley Sutton:

Yes. So then this is something like on the airplane you get or-

Shawn:

It’s like when you’re sleeping in your home in your bed and this product this product has heat limit.

Bradley Sutton:

Oh, so so it’s not just a mask. It like actually has like power on it.

Shawn:

It has a battery and has a heating limit.

Bradley Sutton:

Okay. How did that product do for you?

Shawn:

Yeah, it’s a totally basic. It’s a company affair yes, the product is fun, but I just can’t provide because this product can provide a heat to the eyes.

Bradley Sutton:

Yeah.

Shawn:

Amazon one want to make sure the product is safe for their customer.

Bradley Sutton:

So they block it?

Shawn:

No, they need me to provide the certification for this product, but my supply couldn’t.

Bradley Sutton:

Didn’t have it.

Shawn:

Yeah, neither could I so the listing is come down.

Bradley Sutton:

So they did block it.

Shawn:

Yeah. They did block it and I lost all of it yeah.  

Bradley Sutton:

Okay.

Shawn:

Yeah.

Bradley Sutton:

All right and then but you didn’t give up you’re still wanting to sell.

Shawn:

Yeah, yeah.

Bradley Sutton:

So what was your next product then?

Shawn:

My next product is also fair.

Bradley Sutton:

Hey, all right. That’s all right. That’s all right. What was that?

Shawn:

It’s a brush for the bicycle.

Bradley Sutton:

Okay, and the tires or the wheels?

Shawn:

A bike chain. There’s a brush for a bike chain.

Bradley Sutton:

A bike chain. Why do you need to brush a bike chain?

Shawn:

Yeah, that’s why I still need to learn how to do product research.

Bradley Sutton:

Because maybe people did not do that part.

Shawn:

This bicycle but this brush can you know? Have make your back chain more smoothly.

Bradley Sutton:

Ah, okay okay.

Shawn:

Sometimes you should put some oil to the bicycle chain.

Bradley Sutton:

Oh, yeah, because the oil the oil gets in there. Okay. Okay. Now I understand. All right, but that was a failure to. What was your first successful product?

Shawn:

I think my first successful product is a kid’s tent.

Bradley Sutton:

 A kid’s tent. Like for inside the house or outside the house.

Shawn:

It’s a for inside house. It’s about the kid’s head.

Bradley Sutton:

And how many units did you sell like like how many at per day? Were you selling this new product?

Shawn:

The price is nearly $30. Oh I sell maybe about two to a 10 to 20 every day.

Bradley Sutton:

Okay, not bad. Not bad. Now what year did you discover Helium 10?

Shawn:

I discovered Helium 10 very early nearly 2008. Just because-

Bradley Sutton:

2018?

Shawn:

Yeah in 2019. Oh, I can’t remember exactly. Yes.

Bradley Sutton:

Okay. All right, so you’ve been using Helium 10 for a long time now you actually later like started a YouTube channel and what made you do that?

Shawn:

You know because I think the teacher cleans the most so I think I’m neither to I always learn new things from hitting the YouTube channel from you. From Serious Sellers Podcast. So I want to apply these things into my own business. But if I just apply it by myself, I think maybe I kind of applied it exactly I need to teach other people. Okay. Yeah, so then publish and I can the teacher in some us.

Bradley Sutton:

Yeah now fast forward to now, which year is your biggest year of selling for growth sales? Is it before or or this year is going to be the biggest year?

Shawn:

So myself a it’s very stable. Yeah, and for now, I ran two brand. This brand are both falls on  house and kitchen niche. One for home, one for automated. Yes, each brand is a six-figure business. I have to say that.

Bradley Sutton:

Okay, so two six-figure brands on Amazon. Now what would you say is something? You’re uniquely good at like what is your superpower for Amazon?

Shawn:

I think that my superpower is Product research. Yes, I for now, I think if the people if you want to enter the Amazon business you must have a final product very niche. Yes, and every time I select the category and I use a hidden black box. I said price not from $25 to $30. I like the product nearly from $25 to 26 maybe twenty-five point five. Wow.

Bradley Sutton:

It was very narrow.

Shawn:

Yeah, very narrow Yeah, if you set the price very narrow, you can find some product you never expect.

Bradley Sutton:

Interesting and then what other filters, are you using to kind of like make you think there’s opportunity?

Shawn:

The Cerebro the keywords like each time I use a Cerebro I can use a Cerebro to build my listing and I also use a Black Box keyword to stack product. Yeah, and I will set the category about maybe set of the volume sets. So what content maybe.

Bradley Sutton:

What search volume are you are you putting?

Shawn:

Yeah. I Already I will put in at least five thousand in the search value.

Bradley Sutton:

Okay. Yeah. Okay. It’s 5,000 search volume 25 to 26 dollar price. What other filters are you using in Black Box?

Shawn:

And the image maybe the image or will be less if I can find a weak competitor. I will decide there. I will observe their listing. Yes.

Bradley Sutton:

Go me. So like four images three images okay.

Shawn:

And the I think most people will especially for Chinese seller will miss is a title density. Yes, a lot of seller don’t know what I mean.

Bradley Sutton:

Title density.

Shawn:

Yeah, but so they will copy others Sellers Title keyword.

Bradley Sutton:

Yes.

Shawn:

So this is our optimator you especially when you use Cerebro.

Bradley Sutton:

So for those who don’t know title density is a metric that tells you how many listings on page one have the exact search term for that keyword. So if you see a title density of 20, it means 20 for coffin shelf It means 20 listings on page one of coffin shelf have coffin shelf in phrase and so when you see something with a low title density a sometimes signifies that it’s a newer kind of product or that there’s and it’s gonna be easier to get on page one for it as well Okay, so today, you know that that’s one of your strategies. Obviously, that’s that’s that’s a very good strategy for Helium 10 but but a lot of people worry about Chinese sellers always having crazy strategies and so. Today I wanted to ask you what are some of the the the crazy things that people are using here both, you know, green things white hat strategies. I can’t say green hat because in China green hat means something bad. Especially if you’re a boyfriend or a husband. So so so look it up guys. What does green hat mean in Chinese? But let’s just say I’m wearing a brown hat this brown hat means something in Chinese. No, okay So I’m wearing a brown hat. But anyways, we’re gonna talk a little bit about black hat strategies not for us to do it but just so you can be aware of what you’re competing with and maybe some unique white hat strategies white hat means it’s clean, you know kind of like his keyword or his product research strategy So how many can we do at least five today? Okay at least five. All right, so give me one But let’s start with the black hat strategy something really bad that that they’re doing here in China.

Shawn:

Okay yeah, this thing is I heard from my friend. This strategy named the invented keyword play.

Bradley Sutton:

Invented keyword play.

Shawn:

Yes someone you mind the keywords that didn’t exist in April maybe I Just like-

Bradley Sutton:

No search volume.

Shawn:

No search volume. Float away the disposal. I’m brand of FBA me. It had no listing until it had 39,000 thousand value.

Bradley Sutton:

39,000 so it went from zero to thirty nine thousand search one.

Shawn:

Yeah.

Bradley Sutton:

Yeah, what’s the purpose like why?

Shawn:

Because they can’t remember a keyword nobody know.

Bradley Sutton:

Uh-huh.

Shawn:

Yeah, and then once they finish the traffic they handle that is traffic to the branded FBA Listing. Yes. So this the FBA listing will hold nearly 166 Amazon choice terms the keyword is only the site. Every listing is a consumer pass off the policy variation and is already collapsing on product quality the useful takeaway for us is a defensive when it comes a spike out of nowhere, seller may need a way to town Manufacturer demand from real demand before they build a listing around it.

Bradley Sutton:

Alright, so he gave me a list here of what the the aspects of this is and So like for example, there was a a term pure pod produce cleaner it says didn’t exist on Amazon before April and nobody was searching for this but then they made a whole bunch of trademark applications pure prod pure prod pro pure pod cleaner and then flooded the search term with FBM listings everywhere and getting off Amazon traffic. So they’re sending a whole bunch of off Amazon traffic including D to C So that’s what created the Amazon search form is because a lot of people were searching for it because of the ads off. So now it had 40,000 monthly searches and then the FBM listings had bad ratings like 2.9 to 3 stars complaints that the device didn’t clean and then so they then made a new wave of branded FBA listings and It reset the rating and Then it I guess it was better product, you know before so the first one was just to kind of validate the traffic. So what are the policy? Why is this a black hat strategy? It says here the Chinese sellers in the thread flag duplicate ace and abuse to farm the new product window and then a variation family with 11 children merged by color and quantity and then the FBA listing gets down to 3.0 again So it sounds like the FBA listing gets bad, but by then they’ve already made their money and are finished. And so there’s nothing wrong with sending traffic from off Amazon, but they did it knowing that the product wasn’t even that great. But it’s just a kind of cash grab. Okay. So what’s the next one that you have for us? That’s crazy How about something that is unique, but it’s not bad. It’s it’s a white hat white hat strategy

Shawn:

A real advantage of Chinese seller. It’s a Iteration speed then the cost not a cost a lot of foreigner seller will know Chinese seller have a product cost the laundry.

Bradley Sutton:

Yeah. Yes, but you’re saying that is not the main advantage Yes, the main advantage is how fast they can iterate.

Shawn:

Yeah, for example for the ammo as a salary in Shenzhen, maybe you can test the 100 to 3000 units One time they can read a review and adjust the mode American and ship a vision to within six weeks. Yeah, but as a typical US seller, maybe he need order over 1000 unit, yeah and luckily the into one version for a full color.

Bradley Sutton:

Yeah, and then also samples it takes a long time Oh, let me send one sample and send it back and then chip makes him change and then send it back again so that process takes a lot longer. In other words.

Shawn:

Yeah, so The same the same product about is a completely different learning race.

Bradley Sutton:

Yeah. Yeah So then how can a US seller compete is maybe so like me like tonight? I’m going out to dinner with my sourcing agent here in Shenzhen. So it’s like have a sourcing agent who could handle the samples and everything as if I was in China or of course have your own employee in China and then as soon as you start getting bad reviews or you you get some market feedback.

You can change instantly so so that would save a lot of them. Okay, that’s a good good one.

Shawn:

And the second one it’s Design labor the design labor in China is very cheap. Yeah, maybe as now AI It’s very powerful. It’s a very powerful tool it can I did A plus content on your main image, but you still need have a Clear and high quality or white ground product picture. Yeah This about next month I will lunch on your product. So this day I send my product to the photograph to take a certain background by a product image.

Bradley Sutton:

A 3D?

Shawn:

No.

Bradley Sutton:

Just white background?

Shawn:

Just white background but in the different angle because the AI if your source of image is created just by AI.

Bradley Sutton:

So if I if I just take my camera phone and just send one image to AI the output is not gonna be good But if at least your mate your input image is very good quality and different angles Now the AI is going to be able to have better output in other words. Got it.

Shawn:

Well, I got my 30 You made a wet wet ground the picture very hot high-quality. Mm-hmm. You guess the price.

Bradley Sutton:

How much it costs you to do the initial product photo?

Shawn:

Photo, yeah.

Bradley Sutton:

I’m at $300.

Shawn:

No, yeah, it’s just the $20.

Bradley Sutton:

$20.

Shawn:

Yeah. Sorry $40.

Bradley Sutton:

Still that’s crazy. So $40 for really professional image for the main image and then now your AI is much better. So are those kind of companies available for anybody to contract with here? So you just send the product from your factory like one sample to the to the to this photo studio company.

Shawn:

I just send my business partner. Because we know how to prepare the white background product picture. No, you need a different angle. Maybe you need a my hand to hold your product. Maybe you need a big a bag to take your platform your back. Yeah, so you still need a one person to go to a studio to have.

Bradley Sutton:

Okay, so that’s that’s the advantage for the Chinese sellers.

Shawn:

Yes, we can take a lot of my image so we can do a B test. Yeah, we can test our CTR. We can test our CDR. Yes, and there’s a cost is very cheap.

Bradley Sutton:

Okay, I like that. All right another strategy either black or white doesn’t matter.

Shawn:

And 318 Do you know? 1688?

Bradley Sutton:

Yes. Yes.

Shawn:

Okay a lot take your computer’s picture and you can picture or image upload the tool 1688 also, you can often land on the same factory maybe on one right next door. This gives you their unit cost which tell you their margin and how far down they can-
Bradley Sutton:

But what was the price that you see on 1688.com?

Shawn:

Cheaper than Alibaba.

Bradley Sutton:

Cheaper than Alibaba.

Shawn:

Cheaper.

Bradley Sutton:

So so then yeah, so so then it and and then you know, it’s probably cheaper than that so then it helps you see the factory.

Shawn:

If you use the image to rest of the factory, you can find a lot of the same factory by the Alibaba, maybe you just can’t find three to four but when 1688 and you can find a lot.

Bradley Sutton:

Okay so then download the competitor image upload to 1688.com and then that’s the way you can see many factories and also see they’re closer to the real price. Got it.

Shawn:

Almost no US seller does this not because it’s clever It’s just because the platform and the language are both close to Chinese seller.

Bradley Sutton:

Okay. All right Another strategy.

Shawn:

The which had function as a real real-time intelligence network policy changes, you know policy change suspension wheels category category under Enforcement service product wrong. We check seller groups within hours. Sometimes maybe you know ahead of Amazon official announcement. We know that.

Bradley Sutton:

So we in WeChat groups like Amazon seller groups, yeah They know what is happening from Amazon before-

Shawn:

Because a because the WeChat seller group has a lot of seller and yeah, everyone can search can have the way to know the policy change very fast.

Bradley Sutton:

Some sellers maybe are part of a beta program or something like that and then leak it to the group.

Shawn:

Yeah Some some of if they have one part of you show the information and all the other sellers will get a benefit. Yeah.

Bradley Sutton:

How can US sellers find these WeChat groups?

Shawn:

Maybe you can search in Chinese. Search some and be a Chinese seller WeChat group. Okay name.

Bradley Sutton:

Yeah, you guys if you don’t have WeChat you should have WeChat first of all to communicate with your suppliers and things like that. But now here’s another benefit of WeChat. All right, so We’ve been talking about the different advantages Chinese sellers have we don’t want to just scare people, but let’s do the opposite side. What are Chinese sellers bad at or what are like Western sellers better at?

Shawn:

Yes, as a Chinese seller. We are we are fast either iteration and but we are big at the brand. Most of the Chinese seller openings for the next 19 days. Not but the US seller may be open for the next five years. So we are great at version 2, but we are bad at the storytelling.

Bradley Sutton:

Yeah, storytelling yeah.

Shawn:

This is exactly where US sellers still win this game. Yeah. Yes, so honestly, it’s a thing I’m Personally working on.

Yeah.

Bradley Sutton:

Yeah, so so guys it’s not just oh we need to stop selling if we’re in Europe or or US because Chinese sellers have all the advantages. No, you Western sellers have the advantage of a culture, you know the branding and things like that and I mean you guys have seen the Chinese brand names It’s sometimes it’s just a bunch of letters put together. It has no meaning, you know and so obviously they don’t have brand, you know image and so You know, that’s the kind of things that you guys need to double down on then to combat some of some of these All right. So, you know what is coming now for Helium 10 in in China? You’re gonna make your own podcast What are the for those who speak Chinese out there? What how can people find the Helium 10 Communities like where do we have communities for Chinese speakers? And where is your new podcast going to be or what channels etc.

Shawn:

In China, we may how we have a bitty bitty channel and we also have a podcast like show you Joe and we also have a short form content upload to Xiaohongshu Douyin and shipping ha and we also have our official WeChat account and if you have WeChat account, you can follow us on WeChat. Each each week we will post some article maybe at least one shot from content.

Bradley Sutton:

Okay. All right. So if you’re a Chinese speaker, make sure to find us on those platforms and He’ll be posting more tips and tricks and we’ll have him back here to maybe get five more kind of unique strategies that’s happening from from here in In in China, so yeah, Shawn is a newest member of our team here and he’s still gonna be selling on Amazon We have a lot of Amazon sellers who work here at Helium 10 That’s that’s how we’re able to be able to you know, innovate and do new things here at Helium 10 so it’s great to welcome him to the team and again guys the purpose of this episode wasn’t to scare you too much, but it’s important to know What are the sellers in different regions China or elsewhere? What are they doing that? The stuff that you could maybe do because they’re okay strategies or the stuff that you can’t do. But at least you know what to look out for like now you guys know maybe hey Maybe you need to be looking at Helium 10 and you see some search volume that starts going crazy that doesn’t mean that it’s deaf necessarily Amazing opportunity. It could be a fake manufactured search volume product. So that’s something that you should be careful of and as you learn today now you can like You need to check those search volume to see if it’s coming from off Amazon Like a big Google campaign or Facebook campaign and that’ll help you before you go jumping in saying wow look at this keyword that had no search volume and now 30,000. I need to start selling it It might be a fake one. So so that’s why you know, you shouldn’t do that strategy but now you know what to Look out for and that’s always important when you’re selling on Amazon is it’s not just about learning what are the strategies you should be doing? But what are the strategies that you shouldn’t be doing but other people are so that you can be aware of it and be ready for it when it comes. So Shawn thank you very much for joining us. Yeah, we wish you the best of success in your own Amazon.

Shawn:

Thank you.

Bradley Sutton:

And also here in your new position in Helium 10.

Shawn:

Thank you so much Bradley. Thank you.

Bradley Sutton:

We’ll see you guys in the next episode.

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