#522 – The Best Amazon and Walmart Seller Strategies Of The Year

Video of the episode at the bottom

Join us for a packed episode where we share the Serious Sellers Podcast’s cream of the crop e-commerce strategies this 2023, specifically curated for Amazon and Walmart sellers aiming to amp up their selling game. We kick things off by covering a slew of actionable tips, from the critical role of eye-catching main images to PPC campaign finesse and leveraging meta descriptions for Google indexing. Each insight is distilled to empower you, the serious seller, with tactics you can apply right away for real impact. 

This episode doesn’t stop there; we continue with the inside scoop on Walmart’s Review Accelerator program and how it can significantly lift your Gross Merchandise Value by infusing your product listings with valuable customer feedback. We listen to the secret sauce behind crafting Amazon product titles that resonate with mobile users and discuss the art of bundling, showing you how to identify complementary items that could delight your customers and potentially lead to glowing reviews. The conversation shifts to strategic PPC advertising, underscoring the advantage of long-tail keywords to improve organic rankings without breaking the bank. It’s a treasure trove of tips that will sharpen your competitive edge on platforms like Amazon.

As we wrap up, we reflect on the top strategies shared and their potential to redefine your Amazon business in 2024. Your feedback is crucial; we urge you to select and implement your top three tactics and join the conversation by sharing your favorites in the comments. The excitement is palpable as we look forward to featuring some of you in future episodes to celebrate the strides made in your Amazon and Walmart selling journey. Here’s to taking the wins from 2023 and charging towards an even more prosperous year ahead!

In episode 522 of the Serious Sellers Podcast, Bradley talks about:

  • 01:44 – Top Strategies for Amazon, Walmart, and E-Commerce This Year
  • 05:53 – Find Trending Products on Alibaba/Amazon
  • 12:00 – Strategies for Obtaining Product Reviews 
  • 13:10 – Walmart Review Program and Bundling Tips
  • 16:32 – Surprise in Customer Reviews
  • 21:54 – Increase Amazon Productivity and Selling Strategies
  • 25:32 – Maximizing Product Visibility and Differentiation

Transcript

Bradley Sutton:

Today is our yearly episode where we give you my handpicked top 20 Amazon, Walmart and e-commerce strategies of the entire year. How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Series Sellers podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show. That’s a completely BS free, unscripted, and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we’ve come up at the end of this year and, as we do the last four years now we do a kind of recap episode where I handpicked some of the strategies. There’s a bunch of people on my team, you know, from Mhel, Nikko, John, Ralph, Bill, Maia, Klaudine. They all worked like going through all the transcripts and like gave me what they thought were some of the top strategies and then, from those like I don’t know, like 90 different ones that they submitted, I like whittled it down to like 20 that would fit into this episode. So we’re going to give you some stuff that you might not have heard, you know, if you weren’t listening to every single episode or you might have forgotten about good reminders. We got some actionable stuff that have to do with, you know, Shopify and keyword research, product launch, just a whole bunch of different subjects, most of these like 60 seconds to just two minutes long, and so I hope you guys take advantage of this. 

Bradley Sutton:

A lot of it was really great when it aired and they’re just just right now also as much, if not even more, applicable. So again, whenever we do these strategy episodes, I implore everybody, don’t just, you know, listen to these and think, oh, this is so great. Isn’t this amazing how smart these people are? No, I want you guys to actually pick two or three of these and put it in practice, and then let me know what you do afterwards. I’m wearing my Dodgers jersey today because, you know, just like we had a great year of strategies. Dodgers had an incredible year at the end of this year, hiring some of my favorite, or getting some of my favorite baseball players in. Shohio, tani and Yamamoto. But anyway, we’re not here to talk baseball. I could have a whole episode just about that. We’re here to get into the top 20 strategies, so here you go. 

Dr. Travis Zigler

Best thing you can do, I’m trying, I was going the brand route, but I’m gonna try to keep it on Amazon route. Main images are key. Your main image has to be different. Go look up silicone coaster on Amazon, just go do that right now and tell me which one’s your brand because every single one looks the same. So it doesn’t matter, like for all those plastic widgets from China, everything looks the same, but what can you do to differentiate it? And the unfortunate thing is if you sell something that everybody else sells with no differentiation, then you can make a change to your photos, that works, then everybody else will repeat it. And so what can you do to make your product better and differentiated? And then how can you show that on the main image? And if you can show that on the main image that’s gonna lead to a higher click-through rate, what can you do with your branding and your copywriting to make it a little different to make it stand out a little bit more?

Aaron Biner

And another tip is your meta description of your brand store. Like, actually it’s super powerful, but there’s still so many sellers are this opportunity, if you’re gonna, like every page of your brand store has this meta description that is indexable by Google. So it doesn’t have any impact on Amazon, but it has really huge impact how your brand store will show up in the search result with sample who will type your brand name. So just, it’s only 160 characters. Do not keyword stuff make it readable and sometimes it’ll, like your brand store will show up like in top one in a Google search result. So it really works and it also helps you not only for your brand, for your brand name, but also for keywords that you can include in this section. So it’s really powerful. Well,

Bradley Sutton:

Where do you edit your meta description for your

Yana Tatochko:

You just have to kind of every it’s you have this meta description for every single page. So if you have five pages, you can fill in five pages of meta description. Okay. You just have to go to the settings of your store and when you will kind of click on the page, like you will see this meta description.

Bradley Sutton:

So why this is important is sometimes we might get into the rut of like, oh, I can only use like Helium 10 Black Box, or I can only search for product opportunity actually on Amazon. But a lot of times you can find some unique things that are trending on other websites. Like here is one of my strategies, like let’s say I just happened to be searching for a batch shelf and I find it on alibaba.com. What I like to do, if I find a factory guys that has a lot of reviews, I’ll actually click on their factory link in their Alibaba page. And then what I want to do is I just wanna search through some of their other products and see is there anything interesting that maybe I could just do some quick research into maybe something that’s trending in China that’s not here in the States yet.

Bradley Sutton:

So if I’m looking on this, this particular one who, this guy was selling batch shelves, but I clicked on his other products and I see he’s got something wood wine rack. So if I click into there, I see a whole bunch of interesting products that I didn’t even know existed. And then I see these a few of them here that are pretty interesting. This looks like a wall mounted wine bottle rack. I see a few of these here. Wall mounted wine rack. So what I can do is I can just, on this page, I can actually click the Chrome extension and I’m gonna hit this tool called Analyze Product Demand on Amazon. And then I would type right there, wall mounted wine rack, I haven’t left alibaba.com. And then I hit see analysis.

Bradley Sutton:

And what shows up is it’s going to show me if that exact keyword has search volume on Amazon and some related keywords to it and some data on it. Now, this right here, as you guys can see, those of you watching this on YouTube, there’s nothing much here. Like this keyword that I entered only has 633 search volume. But take a look at the variations down below of what it says, wine rack wall mounted. So just sh shifting the keywords around that has 9,000 search volume on Amazon. Here’s something that five minutes ago I didn’t even know existed, or at least this exact keyword I didn’t know was a thing, and now I realize it is something that has almost 10,000 searches a month. So guys, this, this is a great technique to use when you’re just like, ah, you just can’t seem to find new product opportunity to expand your brand, especially if you’re on your own suppliers website probably a lot of the products, like if you’re making coffin shelves or a back shelf at a, at a factory there, other wooden products probably could potentially go in line with some of your existing brands.

Destaney Wishon:

Yeah, so one of the first things I’ve been doing when I’ve been auditing brands is relying on the targeting tab. So if you go into advertising console in the top left-hand corner, you’re gonna see targeting under your campaign manager, something around those and the targeting tab actually allows you to add a column for conversion rate. So if you have been in advertising console for a while, you know we’ve never been given access to conversion rate on the keyword level, well within the targeting tab we now have that. So that’s been super, super helpful for any brand owner. Even if you don’t manage ppc, even if you outsource it, go into add console, open up your targeting tab, filter top down by spend and look at where your spend is going. Your highest spending targets should be your highest converting targets and the most aligned keywords for your products. That is like the number one quickest way to audit your brand performance. If you see that the top of your targeting tab has auto campaigns category targeting or product targeting, you’re probably not optimizing your PPC the best way possible because it’s not actually gonna improve your organic rank that much.

Ryan King:

So there’s that way of identifying competitors to match against. AB test, what I’ll say here is, is someone might be thinking do, are you switching it like every four or five days? You’re probably not switching that often. This is probably like you’re testing it two or three product types max cuz there’s not that many out there, right? And again, another caveat would be you’re not looking at, okay, I’m in herbal supplements and my product type is an herbal supplement. Am I gonna do well in protein shakes as a product type? Right? And we just one that’s just gonna be manipulation. It’s not, it’s not serving the end shopper. But also you’re not for that purpose. You’re not gonna index for any of the keywords you really want. The example I’ve given before is using herbal supplements was we had a product that was in herbal supplements as a product type and they were in an herbal supplement.

Ryan King:

But we were banging our heads up against a wall because we were not indexing for what we thought were no-brainer search terms for that product. And the algorithm just wasn’t letting us index for those. So what we simply did is in growth opportunities, I know you’ve shown this before as well. You go into growth opportunities on Seller Center, you go to those details next year, your listing clicks on one of your listings, and there’s a widget right in the middle there. Walmart makes it really easy. There’s a widget in the middle, it says product type. You look at that and you can say report issues. I think it’s a reported issue or something like that right below it. It’ll give you a dropdown of a few suggested product types there. And the herbal supplements case, what we saw was, although herbal supplements seemed to be an exact match, the end result wasn’t what we thought was gonna provide the shoppers with the best experience.

Ryan King:

And so what we saw was if we went one level up vitamins and supplements, there’s, so it’s, it’s, it makes sense in that vertical broader, and we found that instantly. We were almost instantly within a few hours we were indexing for the keywords we needed. So that’s, that’s what I mean. So you’re probably gonna be able to figure out product type pretty easily of what general ones make sense right now. That’s the best solution I know of. So I think it’s one of those, it’s just a helpful point of data as long as it’s available. And so hopefully that’s a help to you. Hopefully, that answers the question.

Lyann Nguyen:

First, we talked about keeping track of your three scores. Get cr experian.com or Identity iq. And if you have zero money and you’re broke as no joke, go to Credit Karma, get that account, put it on your phone, monitor that and find out what needs to be done. Number two, fix all your personal information, your name, your address, your employment, your phone number. Clean it up till you have one of each. Don’t have a whole bunch of stuff that would actually help clear a lot of bad data.

Bradley Sutton:

Wait. Hold on. Yeah, on on number two. Where do I go to do that again? I know you mentioned it earlier, but I forgot to write it down myself.

Lyann Nguyen:

No problem. You can go to experian.com or Identity IQ and the part where it says personal information, you can dispute a lot of that stuff. Or on Credit Karma, you’ll see all that information and then you’ll see like their name, address. The report doesn’t look right, you can contact the bureaus. You can just Google phone number.

Bradley Sutton:

So directly from like these experian.com and these.

Lyann Nguyen:

So you call them and then they’re gonna say, can you can you send me a get, make sure you get your utility bill because or your bank statement that has your name and your address, you would have to send that to them and a driver license to make sure that that’s your one address. You are not living in 10 different places. That’s gonna actually bump your score anywhere from 20 points to 50 points. Just that one move because it’s data.

David Milstein:

Reviews is a huge strategy. You definitely, it’s gonna help you with your conversion rate. I just do wanna point out, unlike Amazon where sales volume is the number one driver of ranking on Walmart, it’s the conversion rate and there’s two conversion rates that reflects, it’s the impression to click and to click the sale. And aside from price and basic content, the best way to get that conversion is through reviews. Now, how do you get reviews on your product? I’m going to suggest two strategies. You have reviews syndication, which is a free program from Walmart that I don’t know why people are not as into finding it. Maybe they should probably run a promo, Hey, sign up for reviews, indication, maybe send emails. If you have reviews on your website, Walmart allows you to bring them to the program. Two platform for free. This is a free program.

David Milstein:

Now you have to make sure that it’s legit and you’re not bringing in only some of your five star reviews. You have to bring in all your reviews to the program. Additionally, you cannot have your Amazon reviews on Walmart illegal. Amazon is against terms of service. They technically own their reviews. Technically you shouldn’t even have them on your website in the first place, but that’s none of my business. But Walmart is not gonna let you take those reviews to Walmart. You could try and they’re gonna say, Hey, those are Amazon reviews, you can’t use those. But it’s a great way if you have reviews on your website, sign up for reviews syndication hopefully you’ll get accepted as long as you answer the case correctly. Don’t, don’t try a lie and try to cheat the system. They’re just gonna shut you down and potentially suspend your as a seller.

David Milstein:

No one wants that. And go ahead and bring in your reviews. Legitimately A second program, I would su strongly recommend, this is a new launch from Walmart, which is the review accelerator program. It allows, it’s similar to I guess the Amazon Vine, but I think it’s actually cheaper. It’s where you enroll certain listings. There is a bit of a restriction on what is allowed and there’s up to, you’re allowed to get up to five reviews per product and it doesn’t recommend, it’s not necessarily gonna get you a five star review. This is important to note, it’s just gonna get you a review. Walmart does claim that five reviews on a product increases the GMV by 75%, which I think is that’s pretty crazy. So there’s just two restrictions. You have to have a sale in the past x amount of time, I think potentially 30 days.

David Milstein:

And you have to have under five reviews and therefore that will make your item eligible for the program. And it costs you $10 per view that you get regardless of the rating. And the incentive to the seller, or to the customer rather the shopper is that they will get $3 credit towards their next purchase. So Walmart sends out an email to them, Hey ’em, hey some li review and you got $3 credit and you will get up to five reviews per product. It’s a great way, the only thing is it’s kind of a bit of a cash 22 cause you’re like, I need to get sales in order to get into the program, but I can’t get sales cause they don’t have reviews. Advertising is key folks. With advertising you’re guaranteed to get at least one sale as long as you’re not extremely priced. That’s as simple as it is.

Jana Krekic:

It’s basically bilingual show, so I support that. But when it comes to translations, but we know this is basically maximizing on the keywords in the first 60 characters of your title. A lot of people forget about the mobile version of the website on Amazon which only shows first 60 characters. And a lot of people go crazy and wild with the keywords, like at the end of the title, just don’t put enough of the most important ones in the first part of the title. And I say like, you should definitely do that, if not because of like the mobile version. Cause a lot of people also will purchase products on their phones and people forget about it. They tend to forget a lot. Especially if you have like a really, really long brand name, then you couldn’t really wanna think about if you’re gonna like play with it or not.

Jana Krekic:

There was the one brand that we did, it was eye patches and then it had like the wordplay eye, like your eyeball, like Eye love it cause it’s an eye patch. And that literally took the whole first 60 characters of their title. And in the mobile version, it didn’t show any of the keywords. So that had to be completely redundant. We completely dropped the, I love it because also like in German and for Germans, it did not sit well, like too much English never work, works amazingly well for the German audience. So that is my tip when it comes to the title. And just like the mobile versions for Amazon. Cause brands really do not think about it a lot.

Bradley Sutton:

Another thing I wanna talk about is explore bundling options, not just as something to add to your listing or to your product. I mean that, yes, that’s definitely something that you can do. You know, maybe you see that people are buying a coffin shelf and a skull together, right? So maybe you’ll be the first one to have a coffin shelf with skull together. Of course, that’s an option, right? But take it a step even easier. Use Black Box product targeting. Enter in your competitor’s ASINs and then filter for frequently bought together.

Bradley Sutton:

This is gonna show you what has been frequently bought together over the past, like 30 days or more that Helium 10 has detected. And sometimes you might find a product that’s like seven or $8 or even $6. And basically what this means is this, this could potentially be a product that you could source for like 30, 40 cents. Like one of the ones that was showing up here is, is spooky stickers. You know probably you could source some spooky stickers for like, what, you know, 25 cents or something like that. But if you have a history that your competitors are selling their product, and then the buyer at the same time is buying spooky stickers on their own, because you can see it in frequently bought together. Now what you should do if it’s really cheap, just go ahead and buy that product, maybe even in a smaller quantity if it’s a little bit more expensive, and then stick it into your product costing you 25 cents each.

Bradley Sutton:

If it’s really small, like stickers. And don’t advertise it. Don’t even advertise in the listing, right? I mean, you could advertise in your listing, but I prefer that for like, you know, more impressive bundling opportunities. But here’s what happens if you don’t advertise, and this is a strategy that, you know, Toma Rabinovich has, has been teaching for, for a while now. It’s part of his like six star method, and I’ve seen this myself out, out in the wild. But what happens is now your customer gets the product, they open it up expecting whatever they bought, say it’s a coffin shelf, but then all of a sudden they have these spooky stickers that customers like them, like, now what does that mean? That means it’s like a pleasant surprise, and it gives, it makes them like double 2x, 3x, maybe even 4x more likely to leave a positive review than if they were just happy with the product by itself.

Jocelyn Jeffries:

But if you want, if you’re in the natural toothpaste space, you need to be competing on those terms. You know you know, Toms of Maine, 12 pack natural toothpaste, blah, blah, blah, blah, is only gonna get you so far. That’s not really gonna improve your rank. You’re probably already solid there, but if you’re looking to improve your overall rank for a product, you need to be going after the keywords that are gonna keyword lead to that improvement. So it’s very much about understanding where you need to be spending and what terms you need to be spending and what’s actually gonna lead toward you know, improvement and rank. I think that’s the, the first step, and then it’s going and executing on that. So PPC is really the tool that you can use to influence specific pieces of search terms and customer behavior and whatnot. So that’s really how you start going after improving your organic rank. 

Jocelyn Jeffries:

Yeah, so there’s a couple approaches you can take. I think the long tail keyword is a good way to look at it. You know, if you’re spending money on again, natural toothpaste that’s gonna be probably a waste of money to be honest with you. It’s gonna be so expensive for you to even try and compete in that, that it’s gonna be a waste of dollars. So starting to look at what are some of the longer tail keywords that I can win, you know, if it’s, you know, the most br you know, specific keyword ever, but if it applies to your product, going after that and starting to just chip away at some of that organic rank is gonna be a good way to start. And then, you know, if you have a similar product within your brand or you have competitors, you can start targeting their product detail pages.

Jocelyn Jeffries:

So if someone’s not specifically searching for you, but they see you on you know, another product detail page, that’s a good way to kind of start again, chipping your way in and kind of moving from the outside in to the, the kind of larger volume because again, it’s gonna be a waste of money if you’re trying to go after those high volumes and you don’t have the foundation of strong rank. So starting to chip away I think is the best method and mantra of having it, and this goes to new products as well of if you’re starting from zero, it’s gonna take some time. So long tail and product detail pages is what I would recommend.

Lailama Hasan:

Yeah. So a lot of sellers can get nervous about like, main image strategies, and we give a bunch of those strategies out right at the end. You wanna increase, increase your click through rates. So one way, one hack that I have for testing that out if you’re nervous about it, is upload the strategy that, you know, your agency or whoever’s come up with versus like a fully compliant image. And you know, what you wanna do is upload it on, manage your experiments, and if it gets through the Amazon bots, then you’re good to go and you can upload that image, actually, it will verify it for you, so it’ll automatically upload it for you. Because one thing I wanted to point out is a lot of people will be like, oh, this is not compliant, but you theoretically, 80 to 90% of the main images on Amazon are non-compliant with including props, you know, let’s say a fruit and fruit bowls or including a model in there, or, you know, adding an extra sticker onto your label. All of these are non-compliant. So this is just a hack that I have if you’re worried about it, and plus you get extra insights on which version works better.

Vincenzo Toscano:

Yeah, so when I, when it comes to strategy something that we’ve seen a a lot, I know maybe you have heard this tip before, but it’s focused on the second language of the country you’re selling on. So, for example something we having a lot of success lately with our US brands is using Spanish cures in Canada, we’re using French related cures. For example, in Germany there’s a big population of, of Turkish people Polish and all of that. So there’s a huge potential of using second secondary languages on all these markets. And on top of that, what I would advise as well as an extra plus tip on, on top of this tip in the US for example, you can request your translation to be updated the Spanish one because some of the translation that have been done if the listen is old is it was done with the old translation engine that Amazon had, the backend. So you can actually request Amazon to redo your translation. And this sometimes can help you a lot to reindex for some Spanish queue that you’re not indexing the first time and actually be more relevant for Spanish related keywords. So that would be my tip. Yeah. Cool.

Crystal Ren:

So one tip I learned to increase your productivity by the way is to color different activities you do. So put everything together on your calendar. Like, if you go take a shower, you put it on your calendar. If you go to do some paperwork, you go put it on your calendar, but you want to categorize them differently. So, for example, I categorize them based on, you know, deep work, shallow work. So deep work could be something like a drafting agreement, right? With a supplier. And that would probably take like two to three hours of uninterrupted time. And shallow work would be something like I don’t know, like you know, putting together expense report, you know, so that’s some kind of administrative work that you need to do. And you know, there’s other things, for example, like personal time you know, a shower.

Crystal Ren:

So you mark them differently to make sure that you have enough of deep work time a week so that you know how much, how many hours you spend on deep work, how many hours do you spend on shallow work, which is something that you wanna shrink as much as possible and how, how many hours do you spend on personal time, which maybe perhaps that’s something that you wanna protect right? And you also want to make sure that you have a balanced life so you’re not overworking. So by coloring them into different categories, you can see that visually whether you’re being productive and whether you are having like a balanced week. And that’s what I’ve been doing for now, like six, seven months now.

Bradley Sutton:

Hey, you’re doing great on sales, about to run out of stock. Do you slow sales by raising price and turning off ads and then that hurts your potentially keyword ranks before? Or do you just go hard and heavy, run out of stock and then just get back in and hopefully you still have your keyword ranks when you come back in the stock in a couple of weeks?

Liran Hirschkorn:

I think, from a ranking perspective, it’s better to run out of stock at a better BSR. I think that’s the better way to go. Sometimes you’re going to make a decision that, hey, I just want the profits Right, because that’s what’s more important to me at this point in my business. I’m going to focus more on the profits now, I’m going to reduce, I’m going to raise the price. Or sometimes you may be able to raise the price and there’s so much demand that you’re still driving pretty good sales and you can still raise the price someone and there’s a happy medium. But I would say, from a ranking perspective and coming back in stock at a better rank, it’s better to go out of stock with great sales than to slow down your sales.

Bradley Sutton:

And this is why I said that kind of like off the wall thing earlier where I’m now suggesting that you might want to always do a test listing. Now, all right, I didn’t say that before you know. I said do kind of test listing so you can, so that you can know what kind of exposure you’re going to get on PPC to validate some, some theories you have. When there’s not enough information from existing competitors, you know you might want to make sure that you validate your idea with a test listing. But now, guys, I’m saying, if you’re selling in a newer niche, especially and maybe sometimes, even if you’re an established niche, it might be worth it to spend you know 50 bucks and get another UPC code and just do a fulfill by merchant listing, send a couple of or have a couple of units available and have your listing that you want to go with and then see immediately what does Amazon think that you’re relevant for right. And then if you’re completely fine with this listing and you have the right keywords for Amazon recommended rank from day one, all right, well, you’re good to go. That means go ahead and launch your regular product once you’re ready and you can have that exact listing, knowing that from day one you might have that.

Mina Elias:

So for me, I think what I’ve seen is the sale, the selling points, like the USB, the selling point being visible and you showing that you’re better than everyone else just from the main image. And so when I, when I put a bunch of you know like products next to each other, my competitors versus me, like I know that I’m looking for a product, not a lot of people take advantage of the text on their, on their boxes or on their products. So, for example, let’s say you know you’re selling like flip flops, the cloud flip flops, so you can have the flip flops and, and you know, in an angle whatever. Or you can have the flip flops put on top of a box, a fake box, and on that box, you have two sides where you can write text and it says, like you know, the softest material on the market or whatever a hundred percent recyclable stuff like that, right, because you can have that text on the box that you couldn’t have actually have on your package, and that box probably doesn’t exist. You know you’re probably shipping it in a of the day, they’re going to get your slippers. They’re going to look this, you know they’re going to look like slippers.

Mina Elias:

So for me, my product, my electrolytes if you go look at it on Amazon, it’s like shinier. There’s text on the cap, there’s like some different logos that show that actually don’t exist on the bottle and when they do get the bottle it looks very, very similar. There’s just a few things, and those few things those are the differences that when someone types in a keyword and they’re looking, you know they’re browsing, I catch their eye because I have, like some elements outside of the product that are eye catching and I have some text on the product that, like they’re looking at all like this is an electrolyte powder, so this is an electrolyte powder with no sugar, with no carbs, and it has this and it’s made in America and it’s all of these things on the label and so they’re like they’re convinced to click on me without having to read like title or anything like that.

Ritu Java:

For example, just this morning I was preparing for a new product launch for one of our clients and I’d got all my data from Helium 10. I was at the stage where I have to come up with some keywords for broad match campaigns. I wanted to make sure that all the right keywords are in there, not just the long tail ones with high search volume, but I wanted to make sure that I’m capturing all the seed combinations of important words that make sense. So what I did was I exported the Helium 10 cerebral analysis and I fed it to ChatGPT and asked it to come up with two words and three word combinations of seed keywords that would perfectly describe this product. Now what I’m going to do next with that is basically convert that into broad match modifiers, which basically means you add a plus sign in front of all the seeds and then I’m going to create campaigns with it. So that’s something that I do at every launch. I generally don’t skip that step. It’s an important one for me. So, in addition to all the long tail keywords, I will come up with enough seed words that will run at a slightly lower bid but will be like a discovery campaign for me through the broad match modifier channel. So that’s kind of one thing that I do.

Ritu Java:

Then, like yesterday, I was doing another one for another client, where we have a list of keywords that we discovered from the search query performance report, which is kind of this new, very valuable piece of data that Amazon is giving us these days. So from there I was able to come up with a structure for sponsored brand headline ads and I didn’t have to do the work. I just fed that entire list to ChatGPT and said, hey, organize this into groups of very related words and then give me a headline ad which is less than 50 characters, because that’s the amount Amazon will give us. And then it did that for me. I also gave it one other important instruction, which is to make sure that one of the keywords or a very close variant of that keyword in the group must be included in the title, and that’s basically my way of saying, hey, I want this to be a lower funnel ad, not a generic kind of upper funnel ad, because my sponsored brand ads tend to be more focused on RoAS rather than brand discovery and brand awareness. So those are some of the ways that I’m using it almost on a daily basis. I had switched to ChatGPT plus a long time ago. I’ve been paying for it and it’s totally worth it.

Matt Altman:

Yeah, so the great thing about Product Opportunity Explorer is it really shows you what keywords are driving the sales for those. So more than how many products are there we’re looking at, are there branded terms that are in the Product Opportunity Explorer.  So like an example that we were looking at this past week was for a floor cleaning product and we saw that of the 20 top like 50 keywords, bona was one of the main sales driving keywords. Like, even if there weren’t that many products in that category, we aren’t going to be able to overcome that branded search deficit. So it’s just not something that we would go into Um, but we definitely prefer to go into categories where those sales are spread across more Um. The main reason for that is we really like to do kind of um I would call it kind of like tailgating. We like to kind of stay behind everyone and we’ll pull like 10% of the sales from this person, from this person, and you can kind of pick off keywords from certain top products and they may not notice that you’re coming up and then you can really use that to catapult yourself to the top of the category before the rest of the products in the category realized what’s happening.

Marcus Mokros:

Amazon recently announced that they will look for title images that are not meeting the terms of service and they will use AI to change that. They will download your image, remove everything that doesn’t belong there in their opinion and upload it again, and that is something you don’t want. You don’t want an AI to touch your title image. Yeah, and Michael from AMZ Boost, a product photographer, he told me, just use your picture, space number nine. Nobody looks there. Put a title image there that will meet the terms of service and because what Amazon is doing first, they will scan your product photos and check if there is something that is compliant to the terms of service and they will put it to spot number one as your title image. And if they don’t find something, they will change it in their terms. So that’s an awesome hack.


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Director of Training & Chief Evangelist

Bradley is the Director of Training and Chief Evangelist for Helium 10 as well as the host of the most listened to podcast in the world for Amazon sellers, the Serious Sellers Podcast. He has been involved in e-commerce for over 20 years, and before joining Helium 10, launched over 400 products as a consultant for Amazon Sellers.

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