#244: Private Label Advice

Episode: 244

Title: Norman Farrar Introduces Kevin King – Amazon expert

Subtitle: “Kevin King Private Label Advice For 2022”

Final Show Link: https://www.youtube.com/watch?v=WExfckn05y4

Back on Lunch with Norm…On today’s show we will be talking about what’s new in the Amazon World. Hear about Kevin’s plan of action for Chinese New Year, and how should sellers prepare. Kevin King is a seasoned veteran in eCommerce with 30 years of experience, featured many times in TV shows, Newspapers, and Magazines.

If you are a new listener to Lunch With Norm… we would love to hear from you. Please visit our Facebook Page and join in on episode discussion or simply let us know what you think of the episode!

In this episode, we discuss:

• 0:00 Intro/Housekeeping
• 4:24 Welcome Kevin King
• 7:19 What to Look Forward on Amazon in 2022?
• 9:31 What Consumers Look for in Packaging?
• 11:05 Amazon App for Profitability
• 13:48 Save Money on your Amazon FBA Shipments (Container)
• 20:51 What to Look Forward for Chinese New Year 2022?
• 23:56 Strategies for Amazon FBA Shipping Cost
• 30:02 Tips to Take Advantage to Maximize Your Amazon Listing
• 34:10 Building Customer List Through Amazon Post
• 39:09 Customers Using Amazon Search Find Buy or Rebates Campaign

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Norman Farrar  0:01  

Hey everybody is Norman Farrar aka the beard guy here and welcome to another lunch with Norm the Amazon FBA and Ecommerce podcast.

Norman Farrar 0:20  

Okay, I can’t get started to get this episode going. Today we’re going to be talking about news updates, and anything related to Amazon. My guest is a monthly repeat. He mentors sellers collectively doing over get this a half billion dollars US a year on amazon.com. Through his freedom Ticket program and helium 10 elite masterminds. He also organizes one of the best events that are out there. I think it’s the top event of the year. I told you last year about 1000 times, but that’s BTSs. And there’s a virtual Summit coming up in February. We’re going to be touching on that a little bit today as well. You already know who it is. It’s Kevin King. So we’ll get to Kevin in a second. But before we do, we’re just gonna have a quick word from our sponsor. Thank you solarize for sponsoring this episode of lunch with Norm solarize is your comprehensive solution for your everyday business needs. Everything you need to grow and scale your Amazon business is just one click away. For more information. Contact Dimon in his team over at solarize.com and remember solarize is with one R. Alright. Where the boy wonders the squire the man the legend. 

Kelsey

Here How are you? 

Kelsey  1:47  

Happy Friday.

Norman Farrar  1:48  

Happy Friday. My sound tiles are falling around me. Well, do you have a job to do when you come home?

Kelsey  1:58  

I’ll get right on. Okay, so yeah, be looking perfect. Alright, perfect.

Norman Farrar  2:04  

Great only quality in this podcast booth.

Kelsey 2:08  

We’re high quality podcasts. High Value. All right. So welcome, Manny. We’ve got lots of people joining us. That’s fantastic. Simon Darwin. DK Kim, Jeff. already thrown in a hashtag real Kelsey. Which by the way, we have an awesome prize guys. You’re gonna love this. Stick around to find out more about this. Or you can start throwing the wheel of calcium just risk it. But it is a fantastic prize. So highly, highly recommends.

Norman Farrar  2:39  

Okay, let’s give it a it’s one of Kelsey locks of hair.

Kelsey  2:44  

Yeah, so I want to see big numbers come in for this. We’ll have Kelsey. Anyways, and I welcome rod. It’s great to see everyone. Hello. Sorry if I pronounced your name wrong. Sue. Sue Shah. We’ve got a great episode today. There’s so much going on. Also, seller mania, you’re going to be hosting or you’re going to be part of that. That’s happening on Monday. Right norm? That’s correct. All right. So I’m going to throw the link in for that. Also, we have a brand new blog outs. It’s about Helium 10 versus Jungle Scout, check it out. And yeah, we can just jump into it. And this is we do a q&a kind of session casual, relaxed episode. So if you have any questions, get them over into the comment sections. due to just the amount of questions that we get in we can’t guarantee that we have everyone. Everything answered, but we’re going to do our best if you miss out, just go over to our Facebook group. That’s lunch with Norm Amazon FBA and E commerce collective and you can ask your question there and someone from our community will will help you out. And that’s it.

Norman Farrar  3:54  

All right, Anna. I love Calgary I just noticed and is from Calgary. And we know Tony, Tony, if you win again, we’d know I don’t know if we can even allow Tony to enter but he’s been winning too many prizes lately. Okay, so if you do have questions like Kelsey said, throw them over into the comments section. Usually when Kevin comes on we get a ton of questions so please make sure you get them in. So sit back relax, grab a cup of coffee and enjoy the show what I knew you sold calendars but I did not know you sold our calendar.

Unknown Speaker  4:36  

Yeah, gangbusters man this calendar $50,000 worth of December on this calendar

Norman Farrar 4:43  

just on that calendar. Oh,

Kevin King  4:45  

whoa. Very good. And it’s so small and light you know Yep. But you know, the problem is these these little these little metal clips get get caught in the bag and customers are complaining left and right because I’m coming up open damaged. I’m like, so I’ve had to replace like 1000 of them so

Norman Farrar  5:05  

some customers are idiots. Yeah.

Kevin King  5:09  

And then the refund that week they the return rate is like, like 26% return rate. Oh my god, and we’re not even through January yet.

Norman Farrar  5:19  

Thanksgiving go come on it made you laugh a little bit when you got it.

Kevin King  5:26  

Yeah, I’m like looking at here like, Okay, do they actually post these pictures? Or they take them? Because y’all have different angles and stuff? Or Did y’all actually, cuz you’re looking this way so

Norman Farrar  5:36  

yeah. Oh, you have to find them on the Internet somewhere. That’s good. So yeah, Tim and I had a lot of fun doing that, but, and that was just, you know, during one of our staff meetings, oh, we should do a calendar.

Kevin King  5:51  

This is a private label Legion calendar, you see, so if you don’t have yours, how do they get?

Norman Farrar  5:57  

Oh, Kevin. They can go to private label Legion or to lunch with norm or jury League and order one.

Kevin King  6:07  

Nice little calendar. The one thing that that got me though, if you look on the back, I think these are print on demand calendars. Yes. I’m trying to figure out what what the cockroach is on the back. There’s a little cockroach or a little bug or some sort right there. And maybe the grasshopper

Norman Farrar  6:23  

Hey, you know what? That’s that’s a little extra. It’s there. You have to pay for that. That logo. Oh, well. The I don’t know. Where’s it? It’s right there. No, I don’t see.

Kevin King  6:42  

How are you? I’m good. How are you? Man? Happy, happy New Year to

Norman Farrar  6:45  

you. And to you, sir. You’re steaming up my glasses. But you just have that effect on me. Alright, so sir. Oh, do you? Okay, I’m gonna just gonna ask you once. Do you have your Can we do a toast?

Kevin King  7:03  

No, I don’t have it. Oh, nice. I have my my Aggie one. Alright. Yeah. recruiting class ever in the history of college football. So I’m an Aggie. All right.

Norman Farrar  7:16  

Now I’m hurt. Oh, all right. So Amazon, Amazon 2022. What are your thoughts on it right now? Looking forward to it. Is it good? Is it bad? Is it ugly?

Kevin King  7:29  

I think it’s a bit of combination of all that. I don’t know it’s gonna be interesting year. See what happens with the all the the legal stuff, you know, and in Congress and see how that affects stuff. You know, Amazon still growing, I had slowed down a little bit from the 2020. Big Boom, but it’s still growing. You got to the thing that’s got me as renewable fees are more than dough. You know, next week, people realize that I mean, I have, like, right now I have speaking of calendars, you know, one of my businesses calendars, and it’s seasonal. Yeah. So pretty much they’re still selling right now. But starting to taper down. Every day. I’m going down probably 5% 5% 5%. So I’ve got some extra stock sitting there. I think we got about 890 of one of them and 800 Another 820 or something. Another one, and I’m looking at usually used to cost me 35 cents to pull them back. Right What to dispose of them. And now the new fee is gonna be 75 cents. And so I’m like, I gotta Sunday, I guess I’m gonna have to figure out Sunday or Monday, I have to figure out how much am I going to keep there? And how much am I going to pull back? And and then because they’ll make a huge deal can be 1000 $2,000 difference in just fees on what I decided to do. So yeah, that’s a lot of you got pay attention to that. And your disposal and movies are junk quite a bit, especially for some of the heavier items. So that’s, that’s a big one that’s coming up. Next few days for a lot of people.

Norman Farrar  8:58  

Yeah, long term storage fees. Even the sizing sighs

Kevin King 9:05  

Yes. New update on, on on that goes into effect. Yeah, new. So Amazon keeps raising the cost. And you get a couple that with Amazon raising their fees, and all the shipping costs are increased and just in general inflation across the board. It’s gonna be it’s gonna be challenging for some people, you’re gonna have some people that have old stock in there at an old prices and they can sell for less than what you might go sell as a new seller. So it’s gonna be interesting.

Norman Farrar 9:31  

You know, we had a, Tim and I were talking about this and you’re going out and you can go out to a manufacturer and get your package made. And then you could go to a packaging expert to get your package made. And it could be the weight of the package itself. It could be the size of the package itself. Because if you’re let’s say you’re shipping this bottle and it’s in a package, you might be having a lot of space there. that you could reduce, just to get it in there and you could send save a buck or two, just on the package, the size of the package and the quality of the package. So these are things that people have to look at when they’re doing it and your manufacturer is not necessarily the person to go to, to talk to about this.

Kevin King  10:18  

That’s true. When you look at companies like IKEA, you know, there’s a reason IKEA has you put everything together want to say it keeps the cost down, they want to put it together, but also, it’s mostly for shipping reasons. They can they can control consolidate a big drawer or something into a little flat skinny box and get more into a container. And so I think a lot of Amazon sellers are gonna have to start thinking more along those lines, what can you do is sometimes just shaving a quarter inch off a sophomore announced or to offer some can make a huge difference. And I think that you have to start paying a lot more attention to those weights, weights and dents to and seeing if you can’t re engineer your product in some way to to get inside the next especially if you’re just right over that, that threshold, get it down.

Norman Farrar  11:05  

And that’s something Helium 10 has an app called profitability. So when you like when you load if you have Helium 10, I don’t even know if it’s in the paid version. But if you have the helium 10 app, and you go on to your product, oh, this is just a Chrome extension. I think it’s that, yeah, you’ll see on every listing, and you can go in and you can calculate what it’s going to cost and you shave that quarter inch off, you’ll see exactly how much you’ll save, you know, or the weight may be maybe your product, let’s say it’s a wood product, maybe you can get a lighter weight product like aluminum or a resin which could bring down the weight significantly. And you’ll see that you’ll save $1 or two there. I mean, it all these little fees are just saying Amazon doesn’t want to touch your stuff, or if they do they want to make money on you.

Kevin King  12:00  

I mean, Amazon’s doubled their fulfillment capacity in the last two years. I mean, yeah, warehouses they have in their ability to handle this volume is good. So they got to pay for that somehow. And their costs are going up, even though they’ve brought in their whole delivery system. You know, it used to be everything came ups or USPS mail. In some cases, you might get a FedEx I never get I don’t think Amazon even uses FedEx anymore. I don’t ever get anything FedEx from Amazon, unless it’s a FBM or someone doing FBM but now that they have their own delivery system there, they’ve really reduce their costs over what they are paying ups you know, like it my where I live here in my condo, that UPS guy show, I mean Amazon guy shows up with like 80 packages, you know, in a day and just throws them in a little with us lockers that they put them in downstairs. And that saves that paying that guy 15 bucks an hour or whatever to do in 30 minutes he can deliver at packages versus nowadays it’d be paying even heavily discounted rates with UPS or US Mail, maybe paying two or $3 At a minimum per package. Yeah, there’s their cost savings there is huge and they’ve become the biggest I think next the third biggest delivery company and some projecting they’re going to be the biggest delivery company and actually started doing deliveries for for other people where you actually gonna be able to ship using Amazon delivery you know from your own warehouse versus just Amazon doing so it’s they’re trying to drive down the cost everywhere they can but still they’re still raising the fees. Despite all that because like as shareholders please raise a spaceship spaceships to sign up and everything else

Norman Farrar  13:41  

got to happen spaceships what company doesn’t have their own spaceship? Oh, Apple lobby and Chelsea Cohen were on the Cinterion Lee call last night and AF Alavi was was talking about configuring your containers and Chelsea or the boxes. Right? The your packages. And Chelsea was talking about configuring containers. And even taking that into consideration a lot of people don’t realize that when you put on like create a pallet. Well, there’s a lot of ways that you can reconfigure things to make it add in an extra 100 or 1000 units in a container and even the way that the container is structured itself, you can save money doing that and these are things that we a lot of people really never talked about before but this is all about saving money now that container costs are so expensive. Anything that you can do to get an extra 100 into your container will help out your bottom line.

Kevin King  14:46  

Yeah even go with an HQ container sometimes which is they’re slightly taller can sometimes make a huge difference or I often don’t even palletize on my containers I have floor load just to get that extra space to extra to maximize it. They’re, yeah, it might cost you more when you offload it. If you’re, if you do the math, you have to do the math, I guess. But in most cases, for me, it’s better to floor load than is to palletize.

Norman Farrar  15:12  

Oh, yeah. You don’t want to hear what Apalagi says about people like you. He gets a container, and there’s no pallets. He’s not a happy camper.

Kevin King  15:28  

That’s extra wars. And yeah, it is. It depends on what he’s charging me for that. In some cases, it may make sense because I can get a lot more in the container products, you know,

Norman Farrar  15:39  

before we go any further, and this is like you just dropped us on us about a minute before we were going live. Let’s talk about your giveaway today. It’s awesome.

Kevin King  15:52  

Um, yeah, we’re giving away three locks of Chelsea’s hair. So you can take if you want to replicate the Farrar family, you can click that DNA. Yeah, lab and we’ll include a prepaid label. And you could send that in and and get into the mind of the Ferrars

Norman Farrar  16:10  

Oh, my God, it’s it’s about as empty as his bottle.

Kevin King  16:15  

No, what I what I’m happy to do for your audience and norm. And for everybody it’s listening here today is you know, coming up in February, I do the billion dollar seller Summit, or as you referred to, by its initials VDSS. That’s not psdm, that’s BDSM. I do two of the I do two of these a year, it’s a very high level Amazon very action oriented, really not for beginners. Events, I do one in person, they’ve been in Austin, the next one’s in August, here in Austin, then after this year, we’re actually going to start doing it in some other places. But we’ve done on an on an Austin, just because Austin’s a cool place to come and a lot to do here. But also do a virtual one once a year. And last year, it was in March. And this year, it’s in February, it’s February 23, and 24th. So you can do it from anywhere in the world. It’s a ticket for that is $1,497. And they’ll be going on sale soon. The page is not even up yet. Even though it’s about a month away, the page is not even up yet. But it’s about there’s 15 big sponsors on it. And then there’s a 12 to 14 speakers that all accessible, high level stuff not not theory, not it’s not a, you know, here’s here’s how to, you know, some sort of mindset thing, although that kind of stuff is important. It’s like if you do this, you’re going to make this much money. If you do this and your business, this is going to make a difference on your ranking, if you’re gonna do this, it’s gonna save you on the shipping, do this on your PPC, it’s very actionable. And so what I would like to do is for all of you that are here live, and sorry, for those of you that watching this on the replay or on YouTube, or, or one of the other channels later, you miss out that’s, that’s why you need to come on to lunch with Norm live, somebody, here’s gonna get a free ticket to that. So it’s a $1,497 value, I’m going to give away a free ticket to one of you lucky ladies or gentlemen that are that are here live today. And you’re set to do whatever Chelsea, I mean, not Chelsea, Kelsey, whatever you just said Chelsea, and then it goes off. Whatever Kelsey says, the way they enter that and we’ll spin that wheel and one of you is going to get a free ticket to that events February 23 and 24th. It’s it’s live. It’s not like a summit that’s pre recorded, you know, you do some of these summits and it’s pre recorded and interviews. It’s 100% Live, we use a special software tool that has breakout rooms and has, it’s cool. Last year when we did it people really enjoyed enjoyed, it’s all the presentations are live everything. So it’s a $1,497 value, I don’t discount those tickets. So that’s a real hard core value. I never discount any and it sells out the event is limited. So I’m kind of giving up a seat I could sell. So I’m actually taking $1,500 out of my pocket and giving it to somebody here because I could sell that seat. And and you say well, virtual you can have as many people in there as you want. Well, you mean it’s limited. It’s actually limited because I have a contract with helium 10. You know, I do training for helium 10 for the freedom ticket and the helium 10 elites. I’m not part of the empty and I have no ownership in that sometimes people think I was something but I just have a contract with them. But my contract stipulates I can do two events a year but I can only have so many people at each event there’s a max they don’t want me creating some massive you know conference and competing against them. They’re doing their own conference in September and in Las Vegas. At the used to be the hard rock Master I think the virgin or what a casino it used to be the hard rock. I think it’s the Virgin. They have a met there. So yeah, so I’m gonna give away a free ticket to somebody here. So I think Kelsey, just put up the wheel of Kelsey link there. And so yeah,

Norman Farrar  19:50  

yep. So just hashtag we’ll have Kelsey if you’re a first time listener. And if you take two people, you’ll get a second entry. Now I can tell you that Kevin’s virtual as well as his, his live event, I go to them both if I’m speaking, if I’m not speaking, this is one event that I I listened to. And I’ll tune into because you’ve got really great speakers. And like Kevin said, it’s all actionable, I’m not getting paid for this. Kevin doesn’t give me an affiliate fee for any of this. This is just one event that I will promote because of the quality of the people. And if you ever get a chance to go to the live event, I’m telling you, the networking that you get there is incredible. There’s just so many connections that are made, and it’s a lot of fun as well. But anyways, that’s enough promoting. I love the event. If you want to get get in and try for free ticket. It’s hashtag we’ll have Kelsey. Okay, so now let’s talk a little bit about Chinese New Year. What are you doing about it? What do we got to know Kev?

Kevin King  21:00  

Yeah, what from what I was, I was just on a call a couple nights ago on Tuesday nights, with our products launch team over there. And there’s a lot of places that are shutting down early this year. Yeah, us Chinese New Year usually is about a two week, sometimes a three week problem. But there’s a lot of places that are already not taking any new orders at all, or not. And some of them are going to extend for like a month or more this year, and even some factories. One, I was just told, they’re closing all the way till April, then again, we’re just gonna give our people some time off until April. So I think it’s, it’s something that could be for energy reasons. There’s other reasons over in China, it could be labor, it could be, you know, anything, it’s around the Olympics, the Winter Olympics are happening over there. Any factories that are in that area, because there’s gonna be major pollution reductions, you know, every time there’s a big event in China, whether it’s a big global leaders conference or something, anything in that general area, they want the skies to be clear, they don’t want pollution everywhere, so they put on some extra rules. So that’s gonna affect some factories, as well as the Chinese New Year. So if you haven’t gotten anything in yet, you’re probably too late. And you’re probably gonna have some some serious delays, when when you get back once, once everything gets ramped up. So if you should have had orders in back in November, or early December for anything you want to try to get out before Chinese New Year, it’s a little bit late right now. I think it’s gonna, it’s gonna exactly exasperate some of the supply chain issues that are going on with it. You know, and just on that note, you know, I was talking to some of the freight forwarders and awful lobbying, he may have some insight on this too, but the prices, I think I’ve got come down a little bit, but I don’t think we’re ever gonna go back to where they were, where we had 3000 $4,000 containers, I think it’s gonna bottom out at 10 12,000, somewhere in that range. So I think it’s not gonna be this crazy. 20 30,000 Sometimes people are getting quoted. But I think once and I think it’s gonna be another year, two years, before it really kind of levels off. But it’s just gonna be the cost of business. Now, these these companies can get the shipping companies can get the price, you know, this is a good time to be a freight forwarder. You know, if you absolutely you’re gonna cargo or, or fructose or one of those kinds of people. You’re printing money right now for doing the same work, basically. So yeah, the Chinese New Year. You a little bit too late, if you’re going to try to make some adjustments now.

Norman Farrar 23:31  

Yeah, and it’s, it’s, I’ve heard a lot

Kevin King  23:34  

of feedback. Real quick. No one likes people. You know, if you’re sourcing right now, if you’re trying to find new products, and you’re trying to correspond with these factories, it’s gonna affect you there too, on your sourcing and back and forth. And sometimes the the office, people come back before the factory people, but it’s it. A lot of them. They’re just they’re not in the mindset to do a lot of work right now.

Norman Farrar  23:56  

Yeah. And it’s so unpredictable. I’ve heard so many people say, so many different things about the shipping costs, but I can’t see them coming down. Like we were talking a few months ago, and we were saying it’s not going to come down after Chinese New Year, because you’re getting into the busiest part of the year. Why would they bring the freight costs down when you’re getting into June, July and August. So I don’t know when they’ll they will be coming down. But I’m in your camp that I can’t see them coming down to what they were in the past. But one of the things you can do, especially if you’re new and you’re looking or if you’re already selling on Amazon, you might be looking in other areas. You might go over to India or you might go over to different countries. You might be looking right here in the US. These are things that you have to take a look at and there are depending on what types of products you’re looking for. There are fantastic really great companies right here in the US that are starting up manufacturing Believe it or not, or have manufacturing capabilities I go, I look at the beauty side of things, supplements, I wouldn’t touch supplements. But you know if you’re into that, hey, by all means, but the beauty side of things, wood side of things, digital printing all these things, you can make some really good coin on.

Kevin King  25:19  

Yeah, I mean, the the problem, the USU beauty is probably one of the exceptions. But there’s a lot of contract manufacturers here that do that in small runs. But a lot of stuff here, if you want to order a 500 or 1000, people want to return your call, and no, they’re just not set up for that. So that’s part of the problem, you can use a print on demand, or some of the beauty pet Contract Packaging and stuff, we’ll do some smaller runs. But for the vast majority, you know, if you’re doing life jackets or something like that, they’re not gonna customize, they’re not going to talk to you for 500,000 units in most cases. But you can go to South America or places and I know norm, you’ve got a trip that you’re involved in. It’s taking people down to Mexico. Yeah, in April, you and Tim Anna, and Amy Luis and a few other people are going on that to try to open their eyes a little bit to the sourcing and Latin American, we’re doing that in one of my companies right now. We’re actually trying to get out of out of China, and we just, yep, we’re paying the fee. But the price in China is a little bit cheaper per unit. But once you add in the 25% Trump tariff, you added, it takes a couple months, you know, on the shipping delays and the duties and everything to bring it in, we can afford to pay a little bit higher price per unit down in Latin America to have these made and cut down you know, cut our shipping time to seven to 10 days instead of one to two months, you have no 25% Trump tariff, the shipping is less is not going as far. You can even in some cases be trucked and sent out and put on a boat. There’s NAFTA. So the free trade agreement with the US and Mexico so there’s no duties, so it saves us a lot of money. The problem is, is that Mexico and Latin America is not gear. It’s not the machine is not as well, Greece as it is in China. So it’s an there is no Alibaba really, of Latin America. I mean, there’s people that are working on this. But there’s nothing really that like makes it easy. And there’s not 100 Different inspection companies and the system is just not as well oiled. So you got to be a little bit more hands on on it. And you got to do a little bit more digging. But the opportunities are pretty good. But we’re noticing on one of ours is we’re it’s taking us we had a factory that was doing life jackets, life jackets in China. And we, we they they customize the jackets for us, but they won’t turn over the documents to us the the CAD files, you know, the design files. And so we’re having to recreate those right now. So we hired gamba to actually get things done Sorry to interrupt. We hired gamba to come in and recreate that for us and then get the factory up and running, they just told us that it is gonna be about six to eight months before we can actually have the final goods. So there is a big leap time there just to get that ramped back up. So that’s one of the disadvantages. Once you do that, I think you can find some really good cost and time savings. And I think a lot more people need to be looking at that. And I think you know, of Latin America, certain things like textiles, electronics, a really good and Latin America. And but the problem still in Latin America is a lot of the raw materials and the machinery if you’re doing something really custom that still comes out of China, right. So it’s it’s a it’s a catch 22 there, but it’s something that we’re seriously exploring right now. Yeah, actually doing I’m actually doing.

Norman Farrar   28:46  

Yeah, and I think you know, that my family was involved quite heavily in the VA business 10 years ago or so, anyways, EPA was always out of China, all your big manufacturers out of China. So I’m at the PROSPER show last year, and I meet this father and son, who have this huge Evi factory in Colombia. And not only is

Kevin King  29:16  

it Mexico to, yeah, quality,

Norman Farrar  29:19  

like as good or better than Chinese EPA. And now it’s in Colombia, and the prices are very competitive. So anyways, people are seeing this and they’re, they’re seeing the opportunities in South America, or Mexico, and I’m talking about, you know, people within the country, and they’re opening up these factories. So yeah, it’s, it’s kind of like a you’re 100% right, you’re not going to get the same, you know, efficiencies as you have in China. But that’ll come. And I just think there’s a big opportunity there. All right, so let’s switch a little bit over to the Amazon listing side. So are you seeing anything that people should be taking advantage of when they’re putting up a listing right now, or when they get brand registry? Anything that catches your eye?

Kevin King   30:21  

Well, you need a video, or you need a really good video on that doesn’t have to be a professional commercial level, but you need a good quality selling video. If you’re brand registered, but listing wise, still, I think a lot, the most important thing is still that title, the keywords in that title, you know, Bradley at Helium 10 Is not his own Molly’s method, and doing the research to see what are the opportunities that are on keywords that people don’t have those keywords in their title, or there’s less competition, I think it’s still, it’s still the best thing you can do. When you first launch a new product, you have your list of 1520 keywords that you’re targeting someone where maybe 30,000 searches a month, Some 15,000 Some 1000 searches a month, somebody 500 you’re like really like to rank on this 30,001. But in today’s world where search, find buys are kind of you know, some people are still doing them, but you’re not supposed to be doing that anymore. And launching is becoming a little bit more difficult, you need to find that little edge and and what I like to do is take those lists of 20 keywords, throw them through the helium 10x Ray tool, you can use Cerebro or magnet I think it gives you so it’s I think they call it title density now, and you can actually see, you know, if your keyword is a is is a dog leash, and and you can see how many people on page one have the keyword dog leash in their title, you know, it’s usually 5060 results that show up on page one. And if less than six My rule is that less than six of those you know dog leash everybody’s going to have a tie on that’s probably a bad example a dog leash for I should say dog leash for ship zoos, or something. Let’s say that dog leash of Dudley’s for ship zoos, that keyword how many people have that in their title if it’s less than six, and that that keyword has good search volume. And it doesn’t have to be 30,000, it could be 500 or 1000 search volume that’s very niche down search volume. And less than six people have that in their title, that could be a keyword that you actually want to put in your title, and start there to launch your product and started that. And because you can, you’re going to have a be able to get to page one way faster. And yes, you’re not going to be making Gangbuster sales, but you have to remember this is it’s not a race on Amazon, everybody thinks they got to put their product up. And within a week or two, it’s that old mentality of to 2015 2016 is be on page one and you’ll be have a little patience and grow it you know, as long as you’re growing it, you’re gonna be fine, you can, it might take you a couple months or more to get to page one for a lot of keywords you really want but start with those that low lying fruit and build your way up. And if you if it’s a dog leash for ship zoos, and there’s only 500 searches a month for that, you have to remember the conversion rate on that is going to be way higher than just Dalglish which just has the say 30,000. I’m just making these numbers up searches per month, because it’s it’s a much you might have on the word dog leash, you might have a 3% 5% conversion rate overall. But on dog leash for six years, you might have a 40 50% conversion rate. So that means there’s 500 sales, or potentially as many as 500 sales. And you can see some of this and brand analytics and get a rough idea. Maybe as much as 500 sales being made on that if you could be in those top six, you could probably capture 50 or 100 of those sales, if not more, depending on your listing. So start there. But the beauty is, every time someone makes a buy on dog leash for shitzu, you’re also getting a little bit of credit for the word dog leash. So if you can find those really good nested or they call them roots, keywords, some people call them root keywords and build your title very carefully. And that’s recent spend a lot of time you can rise up within a couple of months to be making a lot of really good keywords without as much effort. And that’s something I think a lot of people are really just haven’t gotten their head around. yet. They’re still going after the big keywords and the big stuff and trying to rank for things that it’s going to be very, very difficult to do.

Norman Farrar  34:09  

Right? What what are you doing? Community wise? Are you building up the the live in the posts? Or is that something you’re kind of staying away from?

Kevin King   34:19  

We’ve experimented with doing lives but it’s hard to track Amazon’s I’m giving you the problem with it with Amazon live, I’m sorry, Amazon post is that it’s hit or miss you never know. You’re gonna have one post that gets 100 Reach and next post gets 10,000 rates you just don’t know. And Amazon’s not really telling you. There’s no conversion data. So you really don’t know. I think if you know if it’s rehashing some existing content, it doesn’t take your VA or person one couple minutes to do it every day or to set it up once a week and scheduled out. There’s no harm minutes. I wouldn’t put a lot of extra huge effort. It’s because we don’t know what it’s really doing, you can guess well, yeah, I start doing post and my sales went up. But is it because of the posters? We don’t know. So as far as lines, I haven’t done any Amazon lines, I know some people that are doing well on that. I think tick tock, as far as it’s one of the best opportunities, if you can hook up with one of these influencers, that has an audience of on tick tock, and it’s not it. There’s people that do Amazon unboxings, or Amazon products on tick tock, and I know a girl, she’s got one point, she’s gonna probably be speaking at a billion dollar seller Summit. And she’s got 1.3 million followers on Tiktok. And all she does is promote Amazon products in the sales boom, whenever she does, very picky on what she takes. But whenever she does it, she’s got a really good way of presenting it’s really fun and engaging. And the sales go up. I think that’s a major opportunity right now for a lot of people, more so than Instagram or Facebook, I would be focusing on tick tock, if you’re doing outside influencer stuff. And then, yeah, the PPC, you know, the standard PPC, and if you have a list, using that list, that can be huge. But most people are starting don’t have a customer list. So you got to build that, you know, and But that takes time and just suddenly have a Facebook page, and getting two or 300 followers, that’s those are not necessarily buyers, that’s an audience that may go take something for free if you’re giving it away for free. But if you need a list of buyers that are interested shown buyer intent on your product, they bought somebody else’s that similar to yours, or they bought your product in the past. Because a list of 1000 people that are in your if you started a Facebook group for dog lovers, having 1000 people on your Facebook page for dog lovers is nice. But that’s not 1000 buyers of your product. If those were 1000, people who had bought your product in the past or bought a similar product, and they bought from your competition, or they bought from one of these dog catalogs, so they bought from chewy.com or something like that, that’s a much better list. And so I think a lot of people get lost and get confused and how they should actually build those audiences. And there’s some people that like to build an audience first, and then come back and use that audience to launch their product. I know once because the billion dollar seller Summit, which if you came in late, we’re giving away a free ticket to the virtual events in February. So if you have somebody joining on here late, make sure Calcio put it up there, make sure you get into the drawing, give away a $1,500 ticket to that someone else is going to speak it about actually building an audience first, and how to do it quickly, that that will actually convert into buying on using that audience to launch your product. So you have an idea for a party right now. What you’re ready to launch it, you got the factory lined up everything right? Well, I’m gonna hold off, I’m gonna wait a couple months, I’m gonna do this other technique that these guys have, they’re gonna show you build up a buyer audience and then use that audience to launch your product. It’s a pretty good strategy. And, and that’s something that I think more and more people should be doing.

Norman Farrar  38:07  

Alright, and on that note, you were just talking about billion dollar seller seller Summit. If you want to have an entry, it’s hashtag we’ll have Kelsey. It’s a $1,500 ticket. It’s one ticket for the event that’s coming up in February. And if you tag two people, you’ll get a second entry. Kelsey, put your finger over the button. 123 Click the button for word from our sponsor. I wanted to give a quick shout out and say thank you to global wired advisors for sponsoring this episode of lunch with Norm. Global wired advisors is a leading digital investment bank focused on optimizing the business sales process. For more information, please call Chris shuffling and his team over at global wired advisors.com There we go. Kelsey always complains that I just say okay, word from our sponsor. And then I kind of stay here with deer in the headlights for a second or two. Okay, the big question of the day and you touched on it. Let’s circle back to it. What’s happening now, with people who were using a search find buy or rebates? Where do you see them converting to? Or how can you get that same impact of using the old search find by?

Kevin King  39:28  

Well, the Yeah, some people are still doing it under the table and just modified the way they’re doing it. You know, it’s an influencer thing or it’s whatever. So that’s still happening. I think Amazon’s gonna probably this year is gonna be the year they’re gonna really start enforcing that they know, they have that they can run an algorithm through all this stuff. And they can see all these buyers are always buying at this price or they’re all they they know. It’s just as soon as they decide to make it a priority. They will catch everybody I’ll show that So I, if I had to make a prediction for 2022, at some point this year, I would say probably summer, by the guess you’re going to see a huge closing a lot of seller accounts, that would be my prediction for past, past regressions, or people that are continuing to do it right now are going to get caught. And I think you’re gonna see a big, big wave of shutdowns at some point this year for, for sales, rank manipulation, what I would do in what I’m doing on one of my products right now to get around that is, you know, if you’re doing a search on buy, you’re basically paying a company depends on the company, anywhere from five to $20, for orchestrating the search fund by 40, that was their fee for setting it up for you. Plus, you were paying the the price of the item, so you get some of that back. So if it’s a $20 item, and Amazon’s fulfillment fees, or if it’s 15%, commission, it’s $3 on $20 item, if is Amazon’s fees were say four bucks to fulfill fulfill it, you’re out $7. So you’re getting $13 of that back. In theory, so you’ve lost the $7 in commission and fees, plus, you’ve lost the cost of your item. So if your item was five bucks. So on a $20 sale, you’ve lost 12 bucks, basically, plus this, let’s say you paid $15 to the search round by person, you lost $27 To make that sale. And a lot of people were willing to do that to get 100 500, whatever the number sells, if you’re doing 100 sales to get launched. And most people would probably need to do a lot more than 100 search on buyers to get launched. That’s $2,700 and that you went in the hole on just on that basic math, there’s some other costs involved in that too. But just that basic math, you wouldn’t a hole to get to that position, people would want to do that. So why not take that same $2,700 and just put it into reduce the price of your item. So reduce the price of your item, it doesn’t reduce the fulfillment cost but reduce the commission. So you get a little bit back there and reduce your price your item from $20 to $1.99 or $2.99. Or put it on you can reduce it or put it on sale either way. And then run heavy top top of search PPC. And and at the end of the day, in this last case, you’re paying $27 per sale, to get the sale to you negative $27 per sale, chances are even if it costs you your a cost is 300%. Or it’s gonna be crazy because your prices, you know, $1.09 on your cost might be 1,000%, or something like that. But a lot of people will take a chance on things an item for $1.99. When they’re doing a search, yeah, they might even buy two items, they might buy the one that’s 99 from your competitor that has 1000 reviews, and they might buy your dollar 99 one that has zero reviews, because what’s two bucks, you know, two bucks is two bucks, and then they may get them both, see which one is better. And if yours is better, they’re going to send the other one back for a refund, keep yours. And that’s just one hypothetical example. Or they just might buy just yours because it’s cheaper, and they’re not going to buy the other one, they’ll take a $2 chance. Well, I think that and then you slowly raise your price up. So at the end of the day, if you do the math on and run this through a spreadsheet, you’re probably going to spend less money if not maybe close to the same to accomplish the same results. And that’s all natural. And that’s all okay, from Amazon, it’s feeding the algorithm, you’re getting really good conversions on your PPC. Because your price is so low, you’re going to start getting the sales. And as you slowly raise your prices, reviews start to come in. Eventually, in a month or two, hopefully you’ll be back at 1999 or 20 bucks where your product and then you’ll be off to the races, you’ll be ranked really good and you’ll be in a good position. I think that’s the strategy that a lot of people need to look at to use to get launched. And if you’re in a category, that the addition, you’re selling left handed bats for more than I meant men or something, some crazy niche down, you don’t need to do all that you could probably just throw it up and you’re gonna be making sales. Because Amazon’s audience is so huge, but in most categories, that’s what I’ll be doing, I would be playing the pricing game and given value and low risk value and then raising it up over time. All right, I think that’ll work or you got to have your own list. If you have your own list of previous buyers that’s registered for your warranty, you generate it somehow. You have another audience you can use that audience and probably not have to do what I just said.

Norman Farrar  44:27  

So you can reduce your your, your price. Would you be doing that with a promotional coupon or digital coupon? No, no, just reduce your price

Kevin King  44:40  

just wrote though I don’t want to put any barriers in there. I don’t want to make any stumbling blocks. I want to make it as easy as possible. This is the price. You could put a list price and then you know sell price scratch there. You could do that or just lower it just make okay. The normal price is $1.99

Norman Farrar  44:57  

and I know what one of the questions is going to be If I bring it down to $1.99, Amazon’s going to, if I bring it up to 399, they might take away my Buy Box. So we did talk about this before, but I want to just go through how that is prevented.

Kelsey  45:14  

You shouldn’t go in and set your minimum maximum price, you go into Seller Central and the Manage FBA inventory, click on the Preferences tab on the top right, and turn on the minimum maximum price. And as probably not, you could do it in a flat file, there’s other place you can do it. But this is how I do it, and put in a minimum price of $1 at a maximum price of 30 bucks and then you that pricing band will be set. I would not jump it from $1.99 to 99. One day that might trigger something, but slowly raising it up and down a couple bucks at times not gonna be a problem. If you do that. There’s the nugget.

Norman Farrar  45:47  

Okay. Kelsey, I think it’s Yeah, wow, it’s already 45 minutes in. Okay, so what kind of quick? Or do we I guess we might have a question or two. Yeah,

Kelsey  46:01  

we have a couple questions. All right, the first one, this is from Manny, how can I hide my BSR on purpose without losing ranks? Ranking such sales, and then there’s kind of a part two. I don’t want the competition to go after me as fast as last year with my new product and going to launch. So if hiding the BSR on purpose does not work? Is it a Good Idea to launch multiple variations just to confuse high the actual winner? Asin?

Kevin King  46:31  

Mark, why don’t you worry about your competition? Why are you worried about this? Just focus on on get people get too upset, too worried about what the competition’s doing and how they compare to competition, just do your best to put out a good product. And I don’t quite understand why you’re worried about that hiding the BSR for what purpose so that they don’t know that you’re selling a lot. Usually the BSR only doesn’t show up if you’re not assigned to category if you or is there something else normal, you

Norman Farrar   47:02  

know it rate rate in the comment there. Because I guess they’re bidding up. So make PPC more expensive.

Kevin King   47:13  

Due to what

Norman Farrar  47:15  

Manny was saying, because they make PPC so expensive. So I guess what they’re doing is either clicking on her brand and bidding up. So if she wants to go in and defend her brand, or if she wants to do just PPC advertising. They’re making it more expensive. They’re bidding high.

Kevin King   47:34  

Because they don’t want to BSR. And

Norman Farrar  47:37  

I don’t know about that. But maybe they see her. Her listing is getting more, maybe there’s excuse me for a sec. Maybe she is showing up in the listings as being one of the top sellers within that listing, right. So if I’m launching a new product, and I’m in a new, a newer category, or let’s say it’s the wooden the wooden egg holder. Okay, there’s only so long before other people start to see that you’re selling wooden egg holders and they start to come in and new. You have new competition. And now you’re starting to get the PPC starting to bid up. Does I think that’s what she means.

Kevin King  48:21  

And had someone even copy the title. Yeah, I mean. Yeah, that’s just part of selling on Amazon. Unfortunately. I don’t know. They copy your title. I mean, you should still be able to that yeah, they make I mean, that’s a in one way that’s flattery because they’re you’re you’re setting the the trend and you’re setting the tone and people are copying it. It sucks when I do it pisses you off. But there’s really not a whole lot you can do about except out marketing and marketing. You got to have better video, yep, no better imagery on your page, or better pricing or better value of some sorts. In Yeah, they may come in and even copy some of your images, but they can’t copy everything. And if they if they start copying your images or your video, then I would be filing copyrights with the copyright office I would fall off 40 bucks I think you could do it yourself that a lawyer file a copyright on your images that they’re they’re technically under US law copyright in the near the moment they’re created, but you to enforce it, you actually need this document, file copyrights and then if someone copies your images or your video, then you can actually have Amazon take them down for IP infringement. And that’s pretty easy to do. But but the title is difficult. Hopefully your brand name is in your title. You know Amazon wants it to be first but hopefully your brand name is in the title. So if they copy even with your brand name, then you can go after him for that too. And you I’m not sure if you can actually copyright the title and enforce that on Amazon Never done. I know imagery, imagery and video you can but I don’t know, if you could copyright the title. You know, it’s like a slogan. It’s something I have to look into and go after. I’m not sure how

Norman Farrar  50:11  

Yeah, and I look at it, I embrace competition. And they’re bringing more traffic, all the better. And it comes down to one thing. You have to have the better listing. So your images like you said,

Kevin King  50:24  

Yeah, I mean, I have it right now with one of my calendars. We sell, someone copied our exact title. And it’s a copyright copyright title. And they put up their own calendar, it has our brand name in it, but it’s a piece of junk. And their BSR is like 112,000. Ours is a 1200 or something like that in Office products. And I was gonna mess with them and shut them down by like, what’s the point? They’re not selling anything anyway. There’s just not going to hassle with it. And it’s a short season. It’s not like the I’m gonna be selling all year long, and I’m almost sold out in my product. I don’t care. So sometimes it’s just not worth fighting the fight.

Norman Farrar  51:06  

Right. Okay, next.

Kelsey   51:09  

Okay. So we got a couple questions, asking about sourcing outside of China. Some were asking about Mexico or Vietnam. So we can start with this question from Arshad. Hey, Kevin, how would be the best way to contact manufacturers in Mexico, Latin America? And is it as safe as China in terms of payments?

Kevin King   51:30  

Yeah, I’ve never been ripped off anywhere. As far as payments wise, I mean, I do my due diligence to make sure it’s a legitimate factory and everything. But manufacturers in Mexico and Latin America, it’s a good question for norm since he’s got a trip leading people down to Mexico to visit some factories in in April. But you can find them on Alibaba, you can find on my 52 Web. I know there’s a couple people working on like an Alibaba for Latin America. Yeah, companies like gamba. It they charge a little bit of money. It’s not the cheapest way. But that’s what they do. They go and they find them for you. There’s ways to look at trade directories and trade shows. At a lot of countries, countries, like Mexico City, probably has like a World Trade Center, kind of, it’s kind of like a chamber of commerce type of thing, where you can contact them say, Hey, I’m, I’m looking on. I don’t know the exact name of it in Mexico, but like a Chamber of Commerce for Mexico City, say I’m looking for a manufacturer, the manufacturer, these belts forming you can you recommend anybody, a lot of times they can recommend people because they want to give their their country and their people business. A lot of times you can follow leads like that. There’s so many different ways there’s not one like major Alibaba source yet, but I think I think it’s coming on. There’s a couple others companies that specialize in and selling and sourcing in Mexico and Latin America. Most of the stuff in Latin America is going to come out of Mexico or Columbia. Those are probably the two biggest areas. I mean, there are stuff that comes out what Amala and El Salvador, not so much Costa Rica, really. But mostly, it’s mostly Mexico and in Colombia would be the two big ones. And then if you want to go further south, you know, Brazil has a lot of manufacturing, as well. But Colombia and Mexico would be the two big ones,

Norman Farrar  53:24  

right? The Alibaba, I think you’re gonna see them putting a big push on this as well. They are going to be one of the they are the main sponsor of the the trade of the event. So I know that they’re, they’re really looking at opening that up. So that’s, that’s another area that you could take a look at. But everything that Kevin said the trade associations, and I would check there. But don’t forget, check out Alibaba as well.

Kelsey  53:54  

Okay, awesome. And just a reminder, we do have our hashtag, we’ll have Kelsey happening. We’ve got tons of entries, but you still have time to enter. It’s for a free ticket to Kevin’s VDSS virtual Summit. So that’s a value of almost $1,500. So get it in quick. Also, smash those like buttons, give us thumbs up, we’d really appreciate it. The next question is from DK Kim, would you post a public reply to all positive and negative seller feedbacks?

Kevin King  54:26  

That’s a good, that’s a very good, interesting question. I think it’s actually good to do that. It shows you care, and you’re paying attention. You know, what I find this useful is if I’m traveling somewhere, and I look at TripAdvisor, and I’m considering going to a hotel. And I see that you know, people are writing comments about the hotel, and I see that that someone from the management or someone from the team is comment on every one of them. That tells me those people give a shit that they actually care and even the positive ones always just a quick thank you so much for your kind words and made simple Paying attention. And they’re trying to improve. They’re in the loop. It’s not they’re not someone that’s like, Ah, who cares what they think we’re just gonna do our thing anyway. So by doing that on Amazon, a lot of people aren’t going to read it. You know, but the people that do, especially the negative ones, they could make the difference. As long as you’re not being defensive or aggressive on it, even if it’s a negative one that’s just totally out of left field. And you’re like, This guy is so freakin Looney Tunes. And when he wrote there’s just this is ridiculous, just as long as you tone it very professionally. And very, I’m so sorry, Mr. Idiot knuckle connoted. I’m so sorry, Mr. Mr. Jones, we take this seriously, you know, what can we do to make this right for you, whatever, just basically, you just take the note on your side, even though the guy’s an idiot, I think that can go a long way to actually people like looking at negative review. Oh, okay. And people can see, they can look in a review, sometimes. You know, this, this person is just off the rocker. This is, but by commenting, I think it shows that you care. And so if you have the time to do that, and you do it in a very good way. I think it can can help in some cases, people that are on the fence for sure.

Norman Farrar  56:18  

Yeah, I remember a review that I got that. And it was just horrible. And it was about the the person receiving one of my bars of soap. And it was the wrong color of green. How do you like, okay, it’s the wrong color of green. I mean, it’s in the image. But she didn’t like the when she received it. She didn’t like and she went on, and it just was a scathing review. But yeah, you just have to bite your tongue, and you handle it professionally. And like you said, We’ll take this consider into consideration blah, blah, blah. What type of green would you like? Yeah, yeah. But in the back of your mind, you know what you want to say?

Kevin King   57:01  

Yeah, I notice a lot of times sometimes when you first read in one of those crazy reviews, you’re like, you want to be defensive. Oh, yeah. Su Yeah. And you start to write something but I always like to cool down for us. I like maybe Okay, read it today and be pissed off in the plane to the wife go kick the dog, whatever you do. Don’t kick the dog. No, no, I love dogs. But and then come back the next day when you’re cooled down and actually write something. Write a more reasonable

Norman Farrar  57:36  

Okay, next question kills.

Kelsey   57:40  

Okay. Let me see from Sony. Have you done any shoppable videos with influencers?

Kevin King   57:48  

On Tik Tok? Yeah, well, he has a little button there to buy. I have. But like on Instagram shuffle, I think that’s what they call it. Honestly, I have not on Instagram, where they can click around on the picture and like, is that what is that what you mean?

Kelsey  58:05  

Yeah, can you just clarify Tony, and we can come back to that. Okay, from Zane, how do you find reliable freight forwarders in Vietnam.

Kevin King  58:15  

There’s a lot of I mean, the big guys bring stuff from China also bring from Vietnam. So it’s any unit cargo any let’s be we brought in a bunch of stuff during the pandemic from Vietnam and you know, cargo handle that force, any of the big fours are bringing stuff from China, they can bring bring in from Vietnam, too.

Kelsey   58:35  

Okay, just a couple more questions. Kevin, do you believe that keyword drinks are tied to specific price spans, for example, you can rank top of page for XYZ at $5 but maybe not at a $15 price point or vice versa ignoring pipe box issues?

Kevin King 58:52  

I’m not sure on that one. My My hunch would be no, I think it’s tied to more which Amazon algorithm is geared pleasing the customer first and then make it Amazon as much money as they can. So if Amazon thinks that your $15 item is going to please the customer more and it’s going to make more money for Amazon, they’re going to show you over the $5 items that were the $5 item awareness if that’s what the customer wants, if it pleases the customer more because they’re choosing a lot more often. And and maybe Amazon not making quite as much money on it. Amazon might play favorites but if they’re if they’re close the $15 one’s gonna win because it’s gonna make Amazon more money okay,

Kelsey   59:37  

oh rates and going back to Tony he said he meant on Amazon

Norman Farrar 59:42  

for though so through posts. I guess I guess Tony men through posts. So. Kevin, you don’t do a lot with posts. I don’t. Yeah, you touched on this a little earlier. You’re not putting too much time and effort into Amazon posts. Right?

Kevin King  1:00:03  

Right. Yeah, we did for a while when it first came out, but lately we’ve kind of backed off a little bit. All right.

Kelsey  1:00:10  

Okay. And just a few more. Darwin. Can you recommend a one stop shop? Mold manufacturer for plastic injection kids toy?

Kevin King  1:00:22  

No, I have no idea on that one.

Norman Farrar 1:00:27  

Go ahead kills.

Kelsey   1:00:28  

I was gonna say that’s something that maybe off the lobby can help you out on there’s we’re doing a whole new live on Wednesday at 10am. Eastern time. And I’m sure awful lot of you would find it could lead you in the right direction.

Norman Farrar  1:00:42  

Yeah. Or Kelsey, you could send that over savings at honu worldwide.com. But just get him the information, he should be able to help you out with that.

Kelsey  1:00:53  

Okay, great. And Tony saying no, there’s a new section at the bottom of the detail page where the influencer video stays up. Have you heard of this before? Have you seen that?

Kevin King   1:01:06  

Um, no. Are you talking about Amazon short search? This is something new influencer video stays up. That’s a shoppable. No, I’m not familiar with with that. I might not have seen it. But I’m not. I’m not following on that.

Norman Farrar  1:01:22  

Sorry, Tony. that’s new to me, too. I’ll check it out.

Kevin King  1:01:26  

Give it a give a link that you could post this on base? Maybe not your own product with some product that has that like it, see what you’re talking?

Norman Farrar  1:01:32  

Yeah. And I know that Amazon has their Amazon posts, as long as you’ve posted 10. At least that was the criteria before your posts could be shown on your listing. But no, I don’t know of influencers that you can see on your listing. I’d be interested in seeing that, Tony.

Kelsey  1:01:53  

All right. And we’ll wrap it up. Here we are over the hour mark from Dr. Cars. Hey, Kevin, what is your most underrated tactic on Amazon ads these days,

Kevin King   1:02:03  

I still say video ads have a really good compelling video. Because you get that whole real estate you take the spot like three or four listings across, you can create a really good eye catching video ad. That’s the most underrated still, a lot of people aren’t taking advantage of that or, or they’re creating crappy videos that aren’t, that aren’t really showing the product in the best way. It’s just a slideshow, you know, their images or something which is maybe better than nothing but but something that’s really compelling. has good music, if someone has the music turned on and and really elaborate illustrates the different uses of your product and the different problems it solves that video, you can do something really quick, in 1520 seconds, as I’ve seen some really good examples of that. That, you know, I was when I stumble across those, I save them as a swap file. I’m searching for something on Amazon for me personally, or I’m just doing product research and I come across a really good video, I actually download that video and put it into the folder on my computer so that the next time I’m looking for inspiration or ideas on what to create, or what to tell my my video guys to create, I can say hey, do something like this for our product. But video advertising is still it’s it’s not done as well as it could have been. It’s still a good value if you do it right on Amazon for ABC.

Norman Farrar  1:03:25  

Okay, so I think that’s it just last chance. Hashtag we’ll have Kelsey or tag two people. And you’ll have a chance to win a $1,500 ticket to Kevin’s billion dollar seller summit, the virtual billion dollar seller Summit. And we’ll just give that a sec. You know,

Kevin King  1:03:43  

the dates on that. I’m checking here in my little little calendar here. My

Norman Farrar  1:03:50  

you know, Oh, yeah. What is the picture for February?

Kevin King  1:03:53  

You know, you get you don’t have holidays in here. You know, normally people put Valentine’s Day or something on the 14th of February. But you know, next year’s calendar norm, you get it but the dates for the BDS is the 23rd and the 24th of February. So you have done so everybody knows, you know, as well as Valentine’s Day and Presidents Day and Thanksgiving in Canada, you know, make sure you do that one because that’s a different day than Thanksgiving. You know, what’s it October 1 or whatever it is? July 1

Norman Farrar 1:04:20  

it’s in there somewhere. Yeah. Somewhere. Okay, so let’s get over to the wheel of Kelsey. Alright, here

Kelsey  1:04:33  

we go.

Norman Farrar  1:04:49  

Right, just a couple people,

Kelsey  1:04:52  

just just a one or two. I think people were excited about my hair right Here we go. We got a ton of tons and tons of entries. Thank you everyone who do entries. Wow. Yeah. So I’m going to shuffle these all up. And here we go. So if you are the winner, please email me at K at lunch with Norm comm you have 48 hours to reach out to is it and the winner is Darwin.

Norman Farrar 1:05:23  

Alright Darwin, fantastic, Bryce.

Kevin King 1:05:28  

Yes, this email, Kelsey, you’re hearing from your email and your your full name, I need your not just the car made your full name. And then in about a week, to a week or two, you’ll get an email that that shows as if you have paid, you won’t, you won’t get a receipt. But it’ll be like, here’s how to, here’s what’s coming up. And here’s how to log in that kind of thing. So you’ll be able to log in on the 23rd and 24th of February. And you’ll be included in all the emails that go out to all the people that paid 1500 bucks.

Norman Farrar  1:06:00  

All right, fantastic. Thanks a lot, Kevin for that awesome prize. Okay, so hopefully, we can book you back next month or so. We’d love to have you back on. Yeah, hopefully they’re not too tough.

Kevin King  1:06:18  

To check off, check my schedule. People talk too much. You

Norman Farrar 1:06:20  

know, check your calendar. Yeah, to check my calendar. All right, Kevin, thank you so much for being on. It was an awesome episode. I can’t wait to have you back on.

Kevin King  1:06:33  

I appreciate it, man. It’s always fun. All right. We’ll

Norman Farrar 1:06:35  

see you later. All right, everybody. I hope you really liked that episode. Next episode. On Monday, we got the professor coming on Professor Howard tie the professor of Amazon. And we’re gonna be talking shop with him as well. This is the first time he’s been on the podcast. I meet him all over the place. He’s just he’s got a ton of information. He runs a bunch of high level of events as well. But anyways, he’s gonna be on for the first time, it should be an interesting conversation. And before we go any further Kelis button, another word from our sponsor. Thank you Z CO for sponsoring this episode of lunch with Norm. Are you looking to take your ecommerce business from local to global, you can with the help of z and their brand new app. That’s right. You can track live shipments with push notifications. Get detailed lead times for each stage of your shipment, and store all compliance and VAT reclaimed documents in the palm of your hand. All while listening to lunch with Norm. Ready to expand your E commerce empire. And take your Amazon FBA business global. Use the link in the description to learn more about Z’s new app that’s now available on desktop and mobile. That’s z.co z e dot c o Okay.

Kelsey  1:08:04  

All right. Wow. Yeah, we got lots going on. So thank you again, to everyone who tuned in today. We always love our Kevin King episodes. So yeah, next week, too. We have Ashlyn Hayden. Oh, great. Yeah, we’ve got insurance and then Danny McMillan. Also on Friday. So

Norman Farrar  1:08:24  

you’re gonna be what a week Howard? Yeah, actually. Yeah, actually. And our Ashlyn I’m thinking actually Armstrong, but and then who was the last person you were

Kelsey  1:08:38  

saying? Oh, Danny McMillan. Yeah.

Norman Farrar  1:08:40  

He hasn’t been on for a long time.

Kelsey  1:08:42  

Yeah, so it’s gonna be awesome. It’s gonna be looking forward

Norman Farrar   1:08:46  

to Yeah, it’s gonna be great.

Kelsey   1:08:49  

But yeah, okay. So if you guys haven’t already, please smash those like buttons, give us a thumbs up, we’d really appreciate it as well. We are starting to put up new blogs up on our lunch with Norm website. We’re aiming for once a week on Fridays. So our newest blog is the helium 10 versus Jungle Scout. This breaks down everything you need to know when you’re making your decisions. And so yeah, it’s great. It’s huge. We really dive into everything. So check it out. That’s the lunch with norm.com website. I go over there. I also put the link in the comments as well. Norm. Do you want to talk about seller mania for a little bit?

Norman Farrar  1:09:27  

Yeah, well, seller mania is coming up on Monday. I think it’s at, I think it’s three to five. And it’s a panel of about five or six people. It’s going to be great. Actually, we actually we will have a guest appearance, with Kelsey doing the will of Kelsey. So he’s been he’s been asked to do a guest appearance so that’ll be fun too.

Kelsey  1:09:52  

I’m glad I found out about this.

Norman Farrar   1:09:54  

I check you check your Slack channel. It’s all in there. You’re

Kelsey   1:09:56  

supposed to be checking. Oh, okay. All right, well, yeah, I’ll be there. So looking forward to that. Come join us. The link, I’m posting it right now. Yep.

Norman Farrar  1:10:07  

And also the other, just quickly, it just wasn’t out. We don’t even have the prices up yet. But if you are interested, go to the Mexico trip.com. And you can see a little bit about what, what, actually what Amy Wiese, Tim Jordan and I are doing in Mexico.

Kelse  1:10:28  

Right. So yeah. Awesome. So thanks again, everyone. I hope you guys have a great weekend. And thank you for all the questions. If you’re new, you can always head over to our Facebook group lunch with Norm Amazon FBA and E commerce collective. We’ve got a great community over there. And it’s great to kind of interact and meet the people in the comment section. Our loved beer nation. So yeah, check it out. We’re always hanging out there. So.

Norman Farrar 1:10:58  

Yeah. Okay. All right. So join us every Monday, Wednesday and Friday at noon, Eastern Standard Time. As Kelsey was saying, we love our community. We couldn’t do it without you. Enjoy the rest of your day and your weekend. Mantra

Transcribed by https://otter.ai