Helping Amazon Sellers Source, Launch, and Dominate
Author: Cameron Stewart
Cameron joined the Viral Launch team and 2018 and has worn many hats at the company. Cameron, a graduate of Indiana University - Purdue University in Indianapolis with a degree in Journalism, started off as a Customer Experience Specialist before switching to the creative side as a Product Listing Specialist. Currently, he assists with Viral Launch's copywriting efforts, using his years of knowledge to help sellers achieve their goals.
On Tuesday, Amazon announced a new feature for the Advertising console, the Budgets Page (beta). While the new feature hasn’t generated much buzz, it should be on the radar of every Amazon seller utilizing advertising. It comes with some powerful performance insights and actionable steps being added to their Seller Central account.
The value proposition of the new Budgets page is the powerful data points that allow individualized metrics and estimates for your campaign. Within this page, you can see the average time your campaigns were in budget. It covers estimates on missed sales, missed impressions and missed clicks in the time that the campaign was out of budget.
With the data provided on the page, this will also provide a recommended daily budget for each of your campaigns. It covers the goal of optimizing ad spend, and the option to apply those recommendations.
Amazon claims they are able to provide estimated missed sales, missed clicks, and missed impressions through Amazon’s machine learning technology based on historical performance.
The potential of these estimates and metrics can go a long way for Amazon sellers looking to get the most advertising bang for their buck. Access to this information (for free) is a huge advantage for savvy sellers looking to maximize advertising efforts. Knowing how many sales you could be racking up in the time your ads are inactive would theoretically answer any questions or concerns about the efficiency of your campaigns.
It’s important to remember that the majority of these metrics are estimates. These estimates could eliminate much of the guesswork when creating and optimizing PPC campaigns. If accurate, you won’t have to wonder how many sales, clicks, or impressions were left on the table while a campaign ran out of budget.
In theory, Amazon is able to monitor your advertising campaigns over time. Plus, be able to create estimates on performance if they were to run in perpetuity.
Additionally, Amazon sellers can see which campaigns are running out the quickest, compare actual budget to recommended budget, and more.
Where can I access the Budgets page?
Sellers can find the brand new Budgets Page (beta) in a few different ways:
Within Campaign Manager, select the Budgets page.
Download the data into a report within the Report Center of Seller Central.
Set up a subscription within Seller Central to have the results emailed to you.
Within the Reports page, information and data will be available beyond the limits of Campaign Manager, which displays information from the last 90 days.
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The new Budgets page should be something to keep an eye on for any sellers advertising on Amazon. Tracking the campaign estimates for accuracy could greatly benefit sellers in regard to maximizing return on ad spend.
Monitoring estimates and tracking performance when taking suggested actions will certainly be interesting. We’ll be sure to monitor the new page as more information becomes available.
Overall, it becomes the latest addition to the Advertising Console’s busy 2021, which has been a central point of emphasis for Amazon. The amount of time, attention, and energy paid by Amazon into revamping the Advertising Console should speak volumes as to where the future of Amazon is headed.
If you haven’t begun advertising through PPC on Amazon yet, don’t wait too much longer to start creating your campaigns. With plenty of new tools and features, there are many resources to help you get started.
Conquering Amazon PPC is shifting from an elective skill to a prerequisite for success as a seller. In the not-so-distant future of selling on Amazon, the arms race for dominating a market will likely be through advertising.
Because PPC is transitioning from the elective stage, it’s still a facet of selling that gives many sellers headaches. But fear not, and try to view this as an opportunity, not a roadblock. By gaining PPC knowledge and experience now, you can distance yourself from the competition for short-term gains and long-term dominance.
To help, we chatted with Sumner Hobart, an Amazon PPC maestro who has utilized PPC to power his business and change his life through FBA. Tune in as we pick his brain to break down Amazon PPC tips and tricks on your way to advertising like a pro!
Get to know Sumner and his story of how selling on Amazon helped transform his life. (0:00)
Selling via FBA has changed so many lives, helping them live out their dreams through entrepreneurship. We say hello to Sumner and get to know his story from his experience before selling on Amazon, how he got into it, and how he turned it into a rewarding career and lifestyle.
When should sellers start running PPC campaigns? (5:22)
One common refrain we’ve heard from sellers considering making the leap into PPC is that they don’t think the time is right. We chat with Sumner to hear about his path in PPC and how sellers can know if they’re ready or not to introduce their product to ads.
What goals should sellers new to PPC be considering to determine success? (14:30)
Not all campaigns are created with the same goals in mind. Sumner explains the primary objectives behind PPC campaigns, and discusses what steps you take to accomplish these goals through ad campaigns.
Sumner shines a light on which campaigns outside of the norm should sellers examine in PPC and how to put them into place. (26:34)
After explaining some of the basic PPC campaigns, we dive a little deeper with Sumner on more niche campaigns. While the basics are tried and true, sellers can find more success and learn more about their performance by getting a little more creative ith their campaign structures.
Does driving external traffic play a role with PPC? If so, how can a seller integrate it into their strategy? (44:37)
Over recent months, the emphasis on driving external traffic has been further incentivized by Amazon. In terms of overall strategy, the ability to drive traffic from outside of Amazon continues to rise as well. Building a following on social media, growing an email list of potential customers, or driving traffic through ads from Google, Facebook, TikTok, or other spaces outside of Amazon can be extremely valuable.
Sumner breaks down how driving external traffic and PPC can go hand-in-hand to strategically grow and scale your Amazon business to new heights.
A huge thanks to Sumner for chatting with us and sharing his expertise. You can stay in touch for more helpful FBA gems by connecting with him on LinkedIn, or pick up tricks of the trade through his selling courses.
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Over the past couple of years, TikTok has skyrocketed in popularity. Here’s how you and your Amazon business can create ads to leverage its growing user base.
During TikTok’s rise, many Amazon sellers were understandably wary about investing time and money into advertising on TikTok. Social media apps don’t pop up as frequently as they once did. Social media sites are notorious for being here today, and gone tomorrow.
When a newcomer to the social media scene pops up and experiences success, it doesn’t take long for the social media giants to integrate the new popular feature into their site to eliminate any advantage newcomers may enter with. Vultures were circling around TikTok when government intervention threatened the app’s livelihood in the United States.
With so many responsibilities on an Amazon seller’s plate, they don’t have the time to become well-versed in an app that may have the staying power of the fidget spinner.
After it all, TikTok still stands tall.
With over 600 million users and steady growth, TikTok is the most downloaded app of 2021 and remains a heavy hitter in social media with a growing advertising platform.
And in case you were ever questioning the investment of time, energy, and money into advertising on TikTok, Amazon’s recent Brand Referral Bonus Program adds an extra incentive for those who drive sales from outside of Amazon.
So how can you start creating TikTok ads to boost your sales and take advantage of the bonus program? Let’s take a look at the ad types, how to monitor ad performance, and some tips for getting started.
Ad Placement Options on TikTok
At the time of this post, there are five types of ad types for advertisers to choose from on TikTok.
Users encounter in-feed ads when scrolling through videos on the “For You” page, which caters content to the user’s viewing history via TikTok’s algorithm. These ads contain a call-to-action functionality, so you can urge users to visit your web store, download your app, etc.
Considered prime digital real estate, TopView ads appear when users open up TikTok and boast sight, sound, and narrative functionality. Because of this, they are generally very expensive and more commonly used by prominent brands.
This ad type appears for users when first opening the app and stay true to TikTok’s initial idea with a 3-5 second, sound-off video. Exclusive to one advertiser per day, Brand Takeover ads are ideal for increasing brand awareness.
For these ads, the entire screen becomes clickable to an external or internal destination of your choosing. Designed to be rare, these ads are likely infrequently used by Amazon sellers with the exception of mature brands with larger storefronts.
Branded Hashtag Challenge
There’s a decent chance your first exposure to TikTok came via the app’s challenges, which go viral frequently. These challenges typically give users a template to create fun, shareable content. Perhaps the most successful example of the power of the app’s challenges is the song “Old Town Road” by Lil’ Nas x.
The genre-bending song and its easily distinguishable sound provided fertile ground for viral videos, which helped catapult the catchy song into the top spot on the Billboard Hot 100 for 19 consecutive weeks.
These ads appear via in-feed video, a featured banner on the Discovery page, and on a special page for Hashtag challenges, where users go for content ideas. Up to 15 seconds in duration, these sound-on ads help increase brand awareness and have limitless potential for engagement.
A unique type of advertising, Branded Effects ads provide digital stickers, filters, and special effects for use in videos. Essentially, brands create their version of a Brand Kit for users to use in their content. When used, it allows your brand to be added for easily shareable content by TikTokers.
Whichever ad type(s) work best for you are dependent on the goal of your campaign, targeting structure, size of your business, and budget.
How Do You Get Customers To Amazon?
Engaging content, a click-worthy product, and Amazon Attribution!
When setting up your advertisements on TikTok, be sure to utilize Amazon Attribution.
Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels across search, social, video, display, and email impact shopping activity and sales performance on Amazon. With these insights, you can discover new ways to grow your business on Amazon by optimizing experiences off Amazon.
In order to benefit from the aforementioned Brand Referral Bonus Program, the ads must utilize tracking from Amazon Attribution. These links will help measure impact, optimize your strategies based on results, and improve your planning on future campaigns.
At the moment, Amazon Attribution is exclusively available to professional sellers enrolled in Amazon Brand Registry in the United States, Canada, Germany, Spain, France, Italy, and the United Kingdom.
Tips for Creating Ads That Generate Engagement
While it’s every brand’s dream for products to catch on via TikTok, one of the most challenging aspects is the lack of control on the internet. All you can do is great ads that best represent your business and hope it connects with viewers. But once it’s done and sent out, who decides what goes viral amongst the endless amount of content?
With that said, there are a few general rules to consider while creating ads that are more likely to connect with an audience for the right reasons.
Since TikTok is largely a youthful audience, it can be tempting to overcompensate with ads that can end up with cringeworthy results.
If there’s any audience that can spot an imposter or a brand trying a little too hard, it’s younger people. More than most target markets, the youth know when they’re being lied to or when they’re being used.
Of course, you’ll want to stick with the fundamentals of advertising and “speak the language” of your audience. Stay true to your brand voice without coming off as fake or inauthentic to ensure your message is well-received.
Make It Interesting, Quickly
TikTok’s penchant for quick content even birthed the term “The TikTok Generation” when referring to Gen Z or younger audiences with dwindling attention spans. If it isn’t interesting quickly, then it gets tuned out quickly.
With this being the case for content users choose to watch, it’s even more true for ads placed in front of them. Don’t waste time setting up a big payoff in your video, or else it will alienate a significant chunk of users who will be counting the seconds until they can swipe away.
Start off with a bang to capture the user’s attentiveness, educate and entertain afterwards, and finish with a strong call-to-action to close the deal.
Use Attractive, High-Quality Visuals
Since many users create content using only their cell phone cameras, it may appear the barrier to entry is low. Anyone with a decent cell phone can create a video.
However, the bar for production value has been upped a few notches. With light rings, camera stands, and various other recent inventions to upgrade the visual and sound quality becoming more commonplace, don’t cheap out on your production.
Attractive aesthetics and pleasant sounds are the standard for desirable content on the app, so ensuring it meets and surpasses the viewer’s expectation is the bare minimum to draw them in.
Track Your Results and Optimize
As with most new ventures, hitting some speed bumps as you get started should be expected no matter how much research and effort you put in. While researching before making the leap into TikTok advertising can remove or minimize mistakes, you’ll quickly learn what works and what doesn’t work for your product in TikTok’s environment.
Tracking and monitoring key performance indicators and results can go a long way towards optimizing your long-term ad approach. Replicate what works and diagnose why certain ads aren’t delivering peak results to optimize your ad performance.
Work With The Experts (Influencers)
As always, it’s never a bad idea to work with those more knowledgeable than you. If you’re brand new to TikTok, one way to mitigate your lack of experience can be getting in touch with an influencer who makes sense within your niche.
For Amazon sellers, there may never be a more rewarding time to start advertising on TikTok than now. With extra traffic and sales, the Brand Referal Bonus Program incentivizing sellers with extra money, and a growing advertising platform, this is a prime opportunity to start advertising on TikTok.
Sign up for TikTok for Business, set up those Amazon Attribution links, and formulate your content strategy to become the next viral hit and start raking in the money!
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Want to make some extra cash through Amazon? Of course you do! Here’s how.
On July 15, Amazon announced the launch of a new Brand Referral Bonus Program. Available exclusively to brand owners enrolled in Brand Registry, the program further incentivizes sellers to accelerate growth from referral traffic.
In short, Amazon is giving you even more reason to level up your external traffic. Not only will registered sellers be able to profit by driving promotions from outside of Amazon, they’ll effectively be able to earn even more money from these sales.
Amazon estimates that on average, registered brands can earn a 10% bonus from qualifying sales. The bonus rate depends on the category for each product, with minor variables such as shipping and gift wrapping charges.
Before you start bumping up your marketing efforts, be sure to register for the program and then Amazon Attribution. For sellers already registered in Amazon Attribution, traffic from previous tags will still qualify for your bonus. Once you’ve registered for the bonus program.
Once you’ve successfully accomplished those tasks, you can create tags through Amazon Attribution. That will track your performance and your bonus. Without Amazon Attribution tags, traffic will not count as qualifying credits toward your eventual bonus.
For those who are interested in monetizing traffic to their Amazon listings but don’t own a brand, the Amazon Associates program presents a similar opportunity. It works by providing commissions for purchases brought in by their marketing efforts.
As you begin to see sales as a result of your external marketing efforts, you’ll be able to find and monitor your bonus amount. It is found within the Transaction Details page within the seller account.
Some patience will be required from sellers. They will have to wait two months before they can use the bonuses so that Amazon can properly account for order cancelations and customer returns.
All in all, this Brand Referral Bonus Program presents a tremendous opportunity to scale your business. Sellers who make the most of this initiative will accelerate growth while saving money. This improves the efficiency of their marketing efforts outside of Amazon.
Driving external traffic should always be on the mind of Amazon sellers. specially with the rising cost of advertising on Amazon. With an opportunity to earn money by executing strategies that were already beneficial by driving sales and boosting rank, it makes emphasizing traffic a no-brainer.
For sellers who have been executing strategies centering around external traffic, this bonus is free money. Amazon business owners unfamiliar with advertising outside of the confines of Amazon may find this to be the perfect opportunity to expand their reach. There may never be a greater time to experiment with ads on platforms such as Facebook, Instagram, YouTube, and TikTok.
If you’ve been on the fence about ramping up your external traffic efforts, now is the time to unleash your inner influencer and make some extra dough!
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Recently, Amazon announced the latest major update to their increased emphasis on advertising. Sponsored Display ads are now being shown on Twitch, adding yet another avenue to expand advertising reach.
Effective immediately, all Sponsored Display audiences campaigns are eligible to serve on the Twitch Browse and Discovery pages. Twitch supply is automatically enabled for all US, CA, FR, IT, DE, ES, and UK based Sponsored Display audiences campaigns.
Twitch users tend to skew towards a younger crowd. The opportunity to put your product in front of the highly-valued young demographic. As Gen Z builds buying power, the ability to put your product in their hands and build brand loyalty with them presents a phenomenal opportunity.
Amazon Advertising states the Display ads may appear in three unique spaces, each with varying levels of visibility.
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Getting In The Game
With this announcement, Amazon advances its relationship between the marketplace and Twitch. Amazon’s Prime Gaming community works as a link for Amazon Prime subscribers to connect their account with Twitch. With deals and “loot” such as in-game currency serving as an incentive for customers to attach the two.
As the PlayStation 5 and XBOX Series X become more accessible after the production and delivery, one would reasonably expect further advancements in Twitch. To promote user count and usage.
In addition to the millions of engaged customers who can now be targeted being newsworthy. This also highlights the growing emphasis on advertising from Amazon. Since Twitch is a subsidiary of Amazon, its addition makes perfect sense.
Impact on Advertising
While Apple’s highly-publicized changes to advertising and protecting user data threaten to shake up industries, Amazon and its far-reaching subsidiaries present an opportunity to target customers in a way that may not be as easy to do elsewhere.
As Amazon continues to grow on its own and through purchasing companies such as Twitch, Whole Foods, and Goodreads, so does the potential for extra advertising avenues.
If you’re an Amazon seller with little experience in Advertising, there’s no better time than now to get involved. Over the past year, the Amazon Advertising Console has evolved at a rapid rate.
In previous years, advertising knowledge was a luxury. Soon enough, it’ll likely be a prerequisite towards customer acquisition.
How does one pave their way into the world of e-commerce? We spoke with Ashley Armstrong to find out.
Since the beginning of 2020, the popularity of e-commerce has skyrocketed. Finding Success in E-Commerce can be as easy as one, two, three.
After years of steady growth, the COVID-19 pandemic accelerated online businesses to new heights. With increasing interest from media to shine a spotlight on the industry, even more people have recognized the limitless potential that comes with selling on Amazon.
But not everyone is jumping right in, even after conducting the research. Why?
Undoubtedly, fear of failure is a leading reason and one that’s entirely fair. But how do we overcome that fear, and what steps should be taken to mitigate risks?
We dialed up Ashley Armstrong, an e-commerce rockstar with 10+ years of experience in online businesses, to discuss these issues.
Loyal listeners of the Follow The Data podcast may recognize Ashley, as this isn’t her first time on the show. Last time, we honed on the topic of how to grow businesses through virtual assistants. This time, we focus the conversation on more big-picture ideas.
Tune in for an in-depth discussion on overcoming fear, the importance of building a support system, and how she’s taking on a leadership role to bring together women in e-commerce.
Get to know Ashley Armstrong and what she’s been up to since we last spoke. (0:00)
With more than a decade in e-commerce in a variety of roles, Ashley’s one of the best resources in the Amazon selling space. We check in on what she’s been up to over the pandemic, with so many changes in e-commerce in such a short span. Finding Success in E-Commerce can be done.
As more people recognize the tremendous opportunity that comes with selling online, what’s the number one reason people don’t make the leap into e-commerce? (6:39)
With so many green lights for the industry, why aren’t more people taking the leap into e-commerce? Fear. Fear of failure or the doubts that come with learning something new can create the devil on your shoulder, telling you all the reasons not to do something big.
Amazon sellers come from all types of backgrounds, with each one providing valuable lessons to guide them to success. How did Ashley’s background in athletics work to her advantage? (8:49)
One of the beauties of e-commerce is that it’s open to people that from diverse backgrounds. And people are able to use their life experiences as resources that fuel them to success. With a background in sports, Ashley explains the crossover of the athlete’s mindset and how it applies to e-commerce.
We’ve talked about how fear can be your worst enemy when it comes to starting an online business. From the perspective of a potential entrepreneur, how do we overcome that fear? (20:09)
Unfortunately, you can’t separate the determination for success from the fear of failure regarding e-commerce. Cam and Ashley break down how to cope with fear and certain opportunities to consider before taking that step forward.
How can you turn your losses into lessons that fuel long-term e-commerce success? (32:57)
While we can work with fear and take strategic steps to mitigate risk, failure is not something that can be eliminated entirely. In fact, some of the more prominent names in e-commerce have experienced failure at some point. Ashley tells us about a time she took a loss and used it to her advantage.
Why has Ashley pivoted to running a seller community for women? (39:04)
Throughout our discussion, we’ve mentioned how important it can be to have a support system. Whether it’s about product research, strategy, or personal support to take care of our mental and emotional health, it’s crucial to be around people who have your back.
Online, it can be very much a lone wolf mentality. Additionally, finding female representation in the Amazon selling space can cause someone to feel like even more of an outcast. As the Amazon seller community grows larger, Ashley’s looking to fill the gap for representation from women in e-commerce. Finding Success in E-Commerce is great.
With her extensive background and great knowledge, we look forward to seeing that community grow.
While we typically talk more nuts and bolts of Amazon, such as product research or PPC, understanding the barriers that prevent aspiring entrepreneurs from achieving their dreams and how to overcome fear and doubt is an essential conversation worth having.
As always, a huge thanks to Ashley for taking the time to share her vast knowledge with us. You can stay in touch with her on her website or by joining her network for women in e-commerce.
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Amazon Prime Day 2021 met and surpassed mammoth expectations, with small and medium-sized businesses reaping much of the benefits.
Customers taking advantage of steep discounts unquestionably weren’t the biggest winners of Amazon Prime Day. Third-party sellers on the Amazon marketplace, comprised almost entirely of small and medium-sized business. They took home record-setting sales numbers during the mega sales event.
Lasting 48 hours, this Prime Day proved to be the biggest two-day period ever for Amazon’s third-party sellers.
According to Amazon, shoppers spent more than $1.9 billion on more than 70 million products from third-party sellers during the promotional period. Compared to Prime Day 2020, held in October, these small and medium-sized businesses experienced more than a 100% sales increase.
Furthermore, the report stated the deals were available to more than 200 million paid Amazon prime members. The massive figure was first announced in late April, within a letter from Jeff Bezos to shareholders.
In January 2020, Amazon revealed it had reached 150 million Prime members. Picking up over 50 million subscribers in less than two years is a remarkable sum. Even for a company as large as Amazon. While the pandemic created issues for many industries, the surging amount of Prime subscribers showcases the strength of e-commerce that has yet to show signs of slowing down.
Indeed, these numbers are incredibly encouraging for the current and future state of the industry. Likewise, the continued rise of Prime subscribers and massive sales numbers underline the tremendous opportunity afforded to third-party Amazon sellers.
More Notes from Prime Day 2021
Amazon released a few interesting tidbits related to categories and specific products that crushed it during the sales holiday.
Amazon reports the best-selling categories worldwide included tools, beauty, nutrition, baby care, electronics, apparel, and household products.
Top-selling products worldwide for Prime Day 2021 included iRobot Roomba 692 Robot Vacuum, Keurig K-Slim Coffee Maker, Apple Cider Vinegar Gummy Vitamins by Goli Nutrition, and Crest 3D White Professional Effects Whitestrips.
Prime members worldwide saved while gearing up for back to school purchasing more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products.
In the United States, top-selling deals included the Waterpik Electric Water Flosser, Orgain Organic Plant Based Protein Powder, 23andMe Health DNA Test, iRobot Roomba 692 Robot Vacuum, Instant Pot Duo Plus 6 Quart 9-in-1 Pressure Cooker.
Overall, Prime Day 2021 was undoubtedly a major success even when compared to its lofty standards.
With the accelerated prominence of Amazon and e-commerce, it’s never been a better time to be one of the hundreds of thousands of third-party sellers who have realized their entrepreneurial dreams on Amazon.
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Are you getting started on Amazon or thinking about launching your own online business? We spoke with Ecom Dave to discuss how to kickstart an Amazon business in 2021 and how to avoid common mistakes that get in the way.
Over the past 18 months or so, the Amazon marketplace has made plenty of waves. Whether it’s been about record-setting numbers, expansion into new countries, or competitors such as Shopify or Walmart looking to duplicate its success, there’s plenty of buzz on the topic. Here are some tips to getting started on amazon.
To anyone who likes making money (and who doesn’t?), this may seem like your signal to get in on the action. There’s plenty of opportunity on Amazon and the industry is still growing rapidly.
But before jumping in headfirst, there are plenty of considerations to make.
As with most things that go through massively evolving growth, things change quickly. As recently as 5 or 10 years ago, just starting an Amazon business may have been enough to fast track your success.
With a more mature marketplace, new sellers must enter more strategically than in the past.
That’s why we spoke with Ecom Dave, a superstar seller and seller mentor in the Amazon community. He takes us through his journey as a seller, how Amazon has evolved over the years, and how sellers can build their business the right way.
Tune in to the whole conversation for a free-flowing conversation packed with plenty of helpful Amazon tidbits!
Get to know Ecom Dave and his experience with e-commerce. (0:00)
If you aren’t familiar with Ecom Dave, take a second to learn his fascinating journey from bartending and failing at his first attempt at selling on Amazon to launch a successful online business and becoming one of the biggest names in the Amazon seller community.
What mistakes are the new wave of Amazon sellers making? (9:31)
When learning a new skill, knowing what not to do can be as critical as knowing what to do. Steering clear of common missteps can make the difference between a dud and a stud, with thousands of dollars at stake. Dave walks us through his process and thinking while assisting new sellers and where many are going wrong.
How getting started on amazon impacted Dave’s lifestyle? (13:25)
Let’s be real. Most of us don’t work because we love the work. We work to afford the best lifestyle we want.
One of the main allures of selling on Amazon is the ability to be your own boss, build your business, and live the life you’ve always wanted. That’s certainly the case for Dave, who walks us through his daily routine compared to before he began selling on Amazon.
Dave walks us through what aspects he believes have personally contributed to his Amazon business? (22:10)
A seller’s mentality at approaching their business plays a tremendous factor in the outcome of the business. When running your own business, your business’s success or failure and overall imprint becomes inescapably related to person running it.
The Amazon seller community is quite diverse in terms of mentality and approach, so while there certainly is no “one-size-fits-all” mentality, each person’s strengths or weaknesses can make an impact on their business. Getting started on amazon can have a large impact. Dave explains how his personality and experiences played a role in his ultimate success.
Before we say goodbye, Dave offers some final advice for Amazon sellers who are kicking off their FBA careers. (27:00)
If we were to dive into all the aspects that go into selling, the Follow The Data podcast would be longer than an episode of the Joe Rogan show. So before the conclusion of this conversation, we asked Dave what other tips or topics he’d like to cover that hadn’t been covered already.
A huge thanks to Dave for taking the time to share his valuable expertise. For more tips and tricks to starting and succeeding on Amazon, check out his website! You can also connect with Dave on Instagram, LinkedIn, and Facebook.
As always, drop your email below to receive the latest Amazon seller news and updates!
Don’t let Prime Day sneak up on you! With one of the largest shopping holidays of the year approaching, find how to prepare for Prime Day.
Amazon Prime Day 2021 is almost here! Amazon’s signature shopping event — the 48-hour event kicks off June 21st — will surely be a smash hit once again.
For Amazon sellers, it goes without saying how massive of an opportunity Prime Day represents. Even though Prime Day 2020 was delayed due to COVID-19 and placed in a jam-packed holiday season, it became the largest grossing Prime Day yet, cracking over $10 billion in sales for the first time.
Of course, every seller wants to get a piece of the action. A successful Prime Day can feel like hitting the jackpot, delivering a windfall of profits as your business receives a massive influx of orders.
While the wave of sales provides the most exciting benefit, there are plenty of additional benefits that can serve as a catalyst for your business. As millions of Prime members search Amazon for Prime Day deals, their purchases can reasonably viewed as a way for sellers to increase their rank in a brief timeframe. On top of the opportunity to boost rank, sellers who capitalize on Prime Day traffic will likely garner more reviews as a result.
At Viral Launch, most questions we receive revolve around how to increase sales, boost rank, or generate reviews. Simply put, Prime Day offers the opportunity to achieve all three.
With stakes so high, the competition escalates in the lead-up to Prime Day. Conquering your market for this sales event requires more time and energy than during typical times. Below, we’ll list a few ways you can set yourself up for a successful Prime Day as the big day draws nearer.
Set Up Your Deals
Don’t forget about the fundamentals! At the most basic level, customers on Prime Day are looking for a deal. They want to see markdown prices they can’t resist or put off for later.
The tried-and-true way to achieve that would be through Prime Exclusive Discounts. Just as the name implies, they allow your product to be discounted to Prime members. These deals must be at least 10% off non-member, non-promotional price.
Exactly how much of a discount you offer is entirely your decision, but take careful consideration of your best possible offering. Assume your competition will deliver their goods for markdown prices and strategize what it will take to make your product offering the most compelling.
Even if trimming your profit margin doesn’t sound like fun, review the benefits we mentioned earlier that can provide a boost for your business. If you were seeking more reviews or want your organic keyword ranking to rise, even the smallest of profits could answer potential problems for your product that increases your chances at sustained, long-term success.
How to set up Prime Exclusive Discounts
In Seller Central, select Prime Exclusive Discounts within the Advertising tab.
Download the Discount Upload template spreadsheet. Then, fill in the spreadsheet appropriately with product and pricing information.
On the Prime Exclusive Discounts page, click Create Discount. Enter the name of discounts, date, and upload the completed promotion upload spreadsheet.
Optional: Review and edit the information of any products that fail the upload and submit.
In case you’ve never created a Prime Exclusive Discount or haven’t done so in a while, be sure to check the eligibility requirements beforehand to ensure your products meet the criteria.
Monitor Your Keyword Ranking
As always, your product’s organic rank remains a top priority. As Prime Day nears, your rank only grows more critical. For the most convenient keyword tracking, utilize a tool like Keyword Manager.
Tracking rank trends can inform you of plenty regarding your strategy and execution. On Prime Day, millions of customers will perform searches. Positioning your listing in prime digital real estate puts you in an excellent spot to win the day.
Make sure your rank isn’t falling over the next few weeks to avoid the rug being pulled from under your feet during the big rush. Each spot represents a piece of the pie your business will receive on Prime Day. Doing whatever you can to stay on top of your ranking to maintain or improve your rank could pay off exponentially.
But it all starts with keyword tracking.
Also, closely monitor the placement and performance of your sponsored ads through June 21st. With sellers looking to accelerate sales before Prime Day, bids for keywords become more expensive. A bid that would normally win the top billing for a keyword may not land on the first page of search results.
You may want to increase your bids, or try a new strategy altogether. Perhaps bidding on low-to-medium search volume keywords provides a better return on investment at this time.
It’s important to remember that this time is not normal. As a result, maintaining a “business as usual” strategy may not work. Those who recognize market changes and adjust appropriately will reap the benefits.
Keep An Eye on the Competition
When considering how to prepare for Prime Day, the competition plays a tremendous role in your actions.
Much like Texas Hold ‘Em poker, you must consider your assets versus what your competitor may play. Think about the start of Prime Day as the final flip of the cards, when the better hand is determined and the winner is crowned.
Continuing the poker analogy, you never truly know which cards your opponent possesses. But like poker, you can read your opponent’s “tells” to inform your decision-making and use it to earn the upper hand.
Unlike poker, you can eliminate much of the guesswork with a good competitor tracking tool, like Competitor Intelligence. Within Competitor Intelligence, you can enter a competitor’s ASIN and instantly understand their strengths, weaknesses, and a deep dive into their performance.
By tracking over time, you can also see their performance in keyword rank both organically and in sponsored ads to know what moves they’re making. In return, you can play defense and strategize appropriately to gain or maintain an edge.
Just as you’re gearing up for Prime Day, so is your competition. Accessing crucial metrics such as organic and sponsored rank by keyword, pricing changes, seeing who owns the buy box, and many more may open your eyes to their strategies.
Now just imagine how much of an advantage knowing your competitor’s thinking would be in poker…
With the amount of money and traffic driven through Prime Day, every second invested into optimizing your offering should be considered time well-spent. These are just a few ways on how to prepare for Prime Day.
Hopefully, at this stage, your inventory levels are prepared for a monster Prime Day. Also, your copy and product photography should already be optimized to maximize traffic and conversions. For those with the resources, Amazon Posts and Lightning Deals may also be intriguing ways to differentiate your product from the competition.
However, the clock is running out before Prime Day for drastic changes. With under two weeks to prepare, prioritizing your needs and wants first may be the way to go.
Best of luck to you in your quest to dominate Prime Day!
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Learn what to expect, how to navigate, and where to start when mastering an Amazon PPC tool.
As Mark Twain once said, the secret of getting ahead is getting started. But in many instances, getting started can be the most challenging part. Especially with the amazon ppc tool.
That much is certainly true regarding Amazon PPC and software designed to simplify and add sophistication to Amazon’s advertising platform. Amazon Advertising is still very much in its early stages. There should be no expectation to know where to begin.
So we’re here to help guide you in the right direction. To provide a basic knowledge of the Viral Launch advertising platform. You will know where things are, what to look for, and what’s included. Everything else begins to make much more sense.
Just like we must learn to walk before we run, you’ll need to understand the basics of Viral Launch’s PPC automation and management tool. Then, you’re free to start implementing advertising strategies that take your business to the next level!
You’ll need to set up a Viral Launch account that includes access to Viral Launch’s advertising platform, Kinetic PPC.
Sign up for our FREE Amazon PPC Playbook. With training from experts guiding you through all steps, you can perform PPC like a pro and dominating on Amazon!
Once successfully added, you’ll see your storefronts and ASINs within your account. Additionally, we strongly recommend setting up your landed unit cost and target ACoS within Kinetic. While admittedly tedious, doing so pays off in the end to fully experience the benefits. We’ll explain more on that shortly.
Campaign View vs. Product View
Once you’ve added proper authorizations, you’ll notice there’s not one but two ways you can view your ad.
Campaign View shows information for every campaign across all your products. It looks a lot like Seller Central.
Product View shows information per ASIN, so you can see how each individual product is performing.
For those familiar with Amazon PPC, campaign view offers a more familiar appearance. With souped-up features, embedded data reporting, and cutting-edge integrations from the Viral Launch software suite, it’s like the Amazon Advertising Console on steroids.
But Product View truly allows for innovative insights into their ads like never before. With Product View, you are able to view how your ads are performing at the ASIN level so you can maximize efficiency. Once you’ve added your landed unit cost and target ACoS, you gain the ability to pinpoint your campaigns to minimize risk and maximize your ROI.
Make Your Own Rules
One of the biggest roadblocks to Amazon advertising success continues to be monitoring adjustments. With all the duties placed on a business owner’s shoulders, monitoring campaign statistics and making changes at the right time can feel impossible.
Kinetic solves that problem with its ability to create rules to optimize your ads. Don’t know where to get started? No worries! Our handy pre-made templates can help get you started with understanding what rules you can create by providing the strategy behind them.
Set parameters to shut down underperforming campaigns or increase the budget for ads that are skyrocketing your sales to enact performance-based automations. That’s right. Kinetic’s by-the-minute monitoring and your personalized rules combine to stop losing campaigns in their tracks or reward winners with more ad spend.
You can set the rules to three different states of action.
Rules set as automatic continuously go into effect once the rule has been triggered. In this state, the rules you’ve created for a campaign will fire off whenever the conditions have been met. For example, if you create a rule that increases your bid amount for keywords with a low ACoS and place it on automatic, the rule will take action every time it’s applicable without any action needed from the seller.
Rules in a manual state work similarly to those in automatic. However, instead of the rule going into effect as soon as the conditions have been met, you’re notified within the tool without Kinetic making any changes. Once notified, you can review the rule that’s been triggered in the Activity History tab to decide whether or not to approve the action. As the name implies, this state is more hands-on.
In a paused state, rules exist without any action taking place as a result of them. Perhaps you’d like to experiment with rule creation but don’t want to trigger changes for your campaigns. Placing them in a paused state ensures that your work is saved, but there will be no automations or notifications regarding the specific rule. At any point, you can take paused rules off the bench and into the game by selecting manual or automatic with the push of a button.
With Kinetic, your campaigns can literally make desired real-time adjustments while you sleep! If you prefer a more hands-on approach for your ad campaigns, you can do that too. Featuring the option to do either,
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Get Familiar with Your Keywords and Search Terms
On top of the ability to create campaigns at the ASIN-level with customizable rules to more effectively carry out your goals, this Amazon PPC tool collects extensive reporting for a clear view into your ad performance at the keyword level.
The Keywords and Search Terms tabs within Kinetic display critical metrics that better informs your advertising strategy and tactics.
In Seller Central, you have to run a report for a particular date range, export it to Excel, add a series of filters and try to understand where it’s actually delivering and look for opportunities to improve the targeting. Kinetic simplifies this process, giving sellers the power to dig deeper into their data and make changes to optimize their campaigns.
While many make the mistake of using these words interchangeably, a very important detail differentiates these two Amazon buzzwords. In short, the Keywords tab is where you’re targeting, while the Search Terms tab presents only where your ads are delivering.
This view helps to consolidate all of the keywords you are targeting and allows you to see how the keyword is performing, and what campaigns are contributing to that.
Search Terms Tab
The Search Terms tab can save you loads of time in understanding where your ads are delivering. Once you’re using an Auto campaign, or broad and phrase match targets, your ads can deliver for a wide array of customer search terms.
In short, the Keywords tab shows keywords are targeting, while the Search Terms tab presents only where your ads are delivering.Your Search Terms report will show you a list of keywords that have garnered at least one impression, along with a bevy of metrics that gauges performance.
Now that you have a better lay of the land, taking your business to a new level is within reach! Register for a Viral Launch account today and start your 14-day free trial to turbocharge your FBA efforts.