Follow The Data: Advanced Amazon Seller Strategy Hacks for Black Friday / Cyber Monday

On this installment of Follow The Data, Danny Carlson of Kenji ROI walks us through advanced seller strategies that will make this your best Black Friday and Cyber Monday yet!

It’s that time of the year! Black Friday and Cyber Monday are coming up fast, and sellers who position themselves for success will ride a sales wave into 2021. Danny Carlson of Kenji ROI dropped by to chat with Follow The Data host Cam Yoder to provide insights on what tips and tricks Amazon sellers should be using to rise to the top and rake in sales from this holiday season.

With just a few days until Thanksgiving, Black Friday, and Cyber Monday, time is running out to set your listing up for success.

While savvy sellers have spent months prepping their product catalog for this holiday season, the days leading into the holidays are crucial. No matter how well you’ve developed your Q4 plan to this point, the week of requires unique strategies both offensively and defensively, that can make a tremendous difference when executed on the precipice of Black Friday.

As CEO of Kenji ROI, Danny has served over 500 Amazon sellers and created photos, video, copywriting, and graphics for over 1,240 listings. Kenji ROI assists sellers with PPC Management, creative services, and review boosting emails.

Danny was gracious enough to share groundbreaking strategies and seller tactics that are sure to give you an edge over the competition when it matters most.

HIGHLIGHTS

Getting to know Danny, his entrepreneurial journey, and his Amazon experience. (0:00)

Danny Carlson and Kenji ROI have been a force in the Amazon selling space for years. Before he drops groundbreaking tips, take the time to hear about Danny’s success and background.

What will Danny be doing for his clients and what advice would he give to sellers in the week of Black Friday and Cyber Monday? (3:51)

“Failing to prepare is preparing to fail.” – John Wooden

The importance of proper preparation in this busy time cannot be understated. Your competition understands how valuable a holiday season windfall can be, and they might be more incentivized to participate in black hat tactics. Too many sellers don’t prepare for these instances, and Danny breaks down what your competitors might try and how to defend yourself.

There’s no better time to rank highly through search than the holidays. While it might be late in the game to make a dramatic change, every spot you climb means more sales. How can you ascend the ranks in a short amount of time? Danny breaks it down here.

Amazon Advertising in the week of Black Friday / Cyber Monday: Using Modified Broad Match Ads, An Underutilized but Valuable Tool (9:27)

PPC Advertising is one of the surefire ways your product gets in front of customers, but everyone knows this. What’s the best way to setup PPC without breaking the bank?

Modified Broad Match Ads can be the magic bullet for you. It’s super easy to set up and helps sellers get the most bang for their buck when appropriately created. Danny gives his insight on why this overlooked method of PPC provides the most opportunity.

After Black Friday and Cyber Monday, what should sellers do to prepare for Christmas? (20:35)

Once Black Friday and Cyber Monday pass, there’s nearly a month of increased sales. Not all preparation is created equally, and that’s especially true in these unprecedented times. You better believe Danny has already looked into the possibilities and how you can prepare for them. Tune in to hear what this one-of-a-kind holiday season might look like after Cyber Monday and how it affects your planning.

What strategies should sellers be considering to grow their brand into 2021? (31:39)

As the marketplace continues to evolve, what should Amazon sellers be doing to stay ahead of the game? In Danny’s experience, he’s worked with sellers of all backgrounds and stayed up-to-date on the latest in trends. Danny drops knowledge on what you can do to start 2021 off on the right foot.

Be sure to tune in to the rest of the show for every valuable tip and tidbit so you can have the upper hand over the opposition in your market!

At Viral Launch, we believe the more informed seller wins. And that’s never been truer than now. A special thanks goes out to Danny for talking shop with us, and for sharing these crucial tips and tricks. In what is sure to be one of the busiest holiday seasons ever, these hacks could be all the difference you need to dominate the remainder of 2020.

To keep up with Danny and the team at Kenji ROI…

Connect with Danny on LinkedIn
Visit Kenji ROI’s site at https://www.kenjiroi.com/
Check out Danny Carlson’s Actualize Freedom Podcast

Follow The Data: How To Start An Amazon Consulting Business & Elevate Your Brand

In this episode of Follow The Data, Britt Englund breaks down the lessons she’s learned consulting and managing enormous brands on Amazon!

Much like Liam Neeson in Taken, successfully selling on Amazon requires a very particular set of skills. Quite often, sellers are short on time, experience, or knowledge to optimize each aspect of their online business.

When your business could use some outside help, hiring an experience brand consultant to develop strategies, establish best practice processes, and develop a network can catapult your Amazon business to the next level.

We spoke with Britt Englund, a noteworthy Amazon seller consultant and brand strategist, to learn more about her expertise in Amazon consulting!

HIGHLIGHTS


Getting to know Britt Englund (0:00)

Before we dive deep into the world of starting an Amazon consulting business, get to know about Britt and her vast Amazon experience. With around 10 years on the platform, you’ll be hard-pressed to find someone more immersed into Amazon trends, standards and strategies.

Going into 2021 and beyond, why is brand development so important on Amazon? (4:24)

Visibility and brand recognition can make all the difference in eCommerce! Britt breaks down the logic on the latest Amazon branding trends. Should sellers be utilizing the same tactics on Amazon on all eCommerce platforms? Find out here from an expert.

What are the tools sellers can utilize to separate their brand from the competition? (7:30)

The market on Amazon is as competitive as ever. Britt offers insight on what options exist for sellers to elevate their brand past competitors, with a strong focus on how to approach influencer marketing.

Selling cross-platform became more popular in 2020 during the COVID-19. Should sellers be using other eCommerce platforms? (23:40)

Logistical issues meeting increased demand at the onset of the COVID-19 pandemic opened the door for eCommerce competitors such as Walmart and Shopify. Was this a one-off instance, or should sellers exclusive to Amazon pursue expanding their online business beyond Amazon?

As Amazon continues to mature, the interest in brand consulting is booming. What’s the process of consulting and what should aspiring consultants be doing to achieve their goals? (26:40)

Amazon brand consulting is an emerging market, with interest and demand rising exponentially. Britt saw the rise of Amazon consulting early and positioned herself as an expert at helping brands reach their potential. She thoughtfully analyzes her path and what should prospective brand consultants be doing to set themselves up for success?

What is the biggest thing sellers should be focusing on for Q4 and beyond? (36:41)

It’s the busiest time of the year! With the wave of sales during the holiday season ahead, sellers need to be on top of their game. As time runs out on 2020, Britt breaks down how sellers can optimize their Q4 and set themselves up for a profitable 2021.

A special thanks to Britt Englund for taking the time to talk shop with us on the show! You can keep up with her on LinkedIn for more.

Follow The Data is a podcast by Viral Launch for Amazon sellers hosted by Cam Yoder, an expert on all things Amazon. Available on iTunes, Spotify, and all your favorite platforms, be sure to like and subscribe to receive exclusive content and updates when new episodes release!

How To Grow Your Amazon Business Using Virtual Assistants with Ashley Armstrong

On this installment of Follow the Data, we chat with Ashley Armstrong on the topic of virtual assistants and how they can explode your Amazon business.

Being an entrepreneur doesn’t mean you have to do it alone. With so many responsibilities while running your own business, certain aspects are best left delegated to others. Enter the virtual assistant. Virtual Assistants can simultaneously make your life easier while helping you grow your business exponentially.

Ashley Armstrong of www.AmazAuthority.com joins Cam Yoder on the Follow the Data podcast to share her savvy experience as an Amazon consultant. Topics we dive into include where to find virtual assistants and best hiring practices, when to start considering adding a virtual assistant, and what tasks should you be delegating to others.

While this may seem like a tactic used only by advanced sellers, it’s not as difficult as you might think! Check in with Cam and Ashley on this episode of Follow the Data for an invaluable discussion on the subject!

HIGHLIGHTS

There’s plenty to unpack from our in-depth conversation with Ashley. Be sure to listen to the podcast or watch the video to pick up tips and tricks from an accomplished eCommerce consultant. Whether you’re just getting started on Amazon or an established pro, there’s a ton of helpful insights to take your business to the next level.

A look into Ashley’s Amazon journey. (1:27)

Trust us, you’ll want to hear Ashley’s fascinating journey. From authoring Amazon best-selling books and creating her own probiotics to her role assisting Amazon businesses reach their full potential.

Why, when, and how to use virtual assistants to scale your eCommerce business. (7:26)

Being an entrepreneur requires a multitude of skills that don’t necessarily fall under the same umbrella. So how do you ensure all aspects of your business are hitting their potential? In the long run, virtual assistants can take your business to the next level. Ashley breaks down her experience and advice on how to use virtual assistants to maximize your business.

For beginners, what core tasks should entrepreneurs be delegating to virtual assistants? (16:59)

“Deciding what not to do is as important as deciding what to do.” – Jessica Jackley, entrepreneur.

Ashley gives her valuable insight into the specific tasks early-stage sellers should be looking to assign to others. Ultimately, utilizing specialists to perform tasks can do wonders in terms of boosting your efficiency.

Advice for entrepreneurs who have reservations delegating aspects of their business to others. (40:47)

A huge draw of entrepreneurship in the first place is the allure of controlling your own success through hard work and wise decisions. But that same mentality can cause sellers to have reservations delegating aspects of their business to others. Ashley perfectly states the importance of letting go, and explains the overwhelming benefits of virtual assistants.

Tips for finding virtual assistants and how to avoid rookie mistakes. (46:27)

Don’t know where to start with connecting with a virtual assistant? No worries! Ashley’s got you covered with a few of her recommendations on where to find top talent to work with across many categories.

Be sure to sign up for Ashley’s FREE five-day challenge to improve your listings for the holidays. Also, you can connect with her on Facebook and her primary website.

Follow the Data is a Viral Launch podcast for eCommerce sellers exploring the depths of the Amazon marketplace. Join your host Cameron Yoder, Amazon Expert, as he leverages the data we’ve accumulated here at Viral Launch from tens of thousands of product launches. Alongside various guests, he will help you understand the big picture when it comes to selling on Amazon and the best practices for how to grow your Amazon business.

The Future of Search Volume: Amazon Search Volume and Relevance Change

The Future of Search Volume: Amazon’s Search Volume and Relevance Change

As you may have heard, there was a recent Amazon API change which removed software providers’ access to real Amazon search volume data.

In this episode, Casey discusses how this impacts you as a seller, how this change impacts Viral Launch’s tools, and the future of Amazon search volume.  It helps to see the visuals, so check out the link to our blog post.

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REBROADCAST | Failing Successfully: How To Use Failure To Grow Your Business w/ Casey Gauss

REBROADCAST | Failing Successfully: How To Use Failure To Grow Your Business w/ Casey Gauss

A lot is happening at Viral Launch, and we will be taking a little break! Get ready for some great new shows coming your way with Casey Gauss, founder and CEO of Viral Launch. In the meantime, enjoy this rebroadcast of “Failing Successfully: How To Use Failure To Grow Your Business”.

Sellers in the Amazon space today seem to only talk about success. But what about the other side? The side that sees less attention? As a seller, it’s important to recognize that failure is a critical aspect of growth for you and your business. Successfully handling failure on Amazon can make or break even the greatest sellers. With the right systems in place, it can be used as one of your most valuable assets. Scaling your business effectively means knowing how to best respond to failure. In this episode, we break down how you can leverage failure to effectively grow your business. We’ll talk through how you can shift your mindset towards failure, and how this mindset shift can change your life as well as your business.

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Casey Gauss: Using Innovation To Build & Scale Your Business

Casey Gauss: Using Innovation To Build & Scale Your Business

Challenging the status quo through disruptive ideas…Innovation is what drives us, as a company and as individuals here at Viral Launch. We wouldn’t be where we are today without it, AND we wouldn’t be able to keep on moving forward without innovation as the wind in our sail. Innovation is what keeps companies like Apple at the forefront of their craft, and so we strive to keep it at the forefront of our business. Today, we’re talking through how you can do the same.

Today, I’ve brought in CASEY GAUSS to talk through innovation. Not necessarily WHAT innovation is, but how innovation has defined what he’s been able to accomplish here at Viral Launch, and how you can apply it to kind of SHIFT your mindset and, as a result, grow your Amazon business and other aspects of your life as a whole. There’s a lot to unpack here, so let’s jump in

11/8
We’re announcing TWO new tools! Sign up for the webinar here:
bit.ly/VL-Innovation

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Amazon Seller Questions: Seller Mistakes, Finding Great Products, Split Testing & More

Amazon Seller Questions: Seller Mistakes, Finding Great Products, Split Testing & More

Data is EVERYTHING here. If you’re an avid listener of the show, you know that. We’re pulling from one of our many sources of data today – Amazon Sellers. We help a LARGE number of Sellers every single day, and get to see where a lot of confusion is happening in the space. We get HUNDREDS of questions from Sellers every single day, and we’re answering those questions in today’s episode.

I’m bringing in two Viral Launch employees who interact with Sellers every single day. We’re breaking down the main topics here – ones that Sellers ask us about ALL the time. There’s honestly a LOT of good info here, and we cover it all quickly, so get ready to zone in. ALSO, just wanted to make sure you’re aware, I do a two live Q&A sessions each week on our social channels. One is through the Data Hunters, our Facebook Group, which is at 10am EST, and the other is just through our normal YoUTube Channel and Facebook Page at 1pm EST. If you have questions we don’t cover today, come ask me live during those times. When you join, let me know you listened to this episode, ill give you a shoutout. All that being said, lets jump in.

Listen to our last Coaching Episode: http://bit.ly/Ep-39
Ask me your questions! http://bit.ly/Cameron_Insta

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3 Amazon SEO Tips from Viral Launch Lead Copywriter Yale Schalk (Follow the Data Ep. 22)

3 Amazon SEO Tips from Viral Launch Lead Copywriter Yale Schalk (Follow the Data Ep. 22)

Keywords are what set your listing up to rank well and sell well, but there’s a catch. People also need to understand what your product is and what it does from your copy. How can you inform shoppers and do Amazon search optimization at the same time? Join hosts Cameron Yoder and CEO Casey Gauss for this conversation with Viral Launch Lead Copywriter Yale Schalk. And find out how to set up the best possible listing with these 3 Amazon SEO tips.

 

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Follow the Data Show Notes

Podcast Transcript

CAMERON YODER:
Contrary to common belief, getting ranking on Amazon is not about lowering your BSR. It’s about getting sales attributed to a keyword. Keywords are what set your listing up to rank well and sell well, but there’s a catch. People also need to understand what your product is and what it does from your copy. How can you inform shoppers and capture all your product’s keywords at the same time?

I’m Cameron Yoder, your host for Follow the Data: Your Journey to Amazon FBA Success. In this show we leverage the data we’ve accumulated at Viral Launch from over 30,000 product launches and our experience working with 6500 brands to help you understand the big picture when it comes to Amazon and, more importantly, the best practices for success as an Amazon seller.

In today’s episode I sit down with our Lead Listing Specialist, Yale Schalk, to talk about the best practices for writing an Amazon listing. We’ll talk about the keyword research, writing for Amazon SEO and how to convert shoppers. Let’s jump in.

So okay, we have Yale in with us today. Casey’s also sitting in on this.

CASEY GAUSS:
What’s up, guys?

CAMERON YODER:
So we’re talking to Yale today about listing optimizations. First, Yale, thank you so much for coming in on the show. How are you feeling about being on the podcast?

YALE SCHALK:
Awesome. Awesome, Cam. Really, really excited to debut on our expertly-produced podcast, which by the way I just want to say that everyone should be subscribed to, and you know, every morning you wake up just find your nearest rooftop and shout it and tell everyone. But yeah, excited for that and really excited to kind of jump into some key information that I really know is going to help a lot of people out there.

CAMERON YODER:
Yale is also already on the ball with recommending the podcast, which is great. I love it. Yale is our Lead Listing Specialist, okay? And he’s been a veteran writer with 10 years of experience writing about retail products. So he’s written for brands like Nike, Adidas and Reebok and is known in the office for his excellent taste in sneakers, okay? So actually Yale, what is your favorite pair of sneakers?

YALE SCHALK:
Oh, wow, that’s – it’s literally an impossible thing to answer. You know, obviously, I was raised on Michael Jordan and Air Jordan sneakers, so I can at least narrow it down to that, but from there it’s all bets are off. There’s just too many.

CAMERON YODER:
Well, all that being said, Yale is definitely deserving to be on this podcast talking about listing optimization when it comes to Amazon specifically. But before we dive into Amazon-specific SEO and Amazon-specific listing ops, I want Yale – Yale, can you touch on just SEO in general, SEO as a practice?

YALE SCHALK:
Absolutely, for sure. So you know, when people think of, you know, the term SEO or, you know, properly search engine optimization, you know they think of Google, right? They think of, you know, their minds go right to Google because Google is this ubiquitous thing that is just out there. So but SEO is not confined to Google. You know, it’s like if you’ve ever seen the movie The Matrix, you know at the end when Neo sees everything in just this digital rain, and it’s just like streaming lines of green code everywhere, you know, I like to think of SEO like that. I think it’s, you know, it’s very much in the fiber of anything that you search on the internet, and it’s necessary, you know, any time that you type something into a search bar.

CASEY GAUSS:
Well put.

CAMERON YODER:
Yeah, The Matrix.

CASEY GAUSS:
I love that analogy. If you haven’t seen The Matrix you just missed out on a great analogy.

CAMERON YODER:
Watch The Matrix, buy some sneakers, and then you’ll be set. So that’s general SEO, right? So can you move further maybe into like, I don’t know, Amazon or Google specifically?

YALE SCHALK:
Absolutely. So the way it works is basically that, you know, the input for a search is almost always language, and then the search algorithm uses that language to return a set of results, and then to get your content in that results list you have to give the algorithm basically what it wants. So then that begs the question, okay, so what does the algorithm want? In terms of Google SEO, that’s about proving credibility with, you know, relevant headings and meta-descriptions and links, and of course language for Amazon. It’s different from the standard SEO set up in that the results exist within Amazon’s platform. You know, for example, you don’t navigate to a different domain when you click on a result. So Google looks for site credibility with links and traffic, while Amazon looks for language, you know, or specifically keywords. So it’s really important for everyone to keep in mind that Amazon is really its own ecosystem when it comes to how searches are conducted and how those searches help determine the results you get when you or, you know, your potential customer, is looking for something.

CASEY GAUSS:
And I think it’s important to mention that – I think this is a stat from either 2016 or 2017, but over I think it’s like 55% of product searches begin on Amazon. So when it comes to king of search engines, when it comes to product searches, I think Amazon takes the crown.

YALE SCHALK:
Absolutely.

CAMERON YODER:
And that’s something I don’t think a lot of people think of, simply put, Amazon as a search engine. But in fact, like you said, it is, and listings in a sense really are all about SEO when it comes to Amazon specifically. So Yale, would you be able to introduce to us just some tips, maybe three basic tips that you have for everyone when it comes to listing optimization and keyword optimization on Amazon?

YALE SCHALK:
Absolutely, for sure. And you know, I think the good set up for this is like, you know, obviously everyone wants the highest visibility for their product. You know, ideally that’s page one. That’s what everyone wants to be on Amazon. So you really cannot afford to overlook the importance of keywords when assembling your product listing. You know you can have, and you know I never tire of saying this, but like you can have breathtaking photos, and you can have the most exquisite product description, but you know, without the proper keywords and the correct placement of those keywords in the listing, you know you’re basically – you know you’ve got a Ferrari with no engine. You know, it’s looking amazing, but it’s not going anywhere. So I just really want to emphasize, you know, first off that, you know, you can’t just throw information together and hope something happens. You know, I can tell you that it won’t. It doesn’t work that way. So it’s vital to get that keyword foundation in place.

So I would say for the first tip is plurals, plurals of words. So Amazon says that they account for plurals of words. So if you search swaddle blanket, you know, you’ll get different results than if you search swaddle blankets. So some listings will have, you know, both the plural and the singular form of the keyword while others won’t. So when someone searches blankets it’s, you know, hard for the algorithm to determine, you know, what exactly that person is expecting. So the algorithm is very smart, but it has its blind spots, and so one of the blind spots is it doesn’t know, you know, for example for this example that, you know, if you’re looking for multi-packs of swaddle blankets or if they’re looking for all the swaddle blankets on Amazon, so having both forms of the word, you know, or multiple forms of those words, those keywords, is really important for you to show up in any search related to your main search terms.

CAMERON YODER:
So tip number one, overall is suggesting to use both the singular and plural form of your primary keyword, or how many keywords do you think this would apply to?

YALE SCHALK:
I would say as long as you’re starting with your root keyword you want to kind of work in maybe the most common – and this is something that you’ll be able to kind of see in your keyword research, but and you’ll be able to notice patterns of what people are searching for, but usually you’ll just find like those simple little variations, those little, like little degrees of that root word, you know, just plurals and just different tenses of the word that people might throw in there when they’re searching for products.

CASEY GAUSS:
I think it’s important to mention also, I think one common mistake, and I don’t know if this is one of the tips, but you know, people always want to know am I indexed for this word. So just because you’re indexing for a word does not mean that you’re driving the same amount of keyword power or keyword juice, however you want to refer to it, to those words. So this is an important concept, and you’ll hear more about it.

YALE SCHALK:
For sure.

CAMERON YODER:
Let’s go on to tip number two.

YALE SCHALK:
Tip number two. Tip number two is keyword stuff the title. Yeah, you heard that right. Keyword stuff the title. So there’s been – this has always sort of been a philosophical debate on, you know, are you going to be rewarded if you keyword stuff? Are you going to be penalized if you keyword stuff? But I can tell you in the case of Amazon, in the Amazon world you’re going to be rewarded. So the title is definitely the most important, you know, real estate in your listing in terms of SEO. So you should really use as many keywords as you can fit, you know, without compromising quality or under-serving your character limit or overstepping that. I mean when you overstep that’s definitely something you’ll be penalized for, but so you know, what do I mean by compromising quality? So you know you have to make sure that you’re showing shoppers the information they’re looking for, like you know, things like ounces or fluid ounces might be important to consider, you know, if they’re considering price, or you know, certain features like dimensions or certifications like organic are there to include. So you know, this tip is really about just including as many super relevant keywords, you know, while leaving just enough space for those important, you know, product tidbits that people are looking for.

CASEY GAUSS:
And I always like to say, you know, I would much rather have, you know, a 3% lower click through rate because my title isn’t as beautiful but rank for, you know, twice as many keywords or three times as many keywords simply because I’m putting them in the title versus having that super short, you know, elegant, you know, four-word title that has like my brand name and just a few other words. Let’s say it’s a frying pan, so brand, you know, stainless steel frying pan. There are so many additional words that you need to be including in your title to maximize the position and total volume of keywords that you can rank for; well, rank well for. And so yeah, I would much rather have this longer title, rank for so many more keywords than you have this beautiful title that may drive slightly higher click through rates.

CAMERON YODER:
Yale, what’s your opinion on having the brand name in a title?

YALE SCHALK:
It’s awesome that you mentioned that because I was just going to follow up on that point. Yeah, a thing that I really want to talk about for a second is not insisting on including brand names in titles. I empathize with, you know, every seller that, you know, wants to do that. I mean, everyone wants to have the competitive advantage and get their brand out there, but I would say that you have to apply a pass/fail in terms of your brand name. So look at it this way. You just have to treat it as another keyword, and if there aren’t a ton of people searching for your brand name, then it’s always a good rule of thumb to substitute in an actual, you know, high-volume search term instead of your brand name. And I know that there might be a conception out there that, you know, people aren’t going to see your brand and you know, that’s something like that’s going to be a disadvantage for you, but you know, don’t worry. It will show up – you know, your brand is going to show up in the subheading. You just want to make sure that you make the most use of the title.

CASEY GAUSS:
Yeah, to summarize it, people, you know, aren’t searching your brand name. If they are searching your brand name they’re going to see it in the search results. It says, you know, by brand in most categories. And even if not, if they’re searching for your brand name they should know what your packaging looks like because you should have cohesive labels or packaging or whatever in your photos. They will recognize your brand. You should not be concerned about them recognizing or not recognizing your brand. And by including that brand name in your title you’re just wasting super, super valuable character space.

CAMERON YODER:
I think the question should be what more valuable words you can put into your title that would take the place of your brand name.

YALE SCHALK:
Absolutely.

CAMERON YODER:
Yale, what is tip number three?

YALE SCHALK:
Tip three, prioritize keywords and then write your copy. Yeah, this is another thing that I’ve seen a lot where maybe sellers get focused on, you know, really fleshing out their copy, their listing, and they’re focused on, you know, stuffing as much information and even sort of messaging, you know, that they’ve come up with into the listing. But I would say that, as we’ve said, you know keyword is king, and you really have to sort of like lay that foundation first and then, you know, work in your copy from there. You know, again, it seems to make a lot of sense to look at your listing from your sort of branding ideas and everything like that. But you’ve got to get the keywords right, and then you know, then you can provide the insight and wrap everything around that.

CASEY GAUSS:
I think this fits well, actually, with your second tip, which was keyword stuffing the title. In a lot of cases I think people have a rough time picturing where – and correct me if I’m wrong, Yale, but people have a tough time picturing where to get started with keywords, and so maybe they’ll write – they’ll try to eloquently put together like a string of words that connect well, maybe have some keywords in, and then they’ll try to like piece together other keywords that they want to put into the sentence that they’ve developed.

YALE SCHALK:
Right.

CASEY GAUSS:
When in this case you’re saying like no, start with the foundation, like with your title. Let’s say with your title. Start with the foundation of as many keywords of like a bunch of high-end keywords, keywords that are going to convert or have a lot of traffic leading to them. Start with that foundation of all those keywords, and then maybe piece them together. Is that what you’re saying?

YALE SCHALK:
Oh, for sure, for sure. I mean you really do, like we said, with the title you really have to get the right keywords up there upfront and you know obviously try to assemble those in, you know, the most beautiful way that you can and sort of balance, you know, walk that line of getting the keywords and getting the product information up there for people, and then from there it’s really just a matter of prioritizing.

CASEY GAUSS:
Yeah, and this is what I was kind of alluding to earlier that I didn’t want to go into because I didn’t want to steal Yale’s thunder, but just because you are indexed for a word does not mean you are driving the same amount of ranking power. So what this means is just because you have, you know, keyword XYZ in your description that yes, you – or a bullet point or whatever – yes, you will be indexing for that, but just because you are indexing because the word is in a bullet point doesn’t mean you’re driving the optimal amount of power, and you’ll drive that optimal amount of power by having it in the title, preferably the highest volume keywords at the beginning.

CAMERON YODER:
Yale, can you touch on just a little bit about how much energy people should be putting into their bullets, into their descriptions or their backend keywords? I think a lot of people tend to freak out about the bullets as much as they do the title. And you already mentioned that the title is going to be your primary keyword ranking driver, but where are the other aspects of a listing when coming into this?

YALE SCHALK:
Oh wow, yeah, so you the – yeah, of course, like we said, the title is obviously the most important part, and you know, where the keywords are really prioritized there. But from there I think the most important point for crafting your listing is to keep in mind that buyers by and large are on Amazon to basically scan information. They’re not there to, you know, read novel length listings, and a lot of the times yes, you know, obviously your product information is obviously helpful when they’re, you know, comparing products and trying to make a decision. But a lot of the time they’re just scanning that information, and they need it very succinctly. They need it very concisely, and that’s really going to a lot of times be the difference between, you know, someone adding your product to cart and checking out and, you know, maybe passing over and going with someone else. So yeah, definitely keep that in mind. You know, think of it in terms of a priority list. So the title is the number one priority, then the bullets number two, product description three, and so on. So yeah, definitely assemble your information accordingly.

CAMERON YODER:
Yale, is there anything else that you’d want people listening to know, even if it’s just in general, about listing ops or if you’d want to summarize in any way? What more, what else do people need to know?

YALE SCHALK:
I would say, you know, I think the thing that comes to mind most for me is that each segment of the Amazon selling process is so important. And you know, that’s really why Viral Launch exists. You know, we exist to help you get that right. You know, so I would say use our software. Get in touch with us to do your product photography. Get in touch with us to do your listings. You know, we really have – we’ve really refined and really perfected the entire process. So you know, we really are here to help you be successful.

CAMERON YODER:
That’s great. Casey, do you have anything to add?

CASEY GAUSS:
No, Yale’s just been killing it. You know I think that too many people – you know, I’ve definitely seen plenty of people say, you know, I don’t have time for keyword research. I don’t have time to put into my listing so I just threw something up, and I’m moving on. Essentially people just look at it as just another box to check, and the thing is like Yale mentioned at the very beginning of the listing, or sorry, the podcast, the listing is absolutely critical to achieving success on Amazon, especially as you continue to enter more and more competitive markets. The greater the level of competition, the greater your listing needs to be from a, you know, keyword structure standpoint. So if this is not on point it’s going to be so much more difficult for you to drive rankings, to sustain rankings and to drive sales. And so if you aren’t willing to take the time to invest in this listing, you know, I think your Amazon FBA journey is going to be pretty difficult.

CAMERON YODER:
This is one of those – it’s another one of those no-brainers. It goes with photos. Like why would you not have the best photos possible? Why would you not have the best listing optimization possible? If you don’t optimize this, if you don’t put energy or effort into it, then you’re not going to get the results that you could if you would have put that time or those resources into it.

CASEY GAUSS:
Yeah, it’s just another corner that people like to cut that really ends up biting them, you know, later.

CAMERON YODER:
Don’t cut corners. In this case one of those corners is listing optimization. So do not cut listing optimization.

CASEY GAUSS:
Yeah, I got good feedback from somebody at a conference that I spoke at this weekend, and they loved the – you know, everybody’s looking for that silver bullet. And we say you don’t need a silver bullet. You need an arsenal. And one of those weapons in your armory needs to be an amazing listing.

CAMERON YODER:
Well thank you so much, Yale, for joining us and for providing so much valuable information on listing ops.

YALE SCHALK:
Absolutely.

CAMERON YODER:
Well, that is all for this week. Thank you so much for listening to Follow the Data. For more insights and reliable information about how to succeed on Amazon, subscribe to the podcast and check us out on YouTube. For those of you who are looking for your next great product I have a series of product discovery walk-throughs videos on our YouTube channel that show you really how to leverage the tool. Just search Viral Launch on YouTube, go to our page and look for my face in one of the videos. Don’t forget to leave us a review and let us know what you think of the show. And if you really like the show and you like what we’re doing here at Viral Launch, tell your fellow Amazon sellers about us. We want to be a resource for sellers and the information source in this space. So please tell your friends, spread the word and share the show with other Amazon sellers.

Thank you, again, so much for listening. Feel absolutely free to hit us up on Facebook or tweet at us if you have any questions or feedback. And if you want to be featured on the show or have an Amazon related question or an idea for an episode, feel free to leave us a voicemail. Our number is 317-721-6590. Also feel free to just hit us up on Facebook or tweet at us if you want to be featured on the show, too. We can always take those questions and feature them on the show if you don’t want to call in. Until next time, remember, the data is out there.

Video on Amazon Listings: An Experienced Seller’s Perspective (Follow the Data Ep. 16)

Video on Amazon Listings: An Experienced Seller’s Perspective (Follow the Data Ep. 16)

Join Amazon Seller Coach, Cameron, as he discusses the effects of video on Amazon listings with special guest Kyle Goguen of Pawstruck, an experienced Amazon seller. Kyle shares insights gained from testing out video on his own products, and together they speculate about the future of video on Amazon.

Listen on iTunes

Follow the Data Show Notes

Podcast Transcript

CAMERON YODER:

Hey, guys, what’s up? We have Kyle with us today. Kyle has been a seller on Amazon for a little while. Kyle, can you just say hello and intro yourself a little bit?

 

KYLE GOGUEN:

Hey, everyone. Yeah, Kyle from Pawstruck.com. I’ve been selling on Amazon – I think it’s been two-and-a-half, three years now, and prior to that launched the company in 2014. We sell on our own website, obviously Amazon, eBay and a few other channels. But as of late we’ve been focusing a lot on Amazon.

 

CAMERON YODER:

Okay. So I actually – I always love asking people, sellers this when we bring them on and when I’m talking to them, but from your perspective how much has Amazon changed? How much has the Amazon game changed since when you first started?

 

KYLE GOGUEN:

Yeah, so you figure it’s only been a couple years, but things have changed drastically since I started. I would say in the beginning I didn’t really know what I was doing on Amazon, to say the least. And then it’s like as soon as you learn new strategies on how to launch products and promote products, it all seems to change, which I think is a good and bad thing. It definitely pays off for people who stay on top of the latest trends and strategies. Kind of sets yourself apart from the competition. So I like it, and overall I think we set ourselves up well for growth here in 2018 and in the future.

 

CAMERON YODER:

Yeah, that’s really good. And that actually kind of leads into something that we’re talking about today. So our topic today is all about video and video on Amazon. And this is something that’s – video on Amazon is something that’s super interesting that not too many people are talking about right now. It did get some buzz a little back when the beta was first announced and when people first found out about it, that Amazon was bringing video to sellers on Seller Central. But we’re focusing on video today, and Kyle has been a user of video on Amazon. He’s been – and correct me if I’m wrong, but you were part of the beta. I’m not actually quite sure how soon you were able to get in with video. How long have you had video on Amazon?

 

KYLE GOGUEN:

I don’t remember the exact date, but it’s got to be – I would say over a year, at least. I was in the Amazon Exclusives program, and that’s how I initially got access to it through some contacts I made through that program. And since then I’ve actually left Exclusives, but I still have access to some of the tools, which include video.

 

CAMERON YODER:

Gotcha. But so baseline you’ve really had some decent time to see how to work with video on Amazon, see what it’s done for you, right?

 

KYLE GOGUEN:

Yeah, definitely.

 

CAMERON YODER:

Okay. So first question, first question for you, for all of our viewers; how – just generally speaking, how has video affected your listings?

 

KYLE GOGUEN:

Sure. So I guess the first thing I want to go through is all the places that we currently are using video, just to explain that for the listeners, and then I’ll let them know what I think it’s done for our sales and listings. So the first place we have it on a listing would be in the thumbnails. You’ll see it kind of right next to the photos. I’m sure everyone’s seen that before. It’s got a play button, and when you click on it it will play a video just in place of where the main image is. That’s one place. The second place we have it is about halfway down the page. You’ll see video under a related video short section. So we also use that. And the third place we upload video is on our Amazon storefront, which is fairly new, and we’ve got kind of a whole, almost like our own website within Amazon built out. And on each of those pages we’ve used video to show off our products in use. So on – I guess when you’re asking how has it affected our listing, it’s a tough question to answer.

 

CAMERON YODER:

I know, I know, I know.

 

KYLE GOGUEN:

Yeah, like most things on Amazon, they don’t give you a whole lot of data, which is too bad. You wish you had access to it, but it makes sense that they wouldn’t want to share it with the sellers.

 

CAMERON YODER:

Right.

 

KYLE GOGUEN:

So I can’t tell you how many people have viewed videos, how long they watch our videos or anything like that. And unfortunately when I did upload the videos, you know, we were making a lot of changes to our listings, so I wasn’t even really able to say like A/B test, you know, conversion rate before a video or post videos because we changed so much it really wouldn’t be a fair way of measuring success. So I basically just have to give you my gut feeling.

 

CAMERON YODER:

Yeah, yeah.

 

KYLE GOGUEN:

And my gut tells me that it’s definitely helped. Our conversion rates based on my research and talking to other sellers are equal if not much higher than other sellers or people in my industry. So I definitely think it can’t hurt you. It can only help you if you do it the right way.

 

CAMERON YODER:

So these three locations for videos – so you said in the thumbnails and kind of halfway down the listings and then on your Amazon storefront. Is there one – are all of these videos in each of these places the same, or have you created unique content for each of them?

 

KYLE GOGUEN:

So for us we had our videos done kind of all in bulk, so product videos, for example, they would shoot just one single product video, and we would upload the same video in all the places. So we didn’t customize it necessarily, but you absolutely could, depending on your needs. You can – it’s not like they’re all connected together, I guess. You upload them separately, so they can have different versions if you felt like one was better.

 

CAMERON YODER:

Okay, so you basically have the ability to customize putting a unique video at the top in the thumbnails, for example, or like a unique video halfway down?

 

KYLE GOGUEN:

Yeah, absolutely. And my gut also tells me that the video at the top I would assume gets a lot more views than the one halfway down the page. It kind of gets lost in all the other product recommendations and reviews and everything down there. But since we have the ability to do it, we upload it there, too, and so more people can see the video.

 

CAMERON YODER:

Sure. And that seems consistent with the, I mean just photos in general and thumbnail photos and EBC all in kind of the same way. With your videos that you’ve implemented have you found any customers giving feedback, or have you gotten any direct feedback from customers that have bought your products or looked at your videos?

 

KYLE GOGUEN:

Yeah, all the time. So we definitely try to interact with our customers as much as possible. We send out automatic emails after every purchase and every delivery and shipment. We definitely get a lot of responses that reference our videos.

 

CAMERON YODER:

Interesting.

 

KYLE GOGUEN:

So we sell dog products, and so our videos show, you know, dogs chewing our products or using it. So a lot of times we’ll get comments about how adorable or cute the videos were, or how helpful they were, or maybe just a follow-up question, something that we didn’t clarify in the video. They’ll mention that they watched the video and they had a question about X, Y, and Z. We also see it in our reviews. A lot of times people will reference the videos on the listings for whatever reason. So we definitely know people are watching them. We don’t know how many.

 

CAMERON YODER:

Do you think – right, unfortunately. Do you think there’s a little bit of a wow factor when it comes to videos on listings because it’s still – honestly it’s beginning to get standardized kind of, but it’s still pretty new? Do you think people still have that wow factor when they watch videos?

 

KYLE GOGUEN:

Yeah, I would think so. I would think it’s definitely a way to set yourself apart from your competitors and other listings if you have video and it’s well done and they don’t. That’s a great way to set yourself apart, especially if you have a really high priced product, or something really technical, or one like ours that requires a high level of trust to purchase. I think video can be a way of kind of earning that trust or really showing people why they should trust you to spend that kind of money on a product because sometimes photos don’t do a product justice.

 

CAMERON YODER:

Right.

 

KYLE GOGUEN:

Or people don’t want to take the time to read a description to understand how it works or what it does. So our products are pretty simple. We don’t do any how-to videos, but I could definitely see where a how-to video would be helpful for a technical product in setting yourself apart.

 

CAMERON YODER:

That’s good. So technically speaking, I mean again you’ve had experience in setting up videos with your listings. Is it easy to do? Is it just easy to upload like an MP4 into Amazon and just like oh, there it is straight into my listing, or is it kind of complicated?

 

KYLE GOGUEN:

It is pretty basic. Assuming that you have a normal video file and that your video is compliant with Amazon’s requirements – so definitely look into that. Like I’m sure you can’t – you know I couldn’t run videos saying like go shop on Pawstruck.com. You know, so you have to make sure your video actually complies with Amazon’s terms of services for videos. But assuming you do all the right things there it is just a matter of hitting the upload button and entering, you know, a title and so on. So it’s pretty basic.

 

CAMERON YODER:

Interesting. Well, that’s good to know. So as a whole – again, just generally speaking video is a little bit newer, and it was in beta. Again, it was in a beta program that you had to get accepted into, and it kind of got rolled out to people that were brand registered. And now it’s beginning to have more of a mass adoption with sellers that are brand registered. Do you think that video specifically is something that sellers should be putting their time and energy into right now?

 

KYLE GOGUEN:

Yeah, absolutely, especially if you have an off-Amazon presence in any way. If you’re running any sort of off-Amazon advertising campaigns, whether it’s Facebook, Instagram, something like that, or you have your own website, it definitely makes sense because the money you invest in video is obviously going to help you on Amazon, but you can also repurpose a lot of those videos. So something I haven’t really mentioned yet, but from our videos we have dogs using our products, and we are able to take high res screenshots or screen captures from various frames. So we’re able to get photos of the dogs using the product. And we use those photos as our secondary images on the product. So it’s kind of serving as both a video and a way to generate really good, high-quality photos.

 

CAMERON YODER:

Interesting.

 

KYLE GOGUEN:

And we’ve also had the company that we use to produce the videos make shorter versions that are used for advertisements. So you can repurpose the videos in a different way, maybe to optimize for Facebook ads, for example, or Instagram. So you can get a lot of use out of them, and that helps a little bit with that upfront cost that I’m sure you’ll have to pay.

 

CAMERON YODER:

Gotcha. So you talked a little bit about focusing off of Amazon. Have you found really good – I mean you’re able to – people generally are able to track attrition, I guess, or if people convert better outside of Amazon just because you can track, I don’t know, consumers a little bit better on something like Instagram or Facebook. Have you found really good conversions from using these videos on something like Facebook, or YouTube or Instagram?

 

KYLE GOGUEN:

So we use those videos on our ads, and they’ve been pretty successful, but I wouldn’t really be able to compare them to anything else we’ve done previously because these are the only videos we’ve had. But one thing I can do – maybe we can put it in the show notes or [somewhere 0:20:09.1] because I don’t know off the top of my head, but on our website we definitely saw a huge conversion boost once we added our videos to our product pages. So I can look that information up, and maybe we can throw that in the show notes what exactly happened because that we were able to A/B test, which was really great. And we have all the information, obviously, how many people are viewing it and all of that.

 

CAMERON YODER:

Gotcha. Okay, and so we talked briefly about this, but I think it’s something that people should know. It was – we mentioned it just a little before, but I want to reiterate that this video thing was available only to people in beta, like an invite basically. But now seemingly it is starting to get rolled out to everyone that is a part of the brand registry program. And so just for everyone that’s looking to get into video, it would be a good idea if you aren’t brand registered yet to just get brand registered. And brand registry involves a lot more outside of video. It involves a lot of different things. And potentially being brand registered just kind of opens the door for being able to be invited to things quicker or earlier than other people that aren’t brand registered. Seemingly Amazon takes preference to people that are brand registered. And I’m not sure if you could touch into that a little bit. Have you seen – in your time being brand registered have you seen early rollouts or just other things, including video, that have benefited you?

 

KYLE GOGUEN:

Yeah, so I was part of the beta rollout of brand registry 2.0 so I was able to get in there pretty early and talk to some of the people on Amazon’s brand registry team and give them feedback as they built out the program and everything, and it’s definitely an emphasis of Amazon moving forward. For brand owners they want people to be brand registered, and they’re going to continue to build out features that are specific to those in that program. So like you already mentioned, any seller that has the ability to be brand registered who is not brand registered at this point in time, I absolutely recommend getting registered even if you don’t plan on doing video soon or ever. It doesn’t really matter. There’s just so much that the program offers, and there’s going to be some feature at some point in time that you’re going to want that you won’t be able to get unless you’re in the program. And I have a lot of colleagues and friends who are Amazon sellers who some of which are unable to get brand registered, and it definitely hurts. And they have a lot more issues with counterfeiters and people who are hijacking their listings, and they can’t really do a lot from a protection standpoint. And a lot of those people were in the original brand registry program and just because of some changes aren’t able to get in 2.0 at this point in time, and they really wish they could.

 

CAMERON YODER:

Yeah, so taking a look at – talking a little bit about brand registry, or taking that even further, what do you think Amazon is going to do next for listings in general? And we’re talking about video, which was a pretty big deal, honestly, to add to your repertoire of things available on your listing. What do you think Amazon is going to do next?

 

KYLE GOGUEN:

Sure. So when talking about product listings in particular, I think the next thing they’re going to do is build in some sort of augmented reality option for listings, probably on mobile I would assume. And the reason I kind of bring that up is because every time I talk to, you know, family members or friends about shopping on Amazon the one thing they always bring up as a negative – basically the only thing they can bring up as a negative is that they wish sometimes they could go to the store because they want to touch and feel the product. And a lot of times it has to do with apparel specifically, which makes sense, and Amazon is doing a lot of things to combat that with their fast shipping and return policies and even video, right? So being able to see the product kind of in use really helps the customer understand what they’re buying. So I think if you’re able to work in some sort of augmented reality into a listing that could take it even a step further. So, for example, if you wanted to buy some T-shirt, you’re unsure how it looks. It looks on a model. It’s like well you don’t really know how it’s going to fit on you. Or it’s on a white background that’s really hard to tell, but with augmented reality they have the possibility of, you know, you basically turning the camera on yourself kind of like a selfie and the T-shirt or clothing being put onto your body to see what it’s actually going to look like when you receive it. So my guess is they’re going to do creative stuff like that. I think that’s coming to e-commerce in general. People are going to keep innovating, basically removing that barrier or that one hiccup that makes some people want to shop in-store versus online.

 

CAMERON YODER:

Sure. That makes sense to me. I mean there was an article put out not too long ago about how Amazon owns, I think it was about seven clothing brands on Amazon specifically and how Amazon is moving further or deeper into the fashion market. We also have that fashion camera. It’s a camera that helps you pick out clothes, basically. So seemingly I would totally agree with you. I think that’s an argument that people have for classic retail stores, right, is that you can go and you can touch and feel everything. And so for them to implement technology like that would be huge for the space. I could definitely see that happening. What does the inclusion of video tell you about what Amazon is moving towards with their overall website experience and aesthetic? You touched on this a little bit with the idea of that VR AR idea. But do you think that is going to carry through to their website as a whole?

 

KYLE GOGUEN:

Yeah, I think so. I think video is just kind of an indication that they want to really show customers what they’re buying before they’re buying it. And like I said before, like photo can only take you – photos can only take you so far. So I think they’re – I’m sure they’re going to add video all over the place, or some of these new technologies, even maybe into somehow in, you know, search results or somewhere else maybe. I think it’s something that they’re definitely focused on doing. You see like if you go through your Facebook feed these days it’s almost – to me, at least, it’s like 95% video is what people are sharing. So I think Amazon understands that. I mean I think that’s part of why they rolled out the related video shorts portion to listings. They’re trying to compete with YouTube influencers and product reviewers. They want that ecosystem on their own website. So I think they’re going to continue to encourage video and other types of content. I mean they’ve already done it with enhanced brand content. I think they’re going to allow brand owners to really build out their brand on Amazon.

 

So with the storefront and video content, enhanced brand content, really nice photos, and I even think on listings they’ll – right now you only see really big brands, but you see the brand name. Instead of it being text you see a logo there for some of the really big brands. My guess is that they’re going to roll that out to people who are brand registered, that that might be something they’re going to have for everyone because it seems to me that Amazon wants people to build out their brand on Amazon, and that’s something they can set them apart from Walmart, Jet, other places like that is all the sellers are taking the time to build out a brand presence on Amazon. They’re probably not doing that on other platforms. So they can kind of really separate themselves there.

 

CAMERON YODER:

Well, one final thing for you. And Kyle, I want to thank you so much for taking time out of your day just to be here and talking to us about video and what’s next potentially for Amazon when it comes to creatives and everything in between. For our listeners, what piece of advice, what one thing do you think that our listeners should focus on? We’re getting close to the new year right now, so what do you think that sellers should focus on at the beginning of next quarter, and what are you going to focus on at the beginning of the new year?

 

KYLE GOGUEN:

Okay, so the first one, first piece of advice I’d have is kind of a trick that I’ve been using that I forgot to mention earlier, so I’ll take this opportunity to mention it. So with video what we’ve also done is in our follow-up email sequences that go to customers, we let them know that they can click a link to go watch videos to learn more about the product that they purchased, and where we’re sending them is to a page on our Amazon storefront. So that is within terms of service since we’re sending them within Amazon’s own website. So it’s just a great way to get people to see your own videos if they haven’t already. It also gives the opportunity to cross-sell some other products within that video or maybe on the same page. And I think a really great use, which we don’t do because we don’t need to, but like I said with a technical product if you have a how-to video and you have it on your storefront and you send people there, you’re going to prevent all kinds of negative reviews, or returns or questions. You can send them there and explain exactly how a product should be used. That’s just going to be a great customer experience and help kind of your whole product overall. So I recommend doing that if you’ve got video already and aren’t doing that right now.

 

CAMERON YODER:

That’s good.

 

KYLE GOGUEN:

And for I guess your second question was what we as a company are focusing on the beginning of next year. So the main thing we’re going to be doing is just really ramping up product development. So we’re going to be trying to launch between two and four new products every month and really kind of set up a system where we are constantly finding, launching and kind of adding products to our catalog in a very consistent way and successful way because right now we’ve kind of done it piecemeal as things come up. So I really want to get more focused on that and set up the systems that will allow us to kind of scale that process.

 

CAMERON YODER:

Sure. Well, hey, that’s good to hear, and that’s good advice. Kyle, you’ve been awesome. You’re in such a good spot, and you’ve had such great opportunity really to know video, number one, but get a lot of good and early experience with a lot of these things that honestly not a lot of sellers have had experience with. So thank you so much for sharing your own experiences with us and for giving your advice. It’s been awesome.

 

KYLE GOGUEN:

Yeah, of course. I’m happy to do it. Thanks for having me.

 

 

BONUS: Announcing Product Discovery, the Best Product Finder in the Galaxy (Follow the Data Ep. 11)

Follow the Data BONUS Episode: Announcing Product Discovery, the Best Product Finder in the Galaxy

We’re excited to announce the launch of Product Discovery, our latest software tool, and the best product finder in the galaxy. Tune in for a bonus episode where CEO Casey Gauss talks about why this is such a revolutionary release.

Finding a great product to sell on Amazon is vital to the success of your Amazon business; that’s why we created Product Discovery. Just enter your business goals, and filter for a list of personalized product ideas. You can find ideas by looking at individual products whose performance meets your aspirations, by looking at keywords and product markets with the metrics you desire, or by scanning top-performing brands and categories for the products that are driving their success.

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