EP 3: Understanding and Testing Audience and Images with John Aspinall of PickFu

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

Player FM - Internet Radio Done Right

הוסף לפני sixteen שבועות

תוכן מסופק על ידי Abe Chomali and Robyn Johnson, Abe Chomali, and Robyn Johnson. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי Abe Chomali and Robyn Johnson, Abe Chomali, and Robyn Johnson או שותף פלטפורמת הפודקאסט שלהם. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.

The Head Start: Embracing the Journey

1
Sweat and Resilience: Balancing Chronic Migraine with Fitness Goals 35:02

לפני 5 ימים35:02

הפעל מאוחר יותר

רשימות

לייק

אהבתי

35:02

The healing power of fitness goes far beyond physical benefits—for today’s guest, it’s a form of self-expression and a celebration of what the body can do. In this episode, host Nora McInerny sits down with fitness personality Ivylis Rivera, who shares her deeply personal journey of navigating life with Chronic Migraine while holding onto her passion for movement. Ivylis opens up about the struggle of staying active while facing the fear of triggering a headache or migraine attack and the resilience it takes to keep pushing forward—a resilience that carried her through the challenging journey of finding a Chronic Migraine treatment plan that worked for her. Join Nora and Ivylis as they explore the concept of “soft living,” a philosophy Ivylis embraces—staying active, listening to your body, and building trust in oneself. Click here for Product Information, including Boxed Warning and Medication Guide, or visit https://abbv.ie/prescribing_info See omnystudio.com/listener for privacy information.…

לפני שנה 50:10

MP3•בית הפרקים

In this episode, John Aspinall shares his extensive experience in e-commerce, specifically focusing on Amazon optimization strategies. He delves into hero image optimization, color psychology, and the power of A/B testingthrough tools like PickFu. John emphasizes the importance of understanding your ideal client profile (ICP) and how brands often make costly assumptions about their customers without proper testing.

Key insights include:

The psychology behind product images and how direct eye contact can increase conversions.
The value of micro A/B tests to improve click-through rates without hefty ad spend.
How brands, even large ones like Hasbro and Rockstar Energy, make product mistakes due to insufficient consumer research.
The importance of hyper-targeting product listings to specific audiences, as shown in an example of a company tripling revenue by repositioning the same product for different demographics.

John also shares marketing hacks, including how to use PickFu for free with your own audience and tips for maximizing productivity with Apple devices. The episode wraps up with a fun discussion about Marvel characters, iPhones, and Comic-Con experiences.

Links Mentioned in the Episode:

PickFu - https://www.pickfu.com
SMX London & SMX Munich - https://www.searchmarketingexpo.com
Goli Nutrition - https://www.goli.com
La Roche-Posay - https://www.laroche-posay.us
Brickmania - https://www.brickmania.com
Zulay Kitchen - https://www.zulaykitchen.com

פרקים

1. EP 3: Understanding and Testing Audience and Images with John Aspinall of PickFu (00:00:00)

2. Getting to Know John Apsinall of PickFu (00:00:51)

3. Discussing Amazon Manage My Experiments (00:04:27)

4. Do Brands Really Know Their Customers? (00:07:09)

5. When Product Extensions Have Different Audiences (i.e. Lego) (00:09:39)

6. Resellers and Repricers (00:12:00)

7. Don’t Mess Around With the Post Office (00:15:00)

8. Getting Started on Amazon Today (00:18:32)

9. How to Be a Winner on Amazon Today (00:19:00)

10. The Bad Decision Warehouse (00:20:26)

11. ohn Gives Us an Exclusive Hack! (00:24:05)

12. Goli’s Listing Image Hack (00:27:40)

13. Color Psychology (00:28:18)

14. “Merchandising for the Click” (00:29:54)

15. The Biggest Mistake John’s Ever Seen (00:32:00)

16. Compliance…”Everything’s a pesticide!” (00:35:21)

17. Robyn Gets Cut Off Mid-Sentence… (00:49:50)

18 פרקים

#Business #Marketing #Abe Chomali and Robyn Johnson #Abe Chomali #Robyn Johnson

EP 3: Understanding and Testing Audience and Images with John Aspinall of PickFu

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

published לפני שנה

שתפו

MP3•בית הפרקים

Key insights include:

The psychology behind product images and how direct eye contact can increase conversions.
The value of micro A/B tests to improve click-through rates without hefty ad spend.
How brands, even large ones like Hasbro and Rockstar Energy, make product mistakes due to insufficient consumer research.
The importance of hyper-targeting product listings to specific audiences, as shown in an example of a company tripling revenue by repositioning the same product for different demographics.

Links Mentioned in the Episode:

PickFu - https://www.pickfu.com
SMX London & SMX Munich - https://www.searchmarketingexpo.com
Goli Nutrition - https://www.goli.com
La Roche-Posay - https://www.laroche-posay.us
Brickmania - https://www.brickmania.com
Zulay Kitchen - https://www.zulaykitchen.com

פרקים

1. EP 3: Understanding and Testing Audience and Images with John Aspinall of PickFu (00:00:00)

2. Getting to Know John Apsinall of PickFu (00:00:51)

3. Discussing Amazon Manage My Experiments (00:04:27)

4. Do Brands Really Know Their Customers? (00:07:09)

5. When Product Extensions Have Different Audiences (i.e. Lego) (00:09:39)

6. Resellers and Repricers (00:12:00)

7. Don’t Mess Around With the Post Office (00:15:00)

8. Getting Started on Amazon Today (00:18:32)

9. How to Be a Winner on Amazon Today (00:19:00)

10. The Bad Decision Warehouse (00:20:26)

11. ohn Gives Us an Exclusive Hack! (00:24:05)

12. Goli’s Listing Image Hack (00:27:40)

13. Color Psychology (00:28:18)

14. “Merchandising for the Click” (00:29:54)

15. The Biggest Mistake John’s Ever Seen (00:32:00)

16. Compliance…”Everything’s a pesticide!” (00:35:21)

17. Robyn Gets Cut Off Mid-Sentence… (00:49:50)

18 פרקים

#Business #Marketing #Abe Chomali and Robyn Johnson #Abe Chomali #Robyn Johnson

כל הפרקים

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 18: A Primer on Google Ads for Amazon Sellers with Jyll Sasken Gayles 44:33

לפני 3 ימים44:33

44:33

🎙 In this episode of Top of Search, ex-Googler and Google Ads coach Jyll Saskin Gales joins Robyn and Abe to unpack the evolving Google Ads landscape and how it compares—and complements—Amazon advertising. They dive deep into how conversion tracking, ROAS expectations, and ad formats like PMAX and Demand Gen shape strategy. Jyll offers practical advice for sellers transitioning from Amazon to Google, highlighting key similarities and major differences that affect ad setup, tracking, and optimization. 🔑 Key Takeaways: 💡 Amazon vs. Google Ads: The Core Differences • Amazon’s ads impact organic ranking; Google’s do not. • Google requires custom setup for conversion tracking; Amazon handles it automatically. • Google’s campaign formats (e.g., Demand Gen, PMAX) offer flexibility but require strategy. 🎯 Smart Bidding & Match Types Demystified • Broad match on Google is wider than on Amazon—smart bidding narrows targeting over time. • Google “Exact Match” focuses on intent, not literal keywords. • Successful bidding hinges on strong conversion tracking and sufficient data volume. 📈 What Success Looks Like in Google Ads • At least 30 conversions in 30 days helps smart bidding optimize. • Target smaller SKU sets for better results early on. • Troubleshoot with click-through rate (CTR), CPC, and conversion tracking diagnostics. 🛍 Demand Gen vs. Shopping Ads vs. PMAX • Use Shopping Ads if search demand exists—check via Google Keyword Planner. • Try Demand Gen if users don’t know what to search (like niche or new products). • Performance Max (PMAX) is automated and powerful, but not ideal for beginners. 🧰 Tips for Amazon Sellers Expanding to Google • Start with your own site for better margins and conversion tracking. • Avoid relying solely on Shopify’s automated Google campaigns—take manual control. • Use micro-conversions (add to cart, quiz completions) to gather learning signals. 📧 Own Your Customer Data • Capture email addresses via quizzes or unique value—not just discounts. • This data strengthens remarketing and customer relationships long-term. 🔗 Mentioned Links: 🔍 Google Keyword Planner – to explore search demand 📚 Inside Google Ads Podcast by Jyll Saskin Gales 🎓 Jyll’s Courses & Coaching 📱 Jyll on TikTok, Instagram, YouTube, Threads: @the_google_pro 📣 Amazon Attribution Program…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 17: Does Your Brand Really Need Amazon DSP with Will Haire 43:58

לפני 10 ימים43:58

43:58

🎙️ In this episode, e-commerce advertising expert Will Haire, founder of BellaVix, joins Abe and Robyn to break down Amazon DSP (Demand Side Platform). They dive into who should be using DSP, when it makes sense, and why it’s often misunderstood. Will shares tactical advice, pitfalls to avoid, and how DSP fits into a broader Amazon advertising strategy. 🔑 Key Takeaways 💻 Amazon DSP: Beyond the Hype • DSP is Amazon's programmatic advertising platform, offering advanced audience targeting using real shopping data. • It's not just for on-Amazon ads—DSP reaches third-party sites, Twitch, IMDB, and more. • Amazon reps aggressively push DSP, but it's not always the right fit for every brand. 📊 When Is a Brand Ready for DSP? • Minimum recommended spend: $5,000/month for effective campaigns. • Best suited for brands doing $50-70K/month in sales looking to break through stagnation. • Focus areas: Retargeting, abandoned carts, conquesting competitors. 🔎 The Realities of DSP Performance • DSP is more brand awareness and audience-building focused, less direct-response than Sponsored Products. • Sponsored Products should be maxed out before considering DSP. • ROAS expectations for DSP differ; key metrics include click-through rates, detail page views, and new-to-brand purchases. 💡 Strategic Considerations & Common Missteps • Exclusion controls in DSP offer valuable brand safety levers not available in Sponsored Display. • Creative quality and audience segmentation are critical for DSP success. • Brands often mistake DSP for a guaranteed ROAS driver—it’s more akin to billboard advertising. • Consumables and premium-priced products benefit most from DSP's audience-building potential. ⚙️ Tools and Insights Mentioned • Amazon Marketing Cloud (AMC) – For deeper attribution insights and customer journey tracking. • PacVue – Tried for reporting but found Amazon’s native dashboard sufficient. • Cantar Study – Reference for Amazon’s “better together” advertising philosophy. • Influencer Marketing – Often a better fit for early-stage brands over DSP investments. 🔗 Useful Links Mentioned • BellaVix • Robyn Johnson on LinkedIn • Abe Chomali on LinkedIn • Amazon Marketing Cloud (AMC)…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 16: Audience Targeting on Amazon, Understanding PMAX Ads, and New Features with Michael Facchin 41:15

לפני 17 ימים41:15

41:15

🎙In this episode, Michael Erickson Facchin, a seasoned digital marketing expert and host of the PPC Den podcast, shares valuable insights on Amazon PPC, audience targeting, and the evolving e-commerce landscape. He discusses the importance of data, the challenges of navigating new features, and how brands can balance testing with fundamentals to optimize their campaigns. 🔑 Key Takeaways 💻 Amazon PPC: Technical Marketing at Its Core • Amazon’s PPC system is evolving, but still lags behind Google and Meta in some areas. • Understanding data is crucial, but sifting through overwhelming amounts of information can be challenging. • Audience targeting is improving, but still needs refinement to truly compete with Google and Meta. 📊 Audience Targeting on Amazon: Not Quite There Yet • Amazon’s new audience targeting features are promising but still in early stages. • Brands need to balance fundamentals with testing new features to optimize campaigns. • Effective use of audience targeting requires understanding the complexities of warm and cold audiences. 🔎 The Importance of Product Fit in a Crowded Market • Product-market fit remains a fundamental element for success in e-commerce. • A unique product that offers real value is more likely to succeed than a "me-too" product. • It’s crucial to protect unique product ideas through patents and strong branding. 💡 Building a Brand with a Unique Edge • Expanding your product line can work if done right, by identifying search term data and market gaps. • Understand your market before launching product extensions. • Products that capture the spirit of the market are more likely to become enduring brands. ⚙️ Tools and Insights Mentioned • AdBadger – Amazon PPC management tool for optimizing campaigns. • Google Ads – For cross-functional digital marketing strategies. • Amazon Sponsored Products – Best ad type for e-commerce sellers, still in need of more advanced features. • LinkedIn – Be cautious of hype and "quick fixes" from influencers. 🔗 Useful Links Mentioned • AdBadger • PPC Den Podcast • Google Ads • Amazon Sponsored Products • LinkedIn • Hexagons are the Bestagons – Watch here!…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 15: Can AI Replace Your Agency 34:34

לפני 24 ימים34:34

34:34

🎙 Robyn Johnson & Abe Chomali break down where AI enhances agency work and where it falls short. They share real-world examples across images, copywriting, advertising, and brand ideation, emphasizing how AI supports — but does not replace — human expertise and strategy. 🔑 Key Takeaways 🖼️ AI in Images: Helpful, but Risky • Great for quick lifestyle images and background enhancements for small brands. • Not reliable for strict brand guidelines, proportions, or avoiding copyright risks. 📝 Copywriting with AI: A Strong Start • AI drafts titles, bullets, and callouts well — but humans must edit for accuracy and compliance. • Prompt engineering and tools like Character.AI and custom GPTs improve results. 📈 AI & Advertising: Only Half the Job • AI ad tools help with data summarization but don’t outperform human ad managers. • Rule-based PPC tools (like Optimizer or PPC Profit) are still preferred for control and consistency. 💡 AI for Ideation and Strategy • AI shines in generating brand names, new ideas, and article drafts. • Use AI for brainstorming and summarizing, not final decisions or strategy setting. ⚙️ Best Tools and Approaches Mentioned • ChatGPT (especially with custom GPTs) – For content, prompts, and communications • Claude – Better for technical writing, programming support, and detailed analysis • Canva Pro – Easy creative tools with layered AI assistance • Character.AI – Customer avatar creation and ideation training • Rule-based PPC software – For safer ad management (vs. "auto AI" ad tools) ⚖️ AI + Agency Expertise: Hybrid is Best • AI saves time on tedious tasks, but human review is essential. • Agencies provide deeper customer understanding, legal compliance, and strategic decision-making that AI alone can't match. 🧩 Final Advice for AI Beginners • Start by using AI to draft, not finalize — especially for copy and ideation. • Learn basic prompt engineering or ask AI to create the best prompts for you. • Treat AI like a team assistant, not a team replacement. 🔗 Useful Links Mentioned • Character.AI – Build customer avatars and ideate with AI characters • ChatGPT Explore GPTs – Browse and create custom GPTs • Claude by Anthropic – Advanced AI for programming, writing, and analysis • Canva Pro – AI-assisted creative tools for image generation • Make.com – Workflow automation platform • Otter.ai – Record and transcribe outlines for article writing • Google Workspace – Built-in AI tools for documents and spreadsheets • Optmyzr - Rule-based PPC management tool…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 14: AI with Ritu Java 43:13

לפני 4 weeks43:13

43:13

🎙 Robyn Johnson & Abe Chomali chat with Ritu Java (PPC Ninja) about how AI is transforming workflows, from hiring automation to creative asset generation. Ritu shares real use cases, tool recommendations, and insights on prompt engineering. 🔑 Key Takeaways 🧠 AI Isn’t Magic — It’s Layered • AI works best when problems are broken into parts. • Think in layers—use AI for what it does well, then add human input. 💬 Prompt Engineering Still Matters • Prompting is a skill. You can start simple but refine as needed. • Tools like Sora often rewrite prompts internally; learning from those is valuable. 🛠️ Build Smart Workflows with AI + Automation • Example: Ritu automated job applications using Google Forms → Sheets → Make.com → ChatGPT API → Gmail. • AI handled candidate evaluation; Google Apps Script emailed the top candidates daily. 📊 Best Tools to Invest In • ChatGPT Plus – General LLM & custom GPTs • Perplexity AI – In-depth research • Claude – Excellent for code and long-form reasoning • Canva Pro – 200+ AI creative tools • Kling AI – Virtual try-on for apparel • Vidu – Combines images into cinematic video clips • Make.com – Workflow automations • Google Workspace – Built-in Gemini AI for documents, spreadsheets, and email 📚 Custom GPTs as Daily Tools • Start by exploring the ChatGPT Explore GPTs section. • Search terms like “AMZ” reveal tools for seller support, listings, and keyword research. • Anyone can create one—no coding required. ⚖️ AI + Amazon: Finding the Balance • Ritu still manages Amazon accounts herself to stay hands-on. • Her agency uses AI for anomaly detection, keyword insights, and more to save hundreds of hours. • A balance between deep AI work and Amazon expertise ensures scalable growth. 🧩 Final Advice for AI Beginners • Start by using existing custom GPTs to solve small tasks. • Follow creators in the AI space to stay updated. • Don’t give up too soon—AI is already powerful, it just requires better direction. 🔗 Helpful Links from the Episode • PPC Ninja Newsletter (Free, Weekly) • Ritu Java on LinkedIn • Make.com – Workflow Automation • ChatGPT Explore GPTs • Perplexity AI • Claude by Anthropic • Kling AI • Canva Pro…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 13: Navigating Tariffs, COGs, Bonded Warehouses and More with Brandon Young 39:17

לפני 5 weeks39:17

39:17

Episode Summary: Brandon Young on Tariffs & Survival Strategies for Amazon Sellers Due to the changing nature of this topic, we feel it is important to note that the recording date of this episode was April 16th, 2025 🎙️ Brandon is a seasoned 8-figure Amazon private label seller, founder of Seller Systems, and co-creator of Data Dive software. He joined Robyn and Abe to break down the recent spike in tariffs and what sellers can do to stay competitive and legal. 🔑 Key Takeaways 1. Tariffs Are Here and They're Brutal Tariffs as high as 154% are being added to imported goods, massively impacting landed costs and margins. Sellers used to bake in development and tooling costs into unit prices, but now those embedded costs increase tariff exposure. 2. The “First Sale Doctrine” Strategy By structuring purchases through an intermediary and separating non-dutyable costs (like tooling, packaging design, branding), you can lower your declared COGS and reduce tariff exposure. Must have two arm ’s-length transactions, proper dual invoicing, and a clear declaration to customs. Keep detailed records for at least 5 years to survive audits. Docs Required: Original manufacturer invoice to intermediary An intermediary invoice to your company Declaration to customs of First Sale usage 3. Use of Bonded Warehouses Delays the tariff payment until goods are released into the U.S. market. Offers flexibility—goods can be redirected to other countries (e.g., Canada or Mexico) if tariffs worsen. Downsides: Tariffs could increase by the time goods are released. 4. Drip-Feeding & Holding Inventory Use strategies like SKUDrop to store goods in China and ship gradually. Or ask your factory to hold inventory and release it in small batches to maintain price advantage and flexibility. Be cautious about substantial transformation rules —just moving goods to Vietnam or Mexico isn’t enough; they must be significantly altered to change the country of origin. 5. Monitor the Market Track competitor pricing closely to avoid losing the Buy Box. Don’t raise prices drastically; instead, use small increments or coupons to test elasticity. Discount strategically to maintain rankings while preserving profitable inventory. 6. Be Realistic About Relocating Production Moving out of China is a long-term strategy—can take 6 to 12 months or more. Factories in countries like Vietnam are often booked out until 2026. Consider diversifying but don’t expect a quick fix. 🔗 Links & Resources Mentioned Brandon's Tariff Workshop 🔧 Seller Systems 📊 Data Dive 🌴 Camp Ecom (Amazon seller retreat in Cancun) 📦 SKUDrop – China-based inventory drip shipping service Nothing in this episode constitutes legal advice. Please consult with your legal department before making any business decisions.…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 12: Beyond Amazon- Exploring Other Marketplaces 38:06

לפני 6 weeks38:06

38:06

🎙 Robyn Johnson & Abe Chomali discuss when and how to expand beyond Amazon, covering international marketplaces, Walmart, eBay, Mercado Libre, and more. They break down the risks, benefits, and key considerations before making the move. 🔑 Key Takeaways 📈 Maximize Amazon First Before expanding, ensure Amazon sales are near peak efficiency. Expanding too soon can waste time, money, and inventory. Diversification is important but should be strategic, not rushed. 🌍 Choosing the Right Marketplace Walmart – A top alternative, but WFS (Walmart Fulfillment Services) is often required for success. eBay – Great for clearing old inventory, niche categories, and used goods. Mercado Libre – The largest Latin American marketplace, useful for selling in Mexico, Argentina, and beyond. Etsy – Ideal for handmade, vintage, and craft supplies. Target, Home Depot, Chewy – More selective marketplaces but valuable for niche brands. 🌎 International Expansion: Challenges & Opportunities Amazon International can work well, but each country has unique regulations and logistics. Language and localization matter—Google Translate isn’t enough. VAT, customs, and returns add complexity to global sales. ⚠️ Key Risks to Consider Expanding can tie up inventory, making it harder to restock on Amazon US. Regulations, compliance, and fees vary by platform and country. Poor planning can lead to stockouts or excess inventory in the wrong market. 🔗 Helpful Links from the Episode Amazon Global Selling Walmart Marketplace Mercado Libre 🚀 Final Thoughts Max out Amazon before expanding—jumping too soon can hurt your business. Choose the right marketplace based on where your audience shops. Plan for success—expansion takes more time and money than expected. If done right, multi-channel selling can be a game changer.…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

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EP 11: PPC War Stories, Match Types, & Franken Campaigns with Elizabeth Greene 56:30

לפני 7 weeks56:30

56:30

🎙 Robyn Johnson & Abe Chomali sit down with Elizabeth Greene to discuss Amazon match types, ad strategy, and campaign optimization. They dive into the evolution of Amazon advertising, common mistakes, and best practices to maximize ad performance. 🔑 Key Takeaways 📢 The Evolution of Amazon Advertising Amazon ads were once simple and low-cost, but competition and rising CPCs have made advertising more complex. Auto campaigns and broad targeting no longer work as they once did—sellers must actively manage and optimize campaigns. New ad types and targeting options provide more control but also introduce more complexity. 🎯 Match Types & Bidding Strategies Broad, phrase, and exact match types each serve different purposes—understanding when to use them is key. The old strategy of moving from broad to exact match doesn’t always work on Amazon. Negative keyword strategies can be effective but must be used carefully to avoid limiting performance. Bidding just above the minimum (e.g., $0.07 instead of $0.05) can significantly increase visibility. 📊 Scaling & Optimizing Campaigns Amazon’s increasing CPCs require tighter ad management—bad ad spend can quickly eat into margins. Franken campaigns (messy structures with mixed match types) can sometimes work but require careful oversight. Segmenting campaigns by match type and product grouping allows for better control and optimization. 🚀 When to Expand & When to Hold Back Not every campaign needs constant tweaking—if it’s working, don’t change it unnecessarily. Expanding to new match types or campaign structures should be done when performance is stable. Prioritization matters—focus on high-impact optimizations first before making broad changes. 🔗 Helpful Links from the Episode Junglr.com Amazon Advertising LinkedIn – Elizabeth Greene 🎯 Final Thoughts Amazon advertising is more complex than ever, and success requires constant learning and strategic adjustments. Match types should be tested and optimized but forcing a rigid structure can backfire. Managing CPCs and ad spend effectively is critical to maintaining profitability. If done right, a well-structured ad strategy can be a game-changer for scaling your Amazon business!…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 10: Driving Growth with Amazon SFP (Seller Fufilled Prime) with Matt Snyder 57:20

לפני 8 weeks57:20

57:20

🎙 Robyn Johnson & Abe Chomali sit down with Matt Snyder to discuss Seller Fulfilled Prime (SFP), Fulfilled by Merchant (FBM), and how brands can optimize their fulfillment strategies beyond Amazon FBA. They explore the challenges, benefits, and best practices for implementing SFP and FBM effectively. 🔑 Key Takeaways 🚀 Maximizing Amazon Fulfillment Options While FBA is ideal for most brands, SFP and FBM can offer cost savings and flexibility in certain cases. SFP works well for high-value, bulky, seasonal, and slow-moving products. Amazon’s strict performance metrics for SFP require careful execution. 📦 When to Consider Seller Fulfilled Prime (SFP) or FBM Inventory Gaps: If stockouts frequently impact sales, FBM can serve as a backup to maintain listings. High-Value & Large Products: Jewelry, furniture, and oversized goods can save on fees with FBM or SFP. Seasonal & Limited Inventory: FBM prevents overstocking FBA during seasonal peaks. Control Over Shipping: SFP allows sellers to manage customer experience better than FBA. 📊 Cost Considerations & Choosing a 3PL If fulfillment fees exceed 38% of the total sale price, SFP or FBM might be more cost-effective. Brands must evaluate carrier rates, storage costs, and shipping speed when selecting a third-party logistics (3PL) partner. Recommended 3PLs: DaVinci Micro Fulfillment – Nationwide locations & strong carrier relationships. Ware2Go (owned by UPS) – Scalable fulfillment with UPS benefits. ⚠️ Common Challenges & Risks SFP Approval Process: Requires a 100-order prequalification and a 30-day trial period with strict shipping metrics. Maintaining SFP Status: Amazon enforces a three-strike policy, so brands must proactively manage shipping delays. Weekend Deliveries: Amazon requires one weekend day for SFP shipments—brands must plan accordingly. 🔗 Helpful Links from the Episode Amazon Seller Fulfilled Prime Amazon Buy Shipping Services DaVinci Micro Fulfillment Ware2Go (UPS) 🎯 Final Thoughts Brands should analyze their fulfillment costs and consider SFP or FBM for better inventory control and cost savings. FBA remains the best option for most products, but alternative fulfillment strategies can reduce risk and increase flexibility. Partnering with the right 3PL is key to maintaining fast, reliable shipping outside of Amazon FBA. If done correctly, Seller Fulfilled Prime and FBM can be game-changers for brands looking to optimize fulfillment beyond Amazon!…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

1
EP 9: Understanding Match Types for Amazon Ads with Abe 36:12

לפני 9 weeks36:12

36:12

🎙 Robyn Johnson & Abe Chomali dive deep into Amazon match types and advertising fundamentals, covering how different match types impact ad performance, bidding strategies, and campaign optimization. 🔑 Key Takeaways 📢 Understanding Match Types is Essential · Amazon offers multiple match types: Exact, Phrase, Broad, Broad Match Modifier, and Automatic campaigns. · Exact Match targets precise keywords, while Phrase Match allows variations before or after the keyword. · Broad Match provides the widest reach but can be less precise. · Automatic Campaigns rely on Amazon’s algorithm to find relevant placements. 💡 Negative Matching & Bid Adjustments · Negative Match prevents wasted ad spend on irrelevant search terms. · Bid Adjustments help fine-tune performance without over-relying on negative matching. · Brands should test all match types to find the most profitable structure. 🚀 Campaign Segmentation & Strategy · Multiple campaigns per product allow better control over bids and performance. · Avoid "set it and forget it"—ad campaigns require regular optimization. · Event-based advertising (e.g., Shark Tank, Oprah’s Favorite Things) needs strategic scaling of budgets and placements. ⚠️ Common Mistakes to Avoid · Over-reliance on one match type limits ad performance. · Lack of negative matching leads to unnecessary spend. · Not monitoring ad spend can cause budget waste, especially during peak events. 🎯 Final Thoughts Amazon advertising requires ongoing management, testing, and adjustments to stay profitable. Understanding match types, bidding strategies, and segmentation can maximize ad efficiency and ROI. 📢 Stay informed, test regularly, and never assume a one-size-fits-all strategy! 🚀…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

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EP 8: UPCs, GTIN & GS1 - Oh My! - A Primer for Avoiding UPC related Issues for Amazonode 29:38

לפני 10 weeks29:38

29:38

🎙 In This Episode of Top of Search , Robyn Johnson & Abe Chomali dive into GS1, UPCs, and GTINs—what they are, why they matter, and how Amazon's policies are evolving 📦. They discuss Amazon’s strict crackdown on barcodes, why GS1 UPCs are now required, and how to avoid common listing mistakes. 🔑 Key Takeaways 1️. Understanding UPCs & GTINs UPC (Universal Product Code): Used for barcode identification worldwide. GTIN (Global Trade Identification Number): The broader category that includes UPCs, EANs, and ISBNs. GS1: The official provider of UPC barcodes required by Amazon. 2️. Why Amazon Requires GS1 UPCs Amazon used to allow third-party resold UPCs, but this led to catalog chaos 🛑. Now, only GS1-issued UPCs tied directly to your brand are accepted. Recycled UPCs can cause major issues—always verify before printing packaging. 3️. Checking UPC Validity Before Use Enter the UPC in Seller Central to confirm it’s not already assigned. Create a shell listing with a future launch date to hold the UPC. If errors arise, new listings may be needed, causing delays and reprints. 4️. Amazon’s Crackdown on Bundling & UPCs Food & Grocery Bundles: Now require manufacturer-issued UPCs or written permission. Random Bundles (e.g., garlic powder + bracelet) are being restricted 🚫. Brand Registry & UPC Matching: Amazon is enforcing strict name consistency (spacing, capitalization, etc.). 5️. Best Practices for UPCs on Amazon ✅ Always buy GS1 UPCs to avoid future listing issues. ✅ Verify UPCs in Seller Central before printing packaging. ✅ Don’t recycle old UPCs—Amazon may flag changes as violations. ✅ Brand Registry first, then purchase UPCs to ensure a name match. ✅ For bulk UPCs, consider GS1 rental options ($10/year per UPC). 🛠 Helpful Links from the Episode GS1 Official Site Amazon Brand Registry US Trademark Registration 🚀 Final Thoughts Using GS1 UPCs is no longer optional—Amazon is strictly enforcing compliance. Avoid costly listing removals by following Amazon’s policies, verifying UPCs before use, and ensuring Brand Registry name consistency.…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

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EP 7: Amazon's "Brand Building Era" - Keys for Amazon Success in 2025 with Jessica Wright 1:07:36

לפני 12 weeks1:07:36

1:07:36

🎙 In this episode, Jessica Wright, an e-commerce expert with over 15 years of experience, joins Robyn Johnson and Abe Chomali to discuss brand-building and compliance challenges on Amazon. 🔑 Key Takeaways: 🏗 Brand Development vs. Private Label: Jessica emphasizes the importance of creating a strong brand identity rather than relying on generic private-label products. ✅ Compliance & Regulations: She discusses how meeting strict international regulations (e.g., EU standards) can give brands a competitive advantage when expanding to the U.S. 📈 Marketplace Evolution: Amazon's landscape is shifting, making it harder for "me-too" products to succeed. Building brand loyalty is more important than ever. 📢 Social Commerce & Influencers: Using TikTok Shop, Instagram, and influencer marketing is becoming essential for driving brand awareness and sales. 🛡 Protecting Your Brand: Registering trademarks, copyrights, and utilizing Amazon Brand Registry are crucial for safeguarding a brand from copycats.…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

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EP 6: Why Brand Registry is the Abracadabra of Amazon Listing Optimization 40:55

לפני 13 weeks40:55

40:55

📢 In this episode of Top of Search,Robyn Johnson & Abe Chomali break down Amazon Brand Registry—what it is, why it’s essential, and how to use it to protect your brand & boost sales. They cover trademark requirements, key benefits like A+ Content & Brand Analytics, and common myths. Whether launching a new brand or optimizing an existing one, this episode will help you navigate Amazon like a pro. Key Takeaways 1️⃣ What is Amazon Brand Registry? Requires a live or pending trademark to verify brands. Prevents counterfeits & duplicate listings. Unlocks exclusive brand tools & protections. 2️⃣ How to Get Brand Registry Standard: Register a trademark with USPTO (6+ months). Fast-track: Use Amazon IP Accelerator for quicker access. Cost: $400–$1,500 for legal fees + government filing fees ($200–$400). 3️⃣ Benefits of Brand Registry Ad Tools: Sponsored Brands & Display Ads, including video ads. A+ Content: Enhances product listings and boosts conversions. Amazon Storefront: A dedicated page for your brand. Brand Analytics: First-party data on search trends and competitors. Listing Protection: Prevents unauthorized edits and counterfeit listings. GTIN Exemption: Allows some listings without UPC codes. 4️⃣ What Brand Registry Does NOT Do Does not remove unauthorized sellers. Does not enforce MAP pricing or distribution control. Does not automatically prevent hijacking—brands must monitor actively. Does not replace utility patent protection. 5️⃣ Best Practices Keep brand name formatting consistent. Fill out all backend listing fields to prevent edits. Create a shell listing before printing packaging. Set up a basic website with product images & descriptions. 6️⃣ Common Myths Does not guarantee full control over listings. Does not gatekeep—others can sell your product if obtained legally. Not optional for serious sellers—lack of protection can lead to hijacking. Final Thoughts Brand Registry is essential for any seller serious about scaling on Amazon. It provides powerful tools to protect your brand, optimize ads, and increase sales. If you're selling on Amazon, this should be your first step. 🔗 Links mentioned in the episode: · Amazon IP Accelerator · USPTO Trademark Registration…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

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EP 5: What You Learn Working At Amazon with Jeff Cohen 44:20

לפני 14 weeks44:20

44:20

Jeff Cohen has been a seller on Amazon, worked at a SAAS company (Seller Labs), and now works as an ad evangelist for Amazon Advertising. Robyn and Abe chatted with Jeff about exactly what he had learned and how his perspective on working at Amazon had changed. Key Takeaways: ✅ Amazon prioritizes customer experience and long-term impact. ✅ Amazon Marketing Cloud (AMC) helps brands improve ad targeting & analytics. ✅ AI in advertising is constantly evolving—brands must stay adaptable. ✅ Upper-funnel marketing (TV ads, DSP, Sponsored Ads) can boost conversion rates. ✅ Career advice: Start as a seller, work with an agency, or join Amazon. ✅ Amazon’s work culture encourages big thinking, problem-solving, and innovation. 🔗 Resources & Links: 📖 Amazon Leadership Principles 📊 Amazon Marketing Cloud 🛍️ Amazon Sponsored Ads 📈 Amazon DSP 💼 Amazon Jobs We also discuss what Jeff recommends for people looking to be the next generation of thought leaders in the Amazon space break into the space.…

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

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EP 4: Understanding Branded Search on Amazon 37:08

לפני 15 weeks37:08

37:08

Abe Chomali and Robyn Johnson dive deep into the world of branded search strategies on Amazon. They break down the importance of both brand defense and conquesting (targeting competitor brands), sharing real-world examples and actionable tips to help businesses protect and grow their market share. 🚀 Key Topics Covered: Brand Defense: Why it’s essential: Protect your brand from competitors targeting your name in search results. Tactics: Fill ad spots with your products to prevent others from outranking you, even if you're an established brand like Lego. Real-life example: A puzzle education company lost control of their own branded keywords due to neglect, allowing competitors to dominate their search results. Conquesting: Definition: Targeting competitor branded searches to capture their customers. Example: Advertising a tastier cookie under the search term "Oreos" or competing against popular brands like iPhone cases. Branded Search Campaign Strategies: Always separate branded campaigns from general keywords to avoid skewed performance data. Common mistakes: Mixing branded and non-branded keywords, which can either hide poor-performing keywords or artificially inflate campaign success. Measuring Success: Track metrics like top-of-search impression share to ensure brand visibility. Use branded search data to analyze the impact of off-Amazon marketing efforts (e.g., TV appearances and influencer campaigns). On-Page Defense: Fill product pages with ads for your own products to prevent competitor ads from stealing sales. "Filling the shelf": Ensure all variations and complementary products are visible to maximize cross-selling. 🎯 Key Takeaways: Branded search is non-negotiable, even for big brands like Lego. Ignoring it can result in lost sales and diminished brand authority. Separate branded and non-branded campaigns for clearer data and better budget allocation. Use branded search to defend against competitors and capitalize on external marketing efforts. 🔗 Links Mentioned in the Episode: Search Engine Journal - https://www.searchenginejournal.com Search Engine Land - https://www.searchengineland.com Marketplace Blueprint - https://www.marketplaceblueprint.com…

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