TAS 244 Ask Scott Session #73 – You Amazon FBA Questions

Nobody knows it all. Not even those who have been doing something for a very long time. We all need to ask for help from time to time and these Friday episodes of the Amazing Seller Podcast are an opportunity for you to ask your questions about Amazon sales and private label products. Scott LOVES these episodes where he gets to sit down and deal with the real life situations that you and many other sellers like you are facing each day in your business. You can listen to the questions people have already asked and even ask your own questions, right here on the Friday episodes.

When should I start PPC (pay per click) on my new products?

On today's episode a listen to the podcast asked whether he should wait to start his pay per click campaigns until he has a significant number of reviews, or whether he should begin PPC immediately once his product is live on the Amazon platform. What would your answer be? Today, Scott has an answer for this listener and has advice for you if you are trying to determine when and how to start your PPC campaigns. You can hear it all on this episode of the podcast.

If I rank for a long tail keyword will I also rank for shorter keywords within it?

Do you know what a long tail keyword is? A long tail keyword is a keyword phrase that uses a primary key word with other qualifying words added to the beginning or end. For example, garlic press maybe the base keyword. But long tail keywords would be, “stainless steel garlic press,” OR “long handled garlic press.” On today's episode a listener asks if he will rank for all of the keywords within a long-tail keyword phrase, or only the long tail keyword phrase itself. It's a great question and Scott has a great answer. Be sure you listen to find out what it is.

Do I have to set up multiple seller accounts if I want to sell more than one brand?

The first thing you need to do in order to sell products on Amazon is to create a seller account. Today a listener asks if he should set up multiple seller account if he is going to be selling products under multiple brand names. It's a great question and one that can have many answers depending on what your and goals are for your business. On this episode, Scott answers the question with a good deal of insight and foresight, so be sure you take the time to listen.

Is it a good idea to enter a market when there are 3 to 4 pages worth of sellers in the niche? What if I did a bundle?

A listener today has found a product possibility in a niche where there are many, many sellers of the product. But he's curious if it is a good opportunity anyway since there is only one seller who is providing the product in question in a different color, while all the rest offer the exact same product. He is curious if he could create a bundle that includes both colors, or even add additional colors to make a bundle that is more attractive. You can hear Scott's answer to this interesting question on this episode of The Amazing seller.

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

• [0:03] Scott’s introduction to this “Ask Scott” episode of the podcast.
• [2:30] Why you need to schedule and plan things if you’re going to be successful.
• [6:03] QUESTION ONE: How long do you wait to start your Pay Per Click campaigns after getting reviews?
• [10:15] QUESTION TWO: I’m trying to rank for a long tail keyword… If I rank for a long tail keyword will I also rank for the shorter words within the long tail keyword?
• [15:50] QUESTION THREE: I’ve been told I can only create one store within Amazon. Is that true?
• [20:43] QUESTION FOUR: The product I’m considering has 3 pages of sellers but only one is selling a different color and he’s doing well. Is this a good bundle opportunity?

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TRANSCRIPT TAS 244

TAS 244 : Ask Scott Session #73 – You Amazon FBA Questions

[INTRODUCTION]

[00:00:02] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Podcast. This is episode number 244 and session number 73 of Ask Scott. This is where you ask your questions, I do my best to answer them and everyone gets to listen in. I love doing these, you guys…

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…know that. Sitting here again with a nice cup of coffee. That’s what we’re doing, we’re having a cup of coffee talking or maybe you drink tea, I don’t know or whatever beverage you want to have.

We’re just hanging out and we’re just talking about business stuff. That’s what I love about the Ask Scott sessions because it is you asking questions and me doing my best to answer them and it really does allow us to connect at another level and other people get to benefit because of these as well so that’s always pretty cool. I want to remind you also about the show notes, if you guys are new you might not know but we do have transcripts to these episodes. We also have the show notes as far as like the links that we mention, anything that we’ll be referencing to will be in the show notes and the transcripts.

If you wanted to get those or have access to those head over to theamazingseller.com/244 and you can grab them. One other thing, actually there’s two other things I wanted to bring up real quick. First off, I get a lot of people that ask me questions about different resources that I use or that other seller are using. I did put together a page, it’s been on the blog for quite a while and I update it pretty regularly so when things change or I find a new one I’ll put them there. You can always find them by heading over to theamazingseller.com/resources and you can find them all there. Little disclaimer, there are some links, not all of them, that do have affiliate links in there which means that you will buy me a cup of coffee if you go through that link but generally you get it for the same price and you usually get a discount or a bonus by going through my link and I always appreciate it.

[00:01:58] Scott: I’ve had people actually say, “Scott I went digging around to see if you were an affiliate for something because I wanted to give you something back for doing the podcast,” and I really wanted to just say thank you to everyone out there who has purchased through this links and have purchased me a cup of coffee because you guys are awesome and you guys all know I love my coffee. One last thing is just some random thoughts. Again I think Ask Scott sessions is a good place for this, I might do these a little bit more often. I have been doing these on Snapchat and Periscope but Snapchat really is just kind of like those random thoughts. But really the one thing I wanted to share with you right now because it’s like front of mind because I’m actually going through this is how important a schedule is and planning is to get stuff done. Remember this one thing, we all have the same amount of hours in a day. Understand that.

You have no more than I do, I have no more than you do. It’s like we have the same amount. We have 24 hours in a day. It’s just how do we break up those hours? “Well Scott I work 9 to 5.” Okay. Well, I work 9 to 5 doing my other stuff or I’ve got other things that are taking up that 9 to 5 window so we still have the same amount of time. I was there once, where I did have 9 to 5 actually I had about 7, well about 6:30 I the morning 6 o’clock sometimes till 6:00, 7 o’clock at night and plus I then built a house on the side. I did side work on the side to bring in extra money.

Anyone that wants to tell me they don’t have time you’re not going to tell me that you don’t have enough time because everyone has time, we just have to figure out a way to go and use that time more productively. You have to really schedule and plan. It’s so, so important. Give you another example, maybe you want to start going to the gym, as I do and I did and some of you may or not may not know my story. I used to be, I’m talking a couple of years ago, like really, really into fitness like almost too much and then I fell of the wagon again and now I’m getting back into it.

[00:04:04] Scott: This past month, almost a month and a half now, I’ve been dialed in but I put it in my schedule. Every day at 6:30 between 6:30 and 7 o’clock I’m in the gym, period. If I tweak my neck which I just did, I’m still going to the gym. I might just go to treadmill that day I might not do any weights. Once you put it into a schedule it’s like a job, you have to show up. If you have things in place for building a business put them into a plan and then execute them into your schedule. I can’t stress this enough. So many people, once I get time, I hear that all the time and I’ve said that myself.

“Once I get time I’m going to go ahead and start doing this thing,” or, “Once I get enough money saved I’m going to go ahead and star this thing.” You can still start with very little money. We’ve done episodes in the past where we talk about retail arb or just doing thrifting or whatever with a 100 bucks or less than a 100 bucks. You can start with whatever you have in your house and liquidate, not liquidate but take stuff that’s laying around your house that you don’t think’s valuable but could sell to bring in money. To me there’s really no excuses other than it’s procrastination and we all fall into that trap.

That’s my little rant or my little thought that I wanted to share with you because I’ve been talking a lot about that on Snapchat. If you guys are not following me on Snapchat you can do so by heading over to Snapchat and searching for @scottvoelker1 you’ll find me. Again just random stuff there. It’s sometimes me working out, sometimes it’s what I’m working on as far as with the Amazon stuff or maybe it’s me doing a podcast or maybe it’s me just hanging out with the kids. The other day my son was taking pictures of his sneakers which for those of you that don’t know sneaker heads right now is big thing, major thing like just crazy.

That’s a whole another conversation. Anyway just want to let you guys know that’s my random thoughts right now, schedule and planning does work, do it. Guys I think I rumbled enough there in the beginning but I did want to give you thoughts. Let’s go ahead and listen to today’s first question and I will give you my answer, what do you say?

[Q&A SESSION]

[00:06:13] Zack: Hi Scott, Zack Snider from Bellingham Washington. My question is about pay-per-click. I’d like to know, when you launch a new product do you wait for reviews or do you immediately turn on pay-per-click? If you do wait for reviews how many reviews do you generally try to wait for? Thanks Scott.

[00:06:32] Scott: Hi Zack. Thanks so much for the question and this is a good question, I’ve answered it before I’m going to answer it again. I’ve changed my feelings a little bit on this but it’s pretty much the same for me because it works hand in hand. When you’re going through like a promo or a giveaway and it’s going to depend on the competition to be honest with you.

If we have really high competition and we have a lot of reviews that we’re going up against, let’s say that we’re looking at a product that has over 300 reviews and you’re competing with that particular listing or listings and you have a product that has zero reviews, to me it’s going to be hard to get sales when you’re competing against that until you have a good set base of reviews. Now that doesn’t mean you can turn on the pay-per-click to start getting the data. A lot of people think that they’re going to turn on pay-per-click just to start getting sales, that’s not necessarily the only reason why I turn it on.

I turn it on also to see what Amazon is going to put in front of the people that are looking for my products. That’s going to be like intelligence. I’m paying for that. So many people upfront don’t want to spend the money because they want sales immediately. I get that, I understand it but it’s not necessarily the right mindset. Here’s kind of like my new kind of way of doing things and again it does depend on the competition. What I’ll usually do is I’ll start running the promotion and to go ahead and do a giveaway or a dollar giveaway or two dollar giveaway whatever you’re going to do.

Once that’s in motion and I start to do the giveaway then I’ll turn on the pay-per-click even if I don’t have any reviews yet because I know that they will be coming in soon but then this way here I can start getting the data right up front so I don’t have to wait to get the data. Then once I get the reviews coming in then I can go ahead and maybe dial up the pay-per-click. For me in the beginning I just really want know what I’m being indexed for without any sales and I also want to know what the impressions are getting for certain keywords and I can get an idea of what maybe I’m missing and then what also I might want to be targeting.

[00:08:41] Scott: I would say in the beginning even with a small budget, even if you just wanted to use like $20 and do an auto campaign that might be a good thing to do just to get the data. But don’t expect to get sales. Now if you do get sales out of the gate with running pay-per-click with zero reviews or two reviews or something like that, that’s a good sign. That means that you don’t necessarily need a lot of reviews to get sales. My good buddy Rich Kibble who was one of our earlier adopters in our class he actually does this.

He says, “I always start my products with pay-per-click on day one even if I don’t have reviews because if I can get one sale, just one sale on day one by running pay-per-click I know I’ve got a pretty good product that I’m going to be able to sell.” That’s one little way of him seeing if he’s got a product that can sell without a lot of reviews. The other thing is when you’re doing your product research you’re going to kind of know this. If you’re using that as one of your filters like I want to find items that are selling 10 units a day but they only have 25 reviews well that’s an indicator that it’s not driven by reviews.

Hopefully this answered your question but that’s what I would do and again I think people listening right now like pay-per-click for me in the beginning is all about intelligence. It’s about figuring out what Amazon is seeing in my listing and what I might be missing and then also it’s going to give me some data points as far as like how many impressions certain keywords are getting that I might not have even ever thought of. Then I might be like I might want to go ahead and look further into this as a root keyword and then start doing more long tail. Let’s go ahead and listen to another question and I’ll give you my answer.

[00:10:25] Diego: Hi Scott this is Diego from Ecuador. First of all I would like to thank you for all the great content you post every day, well every week actually. It has helped me a lot with my FBA journey. My question is regarding the keyword ranking. I’m trying to rank for a long tail keyword. For example let’s say a stainless steel garlic press. If I ranked for this keyword I will also rank for garlic press or just stainless steel garlic press? Well thank you very much, have a great day.

[00:11:04] Scott: Hey what’s up Diego from Ecuador? Wow. That is awesome. You guys know I get pretty pumped up about… You know, being able to connect with people all over the world. It’s just incredible. Anyway thank you so much for the question and it’s a good question and here’s the deal and this is what a lot of people don’t realize. If you’re trying to rank for one keyword like a very, very specific keyword, let’s say garlic press you’re going to still rank for garlic press if you go after long handle garlic press because it’s in that work or it’s in that phrase in a sense.

I don’t think it’s a bad idea to understand that or to try to go after long tail because here’s the deal, we all want to rank for that really, really popular keyword. If we only focus on that keyword we’re losing or leaving a lot of traffic on the table because it all comes down to really the long tail. If you were to look at the numbers, not always but if you were to look at the numbers at all of your traffic coming in from different keywords like all the ones that you’re indexed for and then possibly what the sales are coming through which is going to be hard to see.

I can almost, I can’t say guarantee, but I can almost guarantee that the long tail eventually will start to bring in steady sales. Once you have thousands of key words that you’re ranking for now all of a sudden you have all of these random ones that might only bring in one or two sales every day or every other day but if you have 500 of these that are converting keywords do the math. A lot of times people only focus on the one and I think it’s a good idea to look at the long tail.

[00:13:02] Scott: What are the long tails that people are searching for that you could then search for and then you’re still going to rank for the words that are in between because we know that or we’re pretty sure that Amazon picks words from certain phrases. It doesn’t have to be in that order. You can rank for, if we did long handle stainless steel garlic press we’re still going to rank for long and then garlic press.

We’ll still have a chance to rank for that. I wouldn’t focus on just the one main and then the other thing is the other way that you can kind of discover this stuff is when you run that auto campaign in pay-per-click you’re going to also see that they positioned the keyword for a search because if you’re doing it we’re kind of in the discovery phase we’re going to actually see what they typed in.

If we see that they typed in long handle stainless steel garlic press and that’s the one that we got the sales from, well then yes we might want to move that into a phrase match campaign eventually. We’ve talked about this before but right now for this discussion about this I would say yes go after long tail because the long tail will still help you get ranked for that keyword. Another example of this, a lot of people have talked about super URLs, I’ve talked about them before what that means is basically where you go and you search for your product, you find it, you copy that web URL and then you share that with people and then they use that link and then it appears as though people searched for that.

I don’t believe that that’s a great strategy anymore because the Amazon is going to get wise to that and we could be penalized. There’s other ways that you can do this. Using pay-per-click is number one to me but the other way is if you did have someone do a physical search and you put your brand name in first, let’s say that it’s ‘kitchens are us’ and then you did ‘stainless steel garlic press’ and you said, “Hey, go to Amazon search for this phrase,” and it’s going to have your brand name and stainless steel garlic press in it and then they go and they find your listing it’s going to be easier to find your listing by the way too because you’re the only one with that brand name.

[00:15:15] Scott: Now they’re going to go through the buying process so it’s acting they searched for your keyword and then they went ahead and they found it and now they clicked on it so it’s a regular search. It’s like you almost saying or looking over their shoulders saying okay here is what you need to do. Type in this, go find the listing, click on it go through and purchase. It’s a natural way of doing it and even though your brand name is in there you still had your keyword in that phrase. Hopefully that makes sense, I know it was a little bit long winded but I just wanted to elaborate on that a little bit. Let’s go ahead and listen to another question and I’ll give you my answer.

[00:15:54] Dave: Hey Scott this is Dave. I just found your podcast, I love it. There’re a lot of people out there teaching this stuff but most of them will only be doing it to get you to buy one of their products whereas you seem to actually care and want to see people succeed in doing this. My question is I heard you can only create one store on Amazon, is that true? I understand it’s a good idea to have all your items that you sell on one category so you can get cross sales from different products in your store, but I see different opportunities in different categories and I don’t want to be pigeon holed into one category.

If you could have one store would it be a good idea to have a generic store name? For example, instead of a store name being Scott sporting goods it would be Scott’s quality goods or something like that so you aren’t restricted to only selling sporting goods. Thanks for your help and keep up the great work.

[00:16:41] Scott: Hey Dave. Thank you so much for the question and the kind words, I really appreciate it and I’m so glad that you are getting value from the podcast which all of you know is totally free. I do want to be transparent here with you guys. When I first started the podcast I didn’t have any plan as far as creating a course or a class or anything like that, it just happened. I do have a class, I don’t really publically talk about it here on the podcast because I figure when the time’s right you’ll find it.

I just wanted to be clear on that that I do offer all of this free information for you because I want you to succeed and I have a lot of people, a lot of people that email me that listen to just the podcast and have launched successful products and are building a business through it. I also have people that are in the class that are doing well too. Just wanted to kind throw that out there. Here is my feedback on this question and really to understand this fully and this is what I think that you’re saying is what if I want to do multiple brands, do I have to do multiple seller’s accounts and the answer is no you don’t have to.

You can but you don’t have to. The way to do it so you can have different brands underneath your one main seller’s account is to do just that. When you go into the fields of saying what brand it is, you’re just going to title that as the brand that you want that to be under. If you want a brand that only sells home goods well then you’re going to have one that’s related to home goods. Now your main seller’s account is going to be that main brand like you said it’s kind of like top quality products like warehouse or something like that.

Then you’re going to have a brand off of that that’s going to be in gardening, you’ll have another one that’s going to be in home goods, you’ll have another one that’s going to be in sporting goods, you’ll have another one that’s going…

[00:18:43] Scott: If you want to do that that’s totally fine. The only little bit of a little bit of an obstacle there, not really an obstacle, but I guess a little bit of an issues it can be is if you are building separate brands that you want to basically have as their own entity like their own LLC. Then you might want to separate them and put them on their own seller’s accounts because that could get a little messy.

I’ve heard mixed thoughts on this. Some people say that that’s all they do is they will just set up a new seller’s account. The problem with that is you have to go through Amazon and you have to explain why you want to do a separate seller’s account also for managing purposes. If you’re just starting I would say yes do the more generic brand that you can release maybe different brands underneath that, that’d be a good starting point but if you see a brand really taking off and you wanted to then go ahead and create its own seller’s account then maybe you can do it at that time.

The other thing is too is once you have a seller’s account that starts getting sales and history that seller’s account is going to start building some authority. We don’t know for sure but we think that once you start building up your feedback score and you start having a history with Amazon, when you launch future products they’re going to take that into consideration when ranking you. We don’t know that for sure, it’s a little bit of a hunch but it goes back to the old days when you’re ranking a website and your website is 5 months old or 5 years old, which one are they going to look at differently inside of Google.

It’s the same thing with Amazon because Amazon is going to look at are you a trusted seller, have you had a bunch of sales that you can prove yourself and do they give you more weight now as far as ranking goes? That would be my other thing to think about as well. Hopefully this answered your question, good luck to you and thank you so much again for listening. Let’s go ahead and listen to one last question and then we will wrap this up after I give you my thoughts of course so let’s go ahead and listen.

[00:20:50] Matt: Hi Scott my name is Matt. I was watching your competition podcast on YouTube, great content, I love the videos, I’ve seen you as a guest on Jungle Scout as well. On your podcast, a listener asked you a question about how many resellers make a product too competitive and your answer in your first product they were about 5 or so resellers on almost the exact same product. To differentiate yourself you bundled the product, you did some pricing strategy.

My question is the product that I’m considering has about 3 pages of resellers all selling the exact or similar product. Now the differentiator is there’s only one reseller selling a different color of this product. I use the resource camelcamelcamel.com to track sales rank and price and I’ve seen and I’ve used the sales estimator on Jungle Scout that based on this individual sales rank here she is pushing about 5,000 units a month for this alternative color. They’re the only reseller doing this color.

I was thinking if I bundle the product also do this alternative color even though there’s 3 pages of resellers selling the one color if I do this alternative color it’ll separate me and I could get a piece of this 5,000 units a month. I’m not sure if you would recommend this or if you would say… I’m a first time private label seller. If you recommend going to another product that’s even less competitive or if you think this is a smart strategy because I’ve seen some of the numbers and it seems to make sense but I’m not quite sure. I appreciate it, great content, keep it up and appreciate it again. Thank you, bye.

[00:22:42] Scott: Hey Matt, thank you so much for the question. Yes this is a great question and it is definitely a concern if you’re going after products that are 3, 4 pages deep of the exact same product or you go to Alibaba and you see the exact same thing and all people are doing is just putting their brand, their logo on it. To be honest with you guys I’ve done that. I did that in the beginning and that product still sells today even with all of the competition because I got in early but it’s definitely not what it was.

I was charging more in the beginning, now I’m not. I had more sales than I do now. There’s definitely a problem with that but it’s a way for you to definitely tap into a stream of traffic and buyers because we know that there’s depth and demand. That’s the good thing. The bad thing is it’s so easy for someone else to just do the same exact thing. The thing you have to ask yourself is how easy is it for someone else to do exactly what I’m going to do right now to launch this product. If it’s going to be easy then I would probably stay away because you’re just going to get in maybe get some sales but then you’re going to have more people come in.

Now instead of it being 3 pages deep it’s going to be 6 pages deep and then it’s going to be 12 pages deep. A lot of people ask me, “Scott is Amazon getting oversaturated?” Yes with people just taking products and slapping a logo on them yes it is. It is. It’s getting harder and it’s because everyone’s looking for the easy way. For you to look at the numbers and see that there is a special color that is selling that’s good but my other concern with well if it’s just a color well couldn’t someone else just make that thing the same exact color? Now we have the same problem, now we have 3 pages deep of that same color.

[00:24:42] Scott: How else can we differentiate? How else can we make it so they can’t just make it a different or they can’t just add one little piece to it because in this case people are seeing that these are selling, people are aware of this. The only way that you’re going to be able to survive and really have long term growth is by differentiating in a way that is not that easy for someone else to do it. That could be creating a new mold. That could be adding a new accessory that’s really hard to find.

If you’re going to find an accessory don’t just go on Alibaba and immediately be able to find that because that means someone else could do the same exact thing. I’d also look through all of the reviews of the top sellers and I would see what people are complaining about. If I can fix that, I would fix that. Then the other thing, this is one that a lot of people don’t talk about, the other thing I would do is say, “Can I sell this thing outside of Amazon?” If this thing is this popular on Amazon it’s probably popular on a Google search or a Yahoo search or a Bing search or whatever search or there’s people on Facebook that would be interested in this product.

Can I build a product line around this product? That would be my next thing because if that’s the case then I would be a little bit less skeptical as if I get in there and if people start to come in and try to compete with me on certain things that I’ve done. If I can take that thing and move it off of Amazon down the road, down the road guys not right now, then that might be also a thing that I can say, “Okay I see growth for this thing.” The other thing I would say is, “Are there other products that are going to support this product.

If I get in with this product can I then also have another product that complements it or that my same customer would want to buy?” Those are all the things that I would think about but just to let anyone know if you’re in the product research phase and you go and you see that there’s like all of these pages of people selling this thing and three pages deep they’re still selling 10 units a day some of them. That’s great. But then you go over to Alibaba or AliExpress and you find that same, sometimes the same picture and everything, that’s a red flag. No, I would not do that because then it just means that someone else is going to do it tomorrow and the next day and the next day.

[00:26:53] Scott:

You have to find a way to differentiate and in this case you’re saying it a color which is great but how easy is it for someone else to get that same color that’s selling really well. Hopefully this helped you or anyone else for that matter that is in that product research stage. Do not fall in this trap of you see that the sales are there that’s great but now all of a sudden you have a bunch of other people coming doing the same exact same thing. I can’t stress it enough. We have to be different now, we can’t just slap a log on there and we also have to think further down the line. Can I sell this outside of Amazon on my own website, through Facebook ads, through my own sales funnel?

Can I also have other supporting products that will support this product and then also have that same customer buy the products in the future or my products in the future around this brand? There’s other things you can think about. Is there content that you can create around this product to educate people? That’s another factor that I would say that’s a good thing moving forward. There’s a lot of different things that we could do. Hopefully this has answered your question and gave you a little bit more perspective and then anyone else hopefully this has helped you that’s in the product research stage.

If you are on the product research stage too definitely check out episode 161 theamazingseller.com/161 and that will give you a good overview of Greg Mercer and myself going through product research and really diving into depth and demand and all that stuff. That’s it guys, that’s pretty much going to wrap up this episode. I did want to remind you about the show notes and the transcripts. You can find them by heading over to theamazingseller.com/244.

[00:28:53] Scott: Again that’s theamazingseller.com/244. Then lastly I would also say if you want to ask a question head over to theamazingseller.com/ask. Be patient please because I do have a bunch in the queue but I will try to get to each and every one of them through the upcoming weeks and months.

That’s it guys, that is going to wrap it up. Remember I’m here for you, I believe in you and I am rooting for you but you have to you have to… Come on, say it with me, say it loud, say it proud with some energy, “Take action.” Have an awesome amazing day and I’ll see you right back here on the next episode. Now go get them.

[END]

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LINKS MENTIONED IN THIS EPISODE

• www.TheAmazingSeller.com/ask – You can ask your own questions.
• www.TheAmazingSeller.com/resources – Scott’s resources (some are affiliate links)
• www.TheAmazingSeller.com/161 – episode on depth, demand, and market research.

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