E8: UPCs, GTIN & GS1 - Oh My! - A Primer for Avoiding UPC related Issues for Amazonode

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

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İçerik Abe Chomali and Robyn Johnson, Abe Chomali, and Robyn Johnson tarafından sağlanmıştır. Bölümler, grafikler ve podcast açıklamaları dahil tüm podcast içeriği doğrudan Abe Chomali and Robyn Johnson, Abe Chomali, and Robyn Johnson veya podcast platform ortağı tarafından yüklenir ve sağlanır. Birinin telif hakkıyla korunan çalışmanızı izniniz olmadan kullandığını düşünüyorsanız burada https://tr.player.fm/legal özetlenen süreci takip edebilirsiniz.

Species Unite

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Andrew Stein: Living with Lions 46:39

10 gün önce46:39

Daha Sonra Çal

Listeler

Beğen

Beğenildi

46:39

“If we march into that village and we start trying to persecute people for using poison, something that's very illegal, nobody's going to talk to us. We're not going to find out where the poison came from. We're not going to be able to shut anything down. We should take the approach that people are using poison because they're desperate, because they see no other alternative.” – Andrew Stein Andrew Stein is a wildlife ecologist who spent the past 25 years studying human carnivore conflict from African wild dogs and lions in Kenya and Botswana to leopards and hyenas in Namibia. His work has long focused on finding ways for people and predators to coexist. He is the founder of CLAWS , an organization based in Botswana that's working at the intersection of cutting-edge wildlife research and community driven conservation. Since its start in 2014 and official launch as an NGO in 2020, CLAWS has been pioneering science-based, tech-forward strategies to reduce conflict between people and carnivores. By collaborating closely with local communities, especially traditional cattle herders, CLAWS supports both species conservation and rural livelihoods—making coexistence not just possible, but sustainable.…

1 yıl önce 29:38

MP3•Bölüm sayfası

🔑 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

🚀 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.

Bölümler

1. Welcome to Top of Search (00:00:00)

2. UPC Issues Can Cause Chaos with Your Amazon Listings (00:00:26)

3. What are UPCs and GTINs (00:01:16)

4. Where the UPC Problems Started on Amazon (00:02:14)

5. UPC Matching on Amazon is Stricter Than Ever (00:04:22)

6. Amazon Changes Bundles Policy for Consumables (00:06:05)

7. Checking If UPCs are Valid and Unused on Amazon (00:06:23)

8. Are UPC Errors Fixable on Amazon (00:09:35)

9. Re-Using Even Your Own Brand's UPCs Can Cause an Issue (00:12:43)

10. Brand Registry and UPCs (00:15:41)

11. Valid GTINs will be Needed for Retail Channels (00:18:31)

12. Why Amazon is Very Serious About UPC Compliance in 2025 (00:20:05)

13. Grocery Bundle Policy Change in Late 2024 (00:21:51)

13 bölüm

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

E8: UPCs, GTIN & GS1 - Oh My! - A Primer for Avoiding UPC related Issues for Amazonode

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

published 1 yıl önce

Paylaş

MP3•Bölüm sayfası

🔑 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

🛠 Helpful Links from the Episode

🚀 Final Thoughts

Bölümler

1. Welcome to Top of Search (00:00:00)

2. UPC Issues Can Cause Chaos with Your Amazon Listings (00:00:26)

3. What are UPCs and GTINs (00:01:16)

4. Where the UPC Problems Started on Amazon (00:02:14)

5. UPC Matching on Amazon is Stricter Than Ever (00:04:22)

6. Amazon Changes Bundles Policy for Consumables (00:06:05)

7. Checking If UPCs are Valid and Unused on Amazon (00:06:23)

8. Are UPC Errors Fixable on Amazon (00:09:35)

9. Re-Using Even Your Own Brand's UPCs Can Cause an Issue (00:12:43)

10. Brand Registry and UPCs (00:15:41)

11. Valid GTINs will be Needed for Retail Channels (00:18:31)

12. Why Amazon is Very Serious About UPC Compliance in 2025 (00:20:05)

13. Grocery Bundle Policy Change in Late 2024 (00:21:51)

13 bölüm

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

Tüm bölümler

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

3 gün önce39:17

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

10 gün önce38:06

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

1
E11: PPC War Stories, Match Types, & Franken Campaigns with Elizabeth Greene 56:30

17 gün önce56:30

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

25 gün önce57:20

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
E9: Understanding Match Types for Amazon Ads with Abe 36:12

4 weeks önce36:12

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

1
E8: UPCs, GTIN & GS1 - Oh My! - A Primer for Avoiding UPC related Issues for Amazonode 29:38

5 weeks önce29:38

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

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

7 weeks önce1:07:36

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

1
E6: Why Brand Registry is the Abracadabra of Amazon Listing Optimization 40:55

8 weeks önce40:55

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

1
EP 5: What You Learn Working At Amazon with Jeff Cohen 44:20

9 weeks önce44:20

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

1
EP 4: Understanding Branded Search on Amazon 37:08

10 weeks önce37:08

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…

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

1
EP 3: Understanding and Testing Audience and Images with John Aspinall of PickFu 50:10

11 weeks önce50:10

50:10

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…

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

1
EP 2: Welcome to Top of Search - Getting to Know Your Host Robyn Johnson 25:18

11 weeks önce25:18

25:18

Abe Chomali shines the spotlight on his co-host, Robyn Johnson, diving into her journey in e-commerce, entrepreneurship, and Amazon expertise. Robyn shares her unconventional path, starting from humble beginnings at garage sales to building a seven-figure Amazon business and founding Marketplace Blueprint, an agency focused on Amazon and other marketplaces. Key topics covered: Robyn’s Journey: From a youth minister struggling financially to scaling an e-commerce business to over $1 million in sales on Amazon by 2010, Robyn’s story highlights resilience and adaptability. Agency Evolution: Marketplace Blueprint offers full-service Amazon management, including advertising, compliance, creative services, and Seller Support, with a team of former Amazon employees. Speaking Career: Robyn has spoken at international events like PubCon, SMX London, and SMX Munich, drawing from her vast marketing knowledge beyond Amazon, including insights from the broader Google and Meta ecosystems. AI vs. Rule-Based Strategies: A lively discussion on the role of AI in e-commerce advertising, where Robyn emphasizes the value of human-driven, rule-based systems for nuanced decision-making. Robyn also shares personal anecdotes, including: Meeting her husband (and business partner) Nate at Kinko’s and how they complement each other’s strengths in the agency. Navigating challenges like product indexing issues on Amazon, such as a baby spoon incorrectly categorized as a “sexual wellness” product. Key Takeaways: Intentionality matters: Robyn’s approach focuses on understanding each client’s ideal customer and aligning marketing strategies accordingly. Fundamentals first: While AI tools have their place, Robyn believes in human oversight for creative, strategic decisions. Adaptability: Robyn thrives on solving new puzzles in the ever-changing e-commerce landscape, thanks to her ADHD-driven curiosity. Links Mentioned in the Episode: Marketplace Blueprint - https://www.marketplaceblueprint.com Search Engine Journal - https://www.searchenginejournal.com Search Engine Land - https://www.searchengineland.com PubCon - https://www.pubcon.com SMX Munich & SMX London - https://www.searchmarketingexpo.com…

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

1
EP 1: Welcome to Top of Search - Getting to Know Your Host Abe Chomali 24:55

12 weeks önce24:55

24:55

Join us as we get to know one of our hosts, Abe Chomali. He discusses his extensive background in e-commerce and Amazon advertising, setting the stage for what listeners can expect from the show. Robyn and Abe highlight how their different experiences and perspectives complement each other, promising diverse insights for sellers navigating Amazon's complex world. Key topics covered: Abe’s Journey: From selling products in 1991 through magazine ads to becoming an Amazon advertising expert, Abe shares how he’s managed hundreds of millions in sales and now focuses on PPC strategies with a data-driven approach. Amazon Advertising Insights: Abe explains the nuances of sponsored brand ads, how product pricing affects ad performance, and the importance of understanding customer lifetime value. Challenges in E-commerce: They discuss common mistakes brands make, like assuming agencies can solve all problems without client involvement and the necessity of having resources like inventory to support ad growth. They also dive into personal anecdotes, including: How a simple brand name helped one company achieve $3 million in sales despite having an undifferentiated product. The pitfalls of relying on agencies without active brand participation. Key Takeaways: There's no one-size-fits-all approach to Amazon advertising. Success often comes from testing strategies tailored to each brand's unique strengths and audience. Agencies should be partners, not just service providers—collaboration is key to growth. Links Mentioned in the Episode: XP Strategy- XPStrategy.com Amazon Advertising - https://advertising.amazon.com Connect with our Hosts Robyn Johnson- Marketplace Blueprint - A full-service agency offering SEO, Advertising, Seller Support, and Strategy for Amazon, Walmart, and Mercado Libre.…

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