Our guest on the sellerboard show was Antonio Ziemann, who has more than 5 years experience on Amazon and boosted over 400 (!) different Brands on Amazon Worldwide.
We talked about:
- German Amazon marketplace;
- how to make A9 Algorithm work for you;
- does the “honeymoon phase” exists on Amazon;
- how to find a winning product to sell
- …and much more!
Watch the full video here.
Speaker1: [00:00:07] Hello, everybody. Fernando here today, I have a special interview with Antonio Ziemann. He is going to talk to us about the German Marketplace’s secrets, about the ancient algorithm tools that he uses, the honeymoon periods, and how to find a winning product from Amazon? Stick around. You’re going to like this interview.
Welcome, everybody. This is Fernando, your host from the sellerboard channel I have here today, Antonio Ziemann. And stick around because this show is going to be good. We’re going to talk about a lot of ways to speed up your organic drink. Antonio, thank you so much for being here.
Speaker2: [00:00:49] Thanks. Thanks for inviting me. I’m really glad to meet you to be on your podcast and your interview. Thanks, Fernando.
Speaker1: [00:00:57] Thank you so much. So I didn’t know, but Antonio and I, we have some common heritage. His father is Portuguese. My great grandfather was also Portuguese. He lives in Spain and I’m Portuguese too, so we kind of know the region well. And so tell me, Antonio, where are you located right now?
Speaker2: [00:01:19] Where I’m living at. Yes. Yeah. I’m living in Alicante, which is in Spain, at the coast, at the coastline. A lot of tourism, but also quite places. It’s really nice here.
Speaker1: [00:01:31] I love that region. It’s really cool.
Speaker2: [00:01:33] Where are you at?
Speaker1: [00:01:35] I am in Miami. Wow. Yeah, I’m. I’m Brazilian. Family’s Portuguese, and I live now in Miami.
Speaker2: [00:01:44] Nah, Miami is a dream of every person, I guess.
Speaker1: [00:01:47] Yes, but I’m. I’m. I told you before, my the best members of my life was traveling around Spain with my mother, and I go to Portugal every year. So I love that region, too.
Speaker2: [00:02:00] And I’d love to meet you. I’d love to meet Miami. Or at least to visit Miami. To be honest.
Speaker1: [00:02:05] I’m here. I’m here. That’s the best part of the year. The winter, which is here, is like 24 Celsius during the day. I’m going to do in Celsius for for everybody in Europe and like 17 Celsius during at night. So it’s like the perfect winter here. Mid-july. It’s like crazy, crazy hot in July.
Speaker2: [00:02:28] It’s great to hear that you are in a great environment where you have great weather, great people around you. And I mean, Fernando, you are used to be a world traveler as well. So you’re from Brazil. Now you’re in Miami. I really appreciate your company here and inviting you.
Speaker1: [00:02:47] Thank you. Thank you. It’s my it’s our pleasure. It’s my pleasure. Antonio, let’s get started. I want you to hear your story. Tell me, how did you start?
Speaker2: [00:02:58] Thanks for asking. How did I start? It started, like, six years ago. I started with on launching a Shopify shop and quickly discovered that Amazon is especially in the German well realm German room. Extremely relevant. Therefore, I took the switch and I have been looking for an opportunity to jump in to the Amazon space. Started working for a data provider or let’s say tool provider based in Munich, Germany, Munich. For the people who doesn’t know or who don’t know Germany, Munich and work there for at least three years afterwards started doing my or I launched my own product on Amazon and then I rolled out my own company in order to provide sellers with my knowledge in advertising, launching products, finally finding the right suppliers and.
Speaker1: [00:04:02] So on, which is Ziemann LLC.
Speaker2: [00:04:05] Exactly.
Speaker1: [00:04:06] And I kind of noticed you’re registered in some business, the company here in Florida.
Speaker2: [00:04:12] It is in Wyoming.
Speaker1: [00:04:13] Oh, okay. All right.
Speaker2: [00:04:15] All right. Yeah. You have grizzly bears and other predators over there. I never visited Wyoming so far. I plan to do, but, yeah, that’s where my company is based.
Speaker1: [00:04:25] Okay. Why did you choose Wyoming?
Speaker2: [00:04:28] I chose Wyoming because people in my network, they warmly recommended me to base the company in Wyoming. Florida. Been an option, of course. But tax wise. And from the operator’s stance, I think that was the right decision to choose Wyoming.
Speaker1: [00:04:48] Okay. What was the first niche that you started?
Speaker2: [00:04:53] It’s household. It’s actually household.
Speaker1: [00:04:56] That’s a good niche. Yeah. How we how is the Amazon Germany compare to Amazon USA?
Speaker2: [00:05:05] That’s an interesting question, actually. How could you compare the German marketplace with the US marketplace? So first of all, the German marketplace had a really huge volume if it comes to sales last year. If you look at the reports, so Germany, it’s not only Amazon, so Germany included, you have Switzerland and Austria. Therefore, three countries where people have accents. But actually the foundation of the language is based on German. Even though people have different accents in Switzerland or Austria, you have three different countries included in one marketplace.
Speaker1: [00:05:45] I did not know that. I thought it was only Germany.
Speaker2: [00:05:48] Yeah, that’s very interesting. So for instance, you could choose Poland as the country for your logistics, or at least for your warehouse decisions. You can, for instance, put your where your goods into a warehouse in Poland and ship it through the whole German language realm or room to Germany, to Switzerland, to Austria. You will save money in logistics and you can reach every shopper.
Speaker1: [00:06:19] Nice.
Speaker2: [00:06:20] And if. If I. Yeah, sorry.
Speaker1: [00:06:23] Go ahead. What about. What about you? You selling a whole U2 or just those three countries?
Speaker2: [00:06:31] The new realm is a different beast because the volume, or at least the buying power in the other countries is a different buying power compared with the German marketplace. I mean, you have higher wages in Germany than in Spain. You have more people living in Germany than in Spain, for instance. Therefore, the other countries and the EU, of course, are relevant, but they’re not that relevant if it comes to the buying power itself. You should approach them if you have the right product, do the analytics or the research at first or research, then the analytics if you’re trying to jump into these countries. But it’s a different beast. And also the language itself, if you’re not familiar with Spanish or Italian, get a pro, get someone else who can translate it because you’re not aware or conscious about the words and the accents. The people talk in different regions and areas. In these countries you have people with different accents. In Italy, you have people with different accents in Spain. That’s quite interesting.
Speaker1: [00:07:45] Nice. Nice. I have a question for you. When you look at the numbers, you see like the United States to create one of the biggest economies, then you go to UK. Then you go to Germany. So these are like the top three that we work on, right? I’m not talking about China. And but the thing is, I think like the United States has this culture of consumerism that is greater than Europe. Would you say that like you do feel? I think I feel like the the Europe people are like they want more quality quantity and that tastes like it’s a way of living to receive package like every weekend.
Speaker2: [00:08:25] Hundred percent agreed. I mean, if you look to the history, the US is a country in which economy and consuming goods. It was established and a lot of goods and brands came over to to Europe and established themselves in Europe afterwards. Being successful in the US. Therefore, of course you’re right, people do search differently on the US marketplace. They convert differently over different touchpoints than in Germany or Switzerland or Spain, for instance. Thus you also have different cultures. You have different ethnic ethnics. In the US, you have people that speak Spanish, you have people that speak Mandarin, you have people that speak Creole, you have people that speak English, Italian. So you have so many ethnics in the US marketplace that you could trigger or target. In Germany, obviously you have people with different languages as a background, but not as deep as in the US. You can really notice it if you go down the rabbit hole and query the data. I mean people in the US actually really convert over foreign language keywords. In Germany it’s people might search with foreign language keywords, but they will adjust the search intent afterwards finding products in the title. Okay, That’s how it’s called in German. German. Now I search with the German search term. In the US, for instance, people really stick mostly stick to the language. They speak.
Speaker1: [00:10:08] Nice. Tell me about 2022. How is the work this year?
Speaker2: [00:10:15] This year is quite crazy. I mean, we have different developments politically and economically. I see in many niches that the sales volume is receding. It recedes especially because the buying power and inflation is growing, the inflation is growing and the buying power is going down. Therefore, I’d say this year is a good year, but depending on the budget, especially the budget the seller is bringing with it. I mean, I had a lot of sellers or I know a lot of sellers that went out of stock because of logistic logistical issues. I mean, their goods been stuck in China. Obviously, there have been a let’s say, not a strike, but due to the whole circumstances. Goods weren’t shipped that fast, as people were used to. So sellers been waiting longer for their goods to arrive at the Amazon warehouse or the third party logistics partner in the country. And now you have to forecast a bit more precise. The forecast needs needs to be more precise. And also the calculation for your sourcing needs to be more precise.
Speaker1: [00:11:35] Are you using train or sea?
Speaker2: [00:11:38] It depends. I use air. If I run short or for instance, if I run short, I use air. But I like to split it. For instance. Okay. I need like 500 pieces, 500 units within eight days in the Amazon warehouse to not run out of stock. But it’s alright to order the rest or 2000 units overseas, so I’ll split it. I take some by air and the rest by sea so that I can just adjust it.
Speaker1: [00:12:20] When you ship it by sea. What is the main ports that the cargo arrives?
Speaker2: [00:12:26] Hamburg. Hamburg, Germany. Yeah.
Speaker1: [00:12:30] And what is the fulfillment center that it’s most common to use there?
Speaker2: [00:12:36] I think Asia logistics is something that is quite common. And what is interesting there is and there isn’t any common partner anymore because the demand for partners that take care of your logistics from the terminal at the port, for instance, is growing. So people recognize that there is a need for partners in general language that are reliable, that take care of your stuff. I, for instance, work with a logistics partner which isn’t even known within the whole realm. He’s given me a really good price, really good conditions, just because I have a real, real close communication level with them. If you, for instance, work with a great company, a huge company, a conglomerate, whatever, it’s quite hard to get the terms right or to set the terms really to your interests. But if you have a partner where the communication is on point, where you can, for instance, talk to the CEO himself, it’s so, so easy to get your stuff going and there is no delay. There’s nothing like that. No gaps, no delays. I love it.
Speaker1: [00:13:53] Does Amazon have a fulfillment center in Hamburg?
Speaker2: [00:13:57] Yeah. Yeah, it does. Okay. Amazon. Amazon is really great represented in Germany, which is crazy. Yeah. Germany is a really, really good place to to, to to put your products in or just, I mean, to sell your products on the Amazon. The E Marketplace is a great marketplace to choose if you want to expand your Amazon business.
Speaker1: [00:14:21] Yeah, yeah. Everybody tells me the same thing. It’s UK in Germany.
Speaker2: [00:14:25] Yeah.
Speaker1: [00:14:26] What about your work this year? What you’ve been up to this year? What are the niches that you work in? What’s the data that you’re working or are you doing this year?
Speaker2: [00:14:39] This year was interesting, so the niches I’m working on are supplements. Do it yourself. Obviously household, but actually consuming goods are really, really great. I mean or I mean great represented in my work. Therefore, I specialize in certain topics. I think supplements is a topic where I really have a great impact on. I mean, I have a lot of experience that niche and that whole realm and therefore regenerated a lot of sales, a lot of profitable sales during this year just through experience and adjusting and testing. So the whole supplements game is going good.
Speaker1: [00:15:27] Okay. Are those those your brands or your clients brands?
Speaker2: [00:15:30] Client brands, minus household.
Speaker1: [00:15:33] Okay, Cool. Nice. Love it. All right. I know you got some. This is the good part, guys. That’s that. That’s one of the things that I want to talk to. Antonio. Antonio! Talk to me about what? You know, the black box of the A9 algorithm.
Speaker2: [00:15:52] Yeah, the A9 algorithm. People are always confused about the algorithm. And the thing that I tend to say is don’t try to trick or don’t try to trick. The algorithm, Let the algorithm work for you because it’s quite easy. You can play or you can be on the party, the Amazon party itself. I mean party. I mean, you can be on a marketplace, sell your products to advertising or not. And if you decide to place a product on Amazon, be sure that you cannot trick or confuse or scam the algorithm by, for instance, placing keywords into your listing that are not even relevant for your product just in order to gain search volume. I’ve seen several cases where sellers that just started try to place keywords into the title, bullet points back and whatever, even use them for advertising, which do not have any relevance for their main or subcategory. They went to any tool they they’ve seen. Okay, there’s a search volume, it’s growing, but there’s no actual relevance for your product. The keyword is not even linked. It’s not even category specific. It’s about the category specification.
Speaker2: [00:17:16] And what I’m saying is if you start from scratch, if you start from scratch, make sure to only consider keywords that are highly relevant and linked with your main and subcategory if you do that. I did that on Australian marketplace, for instance, you will get a push, which is insane. But yeah, don’t try to trick the algorithm. Try to stick to the category specification. And the second point is stick to the search terms. You should not even consider to use keywords with an historical high search volume. I, I rather take a keyword with a lower search volume than the historical one, but it’s current. I take the current search volume. Where’s the search intent now? 2021. I mean, you know what I mean. The dynamic has grown within two years. People have been searching differently. Different customers or possible shoppers went to Amazon, took or made sure to have the prime subscription or whatever, so on. Therefore, make sure to be at the pulse of the time. People always say, Oh, and historically, historically, no. It’s the current search volume.
Speaker1: [00:18:35] What is the two that she is?
Speaker2: [00:18:39] My pool of favor is endless. I mean, besides the, let’s say, first party data, brand analytics, search query performance, whatever. Brent Analytics, I use analyze because amylase gathers the data from the first party. So the data which is dispatched and analyzed actually comes from Amazon. Not generated, not whatever, not guessed, it’s actual data.
Speaker1: [00:19:08] Are you friends with Christian families?
Speaker2: [00:19:12] Christian is a close friend of mine. Yeah.
Speaker1: [00:19:14] Oh, nice. Love it. Okay. Yeah. And is he the founder of MLS?
Speaker2: [00:19:20] He is the vice president of product. So he is the he’s the type of guy who basically screens the market and then gives, let’s say, or feature requests always lands in Christian’s hand or his maybe he is the type of person who forwards future requests and possible features that should be implemented to the real coders, to the real developers. So the developer or the founder of ANALISIS, Michel Gabriel leaders. My for me, my he was my mentor. He is a great he’s an Amazon wizard, to be honest.
Speaker1: [00:20:03] Got to interview you.
Speaker2: [00:20:05] Yeah, sure. You need to.
Speaker1: [00:20:07] All right. And so use recent data puts relevant keywords and search intents.
Speaker2: [00:20:20] That was quite. That’s trivial. I mean, that’s that’s just the base. That’s just the base of your listing to only research keywords that are highly relevant for your main subcategory. If it comes to build the listing, there are several steps. How many bytes in the title are displayed on the mobile app? How many bullet points are cut off or collapsed within the mobile app? I mean, so far not even all bullet points are visible for mobile shoppers at most two. So make sure to place the most relevant Converting data in the images. Title First 70 bytes of the title must be filled. Most relevant first 70 bytes of the title count.
Speaker1: [00:21:06] For 70 bytes.
Speaker2: [00:21:08] Yeah. Or 70 bytes, maybe 72. Depends. 72 hour. I’d say at most 72 bytes they count. If you place the most relevant and converted keywords in there, you will fill it in packed.
Speaker1: [00:21:19] Love it. What about trying to sneak in competitors name into the back end search terms or issue image tags on the A-plus contents.
Speaker2: [00:21:32] Of the competitor? Yes. I rather suggest to not face a strike or a red flag. Use the competitors and do advertise on them. Product targeting is here to keyword. Product targeting on your advertise or on your competitors is so powerful because you do not only go. Go to be visible on his product detail page. Also attack the keywords that he is ranking for. So you want to attack all of the keywords he’s ranking for, and I rather choose the product targeting method instead of, for instance, using the brand name of a competitor in my listing or back end or using the competitor keyword in my advertising, I would just use the products and target them.
Speaker1: [00:22:23] Nice. What about when you slouch in a product? Do you think there is their honeymoon periods on Amazon?
Speaker2: [00:22:34] Yeah, it’s actually a good question. Yeah. The honeymoon period, this myth. I debunked it already months ago, and I’ll tell you why. It’s a short story. A shopper or customer shopper as well. Shopper and customer texted me. He approached me and told me, Hey, I want to list my product on Amazon. I shop on Amazon frequently. I have my own product. I sell it over Shopify and I now want to list it on Amazon. I was like, okay, no problem. I created the listing only or just with the all the suggests displayed on Amazon.com, a U. So the Australian marketplace. So I built the listing itself. The whole content only based on the order suggest and that’s why I use amylase because with the and browser extension you can query all all the suggests of every marketplace out there, and there’s nothing more powerful than the search content by the customer itself. Just to.
Speaker1: [00:23:34] Match. Try it.
Speaker2: [00:23:36] Yeah, you should try it. You just got to imagine why should Amazon the A9 algorithm really is it’s only focused on the customer’s intent. So if you can also trick the A9, for instance, if or the order suggests not the A9, you can trick the order suggests if you, for instance, have several people from different IP addresses querying the same keyword may convert whatever. If you do that frequently, of course, Amazon is just objective. They will notify and maybe you will have a order, suggest them. You have, for instance, auto suggests in Germany displayed that are completely completely wrong. Written false. Written false. Written order suggests T-shirt. Some people in Germany, in the east of Germany tend to say or express t shirt and t shirt within. Right. I mean, obviously it’s an order suggest already. It’s not even the real term. It’s it’s the wrong term. But frequently searched where frequently converted Amazon will play in the all the suggest therefore of course you should.
Speaker1: [00:24:53] Should you put a misspell like this on your site or no.
Speaker2: [00:24:57] Back end. Back. End. Back. Back end. Second for 4 seconds to catch up with the question. Sorry. What was the spirits? The honeymoon period? Yeah. So Australia. I listed the product and the customer or the client. He had a delay regarding the shipping phase or the shipping process. So the goods, they weren’t available and they weren’t in stock. The listing was created. The listing was created within the catalog of Amazon, whatever, so on. But there was no stock. So I mean, the myth or the myth of the honeymoon period is that if you have a product and you start from scratch, make sure to only create the listing. When you are sure that there’s a short period of time when the stock comes in. So you shouldn’t create the listing when you already forecast or you know, that stock comes in in four weeks. You shouldn’t do that because the listing is created within the catalog. There’s no stock, it cannot convert, it’s not shoppable and it’s all bullshit. Sorry. Sorry for my language. It’s all bullshit. I created the listing, I guess, eight weeks before stock went in. I only focused on category specific search terms and when stock went in and we built life, we went up like hell. And I debunked it. I mean, I debunked it. Just make sure to create a listing which is most relevant to your category. Not only main, especially subcategory, that that’s where we want to convert.
Speaker1: [00:26:41] If we want to learn how to use analyze, what is the best way to learn is to I never use it. Is it to have like YouTube videos that is that are training on the websites?
Speaker2: [00:26:52] I mean, you can contact the support of families, obviously. I try to share videos and I try to showcase any news in English. Yeah, I do it in English. Oh, nice. Thank you. I just just posted I just posted a video today about the Advent calendar, about the Advent calendar. And I just showed people or I just showed sellers that they should consider to launch a advent calendar. Consuming goats product products with long life circles, also T-shirts, whatever you need to. There is so there are so many targeting groups and audiences that you could play with if it comes to Advent calendars. And I mean, who wants to make money in Q4? Most sellers are telling me, Oh, my product is out of season now are blah, blah, blah. No, you’re not out of season. You need to create a product which is certainly relevant for shoppers within that time period.
Speaker1: [00:27:56] Okay. So you would just, like, create stuff for Halloween, for Christmas, for Independence Day. Things like.
Speaker2: [00:28:05] This. For instance, you have shirts, you sell t shirts, you sell t shirts of any kind. Why not drop a Halloween t shirt?
Speaker1: [00:28:12] Yeah, it’s very easy to.
Speaker2: [00:28:15] You sell yourself socks yourself. Socks. Just. Just socks. And Advent calendar for a man with socks or boxer shorts or you sell toys for children, or you sell candy or you sell whatever it is, just consider. Is there any possibility that I can make an advent calendar out of this?
Speaker1: [00:28:33] Mm hmm. Okay. All right. Yeah. Something to think about for sure. Especially because you can make variations. I wouldn’t. I wouldn’t. I would be afraid to buy a lot of inventory and then past the dates and like, Oh, no, I’m stuck with this inventory now for one year.
Speaker2: [00:28:53] Yeah, that’s completely right. But even though you won’t stuck with it, you can always forecast for the next year. If you watch my video, you will see that the demand for, let’s say Advent calendars already starts in Q three. So we are not even in Q four and people are already searching for advent calendars. Thus, if you for instance, have too many stock, whatever. Make sure to match the demand.
Speaker1: [00:29:22] Put the price low and burn it.
Speaker2: [00:29:24] Yes.
Speaker1: [00:29:25] Got it. Got it. Got it. What is like the biggest trick that you ever pulled to increase sales that you think everybody should try?
Speaker2: [00:29:42] To increase sales. Right. That’s a good point.
Speaker1: [00:29:45] Yeah. Maybe like you got a client or maybe you did in your in your own store. Something like we can use it for for our stores as well.
Speaker2: [00:29:54] Yeah, it’s quite easy. I mean, you always find weaknesses within your competition. You always find weaknesses. The first point I ever touch, our reviews. Our reviews. Of course, you can now start organic ranking PPC. No, no. You start with the reviews, the customer language. Go to the listings of your top five competitors and really dig deep. Dig deep through all reviews. Not only the five stars, not only the four stars, especially the the one star reviews. If there are reviews, one stars dig through them. And then you put out an Excel sheet and you notice every single point which customers communicate. You have two columns, positive claims, negative claims. What are positive claims? Put it down. Negative claims, put it down. Boom. Go to your product. Check your reviews. Is there any customer who communicates or issues the same topic? If not, that’s your strength. If yes, make sure to optimize your product. Talk to your manufacturer. We have to make sure that the color is different. We have to make sure that the package is smaller or you can handle the package easier. I mean, that’s the first thing I always recommend. Go through your reviews and especially the reviews of your top five competitors if it comes to the best sales rank and let’s say units sold per day, and then you just figure out why you can attack them. Second point is organic rankings. I mean, how many sellers do I meet who tell me, Oh, I optimized my listing every three weeks, bro, that’s not enough. I mean, as I told you, it’s so dynamic. You have more shoppers, more strange shoppers on Amazon than two years ago. The dynamic is growing on Amazon, and Amazon will have more market share in the future than people will imagine. Therefore, I always suggest to analyze your own organic rankings instantly. Instantly, every seven days, every seven days product during your product and check the organic rankings in comparison with the top five competitors. And then you check because it’s that hard. It’s that hard. Let me explain.
Speaker1: [00:32:29] What to do. You use use to compare organic rankings, which you win your competitors.
Speaker2: [00:32:35] I love the reverse lookup.
Speaker1: [00:32:38] I love lookup. Okay.
Speaker2: [00:32:40] Yeah, the reverse lookup. You know why? Because there I see which keywords a product is ranking for in which competitor? Probably not. I see the position where the product is ranking for the keyword. I see the revenue share. I see the buying power, whatever. So I need to make sure to always display where my competitors do rank and make revenue, especially make revenue and where they place the keyword. So that’s the final question because I have some sellers or clients that told me, Oh, Bertoni, I have the keyword in the listing. It’s in my listing. I looked at the listing, I told them, Bro, it’s in the fifth bullet point. So what are we talking about where your competitor has the keyword within the first 72 bytes? How could you even ask the question why he’s more relevant for the keyword breath? So yeah.
Speaker1: [00:33:40] I love it. Okay, So Katie, I wanted to get the name of the tool so people can go for it. What’s the name of it? So again.
Speaker2: [00:33:50] Analyze.
Speaker1: [00:33:51] No, no, but reverse lookup.
Speaker2: [00:33:54] That’s just an that’s just an add on. It’s within the tool. It’s just a yes. Yeah, yeah. It’s formalized, but it’s the most powerful reverse lookup because you have different columns, certain columns buying power, position, search volume, blah blah blah. It’s insane. Just watch my video after our podcast and you will understand why I use that.
Speaker1: [00:34:16] Okay, nice. I have I have one question for you because you told me about supplements and I love supplements. And it’s a common question that I get all the time. How do we increase, subscribe and save for supplements?
Speaker2: [00:34:32] That’s an interesting question. How do you do that? It’s hard to brand a product on Amazon where the competition is extremely strong and people misunderstand that. Amazon, especially during this time, is a channel where you should do advertise products. But if it comes to supplements, you need to create a community. If you have a community who trusts the product or especially consumers who will share your product on social media, you always have to understand where are these? Where are the shoppers? The shoppers on Amazon? But people, they spent more time on social media and stuff on multichannel. You need to be visible and build communities in the whole realm around Amazon. And I tell you one thing, I have one client, for instance, this brand makes a really good job being visible and displayed in magazines, TV spots, take talk, blah, blah, blah. People only subscribe to they trust the product. Just imagine you have a supplement for women and there’s a magazine just for women based on women. And this magazine puts out an article stating this product is beautiful for women’s guts, perfect for women’s health, blah, blah. Women’s will trust automatically. Their trust is there. They’ve been reading the magazine for years. They will trust the article.
Speaker1: [00:36:04] Okay, so, community.
Speaker2: [00:36:07] You need to build a community. It’s not only Amazon marketing. It’s hard to find a trigger on Amazon, only Amazon and convert people or to convince people to to subscribe to your product, they need to test it. I mean, you should never fake reviews because that’s one thing that people did. They fake reviews. Reviews been so good that shoppers could land it on the listing, they automatically trusted it. But nowadays Amazon spend 7 to 8 figures a year only to detect fake reviews. So there’s no possibility anymore. And I don’t even suggest you to fake reviews. You should never have done it. Make sure to build a community. Make sure to fight consumers. No influencers, no influencer marketing. You need consumers. For instance, you sell a supplement for women, type in an Instagram, got health women. Now you go through all the profiles of women who always ever posted something related with health for women. Send them a text. Hey, do you want to try my product? Do you want to try a product? Put it in your story. You need consumers. They convince other consumers more currently or nowadays than influencers because there’s no trust in a single consumer who’s authentic. An influencer is not authentic than a consumer himself or herself. Consumer generated content, that’s the key to have subscribers to your product.
Speaker1: [00:37:43] Like it. Love it. Can I ask you one more question regarding to supplements? Sure. How do you. Do you have any tips for increasing mutual brands?
Speaker2: [00:37:56] Yeah. You need to make sure. That you use headline search ads. I mean, obviously, that’s a great question itself. I mean, brand ads themselves with great creatives. And yeah, great creators themselves have a high click relevancy and high click or high attention span. Therefore, use the whole formats that Amazon offers. For instance, the headline search and you need a customized image and not an image of your product, a lifestyle image. You need lifestyle images. And the key the key word here is, let’s say we wrote, we only base it on advertising. Let’s say you have one single product and you advertise this product for ten keywords. And those ten keywords, they target different intents. For instance, you have supplements for women, winter supplements for women, summer supplement for women’s gut health supplements for women’s whatever, brain brain health. All right. Make sure when your product matches all of the criteria, if you have a supplement, for instance, that benefits your health in whole, not only you’ve got your brain, whatever, make sure to find custom images for every single search term. Nice. Yeah, yeah, yeah. It’s so easy. It’s so easy. You know what I mean? You have one product, you see all the long tail keywords, and then you just create custom images based on all of these search terms, and you will be visible for all of them. And you’ll be the only competitor with different variations of custom images.
Speaker1: [00:39:48] Got it. Cover it all. Love it, love it, love it. Another tough question for you. Do you have a supplement’s less than 500 reviews. Struggling to keep it at 4.3 stars. But it’s there. It’s 4.4. 4.3. Costs right now is 100%. We need to scale that product. What would you do?
Speaker2: [00:40:17] Wow. That’s that.
Speaker1: [00:40:18] That’s supplement. That’s not it didn’t get to 1000 reviews. So it’s like it doesn’t scale yet. But I mean, there is a huge potential. The brand is perfect. The product is okay. It’s it’s it can stay a 4.5.
Speaker2: [00:40:35] Yes.
Speaker1: [00:40:35] But it’s not really scalable yet. It doesn’t have the social proof yet.
Speaker2: [00:40:40] What’s the objective to to to lower the costs or to grow the organic sales.
Speaker1: [00:40:46] It’s to get the wheel to spin. You know, if you if you get if you start raising the organic, you can drop the costs and you can start being profitable and you can take advantage of the supplements on Amazon. But it’s still we don’t have that social proof yet. So people are not really, really sure. It’s like 304 hundred reviews. We’re not really sure if they should try it or not.
Speaker2: [00:41:09] Yeah, it’s a great question. If we talk about an A cause of 100%, it’s obvious that the product or the seller shouldn’t put in too much ad spend from that. I mean, obviously the ad performance is not profitable therefore. Yeah, therefore and I see this in many accounts and people do misunderstand that you need to make sure as a seller, not as an agency, The agency always wants the advertising sales to be growing, whatever they don’t. Not all agencies give a. Shit about organic sales because they are mostly focused on advertising sales share. Therefore, the first thing I do. Shut off advertising. First thing I would shut up advertising as a whole for sure. Because if I have 100% ICOs, that only means that I gain a lot of clicks that are extremely irrelevant. I would at first check the Browse snow tree where in which maintenance subcategory is the product listed in it. Then I check my my really relevant competition that I could extremely closely compare to my product, not only from from the product type, but also if it comes to the, let’s say, content. I look at them, where are they listed, how do they perform? I mean, you always need relation. In order to find a solution you need relate to something. I mean, if you have a product with no competition, it’s quite hard to understand what happens within the market. So therefore shut off advertising, stop burning money first thing. Second thing, check your product itself. Where is it listed in which menu subcategory is it? Right. Where is your competition list? It may be a different subcategory. I have products by just adjusting the subcategory, which was a beast itself to change the subcategory. Yeah.
Speaker1: [00:43:08] How do you change Subcategory?
Speaker2: [00:43:10] Yeah, that’s a really good question. It’s a real.
Speaker1: [00:43:13] Question. Is it like through seller support? How is it through.
Speaker2: [00:43:18] It is through seller support that files won’t make it happen. Mostly I’ve been waiting for, I think eight months with a flip file that the product was listed with different subcategories. So I was forced to contact the seller support. But it happens. It happens and you need to be. That’s really important. You always are. That’s a gateway, of course. Just always someone who’s sitting there who’s just doing their job and sending out general response. You need to be you need to stick to the topic. And if you write out or if you sent out five mails, ten mails, 20 mails, I’ve set up 30 mails, for instance, in some cases. But can you imagine how the conversion rate changed when I make sure that the product was listed or switched to a different subcategory? That’s mostly that’s been mostly the case. But not only so shut down advertising if the across the 100 check the categories check the competitors, check the competitors, check the demand. I mean, that’s another question. Is there a demand currently and not just on Amazon? People only focus on Amazon. Sometimes if you see an Amazon demand, that’s great. The competition makes sales, but you are not. Obviously your competition is doing something better than you.
Speaker2: [00:44:47] But if the demand is low and your competition is on the same level as you, not just on Amazon, also external, then lower the price shut down. Why would you advertise in the off season? I mean, some products obviously fit for the whole year, but some sellers do not understand that. Some products are just made for a certain time period. And for a certain time you should only use advertising for certain products for certain time periods. Some people, they they let run their campaigns the whole year over and then they write down texts or postings. Oh, I’m profitable, bro. Why do you advertise right now? Your competition lowered their budget and you had only one pushing in hundreds of dollars $500 per day for advertising. And now you wonder why you am profitable. Shut down advertising and focus on your organic rankings. For instance, don’t be visible all the time. It’s about being visible. Then it’s important. You need to be visible when it’s relevant. In some folks do not understand because they always want to be visible. Because of course some Amazon enthusiasts out there, they claim that visibility is everything. Visibility is everything when the demand is there.
Speaker1: [00:46:08] Love a very cool. Okay. So I need to start out my lies. So to go over there or boost the organic off the listings. Last question. Sorry to take so much of your time, but this is.
Speaker2: [00:46:26] Go, go, go.
Speaker1: [00:46:28] How to how do you find winning products to sell on Amazon?
Speaker2: [00:46:32] Oh, that’s a great question. I have a great approach here. I mean, as most people know, most categories and subcategories especially are overwhelmed with competition. You have, for instance, Chinese sellers. You have a lot of sellers with different price points out there. If you find that networks open up the best sellers in Amazon, top 100 and any niche doesn’t matter. And you go through the whole catalog, if it must be go through the whole catalog, open up the best sellers. It’s easy to open up the best seller category. You just click on the product and scroll down and listing. Look where the product is listed on in which category. Click on this link and you will land in the category. Check out the products within that main category and then you create a product. Let’s say, okay, we have cleaning pads, cleaning pads, just cleaning pads and they sell. They are the third place within the best sellers. What you do now is you create cleaning pads for men, let’s say. Let’s say it out. Yeah. Let’s say you fight nutrition. Let’s say you find a nutrition that keeps you awake and focused for everyone. Now you have a game on nutrition. Now you have a nutrition. Now you have a supplement only for gamers and let’s say only for certain games. Let’s say are. We are.
Speaker1: [00:48:05] I love it. Yeah, that’s a good idea. So you finish it out for one specific niche.
Speaker2: [00:48:15] Extremely nice singing out. You sing it out? Really? Look at the best sellers and then check it. Is there any targeting group, any audience, any entity that I can use? Supplements, of course. And energizing things Gamers need energizing things. You could, for instance, only do a supplement for soccer players, supplement for restless supplement for male fighters, something for boxers.
Speaker1: [00:48:39] Got to do a supplement for Amazon sellers.
Speaker2: [00:48:46] I could be right here. Yeah, I got you, bro.
Speaker1: [00:48:55] All right. I love the idea. Love the idea. Thorny, how do people contact you?
Speaker2: [00:49:04] They can contact me over LinkedIn. I mean, I have a YouTube channel. I do not make a lot of advertising for myself because I’m a seller. You know, I just try to provide my network. But on LinkedIn, I am available there and just contact me if you have any questions. Fernando knows about it. I’m here. You know.
Speaker1: [00:49:26] What? What are the service that you provide?
Speaker2: [00:49:30] I provide everything like I have a great team. Only Amazon. Specifics Only. Only Amazon pros. All of them are sellers. And we do everything. I have people who do creatives themselves or sellers. I have people that do, for instance, flat file topics. I can do it myself, but it’s time wasting. They are sellers. I have people that create listings sellers. I have people that do troubleshooting sellers. So all of my people in my network are sellers, high figure sellers. That’s my network. I don’t have any scammers. I don’t have any whatever. Only sellers who make money on Amazon already and try to support people. That’s who I gather around with.
Speaker1: [00:50:10] Nice. All right, Tory, is there any other tip that you want to leave for our viewers that are selling on Amazon, especially coming to holidays 2000 22,023. Do you have any any last tips for us?
Speaker2: [00:50:26] Yes, I have. I have tips. The first tip is always be aware and conscious about demand. That means, you know, seasonality in which seasonality cook which product perform summer season, sports activities, outside activities, what could be in spring, winter, blah, blah, blah and always be first. So don’t think about a product one month before the season begins. You need to be aware of it months, several months before, for instance, Advent calendar. I suggest every seller to rethink their branding approach and really adjust the product portfolio because most sellers run through the whole year with the same product. Do not really consider that they could match another seasonality with that product, as I said, with Advent calendar. So you could make way more money and do not only spend money on advertising, spend money on organic listing improvement images. At first.
Speaker1: [00:51:30] No, you changed my mind. I got to spend a lot more time on your organic now.
Speaker2: [00:51:35] I love it.
Speaker1: [00:51:35] Bro, because I’m like, I’m a PPC bee, so I got to stop that.
Speaker2: [00:51:44] Yeah, I love it, Fernando. Thanks. It was such a great interview, man. You’re a great guy.
Speaker1: [00:51:52] Thank you. I appreciate it. You. I love it. You. It was a big surprise. Your energy is amazing. Antonio, thank you so much for your time. Thank you so much for being here. One last time. When people want to talk to you, how do they find you?
Speaker2: [00:52:08] You can find me over LinkedIn. Antonio Ziemann. Just type it in. Antonio Ziemann. I don’t have any website because I don’t need any. I mean, I love it. I don’t need it. People follow me from mouth to work. I’m a mouth to work guy. So just jump on LinkedIn. Type in Antonio, C’mon, you will find me. Ask me any questions. I’m here.
Speaker1: [00:52:34] All right. Thank you so much, Antonio. It was very nice to meet you. And I hope to see you soon here in this channel.
Speaker2: [00:52:42] Hey, for sure. And you need to make an interview with Mike Gabriel. He lives in Miami as well.
Speaker1: [00:52:49] Oh, really? Yeah, he does.
Speaker2: [00:52:51] We’re going to make you.
Speaker1: [00:52:52] Thank you so much. Talk to you later, my friend. Bye bye. Thank you.
Speaker2: [00:52:55] Later, my friend.
Speaker1: [00:53:01] And that was our interview with Antonio. And thank you so much for watching. Why do you have to do it right now? Go to sellerboard.com. If you are an Amazon seller and you need full control of your store. You have to go to sellerboard right now. Click on the demo account and play with the software. See if you like it. You’re going to have Inventory management, PPC optimization, request review, automation refunds and lost inventory, listing changing alerts, using rights management, everything your PNL, your profits, everything that you need as an Amazon seller. You’re going to find that sellerboard.com. Check it out. You’re going to find it’s amazing. And I’ll see you guys in the next video. Bye bye.