Amazon FBA Success: Brand Building, Profit Margins, and AI Innovations With Neil

Brett: 00:00:13

Mm, that's good.

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And welcome to a new episode of

Digital Coffee Marketing Brew,

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and I'm your host, Brett Dys.

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You please subscribe to this podcast

on all your favorite podcasting.

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Absolutely.

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Have a five star review.

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It really does help.

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With the rankings and let

me know how I am doing.

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But this week we'll be talking about

Amazon and all the selling that

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goes on Amazon, but mostly just for.

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Business and marketers to actually

understand this because Amazon's

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one of those things where you

cannot ignore ever anymore.

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But with me, I have Neil and he is the CEO

and co-founder of Voltage Holding Company,

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specializing in launching consulting and

selling, acquiring brands with a focus on

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the e-commerce channel, such as Amazon,

FB, a multi-channel, more than 15 years

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of experience as a selling private label

products on Amazon and his company.

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So welcome to the show, Neil.

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Neil Twa: Thanks for having me.

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I appreciate it, Brett.

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Brett: And the first question

is, all my guests is, are

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you a coffee or tea drinker?

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Neil Twa: I'm a coffee drinker.

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I've got what's left in my

afternoon coffee right here.

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So I'm a diehard, I grew up in the

west coast where many of the coffee

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pop outs, occurred up in Oregon back in

the days when, Seattle became a raging

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coffee zone and all the little coffee

shops popped up on the west coast and

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pretty soon it was the coffee kiosks.

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And yeah, we all became addicted to

coffee and I think that just spread

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out quite a bit from that edge of the.

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Brett: It was, yeah, it was like Portland.

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It was Seattle and then it came

to Portland and now it's just

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Neil Twa: gone all the way.

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Yeah.

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The first drive through kiosks that

you could actually get coffee from,

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were in the Rogue Valley in Oregon

and where I grew up, and so they've

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king Dutch Brothers came from there

and all those other spread out.

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Now you have all the other ones

in all the rest of the country.

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It's fascinating to have watched how that

in the last 20 to 30 years have developed

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a coffee addiction in the United States.

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I do drink teas with my wife.

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I literally have a tea every evening

that has a turmeric blend in it

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and stuff, or anti-inflammation.

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Which is good stuff.

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Brett: Always good.

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I like both too.

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So I'm, I don't really discriminate

unless it's terrible tea or terrible

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coffee than I do discriminate.

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Neil Twa: I'll discriminate a little more

towards the coffee side than the tea.

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But my wife, she, and we have our

four daughters here and they love to

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have tea parties and they bring in

all their girls from the other co-ops

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and friends and they'll have 10,

20 girls over for a big tea party.

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And when it's a tea party, it's

a literal, full on tea party with

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all the classic China and all the.

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Treats and everything they

do and they'll have a whole

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afternoon of that when they do it.

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Brett: Nice.

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And so I gave a brief

some of your expertise.

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Can you listeners a little

bit more about what you do?

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Neil Twa: Yeah.

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In specific context.

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Since 2011, I started playing around

with Amazon: 2012

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I.

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About building brands and hit

my first seven figures by: 2014

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From then on it was just brand

repetition, brand market opening,

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new shares and then continuing

to just build brand after brand.

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Have been doing that ever since then,

just opening up, more space, more brands,

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more opportunity, more partnerships.

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And then in the exiting and acquisition

space, now we're going out and acquiring

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competitors and competitive brands to

build out, and spoke out the different

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wheels and different verticals.

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We've got Build up a portfolio.

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I.

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Of products and bases, and our

goal is to get five additional

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brands in by the end of 2025.

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So as we go and grow we're talking

about omnichannel e-commerce.

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Amazon.

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FBA, as you said, is definitely like back

in the day, you had to have a website

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and a brochure, or you weren't legit.

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And then you now e-comm, you gotta

have an Amazon channel added on

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to your full e-commerce, or you're

just a single channel operator.

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You're not really a true brand yet.

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Until you open on those additional

channels and really expand

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your market share and make that

brand even wider and bigger.

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And that's definitely something that

I would encourage all sellers to do.

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Don't just be, channel specific.

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Don't be an island to get out

there and start capturing assets

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and acquiring in other channels.

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Brett: It leads into my next

question, like what are some

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of the common mistakes with.

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Amazon, FBA sellers making and how

do you avoid, how do they avoid that?

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Neil Twa: There's the sexiness of volume

on Amazon, which tends to lead people

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to play in the sub $20 space because

it can look like really great revenues.

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It can be really great volume, and

I've played in that space before

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and it's easier for beginners

to get started to a degree.

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The problem is I refer to it as Amazon's

mosh pit because in the sub $20.

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The Chinese sellers can get in there.

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All the beginner sellers are there.

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Saturation can happen a

lot faster in that space.

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And you can have two, three,

$5 in profit per unit.

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Which again, for me in the kind of

business and brand level, we want

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to elevate isn't the right way for

us to brand and elevate within our

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business model, maybe for other people.

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And what's your number is what

your number is for us, it's not

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anything less than $12 in net

profit per unit or we won't sell it.

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So that puts us in the tier two,

tier three avatar of sellers

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in what we call the psychology.

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A buyer on Amazon as we incubate

products and brands and determine

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their market share and opportunity.

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So we'll sell 50 to $200 in retail

price point in order to achieve

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that kind of profitability.

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The first metric of real growth to be

able to get from growth to scale is

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whether or not we are having profitable

products that lead to profitable

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brands that turn a profitable business.

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So for new sellers, getting lower minimum

or quantities getting started in the sub.

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$20 an inch is easier, but you've

gotta turn a lot of volume to

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do that, and most people don't.

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Really appreciate the amount

of volume, time, and movement,

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logistics, freight, manufacturing,

cost of moving that kind of volume.

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And that really eats up what's

left of a lot of your profits.

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And if you can't really figure out how

to manage that extremely tight on the

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profit margins then it's very easy for

you to quickly fall victim to the market.

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And so what we tend to do is look

for that brandability, look for that

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higher barrier of entry, look at that

larger profitability cost, and then

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build a bigger brand faster that way.

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Brett: Has this been more recent?

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'cause shipping costs have gone like

crazy expensive all of a sudden.

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It hit pretty hard during the

pandemic and it really hasn't.

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Ever fallen off on how crazy it

is just to sh just to ship it

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through the, a sh like a, the sea.

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Not even like air shipping.

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'cause air shipping is, has always

been ridiculously expensive.

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Has this kind of been the

phenomenon of the recent.

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Part of the of what's been going on

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Neil Twa: last six to seven years,

I would say because the pandemic

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changed a lot of things, and that

timeframe changed a lot of logistics.

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We went from having, full

freight, 40 foot containers on

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the water for 4,800 to, $25,000.

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And that changed extremely dramatic.

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One of the reasons why we were able

to get through it, our clients were

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able to get through it, is because of

how much profit we have in our market

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share that we've grown in the profit.

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We were able to hold that and

still maintain profitability

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while the, numbers went up great.

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A lot of people dropped out of that.

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A lot of arbitrage.

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Sellers can't make those numbers work.

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Even a lot of private label

companies couldn't make it work.

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Now the numbers have gone up a little

bit and they've increased just a little.

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There's been some trouble with

the bandits and pirates out there.

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And the canal is causing problems,

forcing some ships to go longer

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around the horn, taking, twice

and two and three times longer.

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Up to six times longer to get

back that product in motion.

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And so you've gotta consider

those costs and time and market.

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And one of the best ways to get, insulate

yourself from those kinds of challenges

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in this marketplace is to get higher

profitability, build cash flow in a

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war chest and be able to, understand

that if the costs go back to 25,000

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foot 45,000 for a container for a 40

foot container, can you handle that?

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So we have now seen something

very dramatic in the years

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we've been doing this.

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I've been through a couple

recessions and now that.

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So I can see where the market can flux and

change very dramatically, very quickly.

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And even the secondary component was

the opportunity that beget because in

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2020, the first three months, whereas

10 years of growth in three months,

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it just went straight vertical.

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I.

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Most systems operators, components

three pls and Amazon itself

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couldn't handle that logistically.

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They went and bought up every warehouse

they could get their hands on, and they

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even started a whole new division called

a WD, Amazon Warehouse Distribution.

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Just deal with that, right?

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And put in additional controls to move

that hypergrowth, which has given them

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the opportunity to stabilize and move

products through a little better now and.

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Have additional capacities and

stuff that we can get access

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to for larger brands faster.

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But it is a cost measure.

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It is definitely knowing your

numbers and it is definitely being

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aware of market conditions that can

negatively impact that supply chain.

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And of course, the cost

factors and timeframe for that

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product to move to market.

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We are always watching it.

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We're always looking at the cost.

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We're watching it go up.

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We're moving in elasticity of

supply and demand with the mark.

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And it's another thing about

being beautiful in the.

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Owning your own company and

having your own supply chain and

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control as you can move with it.

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Unlike other business models, retail,

wholesale arbitrage, that kind of stuff,

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you're more at the liberty of other

people's pricing and marketplaces.

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We can move and flex better with

private label product brands.

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And if we have a certain price point and

a demand, we can go with the market too.

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So that is there and it can come back.

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I don't necessarily see that

happening in the same dramatic

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sense that it occurred before.

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I can be completely wrong.

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What I think is there other.

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Market conditions and possibilities,

potential larger tariffs for

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certain locations around the world,

that is gonna negatively impact.

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So I would say more, in, in my

futuristic ball for a second here,

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the conditions that we're looking

at are, what does it do if certain

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geopolitical things change and market

conditions, shift us away from certain

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manufacturing locations around the world?

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How are we getting redundancy in

tertiary manufacturing and supply

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chains in place with other countries to

ensure that won't impact our business?

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The continuity of business at our level

is very different when you're moving

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multiple 40 foot containers continuously

versus someone who's just moving a

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few thousand or a few hundred units.

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So we have to look forward 3, 6, 9

months and say, okay, how are we moving

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shipping and logistics at large amounts?

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And that makes it a very different

scope from my perspective than

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maybe just, the average seller.

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Brett: Which is interesting 'cause we're

actually at that time of maybe some

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geopolitical changes because of right now,

this recording, we haven't really elected

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a new president and the presidential

election is eventually looming.

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Neil Twa: Yeah.

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A lot of volatility.

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Yeah, a lot of volatility

in the possibilities there.

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Brett: And you talked about like

your price point being like 52,

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200, but is that spec, is that

specific to different industries?

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Because for example, if I'm

buying like a USB cable, I don't

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wanna spend $200 on a USB cable.

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So is that specific to

different industries?

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Figure out what is your

price profitability?

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Maybe it is the sub $20 just

because a cable is a cable

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and it's a throwaway thing.

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You don't want, like if I'm spending

$200 on a cable, I'm like this better.

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This cable better last me like 50 years.

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Neil Twa: They are there.

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People that spend $200 on a

cable is the first question.

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And the answer is yes.

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They're called audio files.

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So if you know how to speak to somebody

who sees that level, there's a guitar

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and then there's a Stradivarius, there

is, there are ways to look at things.

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There's a Yamaha and then

there's a grand piano.

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So there's always another

market at another level for

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something that can be sold.

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The thought process or the limiting

mindset belief, or even maybe scarcity

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thinking, we'll say I can't sell a

200 k a dollar cable to somebody.

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I need to sell the $20 cable.

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That's not actually true, right?

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Ferrari does no advertising

for their products, and they

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sell really high-end cars.

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So in actuality, you're bringing

a limiting belief to the table.

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Not you, like you, Brett.

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It's like we are bringing that.

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So the end result is.

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Again, the volume and nature of revenue

or the amount of units you move because

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the product is below a certain point,

is all vanity metrics in my world.

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Okay?

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That may be somebody else's

number, somebody else's gig,

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and that's completely fine.

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Everybody runs their business

a little different for the

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way that we run business.

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It's not okay.

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I would rather move 200 units of a $200

cable every month and turn a seven or

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$10,000 revenue stream out of that,

and then go get 10 more of those.

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Then I would have one product that

turns out 10,000 units a month at a

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dollar or $3 in profit per unit, which

is where those cables are gonna fall.

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After all landed cost of goods and

advertising and fees and everything stacks

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up on top of it, including returns and

shipping and logistics and everything.

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So I don't find that to be as sexy for

me because you still have to be very,

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hardcore on the logistics and freight and

all this other profit squeeze margins.

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That I prefer not to deal with.

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I would prefer to deal with the 200,

units moved a month of a $200 product

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that makes me maybe a hundred dollars

in profit per unit, and that's a lot

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more sexy 'cause I know I can go get

10 more of those and I can actually

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widen my base, lower my risk, increase

my opportunity costs, and reach more of

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an audience for those kinds of cables.

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Attach my entire brand to an

audio file side of it, right?

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So just in that thought process,

this is how I think when we're

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talking about cables, everything

else below that is commodity.

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Everything else by that section could be

overtaken by a manufacturer at some point.

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They all look the same.

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They all look like 10 foot

iPhone recorded cables.

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And so it's now you've saturated

the market and lowered the price and

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everything is based on the amount of

reviews and the price of the product,

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and I don't wanna compete at that level.

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Brett: And does this all go back to

like branding and the brand trust?

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Because like you said, if you wanna

sell that premium price point,

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you, you referenced Yeah, you've

referenced Ferrari and Ferrari.

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People know who Ferrari

is, have been around.

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For a very long time.

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Time and so they know

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Neil Twa: took time to create.

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Brett: Yeah.

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So they know that base people know

what they're getting When they're

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getting Ferrari, they're gonna

get a high-end car that is super

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fast or should be super fast.

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Neil Twa: Yeah.

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Just know that in the time in

which they had to manufacture

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those and make 'em all by hand.

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And then move that marketing forward.

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In 50, 70, 80 years that

company's been online, we've

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watched the internet come online.

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We've watched social commerce come down.

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We've watched live streams that

in three hours have made $5

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million recently breaking records

on social commerce platforms.

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So the ability for me to take a product

base and make a premium brand and send

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it into the premium brand world for

in the three to five years, we can do

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that means I can meet now criteria that

30 or 50 years ago you couldn't meet.

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So it is.

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Doable.

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And again, anybody who says it's

not is still thinking in a limiting,

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limiting scarcity mindset, belief.

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We've seen it, we've done it,

we've watched our clients do it.

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So it just gets down to how you

present that brand where you know

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the time in the market that's

allowing it to occur and mature.

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And giving yourself the time and

energy and marketing to really dial

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in that audience and build that more

premium level brand of expectation.

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And then really get your numbers right

and your supply chain right, and most

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importantly, get the narrative right.

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It is the offer, not the mechanism

that we're talking about.

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Amazon.

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: 00:14:16

TikTok, shop, Shopify.

314

: 00:14:17

These are all mechanisms.

315

: 00:14:18

Everybody wants to argue about

the value of the mechanism.

316

: 00:14:21

I don't care.

317

: 00:14:22

What I care about is does

my audience conversation?

318

: 00:14:25

Does the person who want that,

am I capturing that demand?

319

: 00:14:28

Am I answering their questions?

320

: 00:14:29

And then they will come and find us.

321

: 00:14:31

They'll search us out.

322

: 00:14:32

They will look for us.

323

: 00:14:33

They will wanna buy from us,

then they wanna buy more from us.

324

: 00:14:36

So as I widen that base of products, while

people are coming in and saying I'm gonna

325

: 00:14:40

do two or three or five products so I

can hit seven figures a year, I'm looking

326

: 00:14:44

at it at 7, 10, 12, 15 products to make

a stable platform of a brand portfolio.

327

: 00:14:50

Okay?

328

: 00:14:51

That in my world, if I just based it

on one platform's metrics, Amazon.

329

: 00:14:56

It's 200 something million.

330

: 00:14:57

Prime members who spend an average of a

thousand dollars a year, their customer

331

: 00:15:01

lifetime value metric is 12 months 1000.

332

: 00:15:03

So by their own admission, I want

to follow along with that, okay?

333

: 00:15:07

Which means that I either gotta

sell one product in one year to one

334

: 00:15:10

customer for a thousand dollars or.

335

: 00:15:13

You see the numbers go backwards.

336

: 00:15:14

I need to sell a hundred dollars

product 10 times, or I need to sell a

337

: 00:15:17

number of other products that are at a

hundred to one person 10 times or two

338

: 00:15:21

or five, depending upon bundles and

material, pricing and bundling to get

339

: 00:15:25

them to spend $1,000 with my brand in

a year instead of with somebody else.

340

: 00:15:30

That's the real metric most

Amazon sellers are not focused on.

341

: 00:15:34

And therefore, when I think about it

as an omni-channel, multi-branded,

342

: 00:15:37

elevated strategy, I'm thinking about

all the channels in which I will approach

343

: 00:15:41

that customer after I've incubated

it on Amazon and capture that demand.

344

: 00:15:46

I'm gonna look at backwards.

345

: 00:15:47

How can I acquire a customer through

meta Facebook, TikTok shops, et cetera,

346

: 00:15:52

even if it's a hundred dollars product

and it costs me $200 to acquire them.

347

: 00:15:56

But I know.

348

: 00:15:57

That they'll buy three to five to

$700 or more with me when I do that.

349

: 00:16:02

If I'm willing to do that as a

business owner, I'm now willing

350

: 00:16:05

to do something others are not.

351

: 00:16:06

Acquire the customer at whatever cost

is possible to acquire them at as I

352

: 00:16:12

go through time, of course, I want

to lower that cost per acquisition,

353

: 00:16:15

that CPA, but I know I'll do it in

branding and time in market, and so

354

: 00:16:20

I'm willing to go 2, 3, 4, 5 years.

355

: 00:16:22

In a brand new brand

to allow that to occur.

356

: 00:16:25

And I still think a lot of people,

maybe some of you listening to this

357

: 00:16:27

right now, are thinking in three

to five minutes, or three to five

358

: 00:16:30

months, because that's more desperate.

359

: 00:16:33

That's more, I need it now.

360

: 00:16:35

I don't need it later.

361

: 00:16:36

Now I've been there and I've had a

family and I've had low, income levels

362

: 00:16:40

and I've struggled to make that occur.

363

: 00:16:42

And I remember what that looks like,

and I'm in a very different position

364

: 00:16:44

now, and partly is because I was willing

to wait longer and do more, and I

365

: 00:16:49

didn't have to be the smartest person.

366

: 00:16:51

In doing it.

367

: 00:16:51

I just had to do the work

and wait longer and be more

368

: 00:16:53

patient than everybody else was.

369

: 00:16:56

That's a business mindset

issue at that point.

370

: 00:17:01

Brett: You said this is patient

more the key in this because we're

371

: 00:17:04

always like, I gotta do this now.

372

: 00:17:06

I gotta get this sale now.

373

: 00:17:07

I gotta do this now.

374

: 00:17:08

Neil Twa: Fomo fomo.

375

: 00:17:09

Yeah.

376

: 00:17:10

Yeah, it really is.

377

: 00:17:11

It's patience, tenacity,

perseverance, and the willingness

378

: 00:17:14

to do things others are not doing.

379

: 00:17:15

To look as Jim Collins says, and

good to great at the squiggly,

380

: 00:17:18

ugly, nasty things under the rock.

381

: 00:17:19

See them pragmatically for what they

are, and then go put in the work and

382

: 00:17:23

simply do what others are not willing

to do for a longer period of time.

383

: 00:17:26

It is such a low barrier of entry

for success now with the internet.

384

: 00:17:30

There are just so many

different ways to make money.

385

: 00:17:32

I chose physical products because

I liked the virtual aspect of a

386

: 00:17:36

marketing and creation demand and

demand capture platforms that are out

387

: 00:17:39

there now as I watched it come online.

388

: 00:17:41

In the last 17 years since I've been

in business for myself and watching

389

: 00:17:45

that, go into social commerce, which

is extremely fascinating to look at how

390

: 00:17:49

that's expanding and rapid succession.

391

: 00:17:51

And then the physical product movement

for me made more sense than just a

392

: 00:17:54

purely digital marketplace because I

have a physical, tangible inventory

393

: 00:17:59

asset where I take my fiat capital

and put it into a physical product

394

: 00:18:02

where 10 times what I bought it for

maybe 50 times what I bought it for.

395

: 00:18:05

I'm now transferring.

396

: 00:18:06

Digital and other, fiat currency and

stuff into a physical hard asset that

397

: 00:18:10

can be translated between two people.

398

: 00:18:12

A transactional outcome.

399

: 00:18:14

People still think I'm

talking about the products.

400

: 00:18:16

I'm not actually talking

directive response marketing.

401

: 00:18:20

Okay?

402

: 00:18:20

That happens to fulfill the transaction

through a physical product median,

403

: 00:18:24

which means that I can get positive

reviews or negative reviews.

404

: 00:18:27

So of course, step two, and that is

making a great product, actually building

405

: 00:18:31

a great product that people wanted.

406

: 00:18:32

Fulfills that transaction when two days

later when they get the box and they

407

: 00:18:35

open it and they use it, and they're

like, it doesn't break in five minutes,

408

: 00:18:37

and it fulfills their hopes and dreams

and goals and aspirations of jumping

409

: 00:18:40

higher and running faster and fixing

their kids and putting a backpack on or

410

: 00:18:43

protecting the water from the outdoors.

411

: 00:18:45

They're gonna get a good experience and

wanna leave me a good review or in, in

412

: 00:18:49

other case not leave me a bad review

because they enjoyed it and they still

413

: 00:18:52

want to go back and see what else,

what else can I buy from this company,

414

: 00:18:55

which I'm attached to it emotionally.

415

: 00:18:57

That's where brand and brand affinity

really come in the long term.

416

: 00:19:00

That's why there's a hundred dollars

person, Walmart, and a thousand dollars

417

: 00:19:03

person Prada, and I want to go after the

a thousand dollars person in Prada, okay?

418

: 00:19:07

Even at number two, selling it at

800, I'm still gonna be winning.

419

: 00:19:11

Brett: For those trying to

start out doing this, how do

420

: 00:19:13

you get those positive reviews?

421

: 00:19:14

Because I think the hardest part

is grabbing those positive reviews

422

: 00:19:18

and those, 'cause if people are

mad at your product, they're gonna

423

: 00:19:21

show it by giving you a bad review.

424

: 00:19:23

'cause people are mad and they tend

to act more frequently than people

425

: 00:19:28

that are happy with your product.

426

: 00:19:29

They'll just go away and forget

about ever reviewing your product.

427

: 00:19:32

Neil Twa: So on product, there's

about 10 to max, 20% chance that

428

: 00:19:37

someone in buying a product from

you is going to leave you review.

429

: 00:19:39

So just take that number

times a thousand units sold.

430

: 00:19:42

Okay?

431

: 00:19:43

That's a realistic aspect

of a review process.

432

: 00:19:46

Whether you're not, you get

a one star or a five star.

433

: 00:19:48

The end result is if I'm gonna

build a great product, then I

434

: 00:19:51

want to take the time in step two

to ensure the product is good.

435

: 00:19:54

So we're gonna innovate

not in in, excuse me.

436

: 00:19:56

Innovate.

437

: 00:19:56

Yeah, not invent.

438

: 00:19:58

I'd say that, right?

439

: 00:19:59

So we're not inventing things.

440

: 00:20:00

I think a lot of people spend too

much time in r and d and not enough

441

: 00:20:02

time thinking about the perception

of value with the person who's buying

442

: 00:20:05

that product and their outcome.

443

: 00:20:07

If you do that well enough and they get

a product and it is a good product, but

444

: 00:20:11

not yet a great product, but it receives.

445

: 00:20:14

The value of their outcome, they

understand the value of its worth and

446

: 00:20:18

they have used it or built it or made

something with it, or, ran faster with it.

447

: 00:20:23

They're going to see the past, the

imperfections of that product, right?

448

: 00:20:28

They're going to see past the

imperfections and when you get

449

: 00:20:31

them, you got them emotionally.

450

: 00:20:33

Of course, you can continue to

innovate and evolve the quality

451

: 00:20:36

of the products as you should.

452

: 00:20:37

To engage, hire reviews, and

hire, talked about in the audience

453

: 00:20:41

conversation aspect, the online,

the social commerce and the tagging.

454

: 00:20:44

Create a good product.

455

: 00:20:45

That's really step two.

456

: 00:20:46

First, though, prove you

can sell the product.

457

: 00:20:48

Sales fix is everything.

458

: 00:20:50

Once you prove you can sell the

product, you can innovate the product

459

: 00:20:52

and continue to improve the product

as you go along by simply giving the

460

: 00:20:56

market more of what's it, what it wants.

461

: 00:20:58

And by continuing to improve that product

based on what the market wants to ensure

462

: 00:21:02

the quality is high, reviews will then

come naturally and organically from that.

463

: 00:21:06

I still think, again, the idea

is that we have to force reviews.

464

: 00:21:10

I have $180 products selling a

hundred times a day on five reviews.

465

: 00:21:14

Because we did the job upfront of

sharpening the acts for four hours before

466

: 00:21:18

we spent one hour cutting the tree down.

467

: 00:21:20

And again, I think that's pa patience,

perseverance, following the right

468

: 00:21:24

process, ensuring you understand

who they are, what they want, and

469

: 00:21:27

what value they're going to get it.

470

: 00:21:28

And you translate it back through images,

visuals, videos, and the written copy.

471

: 00:21:34

And then you could really get down

to what we say in our company and

472

: 00:21:36

sell anything to anybody in a box.

473

: 00:21:38

Brett: For the most part, besides the

innovation it seems like the marketing

474

: 00:21:42

side is the content of making sure that

you have FAQs, that you have, how you have

475

: 00:21:48

tutorial videos, or you have influencers

making tutorial videos or somebody making

476

: 00:21:54

something for you so you can show it.

477

: 00:21:56

So people are like, oh,

that's how you do this.

478

: 00:21:58

Neil Twa: High perceived visual value.

479

: 00:22:00

Absolutely.

480

: 00:22:01

And we've changed certain

things at times from, okay.

481

: 00:22:04

Just a simple example of a

product that was selling.

482

: 00:22:06

Okay.

483

: 00:22:06

But then it started selling really great.

484

: 00:22:09

It came down to a two

word change in the title.

485

: 00:22:12

Okay.

486

: 00:22:12

Instead of saying heavy duty, which

left it a little bit more ambiguous,

487

: 00:22:16

what's my version of heavy duty?

488

: 00:22:18

What's your version of heavy duty to

heavy duty up to 300 pounds and all of

489

: 00:22:22

a sudden start flying off the shelves?

490

: 00:22:24

So just getting in and understanding

what's the value, what's the question,

491

: 00:22:27

and getting an answer quickly can

turn into a high perceived value.

492

: 00:22:31

Now, of course, you've got to deliver the

heavy duty product that will hold somebody

493

: 00:22:33

up to 300 pounds and not break on them.

494

: 00:22:36

If you meet that criteria, they're

going to be happy with your product.

495

: 00:22:40

I think people tend to go to seminars

and groups and live events and all this

496

: 00:22:43

stuff looking for all these really cool

growth hacks and means, and they're not

497

: 00:22:46

actually focused on the fundamentals.

498

: 00:22:48

Learn the customer avatar, produce

a product, manufacture the product

499

: 00:22:51

and give them what they want.

500

: 00:22:54

Don't overcomplicate that with

funny ideas and off Amazon nonsense.

501

: 00:22:58

At first, you can run a brand up to

eight figures on Amazon alone before

502

: 00:23:02

you start opening additional channels

without any outside Amazon influence.

503

: 00:23:06

It's an algorithm.

504

: 00:23:07

It's a self flowed system.

505

: 00:23:09

Yes, it will positively look at the impact

of social commerce and other links and

506

: 00:23:12

brand referral traffic coming on board.

507

: 00:23:14

It will not positively impact your

ranking if you're not already in the

508

: 00:23:18

line on the system itself with the

demand that's coming through in 30

509

: 00:23:22

seconds or less looking for that product.

510

: 00:23:24

You just get that right first.

511

: 00:23:28

Once you get that right and you dial

in that organic, okay, go listen to my

512

: 00:23:31

High Voltage Business Builders podcast

on the last episode with David Leblanc,

513

: 00:23:34

where he has a half a million dollars

a month with 90% organic traffic.

514

: 00:23:39

It's doable.

515

: 00:23:39

It's provable.

516

: 00:23:41

Okay, and he's not even at full

capacity on his PPC campaigns.

517

: 00:23:45

We discussed that and

it's hey, he's at 6% ACOs.

518

: 00:23:48

He's at only 25% tacos.

519

: 00:23:50

He can invert that, change it just

a little bit, and pull out an extra

520

: 00:23:52

two 50 a month if he just starts

dialing up his PPC campaigns.

521

: 00:23:57

Okay.

522

: 00:23:57

Which he knows he's gonna be doing next.

523

: 00:23:59

So again, these are things

that I think go against the GR

524

: 00:24:02

goal, against the conversation.

525

: 00:24:03

Go against the Hopium mindset, lottery

guru, YouTube, wonder Boys, and

526

: 00:24:07

really get down to the fundamentals

of the business, knowing your audience

527

: 00:24:10

and giving 'em what they want.

528

: 00:24:12

Brett: It almost seems like

going back to the fundamentals of

529

: 00:24:14

business, but also marketing like

you said, if it's a vague statement.

530

: 00:24:17

You may know what you're saying, but

someone may not actually know what you're

531

: 00:24:22

typing either because the written word is

very subjective to whoever is reading it.

532

: 00:24:28

Neil Twa: And what do

really good copywriters do?

533

: 00:24:30

They spend a lot of time learning

about who they're gonna sell to, and

534

: 00:24:34

then they speak directly into those

questions in their minds as though

535

: 00:24:37

it's you knew everything I was going to

say before I said it, and I want what?

536

: 00:24:41

You have to find out if it fulfills

what I'm going for, what's in it for me.

537

: 00:24:45

Get that right and then the rest

of this mechanism over here, which

538

: 00:24:48

Amazon literally takes care of you

in almost a done for you FBA fashion.

539

: 00:24:51

We'll handle the rest of that, right?

540

: 00:24:54

Don't deliver a crappy product in a

crappy box and expect a good review.

541

: 00:24:58

Don't take five minutes on a listing

copy and your images inspect.

542

: 00:25:01

Expect to sell seven figures out of it.

543

: 00:25:03

You simply, that was 20 years ago.

544

: 00:25:06

It doesn't work that way anymore.

545

: 00:25:07

People are extremely sophisticated.

546

: 00:25:08

The system is growing extremely fast.

547

: 00:25:10

Amazon is moving at 8,600 units a minute.

548

: 00:25:13

Okay?

549

: 00:25:13

It's 5% of all retail.

550

: 00:25:15

It is 49% of all online sales you

are gonna play in this system.

551

: 00:25:19

You better do it right, or it really

just brings the wholesaler account

552

: 00:25:23

down, brings the ASINs down, brings

your entire property opportunity down in

553

: 00:25:27

this, what is a closed system of Amazon's

organic ranking and growth inside of it.

554

: 00:25:31

There's a lot of opportunity

and market share to do it right.

555

: 00:25:36

Brett: Yeah, it reminds me of podcasting.

556

: 00:25:38

If you get the audio wrong, no

one's gonna listen to you because

557

: 00:25:41

you didn't get the audio right.

558

: 00:25:42

It's terrible audio quality.

559

: 00:25:43

And everybody's I can't listen

to this because there's too

560

: 00:25:45

many pops and semblances

561

: 00:25:48

Neil Twa: whistles and

blowing and Yeah, exactly.

562

: 00:25:52

Yeah.

563

: 00:25:53

Brett: And explosives and all

that other stuff that we're

564

: 00:25:55

like, ah, we don't want this.

565

: 00:25:57

Neil Twa: Yeah.

566

: 00:25:57

Or they just don't like coffee.

567

: 00:25:58

And then we have to just reject them.

568

: 00:26:00

'cause that, who does it seriously?

569

: 00:26:02

Brett: I always say if you like

water, it's close enough to coffee.

570

: 00:26:05

Neil Twa: Yeah.

571

: 00:26:05

And if you drink decaf, that's

like drinking dirty water.

572

: 00:26:08

So please don't come

out me with your decaf.

573

: 00:26:11

Brett: I don't drink decaf.

574

: 00:26:12

I drink regular coffee.

575

: 00:26:15

Neil Twa: That's what I'm talking about.

576

: 00:26:16

What's the hair on the chest

and the hair on your face?

577

: 00:26:18

I'm like, clearly you

drink, caffeinated coffee.

578

: 00:26:21

Yeah.

579

: 00:26:22

Brett: And black too.

580

: 00:26:23

Like completely black.

581

: 00:26:24

It, there's

582

: 00:26:26

Neil Twa: and black.

583

: 00:26:26

See, now you're really getting it done.

584

: 00:26:28

Yeah.

585

: 00:26:29

I'll have a beard by the

time this call is over.

586

: 00:26:33

Brett: What are some of the

trends coming up on the horizons?

587

: 00:26:36

I know we talked about the traditional

things, but there are probably

588

: 00:26:39

some new things that sellers may

want to know what to do next.

589

: 00:26:43

Neil Twa: Always, AI is on

the forefront of everything,

590

: 00:26:46

but real AI hasn't come yet.

591

: 00:26:48

What you're watching is tip of the

iceberg ai that is just one level

592

: 00:26:51

beyond machine language learning.

593

: 00:26:53

When I was at IBM, we were working on

machine language learning, artificial

594

: 00:26:56

and large language models outta the

Watson machine where we borrowed time

595

: 00:26:59

and armonk up in New York when I was

working there on knowledge management

596

: 00:27:03

and latent semantic search engines.

597

: 00:27:04

Lo and behold, I see Amazon,

which is just a large machine

598

: 00:27:07

language, latent semantic engine.

599

: 00:27:09

I figured out how they were ranking

products long ago and it became

600

: 00:27:12

like shooting fish in a barrel.

601

: 00:27:13

For me, that's changed as the market has

changed, and one thing that hasn't changed

602

: 00:27:16

though is the underneath hood of these

AI systems has not changed for a while.

603

: 00:27:21

I.

604

: 00:27:21

But there are radical, fundamental

things occurring as more data is being

605

: 00:27:25

fed to these large language models.

606

: 00:27:26

These LLMs, as they are getting more and

more data and chewing through that and

607

: 00:27:31

be getting better at making data-driven

decision decisions, they're moving

608

: 00:27:34

from a reactive to a proactive state.

609

: 00:27:37

I.

610

: 00:27:37

Okay, they're moving from a, Hey, I saw

you frequently bought this, so maybe

611

: 00:27:40

you'd like that to, I see you're this,

you might be pregnant, you're a woman.

612

: 00:27:44

You like soccer, you've

got this other thing.

613

: 00:27:46

You like cooking.

614

: 00:27:47

Oh, by the way, here are predictive

things we think you're going to like

615

: 00:27:50

at the highest level of possibility,

and to only show you those things.

616

: 00:27:54

Think about it like minority

Report coming, right?

617

: 00:27:57

With all platforms and advertising,

that's where we're headed.

618

: 00:28:00

They're gonna know us better

than we know ourselves.

619

: 00:28:02

And they're gonna see us and

they're gonna see increases in that.

620

: 00:28:04

And Amazon's moving that way.

621

: 00:28:05

And many of the algorithms

are now moving that way.

622

: 00:28:08

TikTok shop is moving that way through.

623

: 00:28:10

Its viral, and online live events now

that are seeing way more traction than

624

: 00:28:15

just video uploads due to the amount of

social commerce that can move through

625

: 00:28:18

them at the speed of literally the

ability for people to click a button.

626

: 00:28:22

You're just seeing like hundreds

of sales a second, which is insane.

627

: 00:28:25

And they can now have the

capacity to maintain that.

628

: 00:28:27

They have the platform, the technology,

and the systems backed by AI that

629

: 00:28:30

are moving faster and faster to allow

that kind of stuff to even occur.

630

: 00:28:34

So this is shifting in such radical ways.

631

: 00:28:36

I.

632

: 00:28:36

That I don't, we're gonna watch live

streams that do $10 million in an hour.

633

: 00:28:40

Not long in the future,

maybe a year or two.

634

: 00:28:42

Okay?

635

: 00:28:42

It's just gonna be a

social commerce engine.

636

: 00:28:44

That is incredible.

637

: 00:28:45

If you're using it, programming

it, you're gonna be on top of it.

638

: 00:28:48

AI is not going to replace people.

639

: 00:28:50

That's a myth.

640

: 00:28:51

People who understand AI and program

it and use it in their businesses are

641

: 00:28:55

going to outmaneuver other people.

642

: 00:28:57

Okay.

643

: 00:28:58

For example, if you're gonna compete

with my brand on Amazon or my brands,

644

: 00:29:01

actually, then we use AI driven

large language, PPC decision models.

645

: 00:29:06

That combine all this data and then make

reactions at a machine to machine level.

646

: 00:29:10

There's no way you're gonna

compete with us at a human level.

647

: 00:29:13

If you're gonna try to compete with

us on the PPC campaigns, we're going

648

: 00:29:16

after, you're competing with machines.

649

: 00:29:18

You have to understand that, which

means you've gotta get really good at

650

: 00:29:20

it if you're gonna stay in this game.

651

: 00:29:22

So one of the things that's also

changing in these social and demand

652

: 00:29:25

capture platforms like Amazon.

653

: 00:29:27

Is they've come up with new mechanisms.

654

: 00:29:29

One of them's called Cosmo.

655

: 00:29:30

It's coming very soon.

656

: 00:29:31

They've already rolled out the

first 10% of it back in February,

657

: 00:29:35

2024, and it proved a $4.9

658

: 00:29:37

billion increase on only 10%.

659

: 00:29:40

Okay?

660

: 00:29:41

It's doing predictive alignment.

661

: 00:29:43

It increased the conversions by 0.7%.

662

: 00:29:46

Which was a huge change.

663

: 00:29:48

Okay.

664

: 00:29:48

And it started producing amazing results.

665

: 00:29:50

They're gonna be rolling that out

more and more, which means some of

666

: 00:29:52

that fundamental that's occurred

there for the last 10 years.

667

: 00:29:54

It's about to shift radically in

the coming two years, which will

668

: 00:29:57

churn Amazon by 2026 into a direct

marketing and advertising engine.

669

: 00:30:02

I.

670

: 00:30:03

No longer a product distribution

engine or an AWS hosting of

671

: 00:30:06

data, it is going to turn into a

marketing and advertising engine.

672

: 00:30:10

If you know that now, and you're

listening to this podcast, you should

673

: 00:30:13

spend the next two years making

sure that you're on top of that.

674

: 00:30:17

Because it's coming whether you like

it or not, so take advantage of it.

675

: 00:30:21

How to do that?

676

: 00:30:22

Ensure you understand what's occurring.

677

: 00:30:24

Keep your listings up to date.

678

: 00:30:25

Be on top of the things with ai.

679

: 00:30:27

Here's a real quick pro tip.

680

: 00:30:28

For those who are currently selling and

listening to this podcast, take your

681

: 00:30:30

images, download them from Amazon as

they set right now, go over and upload

682

: 00:30:34

them to chat GTP and ask it what it sees.

683

: 00:30:38

Okay?

684

: 00:30:38

What do you see in this image if

it does not describe the image

685

: 00:30:41

and environment to you correctly?

686

: 00:30:43

Fix it 'cause your images are broken.

687

: 00:30:46

And as Cosmo rolls out, it's going to

start deking old listings that have

688

: 00:30:50

set there historically because of the

amount of reviews and time in market.

689

: 00:30:53

And they're gonna start getting de ranked.

690

: 00:30:55

And if you aren't paying attention

to that, 'cause you're like, Hey, I'm

691

: 00:30:57

sitting in the top spot, been here for

two years, no one's gonna knock me off.

692

: 00:31:01

Guess what?

693

: 00:31:02

You're gonna have a big problem if you

don't start paying attention to these

694

: 00:31:06

changes and actually getting in there

and adapting to the coming changes.

695

: 00:31:10

It will not be keyword

driven anymore, okay?

696

: 00:31:12

It's gonna be more responsive,

intuitive to the demand of the

697

: 00:31:16

people that are around it, all the

way down to what they're watching on

698

: 00:31:18

freebie and Twitch and Amazon Prime.

699

: 00:31:21

Okay?

700

: 00:31:21

So this is gonna be a big indicator of

changes that are coming in the next year.

701

: 00:31:25

You should be prepping for it.

702

: 00:31:28

Brett: And so should, besides Cosmos,

should they know chat GBT as well?

703

: 00:31:33

There's llama from Meta, there's

Perplexity, there's Claude,

704

: 00:31:36

there's Gemini, there's Gronk.

705

: 00:31:38

Should they,

706

: 00:31:40

Neil Twa: ton of them there?

707

: 00:31:42

There's a lot of them coming.

708

: 00:31:43

So really it just gets down to

the platform that you're on.

709

: 00:31:46

Is where you should first look

at it and say, what's changing?

710

: 00:31:48

What's adapting, what's moving?

711

: 00:31:49

If I'm a direct response marketer

on Shopify using Meta and

712

: 00:31:52

Google, I really need to know

where is the algorithm changing?

713

: 00:31:55

How is it looking at social commerce?

714

: 00:31:56

If I'm on TikTok shops, I really need

to take a really good look at the way

715

: 00:32:00

live streams are working right now for

reach and connectivity, and really be

716

: 00:32:04

powering through how do we create live

streams that sell and engage and are fun.

717

: 00:32:08

Then if it's Amazon, you really

gotta be looking at the way

718

: 00:32:10

the keywords are shifting.

719

: 00:32:11

The latent semantic portion of this

is gonna leave and it's gonna move

720

: 00:32:15

forward to the fact that keywords

really don't matter as much.

721

: 00:32:18

At the next stages of this what's

gonna happen is there's gonna be a,

722

: 00:32:22

an incorporation of the way that the

engine and behavior of the user looks.

723

: 00:32:26

To the engine itself, it might have

some prompts and things that are gonna

724

: 00:32:30

generate an output of that from the

summary to the listing itself, to what

725

: 00:32:34

keywords it actually thinks are aligned

with the intent of the buyer, and then

726

: 00:32:39

it's going to produce that listing, right?

727

: 00:32:41

And so some of the controls and

mechanisms are gonna start to move

728

: 00:32:44

away from you if you don't have.

729

: 00:32:46

Certain, filtering and things in place

with images, graphics, copy, et cetera, to

730

: 00:32:51

ensure that it sees you in the right way.

731

: 00:32:53

Just like the image, upload the chat.

732

: 00:32:55

Gtp, you don't really need to know a

lot of sophistication about chat gtp.

733

: 00:32:58

You log in, you look at it, you ask

it questions and then, give it your

734

: 00:33:02

image, upload it, and just ask it.

735

: 00:33:03

What does it see?

736

: 00:33:04

What do you see in this image?

737

: 00:33:05

The output of that is going to be that,

there's gonna be some human feedback,

738

: 00:33:09

training, the differences and what

it didn't learn, but it's only gonna

739

: 00:33:12

get smarter, faster, and faster.

740

: 00:33:14

The output of that is that the intent

is really what it gets down to.

741

: 00:33:18

It's gonna come down to all intent

based information, and part of

742

: 00:33:22

that being driven is on search

queries, vocal search queries.

743

: 00:33:26

Now, okay, things like asking, Siri

about a product or asking, Alexa about

744

: 00:33:32

a product it's gonna know that, for

example, if you're a pregnant woman.

745

: 00:33:36

Who he is had mentioned anywhere

that your feet hurt, it's gonna

746

: 00:33:39

come and predict that you might need

shoes and it might predict certain

747

: 00:33:42

shoes for just pregnant women.

748

: 00:33:44

And you're gonna be like, my feet hurt.

749

: 00:33:45

I'm pregnant.

750

: 00:33:46

And the next time you pop up on Amazon or

an advertisement comes up on freebie, it's

751

: 00:33:50

gonna be like, Hey, these are the best,

most comfortable shoes for pregnant women.

752

: 00:33:53

You're gonna be like, what?

753

: 00:33:55

That's awesome.

754

: 00:33:55

Pregnant women's shoes.

755

: 00:33:57

Yeah, it's gonna get really smart.

756

: 00:33:58

It's gonna move extremely fast if

you're on the other side of that.

757

: 00:34:01

It's gonna be extremely powerful.

758

: 00:34:03

Search is growing on mobile

by 27%, so it's gonna be huge.

759

: 00:34:07

And 50% of all adults use search

every day on the voice side.

760

: 00:34:11

So how people talk and linguistics are

gonna translate into how your products

761

: 00:34:16

and intent to show back to say, a pregnant

woman who you are trying to sell the

762

: 00:34:20

most comfortable pregnant shoes to.

763

: 00:34:23

Brett: Let's just help.

764

: 00:34:23

Alexa actually gets smarter because

I still prefer Google Assistant.

765

: 00:34:27

Neil Twa: Yeah they're

all a little frustrating.

766

: 00:34:28

Apple is pulling in its

own Apple Assist soon.

767

: 00:34:30

You're gonna see some branding like that

across there where they're actually not

768

: 00:34:33

gonna be chat GT P, they're gonna be gtps

for the specific products and services.

769

: 00:34:37

That we're using Alexa, et cetera.

770

: 00:34:39

33% of all homes have Alexa in them now,

which means a lot of people are just

771

: 00:34:43

saying, Hey, Alexa, reorder my shoes.

772

: 00:34:44

Or Hey, Alexa, reorder my cereal.

773

: 00:34:46

Or Hey Alexa, what's the best kind

of shoes for a, man who wants to run

774

: 00:34:50

and has a size 12 is really gonna

be using a lot of in intentional

775

: 00:34:54

data that is gonna change the way

people search and get products.

776

: 00:34:58

Brett: All right.

777

: 00:34:58

And people are listening to this

episode and wondering, where can

778

: 00:35:00

they find you online to learn more

about how to sell better on Amazon?

779

: 00:35:04

Neil Twa: My podcast for one

high Voltage Business Builders

780

: 00:35:06

podcast, go check us out.

781

: 00:35:07

We're a globally top 5% ranked podcast.

782

: 00:35:09

You can see us on all the channels,

YouTube, apple, Spotify, et cetera.

783

: 00:35:12

Interview people, interview case

studies, talk about business growth,

784

: 00:35:15

real estate financing, wealth without

Wall Street, fundamentals of business

785

: 00:35:18

and finance, as well as anything

E-com and all things Amazon as well.

786

: 00:35:22

And you can go to voltage dm.com.

787

: 00:35:24

You can find that podcast.

788

: 00:35:25

You can see my book.

789

: 00:35:26

You can see some free

trainings and information.

790

: 00:35:29

If you feel so led reach out.

791

: 00:35:30

We are a growth consultancy.

792

: 00:35:32

It is an imitation only group.

793

: 00:35:33

We're not a course program or

any of that other nonsense.

794

: 00:35:35

We are building, buying, exiting, and

acquiring companies, and we teach clients

795

: 00:35:39

how to come along for the ride or DTC

brands, how to get on Amazon or how

796

: 00:35:43

to build an omni omnichannel strategy.

797

: 00:35:46

And then we look to acquire 'em later on.

798

: 00:35:47

So as an acquisition and incubator we

want to build up great clients and brands

799

: 00:35:51

because I'm looking for them to buy.

800

: 00:35:54

Brett: All right.

801

: 00:35:55

Any final thoughts for listeners?

802

: 00:35:57

Neil Twa: Your opportunity begins

at the end of your excuses.

803

: 00:36:00

So if you listen to this today and

you plan on taking no action, you're

804

: 00:36:03

there, is your opportunity cost?

805

: 00:36:05

If you're planning on doing something

or learning more today, hopefully

806

: 00:36:07

you will go out and actually do it.

807

: 00:36:09

Execution leads to knowledge,

which leads to wisdom.

808

: 00:36:12

You can't just jump to knowledge.

809

: 00:36:14

And expect to do the right things,

and you certainly won't lead to

810

: 00:36:16

wi wisdom if you don't execute.

811

: 00:36:18

So get out and execute something today

that helps move the ball forward,

812

: 00:36:22

hopefully towards profitability.

813

: 00:36:23

That's my goal for you today.

814

: 00:36:25

Brett: Alright.

815

: 00:36:26

Thank you Neil, for joining Digital Coffee

Marketing Room and sharing knowledge on

816

: 00:36:29

Amazon FBA and AI and everything else.

817

: 00:36:33

Neil Twa: Thanks for having me on, Brett.

818

: 00:36:34

I appreciate it brother,

819

: 00:36:35

Brett: and thank you for listening.

820

: 00:36:37

As always, we subscribe to this podcast

and all your favorite podcasting apps.

821

: 00:36:40

You have a five star review,

really just help with the rankings.

822

: 00:36:42

Let me know how I'm join doing,

and join me next week as I talk

823

: 00:36:46

to the great thought leader in

the PR and marketing industry.

824

: 00:36:49

All right, guys.

825

: 00:36:50

Stay safe.

826

: 00:36:50

Good to understanding your Amazon FBA.

827

: 00:36:53

Learn how to make it even better.

828

: 00:36:54

Be patient and persistent at the same

time, and see you next week later.