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How to Scale on Amazon with Guest Expert John Erban, My Amazon Guy

Introduction

In a recent session of the E-commerce Business Builders Summit, Kevin invited John Erban to discuss effective strategies for scaling businesses on Amazon, especially during the busy Q4 season. As a senior brand manager at My Amazon Guy (MAG), John brings a wealth of knowledge and experience regarding what works and what doesn’t on the platform.

Preparing for Q4

Q4 is known as one of the most lucrative yet challenging times for Amazon sellers. With key events like Back to School, Prime Day, Halloween, Black Friday, Cyber Monday, and Christmas, it becomes crucial for sellers to adequately prepare.

John emphasized the importance of getting your inventory in stock on time. For instance, the window for submitting deals for Black Friday is until October 19th. Sellers must ensure their inventory is submitted and ready to be processed to avoid missing sales opportunities.

Inventory Management Tips

Here are some tips shared by John regarding inventory management:

  • Utilize Bulk Files: As you grow and manage a significant number of listings (300+), utilize bulk files for easier tracking and management. This can help you mitigate mismanaged variations and images effectively.

  • Daily Account Health Check-ins: Keeping tabs on account health and performance certifications through daily check-ins can help identify issues with listings early on.

  • Avoid Cheap UPCs: Buying UPCs from unauthorized resellers might seem cheap at first, but it could lead to deactivation down the line. Always use legitimate UPCs from GS1.

Launch Strategies

John provided insight into launching products effectively during Q4. Here are some strategies for new sellers, particularly in the personal care and beauty sector:

  • Focus on Listing Optimization: Ensure all details are in place, including titles, bullet points, and images, before launching. Each listing should be fully optimized for SEO to make a strong first impression.

  • Vine Program for Reviews: Participating in Amazon’s Vine program can help acquire critical early reviews, which are essential for establishing credibility in a competitive category.

  • Leverage Social Media: Utilize external traffic channels to generate interest in your product prior to launch. Create excitement and lead potential customers directly to your Amazon listing.

Advertising and Promotions

Advertising your products effectively is vital for visibility, especially for seasonal items. John recommended starting your advertising campaigns weeks before significant holidays to capture the attention of potential buyers early.

Recommendations:

  • Focus on Relevant Keywords: Whether you’re targeting broad or long-tail keywords, analyze competitor performance and identify the best strategies that align with your product’s unique selling points.

  • Monitor and Adjust: Look at your advertising performance regularly and make adjustments based on insights gathered through data analysis.

Global Logistics and Fulfillment

John discussed using Amazon Global Logistics (AGL). He found the platform efficient and often faster than expected, urging sellers to utilize it while preparing for Q4.

Additionally, he encouraged the use of Amazon Warehousing and Distribution (AWD) for those managing seasonal products, as it allows for more flexibility in stock management.

By focusing on strategic inventory management, meticulous preparation, and effective advertising tactics, sellers can position themselves well for a successful holiday season on Amazon.

Keyword

Amazon scaling, seasonal products, Q4 strategies, inventory management, advertising tips, Vine program, Amazon Global Logistics, My Amazon Guy, e-commerce, best practices.

FAQ

1. What is the best way to manage a large number of Amazon listings?
Utilizing bulk files for inventory management and performing daily health checks on your account can significantly streamline the process.

2. How can I prepare for Black Friday and Cyber Monday?
Submitting your inventory before the deadline (October 19) and optimizing your listings are crucial steps to take in preparation for these significant shopping days.

3. Should I buy UPCs from third-party sellers?
No. Always purchase UPCs from GS1 to avoid potential issues with account deactivation.

4. How do I gain sales on a new Amazon product?
Utilizing the Vine program for reviews, optimizing your listing, and driving traffic from social media are effective strategies for new product launches.

5. What logistics services should I use for shipping during Q4?
Using Amazon Global Logistics (AGL) or Amazon Warehousing and Distribution (AWD) can help you manage shipping and fulfillment effectively during the busy season.

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