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BC Amazon BOOK R3.Indd 1 Table of Contents 07 28 Forward CHAPTER 4 Bryan Eisenberg How Not to Sell on Amazon, New York Times Best Selling Author According to the Former Head of Selling on Amazon 09 James Thomson Preface from BigCommerce Partner, PROSPER Show Founder Tracey Wallace Editor-in-Chief, BigCommerce 31 CHAPTER 5 12 A Handy Amazon Seller CHAPTER 1 Account Setup Checklist The Case for Multi-Channel James Thomson Selling: Expansion and Opti- Partner, PROSPER Show Founder mization Tracey Wallace 41 Editor-in-Chief, BigCommerce CHAPTER 6 Amazon Selling Strategies to 17 Get You Started Now CHAPTER 2 Andrew Tjernlund Selling Swimwear to Alas- Amazon Consultant and Multi-Million kans: The True Story of How 3 Dollar Merchant Brands Expanded on Amazon Tracey Wallace 51 Editor-in-Chief, BigCommerce CHAPTER 7 Amazon Selling Pitfalls Even 23 the Savviest of Sellers Forget CHAPTER 3 James Thomson Is Your Business a Good Fit for Partner, PROSPER Show Founder Amazon? James Thomson Partner, PROSPER Show Founder 2 The Definitive Guide To Selling On Amazon 64 114 CHAPTER 8 CHAPTER 13 How One Pillow Manufac- Amazon Revenue Calculator: turer Put Amazon Fraud- Fees, Metrics & More sters to Bed, One Scammer [Infographic] at a Time Lauren Shepherd Amanda Horner Senior Marketing Manager, Teikametrics CEO, CNH Pillow 127 70 CHAPTER 14 CHAPTER 9 How to Make $5,000 an Hour The Buy Box: How It Works Selling on Amazon and Why It’s So Important Andrew Tjernlund Eyal Lanxner Amazon Consultant and Multi-Million Dollar CTO, Feedvisor Merchant 77 140 CHAPTER 10 CHAPTER 15 How to Master Amazon The 4 Secrets to Long-Term SEO & Move Your Amazon Success [Including Products to Page 1 FBA] Bryan Bowman Ohad Hagai Founder, AMZ Profit Pros VP Marketing, Feedvisor 91 146 CHAPTER 11 CHAPTER 16 How to Successfully 47 Essential Selling on Market Products on Ama- Amazon Tips to Grow Sales zon & Think Like a Buyer and Win More Market Share Kevin Rizer Tracey Wallace Founder, Private Label Podcast Editor-in-Chief, BigCommerce 101 157 CHAPTER 12 Appendix The Secret Amazon Pricing Tracey Wallace Strategy to Crush the Com- Editor-in-Chief, BigCommerce petition Kai Klement 163 Co-founder and Multi-Million Dollar Mer- Acknowledgements chant, KAVAJ 3 Meet the Subject Matter Experts Andrew Tjernlund Amazon Consultant and Multi-Million Dollar Merchant Andrew began his fi rst importing business in 2005 at 19. Graduating as a double major with High Distinction from the Amanda Horner Carlson School at 20, Andrew now owns Owner of CNH Pillow and operates four businesses related to manufacturing, importing, private labeling, Amanda Horner is the owner of CNH Pil- wholesale distribution, retail sales and low, Inc, a second-generation small family third party marketplaces. His lifetime business. She is a fi rm believer that with sales on eBay and Amazon are each in the right information and tools, you can the 8 fi gures. His latest startup is www. learn to do anything. Her other endeavors AMZHelp.com which off ers unlimited Am- have included founding a non-profi t chil- azon consulting from a team of experts for dren’s home in India in 2006, becoming a monthly fee. Now 31, he lives in Hidden a certifi ed henna artist in 2007, novel Hills Preserve with his wife and two young writing in 2011, and goat farming in 2015. children. She currently juggles home businesses, home making, and home schooling, and lives with her husband Craig and son Ed in central Texas. 4 The Defi nitive Guide To Selling On Amazon 4 Bryan Bowman Founder, AMZ Profit Pros Bryan Bowman is a private label seller with more than 10 years of entrepreneur- James Thomson ship and ecommerce experience. He is a Partner, Buy Box Experts full-time traffic and conversion consultant for companies listing their products on James Thomson is a partner at Buy Box Amazon and is passionate about helping Experts, a managed services agency sellers develop a successful online supporting brands selling online. marketing strategy to take their businesses Earlier, he served as the business head to the next level. When he’s not working of Amazon Services, the division of you’ll usually find him on the mats training Amazon responsible for recruiting tens for a Brazilian Jiu Jitsu tournament. of thousands of sellers annually to the Amazon marketplace. He also served as the first Fulfillment by Amazon (FBA) account manager. Prior to Amazon, James was a management consultant and banker. In 2015, James co-founded the PROSPER Show (prospershow.com), a continuing education conference for large Amazon sellers, and in 2017 published the book Eyal Lanxner “The Amazon Marketplace Dilemma”, CTO, Feedvisor designed for brand executives seeking to control their brands on the Amazon Eyal Lanxner is CTO and Co-founder of marketplace. Feedvisor. Prior to Feedvisor, Eyal managed the research and analytics groups at VeriSign and was CTO at Zoomix Data Mastering (acquired by Microsoft). Eyal holds a B.Sc. and M.Sc. in computer science from Bar-Ilan University, Israel. 5 Kevin Rizer Founder, Private Label Podcast Kevin Rizer is the host of Private Label Movement, rated the ‘Best Amazon Podcast’ by Amazon sellers in the 2017 Seller Awards. Kevin started his first brand selling physical products in 2014, and Kai Klement today has multiple six and seven figure Co-founder and Managing brands. Private Label Movement reaches Director of KAVAJ, Multi-Million Dollar tens of thousands of sellers each month Merchant through the podcast, social media and events, and has become the authoritative Kai Klement is the co-founder and source for information and inspiration on managing director of KAVAJ GmbH starting and building a brand. and the KAVAJ Academy as well as the author of “The KAVAJ Case.” KAVAJ is a manufacturer of high-quality genuine leather products for smartphones, tablets or wallets. Founded in October 2011, KAVAJ sells its products solely as a marketplace seller via Amazon (Europe, USA, Japan). KAVAJ has sold more than 500,000 KAVAJ products, making more than $19MM in revenue. Before founding KAVAJ, Kai Klement worked for 2.5 years as a Account Executive for Amazon.de in Munich, helping big Amazon sellers go international and sell more on Amazon. 6 The Definitive Guide To Selling On Amazon Lauren Shepherd Senior Marketing Manager, Teikametrics Tracey Wallace Kevin Rizer is the host of Private Label Editor-in-Chief, BigCommerce Movement, rated the ‘Best Amazon Pod- cast’ by Amazon sellers in the 2017 Seller Tracey Wallace is the Editor in Chief at Awards. Kevin started his first brand sell- BigCommerce, where she runs BigCom- ing physical products in 2014, and today merce’s blog and case study program. She has multiple six and seven figure brands. regularly talks and strategizes with brands Private Label Movement reaches tens of making more than $5,000,000 in annual thousands of sellers each month through online revenue about what works and the podcast, social media and events, and what doesn’t. has become the authoritative source for information and inspiration on starting Her insights and advice has been featured and building a brand. on MSNBC, Mashable, Entrepreneur, ELLE, Forbes, Refinery29 and Time Out New York. Before BigCommerce, she helped grow two ecommerce brands to $1,000,000 in annual revenue through combined content and commerce strategies. Yaffa Klugerman Content Manager, Feedvisor Yaffa Klugerman manages marketing content for Feedvisor, the Algo-Com- merce company, which uses big data and machine learning algorithms to help online retailers make business-critical decisions. Prior to this role, she worked in public relations and marketing at the University of Michigan. 7 Forward Bryan Eisenberg, New York Times Best Selling Author In 2001, I was responsible for making sure our first self published book sold on Amazon. We didn’t have much of a brand. We needed to be sure Persuasive Online Copywriting showed up when a customer searched for “online copywriting” books. Back then Amazon’s algorithm was basic and simple. They ranked you based primarily on the title of the product. Amazon’s business and their algo- rithm have evolved. Today, Amazon wants to show their customers products and vendors who can for the most part “be like Amazon.” Factors such as customer service, product quality, speed to ship and handle returns are all part of the algorithm. These are a few of the examples of what makes a company be like Amazon. Specifically, in my latest bookBe Like Amazon: Even a Lemonade Stand Can Do It, we highlight four pillars of success: • Customer Centricity - focus on the customer experience • Culture of Innovation - find new ways to add value to the customer • Corporate Agility - speed of execution • Continuous Improvement - be better today than you were yesterday. These pillars are what drive Jeff Bezos’ success in his B2B web services, his Washington Post acquisition and of course his retail business. In fact, it drives a lot of today’s brands success. We want it to drive yours. 8 The Definitive Guide To Selling On Amazon In BigCommerce’s Definitive Guide to Selling on Amazon, you will pick up tips on techniques, tools and tactics that will boost you to the buy box. This guide is essential for anyone no how much experience they have selling on Amazon or anywhere online for that matter. However, if you want to sustain that growth, Amazon will want to see how you are more like Ama- zon every day. They are defining the gold standard for today’s customer experience. In 2001, Jeff Bezos laid out his plan to conquer the retail world: “We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service.
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