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🛠️ 5 Solutions Worth Checking Out

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🚀 This Week's Amazon Hack: Stop Avoiding Your Brand Story!

99% of the time, I see Amazon sellers get this wrong. And it's catastrophic.

I'm talking about your brand story. This is the "WHY" of your brand. This is what people remember. And this is exactly what your Chinese competitors are NOT doing.

Today, I wanted to walk you through a few examples of brands that nail their brand story and by extension, have experienced tremendous success on Amazon.

Zulay Kitchen

As you can see, Aaron isn't scared to utilize his family's story at all. Not only does this pull on your heartstrings but it's incredibly inspiring. It leaves a mental impression that with every purchase, you are part of something bigger. It also ties in the end result rather nicely. Instead of just saying he sells high-quality kitchen products, he talks about how his products are designed to give you a "quick and trouble-free" cooking experience. His results in more time with your family! Who doesn't want that? This strategy has worked well for Aaron. He's now a top 100 Amazon seller and does over $100 million a year on Amazon.

Mary Ruth's

Mary Ruth's is another legendary brand that combines two important elements: a personal founder's story AND clean ingredients. They're not the cheapest by a long shot but man are they nuts about third-party testing. You will see this all over their listings and hammer home their obsession with providing families with the purest supplements in the world. Mary's story is timeless. She was sick of all the garbage on the internet so she decided to launch a supplement line that she knew she would be comfortable giving her kids. How can you not trust Mary Ruth with that story!? They do over $100 million on Amazon alone.

Some Context

The next question I'm sure you're asking is where to put your founder's story. To that, I say "It depends."

Some brands place it on their storefront page while others include it in their A+ content. This is where A/B testing comes into play. Optimize, optimize, optimize. For example, for me, it might make sense to include a founder's story on image 3 of my listing whereas for you, it performs better by including it on your storefront page. Test the crap out of this. You need to follow the data and decide when to pull the "emotional pull" lever. The worst thing you can do is not include it at all.

At the end of the day, you are creating "virtual trust ties" with your customers. Deliver on your promises and these ties get stronger with time. Make them question buying from a cheaper competitor of yours. Make them WANT to go back to their past orders and buy from you again.

A beautiful brand story equals parabolic sales, CTR, and profit. This is the future of Amazon as a historic wave of sellers enter the platform in 2024.

🔥 Hot Amazon Seller News: Leverage August for an Explosive Q4

I know it's still August but guess what? There is no rest for the wicked. August is when legends are born. August is when Q4 dreams are manifested. August is everything. I think you know where I'm going with this.

Forecasting!

You will have to make some calls to your freight forward and 3PL this year. Amazon made some pretty big changes:

🎉 July 1: You might have missed this but Amazon removed their inventory overage fees, making your life a wee bit easier in Q4.

🦃 September 6: Black Friday and Cyber Monday Deal submission deadline. Make your deals extra juicy and get these locked in soon. Never forget that deals are not for increasing profit. They are designed to juice your BSR, flood your listings with reviews, and give you a nice spillover HALO effect for December sales.

💸 October 15 - January 14: It's holiday peak fulfillment season! The glimmer of hope here is that the fees will mirror 2023 fees. To combat these fees, do what I always recommend each and every Q4: raise your prices gradually with your prices being the highest of the year 5 days before Christmas. This will cover these costs easily and make them irrelevant.

🚚 October 19th: This was a HUGE surprise. Amazon just loves making the FBA inventory deadline for Black Friday sooner and sooner. If you read my stuff on a regular basis, you are safe because you would have already built an "x factor" cushion for stuff like this. Never assume Amazon's dates from the previous year are still good! Get your inventory checked into FBA by September 30, no later!

Sorry, no pool for you this week. There's too much to do!

Jon Elder

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📈 Whenever You Are Ready

Here are 2 ways I can help you:

1. ​Get Amazon Consulting - I work with hundreds of Amazon sellers to help them scale faster, crush their competition, and exit for millions. If you're ready to take your brand to the next level, book your free discovery call!
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