Rolando Rosas 3:29
I’m on, I’m on, I’m on amazon.com, where would you like me to go?
Nick Gezzar 3:33
You know what? Let’s, uh, let’s look at toasters, toasters. I keep coming back to toasters. All right, so here’s Nick and Rolando buying a toaster oven because we just want to make those hot pockets. But when you look at the top there, Ninja is trying to sell us a product. Now I’m not sure what exactly kind it is. Could be a toaster oven, could be something else, but they are merchandised right next to what we’re looking at. If you scroll down, you’ll often sometimes see another sponsored display add on there. So what’s neat about sponsored display? There we go, not just a toaster, it’s a revolution. There’s a revolutionary toaster right there. And that other sponsored display spot slightly different format. It’s not as elongated to cover the entire bar. And actually you can see, I believe they’re on the lower right. This
Rolando Rosas 4:20
is on bar. On bar. This is on bar, 10 in one air fryer.
Nick Gezzar 4:25
Man, so that one got even more function. So we were there just trying to buy this toaster oven, and all of a sudden we have a revolutionary toaster and a 10 in one function air fryer toaster. These things are merched right next to what we were looking at.
Rolando Rosas 4:39
Darn you display if I’m if I’m Black and Decker, I’m like starting you Amazon, why are you sticking all those ads for other people in the mix? If
Nick Gezzar 4:52
they can include a circular saw in the oven, that’d be perfect. The two tactics that you can. Do, and we’re seeing one of these here. You can appear on competitor product detail pages. So this on bar and the revolutionary toaster. They want to show up here because they know, like, hey, Rolando and Nick are so interested in toaster ovens. They are. They’re looking at one. They’re evaluating it. Let’s get one more thing in front of their eyes. Yeah. So maybe if they have a compelling enough offer, we would click on this revolutionary toaster. Maybe not.
Rolando Rosas 5:27
And Nick, does it? Does it matter what price point my product at? I mean, I see these price points right now. Obviously we’re looking at something that’s not $20 but in this case, Black and Decker is at a 5050, Buck price point. Both of these competitors that are higher price points they’re advertising on here is there some consideration when you’re targeting a product, say, Black and Decker and it’s a lower priced option versus your option that’s, in this case, almost 6x so
Nick Gezzar 5:59
this will depend on your particular situation as an Amazon seller, but if you know that there’s a category leader, and you can sneak into their detail page with a slightly lower price, maybe a slightly better product, yeah, then that probably fits, because they were looking at this already. You don’t want to go too far, and it’s also way harder to upsell, exactly. So
Rolando Rosas 6:20
this would be an upsell for both, because at 160 you’re you’re almost 3x you’re definitely 3x here with on bar, and you’re at a higher multiple. When we’re talking, we’re talking this one, the 350 the revolutionary one. My
Nick Gezzar 6:36
general advice for what I’ve seen that works is you don’t want to be upselling and switching brands. That’s just asking too much. But let’s imagine you’re Black and Decker, and you want to have a very nicely merchandise detail page. They can be purchasing sponsored display on their own detail page. Let’s say, you know, most manufacturers, they’ll do a good, better, best strategy for how they want to have their products assorted. If this was the better you could show the good and the best be able to upsell them or give them a more affordable option in the same universe, if that makes sense. Set the One strategy is really just merchandising yourself. If
Rolando Rosas 7:17
black and Dicker were listening to this or another seller, you know, they’ve gone through the steps here. They’re at the this, the this. Well, we want to reach some more channels. If you were Black and Decker, you would advise them, maybe you tell them, maybe, if you want to upsell you, they put another Black and Decker that’s above $50 and then maybe their mid tier product somewhere. Or how would you go about doing that, so that these competitors don’t appear
Nick Gezzar 7:41
there, so you can’t always dictate where it will show up on the PDP. I would have both of those options loaded and in your console ready to go with vids, because ideally you would want your product and then have your own products in that same line to go up or down in price and features. Okay? Then, if you were trying to do it on competitor, PDPs, you want to have something that’s going to either offer more features or a better price or otherwise, just kind of pull them away from whatever they’re looking at.
Rolando Rosas 8:16
Let me go to another, another brand that I think, I think they, they do some of this. Let me see if they on their page. Yeah, vitamin type stuff, yes. So they, they do appear. There
Nick Gezzar 8:32
we go. There they’re showing different flavors. There is that the same product, yeah? So
Rolando Rosas 8:37
this one is a different flavor. This is apple. Their apple cider vinegar goalie gummies versus the beats, where we landed on the beats gummy page. And then they’ve got the sponsor display with the goalie apple cider vinegar, the two pack.
Nick Gezzar 8:56
Can you scroll up a little bit on that? Okay, so what they have there is interesting. You know, I’m, I’m blanking on the actual word for it. You see where you can select, like the item, package, quantities, one, three or five. Two of them are grayed out a little two lines below the price in stock. No, no to the where you can choose the assortment. Okay, I
Rolando Rosas 9:20
see, you see, then the variation in, you
Nick Gezzar 9:23
know, yeah, exactly the variation selector in Amazon internal. We called it a twister, but I realize nobody else knows what that
Rolando Rosas 9:30
means. No, I’ve never heard a twister. It’s variations,
Nick Gezzar 9:33
yeah, variations. But twisters what they call it internally. But they can do a better job with these variations right now. All they have is different pack size quantities. They could put a different layer in there. You see this a lot of the time with things like shoes and shirts, we have to have like size and color. They could be doing flavor and package quantities. But because they’re not, they obviously have a separate detail page for that. They’re not under the same parent asin, yep. This makes sense for them, in a sense that they can merchandise their other flavors, their sponsor display, because this is the beat flavor, cardio, gummy, and I think the other was apple cider vinegar. And then who’s at the top?
Rolando Rosas 10:14
Very top. Oh, the very top. Yeah. Top. Momentous. To our justice art, our agri test. I don’t even know how to pronounce that.
Nick Gezzar 10:29
It sounds healthy. Trying to drag you there. They’re trying to drag you to another brand. So actually, kind of see both tactics happening on this page at the same time. Okay, as you’ve mentioned, ads, they just kind of keep increasing. Yeah, the amount of placements on this also continues to increase. As there are three of these. Goalie bought one of their own and competitors took the other two.
Rolando Rosas 10:52
Yeah, and look, look at the what’s happening here. Something interesting. You haven’t seen this in a lot of the other pages. They’re frequently bought together. So from a real estate perspective, and this is the term I like to talk to when I say to other sellers, you got to conquer the real estate on Amazon, look at the real estate they’re occupying. Normally, this could be a competitor or a competitor mixed in. Look at the next row below that. They are nice killing it. So you see a competitor snuck in here, over here on this but you see a lot less of the competitors in the other parts of the real estate.
Nick Gezzar 11:32
It’s amazing. There’s definitely some things they can optimize on this detail page, but I think they’re doing a pretty good job for where they are. I think they should just have everything on the same variation in terms of having their different flavors up there. But they do have one of the placements, and they have all those complimentary widgets on there that show things like bought together. See more from goalie, yes,
Rolando Rosas 11:53
so yeah, explore more from and those are all sponsored, right here. These are all sponsored. Are these sponsored products that are over here. I
Nick Gezzar 12:01
believe that is sponsored there. Yes, the ones above frequently bought together, I think is actually algorithmically generated. So you could have seen competitors if they were frequently bought together. But it looks like goalie buyers do buy a lot of goalie a variety of goalie products at once.
Rolando Rosas 12:20
Yeah, and they have commercials and all that other stuff. But it seems like they, they’re, they’re pretty good with with covering the real estate, and so display is one of those ways to get out there. So what is, what else about display? Can Can you dispel? Give me a common myth you know about display that is very easy to debunk.
Nick Gezzar 12:47
Oh, a common myth. It doesn’t work. That’s the one I hear. But that’s just because the execution is critical on it. Then you have to be very carefully evaluating your results the whole time again, like the knight in chess, you have to use it in that specific moment and in that specific way to be able to achieve your goals. You don’t want to be just randomly putting it on unrelated products. You want to make sure there’s, like, a logic to why it’s showing up on that competitor detail page. And then also, it can be hard to measure when you have your own products, merchandise on your detail page. You know, it’s hard to really conceptualize. How many sales would I have lost had I not done this, one of those kind of unknowables. But again, this is very much a cherry on top to sponsored ads, and also is a little different from the others. Whereas sponsored brands and sponsored products are all cost per click, you can also do vCPM as another billing method on this virtual cost per 1000 views. CPM is an ultra marketing term, the M means Miller, it’s French, but that just means you would pay a rate based on how many eyeballs have bid on that through clicks. And that also gives you another lever to look at. If you get a high rate of clicks, the vCPM might actually save you money if nobody’s clicking on it. Well, if it’s cost per click, that’s not bad, if it’s just blocking your competitors from taking space on
Rolando Rosas 14:24
your page. Ooh. So it could be a defensive strategy to keep the competition off your page. So exactly you’re not paying for that, and you’re using that the essentially the virtual cost per 1000 views, then keeping your competitors off, even though not a lot of folks are clicking on it may
Nick Gezzar 14:44
pay off. It may and then also, depending again, on what your products are, you can very easily put complimentary products on there. If you’re selling printers, why not have toner? Why not have paper? If you happen to make it yourself? Off. There’s a lot of other goods that can go along with that. So if done properly, there are some very great uses for it. But it is also easy to set up a really bad campaign.
Rolando Rosas 15:14
I’m gonna, I’m gonna, I’m going to see, we’re just gonna, there we go. One
Nick Gezzar 15:19
thing you see some Yep, but I would actually look at the printers themselves, the printers, the printers, the base device, and that’s what has all the complimentary goods, HP
Rolando Rosas 15:30
printer. Let’s see. Let’s do all in one wireless. I’m just going to click on the number one and sponsored and see if they are employing that strategy. Okay, look at here. We got an HP toner more frequently, frequently bought together, comes out with the printer and the toner more from, frequently, from the brand. We get some of their other printers and toner, and then four stars and above, it’s all HP interesting. So they seem to understand what you just said. They’re executing on that. I’m not seeing any non HP sneak in here. Scroll the very top, though. Okay. Brother is that brother?
Nick Gezzar 16:17
You know, not same model I have, but I’m a brother user, but they are there trying to draw you away price points higher, which is not necessarily the best, but again, a printer is a very high consideration item where people are really going to look at the features and make sure it’s what they need. But HP is doing a great job of putting their own toner on there, because there could be third party toner manufacturers on there, sales from them. So overall, this is actually a way better example than some of the other ones we looked
Rolando Rosas 16:49
at, awesome, awesome. So if you’re a seller and you’re considering some of these strategies, Nick, let’s just, let’s take a little bit of from part one to part four, you said, start with understanding your product, where your margins are at, so that you’re profitable and there. And start with sponsored products, sponsored brands. And then the cherry on top would be the sponsored display, anything else in that mix that sellers should be considering as they’re adding these layers to their Amazon ad strategy.
Nick Gezzar 17:26
We just kind of build it from the bottom up, as we’ve been talking about. Start with your sponsor. If you’re just starting out, start with sponsored products. Get a feel for it. That’s where your best returns are going to come from. That’s how you really start showing up for the customer. Then layer on sponsored brands. That’s how your name starts getting known. That’s how you get people to that brand store see the rest of your assortment once you’re comfortable there and aren’t finding room for improvement, sponsored displays only that final cherry on top, where it’s like, you get that that beautiful merchandising, like you’d have on an actual physical shelf, the kind of thing where it’s like, dang, I got printer and toners on the same shelf. You’re gonna see your sales increase, but that can’t be your first step. You got to start with the basics and work your way advanced. Wow.
Rolando Rosas 18:07
Well, so there’s a lot to consider. The ads aren’t just one thing. There’s more than one lever to play. There’s several you could use. Whatever analogy you got a lot of tools in the toolbox and whatnot. When it comes to Amazon ads, it can be quite complex, and that’s why I have subject matter expert Nick Gezzar join me on this multi part series where we will help you become a better Amazon Seller so that you could use your money more efficiently and have more left in your pocket at the end of the day. Nick, do you want to say anything before we leave this series here and continue on?
Nick Gezzar 18:45
Well, like I said, all of this advice depends on your business, so if you want actual personalized advice to help make yourself a more successful Amazon seller, come check out Gezzar Consulting. It’s the consulting firm I founded after I left Amazon, and you can find us@www.gezzar.com might ask Rolando to put that in a little Chiron or something, because it’s not a common last name,
Rolando Rosas 19:09
and we’ll have it in the link, so that, if you want to reach out to Nick, get some of that expertise, have a call with him and see if what he can do for you will work. Go ahead, hit him up at that link. We’ll have the link in the description so you can have that consult with him. Nick, I want to thank you for, uh, helping us out here understand the lay of the land. It’s very fast and very moving. And you know what we got to do this a little bit more, more of these, multi part series, educating the Amazon community on how to how to be a better seller.
Nick Gezzar 19:39
A couple other topics in the hopper. So some content. Okay,
Rolando Rosas 19:43
cool, cool. I’m down. I’m down for whenever you’re ready. So thank you for joining us today. Nick, thank you for joining us on this series of how to be a better Amazon seller. We’ll see you next time you.
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