Amazon FBA Case Study | Listing Creation and Optimization - Project X: Episode 10

[@DamianDemasi]

Another awesome episode! Thanks guys! I would prefer using a 3PL service to avoid extra storage fees from Amazon. ~~~~~~~~~~ My key takeaways: ~~~~~~~~~~ ~~ List building ~~ 1. In Helium’s 10 Frankenstein, we proceed to delete duplicates to have a cleaner universe of keywords. (!) Note: You don’t need to have the full keyword phrase to be searchable for it. Usually, having the individual words in your listing is enough. 2. Then we take the clean keywords to Scribbles and add them to our previously collected keywords. The colour code will indicate the search volume of each keyword or key-phrase. 3. The next step is to build the title for the listing. Ideally, we want to have 2 or 3 keyword phrases in out title (not just a crazy number of loose keywords). See what competitors are using on the title to get inspiration. Note: Putting keyword phrases in phrase form sends “relevancy signals” to Amazon. Note: The canonical URL is the URL that Amazon assigns to each listing, that includes the ASIN, as well as 5 keywords taken from the title. If someone search for those keywords in Google, our product is more likely to appear as a top result. Amazon usually takes 5 keywords from our title and assembles the canonical URL, so it’s important to build our title in such a way to display 5 keywords in a roll and after that include a dash “-“. Note: Examine what the top competitors are doing regarding listing optimisation to get inspiration. Don’t reinvent the wheel, improve it. (!) Important: Amazon wants you to have your brand name at the beginning of your title. Investigate Niche Themes: see what’s working for your competitors with their listing optimisation. Sometimes they use long titles, sometimes shorter ones. But remember, your product must be different. In the same niche, products’ titles may contain common characteristics, like the number of eggs the trays can hold. (!) Important: Usually it’s best not to duplicate a phrase in the same field (like the title). (!) Important: On a desktop computer, the first thig a user sees after the title are the bullet points. On a mobile device (Amazon app), the first thing to appear after the title is the description. That is why for the first bullet point and the first sentence on the description we may want to make an emotional connection to the customer (desire, want, need, fear, etc.). 4. Next, we continue to the bullet points. The first one needs to make an emotional connection with the buyer. There are many ways to write the bullet points, but common sense should be a good role of thumb. Note: Amazon only indexes the first 1,000 characters of the bullet points (combined). 5. Next, write a description for the product. 6. Finally, write the search terms for the listing. This is the back end, and here is where we are going to put all the leftover keywords, together with the most important ones. (!) Important: the “subject matter” and “search terms” fields are the most important elements of the listing to Amazon, together with the title, and they are allowing Amazon to index our listing. (!) Important: Amazon TOS compliance with keywords (sellercentral.amazon.com/gp/help/external/G23501?language=en_US): • Don’t use other competitors brand name. • Use white background images mostly. • Don’t use Amazon “forbidden” keywords, like “Amazon’s Choice”, “Award winner” (unless it’s true), drug related words, profanity, too many repeated characters (like exclamation points), emojis (in the title). (!) Important: What is the Honeymoon Period? It refers to the time during the first few weeks of a listing’s existence where any keyword related activity gives more of a boost to the listing. This is why we don’t want our listing to go live before all our products are ready to ship to customers. We can put our listing on hold (supressed) if we remove all the images in it. ~~ Glossary: FNSKU: The unique ID that Amazon assigns to items in FBA. A barcode with the FNSKU needs to be on the packages you ship to Amazon. 3PL: Third Party Logistics. These are companies that can store our product before send it to Amazon to avoid Amazon storage fees. They need to put the FNSKU to the package before sending it to Amazon. Recommended service: www.kreassive.com/

[@rachelm7573]

Well done! I don't even need to watch the video again, taking my points from here. You have saved me some time. Thank you.

[@annabolkvadze1061]

I wrote to them but unfortunately they do not answer me :(

[@Fahama]

I'm from Pakistan and I find this software indispensable to my success on Amazon. I've been watching all of these lessons straight-up for the last 10 hours or so and I'm thoroughly enjoying it. There are many techniques in here that I've already used before and many new ones that are yet to be incorporated in my strategy, I can't wait to watch the next episodes. BTW I know I can't sell on Amazon with Pakistani credentials that's why I use my family member's account who happens to be a US national.

[@katiegeuin6636]

As a fast way to get a sample and do proof of concept prior to sourcing from any country, I've used local Promotional Companies to get me my samples and 50 units to test. It's probably about the same cost after shipping and other international sourcing expenses. Once you know you have a winner then you have a great sample to send to your international supplier so you can leverage the buying power. An added bonus is if you had supply chain problems you might be able to fall back on your local promotional company. You may not make a margin but you can stay in stock and keep ranking. Just my thought.

[@cloudsintheozarksoutdoors9538]

As a new seller who hasn't launched a product yet, the only way I see to estimate how many units I need for inventory, is looking at my competitors monthly sales in X-ray. Get a ball park idea for the first run, then use real data from my sales to determine weather I could benefit from a 3PL. The FNSKU sticker issue could tip the scale towards using a 3PL.

[@webzstudios6]

How was your first product launch?

[@hafrankhauser2805]

Is there another video where you talk about what to put in "subject matter" and "search terms"? I want to see your listing when it's completely optimized.

[@nicknazty]

Great Stuff Guys! I have one more week of Freedom Ticket and have been following this from the beginning and feel extremely ready for the road to come. Your insight and knowledge is the best on KZbin 100%

[@DD-ld6ck]

Thank you for the great info! The answer to your question- I would rather do it at a 3PL nearby to maintain control, but I guess it all depends on the products, too.

[@joshwadsworth77]

To keep our hand in QAQC our thinking is having a 3PL or us involved in this step in the process. Now I'm on the search for such a service. Thanks guys!

[@slumbercarebedfilter8276]

why do you not get the factory to put the FNSKU label onto each product box?

[@otterboy1453]

Hi Bradley and Tim, FANTASTIC series, thank you. Not sure if you are still monitoring this chat line but I have a fairly granular question.......i noticed you had the product sent in to your 3PL with a GTIN barcode and your 3PL then put your FNSKU on top of the GTIN. Can you transport from the factory to 3PL using the FNSKU? Thanks, Bertie

[@thomasmccormick246]

When is the FNSKU generated? Is there a way to have the FNSKU applied at the factory to avoid having to label 1000 packages etc? Thanks great info guys !

[@vitaliiboiko6227]

Thank you, another priceless episode! Guys, I am a newbie and can't figure out what's the difference between fnsku and ups codes. When Tim and Bradley shipped coffin shelves from China, they already printed code on a label, right? Why do they need another one they put in 3pl? Can anybody make it clear to me?

[@slumbercarebedfilter8276]

I think I would use the 3PL for the first shipment to get the product and packaging right and also gauge stocking velocity - when all this is lined up I think it would be OK to ship direct to AMZ WH as it cuts out a step and will save on some transport and handling costs.

[@demianrihs7327]

Hello, great video! I got a lot of helpful insights. Regarding the creation of the listing and the honeymoon period. Is there a way to suspend the listing so that I can create my FNSKU to have my manufacturer label the product and then wait 30-40 days for the product to arrive to Amazon, without losing the honeymoon period?

[@PeteG1979]

Question for AMA. At the 3pl the coffin box you had the sticker on the front of the box with a UPC, and they had to put a FNSKU over it, why did you do it this way versus the sticker with the FNSKU instead of the UPC?

[@davidsharpe9912]

Great question! Does anyone know what the answer is?

[@balijohntay4362]

Yes : it is often done bc : upc or ean is valid for every seller , so it’s mixed inventory . Fnsku is for each individual seller . So if you want to sell a Nike shoe for example , you should go with the fnsku so nobody other than you is selling your inventory . With UPC codes amazon will also send your orders with inventory from another seller , and maybe the inventory from the other seller is not new etc ...

[@2ndhalfyoutuber]

When I worked at Amazon I was told that if a seller doesn't put the Amazon barcode over the UPC one that is wrong. Sometimes accidentally the UPCs get scanned instead of the Amazon barcodes and wrong items reach the customers or the items can be stopped on their way inside the warehouse (example at packing) causing delays in shipping. I was thought that I have to look out for the Amazon barcodes only and scan only that one (except if it is a phone and similar that has more than just the UPC and the Amazon barcodes on it).

[@gabyruiz8517]

3PL would be better not only because of the storage fees, but because if inventory is damaged/broken while in transit, they can let you know before you send it to Amazon. That way you will avoid 1 stars reviews.

[@joshwadsworth77]

As an AMZ buyer what catches my eye is dependant on what I'm looking for, is it brand specific or more generic. Brand, well that's obvious... However, for more general search it's a combination of images, price, reviews, and questions asked and answered.

[@RhettAcelar]

Question for AMA: I live in Portland, Oregon. Would it be best to use a 3PL near a major port like LA or use a 3PL near me which may require additional freight and costs.

[@Steveno1591]

Interesting to see what a 3PL is/does - Good to know Kreassive has an office in London which I may be able to use in the future as I am from the UK - thank you :)

[@timduarte1]

Another great episode! Thank you two for all the high value content! Question: I saw that you had your sawtooth hangar attached to the coffin shelf - Are screws also included in the box for installation?

[@DK-ty5ue]

Nice episode. Shipping prices from China are currently increased because of the virus. Completely removes any margin on some products.

[@revko1nyc]

Hey Tim & Bradley, another Per-fect episode. Can I create multiple stale ( none functional) listing without getting my metrics or worst my product hit wrongfully metrics for a lack of a better wording. On the subject I have issues listing UPC codes for variations. I wrote about this before, not sure if it was adressed being a listing question, and brought up at later epi.

[@MatthewFurman]

You guys are amazing, so awesome. I am obsessed with Amazon FBA. This video is incredible. Thank you for putting it out. I'm working on something big, and after watching this have one thing to say - bye bye competition

[@ml5323]

How did it go?

[@angelascheurer5987]

Thanks Guys for sharing your knowledge with us. And its great to see all the helium 10 tools in use. I learned a lot till now. Greatings from Germany 😊

[@fabianprosciuc2232]

Great job guys! I LOVE this type of content!! we getting so much information out of it!

[@nicoodu13]

Bonjour, je m'appelle Nicolas et je suis français. Encore bravo pour ce nouvel épisode !! Connaissez-vous une entreprise de services 3PL comme ''Kreassive'' en France ? Merci

[@Anton-my7qt]

Hey guys, great episode, great work, love watching, you guys are so cool. Ive got one short question about the Keywords in in the Backends of the listing: When you've got for example two keywords in cerebro like "egg tray wooden" and "egg storage wooden", do you write the word wooden two times in your backend or do you sum up? Thanks a lot

[@wateeb]

If it is very important phrase. I would suggest write 2 times.

[@Gaya-Around-GAIA]

@Helium 10 Great content! Thank you guys for this insightful information!!!

[@thegoodoneist]

From 4:00 on the video, where did you get the 1012 words keywords from?

[@desire77264]

great episode!!

[@NicksStuff]

48:40: Didn't you say in an earlier episode that the UPS barcode was enough and you didn"t need the FNSKU? Especially on a PL product

[@henriettatan]

I found Scribbles indispensable. Love Helium 10!

[@jounyonglau1967]

Title is the most important, then second most important are search terms & subject matter. But what exactly should I put into the subject matter?

[@ilabodortmund7968]

To Bradley & Tom for AMA How do I know in advance if my keywords also will be indexed for my product ? For a test I did three similar items with exact the same keywords and phrases, but they were all indexed differently.

[@bozanab9166]

Such great info, you are super helpful guys! And thanks for answering the question I had from the previous episode. But I am still confused about so many things (not your fault :)) UPC snd FNSKU for example: why did you put upc code on there only to cover it with fnsku? And if I don't have a 3PL, can the supplier put on the FNSKUs? Or my freight forwarder? Thanks a lot!!!

[@sabbirahmedc5861]

Are you using Chinese suppliers? I've a list of 20 domestic suppliers providing brand name toys, outdoor and hardware. Let me know if you need them

[@CrazySockTV]

Irvine, CA in the house!

[@victorsidnell8562]

Most important for me is the image, once image has captured my attention then only will inspect the reviews

[@ericleong5777]

Greetings from Down Under here. Great info as always guys..!!! Any plans for Helium 10 to go Amazon Australia?

[@youdig-detection]

question for ama: does 3pl can inspect the merchandise for you , or do you need to do it by yourself ?

[@watiu9lei]

I wonder if it is worth sending less quantity to Amazon vs the transport cost to ship batch by batch to amz fc from 3PL?

[@yaroslavgrigorian3277]

Can you share the contacts of your 3PL partner? Looks quite efficient. Thanks!

[@bromingosupport9726]

where is the link for the live youtube session?

[@ayhanekinci8479]

Thank you .The best explanation

[@Natural-Causes]

I noticed at the warehouse they were putting the FNSKU label over the UPC on the existing label, why?

[@ukprepcentreimperium9735]

All FBA product from amazon warehouse must have only one bar code, FNSKU code! All other bar code (like UPC code) must be removed, this can not be visible!

[@mattbizart4741]

@@ukprepcentreimperium9735 So why they put UPC code before, why they cannot ask Chinesse factory to put FNSKU code straight away? thanks for advice

[@Natural-Causes]

Matt Bizart that was my question in response as well. I know Tim talked about this but I can’t for the life of me remember. I’m going to guess that The UPC is for anything that gets shipped outside of Amazon to anywhere in the world, Which would leave me to believe there personally delivering the product to Amazons warehouse and therefore the UPC is no longer needed? Because when I order from amazon it has a UPC code on it. I think Tim said it wasn’t absolutely necessary for Amazon it just prevents co-mingling.

[@user-im5er4yo9j]

Hi, I am watching all the episodes of this proyect, even when it is 2021, just have a question, what happens when I change the title of my product, I heard that it is like hiting the reset button, is that right??

[@vladtudoran4558]

Hello! Quick question. I've seen that you guys had covered the UPC code with the FNSKU code. It's that right? Thanks. Happy selling everyone

[@youdig-detection]

weird tho in france i never needed fnsku, as long as you got a ean from gs1. I never had any issue sending my product to fba warehouse like that. i thought you needed fnsku beforehand if you had a barcode exemption or something along the line.

[@sabbirahmedc5861]

I've 20 suppliers in contact who work with fba. Want to have the list?

[@Carvinsnewlife]

@@sabbirahmedc5861 How to contact you?

[@annabolkvadze1061]

@@sabbirahmedc5861 yes please if you can share this info

[@karenhill3356]

Happy birthday, too bad I didn’t complete this last yr.

[@RhettAcelar]

Another highly informative episode. Thanks guys!

[@RhettAcelar]

Hello from Portland, Oregon!

[@Bodycomp101]

I would love a Helium 10 coffee mug!!

[@shornraparlobberecht2357]

Great episode. I would use 3PL. Do you have any good 3PL near my area - San Jose, or in Silicon Valley area? Would like to start use 3PL.

[@sabbirahmedc5861]

Do you use domestic suppliers for fba it Chinese? I've got 20 us based suppliers, let me know if you need them.

[@victorsidnell8562]

3PL would be far greater advantage, be it a slow or fast moving product on Amazon. I have never worked before getting stock to sell on Amazon but I have experience with getting stock from overseas, and one thing is for sure, CONSISTENCY is never guaranteed, for example China and Coronavirus scenario. Shipping may be fine 1 or 2 months in a row but good business and success relies on CONSISTENCY. No products to sell = No income, so if for 3 months delivery has been great and income is rolling in but then shipping problem take place for whatever unknown reason, then that could mean a month or 2 without income all depending on how far delayed the shipping may be. My rule of thumb is alway to have a minimum 1 month of stock in reserve ready and packed to send to Amazon

[@alessandrohormann5079]

hi, so every product i looked up has those 4-6 words after amazon.com/ but i only have .com/dp/ my asin i guess thats a problem right? is my title maybe like not rly indexed or whats going on

[@unlimitedmusic24hr21]

How to rank Amazon products on top position ?? Please give me ranking tips sir ?

[@youdig-detection]

sale make you rank higher ;) but to sell you need visibility , and those are achieved by good listing, good keyword and ppc.

[@watchmanfive6333]

What's a copywriter?

[@LB-tn8pz]

Just now watching this episode...I want to say, “No! Don’t put deviled egg holder in your listing...you’ll get bad reviews. “ 😃 Your wooden egg tray is to store and hold eggs, but not designed for deviled eggs, that’s a whole different design. This time, a woman’s input could’ve been of great help! Haha 😆 🤷🏻‍♀️

[@nevwellness2103]

Just googled deviled eggs. Hahaha!

[@raddoiyer2679]

Why not add Eco-friendly rugged reusable everlasting egg holder

[@X-VoodooKing-X]

Some words are flagged and gated by Amazon like "ecofriendly" that may block the listing.

[@cn89949]

Picture and price

[@PeteG1979]

Would rather have products go to a 3pl first rather than right into amazon

[@victormanuelflores3773]

I've been working with kreassiv about almost a year now Korean people there are very nice we're moving to Santa Fe Springs

[@andyclark634]

Images first then reviews that's it

[@Hhh77166]

love from Pakistan Bradley

[@NicksStuff]

"No brand names in your listings" : - If you're making a GoPro accessory, you can mention GoPro, though, can't you? - What about the search terms? That's not technically the listing...

[@ml5323]

hahaha its safe and stylish, yea safe not to poke in your eye or traumatize someone with lol , its safe for the EGGS lolll #relevant

[@colleenmartin9467]

You didn't do enough research on how this item would be used nor research storage of eggs. I suggest you think like a woman - get into her head about how she runs her kitchen and how she decorates her kitchen. Farmhouse style kitchens are big right now. Research how Japanese people use and store duck eggs. You are missing the best keywords because you didn't do that. When I lived in Alameda, CA hundreds of ducks lived on the three water canals in our development. Oriental people came in the early mornings and gathered the eggs. It is my understanding that they set them out in their kitchen with the "bloom" on them until they formed embryos which was a delicacy for sandwiches and other dishes. These people would use your tray. Please read what I said in my comment in episode 9: The first thing I would have done when considering this item to list is Google "how to store eggs" if you think you want to use the keyword egg storage. Washed eggs [from the grocery store] need to be put into the refrigerator so bacteria doesn't go through the shell so should not be stored on the countertop. If you have a chicken coop you can store them on your countertop because you would not wash them to keep the "bloom" created by the chicken intact so bacteria does not grow. Once washed the bloom is gone. Next, in deciding how big to make the holes and how deep, I would Google whether you store an ovate egg with the big side down or the small side down. Eggs come in Xlarge, large, medium and small so the hole has to fit. [You store them with the big side up so the yolk is centered]. Next, the wood tray cannot go in the dishwasher and placed near the stove in the kitchen will get it splashed with oils and cooking foods. I would tell the buyer how to clean it in a bullet point [damp soft cloth]. You should also use the keyword "shatterproof" since it is not glass. You looked at Pinterest to see there were lots of wood egg trays but you didn't notice how they were being used. You missed that the wood ones are "authentic Japanese style". Eggs are from chickens and ducks. Don't forget duck eggs which oriental people eat. If you could find out what the two people who paid $60 or the two that sold use them for that would be very helpful. Remember you made them "compartmentalized" with 18 holes so someone could have purchased them who was a shopkeeper and using them for jewelry counter display for selling earrings. They could have also bought one for decorative purposes to showcase their collection of Italian marble eggs from traveling. An important keyword is "display" which I didn't see you use. In my opinion the highest and best use for this item is display of decorated hard boiled Easter eggs for the brunch buffet. I do not think the highest use is for fresh eggs nor refrigerated eggs. I would add metal handles to each end. Being brown wood women who decorate their kitchens in English Country, French Country, American Farmhouse style are your target customers. Consider adding these keywords: Easter egg tray, hard-boiled egg tray, display, egg display, shatterproof, authentic Japanese style egg tray, duck egg tray, compartmentalized tray, American Farmhouse kitchen tray, country style tray, and Farmhouse style. BTW I am a Helium 10 monthly subscriber and still have not found my first item. Having a hard time figuring out the tools and how to get the most and correct information from using them. I have a trademark and sourcing agent from another business I own so know how to import but struggling to find the best products for me to sell on Amazon since the other products I produce are too heavy and large to sell on Amazon.

[@chaudihoc]

wow great research, thanks for sharing, hope you found your product for amz