How To Rank Your Product On Amazon
Listen to this podcast and learn how to rank your product on Amazon.
Kris Gramlich and Dustin Kane speak with Neil Twa from Voltage Direct Marketing. Neil is covering part 4 of our 5 part series on how to start an Amazon FBA business effectively. Make sure you follow this series on our podcast Two Amazon Sellers and A Microphone
Why are Amazon product categories are so important when listing your products on Amazon. What is a node? What is an ITK and how can it help you sell more products.
How do I get more eyeballs on my product, better conversions, and more sales?
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Watch the Training Video Mentioned In This Episode: Training Video
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Download the Spreadsheet Mentioned in this Podcast Series: Spreadsheet
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How To Rank Your Product On Amazon
– Hello, everyone, and welcome to Episode 113 of “Two Amazon Sellers and a Microphone”. Brought to you by Sellozo. Today, we’re at Part Four with Neil Twa. And this has been a fun series so far. I can’t wait to see what happens next. We are talking about Amazon is river, but also a tree. So, I’m excited to see where you go with this, Neil.
– Amazon may be a river, but it’s also a tree. Yeah, we’re gonna float the Amazon today. Hopefully we won’t use too many stupid analogies. But, you know, if you listened to the last, what are we on, three? Is this four? What number are we on here?
– This is four.
– This is four? Oh, Episode 113 caught me off, ’cause I was like, oh, that’s not a great number. Let’s go to, is it Friday? No, tomorrow’s Friday, Episode 113. We’ll have 14, yeah, that’ll be good. We’re not gonna be superstitious today. All right, we’re gonna rock it out. So yeah, what I wanted to do, is kind of pull together the last three days. Because if you know, and you’ve been following, or you’re catching up on this conversation today that we’ve been having for awhile now, which is fun. You know that we’ve been really trying to answer that initial question, “What the hell do I sell?” Which took us into understanding the mindset. Getting into the white car slip stream of Amazon. As you’re floating that river, how you can avoid the currents and go down and have some fun without tipping the raft and drowning your kids. We don’t want any of that to occur. So today, as we float along, we’re gonna go by the numbers again, to help answer that question. We went through don’t marry your products. And today again, Amazon may be a river, but it’s also a tree. So what does that mean to sellers? If you’re somewhat experienced, you do understand some of the concepts I’m gonna lay out today. I’m gonna keep it at, probably the 30,000 foot view, so I don’t make people’s heads go like, ah! Not that this is like life-changing per se, it could be. Or that it’s technically a complicated, it has a bit of technical-ness to it today that we didn’t really run into yet. And it has to do with the technicality that is Amazon. So let’s jump in our way-back machine here for a second, and go “Wayne’s World” on this. And back in 2003, when I started working for IBM. I was put into a division within the knowledge management side of Amazon, that had to do with building latent semantic search engines. Search engines that were powered by knowledge information. The one that I got the privilege of working on with some super smart double-docs out of Armonk, and around the world, it was part of the Watson super-computing system. And we were using part of that intelligence to develop a knowledge-management platform that allowed, what’s called latent symmetric search engines. Here’s a hint, Amazon kind of uses one, so does Google, many of them do now, to help define answers in a customer service-base more quickly for people who called in and had questions, to the point where we received about 40% accuracy at the end of that project, and that was back in 2003. So what that meant was, the system would literally predict what it thought you needed an answer on before you called, based on all the data points that this database knew about you, where it could pull information. And it had a 40% accuracy rate. Now again, that was a long time ago. So I know that they got that to probably 80% or higher, now. And it had to do with a latent symmetric search engine that would produce that information, just in real time for the customer service reps who wanted to answer that, okay? So that was a technical rabbit hole, but where did that come back to? Well, it came back to understanding this filing system on Amazon. We call it Amazon.com you typically know it because you search with key words to access the data, more than 90% of all buyers do. And you use that as a way to actually rank your products, and gain more traffic, organic reach, and visibility for your products. And Amazon, in marketing terminology would be called eyeballs on the offer, right? So getting more eyeballs on your offer obviously means conversions, and conversions mean sales. And that’s what we’re all about when we get on Amazon. But what you may not understand is this filing system operating in the background is referred to the A9 engine. Some people have called it the A10 engine today. That’s actually a misnomer, because they never officially released an update that is specific to the core engine. This filing system inside of Amazon that runs all of the listings. What they have done, is upgraded all these little box and AIs around it, that deal with things like negative reviews, counterfeit claims, listing optimizations, or images aren’t like this, and all these little things that run around and try to make sure that there’s consistency and integrity in the seller platform. And so people have called that the A10 engine. But make no mistake. Since I started selling the A9 engine, this filing system that holds all these millions of listings and it’s where your products end up, inside of this system, we know the designation as an ASIN, or an Amazon Serial Identification Number, an ASIN, okay? And that is just basically your listing tied into the multi-millions of other listings inside this big system. Now what you may not recognize at this point, and maybe today you’ll learn about this, which is cool. Or maybe you’ll relearn something you didn’t know, or differently, or maybe you already heard all this, and I’m wasting your time, hopefully not. But there’s this little thing in the bottom of this filing system called a node, okay? There are departments and categories, which like 80% of all the sellers, teachers, and gurus and people focus on, I don’t like for people to go there, because that’s not really where the opportunity is, and we’ve touched on that a little bit in the last three, and we’re gonna amplify it a little more today in terms of value. It is where departments and categories are things like, I’m selling an outdoor gear, and I’m selling the bicycle. What we’re talking about is say, a node. A node inside that, is that little section in the tree where certain types of categories cross over. Forgive me, I’ll give you an example. It could be baby products that are crossing over with automotive, okay? Now these are two separate types of departments, or categories within the system. And if you could visualize a tree for a second, a tree has branches on it, okay? And you could say the department is the big, bark-laded tree stem, okay? That’s going up this tree. And at the branch’s level, you got these categories. And then at the end of each of these categories, you have these little nodes. They’re like little leaves, or they’re fruit, hanging out on the end of the tree, right? So what a lot of people do, is they focus on that big section in the middle, because they think that’s where all the meat is. ‘Cause it holds the whole section. So why isn’t it the big piece? Well, it’s not. They think then, well the branches must be the big piece, those are the categories, because that’s where you see all the branches. Well at the end of the day, they’re actually thousands of more leaves and fruit at the end of all of those things, then there are down the departments and categories. Are you with me on this visualization? Can you see the tree? Can you see the fruit? All those little nodes are where the fruit cross. And in this example we’ve got automotive, and we got baby. What crosses over at the very top end of that fruit? It would be products like a baby mirror that goes into a car. So we crossed over automotive with baby. Do you see this happening? But we actually got a node in there, in the category, in the very inside of Amazon’s filing system. We refer to it as a super key word. Otherwise known as an ITK, an Item Type Keyword. And Amazon’s filing designation system has those ITKs at the node level. That particular keyword is the most maximum, relevant keyword for you to cross over automotive with baby and sell a specific product called a baby mirror. You follow where I’m going on this?
– So my example here, baby mirror would be your ITK. When I want to rank in this giant filing system, when I wanna get more than three sales a day on a product, I need to have the maximum relevancy of my product, not just the department and category level, but at the node level for which the product that I’m selling in this example of baby mirror. When I achieve that, I have now gotten maximum relevancy within the A9 filing engine, and it is going to reward me. It’s gonna reward me as saying I have maximum relevancy. I’ve dotted all the lines, I’ve crossed all the T’s, and dotted all the I’s inside this big filing system. And it’s just a giant algorithm just looking to reward the most maximum relevant products. And we talked about this the other day, and by the numbers, that have a better profit margin, higher profitability, and more likelihood that if this engine produces that product in front of a customer, they’re going to buy it at a higher conversion rate in 30 seconds or less. That’s the formula, okay? So if you follow along with this, okay? And you see where this tree goes, you understand how the system is learning, adapting, presenting information, showing products under frequently bought together, and then of course, the most holy grail of holy grails, it is organically ranking you for the target maximum key words that equal the highest conversions and sales for your product. Inside of Amazon, that’s referred to as your unit session percentage. In marketing world, they call it a conversion rate. When that is above 20%, you have the highest chance of receiving page one, page two results for your product above 20%. You’re guaranteed to be on page one, above 25 to 30%, you’re definitely gonna be at the top end of the page. If you maintain that conversion rate, you will achieve your maximum relevancy, sales, profitability, and reward that the engine can give you, okay? So, back to IBM for a second, how did we learn all this? Because I re-engineered the system. Knowing that they had built this, I spent the first two years literally hacking the system away. Literally figuring out how did it respond, how is it learning? I knew how we had programmed those during the IBM days. I knew what the super double-doc architects were doing. I knew enough that I was the stupidest guy in the room, and I was happy to be there just to listen to these guys talk about how they architected it. Only to realize that, that is what the A9 engine is doing. And what I find, is that so many people are convoluting the simplicity of this, that I just spoke to you about. It actually really is simple when you think about it. That they’re trying all these tacks and hacks, and they’re doing all these crazy and expensive coupons and giveaways, and all of this stuff. And they’re literally fighting the system that wants to reward them when they do it the right way. It actually wants to reward you. Why? Because Amazon.com is a profit-making endeavor. They want to give the highest product the most visibility, so they can maximize the amount of sales that are made, and create a higher brand affinity. Like they don’t wanna hold you down. So if you feel like Amazon is trying to hold you down, your products don’t rate, you watched this bell-curve launch process happen. You can’t figure out why your BSR won’t go below 50,000. Why you can’t achieve? It’s literally because you are not using the most optimized listing that the system wants you to do, and it’s not, you’re not in line with all the data points that it wants you to see, okay? Now, we architected some of these data points inside of our training. We give them to everybody, and we say these are the data points you have to match up with, you have to hit them in this way. You launch in this process, you attack the A9 engine in this way. You do it, we call it a dance with this business. And basically, you don’t have to push very hard. You know, people talk about all this effort and product launches, and at the end of the day when you do it correctly, it will rank for you. The engine will literally reward you and rank for you. And that’s why we have very zero effort launches to prove the products in the system, and then very much optimize, and determine success before we do any other marketing campaigns. And I see a lot of people going in and saying, “I wanna rank my products.” And just in case you’re wondering, that’s a lot of about what we’re talking about right now, how to rank your products for visibility and sales, okay? In case that wasn’t clear on today’s topic. But the important part is to understand if you’re making it difficult, if it is difficult, if you’re trying and it’s very expensive, it you’ve done the coupons, and the social media, and you blew the thousands of money, dollars, of Facebook ads and didn’t get the results you wanted, it’s probably because you’re trying to push a snowball uphill in January. You’re just fighting the system and you aren’t gonna win, it’s falling apart in your hands as you try to get up the hill. So as you understand the fabric of how this works, it’s very important to understand that the ITK system, the node system, is a very important usable system with data that you can pull together, finding those super key words, finding the relevancy in your system, and getting to the page one results. Why? Because 78% of all the clicks come through page one. And if you’re still sitting on page three, five, 10, et cetera, you’re not gonna get most of the traffic you expect to get, right? You absolutely need to get to page one. What is it anyways? I mean, it’s the number one result you’re gonna get for the most target key word that is the most relevant for your product, okay? So when you identify that, as we have talked about a minute ago, when you understand the maximum relevancy of your product for the node in which it’s attached in the system, then you can dominate your niche, and you can build an overwhelming presence across thousands of those key words in no time flat. And it’s very important to understand that. Now I’ve covered like 50 things that we can unpack. I’m gonna shut up for the moment, and what I would like to do, see if you guys have any questions about that. And of course, I have some things to hand out today. That we’re gonna go even deeper. We’re gonna get down to like the 1,000 foot view. With that information, I have a training video that I’m gonna leave you with. I have an additional spread sheet called “The Browse Tree Guide”. Which is gonna combo you and help you understand the ITK for your products, and it can be a big difference. It can literally in the next three to five days, just switching into the right node for your product can take you from three sales a day to 30 sales a day in the next seven to 21 days. That’s how fast this works. In fact, we’ve seen people rank for target key words within 15 minutes of switching out target key words, ITKs in their products, and then watching the sales turn up over the next seven days as the algorithm repositions them in the marketplace based on their new node adjustment. It’s that powerful, okay? Now, I will warn you, it’s just as powerful if you do it wrong. If you do it wrong, and you’re doing 15 sales a day, and you wanna make 30, you can end up with three sales a day. So just be very careful how you go through this process, and very much understand the target and relevancy. I used an example of automotive and baby just now to show you how baby mirrors was the node you should focus on. So do your diligence, watch the training, use the document, there’s a lot of upside to doing this the right way, and there’s a lot of power in really understanding what the system wants from you and how to dance with it correctly. So you gain the rewards. And by the way, pro tip, once you do that, if you continue to launch products in that niche, is just fire, ready, fire, aim, ready, fire, aim. Literally. Because you’re going to hit every product on the dot for your target audience every time you put a new product in the market inside of your brand.
– This is fascinating to me. And I wanna unpack a few of the things that you touched on. Because you’re hitting on something that I think is not, I don’t know, people aren’t paying enough attention to it.
– But they think they’re, like if you just do X-Y-Z, if you just get enough reviews, this, this, and this, you’re gonna move up rankings. But you laid out clear, Amazon is only gonna show products that are proven to sell at a high conversion rate. It doesn’t matter, you could, and this, another I wanna touch on, this is a question Kris and I get all the time. Is they’ll say, “Hey, we’re running ad campaigns, “and we’re not getting impressions.” Well, guess what? Amazon’s using that rele, you have a low relevancy score.
– Low relevancy, mm-hm.
– And it doesn’t matter what your bid is, Amazon doesn’t wanna show your ad for a product, even if you’re paying more for that placement, when Amazon knows they could put this product here that maybe bidding less-
– That’s gonna sell one out of three times.
– Absolutely. And we built that into the Phoenix tool, we call it the six sleeve score, and you see up on the dash. And it says, it’s a five or a less for the quality of your listing. You are not in maximum relevance with the product. For your target. So if you can get up to a seven or an eight, and it shows up on your listing when you’re using the Phoenix widget, now you’re in line. Now you have a good opportunity to rank your products. Its very important you understand. Again, we talk about this. The tools are not so good if you don’t have the knowledge. You can pick any tool and use it completely wrong. You can grab any hammer, it doesn’t mean you can build a house, you’re just gonna be swinging at every nail you see. So it’s very important to understand what you just said in terms of how to utilize that data correctly for reaching a maximum relevancy. And then getting into what we call Amazon slip-stream. Once you reach that slip-stream, and you are in align with maximum relevancy of your listing, you will go, you can go, results may vary from three to 30 sales a day. That’s my disclaimer, do you like that?
– There’s times when I clicked my edit listing, and I notice that the browse node is completely different than what it was when I first selected the listing.
– For example, dog brush. I’ll select a dog brush as the node, and six months later, it’ll be in pet grooming supplies. That’s like-
– It can shift a little bit, if there are editing or changes that are done. Especially if you use the web interfaces, interface versus the flat files. We always recommend you learn how to manage the flat files. Again-
– So if I change it, what happens?
– Well, what’s that? Sorry?
– So I’ve changed it, so I’ll change it.
– If you haven’t locked it in, and it’s not brand registered, or you are not in such a way where you have full control of listing with your A plus content, there can be changes that are made to the system, or updates that can switched, so you need to be careful to ensure you have all those things in place. And of course, that you’re monitoring your listings to ensure that any of those switches do not occur. If you sort of notice a sudden shift in your sales, or ranking positions, it’s very possible that your node was either removed, or changed, by Amazon’s system, itself. And you may not need to go in and do a quick update on your flat file to ensure that is back to it’s original position.
– Okay, cool.
– Now flat files are a whole other topic. We’ll go over that a little bit with the training. But it’s a thing we were playing around with in 2014, when we figured it out. Once Reid and I got into this, and I said, “Dude, this is how the system is working.” We dug in to see how Amazon would respond to it, and we realized they had these little things called flat files, that most people didn’t even know about. And we got, pulled one open and started playing around with it. And since he loves spread sheets, he was like, “I’m gonna figure this out.” And as soon as we did, we understood how the search engine defaults to relevancy. For every key word that is searched in the system, and why it’s so important that you find your product in line with those ITKs. If your product is a little outside of that ITK, you’re not actually gonna land in a strip slip-stream. And we may talk a little bit more about that, but that’s more pro stuff. If you understood what I was just saying, that’ll make sense.
– You’re right on about those flat files. There’s things I’ve tried to do within the web interface. And then there’s things I’ve done with the flat file, and the flat file takes.
– So much of Amazon’s important stuff is actually hidden behind the web interfaces. Things they don’t tell you in the account seller health. Stuff you don’t actually are ever going to read about. The A9 engine and stuff. Unless someone’s willing to share the details with you. And of course, Amazon keeps a lot of that data and metrics close to the chest.
– Good stuff. So interesting, I was having an issue with one of my listings right now. And I called support, or I got them on the phone. And their solution is, you can fix all of this if you just do the flat file. I mean, I was doing it through the interface, and everything was right that I was doing. They’re like, no, you just upload the flat file, and it’ll fix it.
– And so it’s one of those things, that even a many of those reps don’t understand. And if you’re brand new and you don’t understand the words flat file, at this point, you’re probably already lost. It’s not extremely complicated. It is a document that’s in usually Excel spreadsheets, that Amazon has you download for the particular category and department, and niche in which you are wanting to manage your product. It is a little bit complicated to manage it first. But then you understand the power of it, as you move along. How you can manage your listings, and the data within the back end of your listing that is not available to you through the web interface. And if you understand some of these more advanced topics. You can see again why some of the sellers that are out there, maybe even competing with you, are reaching page one, and seem to be outpacing you, and you can’t figure out what’s going on. Most likely, they know some more of these advanced things that you just don’t know yet. But here’s another thing we talked about a minute ago. You know, to understand which page is selling the most. You have to understand the variations of the ITK. You have to understand the variations of key words. I touched on that just a minute ago, but let’s go down to just one level deeper, and then as I mentioned the video, and the training that I’ll give you guys behind this, is gonna go even deeper. It’s the exact broad and phase, phrase, excuse me, match. Broad phrase and exact match differences in your key word. Which one you should actually target, and where and how you should actually target those key words. You’ve probably understand that to some degree if you’ve ever touched a campaign, a PBC campaign on Amazon. But what you need to understand is how is it relevant to my product in the system? And that’s an important question you have to answer in this. And I think you’ll get it for tomorrow. It can make a difference in, you’ll hear it in the videos, excuse me. And tomorrow we’ll cover what all of this means as you put this whole thing together as you find your products, you find potential trend opportunities. You work on your More List to identify those great products, or even as Dustin said, relaunch some of those products. And how to approach a different market segment, more value, get your green light out of those products that are maybe, you’re yellow right now. How to move them into a position they can move faster. This today should hopefully give you some insight in how to position those correctly for the marketplace. So that you obviously maintain relevancy of your listings and your brand for the target that you’re going after. And of course, your rank-ability in organic sales are gonna be returned by that. You’re PPC and A cost specifically are going to go down. Because your USP, or your Unit Session Percentage, your conversion rate is going to go up. And it’s an inverse, but very positive relationship that sets up one thing. Higher profitability in your business. Not just more sales, but higher profitability. We talked a little bit of this in the green room. Doesn’t, if you sell a thousand more units of the same product making you low profit, selling 2,000 isn’t gonna fix your problems. If you sell 500 of a product that has $10 more profit than the one you’re selling 1,000 units of, you just created more profit, with less overhead logistics and management issues. You’re not moving as many units, but you’re making as much profit. It’s a big deal, right? When you grow. Why is that a big deal? Because we don’t wanna create a business that is a job, right? We don’t wanna create these businesses as a job. Because you have a huge opportunity to live a lifestyle business and still create a multi seven figure a year Amazon business, okay? Speaking from experience, right? And you don’t have to look too far into the future, as to the worth of these businesses when you do these things we’ve talked about today and yesterday, and earlier, correctly. And that’s one of the things we’ll go into tomorrow. We call it the Platinum Principle. And the next topic we’re gonna break down, if you do all of these things correctly, and you do them in enough time, then everything you’re building, and all the efforts and things you’re learning about flat files, and ITKs, and what the hell to sell, is all going to add up to a very big dollar amount at the time you exit this business, through what we call the Platinum Principle. And that’ll be a topic for tomorrow to kind of bring this whole thing together, and explain what you’re doing and what it can be worth to you later on.
– How long would a ranking or launch process be? How many days on average do see that needs to go on for it to stick?
– A minimum of 21 days is what we shoot for. Now, people are saying seven days, et cetera. We’ll go as far as 30 days. Patience is the name of the game. If you’re not desperate for the business to go a certain direction. And if you are operating this in the long term, what’s this business particular skew product launch mean to me in the next 12 months? Then 30 days is nothing, all right? It really isn’t. And to do it the right way, it means that as Amazon’s data becomes relevant, as my product becomes relevant, as my ranking becomes relevant, the counter effects that can happen in the next two weeks after that, could shoot you through the roof. I have case study after case study of businesses that did 30,000 in the first 21 days, but then in the next three weeks, they were over 100,000 in monthly recurring revenues. So once they received that reward from the system, it exploded exponentially through the servers and through the listings, and through the ranking engine. And all of a sudden it was like, bleerp! They just shot through the roof, right? Passed 100,000 a month in recurring. And we have case study after case study that shows. And if you do this the right way, the rewards are waiting for you on the other side. You don’t have to push that snowball up hill. Amazon wants to help you push it downhill.
– I’m going to be looking at my flat files today. And-
– Take a flat file home.
– I’m the guilty, I use the web interface a lot on these. And I know there’s things I’m leaving on the table. So I’m gonna be checking these out, just to see if I can make bumps. And I’m also excited about going through the spreadsheet that you’re giving us now. We’ll obviously have that, and all of the notes. Wherever you’re watching.
– And an extra video training for you guys. I’ll give it out.
– What’s that?
– An extra video training for you to go through and see visually some of the things that I talked about today. And of course, we’ll go into more granular detail on that video. It’s at least 30 minutes, or so. Then we’ll walk you guys through all of these points in a visual format. You’ll see it over the shoulder, and he will help you understand how to use that doc, and then give you some tips on how to apply it to your business.
– Oh, that’s fantastic. We’re gonna have lots of stuff to talk about next time.
– Yeah, I think so.
– After we’re done with this. And I was gonna bring up, so I did run through, and we’ve talked about this earlier, before we started the show. But I did go through the spreadsheet on this product that I’m relaunching. Caveat, this is a product I’m married to. So I’m gonna break every rule that you talked about. I’m married to the product. It’s low cost, it’s not high. But, this is, I don’t know, I got this attachment to it, because this is what started my whole journey, and it, I mean, at one point I quit my job, because of this one product. And I was like, this is fantastic. So, I’m married to it, so against, let’s go over that. But, I’m relaunching it, and I’m realizing after going through the spreadsheet, one of the mistakes I made was, I was chasing the sales. So when I launched it, I actually did, I feel like I did it all right. I had the right profit margin. I had a higher price. But I got to the point where I was selling like two or 300 units a day of this product. And it was a very competitive niche, and it was big. But as my sales would slip years later, I kept dropping my price to maintain that sales velocity. And that, I did maintain the sales velocity for awhile. But now in this relaunch of this product, I’m reframing it. I think, because I’m doing higher quality, and all that, for this new relaunch. That I can go back to that price point I had before, and sell it, and be okay with less volume. And all I did was plug in these numbers to your spreadsheet and kept changing my sale price until those numbers were green, until those boxes were green.
– And you might achieve similar sales velocity to the original. We don’t know that yet. But I bet we’re gonna find out, as this goes along.
– It’s gonna be really interesting. Because this conversation we’ve had, has reframed my mindset on this particular product. Because I feel like this, this is a product that we are absolutely talking about on this show. Like don’t marry it, you know, don’t keep driving the price down, all the stuff that we’re talking about. And I’m really excited now after this. I think finding out, after this conversation, finding the right, you know, where it’s most relevant. You know, finding that right, what do you call it? The ITK?
– Finding the right ITK, mm-hm.
– Yep. So this is gonna be interesting. But your, these spreadsheets, I really encourage anyone who’s listening to this. If you haven’t downloaded that original spreadsheet. That was in two episodes ago, you really should do it. It’s eye-opening, and-
– It’s a very good exercise to help you understand where you are. Especially if you are already selling, like Dustin. If you’re brand new, it’s gonna give you some foundation to start answering that question, you know, what the hell do I sell? But you gotta go by the numbers we’ve talked about. And of course, you should understand why Dustin keeps saying “Don’t marry your product.” What’s important about the market, and not necessarily what we think about the market. Because we wanna be very good at reading the data from the market, and applying correct strategies and tactics. To beat our competition. We simply don’t wanna go into the market and just say, “Hey market, this is what you need to do.” Right? ‘Cause that’s not gonna work. Not gonna work.
– I was going through that spreadsheet last night, doing some new product research, but it’s actually a really nice spreadsheet to go through. But I had an issue. My issue is, how do I know what product to select to use when validating the product research? When I do page one search, you know, I just picked Amazon’s choice, because that was the one that had the badge, so I kept it consistent. But what else, like the bottom of the page, and middle of the page, how do I know what product to select when doing that research?
– Well, and that’s a great question. And in the simplistic answer. That’s one of the reasons why we developed the Phoenix Chrome Extension. Because you can go into that main key word, and pull down all those page ones right immediately. You can add in what we now call seeds, the products that are you most interested in tracking to answer that question. And once you pull in the seeds dashboard and start tracking them, you’ll be able to see that data and the analytic trend of who’s pricing at certain points, who’s making so many units verses another. Which node is that one with most sales making? Why are they ranking the highest? And you have all the data right there for you to start making decisions against as to which product you should go after and compete with.
– There won’t be any guessing once you understand how to read that data.
– So cool. All the data, it’s there, and available for us to make these decisions. It’s, it’s amazing.
– It’s finding the right knowledge. Again, back to the hammer story. You can go swing that hammer, but everything’s gonna look like a nail, if you don’t actually understand how and when to do it. You need a skilled person who’s built a house to understand how to go build one yourself. And so we can get you the tools. You can go any, to any tool frankly, and pull data down. But if you really don’t understand why you’re looking at, and how it applies to the system, you’re missing some very key elements to being successful at it.
– So true. I’m really excited about going through this relevancy, and what you’re talking about, like these ITKs. I think there’s, there’s something I’m not focusing in on enough. It’s just a more complex understanding of how the system works. And how you can-
– It’s a little more tactical. Yeah, it absolutely is. It’s a little more mechanical. But in the end, there’s a process to it. It’s just, it can be a standard operating procedure, as part of every product that goes to market. And you’re literally stepping off with your best foot forward.
– Well, I am looking forward to tomorrow. We’re gonna have a lot of fun. We’ll put the spreadsheet and the link to the video training in the description of the podcast. We’ll also have it on the Facebook and YouTube channel. So everyone, please go do that. Kris and I will do that ourselves tonight, and then we’ll have fun talking about this tomorrow.
– Neil, thanks again for joining us. This has been a blast.
– Thanks guys, for having me. I appreciate you.
– All right, we’ll see you tomorrow.