This Issue's TLDR...

• A step-by-step guide to automating your Amazon Posts creation (this is more important than ever with a recent Amazon feature release)
• New FBA fees got you panicking? I share a tool that will help optimize FBA size tier fees
• How different SERP view types impact your PPC costs

​

👉 Did someone forward you this newsletter? First of all, give them a crisp high five when you see them. Second, head over here to subscribe and read past issues.

​

SPONSOR Seller Sessions I have a secret to share: I'm going to be speaking at Seller Sessions in London in May. And I'm pumped to be doing it. For that reason, I've started preparing my content now. And it'll be stuff that I've never shared before. On stage or otherwise. Use promo code "JonDinner" for a discounted rate on the VIP Dinner, and promo code "JonConf" for a discounted rate on your ticket to Seller Sessions. Buy Ticket​

BEST from Me

The title of this section should really be "BEST from Me + A Friend" because, this week, I'm tagging in my good buddies Geoff Bekavac and Marty Borotsik from SwiftStart.

You see, a couple weeks back, Amazon did a thing.

Basically, Amazon decided to copy TikTok's homework, and introduced a new advertising option: Boosts.

In short, you can convert a high performing Amazon Post to a Sponsored Brands ad and give it increased visibility.

Destaney Wishon does a good job explaining this new feature.

In my mind, this new Boost feature means one thing: Brands need to push out more Amazon Posts.

More Posts, more impressions, more customer signals, more everything.

Enter: Geoff and Marty.

They had previously shared in a private chat that they had developed an automation to produce Amazon Posts at scale for their brand clients.

I was curious, and I also thought it was very timely given this new feature, so I asked them to share.

So, without further ado, here's their exact SOP to produce 100 Amazon Posts per week.

Leveraging Automation to Launch 100 Amazon Posts per Week

In this world where time has become money, automation holds the key to every success. In this guide, we'll delve into how to set up and use Amazon Posts, and how you can automate them to propel your business to the forefront of Amazon's bustling marketplace. This is the same strategy we used at SwiftStart to scale and promote our clients’ products on Amazon.

How Can You Set Up and Utilize Amazon Posts?

Firstly, you need to be part of the Brand Registry club and have an active Amazon store. If you meet these requirements, here's your easy guide:

Step 1: Open posts.amazon.com and log in with your regular Amazon account details.

Step 2: Click on "Get Started".

Step 3: Pick your brand.

Step 4: Elevate things up by tossing in your brand's logo. It's like your profile pic on Instagram or Facebook but for your Posts. After you're done uploading, hit "Submit and continue."

Step 5: Time to let those creative juices flow! Craft a post by throwing in a cool lifestyle snap of your product, a catchy caption, and some related product ASINs. This helps Amazon sort out the right category tags. You can either drop your Post right away or schedule it for later.

Amazon's got some tips to make your Post a hit:

1. You can impress your customers by showcasing your product with stylish, compelling images.
2. Keep it simple: avoid collages or text overload. The busier, the easier to ignore.
3. Opt for top-notch, high-resolution images.
4. Put your best foot forward in your caption by telling the world why your products are the best. Avoid recycling your product description or bits from customer reviews.

Step-by-Step Guide: Generate 100 Amazon Posts Weekly

Establishing a consistent and engaging presence on platforms like Amazon is crucial for brand visibility and customer engagement. One effective strategy to achieve this is by generating 100 posts weekly, leveraging a streamlined process that combines automated caption generation and image creation. This step-by-step process will help you utilize tools like Google Sheets and Axiom.ai to automate the posting procedure on Amazon.

Step 1: Set Up Google Sheet

• To start, create a new Google Sheet called "Posts Automation".
• Add columns within this sheet; ASIN, Caption, and Image Path URL.
• For creating captions, use scalenut.com.

• Create an account on scalenut.com​
• Go to the "Marketing Copywriter" tab and choose "Social Media Posts" to Generate captions.

​

• Type in your Brand Name and Major Keywords, and click "Generate" to get 4-5 Social Posts.
• Click 'Generate More' for additional posts and click on "Add to Editor" to add them on the left side for better accuracy.
• Repeat this process until you have 50-100 captions.
• Add the generated captions to your Google Sheet in respective rows.

​
​

Note 1: Always include the Brand Name and Major Keywords for relevant posts.

Note 2: Make slight modifications to existing images or video stills to create new images.

Step 2: Use Axiom.ai for Amazon Posts

Download the Axiom.ai Chrome Extension and Windows Desktop App. You can find the extension link under Axiom Browser Automation. Here are the links:

• ​https://axiom.ai/guide-part-two ​
• ​https://chrome.google.com/webstore/detail/axiom-browser-automation/cpgamigjcbffkaiciiepndmonbfdimbb?hl=en-GB​

In Axiom:

• Click “Read Data from Google Sheets”.

• Input the public Google Sheet link.

• Create a new step, "Interact with a page's interface".

• Select the file input field and click "Upload a File".

• Insert the file path and highlight Column C.

• Enter Text: Click "Select Text Field", then choose "Caption".

• Enter ASIN details.

• Click 'Element,' select, and click 'Add.'

• Allow time for the upload.

• If the upload is denied, edit the post and make a few changes.

Note: Make sure the Google Sheet is set to 'Public' for Axiom.ai to access.

*

There it is!

If you have questions, don't hesitate to reach out to Geoff or Marty. Their contact info is below.
​

FRIENDS OF B@A SwiftStart SwiftStart helps brands streamline and optimize their Amazon selling journey. With their expert guidance and support, brands can avoid costly mistakes and maximize sales and profits on Amazon. SwiftStart provides a range of services, including account setup and optimization, product research and listing optimization, inventory and pricing management, and marketing and advertising strategies. ​Let them help you take your Amazon business to the next level and become a successful Amazon seller.

BEST from Everyone Else

Best from the B@A Community

My good friend Chelsea Cohen recently shared with me a tool that she and her team at SoStocked created to optimize FBA fees based on size tiers.

I've seen versions of this before (SmartScout has a similar function), but what I love about SoStocked's FBA Size Tiers Optimizer is the bulk function, which allows you to run your entire catalog through the tool at once, and identify the largest fee reduction opportunities related to re-sizing.

Chelsea explains everything, in the video below.

​

​

​

Best from X

Credibility is the new currency.

Whether you're a brand or a creator, this is true.

Now, more than ever before, it's tempting (and easy!) to take shortcuts.

To take shortcuts on product quality. To take shortcuts on product packaging. To take shortcuts on content. To take shortcuts on...everything...in service of scaling faster.

But, here's the thing (and truism that I live by):

The analogy that I always like to give is taking the elevator vs taking the stairs.

The elevator is the easy, effortless choice. But, if repeated over the span of many years, you deprive yourself of physical activity (from taking the stairs) that would otherwise lead to better long-term health. It's an easy short-term choice, with a difficult long-term consequence.

Why am I getting philosophical here?

Well, I'm seeing a proliferation of (clearly) AI written content in the Amazon space. I'm seeing it on LinkedIn, and it's being force-fed to me in my inbox.

I'd venture a guess that most of the authors think they've discovered an infinite money hack. Create loads of content -> attract an audience -> monetize that audience.

Problem is, any *serious person* knows that they're being fed with AI-written drivel. And, these authors, thought leaders, gurus, whatever, immediately lose credibility.

Something to keep in mind next time you're tempted to take a shortcut on that LinkedIn post that you want to put out into the world to build your personal brand...

Jay Clouse @jayclouse Every creator needs to see this. @tferriss is one of the best content creators ever. His longevity and work quality are unmatched. And in this clip with @david_perell, he highlights the biggest opportunities (and risks) facing creators today: Reputation and credibility. He… https://twitter.com/i/web/status/1741820995676037157 7:57 AM • Jan 1, 2024 41 Retweets 476 Likes Read 40 replies

​

~But, Jon, didn't you start out this newsletter with an Amazon Posts automation hack?~

Well, yes. To be clear, I'm not saying -- categorically -- that you should not take shortcuts, automate repeatable (low value) processes, etc. What I *am* saying is that you should be mindful of the potential impact on your credibility, and exercise good judgement.

Best from LinkedIn

Pop Quiz: How many results (Organic+Sponsored) show up on Page 1 of SERP on desktop?

(...)

(thinking)

(...)

Was your answer 48?!

Great! You're correct...sometimes.

Was your answer 16?!

Great! You're also correct...sometimes.

You probably know this, but Page 1 of SERP looks different on desktop based on several factors: product type, user preferences, and ongoing weblabs are the big ones.

Put simply, you either see a List View or a Grid View of search results.

I bring this up because, Isaac Gross and his A+ team over at IG PPC recently observed a meaningful difference in PPC costs between the two views, with List View producing more expensive CPCs.

Kudos, Isaac, for sharing this awesome insight.

​

Updates to the Amazon Private Label Pathway

I spoke at Prosper Show last week, covering a broad swath of cash flow-related topics (duh). The recording should be available next week and, when they are, I'll upload to the Amazon Private Label Pathway.

*

Back Story on the Amazon Private Label Pathway, ICYMI...

A few months back, I had a small group of coaching clients that were at the same point in their Amazon seller journeys.

I found myself answering the same questions, and pointing them to the same resources, so, in true Amazon fashion, I asked myself "What's the 1-to-Many solution here?" and built a Notion page of helpful resources, which I've called "Amazon Private Label Pathway."

You can get access to it here: https://auxo.gumroad.com/l/amazonpathway (it's free; but if you want to buy me a beer, I won't object)​

​

Amazon Questions? Amazon isn't easy. Everyone needs a little help from a friend sometimes. If you ever have a tough Amazon question, I'm only a phone call away. Let's Chat

​​