Podcast Ecomm Breakthrough by Josh Hadley

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How To Defend Against Aggressive Competition on Amazon with Aaron Cordovez

Episode 108

mardi 10 septembre 2024 • Duration 01:11:00

Aaron Cordovez; Co-Founder of Zulay Kitchen and Technical Architect of Samurai Seller. He is in the Top 100 Sellers on all of Amazon, selling $75 million a year. While working a 9-5 as a coder in 2015, he started Amazon as a side hustle to try and earn his family an extra $500-$1000 a month.

In two years' time, he was making over 6-figures a month from Amazon and today has sold over $200 million worth of products on the internet.

He has spoken in front of tens of thousands of people across the world and is on a mission to empower people to a life of entrepreneurship and success.

Highlight Bullets

> Here’s a glimpse of what you would learn….

Challenges and strategies for e-commerce businesses, particularly on Amazon
Margin compression and the need for brands to differentiate themselves through innovative products and design
Diversifying to other marketplaces such as TikTok and Walmart
Strategies for leveraging TikTok's platform, including partnering with creators and offering commissions
Product ideation process at Zulay Kitchen and the role of category managers
Organizational structure of Zulay Kitchen and the roles and responsibilities of various teams
Financial aspect of product launches and the strategy of pricing products competitively
Defensive strategies for brands facing aggressive competition on Amazon
Samurai Seller's managed services and automation tools
Importance of continually creating and innovating to stay ahead in the competitive market

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley welcomes Aaron Cordovez, co-founder of Zulay Kitchen and technical architect of Samurai Seller. They dive into the competitive world of Amazon, discussing the necessity for brands to innovate and differentiate themselves to combat margin compression. Aaron shares Zulay Kitchen's strategic approach to product development, emphasizing the role of category managers and a rigorous evaluation process. He also touches on the global team dynamics and the financial realities of product launches. The conversation then explores defensive pricing strategies and the potential of low-profit margins on Amazon, debunking myths about low pricing and underscoring the importance of upselling. Aaron warns against variation abuse and concludes by highlighting the services of Samurai Seller and Nexus Capital, stressing the need for continuous creation and innovation for Amazon sellers. Listeners are encouraged to connect with Aaron for further insights into scaling their e-commerce ventures.

Here are the 3 action items that Josh identified from this episode:

Action Item#1 Launching new products is essential for growth.

Action Item#2 Operational efficiency is crucial for scaling your business.

Action Item#3 Implementing a loss leader strategy can attract customers and lead to upselling opportunities.

Resources mentioned in this episode:

Josh Hadley on LinkedIn
eComm Breakthrough Consulting
eComm Breakthrough Podcast
Email Josh Hadley: [email protected]
Zulay Kitchen
Samurai Seller
Mr. Pen
Nature's Bounty FTC Lawsuit on Amazon
Zulay’s Kitchen Milk Frother
Aaron Cordovez's website
Nexus Capital's website
Jabran Niaz on LinkedIn
Scientology A New Slant on Life by L. Ron Hubbard

Special Mention(s):

Related Episode(s):

Episode Sponsor

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started my business in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at [email protected] and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!

Transcript Area

**Josh Hadley** (00:00:00) - Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Michael Gerber, author of the E-myth, and Matt Clark from ASM. Today, I'm speaking with Aaron Cordovez. He's the co-founder of Zulay Kitchen and technical architect of Samurai Seller. And today we're going to be talking a lot about some next level strategies that are going to help your brand survive on Amazon and other e-...

Say Goodbye to Suspensions: How to Bulletproof Your Amazon Account Now with Lesley Hensell

Episode 107

mardi 3 septembre 2024 • Duration 57:52

Lesley Hensell is co-founder of Riverbend Consulting, whose 85+ employees solve problems for e-commerce sellers. Lesley oversees Riverbend’s service team, and she has personally helped hundreds of sellers get their suspended Amazon accounts and ASINs back up and running. She has been an Amazon seller for more than a decade. lifelong Longhorns fan, Lesley earned a bachelor’s degree in journalism and

an MBA from the University of Texas at Austin. She volunteers for A Wish with Wings, a wish-granting organization for little Texans with life-threatening conditions, and she serves on the Board of Directors for Hallie’s Heroes, which funds bone marrow matches and medical research for kids with cancer and critical illnesses.

Highlight Bullets

> Here’s a glimpse of what you would learn….

Importance of testing products sold on Amazon
Types of testing required for different product categories
Communicating with Amazon when disputing testing requirements
Costs associated with testing and using recommended labs
Review manipulation issues and tactics leading to account suspensions
Marketing practices and review manipulation
Appeal process for Amazon suspensions and dispute-only appeals
Challenges and frustrations of dealing with Amazon account suspensions
Escalating issues to Amazon's executive seller relations team
Recommendations for influential books, productivity tools, and individuals in the e-commerce space

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley interviews Lesley Hensell, co-founder of Riverbend Consulting, about Amazon account protection and suspension recovery. They discuss the importance of product testing, the risks of review manipulation, and the complexities of Amazon's enforcement process. Leslie advises on how to escalate issues to Amazon's executive team and the value of expert assistance. She also shares recommendations for books, tools, and influencers in the e-commerce space. The episode concludes with information on how to contact Riverbend Consulting for help with Amazon account issues.

Here are the 3 action items that Josh identified from this episode:

Action Item#1 Prioritize Product Testing Compliance: Ensure that all necessary testing documents, especially for products related to children, babies, ingestibles, and topicals, are readily available.

Action Item#2 Exercise Caution with Review Practices: Understand the risks associated with review manipulation tactics, such as friends and family reviews, inserts, super URLs, and chatbots.

Action Item#3 Seek Expert Assistance When Needed: Recognize the importance of seeking expert help, especially when facing account violations or dealing with Amazon's enforcement processes.

Resources mentioned in this episode:

How to harness the power of programmatic advertising to drive massive results with Will Haire

Episode 97

mardi 2 juillet 2024 • Duration 55:10

Will is the Co-Founder and CEO of BellaVix. He has a decade of experience working in eCommerce. He has experience working with Seller Central, Vendor Central, Amazon Advertising Platform, and DSP. BellaVix works with established consumer brands and private label sellers in the strategic planning, implementation, and execution of their business plans for products across Amazon and other 3rd party marketplaces. His portfolio includes brands like Insta Pot, Pyrex, Wilton, Think Baby and Outward Hound,

Highlight Bullets

> Here’s a glimpse of what you would learn….

Will Haire's career in digital marketing, focusing on SEO, Google ads, and transitioning to Amazon
Specific case studies, including marketing strategies for a supplement brand targeting an older demographic
Tactics for growing subscribe and save subscribers, including the use of images in the product detail page, A+ content, and storefront
Effectiveness of using programmatic advertising, particularly for supplement and beauty products
Strategies employed by a large enterprise brand, including extensive advertising across various channels, PR exposure, and participation in events like Prime Day
Addressing high return rates for a pet leash brand and a maternity wear brand, including tactics to reduce return rates
Actionable insights and strategies for brands to optimize their advertising, leverage PR exposure, diversify sales channels, and address return rate challenges

In this episode of the Ecomm Breakthrough podcast, Josh Hadley interviews Will Haire from BellaVix. Will shares his digital marketing background and the growth of his agency. He delves into case studies, revealing strategies for targeting demographics, managing PPC, and utilizing programmatic advertising for audience building. Will also advises on the benefits of programmatic advertising, the significance of PR, and diversifying sales channels. Additionally, he offers solutions for reducing return rates by improving customer education through product listings.

Here are the 3 action items that Josh identified from this episode:

Action Item #1: Diversify Your Sales Channels: Take a cue from BellaVix's success by investing in multiple sales channels beyond just Amazon. Build your own website and leverage social media platforms like Instagram and TikTok for audience building and engagement.

Action Item #2: Harness the Power of Programmatic Advertising: Programmatic advertising, especially when combined with data from platforms like Amazon, can yield impressive results for e-commerce brands.

Action Item #3: Mitigate Return Rates Through Education and Detail: Combat high return rates by providing detailed product information, including sizing guides and educational content.

Resources & Links Section

Special Mention(s):

Related Episode(s):

Episode Sponsor

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started my business in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures...

Actions You Must Take To Prepare Your Business for a Recession

Episode 8

mardi 8 novembre 2022 • Duration 41:35

Steve Simonson is the Managing Director of Symo Global, a consulting firm composed of veteran high-level executives with a mission to support and aid companies to achieve their goals. Steve is also a lifelong entrepreneur who has built, purchased, sold, and founded several companies over three decades. Additionally, Steve’s companies have been recognized for three years straight by Inc. magazine and have been on its Inc. 500 list. Steve was also a finalist for the Ernst and Young Entrepreneur of the Year award.

In this episode…

Some may say a recession is approaching, and others believe we’re already living in one. While businessman Steve Simonson agrees with the latter, he does not believe these are doom and gloom days. Instead, Steve challenges fellow business owners to strategize in order to come out triumphant on the other side. So, how should entrepreneurs go about doing this?

A lifelong entrepreneur, Steve spends plenty of his time collaborating with intelligent people. He’s learned plenty through trial and error, and what he did not learn from experience, he achieved from brainstorming with some of the greatest minds in free enterprise. As a result, Steve knows how to navigate business in a booming or a shaky economy.

In this episode of the eComm Breakthrough Podcast, Josh Hadley sits down with Steve Simonson, the Managing Director of Symo Global. Steve discusses the actions entrepreneurs must take to prepare their businesses for a recession, including implementing a product profitability analysis and liquidating non-earning inventory. Plus, Steve answers Josh’s rapid-fire questions. So entrepreneurs, grab a pen and paper because you do not want to miss what Steve has to say!

Resources mentioned in this episode:

Josh Hadley’s Four Core Areas of Performance Enhancement

Episode 7

mardi 1 novembre 2022 • Duration 46:36

Josh Hadley is the Founder and CEO of an eight-figure e-commerce business called Hadley Designs. Hadley Designs is an online graphic design boutique where customers can choose, design, download, and print home decor and invitations. Josh is also an e-commerce business consultant and the host of the eComm Breakthrough Podcast, which is dedicated to helping brands exceed eight-figure profits.

Before starting Hadley Designs and eComm Breakthrough Consulting, Josh graduated with an MBA from the Lassonde New Venture Development program at the University of Utah. Josh then took his talents to Dallas, where he honed his business, marketing, and project management skills as an executive for American Airlines.

In this episode…

In the last three Thought Leadership conversations, Josh Hadley revealed his early mistakes as a new entrepreneur, his step-by-step process for hiring A-level talent, and how he scaled a seven-figure brand beyond eight figures.

Nothing short of passionate, Josh believes there is enough prosperity to go around. He has a genuine desire to help business owners succeed. On a mission to guide nouveau entrepreneurs on how to avoid the stumbling blocks he encountered, Josh shares his wisdom once again.

In this episode of Josh Hadley’s eComm Breakthrough Podcast, Chad Franzen of Rise25 flips the script and interviews Josh in part four of their Thought Leadership discussion. Together, these well-versed B2B podcasters discuss creating a business performance enhancement framework, including Josh’s explanation of product innovation, why he believes talent is the nerve center of any business, his thoughts on sales and marketing strategies, and more.

Resources mentioned in this episode:

Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans

Episode 6

mardi 25 octobre 2022 • Duration 54:00

Kevin King is a lifelong entrepreneur who has not received a paycheck from an employer in 30 years. An e-commerce merchant, Kevin has been a successful Amazon agent since 1999. His success led him to launch five seven-figure, private-label brands on Amazon in 2015.

Kevin was named one of the Top 40 Direct Marketers Under 40 by Direct Marketing Magazine. Additionally, he’s been quoted in prestigious news mediums, including the New York Times and The Wall Street Journal. He’s also appeared on Lifestyles of the Rich and Famous, Inside Edition, and Entertainment Tonight.

Kevin’s fortune allows him to travel extensively, and he’s traversed 90 countries spanning all seven continents. When Kevin isn’t traveling or overseeing his multimillion-dollar Amazon businesses, you can catch him hosting his AM/PM Podcast — a platform that educates aspiring Amazon sellers.

In this episode…

Not many people are fortunate enough to have been their own boss for a lifetime. Yet, this is the story of Kevin King, who has had a lucrative career as an Amazon seller and spent the bulk of his life's work generously sharing his talents. Yet, this is the story of Kevin King, who has had a lucrative career as an Amazon seller and spent the bulk of his life's work generously sharing his talents.

But Kevin isn’t some self-serving guru who regurgitates what others say. Kevin actually leads by experience and is often referred to as a “walking encyclopedia of Amazon and marketing.” So, what is Kevin’s formula for success?

In this episode of the eComm Breakthrough Podcast, Josh Hadley talks with e-commerce seller and entrepreneur Kevin King to discuss his multiple business ventures, why an Amazon seller must create a brand, his “wicked-smart” direct marketing strategies, and more. So get comfortable, grab a pen and paper, and take heed. Kevin drops plenty of knowledgeable nuggets you won’t want to miss!

Resources mentioned in this episode:

The Seven-Step Process Entrepreneurs Should Use When Hiring New Talent

Episode 5

mardi 18 octobre 2022 • Duration 40:07

Josh Hadley is the Founder and CEO of an eight-figure e-commerce business called Hadley Designs. Hadley Designs is an online graphic design boutique where customers can choose, design, download, and print home decor and invitations. Josh is also an e-commerce business consultant and the host of the eComm Breakthrough Podcast, which is dedicated to helping brands exceed eight-figure profits.

Before starting Hadley Designs and eComm Breakthrough, Josh graduated with an MBA from the Lassonde New Venture Development program at the University of Utah. Josh then took his talents to Dallas, where he honed his business, marketing, and project management skills as an executive for American Airlines.

In this episode…

In our second Thought Leadership episode, Josh Hadley discussed the five biggest mistakes he hopes entrepreneurs avoid. Josh also touched upon understanding the right time to hire and what roles need to be filled.

Now, Josh shares one of the main concerns he hears from other business owners, which is hiring reliable talent. If you’re someone in a leadership role who’s responsible for recruiting, you’ll want to listen as Josh offers his seven-step hiring process.

In this episode of Josh Hadley’s eComm Breakthrough Podcast, Chad Franzen of Rise25 once again flips the script and interviews Josh in part three of their Thought Leadership discussion. Together, these well-versed B2B podcasters discuss effective strategies to hire high-performing talent, including Josh’s recommended job advertising websites, his methodology for assessing potential candidates, his interviewing process, and more.

Resources mentioned in this episode:

Increase Organic Amazon Ranking Through Google Ads

Episode 4

mercredi 12 octobre 2022 • Duration 01:06:16

Tyler Gregg is the Director of Operations at Ampd, a self-serve technology that allows Amazon sellers to unlock and launch custom Google Ads instantly. For over seven years, Tyler and his Ampd team have tirelessly created Google ad tech that is finally available for Amazon sellers. Before moving to Ampd, Tyler worked as a management consultant and specialized in developing stage brands and growing sales.

In this episode…

Are you an Amazon seller looking to funnel more traffic to your site? Have you thought about purchasing ads but were unsure which service to use? Maybe you’ve considered using Google Ads but were hesitant to try it. Now is your time to learn everything you need to know about this advertising program.

Google Ads is a paid marketing tool used to generate quality traffic. Over the years, Ampd, a technology company staffed with some of the best data scientists, has committed to studying and mastering how Google Ads work best for Amazon sellers using keywords that generate profitable traffic.

In this episode of the eComm Breakthrough Podcast, Josh Hadley sits down with Tyler Gregg, Ampd’s Director of Operations. Together, they discuss Ampd and how to purchase Google Ads to generate traffic. You’ll also learn some seller best practices, common mistakes sellers make when buying Google Ads, and more.

Resources mentioned in this episode:

Josh Hadley on LinkedIn
eComm Breakthrough Consulting
eComm Breakthrough Podcast
Email Josh: [email protected]
Hadley Designs on Amazon
Hadley Designs
Tyler Gregg on LinkedIn
Ampd
$30 Ampd Promo Code: JOINAMPD30
Ampd on LinkedIn
Amped on Facebook
Essentialism: The Disciplined Pursuit of Less by Greg McKeown

The Five Biggest Mistakes Josh Hadley Wants You To Avoid as a New Business Owner

Episode 3

lundi 10 octobre 2022 • Duration 44:24

Josh Hadley is the Founder and CEO of an eight-figure e-commerce business called Hadley Designs. Hadley Designs is an online graphic design boutique where customers can choose, design, download, and print home decor and invitations. Josh is also an e-commerce business consultant and the host of the eComm Breakthrough Podcast, which is dedicated to helping brands exceed eight-figure profits.

Before starting Hadley Designs and eComm Breakthrough, Josh graduated with an MBA from the Lassonde New Venture Development program at the University of Utah. Josh then took his talents to Dallas, where he honed his business, marketing, and project management skills as an executive for American Airlines.

In this episode…

In our first thought leadership episode, Josh Hadley discussed his entrepreneurial conquests and the inspiration behind Hadley Designs.

Josh also mentioned his motivation for starting his podcast, eComm Breakthrough, which is a direct result of the lessons he’s learned from his entrepreneurial hiccups. In fact, there was a point early on in his business venture when Josh felt like giving up. Now, Josh shares the five mistakes he wants you to avoid.

In this episode of Josh Hadley’s eComm Breakthrough Podcast, Chad Franzen of Rise25 once again flips the script and interviews Josh in the second part of their Thought Leadership discussion. Together, these well-versed business-to-business podcasters discuss understanding e-commerce channels that work best for your business, the best time to hire and who to hire, how to inspire creativity for your brand, and more.

Resources mentioned in this episode:

Seven Acquisition Strategies To Scale To Eight Figures and Beyond

Episode 2

lundi 10 octobre 2022 • Duration 48:00

Self-proclaimed serial entrepreneur Roland Frasier is the Owner of Epic Network and six of the fastest-growing businesses, according to Inc. Magazine, including Epic Network, The Scalable Company, and War Room. In addition to e-commerce, these companies specialize in real estate, e-learning, and SaaS. Roland’s expertise as an investor entrepreneur has helped him acquire and sell over 1,000 businesses with adjusted sales ranging from 3-4.3 million dollars.

In this episode…

Roland Frasier, a co-founder and owner of multiple businesses, has dabbled in several prestigious careers. With degrees in accounting and law, he first garnered licenses in real estate and insurance as a teenager. Still, Roland wasn’t satisfied with his career choices.

All wasn’t lost, however. After consulting with his tax attorney father, Roland understood he had the education and the tools to make a successful career transformation. After a chance meeting with some of his father’s clients, Roland had an aha moment, and the rest, as they say, is history.

In this episode of the eComm Breakthrough Podcast, Josh Hadley sits down with Roland Frasier, the Co-founder, and Principal of Epic Network. Roland talks about the moment he knew he wanted to be an investor entrepreneur, his motivation for writing Zero Down, and the impactful book that has shifted his mindset. Additionally, Roland drops several nuggets of advice on how to acquire businesses and discusses his seven acquisition strategies to help seven-figure e-commmerce owners grow to eight-figures.

Resources mentioned in this episode: