Unlock the full potential and growth in your business. Join Josh Hadley, a successful 8-figure e-com business owner and investor as he interviews highly successful CEOs and business owners who share specific actions you can take today to help your business reach its full potential and leave a lasting impact on the world.
Whether you sell on Amazon FBA, Shopify, BigCommerce, WooCommerce, Walmart, ClickFunnels, or Etsy you'll learn what is working for the most successful business leaders in eCommerce. Each eCom breakthrough episode is filled with strategies you can implement to help you scale to 8 figures and beyond.
Here's a small list of the topics we will cover:
- How to find new products to sell
- How to find good manufacturers
- How to manage cash flow
- Inventory management (shipping & logistics)
- Optimizing sales pages for conversion
- How to successfully launch a new product on Amazon.com
- Product ranking & optimization
- Amazon PPC management
- Implementing business operating systems
- Driving external traffic to Amazon
- Preparing to exit
- How to hire and build a team with A-Level talent
- Leadership skills
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Amazon Product Launch PPC Secrets: How to use AI to Rank Products Faster
Episode 256
Monday, April 27, 2026 • Duration 01:06:25
Today, we’re excited to welcome back Mansour Norouzi to dive even further in the best PPC Ad strategies working on Amazon today.
Mansour is the Partner and Director of Advertising at Incrementum Digital, where he leads high-performance PPC Management strategies for 7- and 8-figure Amazon brands managing millions in monthly ad spend. He also has his own brand that he manages as a seller.
Highlight Bullets
> Here’s a glimpse of what you would learn….
Advanced Amazon PPC strategies for product launching and ranking
Importance of conversion rates and product differentiation
Case study insights on launching low-priced products
Campaign structure and budget allocation for effective PPC management
Differences in ad placement strategies for high-conversion vs. exploratory products
Utilizing Amazon tools for analyzing conversion rates and keyword performance
Strategies for managing PPC with limited budgets
Leveraging long-tail keywords for improved ranking
Approaches for optimizing mature products and managing TACoS
The role of AI tools in enhancing PPC campaign management and data analysis
In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Mansour Norouzi, director of advertising at Incrementum Digital. Mansour shares advanced, data-driven Amazon PPC strategies for launching and ranking products, emphasizing the importance of conversion rates, focused keyword targeting, and campaign structure. He explains how to use Amazon’s analytics tools to optimize ad spend, discusses tactics for both new and mature products, and highlights the growing role of AI tools like Claude and OpenClaw in e-commerce workflow optimization. The episode concludes with actionable takeaways for effective Amazon advertising.
Here are the 3 action items that Josh identified from this episode:
Own and Understand Your Data
Build your own data warehouse.
Analyze at the keyword level, not just high-level reports.
Ensure data is clean and categorized for AI-driven insights.
Tailor Your Launch Strategy
Know if your product is a commodity or differentiated.
Adjust your PPC and placement strategy accordingly.
Use conversion rate benchmarks to guide your approach.
Mature Product Mindset
Don’t chase every keyword—focus on those that matter.
Use broader keywords for profitable sales, not ranking.
Accept that some keywords will never be winners for your product.
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 josh@ecommbreakthrough.com 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 None of this that we're talking about is magic. Like, if you always do this, this will always happen. That's not the way it works. You have to have a conversion r...
We Had $30K Left… 30 Days From Bankruptcy
Episode 271
Thursday, April 23, 2026 • Duration 18:55
In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares how his ecommerce business nearly collapsed in January 2024, with only $30,000 in the bank against a $300,000 credit card payment. He reveals how failed product launches, poor financial forecasting, and complacency caused the crisis. Josh outlines three key lessons: implementing cash flow forecasting, creating a structured product launch playbook, and making more calculated bets. He details his recovery through diversifying sales channels, particularly TikTok Shop, which went viral and revitalized his business, ultimately turning a near-bankruptcy into a breakthrough success story.
Business Strategies and Lessons "Sales Cures All": "00:09:00" "Creating a Playbook": "00:05:55"
Timestamps:
Throwback: Innovate or Stagnate - The Key to Continuous Growth on Amazon
Episode 204
Wednesday, April 22, 2026 • Duration 16:06
In this episode, host Josh interviews Amazon expert Shannon Roddy about strategies for building, growing, and protecting successful Amazon brands. Shannon emphasizes the importance of product quality, authentic brand storytelling through images and videos, and adapting product lines based on customer feedback. He shares practical tips for scaling from 7 to 8 figures, highlights the need for continuous optimization, and discusses protecting intellectual property. Shannon also recommends resources like Avenue Seven Media’s free checklist and influential figures in e-commerce. The episode offers actionable advice and inspiration for Amazon sellers aiming for long-term growth.
Chapters:
Introduction & Guest Background (00:00:00) Josh introduces Shannon Roddy, his background, and expertise in Amazon brand building.
Brand Building Fundamentals (00:00:41) Discussion on the importance of value, understanding the market, and showcasing brand identity on Amazon.
Showcasing Brand Identity on Amazon (00:02:11) Advice on using images, infographics, and videos to communicate brand mission and story.
Quality Product as Foundation (00:02:32) Emphasizes the necessity of having a great product before focusing on branding and marketing.
Adapting Brand Presentation to Audience (00:03:03) Examples of tailoring images, content, and style to fit the brand and resonate with customers.
Learning from Customer Feedback (00:04:01) Importance of reviewing customer feedback and adapting listings to highlight what customers value.
Continuous Optimization & Discovery (00:04:57) Brand building as an ongoing process of discovery and adaptation based on customer needs.
Adapting and Expanding Product Lines (00:05:52) Necessity of updating listings, ads, and product lines to stay competitive and grow.
Executing the Fundamentals (00:06:46)Success on Amazon comes from consistently executing business fundamentals, not shortcuts.
TikTok Shop Secrets: Chase Chappell’s Blueprint for Scaling E-Commerce Brands With Creator Armies
Episode 255
Monday, April 20, 2026 • Duration 53:24
I’m thrilled to welcome Chase Chappell, Partner at DOE Media, one of the fastest-growing performance marketing agencies in the ecom space, Ads Mastery Founder, Founder at Serge, Partner in Success Ai
Chase has advised on over $200 million in ad spend across Facebook and TikTok, helping brands turn paid traffic into predictable, scalable revenue.
Through his experience running his own agency, Chappell Digital Marketing, and now as part of DOE Media, he’s helped DTC and e-commerce brands not only master ad buying but also build sales pages that convert and expand into new channels beyond Amazon.
Highlight Bullets
> Here’s a glimpse of what you would learn….
Strategies for scaling e-commerce brands through paid media and multi-channel approaches.
Importance of diversifying sales channels beyond Amazon, including Shopify and TikTok Shop.
Unique challenges and opportunities presented by TikTok as a sales platform.
The significance of creator management and engagement in driving sales on TikTok Shop.
Effective messaging strategies for attracting and retaining creators.
The role of transparency and feedback loops in creator communities to enhance performance.
Compensation structures for creators, including commission models and incentives.
The impact of TikTok Shop on overall brand awareness and sales across multiple channels.
The necessity of an omnichannel mindset for successful e-commerce growth.
Insights on leveraging AI tools for creative production and marketing efficiency.
In this episode of the "Ecomm Breakthrough Podcast," host Josh Hadley interviews Chase Chappell, a leading performance marketing expert, about scaling e-commerce brands beyond seven figures. Chase shares actionable strategies for channel diversification, creator management on TikTok Shop, and building omnichannel ecosystems. He emphasizes the importance of rigorous creator selection, transparent feedback loops, and integrating paid media with organic content. The discussion offers practical advice on leveraging TikTok’s rapid growth potential, nurturing creator communities, and adopting an all-in, omnichannel mindset to drive sustainable, scalable e-commerce success.
I Lost 90% of My Sales Overnight… Here’s What I Did Next
Episode 270
Thursday, April 16, 2026 • Duration 23:25
In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares how the COVID-19 pandemic caused a devastating 90% overnight sales drop in his Amazon party supplies business — just as he'd bought his dream home and left his corporate job. Facing financial pressure with no safety net, Josh pivoted boldly, launching educational homeschooling posters that quickly became bestsellers. He shares three key lessons: focus on what's already working before diversifying, build a cohesive brand, and take calculated big risks. Josh also emphasizes saving profits for emergencies, illustrating how resilience and adaptability helped him scale to over $20 million annually.
Links and Mentions:
Tools and Websites "Etsy": "00:08:09" "Facebook": "00:08:09"
Key Concepts and Strategies "Printable Files": "00:08:09" "Virtual Party Invitations": "00:08:09" "Stay-at-Home Family Celebration Party Kit": "00:08:09" "Educational Posters": "00:10:57" "Whole Life Insurance": "00:22:03" "S&P 500": "00:22:03"
Lessons Learned "Do not diversify too early": "00:14:51" "Focus on building a cohesive brand": "00:16:41" "Be willing to take risks in competitive categories": "00:19:12"
Timestamps:
00:00:00 Introduction & Background Josh introduces himself, his business background, and the premise of the episode about overcoming a 90% sales drop.
00:00:55 Pre-COVID Life & Buying a New Home Describes family situation, decision to buy a larger home, and the excitement and anxiety of making a big purchase.
00:02:44 Closing on the Dream Home & COVID Hits Details closing on the new house in late February 2020, and the immediate onset of the COVID-19 pandemic.
Throwback: How to Build a Resilient Supply Chain
Episode 203
Wednesday, April 15, 2026 • Duration 16:22
In this episode, host Josh interviews Corey Apirian, a seasoned supply chain leader, about innovative e-commerce supply chain strategies. Corey explains how Davinci enables brands to create virtual product bundles, optimize inventory, and improve profitability across channels like Walmart and direct-to-consumer platforms. They discuss the limitations of relying solely on Amazon’s fulfillment, the benefits of diversified fulfillment strategies, and the importance of data-driven merchandising. Corey also shares advice on global supply chain resilience, emphasizing hybrid inventory approaches and multi-sourcing. The episode concludes with actionable tips for brands to enhance agility and succeed in today’s evolving e-commerce landscape.
Chapters:
Introduction to Corey Apirian and His Expertise (00:00:00) Josh introduces Corey Apirian, highlighting his 19+ years in supply chain, e-commerce, and channel merchandising.
Product Bundling Without Physical Kitting (00:00:49) Discussion on creating product bundles and differentiated SKUs without pre-kitting, optimizing inventory and channel profitability.
Market Basket Analysis and Channel Merchandising (00:03:00) Explains how market basket analysis informs merchandising, bundle creation, and channel-specific assortment strategies.
Optimizing Multi-Channel Fulfillment Beyond Amazon (00:06:42) Debate on Amazon’s multi-channel fulfillment versus direct integrations, control, and agility for brands.
Limitations of Amazon’s Fulfillment Ecosystem (00:07:44) Details the drawbacks of relying solely on Amazon FBA and multi-channel fulfillment, including cost, control, and data limitations.
Direct Integrations and Fulfillment Strategy Recommendations (00:09:50) Advice for larger brands to use direct integrations and diversified fulfillment for better control and profitability.
Global Supply Chain Challenges and Recommendations (00:11:07) Corey’s advice on hybrid inventory strategies, multi-sourcing, and supply chain agility in a changing global landscape.
AI Strategy for Amazon Sellers: What to Automate First (And Why)
Episode 265
Monday, April 13, 2026 • Duration 49:35
Lee Assoulin is the Founder and CEO of Stonecutter, a boutique Amazon brand management agency that partners with premium brands to scale profitably on the world's largest marketplace. With over 12 years of Amazon expertise, Lee has guided venture-backed startups, heritage brands, and category leaders through the complexities of the platform, combining strategic depth with operational rigor. He's currently managing over $220M in annual revenue while building AI-powered infrastructure to redefine how agencies operate. His mission is to prove that premium brands can win on Amazon without compromising on quality or brand equity with an agency they can trust.
Highlight Bullets
> Here’s a glimpse of what you would learn….
Integration of AI in e-commerce, particularly for Amazon sellers and brand management agencies.
Challenges and considerations in adopting AI technologies for business operations.
Importance of having solid standard operating procedures (SOPs) before automating processes with AI.
The distinction between smaller sellers as early adopters of AI and larger sellers focusing on core business functions.
The risks of "shiny object syndrome" and the need for a strategic framework when implementing AI tools.
The necessity of human oversight in automated processes, especially in nuanced areas like PPC advertising.
The role of data-driven frameworks in managing AI outputs and decision-making.
Strategies for empowering teams to adopt AI tools effectively and fostering an "AI native" culture.
The significance of maintaining brand authenticity and uniqueness in AI-generated content.
Recommendations for newcomers on starting with foundational AI tools and focusing on high-impact tasks.
In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Lee Assoulin, founder and CEO of Stonecutter, a boutique Amazon brand management agency. Drawing on 12+ years of experience, Lee discusses how AI is reshaping Amazon brand management. Key topics include avoiding "shiny object syndrome," building solid SOPs before automating, keeping humans in the loop for critical decisions, and developing an "AI native" team culture. Lee also shares practical advice on recording team calls, refining documentation with AI, and empowering team members who genuinely embrace AI tools to drive sustainable business growth.
The Cost of Scaling Beyond Amazon No One Talks About
Episode 269
Thursday, April 9, 2026 • Duration 55:01
In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares his blueprint for scaling an e-commerce brand beyond Amazon through a strategic omnichannel approach. Drawing from over a decade of experience, Josh debunks the myth that simply adding sales channels drives growth. Instead, he outlines a phased expansion strategy: master Amazon first, then expand to marketplaces, TikTok Shop, Shopify, and retail. He emphasizes building documented systems, hiring capable teams, and approaching each platform as a unique business to avoid operational chaos and achieve sustainable, long-term growth.
Throwback: Don’t Launch Your Product Without This Audience-Building Secret!
Episode 202
Wednesday, April 8, 2026 • Duration 17:26
In this episode, host Josh interviews Will Russell, CEO of Russell Marketing, about effective strategies for launching e-commerce products. Will shares his five-step framework, emphasizing audience building through paid ads, partnerships, virality, and organic growth. They discuss practical tactics for Amazon sellers, such as using product insert cards with QR codes, leveraging surveys for product validation, and segmenting email lists for launch campaigns. Will highlights the importance of nurturing existing customers and using their feedback for product development. The episode offers actionable insights for entrepreneurs aiming to maximize launch success and scale their businesses efficiently.
Chapters:
Introduction to Will Russell and Russell Marketing (00:00:00) Will Russell’s background, agency achievements, and book introduction.
Strategies for Building an Engaged Audience Pre-Launch (00:00:55) Overview of paid acquisition, piggybacking/partnerships, virality, and organic growth for audience building.
Piggybacking and Partnerships Explained (00:01:20) How to leverage existing communities and partnerships to access target audiences.
Virality and Organic Growth (00:02:47) Discussion of viral marketing, influencer strategies, and the role of organic content.
Summary of Audience-Building Approaches (00:03:53) Recap of paid, partnership, viral, and organic methods for audience growth.
Leveraging Existing Customer Bases for Product Validation (00:05:07) Using current customers for product validation, feedback, and preorders to reduce launch risk.
The Value of Existing Communities in Launches (00:07:11) How established audiences give a head start and lower costs for new product launches.
Applying the Five-Step Framework to Amazon Sellers (00:08:14) Host introduces actionable takeaways, adapting Will’s framework for Amazon product launches.
The #1 Mistake Ecom Brand Owners Are Making with AI
Episode 253
Monday, April 6, 2026 • Duration 52:36
Today on the Ecomm Breakthrough Podcast, we’re joined by a true expert at the intersection of technology, data, and e-commerce growth. Ellis Whitehead is the co-founder of DataBrill and a leading mind in PPC management, data science, and business intelligence space. With a PhD in automation and years of experience architecting smart technology for Amazon sellers, Ellis has helped brands leverage data-driven strategies to scale profitably and stay ahead of the competition. He’s here to share how sellers can use advanced analytics and Ai to break through the seven-figure ceiling and unlock the path to eight figures and beyond. Ellis, welcome to the show!
Highlight Bullets
> Here’s a glimpse of what you would learn….
Leveraging AI and data for scaling e-commerce businesses, particularly for sellers with seven-figure sales.
Importance of establishing a proper data infrastructure before utilizing AI.
The concept of a "data chain" consisting of four essential links: centralized data, capturing history, connecting disparate data sources, and constructing guardrails for AI.
Challenges faced by e-commerce sellers regarding messy or disconnected data.
The significance of capturing historical data for trend analysis and forecasting.
The necessity of connecting various data sources to derive meaningful insights and metrics.
The role of structured databases versus unstructured data storage solutions like shared drives.
The impact of AI on decision-making processes and the importance of providing accurate context for AI tools.
Recommendations for hiring the right talent to manage data infrastructure and AI integration.
The critical need for a solid foundation before implementing AI to avoid compounding errors in business operations.
In this episode, host Josh Hadley interviews Ellis Whitehead, co-founder of Data Brill, about how seven-figure e-commerce sellers can leverage AI and data to scale effectively. Ellis outlines a four-step “data chain” for success: centralizing data, capturing historical records, connecting disparate data sources, and building guardrails for AI. They discuss common pitfalls, the importance of solid data infrastructure, and actionable hiring advice for building in-house data teams. The episode emphasizes that AI is only as powerful as the data foundation supporting it, offering practical strategies for sustainable e-commerce growth.
00:00:00 Introduction & Crisis Unveiled Josh introduces himself and describes the January 2024 financial crisis: $30k in the bank, $300k credit card due.
00:01:02 Causes of the Crisis Explains the series of bad product launches, heavy ad spend, and lack of financial forecasting that led to the crisis.
00:02:03 Complacency and Lack of Process Discusses complacency in product launches and absence of a defined process to stop losses early.
00:03:02 Cash Flow Forecasting Lesson Highlights the importance of cash flow forecasting and how not having it worsened the situation.
00:03:56 Implementing Cash Flow Forecasting Describes adopting a cash flow forecasting spreadsheet and the benefits of forward-looking financial planning.
00:05:06 Key Lessons Learned Summarizes three main lessons: forecasting finances, creating a playbook, and launching better products.
00:05:55 Building a Product Launch Playbook Details the new process for product launches, including team communication and documenting lessons learned.
00:06:46 Launching Better Products & Calculated Risks Emphasizes the need for better product selection and avoiding multiple risky launches at once.
00:07:58 Systems Breakdown & Exposure Reflects on how the lack of successful launches exposed weaknesses in business systems and processes.
00:09:00 Immediate Actions: Focus on Sales Describes the shift to focusing on sales growth and stepping away from day-to-day operations.
00:09:54 Growth Initiatives & Channel Diversification Lists four growth actions: retail outreach, TikTok Shop, Shopify, and additional marketplaces like Shein, Temu, and Walmart.
00:10:50 Results of Channel Experiments Shares outcomes: retail failed, other marketplaces had minor impact, Shopify showed promise, TikTok Shop was the breakthrough.
00:12:34 TikTok Shop Breakthrough Explains how going viral on TikTok Shop quickly generated revenue and improved Amazon sales.
00:13:29 Advice for Entrepreneurs in Crisis Encourages creativity and aggressive action to drive revenue when facing business crises.
00:14:25 Doubling Down on Winning Channels Describes the strategy of testing multiple channels, then focusing on the one showing early success—TikTok Shop.
00:15:15 Building a Flywheel: TikTok Shop & Shopify Explains how TikTok Shop content and insights fueled success on Shopify and created a virtuous cycle with Amazon.
00:16:15 Encouragement & Lessons from Setbacks Offers encouragement, sharing that setbacks can lead to breakthroughs if you focus on growth and don’t quit.
00:18:21 Sports Analogy & Final Words Compares business setbacks to sports, stressing the importance of learning from failures and persisting.
Transcript:
Josh Hadley 00:00:00 I had $30,000 sitting in my bank account with a $300,000 credit card payment coming due, and I had no idea what to do. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. First and foremost, who am I? My name is Josh Hadley. I'm a man of faith. I am a father of four and a husband to a beautiful wife. I've been selling into e-commerce space for over a decade, doing multi millions in revenue on different sales channels such as Shopify, TikTok, shop and of course, Amazon. And I am also the host of the number one business strategy podcast in the e-commerce space. And that is E-com breakthrough. This was January of 2024 for me, and this was the first time where my back was severely up against a wall to where I felt like, is this where I have to declare bankruptcy? It was a very, very uncomfortable position to be in.
Josh Hadley 00:01:02 And to be honest with you, I felt like I had failed miserably as a business owner, and this has been the first time where I actually had to dip into my own personal bank account just to fund payroll. That wasn't even to cover the credit card payment that was going to be due. I had to cover payroll for the week, and I didn't have enough money in the bank account. I'm going to share with you, like, the actual things that I implemented in the business to get us out of this really, really sticky situation and to clear the way through what I thought was going to have to be us declaring bankruptcy for the overall business. So what happened here is basically a series of like, unfortunate events that kind of like compounded onto each other. So let's dive back in. Like what drove me to only have $30,000 sitting in the bank account with a $300,000 credit card payment coming due. Well, what happened is, number one, we had some bad product launches. So in the months of November and December, we had launched some new products and I was very optimistic about these products.
Josh Hadley 00:02:03 We placed some large purchase orders for them, and then we invested heavily into pay per click ads on Amazon, thinking that we knew how to rank these products well. Well, sadly, these products did not go over as well as I as I had thought. And so we accumulated a massive advertising budget for those products. And then they didn't even sell very well. And now I was stuck with a lot of inventory, but b I had a bunch of ad spend that was now added to my credit card bill that was going to be due. The other thing that I learned from that process is that, hey, we didn't have a really good process of launching products like up until that point, maybe I had just been like winging it, or I thought we knew the process to launch products successfully on Amazon....
Case Study: Table Mate (00:07:42) Example of a brand that grew by expanding and adapting its product line.
Three Actionable Takeaways (00:08:28) Summary of key actions: define and showcase brand, innovate and expand, and protect your business.
Protecting Your Brand (00:10:59) Discussion on intellectual property, defensibility, and creative ways to protect products and campaigns.
Most Influential Book (00:11:25) Shannon recommends "Good to Great" by Jim Collins and explains its impact.
Favorite Productivity Tool (00:12:28) Shannon highlights Calendly for scheduling and its new features that improve efficiency.
Most Admired E-commerce Leader (00:13:37) Shannon names Jason Boyce as a respected leader and advocate for Amazon sellers.
Avenue Seven Media & Free Resource (00:15:16) Information on Avenue Seven Media and a free checklist resource for Amazon sellers.
Episode Wrap-Up (00:15:55) Closing thanks and final remarks from both Josh and Shannon.
Josh 00:00:00 Today I'm super excited to introduce you to Shannon Roddy. Shannon is an Amazon expert. He's a speaker and a director of business development at Avenue seven media. He founded Marketplace Seller Courses, home of the Amazon Brand Success Academy, and has consulted with over 200 companies and individuals to launch, grow and protect their Amazon brands. Shannon is a passionate innovator who loves to inspire others to achieve greatness and his family. Currently resides in Atlanta, Georgia. So with that, welcome to the show, Shannon. Hey, Josh.
Shannon 00:00:34 Thanks so much for having me. I've been really excited. We planned this a several months back, so something I've definitely been looking forward to.
Josh 00:00:41 I am of the same agreement to yourself, Shannon, that there is more than enough room for all of us to compete. but to your point, you've got to bring value to the market, right? Long gone are the days, especially on Amazon, of just creating another meta product, and especially if you're in the US, like good luck trying to find something cheaper and more efficient.
Josh 00:01:05 Process like that's not your capability, right? But what you can do. And here's where a lot of the overseas competitors, you know, fail to kind of compete with us on. They don't understand our market, period. Yeah. They don't they don't understand the end consumer. All they know how to do is to make things cheaply. Right. Yeah. And so I think that's a that's a big mindset shift. Number one is approach everything even new product opportunities as to okay, here's what's out there in the market. But it's probably not serving everybody the right way. So bring something new to the market. But I want to wrap up this whole brand building thing. I know we've spent a lot of time on it, but I want to wrap it up by by one kind of, you know, action item here with you, Shannon, as you talked about specifically on Amazon being able to showcase who your brand is, what you stand for is your recommendation that you take one of your listing images and you turn it into this kind of infographic or lifestyle image.
Josh 00:02:11 and you kind of state your either your company mission or what your brand is about there. And then do you create a video, right. And obviously there's A+ content and premium A+ content. Like where what's your recommendation for like a seller? That's like I have none of that today. What should they actually go do?
Shannon 00:02:32 Yeah. I mean, you know, the one last piece to this. Again, you can't build a great brand if you don't have a great product, right? The foundation is you've got to have a quality product. Even if you sell it well, the reviews will come out in the end. Right. So I want to just, you know, go back and lay the foundation. You got to have a great product for any of this to work, you know. And so once you've got a great product, it really is about showcasing it. And and again, I think the answer is it depends. It depends on the brand. I worked with the tattoo company. They were very much about lifestyle.
Shannon 00:03:03 They hired tons of influencers out there. They had this very sort of sexy avant garde motif. And so the lifestyle images conveyed that. But they had things like, look, we don't do animal testing. It's cruelty free. It doesn't have these sort of nasty ingredients in it. And so it wasn't like one image that housed everything. It was sort of telling that story through the different product images and reinforcing the A+ content. And I think the video was just lifestyle, right? So that was their sort of style was the way to translate their brand to Amazon. And that's again, that's sort of what we do at Avenue seven because it's not a copy and paste platform. Right. You're really taking the essence of the brand and the product and translate it into Amazon. And there's, you know, their style was very minimalistic. Their bullet points were only one line long. And people go, oh, well, that's terrible for SEO. That's never going to convert. You have to do paragraphs, you gotta keyword stuff.
Here are the 3 action items that Josh identified from this episode:
Focus and Systematize: Nail your core operations (especially on Amazon) before expanding. Ensure supply chain and inventory are rock-solid.
Build Genuine Relationships with Creators: Authentic engagement, personalized outreach, and community-building are your competitive edge.
Adopt an Omnichannel Mindset: The future belongs to brands that integrate Amazon, Shopify, TikTok Shop, Meta ads, and retail into a cohesive ecosystem.
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 josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audi...
00:03:39 Immediate Impact of COVID on Business Explains how COVID caused gatherings to stop, leading to a 90% overnight drop in sales of party supplies.
00:05:27 Financial and Emotional Pressure Discusses the stress of a new mortgage, loss of business income, and having just left a corporate job.
00:07:18 Initial Scramble & Early Pivots Shares the first attempts to recover revenue, including printable files, virtual invitations, and new product ideas.
00:09:00 Experimenting with New Revenue Streams Describes launching a family celebration kit membership and turning off Amazon ads due to poor performance.
00:10:01 Gradual Recovery & The Big Pivot Outlines the slow sales recovery and the decision to make a bold move into educational posters for homeschooling.
00:10:57 Launching Educational Posters Details the launch of educational posters in late August/early September 2020, quickly becoming a bestseller.
00:12:55 Lessons Learned: Focus on What Works Reflects on the mistake of focusing on Shopify over Amazon, and the importance of doubling down on successful channels.
00:15:49 Lessons Learned: Brand Cohesion Discusses the lack of a cohesive brand and the need to define and serve a specific customer avatar.
00:18:14 Lessons Learned: Take Bigger Risks Emphasizes the importance of focusing growth, taking bigger swings, and not playing it too safe with product launches.
00:20:07 Action in Crisis & Doubling Down Encourages taking action during tough times, experimenting, and doubling down on what works to drive recovery.
00:22:03 Preparing for a Rainy Day Advises saving profits, investing in safe assets, and building a financial safety net for future downturns.
00:22:56 Conclusion & Final Encouragement Wraps up with encouragement to focus on proven channels and make bold moves when facing adversity.
Transcripts:
Josh Hadley 00:00:00 I lost 90% of the sales in my business overnight. At that point, I felt like my business was done for. It was time to close up shop and find something different to do. Today I'm going to share with you the exact strategies, the tactics, and the lessons learned that I implemented in the business to be able to resurrect it from the dead and to get it where it is today of generating over $20 million in annual revenue. Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. First and foremost, who am I? My name is Josh Hadley. I'm a man of faith. I am a father of four and a husband to a beautiful wife. I have been selling into e-commerce space for over a decade, doing multi millions in revenue on different sales channels such as Shopify, TikTok, shop and of course, Amazon.
Josh Hadley 00:00:55 And I am also the host of the number one business strategy Podcast in the e-commerce space, and that is E-com breakthrough. So what drove a 90% decline in my sales? Well, before we get to that point, I have to tell you the story of where my wife and I were at at that specific moment in time before the 90% decline in sales happened overnight for us. Well, this was January of 2020, and my wife and I were looking at needing to move to another home. And that was because we had kind of, frankly, outgrown our existing home. We knew we wanted to grow our family. We had a three bedroom, two bedroom, three bedroom, two bath house. We had two kids at the time, and we knew we wanted to be able to expand our family and continue to grow. And, you know, especially working from home, that three bedroom, two bath house and being 1900 square feet became really small, really quick, especially trying to run a business out of the house.
Josh Hadley 00:01:49 And so we were trying to find like, where is the place that we need to be? Well, it came one Sunday. We were driving around and we stumbled upon an open house, and we went into this open house and we felt moved upon to move into this house. Now, this house was almost triple the size of our current home. This was figuratively like a dream home for us. It was in a dream neighborhood. We got to still attend the same church and be around the same family and friends that we were around at the time. And so we felt like with that, like this was our godsend. This was an answer to prayers and we need to go close on this home. And so although this was a very exciting time, it was also very nerve wracking for me because this was the biggest purchase that I was ever going to make in my life. I had never had a mortgage, a need to take out a quote unquote a jumbo loan for a mortgage, ever. And this was a lot of money, all of the money that we had been saving up for.
Josh Hadley 00:02:44 And, you know, basically taking profit from the business was going to go to a big down payment on this property. Well, guess what? We did close on this property of February 28th, 2020. And as many of you know, what was just around the corner was going to be Covid and basically the lockdown and the shutdown to the world as we knew it at the time. And so my wife and I, I remember this like it was just yesterday. My wife and I were there at target late at night just before, like it was closing time at target. And I remember, you know, thumbing through on my phone just kind of like the news and things like that. As I was waiting in line and I saw the information where it was, I think it was the jazz, it was the Utah Jazz and some other team. Maybe it was the Houston Rockets, I'm not sure. But that game was canceled and the NBA literally canceled that game before it was about to tip off.
Josh Hadley 00:03:39 Like people like people were ...
Actionable Takeaways for E-commerce Brands (00:13:17) Josh summarizes three key action items: hire a supply chain manager, diversify beyond Amazon, and leverage expert partners like DaVinci.
Closing Remarks and Contact Recommendation (00:15:43) Josh encourages listeners to connect with Corey for tailored supply chain and merchandising insights.
Actionable Takeaways "Hire a Supply Chain Manager": "00:13:17" "Diversify Beyond Amazon": "00:14:29" "Reach Out to Experts": "00:15:43"
General Advice "Just-in-Time vs. Just-in-Case Inventory": "00:11:19"
Transcript:
Josh 00:00:00 Today I'm super excited to introduce you all to Corey Apirian, a seasoned supply chain and operations leader with over 19 years of experience. A key to his success was his ability to develop and execute strategies that drove significant growth, cost savings, and exceptional customer service. Specifically, he specializes in e-commerce and channel merchandising, aligning operational initiatives with corporate objectives and building and leading high performing teams through inclusion, collaboration and engagement. His experience includes product management, contract negotiations, continuous improvement, and implementing emerging technologies as well as cultivating key relationships. So with that, welcome to the podcast, Corey.
Corey 00:00:46 Thanks for having me, Josh. Excited to be here.
Josh 00:00:49 A seller could essentially come to you or a brand and say, hey, I've got here's a bunch of different products. I think some of these could be bundled really well together. I don't know which ones which, but obviously if you're doing that on Amazon FBA. You have to kit them together first and send them in before you can collect data. In your example, you don't actually have to have them kidded to actually create that skew and at least merchandise it on different sites.
Josh 00:01:15 Is that correct?
Corey 00:01:15 Yeah, it's exactly right. And like the cooler part about it is that all the excess inventory was then utilized on your merchant field, on your Walmart Marketplace and so on and so forth, so that you can create two packs, four packs, six packs of all the different core components. And really, you have no more waste, right? So you're utilizing now you can't force bundles onto consumers. I think we all know that. But by creating a different skew set a washcloth that's sold in a, in a in a traditional merchant store, you know, it might be $2 or $4, right? But when you when you bundle that as a four pack of washcloths, you know, I have two, two young boys, I don't just buy one washcloth like we buy a bunch of them at once. Right. And, you know, by able to have that differentiated assortment that's core to that demographic Online. You know, it really gives a fresh look at assortment and profitability and channel management.
Corey 00:02:09 And those are really important things. And then, you know, the efficiency of manufacturing those sets now in ships and in containers, reducing waste, creating efficiencies at the warehouse level also and profitability on freight and top line. I mean, those are all amazing things and all great success stories. And yeah, our tech allows that infinite permutation in a very targeted way, but also looking at the market baskets and suggesting what should be sold in a very targeted way. And that's the piece that I think people are really missing out there is combining the FDM, that front end merchandising with this concept of network optimization and inventory control, and how do you place goods and merchandise them on differentiated channel sets so that they're available for same day one day fulfillment, 1 to 2 day fulfillment, you know, through a physical location network. And again, that's exactly the problem that DaVinci is solving together.
Josh 00:03:00 That's amazing. Tell me a little bit more about that market basket analysis, right. That DaVinci is is doing some of the I, you know, to determine how you're going to merchandise different products or how to come up with the correct type of bundles.
Corey 00:03:16 Yeah, I mean, there's a lot of core principles of channel management and merchandising. You know, when you look at your club channels and having larger pack sizes, your mass channels having smaller, lower price point channels that interoperate also with what's in store? You know, a beauty manufacturer might have a 6.9oz bottle of shampoo. That's a proven bottle of shampoo and price point and cubic foot that has sat on a Walmart and Target shelf for the past 30 years and might have new updated packaging, new formula, ingredients. You know, that's the merchandising side of it. But like that, cubic foot turns and creates X number of dollars with the amount of profitability and cash flow turns that that has on shelf all the time. But when you when you ship that to target, they're going to merchandise that online and target in Walmart. You can have a buy in line pick up and store optionality to that. And they may offer it to ship to the end consumer in a myriad of different ways. But that same consumer might be adding two of those to their shopping cart.
Corey 00:04:14 They might be adding a 33 point ounce of the shampoo. Or at least, you know, five different bottles of that shampoo. That adds up to a 33.8oz and a 16.9 of conditioner, right? Maybe their ratios are different. So if you're a brand that's operating in that space, you now have the ability to directly merchandise som...
Here are the 3 action items that Josh identified from this episode:
Fix your SOPs before adding AI Document and refine your workflows first—AI should optimize proven systems, not automate messy processes.
Use AI for execution, not strategy Automate repetitive tasks (PPC tweaks, reporting, emails), but keep humans in charge of high-impact decisions like pricing, positioning, and scaling.
Adopt AI with a clear ROI filter Don’t chase tools—only implement AI if it solves a real bottleneck and delivers measurable time or profit gains.
Timestamps:
00:00:23 Introduction to AI in E-commerce The host introduces the topic of AI for top Amazon sellers and teases the actionable advice from the guest.
00:01:01 Guest Introduction: Lee Assoulin Host Josh Hadley introduces Lee Assoulin, founder of Stonecutter, highlighting his extensive experience managing major Amazon brands.
00:02:46 The Current State of AI in E-commerce Lee discusses how AI is being adopted differently by large, established sellers versus smaller, scrappier ones in the mature Amazon marketplace.
00:04:31 AI and "Shiny Object Syndrome" The discussion turns to the risk of entrepreneurs getting distracted by new AI tools instead of focusing on core business needs.
00:05:57 The "Aladdin's Cave" Analogy for AI Lee uses an analogy to explain the danger of chasing countless small AI tools without a solid, overarching framework.
00:08:33 SOPs: The Foundation for AI The importance of having proven, repeatable processes (SOPs) in place before attempting to automate them with AI is discussed.
00:10:00 The Right Approach to AI Automation Lee explains that the best automation strategy depends on scale; larger brands require a more cautious, human-in-the-loop approach.
00:12:15 Can One Person Build a $100M Brand? A discussion on the future of business structures, predicting small, highly-skilled teams enabled by AI will become the norm.
00:14:55 The Risk of AI Homogenization If everyone uses the same AI strategies, there is no competitive edge. The human element provides the necessary differentiation.
00:16:27 Practical AI Use Cases for Beginners Lee suggests starting by using AI to analyze content and rewrite copy based on frameworks like Amazon's COSMO paper.
00:19:24 The Dangers of Lazy AI Implementation Warning against the pitfalls of lazy AI use, such as generic auto-generated emails that can damage brand perception.
00:22:23 Automating Your Executive Assistant Lee shares a practical example of creating a virtual EA to manage his calendar, pre-meeting briefs, and task reminders.
00:24:10 Building a Company "Brain" A complex use case is detailed: creating a central database that ingests all company communications for deep contextual analysis.
00:27:11 The Power of Personal Context for AI The idea of feeding personal journals and thoughts into an AI to give it deeper context for decision-making.
00:29:47 How Top Brands Automate Operations Lee shares a real-world example of automating Buy Box monitoring, where an AI agent detects losses and notifies the team.
00:32:14 Staying Compliant with Amazon's AI Rules How to automate safely by using third-party APIs and keeping a human in the loop for actions inside Seller Central.
00:33:55 The Cost-Benefit Analysis of AI vs. Humans A discussion on whether AI is always cheaper, concluding that building custom AI solutions can be a waste of time.
00:36:01 The Trap of "Sexy Dashboards" Building custom dashboards is often a distraction; focus on the underlying data and analysis, which is what AI actually needs.
00:39:09 How to Onboard Your Team to AI Lee shares his strategy of offering to pay for AI tools and courses for any team member who shows interest.
00:41:55 Three Actionable Takeaways The host summarizes the episode's key takeaways: document skills, record everything, and enable your team to adopt AI.
00:45:26 Most Influential Book Lee recommends "The Untethered Soul" by Michael Singer for its profound impact on his mindset and way of thinking.
00:45:59 Favorite AI Tool Lee names Claude as his primary tool but highlights WhisperFlow for voice dictation as a game-changer for productivity.
00:47:01 Admired Person in E-commerce Lee recommends following Sean Gill of Triquetra for his methodical, framework-first approach to building a successful brand.
00:48:32 How to Connect with Lee Lee provides his email address and social media handles for listeners who want to connect with him after the show.
00:00:00 Introduction & The Omnichannel Myth Josh introduces himself, the podcast, and debunks the myth that simply adding channels guarantees growth.
00:01:50 Stages of E-commerce Brand Growth Outlines the four stages: launch on Amazon, expansion optimism, hidden complexity, and the breaking point.
00:06:30 The Real Problem: Sequence, Not Product Explains that chaos comes from scaling too soon without systems, not from product quality.
00:07:22 Channel-Specific Complexities Breaks down the unique operational demands ...
Step 1: Product Validation Tactics (00:09:26) Using product inserts, QR codes, and Amazon analytics to validate new product ideas.
Step 2: Audience Building and Customer Surveys (00:10:37) Reaching out to existing customers, using surveys to identify pain points and refine products.
Step 3: Audience Engagement During Product Development (00:11:50) Keeping customers involved in product design and updates to build anticipation and loyalty.
Step 4: Conversion Strategies and List Segmentation (00:13:05) Segmenting email lists for staggered launch campaigns to optimize Amazon ranking and conversions.
Step 5: Scaling and Ongoing Audience Engagement (00:14:02) Using product inserts and ongoing engagement to prepare for future launches and scale the business.
Review Research and Copywriting Insights (00:14:28) Using competitor reviews for product development and marketing language.
Segmentation Strategies for Different Launch Models (00:15:19) How to segment audiences for Amazon vs. crowdfunding launches, prioritizing likely converters.
Conclusion and Final Thoughts (00:17:01) Recap, book recommendation, and closing remarks.
Josh 00:00:00 Today I'm super excited to introduce you to Will Russell. He is the CEO and founder of Russell Marketing. Russell Marketing is an innovative digital agency specializing in e-commerce launch marketing. To date, they have generated more than 25 million in revenue for over 300 new entrepreneurs. Will has been featured on Forbes, Business Insider, Crain's New York Start-Up nation and many more. Will also has launched the Russell Gibbs Foundation, a family foundation that offers grants and mentorship to 501 C3 partners committed to diversity, equity and inclusion. In November of 2022, Will's first book launch in five. Take your Idea From Light Bulb Moment to Profitable Business in Record Time, was published by Nicholas Brealey. So welcome to the show, Will.
Will 00:00:52 Thank you. Thanks for having me, Josh. It's a real pleasure to be here.
Josh 00:00:55 When you talk about building an engaged, you know, audience or, you know, building it up a The following. What are what are the channels or strategies to kind of build this following of people before you've even launched a product?
Will 00:01:15 By and large, most people are going to lean heavily into paid acquisition.
Will 00:01:20 And so, you know, that means paying Facebook or Google or Reddit for ad space and driving traffic using those methods. Now, not everyone has big budgets. They can just plug in. To do that, I always suggest paid acquisition because frankly, is the quickest and easiest way of getting from where you are to where you need to be. But I understand not everyone has the budget. So for those who don't have those budgets, or for those who don't want to rely entirely on those budgets, there's a few other avenues you really look to. One is piggybacking. And so by piggybacking, we're looking for partners or like minded communities that already we have the people we want, and we want to build a connection with the managers or the founders of those communities and essentially piggyback on top of the success they've had to get access to these people. So examples of that might be, maybe you don't want to put $10,000 into a Facebook ad campaign, but maybe you could purchase an advertising spot or in a particular media websites newsletter, or you could write a guest post, or you could do some sort of exchange post promotional exchange with them over a period of six months, where maybe front end of that relationship, they're helping you, but then towards the back end, you're going to balance that out more and start helping them in different ways.
Will 00:02:47 So piggybacking and looking at those kind of partnerships is a really good route. Another effort we're going to look to is virality. It's a tough one because it's you know, there are obviously elements to what makes something viral and, and checkboxes that you can go through. But there's always an element of luck there. You don't really know for sure whether a big effort to go viral is going to work. And so it can be a bit of a risk, but virality and that can be things such as word of mouth, marketing strategies, referral strategies and fun content, user generated content, things like ambassadors or affiliate marketing. We might even include some influencer marketing in that. So we've got the virality is certainly a good a good path to go. If you don't want to lean into pushing too much of your budget into paid ads, and then I mean, the fourth and longest one, I suppose is is the organic, you know, people that don't have big budgets and and maybe don't excel. I don't have any partners or I don't have.
Will 00:03:53 I can't make things viral. They can't ...
Here are the 3 action items that Josh identified from this episode:
Prioritize Data Infrastructure: Invest in building a centralized, historical, and connected data warehouse before layering on AI. This is a full-time job—don’t try to do it all yourself.
Make Data-Driven Decisions: Use live, visual dashboards to monitor trends, market share, and leading indicators—not just lagging P&L statements. Let data guide your strategic focus.
Leverage AI Only After Laying the Foundation: AI can scale your business—or your mistakes. Only deploy AI agents once your data is clean, structured, and governed by clear guardrails.
Timestamp:
00:00:00 Podcast Introduction Leveraging AI and data for scaling e-commerce businesses.
00:00:58 Guest Introduction Ellis Whitehead’s background and expertise in data, PPC, and Amazon seller growth are introduced.
00:02:00 AI Hype & Seller Challenges Discussion about the overwhelming AI chatter among e-commerce sellers and the feeling of being left behind.
00:02:37 The Importance of Fundamentals Ellis emphasizes sticking to business fundamentals despite rapid technological changes.
00:03:11 Common Data Mistakes in E-commerce Ellis introduces the “data chain” concept and outlines common mistakes sellers make with data and AI.
00:05:07 Overview of the Four Data Chain Links Ellis lists the four essential links: centralized data, capturing history, connecting data sources, and constructing guardrails.
00:07:29 Step 1: Centralizing Data Detailed explanation of why a structured database (like Postgres) is crucial versus using spreadsheets or shared drives.
00:09:21 Technical Setup for Centralized Data Differences between databases and shared drives, and why structure, speed, and reliability matter.
00:11:38 Non-Technical Founders & Getting Help Advice for non-technical founders: learning, hiring, or consulting for proper data setup.
00:15:14 Ongoing Maintenance Caveat Ellis explains that data systems require ongoing maintenance due to changing APIs and data sources.
00:16:45 Ways to Ingest Data Different methods for getting data into databases: APIs, manual downloads, and handling multiple currencies.
00:19:15 Navigating Amazon API Access Challenges and solutions for brands seeking Amazon API access, including using third-party services.
00:21:45 Step 2: Capturing History Why historical data is vital for trend analysis, forecasting, and making informed decisions.
00:24:27 Use Cases for Historical Data Examples of how historical data helps with leading indicators, seasonality, and strategic decision-making.
00:26:30 Pitfalls of Ignoring Trends Dangers of relying on static data blocks and the importance of trend analysis for inventory and forecasting.
00:29:10 AI Automation Cautionary Tale Risks of automating decisions without proper context and historical data.
00:31:01 Tracking Keyword Popularity Over Time How tracking keyword trends can explain sales drops and inform campaign adjustments.
00:33:24 Step 3: Connecting the Dots Combining disparate data sources to calculate advanced metrics and gain actionable insights.
00:35:53 Practical Tactics for Data Integration How to use database views, scheduled calculations, and file storage for efficient data analysis.
00:37:05 Step 4: Constructing Guardrails Building guidance and guardrails so AI can answer business questions reliably and avoid costly mistakes.
00:39:06 Guardrails in Action: Use Cases Examples of how proper guardrails enable AI to deliver actionable, accurate reports and campaign strategies.
00:43:12 Building In-House Data Teams Advice on hiring the right mix of technical talent or using consultants.
00:44:30 Three Actionable Takeaways Summary of key actions: hire for data roles, let data drive strategy, and only use AI after building a solid data foundation.
00:47:38 Final Recommendations & Closing Ellis’s final advice: start centralizing data in Postgres and set up guardrails for AI.
00:48:07 Book Recommendations Ellis shares influential books: “Warren Buffett Accounting” and “1984.”
00:49:30 Favorite AI Tools & Workflow Ellis describes his preferred AI tools and workflow: Claude, VS Code, TypeScript, Deno, Postgres, and git.
What is Git? (00:50:19) Explanation of git as foundational versioning software for code and text files.
00:51:22 E-commerce Influencer Recommendation Ellis recommends following George Meressa for advertising and e-commerce insights.
00:51:51 Where to Find Ellis Whitehead Information on how to connect with Ellis and Data Brill for further help.
00:52:20 Podcast Outro Closing remarks and call to subscribe and review the podcast.
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