Lunch With Norm - The eCommerce & Amazon FBA Podcast – Details, episodes & analysis

Grab your free Amazon Audit - https://flatworldnetwork.com/

Amazon’s search algorithm is changing — fast. In this episode of Lunch With Norm, Max Sinclair, founder of Ecomtent, explains how AI is completely reshaping Amazon’s search, discovery, and advertising ecosystem. We dive into how tools like COSMO and RUFUS are powering Amazon’s next generation of search, what this means for listing optimization, and how sellers should approach Amazon PPC in 2025 and beyond.

If you’re still using the same SEO strategies from 2022, you’re already behind. Max shares actionable strategies for creating listings that rank in AI-powered search, how to align your content with the new ranking systems, and why traditional keyword-first thinking no longer works.

We also cover how to structure your product pages, the importance of visuals, and how to test what actually converts.

This is a must-watch for Amazon FBA sellers, agencies, and ecommerce brands who want to stay ahead of how AI is transforming the Amazon marketplace.

In this episode:

- How AI is changing Amazon SEO and PPC

- Why Amazon’s COSMO and RUFUS models matter

- Creating content that performs in AI-driven search

- The future of listing optimization and conversion

- Tools like ProductPinion, PickFu, Ecomtent, and ChatGPT in action

If you're an Amazon seller looking to future-proof your business, this episode breaks down what you need to know—and what you need to change.

Timestamps

00:00:00 - Amazon Search & AI 00:05:26 - AI Changing Search Discovery 00:09:11 - Amazon Rufus Usage Skyrocketing 00:12:00 - AI Open 24/7 00:14:51 - AI & Amazon Customer Experience 00:17:34 - Key Change: Cosmo Intro 00:20:12 - AI & Listing Optimization 00:22:49 - How to Optimize Amazon Listings: 4 Ways 00:25:13 - Amazon's Future: 3 Things 00:28:02 - Search Experience by Category 00:30:58 - Innovation is Key During the AI Era 00:34:20 - Creating a Non-Intrusive Experience For Customers 00:37:48 - New Innovations Coming

Try out Joylink here - joylink.io/?aff=lunchwithnorm

In this episode of Lunch With Norm, Erik Stomp reveals the Amazon affiliate tool that’s changing the game. Whether you’re an affiliate, creator, or seller, JoyLink helps you earn more by making link sharing easier, tracking performance in real-time, and simplifying Amazon’s confusing attribution system.

What You'll Learn:

- How Erik grew JoyLink from scratch with co-founder Aveek

- Why deep links, instant tracking, and conversion clarity matter

- How affiliates and sellers can use this tool to drive off-site traffic

- Why big creators are switching to smarter Amazon tools 

Timestamps

00:00 Introduction

00:34 Amazon Affiliate Tool

01:03 Negative Reviews

02:10 Who is Erik Stomp

04:48 Amazon Traffic Boost

06:20 Amazon Launch Strategy with Affiliates

10:43 Amazon Affiliate Failures?

14:12 Amazon Creator Insights

19:12 Future Tactics for Affiliate Marketing

23:45 Conclusion

Amazon ads are getting more expensive, more competitive—and way more confusing. In this episode of Lunch With Norm, PPC strategist Elizabeth Greene breaks down what’s really happening inside Amazon’s ad console in 2024 and what you need to do to scale profitably in 2025. From catchall campaigns and B2B optimization to fractional DSP access and Amazon’s new AI tools, Elizabeth shares advanced strategies that are working now. She also explains why most sellers are mismanaging ad spend, how to evaluate performance across massive catalogs, and why the key to growth isn't more money—it’s smarter strategy. Whether you’re a beginner or running a complex multi-SKU operation, this episode is your crash course in Amazon advertising that actually works.

Want to know the EXACT ACoS to hit your profit goal? - https://junglr.com/growthbalanceequation/ 

🔥 Join the Lunch with Norm Newsletter https://LWN.news

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This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE.

🚨 Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

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Timestamps

00:00 Intro

02:34 Welcome Elizabeth

06:23 Scaling Strategies

10:31 Optimizing Ad Spend

17:04 Advice for New Amazon Sellers

19:58 Low Bid Strategies

21:33 Leveraging Auto Campaigns

23:28 Advertising Insights and Coaching

30:21 Optimizing PPC

34:18 Effective Bid and Keyword Management

36:32 Final Thoughts

In this episode of Lunch With Norm, supply chain expert Kerim Kfuri joins Norm to break down the hard truths about sourcing in 2025. From tariff pressures and supplier risk to AI-powered product development and nearshoring myths, Kerim delivers no-nonsense advice for Amazon sellers navigating the chaos of global trade. Learn why too much loyalty to your supplier can kill your business, how to negotiate better terms, and the real reason nearshoring might not save you. Plus, hear about how Alibaba is reshaping sourcing with AI. If you rely on imports, want better margins, or just want to survive the next supply chain shake-up, don’t miss this one. _______________________________________________ This episode is brought to you by TraceFuse: Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance. 🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨 Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/ ________________________________________________ Timestamps 00:00 Diversifying Your Supply Chain 02:44 Karem Kafu's Insights 05:54 Tariffs and Their Impact on Amazon Sellers 14:09 Mitigate Tariff Challenges 20:11 Supplier Relationships 28:56 Cost Cutting and Quality Control 34:46 Nearshoring 37:16 Leveraging AI 45:05 Shark Tank's Daymond John

Starting and scaling a business isn’t just about strategy—it’s a mental game. The pressure, setbacks, and isolation can break even the toughest entrepreneurs. In this episode of Lunch with Norm, Kevin Oldham, founder of DeFactory, joins Norm Farrar to discuss the real struggles of entrepreneurship, mental health, and building resilience.

🔥 Key Topics:

- Why mental health challenges like anxiety, ADHD, and addiction affect so many entrepreneurs.

- How to build resilience and manage stress in business.

- The 75% rule: Why most entrepreneurs regret selling their business.

- How to prepare for an exit strategy that won’t leave you lost.

- The power of mastermind groups and support networks.

Whether you're facing burnout, struggling with self-doubt, or planning an exit, this episode is filled with real talk and actionable advice on how to survive and thrive as an entrepreneur.

📩 How do you handle the stress of entrepreneurship? Drop your thoughts in the comments below!

✅ Don’t forget to LIKE, SHARE, and SUBSCRIBE for more insights on business, branding, and mental resilience.

🎯 Links & Resources Mentioned:

Kevin Oldham’s Company – DeFactory: defactory.com

Follow Kevin & Learn More: bethefilament.com Lunch with Norm Newsletter: LWN.news

I encourage you to reach out to people in your lives to either seek support, offer support, or check in. If you or someone you know needs help, please do not hesitate to reach out to someone and ask for help. If that feels scary, you can call the mental health and suicide prevention hotline for support by dialing 988

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This episode is brought to you by TrueOps: Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back.

🚨 It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/ ________________________________________________________

TIMESTAMPS

00:00 The Harsh Reality of Entrepreneurship

00:42 Introducing Kevin Oldham

02:42 Kevin's Journey and Mission

04:23 The Mental Health Struggles of Entrepreneurs

07:57 Coping Mechanisms and Support Systems

14:39 Identifying and Managing Mental Health Issues

22:51 Turning a Bad Day Around

23:43 Small Wins for Big Confidence

27:56 Lessons from Failure

34:05 Embracing AI and the Future

36:32 Avoiding Seller's Remorse

A weak hero image can ruin your conversion rates, increase ad costs, and make you invisible in search results. In this episode of Lunch with Norm, Norm Farrar chats with John Aspinall, Amazon creative expert and brand evangelist for PickFu, to break down how to optimize product images for maximum clicks and conversions. 

Key topics include:

- Why your hero image is the most important factor in click-through rates.

- How to test and optimize images using PickFu & real customer feedback.

- The biggest mistakes sellers make with product photography.

- 3D renders vs. traditional photography—which one works best?

- Insider hacks for budget-friendly product photoshoots (including the secret JCPenney trick).

If you're an Amazon seller, eCommerce brand, or marketer struggling to stand out in search results, this episode is packed with actionable strategies to help you win the click and increase sales. 🎯

Links & Resources Mentioned:

PickFu – Test Your Images: pickfu.com

John Aspinall’s Agency – Go Aspi: goaspi.com

Thank you to our sponsors! ________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up.

Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/ ________________________________________________________

Timestamps

00:00 Introduction to Hero Images

01:06 The Importance of Packaging

04:37 Creating Compelling Images

06:11 Testing and Feedback

07:36 Avoiding Common Mistakes

09:17 Optimizing for Amazon's Algorithm

12:15 Real-World Examples and Tips

27:52 Clear Hero Images

28:35 Branding Strategies for Small Businesses

31:53 Affordable Photography Hacks

39:44 Maximizing Scroll-Stopping Power

44:47 Answering Audience Questions

Search engines are shifting, organic visibility is fading, and if you’re not evolving, you’re losing! In this episode of Lunch with Norm, Norm Farrar sits down with SEO expert Dan Kurtz to uncover the latest SEO and keyword strategies that Amazon sellers and eCommerce brands need to dominate the search results in 2024 and beyond. Join the Beard Nation at https://www.facebook.com/groups/lunchwithnorm Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/ Thank you to our sponsors! ________________________________________________________ This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm

________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨 Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/ TIMESTAMPS

00:00 Introduction

01:09 Guest Introduction: Dan Kurtz

02:50 SEO Trends and Strategies

13:25 Press Releases and Backlinks

30:55 Commercial Break: Maximize Your Amazon Reimbursements

32:25 Using IFTTT for Content Distribution

35:19 Understanding Google Knowledge Panels

43:43 The Power of Google Business Profiles

48:52 SEO Tips for Amazon Sellers

50:18 Final Tips and Common Mistakes

In this episode of Lunch with Norm, Vanessa Hung breaks down how Amazon’s AI-powered Rufus and Cosmo are changing the game for sellers. She explains how AI is reshaping Amazon search rankings, product listings, and PPC advertising—and why traditional keyword strategies are becoming obsolete.

Vanessa dives deep into how AI personalizes search results, how to optimize listings for Amazon’s new algorithm, and the biggest mistakes sellers must avoid to stay competitive. If you’re an Amazon seller, this episode is packed with must-know insights about the future of eCommerce, audience targeting, and AI-driven marketing strategies. 

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/

Thank you to our sponsors! ________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm

________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

Timestamps

00:00 Introduction

01:13 Guest Introduction: Vanessa

02:52 AI's Role in Amazon's Evolving Landscape

03:34 Understanding Rufus

06:35 The Shift in PPC and Audience Targeting

08:20 Personalized Shopping Experiences with AI

13:16 Optimizing Listings for AI and Rufus

24:45 Future Implications and Strategies for Sellers

30:24 Optimizing Your Amazon Listing

34:30 Introduction to Cosmo Technology

39:52 The Future of AI in Business

46:00 Creating Content with AI Tools

50:53 Conclusion and Final Thoughts

In this episode of Lunch with Norm, Mike Frekey joins Norm Farrar to break down the latest Amazon advertising strategies and how sellers can adapt to the platform's changing landscape.

🚨Free PPC audit 🚨 https://igppc.com/services/amazon-ppc-audit/ to any seller with over $10K in monthly ad spend

From leveraging brand analytics to mastering PPC and understanding the impact of Amazon's new B2B placement modifiers, Mike shares actionable tips to help you maximize your ad spend while staying ahead of the competition. They also discuss the increasing dominance of ads over organic traffic, the power of keyword research, and strategies for balancing profitability with growth. If you’re serious about scaling your Amazon business in 2025, this is an episode you can’t afford to miss!

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/

Thank you to our sponsors! ________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE.

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

Timestamps

00:00 Introduction to Amazon's New Ad Placements

00:15 Current Trends in Sponsored Ads

00:24 The Decline of Organic Rankings

00:28 Winning with Brand Analytics

01:24 Guest Introduction: Mike Freckey

02:50 Deep Dive into Brand Analytics

04:02 Identifying Market Keywords

09:16 Using ChatGPT for Market Analysis

10:10 Interpreting Brand Analytics Data

17:18 Effective Sponsored Ad Strategies

21:43 The Impact of Ad Widgets

26:58 External Traffic and Amazon Attribution

33:10 Conclusion and Contact Information

In this episode of Lunch With Norm, Norm Farrar sits down with Deb Slaver to tackle one of the most critical challenges for Amazon sellers: avoiding costly compliance mistakes. Deb shares her insights on sourcing authentic products, navigating intellectual property (IP) pitfalls, and the steps every seller must take to protect their account from suspensions.

They discuss real-world horror stories of counterfeit allegations, IP disputes, and packaging errors—and how these common missteps can bankrupt a business. Packed with actionable advice, this episode is a must-watch for anyone serious about staying compliant and thriving on Amazon.

Join the Beard Nation at https://www.facebook.com/groups/lunchwithnorm

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/ Thank you to our sponsors!

________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table!

TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews?

TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨 Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

Timestamps

00:00 The Costly Mistake: A Copyright Catastrophe

00:30 Navigating Amazon's Minefield: Policies and Compliance

01:05 Introducing Our Expert Guest: Deb Slaver

01:41 Sponsor Spotlight: Tracefuse

02:46 Deb Slaver Joins the Conversation

03:56 Ensuring Product Authenticity on Amazon

09:01 Handling Amazon Notifications and Compliance

18:01 Best Practices for Packaging and Record Keeping

25:56 TrueOps Reimbursement Benefits

26:33 Effective Complaint Handling Strategies

27:37 Addressing Customer Complaints

31:08 Understanding IP Protection

32:32 Importance of Patents and Trademarks

35:46 Challenges with IP and Amazon

44:53 Handling IP Complaints

46:58 Final Thoughts and Contact Information

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THANK YOU TO OUR SPONSORS 🎉

TrueOps - https://app.trueops.com/sign-up?via=norm

Tracefuse - https://tracefuse.ai/lunchwithnorm-newsletter/ AZ Rank - http://www.azrank.com/

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StartUp Club - https://www.startup.club

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