Rise of the Micro-Brands.
A live interview hosted by Norman Farrar AKA ”The Beard Guy”. Norm digs into current trends, the latest tips, and advice from experts in the eCommerce, Amazon FBA and online business world.
Listeners will walk away with actionable tips that they can apply immediately to their business. Norm and his guests don’t give you get-rich-quick tips, they give sound advice to help you manage and grow your business.
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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
The Secret Amazon Affiliate Tool That Actually Converts...
Episode 647
Monday, June 2, 2025 • Duration 39:33
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
You're Scaling Your Amazon Ads Wrong - Here's How to Fix It
Episode 638
Monday, March 31, 2025 • Duration 40:39
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.
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.
How to Survive The Trump Tariffs & Supply Chain Chaos
Episode 637
Monday, March 24, 2025 • Duration 49:47
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
The Very Real Stress of an Entrepreneur - How to Handle Stress & Stay Resilient
Episode 636
Monday, March 17, 2025 • Duration 42:50
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
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%.
The Secret Behind High-Converting Amazon Hero Images
Episode 635
Monday, March 10, 2025 • Duration 53:07
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. 🚨
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. 🚨
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.
30:55 Commercial Break: Maximize Your Amazon Reimbursements
Amazon Search Just Changed Forever... Amazon AI Rules for 2025 | Vanessa Hung
Episode 633
Monday, February 17, 2025 • Duration 53:16
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.
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. 🚨
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. 🚨
Amazon Ads Are Bleeding Your Profits - Here's What to Do! | Mike Frekey
Episode 632
Monday, February 10, 2025 • Duration 37:33
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.
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!
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.
Amazon Seller’s $19 Million Nightmare | Debi Slaver
Episode 631
Monday, February 3, 2025 • Duration 51:33
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.
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.
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
🚨 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
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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