🎉 BOOST YOUR AMAZON PPC ROAS BY 50%

Not, that's not a typo. That's legit what is happening when my readers make the switch from their below-average Amazon advertising agency. I've seen this story time and time again, and it hurts my heart every single time people ignore what I say.

Here's the reality. 90% of Amazon ad agencies are trash. It's harsh, but it's reality, and I'm trying to save your business. Who you choose to manage your ads MATTERS.

At peak, I was spending over $1 million/year on Amazon ads. I chose wisely, and other sellers I knew did not. They got screwed.

So, do yourself a favor and make the switch to my good friends over at Incrementum Digital. They are changing the Amazon PPC game with a combination of elite AI tools and hands-on management that will leave your competition in the dust. I cannot recommend them enough. In fact, many of my own coaching clients already use and LOVE them.

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🚀 This Week's Amazon Hack: Resellers Are Roaches

Yes, I said that out loud. From a brand's perspective, they are roaches. I do appreciate their grit and determination to make a buck, though. I could never fault them for that.

But here's the deal. They are a nightmare for your listings and brand image.

Let's say that you sell your product for $49.99 with Prime delivery to customers. Resellers often list "used" versions of your products or price them at $74.99. It's an insane range that leads to endless migraines.

My advice to you today is going to be a bit unconventional.

Most agencies or influencers will tell you to sign up for the Transparency Program. I don't recommend that. Yes, it locks down your listing forever, but it's a freaking nightmare to manage, and it's very easy to screw up, as you will be relying on your factory to add custom labels to each and every unit you send in to Amazon.

Step 1 is obviously Brand Registry. By securing your brand on Amazon, you unlock protection tools and specialized seller support.

Step 2 is to actively report these resellers to Amazon via the "Report a Violation" tool inside Brand Registry. You will see multiple options, but I've always had the best luck with reporting an "inauthentic product" violation.

The key is to alert Amazon to the fact that you never sell to any third-party resellers, so the reseller is obviously shipping copycat products or unbranded versions of your products to customers.

Don't stop there. You need to include language like "this reseller is sending an unauthentic product, which will result in the possible injury of customers," or something like that. The key is to get Amazon's AI system to notice your complaint and take swift action. Amazon hates lawsuits, so they will jump on this 99% of the time in my experience.

The more you report, the more Amazon can apply what is called "Additional Brand Protections." Basically, there's no internal way to get these exclusive protections unless Amazon's AI system notices a pattern and does it on your behalf.

FYI, this is an added firewall that resellers see when attempting to list a product under your listing. They typically see a box that says "We are currently not accepting applications for this product." Historically, only elite brands get access or listings that have a long history of bad actors trying to damage the brand owner. You can always try asking Amazon to lock down your listing, but it's a Hail Mary.

Also, another tip is to NEVER sell on eBay. You're welcome.

The slightly riskier approach is to send cease and desist letters to the stubborn resellers. This will be hit or miss. Some will get scared, and some will straight up laugh at you. Amazon does not allow you to contact resellers, but I have always done it anyway. Again, do this at your own risk.

So, until you are the next Simple Modern or Anker, you will not be able to gate your listings. What you CAN do is fight back my way.

🔥 Hot Amazon Seller News: Amazon Just Empowered Us All!

I know, you never see that headline every day. But here we are. And it's true.
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For over a decade, sellers have relied on a one-way street for resolving suppressions, policy violations, and final Amazon decisions.
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​All that changes today. ​
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It's called Seller Challenge. This new structured appeals process is much more in line with what we brand owners have asked for over the years. It's not perfect, but it's close.
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Once Amazon gives you a final decision on something like a listing takedown, you now have options:
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➡️ You will get x3 challenges (these are enhanced reviews of Amazon decisions) every 6 months. I wish there were more challenges, but I'll take it.
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➡️ Your listing will remain inactive while the review is being done. These reviews will be SIGNIFICANTLY faster as they will go to an elite review team in Seattle. This is a very big deal. Does everyone remember the hack back in the day of contacting the Catalog team in Puerto Rico?
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➡️ If it fails, the challenge resets after 6 months.
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➡️ If you win, Amazon reverses the enforcement immediately.
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Overall, this is a HUGE step in the right direction. It's going to be so important for accountability in the age of AI. Look, AI is going to mess a ton of stuff up. Computers make mistakes. Humans will correct those mistakes. This is the future of the Amazon selling experience. Very little human contact until there's a true crisis. Amazon is not unique. This is happening in ALL industries right now.
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💡 FYI, this is for sellers who are members of the Account Health Assurance program. To get into this club, you need to maintain an account health rating of 250 or higher for at least 6 months and be a Pro seller for at least a year. I wrote this post assuming that you were part of this program. If not, you know what to do!
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You can find this under Account Health - Product Policy to see if it's live on your account.

Jon Elder

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