📰 Newsletter Spotlight!

From time to time, I like to showcase newsletters that I personally read. Today's spotlight is Seller Bites. If you're like me and like staying on top of all the top FBA news, this newsletter is for you. I've been a reader for quite some time. What sets them apart is that they also include super interesting stories like the recent Lululemon lawsuit with Costco. I encourage you to sign up today!

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🚀 This Week's Amazon Hack: Force ChatGPT to Recommend your Brand

Yeah, that's right. Today, we own the robots.

Google search traffic is plummeting while AI search is skyrocketing. The world is literally changing before our very eyes, and that means you need to ADAPT.

Thankfully, you read Amazon Insiders, so I got you covered. Today, you crack the code.

Historically, search has been a simple "best water tumbler."

Now?

Searches look like "I need a water tumbler that fits my Toyota Highlander and can keep it ice cold for over 24 hours."

See how specific that is? ChatGPT actually will ask you follow-up questions and guide you to a specific product.

Today, I'm going to walk you through a practical framework for forcing ChatGPT

Step 1: Make sure that you haven't accidentally blocked ChatGPT's search crawler. Their search crawler is called "OAI-SearchBot." You might have to update your website's robots.txt file. Get it done so they can see your site.

Step 2: Let ChatGPT know you exist! Yes, that is literally step 2. And, no, allowing bots to crawl your DTC website is not enough. You need to get yourself to the front of the line.

It's really simple. All you have to do is fill out this form, and when ChatGPT onboards all their submissions, you will be in their system. This is a very big deal because I bet that less than 1% of Amazon sellers will ever know about this form. Fill it out today!

Did you think that was it?

Step 3: Authority. Authority is king. It's king on Google and it's king with AI. ChatGPT is not going to recommend alphabet soup brands to people. ChatGPT is going to look everywhere for your band. And it expects authority from multiple directions. It's definitely going to check your ranking on Amazon, but it's also going to check Google and Walmart. It wants to see that you own your niche on every platform. FYI, if you haven't signed up for my Walmart Insiders newsletter, what are you doing with your life?

Chances are that you are already on multiple platforms. Fantastic. Now what?

The next step is to get your products in the Top 10 blog articles and larger publications like the Wirecutter. This one is pretty easy. Just open up your wallet and pay the fee. Yes, this is how it works. Actually, my good friends at Perch + do just that. Fill out their form and go after this aggressively. This is a literal goldmine for developing "AI trust."

That covers paid PR, but that's not enough.

Have you ever noticed how Google serves up a Reddit forum post for literally every question you search now? That's not by accident. Both Google and AI place HIGH value on Reddit posts. This is your cue to submit content there. Be careful, though. You will want to pose as a normal person with zero connection to your e-commerce brand. For every 10 valuable posts on Reddit, you will post just one with a mention of your brand. Yes, it's sneaky, but these are the Reddit rules. The moment you get sniffed out, you are banned forever. At the end of the day, focus on providing value.

Step 4: Social media is king and will always be king. Do you think that AI relies on just text? WRONG! It crawls social media posts, and guess what happens when top influencers recommend your brand on their platform? That's right! It builds authority! For this tactic, look no further than Stack Influence. They can pair you up with hundreds of influencers overnight and get the job done.

Step 5: Podcasts, YouTube, oh my! Yes, this is going to take some work, but it's going to pay off handsomely for you. Here's the thing: most brands are sleeping on AI and building as if AI will never change our culture. It already has! Get on podcasts, YouTube videos, and any other non-social media exposure. AI crawls the entire web, and the more off-Amazon authority you can build, the better. To get on these, make it a goal to cold email the organizers. You will land 1 out of every 10 submissions. Over time, this will add up. I would focus on review-type shows where they actually test your product for their viewers. You will want to make sure your product is linked in the description of the video.

If your eyes are tired, suck it up and drink some coffee. I'm not done.

Now, let's talk YOUR content. I'm specifically talking about what you showcase on your DTC website and Amazon listings. For your site, you need to post MEGA articles on your blog so signal to that ChatGPT knows you are the top dog in your space. These are like FAQ articles where you give practical advice on how to use your product correctly in a wide variety of environments. This is also a GREAT place to post customer stories. It's not uncommon for a customer to send you a long email about how awesome your product is. Capture this data and publish it on your blog. Super simple and super effective.

OK, now my eyes are tired. This is just inning 1 of the AI revolution, so expect more from me as things change. As of today, this is where it stands.

Now, go build that authority!

🔥 Hot Amazon Seller News: Check your Labs!

OK, sellers, some big lab news from Amazon. Come July 13, the underperformers are getting the boot!

You see, compliance certificates aren't like snowflakes—some are just plain flakes. OK, that was corny... It's tempting to grab one and think, "Nailed it!" But nope. Amazon's playing hardball now, cracking down on shady document origins. There's no hiding from Amazon in 2025.

If your lab's on the naughty list, your paperwork gets the big red "REJECTED" stamp—even if your product's safer than a bubble-wrapped puppy.

Kicking off July 13:

• Only labs passing Amazon's VIP safety and authenticity audition get the green light for test results.

• Docs from flagged labs? Auto-rejected, no second chances.

• If you've been cozy with banned labs before, brace for a redo—or watch your listings vanish overnight.

Already in the penalty box:

• Bay Area Compliance Laboratories Corp. (Dongguan)

• Shenzhen LCS Compliance Testing Laboratory Ltd.

Amazon is shifting its approach to compliance, viewing it not merely as a procedural requirement but as a key indicator of trust in your product, supplier, and overall risk profile on the platform. It is essential to prioritize safety and defensibility in your compliance strategy going forward. I know, so freaking boring...

Recommended actions for sellers:

• Review your historical compliance submissions. If any originated from now-suspended laboratories, proactively obtain and resubmit documentation from approved labs.
• Bookmark and frequently review Amazon's directory of approved laboratories.
• When creating new documentation, verify that the lab meets Amazon's current requirements BEFORE hiring them.

It's not exciting news, but it DOES impact you directly. Thus, it made it into this newsletter issue. The more you know, the more you will be successful on Amazon.

That's a wrap!

Jon Elder

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