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🚀 This Week's Amazon Hack: It's Time for a Vibe Shift

Or maybe let's call it a perspective shift. Look, you're not selling to robots. You're selling to real humans with real emotions.

Yes, optimization, AB testing your hero image, and nailing your AI data are key, but what's more important is that you have your brand story and customer outcome NAILED.

Let me give you a very real example. One of my largest brands on Amazon was an outdoor kids' toy line. Did other outdoor toys exist on Amazon already? Of course they did! In fact, the space was already pretty crowded. What was missing was an actual STORY.

You see, parents never cared about the load rating or UV-resistant features of the outdoor toys. They wanted QUALITY and family memories. This is what most brand owners miss. They get hung up on features, features, features when they should be focusing on outcomes, outcomes, outcomes.

This mental shift will make a dramatic impact on your creatives, including videos and ads.

I actually had this conversation with a client of mine who sells high-end dog toys. Yes, it's good to mention that the toy is indestructible and will last a long time, but what's MORE important is that the toy will make the dog feel alive again! Do you see the leap that is made in human psychology? It's right in front of you.

Another example is a client who sells glucose monitoring accessories. He uses lots of lifestyle images showing how diabetes does not stop them! Instead of being product-focused, he zooms out and shows you the end result. Predictable tracking is the expectation, but an unstoppable life is the outcome.

It's now time to audit your listings. Ask yourself if your product packaging tells a story. How about your bullets? Your storefront. Audit everything and make sure it's aligned with your brand story.

I guarantee you that this is something that 99% of your competitors will never take the time to execute. Be the 1%.

🔥 Hot Amazon Seller News: Amazon Title Change and China Trade War Update

Another week means another Amazon change. This time it's titles!

Amazon made sweeping changes to your titles to hopefully boost your conversion rate and discoverability. The jury is still out, but I actually think it might be a good change and protect you from the cheaters in your space.

They're calling this a "Two-Part Structure," and it includes a concise short title like Brand name, Product Type, Model, Size, and Variation.

Then, right below it is a section called "Product Highlights," which would include your product features like "holds 30 ounces of fluid" or "load rating is 1,000 pounds."

This is their way of cleaning up the alphabet soup titles that we see way too often on Amazon. I think it will be a good change.

Amazon has yet to release this update, so stay tuned.

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Finally, some relief in the China trade deal department! No trade deal quite yet, BUT I bring you some very good news!

🥳 Here is where we stand:
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- 90-day pause on 145% tariffs. They are now 30%. If there is no deal reached after 90 days, it goes back up to 54%. 145% will be a distant memory. The 145% was used as leverage to get China to start talking.

- China will also lower its tariffs on USA goods from 125% to 10% for the same 90-day period.

- Concession #2: China removed ALL counter-measures. Beyond tariffs, China had imposed severe non-tariff barriers. Officials said these effectively created a trade embargo against US goods. They've now agreed to remove ALL of these barriers.

- Concession #3: China sent its deputy minister for public safety to address the fentanyl crisis. US officials called this an "upside surprise" - completely unexpected at a trade meeting.

- Both sides agreed to decrease their reciprocal tariffs by 115% while retaining an additional 10% tariff.

- The deal did not mention De minimis, so that loophole is still closed and not part of this concession. Sorry, dropshippers.

- There are no credits for anyone who paid the 145%.

- China has agreed to stem the flow of fentanyl coming into America.

- Tensions eased between the two largest world economies!

- Prime Day is back on, and Christmas is saved. Every American Amazon seller I know or consult has booked their ships and is planning to bring in an obscene amount of inventory. Talk about a 180!

💡 Prediction: Sea freight shipment prices are about to explode. Everyone and their mother just contacted their factory and placed MASSIVE inventory orders. Freight prices respond to capacity, and capacity is about to evaporate. One week it was a ghost town, and now it's going to be bananas.
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A giant PAUSE button has been pressed to negotiate the deal of the century. That's where we are today. The groundwork has been set. Now we wait.

Go ahead, pop that champagne.

Jon Elder

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