🤩 Give Your Conversion Rate a Steroid Boost

Look, I’ll be honest. Not all Amazon design agencies are created equal. Some are really bad. Some are just OK. And some are truly elite.

When I think of the word “elite”, I think of my friends at House of AMZ. When it comes to Amazon creatives & design, you need to stand out in the crowded jungle of Amazon.

I love supporting USA-based companies and this is no exception! House of AMZ has been around for 8+ years and caters to USA sellers. Truly, they are legends in the space.

But, how good are they?

They shared the following picture with me and I assumed it was a 3D model or AI-generated. Boy, was I wrong!

And that’s just one quick example. The fact that over 1,000 brands trust them says a lot. Have you ever heard of Clorox, Nerf, or Dickies? I thought so.

Whether you need a brand refresh or a full overhaul, you will be in good hands with House of AMZ.

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🚀 This Week's Amazon Hack: Don't Settle for Scraps

I'll be honest, my exit in 2019 was not 5x! Mine was 4.5x and I'm still proud of that to this day. Looking back, I wish I could have gone higher with my exit multiple but a few things were simply missed.

Don't let that be you. Today's newsletter issue is more of a checklist for securing your dream exit. And when I say exit, I mean an exit multiple based off of your EBITDA. That stands for "Earnings before interest, taxes, depreciation, and amortization."

99% of exit multiples are based on this number. And no, exits are never based on your revenue. those are unique non-Amazon business models. I wish it were the case!

Let's assume you're selling $5 million a year on Amazon and your EBITDA is $1 million. A 5x multiple would net you a $5 million check. It's fun math. Play around with the numbers for your business and do some dreaming.

So, let's make your dream a reality. How do you get there? I'm so glad you asked. What I'm about to share with you is rarely talked about for some reason. That changes today.

1- Design patents on top sellers. Stop sleeping on IP protection. I have wiped out copy cat sellers with this tactic and so can you. if it's your unique design, get a patent and slam the hammer. Stop feeling guilty about this.

2- Revenue in the millions and 15-25% net profit on average across your catalog.

3- Robust product launch pipeline for the next 12-24 months. Don't leave the buyer hanging!

4- Established a team of virtual assistants that allows the new owner to work less than 20 hours a week.

5- Your products can be seen in big-name media like GQ, USA Today, CNN, etc. Think “Top 10” lists and stuff like that.

6- No more than 80% of your total revenue comes from Amazon. Maintain a healthy blend of Amazon/Walmart/Social/Shopify.

7- Weekly marketing emails sent to a large email list built off Amazon. No, these are NOT your Amazon customers. these are your Shopify customers!

8- Social media channels with strong follower numbers and click metrics.

9- Images and video content on Amazon clearly tie in your brand story. Show your face if you can! Don't be shy.

10- Thriving PPC campaigns with healthy ACoS. FYI, buyers want to see you using an agency for this. Buyers HATE managing PPC or thinking about hiring an agency. Have this ready to go.

11- 50%+ YOY growth projection for the upcoming year.

12- Diversified brand portfolio in various categories. In other words, don’t just sell one type of product…

13- Avoid seasonal products like the plague.

14- Clearly showcase your mastery of adapting to new Amazon fees while also maintaining strong profit margins.

15- Low SKU concentration. Basically, don’t have one product making up 50-70% of your revenue. This is a MAJOR red flag for potential buyers. If this means starting multiple private-label brands, do that.

16- Drive home the potential “scale opportunities” for the new buyer. Plans should already be in place to expand into Amazon Europe, retail, and other selling platforms like Walmart.

17- Shopify websites should be beautiful down to their last detail. No stone is left unturned. Hire a designer if you need to. Don't be cheap.

18- Zero Amazon account suspensions and little to no listing suspensions or suppressions. Drive home the message that you’ve run a CLEAN Amazon business. I cannot stress this one enough!

19- Buyers want to see truly innovative products, NOT copycats on Amazon. Never forget this. No, a color change is not going to cut it. Your product should be significantly different than your competition.

20- Business operations should be hyper-LEAN. A bloated business structure is a big concern for buyers.

BONUS: One last thing. Don’t come to the table without your own interview questions for the buyer. This is a two-way street and buyers will really respect that. If you show you love your business and want to hand it over to a smart operator, this plays in your favor.

And this is just 20 tips. I walk through a 100-item checklist with my clients when they're exiting. There's a ton more I could cover but these are the HEAVY hitters. Focus on these and you will do great.

🔥 Hot Amazon Seller News: A Glimmer of Hope

Wow, Amazon does listen! This time, they took action on years of feedback from 3P sellers. I'm actually kind of stunned. You probably missed this colossal update because, for some reason, Amazon didn't include it in the announcement section of Seller Central.

Historically, when an FBA return has been sent back to Amazon, Amazon employees hand inspect the product and either mark it as "damaged" or place it right back in your inventory. No one liked this method. Way too many wires crossed and unhappy customers. They even led to some accounts getting suspended due to bogus complaints. Not fun!

What Changed?

New settings mean more control! Hallelujah! I have been asking Amazon for this since I started selling in 2014.

Going forward, you can now select which SKUs you want to enable or disable for FBA return evaluation. This is groundbreaking for seasonal sellers and anything in electronics.

No more returns nightmares or paranoia. Thank you, Amazon!

Jon Elder

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