How to Work Your Way Against Buy Box Issues? My Amazon Guy FBA Weekly Q&A with Jason Mastromatteo

TL;DR

Jason answers various questions related to Amazon, Walmart, PPC, brand registry, and more in a live Q&A session.

Transcript

so so so two uh foreign so uh food woof [Applause] easy do so so so so so uh hello everybody happy prime day whoa it's here hope everyone's doing really well and stuff's flying off the shelf today across the board what i'm saying so far so good um yeah i thought it was actually going to be pretty quiet here Read More

Key Insights

• ™️ It is important to follow the step-by-step instructions to submit a registration for Amazon Brand Registry if your trademark ownership is declined.
• 🚀 Allocating advertising budget during the launch phase depends on the product, with sponsored products generally being prioritized.
• 👀 Factors such as pricing and product relevancy should be considered when looking to reduce advertising costs.
• ✋ During Prime Day, if your PPC campaigns are performing well, it is advisable to maintain or increase your budget to leverage the higher traffic and sales opportunities.
• ☠️ It is crucial to regularly evaluate and optimize PPC campaigns to ensure cost-effectiveness and better conversion rates.
• 📫 Losing the buy box can be due to various reasons, including price competitiveness and product authenticity issues.
• ❓ Increasing organic ranking can support better PPC performance by generating more sales velocity.
• 👾 Increasing extra-large storage capacity for Amazon FBA requires demonstrating consistent sales velocity and appealing for increased storage space.
• 💼 In case of inventory discrepancies or lost units, reaching out to Amazon's support and providing relevant evidence can help rectify the issue.
• 🧑‍🦽 PPC campaigns with different types of targeting, such as auto, manual exact, and manual broad or phrase, depend on the product and advertising goals.
• ✋ PPC budget management during Prime Day should consider higher traffic and opportunities for increased sales velocity.
• 👂 Listing hijacking by unauthorized sellers requires legal action outside of Amazon to protect the brand.
• 🌸 Loss of buy box or suppression may occur due to pricing discrepancies, image issues, or non-compliant product listings.
• ❓ Consideration should be given to the nature of your product and its positioning in the market when determining the pricing strategy.
• 😘 High website traffic but low conversion rates may indicate issues with the main image or product pricing.
• 👨‍🔬 Anomalies in search terms data should be investigated to identify any potential relevance or categorization issues.
• 👋 Finance options for FBA funding depend on various companies offering inventory loans, and it is essential to shop around for the best fit.
• 📈 Sales performance may vary depending on the product category and current market trends.
• 🌓 It is crucial to start preparing for quarter four early to ensure optimal readiness for the holiday season.
• 🫓 The creation of parentage within Amazon can be done manually or through utilizing the flat file process.

Questions & Answers

Q: What should I do if my registered trademark is declined for Amazon Brand Registry?

You should have the admin of the brand registry account, who is the trademark owner, submit the registration. There is a step-by-step video available on YouTube's "Amazon Brand Registry 2022" for guidance.

Q: How should I allocate my advertising budget between sponsored products, sponsored brands, and video ads during the launch phase?

For a typical launch, it is recommended to allocate around 80-90% of the budget to sponsored products and the remainder to sponsored brands or sponsored display. However, this can vary depending on the product and industry.

Q: How can I decrease advertising costs while maintaining effectiveness?

If you are getting impressions and clicks but low conversions, you may have a pricing or product issue. Check if your price aligns with competitors and evaluate the relevancy of your product to the keywords or targets. Never neglect good keywords but consider reducing bids for better cost management.

Q: What should I do to manage my PPC budget on Prime Day?

If your ACoS (Advertising Cost of Sales) and TACoS (Total Advertising Cost of Sales) are at acceptable levels and you are getting good results, it is recommended to keep your PPC budget going and even increase budgets to take advantage of the extra traffic on Prime Day.

Summary & Key Takeaways

• Jason discusses the next steps when a registered trademark is declined for Amazon Brand Registry.

• He suggests how to allocate advertising budget between sponsored products, sponsored brands, and video ads during the launch phase.

• Jason provides tips on decreasing advertising costs and managing PPC budgets on Prime Day.