Guest: Bernie Thompson, Founder of Efficient Era, Author of “Flywheels and Feedback Loops: A Guide to Success for Private Label Sellers,” and founder of an 8-figure electronics brand.

Topic: Improving Product Rankings on Amazon and Managing Customer Relationships

In this episode, Bernie Thompson delves into the strategies for enhancing product visibility on Amazon and effectively managing customer relationships within the Amazon ecosystem. He provides practical advice on optimizing listings, leveraging Amazon ads, and balancing the reliance on Amazon while building a sustainable business.

Key Takeaways:

• Bernie’s Background and Journey (00:02:00 – 00:06:00)
  • Founded an electronics company, Pluggable Technologies, in 2009.
  • Emphasized customer service and product quality.
  • Spun off Efficient Era to help other sellers with Amazon automation tools.
• Optimizing Amazon Product Listings (00:07:00 – 00:10:00)
  • Importance of compelling titles and main images.
  • High-quality listings that accurately describe the product.
  • Ensuring the product matches customer searches to boost conversions.
• Leveraging Amazon Sponsored Ads (00:11:00 – 00:14:00)
  • Using ads to drive traffic and sales.
  • Ads help create data points for Amazon’s algorithms, improving organic rankings.
  • Targeting specific product features in ads to attract the right audience.
• Alternative Strategies for Ranking Improvement (00:15:00 – 00:19:00)
  • The use of large discounts and specific search prompts (gray area tactics).
  • Sponsored ads as a reliable, white-hat method for long-term success.
• Challenges of Customer Relationship Management on Amazon (00:20:00 – 00:25:00)
  • Amazon’s control over customer information.
  • Difficulty in remarketing to customers post-purchase.
  • Balancing the need to drive sales on Amazon with building a direct customer base.
• Building a Sustainable eCommerce Business (00:26:00 – 00:30:00)
  • Importance of having diversified sales channels.
  • Using Amazon as a complementary channel, not the sole platform.
  • Traditional marketing techniques (content marketing, email lists, etc.) are still crucial.
• Amazon’s Own Products and Their Impact (00:31:00 – 00:36:00)
  • AmazonBasics and other private labels posing competition.
  • Amazon’s use of seller data to create competing products.
  • Sellers need to differentiate and be prepared for Amazon’s entry into their market.
• Creating a Marketing Funnel Outside Amazon (00:37:00 – 00:40:00)
  • Utilizing classic marketing strategies (content marketing, video, ads).
  • Developing customer assets like email lists.
  • Ensuring continuous traffic and sales outside of Amazon.
• Fun Fact About Bernie (00:41:00 – 00:43:00)
  • Bernie enjoys hiking in the mountains around Seattle.
  • Hiked to the top of Mount St. Helens in a dress as part of a tradition.

Guest Info and Resources:

Bernie Thompson is the founder of Efficient Era, an 8-figure electronics brand, and author of “Flywheels and Feedback Loops: A Guide to Success for Private Label Sellers.” When he’s not running his businesses, you can usually find him on top of a mountain near Seattle, WA.

Connect with Bernie:

• Website: Efficient Era
• Book: Flywheels and Feedback Loops
• Email: [email protected]