Dominate Amazon Product Launches: Tactics & Strategies From The Expert Bradley Sutton

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Dominate Amazon Product Launches: Tactics & Strategies From The Expert Bradley Sutton

Bradley SuttonBradley Sutton is the Chief Evangelist and the Director of Training at Helium 10, an e-commerce sellers’ platform to help Amazon entrepreneurs capitalize and dominate the marketplace. A passionate e-commerce seller and Amazon expert, he’s launched over 100 products on the popular platform. Because Bradley is so well-versed in all things Amazon, he hosts the most-listened-to podcast for Amazon sellers, the Serious Sellers Podcast.

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Here’s a glimpse of what you’ll learn:

  • Bradley Sutton discusses his introduction to Helium 10
  • Bradley shares successful case studies regarding his consulting work
  • Tools that are working and not working when launching new products on Amazon
  • What is “title density”?
  • Where to add top keywords when listing products
  • Steps to get new products ranked
  • Reasons you may be losing money on every order
  • The importance of having products ranked at the top of the page

In this episode…

Part of scaling an e-commerce business is to launch new products. Launching new offerings not only boosts sales but can potentially attract new loyal customers. But with growth comes new problems. Often new product launches can cause financial loss. So how can e-commerce sellers avoid this misstep?

Business leader Bradley Sutton recommends using the title keyword density strategy before revealing new products. He also suggests practicing healthy financial business acumen by understanding your budget. Finally, Bradley reminds sellers that launching new products shouldn’t prevent them from continuing to follow the basic steps that helped them reach their current level of success. Want to learn more about title keyword density and other launching strategies?

Tune into this episode of the eComm Breakthrough Podcast with host Josh Hadley as he welcomes the Chief Evangelist and Director of Training at Helium 10, Bradley Sutton, to discuss launching new products on Amazon. Bradley shares what is currently working and not working when launching new products on Amazon, explains title keyword density, and elaborates on the importance of having products ranked at the top of the page.

Resources mentioned in this episode:

Special Mention(s):

Related Episode(s):

Sponsor for this episode…

This episode is brought to you by Ecomm Breakthrough Consulting where I help seven-figure ecommerce owners grow to eight figures. Of course…

I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.

As a special bonus to my podcast listeners, this month I’m giving away one $10,000 comprehensive business strategy audit session at no cost. Email me at josh@ecommbreakthrough.com with the subject line “Strategy Audit” and tell me why your business should win the free audit for the chance to win and don’t worry, if you don’t win the free strategy audit this month, you’ll automatically be entered for future months.

Episode Transcript

Intro 0:04

Welcome to the eComm Breakthrough Podcast. Are you ready to unlock the full potential and growth in your business? You’ve already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level. Join Josh Hadley and eight-figure e-comm. Business Owner and investor as he interviews highly successful business owners get ready because you’re going to learn specific actions you can take today to help your business reach its full potential and leave a lasting impact on the world.

Josh Hadley 0:37

Welcome to the eComm Breakthrough Podcast. I’m your host Josh Hadley where I interview the top business leaders in e-commerce. past guests include Kevin King, Howard Thai, and Roland Frasier. Today I’m speaking with Bradley Sutton. He’s the man the myth, the legend that you’ve all heard on the Helium 10. Serious Sellers podcast. He is the Chief Evangelist and the Director of Training at Helium 10. And we will be talking a lot about launching new products and what is currently working on Amazon today. This episode is brought to you by eComm Breakthrough Consulting where I help seven figure companies grow to eight figures and beyond. Listen, Bradley, I started Hadley Designs back in 2015. And it took me seven years to grow our business to an eight figure brand. There were a lot of mistakes that I made along the way that honestly made the path of getting to eight figures take a lot longer than it needed to be, I wish I would have had a mentor or a guide along the way to help me overcome a lot of those obstacles, the mindset shifts that I needed, because there were times where I doubted whether I could be a real CEO, or if my brand could become a real brand. And so if our listeners have kind of run into similar plateaus, and they want to know the next steps to take their business to the next level, then go to eCommBreakthrough.com. That’s e-comm with two M’s to learn more. And as a special bonus for my podcast listeners. This month I’m giving away one $10,000 comprehensive business strategy audit at no cost. All you need to do is email me at Josh@eCommBreakthrough.com. And in your subject line, say Strategy Audit, then plead your case as to why I should choose you and your company to work with for this comprehensive audit. And if you don’t win this month, don’t worry, you’ll be entered for future months to come. But today I’m super excited to introduce you to Bradley Sutton. Bradley is passionate about everything Amazon and E commerce. He can talk about anything really launch Strategy, keyword research, the Amazon algorithm and everything in between. He has launched hundreds of products on Amazon for himself and clients and he is privileged to host the most listened to podcast in the world for Amazon sellers. Thus Serious Sellers Podcast meeting Helium 10 customers around the world is his favorite thing to do. Without further ado, welcome to the show, Bradley,

Bradley Sutton 2:59

Thank you for having me here. It’s great to be here.

Josh Hadley 3:01

Hey, I’m I’m just glad I can you know, rub shoulders with you the most listened to podcast in that Amazon space and you know, associate my name with you. I don’t know about that. But I it’s like, it’s nice to be on the other side of the microphone, I guess you could say, for a change. So this is uh, this is this is cool. It’s true. As a podcast host it is always nice to be like, I just get to show up for this one. I don’t have to worry about leading the conversation. I just get to show up. I’ve been on the Helium 10 Podcast, I’ve been on the other end of this table. So it’s good to have you here. Bradley. Bradley. Want to first get into what brought you to Helium 10 to begin with. So why don’t you give us a quick, you know, version of what brought you to Helium 10 and the role you’re playing for them right now.

Bradley Sutton 3:49

Yeah, well, it was a few years ago where I had just barely got into the kind of like the Amazon space as a as a consultant, who had just gone to a conference and Amazon conference even when I really wasn’t involved with with Amazon. I was just working for a company that sold on Amazon and I did stuff like I was a warehouse guy. And I was I was like the money guy because it was a lot of it was it was a few Korean individuals. And so I was the only American so everything was in my name. And so like my contribution was giving the warehouse and having everything in my name and and then the album for whatever reason, they didn’t want to share stuff with me. So like I didn’t really know anything what was going on, I just knew how to put stickers on FBA and like send 500 FBM orders a day and stuff like that. But then we we kind of split up the company and then I was like, What am I going to do? And then I was like, you know, I’m gonna give this Amazon thing a try. I’m just curious about to learn everything because I could see the numbers they’re doing. I’m like, This is ridiculous back in like 2015 2016. So I went to a conference just got all inspired. And then instead of actually wanting to become an Amazon seller, at that point, I was like, You know what, you know, like, I’m just finishing breaking up with this other company. Like, I don’t have money to invest necessarily, and and you know, family’s in a tough

time. So let me just try and be a consultant, just one cash flow, you know, like, sure, I know that sounds gonna give me a high ceiling. So I was just like, let me just dedicate myself for like six months learn everything I can. So I went to conferences I joined what was now is called Helium 10 elite. In those days it was called the Illuminati mastermind, I was like one of the few people who weren’t selling, I was like, I just got to level up as fast as I can. And, and I, I ended up signing my old, you know, partners as clients and then just start signing clients up and boom, just was consulting and I was using other softwares before I didn’t even know about Helium 10. And then I remember specifically, one of the software like their, their customer service was so bad, like, like, I got no reply for days. And it’s a simple thing, their keyword tracker, that will that was where I really needed it for keyword tracking. Um, it didn’t work. And so it’s like, well, this is this sucks. I was like, I posted in one of these groups, they’ll say, hey, who can give me some suggestions on on the keyword tracker. And then somebody mentioned Helium 10. I had never heard of them. So I saw Helium 10. And I’ll say, Oh, this is pretty cool. So wow, look at all this other stuff they have and then from then on, I was like diehard Helium 10. I was all over their Facebook groups and stuff and, and arguing with people, you know, about Strategy. And that was when I got on the radar of the founder of Helium 10, Manny coats, and he said, Hey, come meet us. And, you know, long story a little bit less long up, met with them. I wasn’t looking for a job at Helium 10. But they they they kept after me and signed me and then yeah, then I went from using Helium 10 to evangelizing about Helium 10.

Josh Hadley 6:32

I love it. So you’ve you’ve been around the block, then as it relates to Amazon, you’ve you’ve done the consulting, you’ve helped a lot of brands, maybe share some of the wins that you’ve had, as you consulted some of the clients? What were you consulting them about? And do you have any case studies, you know, not have you don’t have to share brand names, but case studies of things that you helped them implement, just so people have an understanding of like, your background and level of expertise?

Bradley Sutton 6:59

Yeah, I worked for a lot of since I signed with some of those former Korean partners I had, they had some deals with like a lot of pretty big Korean companies, you know, so like, Samsung, you know, was one of them. So I helped them launch a few accessories. And a lot of Korean beauty companies. Like before Korean beauty was really a thing now. kBT is like all the rage, anything Korean nowadays is the, it’s the rage. But um, it was interesting, because I was, you know, I would try and help them to understand, you know, a lot of these companies can say, hey, hey, like, we’re huge in Korea, let’s just launch in America, and then we’re gonna hit a home run, and I will try and tell them, I’ll say, hey, you know, there is a chance on some of these products, but that’s not the way Amazon works. I’m like, Hey, Amazon, you know, works on there’s got to be demand. And then you know, you’ve got to, you know, have some differentiation from the competition. And, you know, just showing up to the party does not guarantee you, you know, some kind of smashing success, um, you know, they were expecting some of these companies, hey, we’re gonna be the top in the makeup category, just by, you know, making a listen, like, that’s not the way Amazon works. You know, like, if everybody’s got 10,000 reviews, you know, all the people who don’t know your brand, you know, sure, you’ll crush it with the Korean community, because they, they know you and they’re searching for you. But you know, they’re not going to know. So it was kind of tough to get them to understand that, but sometimes we would have wins. Like, I remember one product, one of the companies, they came out with a, like a toothbrush or something like that, like a bamboo toothbrush. And I’m like, man, you know, we’re going up against like, Colgate, and whoever, whoever had like, all these brand names, but we were able to make the listing where, where it was, it was kind of like a unique value point, even though nobody had heard of the brand. And it was like from day one, we were doing 100 units a day. So I was like, that was like one of my most proud launches that we did, because it was going up against the big boys, you know, and then we kind of won and then other other kinds of wins that I really liked was was just even though it was in competitive niches, what we could always start with something that’s something that all Amazon sellers can do you know, whether you have something that’s a differentiator, whether you’ve got a unique bundle, you know, sometimes we do get too scared of competition. And yeah, you know, we did, of course, I’ve had, you know, success with like things like the coffin shelf and things where there’s no competition. Yes, of course, it is easier when you’re the first to the market and stuff. And so yeah, I do like doing stuff like that. But let’s not always get too scared of of the reviews and things like that. Because if you if there is something that you can start with, do you have a chance? It’s like that Dumb and Dumber meme like so you’re seeing there’s a chance you know, so like, like, a lot of times their success was like I could see that actually, they’re, they’re Korean, some of the Korean words associated to them and their brand had a lot of search volume, or at least an amount of search volume, because there’s so many Korean Americans who live live in this country and then at that time, things Korean we’re starting to get more popular. So somebody who just might be just doing like regular private label research, they did the right you know, let me look at X ray and let me look at black box and and look at the numbers. It’s like oh, But I don’t like this. My suggestion to sellers is like no, like, yes, maybe you do have to move on but but take a little bit deeper look, you know, is there some unique thing that this product has like, hey, we were the only product actually had, you know, this, this this ingredient in it, or hey, we ready could just dominate at least our own keywords, you know, the people who are searching for this brand or these Korean keywords that nobody else had, you know, can we use as a base to you know, get those initial reviews, and that and that and then attack those, those kind of like, you know, more competitive keywords. And for other people, it might be you have a unique bundle, I just interviewed somebody on the podcast who made their first product, you know, a few weeks ago, and from day one, he was doing like 30 a day in a very competitive niche. And it was something simple, like, he noticed that everybody on page one was like a I forgot it was like a three pack or something. But he saw on the reviews that people were really wanting like four, so they were having to buy two of these three packs, they kind of didn’t like that. But all they needed was four. So he was the only one with a four pack. And he’d never sold on Amazon before brand new. And boom, he was selling 30 units a day from day one and was on page one dominating. So so just, that’s just kind of like a good anecdote there for for sellers to not get always too scared about about stiff competition.

Josh Hadley 11:17

Yeah. Those are some great case studies. Bradley, and I know on your podcast, serious sellers podcast, a lot of the conversations have been centered around launching products, right? And how do you get ranked on Amazon quickly. And man, the ranking strategies have evolved so much over the years, you know, I dabbled into it. My first product launch was actually the fall of 2016. And so at that time, like the the whole game has shifted, right, you could ask people for reviews and give your products away for free, all the way up to last year they banned, you know, or prohibited these, you know, rebate programs that people were doing. And so where do sellers go now? So I want to dive into that deeper with you, Bradley and ask you who was who was interviewed a lot of other serious sellers that are crushing it? What’s working for them today. And the reason I want to dive into this and have this be the focus of the podcast, is because one of the biggest ways that brands can continue to grow. If you want to go from that seven figures, to eight and beyond, really, you need to continue to expand your product line. It’s not just relying on one or two or a handful of hero skews and saying, Hey, let’s let’s keep driving external traffic for these hero skews. Like let’s just keep pushing this, in my opinion, you need to build out a full fledge brand, which requires launching new products innovating, diving deeper into that entire market. So that’s why product launches are so so important and in doing that r&d. So Bradley with that kind of intro, why don’t you tell us you know, what have you heard or have seen that is working best when people are launching new products on Amazon today?

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