TAS 271 Ask Scott Session #82 – Your Online Business Questions

It’s time for the next Friday episode of The Amazing Seller podcast – the “Ask Scott” episode where Scott Voelker, an experienced online business guy and Amazon seller answers listener questions. That means YOU can get in on the action by asking questions related to your Amazon Private Label business – or any other business you may be running. Scott’s got the experience to give you some insight to feel free to reach out to him with your situation – and listen to this episode to find out how you can do that!

Here’s one way you can use product variations to your advantage.

One listener to the Amazing Seller called in to ask how his competitor is getting his product to show up in search results for two different, gender-specific searches with DIFFERENT TITLES for the same product! Does he have two listings? Scott says it’s most likely that he has the product set up with variations. Product variations, when done right and in a way that is genuine are a great way to target your product to different audiences. You can hear how Scott describes it and get an idea of how you can use product variations on this episode of the podcast.

When dealing with product suppliers, should I use a domain-based email that matches my brand?

A listener called in to ask about the best way to correspond with a potential vendor. What he’s concerned about is whether or not the vendor will take him less seriously if he uses a generic email like gmail or yahoo mail – as opposed to an email that was something like NAME@GarlicPress.com. Do you know if it makes a difference? What do you think Scott recommends? You can find out my listening to this episode of the Amazing Seller podcast.

If you were just starting out, here are Scott’s most important episodes you should listen to.

A listener’s wife is getting started on Amazon as a private label seller and he wanted to know which of Scott’s over 270 episodes of would be the most important for her to listen to in order to understand the basics and get started. Scott says that even though Amazon has changed a lot over the years the basics of how to get started are pretty much the same. So the episodes he mentions all have to do with product research and selection. You can hear this list of “best of” episodes from Scott on this episode.

Would you like to sit across the table from Scott to get some helpful advice?

That’s what’s going to happen at the TAS Breakthrough LIVE event coming up in Phoenix, Arizona in November 2016. A small group of Amazon sellers will come together to experience the power of corporate strategizing, brainstorming, and “hot seat” product evaluations with Scott Voelker leading the way. This event could truly change your profit margin and the success of your business like nothing else. If you’d like to get in on this great event you can find out how to get registered on this episode.


  • [0:03] Scott’s introduction to the podcast!
  • [3:43] QUESTION ONE: One competitor’s product is coming up with a description as “for men” AND “for women.” How does he do that and is it advantageous?
  • [11:34] QUESTION TWO: What are your thoughts about the importance of a domain and email that matches your brand?
  • [20:23] QUESTION THREE: My wife is going to get started selling on Amazon, what are the most important podcast episodes she should listen to


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TAS 271 : Ask Scott Session #82 – Your Online Business Questions


[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 271 and session number 82 of Ask Scott. This is where I answer your questions here on…

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…the podcast and I do it every single week which I've been doing now for the past 82 weeks. Can't believe it's been that long and it’s just awesome and I enjoy doing it as much as I did on the very first episode because I love connecting with you guys. I want to encourage you to leave a question. I'm going to say something right now too because things have changed since we started all the way back in session one to now.

The questions keep coming in. A lot of times they're similar or maybe there's a different situation. I want to invite you to ask other questions as well. Is there any other questions you have not just the selling on Amazon questions? Is there anything else you have in business question that you have? I’ve been doing this now online now for over almost ten years now. I've been around the block a few times so I've seen brick and mortar business, I've seen the physical products space business, I've seen the digital space business so if you guys have any questions now especially we want to start thinking about building our channel outside of Amazon since it's recent update.

If you guys have any questions you're not restricted to just asking Amazon questions. Here on the podcast we're going to be really starting to drive deeper into this whole building your business outside of Amazon. You guys know I've been a huge fan of that from day one. It's just Amazon is the platform we can launch a product pretty quickly, get some sales and then we can validate and then go out there and building something. I invite you to ask those questions as well. Head over to theamazingseller.com/ask and I'll do my best to listen and air it here on the show and give you my answer. Again, I love doing this stuff guys. It's like us getting in a room together on Fridays or whenever you're listening to this and just being able to chit chat about this stuff.

[00:02:03] Scott: I truly, truly love doing it. Now, I’m going to be doing this in person here pretty soon here, depending on when this airs. I think this is going air on October 21st 2016 if I have my dates correct. I'm going to be doing a live event in Phoenix Arizona. It's called TAS Breakthrough Live, it's going to be a two day live event and I'm really excited about it because I get to sit down with 30 Amazon businesses and ecommerce businesses and we're really going to be driving deep into that whole topic of building your business on and off of Amazon. If you guys are interested in attending either this one or maybe an upcoming workshop that we're going to be doing, head over to theamazingseller.com/live.

There you can get all the details as far as what we're doing on day one and day two, rather than me tell you here on the podcast. Really, it's us breaking down your business, helping you with that business and then also now talking about how to build it outside of Amazon and going through all of that stuff and it's really going to be actionable stuff and it's a way for us to be able to connect to you more on an individual level so we can actually see you in person, we can sit down and we can work through our businesses together. I like to look at it as like we're having a mastermind session for two days. It's going to be awesome.

If you're interested in this one or maybe an upcoming one if we do another one after this one, head over to theamazingseller.com/live. If it's full it will say that and then just go ahead and get on the waitlist. If we have any cancellations we can let you know or we'll just let you know of an upcoming one but I'm really, really excited about that. I get so excited about that because the last one we did in Denver was just awesome. It was off the hook. Just awesome. All right guys. Let's go ahead and listen to today's first question and then I'll give you my answer. I am excited today guys. Can you tell that? I am pumped today. I'm just excited, the sun's out, I'm ready to answer some questions. Let's go ahead and listen and we'll do that.


[00:04:00] Dylan: What’s up Scott? My name is Dylan. I'm a seller from Phoenix Arizona. First of all I want to say thank you so much for all that you do for the TAS community. I'm a big fan of the podcast. I'm trying to make my question as clear as possible. I'm going to use the example that you use for the garlic press. Here we go. My product would be comparable to something that you could say… Let's say for this example that you can market particular garlic presses for men and women. So some people would have a tittle of ‘Garlic press for men’, some people would have a product that has a title of ‘Garlic Press for Women.'

My product would be comparable to something that you can market for stainless steel garlic press for men and women. Naturally I have some competitors who can also do that with their products but I have one particular competitor who when you search for the keyword ‘garlic press for men' it will come up as garlic press for men and then that will be his same product but when you search for garlic press for women it also comes up as his listing for garlic press for women with that same exact product. My first question to you is I'm wondering how he's doing that, is he creating two different listings or two different SKUs? What’s going on there? My second question is what are your thoughts on that strategy and do you think it would be beneficial to deploy that strategy? Thank you so much again for all that you do and I'm really looking forward to your answer.

[00:05:38] Scott: Hey Dylan from Phoenix Arizona. It's crazy because that's where our live event is going to be this year. That's pretty awesome. Cool. Thank you so much for being a listener by the way. I do appreciate you and it's a great question. Chris Shaffer and myself have talked about this that when you have a listing and you can have two variations, you kind of have two listings in the sense. You can still fill out your title differently, you can do the back end of the variation. That's basically what you're talking about in this case where if that one seller has two products, with two different images in two different listings or variations…

The variation is like a separate listing but it’s all under one listing if that makes sense. Now you could do two different listings and then you could just target those people. Let me just pause here for a minute and call a timeout. Okay. I'm doing the time out thing like I've done in the past, like I'm in the game, like “Hey coach, timeout.” Let's talk about this for a second because I think it's important for us to realize that if we can take a product in a market and if we can position that product for an individual, I believe it will perform better because we're niching down. It's like we’ve got the fishermen and that's like a broad market but what if we went after the fly fishermen or what if we went after the deep sea fishermen?

Yes they may intermingle because they may be both of those people but it’s going to call out that one person at that particular time that they are looking for that thing. The other thing that it does for you is it allows you to also position that same product maybe to three or four different types of people if it helps those people. It has to help those people or has to pertain to those people. Okay.

[00:07:38] Scott: I think it's smart and I think moving forward especially with this whole update, and I hate bringing it up all the time but it's kind of new and fresh we have to. It comes down to while we're picking products we need to find products that are a little bit niched down. Take a category and drill down into that category deeper to target a more precise market or a piece of the market and when we do this we're also going to probably see less sales being generated for that product but we also then see that we have less competition for that product. We also, which is really important now, we have less competition for reviews.

Again, if you were looking at products before that you were competing to rank and you were also competing on reviews, so even if you ranked that's great but now once you rank you have to convert. If you're competing against 500 reviews and you only have two reviews that's going to be a harder hill to climb but in this case if we’re going after a product that's niched down, targeting a really precise part of the market then we probably have less competition. If that's the case we have less competition on reviews that means we don't have to do this review group thing that just happened or that just came about that now all of a sudden, now everyone is in a panic.

Or if you find a product that only has 50 reviews on it and it's been selling for a year and a half and you're seeing that it's getting 300 sales a month, common sense says that that makes sense. It makes it easier to compete now. Let's get back to your question and that was really like how do you do that? If you have one that does target men and it does target women, should you put them under the same listing? The answer is it kind of depends. It depends on if you want to maintain two listings or you could also try it one way and then try it the other way.

[00:09:41] Scott: Let's say you want to try it… I think the easiest way to do it would be to have one listing with two variations and then just really optimize each variation for that piece of the market. Now, if you see that that's not working after a little while and you wanted to close out one of those variations and start up a brand new listing you could do that. There's options that you have but you're absolutely right in saying that you don't want the one listing to say, ‘Can be used by men, women, children, whatever, grandparents.”

That's just to me you're trying to grab too much of the market rather than niching down and I think we niche down as people are scrolling through they're going to number one see that and they're going to also be drawn towards that and you're going to show up in different rankings for those keywords because you've targeted that person like if you're looking for a certain thing for a man well you're going to put in there for grandparent or for whatever could be retired person or could be something that caters towards that part of the market.

Doesn't even have to be gender specific. It can be if you're catering to lawyers, well it's going to be to lawyers. If it's going to be towards a fly fisherman it's going to be towards a fly fisherman. You want that not to be as broad. Again, I think that moving forward is going to be critical. Hopefully this answered your question. Thanks for phoning it in, you did phone it in I believe. Had to be on your phone maybe. I don't know how you're doing it now I think now the app for the voice recorder can be on phone or the computer so check it out at theamazingseller.com/ask and leave your question and let me know. I think it's either. All right. Let's go ahead and listen to the next question and I'll give you my answer.

[00:11:38] Jeremy: Hi Scott. My name is Jeremy. I am from Minnesota. I've been listening to your podcast for about eight to ten months. I have listened to most of the episodes and I have found it to be an excellent resource. I want to say first thank you for being this great resource for people who’re growing Amazon businesses or just starting out. My question is related to websites. Specifically having a domain registered and email address such as jeremy@widgetsync.com versus having the standard jeremy@google.com and how that is perceived by vendors and people that you're speaking to as we’re starting up these businesses.

I've heard you speak about sign up a website because it pertains to brand registry and preventing hijackers and having an authority site to collect email addresses. What are your thoughts on registering a domain for your brand and setting up email with that domain? Much like the @widgetsync or @garlicpresses.com. I've been researching products and contacting vendors but I have this negative feeling that when they see the gmail.com address they don't give you as much attention as they would if you're coming from say a walmart.com or something like that or any other specific or custom domain. Any thoughts on this would be much appreciated and if you can add some input on how to actually set up the domain or who do you recommend doing this I'd appreciate it. Thanks so much Scott. Bye.

[00:14:10] Scott: Hey Jeremy. Thank you so much for the question and it's a good question. Now, some people that are just starting whether you're just starting to do product research or any of that stuff I wouldn't clutter my mind with any of this stuff yet. But, moving forward as you figure out that you are going to build a brand around this particular product or product line then I think it's a great idea and I think before you even pick your brand name you should make sure that the domain name is available. You can go to godaddy.com, Blue Host has their own as well. There's a bunch of different places to get a domain. I recommend GoDaddy and I've got some of these links on my website in the resources section theamazingseller.com/resources. You guys can go check that out.

But going back to what your email should be, again if you’re just starting your email doesn't really have to be anything like a “big business”, like “a big corporation”. It could be like suzzylovescats@yahoo.com. It doesn't really matter and you're going to see that a lot of the agents that you're talking to have the same type of Skype address or something but even have like a little kitty kat or a dog. It doesn't really matter at that stage. Now, I had someone email me the other day though and they said that the company that they were talking with they wanted like a location of where they were and they weren't sure if they should give them their home address, PO box or something.

I don't even think it matters if it’s your home address because they just want an address to see where it is going but if they gave you a problem with that… I've never had a problem with that and I don't know anyone that I've talked to or even coached in this part of the phase if there's been ever been a problem. Anyway that's a little off topic because what I want you guys to understand is like when you're getting those quotes and stuff, there's really no big deal in it as far as like having to look like you're a major company.

[00:16:19] Scott: Now when you do decide that you're going to be a brand and you're going to build this thing out, then yes. Once you get your domain name you're going to want to be scott@Ilovegarlicpresses.com. That's what you're going to want it to be because you're going to want to communicate with your customers with that, when you start building your email list you're going to want to be that person is going to be the one you're going to communicate with that or that email is going to be representing your brand and your company. Yes, now when you go to brand registry you're going to need a website.

A website doesn't have to be massive, it just needs to be a small website that has your business details on it. We actually did an episode on ungating which also talked about brand registry. That episode, I'll put it in the show notes as well, that episode was, I'm trying to find it here guys, hang with me. That was episode 212 on ‘The simple process for getting ungated to sell your product on Amazon.’ We did that with Chris Shaffer. We also talked about brand registry and stuff too, kind of goes hand in hand because in order to get ungated you have to be brand registered or you have to at least have the pieces in place to prove that you're a business.

There's a few things that you need to do there. Definitely I think it's important to have your own domain, even if you just take that domain and then in the beginning point it to your Amazon listing, you can do that right through GoDaddy but I wouldn't overcomplicate it in the beginning especially if you're just in the product research stage or if you're just sourcing. I wouldn't really worry too much about it but I would say as soon as you do know that you're going to have a brand you're going to want to get that domain name, you're going to make sure that that's available because that is going to be important moving down the line because that is going to show your business. That's going to be your business outside of any other channels that you're on.

[00:18:21] Scott: Also in the communications you want that to match your website. The other thing I would say too is make sure too you do a little bit of research to make sure that there is no trademark on the name that you're using. You can easily do this on a trademark search, you can do that, you can hire someone pretty inexpensively. I think you can to Legal Zoom I believe and they'll do a trademark search for you but one of the ways that I’ve always done it where I just wanted to make sure that I wasn't infringing is I would just type in like let's say for example I was going after a certain name ‘I love garlic presses’.

I know that's kind of silly but let's just go with it. ‘I love garlic presses’ and before I would even go look on GoDaddy and I would go and type in that domain name, ‘I love garlic presses.com' and I would see if there's anything coming up. I would see if there's like a major brand that was already using that.

Then you go to GoDaddy and then you reverse it back from there. Just because you do that and you don't see something doesn't mean that there's not something trademarked either. Just something I've done. A little short story here going way back now way back in internet years, probably about 8 years ago, I did have website that I had already built and it was in the photography space and I didn't even realize it but I was infringing on a trademark and I had the thing built for like a year. I was already getting a lot of momentum, I was already generating revenue, a pretty significant amount of revenue and I had to change everything. It was a big pain in the butt. I do trademark most things now that I believe are going to grow.

If that is something that you're going to grow I would trademark it as well. It's just a little side note there for you. All right, hopefully that answered your question and it is pretty important and I would do that as soon as you know exactly what you're going to be using the brand for and if it’s something that you're going to be building out. Let's go ahead and listen to another question and I'll give you my answer.

[00:20:29] Ken: Hey Scott. This is Ken from Tennessee and I have a question for you. My question is if I have a business and it has a niche market already and I was thinking about selling into that market. I’ve just got my wife into a market, another not-so-niche market but still it's kind of targeted. I want her to start selling FBA or selling on Amazon and she will be starting from absolutely nothing. She will know absolutely nothing. Could you come up with a list of podcasts, specifically for here to listen to?

Now that I know that you have the courses and you have the live seminars and stuff like that and I'll want her to go ahead and watch one of those as well but before then I want here to get some information on the back end from all of your podcasts. If you could recommend specific podcasts for someone who's never listened to you before to listen to get all the information that they need to know to get started on Amazon what would those podcasts be? Once again this is Ken from Tennessee. Thank you very much Scott for everything that you do. You have a great day in there bud.

[00:21:55] Scott: Hey Ken, thank you so much for the question and I want to say first off that congratulations on yourself for being in a market and having your market picked and having your niche selected and all of that. If we were sitting down right now, I'm going to be honest with you, I'm going to be honest with everyone listening now, if  I'm sitting down with you and we're having this conversation, first of I would say, “Okay, Ken. Sounds like you got yourself like lined up, you’ve got your brand picked you’ve got all that stuff, why are we going outside of that if that's going well?”

If it's not, if you see like a bigger opportunity in your wife's thing. Or maybe it’s just something your wife wants to do, I get it. I often find people wanting to do too many things and then it gets confusing. It gets overwhelming. I would say, first off, evaluate what you're doing and make sure you're not going to take away from your existing business. That's a big thing as entrepreneurs that we all do, I do. I have fallen into that trap every single day with the amount of opportunities that cross my way now especially because at a podcast it's really opened up things that I can do that I never would have been able to do before.

I have to say no to a lot of things which is hard. Sometimes saying no or pausing something while you build something else is what you have to do. I'm telling myself that right now too so, Scott listen to what Scott is saying right now. It's hard. But let's say that you're kind of dialed in and you guys are doing okay, maybe that business is going to drive starting the other business then that's okay too. But what I would say is number one, you've done it already so what better way than to ask you like, “What did you do? What happened when you guys started out?” Like you said, maybe you started brick and mortar and then maybe you took those products that were selling locally and then you launched them on Amazon. I've seen that time and time again.

[00:23:58] Scott: I think that’s brilliant strategy. If you guys are listening have a brick and mortar store and you're not listing your same products in Amazon, you need to do that. That's what I would do or any other channel for that matter. Everything that we talk about from this day moving forward it's going to be Amazon/any-other-channels because Amazon is just one of those channels we're focusing on and it's a great channel to start. I would say if we're at that point where you're like, “All right Scott we want to go ahead and give my wife like this advice like what would you recommend she listened to that you've already created?”

I do want to highlight something right now. There's been a lot of podcasts that I've created so far with things that have happened with me or other people that I've met and things have changed but not a lot. Even though this last update was massive, it doesn't really affect my thinking too much as far as launching products on Amazon because I still think it's a great platform. I just think we have to do things a little bit differently depending on what camp you're in. If you're in the camp that was like going after these very, very competitive markets and you have to give away 1,000 units to compete, to get ranked and to get reviews because you're competing in that that's a problem and I've never said this.

My strategy really hasn't changed too, too much. It really comes down to product research. That’s number one. We have to start there. It sounds like you already understand about a market that needs products so that's the other big thing that I would advise anyone right off the bat is what is the market that you want to go after. That’s a great place to start. Don't even use the too right now, just what market are you thinking about going into? It sounds like you've already got that picked or that's already there. That is good. Now what we need to do is instead of re-inventing something in that market, let's go and see what currently is selling so we can get an idea of what the market is buying. Then from there we can get ideas that way. I would say product research is number one. No matter if you're selling or not, use Amazon as a tool to allow you to know what is selling and what you could potentially sell on Amazon and off of Amazon.

[00:26:08] Scott: I would  say the episodes that I would go and listen to is episode 56 where I did with Greg Mercer, 161 another one with Greg Mercer, and then I'll link up a couple other ones with some more practical… I know another one is episode 189 that's ‘Product validation and finding the history of a product and seeing how well it's doing’ but I would get really, really clear on that and I would get focused on that. Then I would move onto phase two which is going to be the sourcing. It sounds like you might have already some of that so that's where you would come in so you can give her a hand with that.

Anyone else that's listening, I have a start page. That page is going to be constantly being updated when things like this review thing just happened I'll have maybe to update a couple of things there but not too much. It pretty much all starts with product research and anything that I've talked about with product research still is the same as it was then really. You're not just going after products that are selling 50 to 100 units a day. It comes down to finding those products that are not competing on reviews, I need to stress that.

I need to highlight that. If you're going after a product that you're competing on reviews you're really at a disadvantage. If you can find also products that are not optimized or ones that you can improve upon, I think that's a more important one. Which ones can you improve upon in the market that you want to go into? It starts with the market like what market are you going into. Understanding that market. Maybe spend some time and go and do some outreach and see where your market is hanging out and then start to listen and start to see. Maybe you already know that because you already chose this market. That's what I'm hearing, your wife has already chose this market which is great. A lot of time most people aren’t even starting there. I would say get crystal clear on that. Don't try to overwhelm yourself with everything else. That's why I do the workshop.

[00:28:02] Scott: Currently I'm going to be doing a couple of different styles of the workshop now and I'm going to see if I'm going to continue those. I'm just going to see what people need. It's really about what you guys need that I want to be able to help you with. I was doing the five phases on a workshop for a while and I'll probably still continued to do those but I'm also doing one now that's more about what I'm talking about here, it's getting crystal clear on the market and on the product and how to understand what makes a good product and a good market. Again guys, if you guys want to register for an upcoming workshop and you can see it, there's even one that is upcoming, head over to theamazingseller.com/workshop.

The time that I'm recording this, the one I'm doing is on ‘Product research and product discovery and market validation’. You can go check that out if you want to theamazingseller.com/workshop and that will have the latest details on any workshops that I'm doing. I always answer any questions that I have there as well. That's where I would start. I have a page on the podcast, it's theamazingseller.com/start. Imagine that. Pretty clever name. Yes, that's that I would do. That's all I really want to do is to get people started and then from there we can take that and move to the next thing.

Right now it's how does the whole thing work and how do I get a product launched and then after I get a product launched now what? That's really what I really want to do and that's what I'm doing currently myself. I'm learning. I'm pivoting just like everyone else. I've been in the online business world for a long time now in the internet years, almost ten years, maybe even longer. I'd have to go back and see when my first was made but I've learned a lot and I've pivoted a lot and the people that I'm meeting now, my good friend Dom Sugar who's been in the business for over 15 years he was online selling retail before Amazon was even thought of.

[00:30:00] Scott: Again, he's seen it all. He's pivoted along the way. I think that's what we have to do. This wasn’t supposed to be about that, what it was supposed to be about is where do you start? You start with those resources I just gave you and then also it starts with identifying the market, identifying the product that can be served to that market and one question I answer earlier was really about like how to take that product and really position it really make it niche down to a specific part of that market. I think that's critical moving forward as well. Hopefully this helped you. Hopefully this helped anyone else that's wondering this.

I will say that if you guys are… If there's anyone out there that's been at not just this business but any online business at all, whether it's affiliate marketing through Amazon, through Click Bank, maybe it's building a blog and getting traffic… Whatever it is, understand that there's ways that you can then capitalize on that stuff or maybe you know someone like Ken like you said, like you already have something established, you already have products being sold, you already have niche down. I would really ask myself, “How much can I scale that?” Does it help us to go outside of that and build another brand or does it help us to take all our energy and focus on the one brand that already has some momentum.

Hopefully this helped you, hopefully it helped anyone else. I just wanted to say again thanks again for being a listener. I do appreciate each and every one of you and I'm going to do my best to keep you guys really abreast of all of the different things that I'm going to be experimenting with, that I'm pivoting towards and one of those is really how do we take our business and build it outside of Amazon and not be so I guess so relying on that one channel. I think it's risky and I'm realizing that even more and more as these little updates come out that we have to be aware of that.

[00:32:00] Scott: That's what I’m going to be focusing on, that's what TAS is going to be focusing on so if you want more of that stay tuned. If you guys have a question, head over to theamazingseller.com/ask. If you guys want to hang out with time live, I'm talking live in person head over to theamazingseller.com/live. You'll see the details there about the upcoming event in Phoenix Arizona if there’s any spots available you'll know that by going to that page and if not you can get in the wait list or register for an upcoming notification for the next TAS Live event so theamazingseller.com/live.

All right guys, that's it. That's going to wrap it up, have an awesome amazing day and remember, I'm here for you, I believe in you and I'm rooting for you but you have to, you have to… Come on say it with me, say it loud, say it proud, don't give up on me now, “Take action.” All right guys, we'll see you in the next episode.


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