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The Optimization Masterplan - x10 The Sales and Profits Of Any

Amazon Product (Dead Or Alive) in 60 Days or Less

Just before you read one more line of this report, register and JOIN us for one of our LIVE training workshops that we are running on Monday 3rd April On these calls, we’re going to reveal how we generate up to 7-figures in product sales EACH MONTH on Amazon, by doing things COMPLETELY differently to anyone else. There are 4 times to choose from. 12pm, 3pm, 7pm or 9pm (Eastern Time) There are VERY LIMITED SPACES on each call.

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But more importantly, we are going to reveal how YOU can take advantage a new "blue ocean" of opportunity that has made building a highly profitable Amazon business easier than it had EVER been before. The way Amazon “works” has changed dramatically. There has been a HUGE shift in the way it functions. Methodologies and strategies that were effective a year or two ago (even 6 months ago), simply do not work anymore. The loopholes and shortcuts have been closed-off...and those who are still using them, and doing things the “old way”, are simply getting nowhere. On this call, we’re going to show you how it is possible to get results like you can see on the right (12,695 products sold in one day!) by doing things the NEW way (and like no one else is doing them)

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Now let’s get started…

Introduction

You're about to learn about the unique cycle-based scientific system we use to continuously optimize any

product to 10X its previous sales and profits over the span of just a couple of months. This is the secret to

unbelievable growth.

As a bonus we are also going to reveal our proprietary Product Rescue System, which plugs into our

Optimization Blueprint to rescue dead products and bring them back to life with a new onrush of sales and

profits.

If you apply this system, you will automatically adjust to market changes and it will ensure the growth of any

product over time. You never have to worry about your sales slowing down and painfully dying out over

time ever again. Let's dive in.

What you're about to learn is something you have never seen before. This is a unique methodology that we

created in-house for selling hundreds of different products on Amazon.

It is a completely new and unique approach that will dramatically change the way you both look at, operate

and grow a business selling your own branded products on Amazon.

This methodology will literally transform your business overnight once you put it into action.




You will no longer be working as an amateur, but you'll be working as a professional, efficient, results-

oriented company that understands exactly what they're doing and what results they’re after and exactly

how to achieve those results consistently and over and over again.

You will be equipped with a precise scientific system for growing any product into a bestseller on Amazon.

There is simply nothing like this out there that you have seen before.

In fact, since we are the ones who invented this approach, you will now become a part of a small select

group of people that knows how this works.

In summary, we’re going to cover the following:

• Analytics, Optimization and KPI Theory (Key Performance Indicators)

• Implementing KPIs and Tracking

• Running The Cycle: Reading The KPIs, Evaluating Performance and Planning The Next “Sprint”

• Rapid Optimization: A proven step-by-step optimization blueprint to 10X or more the sales and profits

of any product.

• The Dead Product Rescue System. How to revive dead and struggling listings.




Analytics, Optimization and KPI Theory.

The importance of tracking and measuring.

Improvement must start with measuring of the current position.

How can we improve something if we do not understand its current

state?

How can we come to the rescue if we do not know when something is

failing?

Perhaps most importantly, how can we learn and understand what

works if we do not monitor and measure it properly?

The answer is, we can't.

So it is essential that we accurately measure and track our business. Believe it or not, most professional

sellers on Amazon do not do this. Thus, if you do, it will give you a major competitive advantage over

everyone else.




What are KPIs?

KPI stands for Key Performance Indicators.

These are the areas of our business that we measure and monitor because they give us a critical indication

of how our business is performing. They are…

• Impressions

• Conversion Rate

• Profit Margin

• Seller Rating

• Product Selection

• Inventory Levels

• Reviews

• Amazon Ads

• Rankings

We measure the elements of our business that need to be performing on a high level for it to grow.




We give these areas numerical values, which we call “KPIs” or Key Performance Indicators. This enables us to

monitor and understand our current situation empirically and to see change over time.

KPIs give our business meaning.

We set up KPIs for our business so that we are clear on what is failing, what is average and what is good.

KPIs give us direction and goals. The goal is to constantly to improve these numbers. KPIs are our

navigational tools.

As a pilot is able to fly an airplane at night simply because he has the right equipment, so we are able to

steer our business using KPIs to navigate.

Examples of KPIs:

• Conversion rate = 20%.

• Impressions or traffic = 1,000 per week.

• Ad cost = $5 per sale.

• Cost of goods sold = $10 per unit.

There are a number of different KPIs we can assess. They can be percentages, just a number or even a dollar

amount but all are both numerical and objective.




Small continuous improvements over time can lead to huge results.

For instance, if you were to…

• Improve conversion rate by 3%.

• Increase the impressions by just 5%.

• Lower the ad cost by let's say 5%.

• Lower the cost of good sold by 5%.

The result would be a 30% increase in revenue.

Just by moving these KPIs up and down a few percentages, we can increase our total revenue by this

margin.

The key is knowing what to measure, what to move up, what to work on and improve.

Once we do know that and we focus on moving those parts of our business up, we will see improvement. It

becomes simple to grow a business.

The fact is tweaking multiple areas that affect the overall performance of the business will compound,

leading to a huge increase in revenue.

For example:




• Revenue goes from $100,000 per month to $130,000 per month with some tweaks. (It improves by

30%)

• REPEAT - and now the revenue goes from $130,000 per month to $169,000 per month. (It improves

by a further 30%)

• REPEAT - one more time, and it goes from $169,000 per month to $219,700 per month. (It improves

by a further 30%)

Now, you have more than doubled your revenue

This could happen fast if you apply the system we’re about to show you, because you can easily make these

tweaks to increase your revenue by 30% repeatedly.

Once you start thinking about your business this way, it radically changes how you operate.

Shortcuts and loopholes do NOT work

Instead of looking for shortcuts that you hope will somehow transform your business overnight, focus on

adjusting some factual elements that truly impact the performance of your business - by a few percentages

at a time.

This is a whole lot easier and more reliable than trying to work out a “quick hack” to get there.

Instead of wasting time trying to find a shortcut to double your business, you can systematically apply a

reliable, professional system and with complete consistency double your business every couple of months.




Why doesn't everyone do this?

First, there's lack of awareness over the power of these numbers and people are failing to properly track,

measure and optimize strategically and continuously over time.

Most sellers simply do not understand how to track an Amazon business correctly and measure an Amazon

business accurately.

They do not understand the power of improving the most critical elements of their business little by little

continuously over time.

They don't understand the power of making small adjustments.

Amazon does not provide good tracking, but this system is the solution to this.

It changes the entire game for you when selling on Amazon.





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KPIs and Tracking The Key Performance Indicators are here to help us measure our business.

When we can measure something, we can understand its current state, spot any problems quickly, see the

true effect of our actions and improve it.

The KPIs act as a navigational tool, directing our business growth.

They help shape our actions, and play a large role in how we adapt,

learn and grow over time.

The KPIs tell us a lot about what we should focus on next to grow.

They give us focus and clarity and enable us to become more logical

and results-oriented. By focusing on driving these numbers up

consistently over time your business will grow.

KPIs are the main secret to our success.

They are as follows:




Main KPIs:

• Impressions

• Conversion Rate

• Profit Margin

Secondary KPIs:

• Seller Rating

• Product Selection

• Inventory Levels

• Reviews

• Amazon Ads

• Rankings

Let’s go through them in more detail…




Impressions

The number of impressions, or times a product listing is viewed, is one of our three main Key Performance

Indicators. It tells us how much traffic is coming to our business. Obviously, this is extremely important. We

need traffic to stand a chance of making sales. The more traffic we receive, the more sales we can make. We

want to be taking action over time to increase our impressions. Amazon refers to this as metric sessions

inside Seller Central.

To track impressions, go to the business report and then the detailed sales and traffic page inside Seller

Central. You will see the sessions for each product. Choose a date range for the last two weeks, which is the

Sprint you have just completed, and you will be able to see the total number of sessions for this period.




Conversion Rate

Conversion rate is another one of our three main Key Performance Indicators. It tells us how well we are

converting traffic into sales.

Conversion rate equals the number of units sold divided by sessions, which is called the Unit Session

Percentage in business reports. You can see this number here. Note: this is not the actual conversion rate,

however, it's useful to look at the Amazon figures.

Conversion rate is critically important.

We need to convert our traffic into sales or we will never succeed. The better the conversion rate, the more

sales and success we have.

On Amazon, a great conversion rate for a product triggers more impressions too. We want to constantly

optimize our listings to keep our conversion rate as high as possible. Traffic plus conversion rate are the two

most important KPIs, but we also need profit, which is the next KPI we will cover.

How to track conversion rate?

Again, you will find the figures inside the business reports and sales and traffic page. Look for the column

called Unit Session Percentage. This is what we use as our conversion rate when selling on Amazon. You can

see what it is for each product here.




Profit Margin.

This is the third and final main Key Performance Indicator. It tells us the profit per sale in our business. Profit

margin is the profit we make for any sale we get. We need a nice profit margin for our efforts to be

worthwhile. The higher the profit margin, the more profit we are making.

We want to be taking action over time to increase our profit margin for every single product.

A decent profit margin brings many benefits; it greatly helps with our cashflow, helps a startup grow faster,

allows us to spend more on marketing, etc. Having a good profit margin can really make a massive

difference to a business.

How to track profit margin?

The profit margin is simply the selling price minus cost of goods sold.

Therefore whenever you change your price, your profit margin will also change. If you are able to decrease

the cost of your goods, your profit margin will improve. We usually do not change pricing except at the start

of a Sprint (covered later)

You can simply calculate this manually with a spreadsheet as it changes or you can input the relevant data

and use a tool to calculate this for you.




Seller Rating.

This is one of our six secondary KPIs. This Key Performance Indicator is more supportive in nature. It shows

the performance of our customer support and management.




It is not an indicator of growth, but it is still a necessary KPI to maintain well. In fact, if it slips low enough,

you may be suspended as a seller by Amazon. It is therefore critical to our business to monitor seller rating

and ensure we maintain a high level.

There are various ways to measure our support and

seller performance. However, we find it easiest to

simply use this KPI that combines a few metrics. It's a

great way to understand what Amazon thinks of us

as a seller or band.

How to track seller rating?

We combine 10 metrics that Amazon makes

available to use inside Seller Central. Each one has a

score of one or zero. Our seller rating KPI is a sum of

all 10, so it ranges from zero to 10.




Product Selection

This secondary Key Performance Indicator is a figure that we don’t necessarily recommend growing too

quickly. It is the number of product offers you have available for sale.

Note: This counts any live listing as one, so the same product listed for sale

on Amazon.com, .de and .co.uk would count as three separate product

selections.

This a direct indicator of growth, so it is an important KPI to increase

steadily over time.

Clearly the more offers you have live, the more you have to sell. Once you

max out on a product listing, you need more to maintain growth. Some

sellers or brands emphasize this KPI a lot, some less, depending on the

business model and goals.

How to track product selection?

You simply need to look at how many products you have available live on Amazon if you go to the Manage

Inventory tab inside Seller Central.




Inventory Levels

This is also one of our six secondary Key Performance Indicators and one that it is vital to stay on top of.

Inventory levels are the number of units available in stock for a product. Whilst it is only a supportive KPI, it

is still essential to manage inventory levels efficiently.

Running out of stock is a common problem and it can kill momentum when selling on Amazon.

For any product you're selling, it is vital to not run out of stock.

A common reason for running out of stock is poor management of cashflow. Ensuring that you're growing at

a manageable pace is key. That way, with proper management of this KPI, you can project how much

inventory you need and when to order more.

How to track inventory levels?

These figures are also found in the Manage Inventory tab or Manage FBA Inventory tab inside Seller Central

where you can see how many units you have in stock. Our KPI tracker will automatically calculate or project

our inventory levels and advise us when we need to reorder. We need to just input these numbers and track

them with the KPI tracker.




Reviews

This secondary Key Performance Indicator is closely linked to conversion rate. Reviews equals the number

and quality of reviews that any given product has. It has a major impact on conversion rate, so it is a

critically important KPI to monitor and take actions to maintain and improve over time. A couple of bad

reviews can really hurt your product.




By monitoring the quantity and quality of reviews, you can stay on top of them, take strategic action to

receive more and often remove bad ones. One of the key strategies to beat your competition is to harness

more and better reviews than them over time.

How to track reviews

Simply look at each listing and see how many reviews you’ve received and what the average star rating is

(hover your mouse over the stars).

Amazon Ads

Also known as sponsored ads, Amazon ads are another one of our six secondary Key Performance

Indicators. It is a dual KPI comprising the success of search term data and profits from ads. We're looking to

receive both from running Amazon ads. This KPI equals the profitability of ad campaigns PLUS the success of




search term data. It is a direct indicator of performance of the Amazon ads as a profit-producing sales

strategy and it's also the major KPI to help us stay on top of market conditions and changes over time.

The monitoring of Amazon ads shows us the total profit we are making from them as well as the accuracy of

every focus search term we have via the exact match ad campaigns. You can run more than just the exact

match Amazon ad campaigns and this KPI will measure overall performance with the overall profit. Note

that the search term data is based on the original exact match ad campaigns you set up however, and not

any further campaigns.

How to track Amazon ads as a KPI ?

Go to the Amazon ad reports inside the Seller Central and you can collect the data you need. You will need

to do the Amazon ads profit calculations yourself and find the averages or alternatively use a tool to do the




math for you. The KPI tracker will show you exactly what to measure and what to track. You can look back at

the KPI tracker screenshot we examined previously.

Rankings

Rankings, another one of our six secondary Key Performance Indicators, measures our performance in

searches. Rankings show where you're positioned in the search results for your focus search terms. It is

closely linked to your impressions and is a very important KPI to grow over time. It gives you an insight into

how much of the potential of any given product you have tapped into. We consistently want to stay on top

of this KPI - the rankings of our focus search terms. It is the leading indicator for promotions. It is the place

to set achievable goals. It is also a great overall indicator of how we compare to our competition.




How to track rankings?

We recommend that you use a tool to track the rankings. There are many different tools out there that

allow you to do so. The easiest way to track your rankings is to find a suitable tool and then to confirm what

it tells you through a manual search.

To Sum Up The Key Performance Indicators

As you can see, most of these KPIs are related to increasing our profits. While many of these KPIs can do

that on their own, it's really the compounding effect of improving all of these different areas of our business

that is so powerful. That's where you will see real major growth.

Also, most of these KPIs are somehow connected to each other. Meaning that if we are able to improve one,

others will follow more easily. Again, it's a compounding effect of increasing all KPIs gradually over time

that's the most effective and will increase profitability. In addition, don't overlook the importance of

monitoring the health of your business and deepening your understanding of it and enhancing your

learning. Closely monitoring your KPIs will help you to do this.




How to track sales, revenue and profits?

We also want to track our sales, revenue and profit numbers with the KPI tracker, even if they are not KPIs.

They are the actual bottom line numbers of the business that we want to move positively by focusing on the

KPIs. The most important figure is of course profit. However looking at sales and revenue is also of great

value. We can easily find our sales and revenue numbers inside Amazon’s Seller Central. Profit can be

calculated based on sales, cost of goods sold, ad cost etc.

The KPI Tracker

This is one of the most

important tools in our

business. Not only will it help

you track and analyze the KPIs

correctly, it will make your

understanding of them so

much easier. If you're working

with a team or even investors,

it's incredibly useful.




Running A Sprint Cycle:

What is a Sprint Cycle?

We need to have a constant feedback loop that tells us what's working and what's not. This is the Sprint

Cycle and this is the reason we employ it. It's a critical part of our system. Without it, we would quickly

become outdated and our approach wouldn't work.

With the Sprint Cycle, we adapt to the changes and we learn.

Therefore, by default, we have the most up-to-date approach to selling on Amazon.

The purpose of the Sprint Cycle is to maximize efficiency of work and to incorporate then analyze and

optimize the cycle to ensure that we are always working on the most important items at any given point in

time. It also ensures that we are learning and adapting quickly to changes to get the best possible results.

• The Sprint Cycle lasts for two weeks and it follows a certain set of actions for a specific product.

• All the actions during the cycle are planned in advance and all actions during the cycle are reviewed

and analyzed after it's completed.

• There are three types of action items we have in a Sprint….

• One-time actions such as anything to do with a new product, for example product validation, sourcing,

creating images, product launch, etc.




• Ongoing, which includes brand management like customer support, monitoring feedback and hijacker

removal.

• And finally results driven which are derived from analyzing the KPIs, carrying out another promotion,

split-testing new image variations, increasing the profit margin, etc.

Reading The KPIs, Evaluating Performance and Planning The Next Sprint

Here's our KPI tracker again. This is an excellent navigational tool. It will give us insights into particular areas

for any given product, as well as our business as a whole. It will define which areas will yield the highest

return on investment if we put our energy and efforts into improving them.




The tracker shows us what results we are obtaining over time from our actions.

Are the things we’re trying working or not?

We input the data into the tracker for the last two weeks at the end of every Sprint. It will automatically

color code the numbers to tell us if they're okay (yellow), good (green) or failing (red).




• Red alerts us to a problem, so we need to respond to that immediately. A red indicator should always

be the number one priority.

• Green is what we want to see as much as possible of, as that indicates an area of improvement in the

product or business .

Examine the tracker after inserting the data for the previous two weeks. You will be able to analyze and

evaluate performance.

In this example above, you can see Sprint #3 is the Sprint we have just finished and we are about to plan

Sprint four.

Now, we look at the data in the KPI Tracker (see screenshot above)…

• The seller rating has dropped to seven, which is red alert. Remember, seller rating is a supportive KPI.

Now, we need to respond immediately and fix whatever it is that caused this because if not, our

account could be suspended. It's essential to catch this quickly, which we do because we're running

this cycle-based system, so we can protect our account.

• A new product has just been listed, which you can see from the product selection KPI.

• Inventory levels are running low, and the KPI Tracker is alerting us to order more stock because the

lead time and 30-day projection with the current inventory levels is showing that we're going to run

out of inventory at this pace of selling. We therefore need to order more immediately.




• We can see that the average rating for the reviews has declined. This is alerting us to look at the

reviews more closely and to work out what's happening. We're getting some bad reviews meaning

that the average rating is declining sharply. Is there something wrong with the product? How can we

respond to this?

This gives you an idea of how we look at the KPI tracker and analyze the figures.

You are basically looking at each item and asking what it is telling you.

Is it alerting you to look at this, or do that?

Are things going well? For example, impressions are increasing, so what have we been doing?

What did we do this last Sprint and what did we do the Sprint before that to cause the impressions to

improve?

We're doing something right in this arena, so we want to continue that and build on that.

Once we’ve analyzed the KPIs using the KPI tracker we plan our next Sprint.

We plan our actions based on the Optimization Masterplan, which is set out below.

Summary

So in summary, we need to first evaluate performance and then identify the key areas to focus on based on

analysis of the KPIs. We will then take strategic action to improve that area of our business - which




translates into improving the KPI. This is an accurate, focused and powerful system which makes in tune

with our business.

Next we will look at the blueprint of actions to take to optimize your products based on your bi-weekly

analysis of these KPIs.

You need to note that the current situation of any product will be different. We therefore need a system

that is flexible and adjusts to changes, a system that can adjust to what is correct for any given product at

any given time.

You need to take the action that is the most impactful for your product. We need to understand the current

situation and act accordingly.

The action items in The Optimization Masterplan have been proven to be impactful, and amongst literally

hundreds of different things you can do for each KPI, these are the 20% that will produce 80% of the results.

This is based on our experience.




The Optimization Masterplan: Proven Step-by-step Optimization Blueprint For Every Product, Set To 10X Or More The Sales And Profits

Of Any Product.

This is where the money is made.

All the work so far has been to enable us to start on the optimization phase.

The Importance Of Optimization

Why do we make the money here?

Because, as is the case with almost all of online marketing and most elements of business in general, by

split-testing and optimizing the most important areas of the business, we can drive results up in an

impressive way. Just think of the compounding effect again.

Small tweaks can increase each of our KPIs by a few percentages and suddenly we have more than doubled

the business.

By improving the KPIs little-by-little over time, eventually, it will lead to us becoming the number one

bestseller in our marketplace. It’s just a basic fact.

The sad fact is that 99% of sellers don't understand that this is the most important thing.

They fail to give this the majority of their energy and efforts.




They might do everything right up until this point, but they don't continue.

And they are surprised by the lack of results.

However, if you understand how to persist using a strategic system like this, especially to compete in the

most competitive markets, you will eventually become a dominating force on Amazon.

How do we this?

You've learnt how to track and analyze the Key Performance Indicators.

Now we’ll look in detail at the different areas of optimization we use and each component within those

areas that we focus on.

Combined, this focuses on all the most important elements of the business. We’ll set out the many different

action steps you can take to continually optimize your product offer over time and drive up the KPIs. Note

that by really focusing on and doing this, you will be totally unique.

You will have a major edge over 99% of your competition. The key is to stick with it. This doesn't always

happen overnight, although sometimes you may find a major improvement can occur quite quickly. In any

event, within the span of just a few months you can usually dramatically improve your business by applying

this system.

Also note that you can learn more than is set out here. As Amazon implements changes you will discover, by

applying the system, how to adapt.




The Optimization Areas

There are five different optimization areas:

1. Product Listing Optimization

2. Sales and Rankings Optimization

3. Pricing Optimization

4. Amazon Ad Optimization

5. Seller and Product Centric Optimization

Each area has certain actionable items we can work with to grow the KPIs related to each area. We will

examine the action items and the KPIs they relate to inside and within the context of each optimization

area.




Area 1: Product Listing Optimization

This is possibly the most important area of optimization as it deals with your core asset, the product listing.

There are very few things more important than your product listing. Everything else is dependent upon it.

If the product listing doesn't do a good job of selling your product,

everything else will be a struggle and all other optimization less

effective.

If we are able to improve our product listing over time, it will in turn

generate the snowball effect of growth for everything else.

Action Item number 1 - Split-Testing Listing Variations

Firstly we split-test changes made to our product listing. This is done to

images, title, bulletpoints and the description. It is one of the most

powerful optimization tactics we have available and the main

optimization tactic for conversion rate. This is critical to the success of

most products.

However, this is also one of the most complicated, misunderstood and underutilized tactics. Two main

reasons are two things you're now familiar with: correlation and sample size.

Remember, we need a minimum of 1,000 impressions here to judge the impact of any split-test or change to

the listing. We use a very clever tool to help us do this.




The main KPI to look at in product listing is conversion rate, although others do have an effect, including

impressions, rankings, Amazon ads and click through rate.

Action item number 2 - Search Updates.

We continually update our listing to improve the search terms. As we run our exact match Amazon ad

campaigns and test more and more search terms, we will find more good ones we want to focus on and

others we may want to stop using, either because conditions have changed or because we have found

better ones to replace them with.

Remember, any time we choose to focus on a new search term, we need to add it to the title and backend

search term fields, as well as potentially make copy and image adjustments for those new search terms.

The reverse is true when we stop focusing on a given search term.

The main KPIs to look at here are impressions and rankings.

Other KPIs affected are the conversion rate, the Amazon ads and the click through rate.

Click through rate is not a KPI because we cannot measure it on Amazon, but it's important because it does

have an impact.

Amazon doesn't give us a way to track the click through rate, but remember to be aware of it as it's an

important factor for your Amazon selling results.




Action item number 3 - Mobile Optimization

You may have actually made sure that your listing is optimized for mobile phones from day one, but if not,

you should make these optimization changes now. If you did build the listing optimized for mobile, you may

still want to make more mobile optimization tweaks.

The main KPIs to look at here are conversion rate and click through rate.

The click through rate is critical here. Again, it's not an actual KPI, but this activity will impact the click

through rate, since over 50% of all shoppers on Amazon are using a mobile. Other KPIs affected are

impressions, rankings and Amazon ads.

Action item number 4 - Review Management

Your reviews can really make or break your product on Amazon. This is why sourcing a really good product is

so critical.

With a poor product, you're setting yourself up for failure long-term. But even with the best possible

product, you still need to manage your reviews and look out for the occasional negative review. Be aware

that it might even come from the competition.




Review management is an ongoing process and part of brand management. But it's also an optimization

item as you must do whatever you can to keep your number of reviews and average star rating as high as

possible.

One negative review can explain a major drop in your other key KPIs, so we monitor this area closely.

The main KPIs to look at are reviews, conversion rate and the click through rate. Other KPIs affected are

impressions, rankings and Amazon ads.

Action item number 5 - Adding Product Variations

Adding product variations to your listing is an important action item to consider in the long-run to help

optimize your product listing. Amazon ranks developed and mature product listings more highly, as a

customer is more likely to find what they're looking for there.

Because that is the case, it can obviously have a major impact on some of our most important KPIs. And

doing this well over time can make a massive difference on any product. The main KPI here is conversion

rate. Other KPIs affected are impressions, rankings and Amazon ads.




Area 2: Sales and Ranking Optimization

This area can also be called The Promotional Cycle and includes everything involved in product promotion.

This is really about optimizing our position in searches.

Based on your analysis of the main KPIs here, you will then decide on the

appropriate course of action as dictated by the Promotional Cycle.

There are three different stages.

One is called Offense, which is seeking higher ground. We use one, two

or three of our promotional tactics here.

Defense is what we do if we're losing rankings. Again, we use one, two or

three of our promotional tactics.

Calibration just means that no action is needed and we don’t need to

use promotional tactics at this stage.

We have just three tactics we use to promote a product on Amazon. When they are done correctly, they are

all that you need for any product. The three action items or promotional tactics are Pricing, Amazon Ads and

Product Giveaways OR Amazon Marketing Services.




Action item number 1 - Pricing

If our analysis prompts us to either seek higher ground (Offense), or defend our current position (Defense),

the first thing we look at is our pricing. Sometimes a simple drop in price for the next two weeks is all that is

needed. This is especially relevant for products that are already doing well. The main KPIs are rankings and

impressions. Other KPIs affected are conversion rate, Amazon ads, click through rate and profit margin.

Action item number 2 - Amazon Ads


the second thing we need to look at are Amazon Ads.

Sometimes a simple increase in ad spend for the next two weeks is all that is needed. This can be sponsored

and AMS ads can be included as well. The main KPIs are rankings, impressions and Amazon ads and the

other KPI affected is conversion rate.

Action item number 3 - Product Giveaways


the third thing to look at is a product giveaway campaign. Sometimes a simple product giveaway for the

next two weeks is all we need, especially in conjunction with our other two promotion tactics, but you must

do this the right way.




There are only two variations of product giveaways that actually work. Most people do product giveaways

the wrong way , wasting time, energy and money. If you have the ability to do so, Amazon Marketing

Services ads (or AMS for short) can be used interchangeably with this tactic, and can actually be a better

choice for multiple reasons.

The main KPIs are rankings and impressions. Other KPIs affected are conversion rate and inventory levels.

Area 3: Pricing Optimization.

This area is very simple. It involves optimizing our pricing to maximize profits. It's not about the use of

pricing as a promotional tactic per se, although the two are related and we are changing the exact same

element of the product listing.

We may use pricing to drive up rankings and sales, and subsequently

impressions and conversion rates, temporarily as a promotion. However, we

also need to find the best possible long-term price point to sell at, that

balances rankings and sales with profit margin, and maximizes the profit.

The goal here is to optimize our pricing to maximize profit by increasing the

impressions and conversion rate of the listing relative to our profit margin.

The main KPIs to focus on are profit margin and conversion rate.




It is worth noting that pricing affects impressions, rankings, click through rate and Amazon ads. As for the

action items, there is just one, Split-Test Pricing.

Action item number 1 - Split-Test Price

To split-test our pricing, we change the price and stick with it until we have reached a certain sample size of

impressions. It’s good to use 1,000 as a minimum. Then we evaluate our number of sales, conversion rate,

profit margin and of course, profit, to see whether this price point is more profitable than another.

While the most profit is the main focus, we still need to consider our conversion rate, impressions and

rankings, as one price point could be the most profitable right now, but with time, if we lose our rankings it

may turn out to not be the most profitable price point due to an increased need to go into defense mode

with promotions and spend more money.

The main KPI to focus on is profit margin and conversion rate. Other KPIs affected are impressions, rankings,

Amazon ads and click through rate.




Area 4: Amazon Ad Optimization

This area is also very simple. It requires optimizing our Amazon ads for profits. It's not about the use of

Amazon ads as a promotional tactic for organic ranking.

This is about Amazon ads as a sales channel itself.

We may use Amazon ads (otherwise known as Sponsored Ads) to drive

up rankings and sales, including impressions and conversion rate,

temporarily as a promotion. However, we also need to find the best

possible long-term setup that balances rankings and sales with profit

margin or profit.

The main KPI to look at is Amazon ads. Remember, other areas of

optimization will also deal with this KPI including the click through rate,

impressions, rankings and conversion rate.

Action item number 1 - Optimize Exact Match Amazon Ad Campaigns

Remember, if we are making money or breaking even from a given focus search term with exact match

Amazon ads, we always keep it running. If not, whether we keep it running will depend on whether or not

we are doing a promotion.




This area is actually quite simple to optimize. We must just make sure we are constantly monitoring it for

changes. Of course, you should also always be testing and finding more search terms to test. The main KPI

to focus on is Amazon ads. Other KPIs affected are impressions, rankings, conversion rate and click through

rate. Other Amazon ad strategies are also included here such as automatic campaigns, broad and phrase

match campaigns and Amazon Marketing Services ads. They are complicated, in-depth subjects which we

will not be looking at in this guide.

Area 5: Seller and Product Centric Optimization

This area of optimization affects the most of our KPIs. It's the broadest and it really deals with the product

itself. The core is what we are selling, which clearly affects everything else.

The main KPIs to focus on are six out of the nine: seller rating, profit margin,

product selection, inventory levels, conversion rate and reviews.

Remember, other areas of optimization will also deal with some of these.

Some are only dealt with here though.

There are five action items.




Number 1 - The Product Itself.

Number 2 - Profit Margin.

Number 3 - Customer Support.

Number 4 - Product Selection

Number 5 - Inventory Levels.

Action item number 1 - The Product Itself

This is the most important part of our business, the actual product we are selling. We want to always keep

our finger on the pulse of how our customers like any of our products and we should always be looking to

improve.

This constant awareness is critical to our long-term success. It greatly affects every other area of our

business and the efficiency of our other actions.

Here we need to look at all available feedback including reviews, customer support tickets and conducting

new surveys and asking yourself, "Is there anything we can do to improve this product?"

Then take action on the improvements as much as possible. It is usually a question of looking at the sourcing

of the product, the reordering of the product, and how it's made.




The main KPIs to focus on are conversion rate, because the actual product does really affect conversion rate,

and reviews, because the number one factor that determines what kind of reviews you get is the actual

product. Other KPIs affected are profit margin, product selection, seller rating, impressions, rankings,

Amazon ads and click through rate. Put simply, every single KPI is affected by the product itself. It's key to

how well your Amazon sales business is going to do.

Action item number 2 - Profit Margin

Here we are looking for any ways to increase the profit margin of our product. The profit margin is vital

when it comes to cash flow.

We look at all elements related to the product itself and sourcing such as supplier, order quantities, model,

materials, shipping method, negotiation, etc, to find ways to improve the profit margin we have.

The main KPI to focus on is profit margin. Other KPIs affected are Amazon ads, product selection and

inventory levels.

Action item number 3 - Customer Support

This is where we deal with customer support and our performance as a seller.

As you have learned, this KPI should be perfect at all times essentially or a problem can quickly escalate.




Whilst we always want to be looking for ways to improve customer support we mostly deal with this in the

event that we receive an unsatisfactory rating.

If we receive something negative, we must act immediately, fix it if possible and ensure it never happens

again.

That’s because this is the health of our business we’re dealing with. We need to be performing really well

for Amazon to want us to be selling in their store and to be pleased with us as a seller.

This is why Amazon actually provides us with the KPIs for this area themselves. They attach KPIs to us by

default as a seller on Amazon because this area is of great importance to them too.

The main KPI to focus on is the seller rating. Other KPIs affected are reviews, conversion rate, impressions,

rankings, Amazon ads and the click through rate.

Action item number 4 - Product Selection

As a brand and as a seller, you want to consistently be improving and growing your product selection over

time both in terms of new products and more product variations for each product.

This is important for growth, but of course, must be balanced with cashflow because you cannot grow too

quickly with new items if you can't financially support the growth of each product.




You can't keep reinvesting in larger orders if your cashflow is limited and if everything you already have is

growing fast and you are already committed to placing large orders. You need to be very aware of that.

We monitor the simple product selection KPI over time and ensure that it is growing at a reasonable pace. It

doesn't have to grow every two weeks - that's way too quick for a new business where cash is limited. Once

you grow however, you may want this to be increasing every single Sprint cycle.

This is how we can grow the fastest; by making the business grow consistently at a reasonable and

controllable pace. So this action item is simply about doing exactly that.

The main KPI to focus on is product selection. Other KPIs affected are impressions, conversion rate and

Amazon ads.

Action item number 5 - Inventory Levels

This area deals with the inventory levels of each particular product. We need to make sure this is optimized.

We must consider different factors at play including cashflow and promotions.

There are many things that could affect the inventory levels; how quickly we run out, how much we need to

have in stock, how much we need to reorder and when.

The inventory levels should be optimized as much as possible to do the best we can and balance each area.

For example, the larger our orders, the better our profit margin will be. We will get a lower price per unit,

save on shipping, etc. But on the flip side, larger orders can stifle our cashflow and thus can also stifle our




growth, but we need enough inventory to promote, and on it goes… There’s a lot to consider in achieving a

good balance.

The main KPI to focus on is inventory levels. Other KPIs affected are profit margin, product selection,

impressions and rankings.





Working the System

What next? How do we implement the system?

We have shown you how to track and analyze your KPIs and identify areas to focus on based on that

analysis.

We’ve detailed what actions really matter to drive up every single KPI.

Some KPIs have several different action steps you can take to drive them up. Some have only a few or simply

one. We have also looked at how to plan a two-week Sprint.

Now, we’re going to show you how to work with the optimization areas to take targeted action and set

goals based on your KPIs and KPI analysis, so you can be laser focused on the right action to grow your

business as quickly as possible.

The Four-Step KPI System:

• Step 1 - Set KPI Goals.

• Step 2 - Identify Optimization Items.

• Step 3 - Plan.

• Step 4 - Execute.




Step 1 - Set KPI Goals

You already know how to analyze the KPIs and identify areas that need improvement either because you

want growth or you need to get something back on track.

Next you need to identify the KPIs you'd most like to drive up right now.

Of course, it is likely you would like to drive up all of them, but you should apply the 80/20 rule here and

identify the top three or so. Start by setting goals for and working with those.

It will all depend on your capacity, how many you can work on at once. An efficient team for a larger brand

could work on all KPIs at once, but make sure you start with goals you can work on 100%. Now that you

have chosen say three KPIs to start focusing on, you should set a goal for each one of them, to achieve

within, say, the next 90 days. It could be sooner, but we don't recommend a longer target period.

For example, if you the main three KPIs of impressions, conversion rate and profit margin.

Let's say right now you have one product only and 1,000 impressions every two weeks with a 10%

conversion rate on average for the last two weeks and a $10 profit margin for the last order. That equals

100 sales at $1,000 profit. Your goal could be that within the next 90 days you will hit 1,500 impressions

every two weeks with a 15% conversion rate on average for the last two weeks and a $12 profit margin for

the last order.

You will note the difference; we are aiming to increase two numbers by 50% and the third one by 20%.




Here's the power of working like this: if we originally had 100 sales with $1,000 profit, now we would have

1,500 impressions every two weeks. The average conversion rate of 15% for two weeks gives a $12 profit

margin for the last order. So now we are making 225 sales with a $2,700 profit.

As you can see, these small improvements make a huge difference over time. Profits were almost tripled

just from this.

And the effects are even more extreme with multiple products.

There you can set brand level goals and goals for each product to hit the overall goal. Then the growth you

have will become astounding because you've grown multiple products that all amount to one thing. This

becomes 10 times more powerful.

Step 2 - Identify Optimization Items

What do we do to make this happen?

Now, you can refer back to the training in this guide and see what are the main action items you have to

affect each of the KPI's in a positive way.

You can choose from The Optimization Masterplan. There are more things you can do, even things I may not

be aware of. These are the 20% that would give you 80% of the results. Some are things you do occasionally,

and some are things you do all the time even.




I recommend you choose action items that are not heavily correlated because if you are doing even just

more than one thing at a time to improve the same KPI for the same product, you do not know what is

causing what.

While some of that is fine and inevitable, doing heavily correlated actions such as search updates plus split-

testing images, for example, at the same time may not be the best idea. Make sure that with whatever you

plan to do in the next two weeks, you can understand the impact of your actions, so you can say with

confidence that this worked or it didn't.

Step 3 - Plan

Now that you have chosen your KPI goals plus identified the main action items to get there, you can start

planning them out. Remember that most of the time you want to be careful to only do one action item at a

time that's totally designed to move any one KPI. You must plan them in order. More or less, one at a time.

Remember the sample size dependent versus not sample size dependent KPI's and other things I taught you

previously here in this guide, this will affect how you plan the actions. The key is really to be consistent and

keep testing more and more things and keep working to improve the things that affect your focus KPI's.

Then over time as you work this plan in order, you should find that your KPI's keep moving up and your

business experiences incredible growth over time. It's incredible what you can achieve this way over say the

span of one year. You would not believe how much growth you can actually achieve just by focusing in on

this.




Step 4 - Execute

After you have set your 90-day KPI goals (or shorter, if you'd like), identified the main action items to take

next to get you there, and planned the KPI optimization action items over the course of the two weeks, now

it's all about executing this plan consistently over time and in full and continuing to analyze the results. This

ensures that you keep moving the KPI's in the right direction. You will see what works and what doesn't, so

do more of what works.

This however does take time and while big overnight changes DO happen, that's not the norm and the

whole point is gradual improvements over time. This will lead to stunning results. This doesn't have to be

perfect.

One of the challenges with selling on Amazon is lack of good transparency and tracking and this is aimed at

solving that problem, and this is the best possible solution to that. By doing this, even if it isn't perfect in all

ways, will take you miles ahead of other sellers.

Then Rinse and Repeat

Keep repeating the cycle of setting KPI goals, identifying the action items most

likely to get you there on time, planning them out and then executing.

Of course, KPI goals will vary in length, but again, I recommend you never do

more than 90 days out at a time. As soon as you hit any one, you set a new one

and it can be for a different KPI.




Monitor the KPI's most every day and then truly analyze the KPI's in full every two weeks to spot potential

problems that you may have to act on immediately and of course, to judge the impact of your KPI

optimization actions and identify new KPI's to work on as well.

Now, go and grow that business and make that money.

Remember, just by improving three of the KPI's by 50% or less, we grew our profits by 270%. The end goal of

all of this is to have the product listing optimized to the point of being the superior product offer in the

marketplace and the number one bestseller.




Bonus: The Dead Product Rescue System.

How can we use this to jumpstart a product and bring it back to live? Here's the Product Rescue System:

Step 1 - Identify Your Most Valuable Search Terms.

Step 2 - Install Complete KPI Tracking.

Step 3 - Upgrade Your Listing To Focus On And Convert Fully For Your Most Valuable Search Terms.

Step 4 - Drop Price & Run Exact Match Amazon Ads For Your Focus Search Terms.

Step 5 - Analyze Results With KPI's.

Step 6 - Start Working The Optimization Masterplan System.

To really revive a product, we must first understand that right now this product isn't in a very good position.

It's not in an ideal state.

We must assume it was:

a) Something has not been done correctly for this product, and/or

b) It was simply not maintained and monitored properly and when a problem arose, we didn't notice it

because we didn't have tracking and KPI's in place.




Even if your product is still doing fairly well, you should follow The Product Rescue System because you need

to get this product fully dialed in and back on track!

If you don’t, the chances are the sales will continue to decrease and eventually decrease a lot, due to

negative momentum. And it’s all about momentum when selling on Amazon.

In either case, we need to go all the way back and dial this product in on the search term level and do the

same research we do before choosing a new product to sell, so we can really plug this product into our

complete optimization system.

That's when we can really start reviving this product and plugging it into all of the elements of the same

methodology, to get the product back up and selling more and more and more.

Step 1 - Identify Your Most Valuable Search Terms.

We do this using the same method of running Amazon ads as we do in ‘product validation’, which was part

of our Profit Oracle Blueprint product research process (which you can find in the Infinity Code download

area). But as an overview…

We need to go back and do correct search term research, so we can understand what to focus on and how

to upgrade the product listing accordingly, so we can bring it back to life with a flood of new impressions

and sales.




How to set up Amazon ads?

• One Campaign

• Average Daily Budget = $10 to $20

• Duration = 1 week

• Manual Targeting

• Default bid = $2.00

• Provide own keywords (5 to 10 max)

• Match Type = Exact

In other words, the same exact setup we use for product validation.

How to read your data?

Look at the impressions, the amount of clicks, the cost per click, the sales and price versus clicks. People

should be clicking. Look for low-hanging fruit search terms.

EXAMPLE 1:

It's the same example I showed you in The Profit Oracle Blueprint.




If you set this up for a current product and collect this data, you're able to compare the quality and the

value of each search term.

First, look at the impressions.

In this example, we see two search terms that have by far the most impressions.

Let's look more closely at those.

You see that one of them has way more clicks (search term 2). It has a decent click through rate while the

first search term has a bad click through rate.

The CPC is higher than for number one, however, it's still not too high.




The spend was higher as well because we've got a lot more clicks, but also we got sales, $131 in sales in fact

and the average cost of sale (ACoS) was just 27%.

Assuming a profit margin of 30% or higher, this search term is profitable. This is a winner. This is a very

valuable search term for us.

Then we look at the rest in the same way.

One of the other search terms had sales and an average cost of sale of 5.1%. This is incredible.

That seems to be a valuable search term for us as well. But, we need a sample size of at least 1,000 to judge

the search terms accurately, so we need to keep running this test for a little longer.

How do we really analyze this?

We need to look at some benchmarks for Amazon ads and then compare the quality of different search

terms. For example..

• Impressions per seven days should be 250 at a minimum.

• Click through rate (this is clicks divided by impressions) should be 0.25% at minimum

• Cost per click should be $1.50 or lower.




• Average cost of sale (ACoS) - the lower this number the better the search term is.

If the search term is ROI positive, that's the most important thing.

Then we definitely want to keep it and run it. It makes us money.

How to optimize Amazon ads?

We remove low-performing search terms every week or so.

We remove high-cost search terms, so something that costs more than $1.50 per click is by default too

competitive unless it's a very high-priced product or for some other reason we feel like we want to compete

in that space.

But I recommend avoiding search terms that have a CPC of more than $1.50, due to the high-level of

competition.

Next step…

Add a new round of search terms and replace the bad performers, find other potential good performers and

test them.

Constantly be removing low and bad performers. Keep the good ones and then add in new ones.




Your goal is to continually find golden nuggets.

Remember, only run 5 to 10 search terms at a maximum at the same time with any one ad campaign.

If you run more than 10 search terms at any given time inside one campaign, it will skew your results.

Step Number Two - Install Complete KPI Tracking.

Refer back to the instructions for this in this guide. I showed you how to do this.

Step Number Three - Upgrade Your Listing To Focus On And Convert For Your Most Valuable

Search Terms.

Based on the winning search terms…

• You will put the best five or so in the title and in the backend search term fields.

• You will optimize the bulletpoints and description to reflect and convert for these search terms

• The same goes with images - optimize them to convert as well as possible for the searches by targeting

and appealing to the people coming from these specific searches as much as possible.




• Then get ranked for your money-makers. Base your product around your proven golden nugget search

terms. You may even want to restructure the actual product around those. Conversions are king on

Amazon. You want to do everything you can to convert for your most valuable search terms. That's

what really matters here.

Data is the real gold here.

If you apply this process to an existing product, there will be no more guessing. You will have a very good

and clear idea of the revenue and profit potential of any current product.

You will know where the money is at and exactly where to focus your efforts to bring it back to life. That is

how you can make this product sell again.

This allows you to penetrate and carve out and own your own space in even the most competitive markets

because even if you're in a very competitive space, there's a high likelihood that if you dig through and test

search terms this way, you will be able to identify some that are very valuable, but a lot less competitive -

where you can focus your efforts fully and be successful while not facing a great deal of competition.

This will open up a ton more opportunity for you.

Even if you're in a space where you feel like there's no chance, there's way too much competition, there's a

great chance with this system you can actually find even just a few search terms that are valuable hold a

good amount of sales and profits within them.

Then you can tap into those strategically, very successfully and in a very efficient manner.




Step Number Four - Drop The Product Price And Run Exact Match Amazon Ads For Your Focus

Search Terms At Full Throttle For Two Weeks.

First, drop the price to breakeven. This will encourage more sales.

This will increase the conversion rate in general.

At this point, you just want as many sales as possible to increase your sales velocity because that's going to

increase your visibility.

You're not making any money per sale for now, but you're also not losing money either.

Then you turn on the exact match ads for all the most valuable search terms and run them at full throttle for

14 days.

Make sure the daily budget is set high enough, because you never want to run out of the daily budget.

You also want to bid high enough (try $2 per click) so the ad is showing all of the time. That's the key.

To clarify…

• When you drop the price, that will make your conversion rate as high as possible and will attract as

many sales as possible.

• Then when you run the exact match ads for those focus search terms, you get all the impressions and

clicks you possibly can for two weeks, (you will also get all the sales you possibly can get for those




focus search terms). This will help you rank for those search terms, because you need sales through a

certain the search term, in order to rank for it.

• Just doing these two things can be enough to get you onto page one within two weeks for your focus

search terms, especially if you've done a good job of optimizing the listing to be really targeted and to

convert well for those search terms.

• Then, Amazon will notice that you're converting really well for the search terms, and they will make

you more visible.

Very often during the first two weeks you will be seen on the first page of the organic search results

This is because doing the above is enough to get you noticed and for Amazon to see that you are a popular

product of choice for your focus search terms.

As a result, they’ll want to show you on page one.

Then you can increase your price.

Step Number Five - Analyze Results With KPI's.

Refer back to the instructions for this in this guide.

We already showed you how to set all of that up and to analyze your results with KPI's and use the KPI

tracker as your navigational tool to know where to focus next for this product.




That is where you should focus your efforts first to optimize this product and make it grow.




Step Number Six - Start Working The Optimization Masterplan System.

Again, refer back to The Optimization Masterplan in this guide and start working the system on this product

on an ongoing basis.

It will be almost impossible for you not to bring a product back to life if you follow these steps

consistently over time.

If you apply this system and execute it over time, every single product will be impacted positively and will

start growing and growing and growing.

This is how you bring a product back to life.

This is it. If you apply this system, your Amazon business will grow. That is my promise to you.

Remember we are running a series of LIVE training calls on Monday 3rd April where we’re going to reveal

how we have done over 8-figures in product sales on Amazon by doing things COMPLETELY differently to

anyone else.

… and how YOU can take advantage the "blue ocean" of opportunity that has made building a highly profitable Amazon business easier than it had EVER been before. We only have VERY limited places so…




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