In this episode, the host interviews Howard Thai, a former top 50 Amazon seller and founder of the Elite Seller Society mastermind. Howard discusses how his mastermind group helps sellers solve problems, access mentorship, and gain valuable resources. He shares insights on black hat tactics in the Amazon marketplace and stresses the importance of understanding these to protect your business. Howard advises sellers to fully optimize their listings, monitor for unauthorized changes, and innovate through unique product bundles to stand out and succeed on Amazon.

Chapters:

Introduction to Howard Thai and His Amazon Journey (00:00:00)
Host introduces Howard Thai, his Amazon success, and his background in educating Chinese sellers.

Overview of the Elite Seller Society Mastermind (00:01:19)
Howard explains the purpose, benefits, and unique resources of his mastermind group for Amazon sellers.

Value of Mastermind Groups and Continuous Learning (00:03:16)
Howard discusses attending other masterminds, the investment involved, and the importance of learning from top-tier groups.

Black Hat Tactics: Stigma and Seller Concerns (00:04:22)
Host and Howard address the stigma around Chinese sellers and black hat tactics on Amazon.

Understanding and Defending Against Black Hat Tactics (00:04:52)
Howard explains why sellers must understand black hat tactics to protect themselves and their listings.

Current Black Hat Tactics and Amazon’s Response (00:06:17)
Howard lists active black hat tactics, notes their decline, and praises Amazon’s efforts to protect sellers.

Proactive Listing Protection Strategies (00:08:32)
Howard details steps for sellers to proactively secure their listings, including team building and monitoring.

Filling Out All Listing Fields for Security and Visibility (00:09:43)
Howard explains the importance of completing all Amazon listing fields to prevent manipulation and improve searchability.

Leveraging Filters and Searchability on Amazon (00:11:41)
Howard highlights how properly filled fields affect product visibility in Amazon’s filters and search results.

Key Takeaways and Actionable Advice (00:12:52)
Host summarizes three main takeaways: innovate with bundles, optimize listings, and understand black hat tactics for defense.

Closing Remarks and Resources (00:15:59)
Host thanks Howard, shares his website, and encourages listeners to follow his work and mastermind events.

Links and Mentions:

Elite Seller Society
Shopify
Facebook
Amazon Seller Central

Transcript:

Josh 00:00:00  Without further ado, I am excited to introduce to you Howard Thai. Howard is a former top 50 seller on all of Amazon. And his origin story as a seller is an epic itself. Between selling thousands of units of hoverboards daily and battling with Amazon Incorporated on Amazon, Apple actually on Amazon. The story of his humble beginnings is a story too long to tell. He began his journey as an educator by single handedly spearheading the training of Chinese sellers on Amazon. The insights that Howard provided and the tools he developed led to what many in the United States consider the Chinese takeover of Amazon. He has saved, started, scaled and sold hundreds of businesses via Amazon and other virtual platforms. And he's done it time and time again. So welcome to the podcast, Howard. Howard, I think this is a good time to kind of talk about your mastermind. You do something with the elite seller society and you have a mastermind big, you know, kind of event that you do once a year, I believe.

Josh 00:01:05  this is something that I've been very interested and I keep asking you about. I think every time I talk to you, I'm like, hey, do you have the dates? And do you know where you're going yet? So tell us more about that. And what is it all about? What content are you sharing?

Howard 00:01:19  So the elite level of society is like, a mastermind that I have created. it's everyone that's been in our event, our mastermind events that gets, gets added into and, we kind of go in and help each other within our group, like how to solve problems, as well as, there's like, something that we can offer our group through, like, other mentorships or through, like, special, like things. I'm working on getting our, all our membership members. Members, that own, their own, account rep So that they don't have to go through the SAS program or SAS program. That really sucks. So they're getting like really good quality. employees and Amazon being able to support them.

Howard 00:02:13  So I'm talking to Amazon on that on how we can actually make that work for our employees. So that's just something cool that I'm working with or things that things that are always open when you're in the mastermind. I like like you said, my shift change. Like you never you're in a box all the time. For most of the people that aren't in, in these mastermind I'm talking about, like, if you're even in these podcasts or in Facebook groups, you'll never get the same kind of, like information that you really could get on those different platforms than if it was in Bessemer. You probably know that, Josh. so, like, I'm just sitting there and learning and like, oh, there is this thing that out there to doing this stuff, you know, I'm not ready yet for it, but I know it's out there exists, so I need to do it. Like, for example, like, digital marketing, you know, I need to do some marketing, but I went to, I went to, custom conversion.

Howard 00:03:16  I went to, a lot of, Carrie's events, like the weird events, you know, three and and even I'm thinking about getting into those two masterminds, right? One from all inside one site and also from Perry site, you know, so I'm trying to I'm looking into that. They're not cheap. They're like maybe 25,000 a year. but, yes, it's from the world, right?

Josh 00:03:39  So yeah, I know that. That's great. And I agree with your statement there, Howard, in terms of, you know, the deeper tactics, if you want to go deep with stuff, you need to start reaching out and joining some of those mastermind groups. So I think it's going to take your learning to the next level. Now, Howard, you've educated a lot of Chinese sellers, right? And I think there's a negative stigma in the marketplace where it's like, oh, the Chinese sellers, they just want to implement black hat tactics, and that's who's always attacking me. you know, prior to this conversation, you and I discussed and you're like, you, you see kind of the black hat, black hat tactics kind of, you know, lessening to some extent or or another.

Josh 00:04:22  But from your experience, you are so well versed on Amazon. I know a lot of sellers are fearful when it comes to black hat tactics, but would you mind kind of educating our audience in regards to what are the active black hat tactics that you see being implemented right now, and what are ways that sellers can do to protect themselves in advance, as well as what do you do if you do have a black hat tactic that actually affects you and attacks your listing?

Howard 00:04:52  People think that, you know, like this stigma like, hey, you know, black hat and you do black hat, right? But the reality is, if a person has been in this industry for so long, they would need to know how to protect themselves. What kind of backpack techniques? Like what you're asking. Right. so, like, a computer security guy, right? Who does? Computer security? Needs to know how people are coming in and attacking the system. So if you're like a programmer an...

Today’s guest is someone who’s on the cutting edge of Amazon growth strategy and tech innovation. I’m thrilled to welcome Jonathan “Jon” Tilley, the CEO and Co-Founder of ZonGuru—a powerful, AI-powered software suite built by Amazon sellers for Amazon sellers.

With over a decade of experience in branding, digital strategy, and now SaaS leadership, Jon has helped thousands of serious sellers optimize their listings, scale profitably, and build businesses that last. Under his leadership, ZonGuru has grown into a globally trusted toolset, known for being Amazon Rufus-optimized, data-driven, and designed to boost revenue and conversion.

Highlight Bullets

> Here’s a glimpse of what you would learn…. 

• Evolving landscape of e-commerce, particularly on Amazon.
• Impact of AI-driven algorithms and search engines on product discovery.
• Importance of adapting product listings to align with intelligent algorithms.
• Shift from keyword-stuffed listings to emotionally connected, brand-focused presentations.
• Need for sellers to understand their target audience and customer intent.
• Use of structured data formats and schema for optimizing product listings.
• Rise of conversational commerce and AI chat interfaces like Amazon's Rufus.
• Importance of emotional connection and storytelling in product descriptions.
• Strategies for leveraging AI tools to gain customer insights and improve visibility.
• Necessity of maintaining authenticity and human creativity in content creation.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Jon Tilley, CEO of ZonGuru. They discuss how AI-driven search engines like Amazon’s Rufus are transforming e-commerce. Jon explains the importance of structuring product listings with new schema standards and focusing on brand storytelling to connect emotionally with customers. The conversation covers optimizing for AI algorithms, leveraging social platforms for visibility, and preparing for conversational commerce. Jon also shares practical tips and tools for sellers to future-proof their businesses in an AI-powered marketplace, emphasizing adaptability, authenticity, and deep customer understanding.

Here are the 3 action items that Josh identified from this episode:

1. Optimize Listings for AI Discovery – Structure your Amazon listings with semantic data and schema markup so AI-driven search engines like Rufus can better understand and recommend your products.
2. Build Emotion-Driven Brand Content – Focus your product pages on storytelling and emotional resonance, not just keywords. Use real customer insights to craft authentic, benefit-led messaging.
3. Adopt and Experiment with Emerging AI Tools Early – Stay ahead of competitors by testing new AI platforms for product discovery, data insights, and content optimization as soon as they launch.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: [email protected]
• Rufus
• ChatGPT
• Perplexity
• Cosmo
• Amazon A9
• Raycast
• Reddit
• Wikipedia
• YouTube
• Instagram
• TikTok
• ZonGuru
• Poppi Soda
• Simple Modern
• Alex Hormozi
• 10x Is Easier Than 2X by Benjamin Hardy
• Science of Scaling by Benjamin Hardy

Special Mention(s):

• Adam “Heist” Runquist on LinkedIn
• Kevin King on LinkedIn
• Michael E. Gerber on LinkedIn

Related Episode(s):

• “Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast
• “Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast
• “Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough Podcast

Episode Sponsor

Sponsor for this episode...

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. 

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

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

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

Transcript Area

Jon Tilley 00:00:00  At the very heart of that. I think it's truly understanding how to technically structure your listings for these new intelligent algorithms. And there is a very specific schema that you should be applying to your listings, whether it's on Amazon or whether it's on Shopify or where else you are. you know that schema? The good thing about it is it is evolving around what that schema looks like and what influences that those algorithms. But, there is a lot of similarities in terms of the schema across the different platforms. So that I would say is is number one.

MC 00:00:38  Welcome to the Econ Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:00:52  Do you want to know what the future holds for the future of e-commerce and agent ecommerce? Or do you want to know how to stay ranked and relevant on Amazon as SEO dies and AI engine optim...

In this episode, host Josh interviews Ryan Deiss, founder of DigitalMarketer, about the smartest way for entrepreneurs to hire their first employees. Ryan explains why business owners should avoid hiring assistants for minor tasks and instead recruit experienced professionals who can fully own critical business functions. He discusses overcoming fears around big hires, financial considerations, and the importance of mapping out your value creation process. Ryan also shares strategies for systematizing operations and building a team that enables real growth and freedom, rather than creating more management headaches.

Chapters:

Introduction to Ryan Deiss and Episode Overview (00:00:00)
Host introduces Ryan Deiss, his background, and the episode’s focus on business operating systems and hiring.

Common Mistakes in First Hires (00:02:12)
Ryan explains what not to do when hiring your first employee, warning against hiring assistants for minor tasks.

The "Genius with a Thousand Helpers" Trap (00:02:56)
Discussion on why hiring helpers instead of professionals leads to more management and less freedom.

Hiring Professionals to Own Critical Functions (00:03:46)
Advice to map value creation, identify weak spots, and hire experienced professionals to own those areas.

Overcoming Fear and Financial Concerns in Big Hires (00:04:37)
Ryan addresses the fear and financial hesitation of hiring high-level employees and how to mitigate it.

Cost Comparison: Professionals vs. Multiple Helpers (00:06:14)
Breakdown of the financial and operational impact of hiring one pro versus several lower-level helpers.

The Real Cost of Ineffective Hiring (00:07:48)
Explains the long-term frustration and wasted resources from hiring multiple helpers instead of a pro.

Path to Entrepreneurial Freedom (00:09:18)
Ryan outlines the goal: remove yourself from all value creation steps by hiring pros for each function.

Debunking the "Learn It Before You Hire It" Myth (00:10:13)
Ryan refutes the idea that founders must master a function before hiring an expert for it.

Three Actionable Takeaways (00:11:39)
Host summarizes key actions: value creation mapping, overcoming imposter syndrome for big hires, and automating processes.

Closing and Where to Learn More (00:13:31)
Ryan shares where listeners can learn more about his programs and communities.

Links and Mentions:

Tools and Websites 
Founders Board

Key Takeaways 
Value Creation Mapping: "00:11:58" 
Overcoming Imposter Syndrome: 00:12:59 
Automating the Value Creation Process: 00:13:28

Transcript:

Josh 00:00:00  Today I'm super excited to introduce to you Ryan Deiss. Ryan is the founder and the CEO of The Scalable Company Digital Marketer, and a founding partner at Scalable Equity, LLC, a venture equity accelerator that builds and acquires B2B media and software brands. He is a bestselling author, founder of multiple companies, collectively employing hundreds around the globe, and one of the most dynamic speakers on business operating systems in the United States today. So welcome to the podcast, Ryan.

Ryan 00:00:32  Thanks for having me. It is not difficult to be among the most dynamic speakers about business operating systems, because most people would consider that to be like watching paint dry. But I think it's I think it's pretty sexy stuff, so I appreciate that.

Josh 00:00:47  Hey, and I agree as well. Typically it is, it is one of those topics that most people, I think tend to avoid, right? If you go to a conference and you're like, which one should I go to? I think the shiny object is always like the newest marketing hack, right? Or like social media? and with your experience obviously running Digital Marketer, you're you're well versed in that.

Josh 00:01:09  And I think you could argue you're one of the most well-versed in digital marketing itself. But today we're going to be talking all about business operating systems. So how do you know who should be your first hire? Right. is it kind of going along that customer journey, so to speak, or your value journey that we're talking about here? And is it identifying, you know, hey, actually our secret sauce is in product innovation, right? Like that's our secret sauce. That's where it seems like we're bringing a lot of value, especially on Amazon. Right. You talk about, you know, bringing traffic. It's like well Amazon's brought traffic to you. Plus they have the fulfillment engine. So like they've tackled two big levers for a lot of people right. so if you identify like, hey, we're really good at product innovation or something like that, Does that mean, hey, I should first hire out that product innovation? Or do I need to figure out a product? Do I need to hire a project manager? Or is it an executive assistant? Like, how do you go through the process of deciding who to hire first and why?

Ryan 00:02:12  So let me answer the question by telling you what not to do.

Ryan 00:02:14  And then I'll come back around and give a more explicit answer. So what most people do, and it's not what you should do, is they go around and they look at all the stuff that needs to get done, right. And it's their name in all the boxes. And so what they say is, okay, I need to get somebody to help me with all of the little things so that I have more time to do these quote unquote important things. Right? So I need to hire, you know, a virtual assistant to help, like, answer my email and to deal with my scheduling. And, you know, I need to hire somebody else over here to, you know, respond to this and take care of that. And, you know, in this particular step, if I, if I just had somebody to help me do some of the pieces of this, you know, then, you know, then then I could be more efficient. And what we're doing when we do that is.

Ryan 00:02:56  And the reason that's not what you do is you're what is known as the genius with a thousand helpers. Okay. And so you're not actually creating any additional space and freedom for yourself. You're just adding the management of other people and the tasking out of other people to your already cluttered to do list. And that's why it doesn't work. And that's why ultimately these people wind up failing and we're like, oh, they suck. And they were supposed to help me. And they're supposed to take time off. And they're not. They're just asking me all these questions. I don't have time to answer all these questions. Right. It's because we didn't hire someone to own a critical aspect of the value creation process. We hired somebody to help us continue to own that process. So what I would encourage you to do is look at the value creation flow and to say, what are the critical tasks and processes that I don't like. And I'm not particularly good at, but I'm currently being forced to do okay.

Ryan 00:03:46  So it's incredibly critical. It's incredibly important. But you don't necessarily like doing it and and you don't necessarily. You're not necessarily the best in the world at it. So let's say again, you know, you're running an e-commerce business and you really love the product side of things. You love the innovation and the sourcing. you love, you know, thinking about the packaging and the positioning, but you're getting the bulk of your traffic, let's say, from, you know, Pinterest and Instagram. And really, you don't geek out that much on Pinterest and Instagram, but you're good enough at it, right? So what people would say is like, I guess I'm gonna get somebody to help with photography and maybe somebody can write some of the descriptions and do a littl...

Today, I’m excited to welcome Mike Olson, Partner and Founding Member at WealthPoint, LLC. With over 25 years of experience in financial and insurance planning, Mike has dedicated his career to helping affluent families and business owners unlock clarity in complex financial decisions. He holds multiple professional designations—CLU®, ChFC®, CFP®, and MSFS—and is nationally recognized for his expertise in structuring insurance solutions that fuel business growth.

In today's episode, we’re diving into a powerful and often overlooked strategy: how e-commerce entrepreneurs can use insurance to fund inventory cash flows. Mike is here to share how these creative financial tools can give Amazon sellers and online business owners the liquidity and leverage they need to scale sustainably from 7 figures to 8 and beyond. 

Highlight Bullets

> Here’s a glimpse of what you would learn…. 

• Strategic use of life insurance policies for e-commerce entrepreneurs.
• Funding inventory cash flows and scaling businesses from seven to eight figures.
• Benefits of life insurance, including tax advantages and creditor protection.
• Importance of tailored insurance policy design based on individual financial situations.
• Building a cash reserve ("war chest") before borrowing against life insurance.
• Flexibility in policy features to accommodate fluctuating cash flows.
• Higher potential returns from well-structured life insurance policies.
• Comparison of life insurance loans to traditional high-interest financing options.
• Importance of disciplined financial management and repayment strategies.
• Long-term benefits of life insurance as a financial safety net and retirement tool.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Mike Olson of Wellpoint LLC about using life insurance as a strategic financial tool for e-commerce entrepreneurs. They discuss how established business owners can leverage specially structured life insurance policies to fund inventory, manage cash flow, and scale sustainably, while also gaining tax advantages and creditor protection. The episode covers the pitfalls of traditional financing, the importance of disciplined policy funding, and actionable steps for building a financial “war chest” to support business growth and personal security. Mike also shares insights on technology, AI, and economic resources.

Here are the 3 action items that Josh identified from this episode:

1. Build a Financial War Chest – Use life insurance to accumulate cash value over time, creating a reserve you can tap into for high-ROI business opportunities or emergencies.
2. Design for Flexibility – Work with an advisor to structure a policy that matches your business’s cash flow, allowing for adjustable premiums and strategic borrowing.
3. Leverage Smartly for Growth – Borrow against your policy only for clear, high-return purposes—like funding inventory or scaling operations—while maintaining a disciplined repayment plan.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: [email protected]
• Kevin King
• Matt Clark
• Copilot
• Perplexity
• Armstrong Economics
• Wealth Point

Special Mention(s):

• Adam “Heist” Runquist on LinkedIn
• Kevin King on LinkedIn
• Michael E. Gerber on LinkedIn

Related Episode(s):

• “Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast
• “Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast
• “Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough Podcast

Episode Sponsor

Sponsor for this episode...

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. 

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

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

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

Transcript Area

Mike Olson 00:00:00  This is for the entrepreneur that has a profitable business. You don't start putting your first dollar that you're saving into insurance, right? You still have a balance sheet. You have some cash. Your business has a strong kind of cash reserve to support it. Personally, you have write a savings account for bills. So this is kind of that add on. Once you have a successfully profitable business and now you're trying to optimize efficiency.

MC 00:00:32  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:00:46  Before you take out a loan for your business, you need to listen to this podcast first. Imagine having the ability to unlock liquidity right when you need it most without the headaches of traditional financing. That's exactly what we're going to be talking about today. Welcome to the Ecomm Breakthrough Podcast. I'm your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to over nine figures on my journey to nine figures, I bring you unfiltered conversations with the smartest minds in e-commerce.

Josh Hadley 00:01:17  Past guests include Kevin King, Michael E Gerber, author of The Myth, and Matt Clark from ASM. Today, I am excited to welcome Mike Olson. He is a partner and founding member at WellPoint LLC. With over 25 years of experience in financial and insurance planning. Mike has dedicated his career in helping affluent families and business owners unlock clarity in complex financial decisions. He...

In this episode, host Josh interviews Simon Hammer, VP of Product at Vimbly Group, about acquiring and managing e-commerce brands. Simone shares a case study from the cocktail shaker market, illustrating how focusing solely on quantitative metrics led to missed opportunities. He emphasizes the importance of qualitative customer feedback, brand storytelling, and product-market fit to build lasting brands and avoid competing only on price. The discussion highlights key lessons for e-commerce leaders: assess market potential, listen to customers, and continuously test and iterate to stay competitive.

Chapters:

Introduction to Simone Hammer and Background (00:00:00)
Josh introduces Simone Hammer, his background, and experience in e-commerce and investment banking.

Approach to Brand Acquisition and Quantitative Analysis (00:00:55)
Discussion on traditional quantitative methods for acquiring brands and the limitations of focusing solely on numbers.

Case Study: Cocktail Shaker Brand and Market Dynamics (00:01:38)
Simone shares a case study about their cocktail shaker brand, market share, and the impact of COVID-19.

Competitor Analysis and Information Memorandum (00:03:08)
Simone describes obtaining a competitor’s information memorandum and insights into their strategies and market position.

Market Changes and Increased Competition (00:04:07)
Discussion on rising freight costs, increased competition, and the challenges faced in the cocktail shaker market.

Brand Building vs. KPI Focus (00:05:05)
Comparison between their KPI-driven approach and the competitor’s focus on brand building and storytelling.

Consequences of Ignoring Qualitative Feedback (00:06:59)
Simone explains the negative outcomes of neglecting qualitative customer feedback and the resulting price competition.

Importance of Qualitative Customer Insights (00:07:53)
Emphasis on the value of qualitative data, customer feedback, and brand building for long-term business success.

Lessons Learned and Industry Trends (00:09:01)
Reflection on industry trends, the necessity of qualitative insights, and the risk of competing solely on price.

Host Reflection and Question on Customer Feedback (00:10:04)
Josh reflects on his own business practices and asks Simone what customer feedback they missed.

Specific Customer Preferences Missed (00:10:53)
Simone details specific customer preferences, such as the shine of the shaker and the appeal of the stand.

In-Person vs. Online Customer Insights (00:11:55)
Insights gained from in-person customer interactions versus online feedback and the importance of customer development.

Three Key Takeaways for E-commerce Success (00:13:43)
Josh summarizes three actionable takeaways: market opportunity, listening to customers, and continuous testing.

Closing Remarks and Future Follow-Up (00:16:48)
Josh thanks Simone and mentions the possibility of future episodes to check on progress.

Links and Mentions:

Tools and Websites 
Helium 10

Key Takeaways 
Identifying Market Opportunities: 00:13:43
Listening to Customers: 00:14:47
Testing and Iterating: 00:15:49

Transcript:

Josh 00:00:00  Today, I'm excited to introduce you to Simon Hammer. Simon is the VP of Product at Vimbly Group, a New York City based firm that scales and invests in tech enabled businesses where he has worked for over ten years. He currently runs Vimbly Group's e-commerce business unit, as well as having his hands involved in a number of Vimbly Group's eight other business units. Prior to the Vimbly Group, Simon was a healthcare investment banker at a boutique investment bank in New York City, where he focused on raising capital and mid-market mergers and acquisitions involving biotech, healthcare, technology and healthcare service companies. He has a bachelor's degree from Cornell University, and I met Simon at the Billion Dollar Seller Summit earlier this year. And Simon, I'm excited to welcome you to the podcast. Welcome.

Simon 00:00:50  Thanks, Josh. Really appreciate that. Nice intro. Thanks for having me.

Josh 00:00:55  As you look to acquire other brands, and I love that you kind of were an acquire or aggregator before the aggregator theme became pop became popular. So you're not on the the bandwagon there.

Josh 00:01:08  You can be like, no, we were doing this long, a long time ago. You know, I think that that's really interesting, Simon. I think you've taken this approach that's actually a little bit different than I think the typical answer is, right, because I've listened to a bunch of other people that talk about acquiring businesses. And I'm looking at these specific numbers and, you know, I'm trying to draw conclusions and, you know, kind of look at 2020 and what happened during Covid and say, okay, this was an artificial bump and it's all very quantitative, right?

Simon 00:01:38  All the quantitative stuff that you're talking about like looking historical, it's a given. Right. We always do that. We've always done it. And for the longest time, that's all we did. And, you know, one of our brands right now is going through a major shift in that it, for such a long time survived on three products. Basically, there's a whole, you know, there's more skews, but there's basically more Asians.

Simon 00:02:02  But there's there's effectively three basins. One of those. basically a shell of itself now. And part of the reason why is because, you know, actually, if you'll divulge me for a second. So, pre-COVID and even through the first, you know, a couple years of Covid and depending on where you want to, you know, start and stop it, I guess. or, you know, where the beginning till now is, I guess. But first couple of years of it, it was doing incredibly well, right? It was something like anywhere between 25 and 35%, or it accounted for 25 to 35% of our gross margin. That gross margin, including everything from landed costs, three PL costs, FBA costs, advertising, marketing returns, all that stuff. Just not just not like overhead and, and software, things like that nature. But but gross profit. Right. And so it was a large part of our business. this one product and you know, during the beginning of Covid, I got my hands on a competitor, one of our biggest direct competitors.

Simon 00:03:08  Their information memorandum, which is basically like their, this deck. it's like 50 pages of their business because they're trying to sell their business. Okay. And through like, you know, like, you know, my partner Sam, he has just a ton of connections in the entrepreneur space, a ton of connections with these brokers. And so we get a lot of deals right across a lot of different industries. and so we just happen to get our direct competitors information memorandum. Right. So this gave us everything about their business, right? We knew the numbers. We knew. we knew, who their suppliers were, right? What their strategy was, what their projections were like. You know, you name it, we knew it. And, I mean, we were like, we could look on helium ten and know that we were dominating. But then we saw the real numbers. We were, you know, we were dominant player in the market. and then all of a sudden, right, like during Covid, you start seeing freight costs go up.

Simon 00:04:07  You start seeing, a lot of sellers into the space. The cocktail shaker space is kind of the space that we're playing in for one of our brands. and this is where the the set, you know, was established. and, you know, was this, you know, what's called roughly like 30% of the business. it had basically, started having rank weed, right? The ran...

Tomer Rabinovich is a self-taught Amazon business owner, consultant to some of the biggest names in the online sales industry, and one of the most sought-after speakers at Amazon seller events throughout the world. He began his entrepreneurial journey at the age of ten as a professional magician, he studied economics and business in college. He later launched his first product and established a thriving Amazon business based on observation, iteration, and a unique ability to simplify the complex. He now consults 7-8 figure sellers through his Mastermind Coaching groups and his digital programs as well.

Highlight Bullets

> Here’s a glimpse of what you would learn…. 

• Strategies for succeeding in the competitive Amazon and e-commerce marketplace.
• Current challenges faced by sellers, including increasing competition and margin compression.
• The concept of launching "impossible products" with high barriers to entry.
• The importance of creating social media-friendly products that can go viral.
• The evolving e-commerce landscape, including the role of social commerce and platforms like TikTok.
• Criteria for identifying and validating product opportunities for future success.
• The significance of focusing on high-revenue niches and differentiation.
• The necessity of understanding PPC and managing advertising effectively.
• The importance of building a strong team and company culture for long-term growth.
• The need for continuous product development and expansion into new marketplaces.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Tomer Rabinovich, an Amazon business owner and consultant. They discuss the evolving challenges of selling on Amazon, including increased competition and shrinking margins. Tomer shares strategies for success, such as launching "impossible products" with high barriers to entry and creating social media-friendly items that can go viral. The conversation covers the importance of omnichannel sales, building strong teams and company culture, and focusing on continual product development to drive growth in the rapidly changing e-commerce landscape.

Here are the 3 action items that Josh identified from this episode:

1. Go Beyond Amazon – Build omnichannel demand through platforms like TikTok, Meta, and Shopify to reduce reliance on Amazon’s ecosystem and boost brand resilience.
2. Launch “Impossible Products” – Focus on products with high barriers to entry (e.g., regulatory, complex, patented) to create defensible niches and command premium margins.
3. Design for Virality – Develop products and packaging that naturally perform well on social media, encouraging user-generated content and organic buzz to drive traffic back to Amazon.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: [email protected]
• Amazon
• Shopify
• TikTok
• ChatGPT
• Vine (Amazon Vine Program)"
• Meta Ads
• Nomads
• Join Top Dog
• The Amazon Wave
• Unreasonable Hospitality
• What to Say When You Talk to Yourself
• Buy Back Your Time
• Leadership Secrets from Nick Saban

Special Mention(s):

• Adam “Heist” Runquist on LinkedIn
• Kevin King on LinkedIn
• Michael E. Gerber on LinkedIn

Related Episode(s):

• “Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast
• “Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast
• “Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough Podcast

Episode Sponsor

Sponsor for this episode...

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. 

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

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

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

Transcript Area

Tomer Rabinovich 00:00:00  And one of the biggest barriers to entry, I will say, is creating a social media friendly product. And if you can do that and you can make your product, I call it like almost organically going viral, is a game changer these days, and that will get you to omnichannel very quick. And we can talk more about that if you like.

Intro 00:00:25  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:00:39  Do you want to know what's working right now to take your Amazon business to the next level? Or do you want to know all the mistakes to avoid in the ecommerce space? Today's guest has been around the block of time or two, and he is sharing all of his secrets with us today. Welcome to the Ecomm Breakthrough Podcast. I'm your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to nine figures on my journey to.

Josh Hadley 00:01:03  Nine figures. I bring you unfiltered conversations with the smartest minds in e-commerce. Past guests include Kevin King, Michael E Gerber, author of The Myth, and Matt Clark from ASM. Today, I am excited to introduce you to Tomer Rabinovich. He is a self-taught Amazon business owner consultant to some of the biggest names in the online sales industry, and one of the most sought after speakers at Amazon seller events throughout the world. He began h...

In this episode, host Josh interviews Dr. Travis Zigler, a former optometrist who founded "Eye Love", a brand focused on healing dry eye naturally and funding free eye care clinics. Travis shares his journey from optometry to e-commerce and Amazon PPC, leading to the creation of Profitable Pineapple Ads. He discusses the importance of finding personal fulfillment beyond business, explains the 80/20 rule for Amazon advertising, and offers actionable strategies for optimizing PPC campaigns and product listings to drive growth and impact.

Chapters:

Introduction to Dr. Travis Zigler and His Journey (00:00:00)
Josh introduces Dr. Travis Zigler, his background in optometry, e-commerce, and founding "Eye Love" and Profitable Pineapple Ads.

Starting Profitable Pineapple Ads and Finding Personal Worth (00:01:08)
Travis discusses starting the agency, the importance of finding self-worth beyond business, and his and his wife's personal missions.

Mission Trips and Foundation Work (00:02:59)
Travis shares about their charity work, mission trips, and the value they find in giving vision to those in need.

Pivot to Amazon PPC and Agency Origins (00:03:33)
Transition to discussing Profitable Pineapple Ads, why Travis started focusing on Amazon PPC, and the agency’s early challenges.

Simplifying Amazon PPC: The 80/20 Principle (00:05:50)
Travis explains the 80/20 rule in PPC, focusing on what works, and how this approach improved results for their clients.

Scaling the Agency and Using Software (00:06:47)
Describes the agency’s growth, adoption of software, and scaling to 120 clients with a team of 11.

Simple PPC Strategies and Case Studies (00:07:55)
Travis outlines actionable PPC strategies, focusing on top-performing products and keywords, and how this benefits clients.

Optimizing Listings and Campaign Structure (00:10:00)
Details on optimizing product listings, using professional images, and structuring ad campaigns for maximum impact.

Three Actionable Takeaways and Final Thoughts (00:11:25)
Josh summarizes key takeaways: self-reflection, the 80/20 principle, and implementing focused PPC or blog strategies.

Episode Wrap-Up (00:15:02)
Closing remarks, gratitude, and looking forward to future meetings.

Links and Mentions:

Companies and Foundations
Eye Love
Eye Believe Foundation
Profitable Pineapple Ads Agency

Websites
ProfitablePineapple.com

Concepts and Strategies
80/20 Pareto Principle: 00:05:50
Single Keyword Ad Campaigns: 00:10:00

Transcript:

Josh 00:00:00  Today, I'm excited to introduce you to Doctor Travis Zigler. He is a recovering optometrist turned ecommerce entrepreneur. He is the founder of Eye Love, whose mission is to heal 1 million dry eye sufferers naturally. Doctor Travis and his wife, Doctor Jenna Zigler, used the profits from Eye Love to Fund free clinics in Jamaica and the US through their charity, the Eye Believe Foundation. And due to the success of Eye Love, others have asked if Doctor Travis would help them grow their businesses online and more specifically with Amazon, which led to the creation of the profitable Pineapple Ads Agency. Well why pineapple? Well, why not specializing in Amazon PPC? Doctor Travis blogs about Amazon PPC and selling on Amazon, and also has a free Amazon PPC Masterclass, which you can check out at Profitable pineapple.com. So welcome to the podcast, Travis.

Travis 00:00:57  Josh, happy to be here and glad to be glad to be providing value to your audience, so looking forward to it.

Josh 00:01:03  You had previously started profitable pineapple ads before the exit.

Josh 00:01:07  Is that true?

Travis 00:01:08  Yeah, so we started about four years ago and the exit was about a year ago. Okay.

Josh 00:01:12  And so so yeah, you had already started it. So you already had something else going on, right? Do you feel like that helped?

Travis 00:01:18  It did help. But to go back to your question about tips and pointers, it's all about where you find your worth in life. And a lot of us as entrepreneurs find that worth in what we're doing in our business. We bury ourselves in busy work because that's what we feel like is our worth. And it's all about that is finding what makes you feel. I don't want to say worthy, but find out what makes you feel good inside. I'm a creator. I love to educate and so I educated with my dry brand. We had a show called The Dry Eye Show. It was a podcast and a YouTube station. But then in the agency side, I also am. I teach people all the strategies that we used. And so I love to educate people on how to do stuff.

Travis 00:02:05  And I was a professor at Ohio State. So I find my value in education, in masterminding with people, in networking. And so as long as that didn't go away when we sold our business, then I would be fine. My wife, on the other hand, I don't think she knows as much. She finds it in motherhood a little bit. But we have we have two kids and they're in school during the day, so. But she also finds it in I think writing is her kind of passion. Is email, copywriting, blog posting and creating that value for people in the written form. But when Eye Love kind of is going away or has gone away, and it's changed over the last year and a half, she didn't get to do that as much as she used to. And so her kind of value and her worth that she felt kind of went away. And so she kind of felt empty inside. And it's very hard. So as an entrepreneur, we need to find our worth in something that we can continue doing even when the business is gone.

Travis 00:02:59  That doesn't mean busywork. It just means focusing on what you feel like you were put on this earth to do. And mine is education. And then focusing on our foundation's mission, which is giving people vision that don't have access to eyecare. And so we go on mission trips three, two to 3 to 4 times a year, and we donate to those causes as well. And that's because that's where we find value, is giving people vision because that helps their lives, of course. And then also educating and creating for people to help them learn things as well.

Josh 00:03:33  All right. Let's pivot now Travis, into profitable pineapple ads. you know, tell us why you got started in PPC. And let's talk about some of the, you know, tactics that have been working in PPC specifically for now. And then. I know you've got in the Billion Dollar seller summit. you shared some advanced tactics about implementing blog strategies and some of that cool stuff. And so we'll get to that. But let's talk about just regular old PPC to begin with and your journey to where it got to you.

Josh 00:04:06  Right now with your agency?

Travis 00:04:08  Yeah. So the agency was just born out of a need that we had. And again, listening to the universe and how it's coming at us and taking action on it. And so what happened was we hired multiple agencies, seven agencies total tried six softwares. This was back in 2016 and 2017. And finally I hired a good friend of mine who had a very respectable agency and software. And I thought, you know, I think they're going to do a great job. If they can't do it, then I got to figure it out. And unfortunately, it just didn't work out. And what I found with agencies constantly is they just spend a lot for a little return. And they always promised, yeah, it's coming, it's coming. We're just getting the data. The problem is I kind of knew what to do with the Amazon PPC, ...

Ezra is the founder of BOOM! by Cindy Joseph, a multimillion-dollar DTC beauty brand built on authenticity and emotional storytelling. He’s also the founder of Smart Marketer, where he’s helped thousands of entrepreneurs grow their online businesses, and Zipify Apps, a suite of tools that help Shopify brands boost conversions and lifetime value.

Ezra has built multiple 7-, 8-, and even 9-figure brands, and he’s a true pioneer in teaching how to grow not just through great products — but through great customer relationships.

Highlight Bullets

> Here’s a glimpse of what you would learn…. 

• Importance of product promise and quality in e-commerce success.
• Strategies for increasing repeat business and customer retention.
• Evolution of e-commerce marketing channels and targeting methods.
• Impact of large language models (LLMs) on future consumer engagement and advertising.
• Necessity of optimizing key acquisition channels: Google, Facebook, and Amazon.
• Role of content creation and influencer marketing in brand visibility.
• Challenges and opportunities presented by platforms like Amazon and social commerce.
• Importance of continuous product development and innovation.
• Strategies for effective use of AI tools in content production and marketing.
• Need for a holistic approach combining product quality, marketing, and customer engagement.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews e-commerce veteran Ezra Firestone. Ezra shares actionable strategies for scaling brands in a rapidly evolving digital landscape, emphasizing continuous product innovation, optimizing key channels (Amazon, Facebook, Google), and leveraging influencer and AI-driven content. The discussion covers the shift toward AI-powered discovery, the importance of creative ad systems, and practical retention tactics. Ezra also highlights the value of community-building, mentorship, and adapting to new technologies, offering listeners a roadmap to future-proof their e-commerce businesses.

Here are the 3 action items that Josh identified from this episode:

1. Overhaul Your Creative Production System
   Scale up video content dramatically through brand ambassadors, micro-influencers, and paid creators. Use AI tools (like Vo3 and 11 Labs) to multiply content variations. Aim for 60-70% of paid ads to use whitelisted content from creators for 30-40% lower CPMs.
2. Launch Products Consistently
   Implement the "new and fancy" technique—create updated versions of your bestsellers. Target 2-4 product launches per year. Add basket builders (high-margin accessories) and test multiple size variants. Default product pages to your highest-priced variant to increase average order value.
3. Optimize the Big Three Channels
   Focus 90% of acquisition energy on Amazon, Google, and Facebook. Fill out complete product data in Shopify's backend for LLM readiness. Activate Shop App campaigns and optimize all social commerce channels (Instagram Shop, TikTok Shop) even if they're currently small revenue sources.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: [email protected]
• TikTok Shop
• Amazon
• Shopify
• ChatGPT
• Facebook Shops
• Instagram Shop
• Social Cat
• Amazon Vine
• Amazing Selling Machine

In this episode, the host interviews Brad Allen, an Amazon seller and entrepreneur, about his journey from eBay and retail arbitrage to building a successful Amazon FBA business. Brad shares how he sourced high-end European skincare products, overcame a major account suspension and $400,000 debt, and transitioned to private label. He highlights the importance of active business management, cash flow planning, and creativity. The episode concludes with actionable advice for Amazon sellers: stay hands-on, manage inventory and finances wisely, and innovate to stand out in the marketplace.

Chapters:

Introduction and Account Suspension (00:00:00)
Brad is introduced; discusses his Amazon account suspension and overcoming $400K in debt.

Early E-commerce Journey (00:00:33)
Brad shares his start with eBay in childhood, selling household items, and his early exposure to e-commerce.

Discovering Amazon FBA (00:01:11)
Learns about Amazon FBA in 2012, transitions from eBay, and begins retail arbitrage with toys and other products.

Corporate Career and Realization (00:02:19)
Describes unfulfilling corporate jobs, getting fired, and joining a friend’s epoxy flooring business in Ohio.

Entrepreneurial Mindset Shift (00:03:34)
Realizes he enjoys working for himself, which reignites his interest in e-commerce and Amazon.

Deep Dive into Retail Arbitrage (00:04:36)
Explores flipping products from eBay to Amazon, focusing on high-end skincare, and develops sourcing systems.

European Skincare Arbitrage Strategy (00:06:45)
Discovers sourcing high-end European skincare from overseas retailers, imports to the US, and sells on Amazon.

Scaling and Living Abroad (00:08:54)
Business grows; Brad moves to Buenos Aires and Africa, living a digital nomad lifestyle while running the business.

Amazon Account Suspension Details (00:10:04)
Explains the cause of his Amazon suspension—authenticity complaints and inability to provide manufacturer receipts.

Lessons from Suspension and Financial Struggles (00:11:05)
Discusses lessons learned: importance of active management, risk-taking, and not being complacent in business.

Advice on Growth and Risk (00:11:48)
Emphasizes reinvesting profits, financial planning, and the need for risk tolerance as an entrepreneur.

Financial Intelligence and Risk Management (00:13:57)
Stresses forecasting, living below means, and being prepared for the ups and downs of entrepreneurship.

Three Actionable Takeaways (00:14:11)
Host summarizes: 1) Active management and planning, 2) Cash flow and inventory management, 3) Creativity in the Amazon marketplace.

Episode Wrap-up (00:16:43)
Host thanks Brad, hints at a future episode, and closes the interview.

Links and Mentions:

Tools and Websites  
EZSniper

Actionable Takeaways 
Set an Annual Plan for Your Business: 00:14:11  
Cash Flow Management: 00:15:04  
Bring Creativity to the Amazon Marketplace: 00:16:15

Transcript:

Josh 00:00:00  Today I am super excited to introduce you to Brad Allen. I met him at Kevin King's, $1 Billion Seller summit, and he's going to have a lot of knowledge to share with us. I'm going to dive in like immediately to what was mentioned in your bio. You had your account suspended. You had you ran into 400 K of debt and loans, but you've kind of come out the other end and you're you're crushing it right now on Amazon. So tell me, Brad, what happened with the account suspension?

Brad 00:00:33  So I, I was doing, retail arbitrage and I got, I got really into it. it it was actually kind of unique. It started off, where I was, I, I was really into eBay growing up, so I was always selling stuff, just like as a kid throughout the house, whether it was mine or not. I was grabbing, like, antiques from the basement and, like, selling stuff out of the garage. And I think that's where I got kind of, you know, introduced to e-commerce and kind of obsessed so that that kind of was always on the side.

Brad 00:01:11  And I was doing that through grade school, high school, and then into college. And I learned about Amazon FBA and I think 2012. and as an eBay guy, it was like blew me away because I was, you know, the guy waiting in line at the, at the post office and having to deal with customers. So the fact that you could just send a bunch of items in and Amazon will ship it and take care of customer service was very appealing to me. So I started, I just started watching videos and the easiest way to start, which I don't know how many people really started out like this, but I'm sure some. But I was going into, you know, odd lots and Walmarts and just buying toys or whatever I could find. And essentially I was just kind of learning that process. so, you know, that was a good way to, like, get my feet wet into Amazon FBA. and then, you know, life kind of happened where that was put off to the side.

Brad 00:02:19  I was in the corporate world for a while. not doing very well. I just, was not very passionate about what I was doing, and, I got a call from a buddy. I was living in South Florida. I'm from Ohio originally, and, I got fired from one job. You know, I was working for good companies. They were, like, fortune 500 companies. And I kind of noticed right away that the people that were successful were extremely passionate about the company, and they had just drank the Kool-Aid. And I just did. I just didn't care, really. I thought our products were overpriced, which is not the mentality that you want to have when you're trying to sell something. so I was just kind of, just doing enough not to get fired. And my friend, in Columbus had called me and said, hey, I just bought this epoxy coating company. So what we're doing is we're installing, like, showroom floors in garages. You know, the the garages in Columbus or the Midwest are all cracked and spoiled.

Brad 00:03:34  so, you know, this was December and he was like, hey, I can't pay you that much, but, you know, this will be our company. and I'll share profits with you. So I wasn't really doing much. You know, in terms of growing personally or professionally, although I was in South Florida, which was pretty cool for for an Ohio guy. Sure. I took him up on it, and I remember it was December. I go from this cushy sales job in South Florida. Even though I didn't like it. And then all of a sudden, I am installing, garage floors in the suburbs of Columbus. In December, we're using, like, heaters to keep ourselves warm. And the funny thing was, I actually was enjoying it more, because it was ours. So that kind of, like, turned on the light that, you know, the way that I'm going to be successful is if I'm doing something for myself, like, or as a team. And that kind of drew me back to this e-commerce stuff.

Brad 00:04:36  and like I was saying, I had learned about, the Amazon FBA and I had a this background in eBay. So I just kind of I remember in one of your podcasts, you were talking about how after work, you would go home and just watch videos. yeah. Because you, you know, you kind of saw that as a way out. But, you know, what you have to do is you have to put in the time. You know, even after a long day of work when most people are just watching TV or they want to decompress. I was just drawn to just scanning eBay, you know, looking at Amazon. And I was like, I was wondering if there was an opportunity for products that I could buy on eBay and flip on Amazon. And I kind of just somehow stumbled upon this, category of high end skincare. And I was noticing that there was these really, like, high end brands that were selling for, you know, almost nothing on eBay because, li...

Julia Rubien is the Founder and CEO of Amie, a TikTok agency dedicated to helping beauty brands grow and thrive in one of the fastest-moving platforms today. Under Julia’s leadership, Amie has become both a TikTok Marketing Partner and a TikTok Shop Partner, making them one of the go-to agencies for brands that want to convert attention into real revenue. She and her team specialize in creating original and trending content, running highly effective TikTok ad campaigns, and building engaged communities that feel authentic and connected. Her work has helped beauty brands not only showcase their products but also turn TikTok into a true virtual storefront, driving measurable growth.

Highlight Bullets

> Here’s a glimpse of what you would learn…. 

• Strategies for success on TikTok Shop, particularly for beauty brands.
• Importance of optimizing shop operations and merchandising before driving traffic.
• The role of affiliate marketing in generating content and driving sales.
• Necessity of maintaining a steady flow of high-quality, engaging content.
• Effective use of promotional strategies, including bundles and gift-with-purchase (GWP) offers.
• The significance of participating in TikTok’s promotional events and flash sales.
• The need for a holistic approach that integrates shop operations, content creation, and advertising.
• Insights on pricing strategies and impulse buying behavior on TikTok Shop.
• The impact of sample volume on return on investment (ROI) and brand visibility.
• Recommendations for brands to focus their resources on one channel to maximize impact.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Julia Rubien, founder and CEO of Amie, a TikTok agency for beauty brands. Julia shares expert strategies for succeeding on TikTok Shop, emphasizing the importance of optimized shop operations, high-volume affiliate marketing, original brand content, and robust ad campaigns. She highlights the need for significant investment, tailored promotions, and a holistic, coordinated approach. Julia also offers actionable tips for brands to build momentum and scale effectively on TikTok Shop, while sharing insights from her own experience and agency work.

Here are the 3 action items that Josh identified from this episode:

1. Invest in All Four Pillars Together – Don’t cherry-pick strategies. Success comes from aligning shop optimization, affiliate marketing, brand content, and paid ads into one powerful flywheel.
2. Scale Affiliate Content Early – Build momentum fast by sending 500–1,000 samples a month, offering hybrid compensation, and training creators for consistent, on-brand videos.
3. Treat Your TikTok Shop Like a Flagship Store – Curate best sellers, bundle products, and use GWPs or exclusives to boost conversions and trigger TikTok’s algorithmic favor.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: [email protected]
• TikTok Shop
• Shopify
• Amazon
• Sephora
• Ulta
• Canva
• Notion
• GMV Max
• Time Finder
• LinkedIn
• Kate Youngman on LinkedIn

Special Mention(s):

• Adam “Heist” Runquist on LinkedIn
• Kevin King on LinkedIn
• Michael E. Gerber on LinkedIn

Related Episode(s):

• “Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast
• “Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast
• “Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough Podcast

Episode Sponsor

Sponsor for this episode...

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. 

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

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

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

Transcript Area

Julia Rubien 00:00:00  These are the moving parts we need to work on, and we need to work on them all at the same time. So I would say that, you know, every client's shop strategy is going to be a little bit different depending on the product, the price point, the brand, the where they're at in their growth journey. But the advice that I could give every listener and every single brand is that.

Intro 00:00:27  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:00:41  Do you want to know how to generate more sales on TikTok shop and increase the number of views that your videos get on TikTok? Well, today's guest has mastered turning TikTok into a community driven sales machine. Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to over nine figures on my journey to nine figures.

Josh Hadley 00:01:07  I bring you the unfiltered conversations with the smartest minds in eCommerce. Past guests include Kevin King, Michael E Gerber, author of The Myth and Aaron Cordova's. Today. I am excited to welcome a guest who is truly shaping the future of e-commerce through the power of TikTok. Julia Rubien is the founder and CEO of Amie, a TikTok agency dedicated to helping beauty brands grow and thrive in one of the fastest moving platforms today. Under Julia's leadership, Amy has become both a TikTok marketing partne...