#628 - Top 20 Amazon Seller Strategies Of The Year
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Today we're giving you the best strategy clips of the year so that you can start off 2025 with a leg up on your competition. How cool is that? Pretty cool, I think.

Hello everybody and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host Bradley Sutton and this is the show that's a completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And like we do every year and we have been doing this since we started in what was it 2018, 2019?

We do a recap episode where I handpick some of the best strategies of the entire year. Every year we go through about 100 episodes a year, not including the weekly buzz, where we have a lot of guests. And everybody has great strategies. It's really hard to pick some of the top ones. But what I did is me and the team got together and pulled out some of the top strategies that you guys had talked about in social media and such that you liked.

And we put it together so that you could get a leg up on the competition now that we're at the beginning here of 2025. And so these are strategies that are not out of date. They're still valid. There are some that already within a few months became out of date. We're not including them here. So guys, I hope you enjoy this episode. Get your pen and paper out. I want each and every one of you to make it your homework to pick five strategies

at least five of these that we're about to get. I think we're doing about 20 here, but do five that most apply to you and your business. Not everything applies to everybody equally. Pick five out of these and implement it this month in your business, or at least make a plan for it, all right? So let's go ahead and see the top strategies of the year. So the first thing you did was you selected verified manufacturers. And what's that for? Yeah.

It means any information that they provide on their listing, whether it be number of years in business, how many staff they have, what certificates they have, what patents they have, what products they have, what does their production line look like, the images and videos in the factory, that's all been verified by a third party, meaning Intertech, SGS, TUV, one of these very reputable companies have gone in and verified all the information is true. Whereas if we didn't work with verified suppliers, then

whatever information they want to put there, we just have to sort of take their word for it. So verified is the most important thing to search for first. Then on the left-hand side of the page, you'll see trade assurance, right? I would always click that as well. And trade assurance just means that your payment is protected. So...

If you've ordered an egg dispenser which holds 20 eggs and you do the production and you receive one which only holds 10 eggs, then the trade assurance will protect you and it will refund your order because you've selected that. That's just a little bit of a safety net important for new sellers.

And then as you scroll down on the left-hand side of the page, you'll see something that says management certification, right? And if you scroll down a little bit more, yeah, so you see like BSCI and you see Zedex, you see ISO. I always like to select BSCI and ISO. So BSCI is your business social compliance initiative and ISO is just a really high quality standard. And this just basically means these are factory certificates that they have. So BSCI will go in and they'll check like, you know,

How many years have you been in business? Do you have like fire extinguishers? Do you have adequate lighting? Do you have safety exits? Like we've checked the dormitories, we've checked like the canteen where the workers eat. So it's kind of like gives you confidence that you're working for a very, very good factory, right? So now if we go back to the top of the list, right, we've now, we've searched by manufacturers, we've got verified manufacturers, we've got trade assurance and we've got factories which have, you know, BSEI and ISO certification. So now as I'm scrolling down the list, like if you zoom in on the company names,

like the first word in the company name is always the city or the province in which that factory is located. So sometimes like the factories, like electronics are made in Shenzhen, backpacks are normally made in like Chenzo, like steel tubing for furniture is made in like Yongkang. So I'm just trying to get familiar. Is there an area which specializes in egg dispensers? Maybe not because it's such a niche product, right? That maybe you could make anywhere.

But as I scroll down, I'm trying to see, like, is there one name that pops up more frequent than others? And in that interesting the area which specializes in that product. But I see Ningbo has probably popped up a few times, right? So yeah, but anyway, it doesn't matter if Ningbo had popped out like eight out of nine times, I would say, right, well, that's the region we need to be ordering from. Interesting.

You know, ACOS is great, but obviously this is Tacos Tuesday and Tacos is the metric of your total sales. Yes. And so when we're looking at total sales, something that we brought in, and I know it's a little vague, but we really looked at the halo impact of ad strategies and how they impacted

ranking and total sales, right? And so when we focused our ad strategy, maybe on a cost per customer acquisition model, maybe on a tacos model, and we look to really prioritize, hey, where are we showing up, right? So if we're driving all this traffic and we have a 20% conversion rate, let's say on this keyword,

are we tracking using a Helium 10, of course, are we tracking that ranking properly to say, hey, we started running these ads aggressively on August 1st. And if we have been tracking ranking on that keyword for the last two months since going aggressive on that term, where are we ranking now? And how has sales changed? And are there broader KPIs that we're measuring outside of just direct ad revenue?

And that worked really well for us because we centered that around tentpole events. And this is a really big strategy of ours.

that is incredibly complex. It takes a whole village to actually execute. But when we focus our customer acquisition and ranking models around major times in the year, so think Prime Day, think Fall Prime Day, Black Friday, Cyber Monday, holiday. And then of course, if you're a one-off brand, if you, I don't know, are ski related, then obviously your season is January to March. There are differences, but really peak seasons.

If you're able to focus your growth model around the times that are going to give you the most reward, then that worked really well for us last year. And we expect to see a lot more of that this year, especially as we all expect people are going to be more deal oriented. It's a constant battle for margins. So the better rank you are, the more organic sales you drive, the better your tacos is.

Several years ago, we were about to stock out of, as you know, we sell a lot of fourth quarter products and kind of joke toy products. And we're about to stock out of one that we sold between 800 and 1000 units a day of, which is a fairly substantial issue. So we actually loaded up a cargo van and drove the cargo van to Amazon, talked our way through the front gates to deliver it, and they took it.

And so we did that once, then we did it again and we got through again. The third time they're like, no, you can't do this. And so like, okay, but somehow we have to be able to do this. So we looked into Carrier Central and figured out how we could become a last mile rider, which is incredibly easy. It takes about 15 minutes to fill out a form and then you have to show that you can back in and out of a parking spot. Incredibly easy. But so in that January we bought a truck and

the rest is history from there. But it came about because we were about to stock out and panicked and we're like, well, what's the worst that can happen? And one of the things that I recommend to every time that we have a new client or meet someone is to narrow in on fewer skills. It sounds quite simple, right? But what we do every time is that if you have a big catalog, A, B, C and D products.

And then A products, they get a special treatment compared to B, C and D. It could even be if your catalog is massive, you only focus your ad spend on A products. Same thing from a content perspective. Those are the ones that get the most love in terms of title, bullet point, backend attributes, et cetera, descriptions. So it's just having that focus on fewer products, I think is number one. Then if you can automate your reporting, we have that.

in Looker automated so that you don't have to like necessarily sit and look at the data and pull Excel spreadsheets, et cetera. It just saves you so much time if you're capable of doing it and spending time on it. Then I think thirdly, we talked a little bit about it, but I think doing, taking the time to do super solid keyword research from the get-go, like get into Magnet, get into Amazon's data sources, get into Cerebro,

look for all your competitors, keywords, et cetera, understand what those A keywords are. And those A keywords are the only thing that you focus on in the start. Those are the ones that go into your rank campaigns, they go into your manual campaigns, et cetera. And those are the ones that just like where you track everything through. Like a little hack could be for your A products. Every week you use a repo every other week, you put in your A product,

and then you export all the data for that. You take a spreadsheet in column A, you say this is the date when I pulled the, this is the date of either I pulled the data, this is the ASIN, you put in the ASIN that you pulled the data for. Then you make a formula, you can just ask ChatGPT where based on the paid and organic rank, you say whether you classified the keyword as being on page one, two, three, or four.

And then you pull this data in this way every single week for maybe two months when you're running a new test or something like that.

You take all the data, you put it into a pivot table and boom, then you would have an overview and a graph of how many, like your all your page, page one, two, three, four positions across your entire catalog. And you could even put a filter on up in the top and then you can sort by ASIN. And then you basically have your own visibility tool where you can see your paid on your organic visibility on a weekly level at an ASIN level. And you can use that to take all those keywords. If you're ranking, let's say page three or two or something like that,

put them into a rank campaign if you feel like they're good. You can take all the keywords while you're on page two, maybe put them in the title, et cetera. So like building those systems that allows you to scale something consistently.

What was your gross sales yesterday, last week, last year? More importantly, what are your profits after all your cost of selling on Amazon? Did you pay any storage charges to Amazon? How much did you spend on PPC? Find out these key metrics and more by using the Helium 10 tool, Profits. For more information, go to h10.me/profits.

So one of the biggest things was the fact that I do think a lot of Amazon sellers don't really have a brand. They just have a name for a business or a name for something that they use. And they don't really have what I'd call a true brand. And they don't always, I think sometimes also existing only on Amazon makes you lose perspective on, you know, how normal businesses work, like businesses that aren't based on Amazon. And so, you know, a lot of businesses, I mean, I think throughout life, people buy from people. And

And I think that's so important to remember that even on Amazon, one of the reasons why Amazon focuses so heavily on A+ listings and now they're bringing in the premium A+ and all the rest of it, because Amazon knows, right? You know me quite a few years now and I've always banged on about brand. I've always banged on about having a story. Tell your story. It doesn't have to be your story necessarily. It could be the product story, but you need to have something that differentiates you. And even then, I was chatting to someone

at the conference earlier on and I was saying the thing is that sometimes it's not even the fact that you're selling different products, it's the way that you curate them, right? So it's the collection of products that you've chosen to sell under your brand name says something.

So one of our clients is an international brand, they're an American registered company. And they, last year, they cleared seven figures and we're definitely looking to do a lot more this year. That's in two years. They're doing very, very well in America. They sell in Europe and they sell in Canada, but the Japanese sales are now almost comparable to the US sales, but the profit margins are a lot higher. That was about to be my second question. Yeah, because...

you know, things like the PPC is a hell of a lot cheaper. The ACOS for the account is about I think it's about 8-9% now. The TACOS is about 3 or 4%. It's the kind of figures you can't really get in the US. So actually, in theory, you could sell a lot less in Japan and still end up with the same kind of profit as you could in the US.

But obviously if you're getting sales close to the US, you're probably gonna have much, much higher margins. Japan generally is cheaper, it's cheaper tax as well. If you are off the threshold to pay tax, but if you're under 10 million yen, which is probably about, was that 60, 70,000 US, if you're under that in sales, you don't have to pay consumption tax. There is no tax. So anybody like me selling in Europe, who gets absolutely,

lost by the tax authorities there, you know, paying 19, 20, 21, 23% in some of the regions in Europe. You could be selling, you know, 50, 60,000 US in Japan and not have to pay any consumption tax whatsoever. So there are definite advantages to selling in Japan.

what are some of the things that set you apart from maybe the 10 other matcha people who maybe have started and gone out of business, you know, because they didn't have your strategy. What do you think set you apart from others? Well, I think a handful of things. The first one is, okay, so I think you can use, you can rely on Amazon PPC. You can look at your search term impression share reports. You can look at your keyword ranking and all that kind of stuff. And that will help you in the short run. But honestly, the thing that really helped us the most was,

patience and making sure that your product is on a sensory level, it's actually good and people like it. Once you have those two things covered, then

You just need to get people to try it, get them to tell their friends and then their friends who are interested in Marchable buy, then they are buying again. And then this whole thing kind of grows by itself. Your PPC and all of these other tools that you have are really just fuel that you add to this engine. And on the other side of things is obviously you kind of need to make sure that you treat your suppliers well as well. Make sure that they understand what you're going through.

and make sure that you try to understand what they're going through. If language is a barrier, hire an interpreter, right? It's not too difficult. Decency goes both ways. So you may be pressed, but you got to recognize that the factories themselves, they are pressed as well. So working together for a compromise, understanding each other and not throwing too much, just to be a little bit more understanding towards each other goes a long way.

I think what tends to happen is that if you're not patient, as Sam has mentioned, you may cut off communications with factories that may help you in the future. And you don't want to do that. I think the biggest things that we look at is we create rules for the different outcomes we want.

If we're launching a brand new product, then we're creating rules that are based off sales. So we're going to be taking a deep dive into, hey, what is the conversion rate and what is the sales? And we're going to build rules for maximizing that increased bid when I have a certain conversion rate.

On the flip side, if our goal is profitability, we're going to work backwards from our ACoS or ROAS goal. We're going to say, hey, let's build rules that are based on lowering bids when our ACoS is too high and maybe layering in our conversion rates also low, let's go even lower, right? So those are the two simplest ones that we look at, but it really needs to be strategic. You can create rules that are based off the phase your product's in.

whether it's launch, consistency, profitability, organic rank. You can create rules based off your overall business outcomes, which is always an important one is what is that key ROAS that you're going to optimize for all of your campaigns.

But just making sure not to overcomplicate it in the beginning, right? Once you start to understand the correlation between CPC and ROAS, then you can start building in a little bit more customization around lifecycle and things like that. This is how you can convert like crazy with what he called an index image. He calls it the image in your listing that will be the top reasons why your product is the best. This is not your main photo. This is not your photo number one. This is what he calls his photo number two.

And it's an index of your products. I think that's why he calls it the index damage. And what he says is you need to number the benefits. A lot of people are using callouts, they use infographics, but they don't number them. So you want to actually have numbers like this.

so this should be something like this should be your second image the five reasons you love or the seven reasons or the three reasons odd numbers are always better than even numbers three five or seven always or nine always work the best but here he's got the five and look there's big there's numbers that's important he just doesn't list them people like order and when they see numbers their mind can sort it and they can read it quickly and it makes sense to them so the numbering system here is is critical not just the fact that he put the

the main point, the main benefit and capital and then explained it in bold and a little bit larger than explained everything else below it in light blue. But he's got these numbers. That's the critical thing is numbering it.

Maybe this is a little bit of the sexy side of patents, but you've talked before about how patents doing patent searches can actually be a form of product research and finding a product to sell on Amazon. How in the world is that possible? Yeah, absolutely. It's true because the way that the patent system works, once a patent expires, it's fair game for anyone to use it.

So, a utility patent lasts for 20 years and a design patent lasts for 15. But once that patent expires, anyone can make that product. And at the same time, keep in mind that a lot of people have an idea for a product, they get it patented, but they never really, they never do the research, they never learn about the process enough to actually get that product launched.

And so there are a lot of great ideas that have been patented that are just in the patent archives and they've never actually been put on the market. There are some lousy ideas, but there are also some great ideas. And so if you know how and you search the patent record for expired patents, you can find ideas for really great potential products.

We dabble with the US a few times in the past and ThomasNet is really popular. Well, you see it spoken about quite a lot as a place, as a resource. Honestly, we never had any success there. Like there was a time when we were, we had, the MOQs are always insanely high and there was a, there was a product previously that we, we agreed to the MOQ. It was something like 10 or 20,000 units. It was pretty big and we were like, okay, we'll go for it. But can you just repackage, uh,

repackaged them into a different kind of mix. And they just said, nah, nah, don't fancy it. And we were like, right, okay. So we kind of banged our head against the wall. So now...

A little known site called Google is honestly the best bet. But I'm not talking page one of Google. You've got to dig. So put on a VPN if you're somewhere like we are, like in Spain, put on a US VPN and then get down to pages five, six, seven, eight. Get in there. And then I just hammer a lot of emails out. But a lot of the websites that you find down in those stages or those pages, they're not good at SEO. They're generally kind of old sites, but you're finding...

older established businesses. And often you'll find a phone number. So one of the best lessons I say is get on the phone and just ring them up and you can save months of time. One of the guys we ended up working with, I had a phone call with him on the first day I found it.

And we ended up, we're now doing two products with him already. We've got another three lined up and he had nothing to do with the niche we're in. He was in, he was in, so we're in pets. He was in humans, he was in food. I just gave him a call, explained the brand vision, what we're trying to do. He got really excited. He's now helping us source new ingredients. He's coming to me with product ideas. He's now going to do a whole range of products for us. So that was one of the beauties is like,

having that communication line and being able to really explain yourself has been massive. We are still sourcing in China, by the way, like we still think is a really viable option, but having this US option as well is there's so many, yeah, so many benefits to it.

In terms of Walmart, that's always been a strategy for us. Transparently, Walmart just hasn't been a volume driver for us. It's been steady, but it hasn't really been a place that's warranted a ton of focus for us. But another marketplace that has been great for us is actually Target's marketplace, Target+.

And that's been a key, key piece of our success, especially with working with brands who are looking for store placement at Target, for example. We've had a few items that we've listed on Target's marketplace that have done really well that have gotten the attention of a buyer and actually got store placement, which is really exciting. And at the end of the day, getting an item placed on shelves is

most of the time can drive more volume than a mid-tier listing on Amazon. So we tend to try to use that strategy. How do you get on target these days? Like it wasn't invite only back in the day or now that target is adding that 360 or some kind of like... Yeah, I think it might still be invite only, but I know they've been actively adding a lot of sellers.

I know that their back end is still quite archaic compared to what Amazon is. It's probably what Walmart was like four years ago. But I think it is still invite only, but definitely something to reach out to your connections and see if you can get a connect with a Walmart e-comm buyer. So there are a few reasons why you want to be indexed on Google.

Let's start from the most advanced ones. Advanced sellers, they normally try to send traffic to Amazon, especially during the launch period, using external traffic. So Google, we know, is a good referral that tends to help your rankings. And so Amazon tends to reward you if they see traffic coming from Google. So if you're not indexed,

you lose a chance to show Amazon that you are getting traffic from Google. Now, I have a theory that paid traffic has a little bit more weight than organic, but the reason why you want to be indexed and the reason why you might want to be indexed for certain keywords

is so that when you drive traffic through the URL to Amazon, you can actually give attribution to that keyword. That's number one, right? So you can actually use these URLs as your two-step. Number two, if you do a good job with your indexation and your listing is optimized, you actually also appear in the images

And so if people are looking for specific products, sometimes I search on Google using images because I'm looking for specific products that might be hard to find on Amazon. But if I look through the Google images and I find the product, then I go to Amazon. And so if you're not indexed, you're also not going to be able to be found there. And Google images actually gets a ton of traffic. So here are some of the reasons why

two of the reasons why. I can think of many more, but the most important are these ones. Google is still one of the largest search engines. And so missing out on that opportunity, I'm afraid it causes a lot of

for an Amazon seller at a listing level? - I think one of the things that sets us apart is that when I've created our listings or whenever I create our photos, I think about what are the main benefits of the product, the main selling points of it. And I realized this isn't something that everyone can easily do. And so the way I kind of have been teaching it is that you can take your competitor's listing, download their reviews, download their best reviews, their five-star reviews and say,

Ask ChatGPT, like what do people like most about this product? What are the benefits of this product according to reviews? What do people like? Basically ask a bunch of questions.

to ChachiBT and you'll get a bunch of kind of selling points and you'll kind of see a trend of like the top selling points or top benefits of your product. And that's what you want to focus on is like, you know, what is it, what's in it for the customer? You've got to kind of appeal to their emotions. How is it going to make their life better, easier? Are they going to be more beautiful? Are they going to, you know, what is it, what's in it for them? And I think that that is going to be the key that sets you apart. And I know it sounds pretty basic, but I've actually been doing some

Looking at different listings people have been asking me. Hey, can you take a look at my listing? And when I look at the listing I'm like, well, these aren't these are not actually Selling points or benefits like these are features of the product, right? You can always put the features in right later on But how are you appealing to the person when you were if you're telling somebody about your product? Are you being like oh, hey, the dimensions are 14 by 14 Like that's that's like an afterthought, right? you

you wanna, however you would even just sell to a person, like talking face to face, that's how you're gonna do that. Your first image shouldn't be a dimension photo. It should be a selling point, your main, like best selling point, main benefit in that first image. So I think that's a huge thing that a lot of people are kind of missing.

What would you say is the most actionable things from search query performance that kind of closes out like, hey, this is actually something that is not just, oh, it's good to know, but hey, I'm actually going to take action on this. Taking action, I would say even even when I look at my own brand, one is that

For the main keywords, what I actually I do this on a weekly basis, I have a list of the main keywords, which is for my for one of my ACMs are like 10, 10 keywords. And actually, I go into the detail of week over week, what is happening to my

click share for those keywords because they are very important for me and I want to be on the top and like top five for these terms. I want to be aware of what is going on with my competitors and what's my need. So if I see I have a track of my click share for the keywords, if I see it is going down,

Right away, I'll figure out what's going on and maybe push with my advertising. For that, for me, would be our main keywords and what's going happening for my click-through rate, conversion rate, and click share just from our top keywords. Honestly, I won't go. I think by myself, going for all the keywords, just like top five to ten keywords, what they are, and I'll keep it very close

overview and monitor them to see exactly what's going on because you see that search volume going up or down. But I want my click share and my conversion share that I have, I'm generating either they are consistent or going up. So if I see this trend is down right away, I start doing maybe I run coupon code or I push with my advertising to make sure I'm getting them back into track.

What is your favorite Helium 10 tool, Ksenia? Or function of a tool? Probably the audience. That's the one that I use all the time. Is it called audience? Yeah, where you ask the questions to the people and say, how are you using that? Like for your images or just for product ideas or what are you using that for?

Honestly, for everything, for both for the product ideas, for the images, because I just think it's so easy when you're thinking about like the product we find, then I usually do like the drawing and 3D, you know, the 3D image of the product that doesn't exist yet. And usually all my products are like really designed differently. That's what's on the market right now. And I just upload the image there and I see what people say and ask them, would you buy this product? And if you wouldn't buy this product,

why not or what would you change in this product? And sometimes I see the things that I didn't even, you know, I didn't even think about that. So you're launching just the 3D rendering and just asking a question on that image or you're launching it like, or you're launching it, you're putting it in a poll next to like existing products and asking them or which one are you doing?

I'm doing both actually. The first I just do the rendering and ask them, would you buy this product? And if you would not buy this product, what would you change? Like, how would you make it better for you? And then sometimes I also compare it to the other products that are on the market and ask them which one would they buy? Interesting. And a lot of times I do the changes on the product based on what the people say.

What was the results of those search find by in order to send those relevancy signals? Again, not for rank, but to send those relevancy signals to Amazon. Take a look at this. When I ran in Cerebro on June 19th, just three days after they did that relevancy signal push, those three coworkers here at Helium 10, take a look now at the Amazon recommended rank. Remember how it was only showing two keywords for Amazon recommended rank? Now it was showing multiple ones and it put that keyword that I sent the relevancy signal for, a holder countertop,

it had Amazon recommended ranked number three, which basically means that that was the third most important keyword according to Amazon for this product. Now, do you remember what I was getting for impressions in PPC, like 200 total impressions over three days? What did sending those relevant signals to Amazon do for my PPC impressions? Take a look at this. The next three day period from June 19th, when my relevancy got fixed to June 21st, instead of 200 impressions,

5,000 impressions. 4,000 of that, what keyword was it for? Egg holder countertop. That one that I sent those relevancy signals to Amazon for. This works, guys. So Walmart has the equivalent would be brand portal. And I would absolutely recommend if you're the seller, if you're the brand, to register through brand portal.

And the main reasons are there are certain advertising opportunities that are only available to brand registered brands. So sponsored brand video, sponsored brand ads that go across as banner displays. Another major one would be brand shops, brand shelves.

we can talk about later as well. And then IP protection. And so the advantage of being registered in Brand Portal is that you can file IP infringement claims. And in this case, the most successful one to do is to file claims against those alternate listings for using your copyrighted imagery.

And so we see success of getting those pulled down within 48 hours typically when that happens. Now you can still file that IP claim even if you're not registered through Brand Portal, there's a link to file that claim, but you can't track its progress. You can't see the history, all those kind of things. So it just gives you greater,

credibility in those and greater ability to look back at the progress. And the last one I'd say is if you're a registered brand, it's going to give you the highest content ranking for your listing. So even if there are other sellers that have tried to change that listing content, you're going to outrank them as the registered brand. And chances are, you're not going to have to deal with things changing on your listing in that regard.

Cosmo is a specific tool, and I think that the function that it performs is valuable to enhancing Amazon's understanding of a listing. So I certainly would not be surprised to see Amazon implementing this in a production capacity on a large swath of searches.

That would not be surprising to me, but it's not as massive as the shift that we've seen into semantic focus search. Cosmo in particular discusses essentially a mechanism for enhancing Amazon's understanding of a product by taking into consideration things that aren't expressed in the query.

and things that aren't expressed in the listing. The example that they use in the paper, the canonical example is if you're looking for shoes for pregnant women, a listing might not literally say shoes for pregnant women. It might produce a specific type of open toed shoe that has good support, good comfort.

that might not literally be listed as a keyword in the listing, but it might be something that the system can infer based on its knowledge of the universe about what it's like to be a pregnant woman and the types of products that they might benefit from. Out of everybody that we've looked at 70, it was up to 80, but it's 70% of Amazon sellers do not have the proper HTS code. They let their Chinese seller set an HS code and

it's wrong. So when they get in here and guess what? Nobody, nobody is calculating that as a part of your cost of goods. So they're going out, they're sourcing in China. They're not calculating. And this could be as high as 400%. Now it's, I don't, I've never seen it that, but it can be. So, you know, you're 25, 40% of your cost of goods.

Is that not something that should be calculated? And like for me, I was doing natural soaps and I was paying 17%. So we were taking a look at it and Afolabi says, can you consider this Castile soap? And I said, yeah, it's olive based. And he goes, well, how about I give you some good news? Pay zero. I just stuffed 17% back in my pocket. So out of the 70% of people that are missing the boat,

they don't have the proper tariff code and the average person that gets the proper tariff code on an order the average that we've been able to calculate has been 7800 dollars