Episode 67: John Ghiorso | Tips from the CEO of Orca Pacific

The Smartest Amazon Seller

Today I talk to John Ghiorso, host of the podcast called E-Commerce Deep Dive and founder and CEO of Orca Pacific. John started his agency in 2008 and has been able to see a lot of changes and see the whole business evolve over time and therefore has a lot of experience with Amazon. We talk a bit about rules that Amazon sets and that ultimately they make the calls, so we have to abide by their rules or deal with suspensions. John explains the differences between larger brands and smaller brands and how some brands can be undervalued, which is where he can come in to help the company grow to the value at which they ought to be. We talk about advertising and what videos should show, avoiding long dialogues that don’t get to the point. We also discuss product placement and the things you have to do in order to get your product ranked at the top of the competition.
How John has felt with all the recent Amazon success 1:24
How he helps different sized clients 7:53
Two big issues that John sees with brands 11:37
His favorite advertising placements 14:33
“There’s no hack where you can spend this much and automatically get the first spot. You have to do everything else right, or as well as the competition. So you’re right, you need to have the same engagement rate, conversion rate, add to cart rate, amount of reviews. Amazon still factors all of that into the relevancy ranking, but then if you’re able to sufficiently bump up glance views via paid, assuming everything else is equal and all of the sudden you have more glance views than a competitor, that should put you above them.” 19:59
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