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SRT Extras 33 - Listing Optimization Between Walmart and Amazon - Michal Chapnick - Part 2
July 12, 2021
SRT Extras 33 - Listing Optimization Between Walmart and Amazon - Michal Chapnick - Part 1
Session Videos:

A. Part 1 with Michal Chapnick

B. Part 2 with Michal Chapnick

Things we mention in this session of Seller Round Table:

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Transcription for this episode:
[00:00:01] spk_1: Welcome to the seller roundtable e commerce coaching and business strategies [00:00:05] spk_0: with and er not and amy Wiis [00:00:08] spk_1: mm All right, so let's get into bullet points on amazon. You have five bullet points. They are called key features just like walmart. Wow, okay. And your bullet points something to keep in mind is they actually show up last on mobile. So when people are shopping and mobile, um your bullet points show up last and often you have to click to expand them on mobile. So if you're counting on people reading all of your bullet points, good luck. Okay. You really want to have your photos. Really need to tell the story of your product on amazon. Not really your bullet points. Your bullet points are really great for S. E. O. And they should be totally readable. Should should the customer decided to read them their second in the highest ranking behind the title, right For ranking your listing and then I my aim when I write a listing. What I do first is I draft the listing I drafted so that it's very readable right? I don't worry about fitting in key words. In the beginning. I draft the listing. Then I go back to my keyword list and I look at the most important keywords and everywhere that I mentioned that thing. Whatever it was in my draft of my listing, I simply replace it with a keyboard, a keyword phrase, not an individual keyword keyword phrase. Because people don't search for individual keywords. People don't search for mug. They search for coffee, large coffee mug, ceramic. That's what people search for. They don't search for mug alone. Right? So you want to make sure that you're using as many related phrases as possible but you're not keyword stuffing. So all I do is pick two phrases per bullet points. I three sentences in my bullet points. I usually try to keep them underneath 300 characters. You have a 500 character max on amazon but I usually keep them underneath 350 characters. So it's about three sentences, right? And I try in each of those sentences to fit in one keyword phrase. So I'm not talking about individual keywords. You can you can put those throughout the listing. But whenever I review listings and by the way, if you ever need a listing review, I do free listing reviews on my website. You can always go to amazing at home dot com, click on services, click on free listing, review right underneath that and you can submit your listing and I'll send you a video review of what I think of your listing and any any improvements that you can make. So um but the bottom line is what I see often with other copywriters. when I put their listings into my tool, I'll see the individual keywords. Lots of individual keywords. But that listing is missing those phrases that help it ring organically. So if I can tell you to do nothing else is focused on those organic phrases, those phrases that people are searching for. Not just mug, coffee, mug, ceramic, right, focus on those and two per bullet point max. You're not trying to stuff it. You're just trying to make your listing very relevant for surrounded coffee months. Right? Again, keeping about 350 characters. And this is the second highest ranking factor. And over to Macau for Walmart. Yes. [00:03:26] spk_0: Yeah. Great [00:03:27] spk_1: tips. So [00:03:28] spk_0: again very very similar. The guy. So I think your key features is one of the best places to make sure you're not missing out any certain term keyword. Again, in a in a reasonable way, in a way that you're each one of your key features is actually given a lot of really good information. Um So on walmart you can do between one or none, you don't have to you're listening is still gonna show up if you don't put key features. But again, I don't recommend that because again, it's so powerful to have more search terms into your key feature. So I recommend to go between 5 to 10 is more is better. I think you can do up to 500 characters for each one, but that is way a lot. I recommend to stay between 100 and 50. 200. That is a nice, you know, I wanted to have it maybe two nice sentence or maybe three. Not more than that. People get tired. You know, sometimes I open the listing and I say it is so much description and so and I'm like I feel like my eyes are already, you know, and it's like I'm not going to read that, okay, it's shorter. People like it when it's nice when it short, if you can highlight your the first few words and make like a little note of what is about, it's like for example, start with amazing quality and then start described the quality. Um the most important thing that I'm doing first when I'm doing my keyword research, I have a list of my keyword research and then I'm sitting and I'm actually student and thinking is the customer and I'm thinking as a customer right now, what do I want to know about this product left? And then I asked myself a question why do I want to know? And then this is where I start. My key features, because my key features for me is the answers I give. The customers on amazon you have the best, you know, they don't have much of it on walmart, but on amazon and you have the place when people ask questions, right, that is such a good place to go to a similar item and get some questions and and think okay, I need to make sure I have the size, how does it fit? How does it smell, you know, whatever a customer will have a question, make sure to use your key features to add up. So the key features showing up last your mobile and on the web when you're in desktop. But again, if you make them very nice short involved people will probably read it more than they're gonna read the description. Um and again, it's very important today, I think like Amy said the images, this is like extremely important. Tell your story in the images. Of course. First image is the same as um amazon, nice and clean picture by background. Now another thing that I'm doing with my key features, not looking at my list of all my search terms. I'm more focusing on relevant search terms and I want to hit him in there. So for example I'm selling um let's say I'm selling a frozen pajama right? So in my title I'm probably just gonna use pajama. I'm not gonna use too many search terms in there. But then on my key features I'm gonna start playing with all the relevant search terms. So my first one can be your little girl gonna be so cozy in this two piece pajama set of pajamas or P. J. And then the 2nd 1 will be this sleepwear set Is made off. So I'm not just gonna put 100% polyester. I'm gonna again take a nice search term and add it there. So I think you you get what I'm saying. Just use your phrases nicely and apply them one or two to each key feature. Um What else? Okay. The most important thing on amazon, usually in the fifth bullet point, everybody's telling about 100% warranty, customer service returns. You guys put in a lot of information walmart is a big no, no, you cannot put any kind of information that is not informative and relevant to the item you cannot have. So don't do that guys, I recommend it to you. [00:08:10] spk_1: Oh wow, that's a significant difference. Yeah, that's awesome. All right, so our descriptions um on amazon, your description shows up first on mobile, so make sure that you html format it, you can use basic html formatting for this. You don't want to use really advanced html formatting text because amazon will say you're not allowed to use this, but basic html formatting is fine. Um And the reason that you want to use that is because it shows up first on mobile, it's the first thing that customers are seeing and they're reading through your description. So if you don't have, if you have everything in your bullet points, you don't have any information about your description um or about your product inside of your description. Then [00:08:57] spk_0: you're [00:08:58] spk_1: missing potentially a chance for that sale right after they get through the photos on mobile because you know how on photos on mobile your photos, I'll just show up in a row. Um and then once they click on the product page and then they see your description and then they see your bullet points and they have to expand them. So um it's important to write a good description and what does a good description look like. Um I usually start with a call to action, I say something like um you know this uh you know this is a really uh unique selling point, right? So whatever it is, like you need this uh long lasting cold, cold forever water bottle in your life, you know something like that. And then I do something like why choose us? And I explained, I kind of like rewrite my bullet points in another way but just provide information about the product and its benefits. I don't focus on features, I don't focus on the fact that it's stainless steel, I say it's stainless steel so it keeps your water cold there longer, right? And so it's easy to wash and easy to clean the things that my customers care about in terms of that product. Um And then I include some product details. So like for example, uh it's five inches tall by two inches wide. You know, whatever the dimensions are, the materials instructions. If it's not clear how it should work, then you might want to include that. Again. You want to include all this stuff in your photos to and we'll talk about photos in a minute. But but you also can do your A plus content if you're a registered brand. A plus content is where you can show off, you're really nice web page looking product description, which is really cool. Often a big mistake I see is people will spend a lot of time and effort on their a plus description. So they'll put this beautiful A plus content. But their photos at the top part of the listing will be terrible. And so I'll scroll down when I'm doing listing reviews and I'll be like, this is amazing, you're calling out all these amazing benefits and wow, I'm really drawn to this but I wouldn't have scroll this far had I just looked at your photos, so you're probably missing some sales there. So make sure that that you don't just focus all the great content in your A plus content. Use those techniques in your photos as well. Um I use 2-3 total keyword phrases in my description. I don't just, you know, keywords stuff. Um and um you can use all text for your photos in a plus content networks. Um It's the last in your ranking factors. It does index but it is last and it does take a little bit longer to index after you first launch because you know, you need that many page visits to keep it going. But yeah, as far as description, those keep it easy to read, remember that it shows up first on mobile, so. Html for Matic. And remember that it's not as important in your ranking factors. So focus your keywords mostly in your title and your bullet points. And remember that sometimes [00:12:13] spk_0: people won't read [00:12:14] spk_1: your bullet points because of the way that it's set up on mobile, go and look at your product on mobile and see what it looks like, so that you can get a better idea and then, um so make sure that you're repeating or including those important parts of your product in the description, over to you. [00:12:32] spk_0: Yes, I love your tips, so yes. Um that's such a great to always go and check your listen on the mobile before or look at somebody else or after you make your listening, go and look it up and then fix it. Um One of the things that I love about walmart, you can use Excel sheets to create your listing, and very quickly you can create any change uploaded again and it's like magic. It's showing up. You don't need to open cases. Nothing. It's very simple. I think the same with amazon, right? When you work with flat file, it's easy to create the changes. [00:13:15] spk_1: Yes, it is. It's pretty easy to create changes, as long as you own own the listing [00:13:20] spk_0: on the listing. Yeah, so that's um yeah, that's such a great deep. So again, the description is showing up on on top for a mobile and for desktop. Um so what I like to do with my description um again, not too long, you can go very long. They're gonna let you go very long, but I would stay with around again 500 characters. I'm not gonna make it like a whole story. It will be a story there because this is your place to tell a story and I like to get the customer. Um I'd like to get him attached already when he starts reading my description. Of course that we use some keywords and search them. But just for an example let's say you're selling a salad dressing right? So you want to get the customer a little bit excited. So you say our salad dressing or you just explain the name or whatever is a great addition for every salad and it tastes so good is wonderful. You know it's you know whatever tells something exciting. So the customer read it he knows directly. That is really good. Tell him it's good. Yeah my item is good. You know don't be shy to say the great quality. It taste delicious. Um It's cozy. It's everything that's gonna, the customer already feeling it right? You already feel when he wear it. How he failure already feeling it. You know if he's going to eat it. So this is where you guys you know in some way you hook him so again you don't try to still sell him that too strong but you do get them excited. Um Another thing is the same. I take all my bullet points so I will start with the bullet points, key features and then I'm gonna go to do my description and then I'm gonna take a little bit from my bullet point mix and match and make sure it's also in the in the description. Like everything is very important information like the sizing um The fabrics, everything is informative because again if somebody didn't read the teachers and he just read the description, so he got all the information, he needs to put a lot of really good fact and just make sure it's good information in there. Um yep. That's it. [00:15:49] spk_1: Alright. Yeah, very some similarities between Okay, so what about symbols and stuff? Now you can't see nothing on amazon, You can use like the ampersand and commas and period, you can just use commas and periods on walmart, you can't use, you [00:16:10] spk_0: can, but it's it's just gonna hurt your ranking because it's against the guidelines. and again remember make your description unique. Do not copy paste from Amazon, take five minutes and mix it or something. Do some edits, don't copy paste again, you're gonna see that you're going to show up much better when you're listening is unique, walmart noticing that and he will reward you for that for [00:16:38] spk_1: that. I was at walmart the other day, we were buying a tv and and I was looking for an amazon fire stick and I can buy those uh best. But so I just thought I would just ask this, this guy in the electronics department at walmart, but I was like, hey do you guys have um do you guys have fire sticks? Amazon fire sticks? And he was like, no, [00:17:05] spk_0: I [00:17:06] spk_1: was like, okay, that was, that was there's some, you know, so amazon and walmart are not friends, they're not friends. And so they, you know, you cannot drop ship your products um from you can't fulfill your products on in walmart, you know, to walmart customers, they will be mad, even though I have, it's [00:17:30] spk_0: a suspension for sure on walmart. [00:17:33] spk_1: Yeah, I have received while I have received some walmart products in amazon boxes, so I know people are doing it legally, but yeah, if uh if walmart catches you, you will you will be on their banned list. So All right. Let's get into photos. As we said photos. Yeah, They're not really ranking us that much for for those search terms, but they are the biggest factor in your converting making the sale because you have to communicate what the customer wants and needs. Right? So, um I love doing photos. My photos. I have a seven photo strategy that converts really, really well. Um and so I always show my first photo after. The main photo is always the unique selling point. I want to showcase whatever it is that makes my products special. Um And then my second photo after that is what's included. So, I'm showing them the dimensions, the sizes, what you get in the box. Um And then the next photo after that, I'm showing them the quality of the product. And if I have a warranty, I'm showing a photo of that warranty or whatever it is, right? I'm really trying to assure the customer that this product is for you, here's what you get. And oh by the way, we back up the quality, this is a quality product, right? And then the next photo after that, I love to show different ways you can use the product. So you know, you can use it at the park, use it at home, use it in the kitchen, use it in the bathroom, right? That's a really great way for them to see it and get it in their life. And then the next photo after that, I love to show it as a gift. If it can be a gift. If it can be a gift, then I try to show authority in the space for another lifestyle photo. So another get it in your life, right? So authority in the space would mean like um, Talking about your brand story or something like that where hey, you know, we're a trusted brand in this industry for 20 years, you know, whatever, whatever it is. But or giving a fact like if you're selling a headlight for a vehicle, obviously that's not very gift herbal. It's something that's needed. But you can show your authority like, hey, you know, this light comes with 3000 led lumens and it's going to last, you know, for many more years compared to the competition, which only includes this, whatever, right? But yeah, that's my seven photo strategy. And we also use that in our bullet points so that we always have both the information that we want to present. Oh, I have a meeting coming up, y'all both the information that we want to present and um, and as well as uh, that and then as well as represented in the listing, right? And in the photos. So infographics and lifestyle convert very, very well. And then videos are so great. So if you have those available, if you don't have brand registry and you can't upload a video, you can always have someone else upload videos related to this product near the and I think you can even upload them yourself in the reviews area. So, uh, don't be afraid to take advantage of value. Yeah. [00:20:49] spk_0: Wonderful people about the videos. Yeah. Make sure to add videos or adam and you know, in the relevant the same with walmart guy. Especially for you. People that invest in a little bit getting reviews and things get reviews with videos. Those are really converting, that's going to help you a lot. So guys pay attention when you go to the mobile and you open walmart or amazon, I think 80% of your screen is the image, right? This is the most of the screen is image. You don't see nothing. You have to scroll down to get to the description and everything else. So you see the image, you see the title. So again, make sure your images can sell. Like, let me say everything should say you just do the exact same thing. Make sure you have infographic and lifestyle. Just showing the benefits of your product in different kind of end goals and how you use it. What's the size? Everything is really important. Just again, make sure you have as much more information on your images because I think today people just by by the image, sometimes I see something like the image is good. I have some infographic. I really I I just had to cart I don't spend time reading description or I would just scroll down, read one or two reviews and that's it. And I'm going to buy on walmart. [00:22:14] spk_1: I I have a I have a question for you for pictures you have 1000 by 1000 pixels minimum for zooming in and it's the same on amazon, but 1000 by 1000 is a square image. So does it have to be a square image on walmart amazon we can get away with? [00:22:34] spk_0: Yeah, that is such a good question. Very, very good question. So again, the minimum is 1000 by 1004. Most of the categories for everything, including its mean clothing, shoes, backpacks. It has to be 1000 by 1500. So it's not gonna be a school, that's the guidelines. Make sure to follow that. Um, So yes, as bigger is better and the better resolution. So I'm trying to do always 1500 by thousands or even a 2000, you know, a little bigger size if I need to make it um, matching the category, like fashion category. So, again, just make sure you let me just are good and following the guidelines. Very, very important. Yeah. [00:23:26] spk_1: All right. So let's get into the back end fields um, for your back and fields on amazon you want to make good use of your additional fields. So you in the more details have in the back end, you want to fill those things out. In fact, if you don't fill them out some of those fields, um, there are some ways that competitors can actually take your listing down and get your listing suspended by using flat files. So that's like another talk for another day, but, but you really want to make sure that you're utilizing those additional fields because you'll notice that a lot of them in depth. So if you look at your competitors listings, you'll see that. Hey, how did they get extra two bullet points here? What is that? Right? And you can look through and see that those areas that they filled in are lined up with fields in your more details tab. So make sure you take the time to fill out those additional fields. I love using amazon category categorization [00:24:32] spk_0: tool [00:24:33] spk_1: and looking at the breakdown of categories and using those for like the uses and subject matter and target audience. Now, the keywords tab used to have subject matter and target audience in those fields index. And now those fields have been removed by amazon. However, you're going to find very similar fields and some additional fields now in your more details tap. So take the time to just make a little test in their, fill something out and see what happens. Right? Look at your competitors, listening to see what happens. So make abuse of those additional fields. Do not repeat your key words in your search terms. I repeat. Do not repeat your key words in your search terms field. So the search terms field and your keywords tab of your back end of your listing has Only 249 bytes available. Right? So one letter is a bike. So you're the format to put those in this word. Space, word, space, word. And if you already use water bottle in the front of your listing, you do not need to repeat that in the back end of your listing. So this is a great place to put spanish words, misspellings, other related keywords that aren't relevant for the front end of your listing, right? So for example, if your product is battery operated, but people often look for rechargeable ones of that product, you can put rechargeable in the back end and it's not going to, A lot of people are scared about that because they're like, oh, does that mean that my listing is gonna show up and it's gonna confuse the customer and they're going to buy it for rechargeable and now I'm going to get returns. No, that's not what that means. Because your listing goes off relevancy, how many times you've used similar keywords to that main keywords. So if you haven't put rechargeable anywhere else, it's not going to rank on page one for rechargeable, but it will show up in more searches and it will become more relevant for that type of product when you put related keywords in those back end search terms. That's the biggest question I get. Whenever I deliver listings, people are like any, but my product isn't green and you put green in my back and it's like, well because a lot of people are looking for green ones, so do you want to show up for search or not? Right. So that's the thing is um is it can help in your relevancy but don't, there's no need to repeat keywords there. If you don't need to use commas, you don't need to use dashes. You can just word space. Word space, word has a medium ranking factor. Um and because it's not, it's individual keywords, right? It's not phrases. So um it's got that medium ranking factor is in terms of relevancy, helping your product the more relevant for those related keywords and then um you're back in your weight and your packaging dimensions are used in calculating your amazon fees. So if you create a listing and you don't fill out those two fields and you're like, I don't know what my FBI fees are, they're not showing up there, it's because you didn't fill out the weight and the package dimensions, you need those too. Um those two things to calculate your amazon fees, so that's important and then your categories can be important. So make sure on mobile, it forces you down into a category when you're searching. I know this because I've grabbed those links on mobile and put them in a desktop and it actually has filtered down into category, Doesn't say all at the top anymore. Right. So you want to make sure that if your product is being forced into the wrong category that you open a case and have amazon change it. That being said if it's a subcategory like a subcategory of a subcategory and you're like well amazon, I'm in yarn and I'm supposed to be in thread and bobbins, amazon is going to tell you to have a nice day but they're not changing it because those categories, those sub subcategories are based on how people find you in search. So they will not change that. They can't change it. They they're algorithm has gotten smarter than them so they don't really know how to fix it. Other than changing your main category, they can change that. You can change that yourself as well. You can go into your more details, have and click edit there um and re categorize your listing. So who? Oh my goodness. I have written. So you a little bit late. Well you talk about this. I'm going to message my next meeting and just let her know. I'll be about two minutes late here. [00:29:08] spk_0: All right. All right. So yeah, I'm gonna try to do it. Sure. But yes, the back end is so important. And again, I love walmart algorithm and they're searching and it because it's not packed with millions of millions of like amazon. So guys, this is working for you. So even if you're listening is not so good and your images are not so good, but you pay attention and you fill up your attributes, right and your back and right and the cures and everything. You guys gonna show up in the first page, even if you're listening is not so good. I'm not saying do that, but pay attention and make sure you're following up the right, pick the right category with walmart and you cannot really go too deep in the sub sub sub category. You can hope it's going to go there. But if it doesn't go there you can open a case and they actually will change it for you. So you can always change your category, make sure you're in the right category and subcategory, make sure you fill up your attributes. Like there's such an important question. They're like what is the age range and what is it for and what's the season and all these like really good information that help you show up on the right shelf. So walmart work on shelves. This is how they call there. You know the way there the product showing up in search results in china by shelves. Like you go to the store and you have you go to the man department and you have shelves and you have you know sizes and so on and so on. So this is this very similar system. They're working on their website. It's working by shelves so it's more attributes you're going to fill up, you're gonna show up in the right shelf and people that are gonna search for something like very generic like men big size t shirt, right? And you have it in your attributes, you will show up in the search results, use the use Excel's project. There is a lot of ways to create listing for walmart. The only way that is working perfectly is to use the walmart Excel ship. And the biggest thing that I love the most amazon give you 250 keywords characters for cures walmart say here you go, 4000 guys, this [00:31:39] spk_1: is you [00:31:41] spk_0: can just go on and on and put all the search from like for example, uh frozen pajamas, are we put President pajama for two years old first and pajama for three years old, pajama for toddler. [00:31:53] spk_1: Is that available to you? If you don't use the spreadsheet or? Okay, so I just go on walmart into the back end and I'm sorry for all the distractions, you guys, I'm like pulling up, zoom on my screen and messing everything up over here. Um It's a crazy day of meetings today, so I apologize for that. But you're on walmart, if you're using that spreadsheet, you have this opportunity to add keywords and more back in fields. Oh my gosh, yeah, that's that's amazing. That's a really key thing to learn. [00:32:25] spk_0: Yeah, it's very helpful. It depends what there's different excels. They're trying to remove it from some excels and the new ones, but you can still find those right excels. The spec .3 it's called the suspect .31. Those are the right Excel that they give you use the keyword again. They're still changing a lot all the time. But they give you that and inside you're listening in your web, inside you're listening now they're giving you feedback and they tell you exactly you're listening quality and you have another dash of listing quality. So they're actually doing something amazon doesn't do they're reviewing your listing and giving you feedback. They say oh your title is to show your title is too long, your description missing these keywords. They're telling you the exact key word there is missing in your description. It just really nice. [00:33:18] spk_1: So we need to learn how to do that. So we have a lot of questions about mostly about selling on walmart so it looks like them [00:33:29] spk_0: positive. I will answer, I will go back, I know you need to run by a guy, I will, I will come later and I will answer everybody's questions. [00:33:38] spk_1: Yes. And so let's let's go to our last slide. Um and we both have offers for you guys today. You guys can save 10% off. Amazing at home listing optimization and our listing optimization. Masterclass with code. Amazing. Amazing at home dot com slash listing optimization. And we'll just have to come back together and do another training on walmart because clearly people are missing that. So we need to do that. So well, we will set up another meeting and do another training on walmart, and speaking of walmart Michael, what do you have for them? [00:34:14] spk_0: Yes. So first thing guys join selling on walmart facebook group, so look for selling on walmart facebook group, we have a great group and posing. There are some links for free guys. So you can go you can go on selling on walmart dot com and look at the bottom for the free guide. So I have free guide for how to get an account, how to set up your account. And another free guide about how to optimize and get more traffic to your listening. And as well if somebody's already selling on walmart and wanna, you know, um step by step with everything you need to know and so much more. We do have selling on walmart academy, um that we're about to raise the price. So I was waiting for today guys, so if you're really interested, grab it before the price going up, so come check it out and again ask questions. We have amazing sellers in our group, ask your questions. And again you can also shoot me an email if you want a listing optimization. So we have a full service for listening optimization. We're working with amazing brands and again, we have amazing results. So email me and I will help you out. [00:35:31] spk_1: Thank you Mcallen. I'm sorry you guys for any distractions today. I've just had a crazy day, but I'm so excited that we were able to kind of just talk about this because I know I was making mistakes in my walmart listings and you recently met with us and helped us optimize our walmart stuff and you met with my husband and he said it was just so, so helpful. We were doing a lot of things wrong and I realized today that we were doing a lot of things wrong in this training. So hopefully that's really, really has helped you guys understand the differences overseas sellers can now sell on walmart. So we're going to do some follow up training I know in our mastermind group we're going to be teaching about that but Michael and I will come back together and we will talk about walmart again um an amazon again, you know, setting up both of those things because we know that it's going to help you guys be more successful. So thank you guys so much for being here today with us. And as as Michael mentioned um poster questions anything that you guys have um and we will follow up with you and answer those inside of the chats. All right, thank you. Wonderful. Thank [00:36:42] spk_0: You guys have a good one. Thank you amy. Thanks for tuning in, join [00:36:47] spk_1: us every Tuesday [00:36:48] spk_0: at one PM [00:36:49] spk_1: pacific standard time for live Q and [00:36:51] spk_0: A. And bonus content after the [00:36:53] spk_1: recording at cellar round table dot [00:36:55] spk_0: com, sponsored by the ultimate software tool for amazon [00:36:58] spk_1: sales and growth seller S C O dot com. [00:37:01] spk_0: And amazing at home dot com