What's up, DTC pod? Today we've got Mina elias back on the show and we're going to be talking about Amazon today. We're really excited to have Mina back because last time we covered everything and what it takes to launch a successful brand on Amazon. So if you're just getting started, definitely encourage you to go back and check out that previous episode that we ran with Mina. We'll link it in the show notes. But for this one, the topic of the show is going to be all about how do you scale on Amazon? What does it take? What do you need to do as a brand? So, Mina, why don't you kick us off, give our listeners who maybe didn't tune into the last one, why don't you give us a little bit of background about yourself, what you've done in the Amazon space, and then we'll jump right into it and what it takes to scale a brand. So, yeah, why don't you kick us off?

Awesome. Yeah, this is basically like v two or part two of the last episode, so definitely watch the last one. If you're a D to C founder, I think we talked about how to assess if your product would work on Amazon or wouldn't work, what to look for, search volume, all that kind of stuff, and how to get it set up. My background, I was working corporate nine to five chemical engineer up until 2018. And then in 2018, I started a supplement company because of my passion for supplements. The plan wasn't to get it on Amazon initially, but it was very difficult for me to sell it in gyms and supplement stores. Being kind of like a solo founder, I didn't know how to do anything. I was just an engineer.

And so I decided to get it on Amazon, became obsessed with Amazon, made it work. Six months later, I was making like four k a month in profits, grew that brand, scaled it to seven figures by 2019, and then in 2020, hit Covid hit. So I started getting on podcasts like this, sharing my knowledge, and everyone started knowing who I was. I was approached by an aggregator to help them build their team up and train them on Amazon and advertising, things like that. I outperformed six other agencies that they had hired, sort of when I ran one of their brands and decided to start an agency. And so now I created my agency, Trivium in 2021. We run about 170 brands right now and 83 employees or so. And I'm just like all in on Amazon and just live and breathe Amazon pretty much.

So I'm here to share in this episode everything that I think you should know about how to scale your brand on Amazon. Yeah.

And I love that. And one of the reasons we love having these conversations, especially with you, is it's not just like you have one perspective from one brand. You're overseeing the operations of not only a ton of ad spend, but you're seeing what's working across a whole bunch of different brands. So without any further ado, let's get into it. So for brands who maybe have already gotten their storefront set up on Amazon and are starting to sell, why don't you just talk us through? How do you think about traffic? What do you need to know? What do we need to know to start growing our traffic and growing our sales in Amazon?

Yeah. So the way that Amazon works is like a funnel, essentially like anything else, right? Like if your Facebook ads, like the funnel is pretty simple, you're creating ads, you're getting impressions, you're getting clicks from those ads. They're going to a landing page, a certain percentage of those people are converting. That's your conversion rate. Amazon is very, very similar, except we don't have as much control on our ad creative. And on our landing page, all of our ad creative is the same. It's just our know the main image, the price and the reviews and all of our landing pages are the same. It's your product detail page.

So that's basically if you want to compare Facebook with Amazon for the D to C founders, I think that's a good analogy. So with the funnel being you're launching ads and when you launch ads, you're basically showing up your listing as sponsored. In all of those search results, the ads are all search based. Like keyword based. There's some product targeting based which we'll cover in a second. But the majority of them, like someone types in the keyword electrolyte powder, you see a bunch of results. The top four are sponsored. After that there's organic and a little bit more organic, and then there's a video and then there's some more sponsored and then organic and so on.