Sean Stone of Spillover Commerce is back on The PPC Den, and this time he refused to tell Mike the topic in advance. No pre-show. No planning. Just one question: which billion-dollar e-commerce market has nine of its eleven biggest players missing from Amazon?
Mike guessed mattresses. It's telehealth.
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🦡 Sean's agency, Spillover Commerce ➡️ https://www.spillovercommerce.com/
🦡 Show notes ➡️ https://www.adbadger.com/blog/amazon-ppc-education/the-billion-dollar-brands-leaving-amazon-search-wide-open-the-ppc-den-podcast/
From there Mike and Sean get into what this means for everyone else: why the best Amazon brands cut their bottom 5% of products every quarter, why 15% of Google searches have never been searched before, why "demand generation" is a scary phrase if all you do is demand capture, and how to turn Amazon into an acquisition channel with a product insert, a QR code and a Meta pixel.
Also in here: what telehealth brands could be selling on Amazon tomorrow, why continuous monitoring might be the next GLP-1, and Sean's new tagline, "Amazon demand starts elsewhere."
We'll see you in The PPC Den!
🦡 Highlights
00:00 - Intro
01:28 - The billion-dollar market that isn't on Amazon
02:49 - It's telehealth: D2C brands with a prescriber
04:18 - The haves: Hims and Ro
05:39 - The have-nots: GLP-1 brands with nothing on Amazon
06:23 - Who ranks when you search "Weight Watchers"
07:17 - "They paid for a billboard and left it empty"
07:45 - A market growing 24.6% a year through 2034
09:05 - Bigger than GLP-1: peptides, wearables, longevity
10:40 - "GLP-1 supplement support": 30,000 searches from nothing
11:53 - Protein snacks: 4x the search volume in three years
12:40 - Fiber gummies and the hockey stick
13:38 - Brand name plus modifier searches
14:00 - The spillover effect, featuring Gronk
16:03 - Trend spotting as a business model
17:56 - Nature Made's GLP-1 Companion: 10K units a month
19:23 - Why clinging to your catalog hurts your PPC
21:13 - 15% of Google searches are brand new
22:20 - Cut your bottom 5% every quarter
24:22 - "Amazon demand starts elsewhere"
25:32 - Demand generation vs demand capture
28:34 - What telehealth brands could sell on Amazon tomorrow
29:57 - Continuous monitoring is the next GLP-1
30:24 - Amazon as an acquisition channel
31:13 - The product insert, QR code and Meta pixel play
31:40 - The one DSP use case Sean likes
34:36 - You can't be full funnel if you're only on Amazon
35:59 - Go talk to your customers
37:09 - A "generational bag fumble"
38:44 - Will Spillover become a health-focused agency?
39:42 - Niche till it hurts
41:59 - Where to find Sean
🦡 Resources & Links
- Find Michael Erickson Facchin - Ad Badger's CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising
https://www.linkedin.com/in/michael-erickson-facchin/
- How to Launch Meta Ads as an Amazon Seller [The PPC Den Podcast]
https://www.adbadger.com/blog/amazon-ppc-education/how-to-launch-meta-ads-as-an-amazon-seller-the-ppc-den-podcast/
- 3 Unfair Advantages of the Top 1% of E-commerce Brands [The PPC Den Podcast]
https://www.adbadger.com/blog/amazon-ppc-education/3-unfair-advantages-of-the-top-1-of-e-commerce-brands-the-ppc-den-podcast/
- Why Amazon Brands Are Starting to Use Meta Ads and Shopify [The PPC Den Podcast]
https://www.adbadger.com/blog/amazon-ppc-education/why-amazon-brands-are-starting-to-use-meta-ads-and-shopify-the-ppc-den-podcast/
- Unlock our FREE comprehensive Amazon Marketing Playbook: https://www.adbadger.com/amazon-ppc-checklist/
- Subscribe to our newsletter: https://www.adbadger.com/newsletter/
- Review all our show notes: https://www.adbadger.com/podcast
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Host and Executive Producer: Michael Erickson Facchin
Guest Co-Host: Sean Stone
Senior Producer: Nancy Lili Gonzalez
Video and Audio Editor: Pedro Moreno
