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Acknowledgments

Foreword by James Thomson

Why I Wrote This

Section I: Amazon: Why and How

Chapter 1: From Nowhere to Everywhere

It’s bigger than you think

If you’re not on Amazon, you’re not online

Success in the margins

5 common traits of Amazon Top Sellers

Own your destiny

Chapter 2: Start with Your Story

A downward spiral

The Good Doctor

Instructions: Play

Chapter 3: Research. The Key to Winning on Amazon

5 Essential Steps for finding a winning product

Step 1: What moves you?

Step 2: What’s hot?

Step 3: Market size matters!

Step 4: Find Flaws. It’s where the opportunity is

Step 5: Hit the sweet spot

Section II: Let’s Get Started!

Chapter 4: Get It Made. Make It Cool

Bad review? Good omen

What’s your price?

Product Specification Sheet (PSS)

Find a factory (or five)

Run the numbers

Make it cool. Make it yours

Inspect & Respect

Land it (and FBA-it!)

Chapter 5: List It to Sell It!

Amazon Seller Registration

Are you SEO-friendly?

Listing Optimization & Content Creation

Do you know who your customer is?

Launch. Listen. Learn. (Repeat!)

Change. Expect it

Chapter 6: Forget What You Know about Retail

The Amazon Mindset

Start low, end high

Sales rank metrics

When everything clicks

Section III: Set Yourself Apart

Chapter 7: Building your brand on Amazon

Best of both worlds

Features tell, benefits sell

Read the reviews

Share your backstory

5 Key Strategies for building a great brand

An Amazon make-over: The Vesta Precision Story

Chapter 8: Fulfillment & Inventory

Retail arbitrage

Dropshipping

Carrying other people’s inventory

Your own private label

Fulfillment by Amazon (FBA)

Chapter 9: Pay to Play!

Why are ads so important?

4 Types of Amazon Advertising

Keep your eye on the ball

Cast a wide net

Ad optimization

Chapter 10: Building your brand off amazon

What is Direct Response Marketing?

Omnichannel Marketing

Control the narrative

Build your database

Content Marketing

Clean Key: A case study

Conclusion

Fire. Ready. Aim

The dreaded false positive

Ready. Aim. Fire

Semper Gumby

About the Authors

Resources