B2B Breakthrough Podcast: E-Commerce Mistakes to Avoid for Amazon Sellers with Adriana Rangel

Release Date: April 2, 2025

In the April 2, 2025 episode of the B2B Breakthrough Podcast, hosted by Alibaba.com, Sierra Christo engages in an insightful conversation with Adriana Rangel, a seasoned e-commerce expert, brand ambassador at Pickfu, and host of the Serious Sellers Podcast en Español at Helium 10. Adriana shares her extensive experience and provides invaluable guidance for Amazon sellers aiming to navigate the complexities of launching and scaling their businesses successfully.

1. Adriana's Journey into E-Commerce

Adriana Rangel’s foray into the e-commerce landscape began seven years ago from Mexico. Faced with the challenge of launching a business with limited savings and without external capital, she turned to Amazon as a viable platform. Her strategy revolved around arbitrage, sourcing products from Alibaba to keep overhead costs minimal while selling both locally and internationally.

Adriana Rangel [02:23]: "I started just like learning about Amazon. And of course, I started to look into Alibaba because I know that Alibaba is basically the first place that I had to look into when it came to connecting with providers."

2. Crucial First Steps for Amazon Sellers

Adriana emphasizes the significance of data-driven decision-making when launching products on Amazon. She advises first-time sellers to:

• Research Keyword Search Volume: Understand what potential customers are searching for to gauge product demand.
• Avoid Personal Bias: Selecting products based solely on personal or immediate surroundings can lead to failure.
• Analyze Competition: Assess the number of existing sellers and established brands in your chosen category.

Adriana Rangel [02:54]: "I would suggest first time sellers to take time to do their research before jumping in and just look at the data."

3. Common Mistakes in Launching on Amazon

One of the most prevalent errors Adriana identifies is the tendency to launch products based on ideas rather than data. Entrepreneurs often select products they personally like without verifying market demand or competitive viability.

Adriana Rangel [04:21]: "We just start thinking of ideas... instead of looking at the data."

This oversight can lead to launching products that do not resonate with the broader market, resulting in wasted resources and missed opportunities.

4. Balancing Algorithm Optimization with Human Appeal

While optimizing listings for Amazon’s search algorithm is essential, Adriana warns against over-optimization that neglects the human element of purchasing decisions.

Adriana Rangel [07:48]: "At the end of the day, the party that makes the decision whether to buy the product or not is a human."

She highlights the evolution of Amazon's algorithm, which now utilizes semantic information to better understand product benefits and consumer intent. This shift allows sellers to create more authentic and benefit-driven listings without excessive keyword stuffing.

5. Effective Keyword Strategy: Embracing Long Tail Keywords

Adriana advocates for the strategic use of long tail keywords to enhance visibility while minimizing competition and advertising costs.

Adriana Rangel [09:54]: "Long tail keywords... have less competition because it's longer and because there's more detail in the keyword."

By targeting specific, detailed search phrases, sellers can attract highly motivated buyers, improve conversion rates, and accumulate sufficient search volume through multiple niche keywords rather than a single broad term.

6. Leveraging External Traffic and Diversification

Expanding beyond Amazon’s ecosystem is crucial for sustainable growth. Adriana underscores the importance of driving external traffic from platforms like Google and social media to Amazon listings.

Adriana Rangel [12:46]: [This segment is an advertisement and thus omitted from the summary.]

Post-advertisement, Adriana continues to discuss the benefits of diversification:

Adriana Rangel [12:03 - 15:43]: [Advertisement segment skipped]

Following the ad, she elaborates on utilizing Helium 10 tools for keyword research and leveraging strategies to secure early wins, which are vital for building cash flow and expanding product lines effectively.

7. Tools and Resources: Maximizing Helium 10

Adriana highlights the utility of Helium 10’s suite of tools for Amazon sellers, particularly for keyword research and product idea validation.

Adriana Rangel [15:59]: "Search keywords, what people are looking for and then that will inform your decision."

She advises sellers to utilize free trainings and courses offered by software tools to enhance their understanding without incurring additional costs.

8. Expanding Product Lines: Compounding Efforts Within Categories

Rather than diversifying into entirely different categories, Adriana recommends sticking to a niche and introducing variations of existing products. This approach leverages established buyer personas and maximizes marketing efforts.

Adriana Rangel [18:13]: "Stay in one category... launch variations... cater to the same audience."

By doing so, sellers can build brand loyalty and efficiently use their accumulated knowledge to introduce complementary products.

9. Cross-Cultural Optimization: Tapping into Multilingual Markets

Adriana emphasizes the untapped potential of multilingual markets, particularly the Spanish-speaking population in the United States. She advises:

• Using Spanish Keywords: Incorporate Spanish search terms in the backend to enhance product indexing.
• Quality Translations: Utilize Amazon’s translation tools or AI to provide accurate and culturally relevant translations for listings.

Adriana Rangel [21:33]: "More than 40 million people in the US that speak Spanish. That's a huge market."

Optimizing listings in multiple languages not only broadens reach but also builds trust with diverse consumer bases.

10. Overcoming Early Failures: Learning and Community Building

Adriana shares her personal experiences of initial setbacks, emphasizing the importance of learning from failures and engaging with the seller community.

Adriana Rangel [27:06]: "The failures and it's like, oh my God, I remember I did this and this was wrong... it's the most valuable."

She advocates for reframing failures as educational milestones and encourages sellers to seek knowledge through community interactions and shared experiences.

11. Final Insights: Persistence is Key to Amazon Success

In her concluding remarks, Adriana offers a refreshing perspective on selling on Amazon. Contrary to common beliefs about intense competition, she believes that with dedication and strategic effort, success is attainable.

Adriana Rangel [29:10]: "Selling on Amazon is easier than you think."

Her encouragement underscores the importance of leveraging Amazon’s established infrastructure and being persistent in applying learned strategies.

Conclusion

Adriana Rangel’s discussion on the B2B Breakthrough Podcast provides a comprehensive roadmap for Amazon sellers. From the foundational steps of product research and keyword optimization to the strategic expansion across multilingual markets and product variations, her insights are both practical and actionable. By emphasizing data-driven decisions, balancing algorithm strategies with human-centric approaches, and fostering continuous learning through community engagement, Adriana equips entrepreneurs with the tools needed to avoid common pitfalls and achieve sustained growth on Amazon.

For more insights and detailed tutorials, Adriana invites listeners to visit her YouTube channel, Adriana Rangel Bende, where she shares weekly content tailored to both English and Spanish-speaking audiences.

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