Built Online Episode 90: Mastering Amazon with Daniela Bolzmann
Release Date: February 24, 2025
Host: Cody McGuffey
Guest: Daniela Bolzmann
Sponsor: EverBee
Introduction to the Episode
In Episode 90 of Built Online, host Cody McGuffey engages in an insightful conversation with Daniela Bolzmann, an expert in Amazon e-commerce strategies. This episode delves into proven tactics for enhancing conversion rates and driving traffic on Amazon, providing invaluable advice for both novice and seasoned online sellers.
Daniela's Background and Journey to Mastering Amazon
Daniela Bolzmann begins by sharing her transition from the tech industry to e-commerce. With a strong marketing background, Daniela initially spearheaded Amazon sales for her family's Consumer Packaged Goods (CPG) business. The challenges she faced led her to establish a full-service Amazon agency, which eventually specialized in organic conversion strategies. Today, her agency supports over 150 direct-to-consumer and CPG brands annually.
Daniela (01:43): "After two years of pulling my hair out trying to learn all the things in Amazon because it is such a beast really, I realized that our specialty really lies in the creative side of Amazon."
Understanding CPG vs. Non-CPG Brands
Cody seeks clarification on what constitutes a CPG brand. Daniela explains that CPG products are consumables like toothpaste, snacks, and other frequently purchased items.
Daniela (03:29): "It's basically products that are consumables. So it can be things like your toothpaste or the snacks that you buy for your home."
She emphasizes that her agency primarily supports brand-minded sellers who invest in creating high-quality content and possess aesthetically appealing websites, distinguishing them from private label sellers who may rely on quick, short-term wins.
Daniela (04:55): "What matters to us most is if they're brand-minded. They have aesthetically appealing Shopify websites and understand the value of putting forth great creative from the beginning."
Case Study: Rachel's Hair Tools Brand
To illustrate her strategies, Daniela introduces a hypothetical case study featuring Rachel, a hairstylist with a unique hair dryer product and supporting accessories. Rachel aims to expand her sales through Amazon but feels overwhelmed by the platform's complexities.
Why Consider Amazon?
Daniela outlines the benefits of adding Amazon as a sales channel, highlighting that over 60% of online shopping occurs on Amazon. Listing products on Amazon can capture existing demand without exerting excessive effort compared to driving traffic solely to a personal website.
Daniela (08:26): "More than 60% of online shopping is happening on Amazon. So it's really great to know that there's demand already happening on Amazon and that you might not even have to work as hard for it."
Selecting Products to Launch
When advising Rachel on which products to launch first, Daniela suggests focusing on one flagship product to master the Amazon ecosystem before gradually introducing additional items. This phased approach allows for the development of effective strategies and creative templates.
Daniela (11:32): "I always recommend go through the process once and do it really well. Understand the ins and outs of it. And then you can add other products over time."
Investment and Costs
Daniela discusses the financial considerations for Rachel, emphasizing that agency costs can vary based on the scope of work. Her agency operates on a project basis, offering tailored services without long-term retainers.
Daniela (14:32): "For us, it's anywhere from 3 to 20,000 is usually a typical order, depending on how many SKUs we're working on."
Setting Up for Success
To get Rachel's products live on Amazon, Daniela outlines essential steps:
- Set Up Amazon Account: Submitting tax documents, certifications, and undergoing the ungating process for specific categories.
- Create Listings: Developing optimized product listings with strong SEO and appealing visuals.
- Manage Inventory: Coordinating shipment to Amazon FBA warehouses alongside maintaining stock in her existing warehouse.
- Advertising Strategy: Establishing an advertising budget to drive traffic once listings are optimized.
Daniela (16:02): "Setting up your Amazon account is pretty straightforward. Once you make it through that process, there's going to be an ungating process... Then you start considering what your budget is going to be for advertising."
Conversion Strategies
Daniela emphasizes a three-step approach to enhancing conversion rates:
- Search Visibility (SEO): Conducting thorough keyword research and integrating relevant keywords into titles, bullets, and backend search terms using tools like Helium 10 and Jungle Scout.
- Click-Through Rate (Main Images): Designing compelling main images that stand out in search results through vibrant colors, unique angles, and eye-catching elements.
- Conversion Optimization (Product Images and A+ Content): Utilizing high-quality visuals and informative images to address consumer needs and preferences effectively.
Daniela (19:12): "It's about making sure that every single image that we have on the screen is not just showing something pretty. It's also telling you the thing that you need to know in order to buy the product."
Conversion Rates Expectations
Daniela notes that acceptable conversion rates vary by category and product price point. For lower-priced items, a 20% conversion rate is ideal, whereas more expensive products like a $99 hair dryer might see rates around 5-10%.
Daniela (28:06): "It's category specific. If you're selling a product that's not a very high price product, usually 20% is a good place to be."
Ranking and Competition on Amazon
Daniela acknowledges the competitive nature of Amazon, citing the prevalence of Chinese sellers and the "pay-to-play" environment where sponsored ads dominate first-page listings. However, she maintains that with the right strategies, such as optimized listings and effective advertising, brands like Rachel can achieve sustainability and growth.
Daniela (30:31): "There are brands that just slowly, incrementally grow over time. But I think it's really easy to get wrapped up in the 'let's just dump a ton of cash' because some brands have that, some brands don't."
Sustainability for New Sellers
Despite the challenges, Daniela reassures that new sellers like Rachel can succeed on Amazon by focusing on unique product offerings and strategic listing optimization. She shares success stories where brands increased sales dramatically by adhering to fundamental strategies.
Daniela (34:05): "There's still an opportunity. If you just do the basics, you can capture at least a little bit of the market on Amazon if there's demand."
Services Offered by Daniela's Agency
Daniela introduces her agency, MindfulGoods, which offers project-based services rather than retainer models. Services include:
- Product Listing Optimization: Handling creatives and content uploads to Amazon.
- Mini Audits: Providing detailed analyses and actionable insights to improve existing listings.
- Case Studies and Insights: Sharing aggregate data and split-testing metrics quarterly on their website.
Daniela (34:17): "You can go to mindfulgoods Co. We also offer what's called a mini audit. ... At the very bottom of the website there's an option for the mini audit so you can get that there."
Personal Insights and Rapid Fire
Favorite Business Book: Design Your Life
Daniela recommends Design Your Life by Bill Burnett and Dave Evans, highlighting its practical approach to prototyping life and business goals through actionable assignments.
Daniela (37:51): "It's every chapter gives you like a homework assignment, almost like you're in the course."
Work Hours and Lifestyle
Transitioning from a demanding workload in the early years, Daniela now enjoys a balanced schedule, typically working 1-3 hours daily thanks to a competent team. She prioritizes team well-being over taking on excessive projects.
Daniela (43:10): "The day to day at this point is probably one to three hours. And that's my choice."
Defining a Creator
While initially associating "creators" with content creators on platforms like TikTok, Daniela embraces the broader definition encompassing creative entrepreneurs who build and innovate within their businesses.
Daniela (48:37): "I call myself a creative, but I'm definitely a creator in the sense that I'm a builder, for sure."
Thoughts on Business Ownership
Daniela acknowledges that entrepreneurship isn't for everyone, recognizing that some individuals prefer the security of a traditional 9-to-5 job. She emphasizes the importance of aligning career choices with personal preferences and strengths.
Daniela (49:17): "No, I don't. Sometimes I can't help but want that for people because I see how much I enjoy it. But I've seen people that just, they don't enjoy it and that's okay."
Conclusion and Where to Learn More
Cody and Daniela wrap up the episode by reiterating the importance of strategic planning and optimization for success on Amazon. Daniela encourages listeners to explore her agency’s services for tailored support in enhancing their Amazon presence.
Daniela (56:17): "I'm excited to talk to you next time."
Listeners interested in implementing Daniela's strategies or seeking further assistance can visit MindfulGoods.co, subscribe to their newsletters, and follow Daniela on LinkedIn for ongoing insights and updates.
Notable Quotes:
- Daniela (01:43): "After two years of pulling my hair out trying to learn all the things in Amazon because it is such a beast really, I realized that our specialty really lies in the creative side of Amazon."
- Daniela (08:26): "More than 60% of online shopping is happening on Amazon."
- Daniela (19:12): "It's about making sure that every single image that we have on the screen is not just showing something pretty. It's also telling you the thing that you need to know in order to buy the product."
- Daniela (37:51): "It's every chapter gives you like a homework assignment, almost like you're in the course."
- Daniela (43:10): "The day to day at this point is probably one to three hours. And that's my choice."
- Daniela (49:17): "No, I don't. Sometimes I can't help but want that for people because I see how much I enjoy it. But I've seen people that just, they don't enjoy it and that's okay."
Daniela Bolzmann’s expertise provides a comprehensive roadmap for mastering Amazon as a sales channel, emphasizing the importance of strategic listing optimization, effective visual presentation, and thoughtful traffic management. Whether you're just starting or looking to refine your Amazon strategy, this episode offers actionable insights to help build and scale your e-commerce business successfully.