AM/PM Podcast

#535 - The Repeat Purchase Strategy That Built A $20M Brand

What separates short-term Amazon sales from long-term brand growth? Learn the repeat purchase strategy behind a $20M brand and how sellers can use it.

In this episode of the AM/PM Podcast, host Carrie Miller welcomes Jason McLellan of Prime Team Agency to break down the customer retention strategy behind VitaCup’s growth into a $20 million Amazon and omnichannel brand. Jason shares how Amazon started as VitaCup’s smallest sales channel at around $2 million, then became a major driver of the business by using a different way of thinking: focusing less on cheap customer acquisition and more on which products created loyal, repeat buyers.

 

Jason explains how the VitaCup team used cohort data and product repeat rates to understand which ASINs were truly worth investing in. Some products looked like winners because they had low CPCs, strong conversions, and high demand, but the data showed that customers were not coming back. Meanwhile, products like Genius Coffee were more expensive to advertise, but they attracted customers who were more likely to repurchase, move into Subscribe & Save, and increase lifetime value.

 

Carrie and Jason also discuss how sellers can apply this thinking beyond consumables. Whether you sell supplements, food and beverage, lifestyle products, starter kits, or products with replenishable components, the key is understanding how one purchase can lead to the next. Jason shares practical strategies around Subscribe & Save coupons, AMC audiences, DSP retargeting, cross-selling, virtual bundles, multi-packs, listing optimization, and using tools like Helium 10 to make smarter decisions.

 

The biggest takeaway from this episode is that real Amazon growth is not just about chasing more sales; it is about building a business that customers keep coming back to. When sellers understand their repeat purchase data, they can stop wasting ad dollars on short-term wins and start building a brand with predictable revenue, stronger customer relationships, and long-term profitability. The brands that win are not always the ones that acquire the cheapest customer, but the ones that acquire the right customer and give them a reason to stay.

 

In episode 535 of the AM/PM Podcast, Carrie and Jason discuss:

• 00:00 - Introduction
• 01:52 - Jason McLellan’s VitaCup Growth Story
• 03:05 - Using Cohorts And Product Repeat Rates
• 04:39 - Applying LTV Strategy Beyond Consumables
• 06:24 - The Tale Of Three ASINs
• 09:49 - Why Low CPC Products Can Be Misleading
• 11:03 - Shifting Ad Spend Toward Repeat Purchases
• 12:32 - Reaching 30% Subscribe & Save Volume
• 15:06 - Using Math As Your Amazon North Star
• 18:20 - Reading Cohort Retention Data
• 20:35 - Turning Acquisition Into Subscribe & Save
• 23:18 - Cross-Selling To Existing Customers
• 24:53 - Virtual Bundles And Multi-Pack Strategy
• 27:19 - How Helium 10 Helped VitaCup
• 30:34 - Listing Optimization And Testing
• 34:27 - Avoiding Multi-Pack Cannibalization

#534 - Prime Day Winners, New Seller Security & Review Policy Changes | Weekly Buzz 7/2/26

The full four-day Prime Day event results are in, Seller Central is becoming more secure, and TikTok Shop updates its incentivized review policy.

We’re back with another episode of the Weekly Buzz with Helium 10’s Manager of Education and Strategy, Carrie. Every week, we cover the latest breaking news in the Amazon, TikTok Shop, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

 

Amazon’s Prime Day drives online sales in the US up 9.3%
https://www.retaildive.com/news/amazon-prime-day-online-us-sales-numbers-grow-2026/823973/

Amazon Prime Day Live Tracker 2026 by Numerator
https://www.numerator.com/prime-day/

New Claude Skill by Helium 10
https://pages.helium10.com/kwskillopt?utm_source=carrie&utm_medium=social&utm_campaign=keyword_skill

Passkeys coming to Amazon Seller Central in July
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHR0FUOTRBWlVaWkVTQTQ4

TikTok Shop Incentives Review Policy Update
https://seller-us.tiktok.com/university/essay?knowledge_id=4451321470682882&lang=en

New business hour delivery requirement for seller-fulfilled shipments
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHOU1VTVdMTURLWjRNWFlC

In episode 534 of the AM/PM Podcast and Weekly Buzz, Carrie covers:

• 00:00 - Introduction
• 00:44 - Prime Day 4 Day Event Results are In
• 04:23 - New Claude Skill by Helium 10
• 06:16 - Passkeys Coming to Seller Central
• 08:22 - TikTok Shop Incentives Review Policy Update
• 10:19 - Amazon Review Download Hack Using TikTok Shop
• 11:47 - New Business Hour Delivery Required for Seller Fulfilled Shipments

#533 - Day 1 of Prime Day Event Results, New EU Import Rules & Amazon Accelerate | Weekly Buzz 6/24/26

Day one of the Prime Day event results are in, Amazon accelerated dates, and more info on the EU low value shipment rules. These and more buzzing news on this episode!

We’re back with another episode of the Weekly Buzz with Helium 10’s Manager of Education and Strategy, Carrie Miller. Every week, we cover the latest breaking news in the Amazon, TikTok Shop, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

 

Amazon’s Prime Day kickoff was the biggest online shopping day of 2026
https://www.retailbrew.com/stories/amazons-prime-day-kickoff-was-the-biggest-online-shopping-day-of-2026

New Feature Alert! Helium 10’s MCP connector lets you pull data into Claude to build custom dashboards, analyze competitor keywords, and combine Cerebro, PPC, Profits, and Brand Analytics insights.

More info on EU Import Rules: Starting July 1, 2026, the EU will remove the duty exemption for low-value imports, adding a mandatory €3 customs duty per item or tariff line for shipments under €150 entering the EU from outside Europe. Amazon says FBA remote fulfillment sellers will see this added at checkout, while FBM sellers should review pricing, approved carriers, IOSS details, and fulfillment options like Pan-European FBA to avoid surprises.

Amazon Seller Central: Get instant freight quotes and book cross-border shipments in the new portal
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHQ0haNEJNUlRWUENSU0pS

Amazon Seller Central: Register to book Seller Café appointments for Seller Growth Summit
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHWU41MjdYRE5FQ1lTWEhK

Seller Growth Summit by Amazon on July 16, 2026 at New York Marriott Marquis, New York, NY https://www.sellergrowthsummit.amazon/event/741dcaae-344f-4c53-a324-bcf894bf9c64/about

In episode 533 of the AM/PM Podcast and Weekly Buzz, Carrie covers:

• 00:00 - Introduction
• 00:42 - First Day of Prime Day Results are In
• 01:57 - New Feature Alert: Helium 10 MCP
• 04:43 - More info on EU Import Rules
• 07:28 - Automate PPC Bids Based on Keyword Rank
• 12:43 - Amazon Accelerate & Seller Cafe Registrations
• 14:00 - New Amazon Global Logistics Portal
• 14:38 - Seller Cafe Registrations at Seller Growth Summit Are open

#532 - Amazon Image and Listing Strategies

Could one image change unlock more clicks and sales? Learn how Amazon sellers are using AI, split testing, and shopper feedback to stop guessing.

What if the biggest improvement to your Amazon listing was not a new product, a lower price, or a bigger ad budget, but a better creative decision? In this episode of the AM/PM Podcast, Bradley Sutton sits down with Daniela Bolzmann of Mindful Goods, Justin Chen of PickFu, and Kamaljit Singh of AMZ One Step to break down how Amazon sellers can use AI, split testing, and real shopper feedback to build listing images that convert.

The conversation dives into where AI fits into the creative process and where human judgment still matters. Kamal shares how AI can help generate image concepts, analyze competitors, and speed up the creative workflow, while still needing real product photography and design polish for products with small details. Daniela emphasizes that great creative starts with data, not guessing, and that brands should use AI as a tool for smarter iteration rather than a replacement for strategy.

 

The panel also breaks down why split testing is no longer optional for serious Amazon sellers. Justin explains how sellers can test main images, secondary images, videos, and even competitor comparisons before making changes live on Amazon. Instead of risking sales with untested creative, sellers can use feedback from real shoppers to understand what actually drives clicks, builds trust, and helps products stand out in crowded search results.

 

From storefront optimization to A+ Content, Rufus/Alexa readiness, video testing, and AI-generated ads, this episode is packed with practical ways to make smarter creative decisions. The inspiring lesson is simple: the sellers who grow are not always the ones with the biggest budgets, but the ones willing to test, learn, and improve. When you combine data, creativity, AI, and customer feedback, every listing becomes an opportunity to build something stronger.

In episode 532 of the AM/PM Podcast, Bradley, Daniela, Justin, and Kamal discuss:

• 00:00 - Introduction
• 01:04 - Meet The Listing Creative Experts
• 03:44 - Using AI And Photography Together
• 05:59 - Why Data Should Guide Creative Decisions
• 08:08 - Split-Testing Main Images Before Going Live
• 11:24 - What Real Shoppers Notice In Listing Images
• 13:15 - Testing Images Against Competitors
• 16:38 - Building An Amazon Image Stack With AI
• 18:48 - Main Images Vs. A+ Content
• 24:39 - Storefront Tests That Improve Conversions
• 29:30 - PickFu Vs. Amazon Manage Your Experiments
• 36:19 - Optimizing Listings For Rufus And Alexa for Shopping

#531 - Amazon REDUCING Fees? | TikTok Shop Expansion in EU | Weekly Buzz 6/18/26

Amazon is further reducing fees for some sellers who launch products. TikTok shop is going live in four new countries. Walmart has a new program to ship products to Mexico. These and more buzzing news on today's episode!

We’re back with another episode of the Weekly Buzz with Helium 10’s VP of Education and Strategy, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, TikTok Shop, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

 

Get increased New Selection Program (2026) benefits starting July 30
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHOUo0VzhKUFVKN01IWk5D

TikTok Shop launches in four new European markets in June
https://grandeconsumo.com/en/tiktok-shop-chega-a-quatro-novos-mercados-europeus-em-junho/

New Feature Alert! Helium 10 MCP is now available for Elite members, letting sellers connect Helium 10 data directly to Claude to analyze product opportunities, competitor keywords, profit and loss, wasted ad spend, and more without downloading spreadsheets manually. The tool can turn time-consuming tasks into quick AI-powered workflows, and it’s expected to roll out to Diamond members soon.

Upload country-specific images directly in Image Manager
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHWlNCSjJEWkw0WVA3Nzk5

Walmart Opens Walmart.com to Mexican Customers
https://www.grocerytradenews.com/walmart-mexico-e-commerce-expansion/

Quick note: Helium 10 MCP is currently available first to Elite members, with Diamond access expected to roll out soon. If you want early access to this time-saving AI workflow, upgrade to the Diamond plan now and use code SSP20 for 20% off for six months, or SSP10 for 10% off for life.

In episode 531 of the AM/PM Podcast and Weekly Buzz, Bradley covers:

• 00:00 - Introduction
• 00:40 - Amazon REDUCING Fees?
• 06:29 - 4 New TikTok Shop Marketplaces
• 07:21 - Long-Awaited Helium 10 MCP 
• 11:05 - Amazon Image Manager Update
• 12:48 - Free Amazon PPC Training
• 14:54 - Walmart NARF?
• 17:11 - Waitlist for MCP

#530 - Top 10 Completely Unique Amazon & TikTok Shop Strategies – Part 5

In this episode, learn 10 Amazon and TikTok Shop strategies using Helium 10 to automate ads, find hidden product opportunities, analyze keywords, and improve profitability.

What if some of the biggest Amazon and TikTok Shop opportunities are hiding in places most sellers never check? In this episode of the AM/PM Podcast, Bradley Sutton, Carrie Miller, and Shivali Patel break down 10 unique strategies designed to help sellers save time, uncover hidden data, and make smarter decisions across Amazon and TikTok Shop.

 

The episode starts with advanced Amazon advertising strategies, including how to automatically adjust bids based on keyword rank and how sellers can use historical Brand Analytics data to see which products consistently won clicks and purchases for important keywords. These strategies can help sellers protect ranking, improve targeting, and better understand who their real competitors are over time.

 

The conversation also dives into product research and listing insights, including the “zombie hunter” method for finding out-of-stock products that used to generate strong sales. Carrie also shows how sellers can quickly uncover top keywords from Amazon search results, while Shivali explains how to use seller country data and TikTok Chrome Extension insights to better evaluate competition and customer demand.

 

For sellers expanding into TikTok Shop, this episode also covers how to manage TikTok ads more efficiently, estimate profitability across different fulfillment methods, and decide whether a product is worth testing on the platform. The closing message is clear: sellers who know where to find hidden data, automate smarter, and act on overlooked opportunities can make better decisions faster. If you are selling on Amazon, TikTok Shop, or both, this episode is packed with strategies worth implementing.

In episode 530 of the AM/PM Podcast, Bradley, Carrie, and Shivali discuss:

• 00:00 - Introduction
• 01:54 - Keyword Rank Rule Ads
• 07:05 - Black Box Zombie Hunter
• 10:15 - TikTok Chrome Extension
• 11:41 - Black Box Historical ABA For Keywords
• 14:39 - Xray Keywords
• 16:33 - Country Of Origin Chrome
• 18:25 - Elite Trainings
• 21:19 - Follow Up Timing Scheduling
• 23:37 - TikTok Ads
• 25:55 - TikTok Profitability Calculator

#529 - Amazon Listing Title Armageddon? (Or Fake News?) & Walmart and TikTok Shop "Prime Days" | Weekly Buzz 6/11/26

The most in-depth discussion on this new Amazon title change that everybody is up in arms about. But spoiler alert, I think it's not a big deal at all. This and more on this Weekly Buzz episode!

We’re back with another episode of the Weekly Buzz with Helium 10’s VP of Education and Strategy, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, TikTok Shop, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

 

Updates to improve your Amazon product titles begin on July 27
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHV0NZOTdDTktSR0pHQzlW

Walmart finally revealed its sale dates—and it starts before Prime Day
https://www.usatoday.com/story/shopping/deals/retailers/walmart/2026/06/08/walmart-summer-sale-2026-dates-announced/90467677007/

Register now for Amazon Accelerate 2026 and save $100
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHN0xKRDNINjJFSjk1QlJV

Helium 10’s free Amazon Search Anomaly tracker recently detected the biggest spike in Amazon Search Anomalies since March 2026, which may explain sudden ranking drops, de-indexing, or sales/page view dips across multiple listings. Sellers can check their Keyword Tracker and sign up at h10.me/asa to get notified when these anomalies happen, even though the main solution is simply to wait for Amazon to resolve them.

Bradley recommends binge-watching his two-part Maldives Honeymoon Launch Strategy episodes, covering Rufus or Alexa for Shopping, product research, and the exact launch steps that helped him reach page one for nearly all main keywords within one week. He also reminds sellers that while there is no immediate “Amazon listing title Armageddon,” they may need to take action by July 27th.

In episode 529 of the AM/PM Podcast and Weekly Buzz, Bradley covers:

• 00:00 - Introduction
• 00:40 - Amazon Listing Title Armageddon?
• 21:57 - Walmart, Target, TikTok Shop "Prime Days"
• 22:47 - Catching Multi-Market Amazon Hijackers
• 25:14 - Amazon Accelerate 2026 Registration Open
• 26:19 - Amazon Search Shuffle Back
• 29:22 - 2026 Amazon Launch Guide

#528 - Amazon Prime Day Advertising Playbook

Prime Day competition is rising. Learn how smarter Amazon ads, AMC audiences, DSP, video, and AI creative can help sellers capture more traffic and conversions before, during, and after it.

Prime Day is no longer just about turning up your Amazon PPC budget and hoping the extra traffic converts. In this episode of the AM/PM Podcast, Shivali Patel sits down with Destaney Wishon of BTR Media to break down what sellers should expect from Prime Day, how advertising behavior has changed, and why brands need a more intentional strategy around bids, budgets, audiences, and creative.

 

Destaney explains why campaign structure is one of the biggest levers sellers can control before a major shopping event. Instead of relying on one broad campaign, she recommends segmenting campaigns by goal, including awareness, ranking, efficiency, brand defense, auto discovery, and conquesting. This gives sellers the flexibility to shift budget based on what they actually want to accomplish, whether that is improving BSR, protecting profitability, capturing existing demand, or creating more awareness before shoppers are ready to buy.

 

The episode also dives into how AMC and DSP are changing the way Amazon sellers approach advertising. Destaney shares why shoppers often click or add to cart days before purchasing, which means brands may be cutting off future sales if they lower bids too quickly. She also explains how AMC audiences can help sellers target higher-intent shoppers, such as cart abandoners or people more likely to buy premium products, while DSP and streaming TV can help create demand before shoppers even search on Amazon.

 

To close the conversation, Destaney breaks down practical Prime Day tactics for new brands, low-priced products, lead-in and lead-out periods, dayparting, automatic campaigns, and creative assets. Her biggest reminder is that there is no one-size-fits-all Prime Day strategy. The brands that win are the ones that understand their goals, know their margins, use data wisely, and build an ad strategy that fits their business instead of copying someone else’s playbook.

In episode 528 of the AM/PM Podcast, Shivali and Destaney discuss:

• 00:00 - Introduction
• 01:48 - Destaney Wishon’s Amazon Advertising Background
• 02:49 - The 3-Part Prime Day Advertising Checklist
• 03:22 - How To Segment Campaigns By Strategy
• 05:35 - Bid Management For Ranking, Efficiency, And Discovery
• 06:32 - Why Amazon Ads Are Harder Than Before
• 09:02 - Why Shoppers Take Longer To Convert
• 10:20 - How Multiple Ad Types Improve Conversion
• 12:24 - How To Use AMC Audiences For Prime Day
• 16:21 - Creating Demand Before Shoppers Search
• 20:27 - Sponsored Prompts, Video Ads, And AI Creative
• 26:42 - Prime Day Q&A: AMC, Bids, Budgets, And New Brands

#527 - Amazon Seller News: Prime Day 2026 Dates, Extended Deadlines & More | Weekly Buzz 6/4/26

Prime Day 2026 dates have officially been announced, deadlines are shifting, and Keyword Tracker now lets you sync rankings across marketplace time zones.

We’re back with another episode of the Weekly Buzz with Helium 10’s Senior Brand Evangelist, Shivali Patel. Every week, we cover the latest breaking news in the Amazon, TikTok Shop, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

 

Get ready for Amazon Prime Day: June 23–26
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHSFNHUU5XMjNRRlRHMjRO

Prime Day 2026 deal deadline extended to June 9
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHQ1FYQjI2UDQ2NkdXSENI

New Feature Alert! Helium 10 rolled out a new marketplace-based time zone selector in Keyword Tracker, helping global sellers and agencies analyze ranking movement, keyword trends, heat maps, and historical data with clearer regional context. The update makes Keyword Tracker more accurate and scalable for teams managing Amazon performance across multiple marketplaces and time zones.

Get inventory in stock faster with AGL Preferred Routing
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHQlEzQVJUS0FCVEpHU1cz

Amazon launches Prime in South Africa for under $4 a month
https://www.reuters.com/business/media-telecom/amazon-launches-prime-south-africa-under-4-month-2026-06-03/

In episode 527 of the AM/PM Podcast and Weekly Buzz, Shivali talks about:

• 00:00 - Introduction
• 00:41 - Prime Day Dates Announced! 4-Day Mega Event Incoming
• 01:10 - Deal Deadline Extended to June 9. Cash in!
• 03:16 - Keyword Tracker Now Syncs Rankings to YOUR Marketplace Time Zone
• 06:12 - New Amazon Routing Boosts Seller Revenue 13.6%
• 08:42 - Tracking Advertising on Product Pages Using Xray
• 10:25 - Prime Lands in South Africa for Under $4/Month

#526 - Stop Believing Nonsense on Amazon Rufus (Alexa For Shopping)!

Has AI really changed Amazon search? Learn what Rufus or Alexa for Shopping means for keywords, product research, and finding new Amazon opportunities before your competitors do.

Has Rufus now called Alexa for Shopping completely changed the way shoppers search on Amazon, or are sellers overreacting to the AI hype? In this episode of the AM/PM Podcast, Bradley Sutton records from the Maldives for part one of his annual Maldives Honeymoon Launch series and breaks down what has changed, what has not changed, and why Amazon sellers should still care deeply about keywords, indexing, and traditional search.

Bradley explains that AI has absolutely changed e-commerce, but not necessarily in the way many people think. Rufus (Quick note: Rufus is now rebranded as Alexa for Shopping) can make the shopping journey easier, especially when customers are looking for solutions rather than a specific product. But when shoppers already know what they want, traditional Amazon search is still one of the fastest paths to purchase. Bradley also explains how optimizing for Amazon search can help sellers optimize for Rufus, using real examples of products missing important keywords and disappearing from both search results and Rufus recommendations.

The episode then shifts into product research strategies sellers can use to find new opportunities in 2026 and beyond. Bradley walks through keyword-based research using title density, search volume, review count, and sales filters, while also comparing those methods against raw AI suggestions that can produce unreliable data. He also explains how sellers can use free Amazon tools, such as Brand Analytics and Opportunity Explorer, to uncover low-conversion keywords, weakly competitive products, and products shoppers are searching for but not finding.

Bradley also shares creative ways to discover product ideas outside of standard research tools, including spotting trends on Etsy and Pinterest, applying saturated products to new niches, taking advantage of quick-moving pop culture trends, finding abandoned “zombie listings,” and using old-school product filters that still work today. The big takeaway: AI matters, Rufus matters, but the fundamentals of Amazon product research and keyword strategy are far from dead. Sellers who combine new AI awareness with proven data-driven research methods can still find serious opportunities before the market gets crowded.

For part two of this Maldives Honeymoon Launch series, head over to the Serious Sellers Podcast and listen to episode 750. Bradley goes deeper into keyword research, launch strategy, and how to get new products ranking on page one within days: https://h10.me/750

In episode 526 of the AM/PM Podcast, Bradley covers:

• 00:00 - Introduction
• 00:35 - The Maldives Honeymoon Launch Series
• 02:25 - How AI Has Changed E-Commerce
• 04:54 - Why Sellers Are Overreacting to Rufus/Alexa for Shopping Hype
• 08:58 - Product Discovery vs. Solution Discovery
• 11:26 - Why Keyword Research Still Matters
• 13:53 - Are Prime Members Using Rufus/Alexa for Shopping Instead of Search?
• 16:14 - Amazon Search Query Performance Data
• 18:01 - Product Research Strategies for 2026
• 22:28 - Using Amazon’s Free Product Research Tools
• 24:12 - Creative Ways to Find Product Opportunities
• 27:47 - Finding Zombie Listings and Old-School Opportunities