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ASM Module 6

August 15, 2020


Amazing Selling Machine

MODULE 6 - Overview

September 9, 2019

Detailed Review of Module 6 of the Amazing Selling Machine online course. 

If you're looking for a unique in-depth, up-to-date review of ASM, then this is it.

MODULE 6 - The Perfect Product Launch

 2 hours and 29 minutes 

Video 01 - Welcome to Module 6

This is a 38 second long introduction to the module, and names the topics that will be covered. 

Video 02-Preparing Your First FBA Shipment

In this video, Mike first defines what an FBA shipment is, then explores three different FBA shipping Scenarios, and finally, he gives an introduction to the different kinds of labels that need to be with your product. 

Mike defines an FBA shipment as the order that you send to Amazon to let them know what and how much you are sending to them. This kind of order is created from within your seller central account. 

1. The first FBA shipping scenario is the simplest.
  •  It is when your supplier is in the country you are selling in and you can create an FBA shipment and have your products sent directly to Amazon. 

2. The second FBA shipping scenario is a little more complex as your products have to go through importation. 
  • Step 1: Products are sent by your supplier to your freight forwarder
  • Step 2: Then they are sent by your freight forwarder to Amazon
3. The third FBA shipping scenario is not recommended for your first shipment, but can be done. 
  • You can have your supplier ship the products directly to Amazon, but there are a lot more potential issues and your shipment must be more carefully monitored (by you) to make sure everything lines up with Amazon's rigid standards. 
Different kinds of labels: 
  1. Shipping Labels
    • Amazon provides you with these labels via your seller central account. Amazon can have you send your shipment to three different warehouses, so it's important to use them properly. 
    • Often UPS labels will be printed out alongside these labels. 
  2. Product Labels
    • The product label will have a product description and the UPC code discussed in previous modules
  3. FNSKU Labels
    • generated by your Amazon Sellers account and can be applied to your boxes by your supplier, your freight forwarder or you can pay Amazon to do it. 
    • Mike recommends you use Amazon Barcodes (a selection option in the Amazon Seller central account)
    • Amazon will apply these labels for you for 20 cents per unit. (By far the simplest option)

Video 03 - Your First FBA Shipment - Walkthrough

In this lesson, Mike walks through how to create a domestic FBA shipment. 

You can use this kind of FBA shipment in two cases:
1. Your products are produced in the country you are selling in.
2. Your products have already been imported into the country you are selling in.  

Mike provides a step by step showing of how to place an FBA shipment in his seller central account. 

Video 04 - Your Final Product Images

In this lesson, Mike explains how to ship your products from Amazon to anywhere you want as well as how to obtain and upload your final product images on your listing. 

First, Mike walks through how to place a fulfillment order to have a product sent to your professional photographer. 

Second, Mike discusses the different kinds of product images and video: primary and secondary. 

  • Primary images are photos directly of your product in very high quality. 

  • Secondary images are photos people using your products in their daily lives. 

 Mike also leaves instructions on how to make an informational product video. The video feature, Mike says, is a new feature that Amazon is slowly rolling out. 

Struggling to get ideas for secondary photos? Mike recommends going to other best selling listings to see what they are doing. 

Mike puts out a lot of great instructions in this lesson. I myself simply requested photos from my supplier, which I obtained for a few extra dollars. The simplicity of the process was worth the money to me. 

Video 05 - Your Final Product Reviews

Mike goes over three review-related items in this lesson. 

First, Mike gives an overview on Amazon's Review policy, telling what Amazon doesn't allow (like paying someone to give a review (either good or bad) on yours or another seller's listing). 

Second, Mike encourages us to reach out to customers and ask them for reviews. Start by running Amazon ads and then after a buyer purchases your product, reach out and solicit them for a review. 

Third, Mike goes over how many reviews you need to Launch your product. In reality you need very few to get started with your launch since the other parts of the training compensate for the few reviews (3-5 are enough to get started with the Launch process). 

Tips to get initial reviews:
  • Ask friends to buy, use and review your product. (make sure the friends aren't too close to you or your review may be removed by Amazon)
  • Ask your social media followers by teasing your product and then asking for reviews. 
When I started selling my products, I found several friends who were willing to help me by buying and reviewing the items. 

Video 06 - Launch, Blitz, & Rank Overview

In this lesson, Mike goes over the history of LB&R, an overview of the process and detailed look at each phase. 

First, the process involves getting a lot of little streams of traffic and then getting a high conversion rate by having steeply discounted prices. This process has worked steadily for the past ten years. 

Second, Amazon rewards having small amounts of diverse external traffic. Mike cautions to not send too much unless you are highly certain that it will convert (typically due to extremely low prices). 

Additionally, Amazon also values focused internal traffic, sent via its own advertising system, Amazon Ads. (But more on Amazon Ads will be given in a future module)

Finally, the different phases of an LB&R:
1. Pre-Launch - Plan and prepare phase
2. Launch - execute the launch over a week to 10 day period
3. Post-Launch - slowly decrease the amount of traffic to your listings by turning off traffic sources. 

Video 07 - Launch, Blitz & Rank: Pre-Launch Part 1

Mike covers 10 aspects of the pre-launch phase in this lesson:
  1. Keeping track of each step using the checklist that ASM provides
  2. What your listing has to have to be ready for the launch
  3. Scheduling your launch (everything must be coordinated properly)
  4. Determining your keywords to target (using paid and organic traffic)
  5. Understanding Your Amazon links (creating storefront urls)
  6. Protecting your inventory (setting limits per customer)
  7. Setting up your Amazon discount coupon
  8. Setting up your first Amazon Sponsored Product Ads
  9. Generating some social buzz during your product launch
  10. Adding some additional inventory protection

Video 08 - Launch, Blitz & Rank: Pre-Launch Part 2

In this lesson, Mike covers creating Facebook ads for your launch. He has four main points:
  1. Creating the right kind of Facebook ads and why that type is so powerful
    • Mike goes through the creation of offer ads because they offer the ability to place an Amazon Storefront URL in front of the eyes targeted prospects
  2. How those ads will be used during the launch
    • Mike suggests that you make twice the offers then the sales you want to make that day. (I dove all in and tripled the amount of offers and Amazon rewarded me for that courage with a higher organic ranking)
  3. How to prepare the content for your ads
    • Mike walks through how to write basic copy for your facebook ads. 
    • He also gives some tips, like creating a unique version of your offer each day.
  4. How to create the ads themselves
    • Mike goes to and walks through how to create ad campaigns, ad sets and individual ads.
Overall, Mike gives an awesome presentation on how to use Facebook ads for the product launch. I agree with his choice of FB because of the extreme level of precision Facebook enables you to use when scoping in on your target audience. In my own experience, I found Facebook offer style ads to be the most helpful by split-testing them with other kinds. 

Video 09 - Launch, Blitz & Rank: The Launch

In this lesson, Mike provides several lists:
  • Your Ready for Launch List
  • Your Daily Activities during Launch List
Also touching on the specific numbers you will want to be aware of and track during the launch in three different areas:
1. Your Facebook ads (note what's happening to the offer (being ignored, saved, etc)
2. Your Amazon Coupons (note how many sales and adjust offer if not getting enough)
3. Your Sponsored Products Ads (only worry if you don't see sales by day 5, reporting usually lags by a few days)

Knowing what to focus on and what to simply let run during a launch is vital. During my very first product launch, I remember looking at all the numbers and feeling a bit dizzy. Mike's guidance would have given me a higher degree of certainty during that experience. Therefore, I think that the combination of the checklists and knowing what statistics to track are very helpful for a beginner to know. 

Video 10 - Launch, Blitz & Rank: Post-Launch

In this lesson, Mike provides guidance as to whether or not to wind down the launch, how to do so, reviewing the performance of the launch and then planning ahead for continued sales and growth. 

The main consideration you should make when deciding to keep launching or stop:
1. Has your search rank leveled off or are you still climbing? 

If you have leveled off, start the process of winding down. 

Reviewing the performance: 
1. note improvements in BSR and keyword ranking
2. collect that data in a place you can add to and continually reference. 

Planning for Continued Growth:
1. Mike recommends keeping your Amazon sponsored ads so that you still have sales coming in. 
2. He also offers a tip from his experience, saying that all traffic for him as converted better when he has had an Amazon Coupon running. 

This launching phase is the most difficult part of selling on Amazon and Mike has done a great job of both explaining it and also the factors to use to decide whether or not to persevere in the launch. In my experience the launch phase has always been tricky and I was thrilled that it has been covered so well in this course. Overall during my launches I have been doing similar kinds of advertising, but it was difficult for me to see the big picture, which Mike paints very well. 

Video 11 - Module 6 Wrap-up & Action Items Recap

Mike quickly runs through what was covered in this module as well as the action steps that need to be taken now that Module 6 has been completed and reminds us to not forget our badges.

Module 6 - My Key Takeaways 

First, I really appreciated the lesson Mike gave around different kinds of product codes. I didn't really understand the background of the Universal Product Codes, but have been close to being in a bind since GS1 became the only acceptable primary source in Amazon's eyes back in 2017. But having heard Mike's lecture, I can now understand more of what happened and why Amazon made the changes. 

Secondly, I appreciate Mike's explanation of the during launch daily checklist. As I mentioned earlier on, it is a pretty intense time, between running a few different kinds of ads (Facebook Offers, Amazon Sponsored, and Amazon Coupon Offers) on top of keeping track of inventory and current number of reviews. I found Mike's LBR process clearly communicated, both what to do and why to do it at that particular time. 


Video Quality: 8/10

Good video quality. Consistent with the rest of the course


Sound: 8/10

Overall, this module offers good, unwavering sound quality. 


Content: 9/10

Mike's content is excellent and actionable.



This Module covers in great detail on what Launching a product on Amazon entails. It teaches a couple different methods and ways to implement FB ad campaigns. Both novices and more advanced Amazon FBA sellers will find this set of teaching valuable.

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