ANTHONY LEE

2014 I had two jobs; copywriter

by day and restaurant waiter on
the weekends. I made about
30k a year (combined) and had
an hour commute one way.
ANTHONY LEE
I accidentally stumbled onto
Amazon private label,
bootstrapped my business by
maxing out three credit cards
and ended up selling almost
$30k worth of product my first
month.
ANTHONY LEE
My first brand generated
around $500k my first year,
then I helped a friend build
ZonBlast (which later became
Sixleaf) and I ascended to
President of that company.
ANTHONY LEE
Since then consultant to 6,7,8
figure brands, Content Manager
at H10, CEO of Signalytics,
current Amazon Subject Matter
Expert at Canopy Management,
spoken around the world about
Amazon FBA.
Landing On Amazon’s Page One:
How To Rank Your Products For
Profitable Keywords

● U n d e r s ta n d H o w Am a z o n 's A9 Alg o r ith m Wo r k s

● H o w T o B u ild a n d D e p lo y M e s s e n g e r C h a tb o ts
F o r F a s t Pa g e O n e Ra n k in g T h a t S tic k s
● H o w T o L e ve r a g e In s ta g r a m a n d T ik to k
In flu e n c e r s T o D r ive Ra n k in g a n d S a le s O n
Am a z o n
What EXACTLY Impacts Keyword Rank on
Am a z o n ?
4 Internal Factors (with several sub -
fa c to r s ) + 1 E xte r n a l F a c to r
 Internal Ranking
Factors

#1 SALES

🗹🗹Velocity (period of time between

purchases)
🗹🗹History (overall how many purchases in a
timeframe were made)
🗹🗹Unit/Session percentage (sub sub factor
attached to SEO as well)
 Internal Ranking
Factors

#2 TRAFFIC

🗹🗹Internal
🗹🗹External
 Internal Ranking
Factors

Internal Traffic
🗹🗹Sponsored Ads 🗹🗹Buyers also
🗹🗹Gold Box Deals purchased

🗹🗹Lightning Deals 🗹🗹(those last three

are also sub sub
🗹🗹Traffic from other factors connected
listings with “On Page
🗹🗹Frequently bought Activity” ranking
together factor #4)
 Internal Ranking
Factors

External Traffic
🗹🗹Google 🗹🗹Email
🗹🗹Facebook 🗹🗹SMS
🗹🗹Instagram 🗹🗹Affiliate site
🗹🗹Messenger 🗹🗹Referral (share
buttons)
 Internal Ranking
Factors

#3 SEO
🗹🗹Keyword Density 🗹🗹Description
🗹🗹Title 🗹🗹Unit/Session
🗹🗹Search Terms Percentage (as a
function of
🗹🗹Subject Matter displaying
Keywords keyword buyer
🗹🗹Bullets relevance)
 Internal Ranking
Factors

#4 ON -PAGE ACTIVITY

🗹🗹Add to Cart (highest 🗹🗹Questions and

weighted due to it Answers
being the biggest
🗹🗹Review Upvotes
indicator of intent)
🗹🗹Click Thru to
🗹🗹Wishlisting Competitor
🗹🗹Reviews
All of these things impact ONE main lever:

RE L E V AN C E
 IMPLICATIONS OF THESE “FACTORS”

Sales and conversion impact relevance by showing completed purchase

intent and aggregate ratio to traffic.

These all show the keyword is definitely relevant to the listing.

 IMPLICATIONS OF THESE “FACTORS”

Traffic indicates relevance due to bringing external visitors to the listing.

This shows the listing was relevant enough to attract the eyeballs.
 IMPLICATIONS OF THESE “FACTORS”

SEO indicates relevance based on optimization of the seller (and to some

degree, Amazon).

The chosen keywords typically fit the subcategory and therefore are likely
relevant.
 IMPLICATIONS OF THESE “FACTORS”

On-page activity indicates relevance based on interest (increased signs of

intent).

Add to carts, wishlisting, etc all show buying intention, which bolsters the
keyword that initially lead there as relevant to the listing.
 External Ranking
Factor

Customer Trust Score -

(how Amazon determines
whether the sale came
from an actual “real
customer”)
That means the two primary ranking
fa c to r s (to o ve r s im p lify it) a r e :

RE L E V AN C E + C U S T O M E R T RU S T
Now that you know HOW the algorithm
ranks products, you can give it what it
wants to rank YOUR products
How To Build & Deploy Messenger
C h a tb o ts T o Ra n k Pa g e O n e
 Ad (Facebook, or other
social platform)

STEP 1: Create and

Run the Ad

🗹🗹Run an ad for “free

product” or a deep
discount.
 Chatbot (Messenger
or other platform)

STEP 2: Build a chatbot

flow
🗹🗹Direct respondents to
the chat -flow where
they’ll learn the rules
(explain this is a
REBATE offer) and
instructions on how to
take advantage of
your deal.
 What this looks like in
steps

🗹🗹Confirm they want the deal.

🗹🗹Explain the rules (only one rebate per household/account,
that type of thing).
🗹🗹Explain how and where to find the product.
🗹🗹Explain how to submit their order ID.
🗹🗹Explain how they get their rebate.
What this looks like in
steps

🗹🗹Follow up each module with yes/no questions to ensure

interest is still there and instructions are understood.
🗹🗹This facilitates an almost real -time back and forth
communication which has a high conversion rate (because
it builds trust).
 Traffic Source

STEP 3: Direct respondents to product

🗹🗹Instruct people to go to Amazon and search a keyword

to find your product (known as Search/Find/Buy).
🗹🗹You can also direct some traffic to search on Google.
🗹🗹Some traffic can also be directed to a Pinterest pin or
Instagram post.
🗹🗹This diversifies the traffic (which Amazon likes).
 RESULTS

From Amazon’s perspective this is an organic purchase,

From a REAL customer,
Searching for a solution,
And finding it in your product.

This increases relevance and therefore RANK!

RESULTS
 How To Find & Leverage TikTok &
In s ta g r a m In flu e n c e r s F o r Ra n k & S a le s
 Using “Shopping
Influencers”

Step 1: SEARCH

🗹🗹Coupon and deal

related hashtags
🗹🗹#couponcommunit
y
🗹🗹#amazondeals
🗹🗹#amazonfinds
 Using “Shopping
Influencers”

Step 1: SEARCH

🗹🗹Users with coupon

or deals in the
name
 Using “Shopping
Influencers”

Step 2: REACH OUT

🗹🗹Most have an email connected to their account

🗹🗹Just reach out and ask if they do promoted posts and
what they charge

*protip – don’t be afraid of users with “free” or

“freebie” in the name. believe it or not, they
typically still only promote reasonable discount
items.
 Using “Shopping
Influencers”

Step 3: CREATE PROMOTION

🗹🗹Create a promotion (with promo code) for your

product.
🗹🗹This should be a GENERAL code (not single -use).
🗹🗹Make sure your promotion will be live during a
reasonable time -frame during and after the promoted
post.
 Using “Shopping
Influencers”

What’s In It For Them Though?

🗹🗹They are an affiliate

🗹🗹It’s in their best interest to get the best price for these
items
🗹🗹As such, their audience is used to deals ranging from
40% to 60%
🗹🗹For us, 40% was the magic number
 Using “Shopping
Influencers”

How to make this a no -lose

🗹🗹Works best with products that have the margin to

sacrifice 40%
🗹🗹Inflate your price just a liiiiittle bit
🗹🗹Ideally you sell for over $40
🗹🗹Ideally even with 40% off you make $3 or more per unit
 Using “Shopping
Influencers”

What To Look For

🗹🗹On Instagram, usually over 50k followers

🗹🗹The more engaged an audience, the better the results
🗹🗹On the low end, you can expect 10% of post likes to
purchase
🗹🗹On the high end, you can expect up to 30% of post
likes
 Using “Shopping
Influencers”

What To Look For

🗹🗹On tiktok, you’ll probably want at least 300k followers,

but much more is better
🗹🗹Tiktok audience is less engaged unless the product
goes viral
🗹🗹But, buyers will trickle in over time as the video will get
circulated for months
 Using “Shopping
Influencers”

Strategy

🗹🗹Stack about five to ten influencers together

🗹🗹Schedule promos back to back, one after the other
🗹🗹Alternate IG and Tiktok if you can
 Using “Shopping
Influencers”

Strategy

🗹🗹Create a share URL from your mobile device

🗹🗹Use either email or sms
🗹🗹Add ?k=YOUR+KEYWORD on the end of the share URL
 Using “Shopping
Influencers”

Strategy

🗹🗹Be sure to add ?k=keyword on the end

🗹🗹Send this to the influencer and ask them to use it to
make their affiliate link
RESULTS

🗹🗹This doesn’t rank as quickly as rebates and requires a

LOT more units.
🗹🗹BUT, it can bring in a steady stream of sales from
repeated exposure.
🗹🗹If your product goes viral, that can be VERY good for
your business.
RESULTS
 Reach out!

www.c a n o p ym a n a g e m e n t.c o m
a n th o n yle e @ c a n o p ym a n a g e m e n t.c o m