Unmask the secrets of a $50M costume empire. From million-dollar days to seasonal surges, discover what Halloween sellers can teach every Amazon entrepreneur.

Fraser Smeaton, the mastermind behind a $50 million costume empire, joins us to unveil the fascinating world of seasonal business success. With Halloween just around the corner, Fraser spills the beans on capturing 15% of annual revenue in just four days leading up to the spooky celebration. We explore the cultural evolution of Halloween, from its roots with Scottish and Irish immigrants to its booming presence across the U.S., Canada, the UK, and Europe. Fraser also shares how confectionery companies have sweetened Halloween's appeal in the UK over the past 15 years, and offers a nostalgic look at traditional celebrations like guising in Scotland.

The journey from a bedroom startup to a global costume phenomenon is nothing short of inspiring. Fraser recounts how writing the website URL on Morphsuits turned customers into living billboards, and how harnessing early Facebook advertising created waves in the e-commerce ocean. As the business scaled rapidly, they navigated the storm of market saturation and competition, pivoting towards direct-to-consumer sales on Amazon. Fraser emphasizes the significance of e-commerce tools like Helium 10 and the wisdom gained from networking events, which transformed their operation from $15 million to a $50 million powerhouse.

Talking about the operational side, we uncover the complexities of managing a seasonal costume business. From intricate retail partnerships with giants like Spirit Halloween and Target to the art of balancing high-end and budget-friendly offerings, Fraser reveals the strategic intricacies of thousands of SKUs. He sheds light on the international demand for costumes, highlighting the year-round efforts involved in product design and inventory management. As tariffs fluctuate and international expansion beckons, Fraser's insights provide a roadmap for navigating economic challenges while maintaining a festive spirit in the vibrant world of costume sales.

In episode 465 of the AM/PM Podcast, Kevin and Fraser discuss:

• 09:09 - Seasonal Business Challenges and Strategy
• 11:16 - From Bedroom to Global Success
• 13:23 - Year-Round Dressing Up Culture in Europe
• 18:28 - Navigating Business Challenges
• 23:05 - Networking Across Different Industries
• 25:04 - Retail Strategy for Costume Sales
• 26:16 - Standard vs. Licensed Costumes
• 29:22 - Product Complexity and Growth Strategies
• 34:38 - Seasonal Costume Sales Strategy
• 36:17 - Seasonal Business Planning and Inventory Management
• 42:24 - US Tariffs and Halloween Inventory Challenges
• 45:22 - Inventory Challenges and Adaptations During Shipping
• 48:59 - Christmas Party Collaboration With Interactive Costumes
• 50:14 - Expanding Costume Business Internationally
• 56:10 - Opportunities for Costume Market in Japan
• 1:01:01 - Analyzing Past Trends for Future Projection
• 1:01:42 - Utilizing Helium 10 for Costume Sales

Discover why TikTok Shop and social commerce must be a core in your e-commerce strategy. Actionable tactics on affiliates, creators, and scaling beyond Amazon.

Step into the vibrant world of TikTok Shop and social commerce with our distinguished guest, Stephanie Tramicheck. With an impressive track record that includes pioneering one of France's first fashion and craft blogs, and helping establish Etsy and Pinterest in Europe. She shares her journey into the social commerce sphere, offering valuable insights on the explosive potential within TikTok's ecosystem. Discover how brands and creators can harness data and analytics to excel, as she discusses her work with a Korean conglomerate and her agency.

Influencer marketing takes center stage as we explore the nuanced strategies that resonate on TikTok. Stephanie introduces an influencer masterfully blending product promotion with genuine lifestyle content. This approach not only strengthens trust but also enhances product interest organically. We navigate the evolving relationship between brands and influencers, emphasizing the importance of aligning values and tapping into audiences on a personal level. This shift from traditional advertising underlines the need for a modern mindset in today's dynamic digital landscape.

Our conversation expands to cover the innovative terrain of affiliate marketing and live shopping on TikTok. Stephanie sheds light on the power of compelling, shoppable content that drives impulse buying, supported by insightful data analysis. As we contrast the cultural nuances of live shopping between the US and China, the call for engaging, story-driven experiences becomes clear. With discussions on spark ads, creator collaborations, and TikTok's significant economic influence, we paint a picture of social commerce as a transformative force poised to surpass traditional e-commerce. Tune in to gain a treasure trove of insights and strategies for thriving in the ever-evolving world of TikTok.

In episode 464 of the AM/PM Podcast, Kevin and Stephanie discuss:

• 00:00 - TikTok Shop and Social Commerce
• 00:35 - E-Commerce Opportunities With Stephanie Tramicheck
• 04:53 - Exploring Social Commerce Opportunities on TikTok
• 12:59 - Influencer Marketing on TikTok
• 15:57 - Building Brand Influence on TikTok
• 18:53 - Different Roles in Social Commerce
• 19:59 - TikTok Shop Affiliate Marketing Strategies
• 22:36 - Tracking Affiliate Performance on TikTok
• 34:24 - Live Shopping Strategies on TikTok
• 41:58 - Innovating Live Shopping Across Borders
• 45:07 - Maximizing TikTok Shop Affiliates' Efficacy
• 47:53 - Emerging Social Commerce Platforms vs TikTok
• 58:04 - TikTok and Social Commerce Future
• 1:01:12 - The Future of TikTok Commerce

This FBA pioneer seller reveals how to win on Amazon: profit-first math, margins, real differentiation, smarter China sourcing, and IP + NNN protection. Plus, wild origin stories!

What if understanding financial fundamentals could transform your Amazon selling journey from mediocrity to profitability? Join us as we uncover the entrepreneurial insights of Steven Selikoff, a trailblazer in Amazon's original FBA program, who began his journey selling homemade firecrackers and transitioned to a successful career in the wholesale market. Steven's diverse experiences, from fashion photography in New York City and Italy to his no-nonsense business approach, provide invaluable lessons for anyone striving to succeed in the competitive world of online selling.

Steven sheds light on the often-overlooked aspects of e-commerce, emphasizing the importance of prioritizing profitable sourcing over merely chasing top-line sales. Many sellers find themselves entangled in the allure of impressive gross merchandise volume, only to realize profitability has slipped through the cracks. Through compelling anecdotes and real-life examples, Steven highlights how understanding your financial numbers and strategic sourcing can drastically shift the trajectory of your business, moving beyond superficial metrics to achieve sustainable success.

As we explore the significance of product differentiation, Steven shares his expertise on crafting unique market strategies. From premium dog treats to pillowcases for pet owners, he illustrates how catering to unmet customer needs can set you apart from the competition. Learn about securing your market advantage through effective strategies, including NNN agreements, intellectual property protection, and rigorous factory inspections. This episode promises a treasure trove of actionable advice for those ready to rethink their approach to online entrepreneurship and gain a competitive edge.

In episode 463 of the AM/PM Podcast, Kevin and Steven discuss:

• 00:00 - Entrepreneurial Journey With Stephen Selikoff
• 17:27 - Profitable Sourcing Over Flashy Marketing
• 19:37 - Chasing Quick Wins in Business
• 21:17 - Calculating Initial Amazon Selling Investment
• 29:00 - Bully Sticks for Dogs Product
• 30:21 - Unique Product Differentiation for Success
• 35:47 - Product Development Strategies for Beginner Sellers
• 39:51 - Navigating Manufacturing and Intellectual Property
• 40:56 - Protecting Your Product and Market Advantage
• 45:16 - Protecting Your Product and Timeline
• 54:50 - Successful Product Development and Factory Inspections
• 56:12 - Innovative Pillowcases for Pet Owners

Many Amazon sellers from China excel at supply chain and operations, but struggle with branding and Western culture. This episode uncovers the hidden gap and how bridging East and West can change the game.

Join us as we welcome Feng Xiaoxiao, a distinguished leader in the Chinese e-commerce community and a driving force behind 4,000 Amazon sellers in Shenzhen. Known as Professor Xiaoxiao, Feng shares her compelling journey from Shenzhen to New York, where she is currently pursuing a master's in integrated marketing at NYU. Feng provides insightful perspectives on the hurdles Chinese Amazon sellers face, such as high advertising costs and cultural misunderstandings, which impede their efforts to establish robust brands in the U.S. market. Her dedication to bridging these cultural gaps offers a unique lens into the e-commerce challenges faced by both Chinese and American sellers.

Listen in as we explore the complexities of intellectual property (IP) awareness among Chinese sellers, heightened by Amazon's strict IP policies. Through education and adaptation, many are now prioritizing innovation and registering patents, although IP infringement remains a significant issue. We discuss the contrasting strengths of American and Chinese sellers, where Americans shine in innovation and branding, and Chinese sellers excel in product enhancement and cost reduction. This episode also touches on the misconceptions Americans may have about modern China and the potential for cross-cultural learning to enhance e-commerce strategies on platforms like Amazon.

In a fascinating conversation about cross-cultural marketing, we dive into the intersection of Chinese and American e-commerce sellers, emphasizing the necessity of mutual learning. Feng shares success stories and highlights the importance of cultural understanding and aesthetic alignment in improving brand appeal. We also discuss strategies for targeting specific U.S. audiences, using tools like Facebook data to find unique market positions. As we wrap up, the discussion turns to the opportunities for collaboration between Chinese and American sellers, aiming to foster fair competition and mutual growth in the competitive landscape of global e-commerce.

In episode 462 of the AM/PM Podcast, Kevin and Xiaoxiao discuss:

• 00:00 - Challenges of Chinese Amazon Sellers
• 02:33 - Global Connections Through Technology
• 06:20 - Challenges of Building US Brand
• 14:39 - Chinese Amazon Sellers & IP Infringements
• 19:01 - Cross-Cultural Marketing in E-Commerce
• 22:59 - Cultural Influence on Conversion Rates
• 29:08 - Market Research and Cultural Understanding
• 33:06 - Marketing Strategies and Consumer Data
• 37:25 - Reliability of Academic vs AI Data
• 41:27 - Opportunities for Chinese and American E-Commerce Seller Collaboration
• 48:01 - Amazon Business Owner Seeks Branding Help
• 54:07 - Common Ground Between East and West

Counterfeits, hijackers & knockoffs are killing brands. In this episode, learn proven legal tactics and e-commerce strategies to protect your IP, defend your sales, and secure your Amazon business.

Imagine a world where your brand’s value is constantly under threat from unauthorized sellers and counterfeiters. In an era where e-commerce is a competitive battleground, protecting your brand has never been more crucial. Join us as Daren Garcia from Vorys, an international law firm, shares his expertise on the delicate interplay between brand protection and intellectual property strategies in the digital marketplace. Learn what can brands can do to maintain their market presence and integrity.

Navigating the legal maze of e-commerce is no small feat. We explore how giants like Amazon and eBay position themselves as mere facilitators, avoiding accountability for third-party seller actions such as counterfeiting. The episode dives into the nuanced legal concepts like the "first sale doctrine" and how these impact both the brand and the marketplace. Through Daren’s insights, discover the rigorous process of securing trademarks and combating infringement, particularly in challenging terrains like China, while understanding the pivotal role of cease and desist letters in safeguarding your brand.

Brand protection is an ongoing battle, demanding strategic resource management and proactive measures. From securing injunctions to leveraging AI for trademark protection, we unravel the complexities of modern brand defense strategies. Hear stories of entrepreneurs turning adversity into opportunity by innovating within legal confines, and glean valuable lessons on the importance of securing a robust legal framework before enforcing restrictions globally. Whether you're facing the challenges of counterfeits or unauthorized sales, this episode offers actionable insights and expert guidance on how to effectively safeguard your intellectual property in the digital age.

In episode 461 of the AM/PM Podcast, Kevin and Daren discuss:

• 00:00 - Brand Protection Strategies in E-Commerce
• 07:16 - Online Marketplaces and Legal Immunity
• 10:18 - IP Infringement on Online Marketplaces
• 18:23 - Amazon Brand Protection Strategies
• 23:57 - Cease and Desist Misuse
• 27:22 - Brands Asserting Control Over Distribution
• 27:33 - Combatting Brand Infringement in E-Commerce
• 35:57 - The Importance of IP Protection
• 38:53 - Injunction Process for Brand Protection
• 41:44 - Amazon Listing Sabotage Threats
• 45:22 - Impactful Brand Protection Strategies Through AI
• 48:10 - Brand Protection Strategies on Online Marketplaces
• 53:39 - Impact of AI in Business

From living in a school bus to running a TikTok Shop agency, today’s guest shares affiliate secrets, viral content tips, and social commerce strategies to grow your brand online.

Tommy Lynch, the creative force behind Cult Content, joins us to share his extraordinary journey from crafting furniture at just 15 to becoming a social commerce marketing maestro. As we explore the vibrant landscape of TikTok Shop and e-commerce, Tommy reveals the blend of patience and tenacity required to overcome the hurdles of slow sales and costly shipping. His tale is a testament to resilience, navigating through early Amazon-like tactics to gain traction and establish his niche in the e-commerce space.

Embark on Tommy's adventurous transition from almost being banned from school premises to embracing a nomadic lifestyle, living out of a bus while traversing 35 states. The story turns from his initial sales roles to an unexpected career in content creation and freelancing. By harnessing the power of networking, Tommy's path led him to collaborate with brands, beginning with a hard seltzer company and eventually finding his footing in LA. His narrative underscores the profound impact of building genuine connections while highlighting the adaptability needed to thrive in both creative and entrepreneurial pursuits.

Dive into the strategic world of digital marketing as Tommy shares insights on leveraging TikTok's potential to drive e-commerce success. From working with major brands like Infinity Hoop to the birth of his own agency, Cult Content, he uncovers the secrets behind crafting viral-worthy content and the importance of a strong hook. Explore the unpredictable dynamics of the TikTok shop environment, the strategic use of affiliates, and how creating a community can lead to transformative growth. Whether you're an aspiring content creator or an established marketer, there's something for everyone in Tommy's compelling story.

In episode 460 of the AM/PM Podcast, Kevin and Tommy discuss:

• 00:00 - TikTok Shop and E-Commerce Journey
• 05:52 - Living in a Converted School Bus
• 09:26 - Bus Traveler Turned Content Creator
• 14:39 - Content Creator Brand Partnerships and Pricing
• 20:00 - Unlocking TikTok Shop's Money-Making Potential
• 25:56 - Creating Viral Video Content Strategy
• 30:43 - Building 'Cult Content' Agency Success
• 32:54 - Key Takeaways From Event Presentations
• 38:08 - Challenges of Becoming a Creator
• 43:52 - Setting Expectations for TikTok Advertising
• 44:45 - Strategies for TikTok Shop Success
• 53:42 - Getting Started on TikTok Shop
• 55:47 - TikTok Shop Platform and Sales Strategies
• 1:00:11 - Marketplaces' Regulatory Evolution for New Platforms
• 1:06:06 - The Power of Social Commerce

In this episode, we will discuss e-commerce growth, branding, AI, and customer loyalty strategies. We will also share tips from our guests’ 15+ year journey selling on Amazon and building a sustainable business.

Join us on this captivating journey with Cara Sayer, a seasoned entrepreneur thriving in the online marketplace since 2009. Listen in as Cara shares her inspiring evolution from an Amazon seller to a brand owner, emphasizing the importance of brand identity in standing out amidst the crowded e-commerce space. Cara's story began with a simple yet innovative idea, a blackout blind and shade for strollers inspired by her desire to help her daughter sleep better on the go. Her narrative is a testament to a problem-solving mindset and determination to bring innovative products to market, even during the early days of social media.

As we continue the conversation, Cara provides insights into the challenges and successes she faced transitioning from a traditional retail model to a direct-to-consumer approach on Amazon. We discuss the necessity of taking control by eliminating resellers, navigating Amazon's category system, and adapting to market demands. Cara shares the strategic moves she made, such as transitioning from Vendor Central to Seller Central to manage better pricing and inventory, and the importance of maintaining a flexible team of freelancers to accommodate the seasonal nature of the business. Her story highlights the balance between scalability and maintaining operational efficiency, offering valuable lessons for aspiring entrepreneurs.

Throughout our discussion, we explore the evolving e-commerce landscape and the importance of branding over mere product selling. Cara's passion-driven approach is evident as she shares how she balances business growth with quality of life, emphasizing customer interaction and flexible work hours. We touch on the transformative potential of AI in retail and the shifting consumer habits across different generations and platforms. The conversation concludes with a focus on maintaining a presence outside of Amazon, the potential impact of competitors like TikTok entering the e-commerce space, and the necessity of understanding marketing fundamentals. This episode is a treasure trove of insights for anyone looking to succeed in the dynamic world of e-commerce.

In episode 459 of the AM/PM Podcast, Kevin and Cara discuss:

• 00:00 - Building a Brand in E-Commerce
• 04:46 - Entrepreneur Finds Manufacturer Through Contacts
• 11:26 - Navigating E-Commerce Challenges and Success
• 11:44 - Direct Sales Success Through Social Media
• 16:08 - Entrepreneurial Mindset in E-Commerce
• 21:16 - Advantages of Custom Stroller Accessories
• 24:11 - Building an Emotional Brand Connection
• 30:58 - Expanding Product Line Plans
• 33:31 - Product Copying and IP Protection
• 36:14 - Staying Engaged in Sustainable Business
• 37:47 - Corporate Discontent and Entrepreneurial Freedom
• 42:50 - Challenges of Trading in the EU
• 46:09 - Adapting to Changing E-Commerce Landscape
• 49:45 - Evolving Trends in E-Commerce
• 53:44 - The Importance of Marketing in Business
• 56:49 - Engaging Audience Interaction and Feedback

Vietnam is becoming the go-to sourcing hub for e-commerce sellers. Today's guest shares insights on tariffs, factory clusters, supplier vetting, and scaling beyond China.

Curious about global sourcing dynamics amid trade wars and tariffs? We have Jim Kennemer from Cosmos Sourcing on board to unpack these complexities. Discover how businesses have been navigating the trade landscape since the Trump administration, with Vietnam emerging as a strategic alternative to China. Jim shares his expert insights on why having a backup plan is crucial in this unpredictable environment and how companies have effectively dealt with unexpected tariff changes. Dive into the fascinating shifts in manufacturing, where Chinese companies are setting up shop in Vietnam, preserving factory setups to ensure business continuity.

Join us as we explore the vibrant landscapes of Vietnam and China from a cultural and economic perspective. From the bustling streets of Ho Chi Minh City to the incredible garment industry in Hoi An, Jim's personal experiences shed light on the evolving manufacturing scene. We also discuss the industrial clusters in Vietnam and its reliance on Chinese raw materials, offering a glimpse into Vietnam's potential as a burgeoning manufacturing hub. With anecdotes and insights, we bring to life the realities of working in these dynamic regions, including Vietnam's growing prowess in textile and apparel production.

Looking ahead, we touch on global manufacturing shifts and future trends with Jim's expert forecasts. From Mexico to Africa, we examine the potential and limitations of various regions in the evolving manufacturing landscape. Discover how robotics might revolutionize the industry and why Africa is seen as a promising future hub as wages rise in Vietnam. For anyone keen on understanding international trade, sourcing tips, or the promise of Vietnam as a reliable partner, our discussion with Jim offers vital insights to stay nimble and informed in today's global market.

In episode 458 of the AM/PM Podcast, Kevin and Jim discuss:

• 00:00 - Trade Wars Impact Vietnam Sourcing
• 01:55 - Fluctuating Tariffs Trend Discussion
• 11:53 - Manufacturing in Vietnam vs China
• 17:00 - Logistics and Industrial Clusters in Vietnam
• 20:19 - Vietnam Impressions
• 25:47 - Manufacturing Labor Turnover During Holidays
• 33:24 - Global Manufacturing Shifts and Future Trends
• 41:25 - College Football Fanatics Discuss Past Games
• 49:31 - Forecasting Global Sourcing Trends
• 51:06 - Product Sourcing Tips for Beginners
• 53:42 - Tech Pack Details in Clothing Design
• 57:48 - Sourcing in Vietnam
• 1:00:03 - Vietnam Sourcing and Negotiation Insights
• 1:01:11 - Building Relationships With Overseas Manufacturers
• 1:04:14 - Kevin's PPE Sourcing Success in Vietnam