E86: Tomer David

Richard Hill:
Hi there. I'm Richard Hill, the host of eCom@One. Welcome to our 86th episode. In this episode, I speak with Tomer David from Sourcing Monster. Tomer works with brands to build and scale their Amazon businesses. Crack over an episode on all things selling on Amazon, from minimizing risk to scaling fast. If you enjoy this episode, please make sure you subscribe so you're always the first to know when a new episode is released. Now, let's head over to this fantastic episode. This episode is brought to you by eComOne, eCommerce Marketing Agency. eComOne works purely with eCommerce stores, scaling their Google shopping, SEO, Google search, and Facebook ads through our proven performance driven approach. Go to eComOne.com/resources for a host of amazing resources to grow your paid and organic channels. How you doing, Tomer?

Tomer David:
I'm doing well, Richard. Thank you very much for having me.

Richard Hill:
Fantastic. Well, thank you so much for coming on the show. Now, I know we're going to cover quite a lot of things, but I'm really interested about your backstory, obviously I love hearing about how people get into eCommerce and how things happen, obviously. I think it'd be good just to introduce yourself, and give us a bit of a feel for what you've been doing for the last few years.

Tomer David:
Yeah, yeah. Of course. My background is really, since I remember, since [inaudible 00:01:22] I'm always around the internet, and then doing some gigs online, whether I started a hosting company when I was 14, then I had my own content website, it was like [inaudible 00:01:34] website. We would go to schools, take pictures of people, and then just give them a business card so they can see them. You know, like those parties, you get a business card or something, you can watch or see the gallery for that day. That was bringing us a lot of traffic, so we would monetize it to Google AdSense and whatever display ads that we could put there. That was when I was young, since then I was in the space, I would build websites to people, give them surveys with ads and basic stuff. Until I joined the family business, which was in the jewellery and diamond space, where I learned most of the things today and experienced a lot of things that helping me now, in my Amazon [inaudible 00:02:24] brands and business. So, joined that family business in 2008, did it until mid 2020. So, that's really a long time [crosstalk 00:02:40].

Richard Hill:
Mainly selling diamonds and jewellery, sort of, for about 12 years?

Tomer David:
Yep. Yep. We were there, the factory, I had to manage the factory and people at the same time, manage the marketing. It was really demanding. You probably ask yourself together, would people listen? Why you left that business? It's really demanding business, a lot of responsibility, obviously you deal with small items like diamonds that are worth millions, you have to be there 24/7. It was really demanding. I couldn't really take a lot of vacations or disappear more than a week, and I really was looking at these people with this traveling all over the world, digital nomads and it was really something. I thought to myself, this is amazing. You know? I have the skills, I know about eCommerce. I can build something that will allow me to live this lifestyle, and it's pretty amazing. So I'm doing this full time, since I would say the last two years because I was still having a year, a year and a half that I was still in the other business. Obviously, transitioning is not that easy.

Richard Hill:
I think that's great. I think I'm really looking forward to this, because I love having people on. I've obviously got the battle scars from 12 years, very similar to my story, actually. I did about 12 years selling online before I set up the agency, and obviously it's not all plain sailing. We can all talk about what we did, I think my headline is I did about 55 million over about five years, but obviously that's the good. There's some better stuff than that, there's obviously some profit in there but sometimes it's tough, isn't it? We could compare war stories, but we won't do that on this episode. What I'm really intrigued about is Amazon, you know? Obviously that's the reason we've got you on, Tomer, to have a real good chat about Amazon. How did you really, obviously from your own store, with your own experience, no doubt, you obviously got that experience for selling on Amazon but maybe just tell us how that journey's developed over the last few years selling on Amazon?

Tomer David:
Yeah. So, you know, at some point, like I said, it was a family business, so at some point I realized that my philosophy and it was my brother that opened this company [inaudible 00:05:00] a little different, we can't just do this for all my life so I started to look for other opportunities, pretty much, to replace what I do. I did try it on that business, Amazon as well, but it didn't really work well. I hear buying diamonds, like everyone else watching YouTube videos and seeing those commercials of people, advertisement, yeah I make $2,000 profit a day, or $1,000.

Richard Hill:
Yeah.

Tomer David:
I was like, let's check it out. It really piqued my curiosity, and I did see some legit people that make their money, so I did see it and did the research, what are my skills first? I really sat down, really make a list of what are my skills? What I can do, what I'm good at. I was flipping websites before, so I would buy them on Flip Up, improve them for a couple of months, their SEO, their homepage. Easy wins, quick wins and just resell them, but that was at small scale. I really made the list, affiliate marketing, flipping websites, SEO and Amazon FBA. That was couple of categories or type of businesses that I explored. Then I decided to go Amazon FBA because I thought that for me, that's the highest chance to succeed and see results relatively quicker than your own store where you have to build really a brand. Amazon is a little different. You could come up with a product, and the trust element is already there, you have the trust of Amazon. People trust Amazon, they don't trust you, so that's a really big leverage to make profits quicker than your own website.

Tomer David:
Whether it's [inaudible 00:06:41] or Shopify, doesn't matter which platform. So I decided to go Amazon FBA and my goal was to make $10,000 profit every month in one year, to be able to achieve that. That really happened the last month, and since then, really build my confidence, I had different goals. In general, that's how I started the journey that was three years ago. Things has been changed, as we all know, and they are changing all over, not just in Amazon. The cost per clicks and bids was high, like some other platforms I guess, but in the Amazon space it went a little more dramatically to more competition so people would, including myself, would start to look outside traffic to bring to your own Amazon listings, whether it's Google, Facebook, some other things. That's pretty much how I started.

Richard Hill:
Okay. That's great. I would say, let's just dial down a tiny bit, I think what we're going to have is we're going to have an element of people that are listening that don't do Facebook. They are out there, I know they're out there because we speak to them, whether they've been running Google ads for the last five years. Maybe they're doing huge numbers on Google and Facebook, and the opposite is absolutely true as well. More so, I think. So for those that are listening in, give us a bit of a quick overview of what FBA is specifically. Obviously there's different ways to sell on Amazon, isn't there? For those that are listening in, what is FBA?

Tomer David:
Yeah, so for those who don't know what is the FBA model, it's basically Fulfilled By Amazon. Every order that come in, you don't have to prepare it, ship it, or deal with all the logistics sides of things, including customer service. Which is a big part of independent platform, eCommerce business, I remember that I was constantly talking to people. Where's my order? When I will get it? Those types of things you can remove from your list, because if they have questions, they talk directly to Amazon and they get updates, their system is amazing so you don't have to build all these infrastructures for your own business. You're using them, pretty much. That's what's allowing to sellers like me to really leverage and scale on the things that matter, which is marketing. You focus on bringing sales, that's simple because once you grow you have to really learn about the supply chain logistics. We all know what's going on right now in the world.

Richard Hill:
Yeah, yeah.

Tomer David:
I partner also with the logistics company, so I offer [inaudible 00:09:19] services and shipping from China to the US. I know pretty much what's going on, it's pretty tough. Not just for us, it's for everyone. Ikea, Walmart, they've got their own vessels now because of those [inaudible 00:09:31].

Richard Hill:
Yeah, yeah.

Tomer David:
You know? It's a pretty big deal now. And finance, so basically you focus on the things that matter on the bottom line. Marketing, finances, logistics, and less about infrastructure.

Richard Hill:
So, it's obviously quite appealing, for different ways. So, FBA, if you've got a good product source, you've got a product that sells, you've got to do no customer service, you've got to do no warehousing, which is two of the big costs. You've just got to make sure you've got a winner when it comes to a product that's going to sell. What would you say, if there was any other reasons why you should do FBA? Obviously you've got no stock, sorry, you've got no warehousing, you've got no customer services, but obviously the eyeballs and the volumes, I'm assuming, can be straight out of the gate pretty strong. Would that be true?

Tomer David:
Yes. That's very true. You've got already ready to buy, buyers, in quantities. I don't have the statistics with me, but if I'm not wrong, it's around 200 million Prime members and they're very loyal. I do see where Walmart is taking big chunk of Amazon very, very soon. I myself thought it's going to take them a good couple of years, but it looks like in a year or two they're going to catch up a big piece of the market due to their infrastructure. They have an amazing infrastructure of thousands of stores and warehouses, comparing Amazon which is few hundreds. They have few thousands, so that by itself, when they are ready, when they are going to build a good structure for their website, online presence, it's pretty bad. They're seller central and everything is still very glitchy, but once they overcome this, which I don't see that it's going to take them a lot of time, that's going to be a big huge market.

Tomer David:
But we're talking about Amazon now, and there are huge amount of buyers that are ready to buy, the conversion rate is nowhere close to where you bring some traffic to your own stores. What's so amazing about it, I love conversion optimization, is that you pretty much change one little thing and 5% difference is a huge difference. They are already there to buy, and the buying intent is all over. So that's what I like, once you have and if you have a good winner product, it's definitely going to [inaudible 00:11:58].

Richard Hill:
Okay. It sounds so good, doesn't it? It just sounds so good. But I'm sitting here thinking, so how do you identify, how do you find a gap, if you like, or a category of product set that is going to work? Then making sure it's profitable, so maybe a two prong question here, how do I identify a product that's going to do well on Amazon, and is there any tools, software, ways that you would do that? Then secondly, I think really hone in on the profitability, because obviously the fees on Amazon are quite, as you would expect if somebody is taking care of the customer service, somebody is taking, you're paying for that service quite handsomely. I think it's a short version, it's not like you're paying 2%. You're going to be paying a fair chunk, so you've got to have a decent margin the product. So, identifying a product, and then making sure it's profitable. What would you say about that?

Tomer David:
Yep. So, I would say that like you said, it all sounds nice and cool, it's an amazing opportunity but I think the statistic says that 90% of the sellers just quit in the first year. It's very competitive these days, so unlike five, six years ago, I wasn't selling on the platform but from what I hear, it was much, much easier. It was much easier to build your own Shopify store and the Google ads was less than today, but still, I think it's a great opportunity due to the reasons that I mentioned. The problem is like you said, it's to find a winning product. How you do it? I always evolve, and try new things. I always like the philosophy to base my decisions on data, see numbers, really reduce the risks before I get into a market. So you have plenty of tools, criteria's that you can filter and do it, I have a three or four hours video just from that. It's a very complicated topic, that's what most people struggle with, right? To find the right product. There are two approaches, I would say. The one approach, let's go on a big market with demand with money, invest in really good product, good branding, and we're ready to lose a good few months, but to see the profits later. That's what the bigger players are doing.

Richard Hill:
Yeah, you've got to have a bit of cash flow to be able to do that, yeah.

Tomer David:
Yeah, you need a pretty good cash flow to do it, you need at least a few hundreds of thousands just to support this demand, buy enough inventory. It's not a cash flow business, it's inventory business. So it's very hard to see money out of here, unlike some other... eCommerce in general is an inventory business. Now, with Amazon it's even more intense because you always have to be in stock. If not, it's going to hurt your rankings. What I like about Amazon, it's those organic sales. Not the paid sales. The paid sales, it's a tool, a way to send more traffic, but what really matters, it's the organic sales. The sales that you get for free.

Richard Hill:
Yeah.

Tomer David:
That's what we like. If you can remind me, what was the second question?

Richard Hill:
So, just making sure the whole process is profitable, because I think what we're all about on eComOne and eCom@One, there's no point. There's a conversation around brand and maybe a lost leader for a while, but ultimately nobody can trade and sell something at a loss long term. There's a few arguments there, but we'll part those for now. Ultimately, I want to be able to find products, list them on Amazon, and be very profitable. That's like the golden chalice, isn't it? Obviously everybody, that's their business. When you say 90% of people fail, there's probably 95% of businesses fail so that's the business we're in. We're in the business of being very good at what we do, as in all our listeners, you aren't going to survive unless you are in that 5%. That is the whole point. To be profitable, what are some of the things that our listeners should focus on to be profitable? Those little things that people miss because either they're lazy or they don't know? You talk about the research, there's research and then there's listening to your five hour video and doing research, as opposed to the five minute version. Maybe just ordering 10,000 of a product, but you've not tested it, your packaging looks rubbish.

Richard Hill:
Getting more details, all those 1%, 1%, 1%, 1%. You're already way in front of everybody else. Yeah, to be-

Tomer David:
A very good question. The second approach, I had just mentioned the first approach where you come with money and you're really long term, just wait a few months. There is the other approach which I took at the beginning, and I think a lot of beginners will take as well, is just to come into a market where you see the demand. It's not a huge demand, but you see a small demand, that you can come and fill the gap with a better product and offer. Usually it's a combination, and then you come, it's relatively easier to get and penetrate and basically get the sales from the leader. Going to be profitable very quickly. That's another approach. What I could say to people just starting, or even to advanced sellers like me, because I did fail recently, last year, with a lot of product. I learned from it, is that really be hands on. Make sure that you have a checklist, make sure that you work and you check pretty much everything. Once I got successful and was reaching my goals, I got too much confident, I think, and I started to really pay less attention for the small details.

Tomer David:
That led me to fail with a lot of products, so really paying attention no matter where you are in your journey, do the basic things. Make sure you have the stickers on the package and make sure your packaging is different. Make sure that you actually check your competitors. You have to really do all these steps, you can't really skip it. You skip it, you're going to fail. So really paying attention to details and being hands on in your business, that's a big tip. [inaudible 00:17:59] PPC, sometimes in PPC you let the campaigns run. You don't look at it for a week or two, but then you see a campaign that's overspending with a very high [inaudible 00:18:09] advertising cost of sales. You have to really click hands on in your business, be there. If you don't, it will start to go down.

Richard Hill:
So, I think you've answered it there. My next question will be, so I think a lot of our listeners, I think a majority have obviously got their main focus. Not always, will be they've got an eCom store and that's usually where the majority of the volume is going through. Not always, obviously, but those that are trying to retain that brand on their website, retain that pricing, if they start listing some of their products on Amazon and sending them in for FBA, is there any risk there to damage the brand? If they've got to slash prices? Obviously we never want to slash prices, but to sell on FBA, we've probably got to have a certain price point, haven't we, to be able to sell in the first place. I guess it depends on the products, but anything you would recommend to people that are already doing really well on their website, but then they want to sell in volume, [inaudible 00:19:09] as well. Maybe test certain products, or is there a certain strategy to approach it?

Tomer David:
So, I always say that every niche and category is different, so you have to test. You have to try it by yourself, no matter how many people will tell me that for jewellery, Amazon is amazing. If we don't try, we're never going to know so definitely there to realize, it really depends. I'm big believer in focus, so I always say if you have a successful business, and you still see opportunity to expand there, definitely focus there. Make sure that you're maximizing your potential there, whether it's Shopify, Facebook. No matter what you do, and then jump onto the next adventure because it's going to take away your focus, and the result on both things will not be perfect. I prefer to build something and maximizing the potential need, then build good system, allocate it to someone else and move on to the next thing I do. If I don't have a good enough system, I can start an Amazon FBA, but don't really put enough focus or attention, and then say, "Oh, it's not working," or, "It doesn't work," but I wasn't really prepared in coming to it with the right expectations.

Tomer David:
You have to set what you want, you need to have a clear goal and test it for a long enough time. You can't just say, "Let's try to... " For how long are you going to try? What are you expecting to get out of it? You have to be very clear on what you want to get out of this, and you do that by research. You research, and let's say your goal is to, okay, let's try Amazon FBA for a year. We're going to put these amount of resources, then see if it's good opportunity for us. Like you said, with pricing it's a little tough, because you have the pricing on the platform. Amazon now is doing, is this year cross selling you at your own website, let's say, or sell it on the other marketplace. They have those bots that check the prices constantly, so a little tip that I will give. Don't use the same SKUs, make sure that you use different numbers or identifiers-

Richard Hill:
So it's harder to compare, yeah.

Tomer David:
They cannot really compare, because they will take your buy box. Buy box wins it.

Richard Hill:
Yeah.

Tomer David:
[inaudible 00:21:14] and they will, if you sell higher than other marketplaces, they will, don't show your offer [inaudible 00:21:23].

Richard Hill:
Yeah. That's great. So, obviously pricing and figuring out the right price, the right SKUs, are there any tools and softwares that you would recommend for the listeners to maybe try, invest in, any sort of recommendation on what's working well for you?

Tomer David:
Yeah, so in the last few weeks, it's a lot of noise going on in the industry, in the space, with this software. So recently, so you have the big leader, which is Helium 10, it's an app, it's a software, it's a Chrome extension that you install. You can't really do product research without it. You can, of course, but using software will make your work a hundred times faster or more efficient. Obviously, that's the best software out there, because it's really giving the closest or more stock rate numbers, the reality that you can get. It's very robust, very fast. So, that's the tool we use. We also use a new tool, it's called Data Dive, which is kind of an extension for Google Chrome. I'm sorry, for, it's an extension for Helium 10, but it's done through a guy called Brendan Young, I'm not sure if you've heard about him but he's a really experienced seller.

Richard Hill:
Yeah.

Tomer David:
He had a few brands, he's teaching, and he offered this amazing tool that basically cut off three, four hours of work for each product in two minutes. It gathers and aggregates data from many sources, show them to you in real time. That's amazing too, to save time, and Amazon just launched a tool called product opportunity explorer, which is kind of competing with those two.

Richard Hill:
Yeah. How good is that then, would you say it's good? Or would you say the other product is better?

Tomer David:
It's not really offering the best, or all the options that Helium 10 or the other tools are offering, and I'm pretty sure they will not really show everything, like the other guys do, because they will be much slower than a company that could launch it the next day. But what is really exciting is the numbers. Those numbers, they are not estimated any more. They are based on real data from Amazon itself, that's a big game changer. Right now, you have to cooperate and just cross check between [inaudible 00:23:46] to get the best decision.

Richard Hill:
Yeah. That's great. That's great. I think check those tools out, guys, I know a lot of you will probably already be using Helium 10, but I think that's exciting development on Amazon's side as well, which is great. So, all the listeners are sitting here and they're thinking, "Do you know what? We're not doing enough on Amazon. Let's do it." Do you think Amazon FBA and Amazon in general is right for every commerce store? Is there certain benefits, certain SKU's better than others? Certain products, certain size, physical size, or price points? Or is there certain industries that it works better for? Maybe certain industries that maybe it doesn't work for? What would you say?

Tomer David:
Great question. I think for jewellery and fine jewellery, especially, it's not the right platform. Everything that this kind of little higher ticket price, average selling price of thousands and more, I wouldn't really risk sending a ton of inventory to Amazon. That was one of our concerns. Who is going to be responsible for a million dollar inventory, [inaudible 00:24:50] Amazon where it's small rings, you know?

Richard Hill:
Yeah, yeah.

Tomer David:
We as sellers, we experience this a lot. You have a lot of lost inventory, you have a lot of damage at the warehouse. It's a mess. You have to run after them, pretty much. With our ticket price, it would be very costly. That's why I think, to be honest, in Amazon, fine jewellery is not that great. I don't think it's going to work. Walmart, it's a little different. Any seller from field, including Amazon, should work, because you have more control, the inventory is by you. You don't have to put a lot of inventory. That's what I see. Definitely items on the lower range of price are good for there, because they are very impulsive buyers. We go and buy. Anything that involves research and more digging, becoming less opportunity, in my opinion, on Amazon because that's when people starting to shop some other places and doing some other research on outside. On Google, on Shopify. When you have to spend a thousand dollars, you don't care if you buy it on Amazon or on the other website. You're going to do the research. That's what I see works great, the lower range items like up to $100, works amazing.

Richard Hill:
Yeah. That sounds like definitely good advice, obviously less risk.

Tomer David:
Yeah.

Richard Hill:
Obviously the point of selling on Amazon is that Amazon will let them return it quite easily, so you have probably a higher return rate, potentially, depending on the type of product. Obviously if it's got things that could go wrong in that product, or it's made up of different parts, the chances of higher returns. Obviously, the ideal scenario is that it's like the Holy Grail. You've got 500% profit, you don't get any returns, and you've got the buy box. I guess that's where Helium 10 might come in and give you a few clues. So, I think what I hear quite a lot is, we were doing so well with our products, or we were doing really well with this product. But then X happened, and that's whether somebody else came along, and copied the product, or it dried up. Did it really dry up the sale, did somebody else just jump in and you got pushed down? What sort of things can the guys that are already running Amazon and FBA particularly, what can they do to make sure they're maintaining their sales and stopping rot getting in there, and people coming in and sort of trashing their goodwill? Potentially what are some of the things that they need to be keeping an eye on?

Tomer David:
Yeah, that's really amazing question, because first of all, it's setting the right expectations is important. You are an Amazon seller, and you depend on them. You have less control than your own website or store, and that's what a lot of people not feeling comfortable with. You have to really ask yourself first, I am comfortable with being suspended? I am comfortable on having my products attacked? If yes, then this might be good for you. If not, maybe it's not right for everyone. [crosstalk 00:28:03]

Richard Hill:
I'll just jump in, sorry, but I think that is so important because what happens is, they rely on one channel, whether it's Amazon FBA, whether it's Facebook Ads, whatever it is. If that can get taken away from you, you've got to really think, what sort of business have I really got? You've really got to think, and I think the best advice would be you want a selection of channels, of delivering. If one gets taken away from you, you can still pay your mortgage.

Tomer David:
Yeah. That's really good point that you mentioned. I think it's very important to do so, and it's also fine to not be comfortable with it, but still use Amazon to just get capital, get cash, and then diversify. At my point in my life, that's the only, not the only but the main income channel for me. So I don't really feel comfortable having family and all of that, just putting all my eggs. That's why I'm in the process of selling my business right now, and then basically taking it, doing it again but with doing things a little different. More aggressively, have more cash behind me. That's for me, everyone should really do it with themselves. One way to really protect yourself is basically do things the right way. Don't really do risky things, don't do black hat, grey hat stuff. It's short term success, and most likely you will get shut down eventually.

Tomer David:
If you're entering into Amazon, you know that you depend on them. You don't want to get into trouble from the first place, so do things the right way. Be compliant [inaudible 00:29:36]. Another thing which could help you really build something sustainable is get into markets that are having high entry barriers. So, for example, something that you have to develop a patent, something that you have unique components that are very hard to copy. That's what I do in most of the items that I bring, I bundle it with a lot of features so new potentials buyers, most of them, when they look at it they say, "Oh, it's just too much work." People in general, they are lazy.

Richard Hill:
Yeah.

Tomer David:
You really have to look at it from that perspective. [inaudible 00:30:09] another layer that will scare more people, you know?

Richard Hill:
Yeah. Yeah.

Tomer David:
Into entering into the market, pretty much.

Richard Hill:
Yeah, I think that's cracking advice. I agree. People are generally, they want an easy option. Fair enough. Whereas if they've got to invest 10 grand, 20 grand into tooling to create something that's unique, forget it. Obviously that's going to give you a lot more longevity with that product, barriers to entry. You'd like to have more ownership over that for a lot, lot longer. That's great. So, let me think. So, next question is the future. If we were sat here in 18 months, and we're talking about selling on Amazon, the Amazon machine, I'm sort of hobby investor and I've invested in Amazon a couple of years ago now, obviously I want them to do well but in the same respect, I obviously want the independent [inaudible 00:31:06], I'm a bit torn between two. Not because I sell on Amazon, but because I have shares in them. Nothing major, but my hobby is very much investing in the stock market and funds and what not. So, 18 months we're sat here, we've got you back on, Tomer, and we're talking about some of the new things that maybe have come out by then. What are the things to look out for, what's coming in the future for Amazon, selling on Amazon?

Tomer David:
Yeah, so I still think, what happened the last year is that they rolled out so many features for sellers, whether that's tools to help you build a better brand, they're definitely going into having more sellers than building brands and less items, like they had to before. So, definitely for new sellers and how Amazon is going to look is more like brand oriented sellers and products that you would see there. More traffic to storefronts, so I see a storefront is going to be a big thing, it's already kind of big with ads that you can drive traffic directly to your store. They will build pretty much features to support that, and definitely they're going to continue providing features in the Amazon advertising platform.

Tomer David:
This is something they will really rolling so many features on a weekly basis, you will get two or three new features. So that's really great, I love when they release so many features, because it takes most of it, again, the same point, most people take time to adjust and are behind. If you're really hands on, you can utilize the new features before everyone else are using and really get quick, easy wins and better control. If I'm not wrong, for the last quarter it's really made the highest profits for them, the Amazon advertising platform. Even more than AWS. Not 100% sure about it.

Richard Hill:
Yeah, what I hear is a lot of people avoid it, because they think it's not working. Not working, but there's just not a lot of functionality there. Obviously what you're saying is, over this last few months and very much so right now, they're rolling out different functionality makes it better to really target your prospects, target the products. Get better returns on your outspend or [inaudible 00:33:22], as they call it. So yeah, exciting. I think Amazon and paid ads, we maybe do a separate episode on that I think, because it's definitely coming down the line. Listen, I know it's something we don't focus on as an agency, but I know agencies that do specifically do that and they're growing at some pace.

Tomer David:
Yeah. I really want to add here something, because this is really, I'm giving you more and more tools to compete with sellers that don't really know what they're doing, and that's a big opportunity to really market a product that is not necessarily the best product, but using great marketing you can really be better exposure and sales than a product that is actually better. Better price, or quality. That's still really what's going on in the platform, and is still going to happen. But eventually the best products will win, that's what Amazon wants you to bring really quality products and the algorithm will work with that. It's still not there, so still you can see products and items that are lower quality, and higher price. They win, because they know how to market better.

Richard Hill:
Yeah. Yeah. I guess it's like a lot of businesses, the ones that can sell a market do well. But do they last if they're getting a lot of returns? Obviously there's a whole balance there, isn't it?

Tomer David:
Yeah.

Richard Hill:
Okay. Tomer, that has been absolutely fantastic. Some absolute nuggets there. I always like to end every episode with a book recommendation. Have you got a book that you would recommend to our listeners? A book on anything, it doesn't have to be Amazon. It can be anything whatsoever.

Tomer David:
Yeah, that's my favourite book, I was reading it. I'm from Israel originally, and I was reading it in Hebrew, but it's The Alchemist.

Richard Hill:
Yes.

Tomer David:
[crosstalk 00:35:07] Yeah, by Paulo Coelho. It's amazing book, really changed my life. I love books. The Miracle Morning is another one, definitely to listen to. It changed my life. I would wake up at 4:00 am to start this Amazon business, because of this book. That's the only time I had, and I was really amazed by how much you can get done in two, three hours.

Richard Hill:
Yeah. Yeah. [crosstalk 00:35:32] I think this is it, those mornings is our key [inaudible 00:35:35]. We've done a few episodes on routines and that sort of getting things done first thing, having a good structure first thing. Waking up and knowing what you're going to focus on rather than mumbling around for two hours, having a real good structure in the morning. I think The Morning Miracle, my son watched that, he was only 12 at the time. Obviously you're talking about the book, but obviously there is an Amazon program about the guy that created it on Amazon. My son watched it when he was 12, and he's obsessed with that whole process now. He wakes up every day, usually about 5:30 to be honest, and he's a 14 year old. Most 14 year olds you can't drag out of bed, and he has this routine, various different routines but primarily focused around The Miracle Morning and certain doing five or six specific things.

Tomer David:
That's impressive.

Richard Hill:
Before most of his friends have dragged themselves to school, so I think so. Yeah. Very good recommendation. So, thanks Tomer. For the guys that are with us, what's the best way to reach out to you, the best way to find out more?

Tomer David:
Yeah, they can check my YouTube channel, which we discussed at the beginning. You asked me, you are not telling [inaudible 00:36:44] or something, I don't really have an agenda. I'm not trying to sell anything, just focusing on building something great with a lot of value. It's Sourcing Monster, that's the YouTube channel and people that want to email me, they can do it on either LinkedIn or it's tomer@sourcing-monster.com.

Richard Hill:
Yeah, fantastic. We'll link that up in the show notes. Well, thank you so much for being a guest on eCom@One, I look forward to speaking to you again soon. Thank you.

Tomer David:
Yeah, thank you very much. I'm really honoured. Thank you, Richard.

Richard Hill:
Bye bye. Thank you for listening to the eCom@One eCommerce podcast. If you enjoyed today's show, please hit subscribe and don't forget to sign up to our eCommerce newsletter and leave a review on iTunes. This podcast has been brought to you by our team here at eComOne, the eCommerce marketing agency.