Today we've got George back on the show for the first time in a couple years, and we're going to talk about a wide variety of subjects, including general Amazon advertising strategy, AMC, search query performance, and even some suggestions for the best Ethiopian restaurants. How cool is that? Pretty cool, I think.

Hello everybody and welcome to another episode of the serious sellers podcast by Helium 10.

I'm your host, Bradley Sutton, and this is the show.

That's a completely BS-free, unscripted and unrehearsed, organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we're here in Milan, Italy, at our Avask and Helium 10 workshop. And just fresh off the stage is George. Now, I'm going to be asking him a little bit about what he talked about because I was in here recording another podcast, so I didn't get to hear him. But George has been, it's been a little bit since you've been on the podcast. Welcome back. Thank you so much for having me. It has been a while, yeah. Yes, yeah. So now, uh, you flew in here. You're still based in London? I am. Yeah, I'm in London. Excellent. Excellent. So I'm going to need some restaurant advice. I'll be going there two times in the next couple of weeks. So you'll have to give me some great local eats. Absolutely.

I'll give you my advice.

I've been told I have horrible advice, but there's one or two winners, so they're all got you with them. Excellent, excellent. Now, we're not here to just talk about culinary things, but we're here to talk about, you know, what your specialty is, which is, you know, Amazon advertising, just Amazon in general. And so I remember the last

time you were on the show, you know, you talk a lot about DSP. Now, DSP, obviously, has come a long ways,

but just in general, what are the biggest things that have changed in the last couple of years

that advertisers are dealing with now or, you know, some new feature that they have access to that wasn't around

the last time you're on the show. Yeah, it's a good question. So I think the biggest thing we've

seen is just how margins are being tightened for sellers. So there's been costs that have

increased in so many different areas like warehouse costs, the cost per click just has increased in

general. And not only that, but we've also seen a whole range of competition come within Amazon.

So a lot of cheaper products coming directly from China.

And I think AI's had a massive impact on that where now Chinese sellers are able to have content

that matches up with those who speak native languages like English in the US and other

marketplaces. And Timo has been one as well. It's just been a competition way just you can find

products at such a lower rate. So there have been a few big components. Outside traffic as well has

played a big, big part too. So getting, you know, viral, viral stuff coming through TikTok, people

really hominging on Google Ads. They've had an impact. And also the bigger brand as well.

I think a lot more bigger brands are putting their products on Amazon. And because they have

the awareness, the conversion rates and just naturally better,

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