Casey Gauss of Viral Launch on Search Volume and Ranking
What does Casey Gauss of Viral Launch have to say about recent search volume changes? And about ranking and launching new products on Amazon? You’re about to find out in this Special Guest episode of The Amazon Seller Podcast.
Our Private Label Training is Underway!
You’re listening to the Amazon Seller Podcast. We’re really excited to have Casey on with us, founder of Viral Launch. As we get into that, I want to let that our free training series is live right now at the time that we’re releasing this episode. It’s only going to be available for a limited time. You can head over to www.amazingfreedom.com/training to watch our FREE Private Label series. You don’t want to miss this as we’ll have some great information and some live training sessions coming up as well.
Interview with Casey Gauss of Viral Launch
Nathan: [01:07] Welcome back to the Amazon Seller Podcast. My name is Nathan Slamans, joined today by Liran Hirschkorn and a very special guest Casey Gauss. Casey, this is our pleasure, for the first time to have you onto the show. We were actually talking before, we can’t believe we haven’t had Casey onto the podcast yet, but we know you’re a busy guy. We know that you have all kinds of stuff going along with your own podcast that will let you talk about a little bit later as well.
So we’ve actually had the pleasure to have Casey attend as a special guest speaker at two of our private label retreats once in Breckenridge, Colorado, one’s in Orlando, Florida, and Andy and Liran had a great time visiting the Viral Launch headquarters, I believe sometime in early 2017. They still talk about that experience and riding around on hoverboards and dunking to this day. So I know it made a big impression on them.
Viral Launch is a massive player in the seller tool space. And they’ve been widely recognized as having some of the best data available when it comes to helping not only thousands of private label sellers, but personally Andy, Liran and myself and our private label businesses every day. Liran, I know you’re good friends with Casey and talk all the time. So I’ll let you intro a little bit about him as well and throw it over to Casey for some really relevant and hot discussion on what’s going on right now in the private label space.
Liran: [02:23] Yeah. So, I did get a chance to visit the Viral Launch offices, I think it was back in 2017 when they were kind of a smaller company. And it’s been great to watch the growth of viral launch and Casey’s leadership team and what they’ve done since. The reason I like to talk to Casey and bring Casey on is that I find it refreshing. Casey kind of tells, it, tells it like it is. they’re very transparent and honest about what they’re, what they’re doing. I know from again, being friends with Casey that they really have the right intentions in mind when it comes to really want to help out sellers achieve more success and sales on Amazon.
So we thought this would be a great opportunity with some recent changes to a bunch of different Amazon software tools, Amazon changing some of the ways they put data out there too, to bring Casey on talking about that. and then also talk about some other things that a viral launch does that can give us some insight into what’s happening as far as rankings and giveaways and 2019 and what the future looks like. So, with that, Casey, thanks for coming on the show.
Casey: [03:40] Thank you so much, guys. You guys’ is one of the podcasts that I look up to kind of in this space. So it’s always cool to be on a podcast that you admire. So thank you so much.
Nathan: [03:51] Cool man, and that means that means a lot coming from you, so we appreciate that.
Casey: [03:55] Thank you.
Amazon Data and API Update
Liran: [03:56] So Casey, let’s talk a little bit about what’s happened in the last week or so with Amazon and data and uh, and the API for those, for those who don’t know.
Casey: [04:09] Yeah. Perfect. Okay. So, at the time of recording this, it is December 21st and December 13th. Eight days ago Amazon made a change to one of the API, that software providers were leveraging to get search volume and relevancy data from Amazon. It wasn’t, it was an undocumented API. So, so essentially what was happening was Amazon was sending a bunch of data in this, in this one API and a couple of the data points that they weren’t showing in the UI, but they were still sending to the client, the browser essentially was search volume broad inexact as well as relevancy score.
And so software providers were able to tap into this source of data for some, some people a little over a year. For us, it was like exactly a year. And we were able to then use that search volume to push that into tools and to help sellers make better decisions around their keywords. Because prior to that it was just to me is, I think most people were kind of like using Bing or something or maybe Google keyword planner to help you make decisions around keywords.
The way that the data was gone was removed wasn’t such that Amazon was like, oh shoot, we’re feeding too much information. We need to remove that, that data. It was more a full API upgrade. So they updated their API to new technology. And so my, my assumption is that they just went through and said, Hey, instead of taking extra time to continue to show stuff that isn’t needed, my, my assumption is that they just looked at everything and said, okay, what’s not necessary? Hey, let’s put in some new data that it did include some new information. And anyway, upgraded their API technology. And unfortunately that that metric or data point, those data points are no longer there.
Nathan: [06:06] And that’s a question probably Amazon obviously is upfront with some of their data, like the BSR is available to us just kind of on a, on a front end type of deal as well. But, when a question people could add have is why wouldn’t Amazon wants us to have this data in your mind? Is it just that they just don’t think it’s necessary?
Casey: [06:26] Yeah. So I’ve talked with they’re head of NWS. It is the main API that software providers can use to tap into your Amazon business and pull reports or make changes. So it makes a lot of sense essentially from his perspective. Amazon wants to be very careful about the amount of information they allow programmatically. Because they’re really afraid of Walmart coming in and just scraping all this information from Amazon and some kind of competitive advantage. So, it makes sense. And I same would definitely be true for social volume.
Nathan: [07:03] Gotcha. That does make sense. With all the news, just going around in data in general. These companies like Amazon probably almost want to limit their liability. When it comes to not only from competition but just potentially unforeseen reasons why people could get mad about that or so. So that’s kind of a recap of what’s going on right now, why things are so hectic.
Liran, I think one of the questions you had. The biggest question people have is-is the sky falling when it comes to like search volume? Or what’s your projection of like what things are going to look like over the next six to 12 months?
Casey: [07:41] Yeah, I mean, so I’m biased, I’m biased for a couple of reasons. I’m biased, one because like I have a tool that people use and pay us money for to get a search volume estimates, right? There’s, there’s a lot of other stuff that you get within the tools. But like that’s one component. And so, of course, my biased inclination is going to be to say like you have to keep using our tools were super relevant because of X, Y, and Z.
I really tried to like, not necessarily take that approach, but at the same time, I think it’s just very easy, especially for smaller sellers that or, or newer sellers that just haven’t been around that long. Who hasn’t experienced much change on Amazon to have that fear of the sky’s falling? When in reality, like if you’ve been around for a year, so on Amazon you’re probably a pretty resilient guy or girl. Like you have to be with all the change with all the competition…
- Change requires an extreme amount of flexibility…
- Giveaways are diminishing
Estimates from search volume require the following new approach for launching in 2019.
- Phase 1
- Building an Amazing Listing
- Phase 2
- Product Targeted Sponsored Ads campaigns & PPC
- Phase 3
- Aggressive pricing – setting your price 20 percent lower or 15 percent lower
- Phase 4 – Giveaways
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