The Amazon Strategist Show

Comparing Walmart and Amazon: Insights from an Expert

• The Amazon Strategist Show • Season 3 • Episode 83

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In this episode, John interviews David Milestein, co-founder of Sellcord, a leading agency in Walmart marketing. They discuss the growth of Walmart as a competitor to Amazon, the differences in seller treatment between the two platforms, and the importance of conversion rates in Walmart's ranking algorithm. 

David shares insights on optimizing listings for Walmart, the types of products that perform well, and the tools available for keyword research. The conversation also touches on customer behavior and the evolving landscape of e-commerce. 

In this conversation, John and David discuss the evolving landscape of e-commerce, particularly focusing on Walmart's competitive edge against Amazon. They explore the convenience of Walmart's delivery services, the importance of Walmart Fulfillment Services (WFS), and effective advertising strategies on Walmart. They also highlight common mistakes sellers make when entering the Walmart marketplace and share insights on the future potential of Walmart in the e-commerce sector.

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Speaker 1:

If anyone had the opportunity to be at Amazon, I think it's Walmart, because they have the retail opportunity that they've had forever. You know they have such a great enticement for customers to shop by their stores. They have great pricing overall. You know they have this free delivery option, which is considerably faster than it is on Amazon. You have the ability for the sellers as well. You know they have the opportunity to perhaps get their products into stores. You know there's a lot that Walmart has to offer. You know there's a lot. There's a lot that Walmart has to offer and maybe they don't have that advantage.

Speaker 1:

Internationally as much as Amazon does like. There's a lot more international Amazon places but Walmart still does well. They still have like their their slight thing. But specifically in the US, which obviously Amazon's main gig, I think Walmart does have the potential to really go all the way.

Speaker 2:

Hello, I'm your host, John Cavendish, and welcome to season three of the Amazon Strategist Show.

Speaker 2:

The show that's all strategy, with no hacks, no sulfur bullets and no magic pills, just real, practical strategies to grow your Amazon business Today. Something a little bit different not Amazon, although we are the Amazon Strategist Show, we have none other but the amazing David Milstein, co-founder of Cellcord. So Cellcord's only been around well, we'll ask him the exact amount of time somewhere between around four years, and they're already the absolute leader in the Walmart marketing space. So I'm really excited for us to dive in and talk about that. So David has a strong background in IT and in systems implementation and co-founded Cellcord, which is a Walmart-focused agency. They've since built their internal systems, allowing them to grow at an unparalleled rate. And yeah, I saw them at Prosper Show this year, at one of the biggest parties, if that is a good indication of growth or misappropriation of funds. Having managed hundreds of accounts and tens of listings, David used his skills to help brands grow their revenue and basically dominate the Walmart marketplace marketplace so David welcome cool.

Speaker 2:

So I mean, I've got a million questions about Walmart, but could you, could you kind of give us an overview of how Walmart compares to Amazon and how? I guess when you, when your team, does the sales, they kind of do some comparison between the two marketplaces?

Speaker 1:

naturally, naturally pressure. So that's typically one of the main questions we get, you know, is what am I expecting, what am I gonna be able to get on Walmart compared to Amazon? So we generally say a good account should be kind of like 20% of your Amazon revenue on Walmart and that number just continues to grow. We still like even a few years ago we were saying like five to 10, we're already like able to push, push, push our limits, as we've just seen the tremendous growth that Walmart's pushing specifically for their dot-com, you know, for their three-piece out of the business. Obviously, walmart's been the dominator or whatever, the most dominant player in the game from the retail perspective for the past I don't even know 20 plus years. You know they've been the kings of retail. They're the number one revenue company in the world and you know Amazon has been hot on their tails over the past. You know few years. You can see like Amazon's slowly catching up over there and just in terms of total revenue. So Walmart's like wait, we got to really pivot and really make sure that we too are in the e-commerce game as a strong player against Amazon. And what's kind of nice about Walmart is they're not. They don't have to be the pioneers. I always say this is that Amazon, they have to figure it out. They have to come up with like okay, this is what we're, we're going to do this, we're going to do that. And they really came up with things. And and Walmart's here like wait, I like that, I don't like that. They're like pick and choose what they like from Amazon. So, like maybe some of the complaints that you're used to and have with Amazon, you know you you'll have you won't necessarily have this a Walmart, cuz Walmart's already avoided that. So that's an interesting idea. And Similarly is, I think, the perspective of how Walmart treats you versus how Amazon treats you.

Speaker 1:

Amazon, to my understanding, you know a lot of sellers I hear complaints these days that you know Amazon doesn't really care about you. You know they're just there for their money. They're trying to, they're trying to make it work and they're even increasing fees or maybe suspending sellers. You know, for things that might be, you know you're not really getting the support that you need. Versus walmart, they are growing. So they're the opposite of that. They're just trying to be like giving reasons why sellers should come on board really helping them out. They have like their white glove onboarding teams. They're really doing what they can to bring on especially these larger amazon sellers to the platform, because they're trying to be that competitive, they're trying to be able to really break into the space and you're not going to do that by just shutting your door to half your customer base. So it's kind of a bit of the theory of how things are coming along.

Speaker 2:

That's great. I think all platforms launch like that and then eventually they get less and less friendly to the user. Eventually they take all their money and they move to the next platform.

Speaker 1:

Oh for sure Don't get anyone wrong. Everyone's here just for the money. Nobody's here doing anyone any favors.

Speaker 2:

I like that. That's a great metric for people to keep in mind, though. If it's a good account, a product that resonates 20% of their Amazon sales, that's a good metric. So people that work with you or the sellers that come across, do they tend to be really established Amazon sellers, or are people actually starting out earlier on in their Amazon journey?

Speaker 1:

Sure, so we do work with a gamut of different seller types. When we first started, naturally we were a new agency. We actually were just suit casing around the Prosper show a few years back just like trying to find anyone who like sign up for us. Obviously I mean, we still do that to some degree, honestly, but mostly we're a lot more established in how we do our sales. But there's when we first started, you're gonna have a lot more of those like fresher clients. People are just new to e-commerce as a whole, really trying to grow their brand and obviously, as we've built our processes, as we've established our relationships with some of the more larger brands in the space, we're not even necessarily just dealing with successful Amazon brands. We're dealing with successful brands as a number of clients that are exclusively in store with Walmart. They're doing mid-nine figures just in Walmart stores and that's massive. But they still need a lot of help on their e-com because e-com is again a whole other platform for them. So it's a large gamut.

Speaker 1:

Like I'm saying, we typically will start working with some of the mid-tier Amazon guys. Seven figures is typically a good start. If you're below that, it's it's. You're gonna have probably a lot of work for us. It's gonna turn into a lot of work for us. You know, to work on things. Just, you know there's a lot of new things. You know we want to take successful listings one, take those things that are already proven that they could be successful. Other platforms are bringing that now we could work with with sellers of all ranges.

Speaker 1:

But typically if something sells well on amazon is probably going to sell well on walmart, and this, this is definitely leads into a conversation like what products do well on walmart versus amazon?

Speaker 1:

And there's there's a lot of theories over there. Generally speaking, I'll say like if your product is on that like middle range to value price point, that's typically we're going to see the easiest, the easiest way to get to success on walmart, typically the more premium products. Not saying they can't be successful. But Walmart lives by this rule of everyday low prices. That's their motto, that's what they go by. They don't want to have these more premium, expensive products and so much of the algorithm is around having that cheaper, having that more value product. So I'm not saying again you can't be successful, you could always break the algorithm product. So I'm not saying again you can't be successful, you could always break the algorithm. You could go super aggressively with spending and just dominating it to the top, because the algorithm is still just an algorithm. But it will cost you more than if your product was more value and did fit a little bit more into the space.

Speaker 1:

So that's just something to consider when you are coming over the fence from Amazon or any other marketplace to Walmart is kind of that more value product will have an easier time succeeding and getting to the top at a cheaper price love it.

Speaker 2:

Yeah, and you mentioned the algorithm. That's interesting. So how does you know? Within the black box that is walmart, how does the algorithm work?

Speaker 1:

from your understanding, sure, that's obviously very, very important. You know, um, we've we've done a lot of work to understand about the, the ranking algorithm, the number one driver of rank on.

Speaker 2:

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Speaker 1:

The number one driver of rank on Walmart is not sales, it's not sales quantity, it's conversion rate. So conversion rate is the number one driver and there's a few different conversion rates at play. There's just the impression to click. There's click to add the car and add the car to sale. So there's three conversion rates that happen over there. So it's very key that you have that you're able to really grow your conversion rates and something that there's obviously a lot. So much more to this conversation here.

Speaker 1:

But obviously item history does play, does play, it must play a role. But something that they do is they have this idea of a relevancy within a keyword. So a keyword has a product type. It's a categorization that that walmart has and, like, this is the main product type that lives within this keyword. So if you're searching a certain keyword, this is the most common product type that you're going to find over here. All right, if that makes sense.

Speaker 1:

If you're searching for, let's say, bicycles, the product type is probably bicycles or bikes or whatever. It is something specific. So let's say someone's typing, you know BMX, bicycles. The product type is probably still going to be bicycles. You know that's going to be like a more general category. Now, like, obviously that's just one example of things that every supplements you know there's so many different types of supplements it's not going to be like vitamin C is not a product type. Vitamin C might be, might be the keyword, but the product type will be like letter vitamins or something along those lines. So it's very key that your product that you're trying to get to rank matches on a product type level as well as also a category pack.

Speaker 1:

That's a taxonomy of the listing. So really easy, just go ahead, search the keyword, search your main keyword. That you should know your main keyword. You should know your main keyword. Just from being a seller on other platforms, you should have the insight into what the most popular keyword is. Although maybe the differences in Walmart and Amazon do vary. What's a popular keyword? A customer is typically a customer. You're going to have typically a very similar keyword. Now, the one variance is, if you type in a keyword on both Amazon and Walmart, there are the autocompletes.

Speaker 2:

So the autocompletes might skew the data a little bit but generally speaking it's going to be very similar.

Speaker 1:

Your keywords. You should be on the right track. So if you put, let's say, your top three, you can look at what the most popular product type is, what the most popular category path is, and then you should have a good idea of where to go. There's also like you could take a look. I always suggest take a look at the pricing. You know, look at the pricing of the top four items, top 10 items. Say like, hey, how am I competing with these guys? Am I significantly above? Am I significantly less? Am I on par? And that helps you really know if you're going to be able to see success in that platform and that, I'm sorry, in that keyword, because that's a big component.

Speaker 1:

Obviously there's other factors. There's reviews. You want to make sure that your reviews are in a good spot. You know that if you see thousands of reviews on the top listings and you have nothing versus maybe you see 10 reviews Walmart's still new You're going to see a lot of areas where you do have opportunity to penetrate because there's not other listings that have that historical reviews or sales or whatever it is. You want to make sure that you know you're complying, obviously using wfs, the walmart performance services. You have fast shipping, all these basic ideas.

Speaker 1:

Walmart actually helps you out with this. They give you something called a listing quality score, which is a score like. I'm not sure if there's a equivalent on amazon side. I'm honestly really not that familiar you would know much more than I would but walmart gives you a number that they say this is how we score your listing and it's the point of it is obviously for a Walmart algorithm, you know. So they have.

Speaker 1:

It's a score, obviously one to a hundred, and it's based on a few different properties. One of them is being the content and discoverability. So how are your attributes filled out? How is your copy, how your images just over there. And then they have the another main one is offer, which is your product in stock? Is your copy? How are your images just over there? And then they have another main one is offer, which is is your product in stock? Is your product matching actually matching price-wise to Amazon? That's a really big one for them.

Speaker 1:

If you're more expensive than Amazon, they hate that. They'll even they'll take Amazon too hates it, everyone hates it. Makes sense. And then also if you have fast and free shipping. So those three things are actually super important, are actually super important. Even if you are in stock but you have like eight days shipping and you're more expensive than Amazon, your listing is going to do really poorly. So the listing quality score is like a great way to help you. You know, know if your listing is in a good spot. And that all plays into the algorithm. The algorithm factors in all of these different metrics into success. So a bit of a long answer over there but definitely covers a lot of different areas.

Speaker 2:

That's a great answer. Thank you for giving us the detail, because I'm sure anyone listening to this will want as much detail as possible, because we want to evaluate if it's a good opportunity. So when you're helping people that are sellers on Amazon move across, does Walmart tend to be able to take a copy-paste of the Amazon listing or are there any keyword research tools? How would you know differently if Walmart needs to be different?

Speaker 1:

Sure. So we definitely tweak things, we definitely change things up. First thing is, there are a bunch of tools by the way, I'm not going to discredit that there are a bunch of tools that exist. There's these omni-channel platforms. The only thing I always give the hesitancy is don't think of Walmart as omni-channel.

Speaker 1:

I like an other marketplace. Think walmart as a secondary marketplace, very much like don't think of it as like bulk it together with ebay and all these other I don't know etsy's and whatever's going on. Wayfair, like, think of it like it's amazon, walmart and then everything else. Don't think of amazon and then everything else. You know that's very key. Like don't don't, don't undervalue it. And so when you're coming to walmart, you want to make sure that you are giving it the dedication for, let's say, the attributes. If you have a tool that merges over attributes, it might not necessarily do them properly. Make sure to review it.

Speaker 1:

And then the copy is something that you could get away with. Your Amazon copy it's something you could get away with. It's not recommended because Walmart actually has very different style guides for how they want the length of the copy. So the title, for example, should be considerably shorter on Walmart than it's on Amazon. Amazon does a lot of keyword stuffing in the title Walmart that's one of the things that Walmart saw. They don't like. You know there's so many memes like here's an Amazon title and they're just like repeating themselves like 15 times, just to like talk through the whole title.

Speaker 1:

But like give me a concise title. This is what it is, and then the description is where you can really like use that for a lot of like repetition and the keyword stuffing. So there's definitely different strategies for how you should do your your keywords within your copy specifically on that on that front, images I say images are. I think if you have strong imagery you should be able to succeed in all e-commerce platforms should be very similar with images.

Speaker 1:

Obviously I think there's some good strategies around there. And just back to the back to the coffee for a moment, the keyword research component tools for that. So there is um, walmart actually gives you a lot of this information. Surprisingly, walmart has a lot of details. It's actually one of the newer additions to walmart. But they have an analytics section where you could put in an item and it will show you all the keywords it's currently, you know, converting for and which ones they recommend that you push more aggressively. Or you can even put in a keyword and it shows you other keywords that they think are similar and they give you like a score.

Speaker 1:

They don't tell you like the search volume, but they give you a score from like one to three hundred thousand, from biggest to smallest keyword, so you actually have all the details there. They also tell you what are the top five clicked products per keyword, so like that's great information right there you can see like find your competitive listings, see if you can find them over there. So there is obviously. You know. Helium 10 is out there as well. They have Magnet and Cerebro, both for Walmart.

Speaker 1:

They just show you the. They give you what's called the search trend score, which is on a range of 1 to 100. It's based on that Walmart score. And then they also give you the Amazon search volume, which I think is super impactful because, again, it's a similar customer.

Speaker 1:

So if something's really big on Amazon, maybe it'll take a week to get this big on Walmart, but don't discredit it. If you see something has 200,000 search volume on Amazon but Helium 10's score for Walmart is like a 20 out of 100, which is really low, maybe consider that's going to be a big keyword. So it's important to look at outside information. There's also analytic index. I don't know if anyone's specific customers are paying for that. It's a really expensive modern agency thing, but there's definitely general search trends are universal. They're not just exclusive to Walmart.

Speaker 2:

So the Walmart buyer you mentioned them a couple of times Are they the grocery buyer who just happens to be online on the site, or is it specifically a buyer that's going to Walmart as an alternative to Amazon? I mean, from what you think or what you understand, You're saying from the customer perspective.

Speaker 2:

Is the customer? Yeah, I mean, is it a customer that's ordering their groceries online for delivery to their house and they're just looking for other stuff? Or is it like now, are people going to Walmart to be like, oh, I'd like a garlic press, rather than going to Amazon, I'm going to go to Walmart.

Speaker 1:

It's interesting. I'll tell you honestly, personal experience here. I always said I never shop at Walmart, even in my day-to-day, which is crazy to say from my perspective. It's just because, when I think of it, the closest Walmart to me is an hour away. It's crazy to have to like drive down to walmart like I have a target two minutes away, or if you go to walmart like an hour away yeah, but then like recently I'm like wait a second.

Speaker 1:

Like I've been using walmart, walmart delivery like just home, like delivery products like comes to my house, it's free. It's like it's it's free to deliver. It takes like two hours to get to my house. Like how sick is that?

Speaker 2:

Like this whole Amazon Prime now isn't even as good as that and literally every product that's in store at Walmart, you know I could get delivered to my house, which is amazing you know Makes a lot of sense and you know me and my wife get delivery from our local supermarket and local massive hypermarket and it makes sense that there's always one like a couple of hours away so you can actually get same day delivery, whereas if you're ordering online I mean some major cities maybe la does have same day delivery on some stuff. Right, I have same day delivery on certain stuff.

Speaker 1:

It's not like a whole supermarket it's not the same, it's not like a supermarket the size of walmart. For sure you know, you're sure You're definitely competing with that. I love it.

Speaker 2:

So what I'd also written down was WFS Walmart Fulfillment Services. For anyone that hasn't looked deep into Walmart, Do you need to use that? It's like Walmart's FBA. Do you need to be using that to actually be able to rank and to be able to sell, or can you ship from other places?

Speaker 1:

Sure. So it depends. I'll tell you that Generally speaking, it's highly recommended. We recommend everyone get into WFS. It's, like you know, the same way on Amazon, you're going to have so much more success if you are using Prime than if you're going to do just solid fulfillment.

Speaker 1:

There are a couple of caveats, obviously. You know, if it comes down to like like the size of the product like right now I'm looking to buy some patio chairs and I see both Amazon and Walmart both suck, you know they both have, like you know both of them are like $40 delivery I'm like I just want some chairs. You know like why am I? No, why does Amazon and Walmart not have like a free prime option for that? So, like it depends on who you're competing with.

Speaker 1:

If everyone else has WFS, you need WFS so you could take a look at the general WFS penetration of your competitors, and that's generally how I would start. But you want to go ahead with that and, like we mentioned before, the listing quality score, one of the impacts on that is the shipping speed. So if you have slower than three-day shipping, it is going to impact your listing quality score, which then goes ahead and impacts your algorithm. Now, interestingly enough. Even when you do utilize WFS, you might have a product that's large and they don't guarantee two-day delivery. If the product is over a certain size they actually have limitations on that. But if you do use WFS it won't hinder your listing quality score, even if it's going to take longer than three days. It's just an interesting component, you know, because just the size of the product and you are using WFS, so it's the fastest you could do essentially.

Speaker 1:

So there have been some other companies that do offer fulfillment. There's a lot of 3PLs that include that. You just want to make sure that they can actually sustainably ship across in certain time frames, especially across the US. Not many of these companies are going to have fulfillment centers all over the country. Versus WFS, they actually have something called an ITS program, so inbound transfer services, and where you can just send your inventory to one fulfillment center and then they'll go and disperse it across the country, so you'll have units all around. So there should always be a quick shipping option for everything.

Speaker 2:

I'm sure Amazon has something similar to that, but that's just something that Walmart does offer to help you get get that and generally speaking, it is on par rate wise amazon, fba and wfs walmart and they charge you for that distribution to other fulfillment centers or like is that like a free thing, or do they charge you because amazon does have in replacement service?

Speaker 2:

they charge, they charge they charge significantly for it like um, just to share one, one of my friends accidentally had it turned on and scaling up his business. He looked back. We did his books at the end of the year. He's like, what's this $160,000 fee, oh my God, which he couldn't figure out what it was. And he's like, oh, I had inventory placement service and that was before he started really scaling. So luckily he found it before it started charging him, you know, $250,000, $300,000 a year, but it was a large fee.

Speaker 1:

That's all I think Walmart charges. I think it depends on the size, but I think it's about $0.30 base per unit.

Speaker 2:

I don't know how comfortable that is. It really depends on how much they want you to split up otherwise, because Amazon used to be like $3,000. Then they just get more and more and more because they want you to do the logistics for them, which is really expensive to do.

Speaker 1:

Yeah, that's the thing. It's like you have to now make that choice. Do you want to ship to three different warehouses and cover that cost, or do you want to ship to a close warehouse and just pay the ITS? You really have to consider, you have to weigh that, you have to really see what makes more sense for you. So it's interesting Walmart's really trying to expand. You know what walmart is actually doing is number wise.

Speaker 1:

Walmart has the most warehouses in the us from any company like they're. They're massive. They have also a massive distribution network just on their one piece side. Like they've been around they've been doing shipping for one p products that many fulfillment centers and dcs and anyone in retail will know. Like there's like a bunch of different locations to ship to in the uS. So and they're even using their stores starting to convert some of those areas in stores to become WFS fulfillment centers, so like there's a store within, I think they say, 50 miles of every US. You know every person in the US. So that just is another way. Like they can really just have more and more fulfillment opportunities. So they really have a lot of existing infrastructure. Like they're not coming up with so many new ideas, they already have a lot of fulfillment planning and it's just about now implementing the 3P component into that, slotting it into their existing infrastructure. So it's pretty cool.

Speaker 2:

That's pretty cool. Yeah, it's great. I mean it's great that there's more opportunity and more choice and more good pricing for people all over the US. So let's switch a little bit to like okay, decided it's a good opportunity. I figured out how to get my inventory in, got my account, like what would be some good, like ads what do people have to do for ads on Walmart? Is it really aggressive or actually is it less competitive these days? And like what would you do to launch and what's kind of a good ongoing structure.

Speaker 1:

Sure, sure so. Days and like what would you do to launch and what, what's kind of a good ongoing structure? Sure, sure so it's definitely. We've been, we've been around for for a number of years here and we've we can see cpc's creeping up over time, especially right now, you know, during this last black friday, or right now it's like in the middle of december, this last black friday we're definitely the peak of of spending, I would say, across the platform, just because of because of how much more competitive it's gotten every single year. So it's definitely still getting more competitive, but still nowhere as close to as competitive as it is on Amazon and, interestingly, many categories. You could even be winning around that base bid. We've scaled up many seven-figure Walmart businesses winning at an average CPC of like $0.30 to $0.35, which is the manual base CPC is $0.30. So there's really a lot to do around there and Walmart obviously does recommend, you know, pushing for what they call a suggested bid, which is on a keyword level. The thing is it's on a keyword level.

Speaker 1:

Now, what do I mean by that? Is each item, like we discussed before, the algorithm has a different relevancy to each keyword, so you might have two items that might both bid on the same keyword, but one of them is a lot more relevant than the other. I'll give you an example. You have a yoga mat and a doormat bidding on the keyword mat. Neither of them are super relevant, but a doormat is definitely more relevant in my opinion than a yoga mat to the keyword mat. Let's say you would have to actually spend more for the yoga mat and spend less on the mat. It's just different. That's an example over there where you might want to spend more.

Speaker 1:

So the suggestion is really very broad and you have to consider your item towards that specific keyword. I always say you can start slow, you can keep things going and profitable, just to get in there and see what's up. But generally speaking, my recommendation is to start first with, you know, hitting, dominating on your auto campaigns, just getting your auto campaigns going at how, whatever the uh, you know, whatever the base bids, or maybe a little bit more aggressively than that. And then for your manual campaigns that's where you want to really just utilizing the harvesting that you're seeing the data on auto, so you're like, okay, auto's giving me data, and then you can start nailing, nailing the manual campaigns a lot more aggressively. There's definitely I I think there's there's many different strategies to success. You know there's many different, different ways to go.

Speaker 1:

I personally I'm a fan of super going, super aggressive with walmart because, as things are getting more competitive with time, especially like with more, more, like walmart's pushing for a lot more sellers, a lot more customers. So people hear Walmart, you know they're like trying to jump on it. I don't really think of it as an opportunity. So, with that in mind, like there's just going to be more, more and more competition every single day. So if you go ahead now and you spend a lot more today versus if you wait six months, it's just going to be even more expensive to do it at that point. So I say like, overspend now. Even if your tacos is really about you, have a 50 to 100 percent tacos, that's okay. You know you spend that right now and then over the next few months, start to scale back. Make sure, utilizing like rank tracking, making sure that you are, you are dominant, your keywords. You want to make sure you could get to that point where your organic sales are really driving the majority of your business and off the bat you're not gonna have any organic sales. So you could go slow. You go slow and steady and be profitable the whole time, or you could just plunge deep, dive in Again. You don't want to just go create too crazy beforehand if you don't know which keywords to go after.

Speaker 1:

The last thing you want to do is start spending on stupid keywords. You want to maybe use some auto campaigns or do some keyword research first, know your keywords and then go really, really direct with those keywords. Again, this is an interesting idea is that on Amazon you might have a whole slew of keywords that are attributed to the majority of the sales of the product, but on Walmart most of the sales are going to come from like one to five keywords. That's it. Five is like already a lot. So really, if you just take even one keyword per product, you will see success. Just be like this is my keyword and I'm going to really target and hit this guy really hard, and sometimes it will be three.

Speaker 1:

Let's say you have a portable power bank, so there's power bank and then there's portable charger. Those are both massive keywords. Just focus on those two. You're good. But don't think like portable power bank. You could go on forever doing long tail keywords. Just focus on those main keywords and just really drive heavy attention over there and you'll see success. But always don't turn off your auto campaigns. You always need those just to keep on tracking and seeing what new keywords are coming up. And definitely spend across additional keywords as well, but the focus should really be targeted against those keywords that you know are going to be driving the most traffic.

Speaker 2:

Love it Cool. Well, thank you. I think anyone now who's listened to this episode can go okay. Well, do I want to settle on Walmart? How much is my revenue going to be? This is what I should do. Are there any kind of mistakes or missteps or stumbling blocks that people should watch out for? When they wanted to do this?

Speaker 1:

Definitely.

Speaker 2:

Apart from just working with you, which is probably the real solution, of course.

Speaker 1:

That's definitely. That's another one mistake is people who don't work with us. That's generally not, but the main thing that people don't do and this is kind of like what I've been repeating here is they don't give Walmart the attention it needs.

Speaker 1:

They just think of it outside of a marketplace that they have to care about. They just think of it as like oh, it's another marketplace, whatever it may succeed, and they copy their Amazon listings. They just copy and paste their copy. They don't do anything, any optimization, they don't bother about the score, they don't use WFS, they don't bother with reviews and, like Walmart doesn't work. Walmart sucks. You know how many clients like I've been at shows like yeah, we have one to two percent. Did you do anything to optimize your listings? No, you just you threw it up, you put on an auto campaign and you're like okay, let's do it, do it, you know let's see if this works.

Speaker 1:

Would you do that on amazon? Would you do that same strategy, the same way that you're sitting here meticulously refining and looking like, oh, what keywords do I want to go after? I have to make sure that my seo is perfect. I have to make sure that every attribute, last thing is filled in over here. Do the same thing for walmart. Now, maybe you could do it a little bit less if you know you don't have the time for it. But that's, that's the whole thing. Give it the attention it needs. Really sow your seeds, really make sure that you're investing into this platform, giving it the attention, and that will lead to success. But just going ahead and just assuming that it will be just like Amazon and the copy and paste and just not putting in any additional work into Walmart, specifically what Walmart wants, you're not going to see success like that. That's a general, most common issue. We find it's just a lack of care, lack of, you know, care and attention.

Speaker 2:

Thank you Awesome. So, yeah, thank you so much for sharing, david. It's been awesome having you on and we have a couple more bits to get into. This is the part where we ask you for your debatable or controversial opinion related to the Amazon or e-commerce industry. I know you're excited, so what would be a debatable or controversial opinion you have about the e-com industry?

Speaker 1:

For sure, for sure. So I don't think it's necessarily unique, but definitely controversial is and this just fits the standard here. Here is I'm a big, I'm a big team walmart guy. You know, there's a lot of people I meet at shows and they're like, ah, walmart's never gonna do anything, they're just in it for a little bit and we'll see what happens. So they're never gonna actually see success. I'm not. I'm not even on the team of walmart will be a competitor to amazon. I think that walmart could go all the way here. I think walmart has the infrastructure, they have what it takes and it's just about like they're doing again. I think, even just not being a pioneer, even just being able to be the one that has, you know, the insight into looking into what have others done and what can I do. And it's not like there's some random company, it's not like if anyone.

Speaker 1:

If anyone had, opportunity to be at amazon I think it's walmart because they have the retail opportunity that they've had forever. You know they have such a great enticement for customers to shop by their stores. They have great pricing overall. You know that this free delivery option, which is considerably faster than than it is on Amazon, you have the ability for the sellers as well. You know they have opportunity to perhaps get their products into stores. You know there's a lot.

Speaker 1:

There's a lot that Walmart has to offer and maybe they don't have that advantage internationally as much as Amazon does. Like. There's a lot that Walmart has to offer and maybe they don't have that advantage internationally as much as Amazon does. Like. There's a lot more international Amazon places, but Walmart still does well. They still have like their slight thing, but specifically in the US, which is obviously Amazon's main gig. I think Walmart does have the potential to really go all the way and I'm very curious to see Like. I don't know if it's going to be I don't think it's going to be an overnight transition, but I would say in the next five to ten years I'd be very curious to come back and watch this podcast and see how true this was.

Speaker 2:

Me too Looking forward to it and Cellcore dominating and being the number one agency who's bought or put out of business every other agency Sorry, other agency owners.

Speaker 1:

Oh yeah, that's obviously our number one initiative was not about growing Walmart, it's about putting all other agencies.

Speaker 2:

So I mean, I've seen your secret business plan, the one behind the business plan to dominate world domination. I think that's kind of everyone's secret business plan, exactly as long as we're adding value, okay. So, david, if people want to get in touch with you or learn more about CellCore, what's the best way they could do that?

Speaker 1:

Sure, so you could obviously visit us at our website, cellcorecom. You could send us an email directly. You could email me directly just davidcellcorecocom. Either way works. We have both domains. We have the sales info act emails, info at any questions you have. Just shoot them over to us. You can, honestly, I would suggest check me out on linkedin. I post content there all the time about walmart marketplace. If you have any questions, just comment and someone will reach out and we'll definitely get you situated. But if you want to find out all these like latest things coming up, we have we have a lot, a lot going on on linkedin.

Speaker 2:

So love it. Thanks so much for being here, david of course.

Speaker 1:

Thank you very much for having me, john John. Thank you.

Speaker 2:

And yeah, if you listen to this podcast and you like what you hear, go check out sellcordco or com how the domain works. Sellcord you know we've been working with them as a partner for a couple of years now and we've only heard good things. So thank you for serving the people that we've sent over that way. And if you listen to this podcast and you'd like to review us, please like leave a comment. Anything that kicks us up the rankings. If you're interested about what Seller Candy does and learning more about the tips and tricks that we spent five years putting together, we've just put together a new digital guide of basically how to deal with seller support and how to get all the stuff solved that you hate in your Amazon business. The URL for that is sellacandyacademy. Nocom Academy is a long word. I'm kind of dyslexic, but you can Google how to spell it and then you can do sellacandyacademy if you're anything like me. And yeah, thank you for listening and see you next week.

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