From Running Amazon for Lego to Private Label to Agency Success | SSP #534

In this episode, we talk to the former Amazon advertising manager of Lego about what he's learned from one of the largest companies in the world, to running his own private label brand, to now running an agency and all that we can apply to our own businesses.

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Stepping away from the comfort of a well-established brand like Lego, Silas has steered his career ship through the tumultuous waters of entrepreneurship and surfaced with a lot of insights. From launching a private label brand on Amazon to the helm of his own agency, his narrative is rich with the lessons of building businesses from scratch, the significance of co-founder synergy, and the hard truths of partnership pitfalls. Silas’ story is a testament to the resilience and adaptability required in today’s e-commerce oceans, and he doesn’t shy away from sharing the gritty details.

Tuning into the finer points of Amazon PPC, we navigate the complexities of keyword strategies with the precision of a Lego master builder. The conversation traverses from Lego’s expansive strategies to the necessity of adaptability in the private label and agency landscapes, where budget constraints demand a more tactical approach. Silas introduces us to his innovative keyword categorization, a strategy that has revolutionized advertising efficiency for businesses big and small. He even lets us peek into his toolbox, showcasing how tools like Helium 10 are not just for the giants but are instrumental for anyone looking to make a mark on Amazon and Walmart.

But it’s not all about keywords and conversion rates; there’s a heartbeat to Silas’ story that underscores the importance of mental health and personal fulfillment. He shares a candid account of his own struggles and triumphs, reminding us that well-being is inextricably linked to professional success. The birth of Copenhagen Commerce and the value of connections made through podcasting and networking events narrate a journey of rediscovery. It’s a compelling reminder of the power that lies in human connections and prioritizing what truly matters – a lesson that resonates with all of us, whether we’re building block by block or keyword by keyword.

In episode 534 of the Serious Sellers Podcast, Bradley and Silas discuss:

00:00 – Silas On Lessons From Lego to Amazon Private Label
02:17 – Advertising and Retail Management Career
08:31 – Optimizing Keyword Strategies for Success
11:57 – Lego’s ASIN Grabber and Enterprise
18:48 – Negative View on Mental Health
19:48 – Starting a New Agency, Finding Fulfillment
27:20 – Amazon Keyword Research Strategies and Tools
28:39 – Building a Consistent Ranking System
30:55 – Favorite Helium 10 Tool
32:25 – The Power of Networking at Events