🤘 How I Ended Up Next to KISS…

What you’ll find in this week’s newsletter:

• 🤘 How I Ended Up Next to KISS… [True Story]

• ✅ Email Deliverability Checklist

• 😱 The 10 Biggest Compliance Pitfalls of 2025 [Deep Dive]

• 🔥 How to Supercharge a Product Launch with GPT-5

• 🚀 She Built a Fortune 500 Skincare Brand From $0

I got some great tips for email deliverability this week for you.

If you want to see if you’re emails are ending up in the inbox, check out this email deliverability test (no sign-in required).

P.S. Reply to this email with “#wheelofkelsey” for a chance to win an incredible back-linking package from one of the greatest minds in SEO, Dan Kurtz. The result will be announced on Wednesday 🔥

🤘 How I Ended Up Next to KISS… [TRUE STORY] 

Today’s story is a short one, but it really shows the importance of networking.

Years ago, I was in L.A. doing some business with a buddy, named Kim.

He had been the general manager for many of the best clubs in Hollywood (The Fountain Room and the Avalon).

Let’s just say, he knew everyone in the nightlife scene.

One evening, he pulled some strings and got us front-row seats to an MMA fight.

Now, he knew that I’m a big fan of mixed martial arts, so the pulled some strings and got us front row seats.

Believe it or not, I was a boxer growing up, and very big into karate.

But the real kicker that night? (No pun intended)

I found myself sitting next to none other than Peter Criss, the drummer of KISS, and beside Kim was a well-known Hollywood stuntman.

It was one of those surreal moments that reminds you how important genuine connections are.

I spent the whole night sitting next to them, enjoying the fights.

I couldn’t believe it.

Business lesson:

My buddy might not have been a huge MMA fan, but he went out of his way for me, and that’s the kind of relationship that makes all the difference.

Keep those connections strong.

You never know when you’ll end up next to a rock legend at an unforgettable event.

Enjoy the rest of the newsletter.

— Norm

🔥 Did You See What Alex Hormozi Accomplished This Weekend?

Alex Hormozi just broke the Guiness World Record for the largest non-fiction book launch in history.

He sold 2.4 million copies of his new book “$100M Money Models” sold in just a few hours. Roughly 70 million USD in revenue if my math is right and it all happened live.

And the previous record? 1.4 million.

Wow.

😱 The 10 Biggest Amazon Compliance Pitfalls of 2025

Here’s a detailed breakdown of the 10 most common compliance issues Amazon sellers have complained about in the last 18 months complete with real-world product examples and cost estimates so you can gauge the potential impact on your business.

1. Pre-Approval of Compliance Documentation

As of September 30, 2024, Amazon began requiring pre-approval of compliance documentation before certain products can even be listed. This applies to high-risk and regulated categories such as:

- Toys and children’s products: Children’s Product Certificates (CPC), ASTM F963 lab reports
- Home appliances: NRTL safety certification, electrical testing
- Medical devices: FDA registration, ISO 13485
- Cosmetics: Ingredient safety reports
- Electronics: FCC and CE test reports
- Auto parts: DOT certification
- Food and supplements: FDA facility registration, COAs

Products cannot go live until Amazon reviews and approves documentation, a process that can take 1–3 weeks, sometimes longer if Amazon requests revisions.

Third-party testing and certification can run $5,000–$15,000 per SKU in these categories. For example, one small home appliance seller reported spending $9,200 on combined UL safety testing and FCC certification just to launch a single model.

2. Supplements & TIC Verification

As of April 2, 2024, Amazon required all dietary supplements, especially in high-risk niches like weight loss, sports nutrition, and sexual wellness, to be verified by an approved Testing, Inspection, and Certification (TIC) organization such as NSF, UL, or Eurofins. This verification must confirm compliance with cGMP, ingredient accuracy, and absence of contaminants.

Even supplements already tested in ISO 17025 labs had to be re-validated through a TIC partner. Non-compliant listings were suppressed until proof was uploaded.

Typical TIC verification packages range from $1,200–$4,000 per SKU, plus $500–$1,000 per batch for ongoing testing. One seller of herbal capsules estimated losing $12,000 in sales during a two-week suppression while verification was completed.

This is a prime example where proactive verification whether through an internal checklist or automated screening via platforms like Verid8 can save weeks of downtime.

3. UL4200A Testing Under Reese’s Law

Amazon began enforcing UL4200A certification for all products containing button or coin cell batteries including remote controls, digital thermometers, kitchen scales, and wearables. Sellers must also provide a General Certificate of Conformity (GCC) for applicable children’s products.

Listings without UL4200A documentation were automatically suppressed, sometimes without prior warning.

UL4200A testing costs $450–$720 per product, and sellers often pay extra for expedited turnaround. One small electronics seller reported losing $7,500 in holiday sales when their kitchen scale listing was down for three weeks awaiting certification.

When you have multiple SKUs with battery components, tracking UL4200A compliance manually is challenging. Tools like Verid8 help flag missing test reports before Amazon’s bots do, avoiding surprise delistings.

4. Hazmat Misclass

Amazon increased scrutiny of lithium battery products and Dangerous Goods classifications. Products like power banks, e-scooters, and cordless tools require UN38.3 test reports, Material Safety Data Sheets (MSDS), and in some cases, battery exemption sheets.

Incorrect DG flags can block FBA inbound shipments, strand inventory, or delist ASINs entirely.

Testing and documentation updates can run $1,000–$10,000+ per product, plus lost sales during downtime. A mobility brand selling e-bike batteries estimated $18,000 in lost revenue during a six-week DG reclassification process.

5. General Product Safety Regulation Enforcement

From December 13, 2024, the EU’s GPSR made marketplaces directly accountable for unsafe products. Amazon now requires EU sellers of toys, electronics, and appliances to update labels, provide safety information, and appoint an EU-based Responsible Person.

Sellers needed to re-label products, update safety files, and in some cases re-test to align with GPSR requirements.

Label redesign and printing for multi-SKU catalogs can run $2,000–$5,000, with re-testing adding €500–€1,500 per SKU. A German toy seller reported spending €14,000 to update packaging for 40 SKUs before the deadline.

6. Extended Producer Responsibility Auto-Billing

In 2024–2025, Amazon began auto-enrolling sellers into EPR Pay-on-Behalf in the UK, France, and Germany, charging eco-fees on products with packaging or batteries, from skincare bottles to cordless drills.

Sellers now see deductions for eco-contributions (based on weight/material) plus a £20 annual service fee per category.

For a seller shipping 50,000 units in plastic bottles, UK EPR fees could total £4,000–£6,000/year, excluding admin costs. Macro estimates put total UK retail burden at £1–£2 billion/year.

7. Automated Keyword Enforcement

Amazon’s bots began removing or locking listings that used words like “antibacterial” or “antimicrobial” even on non-pesticide products like bath towels, cutting boards, or pet bowls unless EPA registration proof was provided.

Listings were often down for days or weeks while sellers rewrote copy or submitted documentation.

For seasonal products, downtime can cost $500–$1,500/day in lost revenue. One kitchenware seller missed $9,000 in Prime Day sales after their “antimicrobial sponge” listing was removed.

Automated scanning tools like Verid8 can detect restricted words in your listings before Amazon’s bots do, avoiding last-minute content changes.

8. “Prop 65 Notice”: California Chemical Warnings

In 2024, there were 3,077 Proposition 65 60-day notices, with roughly 23% involving Amazon sellers. Affected categories included cookware, jewelry, and children’s toys with chemicals like lead or phthalates.

Non-compliant products faced lawsuits, settlements, or mandatory warning labels.

Settlements vary but often range $10,000–$50,000 plus legal fees. One cookware brand paid $18,500 in a settlement and spent another $4,000 on packaging changes.

9. Toys & Children’s Products Docs Rejected

Sellers of children’s toys and learning kits saw their compliance uploads rejected without clear reasons. Amazon kept listings “Under Review” for weeks.

Sellers had to pay for retesting under ASTM F963-23 or CPSIA standards to satisfy Amazon’s compliance dashboard.

Basic ASTM testing costs $420–$570 per product; broader CPSIA panels run $800–$1,200. A U.S. toy seller lost $22,000 in Q4 sales due to an unresolved “Under Review” hold.

10. CPSC Distributor Liability

The U.S. CPSC reaffirmed Amazon’s role as a “distributor” for marketplace products, forcing the platform to conduct recalls. Products like electric kettles, nightlights, and blenders were pulled, with Amazon refunding customers and charging sellers.

Sellers bore the cost of refunds, returns, and destroyed inventory.
A small appliance brand in 2024 reported a $42,000 hit from a recall including refunds for 3,500 units and shipping costs.

What does all of this mean?

• Audit your catalog now for high-risk categories (toys, supplements, electronics, kitchenware).

• Budget 5–10% of COGS for compliance costs in regulated categories.

• Keep all test reports & certificates ready in Amazon’s accepted formats.

• Monitor keyword usage to avoid automated policy flags.

• Stay ahead of policy changes especially for EU/UK regulations.

Amazon Compliance Survival Kit:

We’ve also created a free, editable Compliance Survival Kit that gives you:
- A SKU-level tracker for all your compliance documents and expiry dates
- A monthly health check template
- Supplier request email templates
- A quick-fix playbook for common Amazon compliance issues

🔥 Freebie: You can download it here and start protecting your business today.

Beardos also get exclusive FREE access to Verid8 Starter plan with code “LWNV8”:

😮 Your Emails Are Going Straight to Spam!

My takeaways from this episode! (Find the full episode on YouTube):

1. Never Send From Your Main Domain

Always use a secondary (dummy) domain that looks similar to your brand’s main domain. This protects your main business domain from being blacklisted and losing SEO/email reputation if people mark your emails as spam.

2. Set Up SPF, DKIM, and DMARC

These 3 authentication protocols prove your emails are legitimate. Without them, spammers can send emails on your behalf, and providers will route your emails to spam.

3. Verify Your Email List Before Sending

Run all contacts through a verification tool to remove invalid or dead addresses. This prevents high bounce rates, which damage sender reputation.

4. Warm Up Every New Domain

New domains start with zero reputation. Use a warm-up tool (like Warmy) to gradually build trust by simulating opens, replies, and engagement before sending bulk campaigns.

🔥 Use code: WEBINAR25 for 25% off on all the Warmy subscriptions.

6. Don’t Send Bulk Emails from Shared Servers

Avoid sending from shared hosting (e.g., HostGator). If another user on that server spams, your domain can get blacklisted too. Use Google Workspace or a dedicated server/IP instead.

6. Use Plain Text for Cold Outreach

For cold emails (to people not expecting to hear from you), avoid HTML templates. Plain text looks personal, avoids spam filters, and has higher deliverability.

7. Use Multiple Inboxes Per Domain

Each inbox (e.g., [email protected]) has a sending limit (~200–2,000/day depending on provider). Setting up 3–10 inboxes per domain lets you scale sending safely without triggering spam filters.

🌎 Where in the World is The Beard Guy?

🔥 How Denice Duff Built a Fortune 500 Skincare Brand From $0

Here are my favorite tips from this episode!

1. Leverage Email Harder Than You Think

Even with only ~10,000 subscribers, Denise’s brand generates millions in revenue because they email daily with variety: ingredient spotlights, founder letters, family stories, and product education. Stop worrying about unsubscribes. Hit your list often with useful, story-driven content.

2. Use Founder Personality as a Differentiator

Her personal presence (videos, stories, handwritten notes) is as much the product as the cream itself. Show your face or voice in your brand. Founder-led storytelling builds trust and turns casual buyers into loyalists.

4. Build Discovery Sample Packs

Denice creates curated kits with multiple products plus QR codes linking to usage videos. Launch a sample or discovery pack, don’t give it away, sell it. Market it as a step system and build repeat customers.

6. Exploit TikTok Lives Aggressively

She sells for 5+ hours weekly on TikTok Live, with giveaways and direct demos. Longer streams = more algorithm exposure and sales. Block off a regular “live selling” slot. Encourage engagement (“tap the screen”), use giveaways, and stay on long enough to let TikTok push you to fresh audiences.

7. Use Gift Guides & Press Releases for Authority

They’ve been in multiple gift guides and plan press releases for new products. Pitch your products to holiday gift guides and issue professional press releases for every launch. It boosts organic sales and SEO authority.

Find this episode of Marketing Misfits on YouTube and anywhere you listen to podcasts

And that’s it, Beardos.

See you next Monday!

- Norm

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