🔍 The VERY Suspicious Family Emergency...

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

• 🔍 The VERY Suspicious Family Emergency... [True Story]

• 🔥 The History Making Change to Amazon Titles

• 🚨 Deep Dive on the Amazon Marketing Cloud [Request AMC Access]

• 🚀 ShopGPT Is Here!

• ✅ Build Scroll Stopping Visuals With AI! [Step-By-Step Lesson]

🚨 Big Announcement! The Wheel of Kelsey will now be part of our newsletter! For those that don’t follow the Lunch With Norm Podcast, The Wheel of Kelsey is our weekly live giveaway, usually only for our live audience.

This week’s prize? A 60 minute private 1-on-1 with me about branding or anything Amazon-related!

All you have to do is enter HERE. (You’ll be asked for your email and name so we can contact you if you win.)

We’ll be spinning the Wheel of Kelsey during our live episode every Wednesday at 12 pm ET!

🔍 THE VERY SUSPICIOUS FAMILY EMERGENCY… [TRUE STORY] 

One of my earliest lessons in hiring virtual assistants (VAs) was that paying the average rate just didn't cut it.

I had a VA who seemed to have a "family emergency" every other week…

At one point, she claimed her mother passed away three times.

I’m no expert in biology but something isn’t adding up here…

And why is it always on Fridays?

It was clear something was off, and I realized that paying a bit more would ensure loyalty and stability.

I found investing in my VA, with just an extra dollar or two an hour, made all the difference, keeping them from jumping ship for the next gig.

To set my VAs up for success, I made sure they had the right tools from day one.

If their computer was slow or their phone was outdated, I replaced it and covered the cost if they stayed with me for a year.

Even if things didn't work out after several months, I let them keep the equipment—the investment paid off in the long run.

I also took care of personal emergencies.

One of my VAs was incredibly stressed about a $200 hospital bill for her pregnancy.

To her, it was a huge burden; to me, it was a small gesture that earned lifelong loyalty.

I encouraged her to take ample time off, and the respect and trust we built was invaluable.

Involving VAs in project meetings and encouraging their input, whether good, bad, or ugly, fostered a culture of mutual respect and collaboration.

This approach didn’t just create a loyal team; it created a high-performing one.

The Business Lesson:

Invest in your VAs as you would any key member of your team.

By providing support, fair pay, and a voice, you’ll build a foundation of trust and loyalty that pays off exponentially.

— Norm

🔥 AMAZON IS MAKING A MASSIVE STRUCTURAL SHIFT TO TITLES!

_{Credit to Spencer Millerberg}

 Introducing Two Part Titles….

PART 1: Short, clear title (Brand, Product Type, Size/Variation)
PART 2: Product Highlights (Features, Benefits, Advantages)

This is the BIGGEST change to Amazon’s page structure since the marketplace was born.... and it will be a LAND GRAB for brands.

Why Now?

• MOBILE-FIRST ERA: 70%+ of shopping happens on mobile. Short titles are needed to adapt to that format.

• GENAI READY DATA: Amazon’s new AI engines (Cosmo/Rufus) need structured, prioritized data. Product Highlights are perfect for that. I anticipate this will carry the highest indexable value within the page structure.

• REVIEWS AREN’T ENOUGH: Let’s face it — Rufus results are awful because they’re based on reviews. Amazon knows the mess of incomplete or incorrect data is to blame. They need a way to incentivize brands to provide the best data, structured correctly.

What Should I Do?

Remember, this is a land grab. If you treat this like a formatting or copywriting update, you're going to lose.

✅ NOT A BRANDING EXERCISE: Don’t waste the Highlights section on fluff like “ethically sourced” or “family-owned.” Focus on high-volume, high-relevance search terms that match what customers are actually typing — because that’s what AI will index to drive traffic to your page.

✅ GET READY NOW: Brands should get their two-part titles ready this month. Amazon’s rollout is expected in Q2 or Q3. If you're ready when the switch flips, you’ll instantly outpace competitors who scramble after. Think of Bullet Point 1 as the holding position for the Product Highlights.

Final Thoughts

Early movers will win search territory. Late movers will pay for ads.

🚨 Follow the full conversation on LinkedIn

If you’re looking for more AI news and updates I highly recommend 👇

WHERE IN THE WORLD IS THE BEARD GUY?

Can you find Norm in the picture below? Scroll to the bottom of this newsletter to see the answer!

🔥 AMAZON MARKETING CLOUD (AMC) - A DEEP DIVE INTO AMAZON’S LATEST TOOL

Here’s 10 Takeaways From This Episode:

1. Get Access to AMC—It’s Free and Easier Than You Think
   Most sellers assume you need an agency to access Amazon Marketing Cloud, but you can get it directly by emailing Amazon with basic business details. Setup takes less than a week.

2. Use AMC to Track the Entire Customer Journey
   AMC tracks everything from impression to purchase, including device, time, ad exposure, and geography. This lets you map out how shoppers interact with your brand on Amazon, not just what they buy.

3. Create Custom Audiences for Cart Abandoners, Wishlists & Product Viewers
   You can build audiences like: “viewed product but didn’t buy,” “added to cart but didn’t purchase,” or “saved for later.” Then retarget them with higher bids to improve conversion and reduce drop-off.

4. Layer AMC Audiences into Sponsored Ads (Not Just DSP)
   You can now use AMC audiences in Sponsored Product and Sponsored Brand campaigns, not just DSP. This means custom retargeting and bid adjustment can happen directly in your core campaigns.

5. Build Lookalike Audiences Based on Your Best Customers
   Use AMC to find your highest LTV customers, then create lookalikes to target similar shoppers. These segments show 2x higher CTR and 30%+ better conversion rates.

🚨 Get Mansour’s FREE AMC Access Template: → Here 

Find this episode of Lunch With Norm on YouTube and anywhere you listen to podcasts

🔥 HOW FOUNDERS AND CEOS CAN ACHIEVE LONG-TERMS SUCCESS

Here are my favorite TIPS from this episode!

1. Diagnose Leaks in Your P&L Like a Corporate CFO

Most entrepreneurs don’t know where their margins are bleeding. Mayur recommends breaking down your P&L like a corporate exec:

• ✅ Know your EBITDA

• ✅ Separate gross margin by post-Amazon-fees, post-ads, etc.

2. Never Dream of 2x–3x Growth Without 180 Days of Inventory

If you don’t have the capital to buy six months of stock, you’re not ready to scale. Mayur turned down a client who wanted 3x growth but couldn’t afford the inventory because growth without supply chain planning is just wishful thinking.

3. Bundle to Build a Moat: Launch Your Next Brand Around the First

His path: card games for couples → families → pregnancy & women’s health → supplements

Each brand built on the same customer base and lifecycle. This reduces CAC, increases LTV, and creates a content & targeting advantage no new seller can touch.

4. Use Visual Storytelling — Sell With Just Your Images

Every Amazon listing must tell a full emotional & functional story through visuals alone. His team designs each listing under this rule:
“If there were no bullets or text, could we still sell this product?”
Your main image hooks; the rest walk the buyer through the journey visually.

5. Go Beyond Keywords — Target the Buyer’s Context

For his supplement that helps with eye fatigue from blue light, he didn’t bid on “blue light blocker.” Instead, he targeted buyers of blue light glasses through Sponsored Display — a creative way to intercept customers based on their intent, not just search terms

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

🌎 MARK DOWN THESE EVENTS! 🌎

And that’s it, Beardos!

See you next Monday!

- Norm

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