The Story of Elon Musk & 2 Seven Figure Amazon Sellers


Chris and Nicole Parr are seven figure Amazon sellers in Sports & Outdoors, we talk about dealing with and selling to SpaceX, the value of brand and premium pricing, the challenges of German reviewers and having a customer centric focus for your product and brand.

  • A year ago Chris got an email from the Boring Company wanting to buy 20k of one of Chris’ products with a link to Elon Musk’s Instagram page running around with a flame thrower
  • Researched a bit more and saw that it is genuine
  • Sold them a component that goes on top of the Flame Thrower and were dealing with Legal and Procurement at SpaceX
  • Turned it around in 5 weeks

Dealing with SpaceX

  • Played hard ball as knew the product was unique
  • Did the silence and silent treatment with SpaceX
  • There was a lot of press on the Flame Thrower and it went well
  • It was a fun story

Backgrounds in Retail and eCommerce

  • Chris’ background is retail and ecommerce
  • Nicole was 25yrs in airline marketing and customer management
  • Started 4 years ago in the Golden Years
  • Launched with one product
  • Range is very premium usually 50-100% more expensive than others in the category
  • Lots of Chinese sellers in the category
  • Got 27 products and bringing 15 more in this year
  • Very customer brand centric with marketing and sales background
  • Packaging is high-end as come from retail
  • Building customer avatars and personas

Building from 7 figures to 8 figures

  • Do re-packaging exercise and moving to more cardboard with matt-finish, spot-uv and gloss finish on certain elements
  • Cheaper and better at recycling
  • Reduce the height of packaging makes a big change in FBA fees and can save $1-$1.50 for 40k units a year
  • Customer oriented with touch points, packaging, listing, colours, pricing, images
  • Dealing with German reviews – fine until something goes wrong and then they go hammer and tongs
  • Lucky that sometimes customers contact direct and can work with the customer to fix it
  • German and Japanese quality

Pricing of Products

  • Cheapest product is $7 to $65
  • Lots of sales from Austria nad Switzerland as well
  • Market sells for $15-20 and we sell for $30 as we use higher quality materials than your Chinese sellers
  • Not afraid of competition as we have a Brand
  • We are in the middle in our category in terms of brands – se spend a lot

Launch Strategy

  • We turn on the early reviewer programme
  • Part of Marketplace Growth Programme programme in the States as seven figure Amazon sellers
  • Contentious on the Vine programme as some Chinese Sellers have access through their Vendor accounts – are lobbying for it
  • Turn on best deals for two weeks – even if you have no reviews you are on page 1
  • If you can get on page 1 in your category then you can sell 45 per day and the algorithm likes it
  • Turn on PPC day 1 with no reviews and aggressive
  • Do product targeting ads on all the main competition
  • Got 78k on Instagram, 70k on Facebook

Growing Social Media

  • Grown over four years
  • The basics of social media are what we follow
  • Regular timely content
  • Engaging and good quality
  • Asking questions, competitions, caption contests
  • All the right hashtags and research which ones
  • Have ambassadors and sponsor teams
  • Use Influencers and some come to us
  • Use the email list and send newsletter
  • Got 10k on the email list
  • Did some manychat and worked with Michelle Benton, Paul Harvey

Being off Amazon

  • Everyone concerned around risk of staying on Amazon even if you are seven figure Amazon sellers
  • We have a Woo commerce wordpress website which was tricky
  • Shopping links in Instagram – quite small
  • Drive most of the traffic to AMazon
  • Less than 10% of Sales come off Amazon
  • Very focussed on where money is made

Focus is Amazon

  • Amazon do a lot darn right and retail is really hard
  • Got business insurance (through Marketplace Growth Programme)
  • Play by the Rules – no black hat for these seven figure Amazon Sellers
  • Concern of being suspended is greatly reduced if you play by the rules
  • Went to Amazon HQ last Summer to meet and see account manager
  • They know all about you and know what you’re doing
  • Most suppliers are non-China

Seller Sessions Live

  • Chris is coming to London from Israel to be in Seller Sessions Live and Nicole is there for the evening
  • Respect for Danny, Paul and Liran
  • This is a local event and stellar speakers
  • Actionable content – Chris will be actioning this on the Monday after Seller Sessions Live

Make your VOTE count!

Your community needs you!

We will be in touch shortly with further details. Don't for get to share this page with the community.

Share This
%d bloggers like this: