Helium 10 Buzz 2/13/25: Amazon Big Spring Sale 2025 | Amazon Sending Traffic Away?

We’re back with another episode of the Weekly Buzz with Helium 10’s VP of Education and Strategy, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

Submit your deals and Prime-exclusive discounts for the Big Spring Sale
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHNkwyM0xXSDRFOURZM0RL

TikTok Expands In-Stream Shopping Push to Latin America
https://www.socialmediatoday.com/news/tiktok-shops-expansion-mexico-latin-america/739717/

Helping customers discover even more selection on Amazon
https://www.aboutamazon.com/news/retail/search-products-amazon-shopping-feature

Automatic minimum thresholds for order handling capacity
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHVDlDMlEzTTJTTlFNWUtE

And don’t miss out on quick updates through the Serious Sellers Podcast Instagram, where we share more bite-sized content. Helium 10 New Feature Alerts talks about Helium 10’s new Listing Converter for TikTok Shop. Now available for Helium 10 Elite members. Lastly, understanding the intricacies of Amazon’s recommended rank can be a game-changer for your product visibility and sales. We’ve got real-life examples of how correcting irrelevant keyword associations can enhance PPC impressions, using tools like Helium 10’s Cerebro for effective keyword optimization. For niche markets, such as coffin and Gothic-themed products, learn how to use data insights to improve your marketing strategy while maintaining a balance between business growth and personal well-being. Join us to unlock the full potential of these e-commerce strategies!

In this episode of the Weekly Buzz by Helium 10, Bradley covers:

• 01:13 – Amazon Big Spring Sale
• 02:45 – TikTok Shop Mexico
• 03:48 – Amazon Sending Customers Off Platform
• 06:36 – FBM Order Capacity
• 08:48 – Follow Bradley on Instagram
• 09:43 – Helium 10 New Feature Alerts – Listing Converter for TikTok Shop
• 10:05 – Join Helium 10 Elite
• 12:49 – Training Tip: Amazon Recommended Rank

Transcript

Bradley Sutton:

Amazon announces its second ever big spring sale. TikTok shop is opening in a new country. This week. Amazon is actually sending traffic off the platform. These stories and more on this week’s Weekly Buzz. How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Series Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show. That is our Helium 10 Weekly Buzz, where we give you a rundown of all the goings on in the e-commerce, the Amazon, the TikTok shop world. We give you training tips of the week and let you know what new features that Helium 10 has. That’ll give you serious strategies for serious sellers of any level in the e-commerce world. Let’s see what’s buzzing. All right, guys, if you’re watching this on YouTube, you can see I’m like moving a lot in this video. That’s because I’m doing the first ever weekly buzz while I’m walking on a treadmill. This is just part of my reminder to everybody as entrepreneurs, especially those of us who work from home make sure to keep active, guys, all right. So I’m trying to set the example here and I’m walking on my treadmill, my standing desk, as I’m giving the news. Those of you listening just on audio I sound a little out of breath. Well, it’s probably because I’m out of shape, but let’s go ahead and hop right into the news Now.

Bradley Sutton:

The first article this week is just an announcement from Amazon and this is entitled Submit your Deals and Prime Exclusive Discounts for the Big Spring Sale. Now, at first I thought, well, that’s something new, right. Then I looked up old weekly buzz. There was a big spring sale last year around March as well, and it increased sales just a little bit. Nothing that major, but it was kind of successful enough for Amazon to say, hey, let’s go ahead and bring it back. So, as you can see here, this is going to go from March 25th until March 31st. Now, as part of this deal, you’re going to be able to do regular deals or prime exclusive discounts. You have from now until March 17 to submit the deal. So you’re going to go to advertising and deals. Remember, there’s like you’re not going to do stuff on the old prime exclusive discount page. You have to do everything from the deal page. Now for prime exclusive discounts, you have up until the actual time of the event, even to the very last day of the event on the 31st, to submit those. But remember, if you want to do deals. You have only until the middle of March in order to submit that. So do you guys remember your sales last year during this time? Did you run any deals? Might be good to look back at your sales history to see how you did last year around this time and maybe see what kind of deals you had done and adjust accordingly, because there probably will be more traffic on the website, because usually when Amazon has a special deals day, they’ll promote it to their buyers a lot more.

Bradley Sutton:

All right, the next article up is from social media today, dotcom is entitled TikTok expands in stream shopping push to Latin America. Now, this is probably not brand new news, because we had announced a couple of months ago that TikTok shop in Mexico was opening up for people to start making listings and opening up their stores and applying. But now what the announcement is this week is it is now going to go ahead and start this week. All right, so hopefully, those of you who listen to the weekly buzz, if you’re based in Mexico, you took action and got started on the platform a couple of months ago. Well, get ready, guys. Your listings are about to go live on TikTok Shop Mexico as of this week. Now this article goes on to say that, hey, there’s actually going to be a restriction of some sales on TikTok shop Mexico, such as jewelry, health care, maternity and baby products. So as long as you’re not selling in any of those kind of categories, you are good to go for a TikTok shop.

Bradley Sutton:

Now another article that came out this week from Amazon. It was something that I think caused a lot of LinkedIn posts. Like all of a sudden, my LinkedIn feed last couple of days have been filled with stories about this next article. So, basically, this article paints a scenario where you could be searching like my favorite brands for X, my favorite brands for shoes, my favorite brands for Y, whatever the case is, and then Amazon will show you, like you know, the regular search results, like normal. But what’s going to start happening is that Amazon is going to show products that aren’t even available on Amazon. Like I’m not. It didn’t show this brand, but let me just throw an example. Let’s say the latest Nike Jordans or something are not available on Amazon, but maybe you search for an Amazon and I guess, if maybe Nike has some kind of deal with Amazon I’m assuming kind of like a, you know, some kind of pay-per-click model or something to that effect. But well, you can actually be redirected from Amazon to the Nike website store page where those products you just search for are available. It’ll show in the search results in Amazon and then there’ll be a button that you click and it says click here to go off of Amazon.

Bradley Sutton:

If you look here in the article that we link to in the bottom, you could see like some kind of like mock-ups in the app about how it’s going to look. You like, literally, you know, enter in a keyword and then there’ll be this like little widget that says shop brands directly. That comes up and then if you click it, it’ll say you’re leaving Amazon, go to this website, all right, so it says when you tap on see more, it’s going to direct customers to more results from that brand, and when a customer clicks on the product that is sold in a brand store off Amazon, they will receive a notification that they are leaving Amazon and will be redirected to the brand’s website. This is just, you know, kind of like something that I think maybe a lot of us might have said oh, I don’t think I can never see Amazon doing something like this. You know how it’s even against the Amazon terms of service. In your own listing in your product, you know, packaging and inserts to direct any traffic off of Amazon. That’s kind of like what they don’t want any sellers redirecting. But hey, I guess this is something that Amazon is experimenting with where you know. Maybe you know, maybe companies and brands out there can pay for advertising to show up in Amazon search results without even having their product in Amazon. So is this going to catch on? Is this something that’s going to be widespread? I’m not sure. Right now it’s only in beta and not in desktop, so only a certain number of Amazon buyers are able to see this and it’s only in the Android or Apple iPhone app that they can see it. All right.

Bradley Sutton:

Last article of the day there’s actually not that much news and guys, don’t get it twisted, it’s not just because I’m out of shape and I’m trying to end the news early because I’m on this treadmill until I can finish the news, but there actually wasn’t that much news today. But this last one is from Seller Central. It says automatic minimum thresholds for order handling capacity. Now, this is for those of you who are shipping items, fbm or fulfilled by merchant. So now, if you click into this link that’s in Amazon S seller central, you’ll see something called order handling capacity and then you put like a number there, like, let’s say, 50. Well, what does that mean? If you, if you put 50 into this order handling capacity? So that means if you have a shop with multiple items you know Amazon store with multiple items that are FBM and you put 50 there, that means you’re only going to be able to take up to 50 orders a day. And then what happens is, let’s say, you hit 50 for that day, amazon is going to say, all right, well, now it’s going to add another day of handling time. So I guess this kind of, like you know, helps guard against somebody who has products go viral or something and that they don’t have the capacity to ship all the orders in the same day.

Bradley Sutton:

I don’t think this is a big game changer. Like, most of us are like, hey, if we get a whole bunch of orders, we’re going to do whatever it takes to fulfill those orders, Right. But you know, maybe there’s some people out there who, um, you know, like, like, sometimes get overwhelmed with the orders or maybe they’re staffed. Well, now you are going to be able to put this order handling capacity limit in there to make sure that you are not having to fulfill more orders than you can handle in a 24-hour period of time. Because, remember, if you go over that time or if you go over the one-day handling time, normally, like, let’s say, you get a hundred orders in, they all have to ship a certain day. If you only ship, you know, like 85 of them, that means you’ve got 15 orders that are past the late uh, the late shipping kind of cutoff, and your account’s going to get some metrics. Now, me, I’m not going to use this at all. I’m going to take as many orders I can get with my FBM, but maybe some of you, this might actually help.

Bradley Sutton:

All right, Last up, just as a reminder, if you ever want, like you know, more bite-sized clips of the podcast, both the Weekly Buzz and our podcasts that have guests, make sure to follow our Instagram, the Serious Sellers Podcast Instagram. Serious Sellers Podcast Instagram has clips from every single episode we do like, usually 60, sometimes 90 seconds, including the weekly buzz, and also you can just watch the stories I kind of like chronicle my travels around meeting sellers and events and daily things that are happening, like I just got goats and dogs this week, if that interests you. But you can get all of this from the Helium 10 Instagram at Serious Sellers Podcast. So make sure to go ahead and give me a follow and repost some of the reels and stories and stuff that you find interesting. You think that other sellers might find interesting as well.

Bradley Sutton:

All right, now it’s time for the Helium 10 new feature alert and this is actually pretty exciting. For now, this is only going to be for Helium 10 new feature alert and this is actually pretty exciting. For now this is only going to be for Helium 10 Elite members. All right, but don’t fret. Helium 10 Elite members always get first crack at everything as part of the Helium 10 Elite program. You know they get training from Kevin King, get one-on-one calls with me and you get first access to the tools like what I’m about to show you guys right now.

Bradley Sutton:

If the tools like what I’m about to show you guys right now, if you guys want more information on Helium 10 Elite, just go to h10.me/elite. It’s only $99 a month, but anyways, if you are an Elite member, you now have access to our new listing converter for TikTok tool. All right, super, super cool. How can you guys use it? All right, so if you have an Amazon account and you’re an Elite member and the rest of you guys like this will go out to dive members, you know, maybe sometime in a few weeks you’re going to want to click your name on the top right and then hit connections and then add a new seller account and then you’re going to be able to find your TikTok shop from there. All right, so you have got to add your TikTok shop token or kind of connection to Helium 10. And then, if you have your seller central account connected to Helium 10, and now your TikTok shop connected to Helium 10, you are going to be able to create listings on TikTok shop with the click of a button.

Bradley Sutton:

Guys, importing all your images, recreating your titles, bringing your bullet points and making the description, putting it in the right category. This is really great, whether you have one listing or you’re like you know what, I’ve got 40 listings. I don’t want to have to one by one copy them to TikTok shop. Now you can go ahead and do it pretty fast. So how you do it once you have your TikTok shop connected, you go to the listing converter for TikTok and then what you can do is you just select one of or multiple ones you can do as many as you want and then hit bulk convert. After that you’re going to find a window comes up and it’ll allow you to choose your TikTok shop that you want to migrate to. You hit convert and that’s pretty much it. Helium 10 is going to do the rest and create your listings.

Bradley Sutton:

After that, you’re going to want to go ahead and go to your TikTok shop and you’ll see, right there, some of the listings might go live immediately. Others might go in the draft folder because it might like need you to verify to make sure you like the title or you like the category that we chose, and you can just edit a couple of things once it’s in the draft format. But yeah, like I was able to do this on one of my accounts this week, I was able to launch like 10 listings on TikTok shop in less than three minutes using this brand new tool. All right. So, guys, if you are a Helium 10 Elite members, make sure to get started using this tool right away, transferring your Amazon listings and making them live in your TikTok shop. Obviously, you’re ready. You need to have a TikTok shop account. Live and let us know what you think of this tool, and are you a Diamond member who wants to get access to this? Stay tuned. Once we get all the kinks out of this, you’ll have access to this, as well as some other really cool stuff that we have planned for TikTok shop.

Bradley Sutton:

All right, last up is our strategy of the week, and this here is a strategy of something that is very important. Whether you’re trying to launch a new product or you’re having trouble ranking for certain keywords that you think you’re relevant for, well, the issue could be that maybe you’re not relevant to Amazon and there’s a lot of people out there who try and give calculations about all right, hey, this is how you know if you’re relevant, or you know you might need this many keywords that are, you know, like ranking for these similar products, et cetera. You can do those things in Helium 10, too, but the one thing that only Helium 10 can show you is we give you a direct link to the actual scoring system that Amazon has for relevancy. Amazon scores the top 1000 keywords for every product as to how relevant it thinks it is, and this is, a lot of the times a direct correlation with how you start seeing it in the search results, how your advertising performs and how what happens in SEO when you have interactions with your listing, and a lot of times it’s the reason why you might not be necessarily ranking for something as well as you think you should, despite getting purchases, et cetera, or you might not be getting impressions in PPC. So for a little bit more information on how this works, check out this clip you can only do in Helium 10.

Bradley Sutton:

And this is one that four years ago or five years ago I predicted. I was like oh yeah, a bunch of other tools are surely going to copy us because this is just so, so valuable. It’s called the Amazon recommended rank. What this is a direct tie into the Amazon API that tells you how relevant it thinks a keyword is to a product. Right, it ranks keywords based on what Amazon thinks is relevant to the product and it gives it a score, and helium 10 takes that score and translate it into a rank. So the number one score a keyword could have for a products like hey, this is the most relevant keyword according to Amazon algorithm is like 9.99. So if it has that 9.99, that means we give it Amazon recommended rank number one, number one rank keyword. If it has another score of a 996, well then that’s Amazon recommended rank two, and so on and so forth.

Bradley Sutton:

But it really helps you understand what does Amazon think your product is. When you look at those like top 20 or 30 keywords that Amazon recommends, it really lets you know hey, is Amazon confused about your product? Are you on the right track? This is especially critical when you have a brand new listing. You guys ever had situations where you make a brand new listing and you can’t get impressions in PPC for it. A lot of times it’s because there’s something wrong with the relevancy. Amazon doesn’t think you’re relevant for the keyword, even if you did the right things in your listing optimization. Sometimes Amazon just kind of glitches out and says oh, we don’t know what this product is. We think it’s this and you obviously know it’s not, and so that’s why you know you have something wrong.

Bradley Sutton:

The way I discovered how beneficial this is I’ve told this story before is when I started selling some socks. On the one socket said if you can read this. The other socket said bring me coffee. The number one keywords for this product were coffee related keywords, you know, like gifts for coffee lovers. But this was socks in the clothing category, and when I ran Amazon recommended rank on this because I couldn’t get any impressions in PPC for coffee related keywords, I could see that all the keywords that Amazon thought the product was had nothing to do with coffee. We just like thought it was generic socks, and so of course I wasn’t going to get impressions and so I had to do some other things to try and make myself more relevant to Amazon for it. But if I didn’t have this Amazon recommended rank, I would have been in the dark. I’ll be like what, what’s going on, amazon, right? Well, let me show you an example of this live.

Bradley Sutton:

Here is one of the Helium 10 coffin shelves, a coffin, a bookshelf for Manny’s mysterious oddities, and I ran it in Cerebro. And, by the way, guys, this is for platinum diamond. Any level of Helium 10 has this. I’m going to sort it by Amazon recommended rank. All right, this is basically going to tell me hey, what does Amazon think my product is? Now? This is not always going to be your top keywords, but you can really get a good picture of the top 20 keywords If Amazon is confused about your product or not. And take a look at the number one keyword coffin shelf wall large. We have coffin bookshelf large. We’ve got coffin shelf. Coffin bookshelf, gothic bookshelf. Is there any doubt that Amazon knows exactly what my product is? No, all my main keywords are kind of like right there in the top 20, or at the very least they really describe my product. Well, I am optimized correctly for those keywords. There’s no confusion.

Bradley Sutton:

Now take a look at this other product. If I were to look in the Amazon search results, I typed in coffin shelf, right here and now I’m on page. What page am I on here? Let’s see. I’m on page four of the search results, which is kind of crazy because there’s barely any coffin shelves in the entire coffin shelf industry. As you can see here, most of these products aren’t even coffin shelves. So like it’s kind of shocking that there’d be a coffin shelf on page four when even page one there’s irrelevant products. So I ran it in Cerebro. I sorted by Amazon recommended rank. Now do you remember what my product was? Had all the right keywords coffin wall shelf, coffin bookshelf. What does Amazon say this coffin shelf is? Look at the top keywords for Amazon recommended rank Number one floating shelf, wall shelf, floating shelf shelves, room wall, bathroom shelf, kitchen shelves, wall mounted, et cetera, et cetera, et cetera. Anything about coffin or Gothic? No, so coffin shelf wasn’t even in the ballpark.

Bradley Sutton:

As far as what Amazon thinks this product is relevant for, is this product ever going to rank high for coffin shelf when Amazon doesn’t think it’s relevant for coffin shelf? No, they have to re-optimize their listing or figure out. Is there a category issue? What’s going on with this? Is that seller blind? Well, right now he is, because he’s been stuck on page four forever and he hasn’t done anything about it.

Bradley Sutton:

He obviously doesn’t use Helium 10. If he used Helium 10, he would be able to see instantly. He’s got a relevancy problem with coffin and Gothic related keywords, so that now he’s got to figure out how to fix that. But again, Helium 10 members, platinum diamond, whatever level. You guys are not going to be in the dark for this. This you can only see with Helium 10. What keywords does Amazon think you’re relevant for? All right guys? That’s it for the news. This week I made it through this whole thing. I just walked only a half mile. I’m going to have to keep going right after this Don’t forget point of me doing this for dramatic effect and also to remind you guys as entrepreneurs, make sure to try and stay healthy. So with that, I hope you guys have a great weekend and we’ll see you next week to see what’s buzzing.

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Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:

• Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
• Helium 10: 30+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon or Walmart business easier with better data and insights. See what our customers have to say.
• Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation.
• SellerTrademarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.