A weak hero image can ruin your conversion rates, increase ad costs, and make you invisible in search results. In this episode of Lunch with Norm, Norm Farrar chats with John Aspinall, Amazon creative expert and brand evangelist for PickFu, to break down how to optimize product images for maximum clicks and conversions.

Key topics include:

- Why your hero image is the most important factor in click-through rates.

- How to test and optimize images using PickFu & real customer feedback.

- The biggest mistakes sellers make with product photography.

- 3D renders vs. traditional photography—which one works best?

- Insider hacks for budget-friendly product photoshoots (including the secret JCPenney trick).

If you're an Amazon seller, eCommerce brand, or marketer struggling to stand out in search results, this episode is packed with actionable strategies to help you win the click and increase sales. 🎯

Links & Resources Mentioned:

PickFu – Test Your Images: pickfu.com

John Aspinall’s Agency – Go Aspi: goaspi.com

Thank you to our sponsors! ________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up.

Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/ ________________________________________________________

Timestamps

00:00 Introduction to Hero Images

01:06 The Importance of Packaging

04:37 Creating Compelling Images

06:11 Testing and Feedback

07:36 Avoiding Common Mistakes

09:17 Optimizing for Amazon's Algorithm

12:15 Real-World Examples and Tips

27:52 Clear Hero Images

28:35 Branding Strategies for Small Businesses

31:53 Affordable Photography Hacks

39:44 Maximizing Scroll-Stopping Power

44:47 Answering Audience Questions

Search engines are shifting, organic visibility is fading, and if you’re not evolving, you’re losing! In this episode of Lunch with Norm, Norm Farrar sits down with SEO expert Dan Kurtz to uncover the latest SEO and keyword strategies that Amazon sellers and eCommerce brands need to dominate the search results in 2024 and beyond. Join the Beard Nation at https://www.facebook.com/groups/lunchwithnorm Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/ Thank you to our sponsors! ________________________________________________________ This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm

________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨 Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/ TIMESTAMPS

00:00 Introduction

01:09 Guest Introduction: Dan Kurtz

02:50 SEO Trends and Strategies

13:25 Press Releases and Backlinks

30:55 Commercial Break: Maximize Your Amazon Reimbursements

32:25 Using IFTTT for Content Distribution

35:19 Understanding Google Knowledge Panels

43:43 The Power of Google Business Profiles

48:52 SEO Tips for Amazon Sellers

50:18 Final Tips and Common Mistakes

In this episode of Lunch with Norm, Vanessa Hung breaks down how Amazon’s AI-powered Rufus and Cosmo are changing the game for sellers. She explains how AI is reshaping Amazon search rankings, product listings, and PPC advertising—and why traditional keyword strategies are becoming obsolete.

Vanessa dives deep into how AI personalizes search results, how to optimize listings for Amazon’s new algorithm, and the biggest mistakes sellers must avoid to stay competitive. If you’re an Amazon seller, this episode is packed with must-know insights about the future of eCommerce, audience targeting, and AI-driven marketing strategies.

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/

Thank you to our sponsors! ________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm

________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

Timestamps

00:00 Introduction

01:13 Guest Introduction: Vanessa

02:52 AI's Role in Amazon's Evolving Landscape

03:34 Understanding Rufus

06:35 The Shift in PPC and Audience Targeting

08:20 Personalized Shopping Experiences with AI

13:16 Optimizing Listings for AI and Rufus

24:45 Future Implications and Strategies for Sellers

30:24 Optimizing Your Amazon Listing

34:30 Introduction to Cosmo Technology

39:52 The Future of AI in Business

46:00 Creating Content with AI Tools

50:53 Conclusion and Final Thoughts

In this episode of Lunch with Norm, Mike Frekey joins Norm Farrar to break down the latest Amazon advertising strategies and how sellers can adapt to the platform's changing landscape.

🚨Free PPC audit 🚨 https://igppc.com/services/amazon-ppc-audit/ to any seller with over $10K in monthly ad spend

From leveraging brand analytics to mastering PPC and understanding the impact of Amazon's new B2B placement modifiers, Mike shares actionable tips to help you maximize your ad spend while staying ahead of the competition. They also discuss the increasing dominance of ads over organic traffic, the power of keyword research, and strategies for balancing profitability with growth. If you’re serious about scaling your Amazon business in 2025, this is an episode you can’t afford to miss!

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/

Thank you to our sponsors! ________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back.

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE.

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

Timestamps

00:00 Introduction to Amazon's New Ad Placements

00:15 Current Trends in Sponsored Ads

00:24 The Decline of Organic Rankings

00:28 Winning with Brand Analytics

01:24 Guest Introduction: Mike Freckey

02:50 Deep Dive into Brand Analytics

04:02 Identifying Market Keywords

09:16 Using ChatGPT for Market Analysis

10:10 Interpreting Brand Analytics Data

17:18 Effective Sponsored Ad Strategies

21:43 The Impact of Ad Widgets

26:58 External Traffic and Amazon Attribution

33:10 Conclusion and Contact Information

In this episode of Lunch With Norm, Norm Farrar sits down with Deb Slaver to tackle one of the most critical challenges for Amazon sellers: avoiding costly compliance mistakes. Deb shares her insights on sourcing authentic products, navigating intellectual property (IP) pitfalls, and the steps every seller must take to protect their account from suspensions.

They discuss real-world horror stories of counterfeit allegations, IP disputes, and packaging errors—and how these common missteps can bankrupt a business. Packed with actionable advice, this episode is a must-watch for anyone serious about staying compliant and thriving on Amazon.

Join the Beard Nation at https://www.facebook.com/groups/lunchwithnorm

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/ Thank you to our sponsors!

________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table!

TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews?

TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨 Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

Timestamps

00:00 The Costly Mistake: A Copyright Catastrophe

00:30 Navigating Amazon's Minefield: Policies and Compliance

01:05 Introducing Our Expert Guest: Deb Slaver

01:41 Sponsor Spotlight: Tracefuse

02:46 Deb Slaver Joins the Conversation

03:56 Ensuring Product Authenticity on Amazon

09:01 Handling Amazon Notifications and Compliance

18:01 Best Practices for Packaging and Record Keeping

25:56 TrueOps Reimbursement Benefits

26:33 Effective Complaint Handling Strategies

27:37 Addressing Customer Complaints

31:08 Understanding IP Protection

32:32 Importance of Patents and Trademarks

35:46 Challenges with IP and Amazon

44:53 Handling IP Complaints

46:58 Final Thoughts and Contact Information

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THANK YOU TO OUR SPONSORS 🎉

TrueOps - https://app.trueops.com/sign-up?via=norm

Tracefuse - https://tracefuse.ai/lunchwithnorm-newsletter/ AZ Rank - http://www.azrank.com/

Walmart Marketplace - https://marketplace.walmart.com/?utm_campaign=2024-US-MP-GEN-DB-LWN&utm_source=Lunch_With_Norm&utm_medium=Direct_Buy

StartUp Club - https://www.startup.club

HONU Worldwide - https://www.honuworldwide.com ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬

In this episode of Lunch with Norm, Norm Farrar welcomes Shane Barker, founder of Trace Fuse, to discuss the art and science of managing and removing negative reviews on Amazon. Discover proven strategies to protect your star ratings and sales, while staying compliant with Amazon’s guidelines.

Key topics include:

- Why negative reviews aren’t always bad—and how to use them to improve your product.

- The hidden impact of star rating drops on your BSR and PPC costs.

- How to identify and handle non-compliant reviews with expert precision.

- Shane’s top tips for maintaining a 4.3+ rating and avoiding sales decline.

Whether you’re a new or seasoned Amazon seller, this episode is packed with actionable insights to help you safeguard your reputation, boost conversions, and stay ahead of competitors.

📩 Have a review horror story or a question about removing reviews? Share in the comments below!

✅ Don’t forget to LIKE, SHARE, and SUBSCRIBE for more expert advice on eCommerce, branding, and marketing strategies.

Join the Beard Nation at https://www.facebook.com/groups/lunchwithnorm

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/

Thank you to our sponsors!

________________________________________________________

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

🚨 Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back. 🚨 It takes just three minutes to sign up.

Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm ________________________________________________________

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service. With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

🚨 As a Lunch With Norm listener, your first two removals are FREE. 🚨

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

Timestamps

00:00 Introduction to Negative Reviews

00:33 Impact of Negative Reviews on Amazon Sales

01:27 Strategies for Q4 Success

02:11 Challenges in Removing Amazon Reviews

03:52 Understanding Amazon's Review Guidelines

05:37 Dealing with Unfair Reviews

15:12 Tips for Removing Negative Reviews

26:54 Performance-Based Review Removal

27:34 The Amazon Algorithm's Impact on Reviews

28:14 Negative Reviews and Their Consequences

29:22 Strategies for Managing Reviews

32:15 Buy Box Eligibility and Review Management

38:27 The Role of Vine Reviews

40:59 AI and Review Authenticity

42:59 Final Thoughts and Listener Questions

Your Website Is Costing You Thousands in Sales [Here's How to Fix It]. In this episode of Lunch with Norm, Norm Farrar sits down with Matthew Stafford, the CEO of Build Grow Scale, to uncover the secrets to optimizing your website and skyrocketing sales. Learn actionable, data-driven strategies that top eCommerce brands use to convert visitors into customers. Key topics include: - How to design a website that builds trust and boosts conversions. - Why removing clutter can improve navigation and customer experience. - The surprising power of negative reviews in driving sales. - Secrets to maximizing your revenue per user and average order value.

Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/

Links Mentioned: Learn More About Build Grow Scale: buildgrowscale.com

This episode is brought to you by TrueOps:

Amazon sellers, stop leaving money on the table! TrueOps helps you reclaim every cent you’re owed with cutting-edge tech and just a 10% commission—way less than the industry standard of 25%.

Your first $1,000 in reimbursements is free, and if Amazon reverses a claim, TrueOps credits your fees back.

It takes just three minutes to sign up. Start reclaiming what’s yours today - https://app.trueops.com/sign-up?via=norm

This episode is brought to you by TraceFuse:

Struggling with negative Amazon reviews? TraceFuse removes non-compliant reviews 100% within Amazon’s Terms of Service.

With 11,000+ reviews removed for 400+ brands, TraceFuse delivers results—and you only pay for what we remove. No contracts, no monthly fees, just performance.

As a Lunch With Norm listener, your first two removals are FREE.

Clean up your reviews today at https://tracefuse.ai/lunchwithnorm-newsletter/

*All conversations and information exchanged on the Lunch with Norm podcast or interaction on the Lunch with Norm Website is intended for educational and entertainment purposes only. Do not confuse this with advice or direction with your business per se. Always do your own research before following advice from any podcast/website. Amazon's Terms of Service is always changing. Make sure you are following relevant up-to-date information.

Timestamps 00:00 Intro 00:06 The Importance of Trust and Navigation 00:20 Maximizing Search and Filters 01:09 Guest Introduction: Matthew Stafford 02:51 Matthew Stafford's Journey 06:07 Optimizing Your Website for Conversions 09:06 Effective Navigation and User Experience 24:08 The Power of Reviews 24:30 Handling Negative Reviews 25:32 The Importance of Interaction 28:13 Giveaway Announcement 29:48 Q4 Sales Strategies 31:36 Gift Cards vs. Discounts 32:32 Key Performance Metrics 40:40 Data-Driven Optimization

In this episode of Lunch with Norm, Norm Farrar and Kevin King dive into the game-changing trends, tools, and strategies Amazon sellers need to dominate in 2025. From leveraging AI innovations to optimizing your network at industry events, this episode is packed with actionable insights! Key topics include: - The rise of AI tools and how to use them to streamline operations. - The power of community at Amazon events and why networking matters. - Predictions for the future of eCommerce and the evolving Amazon landscape. - Whether you're a seasoned seller or just starting out, this episode will give you the edge you need to scale your business in the new year. Sign up for our Newsletter - https://lunchwithnorm.beehiiv.com/ This episode is sponsored by Walmart Marketplace - Build, grow, and elevate your eCommerce business with one of the most trusted names in retail. Sell your products on Walmart.com. Learn more - https://marketplace.walmart.com/?utm_campaign=2024-US-MP-GEN-DB-LWN&utm_source=Lunch_With_Norm&utm_medium=Direct_Buy 📩 What’s your biggest challenge heading into 2025? Share in the comments below! ✅ Don’t forget to LIKE, SHARE, and SUBSCRIBE for more Amazon tips and strategies.

This episode is brought to you by AMZ Rank:

Hey Amazon, Walmart, and TikTok sellers, We’re in Q4, and I know the pressure is on. How do you rank higher and sell more during the busiest time of the year? As a certified Amazon partner agency, AZ Rank has the expertise and proven strategies to take your products to the top, driving visibility and sales across all platforms! With proven expertise in optimizing search rankings, AZrank guarantees your products stand out during this critical shopping season. Email AZrank today at hello@azrank.com

Make sure to mention The Beard Guy sent you to unlock an exclusive discount!

This episode is brought to you by Startup Club:

Startup Club is the largest club on Clubhouse supporting the Startup ecosystem. Startup Club offers an exciting sense of belonging to established and aspiring entrepreneurs, startup businesses, and companies wanting to Learn, Connect, and Grow. Join us for conversations with founders, entrepreneurs, angel investors, venture capitalists, subject matter experts, and more.

For more information visit https://Startup.club

This episode is brought to you by Seller Basics:

Seller Basics is the ultimate guardian for account suspensions, ASIN hiccups, and IP headaches. For only $99 per month, Seller Basics provides a dedicated team to safeguard your business. And that's not all! Gain access to free legal consultations with seasoned eCommerce attorneys. With no binding contracts, you can cancel anytime with just a month's notice.

Consider Seller Basics your Amazon account's comprehensive health plan.

For more information visit https://www.sellerbasics.com

*All conversations and information exchanged on the Lunch with Norm podcast or interaction on the Lunch with Norm Website is intended for educational and entertainment purposes only. Do not confuse this with advice or direction with your business per se. Always do your own research before following advice from any podcast/website. Amazon's Terms of Service is always changing. Make sure you are following relevant up-to-date information.