CFU 114: How to Sell on Amazon After a Successful Crowdfunding Campaign – Ben Arneberg
With nearly 50% of all e-commerce sales occurring on Amazon, many crowdfunders are asking the question, “how can I take my product and sell on Amazon?” On this episode of Crowdfunding Uncut, Khierstyn has a conversation with Ben Arneberg, founder of Product Fuel and creator of two e-commerce companies CubeFit and Willow & Everett, both of which have had successful Kickstarter campaigns, and sold over $10M on Amazon! Ben shares his top tips for crowdfunders looking to move into the e-commerce space after a successful campaign, how to rank highly within Amazon’s categories, and many more trade secrets that you don’t want to miss. Be sure to listen to this episode – your product will thank you.
Crowdfunding platforms and Amazon are delicate partners – here’s how Product Fuel makes it work
Turning a successful crowdfunding campaign into an equally successful brand online is hard work. That’s why Ben created Product Fuel – to help entrepreneurs move their products from crowdsourcing platforms into digital marketplaces. While it may be easy to list products on Amazon, it’s extremely difficult to allow that product hit its full potential. Product Fuel has successfully taken campaigns such as Wilcox Boots that earned over $140,000 through Kickstarter and helped them bring in over $80,000 monthly Amazon sales. When a campaign is nearly complete, Ben and his team will begin conversations with the client to determine product flows and shipping methods. This allows both parties to fully understand the desired outcome for the product and make a game plan that is tailored to each product, target audience, and sales goals. To hear how to get your product on Ben and Product Fuel’s radar, be sure to listen to this episode.
The art of combining a crowdfunding campaign, a stellar website, and selling on Amazon
Product Fuel attracts clients who already have a successful crowdfunding campaign in progress. Ben encourages aspiring creators to go to a crowdsourcing platform first, rather than trying to launch solely on a website or directly to Amazon. There’s a trifecta that leads to the most success: a successful crowdfunding campaign, an interactive website, and ranking highly on Amazon (leading to more sales.) The campaign is the first integral piece in the process – aside from having an innovative product that fills a market gap. Campaigns create “an amazing halo effect” as Ben explained, and when harnessed properly the momentum drives organic traffic to Amazon and pushes your rankings higher. Without all three of these pieces, your efforts will be much more difficult. For Ben’s full explanation on this cohesive approach, be sure to listen to this episode of Crowdfunding Uncut.
Why accurate keywords and appropriate pricing is key for Amazon success
To explain the importance of great keywords and appropriate pricing, Ben uses a hypothetical coffee mug scenario. Even if you have a stellar coffee mug that sells well for $50 on your website, that doesn’t necessarily mean it will sell well on Amazon. When compared to $7 competitor mugs, if your $50 mug only has a 5% conversion rate on Amazon, it will be pushed down in the rankings and be seen by very few customers. This is the point of critical balance – your product needs to be priced accordingly to not be immediately written off by the client, and it needs to be matched with the right keywords and categories. Product Fuel can help you with this process. For all of the insights on Amazon success, don’t miss this conversation with Khierstyn and Ben.
Ben’s best advice for achieving success selling crowdfunding products on Amazon
In addition to all of the selling strategies Ben discusses on this episode of Crowdfunding Uncut, he encourages crowdfunders to always communicate with a campaign’s backers. You want to avoid launching on your website or on Amazon before your most loyal supporters receive their product. You can also use this window of time for feedback – see what your backers like and dislike about the physical product and then make slight adjustments before releasing it to the general public. He and Khierstyn also discuss the importance of always fulfilling sales through Amazon and why you should stay away from Amazon Launchpad. To hear more of Ben’s expert advice don’t miss this episode of Crowdfunding Uncut.
Outline of This Episode
- [0:53] Khierstyn introduces her guest for this episode, Ben Arneberg, founder of Product Fuel and Amazon seller guru
- [3:59] Why Amazon and crowdsourcing are delicate partners
- [7:17] Why Ben was hesitant to use Kickstarter for Terra Mat, and what changed his mind
- [8:38] The difference between product selection for Kickstarter and Amazon
- [12:20] Pros of putting an established brand on Amazon
- [17:45] Ben’s best tips for future Amazon e-commerce sellers and why you should stay away from Amazon Launchpad
- [20:44] Ben’s suggestions for organizing product fulfillment
- [22:57] The timeline for creating your e-commerce process
- [31:21] How to get connected with Ben and Product Fuel
Resources & People Mentioned
- SPONSOR: Gadget Flow – get your project in front of over 25 million people per month and receive 10% off your service with code “Uncut10”
- Ben’s company – Product Fuel
- Willow & Everett
- Cube Fit Terra Mat
- Wilcox Boots
- Jamstack guitar amplifier