Lunch With Norm - The eCommerce & Amazon FBA Podcast

$500 to $150K/Month! - The Retention Strategy Behind MASSIVE Growth

Most brands obsess over acquiring new customers... But what if the real money — and sustainable growth — is hiding in the customers you already

have?

🚨 Get Levanta's Affiliate Ad Shift Calculator - HERE

In this episode of Lunch With Norm, Norm Farrar sits down with Dan Jordan, Director of Strategy at Social Lite and CRO coach at Merchant Mastery, to dive deep into retention marketing, subscription growth, and AI-powered automation.

Dan has helped hundreds of Shopify and DTC brands scale through better customer retention, smarter email flows, and real-time data-driven decisions. If you’re scaling a Shopify brand, running a subscription box, or just tired of bleeding cash on Facebook ads with no LTV — this episode will show you exactly how to build systems that retain, convert, and grow.

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This episode is sponsored by Levanta:

Most sellers rely on ads to grow. But lately, that growth comes at a higher price. ROAS is inconsistent. CPCs are rising. And scaling often means overspending.

Levanta’s Affiliate Shift Calculator helps you explore a smarter mix—by modeling what would happen if you reallocated a portion of your ad spend into affiliate marketing. It’s a free, expert-built forecast based on your own inputs—not guesswork.

🚨 Get My Shift Calculation → HERE

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What You’ll Learn:

- Why retention acquisition is for long-term growth

- The truth about "Subscribe & Save" (and why it’s not a real strategy)

- Dan’s “Subscribability Framework” to boost LTV and reduce churn

- How to engineer offers that keep customers buying month after month

- Real examples of brands going from $500/month → $150K/month

- AI-powered automation using Make.com & n8n

- How to build feedback loops through post-purchase flows and surveys

- Critical metrics to track: churn, time to reorder, reactivation success & more

Timestamps

00:00 – Why Retention Beats Acquisition

03:10 – The #1 Mistake Most eCom Brands Make

04:58 – Retention Isn’t a Loyalty Program

07:11 – What Is the Subscribability Framework?

09:45 – Why ‘Subscribe & Save’ Fails

14:02 – Personalization Over Repetition

18:54 – Automation Isn’t Hard Anymore

20:30 – AI-Generated Emails That Sound Like You

22:46 – "Show Up Like a Friend, Not a Brand"

24:17 – Who Should Not Use Subscription Models?

28:41 – BoxyCharm’s $500M Exit

33:48 – How to Collect Real Feedback from Your Customers

38:05 – The Metrics That Actually Predict Churn

 

Hosted by: Norm Farrar, “The Beard Guy” Newsletter: https://lwn.news

Join the community: Facebook Group | WhatsApp | Subreddit Hashtags:

 

This TikTok Shop Strategy Is Making Brands Go Viral!

Is TikTok Shop still worth it in 2024? Or is the ban just smoke and mirrors? In this episode of Lunch With Norm, Michelle Barnum Smith breaks down everything sellers need to know about growing on TikTok—from setting up your shop the right way to generating hundreds of videos without being the face of your brand.

➡️ Ready to grow your brand and sell more? Check out all the tools and resources we recommend at: https://www.lunchwithnorm.com/

This episode is a must-watch for any Amazon or DTC brand looking to tap into TikTok Shop’s explosive growth. Michelle covers the exact strategies that are working right now, including how to get your account approved, how to seed products to creators, and why content—not followers—is the key to scale. She also explains why most sellers fail in their first 90 days and how to avoid being one of them. Whether you’re just getting started or ready to go all in on TikTok, Michelle lays out the playbook.

🔍 What You'll Learn:

- Why most brands are still ignoring TikTok Shop (and losing money)

- How to scale content without being on camera

- What the TikTok ban actually means (and why the platform’s still growing)

- Real-world onboarding and setup advice that saves time and headaches

Timestamps

00:00 Introduction to TikTok's Content Strategy

00:24 The Rise and Risks of TikTok Shop

02:20 Challenges Big Brands Face on TikTok

03:12 The Authenticity Factor

05:16 Opportunities for Small and Medium Businesses

08:52 Getting Started on TikTok

21:12 TikTok Shop vs. TikTok

22:48 Tips for Business Registration

26:38 Canadian Companies and TikTok Shop

28:45 TikTok Ban and Its Impact

34:51 Strategies for TikTok Shop Success

38:02 Content Creation for TikTok Shop

42:03 Conclusion and Final Thoughts

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This episode is brought to you by Levanta:

Amazon’s not broken—but your strategy might be. If your sales are stalling while ad costs climb, you're not alone. Top brands like HyperIce and Caraway are shifting their mix with performance-based affiliate marketing. With Levanta, you only pay when a sale happens—and you tap into over 10,000 vetted creators, publishers, and review sites driving external traffic that lifts your organic rank. They even built a free tool to show the calculated revenue lift you could see.

Check it out at https://hubs.ly/Q03ghJk60 ________________________________________________________

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/ ________________________________________________________

Your Brand Here? – Contact k@Lunchlunchwithnorm.com for sponsorship opportunities

Start Your Beauty Brand in 5 Minutes (No Inventory Needed)

Launching a beauty brand sounds glamorous—until you hit the endless delays, huge upfront costs, and sourcing headaches. In this episode of Lunch With Norm, Adam Chuntz, co-founder of Blanka, shares how anyone from solo entrepreneurs to salons can launch a fully branded beauty line in minutes—without minimums or manufacturing nightmares. Norm and Adam dive into the revival of private label, why North American sourcing is back, and how smart founders are using white label platforms and instant Shopify integrations to build lean, fast-growing brands. They also cover why most people get branding completely wrong, how to price for profit, and what it really takes to stand out in a saturated market.

🔥 Join the Lunch with Norm Newsletter https://LWN.news 

Get 15% off your first Sample Order with Blanka, using the code: LUNCHWITHNORM - https://blankabrand.com/  ________________________________________________________

This episode is brought to you by Levanta:

If you're an Amazon seller, you already know—PPC costs are rising fast. But what if you could grow sales without increasing your ad spend?

The team at Levanta put together a free guide that shows you how to get started, what networks to use, and how to find affiliates who actually perform.

Grab the Free Guide - https://hubs.ly/Q03dyv6R0 ________________________________________________________

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 Branding Beyond the Logo

02:21 The Evolution of Private Labeling

10:35 Custom Formulations

21:37 The Importance of Brand Development

23:53 Efficient Order Fulfillment Strategies

24:50 Leveraging Warehousing

29:39 Understanding Your Audience

34:34 Expanding Your Product Line

41:07 Final Thoughts

You're Scaling Your Amazon Ads Wrong - Here's How to Fix It

Amazon ads are getting more expensive, more competitive—and way more confusing. In this episode of Lunch With Norm, PPC strategist Elizabeth Greene breaks down what’s really happening inside Amazon’s ad console in 2024 and what you need to do to scale profitably in 2025. From catchall campaigns and B2B optimization to fractional DSP access and Amazon’s new AI tools, Elizabeth shares advanced strategies that are working now. She also explains why most sellers are mismanaging ad spend, how to evaluate performance across massive catalogs, and why the key to growth isn't more money—it’s smarter strategy. Whether you’re a beginner or running a complex multi-SKU operation, this episode is your crash course in Amazon advertising that actually works.

 

Want to know the EXACT ACoS to hit your profit goal? - https://junglr.com/growthbalanceequation/ 

🔥 Join the Lunch with Norm Newsletter https://LWN.news

________________________________________________________

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/

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Timestamps

00:00 Intro

02:34 Welcome Elizabeth

06:23 Scaling Strategies

10:31 Optimizing Ad Spend

17:04 Advice for New Amazon Sellers

19:58 Low Bid Strategies

21:33 Leveraging Auto Campaigns

23:28 Advertising Insights and Coaching

30:21 Optimizing PPC

34:18 Effective Bid and Keyword Management

36:32 Final Thoughts

How to Survive The Trump Tariffs & Supply Chain Chaos

In this episode of Lunch With Norm, supply chain expert Kerim Kfuri joins Norm to break down the hard truths about sourcing in 2025. From tariff pressures and supplier risk to AI-powered product development and nearshoring myths, Kerim delivers no-nonsense advice for Amazon sellers navigating the chaos of global trade. Learn why too much loyalty to your supplier can kill your business, how to negotiate better terms, and the real reason nearshoring might not save you. Plus, hear about how Alibaba is reshaping sourcing with AI. If you rely on imports, want better margins, or just want to survive the next supply chain shake-up, don’t miss this one. _______________________________________________
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 Diversifying Your Supply Chain
02:44 Karem Kafu's Insights
05:54 Tariffs and Their Impact on Amazon Sellers
14:09 Mitigate Tariff Challenges
20:11 Supplier Relationships
28:56 Cost Cutting and Quality Control
34:46 Nearshoring
37:16 Leveraging AI
45:05 Shark Tank's Daymond John

The Very Real Stress of an Entrepreneur - How to Handle Stress & Stay Resilient

Starting and scaling a business isn’t just about strategy—it’s a mental game. The pressure, setbacks, and isolation can break even the toughest entrepreneurs. In this episode of Lunch with Norm, Kevin Oldham, founder of DeFactory, joins Norm Farrar to discuss the real struggles of entrepreneurship, mental health, and building resilience.

🔥 Key Topics:

- Why mental health challenges like anxiety, ADHD, and addiction affect so many entrepreneurs.

- How to build resilience and manage stress in business.

- The 75% rule: Why most entrepreneurs regret selling their business.

- How to prepare for an exit strategy that won’t leave you lost.

- The power of mastermind groups and support networks.

Whether you're facing burnout, struggling with self-doubt, or planning an exit, this episode is filled with real talk and actionable advice on how to survive and thrive as an entrepreneur.

📩 How do you handle the stress of entrepreneurship? Drop your thoughts in the comments below!

✅ Don’t forget to LIKE, SHARE, and SUBSCRIBE for more insights on business, branding, and mental resilience.

🎯 Links & Resources Mentioned:

Kevin Oldham’s Company – DeFactory: defactory.com

Follow Kevin & Learn More: bethefilament.com Lunch with Norm Newsletter: LWN.news

I encourage you to reach out to people in your lives to either seek support, offer support, or check in. If you or someone you know needs help, please do not hesitate to reach out to someone and ask for help. If that feels scary, you can call the mental health and suicide prevention hotline for support by dialing 988

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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 Harsh Reality of Entrepreneurship

00:42 Introducing Kevin Oldham

02:42 Kevin's Journey and Mission

04:23 The Mental Health Struggles of Entrepreneurs

07:57 Coping Mechanisms and Support Systems

14:39 Identifying and Managing Mental Health Issues

22:51 Turning a Bad Day Around

23:43 Small Wins for Big Confidence

27:56 Lessons from Failure

34:05 Embracing AI and the Future

36:32 Avoiding Seller's Remorse

The Secret Behind High-Converting Amazon Hero Images

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

Your SEO Strategy is Failing - Panic or Profit

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

Amazon Search Just Changed Forever... Amazon AI Rules for 2025 | Vanessa Hung

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

Amazon Ads Are Bleeding Your Profits - Here's What to Do! | Mike Frekey

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