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Rise of the Micro-Brands. A live interview hosted by Norman Farrar AKA ”The Beard Guy”. Norm digs into current trends, the latest tips, and advice from experts in the eCommerce, Amazon FBA and online business world. Listeners will walk away with actionable tips that they can apply immediately to their business. Norm and his guests don’t give you get-rich-quick tips, they give sound advice to help you manage and grow your business.
Episodes
4 days ago
4 days ago
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
Monday Mar 24, 2025
Monday Mar 24, 2025
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/
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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
Monday Mar 17, 2025
Monday Mar 17, 2025
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
Monday Mar 10, 2025
Monday Mar 10, 2025
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
Monday Mar 03, 2025
Monday Mar 03, 2025
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
Monday Feb 17, 2025
Monday Feb 17, 2025
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
Monday Feb 10, 2025
Monday Feb 10, 2025
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
Monday Feb 03, 2025
Monday Feb 03, 2025
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 ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Monday Jan 27, 2025
Monday Jan 27, 2025
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
Monday Jan 20, 2025
Monday Jan 20, 2025
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