My Amazon Guy Review: The Agency Behind $1.2 Billion in Managed Amazon Sales! Steven Pope Interview

Have you ever wondered how some Amazon sellers manage to generate impressive sales while others struggle to get noticed?

The answer might lie in the support they receive from expert agencies like My Amazon Guy!

I'm Vova Even, and I have spent nearly eight years diving deep into the world of Amazon FBA.

As a seller, I know the challenges that come with running a successful business on Amazon.

That's why I create content on YouTube and Udemy, sharing helpful tutorials, tips, tricks, and exclusive coupon codes tailored for Amazon sellers like you.

Recently, I had the opportunity to interview Steven Pope, the founder of My Amazon Guy, a full-service agency that has made a significant impact in the Amazon marketplace.

With an incredible track record of managing over 400 brands and a staggering $1.2 billion in annual sales, My Amazon Guy specializes in services like PPC, SEO, and listing optimization.

They are dedicated to helping sellers achieve their goals and grow their businesses.

In my video, we explored Steven's journey and the incredible services offered by My Amazon Guy.

Trust me, it’s packed with valuable insights that can make a difference in your selling experience.

As a special treat, I also secured a fantastic 60% off exclusive discount for their Standard Operating Procedures (SOPs).

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If you’re looking to take your Amazon business to the next level, this is a great opportunity.

Just remember to mention my name, Vova Even, when you reach out to My Amazon Guy to unlock fantastic rates and services!

So, let’s dive into my review of My Amazon Guy and discover how they can help you thrive on Amazon!

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Introduction

Vova: Good day, everyone! Today, we’re diving into a review of My Amazon Guy, an agency focused on helping Amazon sellers.

They offer a range of services to support Amazon businesses.

In this discussion, we'll be going over what My Amazon Guy does, the ways they assist sellers, and who might benefit from their expertise.

So, if you’re an Amazon seller looking for support with your shop, whether it's PPC, SEO, listing optimization, or more, Steven Pope here – Steve – could have the answers you need.

Steve is the founder of My Amazon Guy, and today he’ll be explaining what his team does and how they work with sellers.

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Meet My Guest – Steven Pope

Vova: So, Steven – welcome! Can you introduce yourself?

Steven: Thanks for having me on, Vova! 

First, let me say – props to you for living the dream with your travels around the world.

It’s really inspiring.

I just got back from Colombia, where I visited the Lost City.

I hiked 80 kilometers through the mountains and jungle.

It was constantly raining, and staying dry was impossible – there are just different levels of being wet out there!

I’m sure you know what that’s like from all your travels in places like Thailand and India.

So, big respect to you for that.

My Amazon Guy Facts

Steven: As for me, here’s a bit about what I do: I manage $1.2 billion in annual revenue on Amazon across all the clients we work with at My Amazon Guy.

Right now, we’re supporting about 400 brands, and the agency itself brings in around $20 million each year.

We’re actually one of the biggest independently owned Amazon agencies out there, and I’m here to answer any questions you’ve got.

Vova: That’s incredible, man – really impressive results!

And I know you’re also selling on Amazon, with a few stores of your own.

It’s great that you’re bringing in hands-on experience as both a seller and a service provider.

Steven: I’ll admit, I’m better at running an agency than I am at being a seller.

With private labels, I didn’t get past around $1.1 to $1.2 million a year in sales.

But in Retail Arbitrage, I’ve managed an account that hit $8 to $8.5 million with an 18% net margin.

So, I know my way around, though I make my fair share of mistakes too.

Speaking Of Mistakes, I Highly Recommend You Read This: 8 Amazon FBA Mistakes Sellers Make & How To Avoid Them

Personally, I appreciate learning from other successful people who are open about their own setbacks – you can pick up a lot more from them than from the flashy videos that just focus on Lamborghinis and promises of passive income.

I try to keep things real.

I have a lot of respect for Amazon as a platform, but I’m not shy about calling out policies that frustrate sellers.

So, if there’s anything specific you think your readers would want to hear, I’m open to it.

Vova: That’s really impressive, Steven.

What My Amazon Guy Does

Vova: I think it’d be helpful for readers to get a clear picture of what services My Amazon Guy offers.

Could you share a bit about what your agency can help sellers with?

Like, is it PPC management, listing optimization, or something else?

Knowing what you guys cover could help those reading this who might be facing challenges in their Amazon businesses.

And honestly, your results are impressive, whether it’s in Retail Arbitrage, private label, or the success you’re seeing with the agency.

I think what you’re doing is amazing, and I’m sure many sellers would agree.

Steven: I’m really grateful for where I am.

I feel like I’ve reached a good place in life, with financial stability, a wonderful family, and everything in between.

I’ve got five kids, all under the age of eight, which keeps things lively!

And I know that’s probably in the cards for you too, Vova – maybe five kids in the next decade or so, right?

Vova: Hehe…

Steven: As I mentioned, I enjoy traveling, and that’s something I try to fit in as often as I can.

Usually, when I do interviews or podcasts, people ask a lot of technical questions.

But it’s rare that I get the chance to talk about myself and what my agency does in detail, so I’ll gladly take this chance to do so.

Full-Service Management

Steven: Right now, I’ve got our full-service management page on screen to show what we do at My Amazon Guy:

Anyone interested can find this page easily by visiting MyAmazonGuy.com/fs – “fs” stands for full service.

Or you can simply click the “Service” button on our homepage.

Let me explain it at a high level: we cover everything that helps grow sales on Amazon in the digital space.

Relevant Read: How To Get Your First Sales On Amazon (And Become The Best Seller)?

We divide our services into two main areas – traffic generation and conversion improvements.

How My Amazon Guy Generates Traffic

Steven: In traffic generation, we focus on three main areas: pay-per-click (PPC) advertising, search engine optimization (SEO), and click-through rate (CTR).

CTR is something I emphasize heavily.

I see it as just as crucial as PPC, and we could discuss why that’s so important today.

How My Amazon Guy Generates Conversions

Steven: On the conversion side, we handle design, merchandising, and catalog troubleshooting – all the challenging issues sellers face when managing their listings.

Many Amazon shoppers see Amazon as a place where they click two buttons, and the next thing they know, a box shows up at their door.

For sellers, though, it’s a whole different story.

Jeff Bezos didn’t exactly make things easy for them.

While he’s probably out on his yacht right now, sellers are working hard to keep their businesses running smoothly and facing plenty of hurdles.

These catalog and troubleshooting challenges are often overlooked, but they’re a huge part of what we do.

In fact, that’s how I gained a lot of recognition – through the My Amazon Guy YouTube channel, where I’ve posted hundreds of videos, with about 220 dedicated to solving catalog issues, error codes, and working with Seller Support.

It’s those practical problem-solving videos that really helped me connect with the seller community.

So, that’s an overview of what we offer.

The last point I’ll make here before taking more questions is about the importance of staying active with every part of your Amazon selling strategy.

Reading This Will Increase Your Chances For A Successful Launch: Pretty Awesome Amazon Product Launch Strategy

Common Mistakes Amazon Sellers Make and How to Avoid Them

Steven: On the screen, you can see a diagram of cycles that I believe are key to maintaining and growing sales.

Many people think that once they set something up, they can just leave it.

But that approach doesn’t work well on Amazon.

Imagine setting up a $10,000 PPC campaign and never adjusting the bids — yet, that’s exactly how many sellers treat SEO, click through rates, and even design.

For example, someone might create A+ content for their listing back in 2018 and then never update it.

That’s a huge missed opportunity.

Regular updates are essential.

The main challenge for sellers is often feeling overwhelmed by the sheer number of tasks.

If you consider everything you could work on each day, it’s a long list: 

• Managing PPC 

• Improving SEO 

• Updating design 

• Handling catalog issues 

• Addressing Seller Support tickets 

• Managing refunds 

• Monitoring clickthrough rates 

• Checking reports 

• Creating shipping plans 

• Writing new copy

• Posting on social media 

• Reviewing reports

• Checking for hijackers on your listing

The list could go on and on.

You Must Read My 3 Best Product Research Tips For Beginners: Amazon Product Research: 3 Best Tips For Beginners

But realistically, it’s impossible to tackle everything each day.

You need to prioritize and pick just two or three of the most important tasks to focus on each day.

It’s about choosing wisely and not getting bogged down by trying to do it all.

I strongly believe in keeping things simple for Amazon sellers.

Too often, people complicate the process by searching for shortcuts or quick wins.

They might look for “hacks” like incentivized reviews or tricky URL setups, but these tactics are risky and often short-lived.

Instead, sticking to the basics is far more effective.

In my view, the fundamentals are clear.

For generating traffic, focus on PPC, SEO, and CTR.

For conversions, it’s all about design, merchandising, and resolving catalog issues.

These are the core areas I focus on, and I’m more than happy to discuss any of these in more detail.

Just let me know what you’re interested in.

Don’t Miss Out On This One: Successful Amazon FBA Business Mindset

How to Start Working with an Agency

Vova: Alright, so let’s imagine a seller is struggling with their SEO or PPC on Amazon, and they want to get some help from you.

How do they usually start working with you?

Do they just call you up or send you an email like, “Hey Steve, I need help”?

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Analyze SEO

Steven: The first thing I’d mention is that if an agency has strong SEO across several different platforms, that’s a positive indicator of their expertise.

To see how they rank, you can do a quick search as a test.

For instance, I just typed “Amazon agency” into Google, and there we are, right at the top of the first page:

Then I went over to YouTube, typed in “Amazon SEO,” and right now, we’re in the top three results there as well.

Vova: Let’s try an example on Amazon itself.

Just name any random product you’ve purchased or have nearby — something you use regularly that we can look up together.

Steven: Perfect, a desk lamp it is.

I actually haven’t shopped for or checked out desk lamps before, so this will be interesting for me too.

When I analyze products I haven’t previously researched, it lets me bring a fresh perspective, and I can give specific observations on things like SEO and click-through rate.

Alright, so here we are on the search page.

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Analyze CTR

Steven: Now, click-through rate and SEO work very closely together; they’re deeply connected.

To succeed, you need to pay attention to both.

So, as we look at the search page on Amazon, let’s imagine that you have no choice but to pick one of the five desk lamps showing up here.

You can’t scroll further, and you have to buy one of these options.

Now, Vova! Looking at what’s right in front of you, which one catches your eye first, and why?

Vova: I wouldn’t go for the first or fourth option from the left because they’re both quite large and would take up too much space on my desk.

I’d likely choose the one at the far right, number five, even though I don’t think it has the best image.

The others, from my point of view, seem better suited for a desk lamp look.

Steven: Got it.

So, out of all the images here, which one do you feel has the most appeal and why?

Vova: If we’re just looking at the image itself, I’d say I like the one on the far left because it has a light that shines nicely.

The glow from the lamp catches my attention.

Steven: So, not necessarily the one you’d buy, but the one with an image you find the most attractive is the one on the left?

Vova: Yes, that’s right.

As far as the main image goes, I like it for how the light shines and creates an appealing look.

Steven: Understood. It’s the light effect in the image that stands out to you.

Now, I noticed you didn’t mention factors like reviews, price, title, or color options.

Do any of those elements play a role in what you would end up clicking on?

Vova: Absolutely.

Things like price, reviews, and color options would definitely influence my choice along with what you just mentioned.

Steven: Whenever I do this exercise, it always ends up with people talking about the main image.

This is why I focus so much on the main image when it comes to click-through rate.

I’ve done this process countless times, asking the same question: “Which one would you click on first, and why?”

People always respond based on the main image.

The point I’m making here is that the main image has a major impact on click-through rate.

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Check for Details

Steven: Now, let's take a closer look at the product listing you were interested in on the far right.

How could we make it more appealing?

This Might Interests You: 3 Amazing Tips to Create Stunning Listing Images

You mentioned that the main image could use some improvement.

One way to enhance it might be by making the light more prominent.

Another idea could be adding a keyword, like "desk lamp," on top of the main image.

The screen on the monitor is blank; adding a picture — maybe a mountain or a scenic view — could make it more visually appealing.

For instance, someone who loves nature or travel might see the mountain image and feel a stronger connection to the product.

A lifestyle element, like a scenic image, can add personality to a product.

Including the keyword "desk lamp" in the main image or on the monitor screen could also help with click-through rates.

In my experience, adding a keyword always attracts more clicks, especially for popular search terms.

If the keyword “desk lamp” has a monthly search volume of 20,000, for example, having it displayed directly on the product image or packaging often increases clicks.

This makes it more likely that users will choose that product over others.

Read More About Amazon Listing Here: Optimize Your Amazon Listings for Success - Pro Seller Insights

This particular main image does have some strengths.

It effectively highlights the lamp’s warm light color and shows its adjustable brightness modes, which could be appealing to buyers looking for those features.

Additionally, the main image shows the accessories that come with the lamp, which is often overlooked but well done here.

However, by adding a keyword and possibly a lifestyle element, I believe this image could become even more compelling to buyers.

Analyze How the CTR is Affecting SEO

Steven: Now, moving on to SEO, click-through rate (CTR) directly affects SEO.

Why? Because the more clicks a product gets, the more likely it is to make sales.

More clicks lead to more sales, and both contribute to higher search rankings.

The higher the ranking, the more visibility the product has, leading to even more sales.

So, improving CTR through a stronger main image can actually help drive better SEO results for the listing.

There's a strong link between click-through rate (CTR) and SEO, but I like to treat them as separate topics.

Many people don’t pay enough attention to CTR, even though it has a lot of potential to improve their listings.

At MAG (My Amazon Guy), our agency gives CTR a high priority because it’s an easy area to work on.

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Improving it can bring significant results, almost like grabbing a big, ripe watermelon just within reach.

Check for the Agency’s Background and Values

Steven: Now, as we go further down this listing, we notice there’s no brand story at first glance.

But then, there it is – Amazon sometimes places the brand story below the A+ content as part of their A/B testing.

The issue here is that the brand story doesn’t include any links to the brand’s other products, which is a missed opportunity.

Why? Because if a shopper scrolls down, they see space taken up by competing products in that same horizontal layout.

You can see these ads scrolling by in a carousel format, which takes away the focus from your own products.

So, displaying a lineup of your products horizontally in the brand story can make a big difference.

This particular brand I showed earlier appears to have at least two stock keeping units (SKUs) and possibly more.

If we click on their brand store, it might show a homepage with four SKUs, for instance.

If they added all four of their products to the brand story, they would create helpful cross-links between them.

Here’s an interesting point: the brand story section allows for up to 96 links.

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So, if you have 96 products in your catalog, you could theoretically link each one of them in the brand story.

With 96 SKUs linked across 96 pages, you’d end up with 9,216 internal links.

Who wouldn’t want that much extra SEO potential?

Anyone familiar with SEO knows that links contribute to search rankings, and these brand story links can help distribute “SEO juice” across all of a brand’s listings.

While most brands won’t have 9,216 links to work with, adding even a few hundred or thousand links could make a big difference for SEO.

This strategy is a solid way to improve your brand's visibility and rankings on Amazon and is definitely worth considering.

At our agency, we take a hands-on approach when reviewing a listing.

Starting with a fresh look at it, we go through each element and ask, “What can we improve here?”

For example, with this brand story, there's no human touch – no image of a person making direct eye contact.

There are a few photos of people working or studying, which adds some personality, but in the top image stack, there isn’t a single person looking directly at the viewer.

This lack of eye contact limits the connection with potential customers.

If, for example, a woman in the photo is only partially looking toward the camera, it’s less engaging.

Improving this would help the listing feel more approachable.

The infographics seem well done overall, but color choices like orange might not be the best fit.

Testing with a few other colors could give a clearer idea of what works best.

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Evaluate the Pricing Strategy

Steven: We also check if the pricing strategy is effective.

In this case, over a year, it looks like the brand has adjusted its prices nearly once a month.

This pattern likely benefits them, as each time they reduce the price, their Best Seller Rank (BSR) improves.

When they raise the price again, the BSR doesn’t drop too much, showing that temporary price drops can help generate sales while maintaining a solid ranking.

This practice, often called dynamic pricing, is another method for improving SEO performance.

Examine the Alt Text for Images

Steven: Next, we examine the alt text for images, which is an important SEO detail.

Here, the alt text for each photo was labeled in a way that doesn’t help search rankings at all, with generic names like “alt text: A+2” or “alt text: A+3.”

This kind of labeling might come from a designer focused only on visuals.

However, SEO and design work hand-in-hand; while photos attract viewers, alt text is crucial for search engines.

Alt text should include relevant keywords so that search engines can pick up on them, making the listing easier to find.

Each photo allows up to 100 characters in the alt text, so using this space wisely with targeted keywords is essential for improving SEO.

You have the option to include up to 30 images in A+ content, and each image allows for 100 characters of alt text.

This gives you 30 chances to add alt text that can improve your product’s visibility in search results.

Read More Effective Tips For Amazon Product Research: 3 Less Known Tips For Amazon Product Research & Selection

Choosing the right words for alt text can have a noticeable impact on how your product ranks.

Finding useful keywords for alt text doesn’t have to be complicated.

With AI tools like Helium 10’s Cerebro, you can quickly identify the best keywords for your images.

I often use Helium 10 Cerebro, though there are other tools available.

Let me explain the process with Cerebro.

First, I open the tool and click a button to analyze keywords. 

Then export this data to another Helium 10 tool called Frankenstein.

Frankenstein organizes the keywords by filtering out overused or irrelevant words, arranging the rest in order of relevance.

For instance, when I did this recently, “D Desk” came up as a top keyword, which could be a misspelling or possibly a brand name.

This tool makes it easy to copy and paste the top keywords, 100 characters at a time, right into the alt text of your images.

It’s important to exclude specific brand names, but you’ll notice that words in other languages or misspellings might rank high.

For example, Spanish words appeared frequently, which could be due to the large Spanish-speaking population in the US.

Including these keywords, even if they’re common misspellings, can help attract a wider audience, as they match exactly what customers are searching.

That covers the SEO side of things.

From here, we could shift our focus to PPC or any other area you’re interested in exploring.

Vova: Thanks for sharing some helpful tips!

That was great.

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How to Reach Out to My Amazon Guy

Vova: So, going back to the original question — what happens when a seller realizes they need help with SEO?

From what you’re saying, they’d get solid support from your agency.

But how does someone go about reaching out to you?

Do they start by going to your main page and requesting a listing audit?

Then, do you let them know if your team can help, or how does it work?

Steven: Sure, so anyone can start by visiting myamazonguy.com. 

If you prefer talking directly, you can call us by clicking the phone number right on our website.

We have someone available every day from 8:00 a.m. to 8:00 p.m. Eastern Standard Time, so whether it’s early or later in the day, someone is ready to answer.

If you’d rather get a quick quote, you can go to myamazonguy.com/quote.

There, you’ll fill out a few details, like whether you want full service or just specific help, if you’re using Seller Central, and how many ASINs you have.

Once you submit this info, you’ll instantly see an estimate of our fees.

We use a streamlined system to make this fast and straightforward, so you know right away what our services might cost based on the details you provide.

We can further adjust the quote to fit any specific needs you might have.

Another easy way to reach us is through our contact page.

You can also email sales@myamazonguy.com and expect a same-day reply.

For anyone preferring a contact form, we respond to those as well.

We receive about 75 forms and 150 phone calls each week, so we’re equipped to assist a large number of sellers.

I have created a large system to help manage everything related to Amazon selling.

While you cannot hire me, Steven Pope, directly, when you choose to work with My Amazon Guy, you are hiring the system I have developed.

This means you are getting the benefits of all the knowledge and experience my team and I have gathered over the years.

How to Succeed on Amazon

There is a significant opportunity to succeed on Amazon, and many sellers just need to find a way to tap into it.

Often, large brands with sales around $5 million do well because they have strong systems in place.

However, these brands usually focus on just one type of product and only understand their own experiences.

This is where turning to an agency like ours becomes helpful.

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We have worked with over 400 different brands, and we have a broad view of what works in various markets.

What you see once in a year, we may see multiple times a day.

Because of this, we know what strategies work best across different product categories.

For instance, we understand the specific challenges that brands in the supplements category face because we work with around 40 clients in that space.

We often compare our work to Silicon Valley in terms of innovation within specific brand categories.

What works for one supplement brand can often be adapted for others, helping all of them improve together.

This collaborative environment is beneficial for everyone involved.

Additional Services by My Amazon Guy

Steven: We also understand that not everyone is ready for full-service help.

For that reason, we offer various coaching and project support services.

If someone needs just a little assistance, they can book a 15 or 20-minute session with our team.

These sessions provide quick, qualified answers to almost any Amazon-related question.

In addition, we sell Standard Operating Procedures (SOPs) and courses to help sellers learn more about managing their businesses.

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While our agency services are our primary income source, we offer these additional resources because they meet the needs of the Amazon selling community.

Basically, whenever I receive an email from a customer asking for assistance, I see it as an opportunity to create a new service.

This approach applies to everyone, no matter their experience level with Amazon.

For someone who has never sold on Amazon before, I offer the MAG Academy to help them get started.

If you are a virtual assistant looking for a job, we have a course that provides a certificate to help you stand out.

Perhaps you are a brand manager who wants to impress your boss with a well-prepared plan; we have specific services designed just for that.

For agencies that need guidance on managing their operations, we provide agency Standard Operating Procedures (SOPs).

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If you run a million-dollar brand and need SOPs but prefer not to work with an agency, we offer tailored brand SOPs as well.

These various options are designed to meet different needs in the Amazon selling community.

As I mentioned earlier, we also provide free audits.

If someone shares their ASIN with us, we will create a five-minute custom video explaining exactly what we would do to improve their listing.

This allows them to take the advice and implement it on their own, which could lead to a few thousand dollars in additional sales.

However, if you choose to work with us, we can achieve those results more quickly and on a larger scale.

Additionally, we assist with trademark services and reimbursements for lost shipments.

Read More About Reimbursements: An Expert's Guide For Amazon FBA Refund Reimbursements

If Amazon loses your products, we help track down those shipments and ensure that you get compensated.

Over the last few years, we have filed more than 2,000 trademarks because having a trademark is essential for anyone looking to sell on Amazon.

We have a lawyer on our team who handles the trademark process efficiently, doing it faster and at a lower cost than the IP Accelerator program.

With all these services, we aim to meet the diverse needs of Amazon sellers and provide effective solutions to help them succeed.

There are many opportunities for support available, and we are here to help you navigate them.

Vova: A seller can come to My Amazon Guy with just one specific problem.

For instance, they might only need help with SEO.

In this case, they can request a quote for the specific service they need, and then they can choose to work with you or not, depending on what suits them best.

Steven: Yes, while we do prefer a full-service agreement because, frankly, we want to provide all our services to you, we can still help if you only need assistance with SEO.

I have created an environment here at My Amazon Guy that focuses on giving customers exactly what they want.

How My Amazon Guy Works

Steven: If I were to summarize how I run my agency, it would be simple: we ask the customer what they need, and if it is SEO, we deliver it.

Then we check to see if they are satisfied with what we provided.

That is my framework for success.

I believe this approach is what sets us apart in the industry.

Many agencies fall into the trap of following the same strategies as their competitors.

This is often called a “red ocean” strategy, where everyone is competing in the same crowded space.

I see this as a mistake.

Instead, we focus on simply providing customers with what they really want.

This method is much more sustainable and can grow infinitely.

I have seen this model work, as I manage over $1.2 billion in sales on Amazon using this framework.

It shows that anyone can apply this principle.

However, some people lose sight of the fact that no matter what type of business you run — whether you offer a product or a service — you have customers.

The key is to ask them what they want and then deliver it.

After you do that, it is important to confirm that they received exactly what they were looking for.

This third step is crucial and is often overlooked.

Vova: That's really interesting!

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What Type of Clients Steven Prefers to Work with

Vova: I have another question for you.

When it comes to the brands that perform best with your agency, is there a common trait among your most successful clients?

What should a brand consider if they are thinking about becoming your client?

What should they bring to the table to achieve the best results with your help?

Steven: I can assist any seller on Amazon, no matter their situation.

However, my ideal client is someone who sells around $40,000 a month on Amazon but lacks A+ content.

These sellers usually excel at sourcing and logistics but struggle with marketing.

I find that I can often increase their sales threefold within just 90 days.

This is because that is where I can create the most value for them, which in turn benefits me as well.

I am also looking to work with larger brands, particularly those worth $10 million or more.

I am currently pursuing some of these opportunities, but those sales processes can take a long time — sometimes six to twelve months — because they are more complex.

On the other hand, the sellers making $40,000 a month are aware that they need assistance.

They feel stuck and recognize their gaps in knowledge, especially regarding marketing.

These sellers are typically open to getting help, making them great clients.

Hidden Tip – Strike a Balance Between Your Operations and Marketing Efforts

Steven: When you pair someone who is strong in operations with a skilled marketer, it creates a powerful combination.

Every time I see this partnership, the results are impressive — it feels like everything is working together perfectly, similar to the idea that all good things come together in harmony.

Vova: It sounds like you find the most value in working with clients who are earning around $40,000 per month but haven’t yet optimized their listings for various reasons.

When they come to you, it’s like a light bulb goes off, and you can see many ways to help them improve their situation.

Then, things start to change for the better.

Steven: Yes, that’s true.

For some sellers who are more experienced, they might not choose to hire an agency for their needs.

In these cases, options like a coaching call, an audit, or a standard operating procedure often become excellent services for them.

I may not earn as much from these interactions, but I genuinely enjoy helping these sellers.

I get a lot of satisfaction from having coaching calls with people facing complicated challenges.

For instance, they might be dealing with an issue where someone else is taking over their listing, or they could be trying to sell their brand and face problems.

Sometimes, they even have issues with a partner and need to figure out how to regain access to their account.

I have dealt with many situations like these, having conducted thousands of coaching calls.

I find it fulfilling to guide sellers on how to tackle Amazon’s confusing processes.

I often help them with things like how to change their UPC codes or update their brand names — tasks that can feel difficult or frustrating when dealing with Amazon's rules.

We have learned how to navigate these challenges, and I enjoy sharing that knowledge with others.

Vova: That makes sense.

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Payment Terms and Process with My Amazon Guy

Vova: Now, can you explain how clients usually pay for your services?

Do they use credit cards, PayPal, or other methods?

Steven: I accept payments from anyone in whatever way they prefer.

I have even taken cryptocurrencies.

People can pay me through Venmo, Zelle, Wise transfers, ACH, wire transfers, and checks.

In fact, I really like getting checks.

I have also accepted money orders, credit card payments, Stripe payments, and PayPal.

If you can name it, I have probably used it for payment.

The only method I haven’t used is cash, which is quite funny.

I have even accepted paintings as payment before.

For example, I received some artwork from a company called Big Art Picks.

They didn’t have cash to pay me, but they had a huge warehouse filled with art pieces.

I thought, “Why not?” and agreed to take the art.

It ended up adding a nice touch to my home.

Vova: That is quite impressive!

Now, when clients pay you, is there usually a contract involved?

For instance, if a brand that is making about $40,000 per month wants to work with you, do they need to sign a contract for a year, or is there a minimum period they must commit to?

Steven: Most of my agreements are based on a three-month commitment, with a rolling 30-day option to exit the contract.

We believe that by the end of 90 days, we can cover our costs on average.

This arrangement tends to be fair for both sides.

Typically, in the first month, most agencies end up losing money due to the time and effort needed to get everything started.

However, by the third month, the situation usually starts to improve, and it becomes beneficial for everyone involved.

I did sign a two-year contract just two days ago, but that was a special case where it made sense for both parties to have a longer commitment.

Most people in this industry, however, prefer to avoid long-term contracts, which is why we usually set up three-month agreements with the rolling 30-day exit option.

For full-service projects, including pay-per-click advertising, longer contracts are common.

On the other hand, if someone just needs something like a single A+ content piece, there is no contract.

They can simply place an order on the website.

For that service, we charge around $1,000 for a fully optimized piece that is designed with search engine optimization (SEO) in mind.

While there are many advantages to these one-time services, the recurring revenue arrangements generally offer the greatest benefits for both sides.

There is a saying, "one throat to choke," which means it is helpful to have a single person to contact for important matters.

This idea has always worked well for me.

Primary Point of Contact at My Amazon Guy

In my approach, I assign a brand manager who serves as the main point of contact.

Their main responsibility is to focus on strategy and build relationships with clients.

That is their entire job.

Under the brand manager, there are eight direct reports, which include a project manager, a pay-per-click (PPC) specialist, an SEO specialist, a designer, merchandisers, troubleshooters, and anyone else who might be necessary to support the account effectively.

We have found that this setup works perfectly and is exactly what every brand needs to succeed on Amazon.

I like to hire strategists who are excellent at solving problems and planning for the future.

I provide them with a playbook to guide their actions.

If we use an analogy from the National Football League (NFL), think of me as the general manager of a football team.

I am responsible for putting the team together, choosing the players, and selecting the coach.

I give the quarterback the playbook and tell them to learn it well.

The quarterback's job is to lead the team, ensuring everyone is in the right position.

They decide when to throw the ball and to whom.

Meanwhile, the coach can step in, call a timeout, and suggest adjustments as necessary.

This is similar to how my directors function, offering advice like, “Let’s try a different approach this time.”

I have gathered a talented team, which I liken to my own superheroes or starting lineup.

This team structure allows brands to have one main contact person while ensuring they receive the best possible service from a dedicated team.

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Having a single point of contact simplifies communication, but the support of a full team is crucial for achieving success.

How Does My Amazon Guy Address Service Dissatisfaction

Vova: What happens if a seller feels dissatisfied with the service?

Sometimes that might occur with certain clients.

Steven: In many ways, the relationship between an agency and its clients can be compared to a well-known Janet Jackson song, "What Have You Done for Me Lately."

Clients often look for immediate results, and that is something we understand very well.

That is why we have created a dedicated client success and retention team to handle any concerns that arise.

Each day, we receive complaints from our clients.

In fact, there is not a single day that goes by without some feedback, as we manage around 400 brands at the moment.

To stay organized, we keep careful records of every complaint we receive.

We even have a pie chart that helps us visualize where the complaints are coming from.

For instance, if we notice an increase in complaints related to pay-per-click (PPC) advertising, we take action.

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This may include providing more training on PPC strategies, updating our standard operating procedures (SOPs), or auditing additional accounts to find and solve any issues.

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This proactive approach allows us to address problems before they escalate.

When we hear from individual customers, we always listen carefully.

We encourage them to share more about their concerns so that we can understand the situation better.

Once we have their feedback, we do our best to address the issues they raise.

Most of the time, we are able to resolve their concerns.

Frequently, the complaints we encounter are related to communication or growth expectations.

For example, a client might say, "I requested this task, but it wasn't completed," or "I wanted to double my revenue, but I only saw a 40% increase."

These are common types of feedback that any agency is likely to hear, and we take them seriously at My Amazon Guy.

Vova: When a complaint comes in, your team takes care of it, right?

That's the main goal.

It sounds like you keep a record of these complaints so you can learn from them in the future.

Steven: Yes, absolutely.

How Does My Amazon Guy Ensure Transparency?

Steven: It is very important for us to document everything.

We make sure to record all our calls, including sales calls, client conversations, and even the internal coaching sessions we have with our team.

This way, there is no way for anything to be hidden at My Amazon Guy.

We stay informed about what is happening with every account.

To help with this process, we use various software tools.

These include project management systems, customer relationship management (CRM) software, time tracking tools, and even video recording technology.

We also use artificial intelligence to support our operations.

One major benefit of having this detailed documentation is that it allows us to handle disputes effectively.

For example, if a customer says, "During the sales process, you told me one thing, but now I'm experiencing something different," we can review the recorded conversations.

Sometimes they are right, but most of the time, they are not.

This way, we can hold everyone accountable for what was said.

In some cases, we even share the sales call recording back with the customer to clarify things.

We can say, "Actually, here is what we discussed, and here is what our contract states."

This approach fosters honesty on all sides.

It ensures that our team and our clients are all clear about expectations.

Having a well-organized system to manage these situations is essential.

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Hidden Tip – Resilience and a Strong Mindset Are Key to Thriving in the Agency World

Steven: Working in an agency requires resilience, and we must be prepared to handle any challenges that come our way.

Running an agency every day can feel a lot like being a farmer who spends most of their time dealing with messy situations.

Imagine having to shovel manure all day long, all while keeping a positive attitude.

That is a big part of what working in an agency involves.

I enjoy addressing complaints, helping sellers, and handling support issues.

Jeff Bezos has done a remarkable job, and there are many challenges to face daily.

To thrive in this kind of environment, it is important to develop a thick skin.

Just like if you were hiking to a faraway destination, you need to build calluses on your feet.

If you do not prepare your feet for the long trek, you will end up with painful blisters by the end of the journey.

The same principle applies to running an agency; having a strong mindset and resilience is very helpful.

I believe it is perfectly fine to acknowledge the tough aspects of this work.

It is okay to admit that our agency experiences a high turnover rate at times.

I am committed to this agency, and I plan to continue running it for the rest of my life.

I have designed a system that helps me stay positive, no matter what challenges arise.

When I share my experience, I want potential clients to understand why they should choose My Amazon Guy.

I have demonstrated that I can grow my own business successfully.

Why Trust My Amazon Guy

Steven: Currently, I manage a large team of 550 employees and oversee 400 brands.

In total, I handle around $1.2 billion in sales on Amazon.

If you want to partner with a company that knows how to achieve growth, then choosing My Amazon Guy is a wise decision.

When you hire a small boutique agency that struggles to grow, it raises the question: how can they help your business grow?

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If they do not know how to improve their own operations, they will likely struggle to help you succeed as well.

Vova: That is a great point.

Would Steven Have Done Anything Differently If He Started My Amazon Guy Again?

Vova: Before we finish, I have one last question for you.

Looking back, is there anything you would have done differently when you started My Amazon Guy?

How many years has it been now?

Steven: It has been six and a half years.

Vova: I bet in the first year, you were not managing $1.2 billion in sales on Amazon yet, right?

Steven: No, that would refer to the agency.

How My Amazon Guy Achieved Success

Steven: I keep my actual revenue details on my website, My Guy Agency.

I show how much revenue we have made each year.

I started My Amazon Guy on April 2nd, and within the first 48 hours, I signed my first client.

That client has been with me for six and a half years now.

In 2018, we made $361,000.

In 2019, we reached $1 million.

In 2020, our revenue grew to $2.5 million.

In 2021, we earned $6 million, followed by $11 million in 2022.

Last year, we hit $20 million.

We are open about how we achieve this and why we do what we do.

I find that being transparent attracts more customers.

There are four ways to generate sales: one-on-one, one-to-many, and warm outreach.

In my first year, content creation played a crucial role in reaching $10 million in sales.

Cold outreach helped us reach $20 million.

We are just starting to explore paid advertising now, which has been quite challenging.

Honestly, I have not made as much progress in that area as I had hoped.

However, I believe it will help us reach our goal of $50 million.

That is where we stand as an agency.

We share our entire journey and create content every day.

We post regularly on LinkedIn and YouTube.

Additionally, we hold weekly Q&A sessions where we answer any questions.

During these sessions, we talk about how we build our systems, how we manage our sales, and the various types of contracts we work with.

That covers everything we do at My Amazon Guy and how we achieved our success.

What Would Steven Change if He Were to Start My Amazon Guy Again?

Vova: Looking back, what would you do differently in your first year?

Now that you have the chance to look back, you know what has happened since then.

Steven: That is an easy question for me.

I would have started my agency ten years earlier, without any doubt.

At that time, I was earning $200,000 a year as a 30-year-old and was on a corporate career path.

Now, my bank account has more than eight figures in it.

The chance to create wealth through my own agency has changed my life.

I truly wish I had the courage to begin my agency ten years ago.

The path I took and the way I approached my work were great, but if I had started earlier, I would have built my wealth much sooner.

There is no doubt in my mind about that.

Vova: That is impressive.

What Keeps Steven's Spirits High

Vova: And for my last question, which I find quite interesting, what keeps you motivated?

You have a family, which is wonderful, and I hope that it continues to grow and thrive.

Your business is doing well, but what keeps you motivated to keep going?

What drives you to do this?

Steven: I actually hired the Simon Sinek team, the people behind the book "Start With Why," to help me find an answer to this important question.

At first, I thought I understood my purpose, but after talking with them, I realized I needed more clarity.

Now, my "why" statement is about leveling up life to create more prosperity for everyone.

I want to make an impact that lasts a thousand years.

In a way, I try to follow the example set by Jesus.

There’s a story about how, after his resurrection, Jesus returned to find his apostles, including James and Peter, back on their fishing boat.

He put his hand into the water, and when he pulled it out, the water returned to its original state.

This was not what he had taught them.

So, Jesus approached his apostles and told them that if he wanted fishermen, he would have called fishermen.

Instead, he needed “Fishers of Men.”

I believe this concept resonates with many people, regardless of their beliefs.

I aspire to create change in the world, just like putting my hand into water should lead to a transformation.

I aim to make a thousand-year impact because I want my work and my company to last long after I am gone.

If my business were to fade away with me, that would be a significant failure in my eyes.

What drives me is the desire to build prosperity that benefits the entire world.

As of now, I have created 550 jobs, and by the time I reach 37, I hope to have a lasting influence that results in well over 10,000 jobs before my life ends.

Vova: That’s wonderful to hear.

I truly hope for even more success for you.

It’s amazing that you are focused on helping such a large number of people.

Your mindset goes beyond just living for today.

You are creating something that will continue to help others, even when you are no longer here, hopefully for a very long time.

Steven: I hope to live for many years, but realistically, I know that is not likely to happen.

Vova: Yes, realistically, it probably won't.

Although the world is changing, I still wish you the best.

If it is possible, then why not?

Steven: The AI version of me will definitely live on.

I have shared so many ideas and made some wild posts on LinkedIn.

I have even gone viral on Reddit with some unusual thoughts.

So, I am confident that the AI version of me will stick around and will probably be quite similar to who I am today.

But eventually, I will leave this world.

My hope is that the systems I built will continue to exist and make a positive difference.

Vova: Absolutely!

I hope they keep making a positive impact and help people lead prosperous lives.

Thank you for sharing that.

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Which Books Inspire Steven

Vova: Is there anything else I should have asked you that I missed?

Or do you have any final thoughts you would like to share with the audience?

Steven: Yes, ask me about my favorite business book.

Vova: Alright, what is it?

Steven: My favorite business book is "The Road Less Stupid."

I have never read a book that explains both the big picture and the details of running a business quite like this one.

It is even better than "Traction" and "Scaling Up."

In my opinion, it is the best business book out there, and very few people know about it.

It is truly a hidden gem.

"The Road Less Stupid" teaches you how to think critically about business decisions.

That would be my final recommendation for you today.

Vova: Thank you very much, Steven.

I have never heard of "The Road Less Stupid" book, but I have read "Traction" and "Scaling Up."

This sounds like a book I definitely need to add to my reading list.

Steven: Anyone I have ever recommended it to has come back to me and said, "I am so glad I read that book."

That happens every single time.

Vova: Thank you for sharing that, man. I appreciate it. Overall, thanks for being here today.

It was a fun conversation, and I hope you enjoyed it too.

Steven: It was my pleasure.

Vova: I wish you all the best.

Thank you!

Steven: Thank you.

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_____________________

Conclusion

In conclusion, it was great to chat with Steven about his journey and the lessons he has learned along the way.

He shared some interesting insights on building a successful business and the importance of creating a lasting impact.

I really appreciated his perspective on wanting his work to outlive him, which shows a commitment to making a difference for others.

Also, his recommendation for "The Road Less Stupid" as a must-read business book definitely caught my attention.

It sounds like a helpful resource for anyone looking to improve their business skills.

I hope you found this conversation as insightful as I did.

Thanks for joining us, and I look forward to sharing more valuable discussions in the future!