What The Teck‪?‬ Rolando Rosas

Nick Gezzar is an independent brand consultant who owns Gezzar Consulting LLC. As a versatile business leader, he has over 10 years of experience leading people and projects in retail, marketing, advertising, and intelligence. Nick has worked for leading brands like Amazon, Lindt, Procter & Gamble, and The Hershey Company.
In this episode… Are you struggling to keep your Amazon products in the spotlight and ahead of the competition? A strategic approach to Amazon sponsored ads can make your brand visible and increase sales. What role do sponsored display ads play in this process, and how can you incorporate them into your strategy?
Having worked at the helm of Amazon sponsored ads, former executive Nick Gezzar understands the secrets behind influential sponsored ads strategies. He emphasizes the value of a tiered approach, beginning with sponsored products, followed by sponsored brands, and employing sponsored display ads as the finishing touch. Sponsored display allows you to position your products above your competitors by promoting category bestsellers and upselling similar products. For instance, leading companies like Black & Decker and HP have acquired significant real estate on the platform by positioning their products strategically to appear on competitors’ PDPs. This ensures instant visibility and potential sales.
Join Rolando Rosas for the final installment of the What The Teck? Amazon sponsored ads series with Nick Gezzar of Gezzar Consulting. In this episode, Nick talks about optimizing sponsored display ads. He also touches on product positioning, defensive advertising strategies to keep competitors at bay, and the common sponsored display myths.

Nick Gezzar is an independent brand consultant who owns Gezzar Consulting LLC. As a versatile business leader, he has over 10 years of experience leading people and projects in retail, marketing, advertising, and intelligence. Nick has worked for leading brands like Amazon, Lindt, Procter & Gamble, and The Hershey Company.
In this episode… While sponsored products promote visibility on the first page of Amazon’s search results, sponsored brands build exposure and awareness. What is the secret to profitability with sponsored brands?
Sponsored brands give Amazon sellers a pervasive presence on the platform and other sites, ensuring your products appear first in your selling category. Former Amazon Ads executive Nick Gezzar advocates for a unified Amazon Ads strategy that integrates both sponsored brands and products. Each tactic for sponsored ads should align with your overall approach and goals, so creative campaigns must be deliberate and calculated. A comprehensive strategy also entails structuring your Amazon storefront to feature top-selling products first, leading to more clicks, views, and purchases.
In the third installment of the What The Teck? Amazon Ads series, Rolando Rosas continues his discussion with Nick Gezzar about maximizing the impact of Amazon sponsored ads. Nick talks about practical examples of sponsored brand campaigns, how to place ads and bid on keywords, and sponsored brands’ new vertical video feature.

Nick Gezzar is an independent brand consultant who owns Gezzar Consulting LLC. As a versatile business leader, he has over 10 years of experience leading people and projects in retail, marketing, advertising, and intelligence. Nick has worked for leading brands like Amazon, Lindt, Procter & Gamble, and The Hershey Company.
In this episode… When it comes to the digital landscape, why do some products sell while others rarely receive traffic? It all comes down to visibility, especially on a vast marketplace like Amazon, where appearing on the first page is key. What's the secret to landing that coveted spot, and can sponsored products really make a difference?
According to ex-Amazon employee Nick Gezzar, sponsored products can make or break your sales, and developing a calculated strategy ensures consistent relevance. When capitalizing on this advertising strategy, prioritize your top-selling products to maximize sales and ROI. Additionally, Amazon’s search algorithm boosts high-rated products, so bidding on relevant keywords related to these products enhances visibility in search results. Your keyword strategy should be targeted toward your customers and contain related search terms from competitors.
In this episode of What The Teck?, Nick Gezzar of Gezzar Consulting LLC returns for the second installment of the sponsored product series. Nick explains why brands must dominate the first page of Amazon’s search results, how to bid on specific keywords, and how category searches can target customers with granularity.

Nick Gezzar is an independent brand consultant who owns Gezzar Consulting LLC. As a versatile business leader, he has over 10 years of experience leading people and projects in retail, marketing, advertising, and intelligence. Nick has worked for leading brands like Amazon, Lindt, Procter & Gamble, and The Hershey Company.
In this episode… 90% of shoppers never venture beyond the first page of search results, so gaining immediate visibility is crucial for Amazon brands. How can you ensure your products make it onto the first page while maintaining profitability?
With deep insights into Amazon’s search algorithms, Nick Gezzar says that sponsored ads are foundational to a brand’s visibility on the platform. He suggests beginning with sponsored products to establish a solid framework for your ad strategy before gradually implementing sponsored brands and display ads for broader exposure. While running campaigns, you can target misspelled versions of common keywords to capitalize on consumer search behavior and attract additional traffic at a lower cost, ensuring first-page visibility. By allocating your budget equally between sponsored products, brands, and display ads, you can maximize coverage and profitability.
Today on What The Teck?, Rolando Rosas chats with two-time guest Nick Gezzar of Gezzar Consulting LLC about the new age of Amazon advertising. Nick shares the intricacies of Amazon’s search algorithms, why sponsored ads are mandatory, and how sponsored ads boost organic search results.

Blake Lawson is a Fractional COO at FullViz, where he provides operations leadership to growth-stage companies. With a track record of scaling businesses and building teams, he's worked in operations and product development roles with industry giants like Target, Amazon, and SAP. Blake's insights stem from firsthand experience in cutting-edge retail practices and transformation strategies. 
In this episode… With inflation on the rise, retailers must develop strategies to retain consumers while maintaining profitability. This includes integrating new technologies to address consumer needs and adapt to a shifting market. What strategies do retail giants concoct behind the scenes, and what can you learn from their efforts?
With hands-on experience driving profitability for Amazon’s grocery and apparel arms, Blake Lawson discloses the operational secrets of AmazonFresh and Prime Now, including their banana alarm strategy that alerted the retailer to critical stock shortages. This inventory management approach drives sales consistency and customer retention. Retailers can also integrate AI and augmented reality into their operations to personalize the shopping experience and lower costs. Additionally, while offering free returns is considered a fundamental customer service strategy, they’re often costly, so finding a balance by incorporating limits is crucial to long-term sustainability. 
Join Rolando Rosas in this episode of What The Teck? as he sits down with Blake Lawson, the Fractional COO at FullViz, to talk about the winning strategies of prominent retailers. Blake shares the positive impacts of inflation on retailers, how to leverage data to understand customer motives, and the future of cashier-less shopping.

Steven Pope is the Founder of My Amazon Guy (MAG), a full-service marketing agency known as the “Wikipedia of Amazon knowledge” that serves 300-plus brands. MAG provides over 1,500 tutorial videos on YouTube, educating hopefuls on how to grow sales on Amazon. Steven helps clients grow through onsite and offsite channels, including SEO, SEM, and social media. With over a decade of experience in corporate marketing and e-commerce, he’s worked for multiple product brands, including serving as the Digital Marketing Manager for APMEX, Inc., which achieved 10 million additional website visits under his direction.
In this episode… According to a study conducted by Marketplace Pulse, only 0.003% of the top 50 Amazon sellers reach $100 million in sales, and only 23% of the platform’s bottom sellers achieve $100,000. These astoundingly unfavorable statistics are often influenced by Amazon’s shifting logistics landscape in response to competition. How can you achieve profitability without exhausting your resources?
Having sold an Amazon brand after experimenting with various product categories, Steven Pope says that while Amazon is still the industry giant, platforms like TikTok and Walmart are rising in consumer popularity. Amazon sellers must diversify their portfolios and sell on multiple e-commerce platforms. However, as competition thickens, Amazon will raise its fees, so you should respond by identifying new products and categories to remain nimble and innovative. Additionally, while Steven once disputed retail arbitrage, he now maintains that you can make hundreds and thousands of dollars a month by buying and selling profitable products from other retailers. 
Join Rolando Rosas in the latest episode of What The Teck? as he sits down with Steven Pope, the Founder of My Amazon Guy, to talk about selling on Amazon in a shifting landscape. Steven addresses the future of the platform, the importance of embracing and learning from strategic failures, and the characteristics of successful Amazon sellers.