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The Amazon Files, hosted by Kristin Ostrander, Amazon business strategist and one of the founders of Mommy Income, hits the airwaves every Tuesday with the real truth about selling on Amazon. This show isn’t about sugar-coated reality. It’s real truth - the good, the bad and the ugly - shared with practical action steps and strategies to help both new and experienced sellers tackle the world’s largest retail sales platform.

Mar 8, 2021

I have proven throughout the years that, through smart listing optimization, you can direct buyer traffic to your products without leveraging Amazon ads. But let’s face it: sometimes, Amazon takes time to pick up on your listings and keywords. So, if you’re someone who wants to kick start your bundles and make things speed up a little, you really need to make use of PPCs and some helpful advice from Amazon advertising & PPC marketing expert, Joe Shelrud. He is the founder and CEO of Ad Advance, an Amazon Advertising Management Agency. Joe shares my passion for helping people. By developing strategies and tools - in addition to creating The Ad Project podcast - Joe guides Amazon business owners through their journey towards success.

Joe joins me today to discuss how he transitioned from his career in project management and engineering to start an Amazon business and, eventually, Ad Advantage. He shares the different kinds of Amazon ads and the various ways to approach them. He highlights simple advertising strategies for new Amazon business owners and reveals the perfect time for sellers to outsource to an advertising agency like Ad Advantage. He also outlines the three stages of building a business and reveals the two crucial elements new Amazon sellers should focus on.


“Amazon is a marathon, not a sprint. With advertising, you’re building that foundation for your listing.” - Joe Shelrud


This week on the Amazon Files:

  • How Joe pivoted from his chemical engineering background to sell on Amazon
  • Joe’s beginnings in retail arbitrage and how he transitioned to private labeling
  • Using your expertise to your advantage and turning it into a product to sell on Amazon
  • How Joe came up with the idea that soon became Ad Advance
  • The vast, confusing world of Amazon PPC and the Ad Advance strategies for Amazon beginners
  • What new Amazon sellers should focus on before they start running ads
  • The role of listing optimization in an effective Amazon advertising strategy
  • Why sponsored Amazon ads get the majority of ad spend
  • What makes “sponsored brands” different from sponsored ads and why it’s a great way to build brand loyalty
  • The power of customizing your storefront on Amazon
  • What dynamic bids are and how to utilize them
  • Why suggested bid amounts are a great way to start with Amazon PPC
  • The advantages of product reviews over advertising
  • An Amazon ACOS strategy for beginners and the key goals for getting Amazon ads
  • How often Amazon ads should be tweaked and adjusted
  • What attribution windows are and what they mean for sponsored ads
  • A basic advertising campaign funnel structure for Amazon sellers
  • The three stages of building up a business


Connect with Joe Shelrud:


The Confident Wholesale Bundlers Workshop Goes VIRTUAL!

It’s time to take your Amazon business to the next level, meet other great Amazon sellers, and gain fresh, new ideas, skills, and strategies to consistently create Amazon bundles that sell like hot cakes!

This year, the Confident Wholesale Bundlers Workshop is going virtual! No need to pack your bags. No need to budget for hotel or flight expenses. The Confident Wholesale Bundlers Workshop is coming to you LIVE - right to your living room or home office.

At the Confident Wholesale Bundlers Virtual Workshop, you receive hands-on training on:

  • What wholesale bundles are and why they work
  • How to create a successful bundle - from start to finish
  • How to find and properly communicate with vendors
  • How to organize your wholesale research
  • Pricing strategies for your wholesale bundles
  • PLUS: All of the recordings of your training sessions and up to 10 new bundle ideas you can start right away

So if you’re ready to eliminate your competition and turn your research into a profitable revenue stream - the Confident Wholesale Bundle Virtual Workshop is for you.

To reserve your spot at the 2021 Confident Wholesale Bundlers Virtual Workshop, visit

Spots are limited to 20 participants, so don’t wait - reserve your spot today!


Grow Your Amazon Business!

Thanks for tuning into this week’s episode of The Amazon Files, the show to help Amazon seller along their business journey one step at a time with Amazon expert and your host, Kristin Ostrander. If you enjoyed this episode, head over to Apple Podcasts, subscribe to the show and leave us your honest review. Don’t forget to share your favorite episodes with your friends on social media! Use the codeword #Joe to join us on Facebook. Each week, Kristin hosts a live discussion on how to grow your Amazon business. Don’t forget to check out our website and subscribe to our mailing list for even more resources.