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Which Buy Box? Introducing Sales DNA · New Era Reseller

• 0:03
  Brian and Robin Joy: We've all been there. Ask me how I know.
• 0:05
  Brian and Robin Joy: Stack the deck in your favor. Stack the deck in your favor. That's what you say.
• 0:10
  Brian and Robin Joy: We kind of turn it upside down. You know what cures that? Ask me how I know.
• 0:14
  Brian and Robin Joy: Amazon is a logistics company. Test more ASINs.
• 0:18
  Brian and Robin Joy: Test more ASINs. Test more ASINs. Let's go test more ASINs.
• 0:24
  Brian Olson: Welcome back to the Modern Builders Network.
• 0:26
  Brian Olson: We are the Official Olsons. I'm Brian.
• 0:28
  Robin Joy: And I'm Robin Joy.
• 0:30
  Brian Olson: And this is the New Era Reseller.
• 0:33
  Robin Joy: Hey everybody. How are you doing?
• 0:34
  Robin Joy: How's
• 0:35
  Brian Olson: it going? It's
• 0:36
  Robin Joy: going great.
• 0:36
  Brian Olson: You got a new prize this week.
• 0:38
  Robin Joy: This last week. I've got a new computer this week.
• 0:41
  Brian Olson: Tell me about it. It's
• 0:42
  Robin Joy: a Mac.
• 0:43
  Robin Joy: Welcome to the
• 0:44
  Brian Olson: club.
• 0:44
  Robin Joy: Yeah. I know. I've been a Windows scal for ever and ever and ever. And I wanted this Mac because when you got yours, you know, you you were telling me how cool it was. So I got it.
• 0:57
  Robin Joy: And then I realized it was going to take a little bit of adjustment. So the keys are on the wrong in the wrong place.
• 1:08
  Brian Olson: The close buttons on the wrong side.
• 1:10
  Brian Olson: There's no like each app doesn't have its own menu. It's all like a unified menu.
• 1:16
  Brian Olson: It's
• 1:16
  Robin Joy: very much like using my phone. In some ways.
• 1:19
  Brian Olson: You get some of those things that are in sync like that. Yeah. I'm
• 1:22
  Robin Joy: starting to realize some of the things that you when you got yours a couple of months ago that you were saying, Oh, I need to change this, and I need to. And I was like, nah.
• 1:32
  Robin Joy: And now I'm like, okay, yeah, we need to change some of these things.
• 1:36
  Brian Olson: Okay, I'm gonna hold you to that.
• 1:39
  Robin Joy: I don't have time, so you gotta set it up.
• 1:41
  Brian Olson: Hey, you know, as I'm
• 1:42
  Robin Joy: we need a plan, remember?
• 1:43
  Brian Olson: Yes.
• 1:44
  Robin Joy: As much as I can is not a plan.
• 1:46
  Robin Joy: A plan is a plan.
• 1:47
  Brian Olson: Let me just say that the Microsoft, I'm I'm basically my entire career was because of Microsoft.
• 1:55
  Brian Olson: Not that I haven't had you know certifications and work in other areas of technical, you know, practice, but but Microsoft is is like my bread and butter.
• 2:06
  Robin Joy: Yeah.
• 2:07
  Brian Olson: To switch from that. Now I didn't have any problem with the phone because phones were they the smartphones came around late enough, it was an easy adoption to move over.
• 2:16
  Robin Joy: Yeah.
• 2:16
  Brian Olson: Not even move over. I did have not even an Android.
• 2:19
  Brian Olson: Android didn't exist when I got my first iPhone.
• 2:22
  Brian Olson: That's
• 2:22
  Robin Joy: right.
• 2:23
  Brian Olson: It was like these little hack jobs that were out there, you know, with styluses or Blackberry or whatever.
• 2:29
  Robin Joy: Remember we had the what was it?
• 2:31
  Robin Joy: Compaq had one that's
• 2:33
  Brian Olson: Oh yeah, back in the day I had an iPac.
• 2:35
  Brian Olson: iPac, that's
• 2:36
  Robin Joy: what it was. The little stylus that's in the little
• 2:39
  Brian Olson: it was the boy, talk about a brick.
• 2:41
  Brian Olson: That thing was a brick. There's
• 2:42
  Robin Joy: a brick.
• 2:42
  Brian Olson: I should have kept it though. I've seen some for sale on eBay. I didn't. I tossed it a long time ago.
• 2:46
  Robin Joy: Yeah, we never went with the what what was the one that it has the keyboard on it?
• 2:52
  Robin Joy: The blackberry, yeah. We never did get the blackberry.
• 2:55
  Robin Joy: I had some I had some of the people that I supported had blackberries. That was that was different.
• 3:00
  Robin Joy: Anyway,
• 3:01
  Brian Olson: yeah.
• 3:02
  Robin Joy: Technology.
• 3:03
  Brian Olson: It is
• 3:04
  Robin Joy: gotta keep moving. Gotta keep moving.
• 3:05
  Robin Joy: It's
• 3:05
  Brian Olson: gotta keep moving.
• 3:06
  Robin Joy: Anyway, I think I'm really liking the Mac.
• 3:08
  Brian Olson: Okay, good.
• 3:09
  Robin Joy: I think I'm gonna like it better once you do all those things that you were gonna do before.
• 3:13
  Brian Olson: And just for the record, the one major thing that we need to solve is the shared drive space.
• 3:18
  Brian Olson: We have been using OneDrive because that's what we got with our Microsoft subscription.
• 3:22
  Brian Olson: But the Mac and OneDrive don't play that well together.
• 3:25
  Robin Joy: Yes.
• 3:25
  Brian Olson: And so we're moving over to Google Drive.
• 3:27
  Brian Olson: So we've got to make that plan.
• 3:28
  Robin Joy: Yeah.
• 3:29
  Brian Olson: And we get like three times the amount of storage on Google Drive, too. So then we get then we have on the website. With
• 3:35
  Robin Joy: our plan we do, yeah. But we have we have to make a plan. We don't just do these things.
• 3:40
  Robin Joy: That's right. We make a plan and make sure we know what we're expecting, what we do when things go wrong, because things will go wrong.
• 3:46
  Brian Olson: Yes, dear.
• 3:49
  Robin Joy: All right, let's get into this today.
• 3:51
  Robin Joy: What have we got to talk about on our podcast today?
• 3:53
  Brian Olson: This is a pretty cool thing called Sales DNA has been in the works for a couple of weeks now.
• 3:59
  Robin Joy: Yeah.
• 4:00
  Brian Olson: And you've been a part of that.
• 4:02
  Brian Olson: It's
• 4:02
  Robin Joy: pretty darn
• 4:03
  Brian Olson: more than see it. You got to participate, you got to guide the development of it.
• 4:08
  Brian Olson: Isn't it like it was?
• 4:09
  Robin Joy: Yeah, that kind of happens when Brian's working on something technically. He'll like, oh, cool.
• 4:14
  Robin Joy: Look what I can do with this. I think this is going to be a cool thing. And then I say, Can you make it do this? Can you make it do that?
• 4:20
  Robin Joy: Oh, I think it should look like this.
• 4:22
  Brian Olson: Yep. That's kind of
• 4:23
  Robin Joy: how that went with this one as well.
• 4:25
  Brian Olson: Yeah. So we finally got it dialed into where the information is actionable, not just informational.
• 4:31
  Robin Joy: Tell us a little bit more what it is.
• 4:33
  Robin Joy: You said Sales DNA.
• 4:34
  Brian Olson: So Sales DNA. Right. Just real quick.
• 4:36
  Brian Olson: We sub- I submitted it to the Chrome Web Store yesterday morning. I woke up this morning to it's already approved.
• 4:41
  Robin Joy: Oh, yeah.
• 4:41
  Brian Olson: Whatever we talk about today, you're if you're a Chrome if you're a Profit Zones user, you should already be seeing that the update is rolling out. You can force that update if you want to. There are instructions inside of Profit Zones settings for that.
• 4:53
  Robin Joy: This just comes with Profit Zones.
• 4:56
  Brian Olson: It does. Yeah. It's not a premium feature.
• 4:58
  Brian Olson: It is right built into the Path Program.
• 4:59
  Brian Olson: Oh, that's a pretty good deal, Kate.
• 5:00
  Robin Joy: Yeah.
• 5:01
  Brian Olson: And so getting it to where you can actually do something with it, that's the part that takes longer. It's sort of like when we talk about writing the book. Writing a book is the easy part. It's all the other stuff that goes around it, right?
• 5:12
  Robin Joy: Exactly.
• 5:12
  Brian Olson: And we were talking about this.
• 5:13
  Brian Olson: Recording the podcast is the easy part.
• 5:16
  Brian Olson: Doing all the stuff around it to make sure that it, you know, the whole thing. Gets
• 5:18
  Robin Joy: in the wrong place
• 5:19
  Brian Olson: pre-production, post-production, all that sort
• 5:21
  Robin Joy: of thing.
• 5:23
  Robin Joy: Yeah, that's that's same with writing articles.
• 5:25
  Robin Joy: Like writing the articles is the easy part.
• 5:28
  Brian Olson: Yeah.
• 5:28
  Robin Joy: Yeah.
• 5:29
  Brian Olson: This goes back more than a couple of weeks since like we were talking about. In fact, it goes all the way back to 2023, the summer of 2023.
• 5:37
  Robin Joy: I
• 5:37
  Brian Olson: remember it well. Yes. The summer of 2023.
• 5:41
  Robin Joy: We had a great, a great trip.
• 5:44
  Robin Joy: We've
• 5:44
  Brian Olson: been having great trips ever since we've been doing these family vacations in the summer.
• 5:48
  Brian Olson: They've been awesome.
• 5:50
  Robin Joy: Yeah. The the kids and grandkids usually decide where we're going to go, and we usually usually do a camping trip.
• 5:57
  Brian Olson: Like a national park. For
• 5:58
  Robin Joy: several days for national park.
• 6:00
  Robin Joy: But last year we went to Toronto.
• 6:02
  Brian Olson: We did go to a national park just on the Canadian national side, which was Niagara.
• 6:05
  Robin Joy: And we we weren't camping, we stayed in a hotel
• 6:07
  Brian Olson: this year. Right. That was hotel.
• 6:09
  Robin Joy: But in 2023, in 2023, we did camp at Mount Rushmore.
• 6:15
  Brian Olson: We did, yes.
• 6:16
  Robin Joy: Yes. And and we had both been there one time before, many years ago. This is the first time the family had been there.
• 6:23
  Brian Olson: Yep.
• 6:24
  Robin Joy: And it was a lot of fun. And we had a great road trip.
• 6:27
  Brian Olson: We had an awesome road trip. On the way back from that road trip, we were sort of talking about what our because we were this was the year that we launched the Path to 100 Aces.
• 6:36
  Robin Joy: Yes.
• 6:37
  Brian Olson: The workshop. And so we had spoken at the Proven Conference the year before in a in a the way the conference used to be set up was that there was like a main room, the main stage, and then there were these breakout rooms.
• 6:50
  Brian Olson: This year at in 2023, which was in Louisville, if I remember correctly.
• 6:54
  Robin Joy: No.
• 6:55
  Brian Olson: No.
• 6:56
  Robin Joy: No, it was in Columbus.
• 6:58
  Brian Olson: Oh, that's right. It was Columbus.
• 6:59
  Robin Joy: Louisville was the first time we spoke, and that was on Yeah. It was in Columbus.
• 7:04
  Robin Joy: Okay.
• 7:04
  Brian Olson: Columbus, one of my favorite places, by the way.
• 7:07
  Robin Joy: Yes.
• 7:08
  Brian Olson: And and so we're on the main stage and we're talking about the Path to 100 accents.
• 7:12
  Brian Olson: And how you basically were that that that two-day workshop condensed into a one-hour talk.
• 7:17
  Brian Olson: And the one thing that we talked about, one of the things we talked about there was for the first time ever, the multidimensional buy box. And I remember well, let's what do we mean by the multidimensional buy box?
• 7:30
  Brian Olson: There isn't the buy box. If you've been hanging around, you heard me rail on this for years.
• 7:34
  Brian Olson: There's no such thing as the buy box.
• 7:36
  Brian Olson: There's a buy box, and that a buy box, and sometimes there isn't a buy box at all, by the way.
• 7:41
  Robin Joy: Right, right. At least for some buyers.
• 7:44
  Robin Joy: Sometimes some people have a buy box and some people don't have a buy box. That's
• 7:48
  Brian Olson: right. So depending on where you are and what inventory is around you, you are going to get different results. And there's more than one view that you're actually seeing that's available to you on the keep a chart. So that's what we started unpacking. And you remember this trip too.
• 8:03
  Robin Joy: I do. Let me fill in a couple of blanks here.
• 8:06
  Robin Joy: We drove from Mount Rushmore, and the kids were in a separate car, so they it was just you and I. Drove from Mount Rushmore to Denver, and that was like a full-day trip.
• 8:16
  Brian Olson: For launch and gas, all that sort of stuff.
• 8:18
  Brian Olson: It's a full day.
• 8:18
  Robin Joy: We washed our clothes,
• 8:21
  Brian Olson: packed our clothes,
• 8:22
  Robin Joy: packed our clothes, repacked our clothes, got on a plane the next morning, and went to Columbus.
• 8:28
  Robin Joy: It was a pretty quick turnaround.
• 8:30
  Robin Joy: Let me just fill in the blank for why Columbus is one of your favorite places because they have a restaurant called Schmidt's that has that has wonderful German food.
• 8:44
  Robin Joy: We go there with with my brother and sister-in-law and
• 8:47
  Brian Olson: friends.
• 8:48
  Robin Joy: And friends, yes. And other friends as well.
• 8:50
  Robin Joy: Yes. They're fill in a couple of blanks there.
• 8:53
  Brian Olson: Okay.
• 8:54
  Robin Joy: But the road trip coming back was so great.
• 8:56
  Robin Joy: We were able to work on our presentation and kind of get down what we wanted to say.
• 9:02
  Robin Joy: And I think we ended up I think we ended up with a pretty good presentation.
• 9:05
  Robin Joy: In fact, I've used that video over and over and over since then.
• 9:10
  Brian Olson: Yeah, when you've got six plus hours to do nothing but rehearse it, it comes off pretty good.
• 9:15
  Robin Joy: The whole idea was to of the presentation was to build through testing.
• 9:22
  Brian Olson: Yeah.
• 9:22
  Robin Joy: Testing. Testing at a low risk where most of the time what you're seeing, what you're doing is testing for a profit with a low risk of loss.
• 9:34
  Robin Joy: We talked about how it's kind of like a covered call, if you know what that is.
• 9:36
  Brian Olson: Yeah. That you're
• 9:37
  Robin Joy: most likely going to get your money back if you use this. So it gives you the opportunity to test more and more ASINs without losing your money, which we were trying to get people to do. And that's where this whole three-step check thing came from. And we incorporated that as one of the frameworks.
• 9:54
  Brian Olson: Yeah. Right in the middle of that speech, I said the buy box is multidimensional.
• 9:58
  Brian Olson: And I got a lot of like confused looks from the crowd.
• 10:01
  Robin Joy: Multi-dimensional.
• 10:02
  Brian Olson: Yeah. And honestly, it's been a hard one to land with the with a lot of people ever since.
• 10:08
  Robin Joy: Yeah. So where did that term come from?
• 10:11
  Robin Joy: Because like we didn't read it somewhere.
• 10:14
  Brian Olson: Two two places. I remember someone telling us who'd been in the business longer than us like, well, I don't price it at what the buy box is, I just price it whatever I think I can get for it. And I was like, okay, that feels like a shot in the dark. That feels like I'm throwing darts with a blindfold on. But okay, like, okay, let's let's start unpacking this a little bit.
• 10:32
  Robin Joy: Yeah.
• 10:32
  Brian Olson: And then we started seeing it on coaching calls.
• 10:35
  Brian Olson: And so the coaching calls were the real unlock here because let's say I'm coaching someone, and we're fairly centrally located in in Denver, Colorado, but I might be coaching someone in Miami, and they look up the product and something doesn't look right about it or looks off or looks great. And so then I look it up for me, and all of a sudden I'm not all the time, but a lot of times, we're getting different results in terms of what the price is and who's in the buy box.
• 11:01
  Robin Joy: Yes. Yes. And this was really eye-opening.
• 11:04
  Robin Joy: We're like, oh, there is something to this.
• 11:06
  Robin Joy: Let's research it and figure out if we can figure out what's happening. One of the things that we found was Amazon during that time had started building a whole bunch of fulfillment centers, almost 200 across the US. So different fulfillment centers were servicing different delivery addresses.
• 11:29
  Robin Joy: And depending on the inventory that they had, they would use that seller's price for the inventory they were in.
• 11:46
  Brian Olson: Not only del getting delivery, going into the store.
• 11:49
  Robin Joy: Going into the store can be even more unusual because different things are in different stores.
• 11:56
  Robin Joy: Here in Denver, we have, you know, five, six, eight Walmarts. I don't know. But you go into different stores and different neighborhoods, and the cho choice of inventory is different.
• 12:06
  Robin Joy: Not only the prices, but what's on the shelves.
• 12:09
  Brian Olson: Right. What a shopper in Seattle sees may not be what a shopper in Miami sees, may not be what a shopper in Denver sees. The inventory isn't coming from like one centralized location and being shipped out. It's served from a regional location, and that often decides who or which seller's offer is going to show up for that shopper, which is then oh, so that we started to unpack that at that time.
• 12:32
  Robin Joy: Yes. For most sellers, is does this really change anything for them? What did we find when we started?
• 12:39
  Brian Olson: I think it changes how you are interpreting what you see on the Keepa chart.
• 12:42
  Brian Olson: The other thing that we've determined fairly recently is that Keepa is basically watching Amazon from one location. And that location is New York, occasionally New Jersey, and occasionally Charlotte, North Carolina. But most of the time that pricing is coming from the East Coast and the Northeast. So we know though that looking across the country, there are other places.
• 13:03
  Brian Olson: That buy box is actually one shopper's view for where they are.
• 13:07
  Robin Joy: Yes. That's Keepa's
• 13:08
  Brian Olson: view for where they are. If you think that line is the price, then as an uninformed seller, you may match that. Like, well, you know, that's the price I got to match if I want to get any sales. Or you could potentially even just walk away from it because you think, well, that price, that's that buy box doesn't work for me.
• 13:23
  Robin Joy: You never tested it. You never got the inventory in, and you don't know if you could have sold it for what you needed or not.
• 13:28
  Brian Olson: But once you know that that's one single perspective, one view, then you got a little room to think.
• 13:34
  Brian Olson: Maybe. You know, what it this sort of came to light when we initially, when I was doing the regional buy box, the buy box spread feature, which is a premium feature inside of profit zones, where we're checking up to 18 different metro areas for what quote the buy box says for that metro area. As an anonymous shopper, what does that look like? And we can see regional pricing disparities on around 40% of the ASINs that we are have been looking at.
• 14:02
  Robin Joy: Oh, Brian, it's in Q4, I I expect that to be eighty.
• 14:08
  Brian Olson: Yeah.
• 14:09
  Robin Joy: 80%. Double that. I I will not be surprised if 80 or 90 percent of ASINs start showing disparity based on the region and based on availability. Available.
• 14:23
  Robin Joy: Deliverable. Yeah, delivery date.
• 14:25
  Brian Olson: And this is why we were doing through testing.
• 14:28
  Robin Joy: Yes.
• 14:29
  Brian Olson: Right? Before we had the the Intel available to us, it was a testing that sort of allowed that to like it was still a little bit of a shot in the dark, quite honestly.
• 14:38
  Robin Joy: Yeah, it it was. I mean, we we were getting real results, but we but now with the what is it the buy box
• 14:46
  Brian Olson: spread?
• 14:47
  Robin Joy: The DNA.
• 14:48
  Brian Olson: Yeah, sell Sales DNA.
• 14:50
  Robin Joy: Sales DNA. We have a lot more information for our testing than we had before.
• 14:55
  Robin Joy: Now we are we've always known that Keepa only gives us partial information. Now, back in the day when there was one buy box and one warehouse, you know, three or four warehouses, it it gave us the buy box. But now we say which buy box?
• 15:11
  Brian Olson: Yes.
• 15:11
  Robin Joy: People say, oh well, the buy box says this.
• 15:13
  Robin Joy: We say which buy box?
• 15:15
  Brian Olson: Which the buy box?
• 15:16
  Robin Joy: Which the buy box.
• 15:18
  Robin Joy: What we found, what we have been doing if with testing might really, we were just talking about this morning, how we can really make this much more precise in our testing than we've ever been able to before. That message is going to start changing as well. That's
• 15:37
  Brian Olson: right. You know, a lot of things change in this space over time. And one of those things that needs to be updated is that that testing protocol that we developed a number of years ago.
• 15:46
  Brian Olson: Now that we have more Intel and we and we can action our own data thanks to a number of different tools that are out there, it's much more accessible.
• 15:55
  Brian Olson: It's much more probable, likely that you can make a profit out here as opposed to just taking a shot in the dark.
• 16:02
  Robin Joy: And and whereas previously we've we've been able to see what pricing historically has been, now we can actually infer, although it's not exact information, we can get some some evidence of what thing, what price is getting sales.
• 16:21
  Robin Joy: And if a price has gotten sales before.
• 16:24
  Brian Olson: That takes me to my next point.
• 16:26
  Brian Olson: There's one thing that we've always refused to say, and I'm I'm not necessarily saying it now. I'm not cross crossing that bridge.
• 16:33
  Brian Olson: We're still qualifying the the what we're talking about here, but that is that a drop is a sale.
• 16:41
  Brian Olson: Okay. And that didn't apply to sales rank drop when that was what was being measured, and it does not apply to a seller's inventory going down that you can see inside of a Keepa chart either.
• 16:51
  Robin Joy: We have to qualify that clients used to come and and they would say, Well, it's got 30 sales a month. And I say, How do you know that it has sales? Well, because it has 30 drops.
• 17:02
  Robin Joy: Okay.
• 17:03
  Robin Joy: While sales rank drops and can infer some evidence of a sale, it's not very much evidence.
• 17:15
  Robin Joy: That's all we really had to go on for a while.
• 17:18
  Robin Joy: But then that's all we had in 2023.
• 17:22
  Robin Joy: That's
• 17:22
  Brian Olson: how we were figuring out whether there was enough velocity to get onto a listing.
• 17:26
  Robin Joy: We had to have something to go buy.
• 17:27
  Robin Joy: And it's gotten better and better since then.
• 17:29
  Brian Olson: Yeah. And we'd I'd ask that question too, like, well, it says it sells at this price.
• 17:33
  Brian Olson: Does it though? It doesn't say it sells at that price. It
• 17:36
  Robin Joy: says it's been priced at that
• 17:37
  Brian Olson: price. It says it
• 17:38
  Robin Joy: was it got a buy box at that price.
• 17:40
  Robin Joy: It says a buy box, one of the buy box.
• 17:42
  Robin Joy: We're
• 17:42
  Brian Olson: not trying to be cheeky. We're just trying to say that this is not proof. This is evidence.
• 17:47
  Robin Joy: This is how data works. And a lot of people who who have worked with data or are familiar with that concept, the data tells you certain things, gives you certain evidence, and then you still have to test to see if that's true.
• 18:01
  Robin Joy: Yep. Always. You have to validate your data, and this is how we validate the data.
• 18:07
  Brian Olson: Like I sales rank can change because of all the products around the one you're looking at in the same category that moved and this one didn't. Or vice versa. This one moved and none of the others didn't.
• 18:19
  Robin Joy: And different categories look different.
• 18:21
  Brian Olson: Yes, they do.
• 18:22
  Robin Joy: And Amazon made a a big change in May of 2025 that completely changed the way they represent sales rank. So drops became less and less valuable as evidence.
• 18:34
  Brian Olson: They tried to they actually, I don't know if they tried, but they marginalized sales rank drops, become it became much more stable and consistent. And here's what they gave us in exchange for that. They gave us a bought in the past month flag that is on listings that supposedly sell 50 or more times a month.
• 18:49
  Robin Joy: Right. But it only shows up once it's been once it's sold at least 50. It doesn't have anything between one and 49. That's
• 18:58
  Brian Olson: right. Not every listing that sells that much shows it either.
• 19:02
  Robin Joy: Right.
• 19:03
  Brian Olson: I I've got proof on multiple ASINs that I can can see that there's been a lot of sales, even my own, that were not counted of 50 or more a month, that there's no yellow line on that listing.
• 19:14
  Robin Joy: Yeah. Yeah. So it's become less and less reliable as well. Where we we thought for a while it was pretty darn reliable, but now we're finding it's it's you know that that has changed.
• 19:28
  Robin Joy: So where are those sales going?
• 19:31
  Brian Olson: Those sales, I I I this is where I have a theory.
• 19:34
  Brian Olson: Okay. Uh two things. I can tell you where they're going if we cross the bridge that Keepa has crossed, which I'm gonna get to in a minute,
• 19:40
  Robin Joy: okay.
• 19:41
  Brian Olson: For sure. And I can tell you where I think they're where they're going otherwise.
• 19:45
  Robin Joy: Okay.
• 19:45
  Brian Olson: A lot of sales are not happening at any buy box level. Okay. At least not any that you can see. Shoppers will click into see more ways to buy, ask me how I know. And and they'll pick somebody who can get it there faster.
• 20:01
  Brian Olson: We talked about this a couple weeks ago, where it's like, oh, my order was delayed.
• 20:04
  Brian Olson: Great, I'll cancel that and go order one that can be here today or tomorrow.
• 20:08
  Robin Joy: Right.
• 20:08
  Brian Olson: Right. And I'll pay a higher price for that.
• 20:10
  Robin Joy: Yes.
• 20:11
  Brian Olson: That offer, that seller was never in a buy box, potentially. I can't say for sure they were never in a buy box, but I but they weren't in a buy box for me, and I didn't see them in in like if I did any research on it in any of the 18 metros that I scanned, they were not in a buy box. And Amazon didn't put them in a buy box because regardless of how fast they were available, there were other offers within you know a reasonable delivery time that Amazon was showing instead because they were priced lower.
• 20:36
  Robin Joy: Yeah. Yes, that is true. And people how do I want to say this? People who shop Amazon are often not the people who are shopping for price. The people who are shopping for price go search for price.
• 20:56
  Brian Olson: Yeah.
• 20:57
  Robin Joy: The people who shop Amazon just shop Amazon for many reasons. You know, they have a they have paid for
• 21:04
  Brian Olson: Prime,
• 21:05
  Robin Joy: paid for Prime, they they know they can get it quickly, they know Amazon has everything.
• 21:11
  Robin Joy: And so that's a whole different thing than price.
• 21:14
  Robin Joy: Yeah. And and so when we try to get customers on price, that's not necessarily something we have to do.
• 21:21
  Brian Olson: We don't we do not have to. This is why I said
• 21:24
  Robin Joy: proves it.
• 21:26
  Brian Olson: But if we told someone, or like if they came to us and said, Well, it says f it sells 50 times a month, but then we get a complaint, or like, well, it didn't sell 50 times for me.
• 21:36
  Brian Olson: Well, of course not.
• 21:37
  Robin Joy: Well, of course not. It sells 50 times for any seller.
• 21:41
  Brian Olson: For all
• 21:41
  Robin Joy: sellers. All sellers. And we don't know how many of them sold out during that time.
• 21:46
  Brian Olson: Exactly. So then it's like, well, how many then it's it just complicates. It muddies the waters.
• 21:50
  Brian Olson: And we're like, well, how many of these would I get? How many offers are on it?
• 21:53
  Brian Olson: And we start getting in down this rabbit trail.
• 21:55
  Brian Olson: There's like, how many offers is too many offers?
• 21:58
  Brian Olson: How many inch inventory is too much
• 21:59
  Robin Joy: inventory? And all that kind of stuff.
• 22:01
  Brian Olson: What we're really looking for is enough evidence to support getting out of the in and out of this listing in a reasonable amount of time, 30 to 45 days. And I say in and out, it doesn't mean we're never going to go back.
• 22:11
  Brian Olson: It just means that we want to turn our money in 30 to 45 days if we can, at least get our money back, and have a good potential to make our profit target.
• 22:22
  Robin Joy: Yes.
• 22:22
  Brian Olson: Those are the three steps of the three-step check.
• 22:25
  Robin Joy: So, but I get people saying, you know, well, I have a lot of I have a lot of ASINs that sell for and they don't show the 50 line.
• 22:34
  Robin Joy: And we explained then the reason we say that is not because it's not true, because there are absolutely ASINs who sell more than or more than 50 or are, you know, good sellers.
• 22:45
  Robin Joy: They're just hard to find because if you're using Keepa only, the Keepa chart, and there there's no yellow line, then guess what?
• 22:55
  Robin Joy: That could be one or that could be 49.
• 22:58
  Brian Olson: Yep.
• 22:59
  Robin Joy: And there's no way to know. So your risk gets higher. You're risking that it was just one and that it's not going to sell.
• 23:06
  Brian Olson: Or it could be 2,000 and there's still no yellow line.
• 23:10
  Robin Joy: We we know that as well. Yes.
• 23:12
  Brian Olson: Yeah.
• 23:13
  Robin Joy: The yellow line gives us something to go by.
• 23:15
  Robin Joy: And before DNA, that was about as good as we had. Guess what?
• 23:20
  Brian Olson: Yeah. It's
• 23:20
  Robin Joy: getting better, folks.
• 23:21
  Brian Olson: And I totally agree with that. And there's a lot out there that are under 50.
• 23:25
  Brian Olson: Like I always talk about the 1.5 billion ASINs on the list on Amazon. If you filter that and Keepa Product Finder for listings that Amazon's not currently in stock in and that move 50 times or more a month, in other words, they have that badge, it drops to around 3 million listings.
• 23:44
  Brian Olson: It's like 99.8% of the listings disappear when you set that filter. Here's
• 23:49
  Robin Joy: another thing that happens when you're using the profit finder.
• 23:52
  Brian Olson: Profit finder?
• 23:52
  Robin Joy: The pro the I'm sorry, the the product finder. Another thing that happens is it tells you if it has that badge right now, but not if it had it yesterday.
• 24:01
  Brian Olson: Yes.
• 24:02
  Robin Joy: I mean, you you have to put in more filters and find evidence of that, but it's not clear.
• 24:07
  Brian Olson: And it's a trailing metric.
• 24:08
  Robin Joy: And it's a trailing metric. And a lot of the on-page calculators, same same issue.
• 24:14
  Robin Joy: Profit Zones also using that same information until now.
• 24:20
  Brian Olson: Right. So I know what you're asking.
• 24:22
  Brian Olson: I know what you're thinking.
• 24:24
  Robin Joy: I know.
• 24:26
  Brian Olson: How do
• 24:26
  Robin Joy: we get evidence for sales that how many sales there were under 50?
• 24:33
  Brian Olson: Okay, and this is where other people's experiences and approaches to business changed our mind.
• 24:38
  Brian Olson: Okay. Not that they're focusing on less than 50 necessarily. But once we cross the bridge here with where I'm going to go, then it applies to less than 50 as well. Some resellers, I'm not saying all, but some larger than us, okay, which honestly is not hard to do.
• 24:56
  Brian Olson: You can build more than a six-figure business here. And there are a lot of people like that we know that are doing eight figures.
• 25:02
  Robin Joy: Sure.
• 25:02
  Brian Olson: And one of the key ways that they're determining sales velocity is that they go into the Keepa chart, they go into the data tab, they click on offers, and they're looking for sellers' inventory that is on the move. Okay.
• 25:16
  Brian Olson: And we're talking about like this consistent stair step down of inventory. And you can see this on even on listings that have a limit of the number of units you can buy, but you can also see it on the ones who don't have a limit.
• 25:30
  Brian Olson: And then when you get that consistent stair step of inventory going down, that's what we are crossing the bridge and calling it inferred sales.
• 25:39
  Robin Joy: Yes,
• 25:39
  Brian Olson: we got to evidence.
• 25:40
  Robin Joy: Make sure we still qualify is not proof.
• 25:43
  Robin Joy: That's
• 25:44
  Brian Olson: right.
• 25:44
  Robin Joy: But there is evidence. What's the catch?
• 25:47
  Brian Olson: Anyone who's talking about getting rid of Keepa, this isn't going to work for you then.
• 25:50
  Brian Olson: Keepa is the one providing this information.
• 25:52
  Brian Olson: And that's
• 25:53
  Robin Joy: even the DNA information. It's just providing it in a different way. It's
• 25:57
  Brian Olson: providing the same, yeah. Basically, Keepa is providing the information that we are using for Sales DNA.
• 26:03
  Robin Joy: Just not putting it on a chart or in a product finder.
• 26:06
  Brian Olson: They do for the active offers on the listing.
• 26:09
  Brian Olson: So when you look at that chart, you only see the sellers who are on the listing today.
• 26:13
  Brian Olson: That's the problem, unless you keep check the see all historical offers, but you can do.
• 26:19
  Brian Olson: But guess guess what happens? It'll show all the sellers in the list then historically.
• 26:24
  Robin Joy: It doesn't tell you what they sold or how much.
• 26:25
  Brian Olson: Their data is empty.
• 26:26
  Robin Joy: Yeah.
• 26:27
  Brian Olson: Exactly. So
• 26:28
  Robin Joy: you don't know what they sold it for.
• 26:30
  Brian Olson: No price history and there's no stock history.
• 26:32
  Robin Joy: Yeah.
• 26:33
  Brian Olson: That shows on the chart. But guess what?
• 26:35
  Brian Olson: Keep it still delivering that information.
• 26:37
  Brian Olson: We are able to get in the
• 26:39
  Robin Joy: back door.
• 26:39
  Brian Olson: Interpret that information from Keepa and put it on to and chart it for you, basically.
• 26:44
  Brian Olson: That is what Sales DNA does. It's looking at every inferred sale across the ASIN for whatever time frame you want for as long as Keepa's been tracking any seller on that listing.
• 26:57
  Brian Olson: Okay. Let's say you find a listing that says it moves a thousand units or more a month.
• 27:02
  Brian Olson: You open it up and there's a handful of sellers on there, and none of their inventory is actually moving. I mean, I see this all the time.
• 27:09
  Brian Olson: Like, oh, this is supposed to be a great ASIN, but it doesn't look like anybody's inventory is moving. Guess what? Those sellers probably don't exist on the listing anymore.
• 27:17
  Brian Olson: So with Sales DNA, you can actually see their sales history.
• 27:20
  Robin Joy: So you're saying you can go into Keepa in a way that's not on a chart or a filter or something that we get as consumer look.
• 27:30
  Brian Olson: Yep.
• 27:31
  Robin Joy: And you can see this historical information along with the price and infer sale.
• 27:37
  Robin Joy: That's
• 27:37
  Brian Olson: correct. That's
• 27:38
  Robin Joy: amazing. That's
• 27:40
  Brian Olson: correct. Okay.
• 27:41
  Robin Joy: Okay.
• 27:42
  Brian Olson: Basically, we started unpacking that is Keepa providing the data, even though it's not on the chart, and it turns out they are.
• 27:49
  Brian Olson: And when we put that data on a chart, that's when we got what looks like a DNA test.
• 27:54
  Brian Olson: Literally. It
• 27:55
  Robin Joy: does.
• 27:56
  Brian Olson: It looks
• 27:56
  Robin Joy: like a DNA test with the little bars and the little color changes.
• 28:00
  Brian Olson: And that is Sales DNA.
• 28:02
  Robin Joy: Yes.
• 28:02
  Brian Olson: And so I remember sitting here, you and me and Matt, it was when Matt was here.
• 28:07
  Brian Olson: We were geeking out on some stuff.
• 28:09
  Brian Olson: And I was like, gosh, this looks like something familiar. I couldn't quite put my my finger on it. And then all of a sudden it landed.
• 28:15
  Brian Olson: I'm like, oh, this looks like a DNA thing.
• 28:17
  Brian Olson: This looks like a DNA test.
• 28:19
  Robin Joy: Yes.
• 28:20
  Brian Olson: Right.
• 28:21
  Robin Joy: It does.
• 28:21
  Brian Olson: Yeah.
• 28:22
  Robin Joy: So are we calling those sales now?
• 28:25
  Robin Joy: We're
• 28:25
  Brian Olson: saying movement. We're saying inferred, right?
• 28:27
  Brian Olson: For the same reason that we never call a sales rank drop a sale. Yeah. Okay. This is inventory movement. We're not saying this is a sale.
• 28:35
  Brian Olson: This is indications of a sale.
• 28:37
  Robin Joy: Right. Evidence, but not proof.
• 28:39
  Brian Olson: Now Keepa has, I'll say giddily crossed this bridge a long time ago.
• 28:43
  Robin Joy: Oh, yeah.
• 28:44
  Brian Olson: They they they but it comes with a big fat disclaimer.
• 28:46
  Brian Olson: And
• 28:47
  Robin Joy: we believe it wholeheartedly because Keepa does.
• 28:49
  Brian Olson: Keepa says it's sold. Keepa says these are the amount of units sold. True. But if you look at the disclaimer on there, it also says that's inventory movement and may not be all the sales.
• 28:58
  Robin Joy: And that's why we can't say this is proof of sales, but it but we certainly can infer.
• 29:03
  Robin Joy: Well,
• 29:04
  Brian Olson: let me give you a couple of examples that you will see on chart that aren't sales, but Keepa is counting them as sales. We've talked about some of these before. When an item gets moved between fulfillment centers, your inventory level will drop temporarily until that item shows back up in its new landing spot, and then your inventory will increase. We don't count those. But Sales DNA is
• 29:26
  Robin Joy: actually sales, those are
• 29:28
  Brian Olson: we don't know if they're sales or not.
• 29:30
  Brian Olson: That's
• 29:31
  Robin Joy: okay.
• 29:31
  Brian Olson: So we're not counting them. The ones that you know have the steady organic stair step down, those we're counting as sales. Where it goes down and up and down and up
• 29:41
  Robin Joy: in a range, not uh a clear number.
• 29:45
  Robin Joy: So it'd be like it
• 29:46
  Brian Olson: Yes.
• 29:47
  Robin Joy: It looks like at least three sales.
• 29:49
  Robin Joy: So
• 29:49
  Brian Olson: we
• 29:50
  Robin Joy: at this price.
• 29:51
  Brian Olson: We clarify that with a plus at the end.
• 29:52
  Brian Olson: So it could say four plus. Yeah, it could be twelve. But we're pretty confident in four.
• 29:57
  Robin Joy: Yeah.
• 29:57
  Brian Olson: Right. So
• 29:58
  Robin Joy: probably somewhere between four and twelve.
• 30:00
  Brian Olson: Right.
• 30:01
  Robin Joy: Yeah. Again, give us some information that we can use to make a testing decision.
• 30:05
  Robin Joy: Aaron Ross Powell
• 30:06
  Brian Olson: Another classic example that we see a lot is someone recalls their inventory and their inventory level goes from or they get a high pricing error or they get regated on the ASIN.
• 30:14
  Brian Olson: Their inventory goes from 12 to nothing and they're gone like that. We don't count those as sales. That's not a sale. Anyway, what we do count is this stair step down when a seller priced, you know, you can actually see their price aligning with us. What we we connect these two things. Okay.
• 30:29
  Robin Joy: Right.
• 30:29
  Brian Olson: This intersection of the sales intersecting when a sales, when we're saying movement or an inferred sale actually happens, at what price point that seller had at that moment.
• 30:42
  Robin Joy: This is so exciting, Brian. That's
• 30:44
  Brian Olson: the cross that were those. We've
• 30:46
  Robin Joy: never been able to see this.
• 30:47
  Brian Olson: I know. That's what you and I were so excited about a few weeks ago. We're like, oh, okay.
• 30:51
  Brian Olson: And it was this long, it this is off script.
• 30:53
  Robin Joy: Okay. No good. Here we go.
• 30:55
  Brian Olson: It was a philosophical conversation about whether we wanted to cross that bridge.
• 31:00
  Robin Joy: It was it was something we had to really talk about.
• 31:04
  Brian Olson: Because we've played it so conservatively on purpose.
• 31:07
  Robin Joy: Yes.
• 31:08
  Robin Joy: We don't want to mislead anyone.
• 31:10
  Robin Joy: That's
• 31:10
  Brian Olson: right. We're not out to say this ASIN sells, you know, whatever, or you can sell this many, or you're going to make this much money.
• 31:16
  Brian Olson: That's
• 31:17
  Robin Joy: still that's still the seller's decision.
• 31:19
  Brian Olson: Yes. And there's a lot of things that are outside of our control, outside of your control.
• 31:24
  Brian Olson: Like there are no guarantees in this business.
• 31:26
  Brian Olson: We say that a lot of it.
• 31:27
  Robin Joy: Or any business.
• 31:28
  Brian Olson: But to have this conversation about, well, if Keepa feels confident enough in marking its sales, why wouldn't we feel confident enough in marking its sales? Now when they had sales with a disclaimer. When they had sales rank drops, that was a rank drop. That wasn't a sale drop. Okay. So when we're able to look at the individual offer inventory, that we can, I do feel more comfortable doing that.
• 31:52
  Robin Joy: Yeah. Yeah, I agree.
• 31:55
  Brian Olson: Anyway, maybe back on script.
• 31:58
  Robin Joy: Yeah. So that was kind of a discussion.
• 32:00
  Robin Joy: The whole thing, this, I think, what you're trying to say is we we do not lightly say, oh, here's something we can show you, and we you you should believe it wholeheartedly without any thought.
• 32:10
  Brian Olson: Right.
• 32:11
  Robin Joy: We don't do that, and we are careful that it doesn't look like that, and that we stay somewhat conservative and always let you make your own decision. Aaron Ross Powell
• 32:20
  Brian Olson: 100%. And so as we rethink the testing protocol or whatever the approach is going to be for testing. I
• 32:26
  Robin Joy: think a lot of people are going to be happy if we if we make some adjustments with that.
• 32:30
  Robin Joy: Aaron Ross Powell
• 32:30
  Brian Olson: And you asked a good question this morning, which I'll go off script and talk and mention it here too. I don't have I haven't had a chance to do any research on this, but Robin said
• 32:40
  Robin Joy: you know
• 32:41
  Brian Olson: when you're in the in-stock head start program, if Amazon puts your inventory in that program, as soon as UPS takes possession of that box, all of a sudden your inventory is live.
• 32:50
  Brian Olson: Now it's for for it's purchasable.
• 32:52
  Robin Joy: Purchasable. It's
• 32:53
  Brian Olson: not an fulfillment center.
• 32:55
  Robin Joy: No. And that's why it has a delayed delivery delay date.
• 33:00
  Brian Olson: Does it even show up on the list of offers at that point? That's
• 33:04
  Robin Joy: a
• 33:04
  Brian Olson: question.
• 33:05
  Robin Joy: Yeah.
• 33:05
  Brian Olson: And if it does, what does it look like?
• 33:07
  Robin Joy: Yeah.
• 33:07
  Brian Olson: So that we can start to identify more of these.
• 33:10
  Brian Olson: We
• 33:10
  Robin Joy: know it shows in Amazon, but we don't know if it shows in Keepa's data.
• 33:13
  Brian Olson: Yeah. And I would just say be careful about trying to time the market around these things.
• 33:18
  Brian Olson: But if it looks like right now that things are back ordered or delayed delivery, things are going to be completely different in six weeks from now when your inventory is actually available.
• 33:28
  Robin Joy: True. True. However, they
• 33:30
  Brian Olson: could be completely different.
• 33:31
  Robin Joy: However, it's a good reason not to pay attention to the historical pricing.
• 33:35
  Brian Olson: True.
• 33:36
  Robin Joy: Or to adjust your thinking about that because of panic pricing.
• 33:40
  Brian Olson: Yeah. So that was the other thing you would want to see if we could uncover it was if we could identify panic pricing on those.
• 33:46
  Robin Joy: Okay.
• 33:47
  Brian Olson: Okay. We're coming down the home stretch today.
• 33:49
  Brian Olson: And I just want to spend a couple of minutes talking about Keepa itself because we've been talking about it between ourselves about how I don't want to say irrelevant, but how much less relevant Keepa is becoming as we start to get perspective beyond just what Keepa can show us.
• 34:06
  Robin Joy: Yes, we have to have more and more of our own thinking around it. But I don't think we want to get rid of Keepa altogether.
• 34:15
  Robin Joy: First of all, you're getting a whole lot of information from Keepa.
• 34:19
  Brian Olson: Two things about it. I think like I yeah, I wouldn't get rid of Keepa. And but here's what I think it is. If you are thinking about doing that, you're throwing out the baby with the bathwater here.
• 34:28
  Robin Joy: Yeah.
• 34:28
  Brian Olson: And you know, this is true. We felt the same way, but at the same time, you're looking as close, you want to be you want to have a source of truth.
• 34:38
  Robin Joy: Yeah.
• 34:38
  Brian Olson: And you making up your own stuff is not a source of truth.
• 34:42
  Robin Joy: Right.
• 34:42
  Brian Olson: Right? Keep it is a source of truth.
• 34:43
  Brian Olson: Amazon's a source of truth.
• 34:45
  Robin Joy: Yes. And this Sales DNA that's coming out is it's a little bit more sophisticated of a way to think about it. The basics come first.
• 34:56
  Robin Joy: Keep it simple and then build on that, just like everything else. That's
• 35:00
  Brian Olson: right. The amount of data that Keepa has collected over the years is invaluable.
• 35:05
  Robin Joy: Oh my goodness. Nobody else has it.
• 35:07
  Brian Olson: Most people just never look at what's not on the chart, but they have so much.
• 35:11
  Brian Olson: It's so rich. And with Sales DNA, we're looking at offers that aren't on the listing anymore.
• 35:15
  Brian Olson: And we can see when their inventory moved and at what price. And Keepa becomes more of a data machine that we can use, that we can do analysis on. To me, that's the power of it.
• 35:26
  Brian Olson: And for $20 a month or whatever it is, depending on the conversion rate, it seems like, you know, a no-brainer to keep.
• 35:33
  Robin Joy: Yeah. So did you check it against our own sales?
• 35:36
  Robin Joy: I did. And
• 35:37
  Brian Olson: it is this is the other reason why we're conservative with the plus number. So if you see a number that on Sales DNA that says six plus, four plus, three plus, whatever, it's because of this very thing. When I go back and I pull that historical data on the listings that we've been selling on, okay, whether I still have inventory or I don't, I'm out of stock on that.
• 35:57
  Brian Olson: I don't always see our stuff showing up.
• 36:00
  Brian Olson: Okay. For example, keep it in start tracking one of our products until two days after we had started making sales on it.
• 36:08
  Brian Olson: Uh-huh.
• 36:08
  Robin Joy: And do you think that has to do with the being back ordered, maybe?
• 36:11
  Brian Olson: No, I don't think so because it was live.
• 36:13
  Brian Olson: It was priced at the right price.
• 36:14
  Brian Olson: It was live and it was in the prime window.
• 36:16
  Brian Olson: So I don't think that that was what it was.
• 36:19
  Brian Olson: So it does miss sales. The Sales DNA is missing sales that Keepa never knew about.
• 36:25
  Brian Olson: Okay. Now, as the reseller, as the account owner, I know about all of them, of course.
• 36:30
  Brian Olson: Yes. Keepa just didn't show us on the map on those two days until it was like the 7th of June for this one I was looking at.
• 36:37
  Brian Olson: I started tracking on the 9th of June.
• 36:38
  Brian Olson: Interesting. And it tracked every single sale from there, but for whatever reason it was a little bit delayed. So it's
• 36:43
  Robin Joy: not overcounting, it's undercounting.
• 36:46
  Brian Olson: To stay in line with our conservative approach to this. It just
• 36:48
  Robin Joy: balances out those that are pulled from inventory or that are you know, you got a section three and they help hold on to your inventory.
• 36:59
  Brian Olson: Yeah.
• 37:00
  Robin Joy: It kind of balances that out a little bit.
• 37:02
  Robin Joy: Probably not exactly. We're
• 37:04
  Brian Olson: already trying not to count those.
• 37:05
  Brian Olson: I would just say this. If if whatever the sales DNA number is, I feel very confident that it's at least that. It's that or better.
• 37:14
  Robin Joy: Okay. So still conservative. That's
• 37:15
  Brian Olson: again, like I said, another reason that we use the plus. Keep it doesn't have the full picture, but has a lot more than anyone else or any other tool that I know of, than like historical or today. And we see this all the time in it's what we've been posting as I'll call receipts over the last few years that we've been trying to back this claim up that there's a multi-dimensional buy box. Okay. We'd sell it at the Keepa buy box at a price that the Keepa buy box line never showed up as. Didn't
• 37:44
  Robin Joy: show our sale either.
• 37:45
  Brian Olson: Even though, even though we probably had a buy box somewhere. I at the time I didn't have the intel to go checking on, you know, two years ago. I didn't, I wasn't able to see what I can see today. But it it didn't show our inventory moving, even though our inventory really was moving.
• 37:59
  Robin Joy: Yes. And the buy box, we might have sold it a buy box, but remember, Keepa is only reporting one of those at a time.
• 38:09
  Brian Olson: And that's I started putting that in quotes or you know, calling it the Keepa buy box because the Keepa buy box is not necessarily what I would see for a buy box anywhere else.
• 38:18
  Robin Joy: Yeah. And they may not be able to see your inventory moving in a warehouse that they're not checking on. The point is here, if the listing looks like nothing's happening, that may or may not be true. It's it may not mean that nothing is sold.
• 38:33
  Brian Olson: Keepa is not telling the full story on a chart.
• 38:36
  Robin Joy: And neither is Amazon. And
• 38:37
  Brian Olson: neither is Amazon, right? But it is telling you a lot more of the story than anyone else can get at. And and same thing with Sales DNA.
• 38:45
  Brian Olson: It's live right now. Update your path profit zones if you're a user, and Sales DNA will be now available to you on every single listing that you open.
• 38:54
  Robin Joy: I didn't know you were making it free.
• 38:56
  Robin Joy: I thought you were making it a premium feature.
• 38:59
  Robin Joy: How exciting, guys. I mean, it's it's free just like the extension, and it comes along.
• 39:04
  Robin Joy: Okay.
• 39:05
  Brian Olson: All right. Here's what I if you're thinking about getting rid of Keepa, here's the analogy I would just think about a jigsaw puzzle.
• 39:11
  Brian Olson: I know you're a puzzler. You like to puzzle.
• 39:12
  Robin Joy: I like the puzzle.
• 39:14
  Brian Olson: If you throw Keepa away, you're throwing away every piece except the corners and the edge pieces. You got the frame, but you don't have the full picture. And only reading the buy box line. You don't
• 39:25
  Robin Joy: even know if it's upside down or not.
• 39:27
  Robin Joy: I'd love to turn it upside down.
• 39:29
  Brian Olson: If you're only reading the buy box line, that's like one edge. Okay. You're going to leave a lot on the table if you show up to a listing and you're just looking at the buy box line.
• 39:38
  Robin Joy: Agreed. And the all of the pieces from those sellers that left are completely missing from the chart. That's
• 39:46
  Brian Olson: exactly right. We
• 39:47
  Robin Joy: have to go in and get them another way.
• 39:49
  Robin Joy: Yeah. And Sales DNA does that. Yep.
• 39:51
  Brian Olson: All right. Now you're you're taking the quote this week. Did you know that?
• 39:55
  Robin Joy: No, but I probably should have known that.
• 39:58
  Robin Joy: Let me see. Oh, Sherlock Holmes, is that why I get it? Oh, I have stories about Sherlock Holmes. But Sherlock Holmes has a line for this.
• 40:08
  Robin Joy: He said, Is it a capital mistake?
• 40:12
  Robin Joy: A capital mistake to theorize before one has data. Insensibly, one begins to twist facts to suit theories instead of theories to suit facts. Arthur Conan Doyle wrote that in a scandal in Bohemia. Let's
• 40:30
  Brian Olson: think about our three-step check.
• 40:32
  Brian Olson: Sales DNA gives us information that helps us create a theory. Okay. This one has potential to make me a profit and the risk is low because I'll probably get all my money back.
• 40:44
  Brian Olson: That is the theory. But then what?
• 40:47
  Robin Joy: Then we have to test that theory.
• 40:49
  Robin Joy: That's not proof. That's a theory.
• 40:51
  Robin Joy: Then we say I need to know if that theory proves to be true or not. So I have to test it.
• 40:58
  Robin Joy: And it either is or it isn't, but I'm doing it at a low risk and I'm hopefully not losing any money to do it. We have to test it to see if that theory fits or not. It either does or it doesn't. But we don't want to change our test or adjust it so that it it comes out to prove the theory automatically.
• 41:22
  Robin Joy: We want to know whether it proves the theory or not. The test tells us one or the other.
• 41:28
  Brian Olson: Two things about that. One would be called rigging the system. Yeah. Rigging the results.
• 41:33
  Brian Olson: Right. You don't want to do that.
• 41:35
  Brian Olson: And if you're going to if you were going to do that, that's just what matching the buy box is. You decide the price first and then you look for a reason that it's right.
• 41:43
  Brian Olson: Yeah. Instead, turn it upside down.
• 41:45
  Brian Olson: Look at what moved first, including the sellers who are not on the listing anymore, and then decide how many that you would send or whether you would test it or not. A little bit of homework for everyone because this is what we do.
• 41:57
  Robin Joy: Yeah.
• 41:57
  Brian Olson: If you're a Profit Zones user, make sure you run the update and then go back through some of your own listings and look for the data that most people aren't seeing because it's not on the chart.
• 42:08
  Robin Joy: Yes.
• 42:09
  Brian Olson: And then when you think that things are absolutely clear, but you're still confused.
• 42:15
  Robin Joy: You know what we do?
• 42:16
  Brian Olson: We go beyond deniable.
• 42:18
  Robin Joy: We will not be denied.
• 42:20
  Brian Olson: Will you?
• 42:22
  Brian Olson: We'll see you soon, everybody. Take care.
• 42:24
  Robin Joy: Take care, everybody. See you soon.