The Final Achievement by Amazon (FBA) Information

On this complete Amazon FBA information, you’ll get the nuts and bolts about how FBA works for Amazon sellers.

Achievement by Amazon (FBA) is a handy answer for sellers who don’t need to waste time on delivery, logistics and customer support. By leaving these duties to the Amazon staff, sellers get the prospect to concentrate on different essential features of their operation (like rising their gross sales and dealing on their advertising and marketing). 

Amazon FBA allows manufacturers to entry the retail large’s logistics equipment with out lifting a finger. Sellers are free from coping with stock administration. You simply pack and ship inventory to a warehouse, and Amazon takes it from there.  On this Amazon FBA Information, you’ll be taught every thing you might want to find out about this success supplier technique. You’ll absolutely be prepared to join it when you get to the top.

What’s Amazon FBA?

 

Let’s say that you’ve got a product, however coping with packing and delivery looks as if a frightening job. That’s the place Amazon FBA is available in. 

This system was launched in 2006. Briefly, FBA provides entry to its personal logistics machine. This consists of warehouses, inventory administration, suppliers and customer support.You do the promoting and Amazon handles every thing for you. 

Sellers put together the objects and ship them to an Amazon success middle. Then, when somebody buys, Amazon picks, packs, and ships in your behalf. Briefly, small companies may ship merchandise on time, and on a nationwide scale, simply by adopting the Amazon FBA manner.

FBA is now a go-to success technique for a lot of sellers. The system is so streamlined that clients are unaware that they’re shopping for from third-party sellers utilizing FBA.

 

How Does Amazon FBA Work?

 

The FBA program works with a really straight-forward course of. First off, sellers should handle the next steps:

• Analysis and choose merchandise with excessive demand however low competitors. The objective is to seek out (or create) probably the most worthwhile objects to promote, even after FBA charges.
• Supply the objects from a reliable provider or producer, at an affordable charge. In some circumstances, the provider additionally ships the product to Amazon.
• Create product listings to promote and promote your objects within the market. Use high-quality photos, focused key phrases and detailed descriptions to have interaction clients.

 

Now, that is what Amazon handles in Achievement by Amazon:

• Retailer merchandise in Amazon’s success facilities. {The marketplace} will distribute the objects throughout totally different warehouses to chop delivery occasions (in keeping with its storage limits.)
• Course of transactions for each merchandise ordered. Amazon then picks, packs and ships the product.
• Deal with customer support duties, reminiscent of offering monitoring particulars, or requesting rankings and critiques.
• Observe gross sales in Vendor Central to appraise the success of each merchandise. Plus, this may inform sellers when to replace the stock when inventory ranges are low, to preserve a wholesome IPI.

 

Professionals and Cons of Amazon FBA

 

No Amazon FBA information is full with out itemizing the professionals and cons of this system.

FBA Advantages

 

Signing as much as FBA opens many different Amazon advantages to sellers. For instance:

 

Low Prices

 

That is notably good for manufacturers dealing in heavy and ponderous objects. It means decrease delivery prices, which might save revenue margins.

 

Model affiliation

 

Customers have come to count on nice supply service from Amazon. Meaning most customers will admire it when a third-party retailer handles supply by way of FBA.

 

Higher Search Ranks

 

Amazon’s algorithm favors FBA merchandise, main to raised search rankings. Plus, this boosts the probabilities to win the purchase field.

 

Buyer Service Administration

 

FBA options full, 24/7 customer support. Amazon’s workers handles all inquiries, refunds and returns on behalf of sellers.

 

Multichannel success 

 

Storing inventory in Amazon’s warehouses doesn’t imply sellers can solely promote by way of {the marketplace}. Amazon can pack and ship merchandise bought on a number of on-line channels.

 

Amazon Prime eligibility

 

FBA merchandise are Prime-eligible. This comes with 3 perks: free supply choice for patrons, higher possibilities to win the Purchase Field, and boasting the Amazon Prime badge.

 

FBA Drawbacks

 

Amazon FBA is straightforward to make use of and provides many benefits. Nevertheless, there are some challenges to bear in mind.

 

Competitors

 

There are millions of sellers benefiting from FBA around the globe, and from totally different industries. This an enormous pool of competitors.

 

Stickerless Commingling

 

The warehouse tends to bulk comparable merchandise from every producer collectively. So, inventories get blended up. This might result in defective deliveries. Correct Amazon delivery labels will help you overcome this situation. 

 

Elevated returns

 

Amazon’s return coverage makes it very simple for patrons to return objects, which could be a nice benefit. Nevertheless, numbers say that numerous sellers expertise ‘frequent returns’ after becoming a member of this system, which isn’t a optimistic final result.

 

Lengthy-Time period Storage Charges

Gradual-selling inventory, or useless inventory, is unhealthy information for sellers. Amazon expects a relentless turnover of merchandise to avoid wasting cupboard space. Amazon will cost sellers with long-term storage charges after 180 days of storage.

 

FBA vs FBM

 

There are two totally different approaches sellers can use to deal with their delivery course of: Achievement by Amazon (FBA) and Achievement by Service provider (FBM). 

FBA is like having a serving to hand. You ship your merchandise to Amazon, they usually deal with storage, packing, and delivery when a buyer locations an order. It’s handy and may prevent time, nevertheless it comes with charges.

On the flip aspect, Amazon FBM means you’re in command of all the course of. From storing your merchandise to packing and delivery, it’s all in your plate. It requires extra hands-on effort however provides you extra management over the logistics.

Consider FBA as outsourcing the heavy lifting to Amazon, whereas FBM is a bit like managing your personal storefront. Every has its professionals and cons, so the selection depends upon your preferences, enterprise mannequin, and the way hands-on you need to be in your ecommerce journey.

Is Amazon FBA Proper for You?

 

FBA could be a game-changer, nevertheless it’s not a common answer. There are some things to bear in mind. 

• Merchandise. Is it a small, light-weight merchandise, and one thing folks all the time need? FBA shines with merchandise like these. However bear in mind, it may not be the most effective match for giant or heavy issues.
• Logistics. FBA means Amazon takes care of storing, packing, and delivery your merchandise. That is superior in order for you extra time for rising what you are promoting and fewer problem with the nitty-gritty duties.
• Funding. Amazon FBA comes with charges–product success, storage charges, success charges, and extra. Calculate these in opposition to your potential gross sales to see if it makes monetary sense.
• Customer support. In case you like the thought of Amazon dealing with buyer inquiries, returns and refunds, FBA is a win. However when you’re a hands-on one that needs to take care of shoppers instantly, it may not be your cup of tea.
• Competitors. Take a look at different manufacturers in your market area of interest. If many profitable sellers are utilizing FBA, it could possibly be an indication that it really works nicely in your market. But when everybody’s doing their very own factor, weigh the professionals and cons rigorously.

 

Vendor-Fulfilled Prime

 

It’s not necessary to enroll within the FBA program. Some sellers go for Vendor-Fulfilled Prime (SFP). This implies you’re chargeable for storing, selecting and packing their merchandise, however you additionally get entry to Amazon Prime. 

The FBA program expenses charges relying on the companies you want and the scale and quantity of merchandise you retain in inventory. Notice that these charges can change at any time. In distinction, SFP obliges you to pay for all delivery prices.

Amazon requires you to stay to their pointers for any program you determine to make use of. Which means that when you determine to deal with success by your self, it’s essential to be aware of guidelines concerning returns and exchanges.

You may all the time seek the advice of with an Amazon FBA coach to discover every choice intimately.

 

The right way to Calculate FBA Prices

 

An essential tie-breaker is how a lot the FBA program will value. The way it works is the extra stock you’ve gotten, the extra you’ll be charged, since you’re paying for the area your objects occupy in Amazon’s warehouse. 

That signifies that lower-cost objects can turn into much less worthwhile when contemplating these charges.

The problem is that stock charges are inclined to turn into dearer when a product has been in storage for greater than 180 days. Amazon will let you already know if any of your merchandise aren’t shifting sufficient with a stranded stock report.

The excellent news is that you simply don’t have to incorporate all your listings within the FBA program, so you possibly can exclude merchandise that you simply suppose gained’t be promoting that shortly. The charges additionally improve in the course of the vacation season, so take away any stock you already know gained’t be promoting for that point.

Right here’s a listing of the Amazon FBA service charges sellers should account for:

• Achievement Charges. These embrace the price of selecting and packing your merchandise. The additionally cowl cargo, dealing with, processing returns and customer support. They’re categorized as attire and non-apparel, Small and Mild, or Heavy and Cumbersome. You may overview an in depth checklist of FBA success charges right here.
• Referral charge. Amazon applies totally different referral charges, relying on the product class. These fluctuate from 8% to fifteen%.
• Storage charge. These apply to all objects saved in an Amazon warehouse, and fluctuate relying on a particular time of the yr.

 

Month	Commonplace Dimension	Oversize
By March 30, 2024
January – September	$0.87 per cubic foot	$0.56 per cubic foot
October – December	$2.40 per cubic foot	$1.40 per cubic foot
Beginning April 1, 2024
January – September	$0.78 per cubic foot	$0.56 per cubic foot
October – December	$2.40 per cubic foot	$1.40 per cubic foot

 

The right way to Get Began on Amazon FBA

 

You can’t begin promoting earlier than establishing your FBA enterprise on Amazon. This includes one essential alternative: Is it higher to begin from scratch, or to purchase an FBA retailer?

Shopping for an Amazon FBA Enterprise

 

An up-and-running retailer can provide you an edge. It already has merchandise to promote, a buyer base, and it’s producing earnings. What patrons should contemplate is the capital threat. The worth common worth for an FBA retailer is at 2-4 occasions its yearly EBITDA.

So, to purchase an FBA enterprise that makes $10,000 internet revenue per yr, the investor would want $20,000-30,000 to buy it.

It’s additionally essential to dive deep into the enterprise and detect discrepancies. Listed below are some key factors to look out for:

• Earnings and Losses. Examine the shop’s internet revenue for inconsistencies, gross sales traits and potential alternatives for progress.
• Account Well being. Consider the enterprise’s status. Amazon expects sellers to fulfill particular efficiency and repair metrics, reminiscent of:
  • Order Defect Charge beneath 1%
  • Pre-Achievement Cancelation Charge at 2.5%
  • Late Cargo Charge beneath 4%
  • Legitimate Monitoring Charge at 95% or larger
  • Bill Defect Charge beneath 5%
  • Stock Efficiency Index beneath 350
• Suppliers. Discover out the seller-supplier relationship standing and contract insurance policies. Are they unique companions?  Dig out the phrases and unexpected prices that might have an effect on you. 
• Accounting Data. Guarantee all accounts and taxes are arrange correctly to judge the FBA retailer. For instance, test that every one Amazon charges are current within the monetary data. Additionally, ensure the vendor is just not inflating any earnings.

 

2. Constructing an Amazon FBA Enterprise

 

It takes effort and time to construct a worthwhile FBA enterprise, however keep on with it and your arduous work will repay.

Right here’s what you might want to get began:

• Startup Capital. New sellers make investments round $ 3,836 to stock, orders and advertising and marketing, in keeping with Jungle Scout.
• Analysis. Contact established FBA sellers to play your manner into Amazon. Study as a lot as you possibly can concerning the setbacks they encountered. This’ll provide you with tricks to map out your FBA methods.

 

Setting Up Your Amazon FBA Enterprise

 

The earlier steps will enable you to map out your FBA technique. However to correctly arrange your Amazon FBA enterprise, this Amazon FBA information suggests you to do the next:

 

Create an Amazon Vendor Account

 

If attainable, choose a Skilled vendor account. You’ll pay a $39.99 month-to-month charge, however there’s no restrict to the objects you possibly can promote.

The Particular person account is greatest when promoting fewer merchandise. It has no subscription charge, however you’re charged a $0.99 charge per merchandise bought to Amazon.

 

Itemizing Your Merchandise

 

Log in to your Vendor Central account, go to “Stock” and click on on “Add a Product”. Discover your objects utilizing names or barcodes and submit the related knowledge: promoting value, situation and product description.

 

Optimizing Your Listings

 

You may’t expose your retailer with out an web optimization technique. Discover probably the most related key phrases in your merchandise and place them in your content material.

Embrace head phrases and long-tail Key phrases within the title, bullets and outline. That is essential to benefit from the Amazon algorithm.

When customers sort in your key phrases, it’ll improve their probabilities of discovering your merchandise within the search ranks.

You also needs to create high-quality visuals, reminiscent of A+ Content material. The secret’s that every picture clearly says what your product can do for patrons.

 

Making probably the most out of your Amazon retailer

 

• Select Merchandise That Promote Quick. Follow issues that folks love and that have already got a very good status. It ensures fast gross sales and avoids storage issues.
• Bundle Your Stuff. In case your product is like others, bundle it as much as seize eyes and stand out. Make your itemizing shine by displaying off the additional worth your bundled merchandise deliver.
• Construct a Cool Model. Take a second to know who may purchase your stuff and what message you need to inform them. A robust model builds belief with clients.
• Reply Questions Quick. Good communication could make or break a sale. Being immediate and pleasant could make clients select your product.

 

Activating FBA

 

Click on on “I would like Amazon to ship and supply customer support for my objects in the event that they promote.” Then, go to “Handle Stock” and “Actions”. Now, choose “Change to Fulfilled by Amazon” in your eligible-FBA objects.

 

Setting Up an FBA Transport Plan

 

When you choose “Convert & Ship Stock”, Amazon will immediate you to decide on a delivery plant. Right here’s what you might want to do:

• State when you’ll ship “Particular person merchandise” or “Case-packed merchandise”
• Select which objects you’ll retailer on the warehouse
• Put together for cargo

 

Now you can begin delivery to Amazon: 

• Return to “Stock” and choose “Handle FBA Shipments” to submit the models you’re sending out.
• Print out model labels, stick them to every bundle, and comply with Amazon’s pointers to prep and label every parcel.
• Final of all, program the pick-up. The remaining is as much as you. Expose your self with some advertising and marketing and wonderful customer support.

 

The right way to Discover Merchandise to Promote on Amazon FBA

 

Promote merchandise with low competitors however excessive demand. That’s the important thing to success on Amazon. The query is easy methods to discover mentioned objects.

For nice outcomes, the most effective a vendor can do is to seek out probably the most worthwhile niches. These are small, specialised subset of patrons, merchandise, or classes.

Effectively-known objects translate to elevated visibility and extra competitors. Area of interest merchandise include focused buyer engagement, with fewer contenders within the market.

Listed below are the most effective merchandise to promote on Amazon:

• Residence & Kitchen
• Sports activities & Outside
• Toys & Video games
• Well being, Family & Child Care
• Magnificence & Private Care
• Kitchen & Eating
• Clothes, Footwear & Jewellery
• Backyard & Outside
• Instruments & Residence Enchancment

 

We advocate you discover area of interest merchandise inside these classes to spice up visibility and earnings.

When you’ve discovered the most effective area of interest in your model, it’s time to seek out the most effective merchandise to promote. Listed below are some pointers to go about this quest:

 

The fitting value

 

Promote objects for $25-50 for a wholesome income, even after accounting for all FBA prices and costs. Decrease costs will eat your revenue margins away. Additionally, going excessive could scare clients away from merchandise they don’t know but.

 

Slender your selections

 

Choose a couple of merchandise to trace for a couple of weeks. This can let you know which objects are freed from seasonal spikes. It’s additionally nice to discard merchandise inflated as a consequence of particular provides or reductions.

 

Low seasonality

 

A superb rule of thumb is to inventory round 300 month-to-month models to make 10 each day gross sales. However That might be fairly a feat when coping with seasonal merchandise, proper? So, it’s greatest to deal in area of interest merchandise that promote all year long.

 

Enchancment

 

Discover merchandise with 3- to 4-star rankings, however lower than 200-100 critiques. Why? There’s room for enchancment, and a chance to beat competitors. 

 

Easy, small, and lightweight is healthier

 

You don’t need to be slowed down in delivery, manufacturing and high quality management.

 

Be cautious of IP considerations

 

Amazon is all the time looking out for counterfeits and trademark infringement claims. So, guarantee your chosen objects include the rights to supply and promote.

Importing. We reside in a world market. If you wish to promote exterior your nation, then adjust to the import regulation of your chosen promoting territories. You’ll keep away from tedious customs hassles.

 

web optimization Greatest Practices

 

implementing web optimization in your Amazon listings will help you to enhance natural rankings in your Amazon Listings. In case you’re already paying for FBA, focus your efforts on boosting gross sales and make up for these charges you’re paying.

Take into accout most Amazon searches are transactional, in comparison with searches on Google, that are often informational. Amazon’s algorithm focuses on two predominant features:

 

Optimizing your Amazon product itemizing will certainly improve your conversion price. You should utilize related key phrases within the totally different fields of your product web page to affect rating components.

Right here’s what you have to be being attentive to:

 

Footage

 

The very first thing a attainable purchaser sees when trying out a list is the product picture. That is your greatest shot at getting your buyer’s consideration.

Put money into high quality photographs that present all elements of the product and the way it works, if attainable. If you’re taking your personal product photographs, these are some suggestions to bear in mind:

• Optimum lighting, ideally pure gentle, can considerably improve your product photos. Place your merchandise in a well-lit space near a window to attain the most effective outcomes.
• Experiment with numerous views to successfully spotlight the options of your product. Shut-up photographs can reveal intricate particulars and add depth to your visible narrative. Moreover, keep a clear and uncluttered background to make sure the focus stays in your product.
• Make the most of a tripod or different stabilization strategies to keep away from blurry photos. Sharp, well-defined visuals convey professionalism and a focus to element.
• Take note of the background noise. In case your area is just not tidy, please repair that earlier than taking your photographs! These particulars can go a great distance with regards to proving your professionalism and offering a noise-free picture of what your product is.

 

Content material

 

Concentrate on all crucial info. Take into consideration the questions your future patrons could have and attempt to reply to all of them in a concise method.

 

Title

 

Titles are an incredible alternative to make use of the highest 3-5 key phrases associated to your itemizing. Write them into the title in a manner that they describe the product precisely.

Comply with these tricks to have a killer title:

• Use your model identify to boost model consciousness
• Be very particular about your product particulars, like measurement, colours, and amount
• Every thing is about stability: describe your merchandise in probably the most customer-appealing manner whereas additionally prioritizing key phrases.

 

Bullet factors

 

You don’t have numerous room in your description for lengthy explanations. Bullet factors are simple to learn and clients can simply scan them to seek out probably the most related info in your product. Concentrate on explaining advantages reasonably than options.

 

Description

 

Descriptions go hand in hand with bullet factors. Make the copy readable and convincing and completely from a gross sales perspective.

 

Backend Key phrases

 

The backend of your product itemizing homes “hidden” key phrases, akin to the meta tags of conventional web optimization. Whereas these key phrases is probably not seen to the client, they play an important function in signaling to Amazon’s algorithm the particular key phrases your itemizing is focusing on. 

Consider them because the behind-the-scenes architects of your web optimization technique, contributing to the general visibility of your product.

Diving into the specifics, allocating 250 bytes for added prime key phrases within the backend can considerably amplify the effectiveness of this hidden optimization. 

This offers the mandatory area for a strategic number of key phrases, reinforcing your itemizing’s alignment with buyer search queries.

Associated content material: The Magic of Unfavorable Key phrases

Product Analysis Greatest Practices

 

These practices will enable you to enormously in your product analysis quest:

• Let knowledge information you, reasonably than selecting a product to promote just because it’s one thing you want.
• Don’t rush it. Product analysis is crucial preparation that requires a while and evaluation to achieve success. 

 

Sourcing Your Amazon FBA Merchandise

 

Discovering the merchandise is simply the primary half of the method. Sellers additionally have to discover a provider.

You could find 1000’s of producers of the identical product. The trick is to slim the checklist all the way down to 5-10 suppliers that characteristic the next qualities:

• High quality. Evidently, the best-made merchandise promote higher, get excessive critiques and continued gross sales.
• Expertise. Examine the provider’s import historical past to know in the event that they’ve manufactured the product for at the very least 3 years.
• Communication. Good seller-supplier relationship boosts your FBA model productiveness. Consider response occasions and the way suppliers reply your inquiries.
• Truthful value. Your last selections ought to share comparable value ranges. A lot larger or decrease costs could possibly be a purple flag.

 

Taking Benefit of On-line and Retail Arbitrage

 

On-line arbitrage is about looking items beneath retail worth on-line. Then, evaluate costs on Amazon to test the profitability.

If the merchandise and provider match all of your standards, you possibly can order bulks and ship them to Amazon. Lastly, you possibly can add your listings and promote.

Probably the greatest websites to seek out merchandise and suppliers is Alibaba. Being the most important B2B platform on the earth. The positioning options many merchandise, bought instantly by the producers.

Now, a second sourcing choice is retail arbitrage. This includes deciding on merchandise at retail shops or liquidation facilities.

Search for chain shops with discontinued items. You’ll discover merchandise at 50-70%, and a few scarce area of interest objects to revenue from.

Mass up some copies and retailer them at Amazon’s warehouses. Then, create your product listings and begin promoting.

The trick is to concentrate on main buys that final for months. And Whatever the technique used, take into accout Amazon’s charges when sourcing merchandise. 

The ultimate earnings are the distinction between the promoting value, minus FBA charges and the merchandise’s authentic value.

 

Amazon FBA errors to keep away from

Beginning out on Amazon FBA could be a combine of pleasure and uncertainty, particularly for novices. 

The concept of making a profitable on-line enterprise is interesting, however there are frequent errors that even the extra motivated sellers typically make.

 

Skipping Market Analysis

 

One massive mistake is selecting a product with out checking the market first. It’s simple to get drawn to a preferred merchandise, however you might want to know if folks truly need it. Take time to take a look at what others are promoting, learn buyer critiques, and use instruments like Jungle Scout for assist.

 

Forgetting to Stand Out

 

In case your product is simply too just like others, you may battle to compete. It’s essential to determine what makes your product distinctive. This could possibly be a particular characteristic, higher high quality, and even nicer packaging. 

Making your product stand out provides you a greater probability of getting and retaining clients.

 

Not Following Amazon’s Guidelines

 

Amazon has strict guidelines, and never following them can get you in hassle. Take the time to find out about how Amazon needs you to checklist merchandise, speak to clients, and handle your account. Hold checking for updates to remain on the appropriate aspect of the principles.

 

Underestimating Prices

 

Some novices don’t notice all the prices concerned, like making the product, delivery, and Amazon charges. Use Amazon’s FBA calculator to determine all the prices and set costs that make sense for you and appeal to clients.

 

Ignoring Product Listings

 

Having a very good product itemizing is essential. In case your itemizing is just not full or not well-written, it’s more durable for folks to seek out your product. Ensure your title, bullet factors, and outline are clear and attention-grabbing. Use key phrases that match naturally to assist folks discover your product.

 

Stock Mismanagement

 

Working out of inventory or having an excessive amount of can damage what you are promoting. Use Amazon’s instruments to observe how a lot you’ve gotten left, see how nicely your product is promoting, and get alerts when it’s time to restock. 

Conserving a very good stability in your stock means your product is all the time accessible for patrons.

 

Buyer Suggestions

 

Critiques from clients are actually essential. In case you ignore what clients say, it may damage what you are promoting. 

Reply to clients, repair any issues shortly, and use suggestions to make your merchandise higher. Good critiques additionally assist construct belief with clients.

 

Solely Promoting on Amazon

 

Whereas Amazon is nice, relying solely on it would restrict what you are promoting. Having your personal web site or utilizing social media will help you attain extra folks. Promoting elsewhere provides you a security internet and means you’re not counting on only one platform.

 

Not Advertising Effectively

 

Some novices overlook to market their merchandise. Use Amazon’s promoting and take a look at different methods to get extra folks to see your merchandise. Having a very good advertising and marketing plan helps what you are promoting develop.

 

Being Impatient

 

Constructing a profitable enterprise on Amazon takes time. Some novices get discouraged in the event that they don’t see outcomes immediately. Be affected person, preserve working arduous, and be prepared to alter your plans based mostly on what’s occurring. Success comes from constant effort and a willingness to be taught alongside the way in which.

 

Remaining Ideas

 

Amazon FBA could be a nice ally to make your on-line gross sales simpler to deal with.

You do have to do it the appropriate strategy to be sure you’re truly utilizing this system to your benefit. All of it comes all the way down to sourcing widespread merchandise which are simple to promote and simple to retailer.

This isn’t a one-size-fits-all answer, although. You may go for FBM or SFP if it makes extra sense for what you are promoting.

With this Amazon FBA information, you at the moment are conscious of what bins you might want to test to determine whether or not it’s in your greatest curiosity to affix this system, or if it’s a good suggestion to affix however solely checklist a pair objects as a part of FBA.

 

Authors

Esteban Muñoz is a content material author with a number of years’ expertise in digital advertising and marketing and eCommerce. He’s been in a position to obtain unbelievable progress for his associates by optimizing and managing their accounts, and creating in-depth content material advertising and marketing methods.