Mastering Amazon with Kiri Masters of Bobsled Marketing

Kiri Masters is the Founder & CEO of Bobsled Marketing, a New York-based agency specializing in Digital Marketing through the Amazon platform. Her agency serves manufacturers across all Amazon operations, including brand protection, advertising, and organic marketing functions. Bobsled is a team of 25 Amazon experts that consumer brands rely upon to triage Amazon's revolving policies, programs, and best practices. 

Kiri also writes a weekly column for Forbes about Amazon and is the author of two books, the latest co-written with Mark Powers titled Amazon for CMOS. She spent the early part of her career in commercial banking with JPMorgan Chase in New York. She's a dedicated entrepreneur, having two successful businesses under her belt and finds joy in sharing her knowledge with fellow entrepreneurs and marketers.

In this episode, G. Steven Cleere is joined by Kiri Masters to talk about some of the recent changes happening in Amazon. They discuss Amazon’s algorithms, Amazon's invite-only vendor program, FBM & FBA sellers, and how enhanced content works.

Here’s a glimpse of what you’ll learn: 

[01:49] How Kiri came up with the idea for Bobsled & choosing her market

[05:18] CPG firms' attitudes toward Amazon

[07:27] Did Amazon's acquisition of Whole Foods affect Kiri's clients?

[10:37] Should smaller brands be fulfilled by Amazon?

[14:45] Amazon's invite-only vendor program

[16:48] Fulfilled by Merchant (FBM) vs Fulfilled by Amazon (Prime eligibility) sellers

[22:30] Amazon algorithms & driving outside traffic to Amazon

[26:00] What to expect with paid search

[29:00] How enhanced content & brand registry works

[32:30] Kiri's reason for writing the book, 'Amazon for CMOs'

[37:12] The Marketplace Institute

[41:31] What'll happen to Amazon in the near future?

[44:53] Kiri's advice for fellow entrepreneurs

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Resources Mentioned in this episode

Bobsled Marketing 

About Kiri Masters 

Amazon for CMOS book 

The Marketplace Institute 

Connect with Steve

Kitchen2Shelf 

About Me

NexxtLevel Marketing

Sponsor for this episode

Our podcast was brought to you today by Kitchen2Shelf, the educational arm of NexxtLevel Brands. Kitchen to Shelf provides online and in-person courses and workshops for CPG entrepreneurs at any stage of growth. 

Whether you're an early-stage startup, a local growing business, or if you want to just expand your distribution to a national level, Kitchen to Shelf can help you learn what you need to know to grow.