How Tool Aggregator Carbon 6 Is Shaking Things Up w/ Clayton Atchison – #23

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The Brand Builder Show
How Tool Aggregator Carbon 6 Is Shaking Things Up w/ Clayton Atchison – #23
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Welcome back to another episode of the Brand Builder Show! 

This week we’re joined by Clayton from Carbon 6. 

Having recently burst onto the scene, Carbon 6 are an Amazon tool aggregator, combining some of the greatest tools in the Amazon FBA space. In this episode we talk about the journey, what they are aiming to do, and get a behind the scenes demo on one of their most exciting tools – PixelMe.

PixelMe helps sellers drive external traffic to Amazon with clear reporting data giving the ability to scale up on what’s working, and shut down what isn’t.

Here are all the Carbon 6 tools mentioned:

=> Explore PixelMe here

=> Explore Seller.tools here

=> Explore AMZ Alert here

=> Explore Zon.tools here

 Connect with Us:

If you got this far, there’s a chance you enjoyed the episode… if so, please consider leaving a review – we really appreciate it!

Talking Points:

00:00 Ben introduces Clayton

01:14 Clayton talks about his career on Amazon

06:38 What is Carbon 6?

11:25 Where is Carbon 6 headed in the future?

14:33 Private label tools

25:06 PixelMe

31:37 Clayton demos PixelMe

40:25 Other markets where PixelMe is available

43:02 Clayton talks about what 2022 looks like in the Amazon space

Ben Donovan 
Well, hey guys, welcome back to another episode of The Brand Builder show. I’ve got my good friend Clayton with us here today, Clayton, thanks for coming on the show.
 
Clayton Atchison 
Thanks for having me, Ben. Happy to be this.
 
Ben Donovan 
Yeah, it’s gonna be a good one. We’re gonna be talking all things Amazon software, Clayton, is from carbon six. Now, if you’ve never heard that name before, you’re probably going to relatively soon hear a lot more. There’s been a lot of talk about carbon six on the Amazon FBA Twitter community and seeing in some different Facebook groups. I first heard about you guys from Troy Johnston, who is a good friend, he’s coming up on the show, actually, in the next couple of weeks. He’s done some training for us inside of Brand Builder University. And so seller tools, the tool that he founded has become part of carbon six, which is super exciting. So there’s lots going on in the space. I’m excited to hear all about it. So, Clayton, why don’t you first tell us a little bit about yourself, what you do with carbon six, and then maybe we can dive into a little bit the journey. And you’ve got a an exciting demo of one of your most cutting edge tools today, which is going to be exciting. So yeah. Tell us a bit about yourself. Clayton, where you from? Where you where you are now and you’re rolling? Carbon six, not Clayton six, carbon six. You’re rolling in carbon six.
 
Clayton Atchison 
Yeah, I wish it was Clayton six. You’re doing a lot better, right? No, um, yeah. Well, thanks for having me. And I’m sure Troy will be a great guest to have love Troy. But yeah, about myself. I am originally I’m a Missouri boy. I’m originally from St. Louis, Missouri, also went to college in Missouri at the University of Missouri. That’s a lot of Missouri’s to say. But I studied abroad in Spain for about seven months and Alicante during college. I love traveling. Just a personal thing about me. I do speak Spanish, I’m learning Italian. And my love for Spanish and warmer weather is brought me down to San Juan, Puerto Rico. So I’ve been here almost four years. It’ll be four years in June. I’m trying to think what else and college I studied finance and international business. And I guess I’m traveling quite a bit with carbon six and meeting people. So it’s kind of kind of like a follow the path I expected to. But yeah, my background with Amazon. I’ve been an Amazon seller for four years before that I was doing e commerce arbitrage between Amazon and eBay. And, you know, I’ve been selling on ebay as a young kid and just been an E commerce for a long, long time. But yeah, it’s been about I guess it’s been about nine years that I’ve been doing my own thing full time. And then in December, I came on to carbon six, I met Justin, the CEO, who also lives here in Puerto Rico, and love the vision, love what they were doing, and wasn’t really looking for anything to do. I was fine with what I was doing. But I just love what they’re doing and are what we’re doing now. I’m part of the team. So yeah, came on in December. And it’s been a wild, wild fun ride ever since.
 
Ben Donovan 
Nice, man. Nice. So tell me a little bit about Puerto Rico before you get into it. Because I hear so much about it. It’s like an entrepreneurial hotbed, right, because I assume because of the tax situation, but obviously the weather as well. Talk to me about it. What’s it like down there?
 
Clayton Atchison 
Yeah, it in one word. It’s incredible. I love it. Like the weather is the same like every day, it’s 80 degrees. It’s just, it’s invites you you look out the window and you just want to get outside. But yes, there it is absolutely a hotbed of like entrepreneurs and people that have moved here. There are a lot of tax benefits here are available. But what that’s created is a community of people that are very smart, that are you know, created these incredible businesses, and now they’re looking for tax savings. But you know, you go down and you play volleyball, which is right outside of my my window, and you hang out with all these people from all over the United States and all over the world. And they’re really like we have a great community of kind helpful people to where you just can’t help but like run into somebody that is, you know, saying we should team up what do you think about this idea or that idea? And you’ve learned a lot. So the I’m from St. Louis, and there’s entrepreneurship there too. And there’s networking events, but this is I would say, Next Level it they have a little bit of everything. There’s people here with cryptocurrency wins, obviously. But then there’s people here in real estate medicine, medical devices, e commerce, I mean, you name it, there’s somebody here that can teach you more than you could ever hope to know. So it’s just like a beautiful community. I moved here and on day one I knew I was staying. I love it
 
Ben Donovan 
Nice man. Did they speak a lot of Spanish or
 
Clayton Atchison 
In San Juan, you can, you can totally get by with English. A lot of my friends do not speak Spanish. I think it helps if you speak Spanish, I think you get you make friends more easily in the community because I have quite a few Puerto Rican friends. They call them up or equa. And so yeah, for making friends and really integrating in with the the native Puerto Ricans here. It helps and you know, even when you’re going out to eat if you if you can order in Spanish and you know, speaking Spanish with waiters and waitresses, I think they appreciate it. But when you get outside of San Juan, it becomes more essential. So if you’re traveling up to the mountains or out to the west or the east, you can expect to have a little bit more trouble. So everybody that moves here, I recommend that they you know, take classes and and really try to integrate themselves in with the community because they always end up loving it more and it just makes everybody happier.
 
Ben Donovan 
Yeah, nice. Sounds good, man. All right. Well, without the risk of becoming a travel podcast, let’s get into some ashes out of my interest. But it’s always interesting to hear how different people set their entrepreneurial lives up. So it’s interesting, man. But yeah, I’d love to hear. I’ve heard I’ve heard only good things. You had me a volleyball, to be honest. You know, like, I used to live in. I used to live in Sydney, we were near the beaches and manly beach. Beach volleyball is the one thing I used to think I missed the most maybe second only to the coffee in Australia. So yeah, beach volleyball is one of the greatest sports so yeah, I’m very jealous, man.
 
Clayton Atchison 
I love I’m so jealous of you. I’d say he’s incredible. But let’s talk about travel.
 
Ben Donovan 
Let’s talk about making money on Amazon with amazing tools. So yeah, carbon six man, like exciting. Sit here and about everything. It was a little bit sort of. I think the word maybe you used when we were chatting today was like stealth. You know, you guys have been stealth mode for a while and then all of a sudden, there’s all this talk about carbon six. And I was like, What is this carbon six thing? That like I said, the first time I heard anything about it was Troy made an announcement in the seller tools Facebook group said, Hey, seller tools is now part of the carbon six family. I’m like, What the heck is that? And, and then obviously, shortly after that, you guys kind of started doing some promotion stuff at prosper. Talking about a what is carbon six? And then let’s talk a bit about the journey.
 
Clayton Atchison 
Yeah, so stealth, that’s the right word. We’re like Batman for a little while. And it was really interesting to like, try to have calls because you were always like, you know, I’m Clayton from pixel me or I’m Clayton from, you know, whichever tool instead of saying six, so it’s become a lot easier now. But what carbon six is at the foundation is a software aggregator.
 
Clayton Atchison 
Justin, the CEO saw an opportunity where there was some really good software’s out there that were in a lot of ways better than what most people were using. But those same software’s and the companies behind them didn’t have the resources to like market properly to get the word out about their fantastic tech. And in other situations, sometimes the founder or owner was the developer, but they were also trying to do you know, the marketing or the customer service, just wearing too many hats to really scale those businesses. And so we wanted to help those brand owners obviously, and but really, the goal is no software ever wins, if at the end of the day, you’re not serving the customer. So Justin was looking at this. And he was saying, you know, a lot of these people out here are promising, you know Lamborghinis and big mansions if you start selling on Amazon, but we know that the failure rate is quite high. And so really, the goal of carbon six with bringing these software’s together is to try to increase the percentage chance that anybody that starts on Amazon tomorrow has a better chance of being successful if we think we think if we can raise that percent, one 2% We had created invented many more people that can work from home and have a better work life balance that have, you know, maybe it’s a full time job for them or additional revenue streams. And we just saw an opportunity for better technology to bring tools together and kind of take these puzzle pieces and make a situation where people can really come to carbon six and do everything that they need to. So we want to help ecommerce entrepreneurs from the day one all the way until whether that or not, they want to exit their company, and just help them on every single part of that journey. And we didn’t think anybody out there was quite doing it as well as we could. So that’s why we came up with.
 
Ben Donovan 
Yeah, it’s an interesting concept. Obviously, pretty much anyone that’s listening now, I’m sure would have heard of the concept of Amazon aggregators. It feels like all anybody has been talking about in the Amazon space last couple of years. But you use that word software aggregator, which I find is, you know, is interesting, and it’s, you know, the Amazon aggregators, part of their business model, obviously, is having specialized people in certain roles that can then deploy that role across the different brands. And I think what you’re saying makes a lot of sense because yeah, often a founder of a tool will be, you know, on the tech side or on the development side, and then need help them the marketing side. And so to bring those resources together and have speciality roles in all of that, I think that that makes a lot of sense. You know, just interested to hear about the play, I suppose in terms of like, you know, the tools that you’ve got, at the moment. Talk us through your kind of stack, what that looks like, and maybe how are you looking to develop that over the future?
 
Clayton Atchison 
Yeah, no, absolutely. So one important thing to mention is that we’re not just in private label, we have tools and wholesale private label, actually merch by Amazon as well as, as well as arbitrage. So we kind of see this, like, in our head, this evolution of the cellar, where maybe when somebody doesn’t have a lot of money to invest, they can’t jump right into private label, or maybe wholesales like off limits, but they could get involved in maybe online arbitrage. Or they could maybe get involved in merch by Amazon, which I’m not sure sure if you’re familiar with that is but basically, it’s you know, graphic design, creating, putting them on T shirts and other objects, and Amazon creates and sells and for you, but you get a royalty, it’s very low capital investment, mostly time. And so we have these brands, and the idea is, is that if somebody can be successful in arbitrage, or somebody can be successful in merch, then they can graduate to things like wholesale and private label. So we want to help them on every single part of their journey, right, like a lot of people that did private label, myself included, didn’t start day one with private label, I wouldn’t have had the money to do it.
 
Clayton Atchison 
And so really, we want to, we have a we have a lot going on, that’s the easy way to say it. But we’ve in all of those sectors, we think we have really, really great technology and with we’re rolling out a university with great education to try to help everybody make that step up the ladder. And ultimately, like the goal would be to funnel people from merch and, and arbitrage into eventually, you know, private label, because if you do private label the right way, we’ve seen you know how successful people can be. And so yeah, we kind of see it as like a stepping stone. But if people want to stay in their lane and stay in merch, then we want to have them there, too. So that’s a long winded answer. But there’s a lot going on is the honest truth. I think the second part of your question, but I’m gonna let you talk. I think the second party question was kind of like where we’re headed. Is that right?
 
Ben Donovan 
Yeah. Yeah, yes. Sounds good. Okay.
 
Clayton Atchison 
Yeah, well, I think that we’re putting these pieces together. And I think we have some fantastic pieces. I’m not just saying that I believe it. But I think there’s more to come, I don’t think we have the entire set together yet. So I believe that we’ll continue to look for good technology companies that make sense for our audience. And that we’ll continue to to try to partner if and acquire, if that makes sense for the business at the time. And, you know, we want to we want to help everybody that’s on E commerce and E commerce. So I think that we need to add some more tools to our suite and continue to grow. But we’re gonna continue to do it like in a smart manner. And the other thing that’s incredible about carbon six, which most people will never really see, except for the customer service facing side is the team in the background, which is just incredible. out out of college, I worked for a fortune 500 company, and it was a fantastic company. But there was a lot of inefficiencies right with those huge corporations, that happens with carbon six, I’ve just been blown away. I mean, there’s some people on our team that of course, have Harvard degrees and have, you know, have all the pedigree to go along with what success should look like. But also just people all over in Europe and US just the team that we brought together some of the smartest and brightest and kindest people I’ve ever worked with, they’re always willing to lend a hand. But they’re, they’re innovative, they’re creative, every single person on the team is coming up with new ideas about how to make our tools better, or listening to the customer. And so I think a really important part of our model will be to continue to hire the right people, and continue to build a team that has already done that, you know, continue to continue what we’re doing like, Well, I think we think we’re in a great position, and we’re doing the right thing for the customer. And that starts with hiring the right people that have the right vision.
 
Ben Donovan 
Yeah. And I think that’s great to hear that you want to develop the tools as well, because again, not there’s every comparison to Amazon aggregators, obviously, I know it’s the same word, it doesn’t mean everything’s the same. But at the same time, you know, an Amazon aggregator would come in and not only acquire brands, but they would then want to grow and scale those brands and develop them and improve them. And so it’s exciting to hear about the resources that are going to get put into these tools to make them the best in the space. I think that there is plenty of room for competition. I think there are in some areas, some tools that dominate the space. And I think there’s yeah, there’s lots of room for healthy competition to cause everyone to create better products for the end user, which is
 
Clayton Atchison 
exactly and that’s our goal. And yeah, we are pumping lots of resources, people and obviously money into these tools to make them better most of the tools that we acquired, we talked to the founder and they said I have a list of things I want to complete and it would you know, I have this vision or this dream. I just don’t have the time. And we’re making those dreams come true. So it’s really cool to see just how far some of the tools have come just in the four months I’ve been here like they’ve come really really far and the people are that are using them. really, really happy about it? So it’s been great.
 
Ben Donovan 
Yeah, definitely, definitely. So talk us through the kind of the tool set, obviously, the private label one’s interested for you to give a little brief, you know, most of the listeners would be doing private label to, to our show, but I think is interesting to hear what is happening, arbitrage wholesale, what kind of tools you’ve got for that. But then, yeah, give us a bit more of a walkthrough of the private label tools as well.
 
Clayton Atchison 
Absolutely, of course. So in merch by Amazon, we have pretty merch. And I think it’s a, it’s a really, really solid tool. If anybody out there happens to be watching, I’m not gonna spend too much time on merch by Amazon. I know that’s not the purpose of this channel. But it’s a fantastic research tool to figure out which designs are trending. It helps you track your sales and look through data to make decisions about what you should continue to do with your business. Very, very solid tool. I think it’s over we have over 50,000 users now. I mean, people just love it. And it takes the Amazon merch dashboard, which is very difficult to navigate and not pretty to look at and simplifies it and makes it gorgeous to and fun to operate your business. And you know, do what matters, which is making great designs to sell. And then in wholesale. Our go to tool would be scan unlimited. It is a tool that helps you basically parse lists from distributors, it can do up to 100,000 lists at one time, or 100,000, like SKUs at one time. And it checks all of those against Amazon rapid fire speed faster than any other software out there by a mile and tells you whether or not there’s room for profit from this massive list that we take forever for a human to go through and check one by one. We’re pulling in tons of data from Amazon and figuring out who has the buy box. What is the price and a lot more to help you make really quick and smart decisions with what to purchase and wholesale.
 
Clayton Atchison 
And interrupt me if you have any questions along the way. And then an arbitrage we have a book arbitrage company called Zen arbitrage. It helps people find the correct mostly textbooks but all sorts of books to buy and sell online. There’s massive fluctuation in prices with textbooks, obvious for obvious reasons, right? Students sell them and then a little bit later they need them and they don’t want to sit on them. And people have to store them. And there’s a place where, you know, there’s there’s money to be made in that interim. And that’s what Zen arbitrage helps to do. Lots of users on that lots of people very happy with it. And then in private label, probably everybody’s like, get the private label, man.
 
Clayton Atchison 
So we have four tools. One is AMZ alert, it’s what it sounds like, it’s an alert system that helps you monitor your listings to make sure that you don’t have hijackers coming on, as well as a ton of other things. But I will say, to my knowledge, it is the most robust alert system that exists. And it’s extremely user friendly. So the problem with alerts is that you get tons of them, and then you stop paying attention to the ones that matter. And so we created a system to where on an asin or a brand or you can create groups for whatever you want level, you can turn off and on exactly what notifications you want. And then we also integrate with JIRA and slack, we have our own API for larger users. But really, it’s it’s great for individual users as well, because you can decide you can turn off an on on an ace and level what you want to see and not see. But you can also decide how you get alerts via email or text, when you get alerts on how often we scrape data from amazon for you. And who gets those alerts. So you can assign sub users to certain groups and brands if they have responsibility for that. So it’s just extremely customizable to where really, everybody that’s using it is saying, finally I just get the stuff that matters, and it goes to the person that matters when it matters. So yeah, it’s a really nice tool.
 
Clayton Atchison 
If you haven’t checked it out, check it out. And we’ll get you a link in the hopefully in the video as well. Yeah. And then next up would be Zhan tools, which is a PPC automation tool. It’s a little bit different than some of those other ones out there. Because some PPC automation tools are very black box in the sense that if you you know sign up with them, they say, give us your money, we’ll we’ll put it in our system, which is very opaque and it’s not clear how they’re spending it. And we have your best interests at heart and I’m sure they do. But a lot of the people that use on tools didn’t like that they wanted to be able to see what was going on they want to transparency and they wanted to be able to you know click some buttons and make some changes that they thought was best because AI automation which is what’s on tools is powered by as all or all of the main PPC automation tools. It’s great but it’s not perfect right. PPC automation tool doesn’t know the first year in that you know a big holidays coming up or that maybe your product has seasonality or that your your inventory got stuck at customs like you’re talking on the video you know, it can’t know these things. And so when things like that happen, you know the user needs to be able to go in and make adjustments. And that’s what Zhan tools allows you to do. I’ve used this before, it’s kind of corny. But we look at it as like a self driving car versus a taxi. If you’re in a taxi, you hope the taxi driver is honest and got your best interests at heart and takes you from A to B in the most efficient and quickest way possible. But if he goes on back roads, and does circles, you know, you really don’t have control at the end of the day. And that’s not always for the best. Whereas if you’re in a self driving car, Zhan tools, you know, we’re going to take you from A to B as fast as possible, and the most efficient way. But if for some reason, you know, something that we don’t know, you can grab the wheel and say, Hey, I know there’s a traffic jam up there. And for some reason, this car doesn’t know we’re gonna, we’re gonna go this way.
 
Clayton Atchison 
So that’s kind of how we look at it, it’s Zhan tools is extremely powerful. It’s very good. And it used to be not the prettiest thing to look at. But one of the many long list of things that the founder wanted to change. And we’ve changed that now. So the UX is as much better. I feel like I’m on a monologue, but I got two more.
 
Ben Donovan 
That’s good, man. That’s good. That’s good. Yeah, and I was looking forward to we’re going to do a demo of one of them in a minute, which can be good.
 
Clayton Atchison 
But next up is seller tools. And seller tools. As you know, you’re friends with Troy. It does a lot, it has a lot of capabilities inside of it, it helps you you know, monitor keywords and create listings. And very, it’s got a whole suite of things. But there’s two things that stand out to me that are quite new, one of them being like extremely revolutionary. So for any perfectionist is out there. The listing quality score Pro is the most intense and thorough listing quality tool that I’ve ever seen ever. Most of the other tools out there have 14, 15, touch points, things that they check, the listing quality score Pro from seller tools has over 40. And it checks things that other people don’t, but that really matter like A plus content, even getting into whether or not there’s editorials and comments about your product, other places around Amazon. And you can live index and check the listing quality score as you make changes, you can click a button and it updates immediately, which is really nice. So if you’re trying to perfect it, you can see as you get closer to the highest end of the score, but I mean even things like looking at your your top 10 reviews, how many of those reviews are one star versus five star and trying to figure out if there’s a way that you can, you know, comment and reply. I mean, it’s just extremely thorough for people that really want to perfect their listings and increase their conversions. And then the other part of seller tools, which is like a total game changer, is the product research tool. So for anybody, like anybody that has been in the Amazon space knows the main product research tools that have been out there for a long time. And for a long time, they were the best that we had access to.
 
Clayton Atchison 
But they’re working on like just to be completely transparent. They’re working on incomplete data, it is guesstimated data. And that’s, that’s no fault of theirs, they were working with the very best that was, you know, they were doing the best that they could. But that’s changed. Amazon came out with a beta for a thing called Amazon product opportunity Explorer. And it gives you actual real Amazon data. And there, it’s been in beta for like nine months, if you don’t have Google it, if you’re watching and you don’t have it Google product opportunity explore Amazon, and you might have access to it already. But if you don’t, there’s a link to click and you can apply for it. And you usually get it within two or three days. But once you have access to that, you can use our seller tools extension, and it is incredible all the things that it does. So for the first time ever, we’re using real data for product research. And this tool will tell you things like how saturated a niche is, it will tell you not just the cost of purchasing the product and shipping the product, but actually how much they’re expecting you to have to like discount your product to get a certain amount of sales to rise up to actually be in the top 10 products, and how long it’s going to take to get reviews and a bunch of other costs that people don’t think about PPC being one of them, and really gives you a legitimate estimate of hey, this is what it looks like to buy this product and enter this market. This is what it actually is. So again, going back to carbon Sixers original goal, we want to set realistic expectations for people that are entering the space so they know what they’re getting into, because we’ve heard the story a million times of you know, new seller saying Oh, I thought it was 5000 by the time it was over. It was 10 I didn’t think my cost was gonna be that high. And that’s why I’m not profitable. And so we’re trying to fix that. But the extension does a lot more than that. It gives you keyword it gives you from a niche level product level and a keyword level. Incredible data. How much search volume there is whether or not that search volume is decreased or increased. Did that backwards decreased or increased and the past 30 90 365 days I mean it is really really valuable. And what I will tell you is we’ve used other research tools that are very well known and people use quite often and the data is not matching up. So like, at the end of the day, it is guest data and seller tools is an extension built on top of Amazon, you’re on amazon seller central when you’re using it. And we’re using real data. So I, I’m a data guy I studied finance.
 
Clayton Atchison 
And sorry, I was getting a call, I started finance. And, you know, I think that data, the best data leads to the best decisions. And that’s what seller tools allows you to do. Yeah, so yeah, next tool. Good. Yeah. And the last one is, yeah, if you can even get better than seller tools. From like a revolutionary standpoint, I think seller tools, if you’re new, and you’re looking to get involved in Amazon, or if you’re looking to launch products, it’s the most important tool out there. But for maybe more, a little bit more experienced, or if you already have launched your product, the best new tool out there. And I’m not exaggerating, I think it’s incredible, is pixel me, and yeah, I’m gonna give you guys a demo, but I’ll just talk to you a little bit first about what it does. So Amazon, or sorry, a pixel me helps you advertise off Amazon. That’s the easy way to say it. So what pixel me has done is it’s created a framework where you can take, you can advertise for your product that’s on Amazon, on and create and manage campaigns for Google, Facebook, and Instagram, I count those together and TikTok all from one place. So instead of logging into Google, instead of logging into Facebook and and tick tock and managing all those different campaigns, you create them and manage them all from one framework, which is incredible, because it allows you to make quick and easy business decisions. If you can see that the A cos is really bad over here and really great over here, you can move your budget, let’s say Facebook’s performing terribly, but TikTok is crushing it, you can quickly see that and make those decisions and move your budget around. So that’s huge, but it does way more than that. On top of that, it could whenever you create these campaigns, pixel me is connecting to your Amazon attribution account. So if you have brand registry, you have access to Amazon attribution, which basically offers you a 10% brand referral bonus for advertising off Amazon.
 
Clayton Atchison 
So Amazon is actually subsidizing your off Amazon advertising to bring customers onto Amazon, it makes sense for them to do that, because they want as many people coming from Google and Facebook as possible to Amazon. So when you create these ads we’re putting in, which is difficult to do manually. It’s very finicky, but we figured it out. And we’ve automated it to where every time you create a Google or Facebook or Tiktok campaign, as long as you’ve connected your Amazon attribution account, when when you push those ads, it has the attribution tag inside of the link. So when somebody clicks on it from Facebook goes to Amazon and buys your product, you’re going to be getting 10% back. So normally you pay 15% Amazon now you only pay 5%, which effectively decreases the actual cost of advertising on those other platforms. But, but there’s even more. So pixel me started as a retargeting software. So what it started at, this was like a link shortener. And it included a pixel two, and if for anybody that’s watching that doesn’t know what a pixel is, the way I think about it is like this little tag inside of a link. That’s kind of like a cookie. It gathers some information about the person that clicks it. And effectively, what it allows you to do is create audiences on Facebook on Google and TikTok for retargeting. So when people aren’t anywhere, you can add pixels, and you can add multiple pixels. So let’s say we had a Google on a Facebook pixel, and somebody clicks this link, and they could click it on TikTok, they could click on anywhere on the web. But if they are logged into their Facebook or logged into their Gmail, we have we know who that person is. So that our Google audience, when we log into Pixel me and Google ad campaigns, you can see the audience that’s created and said, hey, somebody clicked on this, you know, this product, so they must have interest in it. But let’s kill advertising to them. Because a lot of times people don’t buy on the first time, but they’re more likely to the more they see it, the more likely they are to like I’m just gonna buy it. And so we have, the way that picks me started was with retargeting, which is, it’s extremely powerful. Just to name a couple of our clients. We have Sephora, Gucci, UNICEF, Procter and Gamble, and they all originally came on board because they understood the power of retargeting. Yeah, I could talk about this for days, but like, you know, Amazon keeps the keeps the client so close to their chest, they don’t give you the information and let you retarget that person. So this is like creating an email list. But even way better, right? It’s like showing up everywhere where they spend time. They’re on Facebook, they’re on TikTok, and bam, there’s your product showing up again and again until we convert that interested customer into an actual verified sale. It’s just incredibly powerful.
 
Ben Donovan 
And there’s obviously then a feedback loop because you’ve got the retargeting and then the retargeting ads that you’re using are also going to have attribution. So you’re going to be able to see how well that retargeting is working. So it’s kind of like the perfect scenario which, That’s why I think, you know, I said to you let’s major on this one, because I think it’s quite new to a lot of sellers, the concept of, obviously, the pig. So a lot of people would probably maybe know about that. But I think also the ability with those external traffic campaigns with, you know, rebates and some of those strategies being less accepted and most powerful, then, you know, the newest strategies that would need to be developed are things like driving external traffic. And so I think yeah, pixel me sounds like he’s got so much in there. And you mentioned about giving us a little bit of a walkthrough of the last sort of few minutes of the of the episode.
 
Clayton Atchison 
That’s all well, and one of the things that I’ll mention before I jump in, is that the sexiest part of pixelmate Is that like, we do all that, right, we organize it, we put in the Amazon attribution link. And yes, we retarget your customers to decrease your A cos and increase your conversions and your sales and create new revenue streams. All that’s incredible. But what everybody has seen is that they’re also having incredible Amazon, keyword organic, organic rank increase. So when you’re bringing us off Amazon traffic to Amazon, Amazon loves that. And they’re rewarding those people like incredibly, so all the experts in the industry, and everything that we’re seeing from our numbers is that the best sort of sale that you can get on Amazon right now, as far as ranking up is an Amazon attribution sale. Yeah, it’s better than an organic sale, it’s better than a paid sale on Amazon, it’s better than anything, because you’re literally Amazon knows you’re investing money to bring people to Amazon, that you’re partnering with Amazon. That’s the way they look at it. And they’re rewarding you for your keyword rank increase. So if your goal is to sell more on Amazon, this is the tool to help you do it. And we also think that this is the the best way to launch in 2022. Because why wouldn’t you want to get the types of sales that gives you the most rank juice possible? Totally. But yeah, let me let me stop jabbering, and they’ll start showing
 
Ben Donovan 
That’s good, man. It’s good to see you. So obviously excited to hear how carbon six is developing with all that, that kind of the summary of the tools, but then obviously, here, the actionable side of it that sellers can implement is, yeah, it’s good, man. I’m looking forward to seeing the the inner workings.
 
Clayton Atchison 
Okay, let’s do it. All right, I’m gonna click Share here to my entire screen.
 
Ben Donovan 
I’ll try it. And we’ll try and sort of audibly talk through anyone that’s listening on the podcast as well.
 
Clayton Atchison 
Yeah. And if you have any questions, Ben, just fire away. So sure.
 
Ben Donovan 
And for everyone listening there, we will put links into each of these below. So you guys can check them out and listen easily.
 
Clayton Atchison 
Great. Yeah. So I’m in a demo account right now. So if you see like a bunch of zeros and numbers, that’s because you know, this isn’t a Live account. But when you first log into pixelmate suite, you’ll see and you get different folders here where you can separate your ads and look at how link individual make performance. But this is where you connect your Amazon attribution account, it’s very quick and easy. But let’s jump into where the magic happens. And this is on this tab. So in here, if you want to add a new product, it’s super simple, you literally just use your URL, and then you click save my product. And then after it’ll reload, and your product to be in there. So today, we can just use this yoga mat. I’ve been using this a lot. And but yeah, so now you can see your products in here. And you’ll be able to see how many impressions and clicks we actually did run some for these Amazon batteries, which obviously we don’t own. But it was just like for testing purposes. But here, you’ll be able to see all of your clicks and your purchases and your a cost and your row as to see what the entire product has. But I’ll show you more that later. So if you want to create a new campaign, you literally click new campaign. This is Google, Facebook, TikTok, inside of Facebook, there’s also Instagram capability. And then a lot of people were asking for this, this is for influencers or anybody that wants to post, not on Google, not on Facebook, not on TikTok so you’re not actually creating an ad campaign, but you’re creating a link with an Amazon attribution tag. So you’ll still get that 10% brand referral bonus. And you can post these on, you know, you can tweet links, you can put them in blog posts, you can put them anywhere. And this is also for anybody that is hiring influencers. This is let’s say you hire three influencers, you can see finally, how many clicks you’re getting, but also whether or not they’re actually converting, you know, one, one, influencer might get 1000 clicks. But if those don’t turn it into any sales, it might not matter to you as much as somebody gets 100 clicks, but it turns into 10 sales. So this is a really cool thing where you can put these links anywhere on the internet. But yeah, so if we click here, I mean, I guess we can do Google we can do Facebook, TikTok, whatever you guys want but you when you’re in here, I’ll show you how simple it is. And you just click the pixel me Google account or whatever you so one thing to mention is you do have to do some setup, you have to connect your Amazon attribution accounts and you have to connect your Google ad or your Facebook Ads account. Same thing with TikTok but it’s we have videos on how to do it and it’s super simple and easy. Yeah, and then you pick your product. So let’s do the yoga mat. And then click Next.
 
Clayton Atchison 
We’re going to call this Ben campaign
 
Ben Donovan 
I’m I can’t believe you can do this within Pixel Me, Right like to set up all the campaigns direct into the different ad accounts is pretty.
 
Clayton Atchison 
It’s really cool. It’s really cool, right? Yeah, I love it, man. It’s special. But okay, so just moving forward, this, you can pick start and end dates, it’s optional, if you don’t pick them, it just runs continuously, you can add a ton of locations, this is set up for United States and the language being English. But I mean, we have all of Europe, you can, you can do it like every every country, Mac daily budget, where you recommend at least $15, you could create a per click bid limit. But for time purposes, excuse me, I’m just going to run through this, this is now I’m gonna go backwards a step. There’s another place to do this. But if you add a pixel, I’ll show you this. This is how many pixels we allow. So you can put a Facebook pixel on Twitter, LinkedIn. And these are all of them Google. And we’re adding more. But this is where you add a pixel, it’s very quick and easy. And you just click Add. And that was when you go back and create your campaign, you can add more than one pixel. So again, when you log in, in the future, after you put these pixels in, you could for example, log into your LinkedIn ads account, or your which we don’t have we don’t have connected but Facebook or Google or TikTok, and you could see those, those audiences so you can retarget those. So that’s what we’re doing when we are connecting that pixel. But let me just fire through this again. Sorry, I backtrack there for a second.
 
Ben Donovan 
We’re good.
 
Clayton Atchison 
Oops. What did I do, I need to cook a product. All right, let’s do a yoga mat. We’re gonna go here, and we’ll just add a Facebook pixel for time purposes, you can leave this as it is. Next, I gotta rename this. Otherwise, it’ll tell me I already did one with that name. And this is really cool. A lot of our users were asking us to import their Amazon listing, so they didn’t have to jump back and forth between their Amazon listing on Amazon. So we imported your product, your description, your bullet points. And we also were connected to Amazon advertising, and brought in the keywords that they’re recommending that you advertise with. So you can just click this and it goes to your clipboard. Obviously, when you’re actually creating a campaign, you should be thoughtful about it. But for time purposes, I’m just gonna fire through these. And then, for the match type, you can pick phrase broad and exact, and we give you detailed example of what each of that means. I’m not going to get into that right now. But yeah, then you create your ad. And I’m not an ad expert, but we recommend using $1 amount. So like, if somebody is looking for a $15 yoga mat, they won’t click on this because it’s too expensive. And that way, you’re not wasting your ad spend on people that don’t want your product anyway.
 
Clayton Atchison 
We’d like recommend using some social credit the word Amazon, everybody knows Amazon, but again, not a not an ad expert, do your own research there. And so yeah, you just create that, here we are. So this sideline will always say at the very top, Google will rotate the any of the other ones you create to figure out which one converts the best, same things, you get these descriptions, you click Next. And here, this is awesome. This is where you can actually see a preview of your campaign before it goes live. So if you’re happy with it, like that says easy strap with two Ps, I’d probably change that and go back. But for now, we love it. We love it. It’s perfect. And we click launch. And it’s going to ask you one more time, if you are really wanting to make it go live. Or if you want to just save it as a draft because there’s two options here, you click launch, but you can launch it as draft or you actually publish it. Because I don’t want to spend money advertising a yoga mat. That’s not mine, I’m going to save this. But if you click publish, then it’s literally going to go live. And you’re going to start collecting data which we import, we’ll get the sales data, click data, all that stuff. And this is where you can see it, you click into your campaigns, you click into the product. And now you can see your Google campaigns, your influencer campaigns, your Tiktok campaigns, if I created Facebook, that would be in here as well. And so you can check here your row as your ad costs here, your brand referral bonuses, how much money you’re getting back your revenue, all sorts of stuff here that can help you make quick and smart business decisions. And, but you can even dive in further. And you can see from a keyword level as well. So it’s not just the campaign level. And it’s not just that you can see all of the different campaigns from the different ad service platforms TikTok, Google, Facebook, Instagram, etc. But you can actually see which keywords are leading to the conversions like what they actually clicked on. And again, those keywords that we picked, like large yoga mat thick, if that turned into a conversion, Amazon is saying hey, that’s an Amazon attribution so we’re gonna give that a bunch more rake rank juice than we would a PPC in Amazon sale. So people are just seeing incredible rank increase which is and also profitable campaigns right so people that are using pixel me are now they’re they’re making money off of Google and they’re making money off of Facebook. They’re making money off of TikTok, but also, they’re, you know, a lot of people their main focus is still Amazon, but they’re winning there too, because their rank increases is jumping up and
 
Clayton Atchison 
That’s, that’s really the the real campaign or the real huge show picks on me. You can also create micro websites here, if you are an influencer, or if you just want to send people a link to where they can very easily see, you know, and get access sort of similar to link tree, but you know, you could write Ben is awesome or whatever. And it’s going to create this micro website for you with destination URLs, etc. And, you know, we still, we still offer link shortening, but the link shortening happens automatically, as well. And yeah, that’s I mean, there’s, there’s more, but But you guys got the, you guys got 95% of what the real power of Pixel me can do. So I’ll stop sharing, but I can always share again, if you need me to
 
Ben Donovan 
No that’s good man, I think, you know, just, there’s obviously so much to it. And we’ve done a whistlestop tour there. And people will no doubt want to dive into a bit more detail. But it’s, you know, the amount of data and the visibility that it gives you over how things are working. The ability to obviously get that brand referral bonus, however long that sticks around with Amazon, but you know, take it while it’s there. You know, that’s, that’s crazy, man. I like that there’s lots of opportunity there. And is this? Is it just for the US market? Or? No? No, we serve other markets as well. It actually started the tool started in France. So no, anywhere where you can connect and Amazon attribution account to so I’m not sure which all countries have that available. But I honestly don’t see Amazon attribution going anywhere, at least not for a while because I think that Amazon is trying to compete with things like Shopify, where there’s like lower, you know, much lower commission fees, and just bring as much traffic to Amazon as possible. Walmart is growing. And so I think Amazon is starting to feel some pressure. And I think that they just want to like, I don’t honestly see that brand referral bonus going anywhere for a while. But yeah, what was I gonna say I have one other thing that I wanted to, to mention, but it’s escaped me. So
 
Ben Donovan 
No it’s so good. Now that sounds good, man. And, obviously, we’ll put links in the description below. But I am certainly going to be using, you know, using some of these myself to test with some new launches, we’re testing some new sort of organic traffic, sorry, off Amazon traffic strategies for some current and upcoming product launches.
 
Clayton Atchison 
So remember what I was gonna say, Yeah, and you definitely should, I’ll help you get set up. But um, the the tip for anybody that is like, Hey, this is great, this is perfect, I want to do this. Absolutely. When you are doing it inside of creating ads inside of Facebook or Tik Tok, it’s a little bit different, because it’s not, it’s based on audiences. Like when you create Facebook ads, it’s based on, you know, age ranges, and like even people’s income and different things and their interests. That’s a big one. So like, in that example, I’ve done demo before on Facebook, I put in yoga as somebody’s interests that they put on Facebook, and now you’re super hyper targeted. But if if you recruit an ads on Facebook, or tick tock, I really recommend you use Amazon brand analytics, because Amazon does give you data is very generic, but it’s data that you can use about the age range of people that are buying your customers, and a lot of information that can help shorten that curve and make the campaigns more profitable sooner. So use Amazon brand analytics, if you’re setting up campaigns inside of Facebook or TikTok because it’s just it’s just smart, right? If you already have a data on who’s buying your product, you should utilize that to make those campaigns. Absolutely a great, great advanced tip that is really good.
 
Ben Donovan 
Let’s comment, anything that I haven’t asked you that you feel like you should add.
 
Clayton Atchison 
I feel like I should ask you questions, man, I’ve been talking forever.
 
Ben Donovan 
No, no, no, no, no, no, about me, this is about you. So just obviously, there’s so much that we could talk about, but just any any major things that we’ve kind of haven’t covered?
 
Clayton Atchison 
Um, no, I don’t think so. I would just add that I think that the people that and this is gonna sound like salesy or whatever. And that’s not really the goal. It’s like coming from like, an honest place, is that I think that 2022 is going to be the year where a lot of people start adopting these tactics, right. I mean, everything like in the past with that’s been gray hat or black hat. You know, for launch services, like that’s fizzled out and really become dangerous to do. We built this tool with the help of Amazon, Amazon helped us build this tool back and forth, we work directly with them. Obviously, they’re incentivized to do it, because it’s gonna bring more sales to Amazon. So this is 100% TOS compliant. But I guess what I’m saying is, is that anytime that there’s a new strategy that really works for launching products, and for ranking products, everybody jumps on that train.
 
Clayton Atchison 
Pixel me is new, it’s revolutionary. But I think a year or year and a half from now, everybody’s gonna be like, you’re not using pixel me, of course, you have these pixels. But I think that the early adopters will really have a great chance for success, especially for launching, but also for just ranking up on keywords. So if you’re watching the video, you know, really, really consider it strongly. I was I’m an Amazon seller. Other, and I was always very hesitant to advertise on Facebook and Google and TikTok, just because I knew that take a lot of time to learn, and it would be a whole nother thing to manage. And it’s simpler than ever. And so I think if you were ever considering making the jump, I think now’s the time because it’s simplified. But I also think, just with the rank, the ranking ability, and how PixelMe can help you I think 2022 is gonna be the year that a lot of people start doing it. So the earlier you get started, the better advantage you’ll have, I think, again, it sounds salesy, but it’s like, it’s coming. It’s coming from. I mean, it’s so
 
Ben Donovan 
yeah, yeah. Yeah, I think it’s good to have this kind of innovation in the tool space. And I’ve actually got someone coming on in a few weeks to talk about TikTok, TikTok ads, TikTok organic and everything. So it can be a great combo. I think Amazon sellers need to start thinking like brand builders, social media, ads, building brand, building audiences is all part of what we’re about. So I think this is definitely in the direction that Amazon sellers are going you know, it’s less about commodity products is more about building a real sustainable brand. And this is the kind of thing that’s gonna really help do that. So yeah, I think it’s a great fit for our audience. And so yeah, no, thanks, man for coming on. We really appreciate your time.
 
Clayton Atchison 
Thanks for having me, man. It’s been a blast. I always have fun talking to you. And hopefully I see you when I make it over to Europe, man. Really appreciate you.
 
Ben Donovan 
Yeah, coming. Coming up to Manchester.
 
Clayton Atchison 
Yeah, man. Never been gotta check it out. See and seeing the sights. Yeah.
 
Ben Donovan 
Lovely. Awesome. Good stuff. Alright, guys. Well, we will leave links for the tools and mentioned down below in the description if you’re watching on YouTube, and also the shownotes. If you’re listening on the podcast, if you haven’t listened on the podcast and want to see a visual demo of the tool, definitely do check it out on YouTube. We’ll also leave the link for that in the show notes on the podcast. Again, thanks to claim for coming on. We’re looking forward to some more great episodes coming up. Troy, the founder of seller tools will be coming on soon. So that’ll be a great follow up to this, so make sure you subscribe for those next episodes. And I will see in the next episode real soon.