Amazon Seller Events - A "how-to" Edition

I've attended more than 30 events in the past 2 years. Here's what I would recommend to sellers, service providers, and event planners.

Sellers

1. Most advice comes from your peers, not the stage

Mingle and get to know other sellers.

2. Share the REAL problems you're dealing with now

If you just deal in generics, you'll never get specific advice. Could be that 2 of the people sitting next to you fixed the same issue you're currently struggling with. So "I keep having inventory problems" doesn't cut it. "My shipments keep being late, do you guys have the same problem? How did you fix it?"

3. Be approachable

Acting cool and aloof makes people not want to reach out. Most tips and value will come from your conversations, not from YouTube videos. Once it's out there, it's old news.

4. The event starts after the event is over

Most advice that advanced my business didn't come during the planned event schedule, it came after. At the open bar, going out in the evening with a group, on days after.

5. Don't stick with the ones you know

This isn't team-building; it's a fact-finding mission. You can chat with your mates any other day of the year. Things you don't know tend to be outside your immediate circle.

6. Initiate contact

You like how or what a fellow seller said? Say hi. Ask open questions. We're all there for the same reason, nobody will turn their back and leave you hanging, trust me.

7. Ask for contacts and follow up immediately

My favorite timing is one day after the event: "Hey man, how was the flight? Was great meeting you, I felt we have many things to share. Want to touch base next week after we're back to business?"

Service Providers

1. Stop selling

I know, that's why you're there. But you're just face-to-face spamming.

2. Speak up when you have value to add

No need to let everybody know what your 18th client made last Q4. If you do a good job presenting yourself and adding value, they'll ask, or they'll find out.

3. You won't sign anyone today

Take the pressure off. This is a touchpoints game, not a one-night stand. You're looking for long-term relationships, get to actually know these people. Maybe they'll need you in a year, maybe you'll just help them now and they'll never need you.

4. Don't just buy a stand and sit there smiling

This isn't a vegetables market. You're not here to see what your competitors are selling. You can visit their website or have a Zoom call later. Speak less, observe more, be picky with your efforts. Most times I'm the silent one in the corner, observing. I only open my mouth when I have the solution to what's being discussed. That's what people write down and remember, not your shirt, not your case studies, not your leaflet. Value.

Event Planners

1. Think shopping mall

Sponsors paid thousands to have seller access; don't put them in a different room. They won't just sit there. And they won't come back next year.

2. Facilitate Networking

While headliners are great, at least half the reason sellers attend is to network. Fifteen minutes between speeches is never enough. I suggest 30-40% of the time should be networking. You could engineer this by creating: Round tables, light social games, open mics, and seller-to-seller Q&As. No panel has the collective experience of the entire room.

3. Don't cold-turkey the event

Plan a ~2-hour open bar or networking session at the location after the agenda finishes. Allow people to connect and dissect the information as a group.

4. Ask speakers to attend networking times

Hit-and-run is an overused tactic by speakers, and most people are there for them. They supposedly hold the most know-how and expertise, allow/request that they're available for sharing it. You'll get repeat purchases because sellers were able to have meaningful one-on-ones during your event.

5. One event - one location

Accommodation and lunch at the same location as the event is crucial. You don't want 200 people frustrated that there's one restaurant within a 2-mile radius, 20 minutes from the next speech. Same applies for accommodation, why force people to travel after traveling? You want them fresh and ready for a full day of learning, not refreshing their Ubers hoping they'll make it in time.

Hope this helps. Would love to collaborate on how we can make Amazon seller gatherings more effective for all of us.

Sebastian Eduard

With over a decade of experience as an Amazon Seller and a consultant at heart, my mission through Insiders® is to deliver outstanding Amazon PPC Management, built on the respect and transparency I once sought during my own seller journey. The 50+ brands that entrusted us with +$65M Ad Spend, received $280M in Ad Sales and +$585M Total Revenue.