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We deleted 405 Subscribers last week.
They hadn’t opened an SFTB email in a long time. No hard feelings. We just want this community to be made up of people who are actually here, curious, building, and getting value from what we share.
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If you’re still reading, you’re our kind of person. Enjoy.
✅The Instant Value Section (IVS)✅
(aren't you glad you opened the email now?)
Huge thanks to my friend Kamal from AMZ One Step for providing this week’s IVS. This is the second time Kamal has been in IVS streets! If you need help with creative, split testing, or Amazon CTR/CVR, this is your guy. Shoot us a message and we will connect you! Thanks again, Kamal!
Mastering A/B Testing: Two Essential Steps
Watch this video where Kamal breaks down a two-step process for creating and testing Amazon main images. He shows how to generate 10 to 12 variations, merge the best elements into one winner, and split test callouts using tools like PickFu or ProductPinion before running a Manage Your Experiments test. Then he shows you how to use visual mockups to see what actually stands out in search and how one simple image change increased sales by 62%. Boom!
Today's Newsletter: More value than a Banana to a Banana Split 🍌
Google Pomelli is Awesome
Okay, I know what you're thinking: I need another AI tool like I need a hole in my head.
But hear me out.
I made a hundred social-media-ready images that required no editing in five minutes.
Pomelli is Google's new content engine. It scans your site, visuals, tone, even your fonts (they call it "Business DNA"). Then it spits out campaigns that sound like you. Not "generic coffee shop" you. Actual you.
You drop in your site. It studies your brand. You get ready-to-use posts, visuals, and copy.
No Photoshop.
No Canva hell.
NO EDITING!
Try it out. (It’s free. But only works in North America.)
I’ll be there at 1pm. I’ll be there at 2pm. Ok 3pm.
With the kids back in school after a 2 week break I’ve been trying to get back into a schedule for work and activities. One thing you learn living in Costa Rica is many vendors or suppliers won’t be on time. Since built our house we still have little things that need fixed or adjusted but lots of vendors here are not as organized or value their daily production output like we do. That means waiting for them can waste soooo much time. I’m most productive after school drop off in the morning for the entire morning. I need to protect that time and not have it interrupted from now installers or whoever else needs to come. It’s a balance trying to protect your time but also just getting some of these guys to actually show up. How are you protecting your most productive work time?
The view from the Airbnb my son Jackson is staying at this weekend for school Model UN in Jaco.
Hey handsome! Now that I have your attention… you probably would like the Facebook community.
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I got scammed for $1000 worth of LEGO
It’s Rufus Time, Baby
Amazon’s AI assistant Rufus is turning into an absolute beast 🐶.
CEO Andy Jassy says 250 million customers use it, shoppers who do are 60% more likely to buy, and it’s on pace to add $10 billion in extra sales.
Rufus lives inside Amazon’s app and site, answering questions like “what’s the best winter coat” or “trail vs road running shoes.” It pulls from listings, reviews, and Q&A to keep shoppers on Amazon instead of drifting to Google or ChatGPT.
Here’s the latest: shoppers can upload images or take photos with their phones to search products through Rufus. That makes clear info and strong visuals more important than ever.
Here's a screenshot of me uploading an image and asking Rufus for a cheaper option
3 things you should do right now to optimize:
1. Rewrite your bullets like buyer questions.
Turn each bullet into a direct answer to something people actually ask. “Is it dishwasher safe?” “Does it fit a 15-inch laptop?” “How long does it stay cold?” Rufus loves natural, answer-style writing.
2. Fix your images.
Use one clean, bright main photo with a clear background. Add a few lifestyle shots showing the product in use. Rufus’ visual search recognizes real-world context.
3. Seed your Q&A section.
Post a few simple, useful questions buyers might ask and answer them yourself. Keep it clear, keyword-rich, and natural.
Bottom line:
Rufus is actually being used by your customers. Every clear photo, question, and answer you add trains it to show your listing more often and convert higher.
Autoslash - the Car Booking Tool You Haven’t Heard Of
Autoslash has a website that looks like it’s straight out of 2005. But don’t let that fool you. In my experience that probably means they’re offering a good service and dgaf about much else. Like an old man who's still a hitman. Or a restaurant that hasn't changed its décor in forty years.
Autoslash helps you book rental cars at extremely cheap rates. It searches a big database of coupon/discount codes + membership perks (AAA, AARP, credit cards, etc.) and applies them automatically.
After you book (or even if you already booked), it tracks your rental rate and alerts you if a lower price shows up — letting you re-book and cancel the old one (if terms allow) to save more.
I tested it out. I'm going on a trip in January for 10 days and Autoslash came back with a rate at $341 USD ($481 CAD)
I tried booking this exact same midsize SUV using Expedia. here’s the rates i got. .
$564 USD ($797 CAD). Woops.
Try it out. Let us know how you do.
Pro tip: Use Chat GPT Deep Research to find coupons before booking.
If There Are No Prices: Prepare to Get Ripped Off
On any given Saturday or Sunday, there are usually 10 to 15 people walking up and down the beach in front of our place, all carrying the exact same generic drink menu with no prices listed. At the end of the beach, there are about three carts set up, and it seems like anyone who wants to make a few bucks can grab a menu, wander the beach asking if you want a drink, and then set their own prices.
Here’s how it works: they show you the menu, take your order, run back to the cart to get it made, and then bring it to you. If there are no prices, that’s your cue to negotiate or get ready to get ripped off.
I ordered one before, guy said $10. He comes back with it and wants $20. Told him nope, take it back, forget it. He backed down after “suddenly not being able to understand my bad Spanish or bad English,” but it took some haggling.
Bottom line: always ask for the price first, and don’t be afraid to say “no way” and offer about half. Then see where you land.
I Know who’s angry this week: The Chinese
Here’s the big GOOD this week for US/CANADA Amazon Sellers…
Amazon’s about to start sending China-based seller data straight to China’s tax bureau. Names, transactions, revenue, commissions, everything. The first report is due October 31 for Q3 2025. Every seller in China is included, even if they only sell on Amazon US.
Here’s why it might matter for you:
Some sellers disappear overnight. The ones using fake IDs or skipping taxes won’t want their details handed to the government. That means fewer copycats and junk listings clogging up good niches.
Prices start to level out. When everyone’s paying taxes, the “cheapest wins” game stops working. Margins rise. Real brands finally get room to profit.
Factories shift their focus. They’ll prefer working with North American brands that can handle compliance and logistics cleanly instead of risky fly-by-night sellers.
Here’s what I hope: Amazon gets a bit cleaner. Fewer scams, fewer black-hat tricks, and a fairer shot for the brands actually building something real (like you, right?)
❝
Restaurants are fragile. They compete with each other and rise and fall. Imagine if all restaurants were robust. They would never fail and always be stagnant. Or weak and deliver no good food. They would have no incentive to. The fragility of the restaurant is what increases the quality of the food overall.
Nassim Nicholas Taleb
Upcoming Amazon Events:
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Prosper Show Mar 10-12, 2026, Las Vegas, USA
European Seller Conference Mar 18-21, 2026, Prague, Czech Republic
Sellers Summit 2026 April 21-23, 2026, Ft. Lauderdale, USA
To your success,
Rob & Max