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Welcome back to The PPC Den! This episode we’re pulling back the curtain on how a real Amazon agency runs behind the scenes from AI to accountability.
Michael sits down with Joshua Rawe of AmpliSell to talk about how they personally use AI (spoiler: Claude Opus is the daily driver), why “average” AI output is a trap if you don’t already have great ideas, and how they built an ongoing, AI-powered account audit so nothing falls through the cracks between reviews.
We also get into the messy reality of client goal-setting: how to pin clients down on revenue vs. margin vs. ACOS before you ever touch a bid and the #1 mistake killing Amazon brands in 2026: not killing dead products and not launching new ones fast enough. Plus, why winning on Amazon today means winning off Amazon first.
We’ll see you in The PPC Den!
Episode Highlights
- 00:00 – Intro
- 02:30 – Personal vs. offline AI use, LM Studio for local LLMs
- 04:45 – Staying on top of Amazon changes with Claude Opus 4.8
- 07:00 – Amazon’s title character limit change (75 characters) as a case study
- 08:15 – How information flows from AI digest → Slack → SOP → knowledge base
- 11:00 – Trust, delegation, and not micromanaging the last mile
- 13:30 – The “wasted spend check” problem: audits that never get repeated
- 15:45 – Building an ongoing, AI-run account audit (“audit-proof accounts”)
- 18:00 – Client retention goals and the emotional cost of getting fired
- 19:30 – Weekly OKR feedback loops with leadership
- 21:15 – Nailing down client goals: revenue vs. margin vs. ACOS
- 24:00 – Biggest mistake in 2026: not killing bad products / not launching new ones fast enough
- 26:30 – Anker example category expansion vs. one hero product
- 28:00 – AI and copywriting/images: client pushback then client demand
- 29:30 – Highest-leverage activity: advertising + off-channel marketing
- 31:00 – Why Amazon is a demand-capture engine, not demand-creation
Links & Resources
- 🦡 GET AD BADGER ➡️
- Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising
- Our guest today is Joshua Rawe of AmpliSell
- Why AI Will Be Your New Assistant on Amazon
- What’s the Best Way to Manage an Amazon Brand? Exploring Agency Strategies
- 📚 Unlock our FREE comprehensive Amazon Marketing Playbook
- Subscribe to our newsletter
- Transform your workflow with our comprehensive Amazon Advertising checklist
- Review all our show notes
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If you missed them, check out our previous episodes of The PPC Den Podcast:
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Podcast Credits
- Host and Executive Producer: Michael Erickson Facchin
- Guest Co-Host: Joshua Rawe
- Senior Producer: Nancy Lili Gonzalez
- Podcast Coordinator and Graphic Designer: Sofiia Podash
- Video and Audio Editor: Pedro Moreno
