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PODCAST

Upside

Welcome to Upside, a limited series podcast for brand owners, brand managers and the digitally curious. In each episode we"ll be sharing insights and strategies that have helped us and over 100 brands grow to dominate the online marketplace. We"ll dive into the most common questions we get from founders, explore the nuances of consumer behaviour and reveal our formula for success. Whether you’re a seasoned brand manager or just starting out, tune in for bite sized insights and practical advice to

business marketing

All Episodes

14:11

The non-stop life of an Agency Founder | Upside #40

Upside ·

2025/06/25

In this episode of Upside, Ali & Zamir look back on a busy June by sharing some of their highlights. Hear about their recent work with Scottish Enterprise and SDI, and a visit to the DigiExpo West conference. High level networking was done at Cannes Lions Festival in France, with lots of talk about the rapid evolution of AI. Ali & Zamir are gearing up for an exciting journey to South Africa to meet with their international team. Hear their plans for a team retreat, including attending a

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15:51

The Formula to Finding the RIGHT Suppliers | Upside #39

Upside ·

2025/06/18

What if the key to e-commerce success lies not just in finding the right product, but in choosing the right partners? In this episode we unlock the secrets to building a successful Amazon business in the competitive world of consumer electronics.Zamir shares his hard-won wisdom by opening up about his initial missteps in relying too heavily on communication skills over product quality when sourcing suppliers through platforms like Alibaba and Global Sources. Reliving his experiences of the Canton

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06:58

You’re looking at ACOS the wrong way | Upside #38

Upside ·

2025/06/11

Is Advertising Cost of Sales (ACOS) truly the metric you should be losing sleep over, or is there a tastier option out there - TACOS (Total Advertising Cost of Sales)? In this episode, Ali & Zamir unravel the complex world of advertising metrics by pitting ACOS against TACOS, challenging the conventional wisdom that lower ACOS is always better. Hear how TACOS offers a more comprehensive view of advertising effectiveness, and how these metrics can influence strategic decisions. Through the lens

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09:50

Prime Day Predictions: How to get ahead of your...

Upside ·

2025/06/04

Unlock the secrets of Amazon's Prime Day and transform your sales strategy with insights that could redefine how you approach this retail juggernaut.In this episode, Ali & Zamir discuss the significance of timing, why sales often dip right after the Prime Day announcement, and how to leverage these insights for optimising your organic rankings. Historical data suggests that Prime Day will likely fall in the third week of July, strategically sidestepping the 4th of July holiday. Hear about the

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31:13

Runda Shahar: The Hidden Potential of Amazon Canada -...

Upside ·

2025/05/28

What sets Amazon Canada apart from its southern neighbour? In this episode, Ali & Zamir are joined by Runda Shahar of Seller Interactive, Canada’s award winning Amazon marketing agency. Hear how stricter regulations and bilingual packaging requirements can surprisingly play to your advantage, creating a golden opportunity with less competition. With Runda sharing valuable insights on navigating the Canadian market where Amazon boasts 40% of the e-commerce share and is steadily growing.From

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16:03

Amazon just slashed FBA capacity for US sellers -...

Upside ·

2025/05/21

Amazon has dropped another bombshell: slashing FBA storage capacity in the US by up to 75%. This staggering cut has sellers scrambling, leaving us questioning whether there's more to the story.In this episode, Ali & Zamir explore whether Amazon is covering up a deeper issue or simply recalibrating its operations post-pandemic. As peak shopping events like Prime Day approach, inventory management becomes a formidable challenge, especially faced with the prospect of tariffs.We’ll dive deep into

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28:24

“Revenue is vanity, profit is sanity!” - behind the...

Upside ·

2025/05/14

In this special episode recorded at a team retreat, Ali & Zamir are joined by Leon, a talented digital marketing specialist, and James, the dynamic head of Amazon marketplaces at This Way Up. Discover their unique career paths, with Leon sharing his journey from university straight into the team, while James shares his decision to pursue an apprenticeship with This Way Up instead of a degree. Their contrasting stories highlight the diverse career paths into the industry, and the value of getting

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17:35

The Era of "YQ": Why Amazon is Questioning Everything

Upside ·

2025/05/09

What if Amazon could redefine the very notion of delivery speed? In this episode, Ali & Zamir explore the groundbreaking ambitions unveiled in Andy Jassy's annual letter to shareholders, including Amazon's audacious goal to shrink delivery windows to under two hours. Take a closer look at Amazon’s unwavering customer obsession, constant innovation, and long-term strategies. In particular, the introduction of "YQ," a culture shift that encourages questioning existing norms to unearth new

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24:20

Founders' Freedom: Ali & Zamir on Living Life By Design

Upside ·

2025/05/02

"I quit my 40-hour a week job so I could work 150 hours for myself” - it definitely isn’t for everyone but for those who find a side hustle like selling on Amazon, it could become a reality that opens up a new way of living and working. In this episode, Ali & Zamir shine a spotlight on their personal and professional lives and how being successful founders has unlocked the ability to live and work wherever they decide (even if it doesn’t permit shopping on Amazon!). Hear how the challenges and

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27:02

Trump's Tariff Tango: How Much Stock Should You Buy...

Upside ·

2025/04/25

In this special episode, Ali & Zamir discuss cross-border trade and the current tariff war between the US and China. They explore the unpredictable and volatile nature of tariffs and how they significantly affect business planning and stock management. As businesses grapple with uncertainty, hear about the importance of adjusting pricing strategies or accepting lower margins to continue operating in a challenging environment.The unique challenges faced by Amazon sellers, especially when managing

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36:18

How we launched multi-million pound Amazon Businesses

Upside ·

2025/04/16

In this special episode recorded whilst grabbing wings, Ali & Zamir share their love for the food, and their appreciation of “Hot Ones” alongside their personal origin stories leading them to come together as This Way Up. Starting with Zamir, the web development expert who, in the wake of Google's Penguin and Panda updates, found a side hustle in Amazon selling. Hear how creative experimentation of products bought from Costco laid the foundation for a competitive presence in the Amazon

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12:53

Is Amazon's Amelia the Future or Just an AI Fad?

Upside ·

2025/04/09

Could the trend of gendered AI names influence how we perceive these tools, and does it affect their functionality? In this episode, Ali & Zamir pull back the curtain on Amazon's latest AI tool, Project Amelia. With the rare exception of Rufus, we explore the curious pattern of naming AI tools with female names, and ask whether these choices impact user interaction.Highlight the impressive potential of AI in business operations, recognising ChatGPT as a game-changer, imagine creating robust

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21:38

Amazon's Crackdown on Incentivised Reviews: What You...

Upside ·

2025/04/02

Amazon takes incentivised reviews very seriously. So much so that they recently axed half a million listings that violated their guidelines. Despite previously banning cashback programs and third-party review manipulations, incentivised reviews have continued. In this episode, Ali & Zamir explore how activities that were once commonplace have been stamped out by Amazon to ensure fair competition and protect genuine sellers from the adverse effects of fraudulent reviews.Hear how reviews can make

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16:02

From Founder to Boss - When is the Right Time to...

Upside ·

2025/03/26

Are you ready to transition from being an overwhelmed generalist to visionary leader?In this episode, Ali + Zamir explore how to scale your business with precision and strategic foresight. We hear comparisons with the classic strategy game Age of Empires as they illustrate how intentional team expansion can prevent you from becoming a bottleneck in your own business, and how AI can be positioned to access expert skills on a part-time basis. From mastering the art of financial management over just

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08:13

How to Thrive in the Multi-Platform Era of DTC

Upside ·

2025/03/19

What lessons can we learn from the rise and fall of the pure-play direct-to-consumer brands that surged between 2016-2019?In this episode, Ali & Zamir explore the strategies used by brands that flourished in the past but are now facing rising customer acquisition costs amid the impact of iOS 14 updates on transparency.Think you're optimising your sales funnel? Think again! Ali & Zamir explore the often-overlooked nuances of funnel management and the need for diversifying sales channels

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20:20

The Art of Data-Driven Decision Making

Upside ·

2025/03/12

Is your business drowning in data but still struggling to make confident decisions? Discover why more isn't always better when selling on Amazon. In this episode, Ali & Zamir discuss the importance of data-driven decision-making in e-commerce, the challenges of data overload, the distinction between vanity and impact metrics, and the role of AI in providing actionable insights. Blending quantitative data with qualitative insights, hear how companies like Suite Analytics effectively combine

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16:42

Strategic Discounting: A Path to Profitability?

Upside ·

2025/03/05

In this episode, Ali & Zamir discuss the often misunderstood concept of discounting in online selling. They explore the common objections to discounting, the strategic approach to ensure success, and how discounts can be used to ultimately increase sales and organic ranking on platforms like Amazon.The discussion includes insights on intelligent discounting mechanisms, data-driven approaches, and a case study of a coffee brand that successfully utilised promotions to grow sales significantly. To

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14:51

SKUs: Could Cutting Half Your Products Double Your...

Upside ·

2025/02/26

In this episode, Ali & Zamir debunk the myth that having more products (SKUs) leads to more sales or happier customers, highlighting that too many choices can overwhelm buyers and ultimately hurt your business.They explore how focusing on a smaller range of top-performing products can simplify operations, improve profitability, and even enhance customer experience. Sharing a minimalist product management approach, breaking down the importance of key metrics and how cutting the clutter can lead

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12:46

The Truth About Business Expansion: What No One Tells...

Upside ·

2025/02/19

Expansion into new markets often comes wrapped in the promise of growth, increased revenue, and greater visibility - but at what cost? In this episode, Ali & Zamir explore the allure and pitfalls of business expansion, shining a light on the critical decisions sellers face when scaling their brands. From their personal experiences, hear how premature growth can lead to operational strain, diluted focus, and even financial setbacks. This episode unpacks the dangerous allure of FOMO in

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15:14

Our Mistakes as Rookie Sellers Revealed - Part 2

Upside ·

2025/02/12

Welcome back to the two-part special about mistakes Ali & Zamir have made during their 20 years of selling on Amazon. This episode contains five common mistakes that a lot of new sellers make when starting out - the importance of buying your own barcodes, the risks associated with discount voucher codes, the necessity of understanding the cost of goods sold, the importance of trademarks, and the pros and cons of the Amazon Launchpad program. Each topic is explored in depth, providing valuable

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