Profits are elusive right now for many sellers on Amazon. The game is getting harder, not easier. That's why I brought on Matt Snyder, CEO and founder of Brands Excel, to discuss two powerful tools for your Amazon seller tool belt:  Seller Fulfilled Prime (SFP)Amazon Marketing Cloud (AMC) Matt's diverse background made for a great interview. He spent six years with the Dallas Mavericks (and has a few great Mark Cuban stories). He then transitioned into eCommerce, working with Woot.com and eventually Amazon after they acquired Woot. Later, he joined Veridesk as the VP of online retail, where he helped grow the brand to a mid-eight-figure business on Amazon, primarily using Seller Fulfilled Prime. In our conversation, we cover: Understanding Seller Fulfilled Prime (SFP): what it is, how it works, and when it's the right choice for your brand. The benefits of SFP: increased flexibility, control over inventory, and potential cost savings compared to FBA. Criteria for determining if SFP is a good fit for your products, such as high-value items, seasonal or unpredictable demand, and products with many variations. The importance of having the right infrastructure and partnerships in place to meet Amazon's strict SFP requirements. Leveraging Amazon Marketing Cloud (AMC) to gain deeper insights into advertising performance and customer journeys. How AMC can help break down data silos and optimize ad spend across various channels, including Amazon DSP. Real-world case studies showcasing the successful implementation of SFP and AMC strategies. Lessons learned from working with Mark Cuban during Matt's time with the Dallas Mavericks, emphasizing the importance of continuous learning and taking calculated risks.