Welcome to the dtc deep dive. Today we have a chat with Mordechai Hoffmann, director of Red Moose, a shoe care DTC brand that also sells on Amazon..  Mordechai gives us a crash course on using Amazon to its fullest potential, and how it can enhance your DTC operations. Red Moose started off as a ‘mom & pop shop’ that began selling 3 shoe care products on Amazon. On modernizing the shoe-polish niche. To grow they had to expand their catalogue to more contemporary products, such as white-sneaker polish. On doing well on Amazon - you need to create a brand image to stand out from the crowd. Amazon always makes upselling very easy. 90% of Red Moose customers find them via Amazon. On Pricing. Amazon does a ‘dirty trick’ by removing the Buy Box if you have a cheaper price for the same product in your own store. So to get around this, you need to set a few products aside to be exclusive on your site. On staying on the top of the Amazon search. You either go cheaper, or you provide a premium product. Do the latter, don’t race to the bottom and cheapen your brand. On producing the best product images on Amazon: You can’t have anything except a white background, so use your product’s packaging to make the image pop. On going from Amazon to DTC. For Red Moose, Google has been a winner for them, as they are dominating search in the relatively small niche of shoe polish. Start your 14 free trial of Motion today Follow Fraser on Twitter Follow Mordechai on Twitter Work with Fraggell Follow us on Twitter Watch all the episodes on YouTube