⚡SURVIVING THE STORM

What you’ll find in this week’s newsletter:

• ⚡ 200 Feet Up, No Way Down [True Story]

• 🌎 Top Amazon News and Updates

• 🤖 How to Make Rufus Work For You!

• 🔍 Trump Tariffs and China’s Next Move [Deep Dive]

• 😱 Amazon Seller’s $19 Million Trademark Nightmare

 ⚡ 200 FEET UP, NO WAY DOWN - [TRUE STORY] 

Back in the ’80s, I went on a fall hiking trip—me, Stu, Brian, and Tony decided to take on the Bruce Peninsula.

The trails were rough and very slippery in fall, but the views along Georgian Bay made it worth every step.

By midday, we noticed the winds were picking up, and it was getting colder.

By the time we finished lunch and got moving again, it was clear this wasn’t just a breezy day.

The winds turned to gale force, and the rain started coming at us sideways—no joke, horizontal rain.

We were about 200 feet up on a rocky cliff, totally exposed.

It didn’t take long for us to realize we needed to call it a day.

We weren’t planning to stay overnight, but luckily, we’d come prepared with a tent, dry clothes, and the essentials—because, let me tell you, the weather up there doesn’t play around.

We set up camp as the snow and rain came down, completely soaking everything.

We draped a rope with a bucket over the 200 foot cliff to get fresh water from the rain.

Once the tent was up, we changed into dry clothes, got a fire going, and tried to warm up.

The clothes we’d hung out to dry froze solid—they felt like cardboard.

Around 10 p.m., we saw a bright light cutting through the darkness.

Park rangers showed up to check on us.

I started to run over to him and I ran into a tree which almost knocked me out.

They couldn’t believe we’d stayed out in the storm.

And honestly?

It was wild.

All we could hear was the wind howling and the rain pelting the tent.

But thanks to a little planning, we made the best of it.

We had good food, a bit of booze to warm us up, and by the end of the night, we were laughing and telling stories.

It turned into a great memory. 

But without that preparation? It could’ve been a disaster.

Amazon Lessons: Just like we packed for the unexpected, you need to plan for things like supply chain issues (*tariffs cough cough*), sudden market changes, or product mishaps.

Being ready means you’ll survive the storms.

Business Lessons: Preparation isn’t just a nice-to-have—it’s essential.

Whether it’s having contingency plans or the right tools, being ready can turn a scary situation into a manageable one—and sometimes even a great one.

Enjoy the rest of the newsletter.

— Norm

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🗞️ AMAZON NEWS & UPDATES 🗞️

🤖 MAKE RUFUS WORK FOR YOU!

ChatGPT gets over a billion messages a day…

Consumers are getting more and more used to conversational search for shopping - 60% of US Adults have used an AI bot like ChatGPT or RUFUS to do product research in the last 30 days!

Max from Ecomtent, announced on LinkedIn that they now give Sellers visibility on the RUFUS questions on their product pages; and the ability to at-scale regenerate text that answers these questions, with keyword-rich and COSMO-optimized copy, in one click.

This improved the conversion on their Amazon detail pages as customers use RUFUS to research the product further; and reduces the risk they bounce off to a competitor product if these questions are unanswered.

🚨 Beardos can get 7 days FREE of Ecomtent → Here

WHERE IN THE WORLD IS THE BEARD GUY?

Can you find Norm in the picture below? Scroll to the bottom of this newsletter to see the answer!

🔍 TRUMP TARIFFS AND CHINA’S NEXT MOVE

Over the weekend, Trump slapped a 10% tariff on all Chinese imports.

That’s on top of existing duties, and it’s already shaking things up.

So, what’s China doing?

For now, waiting and watching.

They’ve filed a complaint with the WTO and promised retaliation, but unlike Mexico and Canada—who hit back immediately—Beijing is playing it cool.

Here’s why:

• China’s been preparing for this. They’ve spent years diversifying trade, building relationships outside the U.S., and insulating their economy.

• Trump’s approach seems less about tariffs and more about leverage. He’s hinted at a deal, talked about working with Xi, and even tied tariffs to China’s role in the fentanyl trade.

• A major trade review is due in April, which could lead to even harsher tariffs—or negotiations for a deal.

Meanwhile, China’s not rushing to retaliate.

Back in 2018, they responded with $185 billion in tariffs, but this time, they might take a different approach—tightening controls on rare minerals and high-tech exports instead of going dollar-for-dollar on tariffs.

What does this mean for business?

• Higher costs on Chinese imports—and that means higher prices for consumers.

• More supply chain shifts—companies already moving production to Mexico or Southeast Asia might accelerate those plans.

• Potential trade war escalation—if Trump doubles down, China will have to respond.

Bottom line: Things are just getting started. 

Beijing knows Trump is a dealmaker, not just a hardliner, so they’re weighing their options before making a move.

But if history tells us anything, this won’t be the last round.

🚨 WHAT YOU MISSED LAST WEEK!

🔥 Amazon Seller’s $19 Million Nightmare...

[TRUE STORY]

Here’s Takeaways From This Episode:

1. Take Every Amazon Notification Seriously – Any message from Amazon should be treated as urgent. Ignoring warnings or compliance notices can lead to account suspension.

2. Verify Supplier Documentation – Always ensure that your suppliers provide proper invoices and letters of authorization to prove product authenticity. Ask for compliance certificates before sourcing.

3. Double-Check Reseller Agreements – If you're buying from a wholesaler, confirm that they are allowed to resell to you and that you have the right to sell those products on Amazon. Even legitimate wholesalers may have restrictions.

4. Preemptively Protect Your Brand – If selling a brand-name product, ensure you have written authorization to resell. Avoid misleading product descriptions, unauthorized images, or false affiliations.

5. Prepare a Risk Management Plan – Have a documented response strategy for common Amazon issues (e.g., counterfeit claims, account health alerts). This prevents panic and ensures fast action.

6. Monitor Packaging Consistency – Always verify that the product packaging matches your Amazon listing photos. Changes in packaging can trigger authenticity complaints from customers.

7. Keep Meticulous Records – Maintain detailed records of invoices, receipts, supplier authorizations, and email communications. Amazon may require proof of compliance in disputes.

8. Respond to IP Complaints Professionally – If accused of an IP violation, avoid emotional responses. Acknowledge concerns, provide evidence, and request a retraction from the complainant when appropriate.

9. Register IP Properly – Protect your business with trademarks, copyrights, and patents. If selling an original product, apply for a patent within one year of first sale, or risk losing rights.

10. Use Experts When Necessary – Whether dealing with policy violations, IP disputes, or account reinstatements, hiring professionals (lawyers, account health specialists) can save time and prevent costly mistakes.

🚨 Watch this week’s LIVE episode here at 12 pm ET on Wednesday

🔍 WHAT‘S AFFECTED BY THE CANADIAN / US TARIFFS

Prime Minister Justin Trudeau announced the measures — $155 billion worth — Saturday, in response to U.S. President Donald Trump’s executive order imposing tariffs on Canadian goods.

A reminder a lot can change in a short time. Even today, Mexico announced tariffs have been paused for the month.

The government released a list Sunday of the first $30 billion in affected goods, marking the first phase of Canada’s response (a full list is available online). Here’s a small snapshot:

• Meat

• Dairy

• Eggs and egg yolks

• Perfumes, makeup, hair, and skincare products

• Oral and dental hygiene products

• Shaving products, deodorants, soap

• Toilet paper, paper towels, etc.

• Clothing (coats, shirts, dresses, pants, etc.)

• Baby clothes

• Vacuum cleaners

• Refrigerators and freezers

• Water, beer, wine, and other fermented beverages

• Leather apparel and clothing accessories

• Swimwear

• Blankets and traveling rugs

• Hats and other headgear

• Dishwashers, washing machines, and dryers

🚀 CATCH UP WITH THE MARKETING MISFITS!

Here are my favorite TIPS from this episode!

1. Leverage TikTok’s Algorithm for Organic Reach: Every TikTok video gets shown to at least 300 people. If engagement is high, it gets pushed to a larger audience. Brands should post frequently and test different styles of content to identify what resonates and triggers the algorithm to expand reach.

2. Use Multi-Tiered Creator Strategies: Start by working with smaller creators to seed awareness, then scale up to mid-tier influencers before investing in high-profile influencers. Big creators won’t work with a brand unless they see ongoing traction and engagement.

3. Turn Affiliates into Your Sales Force: Don’t just rely on paid promotions. Encourage affiliates to promote your products by offering commission incentives. A successful model includes a mix of flat-rate payments plus a commission structure to motivate consistent content creation.

4. Run Targeted Ad Campaigns Using Creator Content: Identify your top-performing creator videos and put paid ad spend behind them. A smart strategy is to target small audience segments (e.g., 5,000 people) with multiple creator videos, creating the illusion of organic virality and social proof.

5. Plan for the Future of Affiliate Marketing Beyond TikTok: Platforms like YouTube and Instagram are developing their own affiliate programs. Brands should start diversifying now by testing content on multiple platforms to avoid over-reliance on TikTok and prepare for potential regulatory changes.

   🚨 Watch the full episode here

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And that’s it, Beardos!

P.S. Make sure you don’t miss any updates by joining our community here.

See you next Monday!

- Norm

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