It was 11:47 p.m., the house was quiet, and I was sitting in gym shorts with a half-eaten samosa on the desk. I’d spent three weeks obsessing over a single product: a silicone spatula set that I was convinced would make me the next millionaire.
The listing went live, I refreshed the page every six seconds like a maniac, and… nothing. Crickets. Not even my mother bought one.
The listing went live, I refreshed the page every six seconds like a maniac, and… nothing. Crickets. Not even my mother bought one.
Fast-forward two years and that same account was doing low-seven-figures a year. Nothing fancy, no Lambos, just a boring little business that paid the mortgage, funded a couple of holidays, and let my wife quit the job she hated.
If you’re reading this, you probably want the same: a slice of the Amazon pie without quitting your day job tomorrow or falling for one of those YouTube ads that promise “$10k/month in 90 days with ZERO effort.”
I can’t give you a guarantee—anyone who does is lying—but I can walk you through exactly what I did, what I wish I’d done sooner, and the dumb mistakes I made so you can skip them.
I can’t give you a guarantee—anyone who does is lying—but I can walk you through exactly what I did, what I wish I’d done sooner, and the dumb mistakes I made so you can skip them.
Grab coffee. This is long, but I’ll keep it human.
- Picking the product (the part that either makes you or slowly kills you)
Most people start backwards: they open Amazon’s search bar, type “best sellers,” and pick whatever pops up. That’s like walking into a crowded bar and proposing to the first person you see.
Instead, do what my friend calls the “annoyance audit.”
Keep a note on your phone for two weeks. Every time you mutter “why is this so flimsy?” or “I wish this came in blue,” write it down. You’ll end up with a list of micro-complaints. Each one is a potential product.
Keep a note on your phone for two weeks. Every time you mutter “why is this so flimsy?” or “I wish this came in blue,” write it down. You’ll end up with a list of micro-complaints. Each one is a potential product.
Example: I kept burning my fingers on a metal-handled grilling brush. The silicone ones online had 1-star reviews saying “melted on first use.” Lightbulb. I found a factory that could add a heat-proof liner, ordered 200 units to test, and listed it for $27.99. It still sells 30–40 a day, four years later.
If you want data to back up your gut, pay $30 for a month of Helium 10 or Jungle Scout. Look for:
- Top 10 sellers doing $5k–$25k/month each (too small for the big guys, big enough for you).
- Average review count under 200 (easier to compete).
- Price between $18–$50 (enough margin to absorb Amazon’s fees).
- Year-round demand (not just Christmas glow sticks).
But don’t let the software pick for you. Data tells you if the plane can fly; your own curiosity decides if you actually want to pilot it.
- Finding suppliers without flying to China (unless you want the free dumplings)
Alibaba feels sketchy the first time. Here’s how to look like you know what you’re doing even if you don’t:
a) Message five suppliers the exact same short brief:
“Hi, I’m launching brand X in the US. I need 200 units of silicone spatula set, custom color, polybag plus insert card. Target landed cost under $4.50. Please quote EXW and include mold fee if any. Lead time?”
b) Ignore anyone who replies with a generic PDF catalogue.
c) Ask for a video of the factory floor—if they send it within 24 h, that’s a green flag.
d) Order two samples from the two best quotes. Pay with PayPal so you can dispute if they send you a brick.
a) Message five suppliers the exact same short brief:
“Hi, I’m launching brand X in the US. I need 200 units of silicone spatula set, custom color, polybag plus insert card. Target landed cost under $4.50. Please quote EXW and include mold fee if any. Lead time?”
b) Ignore anyone who replies with a generic PDF catalogue.
c) Ask for a video of the factory floor—if they send it within 24 h, that’s a green flag.
d) Order two samples from the two best quotes. Pay with PayPal so you can dispute if they send you a brick.
Pro tip: don’t negotiate price on the first order. Negotiate payment terms. 30 % deposit / 70 % after inspection gives you leverage. Once you reorder every month you can chip away at unit cost.
- Branding: the difference between “some guy” and “a business”
You do NOT need a $3,000 logo.
You need:
You need:
- A name that’s easy to spell over the phone (I lost sales early on because no one could find “GrillMäster” with the umlaut).
- Three colors max. I use charcoal, orange, white. That’s it.
- A tiny origin story on the insert card. Mine literally says: “Started in a Dallas garage by a guy who kept setting oven mitts on fire.” People email me about that line.
Trademark your name ($350 USPTO fee) as soon as you can. It unlocks Amazon Brand Registry, which lets you add video, A+ content, and—biggest perk—kick off hijackers who piggy-back on your listing.
- Shipping: how to move 200 spatulas across the planet without a panic attack
There are three speeds:
- Express air: $8–9/kg, 5–7 days. Good for 20 samples or when you’re about to stock out and Jeff Bezos is breathing down your neck.
- Regular air: $4–5/kg, 10–12 days. Sweet spot for 200–500 units.
- Sea: $1/kg but 25–35 days plus port delays because, well, 2020 never really ended.
Use a freight forwarder. I like Freightos.com—plug in dimensions, compare quotes, buy insurance ($50 for $5k goods). They’ll handle customs bond and ISF filing so you don’t have to learn what those letters mean.
- The terrifying first order: how many units?
Rule of thumb: order 2–3 months of inventory at launch.
To estimate that: take the monthly sales of the #5 bestseller in your sub-category, halve it. If they move 600 units, plan on 300. You probably won’t hit that in month one, but Amazon rewards inventory that stays in stock, and you’ll sleep better.
To estimate that: take the monthly sales of the #5 bestseller in your sub-category, halve it. If they move 600 units, plan on 300. You probably won’t hit that in month one, but Amazon rewards inventory that stays in stock, and you’ll sleep better.
- Listing copy that actually converts (no “high-quality materials” fluff)
Amazon shoppers are in a hurry. They skim.
Title formula: Primary keyword + benefit + size/variant + second keyword.
Bad: “Silicone Spatula Set, Heat Resistant, Non-Stick, Easy to Clean, Professional Grade, 4 Pieces”
Better: “GrillBee Silicone Spatula Set – Won’t Melt on BBQ up to 600°F, 4-Piece, Flip Eggs or Burgers Without Scratches”
Title formula: Primary keyword + benefit + size/variant + second keyword.
Bad: “Silicone Spatula Set, Heat Resistant, Non-Stick, Easy to Clean, Professional Grade, 4 Pieces”
Better: “GrillBee Silicone Spatula Set – Won’t Melt on BBQ up to 600°F, 4-Piece, Flip Eggs or Burgers Without Scratches”
Bullet #1: biggest objection. Mine was “won’t melt,” so I lead with the temp rating and a photo of it sitting in a screaming-hot pan.
Bullet #2: feature they’ll feel. “Steel core keeps it stiff when flipping a 2-lb T-bone.”
Bullet #3: giftability. “Arrives in a color box that spares you wrapping paper.”
Bullet #4: guarantee. “If these ever warp, email me directly for a replacement or refund. No return needed.” (Yes, that costs money. It also prints social proof.)
Bullet #2: feature they’ll feel. “Steel core keeps it stiff when flipping a 2-lb T-bone.”
Bullet #3: giftability. “Arrives in a color box that spares you wrapping paper.”
Bullet #4: guarantee. “If these ever warp, email me directly for a replacement or refund. No return needed.” (Yes, that costs money. It also prints social proof.)
Description: tell the mini-story, then add a comparison chart vs cheap competitors. People love charts.
- Photos: your free 24-hour salesman
Main image: pure white, product fills 85 % frame, but add a tiny lifestyle element—my spatula sits on a cast-iron grill. Amazon allows it as long as the background is white.
Photo #2: in-use shot, burger mid-flip, steam visible.
Photo #3: close-up of the steel core.
Photo #4: dimensions graphic (reduces returns).
Photo #5: what’s in the box.
Add one 15-second video: silence is fine; show the bend test, wash under tap, done. Converts like crazy.
Photo #2: in-use shot, burger mid-flip, steam visible.
Photo #3: close-up of the steel core.
Photo #4: dimensions graphic (reduces returns).
Photo #5: what’s in the box.
Add one 15-second video: silence is fine; show the bend test, wash under tap, done. Converts like crazy.
- Reviews: the awkward “friends & family” phase
Amazon now bans incentivized reviews, so don’t even think about sketchy Facebook groups.
Instead:
Instead:
- Join 3–4 niche Facebook groups (grilling, meal prep, instant pot). Give genuine advice for two weeks. Then post: “I’m launching a spatula set, looking for 20 honest reviewers—no obligation to leave 5 stars, just feedback.” You’ll get takers.
- Enroll in Amazon Vine (free once you hit 30 units). Vine reviewers are brutal but fair; better a 4-star with helpful critique than a fake 5-star that gets down-voted later.
- Insert card: “Questions? Email me at abc@gmail.com I read every message.” About 1 in 30 buyers emails; half leave a review after I reply.
- Launch: how to wake up the algorithm
Day 1–2: turn on 10 % off coupon, price $1 lower than your break-even. You’re buying data, not profit.
Day 3–7: run $50/day PPC auto campaign. Let Amazon figure out keywords. Harvest whatever converts over 1 sale per 10 clicks into a manual exact campaign.
Day 8–14: external traffic. One Instagram micro-influencer (5k–50k followers) with a reel. Cost: free product + $50. Amazon loves outside traffic and gives you an organic boost.
Day 3–7: run $50/day PPC auto campaign. Let Amazon figure out keywords. Harvest whatever converts over 1 sale per 10 clicks into a manual exact campaign.
Day 8–14: external traffic. One Instagram micro-influencer (5k–50k followers) with a reel. Cost: free product + $50. Amazon loves outside traffic and gives you an organic boost.
Expect ACoS (ad cost of sale) of 70–100 % first month. That’s normal. You’re renting shelf space.
- PPC: the casino you can actually beat
People over-complicate. I run three campaigns:
- Auto – discovery.
- Manual exact – top 20 keywords.
- Product targeting – aim at competitors weaker than me (lower rating, higher price).
Rule: any keyword that gets 10 clicks and 0 sales gets paused. No emotions.
Once a week I download the search term report, negative-match the junk (like “spatula for kids crafts”), and move winners to manual. That’s it. Takes 30 min with a cheap Excel template.
Once a week I download the search term report, negative-match the junk (like “spatula for kids crafts”), and move winners to manual. That’s it. Takes 30 min with a cheap Excel template.
- Cash-flow quicksand (why profitable businesses still go broke)
Amazon pays out every two weeks, but you need to reorder three months ahead. That gap eats more sellers than bad reviews.
Solutions:
Solutions:
- Raise price 8 % once you hit 100 reviews. A $27.99 item becomes $30.24—nobody notices, but that extra $2.25 funds the next PO.
- Use Amazon Lending (invite-only) only if you have steady sales. Rates look high (12–15 %) but origination fee is tiny compared to credit-card cash advance.
- Open a business line of credit at your local credit union before you need it. They love seeing Amazon 1099s.
- Hijackers, Chinese clones, and other bedtime monsters
One morning you’ll wake up and see “12 other sellers” on your listing offering “USED – LIKE NEW” at half price. Don’t panic.
- Brand Registry → Report violation → Test buy → Photos of fake item → Amazon usually boots them in 48 h.
- To slow clones, change packaging every 9–10 months. Add a QR code that links to a “how-to” video—cloners won’t bother copying that.
- Apply for Amazon Transparency (barcode on every unit). Costs 5–10 cents each but kills counterfeits dead.
- Scaling: when to add product #2
Wait until:
- Your first SKU is net-profitable for 90 days straight.
- You can reorder without borrowing.
- You have 100+ reviews and 4.5+ stars.
Then pick an adjacent product. My second was a basting brush; same factory, same color scheme, same audience. Cross-sell with virtual bundles so Amazon shows “frequently bought together.” Instant 12 % lift in average order value.
- Taxes: the part we all pretend doesn’t exist
Amazon sends a 1099-K. Uncle Sam knows.
Open a separate checking account on day one. Use QuickBooks Self-Employed ($15/mo) and link it. Every week, swipe left for business, right for personal. At year-end you’ll owe roughly 30 % of net. Transfer that into a high-yield savings each month so April doesn’t sting.
Open a separate checking account on day one. Use QuickBooks Self-Employed ($15/mo) and link it. Every week, swipe left for business, right for personal. At year-end you’ll owe roughly 30 % of net. Transfer that into a high-yield savings each month so April doesn’t sting.
- When to quit the day job (a reality check)
I waited until:
- Amazon profit replaced 150 % of my salary for six straight months.
- I had 12 months living expenses in cash.
- Health insurance for the kids was sorted through the marketplace.
Even then I went part-time first. E-commerce is seasonal; having one foot on the dock prevents you from drowning when Q3 inevitably tanks.
- My biggest screw-ups (so you can laugh at me)
- Sent 1,000 units to Amazon without poly-bags. They labeled it “unsellable” and charged me 75 cents each to bag them. $750 lesson.
- Ran a 50 % off coupon and forgot to set max order quantity. One guy bought 200 spatulas for $14 each, flipped them on eBay, and left me a 3-star review saying “packaging was meh.”
- Hired a “launch guru” for $2,000 who promised page one in 48 h. He used expired coupon codes and got my account suspended for three weeks. Amazon reinstated me, but I lost the Q4 window.
- Mindset: the only metric that really matters
Revenue is vanity, profit is sanity, cash is king, but freedom is the point.
Some months you’ll do $50k top-line and feel broke because inventory is stacked to the ceiling. Other months you’ll net $8k doing nothing because everything clicked.
Track the number of days you can disappear without the business imploding. When that number hits 30, you’ve won—regardless of what the Instagram ads say.
Some months you’ll do $50k top-line and feel broke because inventory is stacked to the ceiling. Other months you’ll net $8k doing nothing because everything clicked.
Track the number of days you can disappear without the business imploding. When that number hits 30, you’ve won—regardless of what the Instagram ads say.
- Resources I actually used (no affiliate links, promise)
- “Amazing Seller” podcast – skip the upsell episodes, the early ones are gold.
- /r/FulfillmentByAmazon – toxic sometimes, but you’ll learn which freight forwarders to avoid.
- YouTube: “My Wife Quit Her Job” channel – straight tutorials, no Lamborghinis.
- Book: “The Amazon Jungle” by Jason Boyce – written by a seller, not a guru.
- Local meetup – seriously, type “Amazon FBA + your city” into meetup.com. Sharing war stories over cheap beer is cheaper than any course.
Closing thought
Starting an Amazon business isn’t rocket science; it’s more like planting a mango tree. You dig a hole, water it, protect it from goats, and wait. Some years you get no fruit because the weather’s weird. Other years you can’t give mangoes away fast enough.
The difference is you can’t Google “how to grow mango tree in 30 days.” With Amazon, everybody claims you can. Ignore them. Focus on one product, one customer, one review at a time. Do that for a year and you’ll wake up to a business that pays you while you sleep.
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