Thinking About Starting a Brand? Here’s Why Amazon Could Be Your Smartest First Step

Entrepreneurship Spotlight: Building a Business on Amazon

When most people think of startups, they imagine apps, venture capital, or the next big SaaS. But did you know that thousands of successful entrepreneurs built their brands on Amazon first?

From health brands like OLIPOP and Huel to beauty disruptors like Starface, Amazon has become a launchpad for founders who want to test products, build traction, and reach customers worldwide—without needing huge upfront investment.

Why Amazon Can Be a Smart Path for Founders

• Low Barrier to Entry: You don’t need your own website or physical store.

• Built-in Customers: Amazon has over 300 million active buyers waiting to discover new products.

• Scalable Infrastructure: Fulfillment, shipping, and customer service can be handled by Amazon, so you focus on brand and growth.

💡 Lessons from Amazon Entrepreneurs

Test ideas quickly: Launching on Amazon lets you validate demand before building expensive infrastructure.

Leverage customer feedback: Reviews act like free focus groups, helping refine product-market fit.

Think global from day one: Amazon gives even small brands access to international customers without the usual barriers.

Real Success Stories

• Rao’s Homemade
  What started as a small New York restaurant famous for its pasta sauces turned into a nationally loved consumer brand. Amazon gave Rao’s instant distribution power, helping it expand from a niche product into a household staple. The visibility on Amazon created momentum that later translated into placements at major retailers like Whole Foods and Costco.

  By 2024, Rao’s had grown into a powerhouse with $580 million in annual revenue, before being acquired by Campbell’s for $2.7 billion.
  Lesson: Use Amazon as a stepping stone to traditional retail once you’ve built traction online.

• Starface
  Launched by two young founders, Starface entered the crowded skincare market with a unique twist: bright, star-shaped pimple patches. Amazon helped them bypass the noise of traditional retail and reach Gen Z directly. The product went viral on TikTok, and Amazon’s scale meant they could instantly keep up with demand. Today, Starface is a cult beauty brand featured in Sephora and Ulta—but Amazon was their launchpad. Today, Starface is a multimillion-dollar cult brand, featured in Sephora, Ulta, and Target—and in 2022, it was acquired by Waldencast, a global beauty and wellness platform, in a deal valued at $400 million
  Lesson: A bold, creative product can thrive if you combine Amazon’s reach with viral marketing.

• Even niche products—like eco-friendly kitchenware, supplements, or pet products—have turned everyday entrepreneurs into millionaires through smart Amazon strategies.

💡 Amazon isn’t just an online store—it’s a real entrepreneurship platform. If you’re exploring paths as a founder, consider it one more powerful channel to test ideas, build traction, and maybe even scale globally.

🚀 How to Start a Brand on Amazon

If you’re curious about launching a consumer brand on Amazon, here are a few simple steps to get started:

1. Research your niche – Look at what’s trending on Amazon (best-sellers, customer reviews, gaps in the market).

2. Set up an Amazon Seller Account – Choose between Individual (small scale) or Professional (scalable, with more tools).

3. Source your product – You can manufacture, private label, or even start with small-batch suppliers.

4. Create a strong product listing – High-quality images, clear descriptions, and keyword-rich titles make all the difference.

5. Leverage FBA (Fulfillment by Amazon) – Let Amazon handle shipping, returns, and customer service while you focus on growth.

6. Collect reviews & optimize – Reviews build trust fast. Use feedback to improve your product and listing.

7. Test ads & promotions – Sponsored ads or Amazon coupons can boost visibility and kickstart momentum.

💡 Tip: Think of Amazon as your MVP test lab. Start small, learn quickly, and double down on what sells.

Is Your Amazon Strategy Actually Working?

Are you a fast-growing omni-channel brand? Do you know your Amazon profitability (and are you happy with it)?

At Cartograph, we’ve spent 7 years helping brands like OLIPOP, Starface, Rao’s, and 300+ brands in Food, Bev, Supplements, Beauty, Pet, and other categories scale profitably on Amazon.

No fluff. No bots. Click below for an Amazon audit from a real human with insights you can actually use.

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