These brands started from zero… now they’re in the top seller’s list—here’s how

TL;DR

• Successful brands always sold great products, no shortcuts. Quality is non-negotiable for long-term growth.

• They connected emotionally by solving real problems, not just selling features.

• They didn't boast about how great their product was; they focused on benefits that matter to customers.

• Simple but memorable branding made a huge difference. They used clean messaging and visuals consistently.

• Consistency in tone, style, and visuals across platforms helped them build trust and recognition.

I always say this: brands like Apple and Nike were once nothing. All they had were great products and a solid strategy.

They were in the right place at the right time—and they made history.

Sure, there's a lot we can learn from those big names, but today, we’re going to focus on brands that started from scratch. Just like you.

These brands waited for their first sale, just like you did. They probably did a little happy dance when they got their first review (you know the feeling, right?). They faced the same ups and downs you're dealing with now.

But today, those same brands are hitting sales that small and medium sellers dream of. We’re talking thousands of dollars in revenue, thousands of reviews, and a flood of happy customers. That’s the Amazon seller's dream, isn’t it?

In this post, we’re going to look into what these brands did differently. Who are they? What steps did they take? And most importantly—what can you learn from them?

Quick guide

• Brands that went from being “Brand X” to “It Brands”

• What successful Amazon brands did differently

  • #1: They sold great products

  • #2: They connected emotionally

  • #3: They did not go on and on about how their products are the best

  • #4: Yet they were memorable

  • #5: They were consistent with their branding

  • #6: They never gave up

  • #7: They worked with professionals

Brands that went from being “Brand X” to “It Brands”

1) Anker

Anker was founded in 2011 by Steven Yang, a former Google engineer. It began as a small company selling replacement laptop batteries but quickly pivoted to smartphone accessories like chargers and power banks. Anker thrived on Amazon by focusing on product innovation and customer satisfaction, using customer feedback to refine its products. Today, it’s a global leader in charging technology, with over $1 billion in sales on Amazon alone​.

2) PetFusion

PetFusion started by selling pet furniture and accessories like beds and scratchers. Their modern designs and quality materials made them a favorite among pet owners on Amazon. They’ve since grown into a respected brand in the pet care industry, but Amazon remains a core sales channel.

3) Ring

Initially known for its video doorbells, Ring got its big break after an appearance on Shark Tank. However, its real success came when Amazon acquired the company in 2018. Leveraging Amazon’s platform and infrastructure, Ring transformed into one of the most well-known brands in home security, offering a range of smart home products, including security cameras and alarms.

4) Pura D'Or

Pura D'Or began as a small natural beauty brand selling on Amazon. Their flagship product, an anti-thinning shampoo, became a hit with customers looking for organic, cruelty-free hair care solutions. Positive reviews and a focus on natural ingredients helped Pura D'Or grow rapidly, becoming a favorite in the beauty category on Amazon.

5) Zinus

Zinus started by selling mattresses and furniture on Amazon, offering affordable, high-quality sleep solutions. Their strategy of selling directly to consumers through Amazon allowed them to undercut traditional furniture retailers. With their memory foam mattresses becoming best-sellers, Zinus grew into a dominant force in the online furniture market.

6) Squatty Potty

Squatty Potty, a toilet stool designed to improve bathroom posture, became famous after a viral marketing campaign and an appearance on Shark Tank. However, it was Amazon that truly scaled the brand’s success. Their product resonated with health-conscious customers, and through positive reviews and word of mouth, Squatty Potty became a bathroom must-have.

7) Solo Stove

Solo Stove began by selling compact, portable fire pits and camping stoves. Their sleek, efficient designs became popular with outdoor enthusiasts. With stellar customer reviews and strong word of mouth, Solo Stove quickly became one of Amazon's top outdoor brands. Their fire pits are now a staple in the outdoor living space.

8) Tea Forte

Tea Forte offers luxury tea sets and accessories, which became popular for gifting and special occasions. Their beautifully packaged teas, which first found success on Amazon, have since expanded to retail stores, but their initial growth came from Amazon’s vast customer base.

9) PopSockets

The simple yet effective phone grip known as PopSockets became a viral sensation, and Amazon played a key role in its rise. What started as a quirky, niche product quickly became a mainstream must-have for smartphone users. Their quirky designs and practical functionality helped PopSockets amass millions of sales and become a global phenomenon.

10) LIFX

LIFX, a smart lighting brand, focused on innovation by offering Wi-Fi-enabled, color-changing LED bulbs. Their products became best-sellers on Amazon, as customers gravitated toward easy-to-use, voice-controlled smart home solutions. LIFX is now one of the leading smart lighting brands, competing with giants like Philips Hue.

11) The Mountain

This t-shirt brand became famous for its bold, graphic animal prints, especially the viral “Three Wolf Moon” t-shirt. After going viral, The Mountain saw a surge in sales on Amazon. Their unique designs and a solid following of fans helped them become a notable name in the online apparel market.

12) Native

Native started by selling natural, aluminum-free deodorants exclusively on Amazon. With a focus on clean ingredients and transparency, the brand quickly earned a loyal customer base. Their success on Amazon led to widespread recognition, and they’ve since expanded to brick-and-mortar stores, but Amazon remains a key platform.

What successful Amazon brands did differently

#1: They sold great products

I know what you’re thinking—"This is so basic, everyone knows that!" But trust me, I’ve seen my fair share of sellers pushing low-quality knock offs or cheap Alibaba products, expecting miracles.

We can try every trick in the book to boost their sales—ads, promotions, you name it. Sure, there’s a temporary bump. But then the negative reviews start rolling in, and boom, it’s game over.

Big brands? They’re big because they sell great products. Look at Anker. Their chargers last forever compared to the usual cheap alternatives out there. That’s the kind of product that builds loyalty. Customers don’t come back for junk.

Success on Amazon comes down to two things—a great product and a solid Amazon ranking strategy. You need both. A good strategy won’t save a bad product, and a bad strategy will sink even the best product. Simple as that.

Now, don’t get me wrong—sourcing from sites like Alibaba is totally fine. There are some real gems there. But you’ve got to test those products yourself. Make sure they’re up to the standard you want to sell.

Unless you’re irrationally in love with your product, how can you expect your customers to feel the same?

#2: They connected emotionally

When women shop on Amazon, they’re not just looking for cocktail dresses. What they really want is something that makes them feel confident, pretty, and put-together. They’re searching for a solution to how they want to feel or present themselves. 

Whether it’s a dress for a big event, skincare that promises glowing skin, or a pair of comfortable heels they can actually walk in all day—they’re after the end result, not just the product.

Customers aren’t browsing Amazon thinking about how they can make you money. In fact, they couldn’t care less about your product or brand in most cases. Why? Because there are hundreds—if not thousands—of similar products available. They don’t care about your product; they care about their problem and finding a solution to fix it.

When someone needs noise-canceling headphones, they don’t really care about the tech specs or the brand behind it at first. What they want is peace and quiet during a long flight. Or imagine someone looking for a vacuum cleaner—they’re not excited about the product itself. They just want clean floors without breaking their backs. That is the solution they are searching for.

Here are a few examples of how the big players emotionally connect with their customers:

Anker: Anker didn’t just market themselves as a brand selling chargers. They positioned their products as reliable solutions to the frustration of dead batteries when you’re on the go. Customers loved how dependable the product was, and Anker consistently marketed around solving that specific pain point.

Squatty Potty: Squatty Potty didn’t focus on being just a stool. They played up the health benefits and comfort of using their product in a fun, relatable way. Their viral unicorn video emotionally connected with people by solving an embarrassing and real problem—making bathroom visits easier and more natural. Customers weren’t buying a stool; they were buying a better bathroom experience.

PopSockets: PopSockets didn’t focus on the mechanics of their phone grips; they marketed the convenience and personalization they offered. People loved the idea of customizing their phone while also making it easier to hold. The emotional pull was around making your device uniquely yours while solving the problem of fumbling with your phone.

Tips to connect emotionally in your marketing:

• Focus on benefits, not features: In your Amazon SEO optimization, don’t just talk about what your product is. Emphasize what your product does for the customer. How does it solve their problem? How will it make their life better?

• Speak to their aspirations: People buy things that help them become the person they want to be. Speak to how your product helps them live the life they want. Sell them the dream.

• Use relatable scenarios: Create a narrative around common frustrations or desires your target audience faces. Show how your product can easily and effectively solve their problem. Example: A mom juggling a baby and a stroller while desperately needing a one-hand folding stroller.

• Tap into emotions: Find out what emotions are tied to your product. Is it about feeling secure, confident, or comfortable? Then, create messaging around those feelings. For example, skincare brands don’t just sell creams—they sell the promise of self-care and confidence in glowing skin.

• Tell customer stories: Use testimonials, reviews, or case studies to show how real people have benefitted from your product. Let your happy customers tell their emotional stories, and new buyers will be able to see themselves in those situations.

• Create a sense of belonging: People want to feel part of a community. Show how using your product can connect them to a tribe of people with similar goals, needs, or lifestyles. Think of brands like Peloton, which sell not just fitness equipment but also the sense of belonging to a fitness community.

#3: They did not go on and on about how their products are the best

Don’t you just hate those people who constantly brag about how “perfect” their life is? You know, those over-the-top Christmas cards that make you cringe because their life seems too flawless? Well, guess what—if your brand’s messaging is doing the same, it’s time for a change.

No one wants to hear you go on and on about how amazing, innovative, or life-changing your product is. Instead of telling customers how much effort you put into designing it or how revolutionary it is, tell them what they will get out of it. People don’t care about your sweat and tears—they care about what your product will do for them.

Examples of better messaging:

Instead of saying: “Our shoes are made with the most advanced material technology that took years to develop.”

Try this: “Your feet will feel comfortable all day, whether you’re at the office or on the go.”

Instead of saying: “We’ve revolutionized the way people experience sound with our cutting-edge headphones.”

Try this: “You’ll enjoy rich, immersive sound that lets you escape into your favorite playlist.”

Why this works:

Focusing on features alone can actually make your messaging sound boring or complex. For example, saying, "Our vacuum has 2000pa suction and a 100-minute battery life" may make some eyes glaze over. But shifting to a relatable and emotional benefit like "Tackle a whole house clean in one charge without ever losing suction power" gives the shopper a clear reason to care.

The trick is to highlight relatable situations that customers can see themselves in. Instead of spouting off technical details, you can craft digestible, benefit-driven messaging that pulls people in. Focus on how your product makes their life easier, more fun, or more comfortable—and they’ll actually want to keep reading.

#4: Yet they were memorable

Do you need fancy words to stand out? Absolutely not.

In fact, some of the most impactful content is also the simplest. Ever looked at the Apple website? Their copy is clean, short, and straightforward. Yet, it’s memorable.

Being simple doesn’t mean you’ll fade into the background. There are plenty of ways to be simple and memorable:

• A+ Content that stops shoppers in their tracks: While customers inevitably scroll through reviews, you can use engaging, to-the-point Amazon A Plus Content that highlights key benefits quickly.

• Visually appealing images: Simple, clean product images that convey useful information instantly make it easy for customers to understand why they need your product.

• A brand story that speaks: Give your customers a story they can connect with. A real and relatable Amazon brand story design helps them understand why your brand exists.

• A well-designed storefront: Use your Amazon storefront to show off everything your brand offers. Make it easy for customers to explore without overwhelming them.

• Amazon Posts for a social media feel: Posts give shoppers a more interactive, social media-like experience while browsing, creating engagement that helps them remember you.

• Surprise bonus gifts: Adding little extras in your packaging, like a thank-you note or a small gift, leaves a lasting impression on customers, making them more likely to return.

• Gift-like packaging: Make opening your product feel special. Great packaging adds a premium feel and makes customers excited about what’s inside.

These are just a few ideas to help make a lasting impression without overcomplicating your message. Focus on simplicity, and create an experience that’s unforgettable—from the moment they see your product to long after they’ve purchased it.

#5: They were consistent with their branding

Look at the A+ Content, images, and storefront of brands like Anker, Squatty Potty, and Native. You’ll notice one thing right away—they’re all consistent across every touchpoint.

For example, Anker keeps its branding clean and professional, with a minimalistic design and a focus on reliability and tech innovation. Their graphics, color palette, and writing style reflect this throughout—from product listings to packaging. 

Squatty Potty, on the other hand, goes for humor and quirkiness. Their brand voice is playful, and even their visuals have a lighthearted, fun tone (remember that viral unicorn video?). But whether it's their product page or social media, the fun factor stays consistent.

Native, known for its natural deodorants, uses earthy, pastel colors that scream "clean and natural" in every image, whether it’s on their product packaging, website, or Amazon storefront. Their tone of voice is always casual and friendly, appealing to health-conscious consumers without being preachy.

This is what branding consistency looks like—they don’t say one thing in one place and something completely different elsewhere.

Consequences of inconsistent branding:

Brands that are inconsistent face several pitfalls, and some of them are more serious than you might think.

• Confused customers: When your messaging is all over the place, customers don’t know what to believe. One day you’re quirky and fun, the next day you’re all corporate. They start to wonder—who are you, really?

• Lost trust: If your brand keeps changing its look or messaging, it can make customers feel like they don’t really know you. And if they don’t know you, why would they trust you?

• Weaker brand recognition: Consistency is key to building a strong brand identity. If your brand isn’t instantly recognizable, you're missing out on that top-of-mind awareness. You want customers to see your color palette, writing style, or imagery and immediately think of your brand.

• Missed customer loyalty: When customers see the same brand messaging and visuals over time, it builds a sense of loyalty. They know what to expect. But if your branding changes constantly, that sense of familiarity and connection disappears.

How to be consistent:

• Create brand guidelines: Define your brand’s tone, color palette, fonts, and overall visual style in a set of guidelines. Make sure everyone on your team follows them across every platform, whether it’s your Amazon storefront, website, or social media.

• Stick to a clear message: Decide what your brand stands for and what problem you’re solving for customers. Keep that message consistent in every piece of content, ad, or product description.

• Use similar visuals across platforms: Whether it’s images, videos, or even your product packaging, the visual language should feel unified. If your website has a sleek modern look, don’t use cartoonish graphics on your Amazon listings. Keep it cohesive!

By maintaining consistency in your branding, you build trust, recognition, and loyalty with your audience—making your brand memorable and reliable, no matter where your customers encounter you.

#6: They never gave up

Name one brand that found success overnight. You can’t, right? That’s because none exist.

No brand just popped into existence with a line of shoppers running over each other to buy their product. Every brand—no matter how big it is today—started from scratch. And not a single one has achieved success with the snap of a finger.

What happens with many new brands is that they don’t just have high expectations for their products—they want to hit it big in a really short amount of time. But here’s the harsh truth: that’s not how it works. It’s not possible to go from zero to hero overnight.

You have to try. Then hit a bump. Then try again. And fail. And try again. You’re going to hit another bump. That’s just part of the journey. Even if you’ve got the best product and the most amazing strategy, you’re going to face setbacks.

That’s just how business works. The key is to be ready for those bumps, to adjust, to learn, and to keep going. Think about brands like Anker or Native—they didn’t start as household names. They faced challenges, reworked strategies, and didn’t stop until they got it right.

As rightly said by Mary Anne Radmacher - Courage doesn't always roar. Sometimes courage is a quiet voice at the end of the day saying, 'I will try again tomorrow.'

#7: They worked with professionals

From the moment you decide to sell on Amazon to the day your product goes live, there’s a long list of tasks you’ll need to juggle:

• Finding the right product

• Sourcing the product

• Dealing with suppliers

• Handling inventory

• Setting up your Amazon listings

• Managing advertising

• Customer service and returns

• …and the list goes on!

Let’s be real—unless you’re Batman, you can’t do it all by yourself. 

And here’s the thing: working with professionals isn’t about admitting defeat; it’s about setting yourself up for success. Whether it’s hiring an Amazon expert to manage your Amazon ads or working with a logistics team to handle your shipping, professionals bring experience and insight that can help you avoid costly mistakes.

Big brands know this. They don’t waste time trying to do everything themselves. Instead, they build a strong team, partner with experts, and focus on what they do best: building a great product.

In short? Don’t be afraid to get help. Hire Amazon consultant services. The right support can make all the difference in your Amazon journey.