Amazon sales surge for three startups
Amazon sales have surged for several digitally native startups this year, as founders cite a mix of platform tools, influencer exposure and shifting shopper habits.
Electric toothbrush brand sees 170% jump during Prime Day
Suri, a UK‑based maker of electric toothbrushes with recyclable heads, reported a 169.5% increase in U.S. sales during this year’s four‑day Prime Day event compared with the previous year. Co‑founder Mark Rushmore said the boost reflects both the brand’s recent launch in Target and a viral video by Kylie Jenner that amassed more than 40 million views.
Rushmore noted that buyers trust Amazon for “highly considered purchases” like electronic toothbrushes, which sell for $134.99 on the site. He added that Amazon’s conversion strength stems from the platform’s reputation and the ability to showcase value through clear product images and optimized listings.
The company is using Amazon tools such as Subscribe & Save, coupons and badge programs, while also running A/B tests with a price‑tracking service to monitor competitor promotions.
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Collagen‑infused tea gains traction through reviews and A+ content
Pretty Tasty Tea entered the market two years ago with an iced tea containing 10 grams of collagen. Although the brand has been on Amazon since its launch, chief brand officer Scarlett Leung said the Amazon channel was “pretty neglected” until she hired an agency to improve listings and gather reviews.
Since focusing on Amazon A+ Content and review accumulation, the company has achieved double‑digit sales growth on the platform, mirroring gains in other retail outlets such as CVS and Sprouts. Leung highlighted the Subscribe & Save program as a key driver, noting that “once they subscribe, they are quite sticky.”
She also explained that the “Amazon’s Choice” label helps shoppers locate collagen drinks more easily than a generic web search, especially during high‑traffic events like Prime Day.
Candle maker attributes growth to one‑cart shopping
Founded in the United States, P.F. Candle Co. originally joined Amazon to protect its brand from unauthorized sellers. Founder and creative director Kristen Pumphrey said the brand’s Amazon sales have outpaced its overall e‑commerce performance this year.
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Pumphrey linked the rise to “one‑cart shopping behavior,” where consumers prefer to consolidate purchases in a single order, whether online or in physical stores. She observed that extreme weather, such as heat waves, pushes shoppers toward convenient, all‑in‑one platforms.
Customers are also comparing Amazon promotions with the brand’s own website sales, prompting the company to run coordinated Prime Day and summer discounts.
These examples illustrate how startups are adapting to a marketplace where price‑sensitive, high‑intent shoppers gravitate toward Amazon for convenience and perceived reliability. By aligning product visibility, subscription incentives and strategic promotions, emerging brands can tap into a channel that increasingly serves as a primary touchpoint for discovery and purchase.
Amazon drives growth.
