#757 -Inside A 9-Figure K-Beauty Brand

#757 -Inside A 9-Figure K-Beauty Brand

How did a home-based reseller become a global e-commerce leader for a 9-figure K-beauty brand? Discover her Amazon strategy, future-customer targeting, TikTok tactics, and smart AI tools.   ► Watch The Podcasts On YouTube: https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1 [https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1]► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft [https://h10.me/ft]   Bradley Sutton takes the Serious Sellers Podcast on the road, and onto a moving rail bike in South Korea, for a conversation with Jenna, Global E-commerce Team Manager at TONYMOLY. Jenna shares how she went from studying law and working as a programmer to spending ten years raising her daughter, discovering e-commerce from home, and eventually building a successful international selling career. She began by reselling Korean sporting goods to US customers through eBay before shifting her attention to Amazon, where one business reached as much as $10,000 in monthly profit. Her success during the pandemic earned her recognition from Amazon Korea and opened the door to managing accounts for other companies. Jenna has now used Helium 10 for approximately five years, and her favorite tool is the Xray Chrome Extension. She uses Xray while browsing Amazon to quickly review estimated sales, keywords, and Best Sellers Rank, helping her evaluate products and marketplace opportunities without leaving the search results. Today, she applies that experience at TONYMOLY, a 20-year-old K-beauty company generating approximately $163 million in annual sales. Jenna also reveals an unusual long-term marketing strategy: targeting customers before they become the brand’s core buyers. If current anti-aging customers are between 40 and 50, her team may create content for women closer to 35, building awareness years before the need becomes urgent. TONYMOLY and its newer brand, BONCEPT, also use TikTok and Meta to drive product discovery, while positioning Amazon as the more attractive place to complete the purchase. The company supports these strategies through close collaboration between its e-commerce, sales, and R&D teams, allowing it to respond quickly to fast-moving beauty trends. From emerging ingredients such as PDRN, retinol, and retinal to the use of AI for copywriting, images, videos, and English-language content, this episode offers a fascinating look at how a global beauty company combines marketplace data, creative storytelling, and product innovation. Jenna’s journey proves that starting small does not limit where e-commerce can take you. By continuing to learn, adapting when marketplaces change, and understanding customers before competitors do, sellers can turn an unexpected opportunity into a truly global career. In episode 757 of the Serious Sellers Podcast, Bradley and Jenna discuss: * 00:00 - Introduction * 01:28 - Meet Jenna From TONYMOLY * 02:38 - From Law And Programming To E-Commerce * 03:34 - Starting A Home-Based eBay Business * 05:55 - Moving From eBay To Amazon * 07:52 - Reaching $10,000 In Monthly Profit * 09:59 - Winning An Amazon Korea Competition * 10:38 - Five Years Using Helium 10 * 10:46 - Why Xray Is Her Favorite Tool * 11:28 - Managing Global E-Commerce For TONYMOLY * 14:17 - Launching The New BONCEPT Brand * 16:11 - Expanding K-Beauty Across Amazon Europe * 17:58 - Targeting Customers Five Years Early * 20:17 - Using TikTok To Drive Amazon Sales * 22:00 - How R&D And E-Commerce Work Together * 23:52 - Retinol, Retinal, And PDRN Trends * 27:27 - Using AI For Global Content Creation

#756 - Million $ Amazon Business Without Selling In The US?

How did a European Amazon seller use AI, logistics, keyword data, and Helium 10 to scale millions without selling in the U.S.? Today’s guest reveals the hidden plays most sellers overlook. ► Watch The Podcasts On YouTube: https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1 [https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1]► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft [https://h10.me/ft] In this episode of the Serious Sellers Podcast, Bradley Sutton welcomes Bartłomiej Piątkowski, better known as Bart, an Amazon seller and agency operator from Poland who has sold millions in Europe and helped other brands do the same. What makes his story especially interesting is that he has built this success without selling his own products in the U.S. marketplace. Bart’s journey started far from the typical e-commerce path. Trained as a cook, he then worked in radio and electronics, and discovered Amazon in 2016 when his company was on the verge of shutting down. With only a small amount of money left, he began learning about Amazon through online communities, moved returned inventory from retail into Amazon Europe, and realized that marketplace margins could beat traditional retail margins. From there, his business expanded into private label brands, reselling, packaging products, textiles, and managing major brand relationships across Europe. The conversation gets tactical as Bart breaks down how his team uses Helium 10, AI, keyword data, and advertising automation to move faster. He explains how tools like Cerebro, Magnet, Search Query Performance, Helium 10 Ads, and the all-new Helium 10 MCP help his team understand how Amazon reads a catalog, identify keyword opportunities, adjust bids based on performance, and even research hundreds of products in a fraction of the time. He also shares launch strategies using lower starting prices, Vine, coupons, inserts, and social proof to help products gain momentum. Bart also reveals why logistics, mobile-first listings, and category attributes are becoming major advantages for sellers in Europe. From sending inventory directly into destination countries for faster Prime delivery to optimizing listings for mobile shoppers and browser filters, his message is clear: success on Amazon is no longer about doing one thing well. It is about connecting data, operations, AI, and customer behavior into one smarter system. For sellers willing to adapt, automate, and think strategically, this episode is a reminder that the next level of growth may come from fixing the invisible parts of the business others ignore. To connect with Bart and learn more about his work, visit his website at https://bartlomiejpiatkowski.pl/en [https://bartlomiejpiatkowski.pl/en] or check out his YouTube channel at https://www.youtube.com/@tdda_amzteam/videos [https://www.youtube.com/@tdda_amzteam/videos]. In episode 756 of the Serious Sellers Podcast, Bradley and Bart discuss: * 00:00 - Introduction * 04:14 - Discovering Amazon In 2016 * 06:43 - From Reselling To Private Label * 11:15 - Bart’s Favorite Helium 10 Tools * 13:48 - Using AI And MCP For Amazon Research * 15:22 - Automating Amazon Ads And Bids * 16:46 - Scaling Keywords With SQP Data * 20:58 - Launch Pricing And Social Proof * 22:56 - Why Mobile-First Listings Matter * 23:37 - Attributes That Drive Discoverability * 26:01 - Europe’s Biggest Logistics Mistake * 28:48 - Expanding Beyond Amazon Europe

#755 - He Almost Hit $10M Then Lost It All

After losing Amazon accounts, brands, and $700K in inventory, one seller reveals how he rebuilt to 7 figures, and the costly mistake other sellers should avoid.   ► Watch The Podcasts On YouTube: https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1 [https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1]► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft [https://h10.me/ft]   What happens when an Amazon seller goes from nearly hitting $10 million in annual sales to almost starting from zero? In this episode of the Serious Sellers Podcast, Bradley Sutton welcomes back Swapneel Jain, an e-commerce entrepreneur from India who built a multimillion-dollar Amazon business, lost access to key accounts and brands, and then found a way to rebuild back to seven figures. Swapneel’s journey started long before his Amazon success. While studying law in New Delhi, he was already selling online on eBay and other Indian marketplaces, sourcing products such as memory cards and pen drives from suppliers in China. What began as a small arbitrage side hustle eventually grew into a serious business, helping him pay for school and fund his lifestyle. Later, he expanded into Amazon private label, took some painful early losses, and eventually launched products during COVID that helped him scale into the millions. But the real turning point came when a brand registry issue spiraled into a major Amazon nightmare. After trying to help a friend with a listing issue, Swapneel’s accounts were flagged for brand abuse, resulting in him losing access to multiple brands. Then, a separate inauthentic complaint tied to reselling Logitech products led to more suspensions across connected accounts. By early 2025, he had lost aged Amazon accounts, major sales momentum, and nearly $700,000 in inventory he could not remove. Instead of letting that be the end of his story, Swapneel started again. He rebuilt with greater diversification, less risk tied to a single person or structure, and a sharper focus on inventory management, supplier relationships, and products with longer life cycles. His message to sellers is simple but powerful: setbacks are not the end unless you stop moving. The faster you decide to restart, the faster you give yourself a chance to win again. In episode 755 of the Serious Sellers Podcast, Bradley and Swapneel discuss: * 00:00 - Introduction * 01:39 - Swapneel’s Early Life In India * 02:19 - Starting E-Commerce In 2013 * 03:27 - Funding Law School Through Sales * 04:14 - When E-Commerce Became The Future * 07:05 - Splitting Reselling And Private Label * 07:39 - First Private Label Failure * 09:40 - The Year He Almost Hit $10M * 11:29 - The Brand Registry Mistake * 17:13 - Seven Amazon Accounts Suspended * 18:46 - Losing $700K In Inventory * 22:49 - Rebuilding With Less Risk * 27:33 - Back To Seven-Figure Sales * 28:33 - Inventory Strategy For Better Sales * 34:48 - Why You Must Restart Fast

#754 - Reviving an Amazon Brand On Life Support

Can a dying Amazon brand come back and double sales without new products? Bradley reveals the PPC, listing, image, and keyword fixes behind both turnarounds in this case study today. 💰Get Helium 10 with a special discount to start or scale your e-commerce business here: https://h10.me/h10 [https://h10.me/h10]   ► Watch The Podcasts On Youtube: https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1 [https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1]► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft [https://h10.me/ft] What does it really take to bring an Amazon brand back from the brink? In this solo episode of the Serious Sellers Podcast, Bradley Sutton pulls back the curtain on two real Amazon accounts he is actively managing, including one former seven-figure brand that nearly collapsed after losing its TikTok momentum and another account that doubled year over year without even launching new products. Bradley breaks down how the struggling brand went from relying heavily on TikTok-driven sales to rebuilding Amazon as a channel that could stand on its own. He walks through the exact levers he focused on first: auditing PPC waste, negative matching search terms with clicks but no sales, splitting overloaded campaigns, setting keyword harvesting rules, tightening bid automation, using dayparting, and finding old keyword winners through Search Query Performance and Brand Analytics. He also shares how listing optimization played a major role in both case studies. From testing main images with Helium 10 Audience powered by PickFu to refreshing A+ content and improving keyword coverage, Bradley shows why small improvements in click-through rate and conversion rate can create major revenue gains. In one account, a conversion rate lift of just over 1% helped generate thousands of dollars in additional sales. This episode is a reminder that growth does not always come from one flashy hack. Sometimes, it comes from patiently fixing the fundamentals: better ads, stronger images, smarter keyword targeting, cleaner campaigns, and a listing that actually helps customers understand why they should buy. Whether your brand is struggling, stuck, or ready for its next level, this is proof that the right data-backed moves can change the trajectory. The comeback may not happen overnight, but with the right strategy, your Amazon brand might have a lot more life left in it than you think. In episode 754 of the Serious Sellers Podcast, Bradley talks about: * 00:00 - Introduction * 02:38 - The Brand That Nearly Went To Zero * 05:21 - Why Better Product Images Still Matter * 06:11 - Testing Main Images With Real Buyers * 09:01 - How TikTok Drove Amazon Sales * 12:50 - Fixing A 63% ACOS Problem * 13:43 - Auditing Wasted Amazon PPC Spend * 16:31 - Building Smarter Keyword Harvesting Rules * 18:48 - Using Bid Rules To Control ACOS * 22:29 - Dayparting Ads To Cut Wasted Spend * 23:44 - Finding Lost Keywords That Once Converted * 31:42 - Doubling Sales Without Launching New Products

#753 - The 6-Figure Amazon Launch Sprint

A legacy brand had never sold on Amazon. One launch strategy later, it hit six figures in year one. What made the difference? Here’s how…   ► Watch The Podcasts On Youtube: https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1 [https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1]► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft [https://h10.me/ft]   What does it take to bring a decades-old retail brand onto Amazon and turn it into a six-figure channel in its first year? In this episode, Bradley Sutton welcomes Spencer Gordon, an e-commerce operator who has built Amazon businesses from the ground up, including a premium beverage storefront and, most recently, the Amazon channel for Leanin Tree Greeting Cards. Spencer shares how he went from working in his family’s logistics and beverage business to launching Amazon operations for a legacy greeting card company that had never sold on the marketplace before. Instead of randomly uploading products and hoping for the best, he started with proven retail winners, used Helium 10 to identify high-value keywords, and built his launch strategy around branded search, long-tail keyword opportunities, and strong catalog positioning. The episode gets tactical with Spencer’s Amazon launch process, including how he uses test listings to check Amazon relevancy before launching a real SKU, why he relies on Amazon Vine for early reviews, and how he structures PPC campaigns for ranking momentum. He also breaks down his use of branded campaigns, product targeting, long-tail exact match keywords, fixed bids, and bid rules that raise or lower bids based on sponsored and organic rank. Bradley and Spencer also dive into listing optimization, especially why the main image can be the difference between winning and losing the click. Spencer shares how AI tools help his team generate image concepts, while Bradley recommends pre-launch audience testing to avoid wasting traffic on weaker creative. The big takeaway? You do not need to be a brand-new startup to win on Amazon. Whether you are launching from scratch or bringing a legacy brand into the modern marketplace, growth comes from testing, learning, adjusting, and taking action before the opportunity passes you by. In episode 753 of the Serious Sellers Podcast, Bradley and Spencer discuss: * 00:00 - Introduction To Spencer’s Amazon Story * 03:00 - Learning Business From The Ground Up * 05:03 - Launching His First Amazon Store * 09:18 - Moving Into A New E-Commerce Role * 11:21 - Inside Leanin’ Tree Greeting Cards * 13:34 - Starting Amazon From Scratch * 15:59 - Hitting Six Figures In Year One * 16:41 - Choosing Products And Keywords * 22:03 - New Product Launch Strategy * 23:05 - Testing Amazon Keyword Relevancy * 27:37 - Long-Tail PPC Ranking Campaigns * 37:06 - Main Image Optimization Strategy