Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

In this episode, our guest shares how his men’s underwear company grew to 8-figures using Amazon, TikTok Live, Shopify, Reddit, product drops, and a customer-driven brand strategy.

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► Free Amazon Seller Chrome Extension: https://h10.me/extension

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In this episode, Bradley Sutton sits down with Jared Mortensen, founder of Real Men Apparel Company. Jared’s journey is anything but traditional. After growing up in a small town in Southern Utah, spending 20 years in aerospace, and later helping scale an e-commerce pet product company, he made an unexpected leap into men’s underwear. What started as a niche product idea became an eight-figure brand built around solving an underserved problem in men’s apparel: better fit, comfort, and size inclusivity.

Jared shares how he used research, Amazon reviews, and Helium 10 tools to identify a specific customer pain point and launch into a highly competitive category dominated by billion-dollar brands. Instead of immediately competing for broad keywords like “men’s underwear,” he focused on long-tail keywords, underserved customer segments, and highly specific product benefits. Real Men Apparel Company hit $1 million in sales within its first calendar year, eventually growing to $8.5 million in 2025 across Amazon, Shopify, and TikTok. Jared also explains how a 40% return customer rate, strong branded search, and memorable branding helped the company gain momentum in a crowded market.

A major focus of the episode is Jared’s unique TikTok Live, Shopify, and Reddit strategy. TikTok Live began as a necessity during a serious cash crunch in late 2023, but it quickly became one of the brand’s most powerful growth engines. Jared explains how going live with just an iPhone, ring lights, and a simple setup helped save the business, generate fast cash flow, and create a major halo effect on Amazon and Shopify. He also shares how the brand uses TikTok content across Meta, builds email and SMS lists, works with over 2,000 affiliates, and uses live streams to build a loyal community where customers interact directly with the founder and even influence future products.

Jared also breaks down how his Reddit strategy has become a long-term brand-building and AI search play. Rather than creating a subreddit focused solely on his own brand, he built a broader men’s underwear review community where customers, competitors, and shoppers can discuss products openly. He explains how this transparency builds credibility, drives high-intent traffic to Shopify, and helps position the brand in conversations that may influence future AI recommendations. The episode closes with Jared’s plans to grow from $11 million to $12 million in annual sales, expand Shopify, continue weekly limited-product drops, and deepen supplier relationships. For Amazon, TikTok Shop, and Shopify sellers, Jared’s story is a reminder that, even in a crowded category, the right niche, product, community, and content engine can create a brand customers keep coming back to.

In episode 746 of the Serious Sellers Podcast, Bradley and Jared discuss:

00:00 - Introduction

02:36 - Discovering Amazon Selling And The E-Commerce Opportunity

04:34 - Finding An Underserved Niche In A Competitive Apparel Category

07:29 - Using Keyword Research And Reviews To Validate Product Demand

09:18 - Hitting $1 Million In Sales And Learning From Early PPC Mistakes

10:50 - Why Long-Tail Keywords Helped The Brand Compete Against Big Players

13:16 - How Product Quality And Repeat Customers Drove Growth

15:09 - Sales Channel Breakdown Across Amazon, Shopify, And TikTok

18:01 - Building Shopify Through Branded Search, Meta Ads, Email, And SMS

20:24 - Using Reddit As A Community, Credibility, And AI Search Strategy

26:44 - How TikTok Live Became A Major Sales And Cash Flow Engine

34:13 - Practical TikTok Live Tips For E-Commerce Sellers

41:16 - Using Limited Product Drops To Drive Urgency, Margins, And Repeat Sales

Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast.

Get snippets from all episodes by following us on Instagram at @SeriousSellersPodcast

Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:

Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.

Helium 10: 30+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon or Walmart business easier with better data and insights. See what our customers have to say.

Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation.

SellerTrademarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.

A husband-and-wife team shares how they survived crushing setbacks, pivoted beyond Amazon, and built a $20 million brand with smart product pivots, TikTok Shop, and resilience.

► Watch The Podcasts On Youtube: 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

What does it look like to go from barely being able to pay the bills to building a $20 million business? In this episode, Bradley Sutton sits down with Josh and Becca Hadley, the husband-and-wife team behind Hadley Designs, to unpack the journey from side hustle beginnings to a multi-eight-figure brand. Their story starts with custom wedding invitations, a few early Amazon experiments, and a whole lot of late nights spent building together after work.

Josh and Becca explain how their different strengths helped shape the business from day one. Becca brought the creative talent, teaching herself graphic design and designing every product herself, while Josh brought the entrepreneurial drive and business strategy. Their first real breakthrough came when they turned their invitation design experience into physical products, launching recipe cards on Amazon and quickly realizing they had something much bigger than a small side project.

But their path was anything but smooth. When COVID hit, their party-focused business dried up almost overnight, forcing them into a painful but necessary pivot. That shift led them into the early education space, where a new line of preschool posters completely changed the trajectory of their brand. Then, years later, another financial crunch pushed them to rethink growth again, leading them to TikTok Shop, where they found success by building real relationships with creators instead of chasing one-off influencer posts.

This episode is a masterclass in resilience, reinvention, and long-term thinking. Josh and Becca prove that growth does not come from avoiding hard seasons, but from responding to them with creativity, focus, and action. Whether you are trying to survive your next setback or scale beyond Amazon, this conversation shows that the biggest breakthroughs often come right after the moments when quitting feels easiest.

In episode 745 of the Serious Sellers Podcast, Bradley, Becca, and Josh discuss:

00:00 - Introduction

01:05 - Josh And Becca’s Background And How They Met

03:00 - Early Marriage, Day Jobs, And Learning Graphic Design

04:20 - Josh’s First Amazon Experience Selling Textbooks

05:47 - How Wedding Invitations Became A Real Business

07:09 - Launching Recipe Cards On Amazon And Selling Out

08:25 - Their First Full Year On Amazon Hit $1 Million

11:17 - Why Josh Stayed At American Airlines For Five Years

12:27 - How COVID Forced A Massive Brand Pivot

15:49 - Building A $20 Million Business Across Platforms

17:09 - The $300K Credit Card Bill That Changed Everything

20:29 - Why TikTok Shop Became Their Next Growth Engine

22:08 - Building An Affiliate Army Instead Of Chasing Influencers

29:46 - Balancing Four Kids, Full-Time Work, And Marriage

31:42 - How Helium 10 And Data Guide Their Growth Strategy

41:53 - Josh’s Framework For Scaling Beyond Amazon

A seller in an unexpected niche and a Chinese entrepreneur who once farmed in Africa reveal how Chinese Amazon sellers think, launch products, build brands, and compete today.

► Watch The Podcasts On Youtube: 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

In this episode, Bradley Sutton sits down with two China-based Amazon sellers whose stories are anything but ordinary. Freeman Cui is a Helium 10 employee and seven-figure seller who first saw Amazon’s potential while working around the bondage products niche, while Yohan’s path to e-commerce began after farming in Namibia. Their backgrounds are unusual, but the lessons they share are highly relevant for any seller trying to understand the global Amazon landscape.

Freeman gives listeners an inside look at how many Chinese sellers really operate today. He openly discusses the reputation Chinese sellers have for black hat tactics, but explains that the environment is changing fast. Account crackdowns, tax pressure, and a more mature Amazon marketplace are forcing more sellers to think long-term. He also breaks down how he built a seven-figure business while working a full-time job, leaning on diversification, smart keyword targeting, and careful ad spend instead of trying to chase only the biggest keywords.

Yohan brings a completely different perspective. After years in Africa working first as a translator and then as a farmer, he returned to China in 2020 and got pulled into e-commerce by the freedom it offered. He shares how he helped grow the Bont brand, why roller skate wheels became a winning product, and how he approaches launches today through a mix of Amazon PPC, website traffic, and social media promotion. Like Freeman, he stresses that long-term brand building matters far more than shortcuts.

What makes this episode stand out is how both guests flip the usual narrative. Instead of only talking about why Western sellers fear Chinese competition, they explain what Chinese sellers admire about US and European brands: better storytelling, stronger marketing, and deeper customer understanding. The message is clear: the future belongs to sellers who build real brands, know their audience, and play the long game. This episode is a reminder that strategy, not stereotypes, is what wins on Amazon.

In episode 744 of the Serious Sellers Podcast, Bradley, Freeman, and Yohan discuss:

00:00 - Introduction

00:30 - Bradley Sutton Introduces The China Special

01:13 - Freeman Cui’s Background In Advertising And E-Commerce

03:03 - How Freeman First Got Into Amazon

04:17 - Starting An Amazon Brand During COVID

05:20 - Freeman’s Role At Helium 10 And China Seller Insights

06:22 - The Truth About Black Hat Tactics In China

07:49 - Tax Crackdowns And Compliance Challenges For Chinese Sellers

09:13 - Freeman’s Marketplace Expansion And 7-Figure Growth

11:04 - Freeman’s Amazon Launch Strategy And Keyword Targeting

14:33 - What Chinese Sellers Fear About U.S. Brands

17:18 - Yohan’s Journey From Farming In Namibia To Amazon

20:23 - Yohan’s First Products And Building The Bond Brand

22:18 - How Yohan Uses Helium 10 To Launch And Track Products

24:29 - Yohan’s Product Launch Strategy Using PPC And Social Media

28:26 - Factory Concerns, Brand Building, And Protecting Market Share

29:27 - What Chinese Sellers Admire About American Sellers

How do you turn a niche product into an 8-figure Amazon brand? The founders of Naoki Matcha share the branding, keyword, and supply chain decisions that helped them scale worldwide.
:moneybag: Get Helium 10 with a special discount to start or scale your e-commerce business here: https://h10.me/h10

► Watch The Podcasts On Youtube: 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

What does it look like when two childhood friends turn a side hustle into an eight-figure global brand? In this episode, Bradley Sutton sits down with Samuel Loo and Singchuen Chiam, the co-founders of Naoki Matcha, to unpack how they went from selling generic glass teapots to building one of the most recognizable matcha brands on Amazon. Their story starts in Singapore, stretches into Japan’s tea-producing regions, and becomes a masterclass in patience, product-market fit, and long-term brand building.

Sam and Sing did not stumble into success overnight. Their first products were fragile, generic, and easy to copy, forcing them to rethink the kind of business they really wanted to build. That search led them to matcha, a category with higher barriers to entry and far greater complexity than a typical private-label product. Instead of sourcing from a marketplace and calling it a day, they had to knock on digital doors, travel to Japan, build supplier relationships, refine taste profiles, and learn how to create a product customers would come back for again and again. Their growth was slow at first, but their commitment to quality and feedback gave them a durable edge.

As the brand grew, so did its sophistication. They expanded from Amazon into other marketplaces, built teams across Singapore and Japan, invested heavily in in-house creative, and began thinking beyond Amazon PPC into upper-funnel channels like Meta, DSPs, and TikTok. They also shared how Naoki Matcha navigated the recent matcha shortage without major price hikes, using strong supplier relationships and careful supply chain planning to stay in stock while competitors struggled. It is a reminder that real brand power is not just built through ads and listings, but through trust, consistency, and operational depth.

This episode is a powerful example of what can happen when founders play the long game. Sam and Sing did not chase shortcuts. They built slowly, learned deeply, and stayed obsessed with product quality as they scaled into an eight-figure business. For sellers who want to move beyond quick wins and build something that lasts, this conversation shows that the biggest advantage is not speed. It is discipline, vision, and the willingness to keep improving long after the first sale.

In episode 743 of the Serious Sellers Podcast, Bradley, Sam, and Sing discuss:

00:00 - Introduction

01:05 - Meet The Founders Of Naoki Matcha

03:25 - Their First Amazon Product Before Matcha

04:28 - Why They Chose Matcha As The Long-Term Play

07:18 - Slow Early Growth And The Mindset That Kept Them Going

08:40 - Finding Japanese Suppliers Through “Digital Door Knocking”

10:23 - Expanding From Amazon USA To Other Marketplaces

12:30 - Why TikTok And Brand.com Are The Next Growth Channels

14:42 - The In-House Creative Strategy Behind The Brand

16:31 - How They Navigated The Matcha Supply Shortage

21:20 - Upper Funnel Marketing And Growing Branded Search

35:04 - Supply Chain Control, Factory Relationships, And Future Growth

Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast.

Get snippets from all episodes by following us on Instagram at @SeriousSellersPodcast

Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:

Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.

Helium 10: 30+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon or Walmart business easier with better data and insights. See what our customers have to say.

Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation.

SellerTrademarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.

An 8-figure seller in China reveals what US sellers get wrong about Chinese competition, black-hat tactics, global expansion, and the data-driven moves behind his Amazon growth.

► Watch The Podcasts On Youtube: 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

What is really happening behind the scenes with top Chinese Amazon sellers? In this episode, Bradley travels to Shenzhen, China, to sit down with Bennett, an eight-figure seller who shares a rare inside look at how serious Amazon sellers in China are building and scaling brands. Helping guide the conversation is Freeman Cui from Helium 10’s Shenzhen office, who serves as Bennett’s translator throughout the interview. From launching his first cleaning product in 2017 to growing one brand to $15 million in annual sales, Bennett breaks down the mindset, systems, and strategies behind his success.

One of the most eye-opening parts of the conversation is Bennett’s take on black hat tactics. He confirms that those tactics still exist but says Amazon is making it harder for bad actors to survive in the long term. His belief is that the future belongs to compliant sellers who focus on quality products, strong branding, and long-term stability. That alone makes this episode a must-listen for sellers who assume all Chinese competitors play the same game.

Bennett also opens up about how his team uses data to make smarter decisions across product research, market expansion, keyword strategy, and advertising. He shares how Helium 10 tools like Market Tracker 360, Search Query Analyzer, Cerebro, and Helium 10 Ads help his team spot trends, avoid bad opportunities, optimize PPC, and launch products with more precision. He also walks through how they research trends from Amazon, Etsy, customer feedback, and even physical retail stores.

This episode is packed with practical insights on global expansion, AI-driven advertising, and product launches, but it also gives listeners something more valuable: perspective. Bennett explains why Brazil could be one of the biggest untapped Amazon opportunities, why patience is one of his company’s unfair advantages, and why his team is aiming to grow from $15 million to $50 million in the coming years. If you want to understand how elite Chinese sellers actually think, this episode pulls back the curtain.

In episode 742 of the Serious Sellers Podcast, Bradley, Bennett, and Freeman discuss:

00:00 - Why Chinese Sellers Envy US And European Sellers

00:41 - Meeting Bennett In Shenzhen, China

01:04 - Bennett’s Background And First Amazon Product

02:17 - Building A $15 Million Cleaning Brand

02:52 - How He Uses Market Tracker 360 To Find Opportunities

04:12 - A Product Win And A Market Shift That Saved Money

05:50 - The Truth About Black Hat Tactics In China

07:48 - How Search Query Analyzer Changed His PPC Strategy

10:07 - Three Unique Strategies Behind His 8-Figure Growth

12:28 - Why Brazil Is His Top Expansion Market

14:02 - How He Uses AI Advertising And Where It Still Falls Short

17:53 - His New Product Launch Strategy And $50 Million Goal