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

Seven-figure Amazon sellers from Bulgaria and Romania reveal EU marketplace strategies, Prime Day tactics, ranking tips, Rufus optimization, and how they built brands across Amazon marketplaces.

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What does it take to build a seven-figure Amazon business from Eastern Europe? In this episode, Bradley Sutton travels to Sofia, Bulgaria, to speak with experienced sellers from Bulgaria and Romania who have built successful brands across Amazon Europe and the U.S. marketplace. From workwear and cosmetics to pet supplements and ranking services, these sellers share how they found opportunities, scaled their businesses, and adapted as Amazon continued to evolve.

The first story follows Iliyan Ivanov, a seller who started in advertising and eventually turned local workwear demand into a multi-million-euro Amazon brand. He explains how starting early in Amazon Europe gave his listings maturity, how Germany became his top marketplace, and how keyword research helped uncover unexpected seasonal demand around Germany’s carnival season. He also shares how tools like Cerebro and Managed Refund Services helped his team with listing strategy, keyword targeting, and recovering money from Amazon reimbursement opportunities.

Next, Bradley talks with another Bulgarian seller, Milcho Vasilkov, who used product research to enter categories he was not personally connected to, including maternity products, cosmetics, grocery, and pet supplements. His story highlights why sellers do not always need to be passionate users of their own products to succeed. Instead, he focuses on demand, customer behavior, marketplace fit, and smart inventory timing. He also shares Prime Day strategies for Europe, including building keyword position ahead of major events, using account managers for top deals, and extending promotional momentum after Prime Day.

The final guest brings a Romanian seller, Marcel Marculescu’s perspective on selling in the U.S. marketplace, and how Amazon ranking has changed over the years. After early product failures, he built a seven-figure Amazon business and now focuses on more sustainable launch and ranking strategies. He discusses using Vine, PPC, external traffic signals, keyword research, and Rufus optimization to help listings perform in today’s Amazon ecosystem. The episode closes with a powerful reminder for sellers: success does not come from a single hack or a single marketplace, but from adapting early, watching the data, and building strategies that can survive the next Amazon change.

In episode 748 of the Serious Sellers Podcast, Bradley, Iliyan, Milcho, and Marcel discuss:

00:00 - Seven-Figure Sellers From Bulgaria And Romania

00:50 - From Advertising Agency To Amazon Seller

03:20 - Launching A Bulgarian Workwear Brand

04:07 - Growing To €3 Million In Revenue

05:04 - Finding A Carnival Keyword Opportunity

07:43 - Expanding Across Amazon Europe

11:36 - Cerebro, Refunds, And Helium 10 Wins

14:21 - Building Mature Listings Against Copycats

18:41 - Product Research In Pregnancy And Baby Niches

23:00 - A Half-Million-Euro Product Launch

27:20 - Prime Day PPC And Deal Strategies

31:04 - Ranking, Rufus, And Modern Amazon Launches

Three real sellers share how they found winning products, scaled across Amazon, Walmart, and TikTok Shop, used AI, and grew brands from early traction to millions in sales.

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

 

In this episode of the Serious Sellers Podcast, Bradley Sutton sits down with three entrepreneurs at the Ecomm Mastery AI event in Nashville to unpack very different paths to e-commerce growth. From a toy brand built around functional products for kids, to a niche supplement company scaling through Amazon and TikTok Shop, to a lawn and garden brand navigating Vendor Central, 3P selling, Walmart, and AI-driven advertising, this conversation covers a wide range of seller experiences.

First, we hear how one founder combined an engineering background from MIT, toy industry experience, and digital marketing skills to build the kids’ toy brand Quiggly that hit $850,000 in its first full year. Her hero product, a functional toy spray mop, came from identifying long-tail keyword demand around Montessori-style toys and creating a standalone product customers were already searching for. Her biggest lesson: product-market fit matters more than launching a wide product catalog.

Next, Bradley talks with a supplement brand owner who has been selling on Amazon since 2016 and later saw major growth through TikTok Shop. He shares how niching down, solving the customer’s “next problem,” and building AI-focused content systems helped drive traffic from LLMs and answer engines. From schema markup to press releases, Reddit research, and modular blog content, his strategy shows how brands can start preparing for the future of search.

Finally, we hear from an experienced e-commerce director managing large lawn and garden brands across Vendor Central, Amazon advertising, and Walmart. She breaks down the operational differences between 1P and 3P, how Born to Run works, why content contributions can be difficult for brands, and how tools like Pacvue, Amazon Performance Plus, Brand Plus, and Claude are helping her team improve advertising and listing optimization. The episode closes with a clear reminder: whether you’re launching your first product or managing millions in revenue, success comes from understanding your customer, validating demand, and adapting quickly to new tools and platforms.

In episode 747 of the Serious Sellers Podcast, Bradley, Kim, Damon, and Sadie discuss:

00:00 - Introduction

01:13 - Turning Experience Into An Amazon Brand

04:06 - Building An $850K Toy Business

06:09 - Finding Demand With Helium 10

11:24 - Launching With PPC And Long-Tail Keywords

17:48 - Building A Niche Supplement Brand

22:30 - Scaling Through COVID And TikTok Shop

24:30 - Winning By Solving Customer Problems

25:53 - Driving Traffic With AI And AEO

30:47 - Managing Multi-Million-Dollar Amazon Brands

34:00 - Comparing 1P And 3P Selling

37:08 - Optimizing Ads And Listings With AI

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.

► 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 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.

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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