199: Selling a New Product Successfully on Amazon
Tim Angel, founder of Zugu, explains how his company achieved over $30 million in annual sales by focusing exclusively on high-quality iPad cases sold via Amazon. He details a strategy of starting with a premium product to avoid price wars, using competitor reviews to drive iterative engineering improvements, and building a snowball effect of five-star reviews before investing in advertising. Angel emphasizes that focusing on a single niche product category allows for the deep refinement necessary to dominate a market segment.