# 144: How to Sell a New Invention on Amazon Marketplace

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2022-10-05
- Length: 20m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2022-10-05-144-how-to-sell-a-new-invention-on-amazon-marketplace
- Listen: https://productstartup.com/

## Summary

Chris Moe, co-founder of the digital marketing agency Cartograph, explains how hardware startups can successfully launch and scale products on Amazon Marketplace. He details the mechanics of Amazon's seller-central platform, including the critical importance of Fulfillment by Amazon (FBA) for Prime eligibility and the specific dimensional thresholds that determine shipping costs. Moe outlines a pricing strategy that balances net margin, competitive positioning, and cash flow constraints, while emphasizing that reinvesting approximately 20% of revenue into Amazon advertising is necessary to climb the sales rank algorithm.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2022-10-05-144-how-to-sell-a-new-invention-on-amazon-marketplace#t=0) Introduction and Guest Background
- [4:03](https://hardwarepodcasts.com/podcast/product-startup/2022-10-05-144-how-to-sell-a-new-invention-on-amazon-marketplace#t=243) Amazon Marketplace Basics and Seller Readiness
- [7:11](https://hardwarepodcasts.com/podcast/product-startup/2022-10-05-144-how-to-sell-a-new-invention-on-amazon-marketplace#t=431) Pricing Strategy and Unit Economics
- [10:44](https://hardwarepodcasts.com/podcast/product-startup/2022-10-05-144-how-to-sell-a-new-invention-on-amazon-marketplace#t=644) FBA Costs and Shipping Tiers
- [14:20](https://hardwarepodcasts.com/podcast/product-startup/2022-10-05-144-how-to-sell-a-new-invention-on-amazon-marketplace#t=860) Amazon Algorithm, Ads, and the 'Moat'

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Cartograph (company)
- Amazon (company)
- FBA (tool)
- Lily's Chocolates (product)
- Magic Spoon (product)
- Birch Benders (product)

## Related episodes from other shows

- [#127  Launching on Amazon with Leon Lewis](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-06-127-launching-on-amazon-with-leon-lewis) (The Startup CPG Podcast)
- [Amazon Success Secrets - Actionable Expert Insights on Launching & Growing a CPG Brand on Amazon](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-10-25-amazon-success-secrets-actionable-expert-insights-on-launching-growing-a-cpg-bra) (The Startup CPG Podcast)
- [Questions on Outsourcing, Distribution Channels, and the Cost to Market](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-04-27-questions-on-outsourcing-distribution-channels-and-the-cost-to-market) (Predictable Designs Podcast)
- [Advice Line with Peter Rahal of RXBAR](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar) (How I Built This)
- [#225 -  Amazon vs. Your Own Website: The Great eCommerce Debate with Daybreak Agency and Gawronski Media](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-02-225-amazon-vs-your-own-website-the-great-ecommerce-debate-with-daybreak-agency-a) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2022-10-05-144-how-to-sell-a-new-invention-on-amazon-marketplace. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.