Prediction: Amazon FBA seller tips from Crocs ($2.3b/year)

Controversial opinion:

I like Crocs.

Walking into Dick’s Sporting Goods for the first time and seeing an entire Croc wall was a beautiful thing.

But:

I also like Crocs as a business!

In 2021 they reported $2.3 billion in revenue.

The most magical part?

They did it all with basically 1 parent SKU.

Their original clogs.

Here are some Croc takeaways that Amazon FBA sellers can apply to their businesses:

– 1 best-seller with 1000s of variations can be all you need. Crocs didn’t diversify and make accessories, clothes, bathing suits, etc. They had a winner and they doubled down on it.

– their product delivers the same value as some other shoes (e.g. comfort, support) while being easier to manufacture than traditional shoes. This made it easier for them to do product releases. Can you develop an “ease of manufacture” advantage?

– Crocs used a unique product positioning strategy you could call “so bad it’s good”. It was polarizing. And it created an “us versus them” debate over the shoe. And, as we know, divisiveness tickles the algorithms in the age of social media.

– the company took 20 years to achieve this revenue level. Business owners overestimate what they can do in a single year, but underestimate what they can do over decades. Doing the right things for long periods of time wins!

If you like this business story, I recommend WSJ’s video “The Economics of Crocs”: https://www.youtube.com/watch?v=kO5FURUKTi4

And lastly, if you’ve got an Amazon product you KNOW people like that just needs more distribution, I can help you get in front of more people. That’s for sure.

I’ve been helping Amazon sellers for 8 years, and now spend $13m/year on Amazon ads. You can book a call to explore our services here:

https://calendly.com/asteroidx-chat/eval

Whether we all decide if it’s a fit or not, I can guarantee that you’ll come away from the call with actionable insights that you can use in your Amazon business going forward. And that’s our goal.

https://calendly.com/asteroidx-chat/eval?from=slack