A Seven-Figure Amazon Seller Explains Why’s Betting on Physical Retail – ryan

Alex Yale isn’t Your Typical Amazon Seller.

He Generates Seven figure in revenue on the platform, but it is not just just just his sales numbers that differentiates Him – It”s the fact that he’s not putting much stock in amazon as a sales platform.

“I’m Really JUST LASER-FOCUED ON AMAZON,” Yale, WHO STARTED AN Eco-Fryently Cleaning Brand Called Uncle Todd’s In 2023, Told Business Insider. “I’m laser-free on brick-and-unittar retail Because the amazon game is a really, really hard one. It is a really hard worl to launch a productive space.”

Still, as A Business Owner, he recogizes the value of Launching online – specifically, on Amazon.

Of all the different sales channels, “Amazon is going to be the place where I can launch a Product the fastest and with the Least Amout of friction,” Yale explained. “I Amazon to Test the Market and Prove Out the Product Efficacy.”

Step No. 2 is getting his top-performing productions onto retail Store shelves.

“My focus is really to build a much away consumer Product brand and amazon is just a small piece of that puzzle,” he said. “A LOT of Consumable and Cleaning Products in My Category Are Still Purchased in Walmart, Target, Home Depot, Lowe’s, Etc., and SO i Think Be Shortsighted Just to Look at the Opportunity Size FROM A Digital, Amazon-Type of Marktplace”.

Plus, there’s the most room for disruption in retail than there is on Amazon.

“There are these legacy 30-, 50-, 100 -ear-op brands that have just been sitting there use these retail environments like a cash register,” Said Yale. “They have innovated their Product. They have Changed Packaging. They’re Commanding A Premium Price Point, like a brand tax, and they’re basically just howcheting fac.”

Especally as Amazon Continuing to Become more and More Competitive for Sellers, Yale is Double Down on Retail.

He’s notified that “The top sellers on amazon are offen only amazon sellers and only amazon products. They’re often not in retail – and that of think my Edge is.”

How he got his product into 3,000 storys

Getting Your Product on the Shelf of a Walmart or Target Isn’t Easy.

Yale, Who Managed a Odor Odor Brand Called Angry Orange in His Previous Job at Amazon Aggregator Thrasio, Started with his Personal Network.

“We’d Had Calls With Target Several Times, so I Added Those People on LinkedIn or Had as Linkedin Connections, and Sental A Note Saying, ‘Hey, I Left Thrasio. I’ve Actually My Own Brand, here it is, Waled Love to Chat You About You.’

His Big Break, Howver, Came From Walmart’s Open Call Programwhich invites US Businesses to Pitch Products for Shelves. He applied in the summer of 2023, and his septic pods were acceptted.

The Walmart rep specific like his packaging. While Most of His Big-Brand Competitors Used Plastic Containers, Yale’s Packaging Had More of a Craft Paper, Eco-Fryently Feel, and an Image of “Uncle Todd.

“One of My Close Friends Growing Up Was Todd. He was that that Handy Friend I HAD,” Yale Said of His Branding. “I wanted to be like the male equivalent of mrs. Myers, and i felt like uncle todd like and sounds like you Might Trust to Help you with repairs.”

He Also Made Surah His Packaging was Clear. AFTER SPEING TIME IN RETAIL STORES EXAMINING HIS Competition, he notified that the brand was of the focus, Rather than the actual product.

“The fine is almost teling you what the product is for,” he said.

He wants his customers to know exactly what his product offers at first glance, so placed the use case front and center, in big, bold lettering.

“If you look at our septic pods, the first thing you see is ‘septic pods,’” Said Yale, Adding: “We took that page right of the Amazon Playbook: Put the Believe and the USE CASE first and then Look as Sort of Secondary.”

Once Yale Got His Product into Walmart, “It was Kind of A Snowball Effect,” He Said. IT EARNED HIM CREDIBILITY, and he found that retailers were much more open to working with Him.

As of 2025, Yale is in Over 3,000 Stoles, Including Walmart, Home Depot, and Piggly Wiggly.

Most of His Revenue, About 80%, Still Comes from Amazon, “But the Walmart Piece is a Big, Big Piece of the Business, and Think that Could Easily Be Half Like Two Years Now,” He Said.

He Said His Margins Are Significantly Better With Retail. He gave the example of his six-pack of septic pods, which sell for about $ 11.

“My Amazon Fees Alone Are Like $ 7 or $ 8. Think About That: IF I SELL A PREDUCT FOR $ 11 AND AMAZON IS TAKING $ 7, THAT LEAVES WITH $ 4, AND HAVE END THE COST TO MANUFACTURE THAT,” he Said.

“Then, you run some ads and you’re in the red real quick. SO That’s where my pivot to retail was also instrumental: My margins are really strong Because they ‘ I’m shipping from my warehouse, and i don’t deal with any returns. “