Anker

Anker: from a 4.5-star Amazon strategy to a billion-dollar brand

Sam tells the story of Anker, started in Shenzhen by an ex-Google employee. Their explicit goal was products that rest at a 4 to 4.5-star Amazon review, good but affordable, and they built a billion-dollar company before expanding beyond Amazon.

“And he goes, when we, when we started this business, our goal was to be at a— we would want to rest in the 4 to 4.5-star review on Amazon. So we wanted to have products that were pretty good but affordable. And they started making phone chargers and it's a billion-dollar company now. And they lived on Amazon for a long time and then have since built a brand beyond it.”

Steal thisTarget a deliberate 4 to 4.5-star review band: good enough to sell, cheap enough to win, then use the cash to build a brand beyond the platform.