A legacy brand had never sold on Amazon. One launch strategy later, it hit six figures in year one. What made the difference? Here’s how…

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What does it take to bring a decades-old retail brand onto Amazon and turn it into a six-figure channel in its first year? In this episode, Bradley Sutton welcomes Spencer Gordon, an e-commerce operator who has built Amazon businesses from the ground up, including a premium beverage storefront and, most recently, the Amazon channel for Leanin Tree Greeting Cards.

Spencer shares how he went from working in his family’s logistics and beverage business to launching Amazon operations for a legacy greeting card company that had never sold on the marketplace before. Instead of randomly uploading products and hoping for the best, he started with proven retail winners, used Helium 10 to identify high-value keywords, and built his launch strategy around branded search, long-tail keyword opportunities, and strong catalog positioning.

The episode gets tactical with Spencer’s Amazon launch process, including how he uses test listings to check Amazon relevancy before launching a real SKU, why he relies on Amazon Vine for early reviews, and how he structures PPC campaigns for ranking momentum. He also breaks down his use of branded campaigns, product targeting, long-tail exact match keywords, fixed bids, and bid rules that raise or lower bids based on sponsored and organic rank.

Bradley and Spencer also dive into listing optimization, especially why the main image can be the difference between winning and losing the click. Spencer shares how AI tools help his team generate image concepts, while Bradley recommends pre-launch audience testing to avoid wasting traffic on weaker creative. The big takeaway? You do not need to be a brand-new startup to win on Amazon. Whether you are launching from scratch or bringing a legacy brand into the modern marketplace, growth comes from testing, learning, adjusting, and taking action before the opportunity passes you by.

In episode 753 of the Serious Sellers Podcast, Bradley and Spencer discuss:

00:00 - Introduction To Spencer’s Amazon Story
03:00 - Learning Business From The Ground Up
05:03 - Launching His First Amazon Store
09:18 - Moving Into A New E-Commerce Role
11:21 - Inside Leanin’ Tree Greeting Cards
13:34 - Starting Amazon From Scratch
15:59 - Hitting Six Figures In Year One
16:41 - Choosing Products And Keywords
22:03 - New Product Launch Strategy
23:05 - Testing Amazon Keyword Relevancy
27:37 - Long-Tail PPC Ranking Campaigns
37:06 - Main Image Optimization Strategy