Why Beardbrand Decided to Stop Selling on Amazon

Beardbrand product

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Beardbrand is more than just an ecommerce brand selling men’s grooming products. It’s a brand on a mission to make men look and feel awesome.

This week on Ready, Set, Grow, I sat down with Eric Bandholz, founder of Beardbrand to hear about the brand’s decision to stop selling on Amazon and how content marketing has helped to scale the brand.

Calling it quits with Amazon

Freedom, hunger, and trust—they’re the core values that keep Beardbrand on the path they want to be on and ultimately one of the reasons they decided to stop selling on Amazon a year and a half ago.

“Blended into our core values is this motto of, ‘I don’t take pressure and I don’t give pressure.’ Any Amazon reseller knows the communication between Amazon and the reseller is not necessarily in line with that motto. And frankly, I have choices in life and I don’t want to put myself in that kind of environment.” — Eric Bandholz, Founder of Beardbrand

Initially, Beardbrand had been using a third-party reseller and were interested in bringing the management of Amazon sales in-house so they could do a better job. But what started as a decision to invest more in Amazon turned 180 degrees when Beardbrand saw a higher than anticipated surge of sales when their products sold out on Amazon.

A thought dawned on Eric, “Why bother managing two different channels when we could just focus on one and make it really good?”

In the year and a half since Beardbrand stopped selling on Amazon, things have been good. Eric no longer has to worry about things like black hat tactics or fake reviews.

"Why bother managing two different channels when we could just focus on one and make it really good?"

Eric Bandholz, Founder, Beardbrand

Taking a content-first approach

Entirely boot-strapped from the start with just a $30 investment in Shopify, Beardbrand knew early on that content marketing was a way in which they could stand out among so many other grooming brands. When they started their business, they had more time than money and they invested in their growing organic traffic to their website through social media.

Today, Beardbrand has thousands of videos on YouTube that they also promote through email and social media. Watch the full episode to find out how Eric thinks about strategy, production, and using creators.

What you can learn from Beardbrand

If you’re looking to get started with content marketing, Eric suggests coming up with 20 to 30 ideas at first for a foundation.

As for measuring the success of those first few tests? “With content marketing, and also with branding, you need to have a little bit of faith in your process, what you’re doing and know that not every single thing you’re creating is going to have a call to action. It’s not going to be driving people to buy things. And you’re not going to be able to track that.”

For more inspiration on how to grow your business, catch up on previous episodes of Ready, Set, Grow.

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