Amazon had world-class on-demand manufacturing but no dedicated business selling custom merchandise to corporations in bulk. We built the entry strategy and launch plan for an $82 billion market.
An $82 billion market, adjacent to the core.
Amazon was not competing in the custom products segment — an $82 billion market sitting adjacent to its core e-commerce business, and reachable with the on-demand manufacturing capability it already had.
Build a new, adjacent business.
Build a new, adjacent line of business in custom merchandise — selling products to corporations in bulk — and develop the strategy and launch plan to enter the segment.
Customer research, strategy, alignment.
We started with the customer, not the capability — then turned the findings into a focused entry strategy and drove it through Amazon's review process.
A funded launch, and early traction.
The approved plan targeted $350MM in new revenue at a 35% contribution margin. With alignment secured, we built a four-person startup launch team, secured funding, and shipped the first version of the product — producing early customer traction.