Beyond Meat – #1 Most Amazon-able Brand @ ComplexCon

Beyond Meat

Brand mission: Beyond Meat Los Angeles-based producer of plant-based meat substitutes founded in 2009. create The Future of Protein® by offering mass-market solutions that perfectly replace animal protein with plant protein.

Market insight as to why the product is hot: More successful than previous meat replacement options. Record breaking high stock valuations & recent collaborations with the best social media marketers on the planet, fast food restaurants, continue to keep driving awareness of the brand. They just launched a new burger collaboration with Denny’s this week. 

Why will it do well on amazon: AmazonFresh announced this week that they are offering Prime Members free 1 hour delivery of their groceries.

Additionally, Amazon manages their own meal kit business and increasing their AmazonGo store concept rollout with many “grab and go” meals. Beyond Meat could not only drive sales of their patties and other items, they could collaborate with Amazon to be their meat alternative partner.

Simple Mobile – #8 Most Amazon-able Brand @ ComplexCon

Simple Mobile

Brand mission: In the increasingly expensive and confusing world of mobile carriers Simple Mobile offers affordable alternative mobile plan options and phone buying services. 

Market insight as to why the product is hot: Phones will continue to be a necessity, however pricing on the newest models and the susceptibility of breaking is driving renewed interest in refurbished / older model phones. While consolidation in the mobile market leaves lower-income shoppers with little options for good mobile service, Simple Mobile has a very simple value proposition and I am sure quite interesting unit economics (wish I was an investor!). 

Why will it do well on amazon: People already are active on amazon for phones and phone accessories and it is a natural step for them to extend that to the carrier service itself. I foresee an interesting conversation with Amazon’s team about offering an option to sell the Simple Mobile’s wireless plans through the site, as well. The Fire Phone was a huge flop, but this offer of value to Prime Members makes perfect sense to me. 

Good Smile Connect (GSC) – #9 Most Amazon-able Brand @ ComplexCon

Good Smile Connect (GSC)

Brand mission: Japanese products company that develops and distributes premium collectible items. Also involved in animation production and motorsports industry.

Market insight as to why the product is hot: Content and commerce continue to merge and investments in content marketing continue to deliver better, more sustainable customer acquisition/retention benefits than many advertising opportunities. On top of that, anime, cartoons & video games are great merch opportunities for toys, apparel and related product catalogs.

GSC, with their collaborative approach to working with creatives to develop products and GoToMarket strategies sits in an interesting position to provide turnkey programs for an increasingly fragmented video game & content publishing industry.

Why will it do well on amazon: There is an interesting case study of a similar business that exploded on Amazon in sales but have since had issues in scaling due to numerous seller policy infringements

TeeSpring – a Andreesen Horrowitz portfolio company – provides a screen printing website that allows artists to create and sell their graphic tshirts through their system. TeeSpring has thousands of creatives pooled together creating even more styles of shirts that no one needs to take inventory on (print on demand once the shirt is ordered). It was brilliant, until Amazon started Merch by Amazon (MBA)  and now there is a fairly active community on Reddit that debates whether MBA or TeeSpring is a better platform to manage your graphic t-shirt business. 

GSC has a similar sized opportunity and can even further their ability to compete on Amazon by leveraging Twitch and Amazon’s growing marketing tools to convert Twitch users to Amazon buyers

A content publisher meets manufacturer of toys and merch… very intriguing.

Forgiato – #10 Most Amazon-able brand @ ComplexCon


Brand mission: Custom wheel manufacturer based in Los Angeles, CA. All of the wheels are built and finished in house with American parts. Founded in 2006.

Market insight as to why the product is hot: Forgiato Wheels have been featured in multiple popular music videos including “Who Do You Love” by YG and Drake, “Sittin Low” by Young Jeezy, and “Okay With Me” by Gucci Mane and 2 Chainz. Several celebrities have publicly shown their vehicles with Forgiato Wheels including Michael Jordan, Nicki Minaj, 2 Chainz and the #2 Amazon influencer for teens Kylie Jenner.

Why will it do well on amazon: More and more people are using part finder/ are using Amazon for automotive needs instead of dealerships. Maintaining an automotive catalog with the numerous variations and high sku counts is a daunting task and not many firms are in a good position to compete. Having said that, the consumer is definitely switching online, with a CAGR online for the category of >16% in 2019. 

With over 1.1 million Instagram followers and an established foothold in celebrity culture they would have an easier time overcoming “the cold start problem” and capitalizing on their existing branded search index to capture an outsized share of the market on Amazon.

Amazon Shipping – the thing that drives stock price from $1,650 to $2,300 over next 18 months

Credit: CNBC

Amazon is getting clobbered after delivering losses for Q3. I bet Jeff is cackling with laughter, as his wealth manager buys back stock right this very second.

Amazon delivered losses on investing into 1 day delivery – convenience. That’s what took the stock from $300 – $1,800 in less than 3 years. I think its a pretty rational, safe bet to double down.

Such a sticky consumer experience they are building with Prime, that I would really look into how to earn more of the screen share / attention Amazon is commanding these days. (I am not a licensed securities advisor – just a humble man’s opinion).

Amazon Stock Identification Number… bazaar company helps brands create Hall of Fame ASINs.

Our team has launched >200 brands on Amazon; some failed quickly, while others have grown to be Category Leaders quickly.

We are confident in saying that if you are a D2C brand with strong Instagram or Google index and have not taken a strategic approach to selling on Amazon…

You are missing >40% of your Branded Search Volume online.