Michael Rosenfeld is an Amazon seller who has successfully built a diverse ecommerce business spanning the US, EU, Japan, the United Arab Emirates, and, most recently, India. With a portfolio of five brands, including one that dominates its category, Michael’s approach to growth has been unconventional. Unlike many sellers who rely heavily on Amazon’s pay-per-click (PPC) advertising, Michael has found success using different methods. His focus on product quality, strategic use of reviews, and product variations has allowed him to thrive where others might struggle. Let’s explore how he did it and what lessons other ecommerce entrepreneurs can take away from his journey.
Failing Forward: The Road to Building a Successful Brand
Michael’s path to success wasn’t straightforward. Like many entrepreneurs, he faced setbacks before finding his niche. His first two ventures on Amazon ended in failure. He initially experimented with custom engraved iPhone cases, but delays and a lack of market fit left him with a pile of unsold inventory. His second attempt involved phone accessories, which saw early success but was abruptly halted due to patent issues. Despite these setbacks, Michael learned valuable lessons about the Amazon marketplace, product selection, and market regulations.
Recognizing the importance of leveraging his interests and understanding of the market, Michael eventually found his footing in the hookah niche. His passion for the product and a deep understanding of the market’s needs led him to launch hookah accessories on Amazon. Michael’s products, including a charcoal burner and consumable charcoal, soon became popular in the niche market, allowing him to establish a foothold without relying on traditional advertising.
The Strategy Behind a No-PPC Approach
Michael’s approach stands out in his ability to build successful brands without Amazon’s PPC. For sellers accustomed to using PPC to drive sales, Michael’s strategy might seem risky. However, his success can be attributed to a few key factors:
- Focus on Quality and Reviews: Michael emphasizes the importance of high-quality products and customer reviews. Without the option of PPC, reviews play a critical role in convincing potential buyers. He has built a strong reputation that drives organic traffic and sales by ensuring his products exceed customer expectations.
- Leveraging Product Variations: Michael has mastered creating product variations within existing categories. By expanding his product lines through variations, he captures more market share. He caters to different customer preferences without launching entirely new products. This strategy allows for efficient growth while minimizing risk.
- Patience and Long-Term Investment: Instead of chasing quick wins, Michael is prepared to sell products at a loss for months to build momentum and brand recognition. His patience and willingness to endure short-term setbacks have allowed him to establish a strong market position over time.
The Global Expansion Strategy
Michael’s success is not limited to one region. His brands have a presence in the US, EU, Japan, UAE, and now India. His international expansion strategy involves entering markets where he sees a potential gap and leveraging his expertise to dominate those markets. His experience in Japan, for example, shows how his strong product reviews and quality enabled him to quickly capture a significant market share despite being a new entrant.
The approach in each market varies. While Japan proved to be a relatively straightforward market with less competition and higher margins, the UAE was more challenging. Despite initial doubts due to its small market size, Michael persevered, seeing it as an investment for future growth. This flexibility and willingness to adapt his strategy to each market’s unique conditions have been critical to his sustained success.
Building a Community: The MAD Conference
In addition to his ecommerce ventures, Michael has also built a community for Amazon sellers. He founded the Marketplace Alpha Day (MAD) Conference in Warsaw, Poland, catering to German and Russian-speaking sellers. Initially conceived as a small local event, the conference quickly grew into a significant gathering, attracting sellers from 28 countries. The MAD Conference blends business with fun, creating an environment where sellers can share insights, network, and learn in a relaxed, engaging setting. This initiative underscores Michael’s commitment to helping other sellers succeed by creating a platform for learning and collaboration.
Building Your Path to Success
Michael Rosenfeld’s journey is a testament to the power of perseverance, creativity, and strategic thinking in ecommerce. For Amazon sellers looking to grow their business without relying on PPC or for those aiming to expand internationally, Michael’s story offers valuable insights.
If you’re an ecommerce seller seeking to improve your business strategy and maximize profitability without relying heavily on advertising, Seller Accountant specializes in providing expert bookkeeping, financial analysis, and coaching tailored to your needs. Let us help you build a sustainable and profitable ecommerce business. Get in touch with us today to see how we can support your growth.