Vogel says that selling directly on Amazon made getting started much easier than trying to get the attention of buyers from big-name retailers. “When you put all the stuff in the blanks and you approve it, suddenly you have a page on Amazon,” he says of the signup process. As the mirrors started to sell and positive reviews came in, ShaveWell gained a visibility that led him to expand the product line. Because he could outsource so many tasks to Amazon–sales, shipping, even online marketing–he could focus on his product and customer service, the two areas where it was most important to set himself apart from his competition. “It’s truly, if you list it, they will come,” he says. “Amazon’s where the customers are.”
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