Ficocello and her sisters, who were avid Amazon shoppers before launching the business, say, “Amazon is a huge part of everyone’s life.” But while they wanted to launch their product on what they considered America’s main shopping center, the only selling experience they’d had with selling in Amazon’s store was unloading their marketing and law textbooks during their university days. Setting up their brand into brick-and-mortar shops took up the majority of their time, so when they wanted to scale, they thought of the resources from Amazon, where more than 60% of sales come from independent sellers, most of which are small and medium-sized businesses (SMBs).