When some of us think of Amazon, we think of products, most sourced and shipped from Asia, that we can get quick, fast, and in a hurry. Oh, and lets not forget in bulk and cheap. However, small business owners have been leveraging the platform, mastering how to sell products on Amazon that are high in quality and innovation.
Ranay Orton is one such entrepreneur. Her company, Glow by Daye, offers luxury trademarked satin bonnets, heat caps and other hair accessories, and was sparked from Orton's own struggles to find a product on the market that was effective for her hair. "When it came to the bonnets I was most familiar with or would buy at the local beauty supply store, they were thin, see-through, and still snagged my hair," Orton recalls. "And even online, there were options for custom-made bonnets but you'd have to wait weeks or months to receive."
"I'm the type of person who would have a different hairstyle every other week, from braids to extensions to my natural hair, and I wanted my bonnet to fit all those different hairstyles and provide quality enough to withstand those transitions."
Image courtesy of Ranay Orton
In the first year of selling on Amazon, Ranay saw more than $1 million in sales. "It was a success from the beginning because there was nothing like it on Amazon at the time," she says. "The complete perimeter and inside is satin lined, the quality of satin has that slip our hair needs, and we've since introduced new products such as our heat and shower caps. Our products are large and adjustable to fit longer, higher-volume hair. They're intentionally designed for people who are weaving in and out of natural or protective styles and they have unique features that are respectful of our hair when it comes to retaining moisture and all of those facets of healthy hair."
The move to sell via Amazon has further allowed Ranay to expand her customer base, kick off continued revenue boosts even during the pandemic, and land a recent partnership with Fashion Nova. Check out the keys to how she was able to find success using Amazon as an entrepreneur:
1. Be sure you're offering something unique to the market and authentic to you as an entrepreneur.
For Ranay, being a Black woman who could thrive in an authentic niche by cultivating a realistic and relatable image of someone to trust in offering a haircare product on Amazon was key. "We were able to speak to a unique Amazon shopper who probably hadn't been spoken to before," Ranay says. "For the products that I was selling, it was new to see that we were marketing to women specifically for their coils, kinks, and curls in the way we were able to communicate what we offered."
"I'm my main avatar, so I was able to speak directly to some of the key pain points of my customer. You're buying bonnets that are falling off your head in the middle of the night, for example. It was really just speaking to a customer that hadn't been spoken to directly on Amazon before."
Image courtesy of Ranay Orton
2. Prioritize quality with any product you offer and market how that quality makes your product stand out.
"Having a good product is what you need in order to see sustainability on any platform, but especially on Amazon because there's a lot of competition. There's [also] a lot of crap on Amazon. People will sell you a hope a dream, and you get it and it does not live up to what was sold," Ranay says candidly. Sellers must have a good product to offer.
For Ranay, this means getting the best in satin and other materials, working with top manufacturers, and testing out what she offers in order to provide products that will build loyalty among customers. It also means taking into account the insights and opinions of her customers via her own website's channels as well as social media.
3. Research and tap into Amazon seller and fulfillment resources.
Amazon has a large percentage of the online market among shoppers, and they offer resources for entrepreneurs who sell via the platform in order for it to succeed. "They have the buyers, so they're looking for people to supply quality products to those buyers. I utilized the fulfillment by Amazon program called Amazon FBA. In the beginning of launching the brand, I was still working full-time as a medical sales representative, so [the program] allowed me to [let Amazon] handle things like customer service, for the most part, and shipping. I was able to just send the products to their warehouses to store, pack, and ship. That took a lot off me so that I could really concentrate on product development and marketing."
By utilizing the resources, Ranay was able to focus more on creating new products, building out her own website, nurturing relationships with customers, and building a community via her social media platforms.
Find out more about Ranay and Glow by Daye products via Instagram and her website.
Featured image courtesy of Ranay Orton.
RELATED
Layover. Although it isn’t exactly “music to our ears” whenever we hear the word, it doesn’t have to be a tremendous burden if you know some tricks of the trade that will make a layover more bearable. Luckily, I’ve got 10 that could actually make this your best year for summer travel yet, y’all!
10 Layover Travel Tips You’ll Be Glad You Know
1. Research Best Layover Airports (Yes, There Is Such a Thing)
GiphyIf while planning your trip, if it looks like a layover is going to be more than 90 minutes, it never hurts to research the airports that are the most user-friendly as far as layovers are concerned. From what I can see, several studies reveal that George Bush Intercontinental Airport (Houston, Texas) gets a lot of props, thanks to the food options and the amount of frequent flyer miles that you can stack up.
Some other airports that top the list include Detroit Metropolitan Airport, Seattle–Tacoma International Airport and Denver International Airport. If you want to save money on your travel by having a layover, purposely landing in these cities can make the wait much more pleasurable for you.
2. Download Your Airline’s App
Whatever airline you plan on flying on, make sure to download its app before heading to the airport. There are many reasons why this is a solid hack including the fact that:
1) you can check-in and get a mobile boarding pass; 2) you can get real-time travel updates; 3) you can utilize the entertainment options that they have (including the airline’s Wi-Fi); 4) you can see how to best navigate through various airports; 5) you can easily contact their customer service support; 6) you can oftentimes track your checked baggage, and 7) some apps (like Delta) can even help you to store where you parked your car (if you put it in long-term parking) in your smartphone, so that you can easily find it upon your return.
3. Also Download Your Entertainment Beforehand
GiphyIf you happen to be on a flight that either doesn’t have Wi-Fi or charges for it, you can still enjoy your movies ‘n stuff by downloading them before you leave. This can also come in handy at the airport when their internet access is running hella slow because so many people are accessing it.
4. Choose a (Layover) City Where You Have a Friend
Although I don’t hate to fly, I wouldn’t exactly say that it’s my favorite thing to do. And so, back when I used to fly to South Africa to see some family, it was common for me to stop over in London for a couple of days because it’s the halfway mark for me — and seven hours on a plane is a lot easier to endure than a whopping 14.
That said, if you’re planning on an international trip, you’re not the biggest fan of flying yourself or, again, you want to save a few coins by booking a flight that has a layover or two — why not use this as an opportunity to hang out with a family member or friend in another city? That way, you can get a break from air travel and get in some quality time with them as well.
5. Pack Some of Your Own Snacks
GiphyIf you’ve ever wondered why airport food is so damn expensive, one of the main reasons is how much it costs for each restaurant to rent their space is completely insane. Plus, there are things like vendors, commission costs and all kinds of other “blah, blahs” that make the mark-ups so crazy. That’s why it can never hurt to bring some snacks along — non-liquid items that you can pack in your carry-on that will get you through your layovers without you breaking the bank in the process.
6. Put an Empty Recyclable Bottle in Your Carry On
Since a lot of airports have water refills stations available, you can stay hydrated while also keeping coins in your pocket by packing an EMPTY recyclable bottle in your carry-on too. Most TSAs will totally allow it. As far as refills on actual drinks, some airports allow those as well (after you purchase one drink from them, of course); never assume, though. Ask before making the purchase.
7. Have a Portable Charger in Tow
GiphyMaybe it’s just me but, even though airports seem to be filled with charging stations all over the place, it’s like only half of them actually work (and I’m being gracious on that!). That’s why it’s also a good idea to invest in a portable charger. I don’t know what took me so freakin’ long to get myself one; however, it’s basically my BFF at this point.
The one that I will cosign on is the ANKER Zolo Power Bank, 20,000mAh 30W Max Fast Portable Charger. It charges pretty fast and I’ve been able to get about three full charges on my smartphone before needing to charge the portable one all over again. Such a lifesaver!
8. Get Some Lounge Access
If almost everything about airports gets on your very last nerve, you definitely need to get some airport lounge access. It’s quiet(er); you have lots of room to stretch out; the food and drink that they have to offer is typically free; many lounges have spaces that are designed and designated for children; there are convenient work stations, and some even feature spas and showers (I know, right?).
And just how do you get your hands on all of this? You can do so by flying first or business class, using your frequent flyer miles, presenting your military ID or purchasing a membership or even a day pass access into your airline’s lounge.
9. Cop Some Duty-Free Samples
GiphyIf you are going on an international flight, make sure to take advantage of the duty-free shops, not just because you are usually able to purchase items from there without paying local taxes but they oftentimes have free samples that you can stock up on as well; this is especially the case when it comes to beauty-related items.
10. Stay over a Night
Since a fair share of my friends are in the entertainment world, they tend to travel a lot. What is always funny to me is how most of them talk about flying to almost every city in the country while only actually visiting a handful of them. My point here? If you are headed one place and you decide to not have a direct flight, if the city where you are having your layover is one that you’ve always been interested in, stay over a night or even two.
You can find some hacks for how to find cheap hotel rooms by checking out “Hot to Get Cheap Hotel Rooms: 20 Tips and Tricks” on Travel Mums’ site.
BONUS: Get an Exit Row Seat
GiphyIf one of the things that you hate about changing planes is how uncomfortable the flights can be, space wise, ask to be put in an exit row seat. You will automatically have so much more room without having to pay what first class passengers do. Brilliant. Happy (and safe) travels!
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image by Shutterstock