"If multiple people who know what they're talking about offer the same piece of advice over and over again, it's wise to listen. Over the past year, I've become intertwined with the e-commerce community, talking to and reporting about top Amazon sellers - and even starting an e-comm business myself to understand just how viable it is as a side hustle."
"Another impressive seller, Alex Yale, who brings in seven figures selling cleaning products like septic pods, told me that "ads are a critical part of a product launch," but to expect a negative ROI at first. When he first started paying for advertising, "my ad bill for a given month on Amazon would be more than the money I earned on product sales.""
Buying ads is crucial to gain visibility and survive on Amazon, and the platform operates as pay-to-play where new listings struggle without paid promotion. Ad campaigns often produce negative ROI initially, with advertising costs exceeding early product sales. A first Amazon ad campaign for a pickleball paddle brand cost nearly $400 and generated 121 clicks with zero sales. After eight months on Amazon and nine platform sales, the decision was made to implement a pay-to-play strategy around September 2025. Practical implementation of advertising and operations proves as important as strategic planning when launching an e-commerce product.
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