Becoming a content company, not just a brand

He quit Amazon, then launched One TikTok Shop SKU to 7-figures. Our guest breaks down content systems, creator outreach, FBT, cash flow, and scaling his product into the US.

💰Get Helium 10 with a special discount to start or scale your e-commerce business here: https://h10.me/h10

► Watch The Podcasts On Youtube: https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1
► Instagram: instagram.com/serioussellerspodcast

► Free Amazon Seller Chrome Extension: https://h10.me/extension

► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life)

► Learn How To Sell on Amazon: https://h10.me/ft

Jonny Bradley didn’t “quit Amazon” and disappear. He rebuilt from scratch on TikTok Shop and took one SKU to a seven-figure run rate. After years of selling on Amazon (and using Helium 10 for keyword research, review insights, and day-to-day optimization), he intentionally sunset his Amazon brands following a life-changing personal season, then leaned into a new mission: health and longevity. The twist? He didn’t launch the traditional way with Amazon-first or Shopify-first. He went straight into TikTok Shop, where distribution is driven by content, not listings.

The core lesson for sellers: on TikTok, you’re not a product company, you’re a content company that monetizes through a product. Jonny explains how they started with founder-led content to create social proof (because creators won’t care about you at zero), then “pattern-broke” with a hook that flipped what everyone else was doing in the niche: instead of “I took NMN for 30 days and feel amazing,” he led with “I’ve been taking NMN for 18 months and I’m sick…” (sick of the shady industry). That approach drove views, comments, and a reply-to-comments content loop that turned into shoppable videos, while a handful of high-performing affiliates helped accelerate momentum.

Scaling brought real-world seller headaches: inventory, cash flow, and fulfillment. They moved from a 3PL to FBT (Fulfilled by TikTok) as soon as possible and managed growth with tight reorders and aggressive cash flow cycles. Jonny also shares an underrated edge: treating creators like partners, not disposable traffic with WhatsApp groups, direct support, and small gestures that build loyalty in a space where creators can promote your competitor tomorrow. Now he’s applying the same playbook to a US launch from zero, proving this isn’t “TikTok luck”, it’s a repeatable system Amazon sellers can learn from.

In episode 731 of the Serious Sellers Podcast, Bradley and Jonny discuss:

• 00:00 - Quit Amazon, Build 7-Figure TikTok SKU
• 00:24 - Jonny Bradley’s Backstory
• 02:12 - Job Lessons and Brand Mindset
• 05:22 - Early Amazon Wins and Differentiation
• 08:48 - Using Helium 10 For Amazon Growth
• 10:24 - Why He Sunset Amazon 
• 12:12 - Pivot To Longevity and Choosing NMN
• 16:17 - TikTok Launch: 1 SKU To 7-Figure Run Rate
• 24:24 - TikTok Isn’t Set-And-Forget
• 25:00 - “We’re A Content Company” Reality
• 29:12 - Creator System: Samples and 50–70 Videos/Day
• 32:09 - US Expansion Plan: Social Proof, Ads, and Affiliate