This One Strategy Frees Your Brand From Amazon’s Grip

Sep 9, 2025

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Brian Williams, and he leads Primal Power, a new energy bar company, the first grass fed, pasture raised beef liver energy bar that tastes amazing. He is known for using a unique tripwire sales funnel to build DTC brands and large qualified lists of buyers. Prior to Primal Power, Brian ran then exited G-Sight a firearms accessories company and has invested a lifetime career in eCommerce dating back to 1997 when he was the CMO for an early eCommerce company uBid.com.

Brian Williams, Brian is a member of the MDS (MillionDollarSellers.com) community of 7, 8 and 9 Figure eCommerce Founders. He is also an Investor Owner in Health, Wellness and Fitness CPG brands.

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> Here’s a glimpse of what you would learn….

Importance of scaling e-commerce brands beyond Amazon.
Strategies for generating demand off Amazon.
Use of tripwire sales funnels in direct-to-consumer (DTC) marketing.
Challenges of competing on Amazon and the need for diversification.
Grassroots marketing techniques to understand customer preferences.
Subscription models for enhancing profitability and encouraging repeat purchases.
Effective pricing strategies and upselling techniques.
Utilizing social media advertising and conversion tracking for customer acquisition.
Building a customer list for ongoing marketing efforts and retargeting.
The significance of community support and collaboration among entrepreneurs.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Brian Williams, leader of Primal Power and an e-commerce veteran since 1997. Brian shares his expertise on scaling e-commerce brands beyond Amazon using tripwire sales funnels and strategic demand generation. He emphasizes the importance of understanding customer needs, leveraging grassroots marketing, and creating compelling offers to pre-qualify leads. The discussion also highlights the benefits of subscription models for recurring revenue and the use of social media advertising to drive traffic. Brian's insights provide a roadmap for 6-7 figure business owners aiming to scale to 8 figures and beyond.
Here are the 3 action items that Josh identified from this episode:

Diversify Beyond Amazon – Relying solely on Amazon is risky due to increasing competition and rising fees. Build a direct-to-consumer (DTC) strategy by focusing on demand generation and external traffic sources.
Leverage Tripwire Sales Funnels – Offer a low-cost or free product to capture leads, qualify potential customers, and upsell them to higher-value purchases, increasing overall revenue.
Implement a Subscription Model – Choose products that encourage repeat purchases and introduce a subscription option to improve customer retention and boost profitability.

Resources & Links Section

Here are the mentions with timestamps arranged by topic:

Ecomm Breakthrough
Josh Hadley on LinkedIn
eComm Breakthrough YouTube
eComm Breakthrough Consulting
eComm Breakthrough Podcast
Email Josh Hadley: Josh@eCommBreakthrough.com
Amazon
Shopify
Klaviyo
WooCommerce
ChatGPT
Costco
Whole Foods
Target
“Don't Believe Everything You Think" by Thomas E. Brown on Amazon
Meta (Facebook and Instagram)

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Episode Sponsor

Sponsor for this episode...
This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.

Transcript Area

Josh 00:00:00 Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin Keene, Aaron Cordovez and Michael E Gerber, author of the E-myth. Today I am speaking with Brian Williams, and we're going to be talking about how to scale off of Amazon using tripwires and sales funnels that are going to create a massive moat around your Amazon brand. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure companies to eight figures and beyond. If you're an a...