The Smartest Amazon Seller

Episode 296 - Building a Consumer-Facing Brand on Amazon With Kelley Thornton

Mar 11, 2025

30:47

Join Scott as he unpacks the remarkable growth of Tiege Hanley with founder Kelly Thornton.

From initial struggles to becoming a powerhouse in men's skincare, Kelly shares invaluable insights into building a consumer brand on Amazon.

Learn how Tiege Hanley leveraged YouTube for content-driven growth, simplified its product offerings, and mastered omnichannel expansion, including significant penetration into European markets.

They delve into the challenges of scaling internationally, navigating digital marketing shifts, and maintaining brand integrity across platforms. Kelly also shares his perspective on the future of brand building, emphasizing long-term vision over short-term gains.

Episode Notes:

00:15 - Kelley Thornton Introduction

01:44 - Building a Scalable Brand

04:00 - The Genesis of Tiege Hanley

05:14 - Overcoming Early Challenges

07:23 - Content-Led Approach

11:00 - Content Creation Strategy

12:25 - Navigating Digital Marketing Challenges

14:10 - Amazon as a Sales Channel

18:27 - Overcoming Business Plateaus

21:57 - International Market Expansion

23:01 - Surviving the Aggregator Wave