Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

#713 - Doubling Amazon Sales: A Live Case Study

Oct 28, 2025

In this discussion, Dean and Tracy Ernst, co-founders of Essential Candy, share their innovative journey from culinary inspiration to e-commerce success. They reveal how a heartfelt mission led to the creation of botanical lozenges and how they doubled their Amazon sales with just a $400 investment. Their strategies include leveraging farmers' markets for customer feedback, using events to build a loyal database, and securing retail distribution with Walmart. Listen in to discover their secrets to captivating customer engagement and scaling production.

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ANECDOTE

Origin Story From A Kitchen Experiment

Tracy created botanical lozenges in her kitchen to help a friend with chemo-induced nausea.
She iterated through many failed batches until she discovered a reliable recipe.

ADVICE

Validate Products At Local Markets

Test products at farmers' markets and craft shows to validate demand before scaling production.
Use live events to get immediate feedback and iterate product blends quickly.

ANECDOTE

Handmade Beginnings Before Manufacturing

Tracy initially hand-poured and hand-wrapped every candy piece while testing markets.
Rapid sellouts showed product-market fit before scaling manufacturing equipment.

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In this episode, let’s talk about how one brand is doubling its Amazon sales while generating $10K weekends from just a $400 investment, and adding 500-1,000 new customers to their list every weekend.

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What happens when you mix culinary creativity with entrepreneurial spirit? Meet Dean and Tracy Ernst, the masterminds behind Essential Candy, who turned a heartfelt gesture into a thriving e-commerce success story. Tracy's culinary background and a personal mission to aid a friend battling cancer gave birth to Essential Candy's unique botanical lozenges. Through strategic e-commerce maneuvers, they've doubled their sales and significantly expanded their customer base with a mere $400 investment over a weekend. Their innovative thinking doesn't just stop there. With the help of the Scale Stories by Helium 10 mentors, will they crack the code to thriving on Amazon? Let’s follow their journey in this e-commerce venture.

Craft shows and farmers' markets might seem like an unexpected venue for a booming online business, but Dean and Tracy have found gold where others haven't looked. By setting up booths at these local events, they engage directly with customers, test new products, and foster relationships that drive recurring revenue, often surpassing their online sales. Listen as they reveal the logistics behind this strategy, including the use of technology to capture customer data through SMS, which leads to an ever-growing marketing database and long-term sales growth.

As we dive further into Essential Candy's journey, you'll learn about their eye-opening experiences with Amazon FBA optimization and the potential of local retail opportunities, including sharing tales of pitching their products to Walmart. Their story is not just one of immediate success but of ongoing growth, with plans to multiply their achievements by 2025. This episode is packed with actionable insights and inspiration for anyone looking to elevate their e-commerce game. Don’t miss out on the chance to learn from a brand that’s reshaping the industry landscape, one lozenge at a time.

In episode 713 of the Serious Sellers Podcast, Bradley, Dean, and Tracy discuss:

00:00 - Scaling E-Commerce Business From Scratch
01:50 - Transitioning and Succeeding in E-Commerce
12:51 - Benefits of Selling at Craft Shows
19:17 - The Perfect Circle of Customer Transactions
21:21 - Exploring Local Markets and Retail Opportunities
23:54 - Selling Products in Walmart Retail Stores
28:57 - Meeting Buyers With Unexpected Recognition
32:38 - Amazon FBA Optimization Strategies
34:34 - Exploring TikTok for Revenue Growth
37:13 - Future Growth and Collaboration