Amazon Seller Shares Strategies for Success: Distinct Packaging and Amazon-to-Retail Approach

Alex Yale, founder of Uncle Todd's, a seven-figure Amazon seller, attributes his success to distinct packaging and an Amazon-to-retail strategy. Yale noticed that many cleaning products lacked clear descriptions, so he placed the use case front and center on his packaging. He also created eco-friendly packaging to differentiate his products. His brand is now on the shelves of over 3,000 retail stores.

Alex Yale, founder of Uncle Todd's, has transformed his cleaning brand into a seven-figure business on Amazon, with products now available in over 3,000 retail stores. Yale attributes his success to two key strategies: distinct packaging that clearly communicates product use and an Amazon-to-retail strategy.

Yale noticed a gap in the market where many cleaning products lacked clear descriptions on their packaging. Instead of focusing on the brand name, he decided to place the product's use case front and center. For example, his septic pods are prominently labeled as "Septic Pods," with the brand name, Uncle Todd's, secondary. This approach ensures customers immediately understand the product's purpose, enhancing the purchasing decision process [1].

Additionally, Yale differentiated his products by using eco-friendly packaging. Most big brands rely on plastic containers, so Yale opted for craft paper packaging, giving his products a unique and sustainable edge. This strategy not only appeals to environmentally conscious consumers but also sets Uncle Todd's apart from competitors [1].

To expand beyond Amazon, Yale adopted an Amazon-to-retail strategy. He launched products on Amazon to test the market and validate demand. Once a product showed promise, he took it to retail stores. This approach allowed him to disrupt the retail market, which has been dominated by legacy brands with outdated packaging and pricing strategies [1].

Yale's big break came through Walmart's Open Call program, which invites businesses to pitch products to put on its shelves. His distinctive packaging caught the attention of Walmart merchants, leading to a significant increase in retail presence. As of 2025, Yale's products are in over 3,000 stores, including Walmart, Home Depot, and Piggly Wiggly [1].

While most of Yale's revenue still comes from Amazon, the retail side of the business is growing rapidly. He expects the retail piece to become a significant portion of his business within the next two years [1].

In conclusion, Alex Yale's success with Uncle Todd's demonstrates the importance of innovative packaging and strategic market expansion. His ability to adapt and disrupt the retail market while maintaining strong Amazon sales positions him as a notable figure in the e-commerce and retail industries.

References:
[1] https://www.businessinsider.com/seven-figure-amazon-seller-shares-his-best-strategies-ecommerce-business-2025-8