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By Scott Needham · August 28, 2025 · Curated by George's Blog
Where many Amazon Sellers failed.... Pattern succeeded.
ThinkFast
Kaspien
BuyBoxer
Thrasio
Pharmapacks
If you're an OG Amazon seller, these were the high fliers. They had scale and tech, some of them years before Pattern.
So why did Pattern win a game that so many were playing? As a founder of one of the historic top 10 Amazon Sellers and as a long-time observer and partner of Pattern... I have a few insights.
Here are my three reasons of why they're able to do what they're doing.
1. Control.
It's not a secret that top brands on Amazon have dozens of resellers. For brand owners who want to advertise and grow on Amazon and beyond, this is a showstopper. Pattern partnered with brands and service providers to take this on in a way that I haven't seen other sellers do. They found out how to maintain exclusivity (ie... kick off unauthorized sellers). Their top portfolio of brands maintains over 90% brand share.
Very impressive.
2. Saying no.
I have heard over and over that Pattern won't work with brands under $5m in annual revenue on Amazon.
What an unlock.
By only dealing with large brands, economies of scale are in your favor. Pattern gets more dollars per brand manager than anyone out there. Every single one of the failed sellers I mentioned said yes when Pattern said no.
3. Category Selection.
You think Pattern ever thinks about Chinese sellers? They probably think about them the least of anyone you'll ever meet. They're simply not in their categories. No margin compression. Health and Household is where some of the largest winners have historically played on Amazon. These are top-grade brands actually recommended by doctors and chiropractors or what have you. Tons of value in small containers. Simply the best.
They have many other attributes beyond these three.
Yes, they have logistics. Yes, they have a full tech stack. But these are what has uniquely helped them.
Congratulations, Pattern, on building a defensible business in a competitive arena. Steady and stable growth will be rewarded.