Amazon sellers spend too much time trying to invent something completely new. St
By Brandon Young · September 23, 2026 · Curated by George's Blog
Amazon sellers spend too much time trying to invent something completely new. Stanley is a great example of why that is not always necessary.
I remember my father having a Stanley thermos when I was a kid in the 80s.
The brand had been around forever.
But instead of accepting that legacy positioning, Stanley found ways to make the product relevant to a new customer.
They benefited from viral content, leaned into influencers, and created designs specifically intended to appeal to women.
The product category was not new.
The way the brand was positioned was.
That distinction is important for Amazon sellers.
You do not necessarily need to find a product nobody has ever thought of.
In many cases, the better opportunity is identifying proven demand and asking where the existing products or brands are failing to connect with customers.
Can you improve the design?
Can you speak to a different customer?
Can you create better content?
Can you position the product around a different use case or desire?
Can you make something familiar feel relevant again?
Those are product development questions, but they are also brand questions.
A seller who only studies the physical product can miss a huge part of the opportunity.
You need to understand the customer behind the demand.
That is why I spend so much time looking at how people search, what competitors are winning on, and where opportunities exist to position a product differently.
Stanley is a great example of how powerful that combination can become.
If you want better data behind your Amazon product and competitive research, start here:
https://lnkd.in/e2h4mCJ2
Amazon sellers, would you rather create an entirely new category or find a better way to serve an existing one?
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