When we read about Amazon success stories, the focus often highlights sellers who started with little and built businesses worth millions. But what if sellers go even further, leaving Amazon behind and creating companies that reach the billion-dollar mark?
Two companies come to mind: Anker and Pattern.
Both started on Amazon, and both became very successful, but they took completely different routes to get there. Their stories not only motivate but also give important advice for sellers who want to build their business over time.
Anker: Building a Brand from the Ground Up
Anker started as a straightforward Amazon-first company but soon had ambitions that went beyond being just a third-party seller. Anker recognized early on that the creation of brand equity was the way to long-term survival.
Rather than engaging in price or product availability competition, Anker spent big on R&D. With over 1,600 engineers dedicated to product innovation, Anker developed a portfolio of proprietary, high-quality products that differentiated the brand in high-volume categories such as electronics and accessories.
By 2021, the effects of this plan were evident. Just 54% of Anker’s sales originated on Amazon, while 36% originated on other marketplaces and the remaining part came from direct channels and retail. This diversification provided the brand with stability, greater margins, and greater control over customer relationships.
The takeaway? Anker made Amazon a launchpad, rather than a ceiling.
Pattern: Scaling Through Partnerships
Pattern went at it from a completely different direction. Instead of creating its own brand, Pattern established itself as the go-to partner for other brands that wished to maximize their Amazon presence.
Companies like Nestlé, Skechers, and Panasonic gave their logistics, advertising, and eCommerce data handling work to Pattern. In simple terms, Pattern worked like an outside team that handled their online sales activities. This allowed the brands to grow quickly without needing to build their own Amazon expertise inside the company.
This approach drove rapid expansion. Today, 94% of Pattern’s $1.8 billion in revenue is from Amazon, with 88% of that coming in the U.S. The margins are narrower than with a brand like Anker, but the strategy enabled Pattern to attain speed and scale that would have been challenging otherwise.
The catch? Pattern’s business is still extremely reliant on Amazon and its brand partners. It does not have a brand that customers recognize on its own, unlike Anker.
The Key Difference: Equity vs. Efficiency
Anker’s success stems from brand ownership and equity—a long-term asset that holds value regardless of the sales channel. Pattern’s success is rooted in infrastructure and operational efficiency, which makes it effective but also tied closely to Amazon’s ecosystem and the willingness of partners to stay on board.
This difference highlights a fundamental strategic choice for Amazon sellers:
- Do you invest in building your own brand, even if it’s slower and requires more upfront resources?
- Or do you double down on operations, partnerships, and efficiency to scale faster, even if it leaves you more dependent on Amazon?
Why Expansion Beyond Amazon Matters
Amazon certainly is the largest marketplace on the planet, but relying solely on it for your sales is risky. Rule changes, increased ad prices, or new competition can easily damage even the best-selling products.
Having multiple methods of making money—such as working with retailers, having your own website, or selling internationally—keeps your business solid.
That’s the benefit Anker reaps now. But Pattern also demonstrates that with proper execution, you can develop enormously despite relying heavily on Amazon.
Of course, the optimal path ultimately rests on your ambitions, willingness to take risk, and assets.
Final Thoughts
Anker and Pattern demonstrate that there’s no one formula for success on Amazon. One took the brand-building path, establishing equity that exists across channels. The other excelled at partnerships and operations, growing rapidly within Amazon’s ecosystem.
For sellers in today’s market, the question isn’t which model is “better,” but which fits your long-term vision. Do you wish to own a brand that outlasts Amazon? Or do you wish to grow quickly using Amazon’s infrastructure and brand partnerships?
They both work—but they offer extremely different rewards and risks.
So as you plan for your own development, ask yourself: Are you creating Anker-like equity, or are you running in Pattern-like efficiency? The answer may determine your success not only on Amazon, but throughout the entire eCommerce universe.
