Amazon Becomes Vital Sales Outlet For Independent Merchants

When Lauren Wang started Flex in Los Angeles a decade ago, she wanted to create a new type of menstrual care product that wasn’t already on the market—a disposable disc that lasts longer than traditional tampons or pads. Flex sold through its own website early on; it was one of a number of brands going the direct-to-consumer route at the time. That approach proved fruitful: The business grew to $20 million in revenue in a few years on its website alone.

Nowadays, though, Flex’s fastest-growing sales outlet is Amazon. Flex still sells on its own web site but it spends less money on ads trying to drive consumers to its own site. Flex is one of a growing number of consumer brands and independent merchants that say Amazon is a more important sales outlet than ever before.