Overview

Kevin Busch, who has built careers in both traditional retail and Amazon FBA, outlines a practical roadmap for brands that have proven themselves online and now want shelf space in brick‑and‑mortar stores. The guidance, shared in Helium 10’s podcast episode #131, shows sellers exactly which data, packaging tweaks, and logistics steps are needed before they walk into a retailer’s buying office.

Key Points

• Proof of concept — Brands can leverage Amazon sales velocity, star ratings, and repeat‑purchase metrics as hard evidence when pitching to retail buyers.
• Brand consistency — Packaging must meet retail barcode and size standards while still reflecting the visual identity that succeeded on Amazon.
• Supply‑chain shift — Retail distribution often demands larger case packs, longer lead times, and a dedicated 3PL that can handle palletized shipments.
• Retail margin expectations — Stores typically look for a 30‑40 % margin, forcing sellers to re‑run unit‑cost calculations after the retailer’s markup.
• In‑store marketing — Point‑of‑sale displays, shelf‑talkers, and staff training are required to recreate the brand story that drives Amazon conversions.
• Pilot programs — Launching a limited SKU assortment in a single region lets sellers validate shelf performance before committing to a national rollout.

How the Amazon‑to‑Retail Transition Works

1. Validate demand on Amazon — A skincare brand records 5,000 units sold in three months with a 4.5‑star average; the seller extracts these figures from the Seller Central dashboard to build credibility.
2. Create a retail‑ready SKU — The same brand redesigns its bottle label to include a scannable UPC, expands the case pack from 12 to 24 units, and adds a QR code that links to a product video.
3. Develop a pitch deck — Using the Amazon sales chart, the seller crafts a presentation that highlights month‑over‑month growth, repeat‑purchase rates, and geographic hotspots where the product sells best.