Overview

Josh Hadley and his partner turned a boutique wedding‑invitation concept into a high‑velocity Amazon brand, cracking over $1 million in sales within the first twelve months. Their playbook—built on rapid product testing, data‑centric listings, and a lean operational model—offers a roadmap for sellers aiming to scale quickly on the marketplace.

Key Points

• $1 M+ first‑year sales — The duo surpassed the seven‑figure mark in their debut Amazon year, showing that a tightly focused niche can generate substantial revenue fast.
• ~1,000 SKUs launched — By expanding their catalog to roughly a thousand distinct invitation designs, they tapped multiple buyer personas and mitigated the risk of relying on a single bestseller.
• Award‑winning tactics — Their methods earned recognition for inventive listing optimization, algorithm‑driven pricing, and swift inventory turnover.
• Lean hiring strategy — Core responsibilities stayed in‑house while specialized tasks such as graphic design and customer support were outsourced, preserving agility as the business grew.
• Standardized processes — The implementation of SOPs, KPI dashboards, and quarterly performance reviews created a repeatable framework that sustained growth beyond the initial surge.

How Their Selling System Works

1. Mini‑launch market validation — Before committing to a full production run, the Hadleys listed a small batch of 50–100 units for each new design. For instance, a pastel‑floral invitation set was offered for a 10‑day window; when sales exceeded 6 units per day, they green‑lit a larger order.
2. Keyword‑driven listing refinement — Using a research platform, they identified high‑intent terms and rewrote titles, bullet points, and backend keywords accordingly. Swapping “wedding invite” for the more specific “custom wedding invitation” lifted the click‑through rate by roughly 27 % on that listing.
3. Dynamic daily pricing — An automated rule adjusted prices each day based on competitor moves, Amazon fees, and target margins. When a rival cut the price of a similar gold‑foil set by 5 %, the algorithm responded with a 3 % reduction, keeping the product competitive without eroding profitability.