Overview

Elizabeth Rivas, the entrepreneur behind two Amazon businesses that each topped $10 million in annual revenue, discussed her growth trajectory on the Serious Sellers Podcast (episode #481). By mastering both Amazon’s first‑party (1P) wholesale channel and the third‑party (3P) private‑label model, she proved that even saturated markets can yield eight‑figure profits. Sellers should study her tactics to replicate rapid scaling while protecting margins.

Key Points

• Two eight‑figure brands — Each of Elizabeth’s companies generated more than $10 million in yearly sales, demonstrating that massive revenue is attainable in competitive categories.
• Highly competitive niches — The pet‑accessory line and a kitchen‑gadgets line both operate among dozens of similar listings, showing that differentiation can overcome market crowding.
• Dual‑model sales strategy — She ran one brand as a 1P vendor while operating the other as a 3P private‑label seller, allowing her to balance high volume with higher margin control.
• Data‑driven product discovery — Leveraging Helium 10’s keyword‑volume and competition analytics, she pinpointed underserved sub‑categories before allocating inventory dollars.
• Compelling brand storytelling — Each product family is built around a distinct narrative that speaks to a defined buyer persona, which fuels repeat purchases and organic ranking improvements.
• Early investment in operations — Forecasting software and outsourced logistics were adopted early, enabling her to keep shelves stocked during peak demand without over‑investing in inventory.
• Strategic inventory shifts — When a SKU’s demand surged, she transitioned it from 3P to 1P to capture Amazon’s bulk‑purchase discounts, then reverted niche items back to 3P to retain brand ownership.
• Profit‑focused pricing — By letting Amazon set the price for 1P items while manually pricing 3P listings, she maximized overall profitability across both channels.

How 1P and 3P Models Work

1. — Elizabeth negotiated wholesale terms, shipped bulk units to Amazon’s fulfillment network, and let Amazon set the retail price and handle customer service. : Her pet‑accessory brand sold 5,000 units directly to Amazon, which then fulfilled Prime‑eligible shipments on its behalf.