TAS 080 Behind The Scenes of Building an Amazon Business from Scratch – with Sean Coyne

A real life story of beginning an Amazon business

Today’s guest on the Amazing Seller podcast is Sean Coyne, an ultra-successful Amazon Private Label seller who has, with his partner, built a company from scratch by focusing on a private label product line. Scott asks Sean about how he and Ryan got their start, what their first product was and how it sold, and most importantly, the lessons they learned about how to source, purchase, ship, list, and sell private label products on Amazon. You won’t want to skip this episode, it’s full of insights for those who are brand new to Amazon sales as well as veterans. Sean’s story shows that you can do it!

Discovering the right product to private label is not a simple task

It takes lots of patience and research, and you have to curb your own enthusiasm so that the excitement of the hunt doesn’t push you to move ahead with a product that won’t actually sell successfully. In this episode Sean talks about his first retail arbitrage product and why it didn’t sell as well as he believed it would, and how he and his partner, Ryan, decided to move to a private label model. You’ll hear how they researched their first product, how they questioned the exact niche that would be likely to purchase it, and how they set up the manufacture, shipping, packaging, and delivery to Amazon. It’s a lesson in real life product sourcing, right here on today’s episode.

Sean’s steps for testing a niche product’s likelihood of selling well

When Sean Coyne and his partner Ryan found a product they thought might be a good seller (yoga mats), they reached out to the existing communities surrounding yoga to find out exactly what the best yoga mat possible might look like. They asked questions about what yoga practitioners preferred in a yoga mat, everything from size, to thickness, to color and location of a logo. The feedback they received was generally enthusiastic and honest – and it helped them design the exact product that people doing yoga would be most likely to buy. You can do the same thing as you research your products. Find out more about how to do that kind of niche research in this episode of The Amazing Seller.

Would you like to hear from an experienced Amazon seller regarding the use of Pay per Click (PPC) and other marketing possibilities?

That’s exactly what you’ll hear in this episode of The Amazing Seller podcast. Sean Coyne and his partner Ryan have developed a very effective system for driving traffic to their products through PPC and other means, and have many worthwhile strategies to recommend to Amazon sellers. On this episode of the podcast you’ll hear those recommendations and exactly how Sean and Ryan implemented them in their business, so make sure you check it out!

Selling private label products on Amazon is never free of mistakes, but if you can avoid the common ones, you should!

That’s why Scott asks Sean about the mistakes he’s made in getting his private label Amazon business going, and what he’s learned from those mistakes that has changed the way he does business now. Sean shares those mistakes today in a “don’t do this” format, warning you of the pitfalls so you can avoid them altogether. Don’t miss this episode of The Amazing Seller – it could save you lots of headaches down the road!


  • Welcome to this episode!
  • Introducing Sean Coyne, today’s guest who’s rocking it on Amazon!
  • A shout out to a TAS Facebook member – Chris Nowak!
  • Your invite to Scott’s free workshops.
  • How Sean decided to get started with an Amazon FBA business.
  • Sean’s first selling attempt – movie screens – and how it worked.
  • How Sean and his partner decided to go in on a private label product together.
  • The methods Sean used to determine if their first private label product was a good product to start with.
  • The first steps that went into setting up their first product and the importance of testing the product idea with the niche audience that would purchase it.
  • Sean’s first experiences with shipping his products from overseas.
  • The cost of the first product and how they determined that amount.
  • Timeline of the first products, from order, to shipping, to packaging, to Amazon.
  • First steps once the product was live on Amazon.
  • How Sean uses pay per click and other promotional options.
  • The automated follow-up sequence Sean follows with customers.
  • The point at which reviews matter and when they stop being such a big deal.
  • How Sean and his partner decided to sell their company.
  • Sean’s advice about mistakes to avoid when starting an Amazon business.
  • What Sean and his partner Ryan are doing now relating to Amazon.
  • Get your own Amazing Seller shirt! – all proceeds go to charity – http:www.TheAmazingSeller.com/shirt



Scott’s free workshop  – https://www.TheAmazingSeller.com/workshop

www.CoachingJungle.com – Sean’s library of Amazon-related help tutorials

Get your own Amazing Seller shirt – all proceeds go to charity – https://www.TheAmazingSeller.com/shirt


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Join the discussion

  • Hi scott
    i would like to thank you for making this podcast
    as it really gave me a boost to get my feet wet in that when i started listening to the podcast.
    keep it up and good luck.

    and thanks to Sean Coyne for sharing his experience with others.

    But i do have a question:
    as SEAN mentioned that he also buys stock from competitors and add to their listing besides from his PL listing.

    this sounds like a good idea.
    but i wish he would share the steps how to contact a company to buy their product to resell.

    as in my knowledge companies require you to have a established website or brick and mortar store to show where you will sell their products.

    i would love to get information about it or templates of what to send them to get approved by them.


  • Hi Scott,

    thanks for the amazing podcast!

    I have a few questions for you:
    1. Do you design your packaging/ labeling and how do you get the box designs to the suppliers? is this even worth worrying about in the beginning?
    2. Should i trust UPC codes purchased through third parties?
    3. Do you ship the product direct to amazon by air?

    These are my sticking points right now. I want to provide customers with high quality product experience which includes a nice packaging design.

    • Hey Nigel,

      generally you would work with the supplier to have custom packaging printed (a box, product insert, etc) you would just send them the design and they will handle the printing part for you.

      2. Upcs, most of the upcs you can get are trust worth. Just make sure that wherever you get them from is getting them direct from GS1 and you should be good to go.

      3. I don’t, I have products sent to my house, where I inspect and the repackage them for shipment to Amazon. It only adds a small amount of cost (since Amazon has great shipping rates) and is great at giving me peace of mind.

      • Scott,

        Thank you so much for the response. Your podcast is amazing and you do a great job at explaining things in plain english.

        I am a subscribed and loyal fan of your podcast. Keep up the great work and I wish you all the success that you can dream of.

        Thanks, again.


  • Scott, You made my morning! Thanks for the shout out! PS my last name is pronounced NoVak… But I have been called NoWak all my life so I will give you a break.
    Thanks so much for everything you have done. You pushed me over the hump and made the PL business seem achievable.
    My life is literally changing because of you and your podcast!

    Keep up the amazing work! I’m on track to be a guest on your show someday soon!

  • This is very awesome Scott,
    I’ve been thinking on starting this Amazon business but what’s holding me back still is the fact that i know it requires a huge investments. It not the type of business you’ll expect to spend a few hundred bucks to start.

    Still planning on it anyway and this podcast has been so helpful.

    Thanks for sharing.

    • Hey Theodore, thanks for sharing!

      Keep in mind that if you want to get your feet wet, that you could use something like the $500 challenge or the Ali express method (both of which we’ve discussed on previous episodes)!

      make sure you keep us updated on your journey.

      • Mr. Scott Voelker
        Thank you for the awesome podcast. In response to the earlier question. What is the best way to start on amazon with a limited budget? What was the 500 dollar challenge?.

        • Hey Viet,

          the best way to get started will vary on your personality and budget, i’d suggest checking out the “Start Here” portion of the site. The $500 challenge is where you limit your total budget (for product and promotion) to $500 usd and source a smaller quantity of the product than is normal in order to test out the market. It’s a great way to go if you have cold feet!

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