Founder of Glow by Daye shares advice on navigating the Amazon Sellers Program. Glow by Daye is a premium hair care accessory brand. In 2018, the business amassed over 1 million dollars in sales, and Ranay knew she’d tapped into the proverbial honey pot with her premium satin bonnets. A visionary entrepreneur with a background in healthcare, Ranay combined her passion for hair care and business acumen to create a brand that resonated with women worldwide. Since then, her brand has continued to grow, utilizing Amazon and other e-commerce platforms. Today, Glow by Daye is among the most popular satin bonnet lines owned by African American women, recognized for its commitment to quality and inclusivity.
The Amazon Sellers Program has been crucial to the brand’s expansion. This platform provides businesses access to a vast customer base, built-in marketing tools, and logistical support, enabling sellers to scale quickly. By leveraging the program, Glow by Daye increased its visibility, reached a global audience, and significantly boosted sales.
Fancy: What inspired Glow by Daye?
Ranay: Glow by Daye was inspired by my personal desire to have a hair bonnet that would stay on my head the entire night and have a certain quality I had never found before, especially in my local beauty store. What started as just an idea for an elevated product grew into a desire to create other intentional products that cater specifically to the unique needs of textured hair. I wanted to develop high-quality, inclusive hair accessories that empower my community to embrace their natural beauty and feel confident in their healthy hair journey.
Fancy: So tell us what happened once you joined the Amazon Sellers platform?
Ranay: Once I joined the Amazon Sellers platform, I initially aimed to get my product into as many hands as possible to gain feedback and proof of concept. I realized that Amazon functions like a search engine where customers explicitly search for products like mine. This insight led me to focus on optimizing my keywords to align with what potential customers were looking for. As a result, Glow by Daye experienced significant growth and visibility. The positive responses from customers quickly made it clear that there was a strong demand for high-quality hair accessories for textured hair.
Fancy: Was applying to the sellers’ program difficult, and was there anything you had to do to be eligible?
Renay: The great thing about the Amazon Sellers program is that it has a very low barrier to entry, allowing almost anyone to bring their product idea to the marketplace quickly. This platform provides instant visibility to one of the most shopped marketplaces in history, exposing your product to a global audience. However, the drawback is the intense competition. To succeed, it’s crucial to understand your market profoundly and find ways to niche effectively. You can differentiate your products and stand out in a crowded marketplace by identifying and targeting specific customer needs.
Fancy: You’ve made 1 million dollars in sales. What did that feel like?
Renay: Having a product I created in so many homes feels incredibly rewarding and fulfilling. Knowing that Glow by Daye products have made a difference and helped individuals embrace their hair care routine brings a deep sense of accomplishment and motivation to continue innovating and supporting our community.
Fancy: What advice would you share with readers who have product-based businesses about joining the program?
Renay: My advice would be to do thorough market research to understand your niche and identify what sets your product apart. Optimize your product listings with high-quality images, detailed descriptions, and relevant keywords to increase visibility. Utilize Amazon’s tools like FBA and PPC advertising to streamline operations and drive traffic to your products. Engage actively with customer reviews and feedback to improve your offerings continuously. Lastly, take advantage of programs like the Black Business Accelerator for additional support and resources. Stay adaptable, focus on delivering value, and prioritize customer satisfaction.
Fancy: What are some things to be cautious about?
Renay: When selling on Amazon.com, be particularly cautious about inventory management and Amazon fees. Poor inventory management can lead to stockouts or overstock situations, negatively affecting your sales and rankings. Utilize inventory management tools and plan ahead, especially during peak seasons. Additionally, be aware of the various Amazon fees, including referral, FBA, and storage fees, as they can add up and impact your profitability. Factor these costs into your pricing strategy to ensure you maintain healthy margins.
Fancy: If there was one thing you could go back in time and do differently about the program, what would it be?
Renay: If I could go back in time and do one thing differently, I would invest more time upfront in learning and understanding Amazon’s PPC advertising and optimization strategies. Initially, I faced challenges and incurred unnecessary costs due to a lack of knowledge about how to use these tools effectively. By dedicating more effort to mastering these aspects early on, I could have optimized our campaigns sooner, saved on ad spend, and accelerated our growth more efficiently.
Fancy: Where can readers further connect with you?
Renay: You can connect with me on Instagram personally @naydaye and connect with the brand @glowbydaye.
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