Marketplace Briefing: What’s driving a surge in Amazon sales for 3 startups

Amid a challenging macroeconomic year, Amazon has proven to be a powerful sales engine for many digitally native startups. 

It’s a far cry from the 2010s, when many of the most notable VC-backed startups — like Glossier and Away — were hesitant about launching on Amazon, as they didn’t want to give up brand control. These days, Amazon has become a reliable part of the consumer startup growth playbook in nearly every category, from beverage to beauty to electronics. And startup founders have gotten smarter about what drives a successful Amazon flywheel. 

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