The National Retail Federation (NRF)--the world’s largest retail trade association--recently recognized the exceptional advocacy and community service of small retailers across the United States, and nine sellers growing their business on Amazon were among those honored.
The NRF’s America’s Retail Champions program celebrates small businesses that go above and beyond to support their local communities and the broader retail industry. This year, 45 retailers from across the country were selected as champions for the program, with one small retailer named the 2024 America’s Retail Champion.
The 2024 America’s Retail Champion was announced at a special awards reception during the NRF’s Retail Advocates Summit, held in July in Washington, D.C.
The two-day convening brought together small business leaders from across the country and 100 federal lawmakers to engage in conversation around issues that matter to retailers. Amazon also sponsored an on-site educational expo with immersive exhibits demonstrating retail’s role in driving the economy, providing jobs, and impacting communities across the country. “The small businesses selling and thriving in the Amazon store are at the heart of their local communities. We’re thrilled to celebrate their achievements and their impact,” said Natalie Angelillo, Director of Seller External Relations at Amazon. “These sellers are shining examples of the creativity, grit and community focus that define so many of our independent sellers.”
More than 60% of sales in Amazon’s store come from independent sellers, most of which are small and medium-sized businesses. In 2023, these businesses employed more than 1.8 million people across the United States and sold more than 4.5 million items—or 8,600 every minute.
Here are some of the Amazon independent sellers recognized by the National Retail Federation this year as champions for the program:
Jessica Berger, Bundle x Joy (Phoenix, AZ)
Jess Berger wanted to build a pet company catering to women first, and to create a diverse network of purpose-driven partnerships to serve pet owners. In late 2022, she launched Bundle x Joy. Today, the company delivers superfood nutrition for pets through food, treats, and supplements so its female-focused customer base and their pups can chase more joy together. As Bundle x Joy’s consumer base grew with Amazon, sales soared to more than $1,000,000 in its first year of business with seven employees.
Bundle x Joy is a 100% female-founded venture committed to empowering women from all walks of life. The company’s 3% give-back program, funding local women in entrepreneurship, has helped support the growth of more than 50 small businesses. The company also hires interns from local schools to help students have a firsthand look at entrepreneurship.
“They need to be inspired to understand that if they see an opportunity that they should go chase it. They should go launch that brand of their dreams,” said Berger. “It’s really important that we keep sharing that story so we can help to inspire more diverse and women-owned businesses.”
Toyin Kolawole, Iya Foods (Naperville, IL)
Toyin Kolawole launched Iya Foods in 2015 to introduce West African flavors and ingredients to American palates by incorporating them into everyday American foods. Her startup initially sold Nigerian-inspired sauces and spices, and was inspired by her mother and other women in her life who ran successful businesses to support their families and communities in Nigeria. Iya, pronounced “eeya,” comes from the Yoruba language meaning “Loving Mother.”
The business has since diversified into a full line of gluten-free foods including flours, baking mixes, baked goods & seasonings. Iya Foods manufactures its own products using innovative,
scalable, gluten-free ingredients like cassava flour. Nigeria is the largest grower of cassava flour in the world, so Kolawole is well versed in its value as an ingredient.
“Cassava has become a key ingredient in the gluten-free industry but is not grown in the U.S., so we decided to create an Africa-U.S. supply chain for cassava,” Kolawole said. Iya Foods’ cassava is sourced from over 10,000 community-based small farms in Nigeria. It is manufactured into gluten-free foods at the company’s new 37,000-square foot facility in Illinois for top U.S. bands and private label customers nationwide.
Sean Brownlee, Ravenox (Burlington, NC)
Ravenox is a North Carolina-based rope and cordage manufacturer that sells products made in the USA. The company uses American-made machines from the early 20th century and American labor to produce twisted and braided ropes that can be used for mooring lines, rappelling, long-line helicopter missions, dog leashes, games of tug-of-war, and more.
Today, Ravenox handles government contracting, manufacturing, consulting, and direct-to-consumer ecommerce sales, including with Amazon as a sales channel. The company was founded by Sean Brownlee, a multilingual veteran whose military service has taken him to Kosovo, Africa, Iraq, and Afghanistan. After transitioning from active duty several years ago, Sean decided to launch his business and create jobs in the United States as his way of continuing to serve his country.
Lisa-Jae Eggert, 3 Moms Organics (East Hampton, NY)
When Lisa-Jae was recovering from neurological Lyme disease, her immune system was reacting poorly to repellents with harsh chemicals. As a mother with an active family who wanted to continue exploring the outdoors together, Lisa-Jae set out to develop a product made with pure and natural ingredients to keep her family safe from tick-borne diseases.
In 2018 she launched TickWise insect repellent, a DEET-, Paraben-, and SLS-free product that today is registered as a natural repellent in all 50 states. The product--sold under the 3 Moms Organics brand--is EPA-compliant and safe for kids, dogs and horses.
As a women-owned small business, 3 Moms Organics credits part of their success to mentorship received through extraordinary businesswomen who have inspired them to grow and build their brand. Lisa-Jae Eggert and her business partner Kammy Wolf said they have found a sense of camaraderie and inspiration through a strong network of women “who lift us up, give us strength and make us laugh.” The 3 Moms Organics team also works with college students in a social entrepreneur class to provide mentorship for the next generation of small business leaders.