When Sarah Parks launched ZenToes in the Amazon store in 2015, she was simply trying to help her aunt find a more dignified solution for foot pain. Today, her company’s innovative foot wellness products line the shelves of Target, Walmart, and major retailers nationwide—a transformation made possible by leveraging Amazon’s real-time data to identify and capitalize on emerging wellness trends.
“Most retail data only shows what’s already selling on shelves,” explains Parks, from her headquarters in Bellingham, Washington. “Amazon’s insights let us see what consumers are actively searching for—including products that don’t exist yet. That’s invaluable for innovation and expansion.”
Using Amazon’s search term analytics and consumer insights, ZenToes has transformed from a small startup into a thriving wellness brand. What began as a modest venture has grown to 8-figure sales, with the company expanding from a single product into a comprehensive foot wellness line while building an omnichannel presence that meets customers wherever they shop.
“We’re seeing a significant shift in wellness routines,” says Amy Babster, VP of Marketing at ZenToes. “Consumers are moving beyond face and hair care to embrace full-body wellness, including foot health. Amazon’s data helped us spot this trend early and position ourselves at the forefront.”
ZenToes has transformed from a small startup into a thriving wellness brand in the Amazon store.
This data-driven approach proved particularly compelling to major retailers. When ZenToes presented their case to Walmart, they didn’t just showcase their Amazon success—they demonstrated consumer insights that helped secure valuable shelf space. The company has since expanded to Wegmans, Myer, and is launching in additional drug stores this summer.
But, it’s their Amazon store that Babster points to as driving the company’s brand awareness and expansion. Customers discovering ZenToes in the Amazon store often recognize and seek out the brand while shopping the aisles of their local retailers. “With Amazon, we have the digital real estate to educate customers about innovative foot care solutions,” notes Babster. “Our product listing’s rich content capabilities let us tell our full brand story in ways you can’t with a more expensive endcap.”
The company’s success extends beyond sales figures. Operating with a remote team of 18 employees and partnering with a Wisconsin-based fulfillment center that provides employment opportunities for people with disabilities, ZenToes continues to innovate in both business and community impact. From sponsoring race entry fees to promote active lifestyles to leveraging data to shape the future of foot wellness, they’re showing how small businesses can use Amazon’s tools to transform not just their own success, but entire product categories.