“There’s no way we would be getting shelf space in stores across the country like we are today without Amazon,” said Jin Chon, who founded Coop Sleep Goods in 2013 with her brother, Kevin. “The first thing they say is, ‘Wow, people love you guys on Amazon.’ They see the reviews, they see the love for our products, and suddenly, doors that were once closed start opening.”
For decades, getting sleep products onto retail shelves meant navigating an exclusive network of industry connections and winning over traditional gatekeepers. The Chons discovered this firsthand at their first trade show, where established large manufacturers refused to even discuss their ideas for improving sleep products.
“Nobody wanted to talk to us,” said Kevin. “The industry had been doing things the same way for 50 years, and they weren’t interested in change.”
But unlike previous generations of small business owners, the Chons had an alternative. Instead of needing industry connections or massive marketing budgets to reach customers, they turned to Amazon’s store. Starting with just one pillow, they let customers decide if their idea had merit.
The response was immediate. Customer reviews highlighted a fundamental problem with existing products—one-size-fits-all designs weren’t working. Through Amazon’s Brand Analytics, the Chons could see exactly what customers were searching for and what problems they needed solved. This direct feedback led to their breakthrough innovation: an adjustable pillow that customers could customize to their needs.
“We take those analytics and really apply them to the business,” Kevin explained. “Understanding what products to expand into, and how to allocate our energy and focus to grow the business in the right way.”
Fulfillment by Amazon proved transformative for Coop Sleep Goods’ growth. The service handled all logistics—from warehousing and shipping to returns and customer service—allowing the Chons to focus on product development and innovation.
As their brand grew, they leveraged more of Amazon’s tools. Brand Registry became essential for helping the siblings protect their intellectual property. Through A+ Content, they could tell their brand story effectively, using rich media and detailed product information to help customers understand their unique approach to sleep solutions. Amazon Vine connected them with trusted reviewers who provided detailed, unbiased feedback crucial for product development.
In those early years, with just four employees, they achieved 200-300% year-over-year growth in the Amazon store, quickly rising to the top of the pillow category. Now, with a team of over 50 employees, the siblings are expanding into other sales channels, targeting big box stores across the country with their pillows and their new premium bedding brand Comphy, which they acquired last year.
“The margins on Amazon can be better than other channels,” said Jin. “When you consider the cost of driving traffic these days, plus Amazon’s existing customer base and logistics benefits, dollar for dollar it’s the better investment.”
The Chons believe their story represents more than just individual success—it demonstrates how retail dynamics have fundamentally shifted because of Amazon, proving that sometimes the best way to break into an established industry isn’t to fight the gatekeepers—it’s to find a different gate.
“Amazon has been an invaluable partner in our journey,” Jin said. “Their tools and support helped transform our ideas into a thriving business. As we expand into new retailers this year, we know our future growth will continue to be built on the foundation Amazon helped us create.”