Virginia

When Lily Wilmoth started experiencing skin issues during pregnancy, she began searching for gentle, all-natural alternatives that would be safe for both her and her baby. Inspired by centuries-old beauty rituals, she experimented with nutrient-rich ingredients like grass-fed beef tallow and created a skincare line that quickly became a farmers-market favorite.

In 2022, Wilmoth took a leap of faith and launched her brand, Hearth and Homestead, on Amazon Handmade, a community where artisans connect directly with customers seeking authentic, handcrafted goods.

“That was the turning point,” she said. “Amazon helped us bring ancestral skincare to a much wider audience.”

In 2010, Amy and Adam Fazackerley founded Lay-n-Go in Alexandria, Virginia, initially creating drawstring play mats for LEGO® storage. The company unexpectedly found its biggest success in the cosmetics market with their convertible makeup bags. After switching to direct-to-consumer sales on Amazon about three years ago, the family business has flourished, expecting 35-45% growth in Amazon sales by 2025. The company has protected its innovation through six U.S. utility patents and participation in Amazon’s APEX program for handling patent disputes. Utilizing various Amazon services including FBA, FBM, and Brand Registry, Lay-n-Go has maintained steady growth, with particularly strong holiday season sales. The Fazackerley’s remain committed to responsible growth while keeping the business family owned.

Leather Honey started in the 1960s as somewhat of a science experiment, when two friends—a retired chemist and a businessman—sought to develop an effective sole treatment for leather shoes.

To test their formula, the pair gave a local postal service worker a new pair of shoes with one sole treated and the other sole unchanged. The treated sole, they found, lasted twice as long.

The leather conditioner, now sold under the brand Leather Honey, has since become a hit as a treatment for all things leather, from saddles and harnesses to belts, baseball gloves, and bags. The product is an Amazon best seller with nearly 60,000 reviews and has established a strong international footprint with plans to expand into every Amazon Global Store over the next year.

After a decade of research and development, Dr. Noreen Galaria and her husband, Dr. Irfan Galaria, created their own line of Inner Glow supplements that are sourced with high-quality ingredients that are scientifically proven to provide sun protection, grow hair, and reverse agings. Selling with Amazon has taken their business to new heights.

“It allows us to reach people we would never be able to reach in doctor’s offices,” said Dr. Noreen Galaria. Amazon, she said, makes it easy for customers and for businesses to access their product wherever they are.