In Woodstock, N.Y., Candlestock‘s famous “Drip Candle Mountain” has been burning since 1969, drawing visitors to this unique local institution. While the shop maintains its artisanal charm and creativity, the next generation of leadership is using Amazon’s AI tools to help transform this beloved local candle shop into a thriving national brand.
When Ben Schachter took over the family business from his aunt and uncle in 2012, he saw an opportunity to preserve Candlestock’s unique character while expanding into additional sales channels, such as Amazon. Today, the business successfully balances its local roots with digital innovation, using Amazon’s AI and logistics tools to share its special experience with customers nationwide.
“We think of the AI tools that Amazon offers as sort of a partner in helping us share the magic of the store,” says Schachter, whose team is using Amazon’s AI tools for enhanced product listings and more effective ad campaigns.
The business has seen remarkable overall expansion on Amazon, growing 92% in 2024 and expecting a similar boost in 2025. In addition, Candlestock has multiplied from just a few products in the Amazon store in 2013 to over 750 today. They plan to list all of their products by the end of the year, reaching over 1,000 listings. Not only has Candlestock used Amazon to expand nationally, but its online presence also helps compensate for slower foot traffic during weekdays and winter months.
Candlestock’s handcrafted inventory includes thousands of candles, from tapers and scented jars to beeswax candles and decorative pieces. Its most famous product, the Hippie Drippy Drip candle, has customers all over the U.S. using them to create colorful sculptures as they burn.
So how does a small team create hundreds of product listings while managing its beloved store and candle-making operation?
Candlestock uses Amazon’s A+ Content tool to share its unique brand story and to create expanded listings for certain products. The tool allows sellers to add videos, enhanced images, customized text placements, shoppable product-comparison charts to product detail pages. A+ Content can boost customer interest and sales by up to 20 percent.
The team also uses other Amazon tools that incorporate generative AI to streamline development of product listings. The tools serve as a starting point to generate ideas for product descriptions but then the Candlestock team further edits the content to reflect their own unique brand.
“As we’ve improved our Amazon listings this year, we’ve seen an increase in sales for those items that we take the time to make more beautiful and show who we are in those products,” said Cheyanne Wright, Candlestock’s general manager.
Candlestock also leverages Amazon Ads to increase product visibility and reach more shoppers, which has been particularly effective in driving sales of their signature candles. Amazon Ads incorporates AI and machine learning to enhance advertising effectiveness for sellers in multiple ways. The platform uses AI-powered targeting and optimization to determine optimal ad placement, timing and pricing. Machine learning also enables predictive modeled audiences and goal-based bidding, helping sellers get their products in front of relevant customers more effectively.
“What we’re seeing with these AI tools is the ability to essentially do this much faster and more efficiently and better,” Schachter adds.
With growing customer demand, Candlestock turned to Fulfillment by Amazon (FBA) to scale their nationwide reach. FBA handles storage, fulfillment and customer service at costs 70% lower than comparable premium shipping options. For unique, lower-volume items, Candlestock uses Fulfillment by Merchant (FBM), creating a hybrid approach that optimizes their inventory management while maintaining their full product range. With Amazon, businesses have the option to choose whatever fulfillment method works best for them.
“Utilizing the power of FBA has been a massive game changer for us,” says Schachter. “We can sell certain products that we would sell tens of units, and now we’re selling thousands of units. Amazon allows us to get [products] to people overnight or in a day or two.”
Despite its growing online presence, Candlestock remains deeply rooted in the Woodstock community. The business operates from two local spots: the iconic retail shop and a nearby workshop where candles are handcrafted. The team of about 10 employees, all members of the Woodstock community, maintains the shop’s craftsmanship while leveraging technology to reach a broader market.
“Our mission is to create interesting, unique, beautiful items that bring joy to people,” Schachter says.
As Candlestock looks to the future, it plans to expand its global reach through Amazon while preserving the unique experience that has made it a Woodstock treasure for over five decades. It’s a testament to how small, local businesses can use technology to grow while staying true to their roots.