Robert tried different marketplaces for selling his Instant Pot. eBay buyers were looking for bargain, so that wasn't a good long-term opportunity. Meanwhile Amazon had a massive scale, and was ready for a premium product.

Using Amazon, Instant Pot got national, and sometimes even international coverage, which was great for business. All the attention also drove lots of customer feedback, which they quickly implement back into the product, shipping a new version of Instant Pot every 12-18 months.