Why was selling Instant Pot on Amazon the winning strategy?
Wang 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 massive scale, and was ready for a premium product.
Using Amazon, Instant Pot got national, and sometimes even international, which was obviously great for business. With it, they also got a lot of customer feedback, which they quickly implement back into the product, shipping a new version of Instant Pot every 12-18 months.