What I Learned from Scaling 10 Legacy Brands on Amazon

Is your established business leaving money on the table by not mastering direct-to-consumer channels like Amazon? Joshua Lee, founder of First Light Studios, joins Harmonious at Lunch to discuss how legacy brands can successfully scale into the competitive world of e-commerce. He addresses the common fears that hold owners back—from cannibalizing wholesale relationships to the complexity of online logistics and pricing. Discover Joshua's "retail readiness" assessment for determining if your products are financially viable for online sales. Learn about the crucial and often-overlooked battle for the Amazon "Buy Box"—and why professional sellers might be outselling you on your own products. This episode provides a clear strategy for any established business owner looking to expand their reach, control their brand, and capture their share of the massive online marketplace. Chapters: [00:00] - Welcome: Scaling Your Legacy Brand Online [01:00] - Joshua Lee on His Leadership Journey & Helping Brands Go D2C [03:45] - The Mindset Shift: Why Legacy Brand Owners Hesitate to Sell Online [05:30] - The Argument for Owning Your D2C Channels (Amazon, Walmart) [06:45] - The 9-Pillar "Retail Readiness" Assessment for E-commerce [10:00] - What is the Amazon "Buy Box" & Why Is It So Important for Sales? [12:30] - How Professional Sellers Can Outcompete Brands on Their Own Products [14:45] - A Simple Strategy: Finding the Offline vs. Online Demand Gap [17:00] - Case Study: Taking an Arts & Crafts Brand to the Next Level on Amazon [20:00] - Overcoming the Fear of the Unknown with Clear Data and a Proven Plan [22:30] - How to Get Joshua's Free Amazon P&L Checklist [24:30] - Final Thoughts on Leadership & E-commerce Scaling Resources: Like this video, Comment with your thoughts, and Subscribe to Harmonious at Lunch! Download the full podcast here: Apple Podcasts: https://podcasts.apple.com/us/podcast/harmonious-at-lunch/id1722490295 Spotify: https://open.spotify.com/show/2CIVZu21nyAbhHuO0nskRq?si=3d1f729fa9a743bd iHeart: https://www.iheart.com/podcast/269-harmonious-at-lunch-163898157/ Pandora: https://pandora.app.link/uo2Aj4gmSTb Amazon Music: https://music.amazon.com/podcasts/cb240cab-0e14-4923-8c75-03fe1b21e3ef/harmonious-at-lunch For strategies to achieve greater clarity in yourself and your employees, visit the HumanOp Website: https://humanop.com/ Learn more from Joshua Lee: FREE GIFT: Follow Joshua on Instagram @onejoshualee and DM him the word "HARMONIOUS" to get his free Amazon P&L checklist to see if your products are a good fit for the platform. Visit the First Light Studios website: flstudios.website Connect with Joshua Lee: Instagram: https://instagram.com/onejoshualee LinkedIn: https://linkedin.com/in/onejoshualee TikTok: https://tiktok.com/@1joshualee Follow Harmonious at Lunch: Instagram: https://www.instagram.com/humanoptechnologies/ Facebook: https://www.facebook.com/HumanOpTech LinkedIn: https://www.linkedin.com/company/humanop-technologies-inc/ YouTube: https://www.youtube.com/@humanoptech #AmazonFBA #EcommerceStrategy #D2C #LegacyBrands #SellingOnAmazon #BusinessScaling