Scott is joined by CPG expert Nik Hall to discuss what truly drives success for consumer packaged goods brands on Amazon.



Drawing from his experience building and exiting a gummy vitamin company, Nik shares hard-earned insights on category trends, why most failures come from chasing hype too late, and how overlooked niches often present the best opportunities.



Get real-world lessons from both failed launches and breakout brands, highlighting the importance of strategy, timing, and execution.



Scott and Nik also explore how to validate product-market fit through blind taste tests, review mining, and competitor analysis. Nik emphasizes that in the world of consumables, taste still reigns supreme. No amount of marketing can save a mediocre product.



They discuss how tools like SmartScout can guide smarter decisions around product development and launch timing, offering a clear roadmap for new sellers aiming to succeed in today’s competitive CPG landscape.

Episode Notes:

00:15 - Nik Hall Introduction

01:20 - Nik’s Background

01:57 - Success vs. Failure in CPG on Amazon

03:31 - Chasing Trends: Opportunities and Pitfalls

05: 10 - Multi-Trend Positioning

08:30 - Taste and Longevity: What Really Drives LTV

08:52 - Product Development: Testing and Sensory Analysis

11:07 -  Navigating Manufacturing and Co-Packing Challenges

14:50 - Real-World Failure

18:17 - Product-Market Fit in CPG

19:03- Customer Conversations and Amazon Research

20:53 - Choosing a Launch Path

21:24 - The Realities of Retail

22:14 - The Permissionless Nature of Amazon and D2C

23:10 - Startup Resource Requirements

23:40 - Founders’ Stories

25:05 - Best Resources for New CPG Entrepreneurs

27:25 - Networking, Mentorship, and Building Real Relationships

29:08 - Content Marketing and Honest Advice

29:30 - Helping Select Brands and Giving Back

Related Post: The Top CPG Brands That Launched on Amazon Since 2018

How to Reach Nik:

LinkedIn: linkedin.com/in/nikhall

Website: vitafive.com

Scott’s Links:

LinkedIn: linkedin.com/in/scott-needham-a8b39813

X: @itsScottNeedham

Instagram: @smartestseller

YouTube: www.youtube.com/@smartestamazonseller2371

Newsletter: https://www.smartscout.com/newsletter-sign-up

Blog: https://www.smartscout.com/blog