At age 30, he quit his job and started a business, accurately grasped the explosive demand for LED lighting upgrades, and achieved annual sales of 10 million US dollars on Amazon through localized product selection and unique operating methods.

Seller Profile: Kadision
Date of establishment: 2015
Joined Amazon in 2017
Layout sites: US, Canada
Main products: commercial lighting, industrial lighting, home lighting
Sales performance:
By 2023, Cardison's sales on Amazon will exceed 10 million US dollars
Amazon enterprises account for 30% of B-side orders, and the largest order is worth 30,000 US dollars

Amazon Business Lighting Selection Guide
Similar products are also favored by B-side buyers!

outdoor floodlight Flood Lighting
● Best-selling sites: North America
● Reference price range:
$25-$80 (mainstream single head model)
$80-$200 (multi-head/high-power model)
● Product analysis
Target groups: home users, outdoor decorators, shop/warehouse operators, security monitoring installers
Usage scenarios: residential/driveway lighting, backyard lighting, commercial security lighting, garage/construction site, etc., providing high-brightness coverage to enhance nighttime safety and convenience of activities
● Core selling points
High brightness lighting performance: High-lumen LED beads (6000 lm or more) are mostly used, and the irradiation range is wide
Energy-saving and durable: LED technology saves 80% energy and has a lifespan of 30,000+ hours
Waterproof and dustproof grade: Mainstream is IP65/IP66, suitable for harsh outdoor weather
Intelligent control options: Some models support remote control, light/motion sensing, APP remote control or compatible
● Suggestions for sellers
Provide different watts/brightness (30W-150W) to suit residential and commercial users
Add a high value-added model with PIR sensing/light control/intelligent voice control
Can be used as a companion to security products (combined with cameras and solar light strips)

Complete Recessed Lighting Kits
● Best-selling sites: North America
● Reference price range:
$30-$100 (4-6 pack entry models)
$100-$200 (Highlight/Smart)
● Product analysis
Target group: interior decoration users, construction contractors, Airbnb/long-term renters, commercial space remodelers
Use scenario: living room, kitchen, hallway, basement, office ceiling renovation, suitable for new building/renovation projects, creating a simple and modern lighting environment
● Core selling points
Ultra-thin recessed construction: suitable for tight ceiling spaces, less than 1 inch thick
Energy-saving and durable: LED has a long lifespan and saves electricity (EnergyStar/ETL certification is more popular)
Smart compatibility: Some models support dimmer/voice assistant (Alexa/Google) control, focusing on smart home improvement
● Suggestions for sellers
Emphasize the “one box ready” selling point, suitable for users in the early stages of decoration to buy everything in one stop
Promote according to the festival/seasonal decoration cycle (such as early spring/early autumn), and you can use the “Preferred Lighting Solution for Renovation” theme
Add installation tutorial videos and DIY user reviews to the page to improve conversion rates

Plant Growing Lamps
● Best-selling sites: North America
● Reference price range:
$20-$80 (household model)
$100-$300+ (commercial/multi-head/high-power models)
● Product analysis
Target groups: Home gardening enthusiasts, urban balcony planters, indoor hydroponic/soil cultivation users, greenhouse operators
Usage scenarios: balcony cultivation, indoor flower cultivation, winter lighting, hydroponic vegetable cultivation, plant laboratory, suitable for growing tomatoes, peppers, succulents, herbs, etc.
● Core selling points
Full spectrum irradiation: simulates natural sunlight, suitable for different plant growth stages (budding, flowering, fruiting)
Adjustable brightness and color temperature: meet the needs of various plants/stages (blue light promotes growth, red light promotes flowering)
Flexible structure: gooseneck lamp arm, multi-head design, wide irradiation range
● Suggestions for sellers
Highlight the pain points of the “Winter Indoor Plant Lighting Artifact” and seize seasonal demand
Combine other horticultural products such as hydroponics/nursery mats for bundled sales to increase customer unit prices
The page highlights plant species adaptations (such as “suitable for tomatoes, peppers, herbs, small-leaved rosewood, etc.”)
Provide detailed technical information such as irradiation area and spectral curve parameters to win the trust of professional users

After graduating from majoring in international trade, Li Ruihao joined a state-owned enterprise and found a job that everyone was envious of. But an accidental phone call changed the trajectory of his life.

Mr Lee
One weekend, I talked to an old classmate in the foreign trade industry. He told me that I had a recent order, and I could earn 800,000 yuan after the deal. The income from his order would probably take me several years to work. I remember that day very clearly; the next day I quit my job and decided to start a business.

However, starting a business cannot be done on a whim; choosing a track is a top priority. Around 2015, it was at the point where tungsten lamps were gradually being replaced by LED lamps. Through research, Mr. Li discovered that LED lamps had an astonishing volume of shipments at the time. In 2015, Mr. Li and his partner co-founded the lighting brand Cardison and took the first step in starting a business.

The foreign trade business enabled Mr. Li to earn the first pot of gold in his life, but as competition intensified, he had to develop new sales channels. In 2017, Mr. Li learned at the exhibition that some lighting brands can earn 1,000 US dollars a day on Amazon, which changed his inherent impression.

Mr Lee
Traditional foreign trade fairs focus on serving 1-2 major customers. Although supply chain production capacity has been fully utilized, profits will be greatly compressed, and the risk of the company's operations will also be amplified. However, cross-border e-commerce can reach more consumers and SME customers and spread risk. More importantly, Amazon FBA can drastically reduce logistics costs. For example, the cost of going out to sea can be reduced by 90% compared to express delivery, and the cost of customer service, warehousing, and logistics is eliminated.

After seeing Amazon's potential, Mr. Li also took the initiative to find some third party agencies for training, and he also continued to exchange operating experiences with other sellers to learn how to advertise, operate ideas, and select new products. Today, Cardison has grown from a two-person startup team to a professional lighting brand. Cardison has maintained rapid growth in Amazon sales, breaking through 1 million US dollars in 2018, growing to 5 million US dollars two years later. By 2023, Cardison's Amazon sales had already exceeded 10 million US dollars.

Today, Cardison Amazon's sales have reached two-thirds of the company's overall performance, while the share of traditional foreign trade has dropped to one-third.

On Amazon, Cardison can directly collect consumer reviews and feedback, which makes the direction of their product innovation more clear, and makes product selection the key to breaking through the fiercely competitive lighting market.

Mr Lee
We have a wall lamp that has always been very good, but it has also caused many imitators to fight a “price war.” As a result, we innovated and improved the traditional antenna sensor into a button-type sensor, and cleverly embedded it into the lamp body, so that the product can capture ultraviolet rays, adjust the switching time according to the external brightness, eliminate the complicated management of manual switches, and achieve a balance of function, beauty, and cost.

But not all of our improvements have been successful. For example, traditional European and American wall lights are square, but we think the curved shape will be more beautiful and can also meet Amazon's packaging requirements, but the market response was mediocre after the product was launched. We later learned that although the square lamp is big and heavy, it gives customers the impression that the quality is reliable, and the curved design makes customers doubt the quality of the lamp. Therefore, product innovation must be based on market demand, and cannot be “built behind closed doors”.

This experience made Cardison pay particular attention to the research of user needs, and allowed them to maintain accurate operating strategies for target audiences at all times. In this regard, Cardison will conduct user research through multiple online and offline channels:

01 Offline foreign trade customer communication
Cardison, which started as a foreign trade company, has a rich source of offline customers. Through them, they can understand the differentiated needs of some local and different channels, and have become a focus of product innovation.

02 Research on popular online models
Cardison will also disassemble and analyze popular models on Amazon to “verify” the needs of the multi-channel market.

Once it has the right product selection, Cardison will open up sales and “protect” the new product through a unique set of new product promotion strategies.

Mr Lee
01 Step 1: Concessionary promotions. When a new product is launched, refer to competitors' prices and make appropriate concessions, thereby increasing the conversion rate relatively, but it will definitely ensure profit margins and not reduce losses.
02 Step 2: Earn word of mouth. Whether it's a low price or a unit price of a few hundred US dollars, we will give customers a free trial, get feedback and gain word of mouth, and simultaneously advertise to help the new product gain popularity.
03 The third step is to increase the price step by step. When sales become stable, Cardison will raise prices in stages. Each increase is controlled at around 5%, and the ideal target price can generally be achieved through three adjustments.

Mr Lee
In addition, our core user group is power workers. We will also optimize materials on the listing, upload professional certifications, show product advantages by presenting real work and installation scenarios, and accelerate transformation. After completing certified uploads and material optimization, Cardison's conversion rate increased by 30%.

In Cardison's perception, Amazon is a channel for C-end consumers. However, some special orders changed Mr. Lee's opinion: “At Amazon, we found that many customers buy many lamps at once, and the repurchase rate is very high. We later learned that this was a B-side customer who bought from Amazon Business. Abbottt, Premiere Creative’s creative director.

B-side orders with a large single purchase volume, high repurchase rate, and extremely low return rate aroused Mr. Li's keen interest in corporate buyers as a new customer group. Through in-depth analysis, he found that B-side customers have four major characteristics:

Mr Lee
1 ️ * Large purchase volume: Enterprise customers generally order 4 sets of lamps and buy 10 sets at once
2 ️ ︎ High brand loyalty: frequent repurchase orders, B-side repurchase rate is more than double that of C-side
3 ️ ︎ Strong professionalism: less sensitive to price, but more emphasis on product quality and certification during procurement
4 ️ ︎ Low return rate: The return rate for B-side buyers is about 2%-3%, only half of the C-end customer return rate

How can I understand my store's ToB potential?
By default, ASINs listed on Amazon stores can be sold on the C-side and B-side at the same time; your store probably already has B-side orders!Follow these steps to enter the B2B platform to check the store's B-side sales:
👉️ Step 1: Log in to Seller Central.
👉️ Step 2: Click the top button in the upper left corner to open the menu and click B2B > B2B Platform.

Based on this insight, Cardison began to focus on the B-side. Today, Cardison has become a “regular customer” on the purchase orders of construction companies and engineering companies on Amazon. In this process, Amazon Enterprise Purchase also provides a full range of tools to help Cardison explore greater incremental growth on the B-side track.

Business Price and Quantity Discounts (BPQD)
Attract B-side traffic and accelerate sales conversion
Through BPQD, we can set exclusive prices and discounts for corporate orders. Currently, we are generally divided into five tiers. If you buy more than 4, you can enjoy a 3% discount. The more you buy, the greater the discount, which has significantly increased our B-side order conversion rate.

Enterprise Price and Quantity Discounting (BPQD) usage path
● Set business discounts for all products with one click: Seller Central > Determine Price > Automate Pricing > Business Catalogue-Level Rules
● Flexible automated pricing rules (set up business discounts for select ASINs): Seller Central > Determine Price > Automate Pricing > Create a New Pricing Rule
● Upload the form to quickly set up corporate discounts: Search for “Upload Business Prices in Bulk” in Seller Central, download the “Enterprise-specific Data Upload File”, and set batch price discounts for products through the file template
● Set up business discounts for individual ASINs: Seller Central > Inventory Management > Business Price/Add Quantity Discounts

Large Pack (Large Pack) attracts B-side traffic and accelerates sales conversion
Business buyers tend to buy in bulk, and we focus our operating strategy on 4 packages. Through the launch of the “multi-pack” packaged in batches, we enjoyed a commission reduction, and by conceding the reduced costs to corporate buyers, the transaction rate increased by about 50%.

The Quotation Quoter (CQE) order is worth tens of thousands, making it easy to win large corporate orders
Purchase requests from many business buyers can be received through the inquiry and quotation machine. For example, we used this tool to buy a super large order worth 30,000 US dollars at Amazon and sold about 500 lamps at once.

Exclusive advertisements purchased by enterprises have a high return on advertising investment, and accurately reach corporate buyers
Amazon Business Purchases promote products to B-end business buyers, which can help us accurately reach corporate buyers. This year, Amazon Enterprise Purchases launched a product promotion bid adjustment function. Last month, we used less than 200 US dollars in advertising investment to leverage sales of more than 2,000 US dollars. At the same time, we also participated in the testing of the Sponsored Products Amazon Business Exclusive Campaign (Sponsored Products Amazon Business Exclusive Campaign), which generated more than 20 times more sales. We found that the results of B-side product promotion on emerging sites, such as the Canadian site, will continue to be optimized and observed in the future.

Mr Lee
In addition to the full range of tool support, the Amazon Business Purchase account manager also provided us with a lot of help, such as helping us analyze operating data, helping us apply for storage of oversized products, relieving peak season preparation pressure, and assisting in dealing with issues related to product certification, etc., saving us a lot of operating time and energy.

Today, Cardison's products can meet the lighting needs of different scenarios such as offices, warehouses, schools, and outdoors, and have also received continuous orders from a large number of buyers from construction companies, engineering companies, schools, etc., and B-side order sales account for more than 30% of total revenue.

Advice for new sellers with a cross-border layout in 2025
What advice would you give to new sellers with a cross-border layout in 2025?
Mr Lee
The first thing is to see if the product you want to make has an advantage in the supply chain. In fact, whether this product is a Red Sea product or a product with a slight threshold in the market, because having a threshold can reduce some competition, which is relatively less intense.