About Yang He
Yang He is the visionary behind Hui Creative Services Inc and Shenzhen Hui Internet Software Technology Ltd, serving as their founder and CEO. A native of China, he embarked on his educational journey in England, where he earned his MSc Degree in Marketing and Management. Furthermore, he distinguished himself as an alumnus of the prestigious Wharton Business School at the University of Pennsylvania.
Mr. He's entrepreneurial journey began in England, where he initially thrived as a power seller on eBay. However, his true passion emerged when he discovered his knack for assisting fellow sellers in achieving online success.
In 2013, he pioneered Hui Wang, an exclusive seller club in China. This groundbreaking initiative offers lifetime access to free courses and invaluable marketplace tools to sellers, orchestrates engaging in-person events to foster meaningful connections among sellers, and diligently works towards bridging the gap between marketplaces and sellers.
This initiative quickly garnered the support of over 3,000 marketplace sellers, including many top performers across diverse categories on platforms such as Amazon, Walmart, eBay, Temu, Tiktok, and others.
Starting an Amazon business is exciting — but for most new sellers, it’s also full of hidden pitfalls.
Here are three common mistakes many beginners make, why they happen, and more importantly, how you can avoid them to set yourself up for success.
Mistake 1: Choosing Your Products from the Best Seller Page
Why it’s a trap for beginners:
New sellers often think that picking a “Best Seller” guarantees success. It seems logical: if a product sells well, why not jump in too?
However, the reality is that Best Seller products usually face intense competition from established brands with massive marketing budgets, deep inventory, and a loyal customer base.
Entering these saturated markets often results in a “race to the bottom” on pricing, slim profit margins, and very low visibility for new listings.
Real-life example:
Imagine you’re inspired by the #1 kitchen spatula on Amazon’s Best Seller list. What you don’t see is that the top five listings each have over 10,000 reviews — and the sellers are spending thousands every month on ads to stay at the top.
As a new seller with limited reviews and ad budget, it’s nearly impossible to break in.
Better solution:
Instead of chasing after Best Sellers, focus on emerging trends and less competitive niches. Here’s exactly how:
- Browse Amazon’s New Releases: This category highlights products that are gaining traction but haven’t yet saturated the market.
- Explore Amazon’s Niche Categories: Dig deeper into subcategories where competition is lighter and customer needs are more specific.
- Research on Etsy: Etsy often surfaces trending handmade and unique products before they become mainstream on Amazon.
Actionable steps:
- Search “New Releases” in your category weekly.
- Analyze listings with low competition but growing review counts.
- Identify unmet needs — for example, customer reviews asking for improvements.
- Validate product ideas across Etsy, Pinterest, and TikTok trends.
Mistake 2: Taking Too Long to Launch Your Product
The reality on Amazon:
When launching a new product, you don’t need to wait for a perfect listing, a fancy photoshoot, or a big social media following.
The only thing that matters is momentum.
Momentum = steady growth in daily orders + continuous improvement in Best Seller Rank (BSR).
Amazon’s algorithm heavily favors products that show consistent daily sales growth. The faster your product gains velocity, the faster it climbs search results and gains organic visibility — creating a self-reinforcing loop of traffic and sales.
Why waiting is a killer:
Every day you delay is a missed opportunity to build sales history and momentum.
Meanwhile, competitors are capturing customers, gathering reviews, and locking in their organic rankings — leaving you to start from an even weaker position.
How to build momentum effectively:
- Launch fast with a competitive price: Price aggressively at the beginning to drive faster adoption. Don’t aim for maximum profit yet — aim for maximum order velocity.
- Set a daily order target: Start with a manageable goal — for example, 3–5 orders per day in the first week, then gradually increase it week by week.
- Use Amazon’s tools smartly: Run limited-time discounts, coupons, and early reviewer promotions to boost conversions.
- Track and push your BSR: Monitor your BSR daily. As your BSR improves, slightly adjust your price upwards while maintaining order flow.
- Scale daily orders steadily:
Week 1: 3–5 orders/day
Week 2: 5–8 orders/day
Week 3: 8–12 orders/day
Week 4: 12–20 orders/day
(Adjust based on category competitiveness)
Mistake 3: Setting an Ads Budget Too Low
Why it matters:
Without enough advertising spend, your product simply won’t be seen — no matter how great it is.
New sellers often try to “play safe” by setting a minimal budget, but visibility is critical in Amazon’s early ranking phase.
Solution:
- Analyze competitors’ traffic sources: Look at their keyword strategies, ad placements, and best-performing ASINs.
- Set a realistic launch budget: Based on your price point and target sales, plan for at least $500–1000 in initial PPC campaigns.
- Understand ACoS vs TACoS:
- ACoS (Advertising Cost of Sales): Measures your ad spend efficiency.
- TACoS (Total Advertising Cost of Sales): Measures your ad spend relative to your total sales, including organic sales — a healthier long-term metric.
Focus not just on getting low ACoS, but also on building organic ranking over time.