Today we talked to a $30 million a year seller who is selling and has sold some of the most unique products I've ever heard of,

including one at a $600 price point when everybody else is priced at only $40. How cool is that? Pretty cool, I think.

Hello, everybody. Hello everybody and welcome to another episode of the serious sellers podcast by Helium 10.

I'm your host, Bradley Sutton, and this is the show.

That's a completely BS-free, unscripted, and unrehearsed. Organic conversation about serious strategies for serious sellers of any level in the e-commerce world. In my travels recently, one of the things I like about going to conferences, and it's what I always tell people about, too, is that, you know, you can meet different people, network with people and find out about their story. And that's kind of like how I structured this whole podcast. But then I actually did that recently at Amazon Accelerate. And I'm glad I did it because I glad I did it as in I went to this one mixer that

they organized. And I was at first, I was like, oh, man, I was so drained after that day. And I'm like, oh, man, it's going to be a crowded place. I don't like to be in crowded places. But you know what? I'm going to hop on this little lime scooter from my hotel and go over to this restaurant where

event was.

I was sitting down talking to some people at the table and then I met today's guest there.

Joe. little lime scooter from my hotel and go over to this restaurant where the event was. I was sitting down talking to some people at the table and then I met today's guest there. Joe, how's it going? I'm going good. Thanks for having me on. Awesome, awesome. Now, you said you're in Vegas right now, right? Yes, we're in Las Vegas, Nevada. Now, that's not a typical Vegas accent you've got. So where were you born and raised? Yeah, so I was born in Zimbabwe raised as well, in Zimbabwe. And I moved out to England.

Where did it? typical Vegas accent you've got. So where were you born and raised? Yeah, so I was born in Zimbabwe, and I moved out to England, where I spent a lot of my time there doing some education and stuff. And then I got tired of the cold being a Zimbabwe. You went to the opposite then. If you went to Vegas, I cannot imagine no more opposite than cold, please. Oh yeah, 100%. I just went on to Google and I was like, okay, I want to go to someone in America, but I need to find somewhere warm. And I think the first thing that came up on the search was Death Valley, but there was nothing over there. So the second thing was Phoenix and Las Vegas. So I eventually found myself in Las Vegas just because of the ease of doing business, ability to to meet people here is really good. Now, did you go to university over in UK or in the U.S.? Yes, I did university in the UK as well as in the U.S. So I got an accounting degree back in UK. And then in U.S. I did a business management degree with some entrepreneurship additionals to that. Was it like a UNLV or? I know this was in, um, in Phoenix in ASU. ASU, uh, sun devil, right? Sundevils. Okay. I always test my, I don't know. I'm not going to ask you any kind of mascot because from England. I don't know anything about England, uh, schools, but of the U.S. schools, mascots here.

Actually, I'm wearing a, we'll talk about this later.

I'm wearing a mascot from a minor league baseball team is my hat.

This is called from a nearby to Arizona's Albuquerque isotopes.

But the reason I use this today was because this is very similar this logo to like our Helium 10

Atomic logo. I know you and I were talking about Atomic. Right? Doesn't it look like the A from

from Atomic? Yeah, it actually does not I see it when you mentioned. So that's why I wore this on

purpose. There's a method to my madness. But anyways, before we get to Atomic talking about Atomic,

I just want to talk about your

e-commerce journey. So when you graduated from after, you know, there at ASU, did you get into

e-commerce at all? Or at what point did you get into the e-commerce world? So this was actually

still back in England around 2017 is when I kind of got first into my e-commerce

kind of journey which was on Shopify specifically Shopify and WordPress was where I started

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