#741 – Building Amazon Brands And Buying More Of Them
A podcast episode profiles Shaff Qureshi, who grew a painter's tape Amazon launch into a mid-7-figure multi-brand portfolio and recently acquired an educational poster brand. Key tactics covered: aggressive auto campaigns at launch, off-Amazon traffic from Google/Meta/email, and using Helium 10 Diamond to avoid redundant TikTok Shop influencer software costs.
The supplier-mistake-turned-hit-variation story is the real signal — systematic variation testing is underused alpha. Sellers running TikTok Shop should audit their current software stack against Helium 10 Diamond's influencer outreach features before adding third-party tools.
Brand acquisition as an exit and entry strategy is accelerating among mid-market Amazon sellers — portfolio building, not single-brand scaling, is the emerging competitive model.
Check Helium 10 Diamond's influencer outreach tools before paying for TikTok Shop creator platforms — redundant spend is common and avoidable.
In Helium 10 Keyword Tracker, set ranking retention as a core KPI for launch campaigns, not just ACoS — it's a better signal of sustainable placement.
Bottom Line
Mid-7-figure Amazon brand built on tape, systems, and smart tool stacking.
Source Lens
Industry Context
Useful background context, but lower-priority than direct platform, community, or operator intelligence.
Impact Level
medium
Mid-7-figure Amazon brand built on tape, systems, and smart tool stacking.
Key Stat / Trigger
mid-7-figure Amazon revenue from a painter's tape launch started in 2019
Focus on the operational implication, not just the headline.
Full Coverage
Bradley Sutton, VP of Education and Strategy 38 minute read Published: March 30, 2026 Modified: March 31, 2026 Share: URL copied --> --> --> --> --> In this episode, Bradley Sutton sits down in Long Island City with Shaff Qureshi, a New York-born entrepreneur who built a mid-seven-figure Amazon business after launching with something as simple as painter’s tape.
What started as a side hustle during law school quickly became a serious business, even though his immigrant parents initially hoped he would follow a more traditional career path. Shaff shares how he discovered Amazon through a friend connected to a retail business, saw the opportunity early, and jumped in while still in school.
The conversation follows his progression from that first painter’s tape launch in 2019 to building multiple brands, including his planner and journal brand, Insight. He explains why he stayed focused on growing in the U. S. instead of expanding internationally too soon, and how that discipline helped him keep scaling year after year.
Shaff also talks about recently acquiring part of a larger educational poster brand, revealing that his long-term vision is not just to sell products, but to build a portfolio of household brands. A major highlight of the episode is Shaff’s detailed breakdown of how he launches and grows products.
He discusses using auto campaigns aggressively at launch, driving outside traffic from Google, Meta, and email, and relying on keyword rankings as the core success metric for his team.
He also explains how Helium 10 tools like Search Query Analyzer, Keyword Tracker, and Helium 10 Ads help his business track market size, measure ranking retention, and identify which ad types are actually driving efficient results. Shaff also shares lessons from both painful losses and unexpected wins.
He talks about taking on a large loan for a product expansion that underperformed, and how that failure forced him to improve his systems and decision-making. On the other hand, one supplier mistake accidentally created a product variation customers loved, which became a breakout success.
The episode also touches on his TikTok Shop expansion plans, including how Helium 10 Diamond saved him from adding more software subscriptions by already including influencer outreach tools he was about to pay extra for.
In episode 741 of the Serious Sellers Podcast, Bradley and Shaff discuss: 00:00 – Introduction 01:05 – Shaff’s New York And Pakistan Background 02:30 – Law School, Family Influence, And Starting A Business 04:05 – Why His Parents Doubted Amazon At First 05:17 – How He First Discovered The Amazon Opportunity 06:45 – Launching Painter’s Tape In 2019 08:28 – Building Insight And Growing Multiple Brands 10:06 – Revenue Breakdown, TikTok Shop, And U.
Marketplace Focus 11:32 – Buying Another Brand And Building A Portfolio 12:28 – How He Uses Helium 10 For Growth And KPIs 15:19 – His Product Launch Strategy And Off-Amazon Traffic 24:18 – Biggest Losses, Surprise Wins, And TikTok Shop Software Savings Transcript Bradley Sutton: From selling painter’s tape on Amazon to mid seven figures worth of sales and the ability to buy even other Amazon brands.
That’s just part of the story of today’s guest. How cool is that? Pretty cool, I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10.
I am your host, Bradley Sutton, and this is the show that’s a completely BS-free, organic conversation about serious strategies for serious sellers of any level in the e-commerce world.
Bradley Sutton: And continuing my tour of the e-commerce world, I’m here in one of my old stomping grounds that I barely recognize, Long Island City, which when I was here 30 years ago, you know, it was like Queensbridge projects and you have to be careful walking around. And I got off the Uber. I wasn’t paying attention. I got off the Uber.
I’m like, am I in like the west side of Manhattan or something? I’m like, what is going on here? But Shaf, am I pronouncing that right? That’s correct, yeah. Invited me here to his home here in Long Island City. Now, you told me you are actually from born and raised here in New York.
Shaff: Yeah, born and raised Queens, New York, fresh meadows, but moved to Long Island City. Love it here. Bradley Sutton: How long have you been here in Long Island City? Shaff: Long Island City, I would say it’s been about three years. Bradley Sutton: Were your parents born in Pakistan or also here in the United States? Shaff: They were born in Pakistan.
And my father actually came here when he was 16 in like, I think it was like the late 70s or early 80s or something like that. Bradley Sutton: From where in Pakistan? Shaff: Lahore. Bradley Sutton: Oh, Lahore. I had some good biryani when I went to Lahore, but Kara
Original Source
This briefing is based on reporting from Helium 10 Blog. Use the original post for full primary-source context.
Style
Audience