More than 800 Amazon sellers have only listed one product, with annual revenue exceeding $1 million. According to Marketplace Pulse’s research, 19 sellers generated over $10 million in revenue solely based on their single SKU.
The Amazon US marketplace has approximately 50000 million dollar sellers, but only 1.6% of them (0.15% of all active sellers in the US) operate a single product, indicating that this achievement is extremely rare.
For many sellers, the single item model represents lean operations: maximizing revenue with minimal complexity. Seller Hero Cosmetics was exactly like that. It initially had only one Amazon SKU – Mighty Patch, but later became the top beauty product on the platform, with final sales reaching $630 million.
But these sellers benefit from simplification, but fail in diversification. The same focus not only creates elegant operations, but also concentrates all business risks on a single point of failure. Algorithm changes, competitor launches, supply chain disruptions, or regulatory changes can all destroy an entire enterprise overnight. This vulnerability explains why nearly 500 out of 800 single item millionaires have incomes between $1 million and $2 million – a precarious threshold where many businesses either scale up, no longer rely on a single product, or face extinction.
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