Tuesday Aug 05, 2025

Episode 313 - CPG Brands, Trends, and Product-Market Fit with Nik Hall

Scott is joined by CPG expert Nik Hall to discuss what truly drives success for consumer packaged goods brands on Amazon.

Drawing from his experience building and exiting a gummy vitamin company, Nik shares hard-earned insights on category trends, why most failures come from chasing hype too late, and how overlooked niches often present the best opportunities.

Get real-world lessons from both failed launches and breakout brands, highlighting the importance of strategy, timing, and execution.

Scott and Nik also explore how to validate product-market fit through blind taste tests, review mining, and competitor analysis. Nik emphasizes that in the world of consumables, taste still reigns supreme. No amount of marketing can save a mediocre product.

They discuss how tools like SmartScout can guide smarter decisions around product development and launch timing, offering a clear roadmap for new sellers aiming to succeed in today’s competitive CPG landscape.

Episode Notes:

00:15 - Nik Hall Introduction

01:20 - Nik’s Background

01:57 - Success vs. Failure in CPG on Amazon

03:31 - Chasing Trends: Opportunities and Pitfalls

05: 10 - Multi-Trend Positioning

08:30 - Taste and Longevity: What Really Drives LTV

08:52 - Product Development: Testing and Sensory Analysis

11:07 - Navigating Manufacturing and Co-Packing Challenges

14:50 - Real-World Failure

18:17 - Product-Market Fit in CPG

19:03- Customer Conversations and Amazon Research