Secret Sauce: How Mike’s Hot Honey became an Amazon bestseller

Looks at how Mike’s Hot Honey tackled the problem of invisibility and inefficient investment in Amazon advertising – and emerged not only top in its category but, for a time, the number one grocery product on the platform.

The Mike behind Mike’s Hot Honey does not have a background in beekeeping or chilli production, but he does have a hot product – one that was already selling well in real-world stores, if not in the digital world.

His story began with an epiphany over pizza in his student days on a trip to Brazil. Mike Kurtz found himself in a pizzeria where there were jars of chilli-infused honey on every table for drizzling over pizza. One bite and he was a changed man; an immediate convert to the power of sweet and spicy to create a more mind-blowing...

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