Host (Tom): Welcome to the Clear Ads Podcast: Highway to Sell. I’m joined today by Leslie Hensel from Riverbend Consulting, here to talk about her upcoming book The Amazon Incubator, launching January 23rd. Leslie, welcome! Please give our listeners a quick intro to your Amazon journey.
Leslie: Thanks, Tom, I’m so glad to be here. Like many, I started as a mompreneur back in 2010—what I call the Wild West days of Amazon. I began selling to support homeschooling my special needs child. Later, I returned to consulting but shifted to e-commerce, and eventually co-founded Riverbend Consulting. Now with 85 team members, we specialize in solving Amazon sellers’ problems—account suspensions, ASIN suspensions, brand registry frustrations, and more.
Tom: Brilliant. Let’s dive into your new book. Why did you write The Amazon Incubator, and who should read it?
Leslie: I wrote it because of all the misinformation out there—gurus promising overnight riches with a few hundred dollars. The truth is: Amazon is the greatest small business opportunity in history, but it must be treated as a real business. The book is for both beginners and seasoned sellers: basics like goal-setting, choosing models, and scaling, plus advanced sections on brand registry and growth.
Tom: Has selling become tougher over time?
Leslie: Absolutely. Three main reasons:
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Amazon itself matured—more focus on IP protection and compliance.
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Competition grew—fewer “easy” niches.
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KYC and regulations—Amazon now requires proper verification, like banks.
But there are still plenty of niches; you just have to be systematic.
Tom: Many consider Amazon as a side hustle. Is it still realistic?
Leslie: Yes, but set expectations. Flipping retail/online arbitrage can make you profitable year one, but it’s risky for account health. A private label brand, however, usually takes 2–3 years before you can draw meaningful income. Treat it like a real business: set up your books from day one, track your time, and remember—you make money when you buy inventory, not when you sell it.
Tom: What about work-life balance for side hustlers?
Leslie: It’s tough. My advice:
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Have a dedicated office space, not your kitchen table.
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Use a priority list—three tasks max per day.
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Time-block for family as well as business.
Amazon can be all-consuming, but family moments are irreplaceable.
Tom: You’ve seen countless suspensions. What are the most common reasons right now?
Leslie: Big ones are:
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Inauthentic complaints (customers doubting authenticity).
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Linked accounts—Amazon suspects you’re tied to a past suspended account, even from years ago or via an old roommate.
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Review manipulation—friends, family, or chatbots leaving reviews.
Sellers must be vigilant: watch voice of customer metrics, avoid shortcuts, and understand Amazon’s rules.
Tom: Any memorable cases?
Leslie: One client was suspended for “selling hand grenades”—he had uploaded an entire distributor catalog without filtering out restricted products. Another sold heated car seat covers that set a customer’s vintage car on fire. Both were reinstated after compliance fixes, but those are lessons you don’t forget!
Tom: Black hat tactics—tempting but risky. What should sellers know?
Leslie: Avoid them. Categories like supplements and electronics are especially rife with black hats. We’ve seen extortion, fake images, even listings held hostage for Bitcoin. It’s illegal, and sellers who go that route live with constant anxiety. Slow and steady wins the race—sleep at night like the tortoise, not the hare.
Tom: You call your book a “blueprint for success.” What does that look like?
Leslie: It’s about building systematically:
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Set up books and structure.
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Choose your product and fulfillment model.
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Develop SOPs (standard operating procedures).
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Outsource smartly.
Scaling requires people—watching ads, monitoring inventory, ensuring reimbursements. Amazon’s systems aren’t perfect, so human oversight is essential.
Tom: And what sets your book apart from others?
Leslie: It doesn’t force a formula. Instead, it guides you with questions so you choose the model that fits your goals, time, and resources. Some want Lamborghinis; others want family vacations or tuition savings. The book helps craft a business that aligns with your vision.
Tom: I love that approach—it mirrors how we craft ad strategies: no one size fits all. Before we close, tell us about your personal journey as a mompreneur and working from home.
Leslie: Working from home gave me freedom to never miss a football game or parent-teacher meeting. My kids even helped early on—sticking labels, prepping shipments. Now they handle seasonal merchant-fulfilled orders, and it’s taught them where money comes from. One son wants to run a bakery, the other chases tornadoes and builds a meteorology channel. The Amazon journey has shaped them, too.
Tom: Wonderful. Where can listeners find your book and connect with you?
Leslie: The book is at theamazonincubator.com—pre-orders before January 23rd come with bonuses. Connect with me on LinkedIn, Twitter, Instagram, and Facebook under Leslie Hensel. For Amazon issues—account or ASIN suspensions—visit riverbendconsulting.com. We even answer the phone live!
Tom: Perfect. Listeners, you’ll find the link to purchase Leslie’s book in the episode description. Please like, share, and subscribe so you don’t miss future episodes. And if you need ad management support, visit clearadsagency.com. Leslie, thank you—it’s been a joy hearing your journey, wisdom, and family stories.
Leslie: Thank you, Tom.
Tom: Until next time—goodbye from me, and goodbye from Leslie.
