When Beav Brodie was handed his wife's purple diaper bag to carry around town, he knew something had to change. As a tattooed, custom car-building dad, that bag just didn't fit. So he did what any problem-solver would do—he grabbed his sewing machine and made his own. That side project turned into Tactical Baby Gear, a thriving eCommerce brand that's become the go-to for dads who want gear that's as functional as it is badass. In this episode, Beav shares his journey from knowing absolutely nothing about eCommerce (including what a UPC code was) to building a product line that customers trust and keep coming back for. He also pulls back the curtain on navigating the chaos of 2025—from Meta auction issues to tariff headwinds—and why he's betting big on Amazon and YouTube as his growth channels for the year ahead.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Opening & Introducing Beav Brodie

(04:45) 2025 Headwinds, Tariffs & Personal Life Challenges

(08:45) Becoming a Real Operator: Systems, SOPs & Founder Mindset Shifts

(12:00) Origin Story: From Custom Cars to Tactical Baby Gear

(17:00) Manufacturing Realities: COVID, Price Creep & Moving Abroad

(24:38) Recover hidden Amazon revenue with Threecolts

(25:33) Meta Constraints & The Founder Bottleneck in Content

(29:30) UGC, Influencers & Why Authenticity Beats “Pretty” Content

(36:25) Offers, Acquisition & The Realities of Low-Repeat Categories

(42:10) Brand vs Discounts: Community, Trust & True LTV

(47:00) Channel Expansion & Product Philosophy

(50:19) PostPilot: Direct mail that prints money.

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Tactical Baby Gear: https://tacticalbabygear.com
• Sponsor Offer | Threecolts: http://threecolts.com
• Sponsor Offer | PostPilot: http://postpilot.com/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Think you've maxed out your paid advertising? Think again.

In this episode, Miranda Pettinger (365 Holdings/Cuddle Clones) shares how she scaled AppLovin from zero to $80,000/day in just 7 days during Black Friday—and why it's now their highest-spending channel, even surpassing Meta.

Miranda doesn't just share success metrics—she breaks down the exact strategy, creative approach, and measurement framework that made it possible. This is the blueprint for brands ready to diversify beyond Meta and Google.

If you're spending serious money on Meta and hitting scale ceilings, AppLovin might be your most underrated growth opportunity. Miranda proved it's possible to find incremental customers, better ROAS, and massive scale—all while simplifying your account structure.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Introducing Miranda and Cuddle Clones

(07:54) The Journey from Zero to $80,000 a day.

(13:27) Targeting, Media Buying and Creative on AppLovin

(17:03) Understanding AppLovin

(19:38) Analyzing Customer Behavior and Incrementality

(22:59) Fermat: Optimize Shopper Experience with AI

(23:53) Limitations on AppLovin and Final Thoughts

(31:15) Crafting Compelling Ads

(37:24) Analyzing Successful Ad Elements

(42:17) Targeting and Audience Engagement

(46:27) Brand Recall and Interactions

(50:25) Utilizing AI for Ad Optimization

(53:35) Creative Diversity and Longevity

(58:41) Final Thoughts

(01:03:08) Save Money and Connect Your Marketing Channels with Channable

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Connect with Miranda on X: https://x.com/mirandpettinger
• Cuddle Clones: https://cuddleclones.com
• AppLovin: https://www.applovin.com/
• Sponsor Offer | Fermat (Mention Ecommerce Evolution): fermatcommerce.com
• Sponsor Offer | Channable (Mention Ecommerce Evolution): https://channable.com/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

At the start of Q4, OMG Commerce founder Brett Curry hosts a special Last-Minute Levers masterclass to help brands maximize performance during the busiest shopping season of the year. Joined by Amazon strategist Luba Ilyasova, ad expert Jonathan Steffens, and Connor Crook, CEO of Diamondback Tools, the session dives into what’s changed on Amazon in 2025, how to build a profitable holiday strategy, and which final levers to pull before Black Friday / Cyber Monday hits.

From international expansion and tariff navigation to using Amazon’s newest ad analytics, profit margin tracking, and creative promotion tactics, this masterclass offers a playbook for protecting margins, scaling smartly, and avoiding common Q4 pitfalls. Whether you’re planning coupons, bundles, or last-minute campaigns, these insights will help make this your strongest and most profitable holiday yet.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Intro

(04:32) Diamondback Tools & Amazon’s Role in Brand Growth

(06:43) Strategic Fit – How Amazon Complements DTC and Wholesale

(11:54) Key Shifts in 2025 – Tariffs, International Expansion & SKU Updates

(16:07) Major Amazon Changes – Matching Product to Customer Intent

(21:04) Sponsor Acknowledgements & Tool Shoutouts

(22:14) Ad Trends and Competitive Landscape in 2025

(25:26) Making Data Actionable – Customer Journey Analytics & Search Query Insights

(32:40) Last-Minute Levers for Q4 Success

(34:15) Testing New Main Images & Launching Video Ads

(35:51) Building Gift Guides & Creative Holiday Angles

(37:18) Integrating Email and SMS With Amazon Promotions

(39:26) Diamondback’s Promotional Strategy for the Holidays

(45:21) Virtual Bundles – Opportunities and Pitfalls

(50:27) Balancing Aggression and Profitability in Holiday Ads

(52:33) Post-Event Remarketing & Retention Tactics

(56:35) Final Thoughts – Promotions That Actually Work

(58:37) Closing Remarks – Building Profitable Brands This Holiday Season

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Connor’s LinkedIn: https://www.linkedin.com/in/connor-crook-bb82b110/
• Diamondback Website: https://www.diamondback.com/
• Boom by Cindy Joseph (Amazon launch case): https://www.amazon.com/stores/BOOMbyCindyJoseph/page/8ACDB09A-AEB9-4CEE-9311-BC3DCA688D8D
• Native Deodorant: https://www.amazon.com/stores/Native/page/B87A8989-7690-424A-B775-553034F6E58E
• Sponsor Offer | AZM Prep (Mention Ecommerce Evolution): https://amzprep.com/
• Sponsor Offer | KAPOQ (Mention Ecommerce Evolution): https://kapoq.com/
• Sponsor Offer | Seller Candy (Mention Ecommerce Evolution): https://sellercandy.com/
• Sponsor Offer | Threecolts (Mention Ecommerce Evolution):...

Are you spending more on ads but getting less in return? You're not alone. In this eye-opening conversation, Preston Rutherford, co-founder of Chubbies (which achieved a nine-figure exit and continues to see 8 years of consecutive growth), reveals why most modern brands are stuck in what he calls "the performance trap." Preston breaks down the crucial 95-5 rule—the reality that 95% of your audience isn't actively shopping at any given time—and explains why optimizing only for immediate conversions is slowly eroding your brand.

He shares the hard-earned lessons from Chubbies' journey, including their midlife crisis moment when efficiency metrics looked great but the business fundamentals were deteriorating. This isn't about choosing between brand and performance—it's about finding the right balance to build sustainable, profitable growth. If you've ever wondered whether your marketing is building a moat or just buying clicks, this episode is essential listening.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Intro

(04:08) The Journey of Chubbies

(08:49) Navigating Early Success and Marketing Performance

(16:10) Identifying Brand Erosion and Its Consequences

(22:00) 1000 Free Postcards with Post Pilot

(22:58) The 95-5 Rule

(28:53) Balancing Demand Capture and Generation

(32:25) Testing and Incrementality in Marketing

(52:30) Understanding The Brand’s Impact on Revenue

(58:47) Insights from Data Analysis

(1:04:18) Running Media Differently for Brand Building

(1:09:37) Identifying ICP for Marathon Data

(1:12:30) Fast Funding the Way You Need It with Wayflyer

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Preston’s LinkedIn: https://www.linkedin.com/in/prestonr
• Chubbies Website: https://www.chubbiesshorts.com
• Special Offer | PostPilot (Mention Ecommerce Evolution): https://postpilot.com/
• Special Offer | (Mention Ecommerce Evolution): https://wayflyer.com/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

What happens when a trial attorney who spent his days in courtrooms becomes the CEO of one of the fastest-growing premium tool belt companies online? Connor Crook's journey from practicing law to building Diamondback Tools into an 8-figure business is packed with unconventional strategies that any DTC brand owner can apply. In this episode, Connor reveals how he leveraged Instagram to become "trade-famous," built an Apple-like product ecosystem that keeps customers upgrading, and made the bold decision to slash his cost of goods by 70% while simultaneously improving quality - a move that transformed his entire business model.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Intro

(03:47) From Trial Attorney to Toolbelt CEO

(06:45) Building Community and Becoming Insta-Famous

(10:26) Promotional Strategies and Customer Engagement

(14:45) Open Source Product Development

(26:02) Save Money and Connect Your Marketing Channels with Channable

(27:25) Creating a Product Ecosystem

(32:23) Unlocking Repeat Business Through Product Upgrades

(36:14) Reducing Costs and Improving Quality: The Vietnam Shift

(46:54) Cash Flow and Profitability in E-Commerce

(56:21) Transform Your Subscription Business with Loop

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Connor’sLinkedIn: https://www.linkedin.com/in/connor-crook-bb82b110
• Diamondback Website: https://toolbelts.com/
• Special Offer | Channable (Mention Ecommerce Evolution): https://www.channable.com/
• Special Offer | Loop (Mention Ecommerce Evolution): https://www.loopwork.co/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Amazon's 2025 Prime Day was a wake-up call for sellers - the four-day format killed urgency, lightning deals lost their punch, and profitability took a hit across the board. In this episode, Brandon Fuhrmann, a 12-year Amazon veteran and co-founder of the Innovate conference, breaks down what went wrong with Prime Day and what it means for your Q4 strategy. As a seven-figure seller in the brutal kitchenware category, Brandon shares the hard-won lessons from navigating Amazon's evolving landscape where fees are multiplying, Chinese sellers are getting smarter, and profit margins are under constant pressure.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Intro

(05:07) Insights from Prime Day 2025 and Changes in Dynamics

(11:11) Ad Strategy & Lightning Deals

(13:14) Preparing for Q4 & Prime Day 2026

(19:01) Managing Fees & Profitability

(22:37) Join Us at Grow NYC!

(25:35) Maximizing Profitability Through Cost Management

(30:52) Navigating the Competitive Landscape and AI Optimization

(40:56) Amazon Innovate: A Seller-Centric Conference

(47:42) Fermat: Optimize Shopper Experience with AI

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Brandon’s LinkedIn: https://www.linkedin.com/in/brandonfuhrmann
• Amazon Innovate: https://amzsummits.com/events/innovate-2025/
• Grow NYC: Joingrow.com
• Special Offer | Fermat: fermatcommerce.com

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

When most DTC brands think about scaling, they focus on optimizing Facebook ads or expanding to new digital channels. But Jared Mehr helped build something different at Pura Vida—a wholesale empire that became 25% of their business and played a crucial role in their $135 million exit to Vera Bradley. In this episode, Jared breaks down the counterintuitive truth about wholesale: it's often more profitable than your direct-to-consumer sales, provides incredible diversification, and creates marketing lift that benefits all your channels.

Starting from cold calls and trade show hustle, Jared shares the exact playbook that took Pura Vida from selling friendship bracelets in a San Diego bedroom to building relationships with thousands of retailers nationwide. Whether you're tired of being at the mercy of Zuckerberg's algorithm changes or looking to build a more attractive business for potential acquirers, this episode reveals why wholesale might be your most overlooked growth opportunity.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Intro

(04:23) The Importance of Wholesale in Business

(13:42) The Pura Vida Success Story

(16:51) Practical Steps to Launching Wholesale

(21:44) Wayflyer: Fast, Flexible Funding Designed for You

(22:26) Making It Easy for Retailers to Say Yes

(27:21) How to Identify Your Target Retailers

(34:08) Common Mistakes in Wholesale Retail

(37:51) The Role of Sales Reps

(42:05) Understanding Retailer Terms

(45:30) Pricing Strategies for Wholesale

(51:15) Threecolts: Recover Hidden Revenue for Free

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Pura Vida Bracelets: https://www.puravidabracelets.com/
• Jared’s LinkedIn: https://www.linkedin.com/in/jaredmehr
• Special Offer | Wayflyer: https://wayflyer.com/en/partners/omgcommerce
• Special Offer | Threecolts: https://www.threecolts.com/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Amazon enforcement has reached unprecedented levels in 2024. Even 8 and 9-figure sellers are getting suspended, and Amazon's "two strikes and you're out" policy means there's virtually no room for error. If you sell on Amazon, this episode could save your business.

Amazon's tolerance for any form of manipulation is at an all-time low. The cost of non-compliance isn't just a warning anymore - it's permanent removal from the platform. Even if you think you're playing by the rules, the rules have changed, and they're being enforced by AI that doesn't give second chances.

We sit down with Chris McCabe, former Amazon employee with 5.5 years inside the company and 11+ years helping sellers navigate suspensions and enforcement. Known for direct, no-nonsense advice that saves businesses from permanent bans.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

—

Chapters:

(00:00) Intro

(01:40) Overview of Amazon Enforcement and Review Manipulation

(06:12) Reporting Abuse: Best Practices

(11:42) Identifying and Avoiding Review Manipulation Tactics

(23:11) Grow Subscription Revenue with Loop Subscriptions

(24:16) Common Mistakes to Avoid and Additional Considerations

(30:44) Understanding AI Takedowns

(33:39) Improper ASIN Mergers

(36:04) Amazon Policy: No Gray Areas

(38:50) Navigating Appeals Effectively

(45:22) Drive More Revenue with Post Pilot

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Chris’ LinkedIn: https://www.linkedin.com/in/chris-mccabe-2646555
• Ecommercechris: https://www.ecommercechris.com/
• Amazon’s Anti Manipulation Policy: https://www.amazon.com/gp/help/customer/display.html?nodeId=G8CXDFT9GLRRSV3G
• LOOP: http://loopwork.co/
• PostPilot: https://postpilot.com/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more