How This $10M Superfood Business Is Betting on Amazon to Grow Sales 10X | Entrepreneurship | Lisa Curtis | Presented by Amazon

Lisa Curtis built Kuli Kuli into a $10M+ superfood business, but it took ten years to become profitable. Her biggest turning point came when she shifted focus from leading with the mission-driven messaging that makes up the core of the business to highlighting how her products directly benefited customers. That lesson now shapes Kuli Kuli's growth in Amazon's store, where sales are doubling year over year. In this episode, recorded at Amazon Accelerate 2026, Lisa explains how entrepreneurs can use Amazon's seller tools to understand customer demand, refine products before bigger launches, and drive repeat sales. In this episode, Hala and Lisa will discuss: (00:00) Introduction (00:57) Discovering Moringa and Founding Kuli Kuli (04:33) Expanding From Retail Into Amazon's Store (08:58) Creating Demand Through Customer Feedback (10:09) Amazon AI Tools and Product Testing (15:24) From Superfood Sourcing to Repeat Sales (20:37) TikTok Virality and Amazon Customer Insights (25:04) Crowdfunding and Ten Years to Profitability (30:55) Kuli Kuli's Mission and Retail Breakthrough (36:32) Amazon Fulfillment and Inventory Management (38:48) Amazon Seller Assistant and Founder Advice Lisa Curtis is the founder and CEO of Kuli Kuli Foods, a Certified B Corporation specializing in sustainably sourced superfoods like moringa and baobab. She founded the company in 2014 after serving in the Peace Corps in Niger and has grown it into a brand sold in 11,000 retail locations nationwide and in Amazon's store. Before founding Kuli Kuli, Lisa drafted political briefings at the White House under President Obama and served as a United Nations Environment Programme Youth Advisor. She has been recognized on Forbes' 30 Under 30 and Inc.'s Top 100 Female Founders lists.