How One Company Reached a 27% Amazon Conversion Rate
In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Chris Lord, founder and CEO of Can-i Wellness, to explore the customer insights and marketing decisions behind an impressive result: a reported Amazon conversion rate of approximately 27% for the company's Can-i Sleep product.
That result followed years of testing, learning, and refining how the brand communicates with customers. Chris reports conversion rates of roughly 20–22% across the product line and explains why understanding buyer behavior has become central to the company's growth strategy.
Can-i Wellness competes in a crowded supplement category with an oral spray format that requires shoppers to consider something different from familiar pills and gummies. Chris explains how starting with a specific customer problem shaped the product's development, branding, and messaging—and why differentiation needs to be easy for customers to understand.
The conversation also follows the company's journey from Amazon into retail and back to a stronger focus on Amazon. Getting onto store shelves brought opportunities, but educating shoppers and retail staff required significant resources. Amazon gave Chris and his team more ways to test images, videos, and messaging, then use the results to guide their next decisions. One particularly useful lesson involves product bundles. After seeing repeat customers purchase multiple units, Can-i Wellness developed different pack sizes and tailored their marketing to specific audiences, including women experiencing menopause and people working shifts. The same core product could speak
to different customer needs through more relevant messaging.
Chris also shares how working with hundreds of creators helps the brand build trust. His approach starts with giving people time to experience the products before sharing their perspectives with their communities. Combined with ongoing conversion testing, those firsthand stories help connect awareness with a clearer reason to buy.
In today's episode of the Harvest Growth Podcast, we'll cover:
How customer problems guide product differentiation and branding
Why an unfamiliar product format requires customer education
What Can-i Wellness learned from expanding into retail
How Amazon data helps guide marketing improvements
The ongoing testing behind stronger Amazon conversion rates
How different pack sizes can support different customer personas
Why firsthand creator experiences help build consumer trust
How to connect social proof to the benefits customers care about
Click here to watch the full video interview on Youtube!
This episode offers practical insights for founders and marketers who want to improve Amazon conversion rates, sharpen their product positioning, or make better decisions about where to focus their marketing resources.
To learn more about Can-i Wellness, visit Cani-Wellness.com.
Interested in launching or scaling your own product? Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.
If you enjoyed this episode, subscribe to the Harvest Growth Podcast and leave a review.
Prefer reading instead of listening? Read the full episode transcript:
[00:00:00] How do you break into an incredibly competitive category with a product that looks different, works differently, and has to convince consumers to give something new a try? Well, today we talk about how Can-i Wellness created a new sleep formula and delivery system designed to work faster and more effectively, then built credibility and rapid growth on Amazon by leveraging influencers, affiliates, and real customer experiences.
It's a great lesson in how the right product innovation paired with the [00:00:30] right messaging and social proof can help a smaller brand compete in a crowded market. Harvest the growth potential of your product or service as we share stories and strategies that'll make your competitors nervous. Now, here's the host of the Harvest Growth podcast, Jon LaClare.
Over the past 20 years, our team has helped launch and grow hundreds of consumer products, generating more than $2 billion in revenue for our clients. On this show, we break down what actually works in [00:01:00] product marketing. These are real stories, real strategies, and lessons that you can put to work in your business right away.
Whether you're getting ready to launch something new or you're looking to scale what's already working, you're in the right place. All right. Let's jump into today's interview. I wanna welcome Chris Lord. He is the founder and CEO of Can-i Wellness, and you can find them at Cani dash wellness.com. As always, it's in the show notes.
And we'll d- we'll get into what the products do, what they are, et cetera, but before we [00:01:30] do too much more, Chris, welcome to the show. Thanks, Jon. Just a pleasure to be with you. Thanks for having us. Absolutely. One of the reasons I'm really excited to have you on is because I'm a huge believer in your product.
It works. It's incredible. And it's something that, I don't wanna give away maybe too much of my demographic, but I'm, I'm not a young chicken anymore, so as I get older, sleeping becomes more difficult, and your hero product is, if you're watching the video, you can see me hold it up, it's called Can I Sleep?
And it's a spray that you spray under [00:02:00] your tongue or in the inside of your cheek. I'll let you explain more in detail, but the reason I maybe went too far into detail than I normally do is it works. It's phenomenal, and it helps get you to sleep and stay asleep. So that's the short version. Can you maybe give a, a, you know, a better explanation of how this product, especially your hero one, we'll get into your other products as well, but how it works, why it's different?
It's, it's... Jon, I think we just drop the mic and say record, we're done. You've nailed it. Uh, thank you so much for, uh, the intro, the warm comments, and, you know, everything we've done in our whole journey is [00:02:30] about you. It's you. The whole brand name, everything, and when I hear someone like yourself who not too long ago didn't know there was a faster, better way to get to sleep, and, you know, try the product is the first thing we try to do.
If you like it, tell two friends. In your case, tell thousands of friends. So thank you. This is the journey we're on, and, uh, we're thrilled to, uh, do it. So our... The product is unique. The, the products are unique, and I should say that 'cause there are a few. Our hero product, as you identified, is the Can I Sleep?
And, uh, like you, um, 60% of people in North America [00:03:00] have a challenge getting to sleep. Sleeping longer, sleeping better, sleeping faster is fundamentally the, the challenge that we've built much of our business on. And, uh, it's about the consumer. Uh, at the end of the day, what are the problems the customer have?
And if 60% of people have a challenge getting to sleep, they often struggle the next day when they don't sleep. Get the kids off to school, get to the job interview, perform the job, perform the fun things you wanna do, live your best life. Sleep, [00:03:30] rest is the number one enabling opportunity to have an amazing day.
That's been a big part of everything we built in our business, and glad it's working for you. Absolutely. And I think there's some interesting things about the product. One is the form, you know, the, the fact that it's a spray. The other is the formula or formulation that go into it. So let's talk about both of those.
So first of all, y- you know, I think as people think about sleeping, maybe the most common, uh, types of products that you see on the shelf or on Amazon, et cetera, tend to be the little melatonin [00:04:00] pills or maybe gummies. Maybe they have some other ingredients with them as well. Uh, this is a very different form, so it is a spray.
Talk to us first about why that. Why... How is that better or more effective than a, a pill or a gummy? No, great questions. Uh, th- let me step back and I think you kind of had a great comment a minute ago. This is a big market we're operating in. It's been a market that has been providing solutions to consumers for decades and decades.
The, the supplement market in itself is about $150 billion globally. As you kind of double-click and get [00:04:30] inside that, the sleep category itself is a $9 billion market and growing at a little over 10% per year. So we, today as humans, more stressed, more challenged, sleeping is becoming a significant problem every day.
And, you know, as a, as an entrepreneur, as a founder, back to my consulting days, strategy days, you're always trying to, how do I kind of take advantage of getting inside a big market that's growing? That's ideal. Challenge is there's a lot of solutions out there, and as you said, as [00:05:00] we kind of analyzed the market and really undertook all of our product development, if you think of kind of today, if someone says, "I've got a sleep problem, what's the solution?"
Pop a pill, get a capsule, take a sleep beverage. Um, you know, a little while ago, about 15 years ago, this thing called gummies came along. All those sugar-coated candy-based products, and they've taken off. But at the end of the day, we kind of say, you know, "What, what's the challenge with that?" And I really try to put ourselves in the customer's shoes.
In those customer's shoes, where- when's a moment [00:05:30] when you need the product, and what can you do to help to make that moment better? So, you know, I'd ask you, you know, think about somebody in your family or ourselves. You wake up in the middle of the night, it's 2:00 AM, you got a big day tomorrow, you got a lot going on in your mind, and you're thinking about all those things.
What do you do when you wake up and you can't go back to sleep? Generally, most of us, as you said, go look for a sleeping pill. Get up out of bed, turn the lights on, head to the medicine cabinet, get a glass of water, take the thing, try to get back in bed without waking up your partner, and what do you do [00:06:00] then?
You wait, and you stare at the ceiling, and you think about all those challenges that are running through your mind because that pill, the gummy, the capsule, the powder, whatever you took, takes 45 minutes to 90 minutes to break down, go through digestive system, get into the bloodstream, to actually get you to sleep.
So it's 2:00, you took the sleep pill. At 3:30, you're finally maybe getting your sleep. You gotta get up at 6:00 or 7:00, and you get really groggy mornings, and you didn't get a good night's rest. So as we thought about that moment and the [00:06:30] customer and the problem, our whole brand strategy of can I sleep and, yes, I can sleep, is all about finding the faster, better way to get to sleep, to get back to sleep.
And our differentiation to operate inside that massive marketplace to really be unique and different is all about speed to impact. It's about convenience. It's about effectiveness. And we try to think about that moment. So rather than waiting 45 to... minutes, what if we told you, and you just experienced [00:07:00] it, you can take that spray, don't get out of bed, don't go get a glass of water.
Just lean over, get it off your bedside table, don't wake up your partner, don't turn any lights. Spray, spray, spray eight times in the side of the cheek. Don't get your head off the pillow necessarily, and in 10 to 15 minutes, the ingredients are in your bloodstream, they're activated, and you're back to sleep, which then enables you to have a great night's sleep and have an amazing day, and that's the moment we're really been focusing on.
That's the moment that [00:07:30] matter for that customer And it does work. You know, I can speak from personal experience certainly, and I think it, y- you know, maybe we can reiterate one of the benefits of under the tongue or in the cheek. Talk to us about the absorption a little bit more. So how does that make it faster or, or maybe more effective in getting actually into your bloodstream?
Little show and tell in an audio is real bit, really difficult. So it's a lit- a small, tiny little Can-ister, and it holds 240 sprays. It's about the size of an oversized pen. Um, easy, portable. [00:08:00] The effectiveness and the absorption rate of the Ascirote is really about some of the differentiation. So it sprays a tiny micro mist eight times on the side of the cheek, and we spray it there because of the mucosal membrane, the science, the way the body digests it through the oral system bypasses the stomach altogether, breaks down, gets in the bloodstream super quick, unlike that pill or gummy that you have to digest.
The second part of that absorption is really about the effectiveness of the ingredients, and typically, if you go [00:08:30] get a sleeping pill or a melatonin gummy, they tend to be single ingredients that work. Melatonin works. A lot of people say there's grogginess with it or overdose or, you know, get a- addicted to it, whatever it may be.
So because the, there's a very high absorption rate, 93% of the ingredients actually get in your body, unlike a pill or a gummy where it's 10, 15, 20%. So you need a lot less of the ingredients to drive more effectiveness. So not only is it fast, it's equally highly [00:09:00] effective with multiple ingredients. And our sleep product, our hero product, instead of being just an ingredient, melatonin or 5-HTP, we really step back to say, "How does that person get to sleep?"
And it's two things that go on. One, ingredients that help you get to sleep, sleep longer, sleep better, ingredients like melatonin or 5-HTP are in our product. But back to our scientist and the evolution of our product through five different kind of evolutions of the formula, we also brought in ingredients that actually help the [00:09:30] mental state calmness, relaxation, take all the noise out of your brain and just allow you to calm down and become restful to get to sleep are the ingredients such as GABA, valerian root, and the combination of 10 or 15 ingredients in a form and format that's easy, portable, and effective truly make it differentiating.
And in that big market of a $9 billion sleep supplement, if you're gonna try to enter a market and innovate, you [00:10:00] really need to be different. And everything we try to do is differentiate through the lens of the customer. Does that make sense? Absolutely. And I think that, you know, the way you talked about the delivery too, you can get away with a lower quantity because, again, it's going directly into your bloodstream as opposed to passing through the stomach and et cetera.
You know, I think my-- back to a conversation I had with a, a family member who a couple of years ago had a, a brain injury, and so he's been going to, you know, doctors that help with that sort of, um, recovery, et cetera, and luckily he's making a great recovery. But one of the things they told him about [00:10:30] was to be very careful with melatonin quantity.
So it was my first time I even thought about the quantity of, you know, milligrams per dose, et cetera. The dosages he was being recommended were very small and, and compared to what I was taking, and then I just did more research. Like, you don't actually need that much. A lot of these, they try to make them that much more effective for that powerful boost or whatever, but it's be- for a couple reasons.
One is, um, just, you know, they think, "Hey, let's sell a higher dose and it's gonna sound like it works better." The other is, as it goes down through [00:11:00] your entire system, you're gonna lose a lot, right? You, you don't get the full effectiveness. You can get away with a lot lower quantity but work much more effectively.
You know, my-- again, my personal experience. I want to talk about some of your other products too. So I, I love this branding, uh, you know, the Can I branding you kind of mentioned as well. So because some of your other products, so Can I Sleep is the main hero or, you know, one of your first big successes.
These other ones work very well as, as well, if we can talk briefly about them. So Can I Boost, Can I Mend, Can I [00:11:30] Fresh are s- are three of your other sort of really growing products. How do these work? What do they do for you? So each of the products have very different ingredients. Our whole brand strategy is back to what's the customer, what's the persona of the customer, what's the problem we're solving, and really develop formulas in that same format.
So the format is the same, the oral spray, microdose personalization, all the things you're talking about, but the ingredients really achieve a different out- outcome. CAN I Boost is all about [00:12:00] mental energy, focus, alertness, brain fog. It's not run further, lift more weights. It's like, it's a mental clarity.
Uh, in fact, I just took it about 10 or 15 minutes before this podcast, just for an extra bit . Um, it's perfect for this as an alternative to coffee. You need that energy, focus, alertness. Youngers, it may be the study buddy, exams or otherwise. Menopausal, perimenopausal women, it's the brain fog forgetfulness that we all wrestle with.
So it's really, everything's about the brand, CAN I, what's the outcome? [00:12:30] A boost of mental clarity. Uh, CAN I Fresh is a nice way to say anxiety, which on packaging and compliance, it's really difficult to use words like that. Uh, it's about a freshness feeling, calmness, relaxation, anxiety, chill out. Uh, post-workout, a lot of pro athletes use it to calm down, relax after game, after practice, every day.
People use it a day. And CAN I Mend is, uh, is all about repair your liver. Uh, the two different views can be after a late night, maybe had a couple [00:13:00] extra beverages, trying to recover the next day, but it's also about liver health and detoxification and cleanse, uh, without alcohol. And it's really about, uh, different times a day, different solutions.
Sleep at night, maybe need more energy during the day. Relax, I need to relax without going to sleep. How do we enable all the four brands to become alive in the different personas of the customers? They're the four brands and all wrapped together with a CAN I wellness wrapper And I love the branding. I have to say, I've always felt like marketers are maybe the polar [00:13:30] opposite of attorneys.
My brother, who I'm very close with, is an attorney. I'm a mark- You know, in many ways our personalities are different, but especially when it comes to trademarks. So trade... You know, attorneys are always gonna say to you, and rightly so from a legal perspective, you come up with a brand name, the more fanciful it can be, the more protectable it is from a trademark perspective.
But the cl- marketers, we wanna come up with something that is descriptive, because when you see it and understand it, you'll remember it better, and it makes more sense. And it's, let's say, less expensive than a fanciful, you know, made up word that you've gotta spend all this [00:14:00] money to make sure you get awareness and, and people remembering your name.
I love how you walk the line, I would say, kind of in the middle. So it's fanciful enough that it's protectable, right? It's not just Sleep Spray, right? Like, which would be too descriptive. But I love the question that you put in there. Can I sleep, or can I mend, et cetera. So it's almost like that question that draws you in.
Talk to us about h- how did you come up with that? How did that, that concept come to be from a trademark or from a branding perspective? Uh, it, it, it's been a journey, a- and we're [00:14:30] evolving all the time, but the principle of a few things that are happening. What is the question the customer has? What's the problem?
And after, you know, I spent a lot of my life in consumer packaged goods and customer experience and engaging with brands and customers, the closer you can get to what is a customer problem, probably the better you are to think about how you bring a product and solution to address it. So we really focus on what's the customer problem.
I asked earlier, can I get to sleep? Can I get back to sleep? Can I get through the day? Can I get the [00:15:00] kids off to school? Can I get through this podcast? Yes, I can. And then bring out the solutions. Um, branding is a challenge, uh, whether it be the FDA, the Amazon police, uh, uh, regulatory claims are super, super important.
And the balancing between... People say, "Well, why don't you call it I Can Sleep, I Can Boost, I Can...?" That's a claim just in the name, which generally will not be allowed through branding police 'cause it [00:15:30] is not a statement of fact. You can't claim something. Now, we've gone through five different degrees of formulation, ingredient testing, worked with one of the largest bodies in the world, Health Canada, go through all the claims on what ingredients, what they do.
So today I can say after the largest regulatory body and about two years of studying our products and ingredients, we can say with their support, this product will reduce the time it takes to sleep. It will increase sleep duration. It will work quickly. Many of the [00:16:00] claims need to be supported. So the balance between a trademark, anyone can have a great idea, who else already has that trademark, and making sure it's something that becomes memorable, all those kind of aspects come together.
Uh, another aspect of it is the I. So Can-I. It's about me. It's about my personal wellness journey. I'm unique, I'm different. The personalization. You spray it eight times. But maybe, as you alluded to earlier, maybe I don't need [00:16:30] so much today. Maybe I need more. Take a couple more sprays. It's super simple.
Unlike a pill, do you cut it in a half, a quarter, an eighth? All those aspects all come together, say, at the moment when someone sees the ad on Amazon, or they see it on a shelf on a product, will it become memorable? Will people kind of pick up on it? Will it make sense? It's a journey of discovery, and, uh, opportunities like this are a big part of it.
Um, we had a... I'll tell you one interesting, funny story, just came to me as we were chatting. Um, [00:17:00] early in our development, we'd had a lot of pro athletes use our product. Some of the sports trainers, sports scientists helped develop the formulas and otherwise. Um, somehow I got invited into a NHL pre-season hockey training camp in Colorado, uh, with some of the absolute top 30, 40 NHL players, trainers, sports scientists, doctors.
We did some product sampling of, with all the guys on the ice, and first day I'm in this closed dressing room in Vail, and all the guys who were on the ice, they had received the Can I [00:17:30] Boost, the Can I Sleep the night before. Did a little bit of a session with the 30 players. And they were out on the ice, and they came off.
They're all joking, fooling around. "Chris, Chris, Chris, I gotta tell you. Did you hear? Did you hear? We got a new one for you. Can I Backcheck? Can I Score? Can I Hustle?" And immediately, the brand name popped by, uh, some pretty famous, uh, hockey players, who immediately had no clue what the product was, but how it stuck can be memorable, and they were talking very quickly about, yeah, a few of them tried the sleep product.
Uh, [00:18:00] that was about five years ago. Some of those people are still involved, uh, with our brand, with our product. Uh, one of the guys I'd met five years ago in that dressing room, uh, has become a bit of an ambassador for it. He just reposted one of our stories yester- two days ago on his Instagram. He's a player with the, uh, Dallas Stars hockey team.
His name's Matt Duchene. He gave the Can I Sleep and Can I Boost product to every player on the NHL team, the Dallas Stars, before going into the playoffs the last two year. And he just posted he loves the product, uses it all the time. His family use it. And, uh, [00:18:30] those moments that met in a dressing room five years ago gave us many, many insights on branding and, uh, effectiveness of the product, and we're thankful.
Once people see the brand and see the name, they, they love it, just like you said. It's such a great explanation of claims that you started with, I think too in there. Because we do have to be careful. Uh, you know, you've got whether, as you said, the Amazon police or FDA or depending on what, you know, FTC, if we're going onto TV, even TV station.
You know, there's, there's always companies, organizations that are checking our claims, and it's a [00:19:00] good thing, right? It keeps us protected as, as people. So two things I want to say on that. One is, if I've learned nothing else in 20 years of, of running this business and marketing hundreds of products, it's that the Canada Health...
What is it called? The Health Board. It's, I forget what it's called. Canada Health, right? So anyways, if nothing else, it is Health Can- that's right. It's, I think is the strictest organization in the entire world for whatever reason. So if you can get that claim or any claim past that, it is something you could trust much more than I think, you know, in the US, like the [00:19:30] FDA is sort of an equivalent or whatever.
So it's fantastic that you've been able to get some of these claims by... It really means that it works. Like, your, your claims you make are absolutely true And in the-- Yes, absolutely. It gives you cr- true credibility, which is fantastic. Makes it harder maybe to get through, just time, more time-consuming, et cetera, but, but very valuable to have.
I know that's something I think people should hear about your particular brands. The other piece is until you get there, right, if it's an FDA or FTC or Health Canada or whatever, until you get claims, you know, early in a [00:20:00] business, you may not have the resources or the time or whatever, it's being very careful with the claims you make.
And I hadn't thought about that from the brand name or trademark perspective, right? I can being a claim. Great insight into there. But find other ways, you know, what can you do that aren't-- you're not, you know, you're lying about the product. You're telling the truth. You're talking about what it does in the right way, but not making claims.
I think back to, uh, one of my early experiences back in my OxiClean days when I was running the Kaboom purple bathroom cleaner business. We came up with the claim, I don't think it was my idea, but I'll take [00:20:30] credit for it. But it w- it was 100% tough. Somebody had mentioned that, and it was great 'cause you-- it's fanciful.
You can't prove it, but it actually resonated and drove significant growth in our business when we made that claim big on package, big in our ads. Billy Mays absolutely helped, obviously, in driving that across back in the day. But anyways, find ways if you can't make specific, and you shouldn't make specific health claims until you get approval, depending on what category you're in.
But there's other ways to talk about the strength of your product, comparisons, et cetera, you know, whatever data you can get into from there. [00:21:00] Um, so let's talk about the, the business side a little bit. We talked about a lot these fantastic products. You made a transition, and I think, you know, it's funny.
Every interview I do, it's a little bit different in terms of what works for each business. And I always try to say, like, you know, these are great insights. You're sharing what has worked for your business. Something's gonna resonate with our audience, and this may be it, may be something else. But, uh, and it might be totally different.
So I've got an interview coming up in a couple of days that is the, I would say, exact opposite of you from a marketing channel perspective. They're [00:21:30] very focused on brick and mortar, less so on D2C, and it works for their business. You, on the other hand, if I remember your story correctly, started v-- uh, more retail intensive and transitioned more into D2C, which now Amazon is, uh, the lion's share of, heavy majority, I think, of your, of your business.
Talk to us about that transition. So, you know, what-- why that made sense, why that has helped your particular business to move from brick and mortar and focus, at least for now, more heavily on the direct-to-consumer e-com side. No, [00:22:00] I, I think we've had many journeys. We stubbed our toe a few times. You know, call it fast learning, fast failing, uh, market connected.
Put whatever spin on you want, but w- we have pivoted a couple times. I think we try to stay true to the principles of what are the problem, ingredients, safety, quality, things that work and really differentiate. Uh, we always started originally on Amazon. Um, and Had some pretty good success in the US marketplace early, but really saw the opportunity together with an [00:22:30] investor in our business, a partner had a large retail operation.
Uh, you always see the revenue upside and the big market. I wanna be in all the stores, and it made a lot of sense, um, until it didn't. And, you know, the learnings are quite significant. Um As a small business, the funding that's required to create broad market awareness for a product that nobody knows about, like Can-i, is difficult.[00:23:00]
Um, getting on a shelf is really, really, really hard. Getting off the shelf and into the basket is even harder. So just 'cause you get into a store doesn't mean you're gonna get market acceptance. If we've got a mousetrap that is completely different than every other mousetrap in the store, but no one knows what it is and no one knows what it does, it's difficult.
So we had to put a lot of energy in the retail through having people go into those wellness stores, drugstores, pharmacy, [00:23:30] retailers, et cetera, um, and really educate, educate the people, the staff, the organizations, do sampling, do demos, and that's very expensive. Of course, you need to have a distributor and get the products coast to coast in those stores, get them in the right spot.
And at the end of the day, the biggest challenge, and what really drove me crazy more than anything else, is the amount of insight, the data to learn is almost nonexistent. Yeah, you get some store reports, you get some sell-through reports, [00:24:00] but I don't know who the customer is. I don't know what they like.
I don't know what they don't like. And we looked at kind of the Amazon platform and said, "That's just the opposite." The Amazon world is a world of running thousands of experiences every day. Experiment, experiment, experiment, experiment. Learn, test, try, change. You get the data in a minute. You can reflect on it.
It's a sea of data, and that scares a lot of people, and it scares me. But as you get comfortable with finding all the ways to extract the knowledge, the [00:24:30] insight, and the opportunity to have actions in place, you can drive pretty significant growth and change with the analytical view that's there. And that ability to actually know what the customer likes, what they don't like, what are the click-through rates, what are the conversion rate, what words are working, what image is working, what video's working, which one's not working, what are your competitors doing, how many units did your competitor do yesterday, how many customers followed your shopping cart, how many customers clicked but didn't buy, where'd they go?
It's a sea of data that you can turn into [00:25:00] actions and knowledge to continuously improve. And we've seen massive evolution of our business in terms of the results through that analytical constant testing world, through that sea of data. So the... We shifted from retail back to Amazon. We're thrilled that we did.
Uh, the results are fantastic. We're now the number one sleep-selling supplement on Amazon. Um, growing every day. Our growth rates are the best. We just came out of our best month ever with over 20% month over month growth in [00:25:30] September. And we're, uh, pretty keen to see millions and millions of more customers, uh, try our product, and they keep coming back and repeat purchase.
So it gives us the insight to continuously improve and get better from where we are, and that's what we have to do. I think those are great insights, I think, to share. It's, there's a, there's a path. Again, every business is a little bit different. But when you start D2C, grow very successfully, as, as you have with your business, you get so many learnings along the way that when retail makes sense this year, 10 years from now, whatever, [00:26:00] or maybe never, right?
But if you ever decide to make that jump, now you've got a lot more data to work with, and really help, uh, funding as well, right? So you're, when you've got a, a successful business, y- you know, there's, a, a time and a place for everything. So let's talk about the now in the business. So as you've talked about, you're experiencing great growth.
What are a couple of the insights that you can share, maybe as examples? What have you learned in this Amazon? There's so many pieces you've, you mentioned. You know, what, what's one or two things that stick out? Uh, you know, the biggest one for me is the constant listening to the customers, and then how do you [00:26:30] make change?
So I'll give you a couple examples. Um, conversion rates are the biggest view of how do you... Creating awareness, getting people to see the product, come back to that. W- we look every minute, every day of conversion rates. Five years ago we were at typical e-commerce numbers, 2, 3, 4, 5% conversion rate. When they see the product, do they buy it?
Constant, constant, constant. Every image, every picture, every video, every click. What do they do? What didn't they do? Change. A/B test. Run another one. Try a different one. Run a different [00:27:00] experiment. We've grown from, you know, low single digits to mid-20s. Our conversion rate on Amazon is hovering across all of our products about 20, 22% month on month.
Uh, which means for people that see it- 20, 22% of people buy it. That's fantastic. We know we've enhanced our marketing, our imagery, our packaging, our explanations to the point that when customers see it, they buy it. Can I Sleep is, is a best seller, runs at about 27%. Not gonna get much [00:27:30] better than that. Now we have to create awareness.
Um, the insights we get from what customers are buying. You know, we looked at what customers are buying when they come back, they repeat purchase, and they buy two units, three units, four units. Oh, well, why don't we create a two-unit product? Put two of the sprays in a box. Put three of the units. Pretty simple.
Oh, great, that drives up order, average order value. It drives up profitability. The customer's happy. But the real learning wasn't that at all. The real opportunity was then we can [00:28:00] then create customer personas, put them together as a variation in the Amazon basket, and we'll take our one-unit sleep product to be a general.
All consumers, all different kind of personas, but then take the two-unit, we turn all the branding, the packaging, the imagery, the message, all about menopause, perimenopausal women. So somebody clicks on Can I Sleep? We can run ads, SEO, create the customer experience through the journey so they click on, they see all about menopause, perimenopause, get to sleep after hot [00:28:30] flashes, et cetera.
Oh, the three-unit completed different. Let's look at shift workers. Let's look at shift workers that have different schedules, different times, getting back to sleep, traveling people. So you can create different personas and create different ASINs, Amazon word SKUs, products, mix them all together, and that customer journey can then be enabled.
And then you look at the analytics through that chapter of what's working, what's not, and then change, and change, and change, and evolve. We've had great results, and that's really driven our [00:29:00] conversion rates, our acceptance rates, um, and now we're looking to find ways to create that broad market awareness and, uh, keep crawling and walking in, start running soon.
I love it. That's such an innovative way to do it. You know, I've, especially in the supplement world, I've talked with other business owners that have done maybe a different label for the same product, right? So accomplishing a similar goal, different target markets, et cetera. Wha- what an interesting idea to, you know, you've got this brand that you've built up.
It's the same basic label, right? But the one-pack, two-pack, three-pack now have different audiences. It's a very [00:29:30] creative way of being able to market directly to different, in different ways, right, to different personas or, or different types of audiences. Um, I wanna talk about cr- trust, right? So any supplement requires trust before people are willing to buy it, right?
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