Meet the Amazon sellers honored as America’s Retail Champions

America’s small businesses have value beyond the dollars they add to the U.S. economy. Often, they are the lifeblood of their local communities, providing not only jobs, but a positive social impact that stretches beyond regional borders.

Every year, the National Retail Federation (NRF)—the world’s largest retail trade association—recognizes 45 small retailers nationwide who have strived to have the widest impact on their communities and the retail industry at large through the America’s Retail Champions program, connecting them with 100 federal lawmakers to engage in conversations around public policy. In 2024, nine of the celebrated retailers were Amazon independent sellers.

“The small businesses selling and thriving in the Amazon store are at the heart of their local communities. We’re thrilled to celebrate their achievements and their impact,” said Natalie Angelillo, Director of Seller External Relations at Amazon. “These sellers are shining examples of the creativity, grit and community focus that define so many of our independent sellers.”

More than 60% of sales in Amazon’s store come from independent sellers, most of which are small and medium-sized businesses. In 2023, these businesses employed more than 1.8 million people across the United States and sold more than 4.5 million items—or 8,600 every minute.

Here are some of the Amazon independent sellers recognized by the National Retail Federation this year as champions for the program:

Jessica Berger, Bundle x Joy (Phoenix, AZ)

In late 2022, Jess Berger launched Bundle x Joy, a women-owned pet food brand that caters to female pet owners. The company delivers superfood nutrition for pets through food, treats, and supplements so its customers can chase more joy with their pups. Bundle x Joy has experienced tremendous growth with Amazon, with sales soaring above $1,000,000 in its first year of launching its Amazon storefront. Since then, the company has doubled its number of employees.

Bundle x Joy is a 100% female-founded venture committed to empowering women from all walks of life. The company’s 3% give-back program funds local women in entrepreneurship, and to date has helped support the growth of more than 50 small businesses. The company also hires interns from local schools to give students a firsthand look at entrepreneurship.

“They need to be inspired to understand that if they see an opportunity, they should go chase it. They should go launch that brand of their dreams,” said Berger. “It’s really important that we keep sharing that story so we can help to inspire more diverse and women-owned businesses.”

Toyin Kolawole, Iya Foods (Naperville, IL)

Toyin Kolawole launched Iya Foods in 2015 to introduce West African flavors and ingredients to American palates by incorporating them into everyday American foods. Her startup initially sold Nigerian-inspired sauces and spices, and was inspired by her mother and other women in her life who ran successful businesses to support their families and communities in Nigeria. Iya, pronounced “eeya,” comes from the Yoruba language meaning “Loving Mother.”

The business has since diversified into a full line of gluten-free foods including flours, baking mixes, baked goods and seasonings. Iya Foods manufactures its own products using innovative, scalable, gluten-free ingredients like cassava flour. Nigeria is the world's largest cassava flour grower, so Kolawole is well-versed in its value as an ingredient.

“Cassava has become a key ingredient in the gluten-free industry but is not grown in the U.S., so we decided to create an Africa-U.S. supply chain for cassava,” Kolawole said. Iya Foods’ cassava is sourced from over 10,000 community-based small farms in Nigeria. It is manufactured into gluten-free foods at the company’s new 37,000-square foot facility in Illinois for top U.S. bands and private label customers nationwide.

Lisa-Jae Eggert, 3 Moms Organics (East Hampton, NY)

When Lisa-Jae Eggert was recovering from neurological Lyme disease, her immune system reacted poorly to repellents with harsh chemicals. As a mother who wanted to continue exploring the outdoors with her active family, Eggert set out to develop a product made with pure and natural ingredients to keep her family safe from tick-borne diseases.

Alongside her business partner Kammy Wolf — another working mother — Eggert launched TickWise insect repellent in 2018, a DEET-, Paraben-, and SLS-free product that today is registered as a natural repellent in all 50 states. The product — sold under the 3 Moms Organics brand — is EPA-compliant and safe for kids, dogs and horses.

As female entrepreneurs, Eggert and Wolf attribute some of their success to mentorship from a network of extraordinary businesswomen who inspired them to grow and build their brand. The partners said they’ve found a sense of camaraderie that “lifts us up, gives us strength and makes us laugh.”

The 3 Moms Organics team pays that mentorship forward, working with college students in a social entrepreneur class to inspire and develop the next generation of small business leaders.

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