Home in Bold
Amazon FBA + Shopify brand · home goods & wellness · 62 SKUs · founded October 2023
Home in Bold is a home goods and wellness brand operating across Amazon FBA and Shopify, built on a catalog of more than 40 proprietary SKUs designed from scratch and protected by a structural moat against copycats. The brand generates roughly $1.19M in trailing twelve-month revenue at a 25% net margin, requires only a few hours of owner oversight per week thanks to an established supply chain manager, and is growing an already-organic, ad-free direct-to-consumer channel with clear room to expand internationally and into paid acquisition.
Reference links
Key metrics
Trailing twelve-month performance.
Operating metrics
Bestselling SKUs
Brand story & operations
This established brand operates across Amazon FBA and Shopify, serving the home goods and wellness market with a portfolio of more than 40 proprietary SKUs. Approximately 60% of current profit is generated by the brand's core intimate furniture and wellness range, while the remaining profit comes from an established portfolio of general home products launched before the business transitioned toward its current, more focused brand positioning. These earlier products continue to generate meaningful profit, providing an additional and diversified source of cash flow alongside the brand's core product range.
Nearly every product in the catalog is a proprietary design developed from scratch with custom tooling and unique specifications, rather than being sourced from standard suppliers or available through wholesale platforms. The founder personally sketched and designed the majority of the catalog, working directly with manufacturing engineers on multiple in-person trips to refine designs through several iterations based on real customer feedback. This combination of proprietary products and an established portfolio provides the business with multiple avenues for continued growth while maintaining a diversified product base.
The catalog is deliberately spread across many SKUs, each with a relatively low individual sales volume - making the catalog difficult and low-reward to copy in isolation. A meaningful share of SKUs also fall within Amazon's adult product classification, which is excluded from Best Sellers Rank (BSR) calculation. Because third-party research tools such as Helium 10 X-Ray and Jungle Scout rely on BSR data to identify which products are worth copying, these SKUs carry no discoverable sales-volume signal at all - a structural advantage the founder credits as central to the brand's long-term stability. For its core keywords, the founder states the brand is not only dominating Amazon search results, but Google search results as well, a position built through multiple rounds of design iteration rather than a single launch.
The business has built a strong brand presence within a high-margin niche, supported by repeat customers, diversified product offerings, and a growing direct-to-consumer channel. While the majority of revenue is generated through Amazon, the founder describes Shopify as contributing a significant chunk of total profit, built on strong organic Google placements rather than paid traffic. The store has demonstrated consistent month-over-month growth driven entirely by organic Google traffic, with no paid advertising currently in place.
Operations are streamlined through an experienced supply chain manager who oversees sourcing, inventory planning, and restocking, while the owner remains focused on high-level oversight requiring approximately one hour per week. The brand is protected through Amazon Brand Registry and has established supplier relationships that support continued product expansion. Inventory is stored within Amazon's AWD network, creating a streamlined supply chain that supports efficient stock replenishment into Amazon FBA while minimizing operational complexity for the owner.
On outlook, the founder states that even without any changes to how the business is run, profit is likely to hold steady or increase over the next one to two years, a view grounded in the structural defensibility described above rather than reliance on continued active growth work.
Included in the sale is a custom AI-powered price optimization tool built specifically for this business. The software integrates with Amazon Seller Central via the SP API to analyze historical performance data, test pricing strategies, and automatically retain or revert changes based on measured profitability.
Owner time commitment
- Approving supplier payments based on supply chain manager instructions
- Adjusting pricing when stock shortages are anticipated
- Launching new products
Growth levers
- Direct-to-Canada fulfillment: Canada already accounts for roughly 15% of revenue today despite friction - stock currently ships from US inventory via remote fulfillment, so Canadian customers pay import-fee premiums and wait one to two weeks for delivery. Stocking inventory directly in Canada could plausibly double or triple Canadian sales by removing these hurdles.
- Germany / European expansion: The brand has fielded close to a dozen direct customer requests asking whether products are available in Germany - demand that currently can't be served from the US.
- Reactivating a previously profitable paid channel: A paid traffic platform was tested without attribution tracking set up; it was later discovered to have been profitable from day one. The campaign is currently paused and ready to be reactivated with proper tracking in place.
- Amazon PPC expansion: PPC has intentionally been used sparingly to prioritize high ROI and capital efficiency while managing multiple brands, leaving substantial headroom for a buyer focused on top-line growth.
- Validated premium SKU: A new premium product (retail ~$1,250, landed cost ~$200) has already pre-sold three units before stock or a delivery date was confirmed - early validation for similar premium versions of other bestsellers.
- Launching additional products from ready prototypes and existing supply chain
- Improving email, SMS, and loyalty retention flows to increase repeat purchases
Transition support
The seller is willing to provide 60 days of post-purchase email and phone/video call support to ensure a smooth transition. This includes walkthroughs of the full supply chain process, introductions to the supply chain manager, access to supplier contacts and pricing, training on Sellerboard and Shopify analytics setup, guidance on seasonal business patterns, and shared SOPs, Amazon page optimization notes, keyword research, product prototypes, and designs. The founder has a track record of staying available well beyond formal support windows, buyers of a previous brand have reached out with questions years after that sale, and the founder remains happy to respond.
Why it's for sale
The founder's other, faster-scaling brand requires full-time attention and additional capital, prompting the decision to sell this brand and redeploy that time and capital.
Financial performance
Revenue and profit by month, June 2024 – July 2026.
Monthly bars are approximate to the nearest $1k. The totals below are exact figures.
P&L snapshot
July 2026's profit of $35,278 on $108,307 revenue is a 32.6% margin - ahead of the 25% twelve-month average.
Direct-to-consumer traffic
Shopify store (myhomeinbold.com), January – August 2026.
Channel mix
Monthly source breakdown
Session-source bars are approximate. Google's share grows steadily from May 2026 onward as referral traffic fades.
Search authority & backlink profile
Authority score 10 (average) · domain rank 621,836
Backlink trend
March 2024 – June 2026. Backlinks step up sharply from April 2026 (~4,850) to a June 2026 level of ~5,200.
Leading search terms
| Keyword | Position | Traffic % |
|---|---|---|
| queening chair | 3 | 23.95 |
| milking table | 7 | 15.72 |
| spanking bench | 6 | 5.84 |
| rimming chair | 2 | 4.20 |
| wedge pillow positions | 1 | 2.25 |
Comparable competitors
| Competitor | Com. kw | SE kw |
|---|---|---|
| darkmatter69.com | 34 | 275 |
| bdsmwoody.com | 51 | 603 |
| roomsacred.com | 37 | 773 |
| northshoreseakayaks.com | 9 | 148 |
| metalbound.com | 25 | 314 |
Highest-traffic pages
| URL | Traffic % | Keywords |
|---|---|---|
| /blogs/news/queening-chair-for-beginners | 24.71 | 11 |
| /blogs/news/milking-table-complete-guide | 16.56 | 36 |
| /blogs/news/spanking-bench-guide | 7.26 | 13 |
| /blogs/news/best-rimming-chairs | 6.20 | 12 |
| /collections/portable-glory-hole | 6.06 | 45 |
What's included in the sale
Web properties
| Primary domain | Website - www.myhomeinbold.com |
| Email address | Support email for the website - support@myhomeinbold.com |
Marketplace account
| Seller Central account | Amazon account - Amazon Brand Store |
| Brand Registry | Included |
DTC storefront
| Shopify account | Website - www.myhomeinbold.com |
Team & contractors
| Supply chain + customer service | Philippines-based VA trained to handle all aspects of the Amazon account, including supply chain, customer service, and day-to-day account management |
Trademarks & IP
| US trademark | Filed and registered, used for Brand Registry. Door accessories etc. - Ser. 98122882 |
| US trademark, additional class (live pending) | Filed later for expanded protection. Not required for Brand Registry - Ser. 99566790 |
Additional assets
| Software tools | Profitability dashboard - sellerboard.com |
| Email list | 261 email subscribers (on Shopify, no separate URL) |
| All images & copy materials | Full library of design and copy assets included |
| AI price optimization tool | Custom software built for this business; integrates with Seller Central via the SP API |
Buyer FAQ
Common buyer questions, answered directly by the founder.