tracy wallace is editor in chief at big commerce a leading e-commerce platform. previously she covered e-commerce and online selling for mashable. >> thanks for having me. >> amazon can really make your business. i know a lot of people who do a lot of sales on amazon. let's just go through what you need to do to make it work and the first thing you say is be unique. >> yes. unique means something different here when you're selling on your online store, clearly you want to have brand personality and brand yourself on a specific way. on amazon unique means sell a unique product. so that you can really battle copycat sellers so that you don't have to compete in a pricing race to the bottom, which is common on amazon when you have a bunch of sellers selling 15 of the exact same product. so be unique here means sell your own individual unique product. >> got it. then start slow and be strategic. why not start fast? if you already have a company, you already have a product you're selling it someplace else, why do you want to start slow on amazon? >> i have a really goo