This episode is sponsored by Amazon and recorded at Amazon Accelerate 2026, Amazon’s annual seller conference. More than 60% of sales in Amazon’s store come from independent sellers, most of which are small and medium-sized businesses. Amazon provides tools and services to help these entrepreneurs grow their businesses. To learn more about how Amazon is helping independent sellers succeed, visit https://sellingpartners.aboutamazon.com.

Dewar Gaines is the founder of Gaines Family Farmstead, a family-owned brand producing all-natural, American-made dog treats, built on quality, sustainability, and community.

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Guest Resources

Amazon Seller Assistant – An AI-powered tool discussed in the interview that helps sellers with product listings, keywords, and promotional strategies.

Gaines Family Farmstead — Dewar Gaines’ family-owned business producing all-natural, American-made dog treats made with a focus on quality, sustainability, and wholesome ingredients.

Amazon Seller Central — Amazon’s platform for managing product listings, inventory, fulfillment, advertising, and seller analytics.

Amazon IP Accelerator — Amazon’s program connecting sellers with recommended legal service providers to help secure trademarks and access Brand Registry.

Amazon FBA (Fulfillment by Amazon) — Amazon’s fulfillment service that helps sellers store inventory and scale order shipping.

Amazon Subscribe & Save — A subscription service that helps customers receive recurring deliveries of eligible products.

3 Value Bombs

1. Start small, test quickly, and use customer feedback to improve your product before scaling.

2. Use Amazon’s tools and fulfillment infrastructure to compete with larger brands.

3. Use AI to automate repetitive tasks, improve decisions, and build scalable systems.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Building a Family-Owned Dog Treat Brand and Scaling in Amazon’s Store with Dewar Gaines

[01:18] — Dura, take us back to that kitchen and those sweet potato chews. What was going on?

Dewar Gaines grew up in a family passionate about dogs, with both of his parents having experience breeding them.
After losing a dog to rawhide poisoning, he began paying closer attention to pet food ingredients and sourcing.
Recognizing an opportunity for wholesome, single-ingredient pet treats, he left his marketing career to start making dehydrated sweet potato chews.
Dewar and his brother began preparing the treats in their parents’ kitchen and were selling at farmers’ markets in Birmingham within 90 days.

[03:11] — Family, community, and building something that lasts are important to you. How do these values shape your mission?

Dewar believes pets are family and deserve wholesome products made with care.
Gaines Family Farmstead works with family-owned suppliers, including farms and packaging manufacturers.
Farmers’ markets helped the business build community, test pricing, and gather customer feedback.
Those early relationships continue to influence how Dewar operates and grows the company.

[04:50] — Do you remember the first person who bought your sweet potato treats for their dog?

At the Pepper Place farmers’ market, Dewar and his brother sold their first bags of sweet potato chews.
Their first customer had a dog that spit out the treat but purchased a bag anyway.
The business made approximately $100 at its first farmers’ market, providing an early sign of potential.
Farmers’ markets initially funded all the company’s growth and served as its proving ground before retail expansion.

[05:50] — How did farmers’ markets help you grow the business, and what did production look like in the early days?

Getting into retail required visiting small, family-owned stores and building relationships one at a time.
As demand increased, the team was cooking approximately 30 pounds per batch and working long hours.
At one point, they were cutting roughly 900 pounds of raw sweet potatoes by hand each day.
The demanding process eventually pushed them to find more efficient production methods.

[07:09] — Take us through the breakthrough moments that helped you realize Gaines Family Farmstead was onto something.

In March 2020, Costco and Tractor Supply approached the company at a trade show, signaling that its branding and messaging were attracting attention.
The COVID-19 shutdown interrupted the momentum the business had been building.
Amazon later invited Dewar to participate in a holiday gift guide photo shoot, placing his brand prominently in the Amazon app.
A simple 30-second video posted on Amazon’s selling-focused social account received 27 million views in approximately 72 hours.

[09:51] — How did the viral Amazon video affect the business, and was the sudden attention difficult to manage?

The viral exposure nearly put the business out of operation because demand exceeded available inventory.
Gaines Family Farmstead sold out across its warehouse, Amazon inventory, and distributor channels.
The shortage created serious operational pressure but also generated momentum into 2023.
The company subsequently secured Costco and other major partners and was able to raise capital.

[10:56] — What advantages does a small, family-owned business have when competing against major brands?

Smaller businesses can respond to trends and implement changes faster than large corporations with multiple approval layers.
Dewar uses AI agents to help design new packaging and accelerate product development.
He believes Amazon levels the playing field by allowing smaller brands to reach consumers directly.
Distinctive qualities such as family ownership, American sourcing, and simple ingredients can stand out on a marketplace.

[12:18] — If you were launching Gaines Family Farmstead today, would you prioritize Amazon or retail first?

Dewar would launch on Amazon before focusing heavily on retail.
Traditional retail can require large purchase orders and long payment cycles, creating significant cash-flow challenges.
Amazon allows smaller brands to reach shoppers who actively search for specific product qualities.
For brands emphasizing wholesome ingredients, family ownership, and American sourcing, online marketplaces can provide a valuable opportunity to differentiate.

[13:13] — What is Amazon’s IP Accelerator program, and what did it unlock for your business?

Amazon IP Accelerator connects sellers with recommended legal professionals who can help secure trademarks.
A registered trademark helps brands qualify for Amazon Brand Registry and access features such as A+ Content.
Dewar had previously spent thousands of dollars and struggled to secure the company’s trademark.
Through the program, Gaines Family Farmstead obtained its trademark in approximately two weeks and established its Brand Registry presence.

[14:08] – A timeout to thank our sponsors.

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[17:22] — Which Amazon growth tool has been the most transformative for your business, and why?

Dewar identifies Fulfillment by Amazon (FBA) as the most transformative tool.
Building the infrastructure to ship hundreds of packages daily would require significant technology, labor, and operational investment.
FBA provides access to Amazon’s established fulfillment network, helping the company scale without building the same infrastructure independently.
Amazon Warehousing and Distribution (AWD) further supports inventory storage and distribution as the business grows.

[18:42] — How has Subscribe & Save affected your business, and what does it tell you about customer loyalty?

Dewar explains that trust is especially important in the pet industry, where satisfied customers often remain loyal to a brand.
Approximately 40% of Gaines Family Farmstead’s Amazon revenue comes from customers who subscribe monthly.
Longtime customers who started buying at farmers’ markets have continued purchasing through subscriptions.
Dewar monitors Subscribe & Save performance when launching products because growing subscription numbers can signal that a product is meeting customer needs.

[20:23] — You’ve invested heavily in AI and have been selected for early access to Amazon’s Claude integration. Tell us about it.

Dewar began exploring AI seriously about three and a half years ago and has spent substantial time training AI agents for different business functions.
He developed specialized agents to handle specific tasks rather than relying on one enormous collection of conversations.
His personal AI assistant, Ax, helps coordinate business knowledge and operations.
In July 2026, Amazon granted Gaines Family Farmstead early access to its Claude integration, one of eight companies selected for the beta program.

[21:12] — How much have you invested in building your AI infrastructure, and was it financially reasonable?

Dewar says time was his largest investment, as he spent hundreds of hours learning and training AI agents.
He initially started with a premium ChatGPT subscription before building more specialized systems.
As his business knowledge accumulated, he created separate agents for different operational areas.
The company has also invested in more advanced hardware, including a computer costing approximately $7,000.

[23:34] — How is AI already changing your inventory planning and supply chain operations?

Gaines Family Farmstead uses Claude’s Amazon integration to support inventory planning and replenishment decisions.
According to Dewar, the system handles nearly all of the company’s inventory planning, including how much to order, when to ship inventory, and whether to use FBA or AWD.
The system also draws on information about the company’s supply chain through its connection with Ax.
Dewar believes these integrations will significantly change how Amazon sellers operate.

[24:14] — What advice would you give entrepreneurs who feel overwhelmed about starting a business or launching on Amazon?

Dewar encourages aspiring entrepreneurs to take the first step rather than waiting for everything to be perfect.
Entrepreneurship requires a different approach to risk and is not necessarily right for everyone.
Amazon makes it easier to test products and create listings without the substantial upfront investment associated with some traditional retail channels.
Starting small, launching, and learning from real results can help entrepreneurs determine whether their ideas have potential.

[26:04] — Why do you continue attending Amazon Accelerate, and what’s the biggest value you’ve gained from the event?

Dewar values the opportunity to meet directly with Amazon employees and decision-makers.
He appreciates that Amazon representatives listen to seller feedback and reconsider decisions when necessary.
These conversations provide opportunities to discuss challenges, including the implications of AI for sellers.
For Dewar, the ability to influence conversations with the people shaping Amazon’s future makes the event worth attending.

[27:34] — What’s your final Value Bomb for Fire Nation?

Dewar describes entrepreneurship as one of the most challenging yet rewarding experiences of his life.
Whether you’re making dog treats in your parents’ kitchen or pursuing another business idea, taking action is essential.
Entrepreneurs must learn to accept uncertainty, tolerate risk, and keep moving forward.
His message is simple: be comfortable with being seen as a little crazy, believe in your vision, and go for it.

[28:29] – Thank you to our Sponsors!

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