Mordy Kurtz is Chief Marketing Officer at The Boxery, where he drives brand growth through creative marketing, customer-focused storytelling, and innovative Amazon strategies, transforming everyday packaging into memorable customer experiences.
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Guest Resources
Amazon Seller Assistant – Small businesses. Thriving Communities. From small towns to major cities across all 50 states, Washington, DC, and Puerto Rico, independent sellers are making a real impact in the places they call home.
The Boxery – Packaging and shipping supplies for businesses and e-commerce sellers.
Give Box Program – The Boxery’s community initiative providing packaging supplies to charities and organizations in need.
3 Value Bombs
1. Make ordinary products memorable through creative storytelling, branding, and engaging content.
2. Use business plateaus to reassess strategies, improve operations, and find new growth opportunities.
3. Stay consistent with marketing and operations while innovating and giving back to your community.
Sponsors
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
Waldo: If you run a business and your cash isn’t earning enough, head over to Waldo and put that idle cash to work. It takes less than 5 minutes to open an account. Visit Waldo.ai and start doing what the biggest companies do with their cash. And if you use code EOFire when you sign up, you’ll receive a 1% deposit match, up to $1,000. See full terms and conditions at Waldo.ai.
Show Notes
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Growing an Amazon Business Through Storytelling, Customer Experience, and Giving Back
[01:25] — Going back to 2018, why The Boxery?
- Mordy Kurtz was drawn to the packaging industry because boxes are an essential part of everyday life, especially as online shopping continues to grow.
- He also saw an exciting marketing challenge in transforming a basic, seemingly boring product into a brand people could connect with.
- His goal was to bring personality, creativity, and storytelling to an everyday product.
[02:06] — Why are you leaning into Amazon more than ever?
- Amazon provides access to a large marketplace where sellers can reach customers who might not discover their businesses through traditional channels.
- As more consumers shop and search for products on their phones, Amazon offers a valuable opportunity to get products in front of buyers already looking for them.
- Its built-in shopping ecosystem makes it easier for customers to discover and purchase products.
[03:17] — What exactly is driving The Boxery’s growth on Amazon, and what is working right now?
- Customer-first operations, competitive pricing, and fast shipping are essential to delivering a reliable buying experience.
- Making repeat purchases easy helps business customers get the packaging supplies they need when they need them.
- Building a recognizable brand through storytelling and social media helps The Boxery stand out from competitors.
- Sharing other sellers’ stories humanizes the brand and creates stronger connections with customers.
[05:21] — With more than 1,000 box sizes and many other products, how do you decide what to prioritize and promote?
- Amazon provides performance data that helps identify which products and categories are selling well.
- The Boxery uses those insights to expand successful categories and promote similar products.
- With more than 800 box listings on Amazon and approximately 2,000 packaging supply listings overall, the company can serve customers looking for a wide range of shipping essentials.
- Offering boxes, tape, poly mailers, and other supplies makes The Boxery a convenient one-stop shop.
[06:20] — Which Amazon growth tools have been the most beneficial, and why?
- Amazon Ads helps the team invest in high-potential listings, evaluate performance, and reach the right buyers with the right products.
- Preparing for seasonal demand, particularly Q4, requires forecasting which products will sell and promoting them strategically.
- Amazon’s B2B pricing features help support business customers.
- Seller Assistant makes it easier to work on listings, adjust keywords, and explore promotional opportunities without leaving Amazon.
[08:04] — Packaging can be boring. How have you used storytelling, branding, and content to make it more interesting, and how can other entrepreneurs apply those ideas?
- Mordy believes storytelling is ultimately about people: sharing their struggles, experiences, and how a product helps them.
- The Boxery approaches packaging almost like a consumer packaged goods brand, creating personality around a simple product.
- The company developed Jack the Box, a mascot that gives its products a recognizable and memorable identity.
- Individual A+ and A+ Premium listing designs help communicate the story behind each product rather than relying on generic product descriptions.
- Entrepreneurs can apply the same approach by finding the human experience behind what they sell.
[10:17] — What other creative initiatives are you excited about as The Boxery looks to stand out and build lifelong customers?
- The Boxery expanded into cardboard crafting content, showing that boxes can be used for creative projects rather than just shipping.
- Its TikTok content highlights crafting with cardboard, encouraging people to reuse boxes and discover new possibilities.
- The company also donates boxes to crafting programs and activities for children.
- Mordy wants to develop the brand’s mascots further, inspired by memorable advertising characters that make otherwise ordinary industries more engaging.
[13:14] — What are some creative ways you’ve seen your customers use packaging to improve their own businesses?
- Custom boxes, branded tape, and distinctive packaging designs can turn an ordinary shipment into a memorable brand experience.
- Mordy especially appreciates subtle branding through recognizable patterns, icons, and visual elements that communicate a company’s identity.
- The Boxery also applies branding to its delivery trucks, using otherwise blank spaces to communicate its message.
- Observing customers’ creative approaches provides inspiration for The Boxery’s own marketing.
[14:49] — What has surprised you about working with The Boxery?
- Mordy enjoys seeing the wide variety of industries that rely on packaging, including consumer products, supplements, health, food, and pet products.
- Working with so many businesses gives him opportunities to discover interesting brands and share their stories.
- The diversity of customers makes packaging much more interesting than simply selling boxes.
[15:35] — A timeout to thank our sponsors.
- Waldo: If you run a business and your cash isn’t earning enough, head over to Waldo and put that idle cash to work. It takes less than 5 minutes to open an account. Visit Waldo.ai and start doing what the biggest companies do with their cash. And if you use code EOFire when you sign up, you’ll receive a 1% deposit match, up to $1,000. See full terms and conditions at Waldo.ai.
- HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
[17:30] — Tell us more about The Boxery’s Give Box Program.
- The Give Box Program officially launched about three years before the interview, building on the company’s longstanding commitment to helping others.
- Instead of focusing primarily on monetary donations, the initiative provides charities with packaging supplies that can otherwise become a significant expense.
- The Boxery has supported organizations such as Food Bank For New York City with supplies for large campaigns.
- Team members may also volunteer to help the organizations they support.
- The program allows The Boxery to contribute directly to its community while helping charities carry out their missions.
[19:43] — What advice would you give entrepreneurs who are hitting a plateau and struggling to reach the next stage of growth?
- Mordy sees plateaus as opportunities to slow down, breathe, regroup, and rethink priorities.
- He recommends setting goals ahead of the new year and using quieter periods to plan the next phase of business growth.
- Consistency matters, but strong operations must come first. Marketing cannot compensate for a poor product, delayed shipping, or an unreliable customer experience.
- Entrepreneurs should explore new platforms and digital touchpoints where they can increase visibility and reach underserved audiences.
- Taking a walk, brainstorming, and approaching marketing differently can help generate fresh ideas.
[22:50] — What is one important lesson you’ve learned so far at Amazon Accelerate 2026?
- Amazon is constantly evolving, making it important for sellers to stay informed about new tools, updates, and opportunities.
- Attending industry events helps entrepreneurs prepare for upcoming changes before they become essential.
- Mordy highlights Seller Assistant as a particularly promising tool, noting that it has already saved his team hours of work over the preceding two months.
- Staying curious and embracing new technology can help businesses work more efficiently and remain competitive.
[24:30] — What is your final takeaway for entrepreneurs who admire what The Boxery has accomplished?
- Keep pushing, stay consistent, and give back.
- Continue improving your business, exploring new opportunities, and finding meaningful ways to serve others.
[25:20] – Thank you to our Sponsor!
- HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
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