Raising prices creates better margins that fund customer acquisition and packaging, letting brands outspend competitors. AG1 and Dr. Squatch aren't the best products in their categories but dominate through premium pricing and aggressive marketing. Aim for double your competitors' margins to scale to eight figures.
If you want to increase your sales, increase your price. In e-commerce, most people will say that you should charge as little as possible, and that is a fast snowball to going out of business. The companies that grow the fastest are the ones that can pay the most to acquire a customer. AG1, most people say, is not the best product in the space. Most people say that Dr. Squatch is not the best deodorant that's available, but they're able to spend the most to acquire a customer. And as a result, they can do things like invest in the best packaging and be really good to their customers, or sometimes do discounts or be aggressive on Amazon, aggressive on Shopify, pay the influencer that they want to talk about them. That will change everything for their business. You can't do that if you're making only a few bucks on every transaction. You can only do that if you're a premium brand. And I think that the way in 2026 and beyond to stand out and grow quickly is to have a premium brand that is consumable and has twice the margin of all of your competitors. Not just so you take home the biggest bag possible, but because you can do the best possible job for the customer. When you start thinking like that, how much do I need to charge in order to make this an amazing product and a great experience for my customer? That's when you ultimately start standing out to the people who will become raving fans, and that will put you on the map to be a mid-seven-figure and even an eight-figure brand. So if you want to increase your sales, increase your price.
