Amazon Selling Partner Appstore + Mighty Paw — How Apps Helped a Family‑Run Pet Brand Scale Smarter and Grow Faster

A Customer Evidence Case Study for Amazon’s Selling Partner Appstore

Mighty Paw is a family‑run pet brand built on a simple belief: happier dogs make happier people. Based in Rochester, NY, the company designs high‑quality leashes, harnesses, chews, and training tools trusted by more than 2 million pet parents . What started as a single product idea — a hands‑free running leash inspired by the founders’ own dog, Barli — has grown into a nationally recognized brand sold across Amazon, retail, and direct‑to‑consumer channels.

To keep up with demand, Mighty Paw needed a way to scale operations without losing the family‑centric culture that defines the brand. That’s where the Amazon Selling Partner Appstore came in.

Watts Media partnered with Amazon to tell Mighty Paw’s story — a story about growth, creativity, and the power of the right tools at the right time.

The Challenge

Growing a fast‑moving e‑commerce brand with a tiny team

Mighty Paw’s founders were juggling:

  • Product development

  • Supply chain

  • Inventory management

  • Listing optimization

  • Creative production

  • Customer experience

All while raising three kids — who often visit the office and play with the dogs that inspire the brand.

As demand grew, the team needed:

  • Better operational efficiency

  • Faster listing creation

  • Accurate inventory forecasting

  • Tools to manage supply chain and warehouse operations

  • Ways to expand globally without adding headcount

They needed leverage — not more people.

The Opportunity

Using the Amazon Selling Partner Appstore to scale smarter

The Selling Partner Appstore gave Mighty Paw access to approved, trusted apps that streamlined the most time‑consuming parts of their business:

  • Supply chain + warehouse management

  • Listing optimization and image standards

  • Cross‑border expansion tools

  • Data insights for product development

  • Operational shortcuts that reduce manual work

With the right apps, tasks that once required a full team could now be handled by one or two people.

This efficiency became a competitive advantage.

Our Approach

A human‑centered Customer Evidence film grounded in family, culture, and growth

Watts Media crafted a story that blends:

  • Emotional family moments

  • Real‑world product development

  • Behind‑the‑scenes operations

  • The role of Amazon apps in Mighty Paw’s success

The film highlights how the Selling Partner Appstore empowers small businesses to:

  • Operate like much larger teams

  • Make data‑driven product decisions

  • Improve listing quality and conversion

  • Scale inventory and logistics

  • Expand into new markets

The tone is warm, authentic, and rooted in Mighty Paw’s belief that great products start with great stories.

The Development Story

From a single running leash to a full product ecosystem

The story reveals a founder who:

  • Started as a physical therapist

  • Saw a problem firsthand

  • Built a product to solve it

  • Turned that product into a brand

  • Used Amazon tools to scale that brand

Key moments include:

  • The first hands‑free running leash idea

  • The launch of their new retractable leash

  • The importance of reflective materials and safety

  • The role of data in refining molds, colors, and features

  • The ability to test, tweak, and relaunch quickly

  • The use of apps to manage logistics and inventory

  • The belief that “every product is consciously written with a story in mind”

This is a story about creativity meeting operational excellence.

The Impact

Apps helped Mighty Paw grow faster — without losing its family‑first culture

With the Selling Partner Appstore, Mighty Paw was able to:

  • Increase operational efficiency with supply chain and warehouse apps

  • Improve conversion rates through better listings and image standards

  • Scale globally using Amazon’s cross‑border tools

  • Make smarter product decisions using real‑time data

  • Run a multi‑million‑dollar brand with a small team

  • Blend creativity with analytics to build better products

As the founder says:

“Apps have helped catapult Mighty Paw’s growth in a really big way.”

And at the heart of it all is a simple belief:

“Happier dogs make happier people.”