According to a recent report on the state of global e-commerce logistics and fulfillment in 2025, the e-commerce market continues to grow steadily, following a trend of quadruple growth during the last decade. The market continues to expand despite the fact that recent events, such as new tariffs and trade policies, have introduced new factors of instability. While the market seems to be resilient enough, these events create a new challenge for businesses that will need to adapt quickly, find new solutions for logistics, adjust prices, and take the changes in customer behavior into account. However, just reacting to the emerging factors is not enough to remain competitive, as businesses need to act systematically and proactively even in a period of rapid and unpredictable change. The ability to adapt, implement innovations, optimize operations, and follow a data-driven methodology becomes crucial to not only stay afloat but succeed and grow the company. Denys Horbunov, an entrepreneur and e-commerce consultant with over a decade of experience, recently presented an original methodology that suggests a systematic approach to building a profitable Amazon business. Throughout recent years, he has led several businesses to success and formulated his experience into the BRAND-UP approach that proved itself to be useful no matter what market changes emerge.
Creating a Toolset that Works
Currently, the e-commerce market is dominated by several major players, such as Amazon, Walmart, and Shopify, making it hard for new brands to stand out. To find the way to the customer, a new brand needs to follow the rules set by Amazon and learn how to use them to its advantage. The methodology developed by Denys Horbunov is not just a theoretical concept: it summarizes his experience of running an Amazon business. In 2022, he started with just $3000 and, within two years, grew the revenue to $1,3 million. As a sole proprietor of the business, he leads and manages all its aspects, including product sourcing, inventory management, marketing, and customer engagement. This provides him with an integral understanding of how the retail business operates and what needs to be done to optimize it.
Operating within limited resources, Denys Horbunov developed a methodology to use them in the most efficient way. To do so, he implemented data-driven strategies, such as SEO optimization and targeted advertising, to maximize product reach and profitability. His approach allowed him to leverage Amazon’s marketplace tools, using them to the advantage of the businesses. As there is no alternative to selling on Amazon, so
“Some businesses fail not because something is wrong with their product,” – explains Denys Horbunov, – “but because they lack understanding of marketplace rules and cannot navigate them efficiently.”
Denys Horbunov’s BRAND-UP methodology provides an integral approach to overcoming the issues faced by businesses that try to promote their products on Amazon. Denys wanted to create a methodology that will have a strong foundation in real-life data, providing the sellers with a practical strategy that can be easily adapted to the changing market. It aims to build a brand that is set up for long-term and sustainable growth and to do so, it combines different aspects and stages of the sales process, creating an integral system that includes SEO optimization, targeted advertising, inventory, and supply chain management, and Amazon listing optimization. It takes the current trends of the e-commerce industry, such as a data-driven approach, personalization, or predictive analytics, and businesses with ways to use them for their benefit.
For instance, it employs a data-driven approach, collecting the data with innovative tools such as Keepa or Helium10. These tools allow sellers to gather structured data on price dynamics, keywords data, customer demand, and business performance, creating a solid foundation for analysis and decision-making rooted in objective data. In a similar fashion, following the growing demand for personalization, the method suggests an approach to collecting customer feedback that helps to retain loyal customers and establish a solid customer base. All these tools are integrated into a united system that works toward the end goal, which is steady sales growth.
While the BRAND-UP methodology is rooted equally in the real-life expertise of its creator successfully running a retail business on Amazon, it is also backed up with scientific research. The key components of the model, such as data-driven analytics, algorithmic sales optimization, and structured growth models – have been explored by Denys Horbunov in a series of peer-reviewed publications in scientific journals, such as Economy and Society, Young Scientist, and others. The articles explore the influence of digital platforms on consumer behavior, the potential of applying analytics for increased business performance, as well as the structure of the current e-commerce market as a whole. He also has performed articled peer-reviews for IU International Scientific and for Economy and Society journals, which is another proof of the value of his achievements. In April 2025, Denys Horbunov presented his methodology at a scientific conference, which reinforces its value both for the academic community and for the practice of finding efficient e-commerce solutions.
Navigating the Disruptive Environment
The implementation of the BRAND-UP methodology has already yielded tangible results for over twenty-five partner brands. Within the first three months of adopting this innovative approach, businesses have reported an average 40% increase in sales, driven by improved conversion rates, optimized content, and targeted advertising campaigns. Beyond performance metrics, the methodology equips companies with tools to operate sustainably—even amid disruptions like shifting tariffs or supply chain challenges that often require rapid localization or strategic pivots.
Designed around a strategic partnership model, BRAND-UP enables local US brands to scale effectively on Amazon without facing the complexities of marketplace logistics and product listings alone. For small and mid-sized manufacturers, this approach provides a ready-made infrastructure for digital growth, removing the burden of navigating the platform alone and figuring out the intricacies of marketplace listings or logistics. Moreover, the methodology has a clear potential of being beneficial to the US economy, as it is designed to support the digital expansion of US-based businesses, opening new market opportunities and reinforcing domestic production through increased online visibility.
“In the rapidly changing environment, having a systematic strategy becomes especially important,” concludes Denys Horbunov. “The current market doesn’t reward chasing short-term trends or improvising quick wins. Instead, you need to act consistently, acting on the data about your customers and competitors, and this is what BRAND-UP is for.”
Between rising tariffs, evolving trade policies, and the growing complexity of logistics, adaptation becomes a challenge even for the established player. Many businesses face the need to rethink their sourcing, fulfillment, and go-to-market strategies. In this context, systems like BRAND-UP offer more than just a competitive edge: they provide businesses with a roadmap for navigating an unstable market.
