How EZTool Sold for $160,000 by Dominating an Amazon FBA Niche with Simple Watch Repair Kits

Turning Simplicity Into Success: The EZTool Story

The online retail world is crowded, yet there are pockets where the right founder and product fit unlocks real gains. EZTool, founded by Angus Hess, is a case in point. This is the story of how a simple idea—make watch repair kits accessible for DIYers—led to a highly profitable operation, monthly margins that embarrassed flashier startups, and a $160,000 exit in under three years. No high-tech, no influencer drama. Just a practical product, keen positioning, and the reach of Amazon FBA.

Identifying the Market Need

Angus noticed that basic watch repair at home cost less than a typical jeweller’s fee, but most kits available online were poorly explained, unreliable, or incomplete. Potential buyers wanted assurance and clarity—two things missing from the mass of imports and no-brand listings. Having tinkered with watches as a hobby, Angus built two kits: one comprehensive set with a quality wrench, an illustrated manual spread over 41 pages, and a lighter 16-piece kit dubbed "QuickFixxer" for basic repairs. Both kits targeted anyone wanting to swap batteries, adjust bracelets, or give their watches a new life—without high repair bills or wait times.

Perfecting the Product Experience

What set EZTool apart was not just the right tool mix, but the customer journey. The product included a large, step-by-step, illustrated manual so users weren’t left guessing mid-repair. Every kit shipped with a 100-day replacement guarantee—a bold promise on Amazon where returns can kill margins. This built customer trust and fed a stream of five-star reviews. For gift-givers, it felt reliable and approachable; for collectors and hobbyists, it was more practical than competing kits.

Winning With Amazon FBA

Rather than wrestle with logistics, warehouse leases, or building a custom website with traffic woes, Angus opted for Amazon FBA. FBA handled storage, fulfillment, fast shipping, and returns. This let EZTool go toe-to-toe with bigger brands. The real advantage? Vast reach. Shoppers searching "watch repair kit" found EZTool. Gift buyers spiked sales during holidays. For repeat customers, reviews and a prominent Amazon listing sealed the deal.

Customer Targeting and Year-Round Sales

EZTool’s ideal customer wasn’t just the watch collector or hobbyist. It included parents looking for a useful present, tinkerers working at their kitchen table, or anyone trying to avoid another trip to the jeweller. DIY culture grew during the pandemic and after. Amazon feedback kept pointing to the sense of empowerment and simplicity—the kind of feedback that turns products into bestsellers. Kits became go-to gifts, and the lean SKU line-up made inventory management smooth.

Financials: Lean Operations, Strong Margins

EZTool kept costs low—no storefront, no bloated catalog, mostly handled by Angus with help from Amazon FBA's team. Revenue figures sat between $5,000 and $14,000 profit monthly, a rare achievement for such a focused operation. The time commitment was modest, mostly managing inventory levels, Amazon listings, customer queries, and the occasional branding tweak. No endless social updates or expensive ad campaigns; the product and reviews did much of the selling.

Standing Out on Flippa and Closing the Exit

When it was time to sell, EZTool listed on Flippa. The niche's broad market appeal and simple model caught attention. Strong customer feedback scores, visible and consistent financials, plus the FBA model, created immediate interest. Flippa’s platform, lower success fees, and account support made the listing and sale process quick. Within weeks, a buyer closed the acquisition at $160,000, securing a solid payout for Angus’s years of steady work.

Lessons For Aspiring Founders

• You don't need to invent a new category to win—just serve a real need, better and with less friction, than what’s out there.
• Amazon FBA, if paired with the right niche, removes much of the fulfillment hassle.
• Guarantees and clear instructions foster loyalty (and glowing reviews), making future exits more lucrative.
• The best products don’t just sell well; they solve a real headache in a way customers understand instantly.

Key Strategies and Next Steps

For anyone considering the Amazon FBA or niche e-commerce route, EZTool’s experience offers practical lessons. Choose an audience with an unmet need. Make your value clear—every step of the way. Use systems (like FBA, Flippa) that do the heavy lifting. And don’t underestimate the value of honest reviews, simple guarantees, and clear instructions. EZTool didn’t revolutionize the watch accessory business—it just made life easier for its customer base, delivered steady profit, and provided a smooth exit path for its founder.