This story is available exclusively to Business Insider subscribers. When Dave Dama started selling on Amazon in late 2010, "the secret wasn't out yet," he told Business Insider. Related stories Business Insider tells the innovative stories you want to know Business Insider tells the innovative stories you want to knowHe's referring to the NanoSteamer, which has been a bestseller on Amazon since 2020. They later launched a second brand, AquaSonic, which is a top-three oral care brand on Amazon. If he were to build an Amazon brand from scratch today, he'd go through a simple thought experiment.