For Ethan McAfee, logistical efficiency was his key to setting up a profitable business. The owner of Amify has now made the Inc. 500 list twice as one of Amazon’s largest retailers. Whereas Amazon sells $330 billion in merchandise a year, two-thirds of its business is transacted through about 3 million third-party sellers like Amify. McAfee expects to sell $33 million with 600,000 orders this year. Former business experiences trained him to identify what products will have good profit margins and what companies are likely to remain in business. He started out selling pickleball paddles online out of his townhouse and moved to a commercial office after the homeowners’ association complained. He subsequently expanded to a larger facility. He now sells shoes for Asics, guitars for Fender, and telescopes for Vortex, among other products sourced from 350 vendors. 90% of revenues come from sales, and 10% comes from coaching customers on better online presentation. McAfee now employs 42 fulltime employees in the United States and the Philippines, and he hopes to add sales and technical staff as well as a warehouse to service the Western United States.