How FeedbackFive Facilitates Private-Label Brand Expansion

by Colleen Quattlebaum

Measurements are important to the co-founders of Housely and ShopHousely. In fact, measuring cups were some of the first items they decided to offer after expanding their business to the Amazon marketplace in January 2016. After researching and comparing a variety of feedback management programs for their new Amazon store, they decided that FeedbackFive offered the features and metrics that they needed most.

Mike Chace, co-founder of Housely, recently shared his FeedbackFive experience with our team. In this post, we’ll explore how the team at Housely uses FeedbackFive to grow their company.

Why Unbiased Feedback and Product Reviews Matter

Mike, along with his partner Matt, are not just building a business, they are building a brand. Feedback is really important to them because it helps them make sourcing decisions and know when to expand their product line.

Honest feedback is integral to the Housely business model. The co-founders aren't looking for yes men; they want unbiased feedback that allows them to make constructive business decisions. Mike tests new products extensively to make sure that they meet the company's quality standards before adding them to the online store. He uses FeedbackFive to solicit feedback and product reviews that help him monitor how products are performing in the real world.

Private-Label Branding

Housely was formed in 2009, and the website launched in 2014, but the company is relatively new to the Amazon marketplace. They source their own products and private label them, with a focus on quality over quantity. In fact, their Amazon store currently offers only five products, with plans to expand to ten items in the fourth quarter of 2016.


Listening to customers is an essential aspect of Housely’s private-label branding. “We don’t want that to slip through the cracks because you have to have a stellar reputation as a seller. If you’re just ignoring feedback, you’re not going to have that,” Mike commented. He chooses to receive both email and text notifications for neutral or negative feedback from FeedbackFive so he can be sure to address it as soon as possible.

How FeedbackFive Increases Housely's Capacity

The Housely team is intentionally keeping their business lean. “It’s a two-man operation, so we want to make it as easy as possible. If it’s unnecessary for us to be doing something, then we shouldn’t be doing it because there are so many other things to be done,” said Mike. “We found that FeedbackFive was definitely more efficient and getting better results than we were getting with reaching out for feedback.” The unbiased feedback Housely has received through FeedbackFive has helped them to make important decisions for their business.

Mike receives FeedbackFive’s daily summary email which provides a snapshot of recent account activity. He finds the dashboard very intuitive and easy to use. Since he receives automated notifications when he needs to take action to provide a successful customer experience, he has more time to focus on growing the Housely brand, selecting new products and measuring success.

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This post spotlights a satisfied user of FeedbackFive. This article is part of our series highlighting merchant success stories. As a thank-you for participating in this article, the customer received one free month of FeedbackFive. If you're currently using FeedbackFive and would like to participate in this program, click here to request information.

Originally published on November 18, 2016, updated July 7, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.