Hour Loop is a third-party seller on Amazon. The company buys branded products in bulk from manufacturers at wholesale prices and resells them on Amazon's marketplace across categories including home/garden décor, toys, kitchenware, apparel, and electronics, spanning over 100,000 SKUs. Hour Loop does not manufacture products or hold its own U.S. warehouse — Amazon's Fulfillment by Amazon (FBA) program handles warehousing and shipping on Hour Loop's behalf. Amazon accounts for roughly 98% of revenue, with the remainder from Walmart, eBay, and other channels. Hour Loop makes money on the spread between its wholesale purchase cost and Amazon selling price, minus FBA fees. Because multiple sellers can list the same product on Amazon, winning the "Buy Box" — the default add-to-cart button — drives the vast majority of sales. Hour Loop uses proprietary automated repricing software to continuously adjust prices to win the Buy Box. The company also uses its own software for inventory forecasting, advertising optimization, and operational management, which it argues allows it to manage a large SKU catalog more efficiently than competitors. The business is capital-intensive relative to margins, as Hour Loop must prepay for inventory before selling. Growth levers include SKU and vendor expansion, headcount growth, and multichannel expansion beyond Amazon. Near-term headwinds include tariffs on China-origin goods, which represent the majority of Hour Loop's sourced products, and rising Amazon fees.