Amazon Becomes Vital Sales Outlet For Independent Merchants

When Lauren Wang started Flex in Los Angeles a decade ago, she wanted to create a new type of menstrual care product that wasn’t already on the market—a disposable disc that lasts longer than traditional tampons or pads. Flex sold through its own website early on; it was one of a number of brands going the direct-to-consumer route at the time. That approach proved fruitful: The business grew to $20 million in revenue in a few years on its website alone. Nowadays, though, Flex’s...