Growing an Amazon Business Through Storytelling, Customer Experience, and Giving Back with Mordy Kurtz

Morty Kurtz, The Boxery’s chief marketing officer, joined the family-founded packaging company in 2018 because boxes are a dependable, everywhere industry shaped by constant online ordering—and because he saw a creative challenge in bringing life to a bland product. The company has 65 employees, has sold on Amazon for roughly 15 years, doubled its Amazon sales in 2025, and projects another 50% increase in 2026. Kurtz says Amazon puts listings in front of customers already searching within a large, relatively self-contained marketplace.

Kurtz says Amazon tactics change constantly, so The Boxery has to stay alert to updates, but its strongest growth drivers resemble its direct-to-consumer principles: customer-first service, fast shipping, competitive prices, and dependable operations. Business customers can reorder packaging supplies or add them to a cart and receive them when needed. The company uses Amazon data to identify products and categories that perform well, then expands around them. It currently has more than 800 box listings on Amazon and about 2,000 packaging listings overall, including tape and polymailers.

Among Amazon’s tools, Kurtz highlights Amazon Ads and Seller Assistant. Ads move a listing from organic exposure into paid promotion, requiring the team to identify the right products, buyers, timing, keywords, and Q4 opportunities; The Boxery also uses B2B pricing and services. Kurtz values Seller Assistant because it is built into Amazon rather than requiring an off-platform tool. He says it has already saved the team many hours over roughly two months by helping answer questions, adjust listings, and change keywords.

Kurtz argues that “packaging is boring, people are not,” so The Boxery treats each product like a consumer packaged-goods brand rather than an anonymous manufacturer. It creates A+ or A+ Premium content for nearly every listing, with individual designs and stories. Its mascot, Jack the Box, gives a simple product a memorable character. The company also built its TikTok around crafting with cardboard, encouraging people—including children—to use boxes as blank, limitless surfaces. It donates boxes to crafting programs and wants its mascots to become as recognizable as Geico’s gecko.

Kurtz admires Amazon’s use of branded and seasonal tape and is wrapping The Boxery’s delivery trucks to turn their blank surfaces into marketing. He particularly likes customers’ custom boxes and tape when patterns, icons, and subtle design communicate a brand without overexplaining it; he has borrowed ideas from their work. Because The Boxery serves e-commerce businesses across consumer packaged goods, supplements, health, food, pet products, and healthcare, Kurtz sees many different brands develop and often wants to share their stories. He rejects the idea that the company merely sells boxes.

The Boxery’s GiveBox program, formally launched about three years ago, provides packaging supplies—not only money—to charities that otherwise face shipping costs. It has supported organizations such as Food Bank NYC, whose year-end campaign required thousands of boxes, and sometimes sends employees to volunteer or fully sponsors recurring charitable customers. For plateaus, Kurtz recommends treating slower periods as a chance to breathe, regroup, improve operations, and set goals, while continuing consistent marketing and testing new digital touchpoints. At Amazon Accelerate, he says Seller Assistant and Amazon’s partnership with Anthropic showed sellers that they are still only scratching the surface of the platform.