Virender Dass Of Wellness Extract: Five Things You Need To Know To Run A Very Successful Amazon Business

As a part of my interview series about “Five non-intuitive things you need to know to run a very successful Amazon business, I had the pleasure of interviewing Virender Dass, founder of Wellness Extract.

Virender Dass is the founder and CEO of Wellness Extract, a Canadian wellness brand born from a deeply personal mission. He began his career in the visual effects industry, working with renowned studios such as DreamWorks and Lucasfilm, contributing to major Hollywood productions. His career path changed when his mother was diagnosed with cancer, an event that exposed the gaps in the supplement industry: lack of transparency, questionable quality, and over-marketed promises. Determined to find better solutions, he immersed himself in scientific research and partnerships with leading experts. In 2017, he founded Wellness Extract, a science-first company that bridges nature’s wisdom with rigorous scientific validation. Today, Wellness Extract serves customers worldwide and is recognized for its purpose-driven approach that prioritizes impact over profit.

Thank you so much for doing this with us! Can you share with us the “backstory” about what brought you to this specific career path?

Absolutely. My career began in the creative world of visual effects. I worked for top studios like DreamWorks and later Lucasfilm, where my job was to solve complex technical challenges, converting 2D footage into 3D cinematic experiences for films like Transformers and Warcraft. It was a fast-paced, innovative career that taught me how to reverse-engineer problems, think in systems, and deliver world-class results.

But everything changed when my mother was diagnosed with cancer. Searching for ways to support her, I began researching nutrition and supplements. What I found was discouraging: loud marketing, low-quality products, and a little transparency. It was a wake-up call.

That’s when I realized I could apply the same mindset from my VFX career: precision, problem-solving, and innovation — to health. I partnered with scientific experts, including Dr. Barrie Tan, one of the leading researchers in Vitamin E tocotrienols. Together, we explored natural solutions backed by real science.

This personal mission grew into Wellness Extract. What began as an effort to help my family expanded into a purpose-driven company to help families around the world.

Can you explain to our readers why you are an authority about selling on Amazon.com?

I believe our authority on Amazon comes from building trust the hard way, by putting the customer first, long before thinking of rankings or revenue. We’ve been selling on Amazon since our early days, and unlike many sellers who focus on quick wins or trend-chasing, we built our foundation on science, transparency, and education. In a marketplace filled with bold claims and flashy ads, that was our differentiator.

One example is our work with Vitamin E Tocotrienols. Most people don’t realize that not all Vitamin E is the same. Tocotrienols are a distinct form of Vitamin E that have been the subject of more than 49 published studies, many exploring their potential role in areas like cardiovascular health, aging, and cellular protection. Through our collaboration with Dr. Barrie Tan and American River Nutrition, we became one of the first companies to bring a pure, high-quality tocotrienol product to Amazon. And in Canada, we are one of the only companies approved for a 300 mg dosage, whereas the standard approved dosage is 200 mg. This approval was possible because of the scientific studies backing tocotrienols, and it reinforced our commitment to rigorous science and regulatory compliance.

By focusing on education and explaining the difference between tocopherols (the common form of Vitamin E) and tocotrienols (the more effective form), we positioned ourselves as both educators and innovators. Over time, this approach created something remarkable: more than 70% of our sales today come from repeat customers. On Amazon, that level of loyalty is rare. We’ve also adapted to how Amazon itself has evolved, from being keyword-driven to intent and customer satisfaction. By providing educational listings, FAQs, comparisons, and knowledge-based content, we’re not just selling; we’re helping customers make informed decisions. And Amazon’s algorithm rewards that kind of value.

Can you share the most interesting story that happened to you since you started this career?

One of the most meaningful milestones for us was launching our tocotrienol-based product, Eannatto. At the time, even though scientists had already conducted decades of research, tocotrienols were still relatively unknown to the general public. For us, being approved in Canada at a 300 mg dosage, when the standard approved dosage was 200 mg was a major achievement. That approval was possible because of the scientific studies backing tocotrienols, and it reinforced that we were bringing something truly advanced to market. Seeing customers respond not just to the product, but to the science and transparency behind it, showed us that Amazon could be more than just a sales channel; it could be a platform for education.

Another inspiring moment was when healthcare professionals began reaching out to us directly. Some had seen our products on Amazon and wanted to understand more about the research behind tocotrienols because their patients were asking about them. That’s when I realized we weren’t just building an e-commerce brand, we were contributing to a broader conversation about science-based wellness. For me, that confirmed our mission was bigger than sales; it was about bridging the gap between research, customers, and practitioners.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

When I first started in wellness, I had this almost childlike belief that if people knew what I knew; that science-backed supplements and nutrition could genuinely change lives; then the world would immediately embrace it. I thought, “This is it, I’ve found the answer! People are suffering, the solutions exist, and all I need to do is tell them.”

I even imagined that starting a nonprofit, the Santosh Care Foundation, would be easy because people would naturally want to contribute once they realized the potential impact. But very quickly, I discovered the funny (and humbling) truth: that’s not how the world works. People want to be healthy, but most aren’t ready to put in the effort. Many prefer quick fixes or ready-made solutions, and even those who do try often focus only on surface-level things like exercise, without really learning how to live, eat, and take care of themselves in a sustainable way.

And then came the bigger realization that even starting a nonprofit requires money, structure, and strategy. You can’t simply announce, “I want to help people,” and expect the world to fund it. I learned that I first needed to build a strong, sustainable company that could create profits, jobs, and trust, and then channel those resources into a nonprofit that could thrive for decades, even after me.

Looking back, it’s funny how naïve I was to think the world would instantly see through my vision. But that “mistake” gave me one of the most important lessons of my career: good intentions need a solid ecosystem to sustain them. That’s why I built Wellness Extract and why I continue to work toward making Santosh Care Foundation a lasting force for health and happiness in society.

Are you working on any exciting projects now? How do you think that will help people?

Yes, several projects excite me:

• We’re developing a human-equivalent lactoferrin from fermentation, which has incredible promise for supporting iron levels and overall immunity.
• We’re launching a six-hour extracted colostrum range, especially for doctors, offering a quality standard no one else in the market currently provides. We’re even extending this to pet health, because pets are family too.
• We’re advancing geranylgeraniol (GG), a powerful molecule for cellular health and energy. We’ve worked with Health Canada by submitting clinical data to gain recognition as a natural health product. We’re already the largest brand selling GG in the US and bringing it to Canada will be a huge step forward.

Each of these projects is about pushing innovation, while staying rooted in our mission: making high-quality, evidence-based wellness accessible to more people worldwide.

You are a seasoned Amazon expert. Can you share with our readers five, non intuitive, insider tips, in order to be as successful as possible on Amazon? Please share a story or example for each.

1 . Build a Brand, Not Just a Listing.
Sellers consider Amazon a quick way to make money. Customers are smarter than that. When you create a real brand with values and consistency, people notice and they return.

2 . Purpose Over Profit.
Our approach was never about chasing trends or copying competitors. We focused on solving real health needs. That purpose-driven mindset builds loyalty and trust that advertising money can’t buy.

3 . Educate Customers.
Don’t just sell but teach. We invested in educational content, worked with doctors, and explained the science behind our products. That positioned us as a trusted source of knowledge, not just a vendor.

4 . Experiment Relentlessly.
Success is in the details. We tested titles, images, and bullet points continuously. Small changes made big differences in click-through rates and conversions.

5 . Master Inventory Management.
One overlooked key is proactive planning. We used predictive analytics to forecast demand and avoid stockouts. Running out of stock doesn’t just lose sales, it hurts your ranking and credibility.

Amazon sellers have a reputation for being great guerilla marketers. Do you use any clever and innovative marketing strategies that you think large legacy companies should consider adopting?

Yes, but I believe our approach goes beyond what most agencies can even execute.

The landscape has dramatically changed with the rise of AI and Amazon’s shift from keyword-based ranking to intent and customer satisfaction.

Today, fairness, transparency, and genuine customer value matter more than ever. Customers should be looking for companies that provide the most accurate and helpful information, not just the flashiest advertising.

That means success on Amazon now requires understanding customer problems deeply and creating content that is truly informative. We develop FAQs, detailed comparisons, and knowledge-based resources that not only guide customers but also build trusted backlinks and quality traffic for Amazon. This credibility signals to Amazon that we are solving real problems, and the algorithm rewards that with higher visibility.

We also take it a step further. Every product we launch on Amazon is tested by third parties, not just internally. This builds trust and ensures we deliver what we promise. And unlike large agencies, which often lack a personal touch, our strategies come from a dedicated global team of about 50 people; working from our Canadian headquarters and remotely worldwide. These are people who believe in our mission and put their hearts into the work. That kind of authenticity and commitment is something no large agency can replicate, and it’s why our marketing strategies resonate so strongly with customers.

Because of the position that you are in, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Yes. There is a story that truly changed my life.

A saint once passed by a very wealthy man. The rich man shouted, “Is there any beggar here who wants something?” After repeating himself, a humble man replied, “Yes, beggar is here.” The rich man said, “Tell me what you want. I can give you food, money, even gold.”

The beggar replied, “I can survive on simple food, even plants and vegetables. If you truly want to give me something, give me your ego.”

That answer shocked the rich man. He realized that while it is easy to give money, wealth, or gold, the hardest gift of all is to surrender ego. Despite all his riches, he was poor in what truly mattered.

That story struck me deeply. It made me realize that ego is always about “I,” about taking, about wanting. But the moment we shift to giving, ego dies.

This is where the idea of “WE” was born for me. True wealth and purpose don’t come from “I.” They come from “We.” That philosophy shaped not only my personal life but also the foundation of Wellness Extract.

“Wellness Extract isn’t about I. It’s about We; extracting the purest power of nature, backed by science, to uplift us all.”

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

One of my favorite quotes is: “The purpose of life is not to be important, but to be useful.”

This has guided me for years. I left a glamorous career in film to pursue something that felt more useful: helping people live healthier lives. Every time a customer shares that our products have improved their well-being, I feel aligned with that purpose.

Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them :-)

To be honest, I’m not someone who usually goes looking for investors. I see myself as a simple businessman, and I believe what I need isn’t just “investment”; it’s partnership. If I were to sit down for breakfast, lunch, or even coffee with someone, it would be with a person who truly brings synergy, positive energy, and a vision beyond personal gain.

The right partner for me is someone who takes their role seriously, pays attention to detail, and understands how to support and uplift others. They’re not coming to just put money into the company, but to add real value and help expand Wellness Extract in the direction of our mission. Our model is unique: instead of chasing hundreds of products or relying on a single item, we focus on building a portfolio of 10–12 “superstar” products, each backed by science, research, and global collaborations. Very few are willing to pursue this path because it requires patience, precision, and purpose.

We are also pushing the boundaries of technology. Wellness Extract is heavily invested in building one of the smartest AI systems in the nutraceutical industry. We intend to do everything from scratch, entirely in-house. From websites to product platforms to customer support, everything is powered internally by our tech team. Within the next two months, we will be launching multiple AI agents to help customers in multiple ways: providing personalized health education, guiding product choices, and seamlessly transferring knowledge. Beyond customer support, AI will revolutionize nutraceutical research itself: identifying molecules faster, analyzing data more efficiently, and accelerating the development process — shortening the time from discovery to delivery, without replacing human jobs. We believe the future of health is AI-driven, and we are already pioneering this shift.

Nikola Tesla once said, “If you want to find the secrets of the universe, think in terms of energy, frequency, and vibration.” I believe the same is true for health and wellness. To truly understand wellness, you must think in terms of energy and vibration — and you need partners who share that mindset. If there are visionaries, VCs, or innovators who understand that the intersection of nutraceuticals and AI is the next frontier, those are the people I’d want to share a coffee with. For me, it’s not about the meal, it’s about the synergy — when energy and vision align, the possibilities are endless.

Thank you so much for these great insights. This was very enlightening!