---
title: "Robert Nikic x Sean Kelly: MrBeast's Amazon Deal Is Genius"
description: "Robert Nikic and Sean Kelly on Beast Games and Amazon: why repeat orders like toothpaste and toilet paper make each customer so valuable."
canonical: "https://robertnikic.com/media/mrbeasts-amazon-deal-is-genius"
author: "Robert Nikic"
type: "VideoObject"
published: "2026-10-16T22:26:12.625Z"
---

# Robert Nikic x Sean Kelly: MrBeast's Amazon Deal Is Genius

Robert Nikic and Sean Kelly on Beast Games and Amazon: why repeat orders like toothpaste and toilet paper make each customer so valuable.

- Published: 2026-10-16
- Watch: https://robertnikic.com/media/mrbeasts-amazon-deal-is-genius

## Transcript

I've been watching Beast Games on Amazon. Have you seen that, MrBeast? Yes, I have. Brilliant business model. So they lost a ton of money upfront because they gave them a ton of money. But since they're getting Amazon customers and they know the LTV, they're going to make more than 100 million. For sure. Without a doubt. Such a brilliant model. Without a doubt. Yeah, I couldn't believe that. That's going to change the entertainment industry. When was the last time? You didn't have an interview with Beast Games? With MrBeast? Not yet. No, I think he'll come on eventually. Okay, cool. But that was an interesting model because they lost a ton of money upfront. But the Amazon LTV is crazy. It is extremely high. I probably, myself, probably spend 10K a year on Amazon. The average repeat order rate on Amazon is truly, truly insane. I need toothpaste every month. Toilet paper. I need toilet paper every week. I need this. I need that. So the actual repeat purchase rate is huge. That's what drives the LTV through the roof.