How Instant Pot became a kitchen appliance with a cult following and a best-seller on Amazon

Blog posted On December 21, 2018

Robert Wang just wants to be the Steve Jobs of kitchen appliances.

"My hero is Steve Jobs. … He's excellent on design. He's excellent in understanding the needs of his customers," Wang, founder and CEO of Instant Brands, tells CNBC Make It.

He very well may achieve that. Much like Jobs with the iPhone and other Apple products, Wang has created a product with great attention to detail that has inspired cult-like devotion: Instant Pot. 

Millions of fervent foodies have purchased an Instant Pot multicooker, making it one of the top-selling products sold in Amazon's Prime Day sales events in July 2016, with 215,000 Instant Pot 7-in-1 Multi-Functional Pressure Cookers sold, in 2017, and in 2018, when Instant Pot broke its own Prime Day record with 300,000 units sold over 36 hours. The company expects to be among the best-selling products on Amazon during the already busy holiday sales season too.