Two versions of this. A brand already selling through wholesale partners who has no direct presence, and a brand doing well on Amazon that has never tested another network. They fail differently.
Going direct
The usual picture: strong retail distribution, a dozen wholesale partners fighting over the buy box on Amazon, out-of-date content, and margin the brand never sees. The work is to launch the channel properly and remove the resellers amicably before spend goes anywhere near it.
We did exactly this for a pet supply brand selling into more than 1,000 retail doors with no direct presence of its own. Twelve-plus wholesale partners were off the listings within two months. Eight months in the channel was producing $80K a month — roughly a 3× increase in the company's total monthly sales — at 25% ACoS and a 4.00 ROAS, with $20K+ of it organic.
Phasing the rollout
Never the whole catalogue at once. Rank SKUs on revenue potential, existing reviews and buy-box likelihood. Flag the ones needing compliance review early so they get scheduled rather than blocking everything behind them. Release each group only once pricing, content and inventory are all ready.
Expanding beyond Amazon
Walmart Connect, Instacart, Roundel, Kroger and Ulta do not reward a ported Amazon plan. Different auction dynamics, different reporting lag, different shopper. We start with a read on where your category actually converts on each network, then size a test that can prove itself inside a quarter.
Full launch story: pet supply brand.