The brand sold their products in over 1,000 brick and mortar stores nationwide, but they did not sell direct-to-consumer on Amazon. Over a dozen wholesale partners were selling the products there instead, which meant discount wars for the buy box, out-of-date size charts, poor brand representation, and margin the brand never captured.
- Brick and mortar stores nationwide
- 1,000+Brick and mortar stores nationwide
- Wholesale partners selling on Amazon
- 12+Wholesale partners selling on Amazon
- Direct-to-consumer presence at the start
- 0Direct-to-consumer presence at the start
The objectives
What we set out to do
- Launch the brand directly on Amazon Seller Central
- Remove all unauthorised resellers from the listings
- Grow sales aggressively while holding ACoS and TACoS low in a competitive category
- Build up organic revenue to increase profitability
Then the plan: consolidate products into variation listings, optimise and redesign the product listings, work with the resellers amicably to remove them, and launch ad campaigns built to scale.
Six moves that built the channel
- 01
No channel of their own
The brand sold through more than 1,000 retail doors but had no direct presence on Amazon. We launched them on Seller Central and took over the channel.
$20K a month by month four
- 02
A dozen resellers on the listings
Over 12 wholesale partners were selling the products and fighting each other for the buy box. We worked with them amicably to get them off.
All resellers removed within 2 months
- 03
Products split across listings
Separate listings were splitting demand across the range. We consolidated the products into variation listings so shoppers landed in one place.
Average conversion rate of 35%
- 04
Stale size charts, weak brand presence
Listings carried out-of-date sizing and poor brand representation. We optimised and redesigned the catalogue with new creative.
Clean, conversion-optimised listings
- 05
No paid presence in a crowded category
Pet supplies is competitive and the brand had nothing running. We launched Amazon ad campaigns built to scale without losing efficiency.
25% ACoS at a 4.00 ROAS
- 06
Profit riding entirely on ad spend
Growth that comes only from paid gets expensive. We built organic revenue up alongside the ad program to carry more of the load.
$20K+ a month organic, 17% TACoS
The eight-month ramp
The eight-month ramp
Monthly Amazon sales
Months from launch
| Period | Monthly Amazon sales |
|---|---|
| 0 | $0K |
| 1 | $5K |
| 2 | $10K |
| 3 | $15K |
| 4 | $20K |
| 5 | $35K |
| 6 | $50K |
| 7 | $65K |
| 8 | $80K |
Where it landed
By the eighth month Amazon was producing $80K a month — a 3× increase in overall company monthly sales, from a channel the brand had no direct presence in when the work started.
The growth came from taking the channel back, not from outspending the category. Twelve-plus wholesale partners were off the listings inside two months, the range was consolidated into variation listings, and the brand sold direct for the first time.
Efficiency held the whole way. Average ACoS stayed at 25% on a 4.00 ROAS, and total ACoS — which counts organic sales too — came in at 17%. By month eight, $15K a month in ad spend was carrying $60K in sales, with another $20K+ arriving organically.
Josh and his team did an incredible job building our Amazon business and protecting our brand. In 4 months, our Amazon business was generating what took our brick and mortar business 5–6 years to achieve. After 8 months, Josh has brought us to $80K+/month in sales. This is the best business decision we have ever made.