VENDOR CENTRAL & SELLER CENTRAL CASE STUDIES

Case Study #1 – Optimizing a Vendor Central Account

We were contacted by a multinational consumer personal healthcare brand to help manage their Amazon Vendor Central account. Our client had only achieved 8% growth in year-over-year sales, which was disproportionate to growth within the category and on Amazon in general. The audit of their account identified specific areas for improvement that we prioritized. We then developed a strategy for our client to re-vamp their catalog, create effective advertising campaigns utilize Vendor Central features to increase their monthly sales more than 100% within 12 months.

Goals

  • Make top selling product best seller within its category
  • Expand sales through Amazon Marketing Services Campaigns
  • Gain market share with in the product categories
  • Increase year-over-yearShipped Cost of Goods Sold (COGS) 10%
  • Boost conversion rates by 10%

Results

  • Top selling product is now a best seller with 30,000+ units shipped through first 6 month of 2017
  • Advertising campaigns that have generate more than $275,000 in additional sales at 20.83% ACOS
  • Increased market share from 28.3% to 41.8% within 12 months
  • Shipped COGS increased 58.72% year-over-year on a LTM basis. YTD Shipped COGS increased 73.25% over total 2016 Shipped COGS through first 7 months of 2017
  • Y-o-Y conversion rates have increased 24.79% through first 7 months of 2017

Challenge

Our challenge was to identify the best opportunities for growth within the product category. As a large corporation, there was a huge catalog of products to focus on. Sales had been growing on a year-over-year basis – however the lower than expected growth required us to study in-depth the areas of their strategy that were working and separate them from the underperforming areas. The biggest challenge we faced would be to achieve top seller status for their product within the personal care category, however we knew that through advertising, detail page content and merchandising strategies it could be achieved.

Actions

  • Executed thorough market analysis to identify immediate areas for growth
  • Cleaned up Amazon catalog to reduce duplicates and take advantage of opportunities
  • Performed in-depth keyword research into each product category
  • Introduced SEO content into frontend and backend of listings
  • Utilized Vendor Central features and improved images to create a better converting product listing page
  • Created a growth strategy using Vendor Central merchandising features
  • Developed Amazon Marketing Services campaigns to increase listing traffic

Summary

Our client was extremely satisfied with the results we were achieved in such a short time period. The strategy we implemented for them allowed them to hit all their business’s goals for Amazon in 2017 by May. We are now partnered with this client to launch them on Amazon marketplaces in Europe, Canada and Asia – as well as launching 2 new private label brands to sell exclusively on Amazon. The client is continuing to experience strong growth month-over-month and forecasts indicate they will be doing over $350,000 in Shipped COGS per month by the end Q4.

Case Study #2 – Launching a new apparel business on Seller Central

Executive Summary

A small apparel business reached out to us regarding launching their brand on the Amazon platform. The company was previously only using their website and paid advertising to generate product sales. Our client had the capability to produce any apparel product, and we worked with them to identify which products would perform best on the Amazon platform. Through our product development and launch strategy, we generated tremendous growth for our client over a 9-month period.

Goals

  • Identify best product categories to launch in
  • Create effective, low-cost advertising campaigns
  • Consistent sales growth on a month to month basis
  • Optimize product listings that would have strong conversion rates

Actions

  • Executed thorough market analysis to determine ideal products to launch
  • Performed in-depth keyword research into each product category
  • Created SEO content for front-end and back-end of each listing
    • Utilized primary keywords to develop product title, bullet points and description
    • Additional keywords added into the backend of listing
  • Developed launch strategy to build initial sales history
  • Initiated effective advertising campaigns to boost sales growth
  • Implemented additional listing features to increase conversion rates over-time

Challenge

The main challenge our client faced was gaining initial traction on the Amazon platform. This company had no prior Amazon sales experience or even an Amazon account. Our client needed to build his sales history over-time without large advertising budgets. We would be building their entire account from scratch and implementing a game plan to maximize their growth in the long-term.

Results

  • 59% growth over 9-month period; Average 129.59% month over month growth
  • 50,000+ units sold
  • $830,000+ in product sales
  • Advertising generating $123,000+ in product sales at a 11.80% Average Cost of Sales (ACOS)

Summary

Our client was extremely satisfied with the results we were achieved in such a short time period. The strategy we implemented for them allowed them to hit all their business’s goals for Amazon in 2017 by May. We are now partnered with this client to launch them on Amazon marketplaces in Europe, Canada and Asia – as well as launching 2 new private label brands to sell exclusively on Amazon. The client is continuing to experience strong growth month-over-month and forecasts indicate they will be doing over $350,000 in Shipped COGS per month by the end Q4.

Case Study #3 – Executing a New Product Launch

Executive Summary

A nutritional supplement company engaged us to help grow their sales on the Amazon platform and launch a new product. Our client had previously set up their Amazon accounts and had seen low growth on a year-over-year basis. The new product had the potential to do well within its category and we focused our efforts on the initial product launch. Our aim was to capture market share within in this category for our client. We developed a product launch strategy that would maximize sales and conversion rates – leading to long-term viability of this product.

Goals

  • Identify primary keywords to target for product launch
  • Optimize product listing to have a strong conversion rate
  • Sales growth on a month-to-month basis
  • Create effective, low-cost advertising campaigns

Actions

  • Studied keyword trends and identified primary keywords to target
  • Created SEO content for front-end and back-end of the listing
    • Utilized primary keywords to develop product title, bullet points and description
    • Additional keywords added into the backend of listing
  • Developed promotional strategy to increase sales and conversion rates
  • Built effective, low cost advertising campaigns to increase product sales history
  • Designed additional images and content to help increase product sales
  • Implemented additional listing features to increase conversion rates over-time

Challenge

The primary challenge with any product launch is generating the sales history to get the product ranking within the Amazon A9 algorithm. We needed to identify the best and highest traffic keywords that would lead to initial product sales. Nutritional supplements are extremely competitive on the Amazon platform with many sellers even engaging in unethical practices to tarnish competitors’ products. Our strategy needed to focus on providing the best shopping experience for customers – leading to positive reviews and the social proof the product would need.

Results

  • Sales grew 3070.24% from Month 1 to Month 3; Average growth rate of 500.1% per month
  • Conversion Rates increased an average of 36.1% month over month
  • Average customer purchase increased 12.84%
  • Advertising campaigns generated $14,000+ in sales at an Average Cost of Sale (ACOS) of 20.1%

Summary

The initial product launch far surpassed our client’s expectations. The prior two years they had averaged $60,000 in sales – but by month 3 the product we launched did $88,000+. Our client is now on track to do over $1,000,000+ a year in sales with that product alone. We are now focused on launching additional products for this client as well as identifying other growth opportunities within the existing product catalog on Amazon.

Case Study #4 – Turning Around a Struggling Seller Central Account

Executive Summary

We were approached by an apparel manufacturer that had been selling on Amazon for more than a year. The client was managing their own account and had experience steady growth month over month, but sales had been sliding over the prior 3 months and now was selling about 50% less than their best month. We focused on the customer sales data to develop a product optimization and marketing strategy that would increase page views and conversion rates drastically, leading to greater than a 200% increase in units sold and 300% increase in overall revenue in 2 months.

Goals

  • Determine issues that lead to decrease in sales
  • Establish a strategy to achieve steady month to month growth
  • Create effective, low-cost advertising campaigns
  • Optimize product listing to have a strong conversion rate

Results

  • Revenue increased 300.28% to $75,833 – more than double their best month ever
  • Units sold increased 222.82% to 1,259
  • Overall listing traffic increased 50% and overall conversion rate increased 100%
  • Created $24,000+ in sales from advertising at an ACOS of 17.23%
  • Generated $39,000+ in promotional sales

Challenge

The steady decline in sales indicated immediate issues with the account that needed to be addressed. Resolving these issues became our primary goal and we needed to create better SEO content that would help improve the product listings’ visibilities. The conversion rates of the products had also decreased steadily over the prior 3 months so we also needed to develop a strong promotional strategy to convert more shoppers to customers.

Actions

  • Investigated product listings and sales data to identify causes of sales decrease
  • Introduced improved SEO content into frontend and backend of listings
  • Analyzed client sales data to determine opportunities for growth
  • Initiated effective advertising campaigns to boost sales growth
  • Developed promotional strategy to increase sales and conversion rates
  • Implemented additional listing features to increase conversion rates over-time

Summary

After experiencing steady growth during the first month, our client was amazed by the incredible jump in sales during the second month. Our content and marketing strategies allowed the client to experience immediate growth and they have continued to grow at an average of 11.3% per month. Amazon is now their largest sales channel, and we are continuing to work with the client to develop additional brands and products that will increase that growth further.

Case Study #5 – Creating a Prime Day Strategy to Maximize Sales

Executive Summary

One of our clients in the Beauty & Personal Care category asked us to develop a strategy for Prime Day and Countdown Week to maximize their product sales. The client wanted to take advantage of the increased traffic on Amazon. We crafted a strategy that utilized lightning deals, coupons, promotions and increased advertising designed to sell a large volume of products. Our strategy led to the client selling $200,000+ on Prime Day and $400,000+ during the countdown week – more than doubling their best ever sales day in units and revenue.

Goals

  • Develop a coupon campaign strategy to increase conversion rates
  • Create effective advertising campaigns to maximize advertising budget
  • Design a promotion strategy to market additional products and maximize average order value
  • Schedule all campaigns to ensure there was no overlap of promotions

Actions

  • Set up coupon campaigns leading up to Prime Day to increase conversion rates
  • Created promotions designed to increase the average order value of each customer purchase
  • Implemented lightning deals to boost product specific sales
  • Built advertising campaigns to promote coupons in the lead up, and products during Prime Day

Challenge

Creating a strategy that incorporated all the different promotion types and advertising required in-depth planning. We need to ensure that the timing of our promotions, coupons and lightning deals did not overlap giving unnecessary promotions and reducing the product margin. Many of the promotions had to wait right up until Prime Day was announced to make sure the scheduling was correct. It was also a challenge to forecast our campaign budgets and keyword bids and schedule these campaigns to co-inside with the promotions.

Results

  • Sold $205,000 on Prime Day and $409,000 during Countdown Week
  • Advertising Campaigns Generated $95,541 in sales at an ACOS of 22.3%
  • Conversion rates increased 25.7% on average before Prime Day
  • Achieved best sales month ever with $1,210,000 in revenue – 38% higher than the previous best

Summary

The client was ecstatic about the performance of the promotions. Our team did an incredible job scheduling all the promotions under a tight timeline, and the entire strategy went off without a hitch. Along with experiencing the client’s biggest sales day in terms of units and revenue, the client also had their highest sales month ever selling more than $1.2m. We are continuing to work with the client to develop a similar strategy for the Q4 period to achieve similar results.