Optimizing a Vendor Central Account
Launching a new apparel business on Seller Central
Executing a New Product Launch
Turning Around a Struggling Seller Central Account
Creating a Prime Day Strategy to Maximize Sales
Creating Consistent Growth in the Pet Supplies Category
Developing a Scalable Advertising Strategy to Help Increase Sales
Optimizing a Vendor Central Account
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.
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.
Launching a new apparel business on Seller Central
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.
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.
Our client was blown away by the results we achieved in such a short time period. We turned Amazon into their largest sales channel, and more than quadrupled the entire company’s monthly revenue in a 9-month period. This client is continuing to perform strongly on the Amazon platform, and we are working with them to launch additional apparel brands on the platform.
Executing a New Product Launch
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.
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.
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.
Turning Around a Struggling Seller Central Account
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.
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.
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.
Creating a Prime Day Strategy to Maximize Sales
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.
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.
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.
Creating Consistent Growth in the Pet Supplies Category
We were approached by a company in the pet supplies space that had licensing agreements with various brands and strong manufacturing capabilities that was interested in partnering to diversify and grow their Amazon sales. The client had a 1P relationship with Amazon and had a large catalog listed on Vendor Central. Our client was looking for guidance on where to focus their energy, how to maximize their sales and create effective advertising campaigns. Over a 2-year period, our Amazon strategy and execution grew their monthly Shipped Cost of Goods sold from $30,000 to over $600,000.
The initial challenge was to find the quickest growth opportunities in our client’s extensive product catalog. Sales on Amazon had been consistent, however the well-known brand names that they had licensed should have been driving far more. We would need to clean up and optimizing the existing content within the account to show that we could drive sales – and increase our client’s trust in our abilities. Finally, we would have to find incredible growth opportunities for our client’s over the long term to justify the client manufacturing new products.
We delivered steady month-over-month growth that our client never imagined, which helped increase their willingness to test new product markets. Our initial optimizations generated initial account growth, that gave us time to be certain on the products to help them launch. One product we identified alone now generates over 33% of their total monthly sales. Their Amazon channel has grown exponentially having increased their yearly sales 20x since we began working together. We look forward to continue to work with our client to identify new product opportunities that their licenses will help them dominate.
Developing a Scalable Advertising Strategy to Help Increase Sales
Our client was in the educational materials category and came to us looking to improve their advertising performance and their sales. They had previous been working with another agency that had drastically increased their advertising spend – but the sales results were not there to justify keeping them on. The client was looking to increase their advertising efficiency by decreasing the Average Cost of Sales (ACoS) below 60% and increasing advertising sales. We developed a strategy using their data to decrease ACoS by 50%, increase advertising sales by 100% and increase overall account sales with better organic ranking for top search terms.
The primary challenge was delivering the results the client wanted to see in a short time period. They had previously worked with another agency that could not provide reliable results – and it was important for us to deliver quickly to create confidence in our capabilities. We would need to analyze the advertising data to determine what was currently going wrong with the account and the best way to grow sales. It would be important to monitor advertising spend closely to ensure that we were not wasting advertising dollars on campaigns that underperform.
We made our client more than pleased with the advertising results we delivered. Her primary concern was the advertising spend was killing her profits, and we were able to maximize her profitability through improving the advertising efficiency. The client has continued to experience overall sales growth and we are working to identify new product opportunities as well as new advertising opportunities to further improve organic visibility on the Amazon platform.
