From Struggling Distributor Relations to BuyBox Dominance: Transforming Pet Brand’s Success on Amazon
Company Background
ARMR works with a pet goods manufacturer that had established itself as a charismatic brand within its niche. The brand utilized a key distribution partner to support independent retailers and serve as the exclusive provider of its products on Amazon.
Obstacles
ARMR works with a pets products brand that had established itself as the recognized name brand within its niche. The brand utilized a key distribution partner to support independent retailers and serve as the exclusive provider of its products on Amazon.
The brand sought to own the Amazon channel and retain the distributor for the network of stores, but the distributor severed the relationship and continued to sell remaining inventory through their 1P / Vendor account.
The brand engaged with ARMR to establish their Amazon business, build the brand presence on Amazon, and grow market share through on-platform advertising.
Solutions
ARMR established the brand as an FBA Seller providing customers with Prime-eligible offers and making the brand eligible for new programs FBA Small & Light, and Amazon’s Subscribe & Save.
Registering the brands IP with Amazon Brand Registry, the brand wrested control over their products and branding on the platform. Leveraging Brand Analytics and the merchandising resources given to brand owners, ARMR generated new product content featuring A+ Content, Brand Stores, and Amazon Posts.
With optimized fulfillment and products showcasing robust content, ARMR launched Sponsored Ads on Amazon targeting against knock-off competitors, complimentary products, and engaging new audiences based on interest & activity.
The Outcome
Competing against the distributors 1P offers, the brand increased BuyBox share to 70% within 3 months of launch and after 7 months had a 95% share. Carrying momentum into its second year, the platform sales increased 116% YoY, with the brand exceeding full year targets by May.
In the first month of controlling the channel the brand saw an 11% conversion rate, doubling historical benchmarks. Throughout the year conversion accelerated, finishing the year with an average conversion of 24.7%.
+22%
Avg. Annual Growth Rate
+400%
Increase in Detail Page Traffic
4:1
Avg. Return on Ad Spend
24.7%
Average Conversion Rate
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