Conquering Pricing & Distribution Chaos: How ARMR Generated 131% Incremental Growth

Company Background

Jenlis was a small tool brand based in Winona, MN producing a high-quality line of hand tools aquatic plant & weed management.

In lieu of controlling the channel internally, Jenlis allowed 3rd party resellers to sell their products to consumers, while Jenlis focused its effort on growing regional relationships with independent retailers.

Obstacles

Independent retailers were being hurt by lack of MAP (Minimum Advertised Price) adherence by Third Party Resellers (3P Sellers) on Amazon, which endangered established retail relationships for Jenlis.

Concerned they would not replace purchase orders by cutting-off 3P Sellers, Jenlis needed a partner had experience navigating Amazon. Jenlis partnered with us to execute their vision to fix pricing issues, launch on-platform advertising, and own their Amazon channel.

Solutions

ARMR established Jenlis as an FBA Seller to provide customers with Prime-eligible offers and registered their IP under Amazon’s Brand Registry providing control over the brands messaging and customer-facing content.

Assisting Jenlis with creating new distribution policies that prohibited 3rd Part Reselling on Amazon and ensured strict MAP adherence, Jenlis eliminated all 22 resellers from the platform in the first year.

We identified that under 3P Sellers, traffic was stagnant on Amazon growing only 0.4% annually. ARMR leveraged an always-on advertising approach that promoted Jenlis’ products to new audiences at all stages of the customer purchase path, generating a 400% annual lift in detail page traffic.