SUCCESS STORY
Commercial Clarity
466 ASINs. Where should the business invest next?
Established UK pet supplies business | Amazon Vendor
The commercial challenge
The Amazon business was already growing strongly.
The challenge was deciding where the next phase of profitable growth should come from.
With nine brands and 466 active ASINs, there were opportunities throughout the catalogue. But treating every product and category as equally important would spread investment and resources too thinly.
ZEAL was initially brought in for a strategic project: build the commercial picture and determine where the business should focus next.
Finding where growth and profit intersect
We analysed the Amazon business at product and category level, bringing together sales, profitability, market opportunity, advertising performance and Amazon's own economics.
The concentration within the portfolio was significant.
Just 42 ASINs represented 80% of shipped COGS.
Those products clearly needed disproportionate attention across availability, advertising, content and promotions.
But simply putting more money behind the biggest products wasn't necessarily the best commercial strategy.
The analysis also uncovered opportunities elsewhere in the portfolio where the economics were particularly strong, including products with attractive margins in areas where the business held only a small share of the wider market.
The question changed from:
How do we grow Amazon? To: Which products and categories give us the strongest commercial case for growth, and what should we invest behind them?
Building the commercial growth strategy
ZEAL turned that analysis into a prioritised commercial growth plan.
Core products needed protecting and scaling. Underdeveloped opportunities needed investment. And advertising, content, promotions and forecasting needed to follow those commercial priorities rather than operate as separate workstreams.
Profitability sat alongside revenue throughout.
The result was a much clearer framework for deciding where to invest, what to prioritise and which opportunities could make the greatest contribution to profitable growth.
From strategic project to ongoing partnership
The work also changed the internal conversation around Amazon.
After reviewing ZEAL's analysis with the finance team, the client described having much clearer conversations about the level of investment Amazon required and “where we can, where we need to invest.”
And the strategic project didn't end with the presentation.
The client retained ZEAL to deliver the strategy - bringing commercial direction and Amazon execution together in one ongoing partnership.
The commercial result
The brand is now growing profitably on Amazon with TACOS at 20%, in line with the client's commercial expectations.
The objective was never simply to drive advertising costs down. It was to make a premium product easier to find, easier to understand and worth paying more for. Then invest behind it at a level that made commercial sense.