SUCCESS STORY
Execution Excellence
Euopean sales up +40% YoY
This is what happens when every Amazon activity works towards the same commercial priorities.
Global pet brand | Amazon Vendor
The commercial challenge
European sales were declining.
The UK and Germany were under-invested, the catalogue needed restructuring and there wasn't enough commercial direction around which products should be prioritised or where investment should go.
The answer wasn't simply more advertising.
ZEAL needed to establish where the commercial opportunity sat, what European shoppers needed from the brand and how the different parts of Amazon should work together to capture it.
Starting with the products and the shopper
ZEAL analysed performance, search behaviour, customer reviews, competitors and the wider category.
That identified the products with the strongest commercial potential and what shoppers needed to see to choose them.
The proposition, copy, imagery and creative were then developed around European shoppers while retaining the global brand story, product quality and genuine points of differentiation.
The objective was to compete on quality and value, not simply price.
Building the operation behind the growth
As sales increased, ZEAL worked with the client across operations, finance, logistics and fulfilment to make sure the wider business could support growth profitably.
Initially that included moving towards a more professional logistics model using a 3PL.
As volumes grew, the operation evolved again.
Today, the business manufactures the product, manages its own distribution and prepares and sends inventory into FBA directly.
That shift has increased control and helped improve the economics behind the business.
Aligning execution around commercial priorities
Those insights then flowed through the account.
Priority PDPs were rebuilt. Catalogue and variation structures were reviewed around click-through and conversion. Advertising was reprioritised behind the products with the strongest commercial potential.
ZEAL also worked with the client on where and when to invest: which products deserved greater advertising support, when promotions made commercial sense and how much investment the opportunity justified.
Creative, SEO, catalogue, advertising and promotions weren't separate optimisation projects.
They were all being run against the same commercial priorities.
Winning Amazon as well as the shopper
As a Vendor business, sales out was only one side of the equation.
Generating customer demand matters. But Amazon also needs the confidence to buy more stock from the brand.
ZEAL therefore worked with the leadership team around both sides:
Sales out: win more European shoppers and convert that demand profitably.
Sales in: create the performance, availability and commercial confidence needed for Amazon to raise more POs.
That shifted the focus away from individual Amazon activities and towards the commercial performance of the whole Vendor business.
THE COMMERCIAL RESULT
European Amazon sales are now up 40% year on year.
Behind that result is a more coordinated operating model: clear commercial priorities and execution across creative, SEO, catalogue, advertising and promotions, with ZEAL and the client's leadership team working together to grow both shopper demand and Amazon's investment in the brand