SUCCESS STORY
Leadership & Capability
What happens when the product is ready to grow, but the business behind it isn't?
Household cleaning brand | Amazon Seller
The commercial challenge
The brand had a strong hero product and clear potential in the highly competitive US household cleaning market.
But the Amazon business itself was fragmented.
The brand was heavily reliant on resellers, its listings were poor, catalogue control was weak and pricing lacked consistency.
There was no point simply pushing harder on advertising.
Before the product could scale, the business behind Amazon needed to be able to support that growth.
Taking back control
ZEAL worked alongside the client to reduce reseller interference and regain control of the listings.
We then rebuilt the Amazon foundations - catalogue, pricing, SEO, conversion and advertising. around a clearer commercial strategy behind where the business should invest.
But the work quickly moved beyond Amazon execution.
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.
Competing for market share
With stronger foundations in place, the business could push harder for growth.
ZEAL optimised the Amazon presence for search and conversion, built advertising around profitable growth and targeted established competitors directly in a crowded category.
The decisions weren't based on revenue at any cost.
They were based on market-share opportunity, margin and the economics of the wider business.
THE COMMERCIAL RESULT
The brand has grown from effectively no direct Amazon sales into a $2M+ Amazon business, with individual months exceeding $150,000.
The impact now extends beyond Amazon.
The credibility and demand generated through Amazon are strengthening the brand's position with retailers and creating opportunities for wider distribution.
ZEAL didn't just help the brand sell more on Amazon.
We helped build the business behind the growth.
__
“When we first started working with ZEAL, we had a great product but very little control over our Amazon business. We were heavily reliant on resellers, our listings and catalogue needed work, and we didn't have the commercial or operational foundations in place to scale.
ZEAL has worked alongside us throughout that journey. Their support has gone far beyond advertising, from helping us take back control of the brand on Amazon and improving our catalogue, pricing and conversion, through to the commercial, operational, logistics and fulfilment decisions needed as the business has grown.
Today, we've grown from effectively no direct Amazon sales to a growing multi-million dollar Amazon business. We've also built a much stronger operation behind that growth.
What I've valued most is having a partner who looks beyond individual Amazon activities and understands the wider business. ZEAL hasn't just helped us sell more on Amazon; they've helped us build a sustainable, scaleable and profitable business”
Darrell Hopper, CEO. Incredible Distibuting Corp.