How the CEP brand built its own Amazon sales channel within 6 months
Problem
CEP is a lifestyle brand for compression products related to running. There was already a vendor account with unsatisfactory sales, through which the potential of the products could not yet be exploited.
Because they were selling TO Amazon and not THROUGH Amazon, they had no control over branding and pricing. Internally, however, there was a lack of e-commerce expertise and a concern that retailers would be upset if the brand itself sold directly via Amazon.
Goal
As it was clear from other sales channels that the products had a completely different market potential, the aim was to drastically increase sales as quickly as possible without upsetting long-standing retail partners.
The plan was to switch from the Amazon Vendor Program to the Seller Program in order to regain control of the Amazon sales channel and at the same time realize the untapped sales potential.
Solution
As part of a hybrid strategy, a new Amazon Seller account was created in less than 4 weeks in direct collaboration with Amazon and scaled to 10 times the turnover of the Amazon Vendor account within a year. As part of the full-service approach, product listings were optimized, expanded brand content and an Amazon Brand Store were created and powerful Amazon advertising campaigns were launched. A dedicated Amazon sales channel was thus established with the company's own seller account.
As the brand became more visible and the brand presentation was consistent, there was also direct, positive feedback from retailers. By outsourcing the entire Amazon business, the internal employees were able to continue to concentrate fully on the online store and offline business. There was no additional internal workload.
Industry
Collaboration
Result:
Switch from Amazon Vendor to Seller program (hybrid strategy)
Drastically higher sales and profitability thanks to integrated full-service approach
Positive feedback from retailers for better brand presentation and visibility