Problem
CEP is a lifestyle brand for compression products related to running. A vendor account already existed, but sales were unsatisfactory and the potential of the products had not yet been realized.
Because sales were made to Amazon rather than through Amazon, there was no control over brand presentation and pricing. Internally, however, there was no e-commerce expertise and concern that retailers might be upset if the brand itself sold directly through Amazon.
Goal
Since it was clear from other sales channels that the products had completely different market potential, sales needed to be increased dramatically as quickly as possible without upsetting long-standing trading partners.
The plan was to switch from the Amazon Vendor Program to the Seller Program in order to regain control over 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 four weeks in direct collaboration with Amazon and scaled to ten times the sales 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. With its own seller account, the company was thus able to establish its own Amazon sales channel.