How a DIY brand delivered triple-digit growth on Amazon every year we have managed it
A DIY brand that sold well through traditional retailers needed a channel that could grow beyond them. Looking Glass Group assessed the competitive set and the share required to win, built SEO listings and a pricing and PPC strategy, and the account has delivered triple-digit growth every year of the management period.
The situation
The brand had done the hard part. The products were good and the retail relationships were real. What it did not have was a growth channel that did not depend on a buyer’s shelf decision. Amazon was the obvious candidate and the usual worry applied: would it undercut the retailers who built the brand, and could a small team run it?
What we did
Assessed the competitive set and the share required
Before listing, we established who the brand would be competing against on Amazon, what they sold and at what price, and what share of the category the brand would need to take for the channel to be worth it.
Built SEO listings
Titles, bullets and backend keywords built from real search data, with the content and imagery a DIY buyer needs to choose between near-identical products. Listings that convert are the foundation everything else stands on.
A pricing and PPC strategy
Pricing set against a net-sale model and against the brand’s retail channels, so Amazon did not start a price war with the retailers. Sponsored advertising built and managed to a target advertising cost of sale, with weekly bid and search-term reviews, once the listings had the credibility to convert.
The result
Triple-digit growth each year in the management period.
Why it worked
Listings first, then advertising, with pricing set across channels rather than for Amazon alone. That order protects the retailers, protects the margin and means every advertising dollar lands on a page that can convert it.
This is the work described on our Amazon services page. If your brand sells well through retail and needs a channel it controls, the marketplace assessment sizes the opportunity first.
Key facts
- Client: a DIY brand (anonymous)
- Category: DIY and hardware
- Platform: Amazon
- Service: Amazon assessment, setup and management
- Work: competitive set and share requirements, SEO listings, pricing and PPC strategy
- Result: triple-digit growth each year in the management period