Repairing Enzymedica's Presence on Amazon

Introduction

A leading e-commerce brand with a diverse catalog of over 1,000 SKUs faced significant challenges in maximizing their Amazon US marketplace performance. The brand sought to improve their product listings, protect their intellectual property, and optimize their advertising strategies to drive substantial revenue growth. Pazaar was brought in to tackle these challenges head-on, leveraging our expertise in Amazon marketplace management to deliver impactful results.
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Challenges

The brand encountered several critical issues that hindered their Amazon performance:

Suboptimal Listing Quality: With over 1,000 SKUs, maintaining consistent, high-quality product listings was a major challenge. Many listings were under-optimized, resulting in lower visibility and conversion rates.

Intellectual Property Violations: Unauthorized third-party resellers, drop shippers, and online arbitragers were negatively impacting the brand's reputation and revenue. These unauthorized sellers often undercut prices and provided inconsistent customer experiences.

Complex Third-Party Vendor (3PV) Relationships: Managing communications and relationships with third-party vendors required a streamlined approach to ensure consistency and alignment with the brand’s goals.

Inefficient Advertising Strategies: The brand's previous pay-per-click (PPC) campaigns were not driving the desired results, and there was a need for more advanced strategies to boost visibility and sales.

Solutions

Pazaar implemented a multi-faceted approach to address each challenge and drive the brand's Amazon performance to new heights:

Optimized Listing Strategy:
We conducted a comprehensive audit of all 1,000+ SKUs, identifying opportunities for improvement in titles, bullet points, descriptions, and imagery. Our team developed and executed a robust listing optimization strategy that focused on keyword integration, enhanced product images, and clear, persuasive content that resonated with customers.

Intellectual Property Enforcement:
To protect the brand’s intellectual property, we enforced cease-and-desist orders against unauthorized third-party resellers and drop shippers. This process included identifying infringing sellers, issuing formal cease-and-desist communications, and working with Amazon to remove or block violators from the platform. This action significantly reduced unauthorized listings, helping the brand regain control over their product offerings.

3PV Relationships & Communications:
We streamlined the management of third-party vendor relationships by establishing clear communication protocols and ensuring all vendors were aligned with the brand’s quality standards and goals. Regular updates and transparent communication channels were implemented, fostering stronger partnerships and more effective collaboration.

Implementation of vCPM Ad Strategies:
To drive substantial increases in visibility and sales, we shifted the brand’s advertising approach from traditional PPC to a more advanced vCPM (viewable Cost Per Thousand Impressions) strategy. This approach allowed us to focus on ad placements that maximized visibility and engagement. The result was a significant increase in daily sales, with regular six-figure spikes attributed directly to the new ad strategy.

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Project Results

The comprehensive approach implemented by Pazaar led to transformative results for the brand on Amazon US:

Listing Performance: The optimized listing strategy resulted in a significant increase in product visibility, leading to a 30% increase in conversion rates across the catalog.

IP Protection: The enforcement of intellectual property rights effectively removed unauthorized sellers, reducing counterfeit and grey market listings by 95%. This restored the brand’s control over pricing and customer experience.

Vendor Relationships: Improved communication and management of third-party vendors led to more consistent product quality and service, enhancing the brand's reputation on Amazon.

Ad Revenue: The implementation of vCPM ad strategies led to substantial revenue growth, with daily sales regularly exceeding six figures, contributing to an overall 40% increase in monthly sales revenue.

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