• Lumi Therapy is a UK-based wellness brand specialising in premium ice baths designed to support recovery, enhance performance, and elevate overall wellbeing. Built for athletes, high performers, and wellness-focused individuals, Lumi Therapy combines durable materials with smart, user-friendly design to make cold-water therapy accessible at home. Their mission is to help people unlock the physical and mental benefits of consistent cold exposure through products that are reliable, effective, and built to last.

    • Limited in-house Amazon knowledge and unclear growth strategy

    • Poorly optimised listings lacking strong keywords, imagery, and conversion-focused content

    • No advertising experience, resulting in inefficient spend and low visibility

    • Key competitors capturing demand and poaching sales

    • Very low market share on Amazon despite being a category leader off-platform

    • Inconsistent branding and weak product storytelling compared to competitors

    • Difficulty standing out in a fast-growing, competitive niche

  • Listing Content

    • Rebuilt product titles, bullets, and descriptions using keyword data and competitor analysis

    • Created premium image stacks with lifestyle photography and clear value-driven infographics

    • Added A+ Content to strengthen brand authority and increase conversion rate

    • Developed cohesive brand messaging to match their off-Amazon positioning

    • Structured variations to improve customer navigation and boost overall listing performance

    Advertising & Promotions

    • Introduced a full-funnel PPC strategy (SP, SB, SD) to capture both branded and non-branded demand

    • Launched competitor targeting campaigns to win shoppers back from direct rivals

    • Implemented keyword harvesting and negative keyword routines to refine traffic quality

    • Used promotional periods (Vouchers, Coupons) to accelerate ranking and review velocity

    • Allocated early investment to ranking campaigns to secure top-of-page visibility

    Operations

    • Provided forecasting guidance to prevent stockouts during growth phases

    • Optimised FBA inventory levels to reduce fees and maintain Prime eligibility

    • Monitored Buy Box ownership to protect sales from unauthorised competitors

    • Resolved backend listing issues and improved catalogue structure

    • Streamlined variation logic to consolidate reviews and maximise conversion

    • Achieved 25% market share within the first 2 months, overtaking key competitors on Amazon

    • Generated over six figures in revenue within 30 days of relaunching the account

    • Increased conversion rates by up to 50% through improved content and optimisation

    • Successfully launched 5 new listings, expanding category presence and capturing more demand

    • Built a dual FBA and FBM fulfilment network, ensuring stability, Prime eligibility, and sales continuity

    • Delivered a 400% ROI on advertising, driven by a structured, data-led PPC strategy

  • Feel Güd is a UK-based wellness brand offering high-strength, vegan gummy supplements, with key product lines based on functional mushrooms (Lion’s Mane, Reishi, Chaga, Cordyceps) and the adaptogen Ashwagandha. Each serving is formulated by nutritionists, made in Europe, and designed to be both effective and enjoyable to consume.

    • Ongoing product compliance issues, preventing key ASINs from going live

    • One hero product stuck in Amazon approval for over 12 months without resolution

    • Declining Subscribe & Save utilisation, reducing predictable recurring revenue

    • Low repeat purchase rates, especially in a category where retention is critical

    • No clear understanding of profitability, margins, or true TACoS performance

    • Limited internal expertise in PPC strategy, leading to inefficient spend

    • No structured campaign architecture or keyword planning across their catalogue

    • Difficulty gaining traction in a competitive supplements category with aggressive CPCs

  • Product Compliance & Catalogue Fixes

    • Conducted a full audit of ingredient lists, claims, and labelling against Amazon supplements policy

    • Rebuilt product detail pages and backend attributes to ensure full compliance

    • Liaised directly with Amazon support and compliance teams to challenge incorrect suppressions

    • Created correct documentation packs (CoAs, ingredient breakdowns, safety sheets) for approvals

    • Successfully guided the hero product through Amazon approval after being stuck for 12+ months

    Repeat Purchase & Subscribe & Save Recovery

    • Analysed customer behaviour, retention patterns, and subscribe cancellation reasons

    • Optimised PDP content to emphasise daily-use benefits and long-term wellness impact

    • Introduced structured “Subscribe & Save Push” campaigns to boost enrolments

    • Implemented funnel retargeting ads to re-engage customers in replenishment windows

    • Restored stable Subscribe & Save adoption and increased month-over-month retention

    Profitability & Margin Clarity

    • Built a full financial model including:

      • COGS

      • FBA fees

      • PPC spend

      • S&S discounts

      • VAT and inbound shipping

    • Identified unprofitable SKUs and refined their pricing + ad strategy

    • Established clear TACoS, ROAS and margin targets for sustainable scaling

    • Implemented SKU-level dashboards so the brand understood true profitability

    PPC Advertising Structure & Growth

    • Completely rebuilt their PPC architecture using a full-funnel approach

    • Created separate campaigns for branded, category, competitor, and auto keyword harvesting

    • Introduced a negative keyword schedule to improve traffic quality and reduce wasted spend

    • Launched product-targeting campaigns against top mushroom and Ashwagandha competitors

    • Set up retargeting flows to re-engage past buyers and increase repeat orders

    • Shifted spend from unprofitable terms to high-intent search queries

    • Delivered a predictable and scalable PPC structure Feel Güd can grow with long-term

    Brand & Conversion Optimisation

    • Improved listing imagery, messaging, and benefit explanations

    • Strengthened visual identity consistency across Mushroom and Ashwagandha ranges

    • Added A+ modules emphasising benefits, clinical backing, and ingredient quality

    • Enhanced cross-sell opportunities within the Storefront and PDPs

    • Successfully got the new product approved and live within 30 days, after the brand had spent over 12 months unsuccessfully trying to pass compliance

    • Established full financial clarity, with the brand now achieving consistent 25%+ monthly profitability

    • Reversed the decline in Subscribe & Save, with S&S growth now surpassing last year’s figures

    • Delivered significant commercial impact with 170% YoY sales growth

    • Supported product research and market analysis to expand their range, resulting in three new products now in the launch pipeline

    • Built a stable, scalable Amazon foundation that supports long-term growth across the supplements category

  • Sterling Safetywear is a leading UK distributor of professional safety footwear and workwear, supplying well-known brands including DeWalt and their own Apache range. With decades of experience in the industry, they specialise in durable, high-performance boots, clothing, and protective gear designed for tradespeople, construction workers, and industrial environments. Their products are recognised for combining robust safety standards with comfort and long-lasting quality.

  • Challenges Sterling Safetywear Needed Us to Address

    • Poorly optimised product listings leading to low conversion rates and weak on-page performance

    • No structured advertising strategy, resulting in low visibility and missed sales opportunities

    • Significant chargebacks and operational deductions, impacting profitability

    • Disruption from unauthorised 3P sellers breaking variation structures, causing listing fragmentation and lost reviews

    • Slow and inefficient new product launch process, delaying time-to-market

    • Inconsistent branding and product presentation across ASINs, reducing customer trust

  • Listing Content & Conversion Improvements

    • Rebuilt product titles, bullets, and descriptions using keyword data and industry terminology

    • Produced clearer image stacks showcasing safety features, materials, and use-case imagery

    • Added consistent A+ Content across DeWalt and Apache ranges to strengthen brand trust

    • Standardised variation structures to consolidate reviews and improve on-page relevance

    • Implemented CRO (conversion rate optimisation) best practices to boost buyer confidence

    Advertising Strategy & Visibility Growth

    • Built a complete PPC framework covering branded, category, and competitor campaigns

    • Introduced keyword harvesting flows to expand reach into relevant, high-intent search terms

    • Created product-targeting campaigns to defend against competing safety boot brands

    • Implemented negative keyword management to reduce wasted spend and increase ROAS

    • Developed seasonal and promotional campaign plans tied to industry demand cycles

    Operational Efficiency & Chargeback Reduction

    • Audited chargeback root causes (labelling, prep, inventory reconciliation) and implemented fixes

    • Standardised carton labelling and FBA prep processes to reduce Amazon deductions

    • Improved forecasting and replenishment to maintain stock levels and minimise operational fees

    • Monitored Buy Box and suppressed listings to maintain continuity of sales

    3P Seller Control & Variation Protection

    • Repaired broken variation families and restructured catalogue architecture

    • Monitored unauthorised sellers and implemented brand protection measures

    • Consolidated fragmented listings to reduce customer confusion and improve Rank & CVR

    • Advised on long-term 3P strategy, including MAP policies and seller communication

    Faster, Structured New Product Launch Process

    • Built a repeatable Amazon launch framework for boots and apparel

    • Conducted keyword research and competitive mapping before each launch

    • Created launch-focused PPC campaigns to drive ranking and early sales

    • Streamlined listing build, compliance checks, and inventory preparation

    • Reduced time-to-market by introducing a defined, step-by-step launch workflow

    • Achieved an average 32% uplift in conversion rate (CVR) across key safety footwear and workwear listings

    • Reduced chargebacks and operational deductions, delivering over six figures in recovered bottom-line revenue

    • Successfully launched more than 1,000 new SKUs, streamlining and accelerating their Amazon rollout process

    • Delivered exceptional advertising efficiency with a TACoS of just 3%, supporting profitable, scalable growth

    • Grew category dominance, with Sterling’s portfolio achieving over 50% market share in safety boots across DeWalt and Apache combined

    • Strengthened catalogue structure and brand integrity, improving customer confidence and long-term visibility

  • Alacmi Elements Mushroom Coffee is a functional wellness blend that combines premium coffee with adaptogenic mushrooms to support focus, energy, and overall wellbeing. Designed as a healthier alternative to traditional coffee, it delivers smooth, sustained energy without the crash while incorporating ingredients known for cognitive and immune benefits. Created for health-conscious consumers and busy professionals, it offers a convenient daily ritual that pairs great taste with functional performance.

    • No prior experience selling on Amazon and limited understanding of the marketplace

    • Poorly optimised listing content that failed to communicate benefits or stand out

    • Ongoing compliance issues due to functional ingredients and supplement-style claims

    • No advertising strategy in a highly competitive and fast-growing category

    • Intense competition from established mushroom coffee and functional beverage brands

    • Ambitious growth targets but no internal team to plan, manage, or execute the launch effectively

  • Listing Creation, Branding & Content Overhaul

    • Rebuilt all product listings with SEO-driven titles, bullets, and descriptions focused on flavour, benefits, and differentiators

    • Designed premium image stacks showing ingredients, benefits, brewing methods, and lifestyle usage

    • Added A+ Content to communicate the science-backed advantages of mushroom coffee while avoiding compliance risks

    • Established clear brand positioning: clean energy, cognitive support, gut-friendly, crash-free performance

    Compliance Strengthening & Document Preparation

    • Conducted a full audit of ingredient claims to ensure compliance with Amazon policies for functional beverages

    • Reworked product descriptions to focus on permitted wellness claims

    • Created robust documentation packs (lab reports, ingredients lists, manufacturing details) to prevent future listing flags

    • Provided ongoing compliance monitoring to avoid suppressions as the catalogue grows

    Advertising Strategy & Competitive Positioning

    • Built a full-funnel PPC structure (SP, SB, SD) to introduce the brand, capture intent, and scale profitable terms

    • Launched competitor targeting against dominant mushroom coffee brands to win incremental market share

    • Built ranking-focused campaigns for high-intent keywords such as “mushroom coffee”, “lion’s mane coffee”, and “adaptogenic coffee”

    • Used keyword harvesting and negative keyword routines to improve traffic quality over time

    • Kept ad spend efficient by focusing on a strong product page with high CVR potential

    Launch Framework & Review Strategy

    • Structured the launch around a phased approach: listing optimisation → ranking → visibility → S&S push

    • Implemented a compliant review-gathering strategy to build early social proof

    • Used promotional levers (vouchers, coupons) to accelerate ranking in the first 30–60 days

    • Developed a system for rolling out new flavours and formats using the same repeatable framework

    Operational Setup & Inventory Planning

    • Guided FBA setup and ensured correct preparation and labelling to avoid inbound issues

    • Introduced inventory forecasting based on early sales velocity and competitor benchmarks

    • Created a scalable SKU structure to support future expansions (instant mixes, multipacks, bundles, etc.)

    Brand Growth & Long-Term Strategy

    • Provided category insights to refine pricing, positioning, and flavour differentiation

    • Created plans for future brand expansion into powders, superfood blends, and ready-to-drink SKUs

    • Established profitability dashboards to track TACoS, margins, COGS, FBA fees, and overall ROI

    • Built a system to support repeat purchase growth through Subscribe & Save, retargeting, and cross-sell pathways

    • Successfully launched the brand across the US, Canada, and Mexico, establishing a strong North American presence

    • Introduced 4 new products, each fully optimised, compliant, and ranking within their respective categories

    • Achieved 100% listing compliance, with all ASINs active, stable, and free from policy flags

    • Implemented an advertising strategy that delivered a 670% increase in Subscribe & Save customers, dramatically improving repeat purchase rates

    • Drove exceptional growth with 796% YoY sales increase, far exceeding category benchmarks

    • Built a scalable operational and marketing framework that now supports the brand’s next step: expanding into the UK marketplace

  • Superoom is a UK-based functional wellness brand specialising in high-potency mushroom tinctures made from 100% fruiting bodies. Their products are crafted using a triple-extraction process to maximise bioavailability and deliver fast-acting benefits for focus, immunity, energy, and overall wellbeing. Known for their purity, transparency, and sustainably sourced ingredients, Superoom offers a premium alternative to powders and capsules through convenient, highly concentrated liquid formulas.

    • No prior experience on Amazon, requiring full guidance on how to launch, scale, and operate on the platform

    • Complex compliance considerations around functional ingredients, potency claims, and supplement-style positioning

    • Lack of understanding of Amazon’s approval processes, restricted ingredients, and documentation requirements

    • No established stock management or forecasting system, increasing the risk of stockouts once demand scaled

    • No clarity on profitability, FBA fees, or true landed cost margins for an Amazon-specific model

    • Entering a highly competitive functional wellness niche, dominated by well-known mushroom brands

    • Needed complete listing creation, including imagery, keyword research, and content strategy

    • No advertising structure or understanding of PPC requirements for launching a new brand

    • No variation or portfolio structure, making it difficult to plan how the range should be presented to customers

    • Required full support building FBA workflows, labelling processes, and operational setup from scratch

  • Brand Positioning & Pre-Launch Planning

    • Positioned Superoom as a premium, clinical-grade mushroom tincture brand, highlighting triple extraction, high bioavailability, and 100% fruiting body sourcing

    • Conducted in-depth keyword research and competitive mapping to identify high-intent search terms and whitespace opportunities within the mushroom supplements category

    • Built a tailored launch roadmap focused on educating customers about tinctures—a less common format compared to powders and capsules

    Listing Creation & High-Conversion Content

    • Created all listings from the ground up with SEO-led titles, clear benefit-focused bullets, and compliant product descriptions

    • Developed premium image stacks showcasing extraction method, potency, dosing instructions, and wellness benefits

    • Designed A+ Content and a brand-forward product narrative to communicate Superoom’s quality, sustainability, and scientific credentials

    • Structured variations to make the range easy to browse while consolidating reviews for faster social proof

    Compliance Management & Approvals

    • Completed a full compliance audit across claims, ingredients, and documentation to prevent policy flags

    • Prepared the correct documentation (lab reports, CoAs, ingredient breakdowns, manufacturing details) for a smooth approval process

    • Adjusted benefit language to align with Amazon’s strict policy around supplements and functional extracts

    • Provided ongoing compliance oversight post-launch to ensure all listings remained active and policy-safe

    FBA & FBM Operational Setup

    • Set up full FBA workflows, including labelling, carton prep, shipment creation, and restock planning

    • Built a parallel FBM fulfilment structure, ensuring continuity of sales in case of FBA delays or stockouts

    • Established stock forecasting models based on early velocity, category benchmarks, and seasonality

    • Guided packaging, barcode, and prep compliance to avoid inbound issues and hidden costs

    Launch & PPC Growth Strategy

    • Built a clean PPC foundation with separate campaigns for branded, non-branded, competitor, and auto harvesting

    • Targeted high-intent mushroom extract and tincture terms to accelerate ranking and improve visibility early on

    • Created product-targeting campaigns against competing premium mushroom brands to capture high-quality traffic

    • Implemented a low-waste approach to PPC, ensuring efficient spend while the brand built conversion history

    • Designed a phased review and ranking strategy to support organic growth and early momentum

    Long-Term Growth Framework

    • Built dashboards to track profitability, TACoS, forecasted demand, and customer acquisition

    • Created a structured template for future product launches (new mushrooms or blends)

    • Ensured Superoom’s catalogue and operations were fully scalable as the brand expanded

    • Successfully launched the full Superoom catalogue on Amazon with all listings active, compliant, and fully optimised

    • Achieved Top 10 organic rankings on key high-intent mushroom tincture keywords within just 30 days of launch

    • Secured an average 4.5-star product rating, building strong early social proof in a highly competitive category

    • Outperformed projected acquisition costs, beating predicted CAC targets through efficient PPC structure and strong conversion rates

    • Established a scalable operational foundation with both FBA and FBM running smoothly, supporting future expansion

    • Delivered strong early traction that positioned Superoom as a premium contender against long-standing mushroom supplement brands

  • MISSION is a UK-based performance-tea brand founded to provide clean, natural fuel without sugar crashes or excessive caffeine. Their range includes functional teas and powders designed for specific needs such as energy, focus, recovery, and sleep, using ingredients like yerba maté, green tea, rooibos, and adaptogens. The brand places strong emphasis on taste, athletic performance (with support from elite sportspeople), sustainability through plastic-free and ethically sourced materials, and an overall mission to “fuel the extraordinary.”

      • Slow and inconsistent month-on-month growth, with some months showing outright declines

      • Extremely low visibility on non-branded search terms, limiting new-to-brand customer acquisition

      • Majority of Amazon sales coming from off-Amazon activity, masking weak marketplace performance

      • PPC results heavily skewed by high branded spend, offering little true growth or category penetration

      • Poor, outdated listing content with no optimisation made for over 12 months

      • High growth targets not being met — previous agency unable to deliver meaningful improvements

      • No FBM (Fulfilled by Merchant) setup, reducing flexibility during stockouts and peak periods

      • Not using manufacturer barcodes for FBA shipments, resulting in inefficiencies, higher prep costs, and operational delays

      • Limited internal understanding of Amazon levers needed to scale sustainably in a competitive beverage category

  • Listing Optimisation & Brand Presentation

    • Rebuilt all product listings with updated titles, bullets, and descriptions focused on benefits, ingredients, and use-cases

    • Produced new image stacks highlighting flavour, functionality, brewing instructions, and athlete endorsements

    • Added A+ Content to tell the brand story, showcase sustainability values, and drive higher conversion rates

    • Optimised backend search terms and attributes to expand discoverability beyond branded queries

    PPC Restructure & New-to-Brand Growth

    • Completely rebuilt the advertising architecture with clear separation of branded, non-branded, competitor, and auto campaigns

    • Significantly reduced over-reliance on branded spend and shifted investment into high-intent NTB keywords

    • Introduced keyword harvesting routines and negative keyword management to improve traffic quality

    • Launched product-targeting campaigns to win share from competing performance tea and functional drink brands

    • Designed a long-term paid strategy focused on acquisition, not just protecting existing demand

    Organic Visibility & Ranking Improvements

    • Built a ranking roadmap to increase organic exposure on category-defining search terms

    • Used targeted promotional levers (vouchers, coupons) tied to launch phases and ranking pushes

    • Strengthened variation structures to consolidate reviews and improve relevance across flavours and formats

    • Implemented CRO-led content improvements to maximise conversion once traffic increased

    Operational Efficiency & Fulfilment Fixes

    • Set up a complete FBM fulfilment option to strengthen resilience during stockouts and busy periods

    • Transitioned listings to manufacturer barcodes to remove unnecessary FBA prep and reduce operational costs

    • Corrected labelling and shipment workflow processes to cut delays and documentation issues

    • Created inventory forecasting aligned with seasonality and off-Amazon promotion spikes

    Strategic Growth Planning & Reporting

    • Built tailored KPI dashboards to track NTB growth, TACoS, profitability, and organic ranking movement

    • Mapped category opportunities and defined a roadmap for future product expansion and flavour launches

    • Worked directly with Mission’s internal leadership team to align Amazon activity with wider brand goals

    • Established a structured process for ongoing optimisation, ensuring no future stagnation in content or advertising

    • Increased conversion rate by 15% across the entire catalogue through premium content upgrades, A+ enhancements, and a full Brand Store redesign

    • Delivered consistent marketplace momentum with average monthly sales growth of 25% during the first three months of partnership, compared to just 10% growth in the three months prior

    • Achieved major customer acquisition gains with a 367% increase in New-To-Brand customers, driven by targeted PPC and ranking strategies

    • Grew Subscribe & Save participation by 78%, strengthening retention and recurring revenue

    • Successfully launched 2 new SKUs, expanding the functional tea offering with optimised listings ready for scale

    • Secured Top 10 BSR positions in key categories for hero SKUs, significantly boosting organic visibility and trust

  • JUJU Footwear is a Northampton-based British shoe brand best known for creating the original “jelly” sandals. Founded in 1986, they manufacture all products in the UK using recyclable, vegan-friendly materials and traditional injection-moulding methods. Their range includes iconic jelly sandals, children’s wellies, and lightweight EVA styles, combining nostalgic design with a modern, sustainable approach.

    • No prior experience selling on Amazon and limited understanding of marketplace dynamics

    • No launch strategy, keyword research, or content framework to guide their entry into the platform

    • Lack of visibility into competition, pricing, and demand within the footwear category

    • Uncertainty around compliance, listing structure, and operational setup for Amazon FBA/FBM

    • Needed support to build a scalable Amazon presence from the ground up

  • Market & Competitor Analysis

    • Conducted full keyword, pricing, and competitor research to identify demand and category fit

    • Mapped JUJU’s product strengths to high-intent search opportunities across sandals and wellies

    • Analysed top competitor listings to define content, imagery, and positioning benchmarks

    Listing Creation & Brand Presentation

    • Built fully optimised listings from scratch, including titles, bullets, descriptions, and backend keywords

    • Developed new image stacks showcasing colours, fit, materials, and lifestyle appeal

    • Added A+ Content to establish brand identity and highlight JUJU’s UK manufacturing and sustainability story

    • Structured variations correctly to make the catalogue easier to shop and consolidate reviews

    Launch Framework & PPC Strategy

    • Designed a tailored launch plan covering ranking, review generation, and early visibility

    • Built a scalable PPC structure with campaigns for branded, generic, and competitor terms

    • Implemented keyword harvesting to expand reach and refine targeting over time

    • Set up product-targeting campaigns to position JUJU alongside key footwear brands during peak season

    Operational Setup & Compliance

    • Guided JUJU through FBA and FBM setup to ensure smooth fulfilment options

    • Ensured all product data, safety information, and SKU structures met Amazon’s compliance requirements

    • Created inventory planning guidelines to support seasonal spikes in summer and back-to-school periods

    Long-Term Growth Foundation

    • Established core KPIs, reporting dashboards, and profitability tracking

    • Built a repeatable process for launching new colours, ranges, and seasonal styles

    • Positioned JUJU for sustainable growth with a strong brand presence and category visibility

    • Grew the brand from £0 to six-figure monthly revenue within just 3 months

    • Secured 13% market share in a highly competitive footwear segment

    • Achieved this growth with minimal advertising investment, relying primarily on strong organic visibility

    • Reached Top 10 organic ranks across key jelly sandal and children’s wellie keywords

    • Successfully launched over 500 SKUs, creating a complete, optimised Amazon catalogue

    • Built strong seasonal performance foundations, driving peak visibility during summer and back-to-school periods

    • Established JUJU as a credible new entrant on Amazon with listings outperforming long-standing competitors