David’s Wholesale specializes in selling high-quality, low-priced wholesale products covering a wide range of categories and styles and has been selling on Amazon for over 2 years.
Challenges
- Selling wholesale backpacks on a traditionally retail focused marketplace like Amazon
- Preparing the account for Back-to-School season with only 45 days of lead up time
- Lack of internal Amazon experience
- A diverse catalogue with a wide variety of SKUs with untested potential on Amazon
- FBA Storage limits affecting our ability to use FBA on a wide scale
- No brand presence or equity
Solution
- Increased catalog assortment on Amazon from 58 SKUs to 128 to provide customers with a wider array of options
- Enrolled the account in Amazon Business to provide business customers with more attractive pricing
- Entered high quality backpacks into the Channel Key Jumpstart program to improve listing copy, images, categorization and advertising strategies
- Obtained access to Brand Registry 2.0 to utilize Sponsored Brands and Stores
- Created comprehensive strategies for Sponsored Product Ads and Sponsored Brand campaigns while optimizing for Back-to-School terms
- Enrolled in Seller Fulfilled Prime for items that weren’t currently in FBA
Results
- July Sales increased 510% YoY
- Increased B2B sales in July by 352%
- Leveraged both Seller Fulfilled Prime and FBA for over 65% of orders
- Increased Customer Sessions by 585%
- Drove 58% of sales with Advertising at an ACoS of 9.58%
- Successfully implemented their first non-wholesale backpack listing
- Maintained pristine metrics for both Fulfilled by Merchant and Seller Fulfilled Prime
- From June to July 2018 we saw sales go up 245%, units 211%, and sessions 270%
