Little Giraffe Converted From 1P To 3P On Amazon. The Right Move? They Doubled Margins.

Little Giraffe is a premium baby boutique that sells luxury baby blankets, baby clothing, baby gifts and throw blankets and more.

Challenges

Selling to Amazon 1P and Resellers and had no control over retail pricing or content on Amazon Detail pages
Catalogue was mismanaged and not organized properly
Pressure for markdown dollars from retailers like Nordstrom over show rooming activity that was happening with assortment in store
Lack of internal resources and Amazon knowledge to transition business

Converted business from 1P wholesale relationship to 3P Direct to Consumer FBA business
Re-organized 250+ sku assortment creating proper Style/Variant structure to entire catalogue
Entered most popular products into our Jumpstart process completely revamping imagery and copy taking into account Keyword research to optimize for SERP on top terms
Achieved Brand Registry 2.0
Successfully uploaded Enhanced Brand content to top listings for conversion increase
Created comprehensive Sponsored Products and Headline Search Ad programs optimizing for Branded and Non-Branded search terms
Continually scrubbed Buy Box successfully removing all 3rd Party Sellers

Business converted 100% to 3P with no degradation in revenue
Doubled net margin profitability of business taking advantage of retail vs wholesale margins
Leveraged FBA for 100% of sales
Average buy box % grew from 6.74% to 44.07%
Drove 33.3% of sales from sponsored products at a 5% acos
Increased E-conversion rate from .57% to 7.95%
Merchandising of Amazon Detail Pages more inline with Direct to Consumer website
Generated 50 seller reviews and 103 product reviews in 10 months