Wine Enthusiast-Hybrid Amazon Selling Model

Challenges

Transition Wine Enthusiast from a Vendor Central to Hybrid Amazon Selling Model
Segmentation of catalog between Vendor and Seller Central based on fees and cost
Identifying proper categorization for over 2k SKUs
Managing advertising spend across Vendor and Seller Central Accounts
Wide and diverse catalog of products in multiple categories

Solution

Identified the ideal segmentation of their existing assortment based off profitability and pricing issues
Entered popular products into the Channel Key Jumpstart program to improve listing copy, images, categorization and advertising strategies
Created comprehensive strategies for Sponsored Product Ads and Sponsored Brand Campaigns in both Seller and Vendor Central
Crafted both A+ Content and Enhanced Branded Content for high trafficked listings to improve conversion
Successfully renegotiated better terms with the Amazon Vendor Central Team
Reorganized the catalog to focus on selling premium wine fridges and wine accessories

Wine Enthusiast is a manufacturer of high-end wine fridges & accessories and has been an industry leader for over 40 years. Wine Enthusiast has been engaged with Amazon for over 3 years across both Seller and Vendor Central while selling over 2,000 wine and bar related products.

Results

Optimized their Seller Central business and experienced 1,000% growth in the first 12 months
Achieved a blended RoAS of 18.5% between both Seller and Vendor Central
Successfully leveraged a mix of FBA and FBM to improve margins
Grew Buy Box Win Rate from 1.27% to 26.05%
Increased the Average Unit Retail Price by 70%
Grew conversion rates by 96% YoY

Results

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