Launching a Pet Brand to Success on Amazon

BACKGROUND

Our client operates in the pet supplies category, offering repellents and training aids for cats and dogs. Their natural products are designed for indoor and outdoor use and help correct pet’s bad habits and educate pets with love. After having a strong brand position in South America, they decided to expand to the USA through the Amazon marketplace and launched their brand in February 2024.

CHALLENGE

In a very competitive landscape in the Amazon Pet Supplies category, it was a challenge to launch this new brand. Most sellers have numerous reviews and a strong brand position. Our challenge was building the brand, creating awareness, and taking a portion of the competitor’s market share.

EXECUTIVE SUMMARY

The brand entered the highly competitive Amazon Pet Supplier category, facing the challenge of building a strong presence against established competitors with well-known brands and thousands of product reviews. Recognizing the significant potential in the cat-repellent niche, the brand implemented a comprehensive full-funnel advertising strategy. This strategic shift resulted in a remarkable 625% MoM sales increase and a 219% boost in overall sales. The success of this approach led to the product being recognized as Amazon’s #1 New Release in its category within the second month of launch.

Success Metrics

• Total sales increased by 62% MoM
• Cat repellent product increased by 625% MoM
• Total shoppers within the Cats category increased by 602% MoM

STRATEGY 

• Keyword and CPC Analysis: We identified a lower CPC in the cat-repellent category, which gave us more flexibility to experiment with different keywords and targeting strategies without the need to invest in expensive targets.
  • We selected and tested various keywords with important search volumes that were relevant to the products. This led to a higher conversion rate and ROAS than average campaigns during the early stages.
    
    
• Identifying a Strategic Niche: After launching the products, we realized that the cat-repellent market was less saturated than the dog-repellent market. We saw the opportunity to enter a less aggressive competitive landscape.
  
  
• Campaign Launch: We launched Sponsored Products campaigns targeting the cat-repellent category and relevant competitors. This helped us develop a strategy to gain market share from Amazon’s established brands. Upon launching our campaigns, we closely monitored performance metrics to ensure our strategies were effective.

RESULTS

 

• Sales Increase:
  • Our flagship product in the Cat Repellent category saw a sales increase of 625% MoM after launching advertising campaigns.(IMAGE 625% increase MoM)
    
  •  
  • Total brand sales increased by 62% MoM.
    (IMAGE “219% Brand sales increase MoM)

• Customer Engagement: Shoppers within the Cats Category increased by 602%
  (IMAGE 602% increase  MoM Total shoppers)
  
• Market Recognition: The product was recognized as the #1 New Release by Amazon in the Cat Repellent Category.

This case study highlights how strategic market entry and niche focus can drive a brand launch to success. Targeting the cat-repellent niche and executing a well-planned advertising strategy was key to achieving remarkable sales growth and market recognition on Amazon. 

If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.

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