Envelope Linkedin

From Stagnant Sales to 800% Growth: Rebuilding Bandai’s Amazon Channel

CLIENT: BANDAI UK

Who is Bandai UK?

Bandai UK lives by its mission: Dreams, Fun and Inspiration.

As part of the global Bandai Namco Group, they blend boundless creativity with a proud Japanese heritage to create toys that ignite imaginations worldwide. Their ‘Made with Japan’ ethos honors tradition, pop culture, and innovation all at once.

From iconic brands like Tamagotchi, Gundam, and Pac-Man to successful third-party licenses, Bandai UK is a true leader in children’s toys and interactive entertainment. Based in Richmond Upon Thames, they’re shaping the future of play and pushing the boundaries of what fun means.

Our partnership taps into this spirit, driving Amazon strategies that capture Bandai’s unique energy and unlock meaningful growth in a fiercely competitive marketplace.

The Challenge:

Bandai UK had been trading on Amazon for years.

But growth was slow.

Performance didn’t reflect the brand’s potential or the wider toy category trends.

They needed a strategic reset – not more of the same.

Etopia’s Approach:

We started with a deep dive into Bandai’s current performance, identifying missed opportunities and areas where their Amazon strategy had stalled.

We built a clear roadmap focused on unlocking fast, profitable growth.

This wasn’t about short-term wins. It was about fixing the foundation and building a scalable plan for the future.

What We Did:

  • Created a tailored Amazon growth roadmap
  • Optimised use of the Born to Run programme
  • Launched strategic investments in Amazon Advertising
  • Facilitated AVS onboarding to unlock support from Amazon
  • Delivered team training and troubleshooting support
  • Set up structured quarterly performance reviews

The Result:

Bandai’s Amazon growth didn’t just improve – it accelerated.
+800% growth in a market that had felt stuck.
With ongoing strategic support and Amazon partnership building, Bandai is now set up to scale with confidence.
Smart growth starts with clear strategy. This is what it looks like.
“You’ve been fantastic and really flexible in an incredibly difficult and challenging market. I knew we needed to make a change to our business to start to harness the power of the eCommerce environment. Fortunately we started this process before the COVID crisis hit and thank goodness we did! We have massively benefited through Asha and her team’s expert knowledge and are now in a much stronger position to meet the demands of this constantly evolving market. From my experience if you think you need to change you’re almost certainly right! Don’t delay as once you have changed you’ll have wished you had done it much sooner. Asha and her team are the perfect companions to help you navigate this change.”
Managing Director