The Challenge

This client chose Etopia to help them take their first steps into an ambitious new first party relationship with Amazon. Having identified this huge opportunity in the Amazon channel, they began the search for an expert agency to help them succeed. Etopia rose to the top of the pile, thanks to our bespoke approach, focused on working closely with the team to support them and upskill them wherever possible. Etopia identified that they were not listed on Amazon as a retail partner and reviewed their business model to help identify the correct strategy for them to follow.

How Etopia Helped

Etopia worked closely with the business to build a strategy for the debut of their new product, the Carry-On: Folding Piano. As with all our clients, we created a unique plan, optimised for their business and product, to produce the most successful launch possible. Our comprehensive plan covered Systems, Logistics, Content, Advertising, and Analytics.

A key consideration in the execution was empowering the current team with knowledge of the relevant Amazon Systems and programmes which we used at each stage. We set them up on Vendor Central and taught the team to navigate the complex world of Amazon order processing, ensuring that they had the correct processes in place to grow their account in the future and avoid incurring any chargebacks.

We worked with their content teams to produce best-in-class product content with supporting enhanced A+ content. Etopia executed an AMS strategy with a focus on sponsored products ads. This represented the best value for money for our client, giving their product a kickstart in discoverability and sales from day 1. Etopia delivered weekly performance updates, breaking down the wealth of data generated by brand analytics and the advertising console, into a digestible presentation with key actionable insights.

Outcome/ROI

The combination of advertising and well-crafted SEO optimised content, drove rapid growth in product page traffic during the product’s first weeks on Amazon. Advertising drove nearly 2 million impressions to the new product. In addition to exposure, their campaigns delivered a robust return on investment, testament to the quality of the keyword targeting and product content.

Our launch strategy, combined with the quality of the product and the ideal timing (just before Christmas), lead to an explosion of sales during the first month. The folding piano broke into the top 10 electronic keyboards and top 500 musical instruments on Amazon-UK in December with an average rating of 4.5 stars. 

The product page itself received around 20,000 views during December. It was also the most clicked product for the following search terms: “folding piano”; “piano keyboard 88 keys”. Sales rose 200% from its first month (Nov) to its second month (Dec), and views rose 70%.

Thanks to the foundational work we did in forecasting and logistics, we converted the sales explosion into sustainable, profitable growth.