Case Study
Creating a Category Leader:
From Zero to
$25 Million on Amazon
The Challenge:
A premium health products company had established a solid direct-to-consumer presence but was completely absent from Amazon— the world’s largest online marketplace. They needed to enter a crowded space with a premium-priced innovative product while competing against established, lower-priced alternatives.
Our Approach:
- Platform Strategy
We developed a tailored Amazon-specific strategy that highlighted the product’s innovation and premium positioning rather than competing on price. - Market Creation
Rather than merely taking market share, we identified and developed an underserved subcategory that showcased our client’s unique value proposition. - Competitive Resilience
As imitators entered the space (validating our approach), we stayed ahead through continuous innovation and expansion of the product line. - Cross-Channel Amplification
We leveraged Amazon visibility to create a “halo effect,” driving growth across the client’s existing website, retail partnerships, and other online channels.
The Results:
- Revenue Growth: From $0 to $25 million in just two years Market Position: Overtook established category leaders to become a top market player
- Market Impact: Simultaneously captured competitor market share while expanding the total category size
- Viral Effect: Created demand that amplified sales across all the client’s channels
- Competitive Defense: Successfully maintained premium positioning despite lower-priced competitors