Client
A prestige cookware brand operating a 1P relationship on Amazon.
Business Challenge
This brand had an existing 1P relationship on Amazon but no internal Amazon expertise behind it. The team was treating the account the way a traditional retailer would, fulfilling purchase orders, but not managing rank, demand, or retail media, the things that actually determine whether a brand grows on Amazon. The brand also needed a rapid, clean catalog rebuild to protect brand equity and stabilize product discoverability.
Goal
Move the brand off a retailer-style, fulfillment-only approach to Amazon and put a real strategy in place, one that actively managed rank, demand generation, and retail media rather than treating the channel as a place to simply ship orders.
Approach
Market Defense secured strategic account support directly from Amazon, re-establishing the brand as a premium category partner rather than just another vendor filling orders. A clean catalog rebuild was executed to ensure the brand’s core assortment could perform at its full potential. With that foundation in place, Market Defense implemented a full-funnel retail and media strategy to rebuild rank, drive trial, and strengthen the brand’s premium positioning, the active strategic layer that had been missing entirely.
Results
Year-over-year sales grew substantially across the engagement: from roughly $2.6M in the first year to $3.9M, then $6.2M, with year three projected at roughly $8.7M.
- Prime Day clips increased 171% in the first year after Market Defense took over
- By year two, revenue was up 36% year-over-year, with average order value up 4% and net PPM up 2 percentage points
- Over the most recent 12 months, revenue grew 41% year-over-year
- Average order value for cutlery grew 16%, now exceeding $78
- Average order value for cookware sets grew 9%, now around $514
