Challenge
Tenjaku’s UK distribution partner had been selling the product on Amazon UK. Still, sales traction was low, and the product wasn’t gaining any market traction in the very competitive Whisky category. With many Japanese Whiskies on Amazon, it faced strong competition to get noticed. Despite the existing Amazon presence, the Tenjaku listing was not optimized. It had no clear call out of the product USPs to entice potential consumers to choose it over the other available Japanese Whiskies on Amazon.co.uk.
Solution
The first thing FordeBaker did was create a product listing that was worthy of the Whiskie’s quality. With deep-dive keyword research and competitor analysis FordeBaker put together a listing with an optimized title, a compelling product narrative and images that grabbed shopper’s attention. Alongside an optimized listing, FordeBaker kicked off with a well-researched ad strategy that immediately improved sales with paid media and promotions accelerating sales. This also increased organic brand impressions, leading to more sales and Amazon ordering more frequently and in greater quantities. Complimented by First Class Delivery FordeBaker set Tenjaku Whisky up on the Vendor Central Amazon program. The Vendor relationship means that Amazon works on a trade relationship with Charter as they have the UK’s exclusive distribution rights. Amazon buys Tenjaku, and it’s presented as dispatched from and sold by Amazon on the product listing page and is eligible for next day delivery. The Vendor relationship also opens up a whole host of promotional opportunities that can be considerably more difficult under the 3rd party seller relationship. Vendor Central is invite-only meaning without a direct invite from Amazon many can’t start the Vendor process. However, FordeBaker has numerous contacts at Amazon that can help kick start the process.
Results
With the fully optimized Tenjaku listing only going live in June 2020, it has seen substantial growth in a short time frame including a Sales increase of over 450% in Q4 and a consecutive month on month growth of over 150% from October to December 2020. This impressive growth is due to a strong advertising plan, fully optimized content and a solid promotional strategy.
FordeBaker
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