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Client Success Story
How VantageBP prioritized Ooly's most at-risk ASINs to win back the Buy Box, lift sales, and restore expected selling prices on Amazon.
Overview
Ooly is a leading brand in the arts and crafts industry. They came to us with concerns of unauthorized resellers on their Amazon listings, causing low buy box win rates on multiple ASIN's. Ooly wanted to put a strategy in place immediately to address the low ASP's that these resellers were causing. VantageBP, together with Ooly, crafted a brand protection strategy to remove unauthorized resellers and increase channel sales by creating a stepped priority of ASIN's to tackle first.
By focusing on priority ASIN's with the greatest ASP concerns, Ooly could easily track their ROI through both increased buy box wins as well as sales increases.
Approach
Ooly partnered with VantageBP to conduct a thorough audit and identify the scope of unauthorized sellers disrupting their product listings.
Create a targeted ASIN approach which would prioritize removal of the sellers causing the most damage to the brand's ASP.
Results
Buy Box wins for the most troublesome ASIN after 3 months
Online infringements close rate after 3 months
Dollar amount increased by Buy Box win % across 3 months for top 3 ASIN's
Unauthorized listings removed from Amazon
Ooly's primary objective was to increase listing margin and overall sales on Amazon. This was contingent upon Ooly's ability to gain control of their buy boxes. As a leader in online brand protection, VantageBP launched a strategic approach to address Ooly's specific concerns. Within 3 months, VantageBP removed 201 unauthorized resellers from 544 Amazon listings. Ooly's partnership with VantageBP helped increase their average buy box rate to 97%. This correlated to an increased sales growth of 195% and brought their ASP's back to expected levels on Amazon.
ASIN spotlight
In November and December of 2022, Ooly saw buy box wins on their Magic Puffy Pens just 5.6% of the time, culminating in $39k in sales. In November and December of 2023, after implementing VantageBP's services, Ooly saw buy box wins on their Magic Puffy Pens jump to 98% of the time, with a 341% increase in sales.
ASIN spotlight
In November and December of 2022, Ooly saw buy box wins on their Scented Yummy Yummy Glitter Gel Pens Set of 12 Pens just 18% of the time. In November and December of 2023, after implementing VantageBP's services, Ooly saw buy box wins on their Scented Yummy Yummy Glitter Gel Pens Set of 12 Pens jump to 96% of the time, with a 354% increase in sales.
ASIN spotlight
In November and December of 2022, Ooly saw buy box wins on their Chunkies Twistable Tempera Paint Sticks for Kids in Metallic Colors just 41% of the time, culminating in $11.7K in sales. In November and December of 2023, after implementing VantageBP's services, Ooly saw buy box wins on their Chunkies Twistable Tempera Paint Sticks for Kids in Metallic Colors jump to 99% of the time, with 22.7K in sales.
See how a prioritized brand-protection strategy can remove unauthorized resellers and restore your selling prices. Start with a free first-pass threat report.
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