Challenge
When we first identified this glass-bottled soda (sold in six-packs), it faced several hurdles limiting its sales potential:
- Unoptimized Listing: Poor images, incomplete product details, and weak discoverability.
- Fragile Packaging: The glass bottles made it risky to enroll in Fulfilled by Amazon (FBA), which limited delivery speed and Prime eligibility.
- Slow Shipping: Without FBA, delivery took 5–6 business days, negatively impacting conversion.
With a sales rank hovering around #180,000 in Grocery, it sold an estimated 18 units per month.
Solution
We addressed both the operational and marketing barriers:
- Safe Packaging for Fulfillment By Amazon (FBA)
- Identified ISTA 6A-certified packaging specifically designed to protect fragile glass bottles in transit.
- Validated that the packaging met Amazon’s fulfillment standards, enabling enrollment in FBA without risk of breakage that would create poor customer experiences and potential safety hazards.
- Optimized Listing Content
- Captured new, high-quality product photos.
- Rebuilt the title, bullet points, and product description for SEO discoverability and clarity, ensuring key terms matched what customers were searching for.
- FBA Enrollment
- Transitioned the product to FBA, reducing shipping times from 5–6 days to 1–2 days with Prime eligibility.
Results
The combined operational and content improvements drove a significant sales lift:
- Sales Rank Improvement: From ~#180,000 to ~#30,000 in Grocery.
- Sales Growth: From an estimated 18 units/month to 275 units/month.
- Increase in Sales Volume: 1,400% growth.
Key Takeaway
By solving the operational challenge of fragile packaging and pairing it with optimized listing content, we transformed an underperforming product into a top contender in its category. For niche, premium products like glass-bottled beverages, packaging and discoverability are just as critical as the product itself.