Overview
DeSantis Gunhide, a family-owned holster manufacturer based in Long Island, New York, partnered with AdOrbix in October 2022 to grow its Amazon presence. When its Vendor Central purchase orders faced repeated rejection and lower requested costs threatened margins, the team evaluated Seller Central. A profitability analysis indicated the potential for 1.3x higher margins. The subsequent program combined product prioritization, FBA logistics, improved listings, and advertising.
The Challenge
DeSantis Gunhide had Vendor Central listings, but Born to Run purchase orders were repeatedly rejected as “Not accepted: Unfavorable Submission.” Amazon requested cost reductions that could compromise profitability. Limited historical sales data also made it difficult to prioritize products for Seller Central.
Our Strategy
- Evaluate selling economics: Compare Vendor Central and Seller Central profitability, identifying potential 1.3x higher margins.
- Select products: Benchmark competitors, start with 20 ASINs, then evaluate over 300 candidates; the client selected 108.
- Plan FBA inventory: Maintain a target of 6–8 weeks of stock based on sell-through analysis.
- Improve listings: Apply SEO research, lifestyle imagery, and A+ content.
- Optimize ads: Test Sponsored Products auto and manual campaigns, adjusting CPC, ACoS, bids, and budgets.
- Scale: Use campaign reporting and Amazon promotional events to support growth.
Results
The supplied case study reports 549% sales growth over nine months. It also reports up to 280% sales growth between January and June 2023, 57.24 million impressions in that period, and average ROAS rising from 2.62 in January 2023 to 4.0. An additional 8x growth claim over an initial 12 weeks lacks a clearly defined comparison baseline. These historical figures need final verification before public publication.
Results at a glance
Key Takeaways
- A Seller Central transition provided an alternative to unfavorable Vendor Central economics.
- Competitive benchmarking identified high-potential ASINs.
- SEO, creative improvements, and FBA inventory planning supported the transition.
- Advertising testing and reporting informed campaign adjustments.
- The source’s “549% or 15X” statement is inconsistent and must be reconciled before publication.
