$438K Revenue 92% New-to-Brand
How a Sports & Outdoors DTC brand expanded to Amazon and generated $438K in revenue with 92% New-to-Brand customers and 5.98x ROAS.
Client Background
This Sports & Outdoors brand was a well-established DTC business generating over $1M annually through its own website. Despite strong product demand and a loyal customer base, Amazon remained an untapped opportunity due to concerns about preserving brand control and profitability.
The Challenge
The brand had no existing presence on Amazon but saw it as a critical next step to increase brand reach, customer acquisition, and revenue growth.
The Strategy
We launched the brand on Amazon the right way, focused on control, visibility, and long-term growth rather than short-term ad spikes.
1. Brand Protection from Day One
- Enrolled in Amazon Brand Registry for trademark-backed listing control
- Implemented seller restrictions and brand safeguards early
- Reduced risk of unauthorized sellers entering the catalog
- Protected Buy Box position and pricing integrity
2. Structured PPC Aligned with DTC Economics
- Campaigns structured by funnel intent: discovery, consideration, conversion
- Prioritized New-to-Brand-focused campaigns for incremental acquisition
- Evaluated performance using contribution margin and customer acquisition cost
- Maintained efficient scaling without sacrificing profitability
3. Catalog Designed for Amazon Shopper Behavior
- Launched with mix of single SKUs, bundles, and multipacks
- Bundles expanded keyword coverage without discounting core products
- Multipacks supported higher average order value
- Captured more value per customer while maintaining pricing discipline
4. Ongoing Brand Protection and Seller Control
- Monitored unauthorized seller activity and listing misuse
- Used Brand Registry enforcement tools and structured reporting
- Enrolled key SKUs in Amazon Transparency for authentication
- Prevented Buy Box hijacking and pricing erosion
5. Consistent Brand Voice and Visual Identity
- Aligned Amazon content with existing DTC brand identity
- Used brand's established voice rather than generic keyword-stuffed copy
- Maintained consistent messaging across listings and A+ Content
- Reinforced credibility and premium positioning through imagery
The Results
Over a 12-month period, the Amazon channel generated consistent revenue with growth driven primarily by new customer acquisition.
Revenue Growth Trajectory
Amazon Advertising Performance
Conclusion
This case study demonstrates how Amazon was scaled into a $438K revenue channel as a controlled extension of a DTC brand, without sacrificing pricing control, margins, or customer quality.
By maintaining brand ownership of listings, enforcing consistent pricing, and leveraging Amazon Brand Registry, the brand preserved its identity and margin integrity while scaling revenue. Most importantly, 92% of Amazon revenue came from new customers, confirming Amazon served as an incremental acquisition channel rather than cannibalizing DTC demand.
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