Case Study
How SurfEars Became an Amazon Best Seller
Partner
Since 2022
Website
Region
Australia
Category
Amazon – Swimming
Key Objectives
- Regain control of SurfEars’ Amazon AU presence and eliminate grey market resellers.
- Improve brand content and storefront experience.
- Reduce delivery times.
- Drive sustainable, profitable sales growth.
PATTERN
Our Approach
- Optimising the Digital Shelf
Pattern collaborated with SurfEars to elevate their brand presence on Amazon AU. This involved developing engaging and informative Premium A+ content, which provided a richer brand narrative and product details beyond standard listings.
A visually appealing and cohesive branded storefront was also created, offering customers a dedicated space to explore the curated SurfEars product range. To further enhance discoverability and drive organic traffic, Pattern implemented SEO optimisation techniques on the Product Display Page.
This comprehensive strategy ensured that the complete SurfEars brand story was effectively communicated to Amazon shoppers, fostering brand recognition and increasing visibility. Protecting their Presence
Pattern provided ongoing brand protection services to SurfEars on the Amazon Australia marketplace. This involved the consistent use of Pattern’s internally developed software, designed to actively monitor product listings for unauthorised sellers.
The software automatically identified and flagged unauthorised listings, generating detailed reports. These reports were then provided to SurfEars for their review, enabling them to effectively identify and address rogue resellers infringing on their brand.
This proactive approach ensured that SurfEars could maintain control over their distribution channels and protect their brand integrity within the Amazon AU ecosystem.
Reclaiming Visibility
Through the implementation of carefully designed brand defence advertising campaigns, Pattern successfully restored SurfEars’ product listings to the most prominent positions on the Amazon Australia marketplace.
These campaigns were instrumental not only in reclaiming valuable top-of-search real estate but also in significantly broadening the overall brand visibility and presence across the entire platform.
This strategic approach ensured that SurfEars effectively countered competitor encroachment and reinforced its market leadership within its category on Amazon AU.
Reducing Delivery Times with FBA
By strategically leveraging Amazon’s Fulfilled by Amazon (FBA) service and maintaining inventory within Amazon’s Australian warehouses, Pattern has successfully achieved a significant reduction in delivery times for SurfEars products.
This logistical advantage has not only instilled a strong sense of trust and reliability in Australian consumers, assuring them of prompt order fulfilment, but has also served as a powerful demonstration of the SurfEars brand’s deep commitment to the Australian market.
Holding stock locally underscores their dedication to providing an official and accessible presence onshore, eliminating lengthy international shipping delays and associated uncertainties.
This strategic decision to invest in local inventory management through FBA reflects a customer-centric approach, prioritising convenience and speed, ultimately enhancing the overall purchasing experience and fostering stronger brand loyalty within the Australian market.
Results
SurfEars faced challenges on Amazon Australia due to resellers from the US, UK, and Germany. This led to extended delivery times, varied brand presentation, inconsistent messaging, and fluctuating prices.
By partnering with Pattern and becoming the exclusive official reseller on Amazon AU, SurfEars achieved significantly faster delivery times, improved content and brand communication, and established suitable pricing for the Australian market. The numbers speak for themselves.
99%
Buy Box share in April 2024
+63%
increase in sales from 2022 to 2023
+102%
growth in sales recorded between October 2023 to February 2024
+77%
increase in conversion rates from November 2023 to December 2023
“We have been working with Pattern for several years to support the sale of the SurfEars products on Amazon. The team at Pattern have consistently delivered steady growth in revenue and maintained brand integrity which is important to us. They provide regular, transparent reporting and demonstrate a deep understanding of the Amazon landscape. We value their expertise and commitment and look forward to continued success.”
– Nathan Omodei, CEO, SurfEars
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