Launching Mon Ami on Amazon United States: 761 orders in nine months

Marini & Cía wanted to export its production leveraging one of its most valued assets abroad: Argentine beef. The chosen channel was Amazon United States, and the entry product, bully sticks.

That category has high demand on Amazon and is saturated with competitors carrying years of accumulated reviews, which is the asset a new brand can neither buy nor rush.

Entering without understanding that market means publishing a listing and waiting.

• Reviews as a barrier: competitors arrive with history, and the Amazon ranking rewards it.
• Platform requirements: publishing on Amazon has catalog demands you do not improvise.
• No traffic of its own: an unknown brand on Amazon gets no visits unless it buys them.

The real risk was not selling little: it was spending the entry investment on a subcategory with no room.

We studied the market before publishing, to pick where there was room for a new brand rather than compete where there was none.

Research was done with a specialized tool across the benchmark categories.

Understand before entering

• Analysis of SmartBones, Beggin, True Chews and Milk-Bone, and in a second stage tendons and braided esophagus.
• Monthly sales, price, reviews and trend for each competitor.
• Keyword and competitor listing research for bully sticks.

The catalog, built on that research

• Bully stick listings in small, regular, jumbo and braided sizes, in packs of 12 and 24.
• Brand registration and opening of its own store inside Amazon.

Advertising inside Amazon

• Sponsored Products in manual, automatic and brand campaigns.
• Sponsored Display and Sponsored Brands driving to the brand store.
• Prime Day specific campaigns, where the category concentrates its yearly demand.

Architecture and technology

• Specialized Amazon market research tooling.
• Brand guides on Sponsored Brands video ads and post purchase follow up automation.
• Own brand store inside Amazon, with the brand registered on the platform.

Learn more about ecommerce development and digital marketing.

An Argentine brand with no Amazon history entered a saturated category and sold from the first quarter.

Starting point

• No presence on Amazon or in the United States market.
• Entry category saturated with competitors holding years of reviews and ranking.

Results

• 12 products published under an own brand store, June 2021.
• 761 orders and around 24,000 dollars in sales attributed to Amazon Ads, March to November 2021.
• 6.6 million impressions over the same period.
• Participation with dedicated campaigns on Prime Day 2021.

Strategic impact

• Choosing the subcategory on sales and review data avoided spending the entry investment where there was no room.
• The brand store and registration give a base that does not depend on a single listing.