Amazon Agency for CPG & Consumables Brands

You have a product people already buy, retail listings, a DTC site, and a brand that means something. Then you launch on Amazon and nothing happens.

How should a CPG brand sell on Amazon?

A CPG brand should treat Amazon as a search-driven marketplace, not another retail shelf: take control of its listings through Brand Registry, rebuild them around category search terms, protect price parity across channels, grow Subscribe & Save for repeat purchase, and set ad bids from break-even margin per ASIN.

That is not a reflection on the product. It is the predictable result of treating Amazon as another retail channel, when it does not behave like one.

Shelf space here is not allocated. It is earned, continuously.

In retail, a buyer agrees to stock you and the shelf is yours until the reset. Placement is negotiated once, in a meeting, by people.

On Amazon nothing is allocated. Your position is recalculated constantly from conversion rate, sales velocity, delivery speed, review profile and price, relative to everyone else competing for the same query. Win those and you hold it. Stop winning them and it goes, without anyone telling you.

Brand recognition helps less than CPG founders expect, because most shoppers are not searching for you. Between half and two thirds of US shoppers now begin product searches on Amazon rather than a search engine, and roughly three quarters say they have discovered new brands there. They type the category, not the label.

Four things that catch CPG brands specifically

• Someone is already selling you, and it probably is not you. If a wholesaler has listed your product, your Amazon presence is a page built by someone with no stake in your brand — and every review attaches to your name.
• Your retail pricing can suppress your Buy Box. Amazon enforces price parity. A promotion running through another channel can suppress your Featured Offer with otherwise perfect metrics. Multi-channel CPG brands hit this more than anyone.
• Consumables should be a retention business, and usually are not. Subscribe & Save is built for exactly what CPG sells, and most brands leave it at a 0% discount.
• Amazon funds retail rather than competing with it. The fear of cannibalisation is the most common reason founders delay. In practice we have seen the opposite — buyers research categories on Amazon before they stock, and shoppers check Amazon reviews before buying in store.

What we do for CPG brands

• Take back control of the listing — Brand Registry, seller audit, distribution agreements, then the page itself
• Rebuild for search rather than for brand guidelines
• Build the subscription business properly
• Advertise against profit, with bids set from break-even by ASIN
• Protect the price with an enforced MAP policy

Categories we have built listings for

Our design portfolio covers supplements, grocery, beauty, baby and household products — the full CPG spread — alongside tools, office and fashion. Complete listing image sets and A+ content across eleven brands and eight categories.

See our design work

Where to start

Search your own brand on Amazon, on a phone, from a normal shopper’s account. Look at who is selling it, what the page says, what the reviews complain about and what the delivery date is. Most CPG founders have never done that, and it usually answers the question of whether this is urgent.

Frequently asked questions