ePaws is a UK-based online retailer specialising in high-quality pet supplies for dogs, cats, small animals, and birds. Since its inception, the company has focused on delivering a carefully curated range of products that combine practicality, value, and reliability.

ACoS reduced from 40% through campaign restructuring

Of listings built from scratch
using targeted keyword research

Organic reach balanced with 30% paid ads

The challenge

ePaws entered Amazon facing steep barriers. Without product ownership, brand registration was delayed, stalling listings. A lack of design resources hindered enhanced content, while the logistics team struggled with FBA prep and restocking. With just two SKUs, no reviews, high advertising costs, and entrenched competitors, visibility and traction were minimal.

The Broadplace approach

ePaws needed more than just a tactical response—it required strategic reinvention.

Brand Authorization
With no GTINs to hand, products were listed under Amazon’s GTIN exemption programme, a stopgap that bought crucial time. Two months later, the brand successfully secured registration—unlocking full listing privileges and giving ePaws control over its brand presence.

Listing Strategy
Instead of piggybacking on existing listings, 95% were created from scratch. This allowed the team to tailor content using competitive keyword research and strong SEO practices. Where useful, existing size variations were tagged to benefit from pre-existing ratings.

Visual Enhancements
In the absence of a design team, the team used AI-powered tools to create compelling visuals for A+ content, video assets, and storefront elements—closing the gap with better-resourced competitors.

Advertising Optimisation
Amazon campaigns were aggressively restructured. Targeted keyword bidding and strategic budget allocation led to a reduction in ACoS from 40% to 30%, making campaigns more sustainable.

Balanced Sales Channels
A hybrid strategy was employed, balancing 60–70% of sales from organic reach, with 30% coming from paid ads. This shift reduced dependency on advertising while driving consistent traffic and sales.

Data-Led Decisions
Every move was monitored. From customer reviews to conversion rates, analytics informed product development, pricing, and marketing tactics on a month-by-month basis.

The results

Return on investment (ROI) climbed from 7 to 9, well above the industry benchmark of 4–5%, while brand visibility improved markedly through better organic rankings and more competitive ad placements.

Perhaps most importantly, customer engagement rose, reflected in new reviews, repeat purchases, and growing trust in a previously unknown brand.

About the Client

Industry

E-commerce, Pet Care Products

Services rendered

Amazon Marketplace Management

Don’t just take
our word for it

Launching on Amazon was a big step for us, and honestly, it came with more challenges than we expected. From day one, the team were proactive, creative, and genuinely invested in making it work. They helped us navigate brand registration, improve our listings, and bring our products to life with visuals we simply couldn’t have created on our own. Seeing our ROI climb and our customer base grow has been really rewarding. It feels like we’ve built a strong foundation for the future.

Simon J

ePaws