Case Study (Skin Care)
Transformed Critical UPS Challenges into a Great Victory
“I believe you have to be willing to be misunderstood if you’re going to innovate.” (Jeff Bezos)
Overview of the Client
ABC is the leading skincare brand in Canada which was established in 1928, representing the cosmetic and personal care products sector. With over 200 innovative and high-quality products, it generates CAD $2M in revenue year-over-year (YOY) on Amazon with an aim to maximize its sales potential for Q4. The company listing on Amazon was a key growth enabler, especially during the peak season. However, in 2023, a critical risk emerged that jeopardized profitability and operational activities.
The Critical Challenge that risked to multimillion dollars
Amazon suspended one of its top-performing product listings because the UPC was incorrectly associated with the wrong company on the GS1 Portal. This suspended listing alone generated $500K annually on Amazon Canada. More importantly, the same ASIN was active in the USA, where it produced over $14M in monthly revenue. The main challenge was to resolve the suspension without affecting the listing in the USA, as even a brief interruption could lead to a significant decline in sales.
Amazon 360 Services:
To address this complex challenge, Amazon introduced its 360 services. This suite of offerings includes:
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Amazon Troubleshooting Services: This service is designed to assist customers in diagnosing and resolving technical issues efficiently. With a team of experts available around the clock, clients can receive support for a wide range of problems for minimal disruption to their operations.
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Amazon Compliance Services: This offering helps clients navigate the complex landscape of regulatory requirements. By providing guidance and resources in adherence to industry standards and legal regulations, Amazon Compliance Services empowers businesses to operate confidently and avoid potential pitfalls related to compliance.
A Strategic Solution to This Critical Situation:
The Amazon Troubleshooting and Compliance Services conducted a thorough Root Cause Analysis of the issue. They verified the ownership of the problematic UPC on the GS1 Portal, which helped clarify the situation and identify the necessary steps for resolution. They quickly determined that the UPC conflict arose from outdated ownership records.
They acquired a new UPC that is correctly linked to the client's company and obtained a GS1 certificate to verify the new UPC with Amazon. They decisively opened a high-priority support case with Amazon Seller Support and submitted the GS1 certificate along with the new UPC to ensure the verification process is initiated without any delay.
The Compliance Lead maintained consistent and proactive communication with Amazon Seller Support to protect the USA listing. He emphasized the real risk of unintentionally affecting the USA ASIN and made it clear to Amazon that no edits should be applied to the USA listing.
Achieved a Quick Recovery Without Collateral Damage
Amazon efficiently verified the new UPC and reinstated the suspended listing within just 25 days that demonstrated its agility in overcoming critical challenges.
The proactive and strategic risk mitigation ensured the USA listing remained fully operational and protected $14M+ in monthly revenue which is a testament to resilience.
The entire case was resolved in less than 30 days which minimized disruption to the company’s Q4 momentum and highlighted their commitment to excellence.
Client Feedback
The Brand Genius team delivered impressive clarity and outstanding results, providing top- notch Amazon Brand Management Services. They managed every detail smoothly and kept us informed throughout the entire process. In particular, their exceptional ability to resolve a critical problem without impacting the USA listing was a tremendous relief for our team which showcased their expertise and commitment to excellence.
(Head of eCommerce, Canada Skincare Company)
Key Matric | Before | After |
|---|---|---|
Resolution Time | - | 25 Days |
USA Listing Revenue | At Risk | $14M Monthly |
Canada Listing Revenue | $0 (Suspended) | $500K Annually |
Conclusion of the Case Study
This case study emphasizes the critical role of precision, speed, and expertise in identifying and overcoming Amazon's compliance challenges. By effectively leveraging Amazon 360's Troubleshooting and Compliance Services, the client not only averted potential revenue loss but also successfully reinstated an essential listing. This proactive approach led to a flawless resolution that positioned the client to fully harness their opportunities for Q4. Ultimately, this experience transformed a potential crisis into a valuable opportunity for growth and improvement.