Muk Haircare – How Amazon went from Muk’s worst to most profitable online channel
E-commerce
With deep Amazon expertise and a data-led approach, we helped Muk completely overhaul their Amazon presence.
Structural Amazon Issues
Before fixing listings or ads, we resolved the foundational 1P v 3PM model
Full Account Ownership
Content, SEO, advertising, FBA, and brand health - one team, end-to-end.
2.5x increase in revenue year on year
After targeted changes
“Tim and the team brought us immediate Amazon clarity and strategic direction. Their deep understanding of Amazon and data for forecasting, allowed us to redesign our approach and build a model that works for our brand.
Since partnering we’ve achieved a 2.5x increase in revenue year on year, and Amazon has gone from our least profitable ecommerce channel to our most profitable. The team has become a true extension of ours and we couldn’t be happier.”
Insights
- Began with a rigorous forecasting exercise to model both vendor approaches and identify which would best serve Muk's commercial and brand objectives
- In some categories, a well-structured vendor model can deliver 2–3x improvement in profitability, and getting this foundational decision right was critical before anything else.
- Stock issues lead to lost sales, competitor market share risks and negative customer reviews
Complete Amazon account management
Strategy & Solution
Strategic re-alignment of Amazon business model (1P vs 3P)
Brand control and account health - unauthorised resellers and customer review management
Amazon SEO
Advertising management
Fulfillment By Amazon (FBA) strategy & ongoing support
Optimised product, content and portfolio listings
Results
2.5x increase in revenue year on year since partnership started
Amazon went from Muk’s least to most profitable eCommerce channel
Distributor channel conflicts have been eliminated
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