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90-day pilot delivered Fushi a 27% growth in Amazon sales & re-defined its channel strategy
This initial demonstration provided instant growth for Fushi, we also improved efficiency and profitability on the channel, resolved longstanding issues, and updated the brand experience.
Fushi has now joined our Sustainable Growth Programme as a result.
Fushi & Amazon
Fushi is an award-winning Ayurveda-inspired health and beauty brand, creating products with pure and ethically sourced ingredients.
Fushi had been on Amazon for a long time, while its existing customer base was being well catered for, growth had plateaued as the product range was hard to find for new to brand potential customers.
The management of Amazon at Fushi had switched from working with an external agency to managing the channel in-house, after this became unsustainable Fushi once again looked for support from an external Amazon partner.
To assess whether joining ThePurposeLed was right for the brand Fushi started on our 90-day pilot, which involved conducting a review of key products, demonstrating what’s possible on the channel while addressing account and product level issues.
ThePurposeLed Solution
As part of the 90-day pilot, it was agreed to concentrate effort on a core set of products, enabling us to focus our analysis on the products that would lead to their growth on the channel.
“The experience of identifying core products with Fushi was unique as the range of products is so broad and the quality so high - take Fushi Beauty Oils as an example which are of such high-quality and made with only pure ingredients that they qualify as food-grade, meaning that they can also compete against food products.”
- James Lovett, Co-Founder, ThePurposeLed
The next steps were to get Fushi’s listings into the best possible shape. This would first involve mitigating some of their limitations on the platform, we worked on resolving their platform compliance issues and we consulted with their design teams on how to elevate Fushi’s brand presence, conducting design sessions to create assets that align with platform-specific best practices.
Whilst new assets were being prepared, we began planning our advertising activity. Starting by reviewing existing campaigns and refining them based on what is necessary to drive their growth. This also involved building new campaigns that aligned to the findings within our analysis. This research-driven approach to advertising breathed new life into the channel. They were now able to better balance their investments with the profitability of their product ranges.
Results of The 90-Day Pilot
During Fushi’s 90-Day pilot, we conducted an analysis and made recommendations that have improved the efficiency and profitability of Amazon within its channel mix.
Prior to the pilot, Fushi didn’t have the time or expertise to fuel its growth on the channel. Now they have been able to identify their core products, create effective advertising campaigns, and build a channel-specific strategy focused on sustainable growth.
Beyond Amazon’s bubble, we have connected Fushi to different partners from businesses that share the same purpose-led values that we do, supporting the growth of a brand we believe in is always at the forefront of all of our minds.
As a result of the pilot, Fushi joined our Sustainable Growth Programme, where we are working together on the next steps in the strategy to further increase the visibility and availability of such an amazing range of products.
Client Feedback
“Having worked with an external Amazon agency in the past we knew what we did and did not want, ThePurposeLed stood out due to their values and client experience being closely aligned to Fushi’s.
The 90-Day pilot enable us to get to know the team and judge whether they would be the right partner for us longer term. From the pre-pilot discussions exploring strategy to their abilities to fix issues and drive growth during the pilot, we were very pleased with our decision.
We have now joined ThePurposeLed’s Sustainable Growth Programme to build on the successes of the pilot and our confidence in Amazon has returned.”
- Rannesh Jansari, Founder and Director, Fushi
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