Vantage
OOLY CLIENT SUCCESS STORY
Defensive Strategy Helps Remove Unauthorized Resellers
and Regain Brand Control
Overview
Ooly is a leading brand in the arts and crafts industry. They came to
us with concerns of unauthorized resellers on their Amazon listings,
causing low buy box win rates on multiple ASIN’s. Ooly wanted to put
a strategy in place immediately to address the low ASP’s that these
resellers were causing. VantageBP, together with Ooly, crafted a
brand protection strategy to remove unauthorized resellers and
increase channel sales by creating a stepped priority of ASIN’s to
tackle first.
By focusing on priority ASIN’s with the greatest ASP concerns, Ooly
could easily track their ROI through both increased buy box wins as
well as sales increases.
APPROACH
Ooly partnered with VantageBP to conduct a thorough audit and identify the scope of unauthorized sellers disrupting their product listings.
Create a targeted ASIN approach which would prioritize removal of the sellers causing the most damage to the brand’s ASP.
Results
98%
Buy Box Wins for the
Most Troublesome ASIN
after 3 Months
78%
Online Infringements
Close Rate after 3 Months
$183.7K
Dollar Amount Increased By
Buy Box Win % Across 3
Months for Top 3 ASIN’s
544
Unauthorized Listings
Removed from Amazon
Conclusion
Ooly’s primary objective was to increase listing margin and overall sales on
Amazon. This was contingent upon Ooly’s ability to gain control of their buy boxes.
As a leader in online brand protection, VantageBP launched a strategic approach
to address Ooly’s specific concerns. Within 3 months, VantageBP removed 201
unauthorized resellers from 544 Amazon listings.
Ooly’s partnership with VantageBP helped increase their average buy box rate to
97%. This correlated to an increased sales growth of 195% and brought their ASP’s
back to expected levels on Amazon.
Ooly Magic Puffy Pens (B014DMSRGE)
Before
5.6%
Buy Box Wins for
Nov-Dec of 2022
$39K
In Sales for Nov-Dec
of 2022
After
98%
Buy Box Wins for
Nov-Dec of 2023
341%
Increase in Sales
Concerns & Resolutions
In November and December of 2022, Ooly saw buy box wins on their Magic Puffy
Pens just 5.6% of the time, culminating in $39k in sales.
In November and December of 2023, after implementing VanatgeBP’s services,
Ooly saw buy box wins on their Magic Puffy Pens jump to 98% of the time, with a
341% increase in sales.
Ooly Scented Yummy Yummy Glitter Gel Pens Set of 12 Pens (1223064417)
Before
18%
Buy Box Wins for
Nov-Dec of 2022
$11.6K
In Sales for Nov-Dec
of 2023
After
96%
Buy Box Wins for
Nov-Dec of 2023
$50.6K
Increase in Sales
for Nov-Dec of 2023
Concerns & Resolutions
In November and December of 2022, Ooly saw buy box wins on their Scented
Yummy Yummy Glitter Gel Pens Set of 12 Pens just 18% of the time.
In November and December of 2023, after implementing VanatgeBP’s services,
Ooly saw buy box wins on their Scented Yummy Yummy Glitter Gel Pens Set of 12
Pens jump to 96% of the time, with a 354% increase in sales.
Ooly Chunkies Twistable Tempera Paint Sticks For Kids in Metallic Colors (B08FY29XSN)
Before
41%
Buy Box Wins for
Nov-Dec of 2022
$11.7K
In Sales for Nov-Dec
of 2023
After
99%
Buy Box Wins for
Nov-Dec of 2023
$22.7K
Increase in Sales
for Nov-Dec of 2023
Concerns & Resolutions
In November and December of 2022, Ooly saw buy box wins on their Chunkies Twistable Tempera Paint Sticks for Kids in Metallic Colors just 41% of the time, culminating in $11.7K in sales.
In November and December of 2023, after implementing VanatgeBP’s services,
Ooly saw buy box wins on their Chunkies Twistabke Tempera Paint Sticks for Kids in Metallic Colors jump to 99% of the time, with 22.7K in sales.