Embe Babies is known for its innovative swaddles and had built real traction in big-box retail. Amazon was the exception. Four different agencies had worked the channel without moving it. Within six months of partnering with ExpertCPG, the brand's Amazon sales more than quadrupled.
The challenge
Amazon sales were flat while the same products sold well in physical retail — a gap that usually points at execution rather than demand. Advertising spend was inefficient and returning little. And the team had no internal resource able to own Amazon strategy, which is why the channel had been handed to agency after agency in the first place.
What we did
ExpertCPG ran a full-service turnaround through Total Account Management. We overhauled the product listings with keyword-rich copy and rebuilt imagery, cleaned up the variation sets so shoppers saw one coherent family of products instead of scattered listings, and rebuilt the advertising campaigns from the ground up to cut wasted spend.
The important part was that content, operations and advertising moved together under one team. Embe had never had that — each previous agency owned a slice, and the slices did not line up.
The outcome
In the first 180 days, sales increased 321% — more than quadrupling monthly revenue. Advertising cost of sales dropped 19 percent, and click-through rose 61 percent — engagement improving and efficiency improving at the same time, which is what a coherent rebuild looks like.
Embe Babies' turnaround shows what happens when a genuinely good product meets execution that matches it. With the details handled — listings, logistics, advertising — Amazon stopped being the channel that would not work and became one that does.