Heath Riles BBQ sells competition-grade seasonings, sauces and marinades, built on the reputation of its award-winning pitmaster. The products had strong direct-to-consumer and retail traction. Amazon was the channel lagging behind — held back by seller-fulfilled logistics and listings that had never been optimised for the platform.
The challenge
Listings lacked cohesive branding and persuasive content. The majority of sales were seller-fulfilled, which limited Prime eligibility and suppressed conversion against competitors who had it. The brand's fulfillment partner was overwhelmed by direct-order volume. And the whole operation needed a structure that could absorb sharply seasonal demand rather than buckle under it.
What we did
ExpertCPG migrated the top-performing listings to Fulfillment by Amazon and built Amazon-specific imagery, A+ pages and a brand story to match. Sales data then guided new product bundles, which lifted average order value without requiring new products.
Throughout, the team worked directly with the brand's existing fulfillment partner to keep inventory consistently available. That is what let the channel grow without adding operational strain — the growth and the relief happened together rather than trading off.
The outcome
Sales more than doubled across the May-to-September BBQ season, with monthly revenue roughly doubling. Fulfillment by Amazon went from 24 percent to 77 percent of sales, taking substantial load off the fulfillment partner. The Amazon momentum also helped accelerate the brand's expansion into Lowe's and Walmart.
Heath Riles BBQ turned Amazon into a high-growth, low-effort channel by fixing fulfillment first and content second. With streamlined operations and national retail momentum, the brand now has a foundation that scales with the season instead of straining against it.