Lalabu is a purpose-driven baby carrier brand known for intuitive, well-designed products including its patented Dad Shirt. The company had genuine brand awareness and wanted to turn it into Amazon growth — without the creative, advertising and operational drag that had been holding the channel back, and without adding work for a team already running direct-to-consumer.
The challenge
Content was unrefined and the advertising portfolio was unfocused, spending across too many targets to be efficient at any of them. Logistics and operations carried their own inefficiencies. Lower-priced alternatives were competing directly on the same search terms. And while the internal team was experienced at direct-to-consumer, it had little bandwidth left for Amazon.
What we did
ExpertCPG deployed Total Account Management to run the Amazon channel end to end. The team enriched listings with educational, search-optimised copy, Premium A+ content and imagery built to compete at thumbnail size.
Advertising was completely restructured — not trimmed, rebuilt — around efficient spend and focused, data-driven targeting. A storefront refresh and a streamlining of Fulfillment by Amazon rounded out the work, so the operational side stopped consuming the gains the marketing side produced.
The outcome
Since the partnership began in February 2025, Lalabu has generated a 90 percent year-on-year increase in Amazon sales, at a total advertising cost of sales of 14.18 percent — with a majority of revenue attributed to advertising running at that efficiency.
Lalabu's story shows what happens when a thoughtful brand pairs a genuinely good product with execution that matches. The team gained efficiency, scaled revenue, and built a foundation that keeps working without pulling attention away from the rest of the business.