The brand
Our client is a premium provider of specialised cleaning consumables — and the official Numatic distributor for the world-famous Henry vacuum brand. The goal we agreed: launch their Genuine Hepa-Flo compatible vacuum bags into the highly competitive Amazon UK marketplace — starting from zero brand presence and zero sales history — and disrupt the entrenched category leader.
The starting point
Three problems were stacked on the table from day one:
- The cold-start problem. Launching an unranked product into a category dominated by the OEM (Numatic itself) and well-established incumbents with years of sales history and review velocity.
- A price war. Competitors were locked in a race-to-the-bottom pricing dynamic, making it difficult to scale while preserving healthy margins.
- Volume vs value tension. Transitioning from an aggressive "growth at all costs" launch posture to a sustainable, profit-focused operation — without sacrificing the organic ranking momentum we'd built.
Our playbook: "Scale Then Stabilize"
We implemented a deliberate two-phase strategy designed to win first, then protect.
Phase I — Aggressive market penetration
We leaned into Sponsored Brands and Sponsored Video ads to capture premium top-of-page real estate. Aggressive opening pricing triggered Amazon's "Choice" badge and pushed a 64% conversion rate. The result: revenue scaled from £0 to a peak of £29,527.09 monthly in record time.
Phase II — Profitability engineering
Once organic dominance was secured, we pivoted to margin protection. We raised the price point to £28.99, optimised the PPC portfolio toward high-ROAS keywords, and deliberately prioritised net profit over gross revenue volume to safeguard the client's long-term business health.
The result
The project now stands as a benchmark for efficient e-commerce management, holding elite-level metrics:
- £29,527 — peak monthly sales
- 12.04x — current ROAS
- 8.31% — current ACOS
- 66.67% — share of sales to new-to-brand customers
What's notable here isn't just the launch numbers. It's that the brand kept the rankings and tightened the margins at the same time — without sacrificing organic momentum.
What this means for serious Amazon brands
Most cold launches fail because they collapse at the second pivot — the moment efficiency has to replace volume. The Henry launch shows the transition can be engineered rather than hoped for. If you're launching against a dominant OEM, or stuck in a race-to-the-bottom pricing dynamic, the Scale-Then-Stabilise playbook is potentially achievable for your brand.
Evidence
The proof.
Screenshots from the live Amazon account.
Achievable for your brand
The same playbook can work for you.
Whether the exact tactics here translate depends on your category, your competition and your data. The fastest way to find out: book a free 15-minute audit. You'll walk away with a hyper-personalised niche report on your category — yours to keep, whether we end up working together or not.
