Cleverpup Amazon Case Study: Launching a Design-Forward Pet Brand From Zero

Apr 16

This case study is about how Goat Consulting helped Cleverpup, a thoughtful, design-forward dog brand that makes beautiful and clever essentials for dogs and their humans, launch on Amazon from the ground up. Cleverpup had no presence on Amazon before engaging with Goat Consulting. Partnering with us allowed them to hit the ground running as they launched on Amazon from scratch, while the Cleverpup team continued to focus on their mission of creating high-quality, well-designed pet products.

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The Challenge: No Amazon Presence, Competitive Category

Cleverpup came to Goat Consulting before they had any presence on Amazon. They needed the right foundation built from initial Seller Central account setup and Brand Registry rights to compliant product listings, an advertising strategy, and performance tracking. Without this groundwork, they would not have been able to control how their brand showed up on Amazon, use key tools like A+ Content and Brand Story, or run Sponsored Brands Ads.

Goat Consulting’s Approach

The work covered four areas: account and brand setup, product listing merchandising, Amazon Ads strategy, and ongoing performance measurement.

Account, Brand, and Product Listing Setup

Before any brand can succeed on Amazon, it needs the right foundation. We helped register Cleverpup's brand with Amazon Brand Registry, ensured the Seller Central account was set up correctly and linked with the Brand Registry, and confirmed account information was verified to avoid issues down the road and help ensure a smooth launch. Having our expert eye on the account creation allowed them to prevent errors that could lead to the inability to sell on Amazon in the future.

Product Merchandising and Content Creation

Cleverpup already had a beautiful brand with a clear story, thoughtful design, premium materials, and a love for dogs and their humans. But none of that was on Amazon yet. We not only had to get their product listings up and running, but we had to do it effectively so potential customers understood what made this brand different. Our goal was to use their existing content and translate it for Amazon for highly convertible merchandising.

What we did:

SEO-optimized bullet points that clearly communicated key features, benefits, and the "why" behind the brand.
Product images and infographics designed for Amazon that fit product image guidelines and showcased quality products and use cases.
Video on product listing pages to help customers understand the product and connect with the brand.
Brand Story Module to share more about Cleverpup's values and introduce their full line of products, thinking of cross-selling early on.
Optimized Premium A+ Content that explained products in detail, showcased key features, cross-merchandised other products, and continued to send a cohesive message about the brand story.
Custom Amazon Storefront that reflected the same attention to detail as their DTC website and made it easy to browse by product.
Amazon Posts published regularly to share lifestyle content and inspiration, generating additional clicks and traffic for free, recycling content that already existed for other social channels.
Amazon Vine to gain reviews early on and foster customer trust for a brand-new seller.

These fully merchandised product listings created a strong and cohesive brand presence for Cleverpup on Amazon, easily discoverable by potential customers.

Amazon Ads Strategy

With the foundation laid, it was time to take Cleverpup to the next level with Amazon Ads. They had no existing Amazon Ads presence and a limited budget, making it hard to stand out in a competitive category. We knew from the beginning that Amazon Ads would be vital to remain competitive. Our goal was to spend ad dollars strategically and maximize return while growing brand awareness.

What we did:

Sponsored Products to meet customers where they are and show up for popular product search terms.
Sponsored Brands Ads to further promote the brand storefront, use video in ads, and ensure showing up for anyone searching for the brand on Amazon.
Sponsored Display to retarget customers who viewed the detail page and may still be considering a purchase.
Sponsored TV during Amazon's promotional period for new brands, allowing us to grow impressions and top-funnel ads for free.
Competitor targeting across campaign types, ensuring showing up near competitors, especially those with similar price points.

Even with a limited budget that is often common for a new brand, we were able to drive traffic to Cleverpup's listings, boost clicks in a competitive category, and support a steady increase in sales. This investment in Amazon Ads helped accelerate organic ranking and will contribute to long-term growth beyond ad sales as they reach new customers.

Measuring Performance and Continuous Improvements

Amazon is not a "set it and forget it" channel. Goat Consulting is always measuring performance including product listing and storefront performance, conversion rates, and Amazon Ads results, then taking action to continue to improve toward the goals we set.

What we do on an ongoing basis:

Monitor account performance by measuring KPIs that both Goat Consulting and Cleverpup know to be the key drivers to success.
Constant Amazon Ad optimization to ensure ads continue to perform well and efficiently.
Amazon Brand Analytics to monitor how we stack up against competitors and take advantage of learnings.
A/B tests through Manage Your Experiments to ensure getting the most out of listings.
Storefront seasonal updates to keep brand presence fresh and aligned with major shopping holidays.
Compliant review requests to keep growing review count.
Account health checks to stay ahead of compliance issues or unique problems that may arise.

Results

Cleverpup launched with confidence, reached new customers quickly, and built a presence on Amazon that reflects who they are as a brand. All of the work from account setup through advertising and ongoing optimization has led to a smooth and successful launch. As Cleverpup continues to focus on their mission of improving life for dogs and their humans, we support them behind the scenes on Amazon, helping them connect with customers, drive sales, and reinforce their brand story.

In Their Own Words

"Bringing Cleverpup to Amazon was a big step for our brand, and we knew it had to be done right. From day one, Goat Consulting understood our vision and they didn't just help us launch; they helped us tell our story in a way that felt authentic and elevated. Their strategic guidance, attention to detail, and deep expertise made what could have been an overwhelming process feel seamless. Thanks to their partnership, we launched with confidence, reached new customers quickly, and built a presence on Amazon that truly reflects who we are." -Michael, Cleverpup

Wrapping Up the Cleverpup Amazon Case Study

Cleverpup came to Goat Consulting with a clear vision: bring their beautiful and clever pet product brand to Amazon for the very first time. Before working with Goat, the brand had no presence on the platform, and we are proud to be their partner in building their Amazon business from the ground up. From setting up the account and registering the brand to creating optimized product listings, effective merchandising, and a thoughtful advertising strategy, every step was part of a strategy planned to set them up for success.

If this case study resonated with you or if you want to launch your brand on Amazon, reach out through our Contact Us form.