WNL Products Amazon Case Study: Five-Fold Sales Growth and Amazon Policy Compliance
Every once in a while, we at Goat Consulting get the privilege to work with a company that makes a social impact, which makes our services more meaningful beyond just selling products and driving revenue. We are proud to work with WNL Products, an industry leader in AED training devices, CPR masks for first responders, wellness, and injury prevention products. Our team is motivated by the fact that not only does each Amazon sale of an AED training device bring sales to WNL Products, but also AED/CPR instructors are able to use the devices to train countless individuals in the life-saving steps of how to properly use an AED, which can save people experiencing life-threatening cardiac arrhythmias. A sale of a WNL Products AED or CPR trainer on Amazon could go to an instructor that could train a first responder that could end up saving a family member, friend, or you.
Increase Sales Through Best Practice Merchandising and Amazon Advertising
When WNL Products first approached Goat Consulting, they utilized all the basic product listing merchandising to tell Amazon customers about their product including title, bullet points, and product descriptions. However, we identified some key opportunities to improve merchandising:
Keyword and SEO focused listing improvements
Using our market, product, and keyword research we developed a list of keywords customers might search to find and purchase their products and embedded them naturally and organically into the product description sections, to allow Amazon to index the products to be found in customer search results.
Parent/Child Variations
WNL Products has variations of like products. For example, CPR Masks come in a hard or soft case, and multiple size offerings. We combined the like products into a single product listing. This is a better shopping experience for Amazon customers to see all options on one page, and helps with increasing search results and sales rank as the sales are all accumulated to one product listing.
A+ Enhanced Brand Content and Storefront
AED Trainer kits come with a variety of items in an individual kit. We were able to inform customers through images on the A+ page what is included in each kit, as well as utilize comparison charts between similar products for customers to compare and make an informed decision.
Bundles
The products in the WNL Products catalog pair well together. To increase basket size, we utilized Amazon Bundles, which merchandises 2 product listings in one and provides the Amazon customer a slight discount. For example, we created a bundle using the AED trainer and compression rate wrist monitor.
Amazon Advertising
Once the merchandising was in place, we set up Amazon Advertising architecture to get the product listings in front of more customers and generate sales. We created a variety of campaigns including Sponsored Products, Sponsored Brands, and Sponsored Display to achieve different goals including awareness, conversion, and customer loyalty. We continue to improve campaign performance through optimization efforts. We also leveraged Video Ads which can be particularly helpful for more intricate items such as the AED Trainers.
Subscribe and Save
We have leveraged the Amazon Subscribe & Save program, which allows customers to sign up for recurring purchases. For example, CPR and AED training programs or classrooms are able to subscribe to recurring deliveries at a discounted rate, which ensures they will never be out of the supplies they need for life-saving training.
Maintain Active Product Listings by Following Amazon Policies and Appeal Submissions
As we have found success in sales through best practice merchandising and Amazon Advertising, it has been equally important to mitigate product listing risk and comply with Amazon policies. Amazon maintains a high level of product compliance to ensure Amazon customers receive safe and authentic products.
A situation we found ourselves in with WNL Products was that Amazon removed product listings related to masks, and CPR masks were grouped into that removal. We worked closely with the WNL Products team to submit the correct documentation through an appeal to reinstate the product listings and continue providing a much-needed product to first responders.
As the WNL Products catalog grows, we review category-specific requirements to ensure compliance with all applicable Amazon policies to continue to have success on the Amazon marketplace and provide Amazon customers with quality safety products.
In Their Own Words
"Maximizing sales potential on the Amazon platform requires expertise specifically in the world of Amazon. Goat Consulting has a team of them! We at WNL Products have been utilizing their services since January 2020. The numbers speak for themselves; sales have grown five-fold and continue to do so. In addition to managing our existing line of products Liz (our assigned Account Manager) and the Goat Consulting team have assisted us with suggestions on potential new items within our current scope of business and new categories where they see an opportunity. The Amazon platform is constantly changing and Goat Consulting is on top of it; explaining new marketing/advertising tools and developing a plan to use them when applicable.
We are a small business with less than 10 employees. For us it makes sense to use an outside service to manage our Amazon business. We simply do not have the resources to hire someone full or part time to do this. The cost/benefit for medium and large sized business also makes perfect sense. Why hire a staff of employees when Goat Consulting can do a better job and save you money?"
Wayne Eddy, President, WNL Products
Wrapping Up the WNL Products Amazon Case Study
Goat Consulting is proud to work with clients like WNL Products that sell items with a purpose. We are motivated to increase sales and mitigate risk for WNL Products because it generates sales for our client, but also gets lifesaving training and field products into the hands of Amazon customers who are AED/CPR trainers and first responders.
If this resonated with you or you want to learn more about increasing sales and mitigating risk on Amazon, please reach out through our contact form.
About the Author
This post was written by Reed Thompson, the CEO at Goat Consulting. Reed helps lead the Goat Consulting team and their clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. If you want help with Amazon policy compliance or assistance with other aspects of selling on Amazon, please reach out through our contact form.