Cleverpup Goat Consulting Amazon Case Study
At Goat Consulting, we are delighted to work with Cleverpup, which is a thoughtful, design-forward dog brand that makes beautiful and clever essentials for dogs and their humans. We’re lucky that we get to say we’ve helped Cleverpup from the ground up, as they came to us before they had any presence on Amazon. Partnering with us allowed them to hit the ground running as they launched on Amazon from scratch. Goat Consulting’s expertise in Amazon strategy allowed Cleverpup to begin their journey selling on Amazon with a strong foundation and continues to help them grow their Amazon sales. Goat Consulting can focus on the Amazon side, while the Cleverpup team continues to focus on their mission of creating high-quality, well-designed pet products that improve your time with your pets (while looking great!).
The types of projects we’ve worked on together include:
Account and brand setup on Amazon
Product listing and Merchandising
Advertising strategy, launch, and optimization
Reporting and performance tracking
Start From Scratch: Account, Brand, and Product Listing Setup
Before any brand can succeed on Amazon, it needs the right foundation, from initial Seller Central Account set-up and Brand Registry rights to compliant product listings. Cleverpup had no presence on Amazon before engaging with Goat Consulting. We helped them register their brand to protect their content and set up their account for success. Without this step, they wouldn’t have been able to control how their brand showed up, utilize key tools like A+ Content and Brand Story, or run Sponsored Brands Ads.
What we did:
Helped register Cleverpup’s brand with Amazon Brand Registry
Ensured Cleverpup’s Seller Central Account was set up correctly and linked with their Brand Registry
Confirmed their Seller Central account information was verified to avoid issues down the road and to help ensure a smooth launch.
These steps laid the foundation to ensure everything was set up correctly to avoid problems down the road. Having our expert eye on the account creation allowed them to prevent any errors that could lead to the inability to sell on Amazon in the future.
Powerful Listings: Product Merchandising and Content Creation
When it comes to brand building, Cleverpup made it easy for us. 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. Before Goat, they had no presence on the platform. We not only had to get their product listings up and running on Amazon, but we had to do it effectively so potential customers understood what made this brand different. Without strong product listings and merchandising on Amazon, the brand wouldn't have stood out. Our goal was to use their existing content and translate it for Amazon. While they already had great branding and content, it wasn’t formatted for Amazon. That’s where Goat Consulting comes in. We used every brand tool available to help tell their brand story and utilize their beautiful existing content, making them shine on Amazon.
What we did:
We started from the bottom, prioritizing the product listings, the final place a customer will interact with their brand on Amazon before making a purchase.
To optimize the listings, we wrote SEO optimized bullet points that clearly communicated key features, their clever benefits, and the “why” behind the brand
We worked with Cleverpup to design product images and infographics that made sense for Amazon, fit in with product image guidelines, and showcased their quality products and use cases.
No product listing is complete without video. Customers continue to expect it to truly understand a product and connect with the brand. We helped Cleverpup utilize their brand videos on the product listings pages
Next, we took merchandising beyond the listing by creating a Brand Story Module to share more about their brand’s values and introduce their full line of products, thinking of cross-selling products early on.
We built out optimized Premium A+ Content for their product listing. It was important that the A+ content explained Cleverpup’s products in detail and showcased key features, while cross-merchandising other products and continuing to send a cohesive message about their brand story.
They have a beautiful DTC website, and we wanted to be sure their Storefront on Amazon reflected that same attention to detail. We drafted out and launched a custom Amazon Storefront that effectively utilized their beautiful branding and made it easy to browse by product and to see all of their offerings.
To keep content fresh, we post regularly with Amazon Posts to share lifestyle content and inspiration, and generate additional clicks and traffic for free. This allows us to further recycle content that already exists for their other social channels.
It was important for this brand-new seller to utilize Amazon Vine to gain reviews for their product early on and foster customer trust.
As a result, these fully merchandised product listings created a strong and cohesive brand presence for Cleverpup on Amazon, which is easily discoverable by potential customers
Next Level Growth: Amazon Ads Strategy
With the foundation laid, it was time to take Cleverpup to the next level on Amazon by utilizing Amazon Ads. Again, we started from scratch as 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 in this category. Our goal was to spend ad dollars strategically and maximize return while growing brand awareness.
What we did:
Developed a cohesive ad strategy that incorporated all major ad types to drive traffic to their listings
We utilize Sponsored Products to meet customers where they are and show up for popular product search terms
We take advantage of Sponsored Brands Ads to further promote our brand storefront, utilize video in ads, and ensure we show up for anyone searching for this brand on Amazon
Sponsored Display allows us to retarget any customers who have viewed our detail page and may still be thinking of us
It’s important to take advantage of any freebies put out by Amazon. We utilized Sponsored TV during their promotional period for new brands, allowing us to grow impressions and top-funnel ads for free
We didn't neglect competitor targeting in any of this, ensuring we show up near competitors, especially those with similar price points
Strategizing for Amazon Ads and launching them early on helped us drive growth fast and grow listings to help support organic sales. 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 as well and will contribute to long-term growth beyond just 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 the performance of each area on Amazon including: product listing and storefront performance, conversion rates, and Amazon Ads results. We then take action by making changes in order to continue to improve towards the goals we set to achieve.
What we do:
We monitor account performance by measuring KPIs that both Goat Consulting and Cleverpup know to be the key drivers to success
We continue to do constant Amazon Ad Optimization to ensure our ads continue to perform well and efficiently
We utilize Amazon Brand analytics to monitor how we stack up against competitors and take advantage of any learnings.
We continually perform A/B tests Manage Your Experiments to ensure we are getting the absolute most out of our listings.
It’s important to keep brand presence fresh on Amazon, and a key component of that is Storefront seasonal updates, ensuring we align with any major shopping holidays.
In order to build reviews on listings, we perform compliant review requests to keep growing that number.
A good offense is nothing without defense, which is why we perform Account health checks and stay ahead of any compliance issues or unique problems that may arise on the account.
A Word From Client
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
Conclusion
Cleverpup came to Goat Consulting with a clear vision, to 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 their account and registering their brand to creating optimized product listings, effective merchandising, and a thoughtful advertising strategy, every step was part of the strategy planned to set them up for success. All of this work has led to a smooth and successful launch for Cleverpup. As they continue to focus on their mission of improving life for dogs and their humans, we’re proud to support them behind the scenes on Amazon. Cleverpup continues to grow on Amazon, as we help them connect with customers, drive sales, and reinforce their brand story every step of the way. If this case study resonated with you or if you feel inspired to launch your brand on Amazon, reach out to Goat Consulting for help.