When a furniture brand struggles on Amazon after years of trying, the right help can change everything. This case study shows how our UK based Amazon Agency took a furniture brand from just £10,000 monthly sales to £567,000 per month in only 16 months.
The Problem: A Brand Stuck on Amazon
In August 2023, we started working with a furniture brand that had been selling on Amazon for four years. Even with all that experience, they were stuck competing with other sellers and only making about £10,000 each month. Their old Amazon manager didn't know enough about the platform, so the brand missed lots of chances to grow.
What They Already Had
Here's some details about the client when we began working with them:
- Product Range: 110-120 different listings with over 1,000 products
- Higher Prices: Their products cost 20-30% more than similar items
- Good Reviews: Most products had 4.3-4.5 star ratings (Amazon rounds these up to 4.5 stars)
- Brand Registry: They could use Amazon's special brand tools, but weren't using them
These basics were solid, but they weren't doing the vital work needed to succeed.
Finding the Main Problems
When we looked at their account, we found six big issues stopping their growth:
1. No Keyword Strategy
The brand wasn't targeting any search words; they were invisible. Without the right keywords, their products were lost in Amazon's huge marketplace.
2. Weak Pictures and Branding
Even though they had access to special brand tools, the client had:
- No helpful product images with information
- No A+ Content (enhanced product descriptions)
- No Brand Store (their own shop on Amazon)
- Basic photos with no lifestyle shots
This hurt both how many people clicked on their products (click-through-rate) and how many actually bought them (conversion-rate).
3. Poor Product Listings
Their product pages weren't set up to work well with Amazon's system or appeal to customers. The titles, bullet points, and descriptions didn't include important search words or compelling reasons to buy.
4. Confusing Product Options
Some listings had up to 70 different varients (different sizes, colours, etc.), but they were organised poorly. This made it hard for customers to find exactly what they wanted.
5. Bad Claims Handling
When customers complained or filed A-to-Z claims, the brand handled them poorly. This cost them money they could have saved with better management.
6. Wasted Advertising Money
Their advertising was just basic auto-campaigns with no smart targeting or organisation. They were basically throwing money away without getting good results.
Our Plan to Fix Everything
We knew we could dramatically improve their sales by fixing their product listings, using Amazon's brand tools properly, and creating smart advertising campaigns. Our approach was to build on what they already did well while fixing each problem step by step.
How We Made It Work: Four Main Steps
Step 1: Using What They Already Had
Instead of starting over completely, we found their strengths and made them better. Their good products and review rating gave us a strong place to start.
First Actions:
- Made their best listings with good reviews even better
- Won back money from customer A to Z claims (about £40,000)
- Fixed account health problems
- Removed old listings that they didn't use anymore
- Added new products based on market research
This foundation work was important before we started growing the business.
Step 2: Complete SEO Improvement
Our SEO plan involved studying competitors and adding the right keywords everywhere on their product pages.
Finding the Right Keywords: We used a tool called Helium10 to see what keywords worked for successful competitors. We took their best keywords and filtered them to find the ones that actually make people buy - usually longer, more specific phrases.
Title Improvement Formula:
[Brand Name] [Main Product Type / First Keyword] [Key Feature] [Size/Color/Material] [Secondary Keyword] [Specific Type]
Each title used exact keyword matches while staying under Amazon's 200-character limit. Titles included important details like size, colour, material, and special features to match what customers were searching for.
Bullet Point Strategy: We created a simple system for bullet points:
- Bullets 1-4: Main product benefits with target keywords worked in naturally
- Bullet 5: Important product info or extra keywords
- Each bullet under 250 characters for easy reading
- Keywords added naturally without stuffing
- Clear, simple language anyone could understand
Description and A+ Content: We completely rewrote product descriptions to include exact keyword matches while keeping them interesting and helpful. We balanced keyword use with persuasive language, giving detailed product information while following Amazon's rules.
Ongoing Improvements: Every 30 days, we updated keywords based on how well they were working - a continuous improvement approach that most competitors weren't doing.
Step 3: Visual Design Makeover
Since many shoppers don't read long product descriptions, we focused heavily on visuals.
Custom Product Images: We created unique image sets for each product variation. For a listing with 70 different options, this meant 70 different main images showing exactly what customers would get. When someone searched for "black chair and table furniture set," they saw exactly that combination in the search results.
This attention to detail helped more people click on their products and buy them because customers could immediately see the right product.
Product Benefits in Images: We highlighted key features and benefits directly in the product photos. Since many shoppers rely on pictures, this made sure important selling points were communicated even to people who didn't read the text.
3D Video: For their best-selling product, we created professional 3D video content. While this took time and money, it made the listing stand out from competitors and helped more people buy.
Brand Store Creation: We built a complete Brand Store showing their entire product range with professional design and easy navigation. In November 2024 alone, the Brand Store made £35,000 in revenue. This was important because without a Brand Store, clicking on the brand name shows customers a page where competitors' products also appear.
Step 4: Smart Advertising Management
Our advertising approach focused on using the budget efficiently and continuously improving campaigns.
Testing Method: We started with broad, phrase, and auto campaigns to discover which keywords actually worked - a much cheaper approach than starting with expensive exact match campaigns.
Negative Keyword Strategy: To protect the advertising budget, we negated phrases we knew wouldn't lead to sales.
Campaign Organisation: We organised campaigns based on:
- Different styles
- Size options (small, large, extra large, etc.)
- Product categories
- How well they performed
We watched closely and blocked poor-performing keywords as we got data, continuously making campaigns work better.
Category Campaign Improvement: For top-performing products, we created special campaigns based on product ratings and competitive pricing.
Process Improvements and Problem Solving
Managing Product Variations
Handling listings with up to 70 options each required careful organisation of parent-child relationships. We chose appropriate variation themes to make it easy for customers to find products and used systematic processes to maintain accuracy.
A-to-Z Claims Management
We created a complete claims management strategy using a tracking system to monitor progress. Over the 15-month period, this systematic approach helped recover about £40,000 in disputed charges that might have been lost otherwise.
Account Health Improvement
Through proactive compliance management and quick problem resolution, we improved the client's Account Health score from 200 to 364. This improvement was important because scores above 300 provide extra protection - Amazon won't immediately shut down accounts for policy issues as long as sellers actively work to fix problems.
Results: Amazing Transformation
The results speak for themselves: going from £10,000 to £567,000 monthly revenue represents a 5,570% increase over 16 months. This transformation shows the power of systematic improvement across all aspects of Amazon selling.
Key Results Achieved:
- Revenue Growth: £10,000 to £567,000 monthly (5,570% increase)
- Claims Recovery: £40,000 in successfully won customer complaints
- Account Health: Improved from 200 to 364
- Brand Store Revenue: £35,000 in November 2024 alone
- Conversion Rate: Big improvements through better visuals and content
- Keyword Rankings: Steady improvement across all target terms
Key Lessons for Amazon Furniture Brands
This case study shows several important success factors:
- Fix the Foundation First: Address account health and rule compliance before trying to grow aggressively
- Systematic SEO: Complete keyword research and regular improvement cycles are essential
- Invest in Visuals: High-quality, variation-specific images and videos significantly impact sales
- Strategic Advertising: Efficient ad management requires systematic testing and continuous improvement
- Process Management: Proper variation structure and claims management protect profits
- Brand Store Value: A well-designed Brand Store provides additional revenue and brand control
For furniture brands struggling with Amazon performance, this case study proves that dramatic transformation is possible with the right strategic approach and systematic execution.
The client now focuses entirely on operations and product quality while we handle all Amazon-related marketing and optimisation. This partnership model lets brands use specialist expertise while focusing on what they do best.
Want to see the complete strategy in action? Watch on YouTube for detailed insights into our Amazon furniture scaling method.
Ready to transform your Amazon performance? Contact our team to discuss how we can create similar results for your furniture brand.