Strategic Overhaul Drives 67% Sales Increase for Mueller on Amazon

​OVERVIEW​

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Mueller, a leading brand in its category, was underperforming on Amazon due to limited platform presence, absence of vendor manager support, and suboptimal profitability metrics compared to category benchmarks. Partnering with Channel Key, Mueller sought to address these challenges, unlock new growth opportunities, and establish a more competitive and profitable position on the marketplace.  
 

APPROACH

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• Using Amazon contacts secured a Vendor Manager within first 30 days of contract   

• Reviewed assortment and cost structure at item level, creating a bottoms up forecast to ensure instock on focused items  

• Update content and assets across Amazon platform: Brand Store, PDPs, A+ Content using AB testing 

•   Review overall ad strategy on Amazon 

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CONCLUSION

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Channel Key created a strategic business plan with Amazon that opened up new programs such as Fresh and Subscribe & Save, while also reducing terms. They optimized the assortment and adjusted costs to prioritize profitability, focusing on the top 80% of revenue-generating items. Ensuring consistent stock with broader weekly coverage enabled sustainable growth. The team also recommended improved ad positioning to boost visibility. As a result, Mueller realized a 67% increase in sales and achieved profitability above the category average.