"Neato's strategic approach to our distribution challenges was transformative. We not only regained control over our pricing and visibility but also saw a significant boost in sales. Their expertise in Amazon advertising and brand enhancement is unparalleled."
Earth Animal's Strategic Transformation with Neato
Known for its commitment to high-quality ingredients and holistic pet care, Earth Animal provides products trusted by pet owners who prioritize their pets' health and well-being. Each product is carefully crafted to meet stringent quality standards using only the finest ingredients. Their range includes options for pets with specific dietary needs and preferences, ensuring that every pet enjoys a nutritious and balanced diet. Earth Animal also emphasizes sustainability, responsibly sourcing ingredients, and employing eco-friendly practices in production.
Earth Animal encountered intricate distribution and supply chain challenges that impeded their growth. By partnering with Neato, they streamlined operations, enhanced brand visibility, and regained pricing control on Amazon.
The Challenge
Earth Animal had strong brand equity in pet wellness — but growth on Amazon was fragmented.
Portfolio overlap between chew types
Blended campaigns limiting intent clarity
Under-leveraged premium positioning
High traffic, under-optimized conversion
The No-Hide line had awareness — but not dominance.
The Opportunity
The No-Hide Salmon Chew was sitting inside a high-intent wellness search pocket with limited true premium competitors.
Search behavior showed:
Strong demand for alternative rawhide
Ingredient-conscious pet owners
Willingness to pay for digestibility and safety
But campaigns were blended. Messaging was diluted. And intent signals weren’t being fully captured.
The product wasn’t underperforming.
It was under-positioned.
The Strategy
We rebuilt the portfolio from the ground up.
1. Intent-Based Segmentation
Instead of grouping all No-Hide SKUs together, we split campaigns by:
Protein type (Salmon vs Chicken vs Beef)
Size format
Functional intent (digestibility, rawhide alternative, longevity)
This allowed search term isolation and precision bidding.
2. Education-Led Conversion Optimization
Pet wellness buyers don’t impulse purchase — they validate.
We strengthened:
Above-the-fold benefit clarity
Ingredient transparency hierarchy
Competitive differentiation vs rawhide
Image sequencing for trust-first storytelling
Conversion increased because trust increased.
3. Authority Capture Strategy
We didn’t just chase traffic.
We chased dominance within high-value terms.
Concentrated spend on premium-intent keywords
Defended branded and protein-specific search
Leveraged review velocity to compound rank
The goal wasn’t incremental growth. It was category authority.
The Result
+5.8 pt Portfolio-Wide CVR Lift
Significant Buy Box Stability Improvement
Increased Share in Rawhide Alternative Search Terms
This wasn’t a traffic spike.
It was a structural growth shift.
The SKU moved from participant to leader.
Why It Worked
Because we didn’t scale everything.
We scaled what had authority potential.
We identified the SKU with:
Premium pricing tolerance
Clear differentiation
Strong review foundation
High-intent search demand
Then we built the ecosystem around it.
The Takeaway
Explosive growth rarely comes from adding more SKUs.
It comes from:
Sharpening intent
Protecting margin
Owning the right search pockets
Turning a product into a category signal
+204% wasn’t accidental. It was engineered.
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