Known for their high-quality, delicious licorice, the company has carved out a niche in the confectionery industry. While the brand has enjoyed success in traditional retail settings, it initially struggled to translate this success into the digital marketplace, particularly on Amazon. As the brand embarked on its journey to capture the online market, it quickly realized that navigating the complexities of Amazon required more than just great products—it required expertise in eCommerce operations and strategy.

When Wiley Wallaby faced significant losses and logistical challenges in navigating Amazon, they turned to Neato for expertise. By shifting from a direct FBA model to a 3P seller model managed by Neato, Wiley Wallaby not only overcame their operational hurdles but also climbed to the #1 market share position for licorice candy on Amazon. This case study explores how strategic collaboration transformed Wiley Wallaby’s Amazon presence and led to sustainable growth.