“Neato restored control to our marketplace business in one of the most competitive grocery categories. With a successful Buy Box stabilization plan in place, paid media became strategic, and capsules scaled. They understand premium brands.”
Strategy Snapshot
The breakthrough came from Buy Box stabilization. We aligned pricing enforcement, inventory health, and campaign segmentation to defend branded search. With ownership restored, capsule lines saw accelerated growth without discounting — preserving premium positioning while unlocking scale.
The Challenge
illy is a premium global coffee brand. But premium positioning is fragile on Amazon. Neato operates as illy's seller of record — which means Buy Box instability wasn't a client reporting problem. It was our revenue problem. We don't advise on Buy Box recovery. We recover it.
The Classico Aluminum Capsule line faced Buy Box instability, pricing inconsistency, fragmented traffic allocation, and margin pressure. When Buy Box ownership slips, growth stalls.
The Opportunity
Capsules represent high repeat purchase behavior, strong branded search volume, and predictable replenishment cycles. If Buy Box ownership could be stabilized, compounding growth was possible.
The Strategy
1. Buy Box Recovery & Stabilization We aligned pricing enforcement, inventory health, and reseller containment. Buy Box ownership improved significantly, restoring traffic capture.
2. Branded Search Defense We aggressively protected high-intent branded terms while eliminating wasteful generic traffic. Premium brands win by defending intent — not by discounting.
3. Margin-First Campaign Segmentation Capsule variants were segmented by roast intensity to prevent overlap and maximize conversion clarity.
“Neato restored control to our marketplace business in one of the most competitive grocery categories."
The Results
+137% YoY Revenue Growth
No heavy discounting.
No race to the bottom.
+29 pt Buy Box Improvement
+4 pt CVR Lift Sustained Premium Pricing
Why It Worked
Amazon rewards operational stability. And Neato is structured to deliver it — because as the retailer, we're the ones absorbing the cost when it slips. There's no version of this story where we let Buy Box instability persist. When we stabilized Buy Box ownership, everything compounded: Conversion. Rank. Reorder velocity. Margin preservation.
The Takeaway
Premium brands don't need to discount to scale. They need control.
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