+168%
YoY Growth in Sampler Packs
+42%
YoY Revenue Growth
+6 pt
Conversion Rate Lift on Sampler
"Wiley Wallaby simply did not have the staff or expertise to navigate Amazon. Neato became an extension of our sales and marketing team, developing tactics, strategies, and plans together and executing them profitably and efficiently. We have climbed to #1 in market share for licorice on Amazon. We would not be in this position today without Neato and plan to maintain this model for the foreseeable future."
– Wiley Wallaby Team
The Challenge
As Wiley Wallaby's seller of record on Amazon, Neato purchased the inventory and owned the margin outcome. That accountability changed how we read the catalog.
Wiley Wallaby had strong brand recognition in gourmet licorice, but growth was concentrated in core bag SKUs. Sampler packs were present — but under-leveraged. Blended campaigns diluted performance signals. Variety SKUs treated as add-ons, not acquisition drivers. High traffic, average conversion. Limited gifting and discovery positioning.
The product wasn't failing. It just wasn't positioned to scale.
The Opportunity
Sampler packs sit at the intersection of gifting intent, first-time buyer experimentation, higher AOV, and premium perception. Search data showed strong discovery behavior around variety, gifts, and multi-flavor formats. The algorithm rewards velocity. Sampler packs reward margin. That combination is rare.
The Strategy
1. Reposition Samplers as Entry Points We reframed sampler packs as the front door to the brand, not a side SKU. Campaigns were rebuilt around "variety candy," "licorice gift," and discovery and sharing keywords. This isolated high-intent traffic.
2. Conversion Architecture Rebuild We strengthened PDP sequencing: flavor differentiation clarity, pack value reinforcement, gifting visuals, trust-first imagery. The result: +6+ pt CVR lift on sampler formats.
3. Margin-Weighted Budget Allocation Instead of spreading spend evenly across SKUs, we shifted aggressive budget toward high-margin sampler units. We allowed velocity to compound where profit could scale.
“Neato collaborated on our video and DTC campaigns end-to-end. The result? A seamless, high-converting launch that doubled our hero SKU engagement.”
The Results
+168% YoY Revenue Growth — A secondary SKU became a growth lever. +6 pt CVR Lift Higher AOV Contribution Stronger Organic Rank Capture in Variety Terms
Why It Worked
Because we stopped treating the catalog equally. And because we owned the inventory, we weren't recommending this shift to a client — we were making it ourselves.
We identified:
The SKU with margin leverage
The SKU with gifting intent
The SKU capable of discovery flywheel growth
Then we built scale around it.
The Takeaway
Growth isn't about adding SKUs. It's about identifying which SKU can carry the brand — and engineering everything around it.
“All DTC video awareness assets were fully coordinated by Neato. Neato’s video & DTC execution doubled engagement and converted it into measurable sales.”
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