Scaling a DTC Brand to $438K on Amazon with 92% New-to-Brand Sales
Launched a $1M+ DTC brand on Amazon as a controlled acquisition channel — $438K revenue, 8,939 New-to-Brand customers, and 16.7% ACOS without cannibalising DTC.
Client Background
A well-established DTC brand generating $1M+ annually through its own website. Amazon was an untapped but strategically important sales opportunity — held back by concerns about brand control and margin.
The brand partnered with Xrowlix to launch on Amazon focused on control, visibility, and long-term growth rather than short-term ad spikes.
What was holding growth back
Brand Positioning & Pricing Control
Premium DTC positioning could not survive inconsistent listings or price erosion from an uncontrolled Amazon launch.
Unauthorized Seller Exposure
Without brand protection in place, 3P sellers would undercut pricing, hijack the Buy Box, and appear under the brand's listings.
Uncertain PPC Economics
With no historical Amazon data, ad spend, CAC, and margin behaviour were all unknowns for the DTC leadership team.
How Xrowlix engineered the growth system
Brand Control From Day One
The brand was enrolled in Amazon Brand Registry, seller restrictions were implemented early, and key SKUs were later enrolled in Amazon Transparency to prevent unauthorised resellers.
Structured PPC Aligned to DTC Economics
Campaigns were structured by funnel intent (discovery, consideration, conversion) with New-to-Brand-focused campaigns prioritised so Amazon delivered incremental customer acquisition — not cannibalised DTC demand.
Catalog Structured for Amazon Behaviour
Launched with single SKUs, bundles, and multi-packs informed by keyword demand — expanding coverage without discounting core products and supporting higher AOV.
Ongoing Brand Protection
Unauthorised seller activity, listing misuse, and trademark violations were actively monitored through Brand Registry enforcement and Transparency codes.
Consistent Brand Voice & A+ Content
Titles, bullets, A+ Content, and Brand Store visuals were aligned with the brand's DTC identity — preserving premium perception across every touchpoint on Amazon.
Measurable outcomes across ads, SEO & retention
Amazon Scaled as a DTC Acquisition Channel
$438,474 in revenue across 10,395 orders over 12 months — 92% of it from New-to-Brand customers ($404,393 NTB sales).
Efficient Amazon Advertising
Over 14 months, $51,318 in spend produced $307,029 in sales at 16.71% ACOS and 5.98 ROAS.
Early Repeat Behaviour
680 customers returned to purchase again, generating $40,826 in repeat revenue with a ~4.3-week reorder cycle — confirming Amazon customers were adding to lifetime value, not just one-time orders.
What the engagement delivered
- $438K in incremental Amazon revenue in 12 months without cannibalising DTC.
- 92% NTB revenue share — Amazon scaled as a true acquisition channel.
- 16.7% ACOS with 88% of ad orders from first-time customers.
- Early repeat cycle formed with a ~4.3-week reorder signal.
More results
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