In-depth client case
How Super Ninja grows into a leading brand on Amazon
From 2021 through 2024, Brightways builds a scalable Amazon structure together with Super Ninja. In this in-depth case we show which choices we made, how we used Presence, Prominence and Relevance, and the results that followed.
- Amazon
- Pesticide
- Brightways Managed
- 13 Amazon markets
Impact
From challenger to category leader.
In just a few years, Super Ninja grew from a small assortment into an international marketplace brand. The results show how a strong marketplace structure carries through to growth, visibility and profitability.
Revenue growth
>50% annual growth
More than 50% revenue growth every year, from 2021 through 2024.
International expansion
13 international markets
Active in thirteen markets across Europe, North America, Asia and Australia.
#1 organic positions
For the most important keywords across all focus markets.
Best Seller Badges
For multiple products in major European markets.
TACOS <10%
Scalable advertising with profit as the starting point.
9 product categories
From fruit flies to food moths.
The brand
Bugs? That's what Super Ninja is for!
Effective and sustainable pest control products, made from natural ingredients.
Super Ninja helps consumers deal quickly with pests in and around the house. The assortment offers solutions against fruit flies, fungus gnats, mosquitoes, wasps, cockroaches and food moths, among others.
The products work fast, are easy to use and contain natural ingredients. This way, Super Ninja offers a sustainable alternative to traditional pest control products.
The starting point
From hero product to strong Amazon brand.
Super Ninja starts on Amazon in 2020 with two products. The first sales show there is demand. The account only lacks the structure to scale up in a targeted and profitable way.
The end goal is clear: 'To become the biggest brand in the world against pests, and to do so with (more) sustainable products'.
The starting point
- Build Amazon into a serious sales channel
- Expand into relevant international Amazon markets
- Be prominently visible on relevant keywords
- Build a scalable structure for content, advertising and operations
- Steer growth on revenue and profit alike
The challenge
A strong product calls for a scalable Amazon approach.
Super Ninja wants to grow into a leading brand within natural pest control. That takes more than good products. Content, advertising, compliance and operations have to work together to scale profitably.
- 1
Growing within a strictly regulated category
On Amazon, pest control falls under the pesticide category. Listings, claims and advertising have to meet additional Amazon guidelines before a brand can truly grow.
- 2
Growing profitably with a low order value
Many products have a relatively low sales price. As a result, every click, ad and product page has to contribute as much as possible to both revenue and margin.
- 3
Building a scalable Amazon structure
The ambition goes beyond one product or one marketplace. The base has to roll out easily to new products, categories and European Amazon marketplaces.
- 4
Winning a prominent position in the category
Competition is fierce. To win market share structurally, content, advertising and organic findability have to keep reinforcing each other.
Our approach
How we built the growth step by step.
We do not work with isolated optimizations. We build an Amazon structure in which content, advertising, operations and data reinforce each other. This way, not only revenue grows, but also visibility, profitability and scalability.
A retail ready base for further growth.
Before a brand can grow, the base has to be right. That is why we first set up the Amazon account fully retail ready.
Retail ready listings and a Brand Store are created so products and brand are ready for visibility, sales and advertising.
By focusing on multipacks, we increased the average order value, ad space and profit.
Margecalculatie per packDummydataCategory Product Example Product 1 Pack 2 Pack 4 Pack SKU 1_PK 2_PK 4_PK Price €5,99 €9,99 €15,99 Advertising % 10% 10% 10% Advertising €0,60 €1,00 €1,60 Referral Fee €0,48 €1,50 €2,40 FBA Fee €1,85 €1,85 €3,21 Amazon Cost €2,93 €4,35 €7,21 Income per Order €2,11 €4,05 €6,23 COGS Incl Transport €1,25 €2,00 €2,80 Total Cost €1,25 €2,00 €2,80 Profit €0,86 €2,05 €3,43 Amazon often shows the cheapest variant in the SERP. This leads to a high CTR and thus traffic.
On the product page, shoppers often choose larger pack sizes.
Visibility at the right moments.
Once the base is in place, we build visibility. We make sure Super Ninja shows up where shoppers search and buy.
We start with on-platform advertising: Sponsored Products, Sponsored Brands and Sponsored Display. Each format has its own role in the customer journey.
- Maximum top-of-search visibility
Both organically and through advertising. We use advertising to raise the organic rank.
- A competitive offer
Strong reviews and sharp prices let us take over traffic from competing listings.
- Conversion above the market leaders
This lets us outbid most competitors on the biggest keywords and still stay within budget.
- A consumable product
We make use of remarketing after purchase and the Subscribe & Save model.
We strengthen top-of-search positions for maximum visibility and better organic rankings. Example: the keyword 'fruit fly trap'.
By isolating and targeting competitor ASINs deliberately, we grow our market share: right next to the competitor in the search results and on the product page.
On branded search, Super Ninja's listings dominate the entire search result.
With this approach we reached the organic #1 position on most relevant keywords.
As soon as we earned the Best Seller Badge, conversion rose 20% overnight. That immediately delivered more sales, ad efficiency and profit.
Ever more relevant to shopper and algorithm alike.
Growth happens when shoppers keep choosing the brand. That is why we keep improving content, advertising and assortment continuously.
We expand the assortment step by step into new products and categories. This way, Super Ninja grows from fruit flies into a broad pest control brand.
The approach scales: more and more products reach Best Seller positions, across multiple European markets and categories.
The strong marketplace position becomes the stepping stone to physical retail: from online bestseller to a spot on the shelf.
Read more
- Selling on Bol→
See how we grow brands on Bol with content, advertising and operations.
- Selling on Amazon→
See how we help brands grow on Amazon with content, advertising and operations.
- Working with Brightways→
Discover which collaboration model fits your brand: Managed, Advertising, Retail or Self Managed.
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