Quick Summary

A $3M Australian DTC natural cleaning brand with zero Amazon presence launched 5 ASINs and earned #1 Best Seller badges in the Sprays category, building Amazon into a six-figure revenue channel with 15% TACoS — and is now expanding into Amazon Canada.

Key Takeaways

• Built a six-figure Amazon channel from scratch — $0 to profitable revenue in months
• Earned #1 Best Seller badges in the Sprays category with 5 ASINs live
• Amazon listings now ranking in Google search results, driving free external traffic
• Expanding to Amazon Canada, building international reach beyond the Australian marketplace

About the Client

Niche: Eco-Friendly Home Cleaning

Revenue: $3 Million (DTC)

Team: Founder-led, Australian-made

Born from a mother's need to protect children with asthma and allergies, this Australian brand blends eucalyptus and tea tree oils with Indian-heritage ingredients like clove, lemongrass, and neem. $3M in DTC sales, a passionate following — but zero Amazon presence.

What Was Holding the Brand Back?

A beloved DTC brand with $3M in revenue and zero Amazon strategy. Customers were searching for the products on Amazon — and finding competitors instead.

"Our customers kept asking 'Can I get this on Amazon?' We needed the right partner to make it happen."

• Zero Amazon Presence: With $3M in DTC revenue, the brand had no listings, no reviews, and no brand presence on Amazon. A significant revenue channel was being left on the table.
• Customers Couldn't Find Them: Loyal customers were actively looking to buy on Amazon and at tradeshows. Without listings, they either went without or bought from competitors filling the gap.
• Competitors Filling the Gap: The eco-friendly cleaning and sprays category on Amazon is highly competitive. Other brands were capturing search demand the client should have owned.
• Amazon Treated as an Afterthought: The team viewed Amazon as isolated from their core business rather than as a complementary channel. Without a clear strategy or dedicated resource, the marketplace was never prioritized.

Market Research & Launch Audit: Pre-Launch Analysis

Before launching a single listing, we conducted a comprehensive analysis of the eco-friendly cleaning category on Amazon to identify the highest-impact opportunities.

1. Search Volume Validated Demand: High-volume keywords in the natural cleaning and eco-friendly sprays space confirmed that Amazon shoppers were actively searching for these exact products. Demand existed — the brand just wasn't there to capture it.
2. Highly Competitive Category: The sprays and eco-friendly cleaning space is dense with established competitors, especially in fragrances and natural products. A differentiated launch strategy was essential to break through.
3. Compliance Complexity: Fragrance, cleaning, and essential oil products face specific Amazon compliance requirements. Getting this right from day one was critical to avoid listing suppressions that could kill momentum.
4. DTC Brand Equity as a Launchpad: The brand's existing $3M DTC customer base, Australian heritage story, and ingredient differentiation created a compelling value proposition for Amazon shoppers.
5. Google-to-Amazon Pipeline: Analysis showed Amazon listings for natural cleaning products were ranking well in Google search results — creating an external traffic opportunity beyond Amazon's own marketplace.

How Did ALFI Approach the Launch?

From Zero to Category Leader

1. Research & Validate: Deep-dive into search volume, competitive landscape, and compliance requirements. Built a launch roadmap with the highest-opportunity ASINs first.
2. Launch & Optimize: 5 ASINs launched with compliant listings, benefit-driven copy, and PPC campaigns designed to build momentum and earn Best Seller positioning.
3. Scale & Expand: Once Australian performance was proven, expanded to Amazon Canada while continuously optimizing listings, ads, and review growth.

Deep Dive 1: From Zero to #1 Best Seller

Building from Nothing

Launching a DTC brand onto Amazon means competing from day one against established sellers with thousands of reviews. Every decision — from listing copy to launch sequencing — had to be deliberate.

Key Stat: $0 Amazon revenue, 0 listings, 0 reviews | Target: Best Seller positioning in Sprays

Launch Action Plan: Research, Build & Launch

1. Search Volume & Competitor Analysis: Mapped the competitive landscape for natural cleaning products, eco-friendly sprays, and essential oil cleaners. Identified the highest-volume keywords and gaps in competitor positioning that the brand could own.
2. Compliance-First Listing Build: Fragrances and cleaning products face strict Amazon compliance rules. We handled all requirements upfront — ingredient disclosures, safety data, category approvals — to prevent suppressions that kill launch momentum.
3. Benefit-Driven Content & A+ Pages: Rewrote all listings with the buyer persona in mind: women experiencing life events like a newborn or allergic reactions. Highlighted the brand's Australian heritage, the founder's story, and the unique eucalyptus-clove-lemongrass-neem formulation. Built rich A+ content.
4. PPC Launch Strategy: Launched targeted campaigns focused on high-intent natural cleaning keywords with tight TACoS targets from day one. Achieved and maintained 15% TACoS.
5. Review Growth & Best Seller Positioning: Implemented review acceleration strategies across all 5 ASINs. Built to 137+ reviews with a 4.4-star average. Earned #1 Best Seller badges in the Sprays category.

Results: #1 Best Seller from Zero

From no Amazon presence to category leadership — every decision compounded.

• #1 - Best Seller (In Sprays category)
• $100K - Amazon Revenue (From $0)
• 5 - ASINs Launched (All performing)
• 15% - TACoS (Profitable from day one)

Deep Dive 2: Beyond Amazon AU: Google Discovery & Canadian Expansion

Compounding Growth Channels

The impact extended beyond Amazon. Optimized listings started appearing in Google search results for natural cleaning queries — a free traffic source that most brands never unlock.

Key Stat: Amazon listings now ranking in Google → Organic external traffic driving incremental sales

Growth Action Plan: Compound & Expand

1. Google-to-Amazon Pipeline: Amazon's domain authority means well-optimized listings can rank in Google for purchase-intent queries. The brand's listings now appear in Google results for searches like "natural cleaning spray" and "eco-friendly home cleaner," driving free external traffic.
2. Amazon Canada Launch: Localized content, CAD pricing strategy, and targeted PPC for the Canadian market. Lower competition density in Amazon.ca creates faster ranking opportunities compared to the Australian marketplace.
3. Continuous Listing Optimization: Ongoing keyword refinement, A/B testing of main images, and seasonal content updates to maintain and improve rankings. Each optimization compounds on the last.
4. Review & Rating Management: Sustained review growth strategies to maintain the 4.4-star average across all ASINs. Monitored and responded to customer feedback to maintain listing health and conversion rates.

Results: Multi-Channel Growth

Amazon became more than a marketplace — it became a discovery engine driving traffic from Google and expanding across borders.

• 2 - Marketplaces (AU + Canada)
• Google - External Traffic (Listings ranking organically)
• 4.4★ - Average Rating (137+ reviews)
• 15% - TACoS (Sustained profitability)

Bringing It All Together

We took this brand from zero Amazon presence to category leader — synchronizing compliance, listings, PPC, reviews, and international expansion so every piece compounded.

• Built an entirely new revenue channel from scratch — zero Amazon presence to $100K
• Full compliance handling across 5 ASINs in a category known for listing suppressions
• #1 Best Seller badges earned in the Sprays category
• Amazon listings now ranking in Google, driving free external traffic
• Expanding to Amazon Canada with the brand's Australian-Indian heritage story woven into every listing

Client Testimonial

"Our customers kept asking for us on Amazon and we had nothing there. ALFI handled the compliance, the listings, the advertising — everything. Now we're a Best Seller in the category and Amazon is a real revenue channel for us. It went from 'we should probably do this' to 'why didn't we do this sooner.'"

- Srini, Brand Founder, Eco-Friendly Natural Cleaning Products

We Get in the Trenches with You.

Why Natural & Eco-Friendly Brands Choose ALFI

• Compliance Expertise: Fragrances, essential oils, and cleaning products face unique Amazon compliance hurdles. We handle it all upfront so your launch isn't derailed by suppressions.
• DTC-to-Amazon Specialists: We understand how to translate a strong DTC brand into Amazon success — from storytelling to keyword strategy to review growth.
• Accountability & Speed: Changes live in days. Full transparency. Weekly strategy reviews. Month-to-month after initial engagement.

Frequently Asked Questions