SPIGEN
CLIENT
LOCATION
INDUSTRY
LAUNCH
SERVICES
Spine
Seoul, South Korea
Irvine, CA, USA
Electronics Accessories
2008
Amazon Store Setup
Listing Creation
Amazon Brand Analytics
A+ Content
Brand Registry
Monthly Store Management
Tech hardware company amps up with the Brand Referral Bonus and Amazon Attribution
Founded in 2016, HexClad Cookware introduced a unique line of hybrid cookware combining the performance of stainless steel, the durability of cast iron, and the convenience of nonstick. Initially selling through direct-to-consumer channels and roadshows, HexClad sought to amplify its reach by entering the Amazon marketplace.
To optimize their Amazon presence, HexClad established a branded Amazon storefront to create a cohesive brand experience for customers and developed A+ content to utilizing high-quality images, videos, and detailed product descriptions to enhance product listings. Leveraged Amazon's brand tools like Brand Referral Bonus (BRB) driving external traffic to Amazon listings and earning a percentage back on sales, Amazon Brand Analytics (ABA) gaining insights into customer behavior and optimizing marketing strategies, Virtual Bundles offering product combinations based on customer purchasing patterns, and Amazon Posts engaging customers with lifestyle content and product highlights.
Achieved $36 million in sales on Amazon in 2022 with $85 million+ projection in 2023. During Prime Day Campaign, they generated over $296,000 in sales with a $27,000 credit from Amazon through BRB. Also utilized Amazon Vine to gather reviews, leading to rapid sales and "Best New Seller" status for new products and implemented virtual bundles, accounting for up to 30% of sales, by analyzing purchasing trends.
CLIENT
LOCATION
INDUSTRY
LAUNCH
SERVICES
Spine
Seoul, South Korea
Irvine, CA, USA
Electronics Accessories
2008
Amazon Store Setup
Monthly Store Management
How an innovator in the cookware industry fired up sales with brand-building products
Founded in 2016, HexClad Cookware introduced a unique line of hybrid cookware combining the performance of stainless steel, the durability of cast iron, and the convenience of nonstick. Initially selling through direct-to-consumer channels and roadshows, HexClad sought to amplify its reach by entering the Amazon marketplace.
To optimize their Amazon presence, HexClad established a branded Amazon storefront to create a cohesive brand experience for customers and developed A+ content to utilizing high-quality images, videos, and detailed product descriptions to enhance product listings. Leveraged Amazon's brand tools like Brand Referral Bonus (BRB) driving external traffic to Amazon listings and earning a percentage back on sales, Amazon Brand Analytics (ABA) gaining insights into customer behavior and optimizing marketing strategies, Virtual Bundles offering product combinations based on customer purchasing patterns, and Amazon Posts engaging customers with lifestyle content and product highlights.
Achieved $36 million in sales on Amazon in 2022 with $85 million+ projection in 2023. During Prime Day Campaign, they generated over $296,000 in sales with a $27,000 credit from Amazon through BRB. Also utilized Amazon Vine to gather reviews, leading to rapid sales and "Best New Seller" status for new products and implemented virtual bundles, accounting for up to 30% of sales, by analyzing purchasing trends.
The Brand Referral Bonus and Amazon Attribution programs gave us new tools that helped us evaluate our performance and led to improved short-term and long-term marketing strategies.”
Justin Ma
Public Relations Specialist, Spigen
A tech hardware company that grew with Amazon
Spigen is a tech hardware company that has been best known for its sleek, durable mobile phone cases since 2008. James Jun has been with the company since it had about five people and today is in charge of Spigen’s eCom- merce operations. He explains that when it was time to start selling their products online, it was a simple choice. “As soon as we put our product on Amazon, it became our biggest revenue source. Soon after, Amazon saw incredible growth and we were able to grow together.”
We drive potential customers to Amazon product pages through off-Amazon marketing nearly 100% of the time. It’s a more convenient way for our customers to buy, so conversion rates are higher.”
Justin Ma
Public Relations Specialist, Spigen
Evolving eCommerce strategies build more opportunities
Spigen’s strategy on Amazon has evolved steadily over the years, adopting new programs and seizing opportunities as they’ve been presented. James has always felt that driving traffic to product pages on Amazon has benefited their bottom line. “We want to make sure our listings are as visible as possible in terms of search results,” James explains. “We’ve found that driving more sales to Amazon tends to help the search results organically. That’s been our strategy from day one.”
When Amazon launched the Brand Referral Bonus program, they immediately saw the value of earning an average 10% bonus on the sales that result from off-Amazon traffic. “As soon as we found out about it, we knew we had to join,” James says.
BRB powers up analytics
Before BRB, Spigen was using simple click-through rates to track their analytics. “It worked, but it was lacking when it came to analysis,” explains Justin, Spigen’s marketing and public relations specialist. “When we started using the BRB program, we were excited to see that it provides additional KPIs to help us track our performance. In addition to click-through rates, we can now see the number of detail page views, add to carts and the exact number of products being sold as a result of our off-Amazon campaign.”
Spigen has leveraged BRB to improve their analytics. They have new insights that help them evaluate product interest, product purchases, and customer preferences. “Thanks to BRB and Amazon Attribution, we now have the performance insights we need to know where to increase our marketing budget,” James explains.
Doubling down on Amazon traffic
While Spigen has always prioritized driving traffic to Amazon, the 10% earn back offered by the BRB program further incentivizes this approach. “We drive potential customers to Amazon product pages through off-Am- azon marketing almost 100% of the time,” Justin says. “It’s a more convenient way for our customers to buy, so conversion rates are higher. With the 10% earn back, we really boost our revenue.”
There’s nothing to lose from doing BRB. We’ve only seen upsides, no downsides. Everyone should be doing it.”
James Jun
eCommerce Expansion Manager, Spigen
Legal Disclaimer Notice: AgentsUp LLC is not affiliated, associated, authorized, endorsed by, or in any way officially connected with Spigen, Amazon.com, Inc., or any third-party agencies or firms that may have collaborated with Spigen in their Amazon launch. The case study presented above is a publicly available success story originally published by Amazon and is cited here for illustrative and educational purposes only. The information and results described are based on the official case study available at: Amazon Case Study: Spigen. AgentsUp LLC does not claim ownership of any referenced brand names, logos, or achievements. This case study is used solely to showcase the types of results that are achievable through strategies similar to those implemented by AgentsUp LLC and to inspire and inform potential clients. All trademarks and copyrights are the property of their respective owners.