Case Study: Wiley Wallaby boosts Amazon licorice growth with Neato

Wiley grows Amazon licorice share with Neato and lifts sampler CVR by 6 points

The customer, Wiley Wallaby, a mid-sized confectionery brand, faced the challenge of stagnating growth on Amazon. Despite strong brand recognition, their secondary sampler pack SKUs were under-leveraged, marketing campaigns were diluted, and overall conversion rates were average. They lacked the internal staff and expertise to reposition these products for scale and turned to the vendor, Neato, for their marketplace growth and retail operations services.

Neato implemented a focused strategy to turn the sampler packs into a primary growth engine. They repositioned the samplers as entry points, rebuilt campaigns around high-intent keywords like "licorice gift," and optimized the product pages for conversion. Crucially, they shifted budget allocation toward these high-margin SKUs. This solution drove a 6-point increase in conversion rate, significant year-over-year revenue growth, and secured the #1 market share position for licorice on Amazon for Wiley Wallaby.

Wiley