Case Study: over&back achieves a successful Amazon eCommerce launch with Similarweb Shopper Intelligence

over&back leveraged Shopper Intelligence data to enter the world of eCommerce and plan a successful Amazon launch

over&back, a company with 37 years in wholesale dinnerware and serveware, transitioned to a consumer-facing brand in 2023 and faced the challenge of entering e-commerce and launching on Amazon. Their goal was to “set the entire table” across dinnerware, serveware, linens, flatware, and glassware, so accurate market insights were essential to pick the right categories, price points, and creative positioning.

Using SimilarWeb Shopper Intelligence, over&back performed category sales analysis, keyword research, and traffic-source optimization to shape assortment, pricing, product listings, and storefront design. The data-driven launch strategy guided product decisions (e.g., selling bowls separately and in sets, aligning colors to demand) and prioritized Amazon search and storefront investments—resulting in a successful Amazon debut, stronger retail partnerships, and a differentiated presence in the tabletop market.

over&back

Rachel Dietrich

Senior eCommerce Director