DedCool began as a modern fragrance company focused on genderless, vegan, and non-toxic products. Its founder introduced the brand through direct-to-consumer channels and social media, quickly building a dedicated following. DedCool became known for unique scents and an inclusive approach, growing its audience through digital engagement and partnerships with select retailers.

As DedCool attracted more attention from consumers and the beauty industry, the team looked for new ways to scale the business. The Amazon marketplace presented an opportunity to reach a larger, more diverse audience. By entering this mass channel, DedCool aimed to maintain its brand identity while expanding national and international access to its products.

DedCool's road to Amazon success

DedCool started as a contemporary fragrance brand recognized for its genderless, vegan, and non-toxic formulations. The company built a grassroots presence on Instagram, drawing a loyal community around its values and product experience. Over time, DedCool expanded beyond fragrances to include laundry detergent, candles, and air fresheners.

The brand established itself in boutique retail and built a strong direct-to-consumer business before considering Amazon. Moving into the Amazon marketplace would allow DedCool to reach broader audiences and create new revenue streams while preserving its distinct positioning in the fragrance space.

Key brand attributes that made Amazon expansion attractive:

• Established customer base: Loyal following through social media and DTC channels

• Product diversity: Over 90 products across 10 different categories

• Brand differentiation: Unique positioning in genderless, sustainable beauty market

Challenges blocking growth before launch

Before launching on Amazon, DedCool faced several obstacles common to brands expanding from direct-to-consumer channels. The team lacked experience with Amazon's marketplace structure, which created uncertainty around listing optimization, fulfillment, and compliance with platform requirements.

Maintaining DedCool's premium brand image presented another concern. Amazon's marketplace features thousands of fragrance products, making differentiation difficult without diluting brand identity. The challenge involved protecting the brand's reputation for quality and uniqueness while entering an environment known for aggressive competition and price sensitivity.

Catalog management created a third challenge. With over 90 products across multiple categories, DedCool needed precise organization and clear categorization to support customer navigation and product discovery on Amazon's platform.

Primary obstacles before partnering with Darkroom:

• Marketplace inexperience: Limited knowledge of Amazon's listing and advertising systems

• Brand consistency concerns: Risk of losing premium positioning in competitive environment

• Catalog complexity: Managing multiple product categories and SKUs effectively

Darkroom's four-pillar marketplace strategy

Darkroom uses a structured approach to manage brands on Amazon through four core areas: catalog optimization, brand-aligned creative assets, full-funnel advertising, and operational efficiency. Full-funnel advertising refers to campaigns that target customers at every stage of the buying process, from initial awareness to final purchase.

Catalog optimization

Catalog optimization involves making product listings discoverable and compelling for Amazon shoppers. This process includes keyword research to match customer search terms and adjusting product titles, bullet points, and descriptions to perform well in Amazon's search algorithm.

A+ content gets added to listings to provide enhanced product descriptions with rich images and formatting options. This feature allows brands to explain products more clearly than standard text descriptions. Product pages are revised to follow Amazon's best practices for search visibility and customer conversion.

Brand-aligned creative assets

Creative assets include custom photography and lifestyle imagery that represent the brand's visual identity. These elements appear on product pages, in advertising, and throughout the Amazon storefront to maintain consistency with the brand's direct-to-consumer experience.

The Amazon storefront gets designed to mirror the look and feel of the brand's own website. This approach provides a familiar shopping environment for existing customers while introducing new shoppers to the brand's aesthetic and values.

Full-funnel advertising mix

Amazon advertising strategy combines upper-funnel and lower-funnel tactics to reach customers at different stages. Upper-funnel campaigns build brand awareness through sponsored brand ads and display advertising that introduce the brand to new audiences.

Lower-funnel tactics focus on converting shoppers ready to purchase through sponsored product ads that appear in search results. This advertising mix targets both new customers discovering the brand and existing customers ready to buy specific products.

Operational efficiency and inventory

Backend systems coordinate inventory management, performance tracking, and fulfillment processes. These systems ensure products remain in stock and available for purchase while providing accurate data for decision-making.

Performance tracking monitors sales, advertising results, and inventory levels in real-time. This data supports ongoing optimization and helps identify opportunities for improvement across all aspects of the Amazon presence.

Step-by-step execution timeline

Darkroom follows a systematic five-step process for launching brands on Amazon. Each phase builds on the previous one to create a comprehensive marketplace presence.

Step 1: Onboarding and discovery

The launch process begins with a detailed brand audit and competitive analysis. This phase establishes clear goals and defines key performance indicators (KPIs) to measure success throughout the partnership.

Step 2: Quick-win listing fixes

Immediate improvements get made to existing product listings through keyword integration, title optimization, and basic creative updates. These changes help products become more visible in Amazon search results from the start of the partnership.

Step 3: Storefront build and creative upload

A custom Amazon storefront gets developed to reflect the brand's identity. Lifestyle photography and brand story elements are integrated to showcase products and communicate brand values effectively.

Step 4: Campaign launch and scaling

Multiple advertising campaigns launch simultaneously using different Amazon ad types. Budget allocation and targeting refinement focus on reaching specific customer segments while supporting both awareness and conversion goals.

Step 5: Continuous data-driven iteration

Performance data gets analyzed regularly to identify optimization opportunities. Creative testing, strategy adjustments, and listing refinements occur based on real-time results and marketplace trends.

Six-month performance results and KPIs

Within six months of launching DedCool on Amazon, measurable improvements occurred across key performance areas. These changes reflected the impact of new systems, enhanced creative assets, and targeted advertising strategies.

Revenue performance increased through higher sales volume and improved product visibility in Amazon search results. Operational efficiency improved as manual processes were replaced with automated systems for inventory management and performance reporting.

Conversion rate optimization advanced through enhanced product listings with A+ content and professional photography. The improved shopping experience led to higher conversion rates from product page visits to purchases.

Lessons for brands entering Amazon

Brand consistency across platforms helps customers recognize and trust products in the Amazon marketplace. Visual identity, product descriptions, and overall presentation can match the direct-to-consumer experience to reinforce brand recognition.

Full-funnel advertising strategy combines awareness-building campaigns with conversion-focused ads. This approach reaches customers at different stages of their buying journey, from initial product discovery to final purchase decision.

Key success factors for Amazon marketplace expansion:

• Visual consistency: Maintain brand identity across all Amazon touchpoints

• Advertising diversity: Use multiple ad types to reach customers at different stages

• Data-driven optimization: Regular performance analysis guides ongoing improvements

Performance tracking provides the data needed for ongoing optimization. Monitoring metrics like click-through rates, conversion rates, and advertising efficiency enables continuous improvement of listings and campaigns.

Grow your brand with Darkroom's Amazon team

Darkroom specializes in Amazon marketplace management through integrated strategy, creative development, and performance optimization. The amazon growth agency approach combines product listing optimization with full-funnel advertising campaigns to maximize marketplace performance.

Each partnership begins with a comprehensive assessment of brand goals, product catalog, and competitive landscape. Custom storefronts get developed to maintain brand identity while advertising campaigns utilize sponsored products, brand ads, and display advertising to reach target audiences.

Performance tracking and analysis occur throughout every partnership. Real-time monitoring of sales, advertising performance, and inventory status enables continuous optimization based on marketplace data and customer behavior.

Brands interested in expanding their Amazon presence can schedule an introductory call to explore how Darkroom can help your business grow: https://darkroomagency.com/book-a-call.

FAQs about Darkroom Amazon launch services

How long does a typical Amazon launch with Darkroom take?

Most Amazon marketplace launches require 3-4 months for complete setup and optimization, with initial improvements visible within the first few weeks.

What advertising budget range does Darkroom recommend for Amazon campaigns?

Advertising budgets vary significantly based on product categories and competition levels, with Darkroom providing customized recommendations during initial consultations.

Can Darkroom optimize existing Amazon listings without rebuilding them completely?

Darkroom offers both comprehensive marketplace overhauls and targeted optimization services depending on current listing quality and brand objectives.

Does Darkroom manage Amazon inventory and fulfillment directly?

Darkroom focuses on marketing strategy and advertising management while coordinating with existing logistics partners for inventory and fulfillment operations.