Raise Your Sales
Get a free consultation

Case Study Najder

Amazon

How did we build a brand on Amazon.de for a manufacturer in the tool industry?

Combination pliers with yellow handles
  • +480%in sales value
    (Mar 2024 vs Mar 2023)
  • ×4more units sold
    (Mar 2024 vs Mar 2023)
  • Amazon seller account
    reinstated

About the client

Najder is a Polish manufacturer of tools and other DIY products, which it sells under its own brand. Before we started working together, the company was already well established in the Polish market, selling online through Allegro and its own website.

The company’s range covers products from the metalware, tool, construction, garden and home sectors – the table below gives a full overview.

The company had previously tried selling on Amazon by itself, without success, and along the way its account had been suspended.

Najder headquarters and industrial building with solar panels on the roof

What you’ll find in the Najder range

CategoryProducts
Hand toolsspanners, pliers, hammers, saws, chisels
Power tool accessoriesdrill bits, discs
Fastenersscrews, bolts, concrete anchors
Furniture and door fittingsfurniture locks, drawer runners
door hinges, door handles, padlocks
Construction chemicalsadhesives, silicones
Painting suppliespaintbrushes, paint rollers
Plumbingplumbing pipes, plumbing tools, drain snakes
Gardengarden hoses, garden sprinklers, irrigation systems
Workwear & safetyworkwear, work gloves
Ropes and chainsropes, chains

The DIY market in Germany

Germany has a strong DIY culture, with many people renovating their own homes, so building materials and workshop equipment are categories customers buy regularly – online too. But that potential also attracts competition: on Amazon.de, local brands compete with sellers from many countries, and shoppers carefully compare specifications, photos and reviews before they order. For a manufacturer of renovation products that is only just planning to sell on Amazon, the conclusion is simple – product quality alone is not enough. Listings have to be complete, visually consistent and written in the language German shoppers use, while the brand has to be formally protected and easy to recognise among many similar products.

Client’s Challenges

During a free consultation, we sat down with the Client and mapped out all the challenges ahead of us:

  • Suspended Amazon seller account – this made it impossible to trade on the platform at all and was the key obstacle to growing sales.

  • Low listing visibility – potential customers could not easily find the products, which significantly limited sales.

  • Disorganised, ineffective listings – products were not grouped into variation listings, and titles, descriptions and bullet points lacked keywords, which made the listings less attractive and harder to find.

  • No registered brand (Brand Registry) – this ruled out tools that make a brand look more professional and more visible, such as A+ Content, Storefront and Brand Story.

  • Poorly planned, ineffective Amazon Ads campaigns – the lack of a coherent advertising strategy meant promotional activity delivered poor results.

  • Narrow product portfolio on the platform – with only a limited number of products available, the range was not competitive and could not reach a wider audience.

This set of obstacles is a common starting point for manufacturers of construction tools and home improvement products who try to break into Amazon on their own.

What we did

Analysis and objectives

When we started working with Najder, its Amazon account was suspended, so our first priority was getting it reinstated. We then carried out a full account analysis, checking all the key settings, such as:

  • shipping settings (delivery time, shipping cost, handling time),
  • returns settings,
  • account payout settings,
  • payment settings.

Our objectives were:

  • reinstating the Amazon seller account,
  • building a strong brand on Amazon in Germany, Europe’s largest market,
  • getting the products in front of as many consumers as possible.

Brand Registry and listing roll-out

Our first move was to enrol the brand in Brand Registry. This allowed us to add products under the client’s brand and, most importantly, to showcase it properly with tools such as A+ Content, Storefront and Brand Store. We also made sure every listing contained carefully chosen keywords so that it would rank well organically, which in turn improves the listings’ visibility.

Najder A+ Content on Amazon.de: banner with logo, post anchor description and the “Über uns” section

Variation listings

While improving the listings and adding new products to the portfolio, we had to organise them into proper variation listings. On Amazon, variation listings let sellers present different versions of the same product within a single listing. This means customers can easily browse and choose between options such as size or colour without having to search through lots of separate product pages. For products such as bolts, which come in many diameters and lengths, well-organised variations help customers find the right item quickly. Variations not only make the listing clearer but also increase the chances of a sale, because they make it easier to match the customer’s preferences.

Najder stainless steel cleat variation listing on Amazon.de: sizes 100–200 mm and two styles

Visibility

One of the key steps we had to take right after adding and improving the product listings was to increase their visibility with Amazon Ads. We did this by:

  • auditing existing ad campaigns and optimising them,
  • launching new, properly structured automatic campaigns,
  • launching Products Targeting campaigns.

Amazon Ads campaigns

Once the strategy was in place, we moved on to an in-depth analysis, which was essential for building an effective advertising campaign. Drawing on historical sales data and a detailed review of product categories and competitor activity, we took the following steps:

  • We built a campaign structure based on the most important categories.
  • We set budgets and bids, tailoring them to specific campaigns and ad groups.

We optimised the campaign in late March and early April 2023, and after just a few days of bid adjustments it started delivering very good results.

Ads campaign results
Ads campaign results
March 20233,658
April 20235,404
May 20234,966
June 20235,613
July 20237,962
August 20236,059
September 20236,395
October 20239,711
November 20239,460
December 20237,621
January 20247,214
February 202411,574
March 202417,143
April 202418,100
May 202416,174
June 202417,266
July 202422,067
August 202421,465
September 202421,817

Visual content

Another important part of the strategy was developing A+ Content, the Storefront and the Brand Story.

Working on A+ Content – enhanced product content – allowed us to present the products more effectively, making them more attractive and helping shoppers make purchasing decisions by dispelling any doubts they may have.

Creating the Storefront – a dedicated brand shop on Amazon that presents the listings – made the brand look far more professional in customers’ eyes, boosting the chances of a higher basket value.

On top of that, we added a Brand Story section, which introduces the brand in a few sentences and showcases the most popular products in the portfolio.

Najder brand shop on Amazon.de (Storefront) with product categories
Najder A+ Content with a post anchor comparison table

Results of our work

Once our collaboration began and the sales strategy was gradually put into practice, sales began to grow steadily. Every month of working together brought significant increases. Thanks to these measures, we managed to raise sales value from its starting level by about 480% and, at the same time, increase the number of units sold by about 400%.

The Najder story shows how a Polish tool brand can go from a suspended account to sales that grow month after month on Amazon.de.

Sales value (EUR)
March 20235,570695 units
April 202316,2702,135 units
May 202319,4002,451 units
June 202310,0001,083 units
July 202313,2401,133 units
August 202312,5801,262 units
September 202314,1201,395 units
October 202317,4901,693 units
November 202316,3401,490 units
December 202312,6301,132 units
January 202413,0501,141 units
February 202422,5902,066 units
March 202432,3102,787 units
April 202434,2303,116 units
May 202430,4102,421 units
June 202431,6602,668 units
July 202436,0802,879 units
August 202437,0702,805 units
September 202434,8502,710 units

Next steps

  • Scaling sales in the German, French and Italian markets by expanding the portfolio and looking for new advertising opportunities,
  • Creating defensive campaigns to protect the brand and branded searches,
  • Creating additional campaigns for high-potential products – Sponsored Display and Sponsored Brands campaigns as well as video ads,
  • Improving listings by adding custom infographics to product galleries,
  • Actively adding new products to campaigns to kick-start their sales from day one,
  • Growing sales on other platforms such as eBay.de and Allegro.

Summary

…and we’re not done yet!

Our work with Najder is ongoing, which means we keep adapting and optimising every aspect of sales to the ever-changing conditions marketplace sellers face.

We are also expanding sales to other platforms.

We believe in our partners’ products, which is why we grow their sales so successfully!

Thank you for your trust!

Google review of Raise Your Sales by Mateusz Najder (Najder): five stars
Mateusz NajderOwner at Najder

Do you sell building supplies and want similar results for your business?

We specialise in supporting manufacturers and distributors selling on Amazon and other marketplaces. For many years, we’ve been helping businesses in the construction sector increase listing visibility, improve conversion and scale their online sales.

If you’re wondering whether your business has the potential to grow on marketplaces – let’s talk. We’ll analyse your situation and tell you honestly whether, and how, we can increase your profits.

  • €220kin sales from Amazon Ads
    Mar 2023 – Sep 2024
  • ×6monthly sales from ads
    (Sep 2024 vs Mar 2023)

Let's talk about growing your sales across marketplaces!

Contact Raise Your Sales
Phone number+44 (0) 7520 603 898E-mail addresshello@rysagency.comFree Consultation