Channel selection
Which of your products belong on which shelf, and which channels you should skip. Usually at least one.
Services
The shelves that are not Amazon
Walmart Connect, Target Plus and Roundel, Instacart, and the curated marketplaces, run by people who will tell you when a channel is not worth your time.
Every brand doing well on Amazon eventually gets nervous about doing well on only Amazon. That instinct is right, and it is also how a lot of money gets wasted, because the usual next step is to upload the Amazon catalogue somewhere else and wait.
Walmart is not Amazon with a different logo. It ranks on different signals, its shoppers buy different basket sizes, and its ad platform behaves differently at the same budget. We treat each channel as its own build rather than a copy.
- 31% Of revenue off Amazon at Bracken Field
- 2.9x Blended Walmart return on ad spend
- 18wk To Walmart profitability
If any of this sounds familiar
On the left, what brands tell us on the first call. On the right, what it usually turns out to be once we have the numbers.
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Amazon is over 90% of your marketplace revenue
Not a problem until it is. The time to build a second channel is while the first one is healthy, not after a suspension.
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You tried Walmart once and it did nothing
Nine times out of ten the catalogue went up with Amazon image ratios, no shipping template, and automatic campaigns only. That is not a test.
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Amazon growth has flattened in the teens
Usually category saturation rather than anything you did. More budget into the same auction rarely fixes it.
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You have been invited to a curated marketplace and do not know if it is worth it
A margin question more than a marketing one, and worth twenty minutes with a spreadsheet before you say yes.
What you get
Catalogue build
Listings rewritten for each retailer’s search and content rules, with the attributes their algorithms actually read.
Walmart Connect
Automatic campaigns first to learn real search behaviour, then manual structure built from what came back.
Target Plus and Roundel
Category submission, range planning, and media once you are in.
Instacart and grocery
Where replenishment behaviour and your basket size make it worth the effort.
One view across channels
Combined reporting so you can see what total marketplace revenue is doing, not four dashboards that disagree.
How the first quarter runs
No two accounts move at the same speed, but the sequence rarely changes. If we are going to be wrong about something, it shows up in the first eight weeks.
This is a fit if
- Your Amazon account is already profitable, not just growing
- You have at least eight to ten products that could travel to another shelf
- You can hold inventory in a second channel without starving the first
- You want to be told when a channel is not worth the effort
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Weeks 1 to 2
Assess. Which SKUs travel, which channels fit, what the margin looks like at each one’s fee structure.
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Weeks 3 to 6
Build. Catalogue, shipping templates, and content per retailer.
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Weeks 7 to 12
Learn. Small budgets, automatic campaigns, and honest reporting on what is not working.
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Month 4 onward
Commit or cut. Channels that earn their place get scaled. The rest get closed without ceremony.
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When this is the wrong thing to buy
If your Amazon account is not yet profitable, adding channels will not fix it. It will give you the same problem in four places and four times the admin. Fix Amazon first.
Case study · Sports & Outdoors
Bracken Field Outfitters: Taking a one channel brand onto three more shelves
Bracken Field had built a good Amazon business selling packs and shelters. Then Amazon growth flattened at around 14% and the founders wanted to know what came next.
- 31% Of revenue now outside Amazon
- +34% Total marketplace revenue
- 2.9x Blended ROAS on Walmart
Where else this showed up
Health & Household
Volara Nutrition
Ad spend was up 40% year over year and profit was flat. We found out why in the first fortnight.
- +68% Revenue, year over year
- 31% Lower ACoS
Questions we get asked
Walmart tends to take three to five months. Curated marketplaces can be faster because there is less competition and less advertising. Anything under eight weeks is luck rather than method.
You can, and that is why most first attempts at Walmart fail. Image ratios, title structure, and the attributes that feed search are all different.
For the marketplaces, yes. For a true wholesale relationship with a buyer you want a broker, and we will happily tell you which part is which.
Usually Walmart, because the volume is there and the mechanics are closest to what your team already knows. But we have talked brands out of it when the category was wrong.
Under $1,000 a month in media for the first six weeks, plus the build. We launched Bracken Field on Walmart with $900 a month across four SKUs.
The rest of what we do
Amazon Advertising
Full funnel PPC and DSP management built to scale revenue without giving up your margin.
Account Audits
A forensic look at your listings, ads, and fees. Find the leaks before they drain your profit.
Creative Services
Listings, A+ content, and video that earn trust and turn browsers into buyers.
Want to know what your account is really earning?
Send us your numbers and we will tell you where the money is going. You get the findings whether or not you ever work with us.