Borough Broth
Launching Borough Broth on Amazon
The Challenge
The primary objective was to launch Borough Broth on Amazon to attract New-to-Brand (NTB) customers and establish brand awareness across other online marketplaces. However, there were significant challenges:
The broth was initially sold frozen (now chilled), making it ineligible for Fulfilled by Amazon (FBA) services.
This limitation required products to be sold via Fulfilled by Merchant (FBM), meaning listings did not qualify for the coveted Prime Badge.
The Approach
We dedicated substantial effort to optimising the product listings, highlighting the brand’s unique selling points (USPs) to differentiate it within the competitive market. Key strategies included:
Emphasising the distinctiveness of Borough Broth, including its fresh and chilled delivery and 100% organic ingredients.
Conducting detailed keyword research to identify high-volume search terms and integrating these strategically into listings and advertising campaigns.
Positioning the brand’s niche qualities as a competitive advantage, appealing to health-conscious consumers seeking premium-quality broth.
The Impact
In its first year on Amazon, Borough Broth achieved remarkable results:
£k
in total revenue
k+
units sold through Citrus in 15 months.
%
of total sales driven by Citrus campaigns.
The Outcome
Despite the challenges of the category and the limitations of FBM, Borough Broth achieved notable success:
Borough Broth are the only chilled/fresh bone broth in its category on Amazon, providing a unique selling proposition that resonated with customers.
The product achieved the rank of 5th best-seller for Chicken Bone Broth, an impressive milestone given the competitive landscape.
Brand visibility significantly improved, paving the way for sustained growth.
