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ELLA HEALTH · HEALTH & WELLNESS · EU LAUNCH

From zero to 50% organic sales share in a 90-day Amazon launch.

Ella Health is a 7-figure seller on the Dutch marketplace bol.com, launching into Amazon for the first time. They had done their research, had plenty of stock, and were entering a competitive space — pregnancy pillows — where significant early spend was needed to build sales velocity and organic rank fast. We agreed an initial €5,000 launch budget with the option to scale.

€0Monthly organic sales by month 3
0%Organic share of total sales
0Days from launch to established
THE SITUATION

How we launched a brand into a competitive category

Discover how an aggressive launch strategy built organic ranking, survived two stock crises, and established a new brand as a serious competitor within 90 days.

THE LAUNCH CHALLENGE:

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Brand-new to Amazon — zero reviews, zero sales history, zero organic rank

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Competitive category requiring significant spend to build velocity fast

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Stock pipeline issues that would twice interrupt the launch momentum

Launching is the highest-leverage moment an Amazon business gets. Do it right and everything gets easier from there; do it wrong and you're fighting an uphill battle for months.

THE STRATEGY

The objective: Establish organic ranking and sales velocity as fast and efficiently as possible.

1

Month 1 — Aggressive Launch

  • Scaled spend rapidly; launch outperformed expectations
  • Over €3,000 in organic sales within three weeks — an early organic foothold
  • Stock delays forced a pullback in the final days, validating how strong the velocity was
2

Month 2 — Relaunch Through The Stock Crisis

  • Stock issues worsened; spend delayed for most of the month
  • Final 10 days run as a second launch — regained velocity to nearly €9,000 in sales with ~€4,000 organic, with minimal loss of organic placement
3

Months 3–4 — Convert Velocity Into Position

  • Kept spend and ACOS aggressive to pin the brand to the top of organic rankings
  • Organic sales grew to nearly €20,000/month — around 50% of total sales
  • Transitioned to sustainable growth with reduced need for aggressive spend
THE RESULTS

What changed

€20,000monthly organic sales by month three
50%organic share of sales — the benchmark of an established brand
2 stock crisessurvived without losing organic position

Ella Health entered Amazon as an unknown and exited the launch window as an established competitor with the organic foundation to grow sustainably — the textbook case for front-loading launch investment.

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