A natural supplements brand had built a successful business on Amazon but lacked brand equity and struggled with profitability due to platform fees. They needed to diversify revenue and build direct-to-consumer channels.
87% of revenue concentrated on Amazon with shrinking margins
Limited brand recognition and direct traffic to their website
Difficulty competing with white-label competitors on Amazon
No owned relationship with customers for retention marketing
Launched comprehensive affiliate program focused on health & wellness influencers and content publishers
Created authentic partnership program emphasizing product education and genuine testimonials
Developed exclusive product bundles and limited editions for affiliate partners
Implemented robust tracking system integrating Refersion with Shopify and Google Analytics
Built content library with SEO-optimized articles, videos, and partner resources
Established ambassador program for top-performing micro-influencers
Achieved 8.1x ROAS on affiliate channel, highest of any marketing channel
Affiliate channel grew to represent 32% of total revenue
Brand search volume increased 420% indicating strong brand awareness growth
47% repeat purchase rate from affiliate-acquired customers (vs. 31% Amazon)
Successfully reduced Amazon dependency from 87% to 52% of revenue
Built owned email list of 85,000+ subscribers for retention marketing
Moving beyond Amazon felt risky, but the affiliate program gave us a path to build real brand equity. We now have true partnerships with influencers who believe in our products, and the economics are far superior.
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