Doubling Revenue for a Leading Fitness Brand
From $10M to $21M: How Pilothouse Drove Year-Over-Year Growth on Amazon at Scale
The Opportunity
Beginning our partnership in 2022, this leading fitness brand entered a pivotal growth phase on Amazon two years into the relationship, and we've spent the time since scaling them into a multi-million dollar Amazon-first brand through custom-built offerings, aggressive promotional strategy, and holistic channel investment. The first year was marked by strong success optimizing the brand’s existing catalogue, which validated the Amazon channel and built internal momentum. That early performance paved the way for investment in Amazon-centric products designed specifically to scale within the platform’s ecosystem.
This evolution allowed Pilothouse and the brand to shift from proving viability to capturing market leadership. The brand more than doubled its Amazon revenue year-over-year while delivering a significant increase in gross profit.
What Powered the Growth
Pilothouse focused on five core pillars to drive revenue growth while maintaining operational discipline: merchandising, promotions, paid media, DSP, and listing optimization. Each was executed with precision to support both product launches and evergreen performance.
Merchandising and Product Expansion
This area was one of the most impactful drivers of success. We recognized an issue the brand initially did not — they had a large catalog of products spread across many individual listings. This approach worked well for their DTC site but caused confusion on Amazon, often leading shoppers to bounce to competitors.
Our team went deep into the product catalog, learning the materials, manufacturing processes, pro endorsements, and even engaging with the sport itself. This hands-on understanding directly informed a major merchandising shift.
We overhauled how products were merchandised:
- New models were grouped with their previous-generation counterparts to streamline browsing, retain reviews and rankings, and keep the full product line unified in one place.
- Variation themes across product groups were redesigned to help customers more easily compare and select the right option.
These changes made the catalogue more shoppable and supported conversion at scale.
Promotional Strategy and Cadence
We dramatically increased the brand’s promotional activity — from 20 scheduled promo deals in the previous year to 67 during this period.
- Many products ran weekly promotional offers, leveraging the catalog’s depth to run some form of promotion each week.
This sustained promotional cadence became a key driver of velocity, especially for newly launched items. It not only improved conversion rate once someone was on the page, but the badges obtained from these promotions helped draw attention in search results, increasing clickthrough rate and search ranking.
Paid Search and Keyword Consolidation
Pilothouse launched hundreds of PPC campaigns, segmented for each product group and their relevant keyword segments.
- Bids and spend were adjusted dynamically based on return and conversion — typically aligning with promotional periods for entire product lines.
- Spend was separated across campaigns even when targeting the same keyword. This meant we could dominate the top-of-search real estate across product lines for the highest-volume terms, outpacing competitors.
- In-depth analysis of Search Query Performance data reduced spend cannibalization — for example, pulling back on overly defended branded keywords or avoiding aggressive spend where products were already top-ranked organically.
- We refined targeting to focus on performance-proven areas of the catalog.
- Heavier spend was applied to the top five generic keywords per product group to help secure and maintain top-of-search placement.
The result was improved efficiency and increased visibility across core categories.
Upper-Funnel Expansion via DSP
We utilized DSP primarily for its biggest strength — audience retargeting.
- Display orders and line items were built to retarget shoppers who had viewed but not purchased.
- Competitor shoppers who viewed but did not convert were also served with targeted display ads.
- With the launch of Streaming TV and specifically Prime Video ads within DSP, we scaled this demand generation effort. We were able to leverage Amazon’s deep audience data to push branded ads into shoppers’ living rooms.
This demand generation initiative complemented performance and conversion efforts, pushing share of voice earlier in the funnel.
Listing Optimization and Operational Improvements
We took inspiration from the brand’s products to completely overhaul listing images, A+ content, and their Amazon storefront.
As hundreds of new products were introduced, we continued to elevate this content. As the brand’s internal creative capabilities grew, we collaborated closely with their team to continually enhance listing quality.
- Creative was tailored to match specific variation color schemes so styling matched the selected product.
- A/B testing was conducted across hero images, titles, and A+ modules to lift CTR and CVR.
- We rewrote product titles and bullets to transform specs into persuasive, SEO-rich copy that boosted visibility and relevance.
On the operational side:
- Inventory management improved through closer alignment with the brand team, reducing stockouts during high-traffic periods.
- As sales grew, so did the volume of inventory loss and damage. We engaged a reimbursement service to help recover as many lost funds as possible.
- We disputed inaccurate FBA measurements across dozens of products, ensuring fee accuracy.
- We navigated critical Amazon flags, from copyright issues to incorrect return handling, resolving countless support cases across fulfillment, catalogue, and listing health.
These backend improvements ensured that increased demand could be met without operational friction.
The Outcome
Over the course of our multi-year partnership, the brand achieved the following results:
- Revenue Growth: From $10.9M in Year 3 to $21.6M in Year 4 — a 108% increase.
- Gross Profit: Increased from $1.5M to $2.4M — a gain of $846K.
- Catalog Maturity: Expanded and restructured to prioritize Amazon-first product lines and merchandising logic.
- Operational Resilience: Reduced stockouts, streamlined fulfillment, and recovered previously lost revenue through fee disputes and reimbursements.
- Brand Positioning: Transitioned from fragmented presence to category leader through full-funnel strategy and high-quality listings.
This brand didn’t just scale. It matured. We helped the brand evolve from a fragmented catalogue into a focused, Amazon-first business — engineered for performance, built to convert, and designed to win.
By aligning creative, operations, and media under a unified strategy, Pilothouse unlocked compounding growth: revenue more than doubled, gross profit soared, and merchandising became a competitive advantage.
The result is a brand that doesn't just participate in the Amazon marketplace — it leads.