{"id":"3203","date":"2019-11-12T10:15:00","date_gmt":"2019-11-12T18:15:00","guid":{"rendered":"https:\/\/www.pickfu.com\/blog\/?p=3203"},"modified":"2022-02-15T15:10:43","modified_gmt":"2022-02-15T23:10:43","slug":"pickfu-helps-million-dollar-fba-brands","status":"publish","type":"post","link":"https:\/\/blog.pickfu.com\/pickfu-helps-million-dollar-fba-brands\/","title":{"rendered":"How PickFu helps to grow million-dollar FBA brands"},"content":{"rendered":"\n<p>An overnight sales boom. <br>The rise from 0 units per day to 200. <br>The potential to increase revenue by over a million dollars. <\/p>\n\n\n\n<p>Most businesses dream about these results. But <a rel=\"noreferrer noopener\" href=\"https:\/\/www.thras.io\/\" target=\"_blank\" class=\"ek-link\">Thrasio<\/a>, a company that <a href=\"https:\/\/blog.pickfu.com\/amazon-fba-acquirers\/\" target=\"_blank\" aria-label=\"acquires and operates million-dollar Amazon FBA brand (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">acquires and operates million-dollar Amazon FBA brand<\/a>s, made it happen. Now, Thrasio uses PickFu to replicate this success again and again.<\/p>\n\n\n\n<!--more-->\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The fastest-growing acquirer of Amazon FBA businesses trusts PickFu\" width=\"600\" height=\"338\" src=\"https:\/\/www.youtube.com\/embed\/cK6VVh0U5wI?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/blog.pickfu.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Thrasio currently manages about 20 brands in-house and is on track to acquire two or three more every month, said John Hefter, V.P. of Creative and Brand Strategy. John&#8217;s team looks for creative opportunities in each product, including packaging, product listing photos, and video. &#8220;Sometimes the opportunities lie in the development of product variations,&#8221; he said, &#8220;but more often than not, the creative is simply not optimized, or at least not differentiated.&#8221; <\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-acquisition-of-angry-orange\">The acquisition of Angry Orange<\/h2>\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"1000\" height=\"1000\" src=\"https:\/\/i2.wp.com\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-original.jpg?fit=600%2C600\" alt=\"\" class=\"wp-image-3208\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-original.jpg 1000w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-original-300x300.jpg 300w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-original-768x768.jpg 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-original-970x970.jpg 970w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption>The original Angry Orange bottle<\/figcaption><\/figure><\/div>\n\n\n\n<p>In 2018, Thrasio acquired the FBA brand <a href=\"https:\/\/amzn.to\/2pIfZt5\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Angry Orange (opens in a new tab)\">Angry Orange<\/a>, a citrus concentrate that neutralizes pet odors. Despite its lack of quality branded content, Angry Orange sold over 100 units per day at $22.95 each. The team at Thrasio hypothesized that with a strategic brand overhaul, overall market share could be improved.<\/p>\n\n\n\n<p>John found Angry Orange&#8217;s existing bottle unattractive. &#8220;It looked like it belonged in a vape store,&#8221; he said. The design wasn&#8217;t compelling and didn&#8217;t build trust. Thrasio&#8217;s design team created about 70 iterations of new labels, but John didn&#8217;t fall in love with any of them. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" loading=\"lazy\" width=\"955\" height=\"948\" src=\"https:\/\/www.pickfu.com\/blog\/wp-content\/uploads\/2019\/10\/image.png\" alt=\"\" class=\"wp-image-3209\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/image.png 955w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/image-302x300.png 302w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/image-768x762.png 768w\" sizes=\"(max-width: 955px) 100vw, 955px\" \/><\/figure><\/div>\n\n\n\n<p>&#8220;Amazon is an exceptionally visual medium,&#8221; he said. &#8220;We buy with our eyes first. When you scroll down the page, what makes your eye stop? Where does your mouse cursor just stop?&#8221; He set about to make Angry Orange the product that would stop someone by changing the color of the bottle itself. &#8220;Bright orange is not a color available on the regular market,&#8221; he explained. &#8220;It was an impossible bottle to find.&#8221; <\/p>\n\n\n\n<p>So to prove that changing the bottle&#8217;s color would be worth it, John turned to PickFu. <\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-confirmation-from-pickfu\">The confirmation from PickFu<\/h2>\n\n\n<p>&#8220;[PickFu] was exactly what I needed,&#8221; he said, &#8220;because I had no way to take my qualifiable ideas and attach it to some quantifiable outcomes that could be useful for our investment team.&#8221;    <\/p>\n\n\n\n<p>After polling 800 people on PickFu, &#8220;the evidence became very clear that the new bright orange design was going to motivate people to purchase.&#8221; <\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-2 is-cropped aligncenter wp-block-gallery-1\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"1848\" height=\"1368\" src=\"https:\/\/i2.wp.com\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-1.png?fit=600%2C444\" alt=\"\" data-id=\"3210\" data-link=\"https:\/\/www.pickfu.com\/blog\/?attachment_id=3210\" class=\"wp-image-3210\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-1.png 1848w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-1-405x300.png 405w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-1-768x569.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-1-970x718.png 970w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"1820\" height=\"1386\" src=\"https:\/\/i0.wp.com\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-2.png?fit=600%2C457\" alt=\"\" data-id=\"3211\" data-link=\"https:\/\/www.pickfu.com\/blog\/?attachment_id=3211\" class=\"wp-image-3211\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-2.png 1820w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-2-394x300.png 394w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-2-768x585.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test-2-970x739.png 970w\" sizes=\"(max-width: 1820px) 100vw, 1820px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"1840\" height=\"1364\" src=\"https:\/\/i2.wp.com\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test3.png?fit=600%2C445\" alt=\"\" data-id=\"3212\" data-link=\"https:\/\/www.pickfu.com\/blog\/?attachment_id=3212\" class=\"wp-image-3212\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test3.png 1840w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test3-405x300.png 405w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test3-768x569.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test3-970x719.png 970w\" sizes=\"(max-width: 1840px) 100vw, 1840px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"1816\" height=\"1062\" src=\"https:\/\/i1.wp.com\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test4.png?fit=600%2C351\" alt=\"\" data-id=\"3213\" data-link=\"https:\/\/www.pickfu.com\/blog\/?attachment_id=3213\" class=\"wp-image-3213 is-layout-flex wp-block-gallery-is-layout-flex\" srcset=\"https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test4.png 1816w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test4-470x275.png 470w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test4-768x449.png 768w, https:\/\/blog.pickfu.com\/wp-content\/uploads\/2019\/10\/angry-orange-test4-970x567.png 970w\" sizes=\"(max-width: 1816px) 100vw, 1816px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p class=\"has-text-align-left\">With his idea validated, John had the confidence to negotiate with a new bottler to custom-make bottles with an entirely new cap and labeling system. He spent approximately $50,000 on the redesign and its companion photography, video, and enhanced brand content. <\/p>\n\n\n\n<p>John recognizes that for smaller sellers, such a change is likely cost-prohibitive. However, he advises, &#8220;to any buyer of any scale who wants to make a change, particularly a visual one, you need a neutral <a href=\"https:\/\/blog.pickfu.com\/online-focus-group\/\">focus group<\/a> that&#8217;s going to give you real information. If you just rely on family or friends, they&#8217;re generally going to have an artificial confirmation bias that&#8217;s just positive towards you. Using a tool like PickFu is a great way to confirm your idea.&#8221;   <\/p>\n\n\n\n<p>Once the new images for Angry Orange went live on Amazon, Thrasio saw a dramatic increase in sales, practically overnight. John reported that the Unit Session Rate increased from 35% to 42%, and average units sold per day rose as high as 160. <\/p>\n\n\n\n<p>Thrasio also took its re-design and created a new ready-to-use Angry Orange product. In the span of two weeks, sales grew from zero to about 200 units per day. If current trends continue, the new creative could result in a revenue increase of $1,124,000 per year. &#8220;It certainly proved out the testing results that we discovered using PickFu,&#8221; John said.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-your-turn\">Your turn<\/h2>\n\n\n<p>Thrasio continues to evaluate and acquire FBA brands, with PickFu as a central component to its success. &#8220;You don&#8217;t really know what&#8217;s meaningful to people unless you test it,&#8221; John says. &#8220;If you&#8217;re willing to spend a little bit of money up front to get that stuff right, it makes a difference.&#8221; <\/p>\n\n\n\n<p>He adds, &#8220;I volunteered to [be featured in this article because] PickFu really works for us. I&#8217;m just happy to share a really good tool so that other people can make good choices. I really think it&#8217;s a valuable thing to have in your arsenal.&#8221; <\/p>\n\n\n\n<p><strong><em>Ready to try PickFu to optimize your Amazon product&nbsp;listing? <\/em><\/strong><a rel=\"noreferrer noopener\" aria-label=\"Start here (opens in a new tab)\" href=\"https:\/\/pickfu.com\/ask\" target=\"_blank\"><strong><em>Start here<\/em><\/strong><\/a><strong><em>.  <\/em><\/strong><\/p>\n","protected":""},"excerpt":{"rendered":"<p>An overnight sales boom. The rise from 0 units per day to 200. The potential to increase revenue by over a million dollars. Most businesses dream about these results. But &#8230;<\/p>\n","protected":""},"author":"2","featured_media":"3216","comment_status":"open","ping_status":"open","sticky":"","template":"","format":"standard","meta":{"_editorskit_title_hidden":"","_editorskit_reading_time":"0","_editorskit_is_block_options_detached":"","_editorskit_block_options_position":"{}","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"categories":["2","17"],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How PickFu helps to grow million-dollar FBA brands - The PickFu blog<\/title>\n<meta name=\"description\" content=\"Once the new creative for Angry Orange went live on Amazon, Thrasio saw a dramatic increase in sales, practically overnight.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.pickfu.com\/pickfu-helps-million-dollar-fba-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How PickFu helps to grow million-dollar FBA brands - 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