Introduction

Thrasio is named for a revered warrior in Greek mythology. It's a fitting image, given the company's domination in the FBA roll-up market. With a global portfolio of more than 15,000 bestselling products, Thrasio has a well-oiled formula for success — one that doesn't include operating in a vacuum.

The company's approach to optimization is data-driven and iterative, which made PickFu a natural fit when Thrasio was looking to take its Angry Orange pet odor eliminator brand to the next level.

The challenge

When Thrasio acquired Angry Orange, the brand was already successful but had room for growth. The challenge was optimizing product listings and marketing materials to maximize conversion rates and organic rankings on Amazon.

Traditional A/B testing methods were too slow for Thrasio's aggressive growth timeline. They needed a way to get rapid, reliable feedback from real consumers to guide their optimization decisions.

The solution

Thrasio integrated PickFu into their optimization workflow for Angry Orange. They used PickFu's consumer panels to test everything from main product images to packaging designs, getting feedback from pet owners who matched their target demographic.

The iterative testing approach allowed them to make data-driven decisions quickly, rather than relying on internal assumptions about what would resonate with customers.

The results

The results speak for themselves. Through systematic optimization guided by PickFu testing, Angry Orange's unit session rate improved from 35% to 42% — a significant jump that translated directly to increased revenue.

More impressively, the brand's annual revenue grew from $2 million to $23 million, making it one of Thrasio's most successful acquisitions.

The success wasn't just about the numbers. The consumer insights from PickFu helped Thrasio understand what pet owners really wanted from an odor eliminator, allowing them to refine not just the marketing but the product positioning as well.