Home - Project - Le Col
Project stadistic result 747.6% %
Project stadistic result 424.5 %
Brand Store Views
Project stadistic result 419.9 %
Le Col Three Mobiles

Venturing into uncharted territories using Amazon FBA

Le Col is a premium cycling brand that’s on a mission to create the best performance cycling apparel in the market. In order to unlock the next phase of the company’s growth, the brand was keen to explore new territories.

In 2022, they opted to test the waters in the United States, using Amazon FBA to assess the viability of wider global expansion initiatives.

Having always sold directly to consumers before, this would be the first time Le Col had used a marketplace, and the first time it would sell on Amazon.

The Challenge

As a premium cycling apparel brand with a high-end price point, the challenges lay in how to help Le Col:

  • Generate attention in a new territory
  • Differentiate themselves from competitors
  • Build brand awareness in a saturated market

The overarching goal was to build brand awareness and help establish Le Col as a key player within the cycling apparel sector on Amazon US.

What was our strategy?

  • Conduct research to ensure that each ASIN complied with current Amazon best practices and was fully optimised for the US market
  • Generate content-heavy product listings with bespoke A+ Content templates for each parent ASIN
  • Create a brand store that mimics Le Col's existing UK DTC website, with high-quality imagery and videos to tell the brand story
  • Launch Sponsored Ads (Sponsored Product, Sponsored Display and Sponsored Brand) targeting shoppers at each stage of the customer journey to help drive visibility and traffic
Le Col Product
Sports & Hobbies

The Results

Between May 2022 and April 2023, we saw:

  • 747.6% increase in revenue with the average TACoS sitting at 34.6%
  • 424.5% increase in CVR
  • 724.6% increase in ad impressions
  • 419.9% increase in brand store views
  • What services did we provide?

    • Listing Optimisation
    • A+ Content creation
    • Brand Store creation
    • PPC campaign creation and management
    • A/B testing
    • Keyword and competitor research
    • Pricing and promotion strategy
    • Review generation strategy

    Related Reading

    • PR: Le Col joins Fluid for US expansion
    • Article: What You Need to Know About Amazon A+ Content
    • Article: 5 Alternative Strategies for Amazon Prime Day
    View the website
Le Col desktop
Fluid Commerce really impressed us from the outset. Their in-depth knowledge of Le Col and extensive research and analysis really showcased their experience with the Amazon platform.
Andrew Longley
Digital Director - Le Col

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