Case Study
The SeneGence beauty brand was looking to gain control over its brand presence on Amazon. As a direct sales company, it does not authorize third-party sellers on eCommerce platforms. However, multiple unauthorized resellers had created ASINs to list and sell SeneGence products without the brand’s permission. To address our client's challenges, we began identifying and removing rogue ASINs to ensure that only legitimate listings remained. After the cleanup, SeneGence launched its official Amazon Store. With this new presence, we focused on protecting the brand’s ASINs from unauthorized sellers.
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Case Study
The SeneGence beauty brand was looking to gain control over its brand presence on Amazon. As a direct sales company, it does not authorize third-party sellers on eCommerce platforms. However, multiple unauthorized resellers had created ASINs to list and sell SeneGence products without the brand’s permission. To address our client's challenges, we began identifying and removing rogue ASINs to ensure that only legitimate listings remained. After the cleanup, SeneGence launched its official Amazon Store. With this new presence, we focused on protecting the brand’s ASINs from unauthorized sellers.
Unauthorized Listings
Reduction of Unauthorized Listings
Unauthorized Sellers
Reduction of Unauthorized Sellers
Rogue ASINs
Decrease of Active Rogue ASINs
Unauthorized Listings
Reduction of Unauthorized Listings
Unauthorized Sellers
Reduction of Unauthorized Sellers
Rogue ASINs
Decrease of Active Rogue ASINs
Brand Protection
Without proper oversight, there was a lack of control over product presentation, pricing, and customer experience on Amazon for SeneGence. Unauthorized third parties created all existing listings, often featuring outdated, expired, or tampered products. This put customers at risk, resulting in negative reviews and potential compliance issues. Additionally, the presence of unauthorized sellers diverted potential sales from SeneGence's authorized direct sales representatives, causing channel conflict and revenue loss.
Blue Wheel implemented a strategic two-phase approach to help SeneGence regain control of its brand presence on Amazon. The first phase focused on eliminating unauthorized listings, while the second phase aimed at protecting its official Amazon Store.
Without proper oversight, there was a lack of control over product presentation, pricing, and customer experience on Amazon for SeneGence. Unauthorized third parties created all existing listings, often featuring outdated, expired, or tampered products. This put customers at risk, resulting in negative reviews and potential compliance issues. Additionally, the presence of unauthorized sellers diverted potential sales from SeneGence's authorized direct sales representatives, causing channel conflict and revenue loss.
Blue Wheel implemented a strategic two-phase approach to help SeneGence regain control of its brand presence on Amazon. The first phase focused on eliminating unauthorized listings, while the second phase aimed at protecting its official Amazon Store.
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SeneGence's main goals were to regain control over its brand presence on Amazon, eliminate unauthorized listings and sellers, and protect its newly launched official Amazon Store. Blue Wheel implemented a brand protection strategy aiming to:
SeneGence was new to Amazon and lacked an enrolled trademark, which prevented it from leveraging Amazon’s Brand Registry for enforcement. Blue Wheel guided the brand through the trademark registration and enrollment process to qualify for Amazon Brand Registry.
Once enrolled, we helped our client activate Amazon’s enforcement tools, enabling direct takedowns of unauthorized sellers and ASINs. With Brand Registry in place, it gained full control over its official ASINs, allowing us to escalate enforcement actions, file IP claims, and remove rogue sellers more efficiently.
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“Blue Wheel helped us achieve our goals by launching our Amazon store and assisting in the removal of illegal sellers. The Brand Protection team is consistent in their efforts, and since the start of our partnership, we have only seen a few illegal sellers arise. I highly recommend Blue Wheel, as compliance with Amazon requires both connections and consistency.”
SeneGence
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