Untapped Amazon Growth Case Study

Executive Summary

Since Prime Retail Solution began managing Untapped's Amazon presence in July 2024, the brand has grown from a promising performance-nutrition catalog into a stronger, more scalable Amazon channel with better advertising structure, stronger repeat-purchase behavior, and clearer product-level growth systems.

Before PRS began managing the account, Untapped's June 2024 Amazon sales were $29,590.19. In the first 12 months after PRS began work, from July 2024 through June 2025, Untapped generated $507,446.37 in total Amazon sales across 11,548 orders, averaging $42,287 per month.

Growth accelerated further in the next period. From July 2025 through May 2026, Untapped generated $705,315.46 in sales across 15,390 orders, even with only 11 months of data available. Compared with the same July-May period one year earlier, sales increased by approximately 55%. Monthly average sales also increased from $42,287 in the first PRS-managed year to $64,120 in the July 2025-May 2026 period.

The strongest month in the data was September 2025, when Untapped reached $81,286.63 in total Amazon sales from 1,815 orders, including $52,008.00 from new-to-brand customers.

The Challenge / The Brand

Untapped sells premium maple syrup, waffles, hydration products, and recovery products built for active lifestyles. The products already had a strong brand story: real food, simple ingredients, and practical fuel for running, cycling, hiking, and endurance training.

The Amazon opportunity was clear, but the account needed a more complete marketplace growth system. Before PRS took over, the brand had room to improve in several areas:

Advertising structure and audience targeting were underleveraged.

The catalog needed ongoing SEO, A+ Content, image, and variation work.

Repeat purchasing could be strengthened through Subscribe & Save.

Seasonal demand around endurance events and holiday shopping needed more proactive planning.

New product launches needed review support, listing structure, and dedicated campaign systems.

PRS's goal was to turn Amazon into a more predictable growth channel, not just a place to run isolated campaigns.

Our Strategic Approach

1. Advertising & Audience Targeting

PRS expanded Untapped's advertising structure across Sponsored Products, Sponsored Brands, Sponsored Brands Video, competitor targeting, and Amazon Marketing Cloud audience campaigns.

The team used high-intent keyword targeting for conversion, broader discovery campaigns to find new pockets of demand, and competitor keyword campaigns to capture adjacent shoppers. AMC campaigns were used to reach audiences such as shoppers who viewed, added to cart, purchased, or looked similar to high-value customer segments.

This helped Untapped scale visibility while keeping a close eye on advertising efficiency through ACOS, ROAS, PPC sales, and new-to-brand metrics.

2. Conversion & Catalog Optimization

PRS supported catalog improvements that helped turn traffic into sales. This included A+ Content and alt-text optimization, listing image updates, storefront review support, parent-child variation work, search suppression troubleshooting, and feed-file/Seller Support work.

The team also created parent-child variation structures for newer Recovery Drink Mix ASINs, giving the new product line a better foundation for discoverability and future advertising.

3. Customer Retention & Subscription Growth

Subscribe & Save became a major retention lever. Across the source Subscribe & Save data through June 2026, Untapped generated approximately $76,461.49 in S&S sales from 1,830 shipped subscription units, with a period-end subscription balance of 428 active subscriptions.

The strongest S&S product was Maple Syrup Packets ASIN B00VBVJ760, which accounted for $34,667.70 in S&S sales and 843 shipped subscription units.

PRS also supported S&S coupon initiatives to bring first-time buyers into the subscription funnel, helping the brand build a stronger repeat-customer base instead of relying only on one-time purchases.

4. Seasonal & Promotional Strategy

PRS planned around key demand windows including Prime Day, Black Friday, Cyber Monday, Cyber Week, Christmas, post-Christmas demand, and endurance-event seasonality.

The team also supported promotion planning for key products such as Maple Syrup Packets, variety packs, sample packs, and other catalog leaders. These initiatives helped Untapped participate more strategically in periods when shoppers were more likely to buy sports nutrition, snacks, hydration, and giftable consumables.

Key Results

Overall Sales Growth

The most important result is the shift in Amazon revenue scale.

June 2024 pre-PRS baseline: $29,590.19 in sales.

July 2024-June 2025: $507,446.37 in sales across 11,548 orders.

July 2025-May 2026: $705,315.46 in sales across 15,390 orders.

July 2025-May 2026 sales were up approximately 55% versus July 2024-May 2025.

Peak month: September 2025, with $81,286.63 in total sales and 1,815 orders.

This shows that the account did not just have one isolated strong month. The average monthly revenue base expanded materially after PRS implemented a more complete Amazon growth strategy.

New Customer Acquisition

New-to-brand sales were a major driver of growth.

During the first 12 months after PRS began managing the account, new-to-brand customer sales totaled $331,540.30. From July 2025 through May 2026, new-to-brand customer sales reached $417,648.28.

September 2025 was again the standout month, with $52,008.00 in new-to-brand customer sales and 1,194 new-to-brand customer orders.

Repeat Customer Growth

Repeat sales also strengthened as the Amazon channel matured.

July 2024-June 2025 repeat sales: $35,891.76.

July 2025-May 2026 repeat sales: $49,608.90.

This matters because a performance nutrition brand needs recurring behavior. The combination of Subscribe & Save, retargeting, and better product visibility helped Untapped create more repeat purchase momentum.

Subscribe & Save Performance

Subscribe & Save produced $76,461.49 in sales and 1,830 shipped units in the source reporting period. The account ended with 428 active subscriptions, showing that the brand had developed a durable recurring-revenue base on Amazon.

The top S&S products were:

Maple Syrup Packets: $34,667.70 in S&S sales.

Coffee Infused Maple Syrup Packets: $10,336.49 in S&S sales.

Salted Cocoa Maple Syrup Packets: $6,019.23 in S&S sales.

Maple Organic Waffles: $5,589.22 in S&S sales.

The Results in Action

One of the clearest wins was the use of Amazon Marketing Cloud and audience targeting. Across the lifetime AMC audience targeting portfolio, the campaigns generated $61,168.13 in sales from $5,816.00 in spend, producing a 9.51% ACOS and 10.52 ROAS. The campaigns also delivered 1,115,734 impressions, 6,091 clicks, a 0.55% CTR, a $0.95 CPC, and 1,331 purchases. This showed that Untapped could reach beyond basic keyword traffic and still maintain efficient conversion.

Another major win was the Creator Connections launch. The program generated 108 accepted creator partnerships, giving Untapped new social proof and product-content distribution on Amazon. Early reporting showed creator content beginning to drive attributed sales, while also strengthening product detail pages with more shopper-facing media.

A third win was the Subscribe & Save program. With 428 active subscriptions and over $76K in S&S sales, Untapped built a stronger retention engine around its core consumable products.

Conclusion & Future Outlook

Prime Retail Solution helped Untapped build a more mature Amazon growth system. The brand moved from a smaller monthly sales base into a stronger channel with higher average monthly revenue, better customer acquisition, improved repeat purchase behavior, and a clearer structure for launching and scaling new products.

The strongest future opportunities are to continue scaling the hero maple syrup packet line, expand Subscribe & Save acquisition, grow Recovery Drink Mix after review momentum builds, and keep using AMC, creator content, and seasonal promotions to reach new active-lifestyle customers.

Untapped now has the foundation of a durable Amazon growth engine: strong hero products, a recurring customer base, proven audience strategies, and a catalog that can continue expanding.