Turning Declining Sales Into a $267,319 Monthly Increase on Amazon

About the brand

Coat Defense is a leading natural care brand for horses and dogs, trusted by owners who want safe, effective solutions without harsh chemicals. Founded by Vince and Sandy Polentes, the brand quickly carved out a niche by tackling common skin issues from rain rot and fungus to everyday irritation with products that are both gentle and powerful.

Through its commitment to safety, results, and transparency, Coat Defense has built a loyal following of animal lovers who refuse to compromise on their pets’ well-being.

The Problem

After a breakout year in 2021, Coat Defense’s Amazon sales began to decline.

• Rising ACoS cut into profits.
• Newer competitors with stronger marketing gained traction.
• Listings and campaigns no longer reflected the brand’s true value.

To make matters worse, Coat Defense cycled through multiple agencies yet none could deliver a sustainable growth strategy or the results needed to win back market share.

The Solution

We rebuilt Coat Defense’s Amazon growth strategy with a focus on precision targeting, relentless testing, and competitor-focused positioning:

1. Competitive Deep Dive:
We analyzed every major competitor and developed detailed buyer personas. This allowed us to optimize listings with the right messaging, increasing product conversion rates while lowering cost per acquisition (CPA).

2. Doubling Down on Best-Sellers
Instead of spreading efforts thin, we built full-funnel campaigns around Coat Defense’s flagship products. This helped their top sellers dominate search, convert at higher rates, and hit new sales ceilings without sacrificing efficiency. By segmenting and refining targeting, we dramatically improved ROAS and ensured every dollar went toward the right shoppers.

3. Fast-Tracked Product Launch
We uncovered an overlooked product opportunity within Coat Defense’s existing niche — a gap that competitors hadn’t fully capitalized on. We recommended a fast-tracked launch, which the team executed in under a month. The product gained traction immediately, earning the coveted #1 New Release” badge on Amazon.

This boost in visibility and social proof drove rapid growth. By the end of month two, the product was generating over $100,000 in monthly sales outperforming our initial projections and even surpassing some of the brand’s long-standing bestsellers.

The Results

$267,319 increase in Amazon monthly sales

• 14% reduction in ACoS, driving higher profitability
• Stronger brand positioning through customer-first creative and precise targeting

Coat Defense turned a sales decline into a profitable, scalable growth engine proving that with the right strategy, even competitive categories can be won.