Virbac UK
Amazon UK revenue in nine months, at 23.6% TACOS
Virbac set out to establish Amazon UK as a profitable growth channel and to create a scalable framework it could roll out across other markets. Toucan took an under-optimised presence and built it into a £250k+ revenue channel in nine months, expanding the active catalogue, rebuilding advertising from the ground up and starting the marketplace control work the brand needed.
What stood in the way
- An under-optimised Amazon presence with much of the catalogue inactive.
- Product detail page copy holding back both organic visibility and conversion.
- No meaningful advertising structure across branded, category, competitor or generic terms.
- Marketplace control issues: 179 ASIN problems, including duplicates and infringements.
- A framework was needed that would work in other markets, not just the UK.
What we did about it
- Expanding the active catalogue by +250% to unlock new revenue opportunities.
- Launching 100+ ad campaigns across branded, category, competitor and generic targeting.
- Starting marketplace control and brand protection work, identifying 179 ASIN issues and beginning consolidation and infringement removal.
What changed
Virbac generated £250k+ in sales across its first nine months on Amazon UK at a TACOS of 23.6%, with 13m+ ad impressions building awareness across key search terms and categories. Lifetime ROAS across the brand's ad portfolios tracked as high as 6.69, with individual campaigns reaching 13.96 from a £0.39 CPC. The Effipro range alone drove £157k at a 30% conversion rate, and Keyword Performance Score, an indicator of organic visibility, rose by as much as +5,160% per ASIN off the back of the product detail page copy work.
