chirp Full Service Case Study
519% Growth to Date
Sustained revenue increase since partnering with My Amazon Guy
Chirp, founded in 2015 by Tate Stock, began by addressing yoga enthusiasts’ needs with the original Plexus Wheel. After discovering a new mat material, the brand shifted focus to back pain relief.
Today, the brand has helped over 100,000 customers manage daily aches with durable foam-covered wheels that support up to 500 lbs. Their mission: helping you feel good and do more.
The Challenges
Inconsistent Catalog Health
Listings suffered from persistent technical issues, including problems with brand-to-store connections and incorrect review variations, leading to a confusing shopper experience.
Recurring Account Health Issues
The account was flagged for product condition complaints and other policy violations, putting listings at risk of suppression and damaging customer trust.
Rampant Brand Infringement
The brand was under constant attack from copycat sellers and infringers. It lacked an effective, repeatable process to enforce its patents and trade dress through Brand Registry.
Unclear Profitability
The true cost of fulfillment was unknown. The team lacked clear data comparing SFP vs. FBA costs and was subject to incorrect FBA fee measurements, eating into margins.
High Return Rates
A high volume of returns triggered investigations and required a detailed action plan. The root causes were not being addressed, costing the brand money and damaging listing health.
Challenging International Expansion
The push into new marketplaces like Canada was failing. Listings were being taken down, parentages were broken, and the NARF fulfillment strategy was not working.
Inventory and Fulfillment Gaps
The brand struggled with inventory blind spots. Issues included MFN listings showing no quantity, shipment tracking problems, and aging inventory building up storage fees.
Unstructured Advertising Approach
The brand lacked a structured advertising playbook. This resulted in reactive spending, missed opportunities, and the need to implement foundational strategies like dayparting.
Ineffective Promotion Management
Promotional planning was chaotic. Key deals like Lightning Deals and Prime Exclusive Discounts were frequently suppressed or would disappear entirely, wasting major sales events.
Critical Brand Protection Failures
Competitors were infringing on utility patents and trade dress. The brand was unable to get Amazon’s APEX program or Brand Registry to enforce its protections, leaving it vulnerable.
Severe Operational Drag
Operational issues became a major financial drain. The Amazon return rate was 2-4x higher than the brand’s website, and A-to-Z claims remained a persistent problem.
- Full Service
- Catalog Management
- Listing Optimization
- New Product Creation
- Parentages
- Listing Reinstatement
- Amazon Social Posts
- Amazon PPC
- Amazon SEO
Amazon
Sports & Outdoors
$1M-$10M
50-100
1,064+ days since December 2022
Our Approach
Our initial work in late 2022 focused on establishing a baseline and tackling immediate catalog and sales-driving issues. We began by creating new product listings, addressing brand store connection problems , and conducting initial profitability analyses to prepare for the new year.
- Addressed catalog inconsistencies, merging duplicate reviews and fixing brand-to-store connection errors
- Created new listings for products that were on the main website but not yet on Amazon.
- Launched a comprehensive FBA fee audit to identify incorrect charges and find opportunities to improve margins.
- Established an initial ad strategy focused on expanding non-brand keyword targeting to grow market share beyond branded searches.
With a baseline set, 2023 was dedicated to a deep clean of the catalog and a focus on profitability. We addressed long-standing issues with high return rates by improving content , systematically audited fulfillment costs , and began a structured approach to advertising and promotions.
- Analyzed high-return ASINs and executed a content plan to fix the root causes
- Updated infographics with clearer “how-to-use” instructions , adding weight limit specifications to titles , and clarifying wheel sizes to better manage customer expectations
- Conducted deep-dive FBA fee audits and ran comparative reports on SFP vs. FBA profitability to identify true fulfillment costs and stop margin leaks
- Rebuilt and troubleshot broken parentages to consolidate reviews and improve the shopping experience
- Resolved persistent listing quality dashboard issues and fixed incorrect brand-to-store connections
- Initiated the brand protection process by filing infringement reports against competitors who were using the brand’s images and copyrighted assets
- Moved the brand from reactive to proactive promotion by developing a formal promotional calendar
- Scheduled and executed deals for all major sales holidays, including Prime Day and Black Friday/Cyber Monday
- Introduced new promotion types like Brand Tailored Promos
2024 focused on aggressively scaling market share and fixing the struggling international expansion. We implemented sophisticated advertising strategies, launched new products with a structured playbook , and rebuilt the failing Canadian marketplace presence from the ground up.
- Executed a complete overhaul of the failing Canada marketplace
- Duplicated the optimized US catalog, rebuilt broken parentages, and translated all creative content
- Launched dedicated Canadian ad campaigns
- Expanded advertising by launching advanced tactics like Sponsored TV ads
- Implemented foundational optimization strategies like dayparting to control spend
- Managed new product launches with a full playbook, including SEO, copy, design, and ad strategy
- Implemented new processes for appealing A-to-Z claims and troubleshooting shipping problems
- Created and managed FBA shipments, resolved receiving discrepancies, and developed sales forecasts to help plan for inventory and avoid stockouts
2025 became a critical fight to protect the brand’s market share. We escalated brand protection efforts against a surge of infringers, implemented a full-funnel advertising strategy to defend keyword rankings, and optimized all promotions to ensure maximum visibility.
- Aggressively escalated infringement fighting by repeatedly using Brand Registry’s “Report a Violation” tool
- Escalated cases for both utility patent and trade dress copycats to get Amazon to enforce protections
- Resegmented ad campaigns to isolate top-performing items for granular control
- Strategically broke up parentages to test conversion on individual listings
- Ran numerous A/B tests on main images to improve click-through rates
- Executed a complete, data-driven content refresh
- Performed full SEO optimizations based on search query reports
- Designed new infographics and refreshed all A+ Content to improve conversion
- Set up, monitored, and troubleshot all seasonal promotions and Lightning Deals to prevent suppressions
- Managed FBA capacity by submitting requests for increased limits
- Audited shipping templates to ensure correct fulfillment settings
Impact
Over $7.5 Million increase in annual sales
We grew chirp’s Amazon presence from $500k to $8 million in only two years, achieving a total growth of 519%.
Grew Ad Sales from $190k to $7.9M
This $7.71 million increase in ad revenue was driven by a strategic plan that scaled ad spend from $20k to $1.06 million to capture new market share.
106% Increase in Annual Ad Sales
Advertising sales more than doubled from 2023 to 2024. This success was driven by an aggressive strategy that began with a 340% year-over-year increase in Q1, followed by 171% growth in Q2.
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