Death Wish Coffee (for reference only)
Death Wish Coffee Full Service Case Study
$2M Monthly Revenue
Consistently driving seven-figure sales volume month over month.
Since 2012, Death Wish Coffee pioneered strong, smooth coffee using robusta beans. The brand blends high-quality robusta with Fair Trade and organic arabica for a bold profile.
Specialized roasting at their facilities boosts flavor and caffeine while cutting acidity. This delivers a rich, full-bodied brew that coffee lovers demand.
The Challenges
Expired Inventory Crisis
Faced constant Amazon FBA inventory challenges where good stock was marked as expired due to fulfillment errors, trapping thousands of units in limbo and causing major revenue leaks.
Incorrect Attribute Data Mismatched unit counts and invalid GS1 certificates locked listing edits, preventing critical updates to product details.
Fragmented Catalog Architecture
Recurring “ghost” parents and broken variations scattered reviews, making it hard to maintain organic ranking power.
Image and Attribute Errors
Dealt with outdated images, wrong flavor names, and missing certifications like USDA Organic, leading to poor conversions and lost trust from picky buyers.
Pricing and Buy Box Losses
Battled resellers undercutting prices and losing Buy Box to competitors, while removal orders threatened stock without warning or easy fixes.
Inconsistent Listing Compliance
Mismatched attributes triggered compliance suppressions, creating an inconsistent and confusing post-purchase experience.
- Full Service
- Catalog Management
- Listing Optimization
- New Product Creation
- Parentages
- Listing Reinstatement
- Amazon Social Posts
- Amazon PPC
- Amazon SEO
Amazon
Grocery & Gourmet Food
+$10M
25-50
1341+ days since April 2022
Our Approach
In 2022, we initiated a comprehensive overhaul to stabilize the brand’s presence and prepare for scale. Our Amazon catalog management strategy focused on establishing a clean, compliant foundation while expanding market reach.
- Conducted deep-dive competitor research to build a Master Keyword List (MKL), guiding optimized titles and bullet points for core listings
- Scrubbed listing copy to remove non-compliant health claims like “Max Caffeine,” reducing the risk of suppression
- Implemented a cohesive “Brand Story” module to enhance cross-selling opportunities on Product Detail Pages
- Prioritized fixing Amazon parent child variations by creating new parentage structures for flavored grounds and pods, consolidating reviews and improving visibility
- Audited image stacks across the catalog to identify gaps and coordinated the upload of missing visual assets
- Consolidated isolated child ASINs into their correct parent families to strengthen organic ranking power
- Launched advertising and localized SEO campaigns to capture new demand in the Canadian marketplace
- Executed holiday-specific keyword updates, targeting high-traffic terms related to gifting to maximize Q4 visibility
Early 2023 focused on fixing technical hurdles and optimizing inventory. We resolved UPC issues, broken variations, and stock limits for continuity.
- Rebuilt broken parent-child variations that had fragmented due to system errors, ensuring all flavor and size options were visible on a single page
- Initiated complex troubleshooting for UPC and GS1 certificate discrepancies to resolve persistent attribute errors
- Merged duplicate third-party listings into the core brand catalog to regain control over the Buy Box and brand presentation
- Managed restock storage limit increase requests to ensure sufficient inventory levels for high-velocity SKUs
- Troubleshot competitive price errors that were suppressing the Buy Box, advocating for the brand’s pricing strategy against Amazon’s automated flags
In 2024, we dismantled fragmented catalog issues causing confusion and stabilized inventory leaks. Later efforts hardened defenses against unauthorized sellers and ensured policy compliance to secure Buy Box control.
- Diagnosed and dismantled “ghost” parent listings that were causing child variations to fragment across multiple marketplaces
- Rebuilt parent-child relationships using flat file uploads to unify reviews and improve organic ranking visibility, specifically targeting the Ground, K-Cup, and Nespresso product lines
- Corrected size and flavor name attributes across the catalog to standardize unit measurements and prevent compliance suppressions
- Launched aggressive appeal cases to reclaim sellable stock marked as “expired” by Amazon fulfillment centers, utilizing bin checks to prove inventory viability
- Conducted regular audits of unfulfillable and stranded inventory reports to identify false positives and prevent unnecessary disposal fees
- Identified unauthorized third-party resellers and counterfeit listings that were diluting the brand’s Buy Box share
- Executed a strategy of merging duplicate third-party ASINs into the main brand catalog to consolidate sales rank and remove unauthorized offers
- Removed non-compliant claims and prohibited keywords from titles and imagery to prevent suppression and adhere to category guidelines
- Updated critical certification attributes, including “USDA Organic” and “Fair Trade,” to boost conversion among value-driven shoppers and ensure accurate filtering
With a stable catalog and protected brand equity, the focus evolved into proactive maintenance, visual optimization, and defensive pricing strategies to secure market position.
- Initiated comprehensive audits of product imagery across the catalog to identify low-quality assets or compliance risks, such as non-compliant main images
- Directed the creation and upload of optimized visual content to enhance brand storytelling and eliminate shadows or prohibited elements in main images
- Monitored cross-channel pricing dynamics, specifically investigating connections between competitor rollbacks and Buy Box loss, to identify opportunities for competitive adjustments
- Implemented strategic pricing monitoring to defend the Buy Box against aggressive competitor discounting
- Maintained catalog integrity by proactively fixing Amazon parent child variations splits and immediately reintegrating isolated ASINs into their correct parentage families to preserve review density
Impact
$2 Million+ Monthly Sales
Secured top-line growth through Amazon brand management and protection services, resolving critical compliance suppressions and unifying the brand’s complex catalog architecture.
20,000+ Units Recovered
MAG’s expert Amazon catalog management strategy restored sellable stock by challenging incorrect data, directly fueling sales performance.
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