Transforming a Packaged Seafood Brand into an Amazon Category Leader
A Velocity Sellers Case Study
YoY Sales Growthas of Q1 2026
Conversion Rate Improvement
Click-Through Rate Improvement
of Revenue from Subscribe & Save
Category Rank
Mercury-Tested
Sustainably Sourced
A packaged seafood brand sought to evolve from a relatively unknown player into a recognized household name on Amazon. The objective was to establish a strong, consistent presence and drive sustainable growth within a highly competitive category.
- Products were sold exclusively through third-party sellers, resulting in inconsistent brand messaging
- Unauthorized and duplicate listings diluted brand equity and confused customers
- Lack of optimized assortment strategy for pack sizes, pricing and subscription models
- Limited control over margins and overall customer experience
- Position the brand as an everyday staple for Amazon shoppers
- Increase sales, profitability and customer retention
- Build a cohesive and authoritative brand presence on the platform
- Comprehensive audit of Amazon presence
- Identified authorized vs. unauthorized sellers
- Verified UPC code authenticity
- Benchmarked pricing and pack configurations
- Evaluated branding, content and messaging effectiveness
- Assortment optimization: multi-packs to stay competitive and support Subscribe & Save growth
- Channel control: eliminated unauthorized sellers and consolidated duplicate listings
- Margin alignment: balanced competitiveness with manufacturer margin goals
- Content & branding: revamped imagery and messaging around wild-caught, mercury-free, sustainably sourced and nutritional benefits
- SEO enhancement: rebuilt listings with targeted keywords and long-tail search terms
Safe Catch on Amazon: the full story
The brand
Safe Catch sells wild-caught, mercury-tested, sustainably sourced canned tuna and salmon. The goal on Amazon was to position the brand as an everyday staple for Amazon shoppers and turn a packaged-seafood brand into a category leader.
What we found
The work started with a comprehensive audit of the brand’s Amazon presence: the assortment, how each listing presented the product’s differentiators, and where subscription and replenishment behaviour could be built into the catalog.
What we did
Velocity Sellers optimized the assortment, rebuilt the listings around the terms shoppers actually use, and built a Subscribe & Save program so repeat purchase became part of the account’s structure rather than an afterthought. Advertising and organic work ran under one team.
Results
Year-over-year sales grew 38%, with consistent double-digit annual growth across the partnership. Conversion rate improved 4× and click-through rate 3×. Subscribe & Save came to represent 18% of revenue, and the brand reached a top-20 category rank.
What it shows
A replenishable product wins on Amazon when the listing converts and the subscription is easy; both are catalog and content work before they are advertising work. See Amazon account management services and Amazon SEO services.