Marketplace case study
Udo's Choice: Taking control of Amazon to protect the brand and drive growth
- Marketplace partnership since
- 2019
- Channel
- Amazon UK
- Category
- Health & Wellness Supplements
Introduction
From channel conflict to sustainable growth
Udo's Choice, created by nutrition expert Udo Erasmus, is an internationally established health and wellness brand generating more than US$50 million in annual global retail sales.
Savant Distribution has been the brand's UK importer and distributor since its introduction to the UK market in 1996, supplying health stores, pharmacies and major retailers.
As Amazon grew in importance, Udo's Choice developed an increasingly fragmented presence on the marketplace. Products were sold through a combination of Amazon Vendor Central and independent third-party sellers, creating growing commercial and operational challenges.
In 2019, Savant Marketplace took responsibility for managing the brand's Amazon UK business, with a clear objective: regain control of the channel, protect the wider brand and establish a more profitable foundation for growth.
The challenges
A fragmented marketplace
Some Udo's Choice listings had between seven and twelve competing sellers. Price competition drove down Amazon retail prices, undermining pricing consistency and creating conflict with established retail channels.
An increasingly unprofitable distribution model
Selling through Vendor Central exposed Savant to shortages, breakage claims and chargebacks that substantially reduced margins. Combined with marketplace pricing pressure, these deductions made the existing model commercially unsustainable.
Limited control over brand presentation
With multiple sellers and a fragmented marketplace presence, Savant had limited influence over how the brand was represented, how listings performed and how its Amazon strategy aligned with the wider business.
Our approach
- 01
Bringing Amazon operations in-house
Savant Marketplace was established as a dedicated capability within Savant Distribution to manage the growing complexity and commercial opportunity of Amazon and other online marketplaces.
For Udo's Choice, the first major step was moving from Vendor Central to Seller Central.
Rather than supplying Amazon as a wholesale customer, Savant took responsibility for selling directly through its own Amazon account, managing stock, fulfilment, listings and advertising.
This also allowed Savant to fulfil orders from its own temperature-controlled storage facilities, maintaining appropriate product handling while delivering directly to Amazon customers through Prime-eligible fulfilment.
- 02
Regaining control of distribution
Moving to Seller Central was only the first step. Third-party sellers continued to compete on Udo's Choice listings, frequently undercutting Savant's retail pricing.
Savant progressively consolidated the seller base, introducing Amazon Transparency and working with a smaller group of authorised resellers.
The marketplace moved from as many as twelve competing sellers on individual listings to three approved partners alongside Savant.
While this improved control, competition between sellers continued to limit growth and pricing consistency.
In 2022, Savant completed the transition to a single-seller model, taking direct responsibility for the brand's Amazon UK presence.
This established a more consistent approach to pricing, inventory, advertising and brand presentation, while reducing the channel conflict that had previously affected the wider business.
- 03
Improving the customer experience
With greater control of the marketplace, Savant invested in improving the quality and effectiveness of Udo's Choice product listings.
Product content was developed specifically for different formats, including oils and capsules, with improved imagery, clearer information and creator video content.
These improvements contributed to an 18% increase in conversion rate.
- 04
Building profitable, sustainable growth
Savant also changed how advertising was managed.
Rather than spending heavily to capture customers already searching for Udo's Choice by name, advertising investment was focused on opportunities to generate incremental sales.
Today, more than 80% of Amazon sales are generated without attributed advertising, while advertising expenditure remains below 5% of sales.
Combined with stronger pricing consistency, improved inventory management and direct fulfilment, this has created a more commercially sustainable Amazon operation.
Quantified results
The results
- Amazon UK sales growth from 2020 to 2025, with five consecutive years of growth.
- +60%Amazon UK sales growth from 2020 to 2025, with five consecutive years of growth.
- Reduction in competing sellers on selected product listings.
- 12 to 1Reduction in competing sellers on selected product listings.
- Increase in product listing conversion rate.
- +18%Increase in product listing conversion rate.
- Buy Box ownership.
- 90%+Buy Box ownership.
- Amazon sales generated without attributed advertising.
- 80%+Amazon sales generated without attributed advertising.
- Advertising expenditure as a proportion of Amazon sales.
- Under 5%Advertising expenditure as a proportion of Amazon sales.
Wider outcomes
Beyond Amazon sales
The most important outcome has been the transformation of Amazon from a source of commercial pressure into a more profitable, controlled and sustainable sales channel.
Savant now manages the brand's Amazon presence through its own distribution infrastructure, with greater consistency in pricing, inventory availability, fulfilment and product presentation.
Crucially, Amazon no longer creates the same pricing disruption across Udo's Choice's established retail channels.
The result is a stronger Amazon business that supports, rather than undermines, the wider brand.
Your brand. Our investment. Shared growth.
Udo's Choice demonstrates what can happen when Amazon is managed as part of a brand's wider commercial strategy, rather than as an isolated sales channel.
Savant combines wholesale investment, distribution infrastructure and specialist marketplace expertise to help established brands take control of their Amazon business.