Home fitness equipment—from weights and plates to treadmills and full home gyms—are being
purchased at a pace never before seen due to COVID-19. According to the Home Fitness Equipment
Global Market Report 2020-30, the market has gone from $7.6 billion in 2019 to $9.49 billion in 2020 at a
compound annual growth rate (CAGR) of 40.4%. A recent survey by TD Ameritrade resulted in 59% of
the respondents claiming that they would probably not even renew their gym memberships.
These trends and statistics have not gone unnoticed by Merkur Innovations. They are expanding their
product line and market into best in class home fitness equipment by launching several brand-new
products targeted toward women with some unisex offerings as well. These initial products include a
kettlebell, ab roller, and dumbbells
After making the big decision to step out of familiar waters with an entirely new product line, Merkur
Innovations reached out to SellerSlice for specialized strategy and execution to help launch their home
fitness products successfully in the highly competitive Amazon Marketplace.
While Merkur Innovations already had a store on Amazon, they felt that SellerSlice could lend further
expertise to the overall challenge of launching a home fitness product line. Specifically, they requested
that SellerSlice quickly take their new home fitness products and build out a holistic customer
marketing campaign that would fully optimize their listings on Amazon to get the highest conversions.
The SellerSlice Impact
Immediately, SellerSlice began work on a strategic plan for successfully positioning these home fitness products in the Amazon Marketplace to get the most traction and sales quickly. As a preliminary tactic, based on the high quality of Merkur Innovations’ home fitness products, SellerSlice optimized all of the listings and enrolled them in the Amazon Vine early review program. For this program, Amazon invites only its most trusted customer to review and post opinions about new and pre release items to help their fellow customers make informed purchase decisions. Amazon invites customers to become Vine Voices based on their reviewer rank, which is a reflection of the quality and helpfulness of their reviews as judged by other Amazon customers. In exchange, the reviewers are provided with free products to review by the sellers.
“It was so wonderful, letting go of Amazon and knowing it was being worked properly. We have weekly telecons and discuss any open items and goals. Sellerslice is a well-tuned machine. We can’t say enough.”
— JANET PACE, TWIN PEAK INGREDIENTS
After garnering excellent early reviews for its products through the Amazon Vine program, Merkur Innovations experienced some serious success in a matter of weeks. Its new kettlebell sold out of its 36K inventory in less than two weeks after securing a 4.2-star rating from reviewers. It also ranked on the first page in Amazon results for kettlebells. Prior to getting reviews under the Amazon Vine program, the kettlebell had a conversion rate of 8%. After SellerSlice secured many positive reviews for the product, the conversion rate shot all the way up to 20%.
There were also similar results for other products introduced after the initial success. The ab roller which was targeted toward a unisex audience received a 4.8-star rating on Amazon that undergirded the best in class listing built out by SellerSlice to optimize sales. The ab roller had 5K in sales in less than two weeks on Amazon with a whopping 31% conversion rate. The listing was so well