CASE STUDIES / WHOLESALE — BEAUTY RESELLER
AMAZON WHOLESALEAmazon wholesale: $12K to $64K/month in 5 months.
A wholesale beauty reseller stuck at $12K/month with ads bleeding margin — rebuilt into a 40+ brand portfolio on a 5.1 blended ROAS engine.
The Challenge
The account wasn't failing — it was flat. Twelve brands, thin margins, ad spend eating what was left, and a catalog where 80% of SKUs contributed almost nothing. Every month looked like the last. The challenge: turn a stagnant reseller into a compounding wholesale operation without a bigger budget.
Our Strategy
Cut, then compound. We pruned the dead 80% of the catalog, renegotiated terms with the keepers, and rebuilt the ad account from zero around contribution margin — not vanity ACOS. Freed cash went into new brand approvals in beauty sub-niches with weak seller coverage. Inventory discipline (21-day turns) meant capital was always moving, never parked.
Execution
- Catalog audit — pruned 80% of non-performing SKUs
- Brand approvals: 40+ beauty brands onboarded
- Supplier renegotiation & buy-box rotation analysis
- PPC rebuild around contribution margin — 5.1 blended ROAS
- Restock discipline: 21-day inventory turns
- Account health cleanup & compliance fixes
- Weekly P&L dashboards per brand
RESULTS
The numbers
month by month.
MONTHLY REVENUE — 5 MONTHS
"We'd been stuck at the same number for over a year. GEC cut half my catalog in week two — I nearly cancelled. By month three it was obvious they were right. The account finally behaves like a business, not a hobby."