Work

Amazon agency support for US oral care brand’s UK expansion

Providing Amazon consultancy to Dental Herb to help it navigate the complexities of Amazon UK compliance.

Amazon Markets:

The brand

Dental Herb Company is a US-based oral care brand known for its ‘Truly Natural’, clinically proven formulations. From their professional-strength herbal mouthwash to innovative biodegradable flossers, Dental Herb crafts premium oral health products with a commitment to clean ingredients, sustainability, and long-term gum health.

When the brand approached Fluid Marketplaces, it was ready to expand into the UK but needed expert guidance to navigate the compliance-heavy world of Amazon UK.

Services

The brief

Although Dental Herb had already established a strong following in the US, their entry into the UK market presented several new hurdles. These included:

No UK regulatory setup for VAT, EORI, or packaging compliance
Strict UK/EU compliance standards around claims, labelling, and ingredient transparency
No localised Amazon listings or ad-ready content
No UK logistics or fulfilment in place
A brand voice and messaging that needed to resonate with UK audiences without diluting the brand’s natural ethos

To successfully launch on Amazon UK, we set three core objectives:

Establish a Compliant Amazon Presence: Ensure full compliance across logistics, tax registration, labelling, and Amazon Brand Registry
Create Localised, High-Converting Listings: Upload and optimise listings tailored to UK customers, aligned with Amazon policies and tone
Lay the Foundation for Growth: Set up advertising, content, and analytics infrastructure for long-term brand building

Our solution

We took a multi-phase, end-to-end approach to Dental Herb’s Amazon UK expansion, supporting both operational setup and strategic execution.

Phase 1:

Regulatory setup & brand registry

We coordinated with trusted partners to secure all necessary UK registrations, including VAT, and EORI (economic operators registration and identification) numbers, ensuring Dental Herb’s product ingredients, claims, and packaging met UK compliance standards.

Once regulatory frameworks were in place, we unlocked A+ content, brand protection, and advanced advertising tools by linking them through their Global Brand Registry.

Phase 2:

Listing creation, localisation & upload

We created tailored listings for Dental Herb’s first three products: PerioSpot, Tooth & Gums Tonic, and Biodegradable Floss Picks. While carefully balancing compliance with conversion.

Removed or reworded terms that could trigger Amazon’s restricted health claims filters
Adapted copy to match UK shopper language while preserving the brand’s holistic, clinical voice
Uploaded listings with all required backend fields, keywords, and documentation to ensure smooth launch approval

Phase 3:

Content, advertising & strategic planning

With listings live, we built Dental Herb’s UK Amazon presence through:

A fully branded Storefront and A+ Content aligned with US brand visuals but tailored to UK guidelines
A Sponsored Products campaign strategy to generate early traction while monitoring keyword performance
Tracking setup across all advertising and inventory metrics to lay the groundwork for scalable, profitable growth

The results

The impact of our strategic setup has positioned Dental Herb for long-term success in the UK and beyond.

Fully compliant and operational UK account, with all necessary tax, regulatory and packaging registrations in place
Brand Registry secured, unlocking enhanced content capabilities and brand protection tools
Three hero SKUs successfully listed, each with optimised, UK-localised listings and retail-ready compliance
Brand Store and A+ Content live, elevating the brand’s premium positioning and improving conversion potential
Advertising campaigns launched, primed for keyword testing and scale
PerioSpot ranked in the Top 10 Bestsellers for Cold Sore Remedies on Amazon UK, within just 7 weeks of launch

“Partnering with Fluid Marketplaces was one of the best decisions we made for Dental Herb Company’s international expansion. Their team guided us through every step of launching on Amazon UK with a level of expertise and care that made the process feel seamless."

Vickie Bechum

Director of Ecommerce and logistics, Dental Herb Company