Le Col

Increasing Revenue by 161%: Venturing into Uncharted Territories Using Amazon FBA. 

Le Col is a premium cycling brand that’s on a mission to create the best performance cycling apparel in the market.

In order to unlock the next phase of the company’s growth, we helped them launch in the United States, using Amazon FBA to assess the viability of wider global expansion initiatives. This was then followed up with expansion into Amazon Canada and Amazon Germany.

Global Amazon Markets

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The Challenge

After successfully launching Le Col on Amazon US in 2022, they challenged us to double their revenue on the marketplace in 2023.

They also wanted us to lower the YoY TACoS from 40% to 25%, and increase ad impressions by 30%.

As a premium cycling apparel brand in a market saturated by lower-priced competitors, this was a formidable task. Advertising costs were rapidly rising, and consumer spending was slowing due to socio-economic factors.

Our mission was to persuade customers to choose quality products, even if they come with a higher price tag. 


The Solution

Our strategy was to focus on improving the conversion rate (CVR) through a combination of advertising and organic work on the Le Col Amazon US account.

Techniques included:

man wearing Le Col shirt on a bike

The Work


The Results

Year-on-year, through a combination of advertising and organic improvements, we were able to:

The work went on to win Best Use of Amazon Ads at the 2024 UK Paid Media Awards.

2024 uk paid media awards winner-light-1

Related reading

"Fluid really impressed us from the outset. Their in-depth knowledge of Le Col and extensive research and analysis really showcased their experience with the Amazon platform."
Andrew Longley
Digital Director - Le Col

Our work

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