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CASE STUDIES
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2025
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Buona Pet
From Zero to Market Share Leader in 3 Categories in PET, The Launch of Buona Pet on Amazon
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CLIENT
Buona Pet
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TIMELINE
10 months
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SERVICES
Advertising
Strategic Analysis
Efficient Catalog Management
Technical Management
Exceptional Brand Experience
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OVERVIEW
Buona Pet is the veterinary brand born from the scientific expertise of Buona S.p.A., an Italian company with over twenty years of specialization in integration. Buona Pet brings the same rigorous formulation and quality culture to the animal world that have made the group a reference point in pharmacies.
Dedicated to the well-being of dogs and cats, the line is distinguished by formulations based on clinical evidence, specifically selected active ingredients in appropriate concentrations, and dosages calibrated according to the animal's weight. Entirely produced in Italy, with ISO 9001:2015 and GMP certified systems, Buona Pet positions itself as a premium brand in the landscape of veterinary integration.
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SOLUTIONS
For Buona Pet, the challenge was primarily structural: the company did not have its own account on Amazon, and the products were available on the platform exclusively through third-party retailers. The product pages were inconsistent, poorly maintained, and not aligned with the brand's premium positioning, impacting perception, conversion rates, and image control.
Furthermore, there was no real strategic penetration of the pet market on Amazon: the presence was fragmented and lacked centralized management. The challenge was to build everything from scratch: the account, catalog, content, and strategy, centralizing sales, communication, and investments within Buona Pet's official account, with the aim of transforming a passive presence into a structured and competitive foothold.
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SOLUTIONS
For Buona Pet, we started from the ground up: we created the company's official owner account, establishing a direct and centralized presence on the Amazon channel.
We then centralized the entire catalog within this account, uploading all missing references and developing the SEO infrastructure from scratch, with an architecture aimed at maximum keyword coverage and category relevance. Simultaneously, in collaboration with the marketing team of Buona S.p.A, we created the entire visual content setup to realign the brand's perception and premium positioning.
After an in-depth analysis of the PET market, characterized by large and well-established players, we structured a full funnel penetration strategy capable of covering every stage of the purchase journey and maximizing the efficiency of advertising investments.
To complete the project, we provided 360° operational support, including the reactivation of blocked offers, management of catalog compliance issues, and continuous oversight of the account, ensuring stability, control, and scalability over time.
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Results
With Buona Pet, the outcome was a true development of an Amazon channel from the ground up. Starting from a complete lack of organic dominance, the brand achieved 239,532 brand organic impressions, surpassing 11,000 units sold within just a few months of structured activity.
The comprehensive full funnel advertising strategy maintained an average RoAS of 11.71, demonstrating a high efficiency of advertising investment from the initial market penetration phase.
Simultaneously, Buona Pet entered the Top 3 for market share in three key Pet category markets on Amazon, achieving:
8% share in Dog Food Supplements
5.7% share in Fish Oil Supplements for Dogs
8.2% share in Herbal Supplements for Dogs
This result testifies not only to growth in terms of sales but also to genuine market share acquisition in categories dominated by large-scale competitors.
+11k
Units Sold
11.71
RoAS
3
Category Leader
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CASE STUDIES
