Stefano Bettani

• 7,700+ — Active SKUs Under Full Vendor Central Management
• 4,478 — Single-unit Purchase Orders Reviewed to Protect Net PPM

Stupell is an Amazon Vendor Central wall art brand with 7,700+ active SKUs. The catalog was disorganized: thousands of products sat in wrong variation families, and suppressed listings cost an estimated 50 to 100 sales a day. Amazon was also issuing single-unit POs on 4,478 new items, and there was no system for A+ content or promotions.

I took over full Vendor Central operations: brand health, catalog management, and Amazon case escalation.

Structure: I ran a large variation restructuring, breaking 281+ SKUs out of wrong families and correcting 23+ categories. Wrong families are why listings are suppressed, so this is what recovered the lost orders.

Process: A+ content and bulk video uploads across thousands of SKUs.

Margin: I advised a PO acceptance strategy that protected Net PPM, curated the Spring Sale ASIN list on Net PPM, and ran reimbursement audits with BOL/POD retrieval.

I corrected 281+ SKUs out of wrong variation families and recategorized 23+, recovering an estimated 50 to 100 orders a day. A+ content was run in bulk, and Net PPM was protected through both the PO issuance and the Spring Sale.

• 20% — of Ad Budget Reallocated from Non-converting Terms
• 10% — Commission Fee Eliminated on Reimbursement Recovery

United Pharma sells EldonCard blood type test kits on Amazon and Walmart. Their ads ran on generic “blood type” keywords: conversion was poor, ACoS was climbing, and over 20% of the budget went to terms that were not converting. Their Walmart channel was stalled, with no WFS, no brand protection, and a former distributor still holding key listings.

Research: I read buyer intent from SmartScout data and review sentiment. Real buyers were shopping for emergency first aid, travel testing, and wellness screening, not generic blood type terms.

Implementation: I moved spend to those niches, negated low-intent terms, and tested Sponsored Display remarketing. In parallel, I onboarded 3 pack sizes to Walmart WFS, filed brand protection, and ran a full distributor transition to consolidate listing ownership.

Optimization: I replaced their reimbursement tool with a custom dashboard, removing its 10% commission.

I shifted spend to ready-to-buy traffic, improving conversion. Three SKUs went live on Walmart WFS, opening a second marketplace. I recovered the listings from the former distributor, permanently eliminating the 10% reimbursement commission.

• 300 — ASINs Profitably Advertised Within the First Month
• 1,200+ — ASINs Built From Zero Search Visibility

Quest Technologies is a B2B industrial cable tray manufacturer with 1,200+ ASINs on Amazon. They had no advertising infrastructure, low listing quality, no A+ content, and no search visibility. When the owner searched his own core product, “cable tray”, his listings did not appear. They needed a presence built from nothing, against revenue targets.

Discovery first: I implemented auto campaigns across the catalog to learn which products and terms actually converted, rather than guessing keywords in an industrial category.

Then control: I moved top performers into targeted manual campaigns, reaching the top 300 ASINs in month 1.

Price before ads: A market study found the catalog underpriced by 15-20%, a margin available without spending to get it. I implemented multipack bundles to lift AOV, cleared battery compliance suppressions, and built an A+ content and creative SOP.

I achieved profitable ads on the top 300 ASINs within a month, moving from auto to manual in about 30 days. Margins increased with a 15-20% price rise, AOV improved with new multipacks, suppressions were cleared, and a creative SOP is ready to scale.