Supplements
Sixteen months on Amazon and almost nothing to show for it.
Ultrahuman is a bootstrapped supplement brand built by its founder, Jason Dhir, around B2B and wholesale relationships. The Amazon account had been open for close to sixteen months and was producing roughly $1,000 a month, because nobody had ever run it as a direct-to-consumer channel.
$1K
Average month before
$32K
Month of June
2.8%
TACoS, from 13.8%
4
Months to $30K a month
Figures sourced from the old case report, not from the account P&L. The revenue figures reconcile with the report’s own claim — $1,000 to $32,000 is a shade over its stated “+3,000%”. One number is not usable: the report prints +137% twice, once for conversion rate and once for organic growth, and only the organic pair (5.16% to 12.25%) actually computes to it. The conversion-rate figure looks like a copy of the organic row, so it is not on this page. There is also no logo asset for this brand in the repo, and no client quote is published here — the quote on this report is the same sentence used on the SILCA, OnPoint and Kitty Poo Club reports.
Where they started
An open account that nobody was running
This is a more common situation than the numbers suggest. Ultrahuman had a real business built on wholesale accounts and B2B relationships, and Amazon existed alongside it as something that had been set up and then left. Sixteen months of listings sitting there, generating about $1,000 a month, is not a failed channel — it is an unattended one.
The brand was bootstrapped, which set the terms. There was no budget to buy growth and then work out the economics afterwards, so profitability had to be a constraint from the first month rather than a phase that came later.
What we did
Build the brand on the channel, then optimise for profit rather than growth
- Catalog analysis and brand assets first — SEO research into the listings and a redevelopment of how the brand actually presented on Amazon, which had never really been done.
- Ads built and categorised against brand goals, each campaign given a specific KPI and a 14-day optimisation period, so decisions ran on a fixed cadence instead of reactively.
- Optimised for profitability over growth, stabilising the hero product and pivoting spend to the highest-returning campaigns and keywords rather than the highest-volume ones.
- New product development chosen from the account’s own data and the gaps it exposed, rather than from what the category looked like from outside.
The stated target was $10,000 in a month within the first three months. That was met, and it is the more honest measure of the engagement than the headline figure, because it was the number agreed before anyone knew how it would go.
What changed
$1,000 a month to $32,000, with TACoS under 3%
The account went from roughly $1,000 a month to $32,000 in June, hitting a $30,000-a-month rate within four months of the work starting. TACoS fell from 13.8% to under 2.8% while holding that revenue rate, which is the part that matters for a bootstrapped brand — the growth did not arrive on the back of spend it could not sustain.
Organic share of sales rose from 5.16% in July 2023 to 12.25% in July 2024, a 137% increase, so a growing proportion of the revenue was not being paid for at all.
What we’d flag: a percentage increase off a $1,000 base is arithmetically true and close to meaningless as a comparison — the useful numbers here are the absolute revenue, the TACoS, and the four months it took. The report’s conversion-rate claim is excluded for the reason given above.
Why it matters if you're reading this
A dormant Amazon account is not evidence that Amazon does not work
Plenty of established wholesale and B2B brands have an Amazon account open, producing almost nothing, and have quietly concluded the channel is not for them. Usually what it is evidence of is that nobody has run it — the listings were never built for search, the ads were never given a KPI, and the brand never really arrived on the platform.
If your account has been sitting at low four figures for a year or more, the question worth asking is not whether Amazon works for your category. It is whether anyone has actually operated it.
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