How over&back Analyzed its Way to Amazon Success
About over&back
over&back is a tabletop and home decor brand that successfully launched on Amazon as part of its transition from wholesale to a consumer-facing business. It specializes in homeware like dinnerware, glassware, and linens. The brand combined its deep industry experience with a data-informed strategy to switch from wholesale to selling directly to consumers.
"Similarweb’s Shopper Intelligence gave us the insights we needed to enter Amazon with clarity and confidence."
Rachel Dietrich
over&back Senior Director of Ecommerce
The Challenge
Setting the right strategy for launch
Before launching on Amazon, over&back was an experienced wholesaler in the tabletop category. However, transitioning to a consumer-facing brand presented significant challenges. The brand needed to identify the right product categories, develop a realistic pricing strategy, and understand its competitive positioning in a highly competitive marketplace.
The Solution
Using data to set out a sales strategy
With Similarweb Shopper Intelligence, over&back devised a strategic approach to its Amazon launch. The insights allowed it to pinpoint high-potential subcategories like bowls, which outperformed dinnerware sets. Additionally, it identified trending colors, such as sage green, which contributed to 15–20% of sales. The brand also sharpened its pricing strategy by analyzing competitor traffic and pricing and optimized its brand store to attract more traffic.
The Success
Repeat purchases through brand loyalty
over&back surpassed its own expectations when it used Shopper Intelligence. Optimizing its product range and strategic pricing boosted brand loyalty, leading to repeat purchases making up almost 40% of sales – far above industry averages for new Amazon brands.
The data also helped over&back design its brand store, leading to higher average order values. It found consumers increasingly saw over&back as a premium, one-stop shop for tableware.
