Amazon growth for supplement and wellness brands.

Ancient + Brave is a premium collagen and wellness brand selling in the UK, the US and Europe. At the start of 2023 the Amazon account was small. By December 2025 it was turning over close to £800,000 a month. Sales grew 101% into 2024 and then 160% into 2025, against a category averaging 36% — a growth rate 344% above the category. The engagement closed in January 2026 at £850,000 a month, the account's best. The full Ancient + Brave case study is published with the figures attached.

Growth on its own is easy to buy. The figure worth quoting is the one sitting next to it: total advertising cost of sale held at 14.6% while revenue more than doubled, and advertising return finished 44% above the 2025 category average of 1.7. We have written about why that pairing matters — a growth number without an efficiency number beside it is half a story.

One figure on that account matters more to a supplement brand than any of the others: subscriptions grew to 25–30% of monthly revenue. Supplements are a repeat-purchase category, so subscription share compounds in a way it never does for a one-off purchase. It is the difference between an account that has to buy every sale and one that opens each month with a base.

That is the band this consultancy is built for. We work with brand owners from £20,000 a month on Amazon UK, or $50,000 a month in the US, so a supplement brand at £50,000 a month sits in the middle of the range — real product, real demand, and an Amazon channel running below the rest of the business. At that level the work is usually the same three jobs: get the hero SKUs ranking, separate branded defence from non-branded growth, and build the subscription base underneath both.

The engagement is the five disciplines we run for every account — strategy, operations, full-funnel PPC, DSP where it is warranted, and reporting — run as one system rather than five suppliers coordinating by email. It is founder-led, which at this size means the person who sets the strategy is the person who looks at the account.

What it costs is published. A monthly retainer sized by your catalogue, plus a commission charged in marginal slices so the effective rate falls as sales grow: you can model the fee for a brand at £50,000 a month in ten seconds, before speaking to anyone. Almost no Amazon agency will tell you that before a sales conversation, which is most of the reason ours is on the website.

DSP is not automatic at this size. It earns its place when there is enough demand to retarget and enough margin to fund prospecting. On the collagen account it was where the step change happened — custom audiences bringing in new customers at a positive return, rather than retargeting the same buyers more often.

Supplements reward two things Amazon does not hand out easily: repeat purchase and trust. The repeat side is Subscribe & Save and the subscription base built underneath it, which is why subscription share is the number we watch first on a wellness account. The trust side is content — the listing has to answer the questions buyers actually ask, which is why regular customer polling is part of how we build content rather than guessing at the objections.

It is also a crowded shelf, and the cheapest-looking sales in a supplement account are usually the ones you were going to get anyway. We run a deliberate split between defending branded search and buying non-branded growth, and how to size that split is one of the first things worth measuring on an account of this kind.

The main image also does more work here than in most categories, because a supplement thumbnail has to carry format, dose and benefit at roughly the size of a postage stamp. On the collagen account we rebuilt the main images to work like ads rather than pack shots, put A+ Premium on the main lines, and rebuilt the brand store to sell rather than to look like a website.

We are a UK consultancy, we report in pounds, and the UK marketplace is where most of our clients start. The sequencing that works is to get the UK account ranking and profitable first and expand from a position of strength — which is the order we followed on the collagen account before launching the US and Europe for it.

Expansion is a discipline rather than a switch. On that account it meant running the US and Europe as managed launches, with catalogue, content and advertising built for each marketplace instead of listings flipped live and left to find their own level. If you are already selling in the US and the UK is the gap, that runs the same way in reverse.

MUUSH came to us with no Amazon history at all. We ran the whole launch — product launch through optimisation to fulfilment — and briefed the internal team on the content strategy to win on Amazon. The account was profitable in under six months. Comparing the first quarter of 2026 with the last of 2025: sales up 126%, total advertising cost of sale down 12%, cost per acquisition down 19%, and repeat customers up 207%.

Revive Collagen is also a RippleEffect client.

So the proof on this page is one collagen brand with three years of published figures, one launch taken from a standing start to profitable, and a client list in the same categories. That is what it is, and we are not going to dress it up as two case studies.

Every engagement starts with a free Amazon account audit: your listings, campaigns and catalogue, with a prioritised set of first moves. On a supplement account that usually surfaces the subscription base, the branded and non-branded split, and the main images, in roughly that order. You see how we think before you pay for anything.

If you would rather see the numbers first, the case studies are published with the figures attached, and so is the pricing.