The Brand
Mervue Laboratories is an Irish company specializing in premium pet supplements backed by veterinary science. With a strong reputation in European markets, Mervue had built a loyal following among pet owners and veterinary professionals who trusted their research-driven formulations. Their product line covers joint health, skin and coat support, digestive wellness, and other targeted supplements for dogs and cats.
With proven success in Europe, Mervue set their sights on the United States, the largest pet care market in the world. Amazon was the logical entry point for reaching American consumers at scale. But entering the US market as a foreign brand, especially in the supplement category, comes with a unique set of challenges.
The Challenge
Mervue Laboratories faced multiple barriers to successful US market entry. First, brand awareness was essentially zero among American pet owners. European credibility does not automatically transfer across the Atlantic, and US consumers had no frame of reference for the Mervue name.
Second, the pet supplement category on Amazon is intensely competitive and heavily regulated. Supplement listings require careful language to remain compliant while still communicating product benefits effectively. One wrong claim can result in listing suppression or worse. Mervue needed a partner who understood both the marketing and compliance dimensions of selling supplements on Amazon.
Third, content localization was critical. Packaging, messaging, and product descriptions that resonated with European consumers did not necessarily connect with American shoppers. Everything from terminology to value propositions needed to be adapted for the US audience without losing the scientific credibility that defined the Mervue brand.
Finally, Mervue needed a launch strategy that could generate early traction without requiring an enormous upfront advertising investment. As an international company entering a new market, budget efficiency was paramount.
The Solution
Marknology developed a comprehensive US marketplace launch strategy for Mervue using the Four Pillar Framework, customized for the unique challenges of international brand entry and supplement compliance.
Pillar 1: Content and Creative. Marknology's content team rebuilt all product listings for the US market from the ground up. This was not a simple translation exercise. Copy was written to speak directly to American pet owners, emphasizing the veterinary science behind each formulation while using language that felt natural and trustworthy to US consumers. A+ Content was designed to establish Mervue's European heritage as a credibility asset rather than a barrier. All content was reviewed for supplement compliance to ensure claims stayed within Amazon's guidelines.
Pillar 2: Advertising and PPC. The PPC strategy was built for a brand with no existing search volume or organic ranking in the US. Marknology focused initial spend on category and competitor targeting to place Mervue products in front of shoppers already buying pet supplements. Sponsored Brand campaigns introduced the Mervue name and story. As data accumulated, the team layered in keyword campaigns targeting high-intent search terms with proven conversion potential.
Pillar 3: Listing Optimization and SEO. Keyword research was conducted specifically for the US pet supplement market, which differs meaningfully from European search behavior. Marknology identified the search terms American consumers actually use when shopping for pet joint supplements, skin and coat products, and related items. Listings were optimized for these terms while maintaining readability and compliance.
Pillar 4: Strategy and Analytics. Marknology created a phased launch plan that prioritized Mervue's strongest products first, building a beachhead before expanding the full catalog. Weekly reporting tracked US-specific KPIs and informed ongoing optimization. The team also provided guidance on inventory planning and FBA logistics to ensure stock levels matched demand as sales ramped.
The Results
Mervue Laboratories successfully established a US Amazon presence and began building meaningful traction in the American pet supplement market. Key results included:
- Successful launch of priority SKUs on Amazon US with compliant, high-converting listings
- Early organic ranking gains on targeted pet supplement keywords, establishing visibility in a competitive category
- PPC campaigns delivered efficient customer acquisition with ACOS trending downward as campaigns matured and organic sales increased
- Brand awareness among US pet owners grew steadily, reflected in increasing branded search volume over the first several months
- The localized content strategy contributed to conversion rates that met or exceeded category benchmarks despite Mervue being a new entrant
What the Client Says
"Entering the US market felt overwhelming until we partnered with Marknology. They understood the regulatory complexities, built content that connected with American consumers, and gave us a clear roadmap. We are now competing in the largest pet care market in the world, and the growth trajectory is exciting."
Representative of client feedback.
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