Reviving Listings: Faultless' Remarkable 537% Growth in 3 Years

 

The Brand

Faultless is a heritage brand in the cleaning and fabric care category, known for products like spray starch, wrinkle removers, and laundry aids. The company has operated for over a century, building deep distribution through traditional B2B retail channels including grocery stores, mass merchants, and specialty retailers. Faultless products sit on shelves in thousands of brick-and-mortar locations across the United States.

When Faultless decided to pursue e-commerce as a growth channel, the company faced the classic legacy brand dilemma. The products had strong brand recognition among existing customers, but the Amazon marketplace required an entirely different approach to packaging, presentation, pricing, and promotion. Faultless needed a partner who understood both the heritage brand world and the fast-moving Amazon ecosystem.

The Challenge

Faultless had multiple overlapping problems on Amazon. Product lines were disorganized, with duplicate and conflicting listings created by various third-party sellers over the years. Some products had multiple ASINs for what was essentially the same item. Variations were inconsistent. One listing might show a single can while another showed a three-pack, with no logical parent-child relationship connecting them. This fragmentation diluted reviews, confused customers, and made it impossible to build organic ranking on any single listing.

Third-party seller control was another critical issue. Unauthorized resellers were listing Faultless products with incorrect images, outdated packaging, and inaccurate product descriptions. Some were selling expired or damaged inventory. This eroded customer trust and generated negative reviews that Faultless had no ability to address because the brand did not control those listings. Additionally, the product packaging itself was designed for retail shelves, not for e-commerce. Shipping a single aerosol can through Amazon's fulfillment network without proper prep resulted in damage, returns, and negative customer experiences.

The Strategy

Listing Consolidation and Catalog Architecture: Marknology began with a complete catalog audit, mapping every Faultless ASIN on the platform. The team identified duplicate listings, merged reviews where possible using Amazon's catalog tools, and built proper parent-child variation structures that organized products logically by size, scent, and pack quantity. Orphaned listings created by third-party sellers were either merged or suppressed. This consolidation alone increased average review counts per listing by 3x, immediately improving conversion rates. Our listing optimization services detail this methodology.

Brand Protection and Seller Enforcement: Using Amazon Brand Registry, Marknology filed takedown requests against unauthorized sellers with inaccurate listings. The team established Faultless as the primary brand owner on all key ASINs, gaining control over product detail page content, images, and A+ Content. MAP enforcement policies were communicated to authorized resellers. Within six months, Faultless controlled 100% of the content on their top-performing listings. Explore our brand management services for more on this approach.

FBA Optimization and Packaging Redesign: Marknology worked with Faultless to redesign product packaging for e-commerce fulfillment. This included frustration-free packaging certification, proper hazmat labeling for aerosol products, and multi-pack configurations that reduced per-unit shipping costs. The team transitioned the brand from merchant-fulfilled to FBA (Fulfillment by Amazon), which improved delivery times, qualified products for Prime, and increased the Buy Box win rate.

Targeted Advertising and Mobile Optimization: With clean listings and FBA in place, Marknology launched a structured PPC program targeting category keywords, competitor terms, and branded searches. Special attention was given to mobile optimization, since over 60% of Amazon traffic comes from mobile devices. Product images were tested for mobile visibility, and A+ Content layouts were designed for small-screen readability. Sponsored Brands video campaigns were added to capture attention in mobile search results.

The Results

• Revenue Growth: 537% month-over-month growth achieved over a three-year partnership.
• Listing Consolidation: Duplicate and orphaned ASINs were merged, increasing average review counts by 3x per listing.
• Brand Control: 100% content control achieved on all top-performing Faultless ASINs within six months.
• FBA Transition: Full catalog transitioned to Fulfillment by Amazon, qualifying all products for Prime delivery.
• Mobile Performance: Mobile conversion rates improved after dedicated mobile optimization of images and A+ Content.
• Seller Enforcement: Unauthorized reseller listings removed or suppressed, protecting brand integrity and pricing.

Faultless went from a fragmented, uncontrolled Amazon presence to a streamlined, brand-owned operation generating consistent month-over-month growth. The 537% growth figure reflects what becomes possible when catalog architecture, brand protection, fulfillment optimization, and advertising all work together under a unified strategy. Marknology provided the Amazon expertise that complemented Faultless's century-old product knowledge.

Want similar results for your brand? Schedule a strategy call with our Amazon brand management services team.

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