Skyrocketing Sales on Amazon and Beyond: The Multi-Pronged Approach Luminize is Taking in 2025

Amazon is full of rapid-scaling success stories, and Liquid Death is a prime example.

In 2024, they skyrocketed to become the #2 ready-to-drink sparkling water brand on Amazon by total sales. Impressive? Absolutely. But here’s the key: their success isn’t just about Amazon; it’s about using Amazon as a springboard to dominate multiple samles channels.

Liquid Death didn’t rely solely on one platform. They strategically transformed Amazon into a launchpad for greater brand expansion by:

• Building powerful brand partnerships.
• Leveraging Amazon wins to create broader market opportunities.
• Expanding into retail collaborations.
• Boosting visibility with a strong physical presence.
• Crafting an omnichannel strategy that keeps them connected across multiple channels.

The Liquid Death mindset (and ours at Luminize) is to use Amazon as the foundation for total brand domination. At Luminize, we’ve partnered with hundreds of brands to break out of the Amazon bubble and build scalable success, all while relieving brands of the complexities of Amazon management.

Here’s how we make it happen:

• Building Strong Brand Partnerships: The foundation of our strategy is cultivating genuine, transparent relationships with the brands we work with. We go beyond account management to understand a brand’s unique story and goals. Our collaboration is focused on crafting tailored strategies that propel brands to the next level.
• Scaling Amazon Success: Success on Amazon requires more than just listing products—it demands a strategic approach. From optimizing product pages to mastering Amazon’s advertising tools, we’ve developed proven techniques to maximize visibility, drive sales, and boost overall profitability.
• Expanding Into Strategic Retail Collaborations: Growth doesn’t stop with Amazon. Once we’ve established a brand’s success on the platform, we identify and pursue key retail partnerships that align with their target audience. These partnerships help diversify revenue streams and strengthen brand equity. Similar to how we’ve positioned our brand partners in the past, The Honest Company successfully implemented this strategy, using Amazon to distribute its eco-friendly baby and beauty products. High visibility and sales on Amazon helped them secure shelf space in physical stores like Target and Whole Foods, growing their brand significantly.
• Boosting Physical Presence Through Events: Connecting with customers in person adds another layer of engagement that digital platforms simply can’t replicate. We help brands showcase their products at strategic events, trade shows, and pop-up stores to build loyalty and notoriety.
• Creating a Seamless Omnichannel Experience: The modern consumer expects consistency across every interaction with a brand. By streamlining a brand’s messaging and aesthetic, we can ensure a seamless experience across Amazon, retail stores, websites, and social media, all working together to amplify a brand’s presence and impact.

The Old Mindset vs. The New Approach

For years, many brands have put all their eggs in the Amazon basket, treating the platform as an endgame. But in today’s competitive landscape, this approach falls short.

This approach often leads to significant challenges, such as over-reliance on a single revenue stream, vulnerability to algorithm changes, and intense competition that can drive down profits. Brands that limit themselves exclusively to Amazon risk stagnation and fail to create meaningful connections with their audience outside of the platform. 

Additionally, without diversification, even minor disruptions, such as inventory issues or policy changes, can have outsized impacts on growth and profitability. 

The New Approach: A Holistic Growth Framework

Our new approach offers a comprehensive framework that maximizes opportunities on Amazon while setting the stage for sustained growth across diverse channels.

By leveraging data-driven strategies, fostering strong partnerships, and maintaining brand consistency, this methodology ensures stability, scalability, and a deeper connection with customers. 

Here’s how we do it:

• Leverage Amazon as a Launchpad: When it comes to building a strong, omnichannel e-commerce brand, Amazon is just a part of the equation. That said, it’s a great tool to get customer insights that can lead to powerful changes across sales channels. For example, one of our clients used Amazon’s early customer insights to refine their product design and reposition their marketing efforts, resulting in a surge in positive reviews and repeat purchases.
• Test Retail Partnerships: We’ve helped brands test the waters with selective retailers, such as piloting a limited product line in online boutique stores or more niche e-commerce channels. This approach provides valuable data and insights without requiring a significant upfront investment.
• Optimize High-Performing Products: Focusing on what works best is key to maximizing profitability and efficiency. By identifying the best-selling variations and bundle offerings of popular products, brands can discontinue underperforming options and consolidate their catalogs. We’ve helped our clients optimize their Amazon catalogs by consolidating listings and grouping similar products, increasing conversions and overall sales thanks to a more streamlined and user-friendly experience.
• Expand Distribution Across Multiple Channels: For most brands, it pays off to expand your e-commerce reach to diversify, maximize sales, and improve your brand’s notoriety. Beyond Amazon, we’ve worked with brands to establish relationships with big-box retailers like Target, Walmart, and eBay, as well as niche e-commerce platforms tailored to specific industries. 
• Maintain a Consistent Brand Presence: To build and maintain brand credibility and trust, we have to ensure a consistent customer experience across channels. We ensure that everything—from packaging to social media messaging—tells a unified story across all channels, amplifying visibility and building trust. Creating a seamless experience that resonates across platforms and channels will help you take your brand to the next level of success and notoriety.

By embracing our multifaceted approach, your brand can unlock its full potential, transforming success on Amazon into a launchpad for sustained growth across channels.

Amazon Isn’t the End Goal—It’s the Starting Line

At Luminize, we know Amazon is a powerful launchpad, but it’s not the finish line. It’s a springboard for building a sustainable, omnichannel business that thrives in today’s fast-paced, ever-evolving market.

Ready to elevate your brand beyond Amazon and beyond? Schedule your free strategic audit today so we can create your success story together.

By Nathaniel Geoghegan, Content Strategist at Luminize