A brand came to us at Cobalt because third-party sellers were undercutting it on
By Sabyamukherjee · November 11, 2026 · Curated by George's Blog
A brand came to us at Cobalt because third-party sellers were undercutting it on Amazon. Prices were falling and margins with them.
The obvious fix was tighter distribution. But that would have hurt the brand’s business well beyond Amazon.
So, we asked a different question. How can these sellers afford to sell this cheap?
Test purchases gave us the answer. Hazardous goods were going out through standard consumer delivery, without the markings and declarations carriers require. The low prices were funded by skipped compliance costs.
We built the evidence and raised it. The sellers were removed, prices stabilized and margins recovered.
That is how we work at Cobalt Consulting. Before we change the tactics, we check the strategy is right.
Thanks to Simon Ellicott and ELEVATE for featuring this in the October 2026 Monthly Review of The Amazon Agency Brief. (Link in the comments).
If your Amazon business has a problem that more ad spend or another price cut has not fixed, message me. Cobalt works with brands on:
• Marketplace and go-to-market strategy
• Launches in the UK, EU and US
• Turnarounds for established brands
• Vendor negotiations and Annual Vendor Negotiation (AVN) prep
• Brand protection and seller compliance
#Amazon #AmazonVendor #Ecommerce #BrandProtection #Marketplace #CobaltConsulting