Brand Overview
Yakima began as a small machine shop in Washington before being redefined in 1979 when outdoor enthusiasts Steve Cole and Don Banducci took the helm. By 1984, Yakima had made its mark at the Summer Olympics, outfitting every race vehicle with aerodynamic fairings.
Today, based in the Pacific Northwest, they continue to lead their niche, fueled by a passion for exploration. Blending heritage, safety, and innovative design, their products transform the way people travel, empowering them to roam freely.
Opportunity
Spreetail began partnering with Yakima in September 2023. Previously, Yakima described their Amazon presence as a "wild west" scenario due to limited control over who sold their products and how inventory was sourced. Prior to this partnership, Yakima was actively searching for a 3P retail partner with the infrastructure to handle the size and weight of their products and the expertise to streamline their marketplace presence beyond Amazon.
Yakima Pain Points:
- Expanding into marketplaces beyond Amazon
- Establishing a retail partnership that could handle hard-to-ship items
- Streamline fulfillment operations
- Brand control measures to help establish authorized sellers
Our Proposal
During Spreetail’s partnership exploration with Yakima, we quickly identified that we could fulfill all their needs for an Amazon 3P partnership—and are proud to have since exceeded their expectations. By leveraging the expertise of Vorys eControl and our own dedicated onboarding team, we delivered a seamless onboarding experience and honored every commitment made from the earliest discussions.
A big part of Yakima’s success story is attributed to the work of Vorys eControl and their brand control measures. In collaboration with their team, we created a strategy focused on regaining control over online brand presence by removing unauthorized sellers, establishing stronger listing authority, and strengthening their market position.
Yakima’s extensive SKU catalog, which had previously been a barrier for other partners, was no obstacle for us. We rapidly optimized Yakima’s catalog content, issued timely purchase orders, and helped re-establish their brand’s strong presence on Amazon. Our efforts have been especially impactful in securing Yakima’s premium positioning within the cargo box category.
Spreetail Solutions
- Ability to handle SKU-intensive catalog without hesitation
- Fast-tracked content optimization for improved brand visibility
- Timely purchase orders to re-establish Yakima’s presence on Amazon
- Dedicated support in reinforcing our premium positioning, especially for cargo boxes
- Partner with Vorys eControl to implement extensive brand control measures against unauthorized sellers
Results
As Yakima’s primary seller on Amazon, Spreetail is proud to be the only Prime seller for most Yakima products, ensuring a streamlined, reliable customer experience. While other retailers still list Yakima items, our partnership with both Yakima and Vorys eControl has elevated their Amazon presence. Vorys in particular has been instrumental, successfully removing numerous unauthorized sellers, including some that Yakima struggled with for years. These efforts reflect the strong, transparent relationships we maintain with Yakima and Vorys, grounded in mutual respect and collaboration.
Yakima’s brand control enforcement has delivered remarkable results, removing 45 out of 61 (73.8%) targeted Amazon storefronts engaged in unauthorized sales. During this initiative, authorized Buy Box control rose significantly, climbing from 78% to 89%. Notably, the three most disruptive unauthorized sellers, responsible for over $105,000 in revenue, were successfully eliminated.
Our ongoing efforts continue to yield outstanding performance. Over the past 30 days, the authorized seller review rate reached an impressive 98%, maintaining a strong 95% average over the last three months. Additionally, Buy Box share has remained robust at 89% for the past month and 83% across the previous quarter.
We are excited about Yakima’s sustained growth on Amazon and eagerly anticipate expanding its reach across the U.S., Canada, and Europe.
