Mum & You

Mum & You is a start-up founded by former Reckitt Benckiser executives in 2018, who asked MarketplacePower to setup and manage the Amazon channel. In 2019, their Biodegradable Baby Wipes became the number 1 top selling product in the Baby category, they’ve acquired over 150k amazon customers, amassed over 3k subscriptions on subscribe & save and now have a multi-million pound Amazon business. Testimony to the brands success on Amazon, they were approached by Amazon Retail in 2020 and now supply Amazon directly.


customers acquired
units shipped
annual revenues
Mum & You’s products became available in Amazon’s subscribe & save program in may 2018 and now have over 3000 subscriptions, helping drive shopper frequency & value where subscriptions represent around 25% of monthly shipped units.
Amazon now has 150m prime members worldwide, who are Amazon’s most valuable and loyal customers. Despite selling direct to consumer on amazon marketplace, Mum & You products are available on prime since Mum & You are using the fulfilled by amazon program to leverage amazons fulfilment capabilities in Europe. Mum & You capitalised upon the vat services promotion to enable Pan-EU FBA, meaning amazon move inventory around Europe closer to consumers. Mum & You products are currently stored in 46 different fulfilment centres across 5 European countries.
Amazon launchpad is an amazon program to showcase unique products from the UKs brightest startups. Mum & You launched on launchpad in August 2019 and now has access to product video, free translations, an account manager and marketing exposure.
"Amazon's Choice recommends highly rated, well-priced products available to ship immediately" say Amazon. MarketplacePower helped Mum & You products become Amazon's Choice across various key customer search terms, including "biodegradable baby wipes" and "leak free nappies" for example.
When shopping for a product, 49% of US shoppers start their search on Amazon (eMarketer), and by 2023 Amazon is expected to account for 14% of Digital Ad spend (BusinessInsider). Mum & You have leveraged amazon advertising to deliver over 500m impressions and 700k views, driving leading products to page 1 for key customer search terms.


Mum & you built elaborate A+ product detail pages to elevate the product on amazon and provide best in class product information to help consumers make a purchasing decision. Mum & You’s A+ pages cover the science behind their product including the environmental impacts, ingredients, benefits for consumers,awards/accreditations, more careful instructions for use, and tell the brand story.

Amazon Store

Brand owners* on amazon marketplace are able to build exclusive environments via amazon stores for their brand, and are able to feature combinations of image, video and product assets. Mum & You built a brand store to display their collection of Wipes, Nappies & Skincare.

*Trademarked and registered in amazon brand registry.

E-Commerce Images

Elaborate and exciting product images improve the customer experience of shopping your brand on Amazon.

Mum & You developed specific content for Amazon which capture packaging details, key product features, pack size options, product awards, highlighted their iOS & Android app, relevant lifestyle imagery and product video.

Advertising Strategy

Mum & You have a holistic advertising strategy, including use of the latest advertising products including sponsored products, sponsored brands and sponsored brands video to become amazon’s choice for customer search terms like “biodegradable wipes”.

Amazon Retail & AVS

Mum & You were approached by Amazon’s health and personal care buying team in 2020, who wanted to make Mum & You’s biodegradable baby wipes and premium performance eco-nappies available from Amazon directly. To continue to fuel their Amazon growth, Mum & You joined the AVS program in Q2 2021 – Amazon’s highest level of service for leading brand in each category where they’ll work alongside a brand specialist within Amazon.