Mum & You

Mum & You was started in 2018 and develops baby products for ‘mums by mums’. Initially Amazon and the D2C site were the only sales channels, and with a substantial baby category audience – Amazon represented a big opportunity for scaling brand awareness and revenue.​

With 65% of Amazon GMV now on marketplace, we launched Mum & You directly on marketplace leveraging Fulfilment by Amazon making all products Prime eligible in UK & Europe. Completely new to Amazon, we helped the team understand the marketplace, fee structure, seller central, FBA requirements and shipment processes. ​

Through bold investment in amazon advertising, the 100% biodegradable baby wipes quickly became amazon’s choice for “biodegradable baby wipes” and eco-nappies quickly accumulated subscribe & save subscriptions. We obsessed over content; Mum & You produced Amazon specific content that focused on product features Amazon consumers cared about. We tested pack size options that offered consumers better value per pack, at fulfilments fees that allow better margin, and helped onboard wipes & nappies to Amazon’s “Climate Pledge Friendly” store.

In mid 2020, following an explosion in growth in the coronavirus pandemic – Amazon Retail approached Mum & You to supply Amazon directly, a nod to how successful Mum & You have been on Amazon.