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Background
Mike’s Hot Honey, founded in 2010, pioneered the hot honey category and is now America’s leading brand. Known for its perfect sweet-heat balance, it inherited a small Amazon business through Vendor Central, presenting growth opportunities in e-commerce.
The Job
Mike’s Hot Honey faced challenges in scaling growth while improving margins on Amazon. To optimize profitability, the brand needed to increase average order volume and leverage full-funnel advertising for more efficient spend.
Cartograph Approach
Hybrid Selling Model
Shifted to a hybrid approach on Amazon via Seller Central
New Product Expansion
Launched a 10oz SKU and an Amazon-exclusive SKU: Honey Extra Hot!
Pricing Optimization
Adjusted pricing strategy to drive multi-pack purchases
Category Repositioning
Moved product from the Honey category to Hot Sauce for better visibility
Full-Funnel Advertising
Deployed a comprehensive strategy across DSP + Sponsored Ads
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Instantly our sales increased 150% in the first year and took our sales ranks from not showing up to the #1 Best Seller on honey, hot sauce, and over the holiday period the #1 grocery product on Amazon."
Kent Spellman
President, Mike's Hot Honey
Results
440% YoY
Grew business while expanding margins
#1 best seller
Slot for all of Amazon Grocery
Full line
Shifted sales from one SKU to the full line
- Shifted sales from one SKU to the full line
- Achieved the #1 Best Seller slot for all of Amazon Grocery
4th and Heart
#1 Ghee
Brand on Amazon in Year 1
47%
Reduced PPC spend
Momofuku
$4MM
Run rate in 9 months
Best seller badge
In key categories (Chili Sauces, Noodles)
Cocokind
+250% YTD
Sales Increase
+30pp
Buy box increase
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