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Case study · Amazon.de + Kaufland

+140% international sales in 12 months

A Polish natural cosmetics brand sold almost exclusively at home, handling occasional foreign orders manually. Within 12 months we built its export channel on Amazon.de and Kaufland, growing international sales by 140% while protecting margins.

The client

  • A Polish natural cosmetics brand with its own production
  • Strong domestic sales (Allegro + own store), negligible exports
  • Name withheld at the client’s request; numbers published with consent

Starting point

  • Polish-only listings; no presence on Amazon.de or Kaufland
  • No German VAT registration and no EPR (packaging) compliance
  • Concerns about cosmetics compliance on the platforms (INCI, labelling)

Strategy

Our approach: step by step

Cosmetics are a regulation-sensitive, price-competitive category. Instead of listing the whole catalog at once, we chose a hero products strategy: a narrow line of bestsellers polished to perfection, then scaling.

  1. Months 1–2

    Foundations & compliance

    • German VAT registration and EPR duties (LUCID) before the first shipment
    • Product compliance check: INCI, labelling, responsible person
    • 12 hero products selected for launch based on margins and Allegro data

  2. Months 2–4

    Listing localization

    • German content written for the customer and the algorithm, not through a translator
    • A+ content with a clean beauty section and the brand’s certificates
    • Kaufland product pages fed from the same source data (one feed)

  3. Months 3–12

    Advertising & scaling

    • Amazon Ads: starting from niche "naturkosmetik" phrases, then expanding
    • Price and bundle tests; cream bundles lifted the average basket
    • After DE validation: assortment expanded from 12 to 40+ products

  4. Ongoing

    Operations & reports

    • FBA for bestsellers, own shipping for the long tail
    • Weekly KPIs: sales per market, ACoS, margin after fees

Results

+140%
international sales growth in 12 months
3
platforms in one ecosystem: Amazon.de, Kaufland, Allegro
40+
products in the export offer after hero product validation

The hero products strategy allowed entry into a regulation-heavy category without costly mistakes across the full catalog.

„We feared German formalities more than the competition. With the right partner it turned out to be the easiest part of the whole expansion."

Brand owner (name withheld)

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