From B2B Company to Successful Amazon Player

How Royal Unibrew gained a foothold on Amazon with FAXE and Lemon Soda. Royal Unibrew is one of Northern Europe's largest beverage manufacturers. OMNIFOX enabled market entry on Amazon despite B2B structure – from brand sovereignty via distributor setup to direct Vendor access.

Initial Situation

Major Player Without D2C Access

Royal Unibrew is one of Northern Europe's largest beverage manufacturers – strong in production, logistics, and B2B distribution, but not designed to sell directly to end customers.

The Starting Point

Fragmented Brand Presence Without Control

At the same time, the brands Faxe and Lemon Soda (Fonti di Crodo) were already present on Amazon, but exclusively through small third-party sellers who had neither pricing nor content under control.

The brand presence was fragmented, uncontrolled, and unprofessional – and thus an untapped growth market.

The Challenge

Brand on Amazon, But Without Control

The Challenge

Amazon as a Blind Spot

The brand was visible on Amazon, but without brand management. Amazon was a blind spot, even though demand for the products had long been present.

Content Chaos

Content was outdated, incorrect, or incomplete

Pricing Out of Control

Prices were set by resellers, not by the brand

Technical Issues

Variants incorrectly maintained, images missing, EANs misused

No Brand Sovereignty

No Brand Registry, no brand sovereignty, no protection mechanisms

Objective

Unlock Amazon as a Strategic Channel

Royal Unibrew wanted to professionalize its brand presence, regain brand sovereignty, and develop Amazon as a strategic sales channel – without rebuilding its own B2B setup.

Create a functioning B2C sales channel via a distributor

Fully professionalize content, pricing, and brand management

Open the path to a direct Vendor setup with Amazon

Prepare internationalization of brands on Amazon

Create long-term structures so Amazon can become a relevant revenue driver

Our Approach

From Distributor Model to Vendor Access

Royal Unibrew was looking for a partner with both operational expertise and existing access to Amazon Vendor & Ads teams.

Our Implementation

Four-Stage Transformation Process

OMNIFOX created the structural prerequisites for sustainable growth:

1. Establish Distributor Model

Building a functioning B2C channel via German distributor: Seller account, Brand Registry, FBA processes. Royal Unibrew continues to sell B2B.

2. Regain Brand Sovereignty

All ASINs cleaned up, product pages rebuilt, professional content created, pricing strategy defined, competitive safeguards implemented.

3. Open Vendor Access

Established direct contact with Vendor Management, guided complete onboarding process. Without this door-opening, Vendor setup would not have been possible.

4. Prepare for Scaling

Built framework for advertising, international launches, retail media setups, and Vendor-Seller strategies.

The Decisive Added Value

Network as Competitive Advantage

OMNIFOX doesn't just handle operational implementation – we open doors that wouldn't be accessible without existing networks, thereby creating the structural prerequisites for sustainable growth on Amazon.

The Results