Case Study

APG Cash Drawer

APG Cash Drawer was experiencing a poor brand presence and loss of margin on Amazon due to gray-market sellers.

Brand Protection
Catalog Management


Unauthorized Sellers



Reseller MAP Violations


Reduction in resellers

The Problem

APG Cash Drawer had many unauthorized sellers of their products on Amazon, many of whom had poor imagery and broken content, and were also competing for the BuyBox which caused spiraling prices.

The Solution

Our team wanted to remove unauthorized sellers, increase visibility across the web, and enforce their policies and pricing with sellers — all while improving margins for them and their approved retailers.

Action Items

Our team assessed APG's current position in the market, strategized how to best address the problems within a proper Reseller Program and created a Reseller Program specifically to fit their needs. With these policies and visibility in place, APG established control of MAP and their distribution channels.

Identified Unauthorized Sellers

The first step in protecting APG’s brand was to identify all unauthorized sellers in order to begin enforcing their new policies.

Created & Enforced Reseller Program

We crafted a customized reseller program, including an authorized reseller agreement, online selling application and agreement, distributor agreement, and MAP policy. This allowed the brand to review invoices and control distribution internally.

Drafted & Issued Violation Notices

We cleaned up Amazon sellers by escalating violation notices to coincide with enforcement settings within our system. We also sent physical cease and desist letters to offenders, demonstrating APG’s commitment to their enforcement efforts.



Ready to expand your brand?
Drop us a line.

Which services are you interested in? Check all that apply.
Blue Wheel is committed to protecting and respecting your privacy, and we’ll only use your personal information to administer your account and to provide the products and services you requested from us. From time to time, we would like to contact you about our products and services, as well as other content that may be of interest to you. If you consent to us contacting you for this purpose, please tick below to say how you would like us to contact you:
You can unsubscribe from these communications at any time. For more information on how to unsubscribe, our privacy practices, and how we are committed to protecting and respecting your privacy, please review our Privacy Policy.

By clicking submit below, you consent to allow Blue Wheel to store and process the personal information submitted above to provide you the content requested.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.