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Case Studies

SeneGence

Brand Protection

The SeneGence beauty brand was looking to gain control over its brand presence on Amazon. As a direct sales company, it does not authorize third-party sellers on eCommerce platforms. However, multiple unauthorized resellers had created ASINs to list and sell SeneGence products without the brand’s permission. To address our client's challenges, we began identifying and removing rogue ASINs to ensure that only legitimate listings remained. After the cleanup, SeneGence launched its official Amazon Store. With this new presence, we focused on protecting the brand’s ASINs from unauthorized sellers.

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Results

Unauthorized Listings99%Reduction of Unauthorized Listings ‍
Unauthorized Sellers93%Reduction of Unauthorized Sellers
Rogue ASINs92%Decrease of Active Rogue ASINs

The Challenge

Without proper oversight, there was a lack of control over product presentation, pricing, and customer experience on Amazon for SeneGence. Unauthorized third parties created all existing listings, often featuring outdated, expired, or tampered products. This put customers at risk, resulting in negative reviews and potential compliance issues. Additionally, the presence of unauthorized sellers diverted potential sales from SeneGence's authorized direct sales representatives, causing channel conflict and revenue loss.

The Process

Blue Wheel implemented a strategic two-phase approach to help SeneGence regain control of its brand presence on Amazon. The first phase focused on eliminating unauthorized listings, while the second phase aimed at protecting its official Amazon Store.

1Phase 1: Rogue ASIN Removal & Marketplace Cleanup
  • We analyzed all existing SeneGence product listings on Amazon to identify unauthorized ASINs and rogue sellers. Initially, we identified 107 unauthorized sellers.
  • After identifying rogue sellers, we sent them official notice letters requesting the removal of their listings. Through this effort, we successfully reduced the number of unauthorized sellers from 107 to 95.
  • We then leveraged SeneGence’s IP rights for the remaining unauthorized sellers. After filing formal IP complaints to remove unauthorized listings, and identifying high-risk resellers, we took action to prevent them from relisting under different ASINs. The number of unauthorized sellers was reduced to 7.
2Phase 2: Protecting SeneGence’s Official Amazon Store
  • In this phase, we implemented automated tracking tools to detect unauthorized sellers attempting to list products under the new official ASINs. Our team took swift action against unauthorized resellers, leveraging Amazon’s policies and SeneGence’s brand protection rights.‍

The Solutions

SeneGence's main goals were to regain control over its brand presence on Amazon, eliminate unauthorized listings and sellers, and protect its newly launched official Amazon Store. Blue Wheel implemented a brand protection strategy aiming to:

  • Eliminate 99% of unauthorized listings created by third-party sellers.
  • Decrease seller count from 107 to near zero through voluntary compliance and enforcement.
  • Maintain 0% unauthorized seller presence on the official Amazon Store.
  • Reduce complaints related to counterfeit/tampered products by over 90% and strengthen customer confidence.
  • Redirect sales from unauthorized sellers back to official channels and support independent distributors.

SeneGence was new to Amazon and lacked an enrolled trademark, which prevented it from leveraging Amazon’s Brand Registry for enforcement. Blue Wheel guided the brand through the trademark registration and enrollment process to qualify for Amazon Brand Registry.

Once enrolled, we helped our client activate Amazon’s enforcement tools, enabling direct takedowns of unauthorized sellers and ASINs. With Brand Registry in place, it gained full control over its official ASINs, allowing us to escalate enforcement actions, file IP claims, and remove rogue sellers more efficiently.

Client Testimonial

Hear directly from the brands that trust us to drive measurable growth across marketplaces, retail media, and digital commerce.

Blue Wheel helped us achieve our goals by launching our Amazon store and assisting in the removal of illegal sellers. The Brand Protection team is consistent in their efforts, and since the start of our partnership, we have only seen a few illegal sellers arise. I highly recommend Blue Wheel, as compliance with Amazon requires both connections and consistency.

Ben Kante Chief Strategy Officer,Senegence

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