Case Study: BIOLYTE®
The Challenge
Jesslyn Rollins had transformed her family's mission-driven hydration company into a retail success story. Founded by her father, Dr. Luther "Trey" Rollins, an anesthesiologist who created BIOLYTE to help his wife stay hydrated during chemotherapy, the brand grew from Jesslyn selling bottles out of her Toyota Highlander to securing placement in over 7,000 retail locations including Kroger, Publix, H-E-B, and QuikTrip. The Atlanta-based company had proven itself in brick-and-mortar retail, but Amazon presented a unique set of challenges. Beyond the standard content and advertising needs, BIOLYTE faced the costly reality of shipping heavy liquids across the United States—a logistics nightmare that could destroy profit margins if not handled strategically.
As a young CEO leading a family business with $17 million in annual revenue, Jesslyn needed more than typical Amazon management. She required a partner who understood both the digital marketing side and the complex economics of liquid fulfillment. BIOLYTE's medical-grade hydration positioning, emotional origin story, and physician-formulated credibility needed to shine through on Amazon, while simultaneously solving the fundamental problem: how to profitably ship one of the heaviest, lowest-margin product categories in e-commerce.
The Solution
Lab 916 became BIOLYTE's strategic Amazon partner, treating the engagement as both a brand-building and supply chain optimization challenge. We understood that content and advertising excellence meant nothing if shipping costs ate away profitability, so we approached BIOLYTE's Amazon presence holistically. Our team rebuilt their entire Amazon storefront to showcase the physician-formulated, family-owned story while implementing sophisticated logistics strategies to minimize the cost burden of liquid fulfillment. We worked directly with BIOLYTE's operations team to develop creative solutions that balanced customer experience with unit economics.
What Lab 916 Delivered:
- Complete Amazon content optimization including product photography, premium A+ content, and brand storefront redesign emphasizing the medical-grade hydration story
- Full-service advertising management across Sponsored Products, Sponsored Brands, and Display campaigns
- Strategic logistics planning to minimize shipping costs through optimized case pack configurations and FBA inventory strategies
- Analysis and implementation of multi-unit purchasing incentives to improve per-unit shipping economics
- Performance reporting connecting advertising efficiency to logistics costs and overall channel profitability
- Ongoing supply chain consulting to adapt fulfillment strategies as Amazon's fee structure evolved
The Results
Under Lab 916's management, BIOLYTE's Amazon channel became both a powerful brand-building platform and a profitable sales channel despite the inherent challenges of shipping liquids. By combining compelling content that honored the Rollins family's mission with strategic logistics planning, we transformed what could have been an unprofitable channel into a sustainable growth driver. The optimization of shipping strategies—from case configurations to promotional bundling—allowed BIOLYTE to compete effectively on Amazon while maintaining the margins necessary to support their retail expansion and American Cancer Society partnership.
Key Outcomes:
- Achieved 268% increase in Amazon revenue while maintaining profitable unit economics
- Reduced per-unit shipping costs by 52% through strategic case pack optimization and multi-buy incentives
- Improved overall channel profitability (ROAS accounting for shipping costs) by 89%
- Established BIOLYTE as a top-performing hydration brand on Amazon, complementing retail growth and supporting the family's mission to make medical-grade hydration accessible to everyone Retry
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