Case Study: Salt & Stone
The Challenge
Nima Jalali had built Salt & Stone into one of the fastest-growing body care brands in the country. Since launching in 2017, the Los Angeles-based company achieved explosive triple-digit year-over-year growth, secured major retail partnerships with Sephora and Nordstrom, and became the #1 deodorant on Amazon multiple times. But behind that success, Amazon presented technical challenges that were holding the brand back. Product listings had fundamental catalog issues—incorrect brand attributions, broken variation structures, and backend problems that prevented customers from finding and purchasing products correctly.
These weren't marketing problems Nima could solve with better creative or increased ad spend. They were complex platform-specific issues requiring deep Amazon expertise and direct escalation with Amazon support. For a founder focused on product development, creative direction, and scaling retail partnerships, these technical catalog problems were outside his core strengths. Lab 916's partnership with Nima centered on one thing: fixing the foundation so Salt & Stone's premium products could be properly showcased and sold on Amazon.
The Solution
Lab 916 became Salt & Stone's Amazon infrastructure specialist, tackling the catalog and content challenges that required platform expertise. Our team worked directly with Amazon support to resolve backend issues while implementing best practices for premium brand presentation. We treated each product listing as both a technical asset and a brand experience—ensuring Salt & Stone's minimalist aesthetic and premium positioning translated effectively on Amazon.
What Lab 916 Delivered:
- Complete catalog audit and restructuring to fix broken product variations
- Resolution of brand attribution errors through escalated Amazon support channels
- Content optimization focused on converting premium beauty customers
- Parent-child relationship fixes to enable proper product selection and inventory management
- Enhanced A+ content showcasing Salt & Stone's natural ingredients and luxury positioning
- Ongoing catalog maintenance to prevent future structural issues
The Results
With Lab 916's catalog and content optimizations, Salt & Stone's Amazon presence transformed from technically flawed to operationally excellent. The foundation work enabled the brand to fully capitalize on its growing awareness and customer demand. Most importantly, the catalog fixes removed friction from the customer journey—allowing Salt & Stone to maintain its position as a top-performing deodorant brand on Amazon while supporting the company's broader growth trajectory that led to a significant investment from Humble Growth.
Key Outcomes:
- Achieved #1 bestselling deodorant ranking on Amazon on multiple occasions
- Eliminated critical catalog errors that were preventing product discovery and purchase
- Improved conversion rates through optimized content aligned with premium brand positioning
- Established scalable catalog structure supporting continued product line expansion and sustained Amazon growth
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