Case Study

Brand Name change from Kala Health ➜ Procapsin

Client & Scope :

Client: Kala Health BV
Category/Niche: Vitamins & Supplements
Marketplaces: Amazon.com (US)
Listings Affected: 30+ Child ASINs
Project Window: Completed within 40 days (contractual deadline)
Goal: Update brand attribution from Kala Health to Procapsin across all parent/child ASINs while preserving reviews, ratings, BSR, and sales velocity.

Objectives & Success Criteria :

Primary Objectives

KPIs

Review retention: 100% retained (no reset).
Sales continuity: No drop in daily unit velocity over a 14‑day average.
Rating stability: Δ rating ≤ ±0.05 across catalog.
BSR stability: ≤ 5% variance across tracked SKUs.
Buy Box: No increase in suppression incidents.

Challenges & Business Context :

Business Rationale: The former US distribution partner sold the rights to another business that prohibited continued use of the Kala Health brand in the US. A fast rebrand to Procapsin was required to avoid trademark conflicts and takedowns.
Amazon Policy Friction: Stricter acceptance for brand‑name edits; low success rate without airtight evidence.
Attribute/Linkage Risk: Potential review detachment and variation‑family drift if GTIN/parent relationships weren’t handled precisely.
Propagation Delays: Backend acceptance often didn’t render on PDP within 3–7 days; required controlled re‑push and escalation.

Strategy :

Discovery & Risk Map

1) Catalog audit (ASIN map; parent/child; brand attribution; packaging & A+ alignment).
2) Risk‑ranked top‑revenue/high‑review ASINs to pilot first.

Evidence & Eligibility Pack

1)Trademark/Brand eligibility for Procapsin (case IDs withheld per our policy).
2) High‑resolution packaging/product images showing the new brand.

Update Pathing

Step 1 (Batch): Flat‑file updates on unlocked attributes; confirm processing report success.
Step 2 (Escalation): Brand Support with the evidence pack where PDPs didn’t reflect accepted changes after 72h–7d.
Step 3 (Stabilize): Variation re‑parenting/attribute reconciliation where needed.

Safeguards

Staged rollout (pilot → batches) with live monitoring of reviews/ratings/BSR/Buy Box.
Pre/Post snapshots for every ASIN.
Re‑push protocol for stuck PDPs (controlled queue, change logs).

Execution Timeline :

Phase 0 – Audit & Prep (Week 1) : Catalog mapping, evidence collection, GTIN hygiene, Storefront/A+ alignment.
Phase 1 – Pilot (Week 2) : 3–5 ASINs via flat file; validate review retention & PDP integrity.
Phase 2 – Scale (Weeks 3–4) : Batch updates across remaining ASINs; edge cases escalated via Brand Support.
Phase 3 – Stabilize (Week 5) : Monitoring, fixes, post‑change SEO tuning, and reporting.

( Before )

( After )

Results Summary :

Client Feedback :

“The transition was seamless. We didn’t lose a single review, and sales continued uninterrupted — even under a tight 40‑day deadline.”