Born in a small Finnish workshop, FurCobra started with a simple problem: pet hair everywhere. After father and son, Timo and Samuli Äärinen, started uploading on TikTok, demand for their pet hair remover tools skyrocketed, and Avenu stepped in to launch the brand on Amazon with a disciplined, data-driven strategy.

FurCobra wanted a disciplined entry into the US via Amazon.

We chose FurCobra Pro as the main Stock Keeping Unit (SKU) for launch (clear use case: removing pet hair from sofas, carpets, and car seats), with FurCobra Direct positioned as the companion grooming tool.

When shoppers understand a product and feel safe, they purchase. 

We already knew FurCobra’s edge: they show up on TikTok, Instagram, and YouTube, not just on Amazon. And so we meet people where they already pay attention, then send them to Amazon while interest is warm. 

On the storefront, we try to remove the doubt fast: 

• Do the photos and short videos show how it works?
• Does it look legit and trustworthy?
• Is it worth the price?
• What do other buyers say?

1. Optimization

• Ran A/B tests on product colors, packaging, and sizes to launch with the top-performing version.
• Conducted market, competitor, and keyword analysis to identify gaps and opportunities.
• Built product packaging, A+ content, Brand Store, and product videos aligned with FurCobra’s brand.
• Highlighted Unique Selling Points (USPs) with visuals and short captions.
• Used AI review analysis to scan thousands of competitor reviews and refine positioning.

2. Advertising

• Launched PPC (Pay Per Click) campaigns designed for cost efficiency.
• Used SQP analysis to sort competitors into low, mid, and high-tier.
• Focused on mid and lower-funnel keywords while avoiding expensive high-tier CPCs.
• Ran defensive campaigns (brand protection), PAT campaigns (ads on related products), and auto campaigns for discovery.
• Redirected viral TikTok, Instagram, and YouTube traffic to Amazon listings for instant conversions.

3. Protection & Growth 

• Enrolled in Amazon Vine to secure early, trusted reviews.
• Removed counterfeits with a U.S. trademark and joined the Amazon Transparency program.
• Managed inventory strategically to avoid stockouts while keeping costs low.
• Applied dynamic pricing and automated review requests.
• Kept alignment with weekly meetings and detailed reports for transparency.

✅ Sales Growth: Results started showing by the second month, with consistent monthly sales growth thereafter.

✅ Advertising Performance: Advertising Cost of Sales (ACoS) needed to stay around 30% in order to make sure that you are not losing money. The higher it is, the less money a business brings in from sales.

In the pet supplies category, the industry benchmark is 20-30%. With FurCobra, we were able to stay below 30%, ensuring their ads were profitable and sustainable.

Total Advertising Cost of Sales (TaCoS) shows how ads contribute not only to paid sales but also to the overall growth of the brand. A healthy TaCoS indicates that ads are driving organic visibility, improving keyword ranking, and boosting total sales beyond just PPC. 

According to Saras Analytics, products and businesses at the early stages generally can get between 10%-20% TaCoS. Over time, and with the right strategy, it can go as low as 5%-10%, which is the ideal range.

Avenu has proudly achieved an average of 4.5% TaCoS on FurCobra’s first year.

With FurCobra, we kept both ACoS under control and TaCoS trending downward, meaning advertising spend was fueling long-term growth, not just short-term wins.

As a result:

• Click-Through Rate (CTR) and PPC orders increased
• Cost per Click (CPC) decreased significantly

This balance of efficient ad spend and strong organic growth is what makes campaigns scalable.

✅ Search Ranking: The product achieved top rankings in new releases and maintained excellent placement.

✅ Customer Reviews: Achieved a rating of 4.3 stars out of 5. Earned Amazon’s Choice badge within the first year. and an Amazon’s Choice tag.

Now, Furcobra has:

• A clear and trusted product page.
• Achieved steady sales and grew each month.
• Ads that bring buyers at a good cost.
• Been easy to find on Amazon search.
• Kept a strong star rating.
• Been protected from copycats.
• Been priced with data so sales and margin both work.

FurCobra gained long-lasting advantages from the Amazon journey with Avenu:

For a family business that began in a small workshop in Nokia, Finland, they’re proof that with the right mix of persistence, product quality, and data-driven strategy, even a local invention can scale into a global Amazon success story.