Automotive & Mobility
10 Products Drove Half of TopDown's Decline
An Amazon audit finds 10 products behind half of TopDown's decline, then turns the trend around.
TopDown, Inc.
The Client
- Company
- TopDown, Inc.
- Website
- topdownauto.com
- Headquarters
- North Hollywood, US
About TopDown
TopDown Auto is the world's premier manufacturer of aftermarket automotive convertible tops, premium interiors, and custom seat covers, operating through six specialized brands (GAHH, Robbins, E-Z ON, CalTrend, Sierra Offroad, German Auto Tops). With over 80 years of heritage dating back to Robbins' founding in 1943, the company has consolidated market…
The Challenge
After a stretch of impressive growth, TopDown saw sales decline for its cornerstone products, with Amazon as a notable pain point.
Our Approach
Chameleon Collective brought in an Amazon expert to dig into TopDown's sales metrics, competitive landscape, and content strategy across Amazon and eBay. The analysis revealed a striking finding: just 10 products, less than 5% of TopDown's catalog, accounted for more than half of its losses. Digging deeper, we identified two new but highly aggressive competitors built for Amazon, pitching lower-tier products at slashed prices and misleadingly presenting them as on par with TopDown's quality. In response, we reinvigorated TopDown's Amazon presence, enhancing listings with A+ content, intensifying on-platform promotions, and making strategic price adjustments to counter the competition.
The Impact
The work revitalized TopDown's sales momentum. The combination of stronger listings, more aggressive advertising, and tactical pricing countered the competitors and put TopDown back on its growth path on Amazon.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
E-Commerce MarketingContent Strategy