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Background
Mullvad VPN, known for its dedication to privacy and security, sought to expand its presence on Amazon while maintaining strict control over data sharing and user confidentiality.
As part of this initiative, Mullvad focused on selling physical voucher cards on Amazon, allowing users to purchase VPN services without any traceable digital footprint.
However, expanding globally presented logistical challenges and introduced significant Amazon catalog issues and region-specific compliance hurdles.
Despite these challenges, Mullvad VPN aimed to penetrate multiple markets and establish itself as a leading VPN provider on the platform.
1. Objective - Global Launch
Mullvad VPN's objective was to expand its global presence by launching physical voucher cards across 11 Amazon markets. This would provide customers with a secure, anonymous way to purchase VPN services on the worlds biggest marketplace, while adhering to their commitment to privacy and data protection.
"I proposed creating a clear plan centered on resolving the catalog issue and addressing market-specific challenges, ensuring a smooth global launch for Mullvad."
2. Planning - Catalog & Market Hurdles
We began by analyzing the main catalog issue, where Amazon had incorrectly categorized Mullvad’s physical vouchercards as virtual software, which posed serious challenges for listing accuracy and market visibility.
We also carefully reviewed each market’s requirements, including VAT regulations, import restrictions, and product categorization, to identify potential obstacles that could impact Mullvad’s launch across 11 global Amazon marketplaces.
3. Solution #1 - Catalog Solution
To resolve the catalog issue, SellWave first identified why Mullvad's physical voucher cards had been misclassified as virtual software. We then coordinated with Amazon, requesting the necessary corrections to properly list the product. Finally, we validated the solution by ordering physical cards from all markets, ensuring everything was correctly set up and operational.
4. Solution #2 - Time for Launch
The launch kicked off with Mullvad’s main market on day one, followed by two secondary markets the next week. Over 35 days we managed to launch on 11 markets, while coordinating global logistics, setting up initial PPC campaigns, and managed customer support inquiries. This ensured a smooth and efficient rollout across all regions.
Ready for Launch
SellWave successfully listed Mullvad’s physical voucher cards across 11 Amazon markets, ensuring each listingmet the specific requirements of eachregion ahead of the global launch.
"It wasn’t just about getting the products listed globally—we needed to ensure smooth logistics and strong visibility. That’s why we focused heavily on optimizing product listings and launching effective PPC campaigns to drive customer engagement from day one."
5. Results - Fantastic Results
With effective administration, a targeted advertising strategy, and experienced catalog management, Mullvad VPN successfully launched in 11 markets within 35 days. The PPC achieved an impressive ROAS of 8.28, demonstrating strong advertising performance and profitability. In addition, the product gained significant traction, earning the coveted "AmazonChoice" badge in its category, further boosting visibility and customer trust.
*Note: Exact sales are not disclosed. This number is estimated using a 3rd party tool (Jungle Scout).
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