Untamed · premium cat food · Amazon UK launchFrom launch to #1 Best Seller on Amazon UK in 49 days.
Launched August 30, 2026 · #1 in Freeze-Dried Cat Food by October 18 · add-on products only, to protect the subscription
Results at a glance
| Amazon presence before | None, though shoppers were already searching for the brand |
|---|---|
| Launch to #1 Best Seller | 49 days · August 30 to October 18, 2026 |
| Category | Freeze-Dried Cat Food, Amazon UK |
| Position, October 22, 2026 | #1 and #2 in the category |
| First full month, September 2026 | Five figures |
| Who runs it | Viva Macaw and Untamed’s Brand Manager, together |
Customers were already looking for it on Amazon
Untamed is a subscription cat food brand based in London. It didn’t sell on Amazon, but shoppers were already searching for it there. Among premium cat food brands, it had the most branded search on Amazon, according to Amazon’s own Product Opportunity Explorer.
The concern was the subscription. Putting the core food on Amazon risked moving subscribers away from the brand’s own site.
What we did
We helped hire the right Brand Manager.
We worked with Untamed to hire an in-house Brand Manager to run the Amazon channel alongside us.
Result: Amazon expertise inside the company from day one, working with ours.
We built the forecast and the launch plan together.
With the new Brand Manager, we built the forecast and a launch strategy around one decision: sell the add-on products on Amazon and keep the core food on subscription.
Result: A channel built to add sales, not move them.
We built everything the launch needed.
Account setup, listings, creative, and the initial search optimization.
Result: Live on Amazon UK on August 30, 2026, and #1 Best Seller in Freeze-Dried Cat Food 49 days later.
Built and run together
Untamed’s Brand Manager, Aisha Charles, and Viva Macaw built the plan together and run the channel together. She owns it inside the company; we bring the Amazon operation around it.
Working alongside Aisha is a large part of why this launch went the way it did.
What we left off Amazon
The core food would have sold on Amazon too. We kept it off deliberately and launched the add-ons instead, so the subscription stays the main way customers buy.
That makes this a smaller launch by design.
“Untamed wasn’t on Amazon, but our customers were already searching for us there. The worry was always the subscription. Juan helped us find a way in that protected it: launch the add-ons, keep the core food on our own site. We built the plan together and we run the channel together, and from the first week I’ve had someone senior working beside me, not a report once a month.”
Are customers already searching for you on Amazon?
We’ll show you what they’re finding, and what a launch would realistically do. If it’s a fit, we talk about working together. If it isn't, you keep the audit.
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