Building and Operating a Multi-Million Dollar Amazon Division

From category-restricted account to a profitable, multi-million dollar marketplace operation.

Client Overview

Industry: Fashion Jewelry (Wholesale)
Brand: Lux Accessories / Noir Jewelry
Business Stage: Established wholesale business with no online presence
Timeframe: Approximately 24 months

The Challenge

Lux Accessories was a well-established wholesale fashion jewelry company with strong offline distribution and a large product catalog. However, Amazon was not a viable sales channel due to category restrictions and lack of marketplace structure.

At the same time, the company had recently acquired the Noir Jewelry brand and needed to establish its ecommerce presence, including launching a dedicated website.

This created several limitations:

  • Amazon, the largest potential growth channel, was effectively inaccessible

  • Existing product demand was not being captured online

  • The catalog was not structured for marketplace scale

  • Ecommerce infrastructure needed to be built alongside marketplace expansion

Without resolving these issues, Amazon could not become a meaningful part of the business.

Approach

The focus was on building Amazon as a long-term business channel rather than simply listing products, while also establishing a broader ecommerce presence for the Noir Jewelry brand.

Key priorities included securing category approval, designing a scalable catalog structure capable of supporting thousands of SKUs, and building operational systems that could manage listings, inventory, and account performance.

In parallel, the Noir Jewelry ecommerce website was developed following the brand acquisition, allowing the company to expand its direct-to-consumer presence alongside marketplaces.

The goal was to remove marketplace barriers first, then create a foundation capable of supporting long-term ecommerce growth.

Execution

Category Access and Marketplace Setup

  • Secured approval to sell in restricted categories

  • Established Seller Central account structure designed for long-term scaling

Catalog and Listing Infrastructure

  • Built and managed a catalog exceeding 3,000 SKUs

  • Structured parent-child relationships for large product variations

  • Organized listings to support long-term catalog expansion

Operations and Inventory

  • Implemented systems capable of managing high SKU counts

  • Coordinated inventory planning and replenishment

  • Reduced operational inefficiencies that typically erode margins at scale

Ecommerce Development

  • Oversaw development and launch of the Noir Jewelry ecommerce website

  • Integrated the site into the broader ecommerce strategy alongside marketplaces

Growth Strategy

  • Focused on organic visibility through catalog structure and listing quality

  • Used advertising selectively rather than relying on it for growth

  • Maintained operational discipline as the account scaled

Results

Over approximately two years:

  • Surpassed $2,000,000 in Amazon revenue

  • Maintained profitability exceeding 30 percent

  • Scaled the catalog to more than 3,000 active listings

  • Established Amazon as a core revenue channel for the business

  • Successfully launched the Noir Jewelry ecommerce website following the brand acquisition

Key Takeaways

  • Marketplace barriers can be solved with the right strategy and persistence

  • Scaling on Amazon requires strong catalog structure and operational systems

  • Large SKU catalogs demand disciplined inventory and listing management

  • Ecommerce growth is strongest when marketplaces and owned channels develop together

Next

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