Get ready for take off

Welcome to Velocity Agency

Welcome to Velocity Agency, here you’ll find a brief introduction into who we are and what we do. This includes a bit out how we got started, our divisions and some of our successes…

Our Story

Co-founded by PJ Scott and Eddie Latham in 2012, Velocity Commerce is now an award-winning UK online consultancy and retailer, with a specialist 50-strong team that processes on average 5,000 orders per day. 

Our team has over 15 years’ experience in the online retail market and knows how to increase brand exposure and sales on platforms, such as Amazon or eBay. 

Giving Back

Co-founded by PJ Scott and Eddie Latham in 2012, Velocity Commerce is now an award-winning UK online consultancy and retailer, with a specialist 50-strong team that processes on average 5,000 orders per day. 

Our team has over 15 years’ experience in the online retail market and knows how to increase brand exposure and sales on platforms, such as Amazon or eBay. 

Award Winning Agency

Over the last few years, Velocity has been recognised for a variety of prestigious awards for our hard work and success. This includes winning the ‘Sunday Times Fast Track 100’ and the ‘Financial Times 1,000 Fastest Growing Companies in Europe’ for three years running where we were one of only 27 companies from the UK to make the top 100. We were also very fortunate to be awarded the ‘Queen’s Award for Enterprise 2021’ upon recommendation from the Prime Minister.

Crew Members

With decades of experience, our dedicated crew aboard the Velocity ship present a wide variety of skillsets – making us the best marketplace solutions provider anywhere in the universe.

PJ Scott

Director & Owner

Eddie Latham

Director & Owner

Alex Feltham

Head of Ecommerce

Paul Evison

Head of Sales

Emily Liston

Account Manager

Jamie Robinson

Account Manager

James Rostron

Senior Designer

Danielle Isbitsky

Content Creator

Jeff Agyeman

Junior Account Manager

Charlotte Allen

Account Executive

Saskia Wastell

Account Executive

Lizzie Clarke

Logistics Coordinator

Silvia Misa

Finance Director

Francis Hicks

Buyer

Our Divisions

As experts in online retail, we cover a wide variety of areas of ecommerce. Our business is divided into separate divisions that manage a different aspect including our own line of products sold online through to advising, selling and strategising for external brands:

Velocity Brands

Our own brand arm – since 2012, we have been manufacturing and selling our own line of home audio products under the Majority brand.

Velocity Retail

Our buying and retail department has sold and distributed products for a wide range of global brands such as Lego and Nextbase.

Velocity Agency

The agency side of the business – Velocity Agency helps brands expand their online retail potential and develop their strategy and growth.

Velocity Trade

Our trade division partners with retailers and helps to remarket their end-of-life or returned goods in order to maximise financial return.

Velocity Eco

Our reverse logistics division helps renew your returned products and get them ready for resale.

Velocity Commerce

Our umbrella company – Velocity Commerce encompasses all our services and provides support for the wider business.

Our Divisons

Velocity Brands: Majority & Oakcastle

Since founding over ten years ago, our in-house range of electronics brands Majority and Oakcastle have grown rapidly. Now in over 3 million homes, both brands have become well-known and established brands in audio and radio.

In the last year alone, Majority has been featured on Yahoo!, Forbes, The Sunday Times, Empire Magazine, What Hi-Fi and The Financial Times.

Our Divisons

Majority Retail Partnerships

In the last few years, Majority has expanded beyond Amazon to other ecommerce platforms and bricks-and-mortar stores. We now partner with some of the largest retailers in the world which has provided us with new revenue channels and new avenues into otherwise untapped global marketplaces.

Our Divisons

Majority Worldwide

With every new territory, Majority has seen year on year growth across the range. Now a household name in the UK, EU and US, plans are a foot to expand into new markets.

Our Divisons

Velocity Retail

Our retail team work with brands that are passionate about their products and wish to expand their online marketplace presence. Our team have decades’ worth of experience in working with established companies that want a global ecommerce partner.

We can help you with: stock ordering, logistics management, content and design, advertising and optimisation, marketplace strategies and more…

SmartStore

Lego

Nextbase

Our Divisons

Velocity Agency

At Velocity Agency we accelerate your Amazon strategy to get the results you want – we can help you grow your brand by supporting with growth strategy, increasing your advertising return on investment, reaching new customer, and elevating sales as well as supporting you in developing into new territories.

Our Divisons

Velocity Trade

We partner with major manufacturers & retailers, maximising their financial return on slow-moving, end-of-line, RMA & consumer returns inventory.

Velocity Trade provide quality, discreet solutions for excess stock or raw amazon returns maximising your financial returns and protecting your brand and the integrity of your marketplace.

Amazon Scene Setting

Amazon Sales Factors

No Data Found

Amazon Summary

The key Amazon marketplaces by revenue in 2020 – Because Sweden and Poland have only launched in the last 12 months, no revenue data is available yet for these territories:

USA

$263 Billion

Germany

$29.6 Billion

UK

$26.5 billion

France

$6.9 Billion

Netherlands

$431.4 Million

Your Product Vs. Competitor Product

Target Darts Rob Cross Silver Voltage

B07H8JK329 - £8.95

Keyword Distribution Last 30 Days
Total Keywords
Content
Sponsored Keywords
Content
Organic
Content
Amazon Recommended
Content

Target Darts Rob Cross Silver Voltage

B07H8JK329 - £8.95

Keyword Distribution Last 30 Days
Total Keywords
Content
Sponsored Keywords
Content
Organic
Content
Amazon Recommended
Content

No Data Found

Content Audit

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Overall Score

0

Content Score

0

ASIN not in Stock

0

Brand Direct Search

Looking at Brand Analytics, there is brand direct search but very limited amounts across all markets. In the UK, the only brand related search term is ‘target darts’ which has a Search Frequency of over 60k – much higher compared to the generic ‘darts’ and ‘darts set’ search terms. This means we need to go after generic search terms as that is where the traffic will come from…

Brand Search

Customer knows brand and is likely to buy as long as the right product is visible – cost efficient.

e.g. Majority DAB Radio

Search Terms Search Frequency Rank
Total Keywords
Content
Sponsored Keywords
Content
Organic
Content
Amazon Recommended
Content

Category Search

Customer knows what product they want but are unaware of brand. Will look to reviews/product page details to form part of buying decision. CTR and CVR will be reduced and costs will increase.

e.g. DAB Radio

Search Terms Search Frequency Rank
Total Keywords
Content
Sponsored Keywords
Content
Organic
Content
Amazon Recommended
Content

Main Competitor Brands in Category

Using search terms pulled from Amazon, we can see that the best performing brand in your category is RED DRAGON. For more info on the top products for the relevant search terms, check out the spreadsheet attached below for a full breakdown of the data:

The Importance of Content

Main Image & Visual Scaling

Using the right main image is key to improving search rank and support the initial process of bringing the product from page 947 to page 1 and keeping it there.

To make sure you product not only sits atop the search ranking but also converts, it’s important to adhere to specific rules and criteria when it comes to putting together a main image. Here are the 2 examples – both demonstrate the difference between an ok image and a great one…

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Content Focus Group

Velocity has access to over 5,000 high spending Amazon customers that we engage with to help us make sure our content lands correctly first time, every time.

We use this content group to make sure that we are selecting the correct lead image – this is key as 64% of customers decide to learn more about your product based on the lead image on the product page.

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Auto-Populate on Mobile

With over 60% of shoppers using mobile, what people search on their devices is massively important. Amazon’s auto-populate search feature is hugely influential on what products appear top – meaning the first search suggestions determine what customers will most likely buy. Optimising listings and product titles is critical to making sure your products are associated with the best search terms and appear high up the results page.

Minimum Product Page Standards

Images
7 high res images – each image supports customer conversion or product features
Video
Video to replace 7th image if available. Info video can be used in local language
Average Review Score
Higher than 4.1
Average Review Count
Higher than 15 reviews
Average Title Length
Title longer than 150 characters, including key search words
Description Length
Longer than 1000 characters, including expanded key features
Key Features
5 present – each doing a job to let a visitor know why they need this product. Amazon SEO rich
Bullet Points
Mobile optimised and incorporating the converting factors in the key features and description

What Good Looks Like

Secondary Images

After the main image, there should be a minimum of 6 images (5 if there is a video). These images should demonstrate the key features and USPs of the product and brand. Just like the main image, all secondary images should meet the minimum image requirements for Amazon.

Product Feature Image

An image dedicated to explaining one of the key product features. The accompanying product image clearly shows what the text is explaining. The text uses as few words as possible and is large enough in font size to be legible on mobile.

Heritage/Origin Image

If applicable, use an image to explain the heritage of the brand such as how long the brand has been around for, where the brand originates from or is manufactured or designed (e.g. Made in Sweden). This will give the product credibility.

Dimensions Image

For certain products, it is important to clearly show the size of the product as it is not always immediately obvious from the product images. These images are always a great place to put any additional accreditations, awards or lesser USPs.

Lifestyle Image

It is always important to show the product in a real-world setting. This gives a customer an idea of its uses and a point of reference. It also gives the brand credibility.

Guarantee Image

If applicable, feature an image that explains the product or brand’s warranty or guarantee procedure. This will further the brand’s credibility and instil convince in the customer.

Video

The seventh image slot should be a video showing key features and shots of the product from various angles and settings. Can include info about the brand as well.

A+ Premium

A+ premium provide a valuable marketing space that goes a level beyond basic A+ content. Premium gives brands the ability to showcase their product’s most important benefits with a modern, visually appealing structure whilst also offering more features than the standard edition.

Benefits of Premium include videos, interactive modules such as image carousels, responsive mobile options, larger images and improved comparison tables.

A+ Basic

A+ Premium

Intelligent Review Analysis

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Usage ScenarioPercentReason
Kitchen30.61%Majority of customers use the radio in their kitchen while cooking, cleaning, or as a gift for a kitchen. Compact size and good sound quality are also mentioned.
Bedroom20.40%Many customers use the radio as a bedside alarm clock or to sit on their bedside tables. Some customers also bought it as a present for their children’s bedroom.
Portable14.28%Some customers use the radio while on the go, such as on a boat or in a camper van. Its portability and battery-operated feature are also mentioned.
Bathroom6.12%A few customers bought the radio specifically for use in the bathroom.
Office6.12%Some customers use the radio in their office or bought it for use in the office.
Pro%Reason
Sound quality37.06%Customers praise the radio’s excellent sound quality, good bass, clear and warm sound, no distortion, great depth of sound, good volume, and sound quality…
Design20.68%Customers appreciate the radio’s nice retro-looking design, lovely wake up to the radio, beautiful appearance, great stylist digital radio, and something a little different from the normal black…
Bluetooth connectivity12.93%Customers find the radio’s Bluetooth connectivity to be seamless, easy to connect to devices, works well, and great to have Bluetooth…
Portability7.32%Customers find the radio to be lightweight and easy to move around, great for camping, easy to carry around, and can be battery operated.
Ease of use7.32%Customers find the radio simple to set up and use, easy to navigate controls, easy to operate, simple to use, and user-friendly manual…
Cons%Reason
Durability19.40%Product breaks down easily, broke easily…
Battery life16.41%batteries will only last around 5 hours of continuous use, got less than two hours usage out of my batteries, led lights are still quite bright which in turn depletes the batteries quite quickly, heavy…
Power supply14.92%Issues with power supply and charging port, improved power supply with a mini USB connection…
Instructions10.44%Could do with better instructions as the diagram was labelled wrongly, found it a bit difficult to set up in Bluetooth mode, lack of instruction booklet or incomplete instructions, instructions are very…
Dab/fm reception10.44%Poor reception, unable to find any DAB station, won’t pick up any reception, FM signal not as good as other radios…
Customer ExpectationPercentReason
Durability23.80%Product breaks down easily…
Battery life19.04%Poor battery life, eats through batteries quickly, expectations not fulfilled regarding battery life, wanted to be able to move it around the house without always needing a lead, even on standby, less than 15 hours playback…
DAB/FM reception14.28%Poor reception, unable to find any dab station, won’t pick up any reception, FM signal not as good as other radios…
Instructions11.90%No instructions in English, instructions are not very good, lack of instruction booklet or incomplete instructions, instructions are very confusing and over-simplified…
Colour7.14%The colour doesn’t represent it in real life, not the same colour as photo, turquoise not duck egg as described and shown in the pics…
Purchase MotivationsPercentReason
Sound quality21.53%Customers appreciate the clear and good quality sound, even at high volume, with good bass and no distortion…
Price18.46%Customers find the radio reasonably priced and a great value for money…
Design18.46%Customers love the stylish, retro, and compact design of the radio…
Portability10.76%CCustomers appreciate the easy portability of the radio, which can be battery operated and moved around easily…
Bluetooth connectivity10.76%Customers find the Bluetooth connectivity feature easy to use and seamless…

Ad Software

Part of running campaigns is reducing bids on a regular basis in the week to lower spend. This process is vital, but time-consuming. With our helpful ad software, we can take the hassle out of campaign management (cost: 3% of ad spend). 

Here is an example of where our ad software has been applied to one of our brands. The software was switched on the 28th December – as you can see, sales have dipped to a normal level post-Christmas however, spending has dropped massively producing a better return on investment.

Pre Post Ratio
Daily Sales
2,199
1,801
-18.1%
Daily Spend
216
64
-70.4%
Pre Post
ROAS
6.7
27
ACOS
10%
3.5%

Wheel of Growth

Amazon constantly updates its search algorithm

  • We track this search data to constantly allow us to update content and maintain relevancy
  • Amazon allows us to run experiments and A/B test certain elements. This ensures we can keep maximising performance

Customer engagement gives us conversion driving insights

  • Customer questions help us identify potential gaps in the content
  • By mining competitors’ questions and reviews we can highlight these on our products
  • Monitoring our own reviews allows us to address any potential content issues

Retail Halo

Managing Amazon in the right way allows potential retail partners to see how consumers engage with the brand – the sales rank and customer reviews are a high-level metric used as part of their decision making process.

0 %

Start their shopping journey on Amazon

0 %

Are likely to purchase their product on Amazon too

0 %

Check Amazon reviews and pricing even when shopping on other sites, or on the shop floor

“Selling our products on Amazon has given us invaluable data to take to buying teams at traditional bricks-and-mortar stores. We use our listing pages as a live case study, to show respective stores our reviews, sales, and bestselling rank, which gives them an idea of customer demand and helps them to decide whether to stock our range of products.

By selling on Amazon, it has helped us to secure listings in The Range, QD, Boyes, TX Maxx, with more retailers coming soon.”

Nikki, Head of Marketing at Vamoosh

The Importance of Amazon in Retail

National retailers have flagged that they see a direct correlation between Amazon review scores and sales instore.

Consumers now are using Amazon as their product review guide instore to aid their purchase decision.

It’s now a must for brands to be fully engaged and have a defined review strategy as to how best to manage bad reviews / drive review velocity and cultivate 5 star reviews.

“From conception Majority was always going to be a brand that was built and established on Amazon, when we felt the time was right we would then take the brand into traditional retail.

Having sold over 2.5 million units and now the 2nd largest DAB brand in the market (GFK Data) and the 5th largest sound bar brand on Amazon, we started getting enquires from retailers that were looking for a trusted audio brand with a proven sales history to be part of their ranging plans. Retail have received us extremally well and ranging conversations have been far easier based on our Amazon and market performance along with the fact that they can read for themselves just how much customers love our brand.​”

Chris, Head of Commerce at Majority

Ads & Promotions

  • Currently only 5 Campaigns active.
  • The current advertising strategy seems to be mainly defensive in nature and is doing an adequate job of protecting some branded search terms but with a lower return on advertising spend that would be expected. Optimising bids is key.
  • Campaigns targeting more generic terms are performing very poorly and could use some very tight bid management to get the most out of the allocated budget.
  • Ad Groups should be split down into tighter ranges of products so that optimisation is more effective.
  • Many of the generic focused campaigns are ending up still targeting Neat branded product which could be cannibalising organic sales.
Ad Performance Spend Sales ACOS ROAS Impressions
Lifetime
£11,838
£29,993
39%
2.5
8,512,246
YTD
£8,380
£24,206
35%
2.9
5,921,049
Last Month
£1,587
£5,883
27%
3.7
1,337,271

Vine

The benefits of running Amazon Vine is that it increases product reviews through High-quality Amazon reviewers. They are trusted reviews as the reviews are unbiased, un-manipulated, and buyers will be able to trust the review, which will increase sales. This all folds in to Increasing awareness and buyers confidence of new products.

3P Seller Strategy

After 3 months of stabilising the Vendor account via Content | Ads | Vine and Born To Runs, we would look to then create a 3P seller strategy either direct via your brand or a nominated party. The 3P seller account will run the top 5 SKUs by value to start with, with a view that we review this in January to decide if we should upscale the SKU range.

Project Management

Collaborative project management platform:

Velocity Agency Crew

Client Managers

Your points of contact and will help with your ecommerce strategy.

Support Team

Manages your vendor/seller account, setting up products and implementing your strategy

Creative & Content Team

In charge of writing and creating your listings, images, A+, translations and more.

Benny The Spaceman

Monitored email account for all tasks – if anyone is sick or away, we’ve got you covered.

Thank You

Any Questions?

Thank you for taking the time to go through our presentation, we hope it has been informative. If you have any questions or queries, we will take a moment to go over any discussion points you have…

Services

Account Management

  • Onboarding Plan with Initial Quarterly Strategic Objectives
  • Project management and organisation via Monday.com.
  • Monitored support ticket board
  • Weekly Call – 30 Minutes – Review performance and prioritise tasks
  • Quarterly Call – 60 Minutes – with Head of eCommerce to review performance and progress towards strategic objectives
  • Case management and support

Monthly Report Tracking Availability

  • Reporting – Weekly sales and key account metrics report
  • Weekly out of stock / low stock report – basic or advance (seasons trends). Replenishment report can be added for a fee
  • Quarterly content audit score
  • Quarterly dive into low converting lines and best sellers.
  • Reporting – Monthly – Top 3 Clicked Brands by Search Term

Services Fees

£5k a month or 5% of sales out value, whichever is greater. 

Content Management – General

  • Deep dive audit of Content including Brand Stores then comparing with competitors to direct strategy.
  • Rebuild store based on content audit and search data (One complete store rebuild per 12 months.)
  • “From the brand” Brand Story redesign 1 rebuilt and 1 amend per 12 months
  • Automated alerts for change of content
  • Monthly content audit report and MoM score improvement

Content Management – Copywriting

  • Deep dive audit of Content including Brand Stores then comparing that with competitors to direct strategy.
  • Rebuild store based on content audit and search data
  • Product keyword research, Title, Key Bullet Points, A+ Premium, Brand Story written copy
  • search tag optimisation to increase impressions

Content Management – Graphic Design

  • Image Template design to ensure all images have continuity. (1 complete build and 1 amend per 12 months)
  • A+ Premium for ‘Hero’ products, includes Desktop and Mobile Templates* (Two products designed per month)

Extras Available to All Clients

  • Review scrape (Up to five categories) – FREE with package