PR Sprint · Home Goods · Consumer PR
Amazon was stealing search traffic and sending buyers to cheaper lookalikes. This category-defining brand chose not to sell on Amazon. So we built them the authority that no copycat could replicate.
The Results
The Challenge
This brand invented its category. After years of testing, they made a deliberate choice not to sell on Amazon, protecting their DTC margins and direct customer relationships.
Then Amazon moved in anyway. Cheaper lookalikes took up the search real estate. Buyers searching for the original were finding imitations first. Without editorial credibility behind their story, price was becoming the only differentiator in a category they created.
They needed earned media authority that reminded buyers who made the original, and why that mattered.
What Avaans Built
"Highly recommend Avaans. You'll be in great hands with PR that brings enthusiasm, energy, and smarts to your business."
George P. — Founder/CEO
As Seen In
The Home Goods PR Outcome
Averaging 3 placements per month, the brand built a consistent editorial presence in the publications their buyers actually read. At $0.0002 per impression, earned media did what paid ads couldn't: it put the brand's story in contexts buyers already trusted, not ad units they scrolled past.
When buyers searched for the category, they found the original backed by Wired, Forbes, Gadgeteer, and Inc. coverage. The CEO became a recognizable voice. The Inc. award entry positioned the brand as a growth story worth paying attention to.
For a brand protecting its margins by staying off Amazon, authority turned out to be the most cost-efficient competitive advantage available.
Avaans Specialties
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Avaans Means Advantage
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