Helping Navigate a Smooth Transition from Wholesale to Winning on Amazon

Harken is a trusted manufacturer of premium overhead garage storage hoisters, world-class marine hardware and accessories, and safety and rescue industrial solutions. Known for their precision-engineered products and legacy of quality, Harken had long relied on wholesale distributors to manage their presence on Amazon. Yet, as the marketplace evolved, so did their strategy.

Aligning Action With Their Goals

Wanting to take more control over their brand, customer experience, and profitability, Harken came to Upstream with a clear but complex goal: exit the wholesale model and launch as a direct seller on Amazon through Seller Central. As a traditional manufacturer with no prior experience managing Amazon operations, they needed a partner who could handle everything—from high-level strategy to day-to-day details.

Upstream led the transition with a tailored roadmap that included full ownership transfer, ASIN cleanup, and hands-on coaching for their internal team. We leveraged our status as a member of Amazon’s Service-Provider Network to get Harken enrolled in the Amazon Launchpad program, unlocking premium perks like Sponsored Ads Click Credits, Brand Spotlight placements, and direct access to Amazon support.

Scaling Harken’s Business After Launch

The Q4 2023 launch surpassed six figures in sales, setting the stage for long-term growth. From there, Upstream focused on building a solid foundation and accelerating momentum.

We conducted a deep dive into keyword performance and refined Harken’s SEO to improve product visibility across high-intent search terms. Their Brand Store was fully optimized to better reflect the brand’s legacy, streamline the customer journey, and encourage multi-product purchases. We also introduced product variations to consolidate listings and boost discoverability—especially important for customers comparing sizes, types, or finishes.

To keep the sales engine running efficiently, we launched and continuously optimized Sponsored Ads campaigns, aligning spend with product-level performance. Our forecasting support helped reduce out-of-stock rates by identifying trends and anticipating demand spikes—especially critical during seasonal and promotional periods. We also introduced a B2B discount strategy to unlock new revenue from commercial buyers and set up limited-time promotions and Amazon Deals to drive incremental volume during key selling windows.

“Upstream didn’t just help us launch—they gave us a roadmap for scalable, long-term success on Amazon. Their strategic guidance and attention to detail made a huge difference, from optimizing our brand presence to unlocking entirely new revenue streams. The results speak for themselves.”
— Harken Team

Each initiative was layered intentionally, resulting in sustainable growth. By the end of 2024, Harken’s Amazon business had grown 389%. Subsequently, in the first quarter of 2025 alone, sales are already tracking 36% higher year-over-year.

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