Seaguar is the original inventor of fluorocarbon fishing line—pioneers in advancing performance-driven technology for both freshwater and saltwater anglers. With a legacy rooted in innovation, their lines and leader materials are trusted by anglers around the globe. Yet, even the most respected brands can hit roadblocks when it comes to Amazon.
As a 1P Vendor, Seaguar had been onboarded to Amazon Vendor Central several years ago through a Vendor Manager who eventually disappeared—with no replacement or clear support path in sight. When rising production costs forced Seaguar to pursue a much-needed cost increase, they ran into one of the most frustrating realities of Amazon’s platform: automated systems and radio silence.
Their price adjustment request was automatically denied—no reasoning, no feedback, no human contact. Seaguar recruited our expertise, and our team at Upstream got to work.
We immediately tapped into our network within Amazon to identify and engage a Category Manager in their space. From there, we were introduced to the appropriate Vendor Manager (VM), setting the stage for much-needed negotiations. At first, Amazon’s offer was discouraging, only allowing increases on a small number of ASINs while asking for deeper discounts on a larger batch.
Unsatisfied with the offer, we requested an ASIN-level profitability analysis and KPI data to fully understand Amazon’s stance. Armed with insights and decades of experience navigating Vendor Central complexities, our team strategized a multi-pronged approach that would lead to a better, mutually beneficial outcome.
Our plan included agreeing to take price reductions on ASINs that were already being phased out, offering Bulk Buy opportunities for overstocked ASINs, funding limited-time promotions during Prime Day and Cyber Week, and finally, proposing alternative win-win levers that preserved long-term profitability.
By leading with collaboration—and data—we were able to successfully negotiate pricing updates on all of Seaguar’s high-priority ASINs. Purchase orders resumed, profitability returned, and Seaguar was back on track with a stronger Vendor Central foundation and a support system they could rely on.
Upstream has helped improve our business with Amazon significantly. Not only did our revenues increase when we started working with them, but our brand image is now being displayed the way it should have been from the beginning. From our brand store to our product listings, Upstream’s concept process and execution makes it easier for consumers to navigate across our products. Their knowledge and experience with Amazon’s retail analytics and advertising/ROAS are top notch, saving us precious time in having to learn everything ourselves. Now we can just focus on fulfillment!
— Gerry Benedicto, General Manager at Seaguar
Looking to set your business apart on Amazon, connect with us today.
311 E Chicago Street | Suite 320 | Milwaukee, WI 53202
414.224.5022 | Contact Us
Privacy Policy ©2026 Upstream