Scaling Fromm Beauty’s Amazon Program

Fromm Beauty, which includes Fromm Pro, The Hair Edit, and Diane brands, was struggling to scale its Amazon program. The existing account structure was over-fragmented, with budgets spread across too many products (ASINs). This left Amazon without the clear signals needed to optimize performance and made it difficult for Fromm to identify which products required greater investment. To achieve its growth goals, the brand needed a more strategic approach.

WITHIN restructured Fromm Beauty’s entire Amazon portfolio to build a more efficient and scalable framework. First, the team streamlined campaigns so budgets focused on the highest-potential products, reducing waste and creating a clearer structure for optimization.

We also introduced portfolio-level budget management across Fromm Pro, The Hair Edit, and Diane. Instead of treating each brand separately, budgets were managed collectively to ensure investment was directed where it would have the most impact. A key part of this approach was balancing the number of ASINs supported with the level of budget available, so that no product was underfunded or overspending relative to its sales potential.

WITHIN’s restructure turned Fromm Beauty’s Amazon program into a more efficient and scalable model. The new framework cut wasted spend, strengthened campaign performance, and gave the brand the confidence to scale investment while improving overall efficiency.