How licensed brands can bring structure, collaboration and profitability to Amazon
At Brand Licensing Europe 2025, Venture Forge CEO Andy Banks took to the stage to share a message that resonated across the licensing industry: Amazon can be chaotic for licensed brands — but it doesn’t have to be.
For licensors and licensees alike, Amazon represents huge commercial potential. Yet, it’s also a complex and fragmented channel where brand ownership is unclear, pricing is inconsistent, and control often feels out of reach.
Andy’s session, From Chaos to Control – The Amazon Playbook for Licensed Brands, explored how licensing teams can take back control of their Amazon presence, strengthen collaboration, and drive measurable growth.
The Challenge for Licensed Brands on Amazon
Amazon plays a critical role in the licensed sector — driving visibility, awareness and sales across multiple categories. In fact, Venture Forge’s analysis of the top 20 licensed brands on Amazon UK revealed more than £333 million in annual retail sales.
But that growth comes with challenges. For many licensed brands, Amazon is an ecosystem of fragmented content, competing sellers, and inconsistent brand representation.
Common problems include:
- No single owner of the brand experience across Amazon.
- Multiple resellers driving price erosion and profit loss.
- Inconsistent listings and creative standards that confuse customers.
- Uncoordinated advertising efforts where licensees compete against each other for the same keywords.
The result? Missed opportunities, wasted ad spend, and diluted brand equity.
Three Steps to Move from Chaos to Control
1. Control Drives Performance
Licensors should own and understand their Amazon presence in detail. That means clear oversight of who’s selling what, how products are priced, and how the brand appears to customers. Establishing proactive control ensures sales data is reliable and brand equity protected.
2. Unify the Brand Experience
Customers don’t think in licence silos — they shop by brand.
Unified brand storefronts, consistent content and coordinated advertising create a seamless shopping experience that boosts conversion and loyalty. As Andy shared, brands like JCB that align categories under one storefront deliver a far stronger customer experience.
3. Use Data to Lead Strategy
Real-time reporting and marketplace data are key to smarter decision-making. From understanding category opportunities to monitoring price erosion, data empowers both licensors and licensees to make commercial decisions that drive profitability and growth.
The Paddington™ Example
To show what’s possible, Andy highlighted Venture Forge’s work with STUDIOCANAL KIDS & FAMILY on the Paddington™ brand.
Starting with fragmented listings and inconsistent presentation, the team created a unified brand storefront and coordinated advertising strategy that brought all licensees together under one cohesive brand experience.
The results speak for themselves:
- 2,500x growth in key product sales.
- 37x increase in new-to-brand customers.
- 570% uplift in brand awareness on Amazon.
- Over 20 million Ad impressions delivered.
A clear demonstration that structure, strategy and collaboration drive results for both licensors and licensees.
Taking Control of Your Amazon Channel
The Amazon opportunity for licensed brands is significant — but real success requires alignment, visibility and commercial discipline.
At Venture Forge, we help licensed brands take back control, building unified Amazon strategies that deliver measurable growth, structure and profitability.
Learn more about our Brand Licensing Services: https://ventureforge.co.uk/amazon-brand-licensing/