The Project in Numbers
+€10 Million
Annual sales volume on Amazon.de
+1.2 Million
Amazon customers acquired
743 SKUs
active in the product range
Success Story: Third of Life
How a D2C Brand Achieved Over €10 Million in Annual Revenue on Amazon.de
About Third of Life
Third of Life – Your Sleep Company is a German D2C brand specializing in sleep and home textiles, with a focus on innovative product solutions for better sleep. The range includes pillows, blankets, mattress protectors, and other bedding products, primarily positioned in the mid-price segment. Amazon is the most important sales channel alongside the company’s own online shop. Third of Life targets sleep-conscious consumers looking for high-quality, explanation-intensive products that stand out from cheaper mass-market options.
Initial Situation
The bedding and home textiles market on Amazon is highly commoditized: low-price suppliers dominate the search results, and competition for visibility is intense. Third of Life had no national brand awareness and deliberately positioned its products in the mid-price segment—away from the price leaders who often dominate Amazon rankings. Additionally, their innovative, explanation-intensive products were initially difficult to communicate in a digital environment. The goal: to build Amazon as a scalable and independent sales channel—despite strong competition and without the advantage of established brand presence.
Strategy
The focus was on a structured launch strategy, treating every product launch as a coordinated campaign. Weeks before launch, all activities are strategically planned: from listing optimization (content, images, keywords) and pricing strategy to campaign structure. The goal is to make the most of the so-called “honeymoon period”—the phase after launch when Amazon’s algorithm favors new listings—and quickly build organic rankings. This is complemented by ongoing campaign optimization and targeted assortment development that consistently focuses on Amazon-fit products with proven search volume.
Result
With this strategy, Third of Life has established itself as a key player in multiple bedding subcategories on Amazon. Year after year, they successfully launch new products that consistently maintain top-seller rankings in their categories. The result: over €10 million in annual revenue on Amazon.de alone, more than 1.2 million customers acquired, and a portfolio of over 750 active SKUs. Today, Amazon is no longer an experiment but a core pillar of the business model, built through focused launches and continuous optimization.
By leveraging the VALUEZON Success Spiral, we’re still able to achieve successful new product launches on Amazon—even in highly competitive categories. A strict “Push the Button” plan ensures everything comes together seamlessly on go-live day. That’s how we scaled a product to over 600 sales per day within just 14 days.
Dr. Hanno Deyle
Managing Director & Co-Founder
