Extracted grew on Amazon UK,
without lifting a finger.
The UK supplements brand Extracted launched on Amazon UK in 2025 with SAWA as Merchant of Record. Eighteen months later the brand sells more, is paid almost twice as much and one in three consumers comes back every quarter.
- Amazon sales
- +42%Amazon salesfirst 9 months 2026 vs 2025
- payout to the brand
- ≈ 2×payout to the brandsame two periods
- of consumers come back
- 34%of consumers come backwas 7% at launch
- euros without an ad click
- 7 / 10euros without an ad clickrepeat, subscriptions, branded search
Amazon, without it becoming a second business
Extracted makes a focused range of vegan supplements, each named for what it does: Flexee for joints, Sleepee for sleep, Calmee for stress, Optee for dry eyes, Reeplay collagen and Flowee for bladder support. The products and the reviews were already there.
What it lacked was a way onto Amazon that does not turn into a second business. For a small team that means hiring for it, stitching together several agencies, or not doing it at all. Extracted wanted the revenue and the new consumers Amazon brings, with none of that load on its own team.
- Brand Registry
- VAT registration and filing
- Product liability
- Listing compliance in a heavily regulated category
- Daily ad management
- Subscribe & Save
- Deal calendar: Prime Day and Black Friday
- Customer service and returns
All of it needed. None of it is the brand itself.
SAWA as Merchant of Record
SAWA became the legal seller of Extracted on Amazon UK. Extracted keeps full ownership of its brand and inventory; SAWA does everything between the pallet and the payout. We earn a monthly infrastructure fee plus a revenue share on what we sell, so we are paid on the same thing as the brand: growth. How the model works →
- 01Extracted
Ships stock on consignment and keeps ownership of brand and inventory.
- 02SAWA (MoR)
Is the legal seller and handles everything between pallet and payout.
- 03Extracted
Receives the payout and sees everything live in the console every day.
- Merchant of Record: invoicing, VAT, product liability and marketplace policyNo registrations, filings or account risk on the brand's side What is an MoR? →
- Brand Registry, listings, A+ content and Brand Store (V1, then V2 in 2026)A full catalogue with multipacks and bundles, built and kept compliant All services →
- Full-funnel advertising: Sponsored Products, Display, remarketing, Prime Day and event biddingNew consumers found without the brand managing a single campaign How our advertising works →
- Subscribe & Save: set-up, funding strategy and discount voucherA subscription base that compounds each quarter
- Launch of new products: Hydree, Creatine, Multee and Vitamin D3New lines live on Amazon within weeks of being ready
- Quarterly earnings report with per-product, retention and advertising analysisOne review a quarter instead of daily operations
- SAWA Console: live sales, fees, deductions and payout per productFull transparency, every day, on one screen See the console →
In nine months, more sold than in the whole first year, and almost twice as much paid out.
The quality of the revenue changed as much as the quantity: from one in fourteen consumers coming back at launch to one in three today.
More sales, and far more payout
Index: the first nine months of trading (April–December 2025) = 100. In the first nine months of 2026 Extracted sold more than in all of 2025, and the latest quarter is 6% up on the same quarter a year earlier.
From 1 in 14 to 1 in 3
Share of consumers who come back, per quarter. It has risen every quarter since launch. Repeat sales grew 62% year on year; for the lead product 45% of buyers are returning.
A subscriber is worth 7× as much
Value to the brand over 24 months. The number of active subscriptions grew by almost half in a year.
7 in 10 euros without an ad click
- Repeat purchases
- Subscriptions
- Branded searches
New products live within weeks
The full catalogue was built and kept compliant by SAWA; new lines go live within weeks of being ready.
Comparison based on the first nine months of trading (April–December 2025) and January–September 2026. Percentages are rounded; absolute amounts and counts are deliberately left out. Sources: Amazon Seller Central (Business Reports, Brand Analytics, Subscribe & Save), Amazon Customer Loyalty Analytics and the SAWA Console. As of 28 October 2026.
“We engaged SAWA as merchant of record and gained not only revenue but also new customers, without having to do anything ourselves.”
The two halves of that sentence are the whole case. Revenue and new consumers are what Amazon is for; “without having to do anything ourselves” is what a Merchant of Record is for. Extracted’s involvement in eighteen months of Amazon trading has been a quarterly review meeting and the decisions that come out of it.
The foundation is in place, SAWA runs the next step
Everything built in 2026 is the platform for the next stage of growth, all of it run by SAWA. SAWA already sells for brands in 12+ countries on Amazon. Taking Extracted into mainland Europe is therefore a decision rather than a project. See all services →
- Q3 2026Live
Brand Store V2
Rebuilt, with shop-by-health-goal navigation.
- Q4 2026
Sponsored Brands and video
In time for Black Friday and the holidays.
- Q1 2027
Essentials entry range
Magnesium, Creatine and Omega 3, with a discount flyer in every pack.
- Next
Growing across Europe
SAWA as importer of record, including EU labelling and VAT.
The same for your brand?
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What is a Merchant of Record?
The model, who is responsible for what and what it saves you.
Read moreEverything we take over
From listings and advertising to VAT, logistics and customer service.
Read moreThe SAWA Console
Live sales, fees and payout per product on one screen.
Read moreAdvertising modules
Video, display, SEO, retargeting and more, for more traffic to your brand.
Read more
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