From new brand to bestseller: How Zesty Paws made its mark selling on Amazon
Learn how Zesty Paws went from a new company launching on Amazon to a $610 million acquisition.
Bestseller
in all core categories—a position many products still hold today
$610M
Acquisition by H&H Group
100+
Products in catalog
Averaged double-digit growth
Year-over-year since inception
For many pet parents, their dog or cat isn’t just a pet—they’re family. And when their furry companion is dealing with itchy skin or achy joints, they’ll try anything to help. But for years, the pet supplement aisle was uninspiring—white bottles, capsules, and products that pets resisted.
Zesty Paws, a premium pet wellness brand, set out to change that.
Founded on three pillars—palatability, efficacy, and safety—the brand’s mission was to create fun, science-backed supplements that pets actually enjoy, and that pet parents could feel good about giving.
“We wanted to bridge the gap between a fun treat and science-led wellness,” says Jyssica Batiste, Vice President of Ecommerce at H&H Group, which acquired Zesty Paws in 2021. “We had to give pet parents something that wasn’t only fun, but was also going to change the life expectancy and trajectory for their pet.”
When it was time to launch the brand in 2015, Amazon was their first sales channel—even before their own website.
“Amazon really gave us the ability to reach pet parents at scale with the right message at the right moment,” says Jyssica. “We tested, found what worked, and ran with it. Before we knew it, we became a bestseller on Amazon in all our core categories.”
Zesty Paws, a premium pet wellness brand, set out to change that.
Founded on three pillars—palatability, efficacy, and safety—the brand’s mission was to create fun, science-backed supplements that pets actually enjoy, and that pet parents could feel good about giving.
“We wanted to bridge the gap between a fun treat and science-led wellness,” says Jyssica Batiste, Vice President of Ecommerce at H&H Group, which acquired Zesty Paws in 2021. “We had to give pet parents something that wasn’t only fun, but was also going to change the life expectancy and trajectory for their pet.”
When it was time to launch the brand in 2015, Amazon was their first sales channel—even before their own website.
“Amazon really gave us the ability to reach pet parents at scale with the right message at the right moment,” says Jyssica. “We tested, found what worked, and ran with it. Before we knew it, we became a bestseller on Amazon in all our core categories.”
“Before we knew it, we became a bestseller on Amazon in all our core categories.”
Jyssica Batiste
Vice President of Ecommerce
Making their mark with Amazon
Zesty Paws chose to sell on Amazon because it allowed them to reach pet parents, tell their brand story, and build lasting relationships with customers.
“With Amazon, we’re able to reach the customers who need our products, help them understand why we think what we’re offering is best for their pet, and build a relationship that’s led to our success,” she says.
Amazon also gave them the ability to test new products and iterate quickly to respond to customer needs.
“Amazon gives you the tools and data to focus on your customer,” says Jyssica. “You can look at what products have the highest conversion, the keywords being searched, and insights from reviews to understand what customers really want.”
These insights, combined with the brand’s customer-centric approach, have fueled Zesty Paws' growth to more than 100 products and cemented their position as a prominent brand in their category.
“With Amazon, we’re able to reach the customers who need our products, help them understand why we think what we’re offering is best for their pet, and build a relationship that’s led to our success,” she says.
Amazon also gave them the ability to test new products and iterate quickly to respond to customer needs.
“Amazon gives you the tools and data to focus on your customer,” says Jyssica. “You can look at what products have the highest conversion, the keywords being searched, and insights from reviews to understand what customers really want.”
These insights, combined with the brand’s customer-centric approach, have fueled Zesty Paws' growth to more than 100 products and cemented their position as a prominent brand in their category.
Programs and tools that helped them lead the pack
Jyssica attributes much of Zesty Paws’ success on Amazon to how it enables brands to focus on the customer and control their business with the suite of services it offers sellers.
“We have more hands-on control of our business compared to other channels—how our listings look, how we interact with customers, and greater access to timely data that guides our decisions,” she says.
The Zesty Paws team has used many Amazon programs and tools over the years, but there were a few they found key to their success.
“We have more hands-on control of our business compared to other channels—how our listings look, how we interact with customers, and greater access to timely data that guides our decisions,” she says.
The Zesty Paws team has used many Amazon programs and tools over the years, but there were a few they found key to their success.
“We have more hands-on control of our business compared to other channels . . .”
Jyssica Batiste
Vice President of Ecommerce
Brand Registry
Enrolling in Brand Registry was foundational for Zesty Paws. It gave them access to a suite of brand-building and protection tools that have been integral to their growth—from telling their brand story and creating engaging listings, to accessing in-depth analytics and protecting against counterfeits.
"Brand Registry gives us the opportunity to provide customers with every bit of information they need, while also protecting the brand's positioning and value," says Jyssica.
"Brand Registry gives us the opportunity to provide customers with every bit of information they need, while also protecting the brand's positioning and value," says Jyssica.
A+ Content
A+ Content is one of Zesty Paws’ most important pillars. A+ Content is a tool that helps brands drive sales by helping them tell their brand story and adding rich content on their product detail pages. The Zesty Paws team refreshes and rebuilds their A+ Content, including their Brand Story, every year—it’s an “always-on optimization.”
“A+ Content allows us to communicate the three pillars of our business, but it also allows us to really connect with the customer,” says Jyssica. “That emotional connection is so important because our products are for such sensitive use cases.”
“A+ Content allows us to communicate the three pillars of our business, but it also allows us to really connect with the customer,” says Jyssica. “That emotional connection is so important because our products are for such sensitive use cases.”
Brand Analytics
The data and insights available through Brand Analytics helped Zesty Paws optimize their listings and develop entirely new products.
“We can look at search and sales data to understand what customers are looking for and when they’re converting,” says Jyssica. “Then we can combine this with insights from reviews to understand how customers are using our products and what needs we can meet.”
These insights have had a direct impact on their product roadmap. They noticed through reviews that customers were using one of their products in a way it wasn't originally intended—they wanted a natural oil flea and tick solution. So the team set out to meet that need.
"The data and reviews told us how we could expand our product line, so we started by developing a spray and shampoo," says Jyssica. "It was so successful after the first year that we've expanded to also include chews."
“We can look at search and sales data to understand what customers are looking for and when they’re converting,” says Jyssica. “Then we can combine this with insights from reviews to understand how customers are using our products and what needs we can meet.”
These insights have had a direct impact on their product roadmap. They noticed through reviews that customers were using one of their products in a way it wasn't originally intended—they wanted a natural oil flea and tick solution. So the team set out to meet that need.
"The data and reviews told us how we could expand our product line, so we started by developing a spray and shampoo," says Jyssica. "It was so successful after the first year that we've expanded to also include chews."
Fulfillment by Amazon (FBA)
For a brand selling products that pet parents may need urgently—whether it’s a hip and joint supplement for a senior dog or a calming aid for storm anxiety—fast delivery isn’t a luxury. It’s essential.
That’s why Zesty Paws uses Fulfillment by Amazon (FBA), a program that outsources fulfillment and offers free, two-day shipping through Prime.
“Customers expect to get the product in two days—especially if it’s something they need now,” says Jyssica. “FBA has been a huge benefit because it allows us to reach customers faster. The shipping times are just unmatched.”
That’s why Zesty Paws uses Fulfillment by Amazon (FBA), a program that outsources fulfillment and offers free, two-day shipping through Prime.
“Customers expect to get the product in two days—especially if it’s something they need now,” says Jyssica. “FBA has been a huge benefit because it allows us to reach customers faster. The shipping times are just unmatched.”
“FBA has been a huge benefit because it allows us to reach customers faster. The shipping times are just unmatched.”
Jyssica Batiste
Vice President of Ecommerce
Becoming a top dog in the pet category
For Zesty Paws, the impact of selling on Amazon has been transformative. They’ve become a dominant brand in the pet category and have grown into an international, multi-channel brand.
“Since launching our brand on Amazon, we became a bestseller in all our core product categories on Amazon and have averaged double-digit growth year over year,” says Jyssica.
In 2021, their success also caught the attention of H&H Group, a global health and nutrition company. Jyssica says that’s when “they knew they had made it.”
“We were acquired for $610 million and Amazon was our number one channel at that time,” says Jyssica. “Amazon really solidified our brand positioning and allowed us to scale. Being acquired was the cherry on top—it reinforced that Amazon was the right place to start.”
“Since launching our brand on Amazon, we became a bestseller in all our core product categories on Amazon and have averaged double-digit growth year over year,” says Jyssica.
In 2021, their success also caught the attention of H&H Group, a global health and nutrition company. Jyssica says that’s when “they knew they had made it.”
“We were acquired for $610 million and Amazon was our number one channel at that time,” says Jyssica. “Amazon really solidified our brand positioning and allowed us to scale. Being acquired was the cherry on top—it reinforced that Amazon was the right place to start.”
“Since launching our brand on Amazon, we became a bestseller in all our core product categories on Amazon and have averaged double-digit growth year over year.”
Jyssica Batiste
Vice President of Ecommerce
What’s next
Zesty Paws continues to expand into new categories—from flea and tick solutions to cat diffusers—always guided by customer insights and their commitment to helping pets live a better life.
“We just want to make sure we have the right products to help make pet parents’ lives easier in every situation—and to help pets have a more ‘petfulness’ life,” says Jyssica.
“We just want to make sure we have the right products to help make pet parents’ lives easier in every situation—and to help pets have a more ‘petfulness’ life,” says Jyssica.
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