22%
Average CAGR
Friction Labs
The Set Up
By March 2020, Friction Labs was the category’s trusted chalk brand with loyal athletes and strong word of mouth. But the Amazon channel wasn’t fully dialed. Fragmented catalog control, underpowered creative, and uneven ad structure kept results below the brand’s potential. Partnering with Aisle3 created a clear path to scale efficiently across sports, formats, and regions.
Chalking the path to scale
Aisle3 stepped in and rebuilt Friction Labs’ Amazon channel end-to-end.
We tightened catalog governance, elevated PDPs and the Storefront, improved inventory planning, and re-architected ads around intent and adjacent sports.
What began as a solid yet under-optimized presence became a high-performing engine across loose, liquid, and ball formats, now extended internationally with operations.
- Refreshed PDPs and Storefront with premium content
- Introduced new packaging and sizes to improve conversion
- Rebuilt campaign architecture and targeted adjacent sports
- Expanded internationally with FBA and localized storefronts
- Forecasted rigorously to reduce stockouts and protect rank
5.3
Blended ROAS
#1
BSR Badge Sustained
4.8
Average Star Rating
01/03
THE TAKEAWAY
From friction to flow, momentum becomes the norm
Aisle3 started with the fundamentals: clean catalog data, clear creative, repeatable inventory rhythms, and campaigns built for both branded strength and category reach.
With that foundation in place, we pushed into packaging updates, bundles, promotions, and new marketplaces to widen the funnel while holding the line on efficiency. The result was durable growth, stronger rankings, and healthier unit economics year over year.
For brands with real product equity and pent-up Amazon demand, there is a right way to scale the channel. Friction Labs shows how doing the basics right, every day, turns grip into growth.
Five years in and they still feel like a true partner, not just a vendor.
Keah Kalantari
Co-Founder