Rebranding across two markets. Without losing what we’d built

Rebranding from Matcha Made to Morning Made across Amazon US and AU without losing subscribers, rank, or review equity through a 60% category decline.

Marketplace Analysis & Strategy

Operations & Logistics

Creative Brand Experience

Marketplace Performance Management

Amazon US

Amazon AU

Walmart

US SALES GROWTH

15x

Mar 2024 → Dec 2025

AU SALES GROWTH

27x

Aug 2024 → Jan 2026

AU SUB BASE

Rebuilt in 2 months

Two years of equity, rebuilt

CATEGORY RANK

Held through −60%

Search volume decline

EIGHTEEN MONTHS OF STEWARDSHIP

Most brands treat a brand name change as a marketing project. On Amazon, it’s a catalogue problem, a content problem, a review equity problem, and an inventory timing problem, all at once. When Matcha Made decided to rebrand to Morning Made, the business was already live in two markets with active subscribers, review history, ranking momentum, and multiple SKUs in different packaging formats simultaneously. The transition had to happen without losing any of it. That ruled out a single switch-over, so we ran it in three phases, to protect what was working and set up what came next.

PHASE 1 Mar 2024 – mid 2025

Build

Launched from near zero in the US. Top 100 in matcha category within two months. Subscriptions set up from day one. AU launched in August 2024. New 60-serve tin range introduced alongside existing paper bag SKUs: two different product formats, different ASINs, different packaging, selling simultaneously. By June 2025 the account hit its first profitable month in the US, and most of the brand had transitioned to Morning Made.

PHASE 2 July - Dec 2025

Transition

Old Matcha Made stock selling through while new Morning Made inventory came in. Product variations rebuilt ASIN by ASIN as stock turned over. Amazon’s “winning contributor” locks navigated through seller support, in some cases requiring listings to be deleted and relisted to unlock. Subscriptions on old Matcha Made ASINs cleared and rebuilt. Through all of this, matcha category search volume dropped 60%, and rank improved from #150 to #110.

PHASE 3 Late 2025 – early 2026

Grow

Black Friday and Cyber Monday 2025 delivered the highest sales months to date. Morning Made hit #43 in US matcha. AU’s entire subscription base, accumulated over two years under Matcha Made, was cleared and rebuilt in two months under Morning Made. By early 2026, Morning Made was outperforming the matcha category average on click-through rate (CTR). The brand came out structurally stronger than it went in.

WHAT MADE THIS HARD

Catalogue

Two versions of every product live at once

Old paper bags and new tins, 50-serve and 60-serve, Matcha Made and Morning Made ASINs, all coexisting. Every ad decision had to account for which stock had how long left.

Content

Amazon’s “winning contributor” locks

Content updates couldn’t just be uploaded. In multiple cases the attribute was claimed by another contributor, requiring seller support cases, 24-hour delistings, and relists to unlock. Every variation update was a project.

Inventory

Stock timing drove everything

Ads had to be dialed back or paused for SKUs approaching end of life, ramped carefully for new Morning Made stock, and rebalanced constantly, all while trying not to lose rank or let conversion rates crater from long delivery estimates.

Subscription

Deliberately cleared and rebuilt

Existing Matcha Made subscribers couldn’t simply transfer. The subscription base had to be wound down on old ASINs and rebuilt from scratch on Morning Made listings. We rebuilt two years of AU equity in two months.

The Bottom Line

Rebranding on Amazon isn’t a marketing exercise. It’s a complex operational project that touches every part of the business: catalogue structure, content, inventory, subscriptions, ads, and ranking. The brands that come out of it well are the ones that manage the transition as a process, not an event. Sell through old stock deliberately. Rebuild subscriptions intentionally. Update content ASIN by ASIN, not all at once. Keep efficiency targets even when it’s tempting to chase topline.

Morning Made's numbers at the start of 2026 reflect the success of our phased approach: stronger AU sales than Matcha Made ever achieved, US rank improved despite the category softening, and subscriptions rebuilt at higher quality.

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“Rebranding on Amazon is never simple, but Noria made it feel effortless. They balanced the logistical complexity of the transition while protecting our sales, demonstrating the kind of strategic thinking and meticulous execution that turns challenging projects into success stories.”

‍Brad Matthews, Founder, Morning Made.

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