MK Supplements

MK Supplements Scaled to $127,400 in Monthly Revenue While Launching 4 New Products on Amazon

Revenue Growth 218%

BSR in Liver Extracts Top 75

Successful New Launches 4

Brand Overview

Industry: Health & Household

Category: Dietary Supplements (Organ Meats & Ancestral Nutrition)

Location: Milton, Georgia, United States

Engagement Start: May 2024

Amazon Storefront: MK Supplements

Company Profile:

Founded in 2021 by Michael Kummer, an Austrian-born health blogger, former professional sprinter, and ancestral nutrition advocate. MK Supplements is a small-batch, family-owned brand specializing in freeze-dried, grass-fed organ meat supplements. Backed by a health blog with 6+ million readers, the brand differentiates through premium sourcing (100% pasture-raised cattle from the U.S., New Zealand, and the EU), five-layer lab testing, and eco-conscious packaging in glass bottles with metal lids. Competitors include Heart & Soil, Ancestral Supplements, and Enviromedica.

MK Supplements had what most small brands on Amazon can only dream of: a passionate founder with deep expertise, a loyal audience built through years of content marketing, and a genuinely differentiated product. Michael Kummer’s health blog — with over 6 million readers — gave the brand a built-in pipeline of high-intent customers who already understood the value of organ meat supplementation.

But translating blog-driven DTC success into Amazon dominance is a fundamentally different challenge. MK Supplements’ flagship Beef Liver capsules had gained solid traction, ranking in the top 75 of the Liver Extracts subcategory with a 4.6-star rating. However, the brand was rapidly expanding its catalog — from Beef Organs and Bone & Marrow to gender-specific products like American Beast (for men) and Female Vitality (for women), plus specialty launches like IRONCLAD and Collagen & Colostrum — and each new product needed its own launch strategy on a platform with very different rules than organic search.

Growth Mode partnered with MK Supplements to build the Amazon infrastructure needed to turn a one-hero-SKU brand into a full-portfolio powerhouse.

The Results

Total Revenue Growth

Hero Product Dominance

Successful Multi-Product Launches

Organic Sales Growth

Advertising Efficiency

The Challenges

Before working with Growth Mode, MK Supplements faced challenges typical of a fast-growing small brand expanding on Amazon:

Transitioning from a Single Hero Product to a Full Portfolio The Beef Liver Supplement was the clear revenue driver — generating roughly $19K in monthly ASIN-level revenue with 499 monthly units sold. But the brand's newer products were at various stages of maturity: Beef Organs and Bone & Marrow had moderate traction, while American Beast, Female Vitality, and IRONCLAD were all within their first 4–16 months on the platform. Each product needed a tailored launch and scaling strategy, not a one-size-fits-all approach.
Premium Pricing in a Price-Sensitive Category MK Supplements' products range from $38 to $69 per unit — significantly above the category average. While the premium is justified (grass-fed sourcing, glass packaging, five-layer testing), Amazon shoppers often default to lower-priced alternatives unless the listing clearly communicates why the premium is worth paying. The brand needed listings that converted skeptics, not just preached to the converted.
Competing Against Larger, Well-Funded Brands Heart & Soil (founded by Dr. Paul Saladino with a massive social media following) and Ancestral Supplements (the category pioneer with deep Amazon tenure) both had larger review counts, bigger ad budgets, and stronger organic rankings. MK Supplements needed to find competitive angles that didn't require outspending these players.
Underperforming New Launches The Collagen & Colostrum Powder (both Unflavored and Chocolate variants) was struggling — sitting at BSR 210,000+ with only 53 combined monthly sales and a 3.8-star rating on the unflavored variant. This was the brand's weakest product on Amazon and needed a diagnosis: was it a product-market fit issue, a listing issue, or an advertising issue?
Advertising Restrictions on Organ Supplement Terminology Organ meat supplements face unique advertising challenges on Amazon and other platforms. Terms related to specific organs (thyroid, testicle, brain) can trigger ad policy flags, limiting the brand's ability to target high-intent keywords directly. This required creative workarounds in both ad targeting and listing copy.

The Strategy & Execution

Growth Mode deployed a phased strategy — first stabilizing and maximizing the hero product, then systematically launching and scaling the broader catalog.

Hero Product Optimization — Beef Liver

The Beef Liver Supplement was already performing well, but there was room to push it further:

Optimized the listing title and bullet points to capture both branded traffic from Michael Kummer's blog and non-branded traffic from shoppers searching for "grass-fed beef liver capsules," "freeze-dried liver supplement," and related terms.
Enhanced A+ Content to tell the brand's sourcing story — five-layer testing, New Zealand and U.S. cattle, glass packaging — converting quality-conscious shoppers who might otherwise default to cheaper alternatives.
Launched a Subscribe & Save push to build recurring revenue from the brand's existing customer base, increasing customer lifetime value.

New Product Launch Framework

For each new product (American Beast, Female Vitality, IRONCLAD), we implemented a structured launch sequence:

Pre-launch keyword research identified the highest-opportunity search terms for each product's unique positioning (e.g., "bison organ supplement" for American Beast, "heme iron supplement" for IRONCLAD, "women's organ supplement" for Female Vitality).
Amazon Vine enrollments accelerated early review generation, critical for new products in a trust-dependent category like supplements.
Aggressive launch advertising with broad and exact match campaigns drove initial sales velocity, helping each product gain organic ranking traction within its subcategory.
Cross-selling campaigns targeted existing MK Supplements customers, using Sponsored Display and product targeting to surface new launches on the brand's own established listings.

Collagen & Colostrum Turnaround

The Collagen & Colostrum line required a different approach — diagnosis before acceleration:

Identified that the 3.8-star rating on the Unflavored variant was suppressing conversion. Prioritized Vine enrollments and customer feedback analysis to understand and address product concerns.
Repositioned the listing copy to emphasize the unique combination benefit (collagen + colostrum in one product) rather than competing head-to-head with standalone collagen powders from massive brands.
Shifted advertising spend toward the Chocolate variant (4.3-star rating), which had a better conversion profile, while the Unflavored variant's issues were addressed.

Premium Pricing Justification in Listings

Every listing was rewritten to make the premium price feel not just justified, but like a value proposition:

Led with the glass-bottle and metal-lid packaging story — positioning it as safer and more eco-friendly than competitors' plastic containers.
Highlighted the five-layer testing process and publicly available lab results, differentiating from competitors who don't offer this transparency.
Emphasized "regeneratively raised" and "no mRNA vaccines" messaging, which resonates strongly with the ancestral health audience and justifies the price gap over commodity organ supplements.

Advertising Strategy — Precision Over Spend

With a smaller budget than Heart & Soil or Ancestral Supplements, every dollar had to work harder:

Exact-match campaigns targeted high-converting, lower-competition long-tail keywords where MK Supplements could win without outbidding larger brands.
Product targeting placed MK Supplements listings directly on competitor pages, leveraging the brand's glass-packaging and testing-transparency differentiators.
Sponsored Brand campaigns with custom headlines drove traffic to the Amazon storefront, encouraging multi-product purchases and increasing average order value.
Defensive campaigns protected branded terms ("MK Supplements," "Michael Kummer supplements") to prevent competitors from siphoning the blog-driven traffic.

The Outcome

Total monthly revenue grew by 218% within 6 months, from $39,800 to $127,400.
Beef Liver maintained a top-75 BSR in Liver Extracts while increasing sales by 156%.
4 new products were successfully launched, each reaching positive ROI within 3 months.
Organic sales grew by 287% as Amazon Attribution and listing optimization captured more of the brand's blog-driven audience.
TACoS was held at 11.8%, ensuring profitability across the expanding catalog.
The Collagen & Colostrum line saw a 184% improvement in sales after repositioning and variant-level optimization.
Average order value increased by 42% through cross-selling and storefront optimization.

Growth Mode helped MK Supplements evolve from a blog-backed single-product brand into a structured, multi-product Amazon operation — building the advertising, listing, and launch infrastructure needed to compete with category leaders while preserving the premium positioning and quality story that makes the brand unique.

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