Amazon's top oral care brand enters physical retail with a de-risked, buyer-aligned strategy
Top Seller
Strong initial selling performance in TJX stores
TJX was actively looking to bring proven, high-performing oral care brands to shelf, not experimental products, but brands with clear consumer validation. Mouthology, one of the top-selling oral care brands on Amazon, fit that profile. Common Shelf acted as the connective layer to make it happen.
Understanding the challenge
Mouthology had strong digital demand and review velocity on Amazon, and was ready to expand into physical retail, if the partnership was right. The challenge was translating that digital proof into buyer confidence, aligning on assortment and exclusivity strategy, and entering TJX in a way that set up long-term partnership growth rather than a one-time test order.
Our approach
Common Shelf acted as the connective layer, aligning incentives, expectations, and execution between TJX and Mouthology, using Amazon performance data as the commercial proof point to de-risk the buyer decision.
Key actions:
Positioned Mouthology as a de-risked retail win, backed by top-ranked Amazon performance
Facilitated alignment on assortment, exclusivity, and innovation strategy between both parties
Supported early sell-through and feedback loops to guide future product development for off-price
The partnership secured strong interest from Mouthology and facilitated a deal to bring products into TJX stores, with exclusive new items, off-price product development, and early-stage expansion planning all built into the roadmap from day one.
