Why customers love this small eco-friendly brand over Amazon’s top selling brand

Cascade is Amazon’s #1 selling dishwashing tablet brand. They do about $150M/mo in sales.

But, there is this smaller brand called Greenllama that beats Cascade in the following KPIs -

1. Higher % repeat customers - more loyal
2. Higher positive reviews % - more satisfied
3. Higher LTV - better product performance
4. Higher ticket size - premium positioning

Unlike Cascade, Greenllama’s dishwasher tabs are eco-friendly, created by a couple, one of them a Ph.D in molecular neuroscience and once of them talented pediatric occupational therapist.

When they decided to enter the space of eco-friendly household cleaning products, they no doubt faced a barrage of naysayers who may have told them not to enter a space that’s crowded and dominated by large behemoths with deep pockets and well-established distribution channels.

They truly went against all odds to build one of the fastest growing green household cleaning product company in the world. I know this because I’ve been fortunate to have been working with them for years through Xena and have seen them outperform their peers and the incumbents by leaps and bounds.

The true customers sentiment from their Amazon customer reviews convert how strongly their branding and their product has yielded a strong and loyal fan following.

The top 3 sentiments that emerged are -

1. Superior Residue-Free Cleaning
2. Eco-Friendly Packaging is a Key Selling Point
3. Effective for Scent-Sensitive Users

Kay and Matt have truly build something extraordinary and I hope this provides and inspiration to all those entrepreneurs who are truly passionate about what they’re building to keep pushing ahead and not give up.