How Birla Opus launched 11,200 paint SKUs on Amazon in 7 days
Birla Opus, the decorative paints brand of India’s Aditya Birla Group, put its full Amazon catalog live in 7 days, before Amazon India’s biggest sale of the year. EcomBuddha built tools to automate the slowest step in selling paint online: an image for every shade.
Why is paint so hard to list on Amazon?
Every shade is its own product. Birla Opus listed 250+ shades for most of its 20 ranges, each in several can sizes, and every shade needs its own swatch image, file name and upload.
By hand, a designer spends about 6 minutes per shade creating and saving the swatch image. That is about 25 hours for one 250-shade range, before renaming or uploading a single file. The launch had to be live before the Great Indian Festival.
Buyers need more than a swatch, too. In competitors’ reviews, the top complaints were colors that didn’t match, poor coverage, and no clear answer on dilution ratio or finish (matte or sheen).
What did EcomBuddha do?
- 1Built a swatch generator that creates the can-plus-shade image for every shade in a range in 5 minutes.
- 2Added the can size to the main image, so buyers see what they are getting before they click.
- 3Built a bulk renamer that names 8,000 image files to Amazon’s format in 1.5 minutes, a job estimated at 33 hours by hand.
- 4Rendered shades in three lighting settings (light, warm and sunlight) as a close guide to how the color will look on a wall.
- 5Wrote every title at 190 characters or more with high-intent search terms, and answered coverage, dilution and finish in the content.
- 6Ran the project end to end: collected product data from Birla Opus, handled Amazon approvals and listing-limit increases, and sent hourly updates.
Results
The same tools have also been used to list paints for Nerolac, Nippon Paint and Starshield.
“We were very worried whether we could launch the paint ranges before the largest event of the year and peak season for our products. EcomBuddha did what no other agency we tried could. They created a custom main image with size, which gave us an edge over competitors, plus accurate swatch images and infographics in less than 48 hours for all our ranges. I have never seen any agency work at this speed... We just had to share one list and the rest was handled by them.”
— Juhi P, Marketing Head, Birla OpusFAQ
How do you list thousands of color variations on Amazon?
Automate the images and file names. Our tools generate swatch images for a full range in 5 minutes and rename 8,000 files in 1.5 minutes, so whole ranges launch at once.
How accurate are the color renders?
They are a close approximation, shown in three lighting settings so buyers see how the shade shifts.
Which paint brands has EcomBuddha listed?
Birla Opus, Nerolac, Nippon Paint and Starshield.
Launching a big catalog against a deadline?
