The Challenge

Surgilube, the most trusted surgical lubricant for over 90 years, was facing serious challenges on Amazon. Multiple unauthorized sellers were listing the product well below Med Surge’s approved MAP pricing, severely undermining brand value and channel relationships. Many of these sellers were suspected to be foreign distributors who were buying product in bulk and reselling into the U.S. against policy.

To make matters worse, Surgilube was, at times, unintentionally competing against itself—some long-standing partners were reselling inventory back to their own customers at discounted prices. The result? Price erosion, customer confusion, and loss of control over their own brand.

Our Solution

EcomTactics stepped in to identify the root causes and implement a focused product strategy that would clean up the listings, protect the brand, and restore pricing integrity.

We provided:
• Listing Clean-Up & Optimization: Ensured all listings were consistent, compliant, and easy for customers to understand.
• Seller Investigation: Identified unauthorized and foreign sellers violating pricing agreements or distribution policies.
• Seller Management System: Helped implement a system to track, flag, and remove rogue sellers from Amazon’s marketplace.
• Pricing Stabilization: Worked to reduce price undercutting and reinforce MAP across all visible Amazon listings.

The Results

While this cleanup process took time—especially since some sellers had stocked up on six months’ worth of inventory—the results were clear:

•✅ Stabilized MAP Pricing Across Listings

•🛡️ Improved Brand Control & Marketplace Visibility

•🧩 Eliminated Confusing, Duplicate Listings

•💰 Sales Growth On and Off Amazon

•🕵️ Proactive Seller Monitoring System Implemented

Within four months, major progress was made, and by the six-month mark, most unauthorized sellers had been successfully removed or phased out.

Testimonial

“EcomTactics brought clarity and control back to our Amazon strategy. Their team helped us track down unauthorized sellers, clean up our listings, and stabilize pricing across the board. As a legacy brand, protecting our reputation is everything—and EcomTactics helped us do exactly that.”
— Surgilube Team