FLIR Improves Amazon Market Share with Optimized Pricing and Product Fit

FLIR is a premium manufacturer of thermal cameras and test & measurement instruments serving industrial professionals and home inspectors. Over the years, FLIR has transformed from a specialized defense technology pioneer to a comprehensive thermal imaging leader through strategic market expansions and calculated acquisitions. FLIR has now established a global presence in the thermal technology space, solidifying the company’s position across defense, industrial, and consumer segments. This strategic evolution translates directly to FLIR’s marketplace approach:

On Amazon, FLIR lists a selected portion of its consumer-ready portfolio (the company’s broader catalog includes defense and high‑end industrial lines sold through other channels). The brand is well known and respected in its category, with an eight‑figure Amazon business.

At the same time, the iPhone line’s move to a USB‑C connector changed what consumers considered “compatible.” FLIR’s best‑selling wired iOS accessory did not support the new connector, and the current Bluetooth option wasn’t converting the same audience. Competitors launched USB‑C–compatible, wired alternatives and captured demand.

What the data showed:

• Search queries increasingly included specific phone models with “USB‑C,” which under‑converted on FLIR’s pages.
• Within a single variation family, Android‑compatible units trended up while iPhone‑compatible units trended down.
• Weekly sales on FLIR’s iPhone variant were declining ~26–30% in periods without a compatible wired option available.

The combination of price pressure and a compatibility gap masked FLIR’s product strengths and pushed the brand down the Amazon search results, leading price‑led rivals to grow and quickly dominate market share.

Objective: Restore demand capture on FLIR’s wired iOS accessory line as iPhone users adopted USB‑C.

Steps we took:

1. Demand diagnosis – Query analysis flagged a growing share of searches including “USB‑C” and specific iPhone models. FLIR’s product detail pages for the now-outdated iPhone variant showed high exits on compatibility questions—despite stable creative and media.
2. Variant‑level performance read – In families where Android SKUs were bundled with iPhone SKUs, Android units were up while iPhone units fell, pointing to connector mismatch rather than category weakness.
3. Making the case for a new SKU – We modeled the revenue recovered if a USB‑C wired iOS accessory existed at the same price point, using the Android trend as a proxy and overlaying iPhone adoption data.
4. Product assortment strategy – We delivered a concise product brief recommending a USB‑C–compatible, wired iPhone accessory positioned at the same competitive price to capture the demand from those Amazon customers that the factory-direct brands were winning over. Our strategy for this new product would require a focus on clear compatibility messaging that not only resonated with shoppers but would prove to be a key addition to FLIR’s assortment once traffic grew and sales steadied.
5. Launch support – Once FLIR produced the USB‑C variant, we updated listings and ad copy for compatibility, refreshed comparison charts, and prepared to ship inventory. Once the additional product assortment launched, we tracked sales and market share weekly to confirm our strategy resulted in the expected growth.

Observed impact:

• On in‑stock weeks post‑launch, the iPhone line swung from –26–30% weekly declines to +6–8% sales growth. When the new SKU stocked out, performance dropped back—an immediate, visible signal that compatibility remained the only constraint.
• FLIR’s Amazon category visibility and market share improved as relevance signals (CTR, CVR) corrected. Our product assortment and pricing optimization strategies also resulted in reduced wasted ad clicks on non‑compatible traffic, leading to improved ROAS.

1. Amazon price adjustment: We identified a reduction in price by –6-10% maximized margin delivery on targeted lines, restoring price competitiveness and unlocking a significant lift for FLIR’s Amazon investment. As a result, several hero ASINs saw +35–40% sales increases where margin dollars were up, despite lower margin percent.
2. USB‑C launch: The new compatible iPhone SKU reversed declines, moving from –26–30% weekly to +6–8% growth when in stock. FLIR’s visibility and conversion also rebounded on related search terms.
3. Improved market share: With pricing adjusted and product compatibility fixed, FLIR’s Amazon market share began to recover for core keywords and eventually stabilized.
4. Beyond Amazon: Our recommendations and learnings informed channel pricing and product assortment strategies across FLIR’s whole business. These decisions and results contributed to improved sell‑through for the brand’s global retail partners and FLIR’s own ecommerce presence.

Our learnings from this project proved that Amazon could not be treated as a “one and done” platform. Continually working with the FLIR team, we are reviewing and adjusting strategies as needed to maintain a dominant Amazon market share and ensure consistent sales growth. In practice, this looks like:

1. Keep elasticity models current: Rerun every 6–12 months or when competitor mix shifts.
2. Watch compatibility‑related queries: Update comparison charts, product page copy, and imagery/visuals as compatible devices continue to evolve.
3. Maintain SOV guardrails on the core keyword set: Let bids follow conversion, not vice versa.
4. Tie pricing adjustments to clear Amazon marketplace signals: Ensure alignment with brick‑and‑mortar partners when decisions are made that impact product MSRP & MAP programs.