B'laster is a penetrating catalyst and lubricant business competing directly against the category's top brands. Despite being the brand owner, B'laster Holdings held almost none of the direct seller share on its own listings at the start of the engagement, with more than 85 sellers offering B'laster products.
Resellers controlled all of the sales, so B'laster was losing margin, pricing control, and content control on the detail pages carrying its name. A fragmented search results page made the problem worse, with duplicate listings, rogue bundles, and outdated packaging creating internal competition and a confusing shopper experience.
Over eight months, B'laster went from almost no presence on its own listings to majority control of its sales, pricing, Buy Box, and content. The brand grew from a single SKU selling under its own account to 21 and cut the number of resellers on its products from more than 85 to fewer than 35. Owning the shelf let B'laster compete on paid search against the category's top players, growing its impression share on the top competitor's branded keyword from 0.40% to 9.88% between January and July 2026. Its share of the Industrial Lubricants category grew from 2% to 4.9% over six months, and revenue and orders grew sharply as the brand expanded its assortment and scaled sponsored ads. B'laster is now focused on sustaining marketplace control while moving its advertising toward a full-funnel approach that drives awareness and demand.
