MaryRuth’s is a health and wellness brand based in Los Angeles, California, specializing in high-quality, vegan, non-GMO, and gluten-free vitamins and supplements designed for all life stages—from infants to adults. MaryRuth’s offers a diverse range of products, including liquid multivitamins, probiotics, herbal blends, and gummies, all formulated to support various aspects of health such as immunity, energy, beauty, gut health, and sleep.
We spoke with Jay Hunter, Chief Revenue Officer of MaryRuth’s on how Jungle Scout’s Amazon intelligence has helped him and his team find success in an ever-evolving marketplace.
The Challenge
As Amazon became an increasingly influential channel for product discovery and consumer trends, Jay and his team faced a growing need to systematize their innovation pipeline. Their internal processes relied too heavily on anecdotal insights, siloed data, and instinct, making it difficult to evaluate new product ideas or confidently forecast pricing outcomes.
“We needed a more scalable and systematic way to evaluate Amazon categories for innovation potential.”
The Goals
Jay sought Jungle Scout’s Cobalt solution to address four major strategic goals:
- Improve speed and accuracy of category assessments
- More focused innovation pipeline by deprioritizing weak signals early
- Smarter pricing decisions that increased profitability from launch
- Greater confidence in resource allocation and go-to-market strategy
How They Use Jungle Scout
Jay’s team leverages Jungle Scout for:
- Market Research & Trend Identification: Leverage Category and Search Insights to uncover emerging trends, rising search demand, whitespace in assortment, and top-growing brands and SKUs across categories and subcategories.
- Competitor Intelligence & Benchmarking: Using Brand Tracker, SKU Tracker, and Share of Voice tools to benchmark pricing, assortment depth, market share, Buy Box performance, and branded search visibility against top competitors.
- Elasticity & Pricing Insights: Analyze SKU-level pricing data, promo history, and causal trends to understand price elasticity, MAP compliance, promotional lift, and how pricing shifts impact sales velocity and category rank.
“Jungle Scout gives us a strategic edge by turning Amazon category data into clear, actionable insights that directly inform our innovation and growth playbook.”
Impact
Before finalizing a recent product launch, Jay and the MaryRuth’s team aimed to validate pricing strategy pre-launch using competitive elasticity data to maximize margin without sacrificing conversion. The team used Jungle Scout to analyze how similar products performed at different price points across multiple competitors.
“That early insight ultimately led to a significantly stronger contribution margin once the product launched.”
The elasticity data enabled them to confidently raise their planned price by $3 without negatively impacting projected conversion.
Results
In just a year with Jungle Scout Cobalt, MaryRuth’s has strengthened its approach to innovation, pricing, brand strategy, and campaign effectiveness, resulting in:
- MaryRuth’s outpacing category growth of 16%
- Total revenue growth of 27% with more visibility into the Amazon Marketplace
Conclusion
Jay’s team was able to operate with greater agility and confidence in their Amazon strategy—accelerating decision-making, improving pricing outcomes, and sharpening their innovation pipeline.
“Cobalt has dramatically improved the speed and accuracy of our category assessments. We’re now able to confidently deprioritize ideas with weak signals and double down on opportunities with measurable upside. The elasticity modeling has been especially valuable—it’s helped shape pricing strategy and margin targets early in development, allowing us to launch with profitability built in.”
