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Case studies / CanCor Innovations Case study

CanCor Innovations

CanCor Innovations is a leading manufacturer of cat crinkle ball products with a reputation for quality, but they faced a critical threat on Amazon. The marketplace had become saturated with unauthorized resellers offering inferior Chinese knock-offs under the CanCor name, passing them off as genuine items and damaging the brand’s reputation. Within 30 days of partnering with Pax Distribution, we implemented a comprehensive brand protection strategy that eliminated every unauthorized reseller, purged the counterfeit listings, and successfully increased the brand’s average review rating by several points.

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CanCor Innovations product on Amazon
+69%Revenue (90 Days)
14 → 0Resellers
+93%New-to-Brand
The situation

Who they are.

CanCor Innovations is a family-owned Canadian manufacturer that has pioneered the cat toy industry for over 28 years. Founded by Frank and Diane Veloce, the company is famous for its patented Crinkle Ball, a high-quality, safe alternative to toxic Mylar toys. Headquartered in Ontario, CanCor prides itself on sourcing materials locally from Canada and the U.S. to ensure every toy is durable and food-grade safe for pets. The brand has built a cult-like following among cat owners, many of whom purchase “stockpiles” of 50+ toys at a time because their cats refuse to play with anything else. Despite this deep brand loyalty and a robust wholesale business, their direct-to-consumer presence on Amazon became a major point of vulnerability.

The challenge

What was broken.

Brand Protection

Fourteen unauthorized resellers had infiltrated the marketplace, not only selling genuine CanCor products at steep discounts but also substituting them with low-quality, Chinese off-branded items. These “knock-offs” were sold under the CanCor name, directly misleading customers and severely damaging the brand’s long-standing reputation for quality and safety.

14 unauthorized resellers & counterfeit distributors

Identity Crisis

Unauthorized sellers had gained control over listing content, modifying both the front-end display and back-end metadata. This resulted in a fragmented, unprofessional marketplace presence that resembled a low-tier “eBay store” rather than a premium manufacturer. The lack of brand control meant that the professional image CanCor built over 28 years was being erased on the world’s largest retail platform.

Brand equity erosion

Growth Stagnation

Despite having a high-demand product with a cult-like following, the brand lacked a professional growth strategy. No targeted advertising (PPC) was being utilized, and the organic SEO had been neglected or sabotaged by third-party sellers. Without active management to optimize listings and drive traffic, the brand was invisible to new customers and losing ground to inferior competitors.

Zero ad presence & declining organic reach
What we did

Buy. Build. Promote. Protect.

Inventory Management

  • Full-Line Acquisition. Purchased the entire CanCor product catalog—including all variations of the Original Crinkle Ball—to ensure a unified and consistent brand presence.
  • Predictive Forecasting. Conducted deep-dive demand analysis to identify historical sales patterns and prevent costly stockouts on high-velocity SKUs.
  • FBA & Logistics Mastery. Managed 100% of FBA prep and logistics to guarantee Prime eligibility, ensuring customers receive products via ultra-fast 2-day delivery or better.
  • Q4 Safety Buffers. Established strategic safety stock levels specifically for seasonal Q4 demand to capitalize on the holiday pet-gifting surge.
The results

The numbers.

+92%Revenue, Year 1
Monthly Revenue
+92%
Buy Box %
+100%
CTR
+47%
Conversion Rate
+14%
Average Review Rating
+19%
New-to-Brand
+93%
Sessions/Month
+152%
Resellers: 14 → 0
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