+49% Organic Revenue and 43.8% Amazon Growth for a B2B Ecommerce Distributor

Who is Printing Supplies Direct?

Printing Supplies Direct sells carbonless paper, offset plates, imagesetter film and pressroom supplies. Their buyers are print shops, schools and institutional purchasers — people who order by the pallet and come back every month. Much of the volume is B2B bulk ordering, placed by phone, email and purchase order rather than checkout.

The company sells on Shopify and Amazon and is based in Eagle, Idaho. Owner Denise Bue runs it. Repeat purchase rates are high — which sounds like a strength, and is, until it's the only thing growing.

What was the challenge?

In May 2023, Denise wrote out her own workflow in the contact form that started this relationship. It's worth quoting directly:

“Currently all shipping information is manually input into Amazon to fulfill orders. This is currently done nightly Mon – Fri. All Amazon returns and customer inquiries are also handled manually. All pricing changes and product addition and updates are done manually.”

The store ran on ZenCart. Orders arrived from Amazon, the website, phone and email. Roughly ten drop-ship vendors were coordinated by hand through QuickBooks. There was one pricing structure for a business where most revenue came from B2B buyers who expected different terms.

Search was close to invisible. In April 2025 the domain sat at DR 8, roughly 444 organic visits a month, and an estimated $798 a month in organic traffic value.

Then she wrote the line that defined the engagement:

“My goal is to have a Company do the majority of the heavy lifting and automation — not just set up a site and then have me do the majority of the automation myself working with individual providers.”

That was the crux of her request when she filled out our contact form. She wasn't asking for a website. She was asking for a system.

How did Lantern Sol approach it?

We started with the website, because that's what she hired us for. We earned everything after that.

Email came in 2024. Google Ads in April 2025. SEO and Amazon consolidated under us in August 2025. Paid Media formalized that October. Eight service lines, added one at a time, each one earned by the last.

The operating change mattered more than any single tactic. We stopped grading channels against each other and started grading the store. Blended return on ad spend across Shopify and Amazon together — one number, one weekly report, one standing call. Google Ads stopped being judged on platform ROAS alone and started being judged on whether it brought new buyers into a business already excellent at repeat purchase. Amazon stopped being judged on sales and started being judged on sales per dollar of ad spend.

Which is why the first move on Amazon was to cut spend, not raise it. In September 2025 we reduced Amazon ad spend 22% — roughly $600 a week — and held sales flat.

What did we build?

The store. Migrated off ZenCart to Shopify. Then, over three years: a four-level mega menu so sub-collections stopped hiding, a cart drawer with a free-shipping progress bar, new PDP and PLP templates, Judge.me reviews, and Microsoft Clarity for behavioural data. The piece that unlocked the B2B side was a Purchase Order Submission page — bulk quote requests captured on-site and synced straight into Klaviyo. Behind the scenes: ~290 VanSon Inks products imported with pricing and cost, and 86 products retyped into a single Carbonless Paper taxonomy so Merchant Center and Ads could finally filter them.

Amazon. Enforced against unauthorized resellers. Resolved a brand registry conflict that had blocked the storefront for months. Cleared out SKUs with no sales in two years, killed loose-match auto campaigns burning 46–95% ACoS, and shipped A+ Content, Premium A+ and a Brand Story across the catalog. Added a branded Carbonless Paper Guide to every order. Staged price increases in $5–6 steps with the Buy Box monitored between each — Featured Offer share held at 94–98%.

Google Ads. Rebuilt tracking from the ground up: native Google tag, Enhanced Conversions and Consent Mode, recovering attribution that cookie-blocking had been eating. Restructured into Brand Search, Performance Max and Demand Gen. Restricted overnight delivery to kill off-peak spend. Then built an actual creative library — a YouTube channel, product Shorts and shoppable video matrices to replace auto-generated slideshows.

SEO. Quarterly technical audits. H1s and metadata rewritten across every money page. An LLMs.txt file so AI crawlers could read the catalog. Then volume: four blog posts and eight Google Business Profile posts a month, ~38 published articles, and new collection pages for categories that had been buried — 2-part and 3-part carbonless, polyester laser plates, press washes, padding compounds, waterproof and Omnilux paper.

Email. Klaviyo campaigns built around the categories that actually move, plus Cross-Sell, Abandoned Cart, Welcome and Replenishment flows tuned for high order values and high repeat rates.

What were the results?

Amazon. July 2026 was the best month on record: $271,773 in sales, up 43.8% year over year, across 910 orders. ACoS fell from 18.71% to 10.53% over the same period, while ad-attributed sales rose 99.7%. June 2026 delivered $257,877 — up 56.2% year over year — at an 8.75x ad ROAS.

Account health tells the same story from a different angle. Amazon's account health rating moved from 264 in April 2025 to 308 in August 2026. On-time delivery went from 91.91% to 99.56%. Order defect rate: 0%.

Shopify. Blended return on ad spend has run 20x–36x across 2026. June 2026 produced $82,100 in store revenue at a 25.9x blended ROAS. Store conversion rate improved 131% YoY. In the week of 16–22 August 2026, $859 in ad spend returned 36x blended.

Organic search. Organic search revenue grew 49% year over year as of July 2026 — and peaked at $20.3K in May 2026 against $6.7K the prior May, a 200% increase. Top-3 keyword rankings went from 36 in March to 64 in June. In July alone, referring domains grew by 66.

AI visibility. Google AI Overview citations rose from 7 to 42 in a single month. The site now holds 86 ChatGPT citations. For a supplier whose buyers increasingly start with a chatbot instead of a search box, that's the metric that will matter in 2027.

Email. Klaviyo now drives 27–38% of total store revenue, against a 9–20% historical baseline for this account.