Smart Scaling for FMCG:
How Steerz Helped Plaay Dominate Amazon & Noon UAE
Plaay Chocolates began as a small UAE brand with a big purpose, to make clean-label indulgence part of everyday life. Their chocolates quickly earned loyal fans, but as demand grew, managing their e-commerce presence became increasingly complex.
Amazon’s purchasing limits caused stockouts just as sales were peaking, and Plaay’s absence from fast-delivery platforms meant missed opportunities to reach customers craving convenience.
That’s when Plaay turned to Steerz. Together, we explored how to simplify and strengthen their online operations, rethinking inventory models, improving content, and expanding into Q-commerce. The result wasn’t just better visibility, but a smoother, more sustainable way for Plaay to grow across Amazon and Noon.
Ad Spend Efficiency
35%
Increase in ROAS
Significant Sales Growth
60%
Revenue Uplift
Product Availability
95%
Product accessibility
Q-Commerce Expansion
6
SKUs launched on Amazon NOW
The Challenges:
Plaay was part of Amazon’s Vendor program, but growth was restricted by small, conservative purchase orders. This led to frequent stockouts and limited inventory control, slowing down expansion despite strong consumer demand.
As a perishable and impulse-driven product, Plaay relied heavily on speed-to-consumer. Without presence on Amazon’s Q-commerce platform (Amazon NOW), the brand was missing a key opportunity to reach fast-delivery shoppers in major cities.
Product pages on Amazon and Noon lacked cohesive branding, optimized content, and SEO-backed discoverability, limiting conversion and visibility potential.
The Solutions:
Steerz implemented a Hybrid Vendor + 3P Marketplace Model, allowing Plaay to ship inventory directly to Amazon’s fulfillment centers without waiting for purchase orders. This restored stock availability, provided pricing control, and enabled faster replenishment, creating a scalable, profitable setup.
We also managed the complete Amazon NOW onboarding process, from SKU selection and compliance to inventory and go-live. Six SKUs were launched on Amazon NOW, expanding Plaay’s real-time reach to high-intent customers in Dubai and Abu Dhabi.
We executed a Full-Stack E-Commerce Optimization, enhancing A+ content, improving SEO, and managing ad campaigns across both platforms. This unified brand experience improved ranking, conversions, and cross-platform consistency.