NanoRepro AG
D2C·Amazon·Shopify

How we built zuhausetest.de into a standalone D2C channel for a publicly listed diagnostics company.

NanoRepro AG came to us with a clear goal: build a direct sales channel for medical self-tests, in parallel with the Amazon business and without putting the established pharmacy trade at risk. This is the journey we have walked together.

24+

Months of partnership

Since Q1 2024, ongoing

+237%

Amazon revenue

12-month snapshot

22%

Amazon ACOS

Down from 48% in 6 months

Live

zuhausetest.de

D2C shop since Q3 2024

ZuhauseTEST — zuhausetest.de homepage

zuhausetest.de — the D2C shop of NanoRepro AG

At a glance

Client

NanoRepro AG

Listed, Marburg

Industry

Health & Diagnostics

Regulated

Scope

D2C + Marketplace

End-to-end

Partnership

Ongoing

Since Q1 2024

01 · The starting point

An established manufacturer. An underused online channel.

NanoRepro AG has been one of Germany's leading manufacturers of medical self-tests for decades. The products are sold through more than 8,000 pharmacies and drugstores across the DACH region — a strong, mature retail position. The online channel was a different story: Amazon listings existed, but without a strategic setup. There was no in-house D2C shop.

At the same time the market was changing: the COVID period had moved the medical self-test category into everyday consumer behavior. People who had never bought a rapid test before were suddenly used to it — and looking for products online. Exactly where NanoRepro had been underrepresented.

The state at project start (Q1 2024)

Amazon DE listings

11 ASINs

No A+ content, no Brand Store

Amazon Brand Registry

Not enrolled

No protection against hijackers

Average ACOS

≈ 48%

Inefficient keyword structure

D2C shop

Non-existent

No own webshop, no CRM

Content

Basic copy

No listings with full depth

* Figures anonymized and released for publication with the client's consent.

02 · The path

Three phases, one goal.

Phase 1

·

Month 1–2

Audit & foundation

Before we touch anything, we understand. We audit every Amazon listing, check brand registration, analyze the competition in the self-test segment and define the audiences for the planned D2C shop.

  • ▸Full Amazon audit: 11 ASINs, keyword performance, ACOS analysis
  • ▸Competitive analysis: 40+ competing self-test brands on Amazon DE
  • ▸Amazon Brand Registry enrollment
  • ▸Shopify setup and domain architecture for zuhausetest.de
  • ▸D2C audience definition: from health-conscious buyers to silver agers

Phase 2

·

Month 3–5

Launch

Three channels run in parallel: Amazon relaunch, D2C shop launch and content build-up. Each channel has its own campaign logic — for Amazon compliance-first, for D2C trust-first.

  • ▸Listing relaunch: all 11 ASINs with new copy, keywords and product imagery
  • ▸A+ content for all core products — no direct health claims
  • ▸zuhausetest.de go-live with 14 products, SSL, trust badges and Shopify Checkout
  • ▸Amazon PPC campaigns: Sponsored Products + Sponsored Brands + Sponsored Display
  • ▸First content production: FAQ, advice articles, trust building

Phase 3

·

Month 6–12+

Scale & optimize

Once the foundations are running, we optimize iteratively. We bring ACOS down, expand the range on zuhausetest.de and start active retention work. In parallel we expand multi-marketplace.

  • ▸ACOS reduction from 48% to 22% through keyword cleaning and bid optimization
  • ▸Expansion of the D2C range from 14 to 20+ products
  • ▸Launch of email marketing and customer retention on zuhausetest.de
  • ▸Expansion to Otto and Kaufland as additional marketplaces
  • ▸Aligning pricing logic between D2C, Amazon and pharmacy trade

03 · Strategic decisions

Why we chose this approach.

Why D2C in parallel with the Amazon business?

Amazon delivers volume but barely any customer data. D2C delivers less volume but full control over margin, customer relationship and brand perception. Both channels together form a more robust business model than either on its own.

Why Shopify — and not Magento or WooCommerce?

Fast to build, scalable and sufficient for health compliance requirements. Magento would have been too heavy for the start, WooCommerce too brittle for a publicly listed company. Shopify offers the best compromise between speed and enterprise stability.

Why no direct health claims in ads?

Amazon strictly regulates statements about health products. Any non-compliant phrasing risks ad rejection or worse: a listing block. We build trust through A+ content, advice articles and product imagery — not through aggressive promotional claims.

Why focus on a few core products first?

In the self-test segment, the bestsellers are disproportionately important. Better 5 products on page 1 than 20 on page 4. Once the core products perform reliably, we open up the breadth of the range.

04 · The work

From listing to landing page.

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Marketplace

Amazon listing relaunch

New product imagery, keyword-optimized titles, structured bullet points and full A+ content for all 11 core ASINs.

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D2C

zuhausetest.de launch

Shopify shop with trust elements, FAQ, product landing pages and a full compliance structure for health products.

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Marketplace

Amazon Brand Store

Dedicated brand experience on Amazon with product categories, advice content and cross-selling logic.

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Content

Content strategy

FAQ, buying advice, product comparisons — content that builds trust without violating Amazon's health policies.

05 · Results

What happened.

All figures based on Amazon Seller Central and Shopify Analytics. Snapshot of the first 12 months of the partnership (Q1 2024 – Q1 2025). The partnership continues today.

+237%

Amazon revenue

Q1 2024 vs. Q1 2025

48% → 22%

ACOS reduction

Over 9 months

11 → 23

Active Amazon ASINs

Incl. variations and bundles

≈ 2.8%

D2C conversion rate

zuhausetest.de, avg. 2024

340+

Verified Amazon reviews

Organic, no incentives

Top 10

BSR in core category

Self-tests / health

* Figures anonymized and released for publication with the client's consent.

06 · Challenges & learnings

What we learned.

Challenge

Amazon's health compliance is a minefield.

Several ad campaigns were rejected in the first weeks because the ad copy contained phrasing Amazon classifies as a medical claim — even when the wording was factually backed by the product itself. Our solution: a dedicated style guide for compliant ad copy, agreed with NanoRepro's regulatory department, and a template approach that pre-approves every new campaign launch.

Surprise

D2C conversion was higher than planned.

We had conservatively planned for a conversion rate of 1.2% in year one for zuhausetest.de. The actual average is 2.8%. The reason: customers buying directly from the manufacturer trust more — especially in the sensitive health segment. This validates the strategic decision for a dedicated D2C channel against marketplace dependency.

What we would do differently today

Start content production earlier.

We launched the D2C shop with 14 products but minimal advisory content. The first months made it clear: especially in the self-test space, customers look for information first, then products. Had we produced FAQ, buying advice and editorial content one month before launch, D2C traffic would have been higher from day one. Learning: content is not a post-launch task.

SELECTNOIR understands not only Amazon and D2C — but also the regulatory requirements we are subject to as a publicly listed health brand. That is the difference between an agency and a real partner.

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NanoRepro AG

07 · Next phase

What's running now.

The partnership with NanoRepro AG continues — and keeps evolving. Here is a look at the topics currently on our shared roadmap.

EU marketplace expansion

Amazon FR, IT and ES as the next stage — with localized listings.

B2B pharmacy portal

Ordering portal for pharmacies with direct zuhausetest integration.

Retention & CRM

Email flows and customer retention via Shopify + Klaviyo.

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