EZ Bombs Wins Walmart’s “Outstanding New Product Launch” Here’s What Drove the Success
Last week, I stood alongside the EZ Bombs team in San Diego to receive Walmart’s Outstanding New Product Launch Award at the Let’s Grow Summit — and I’ll be honest, it was a surreal moment.
It’s been a while since I’ve been handed an award I think the last time was probably for perfect attendance in grade school. But this one meant something much deeper. Not just because of the recognition, but because of everything that went into making it happen — from strategy to sweat.
First, Thank You to the EZ Bombs Team
This award is shared. The EZ Bombs team gave us the opportunity, the trust, and the freedom to execute at a high level. And they showed up alongside us at every step — from Amazon to Walmart, and beyond. This journey has only just begun.
Now, let’s break down the real reason we’re holding this trophy.
1. Prioritizing Logistics, Supply Chain & Production from Day 1
We always knew EZ Bombs would take off — the product is that good. So instead of obsessing over creative first, we prioritized logistics, fulfillment, and staying in stock above everything else.
This meant:
- Forecasting demand in advance
- Aligning production and reorders
- Leveraging Walmart Fulfillment Services (WFS) to ensure fast, nationwide shipping
The best launch strategy in the world means nothing if the product goes out of stock. That was our non-negotiable.
2. Building Listings That Win — With SEO + Conversion-Focused Creative
Next, we followed the blueprint we had proven on Amazon:
- SEO-optimized listings to ensure discoverability
- Conversion-focused creative to tell the brand story in seconds
- Matching our A+ Amazon performance with equally strong Walmart pages
From keywords to images to brand story — everything was tailored to Walmart’s customer experience.
3. Ads Strategy That Reached Far Beyond the Brand
We didn’t rely on branded search or the Walmart algorithm alone. From the very beginning, we structured advertising with acquisition tiers in mind:
- Branded: Defend the base
- Category-level: Own Biria, Tinga, Mexican Spices -related keywords
- Awareness-level: Introduce new audiences to EZ Bombs
That meant our creatives had to convert, and our listings had to tell the story — because these shoppers had never heard of us before. We engineered every click to count.
4. Walmart Support Was a Game-Changer
Walmart played an incredible role in this launch:
- Helping us clear knockoff sellers and counterfeiters
- Offering promotional slots and incentives
- Staying hands-on through each challenge
Their team didn’t just open the door , they helped us walk through it.
What’s Next?
EZ Bombs is just getting started. The same foundation that helped us win this award is now powering a larger rollout, with new retailers and more customers discovering the brand every day.
For us at PAS, this is also a case study of what happens when product, planning, and partners align.
— Ruben from PAS Founder, Professional Amazon Services