How ChargePoint Claimed the Top Spot in Amazon’s EV Charging Market
Since 2007, years before the surge in EV (electric vehicle) products, ChargePoint has made it their mission to offer the best EV charging experience for everyone involved in the shift to electric mobility – from multi-vehicle fleets to single-car family homes.
- Grew Amazon GMV 60% YoY growth
- Grew Category market share from 14% to 21%
- +240% YoY growth across non-Amazon channels (eBay, Lowes, HomeDepot)
- Improved ROAS to $15
- 300% lift during 2023 Cyber-5
- January 2025 YoY OOS rates showed an 89% improvement
Though mostly known for their software and hardware capabilities, leaders at ChargePoint made a significant push towards direct to consumer selling of their charging products. To tackle this endeavor, they relied on the experts at Spreetail to not only create meaningful strategies, but manage and optimize the already existing, but struggling, online presence.
- Lack of marketing
- Slow shipping speeds
- Brand control (multiple sellers)
- Go-to-market strategies
- Brand story and product education content
- Out of stock inventory management
At the outset of our partnership, Spreetail took strategic ownership of a key SKU to enhance product content and optimize marketplace listings. Our team of copywriters and designers developed in-depth, educational content tailored to a growing audience of new EV owners. This content not only introduced the product but also emphasized the importance of selecting the right charger for both vehicle compatibility and home installation.
Alongside marketplace optimization, Spreetail leveraged its third-party partnerships to implement brand control measures. By identifying and removing unauthorized sellers, we helped ChargePoint strengthen its brand presence across major marketplaces, including Amazon, Home Depot, Best Buy, eBay, and Lowe’s. This not only protected their brand integrity but also ensured a consistent and trusted customer experience.
As ChargePoint prepared to launch its Home Flex Hardwire charger, our teams collaborated to develop a comprehensive go-to-market strategy. From crafting educational content to refining shipping and fulfillment logistics, Spreetail enabled a seamless product rollout across 12 platforms—powering a successful launch and expanding ChargePoint’s reach.
- Take over single SKU product to perfect and expand
- Listing management across all marketplaces
- Amazon deals promotions
- Content creation focused on customer education
- Go-to-market strategy surrounding new product launch in both United States and Canada
- Inventory and fulfillment management
- Brand control measures against smaller, unauthorized sellers
- Overall marketing and advertising material and strategies
ChargePoint’s partnership with Spreetail has driven significant growth in both online presence and sales, solidifying its position as a leader in the EV and sustainability space. By spearheading multiple strategic initiatives, Spreetail has helped establish ChargePoint as the go-to name for EV charging—creating a “Kleenex effect” within the category.
As our partnership continues to evolve, we remain focused on brand exclusivity and expanding ChargePoint’s product reach across marketplaces. In 2024, ChargePoint took a bold step beyond Amazon, diversifying its ecommerce strategy across Walmart, eBay, Target, and Home Depot. This expansion resulted in an impressive +240% YoY growth across non-Amazon channels, proving the power of meeting customers where they shop.
Listing Doctor is a powerful optimization tool that enables our team to quickly resolve listing mismatches, ensuring updates are implemented within 3-5 days.
For ChargePoint, this tool has been instrumental in identifying and correcting variation breaks and content discrepancies—cases where Amazon’s listing quality falls short of the content our team has provided. By proactively addressing these issues, we drove a 12% sales increase, a 23% boost in conversions, and a 71% improvement in Best Sellers Rank (BSR).
Between January 2024 and January 2025, Spreetail worked strategically to optimize ChargePoint’s ad spend and content to enhance advertising performance, leveraging funds effectively to test and improve key metrics. Our team made significant strides in optimizing various aspects of advertising, achieving notable improvements across multiple performance indicators.
Year-over-year, ad spend was reduced by 6.8%, reflecting a more efficient allocation of resources. Despite this decrease in spend, ad revenue surged by 64.4%, and advertising-attributed GMV saw an impressive increase of 85.2%. The Return on Ad Spend (ROAS) improved by 76.4%, indicating a more effective use of marketing dollars while the total number of impressions grew by 107.8%, leading to a remarkable 338.2% increase in clicks. Conversions also saw a significant boost, rising by 69.3%, while cost-per-click (CPC) decreased by 78.6%, highlighting a more cost-effective advertising strategy. Finally, the click-through rate (CTR) jumped by 111.3%, showcasing the effectiveness of our optimized ad content in capturing customer attention.
"Spreetail is clearly a leader in the space with very, very fast fulfillment across all of North America and expertise in both brand strategy and customer service. Knowing that Spreetail can help us optimize our listings, optimize our brand in various locations – we really see Spreetail as an extension of our business, and that is one of the things we appreciate most about our relationship.”
- Rebecca Paruch, ChargePoint Director of Residential Business Development
