All Press Releases for July 22, 2020

$1B Unicorn Thrasio Touts PickFu as One of Its Tools to Success

Thrasio relies on PickFu for its acquired private-label brands

PickFu works for us, it's cost-effective, it nets results, and you should be using it in your iterative process as soon as possible.

    SAN FRANCISCO, CA, July 22, 2020 /24-7PressRelease/ -- This month, Thrasio, an acquirer of Amazon third-party private-label businesses, closed on a $260 million round of Series C funding, giving it a pre-money valuation of $1 billion. One of the ways Thrasio has achieved this unicorn status is by using PickFu to validate its creative decisions.

PickFu provides brands with instant online polling. With every PickFu poll, 50-500 people weigh in on designs and ideas, influencing their development and helping to improve the end result.

"For over two years now," John Hefter, who leads creative and brand strategy at Thrasio, said, "we've used PickFu on basically every major creative change that we've made." For example, in 2018, Thrasio acquired Angry Orange, a citrus concentrate that neutralizes pet odors. At the time, Angry Orange earned about $2 million per year in revenue. Hefter felt that with a strategic brand overhaul, market share would be improved.

As the creative team reimagined the Angry Orange brand, they relied on PickFu to confirm their instincts. Every label design, every change to the bottle, and every product photo was put up for scrutiny by PickFu's panel of survey respondents. After polling 800 people using PickFu, Hefter said, "the evidence became very clear that the bright new orange design was going to motivate people to purchase."

With the insights provided by PickFu's instant polling and under Hefter's guidance, Angry Orange relaunched. Now, its revenue is approximately $50,000 per day — a 912% improvement in sales prior to the acquisition.

"Using a tool like PickFu can help every Amazon seller," he says. "It's helped us tremendously, and that's why we want to advocate on its behalf. [PickFu] works for us, it's cost-effective, it nets results, and you should be using it in your iterative process as soon as possible."

To learn more about how Thrasio uses PickFu, visit

PickFu helps businesses make better-informed decisions through online polls. Customers across industries like e-commerce, software, and marketing use PickFu for insights on product features, graphic design, user interfaces, copywriting, and more.

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John Hefter, V.P. and founding team member of Thrasio, the fastest-growing acquirer of Amazon FBA businesses, shares why his team uses PickFu for all major creative changes.