As any pet parent knows, there are plenty of things that can make a dog anxious: being left alone, crate training, thunderstorms, travel. For puppies adjusting to a new home, those stresses can feel overwhelming.
That’s what inspired the original Snuggle Puppy: a plush toy designed to mimic the warmth and heartbeat of a mother dog. When entrepreneur Rob Emery discovered the product in 2013, he saw something special. Three years later, he bought the business and became CEO.
“What began as a passion project quickly grew as more pet parents discovered how much Snuggle Puppy helped their dogs feel safe and secure,” Emery said. “I decided to expand the line to help as many pets as possible.”
Shortly after launching in the Amazon store, Snuggle Puppy gained unexpected media traction, with organic coverage from outlets like BuzzFeed and USA Today. The exposure helped introduce the brand to millions of new pet owners and gave Emery the momentum to grow.
To fuel that growth, the Snuggle Puppy team turned to Amazon’s seller tools. They’ve used Amazon data to test what works, experimenting with product titles, main images, and A+ Content to better understand what resonates with customers.
“Amazon’s data is really actionable and easy to work with,” said Karem Alkhafaji, Snuggle Puppy’s Senior Channel Manager for Amazon. “They help us understand what customers are looking for, and make it super easy to connect with the right people at the right time.”
Over time, Snuggle Puppy has expanded its line to include Snuggle Blankets, teething aids, durable plush toys, and Snuggle Kitty for cats. Most recently, the company launched Snuggle Puppy HERO, designed to comfort children.
After a product launches, the team leverages the Amazon Vine program to increase the number of unbiased reviews on each listing.
“For anything with fewer than 50 reviews, Vine helps us get trusted feedback quickly,” said Alkhafaji. “It doesn’t replace word-of-mouth from loyal customers, but it definitely helps get the ball rolling.”
The brand has since grown 10x and consistently ranks as the number one product in the plush pet toy category. With support from Amazon Global, Snuggle Puppy has expanded to customers in the UK and Canada and is now launching in Germany, France, Italy, and Spain.
To better serve anxious pet parents, the company leans on Fulfillment by Amazon to pick, pack and ship items reliably and quickly.
“If someone’s buying our product, they probably have a crying puppy at home,” said Alkhafaji. “Speed is everything. With Fulfillment by Amazon, we can get products to customers the same day or next day. That’s one of the biggest advantages Amazon offers.”
And while the business has scaled, the mission has stayed the same: to bring comfort to pets in their most vulnerable moments.
Through the Snuggle Puppy Cares program, the company has donated toys, blankets, and calming aids to shelters, rescues, and wildlife rehab centers—reaching over a million animals to date, from dogs and cats to bears, minks, wolves, and otters. Following Hurricanes Harvey and Irma, the company donated more than $220,000 in products to displaced pets.
“Getting dropped off at a shelter or being abandoned is devastating and scary,” Emery said. “Bringing a small source of comfort to these animals brings us joy.”