Ultimate Products Saves 9,000 Hours and Drives £2.2M in Amazon Sales With Salsify Intelligence Suite
How the consumer goods company built an AI-powered automation engine to eliminate redundant processes, scale globally, and empower their teams to focus on meaningful work.
About Ultimate Products
Ultimate Products is a premier consumer goods company dedicated to bringing innovative, high-quality products to homes worldwide. Managing an expansive and complex catalog, the company oversees over 6,500 parent SKUs and 20,000 product variants spanning nine countries and seven languages. With a diverse portfolio that serves a wide range of global retailers, Ultimate Products is focused on delivering exceptional product experiences to consumers across every digital touchpoint.
Ultimate Products had ambitious revenue growth goals, but faced significant operational hurdles when managing its massive product catalog.
Without a centralized system, data ownership and processes were entirely siloed across different teams. The company relied on more than 30 disconnected spreadsheets, unstructured shared drives, and endless email chains to manage its catalog.
More importantly, these manual, redundant processes were eating up valuable time, preventing the team from focusing on strategic, high-impact work.
“Simply put, our team was overwhelmed,” says Ben Gilmore, senior process developer at Ultimate Products. “Our processes were manual, and our systems were fragmented. It could take up to seven days just for us to transform images to meet a retailer’s requirements, and routing content updates took nine days to complete. We were spending hours reconciling conflicting information instead of focusing on growth and customers.”
These broken processes also had downstream consequences. Local teams were sometimes forced to edit listings directly in retailers' portals, leading to a fragmented approach that hurt search performance, reduced conversion rates, and made global updates nearly impossible to execute efficiently across channels such as Amazon, eBay, and TikTok.
“The Intelligence Suite’s AI capabilities completely transformed how we approach localized content. We went from manually translating and tweaking copy to having alt text, first-draft product copy, and translations generated automatically and routed directly through Salsify workflows for human review.”
— Ben Gilmore, Senior Process Developer, Ultimate Products
To transform these manual operations into a scalable engine for growth, Ultimate Products adopted Salsify. But the team didn't just centralize their data; they were highly intentional about automating every possible redundant process across the business.
“Salsify was the lifeline we needed,” Gilmore explains. “It allowed us to redesign our entire product operations from the ground up, replacing our fragmented processes with a standardized, highly advanced workflow-driven operating model. In just a year, we’ve gone from zero adoption to 200 employees using the platform.”
With a robust foundation of nearly 700 custom workflows orchestrating everything from initial product creation to final channel readiness, Ultimate Products became an early adopter of Intelligence Suite, an AI-powered workbench designed to automate product experience management (PXM) processes while keeping humans in the loop.
Because AI workflows sit seamlessly within Salsify's workflow module, the Intelligence Suite became a powerful, natural extension of the massive automation engine the Ultimate Products team had already built.
“The Intelligence Suite’s AI capabilities completely transformed how we approach localized content,” Gilmore says. “We went from manually translating and tweaking copy to having alt text, first-draft product copy, and translations generated automatically and routed directly through Salsify workflows for human review.”
Additionally, the company implemented Salsify Catalog Sites to empower its sales teams, giving them the autonomy to manage templates centrally and instantly export customer-specific B2B data without waiting days for spec sheets.
“If I had to summarize the impact Salsify and the Intelligence Suite have had on Ultimate Products, I’d say it turned our biggest operational bottleneck into our greatest competitive advantage.”
— Ben Gilmore, Senior Process Developer, Ultimate Products
Leveraging Intelligence Suite and advanced workflow automation, Ultimate Products turned an operational bottleneck into a sophisticated PXM engine.
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Massive time and cost savings: In Q4 2025 alone, the company successfully ran 4.4 million automated workflow tasks, saving an estimated 9,000 working hours per year. “That time savings translates directly to nearly £200,000 in annual cost savings,” Gilmore says. “But more importantly, it freed our team up to do actual strategic work.”
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Commercial growth and increased conversion: With an AI-driven, streamlined content process, Ultimate Products realized an 11% year-over-year increase in Amazon conversion rates, even during periods of lower overall traffic. This content-driven uplift generated an estimated £2.2 million increase in incremental Amazon sales.
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Accelerated speed to market: Centralized image transformation turnaround times were slashed from seven days to near-instant delivery. Salsify Catalog Sites also reduced B2B spec sheet turnaround times from up to two days to just minutes.
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Scalable market expansion: Driven by automation, the team effortlessly executed over 72,000 publishes across nine Amazon European marketplaces in just a year, launching a new Amazon Vendor channel in an additional country simultaneously — all without increasing headcount.
“Our objective was not just to centralize data, but to transform manual, fragmented operations into an automated, scalable engine for growth,” Gilmore concludes. “If I had to summarize the impact Salsify and the Intelligence Suite have had on Ultimate Products, I’d say it turned our biggest operational bottleneck into our greatest competitive advantage.”
“Salsify was the lifeline we needed. It allowed us to redesign our entire product operations from the ground up, replacing our fragmented processes with a standardized, highly advanced workflow-driven operating model.”
— Ben Gilmore, Senior Process Developer, Ultimate Products
“The Intelligence Suite’s AI capabilities completely transformed how we approach localized content. We went from manually translating and tweaking copy to having alt text, first-draft product copy, and translations generated automatically and routed directly through Salsify workflows for human review.”
— Ben Gilmore, Senior Process Developer, Ultimate Products
“If I had to summarize the impact Salsify and the Intelligence Suite have had on Ultimate Products, I’d say it turned our biggest operational bottleneck into our greatest competitive advantage.”
— Ben Gilmore, Senior Process Developer, Ultimate Products
“Salsify was the lifeline we needed. It allowed us to redesign our entire product operations from the ground up, replacing our fragmented processes with a standardized, highly advanced workflow-driven operating model.”
— Ben Gilmore, Senior Process Developer, Ultimate Products
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