Allstar Products Selects DNA Response as Exclusive Channel Partner to Manage Online Marketplaces

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DNA Protector™ solutions enable Allstar to enforce pricing and distribution agreements on 3rd party marketplaces like Amazon to protect pricing and margins while engaging in omni-channel marketing.

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DNA gives us the intelligence and reporting tools to quickly identify unauthorized sellers to manage marketplaces and maximize revenue across all our channels.

Allstar Products Group selects DNA Response, Inc., a multi-channel commerce company, as an exclusive partner to manage and control their online marketplace channel in North America. Under the agreement, DNA Response will enforce Allstar’s established pricing policies and authorized seller agreements for potential 3rd party sellers on leading marketplaces including,,, and

While e-commerce marketplaces present a high growth opportunity for omni-channel product marketers, the ability to manage 3rd party sellers and enforce reseller agreements is critical to protect traditional in-store retail channels from downward pricing pressure.

As a leading direct response marketer, having introduced brands including Snuggie® and Perfect Bacon™ Bowl, Allstar will rely on DNA’s channel protection solutions to gain control over their marketplace channel and effectively leverage the benefits of a protected distribution channel.

“DNA Response brings a fresh perspective to how we reach our customers online,” says Allstar President and CEO Scott Boilen. “To best leverage marketplaces like Amazon and protect our traditional retailers from competition, we needed to gain control of the 3rd party sellers authorized to sell our products on marketplaces and dictate clear quality and pricing guidelines,” Boilen adds.

DNA Response will market Allstar products and provide marketplace channel protection solutions for brands including Purrfect Arch™, Catch Caddy™, Juggle Bubbles™ and upcoming products including Bright Eyes™ Blanket and Spicy Shelf™.

“DNA gives us the intelligence and reporting tools to quickly identify unauthorized sellers to manage marketplaces and maximize revenue across all our channels,” says Boilen.

“It’s a great privilege to partner with Allstar Products Group and work with a company that shares our vision for a controlled distribution approach to selling on marketplaces,” says DNA Response Founder and CEO Ranjit Mulgaonkar.

About DNA Response, Inc.

As an e-commerce channel partner founded by former Amazonians, DNA Response collaborates with leading brands to provide sales solutions and fulfillment services on a pay-for-performance basis, enabling product marketers to engage over 200 million potential customers in the world’s largest online marketplaces. Backed by proprietary marketplace optimization and data intelligence technologies, DNA provides enhanced visibility and insight into marketplace performance, maximizes product revenue and margins, and protects brand presence and channel pricing. Additionally, DNA’s turnkey solution helps its clients generate incremental revenue and protect margins while reducing operating costs.

AllStar Products Group - Nobody takes them from TV to Retail like we do!

Allstar is an independently-owned, vertically integrated company and the company behind many consumer favorite brands. Allstar is synonymous with success. Since our inception in 1999, we've emerged to become a leading consumer branded products company by effectively utilizing direct response television marketing. Allstar has earned a reputation for integrity, intuition and innovation. Our breakthrough vision has helped us revolutionize the consumer experience through the most original and compelling direct response campaigns - some of which are the most successful in Direct Response Television history.

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