Overview: This case study highlights how we transformed a struggling Amazon brand into a consistent top-seller by focusing on strategic product selection, content optimization, and long-term PPC planning. Our efforts led to significant growth, with a 148% increase in sales, 142% more profit, and 132% more units sold compared to the 2022 summer season.
Results:
- Sales Growth: 148% increase compared to summer 2022
- Profit Growth: 142% increase
- Units Sold: 132% more units sold
- Profit in June 2024: Increased by 63% ($132,000 additional net profit)
Key Challenges:
- The brand was burdened with an overstock of thousands of underperforming products, incurring significant storage fees and tying up resources.
- The niche was oversaturated, with many products lacking realistic potential to succeed.
Approach:
- Identifying Core Products:
- We started by identifying which products had the potential to become best-sellers.
- We removed underperforming products from the inventory through discounts and sales, which freed up resources and minimized storage costs.
- Focusing on the Best-Seller:
- After analyzing the product lineup, we pivoted to focus on the brand’s best-seller in a different niche with substantial growth potential.
- A strong investment was made in premium content, including stunning infographics, videos, and A+ content to boost conversions.
- Strategic PPC and Season Preparation:
- Instead of a month-to-month approach, we designed a PPC strategy for the entire summer season, allowing us to plan for sales dips, maintain profit margins, and strategically push bids when necessary.
- We aggressively increased ad spend in April, even though it meant lower short-term profits. This early push boosted sales velocity and improved keyword rankings ahead of the competition.
- Summer 2024 Performance:
- Our April strategy paid off when, in June 2024, the brand saw a 57% increase in sales and a 63% increase in profit, totaling $132,000 in additional net profit.
- We also launched an improved version of the best-selling product, resulting in a 10% sales increase.
Conclusion:
This case study illustrates that long-term growth on Amazon requires strategic product selection, aggressive pre-season advertising, and patience to reach the product’s full potential. With rigorous planning and a focus on key growth drivers, the brand is now in the “cash cow” stage, consistently generating revenue.
