Household Supplies Case Study
Inside Look
Launching an established DTC brand on Amazon, while competition has been capitalizing on branded KWs for years.
Challenges
New To Amazon:
The brand has strong recognition outside of Amazon as a DTC brand, but has no history on Amazon, which can make initial visibility and trust-building a challenge.
Successful Competitors:
Competitors, several well known Amazon brands with years of sales, are capitalizing on highly searched for branded keywords.
Premium Price Product Compared To Market:
This brand has higher quality product, higher price point, and lower quantities per pack which can be a challenge.
Ongoing Work
✓ Prior to launch, we performed extensive keyword research to see if launching on Amazon made sense
✓ After performing in depth KW research, we optimized the listings with relevant search terms and branded information to help with ranking and conversions
✓ Being a more premium brand, it was crucial to convey the brands value and difference
✓ A/B tested main images to understand which had a higher CTR
✓ Created stand out listing images that shared the products’ uniqueness
✓ Worked with the brands in-house design team to put together a Brand Store, Brand Story and A+ Content
✓ Variated products from launch and had to ensure a proper plan for each SKU
✓ Enrolled into Vine reviews to kick start the launch and spread reviews across all variants
✓ Created a PPC plan to first capitalize on branded search terms, and then slowly launch non-branded and ASIN targeting campaigns
✓ Use of Sponsored Product Ads, Sponsored Brand Ads, Sponsored Video Ads and Sponsored Display Ads
✓ Enrolling into Launchpad allowed us to benefit from Premium A+ Content and waived fees on Lightning Deals every week
Impact
✓ Generated $410k in sales over the first 6 months of selling on Amazon
✓ Capitalized on branded search terms and have taken over that market share
✓ PPC played a big role in overall sales as they made up about 70% of sales in the first 6 months
✓ Organic rankings increased
✓ Accumulated over 200 reviews, helping customers trust the products
