Launching in a Saturated Home & Kitchen Category
Client / Project Overview
A U.S.-based eco-conscious home goods brand recently expanded their sales channel onto Amazon. Despite solid performance on their own DTC site, their hero product—a reusable kitchen towel set—faced stiff competition in a category dominated by legacy brands and low-cost private labels. The brand’s early attempt to list on Amazon yielded disappointing results, with flat sales, low visibility, and an underperforming ad budget. Our objective was clear: build a high-converting listing foundation and deploy a lean ad strategy that could scale without overspending.
Challenges
• High daily ad spend with ROAS well below breakeven
• Low CTR across branded and non-branded placements
• Product detail page lacked persuasive elements
• Conversion stalled below category benchmarks
Our Steps / Phases to Solve the Issue
1. Listing Optimization with Purchase Psychology in Mind
We rebuilt the product detail page from the ground up to focus on shopper behavior and intent.
• Bullet points were rewritten with a clear benefit-first structure
• The title was reformatted to balance keyword indexing with visual flow in search results
• The listing was restructured to show use-case, size context, and a key differentiator in the first 3 slides
• Back-end fields were fully optimized for indexing beyond surface-level keywords
2. Precision-Crafted PPC Campaign Architecture
The existing ad campaigns were fragmented and poorly optimized, so we overhauled the structure.
• Separated campaigns by keyword intent (branded, generic, competitor, long-tail)
• Shifted focus toward mid-funnel, high-converting terms with lower CPCs
• Implemented controlled budget pacing and phased bidding strategy
• Added negative match rules weekly to cut wasted spend and focus on profitable search terms
3. Performance-Focused CRO Tactics
Beyond just clicks and spend, we aimed to improve actual on-page conversion and relevance.
• A/B tested variations of the main image to improve CTR
• Adjusted pricing based on A/B comparison against top 5 competitors
• Used real buyer FAQs and objection analysis to refine visual overlays
Results
• Revenue scaled from $9 to $55K/month in 90 days
• ROAS improved from 1.6 to 3.5 in 90 days
• Click-through rate rose by 92%
• Conversion rate jumped from 7.8% → 15.2%
