Omega-3 Fish Oil in a Saturated Market
Client / Project Overview
A mid-sized supplement brand offering high-potency Omega-3 softgels was plateauing at ~$39K/month in a hyper-competitive Amazon segment. Despite having strong clinical backing and verified quality sourcing, the listing was visually generic, struggled with differentiation, and was bleeding ad spend due to undifferentiated targeting.
Challenges
• Ad costs rising from non-converting head terms in a red-ocean space
• Weak recurring revenue due to underutilized Subscribe & Save
• Product detail page vulnerable to competitor conquesting
Our Steps / Phases to Solve the Issue
1. Visual Optimization & Relevance Alignment to Improve CTR
We focused first on improving not only first-impression visuals but also listing relevance and keyword targeting to attract more qualified traffic.
• Added main image tags showcasing important features and product components
• Integrated overlay infographics to highlight differentiators like sourcing, and health outcomes
• Improved SEO by identifying highly relevant search terms the listing was not indexing for and integrating them into back-end fields and customer-facing content resulting in increased discoverability
2. Granular Targeting Through Sponsored Products
We rebuilt ad funnels with conversion in mind—focusing only on Sponsored Products for tighter control.
• Shifted budget away from low-performing Sponsored Brands/Display to high-ROAS Sponsored Product ads
• Created exact match single-keyword campaigns around mid-to-lower funnel terms
• Used product targeting ads on complementary supplements
• Launched defensive targeting to block conquesting on our own PDPs
3. Bundling & Recurring Revenue Infrastructure
To lift AOV and create more subscription depth, we introduced value-added purchase structures.
• Added virtual bundles to lift AOV (+22%)
• Implemented and promoted Subscribe & Save, leading to a 19% increase in recurring revenue in 30 days
Results
• Revenue: $39.1K → $74.5K/month within 60 days
• Conversion rate: 9.1% → 14.2%
• AOV increase of 22%
