Overview

A mid-sized consumer brand selling on Amazon approached us after experiencing a prolonged performance plateau. Despite consistent investment in PPC and a well-structured product catalog, they were unable to grow beyond $100,000/month in revenue. Their account was structurally sound, but performance had stagnated.

This is a common theme across many brands we speak with - over-reliance on in-platform advertising creates a ceiling that cannot be overcome by simply increasing spend. At this point, the brand was at the mercy of Amazon’s platform traffic. 

Context & Challenges

• The brand was entirely dependent on Amazon-native traffic and advertising to drive sales.
• PPC performance was deteriorating due to rising costs per click (CPCs) and increasing Amazon seller fees year over year.
• Despite a healthy conversion rate and competitive pricing, organic keyword rankings were flat, and new customer acquisition had stalled.
• The brand lacked a meaningful DTC presence and had no external demand generation strategy.

Strategic Insight

From our work with over 40+ Amazon-native brands, a consistent pattern emerged among the top performers in the past 12 months:

Brands that outperform do not rely solely on in-platform traffic. They invest in demand creation outside of Amazon—particularly on TikTok and Meta—and allow that traffic to spill over onto their Amazon listings.

This strategy not only increases branded search volume but also improves click-through and conversion rates, which Amazon’s algorithm rewards with better organic placements and lower advertising costs.

What We Did

Working alongside the brand, we executed a cross-platform strategy aimed at stimulating off-Amazon demand while reinforcing Amazon performance:

• TikTok Content Activation: Deployed a full-funnel content engine on TikTok, using creators to seed demand and spark branded interest.
• DTC Infrastructure: Built out a lightweight but functional Shopify storefront to capture interest and support direct-to-consumer sales.
• Channel Coordination: Ensured content and messaging across TikTok, Meta, and Amazon were strategically aligned to drive unified momentum.

Results

Within 60–90 days of implementation:

• Branded search volume on Amazon increased, lifting key product rankings.
• TACoS decreased, as more conversions were driven organically.
• Contribution margin improved, driven by greater efficiency across advertising and fulfillment.
• Amazon revenue began growing again, surpassing the previous $100K ceiling and trending upward sustainably.

Although the brand’s DTC channel saw growth, the most significant impact was on their Amazon channel, due to increased traffic quality and improved algorithmic favorability.

The two founders of the brand are now focussing their time on growing the DTC arm of the business and we continue to consult them on this.

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