The Challenge:

Amazon is an intensely competitive retail landscape, arguably the most competitive in modern times. While the opportunity and upside are incredible, the path to victory is oftentimes unclear and arduous. Electronics was one of Amazon’s first categories when they were increasing the bandwidth of their marketplace, and while it is robust, its also incredibly competitive from a number of listings standpoint as well as cost of
advertising standpoint. Positioning an offer correctly, finding the right sub-search interest, as well as nailing down the ideal pricing model were of the utmost importance.

The Strategy:

Instead of chasing high search volume keywords, we focused on identifying those with exceptional conversion rates relative to search volume and number of competitor listings. Leveraging advanced tools like Amazon’s Brand Analytics, Helium 10, Jungle Scout, and our own proprietary analytics suite, we uncovered search patterns that gave us maximum leverage, resulting in explosive paid sales growth.

While sponsored brands and display advertising costs have surged in recent months, we found that controlling the search results page (SERP) is still effective in certain niches. Bradley operates in one such niche within electronics, where consumer repurchase value is high. Maximizing exposures per search was crucial in keeping our customers within the sales funnel.

Traditional bid optimization practices often rely on backward-looking data and basic rule sets, which may suffice for large CPG brands with significant branded search revenue. However, for smaller brands like Bradley, with limited marketing budgets outside of Amazon, a more sophisticated approach is necessary. We closely collaborated with Bradley to align his complex pricing framework with our bid optimization strategy, considering factors like conversion rates, fluctuating average order value, and variable click prices to achieve maximum impact in the ad auction.

The final piece of the puzzle involved implementing our proprietary campaign segmentation methodology across Bradley’s account. Despite having only a handful of SKUs, our team launched, optimized, and tested over 600 campaigns to date, resulting in unprecedented efficiency and growth for Bradley. At our agency, we’re committed to pushing the boundaries of innovation to ensure our clients like Bradley stay ahead in the ever-evolving Amazon marketplace.

The Results:

Rainmkr is renowned for its innovative approaches to Amazon marketing, and our strategies consistently deliver tangible results. Through close collaboration with Bradley and providing him with profound market insights, we achieved remarkable post-COVID growth in an increasingly challenging landscape. While double-digit growth is challenging and triple-digit growth is rare, achieving quadruple-digit growth is practically unheard of – yet that’s precisely what we accomplished for Bradley’s brand. Comparing April 2020 (shortly after onboarding) to April 2024, our efforts resulted in a staggering 21X increase in paid sales growth, equating to over 2000%. Furthermore, we achieved this growth while beating the account’s lifetime average cost of advertising by 30% (14% vs. 20%). When examining similar case studies, it’s crucial to delve deeper into the strategies employed by the agencies being considered for services. Many agencies heavily emphasize branded targeting, which can inflate results by including revenue generated from existing brand recognition. However, in this case, branded targeting revenue accounted for only 6% of the total lifetime revenue, indicating that the majority of the revenue generated was entirely new to the brand. This distinction highlights the effectiveness of our approach in driving substantial, sustainable growth for Bradley’s brand.