Case Study: Amazon Growth
+327% ARR growth through Amazon Optimization
Growth Marketing
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Creative Direction
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Amazon Growth
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Paid Search
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Conversion Rate Optimization
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Growth Marketing 〰️ Creative Direction 〰️ Amazon Growth 〰️ Paid Search 〰️ Conversion Rate Optimization 〰️
Context
Beauty Dust is a New Zealand-based, female-founded clean beauty brand with premium formulations, a clear brand ethos & a product that delivers—speaking from experience.
Challenge
Beauty Dust came to me with disappointing Amazon sales, product listings that weren't converting and advertising costs (ACOS) that weren't sustainable.
The brand was missing out on long-term growth and value-conscious customers to white-labeled Amazon competitors at lower prices who were making seemingly similar product claims.
Execution
Search Term Analysis
In analyzing search term reports, competitor positioning, and customer reviews, we landed on a differentiation strategy that elevated the brand above lower-priced competitors, making it more appealing to price-conscious consumers.
High-Intent Search
An over-reliance on broad search terms was cannibalizing ad spend, bringing in quantity vs quality search. This ultimately lowered conversion rates and created a discoverability gap that practically eliminated high-intent search.
Discoverability Optimization
To resolve listing quality and discoverability gaps, we rebuilt Amazon listings (titles, bullets, and keywords around long-tail, high-intent keywords, integrating hair color, texture and occasion-based variables as segmentation.
Content Marketing
Developing product storytelling, we designed a cohesive visual suite across Amazon storefront, PDPs and A+ content—a mix of UGC, before/after and how-to content—for customers to inherently understand brand value and experience.
Ongoing Optimization
Pulling Search Term Reports on a weekly basis allowed us to trim low-performing keywords and drive down costs in near-real time
Results
+327%
Annual Revenue Growth
-30%
Reduction in ACOS
+73%
Net-new customer acquisition lift
“Hallie’s ability to get inside the mind of a customer is one of several marketing superpowers that make her such a force in the industry.”
Steven Geick, Agency SVP & Consultant
Drive Growth, Lower CAC.
When it comes to growing a brand on Amazon, clarity is currency.
I can help you turn your marketing investment into lower CAC, stronger retention, and profitable, repeatable growth.