#1 BSR in 6 Months with AMC Precision
AMC precision targeting launched a cold-start SKU to category leadership with efficient, measurable Amazon growth.
#1
Bestseller Rank
200%
Sales Growth
ROAS Doubled
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The Challenge
In 2021, a North American health‑food brand introduced a doctor‑formulated, organic children’s immune‑support lollipop on Amazon. The product faced a classic “cold‑start” challenges:
- Zero organic ranking – as a new product with minimal brand awareness in a competitive space, the lollipop lacked rankings and discoverability
- Entrenched competitors controlled 80% of search traffic and shelf space
- Generic targeting – without advanced audience segmentation, ads failed to reach high intent buyers.
Early broad‑keyword campaigns delivered a 1.5 ROAS with high ACoS, and generic audience segments failed to surface high‑intent shoppers. The brand partnered with Oceanwing to break through these barriers and prove the viability of upper‑funnel investment.
Strategic Approach
Oceanwing deployed a three‑pronged roadmap that blended off‑site demand generation with AMC‑guided precision on Amazon:
- Off‑site preheating + warm‑audience retargeting – TikTok influencer campaign that engaged family‑focused TikTok creators introduced the product and drove traffic to a DTC landing page. Visitors who didn’t purchase were retargeted via Amazon DSP and Sponsored Brand ads, converting at 3X the rate of cold traffic.
- On‑site ad mix optimized for efficiency – The ad budget split 70 % on‑site, 30 % off‑site. We pivoted from broad terms to mid‑long‑tail keywords (e.g., “organic children’s throat lozenge”), slashing ACoS by 40%. SB Video ads targeted parents browsing competitor ASINs to showcase the product’s unique formulation.
- AMC‑driven audience & timing insights – Leverage AMC to analyze consumer behavior, pivoting from inefficient broad search keywords to mid-long tail terms and competitor ASIN’s to reach high-intent audiences. Using this data, identified users who viewed competitor pages without converting and grouped them into “high‑intent audience packs” for DSP retargeting. AMC analysis also surfaced peak purchase windows (weekends/evenings). A/B testing identified 30% as the optimal discount rate—which was then timed to Prime Day and back‑to‑school season to maximize urgency.
Results
Oceanwing’s omnichannel, AMC‑led strategy delivered:
- Category Leadership: Achieved #1 Best Seller Rank in “Baby & Child Cold & Flu Remedies” within six months.
- 200% sales growth – The lollipop contributed 6% of the brand’s GMV on Amazon.
- ROAS Doubled – Advertising efficiency increased from 1.5 to 3.0 ROAS, while CPA fell 35 % below category average.
Key Insights
- Trust‑building meets precision – TikTok sparked emotional appeal; Amazon Ads captured intent, closing the unknown‑brand gap.
- AMC as the control tower – AMC surfaced high-value audience and search insights that allowed for smarter bidding, sharper messaging and more efficient spend. Audience grouping and conversion‑window analysis turned noisy data into actionable spend decisions.
- Seasonal timing matters – Aligning promotional campaigns with back to school and cold season demand amplified reach and conversion.
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Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
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