How Oceanwing Helped Fuel a 32% YoY Subscriber Growth for a Post-Rebrand Health & Wellness Brand with Strategic Amazon Advertising Optimization
32.2%
Subscriber Growth
25.6%
Amazon Order Increase
33.3%
Key Product Series Growth
We provided rebranding guidance to scale a health & wellness brand on Amazon post-rebranding. This end-to-end support included managing ASIN transitions, logistics, operations and advertising, SnS retention, and traffic restructuring. We deployed advanced Amazon advertising optimization strategies across the brand to boost visibility and expand non-branded acquisition. We’ve included this in our Amazon advertising case studies to demonstrate how a data-led approach helps convert post-rebrand disruption into accelerated growth.
The Challenge
Following a major rebrand in 2024, a health & wellness company struggled to find its footing since first selling on Amazon in 2021. The brand needed to protect subscriber retention and stabilize traffic to restore growth momentum after the rebranding.
- Subscribe & Save Risk During ASIN Replacement: The 2024 comprehensive rebranding required full ASIN replacement for core products. That increased the risk of losing existing SnS customers and traffic, threatening long-term retention value and revenue due to low organic Amazon orders for new ASINs.
- Over-Reliance on Branded Traffic: Branded traffic accounted for a high proportion of ad spend, driving high CPCs and limiting efficiency. Non-branded and competitor traffic development remained insufficient, restricting scalable growth because ad efficiency needed optimization.
- Inefficient Traffic Diversification: Strengthened offline channel cooperation impacted Amazon Buy Box occupancy, leading to operational instability as the brand struggled to expand audience reach beyond existing awareness pools.
- Channel Conflict Instability: Given that pre-cooperation sales declined by 2.54% and unit growth stood at only 4.52%, the business showed weak momentum. This created pricing conflicts, requiring both operational restructuring and advanced Amazon advertising optimization to stabilize growth.
Strategic Approach
Oceanwing leveraged Amazon AMS (SP SB SD), DSP, and AMC (for consumer analysis and audience grouping) to launch a tailored rebranding support strategy, covering promotion, ad optimization, ASIN transition, and operational optimization.
- SnS Growth & ASIN Transition Optimization: We developed a customized promotional framework to support SnS performance during the rebrand. That included binding new ASINs to legacy listings, leveraging mature traffic pools, and gradually transferring ad spend to secure early deal eligibility for new products. Coordination and negotiation with Amazon AM teams enabled direct subscriber transfers to protect recurring Amazon orders, achieving zero customer loss.
- Ad Structure & Traffic Optimization: We executed advanced Amazon advertising optimization to reduce cross-targeting of high CPC keywords/ASINs while using vCPM bidding to reinforce loyalty impressions. That cut branded traffic spend ratios, diverting budgets to non-branded and competitor traffic, effectively expanding the acquisition pool while preserving the brand’s Share of Voice (SOV).
- Competitor Traffic Interception: We targeted high-value keywords and ASINs of major category competitors to convert consideration into incremental Amazon orders. This conquesting optimized ad efficiency, improving organic rankings across competitive Amazon shopping competitor traffic under both competitor and non-branded keywords.
- Operational Stability Optimization: We unified online and offline promotional calendars, deploying automated Amazon pricing strategies to help restore Buy Box ownership and reverse the decline in occupancy caused by offline channel cooperation.
Results
Strong Subscribe & Save YoY Growth: Revenue increased by 14.8% while orders experienced a 25.6% boost, as well as counts increasing by 32.2%. Sales for the key branded product series grew by 33.31%.
Retention Expansion: Despite the complexities of a full rebrand, the company achieved sustained retention expansion and scalable acquisition growth.
Key Insights
Zero-loss SnS customer migration through the use of our Amazon marketing agency’s services.
Diversified traffic acquisition during high-risk transitions.
Competitor conquesting scale, including Buy Box stabilization.
As one of our performance-driven Amazon advertising case studies, this example highlights how post-rebranding can transform into long-term growth.
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Advertising Continuity & Restructuring
- 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.”
- 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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