Brandwoven

A pet brand that sells recycled litter products on Amazon partnered with Brandwoven to run DSP ads, growing marketplace awareness and revenue. A leading private label and manufacturer of dog and cat treats, and cat and small animal litter began their partnership with Brandwoven in early 2022. The brand’s top selling product became ineligible for sponsored product advertising due to profitability concerns from Amazon. Due to this restriction, the brand was only able to include their top selling ASIN in Sponsored Brand ads and not in Sponsored Product ads which yield better conversion and return on ad spend. With the limited ability of advertising the Original Pellets Cat Litter product through traditional AMS campaigns, Brandwoven recommended utilizing Demand Side Platform (DSP) ads as an alternate method to drive traffic. Conveniently, another popular pet litter company went out of business around this same time. As a result, Brandwoven was able to target consumers who had been searching for the now-out-of-business brand online, capturing their customers as a result. Brandwoven was able to run sponsored product campaigns on other litter products in different pack sizes, effectively driving traffic to the parent page, where the best seller was visible. Not only were we targeting customers looking for a discontinued brand, but we also were showing them the pet brand’s products resulting in more impressions, clicks, and conversions. The AMS campaigns were optimized to work in conjunction with the Amazon DSP ads. Brandwoven tailored both the AMS and DSP campaign targeting to ensure they were properly structured to meet customers at their specific point in the marketing funnel. This was extremely important as the AMS marketing campaigns acted as a net for capturing shoppers that clicked into the Amazon ecosystem externally. If we had failed to structure both the AMS and DSP campaigns to work symbiotically, the seller account would be left vulnerable, missing sales opportunities. Brandwoven structured the campaign strategy and development based off the stages of the marketing funnel we were aiming to target. For the pet brand’s purposes, we used a full-funnel approach. Most of the Amazon DSP campaigns were directed to middle-lower funnel consumers. Audiences and creative designs were primarily focused on Consideration, Conversion, and Loyalty. One huge benefit of the project was that DSP also enabled the pet brand to gain access to the Amazon Marketing Cloud. This AMC access was extremely valuable for the brand as it provided next level insights into the customer journey as well as full funnel marketing analytics. AMC also gave the brand access to real–time insights that allowed Brandwoven to customize optimizations and rule structures for better campaign results.   Importantly, the data provided by AMC allowed Brandwoven to analyze the pet brand’s performance by tracking Brand Halo conversions. Tracking Halo performance gave Brandwoven the data to monitor crossover sales and attribution from DSP to AMS. Again, this was key in ensuring that the AMS and DSP campaigns were working together to drive off-Amazon traffic onto the brand’s Amazon listing pages. Ongoing brand halo research and analysis was a main component in continually optimizing marketing performance. Brandwoven’s DSP campaigns proved to be highly effective, allowing the agency to drive traffic, awareness, and conversions back into the pet brand’s existing AMS marketing campaigns. Even with the advertising ineligibility on the top revenue-driving ASIN, Brandwoven was able to raise Ordered Revenue by 45.73% year-over-year. Shipped COGS rose by 45.61% and Units Sold increased by 30% during the same period. Brand Halo Sales ended up being 18% of the total amount attributed to the Amazon DSP campaigns. This further shows the importance of supplementing DSP strategy with strong AMS advertising for maximum impact. Thanks to partnering with Brandwoven, the pet brand hit and exceeded their Amazon sales goals even with suppressed AMS advertising. Utilizing a strategic combination of Amazon DSP campaigns and the brand’s remaining AMS options, Brandwoven helped the pet brand bring over 8 million ad impressions, generate new Subscribe & Save customers, and sell thousands of units. All of these results came from an 8-month strategy implemented from January-August 2024 compared to the same period of the prior year. With a dedicated agency team behind them, the pet products brand was able to finish their season strong and head into the next year with even bigger sales targets – that they are now confident can be hit, even with the challenges that selling on Amazon comes with. Read More

Dive into the demand generation strategy we used to grow a new sunscreen product line on Amazon and cross-sell additional products to customers, leading to a 171% sales boost. Successfully launching a new product to disrupt an entire category occurred in 3 project phases: Identify new target audience through keyword research, data analysis, and 3rd party tools. Create digital merchandising with key product features to educate consumers on why they should purchase. Build advertising campaigns to drive new customer acquisition by aggressively bidding on high-volume search terms. Brush On Block launched their adult powder sunscreens in 2012 and saw the brand’s sales grow year after year. As the sunscreen category grew, they saw additional competitors enter the market and started to explore other categories to expand their powder sunscreen product line.  After much research and product development, they identified a gap in the kids’ sunscreen market which consisted of traditional sunscreen lotions and sprays, both of which are hard to apply to babies and kids without a struggle and tears. After thorough research, they found that there were no powder sunscreens in the kids’ category, so in 2019 they launched the first powder sunscreen for kids: BOB KIDS SPF 30.  Through research, data analysis, strategic advertising campaign management, and a close partnership with Brush On Block, Brandwoven developed a plan to find consumers and drive new acquisition through cross marketing promotional activities and top–of–funnel advertising strategies.  Brandwoven executed the following strategies in launching BOB KIDS Powder Sunscreen as a category disruptive product: Identify the new target audience through keyword research, data analysis, and the employment of 3rd party tools for consumer purchasing behavior insights. Create a digital merchandising strategy to identify key product features and educate consumers on why they should purchase and how to use the products effectively. Build advertising campaigns to capture consumers low in the funnel through branded sponsored ads and drive new customer acquisition by targeting in-market customers by aggressively bidding on high-volume kids’ sunscreen search terms. When a product is both new on marketplace and creating its own category, there isn’t much sales history to pull from either the brand or its competitors that would give meaningful data points for demand planning. Due to this lack of data, the team at Brandwoven had to work closely internally and with Brush On Block to forecast inventory management. Since most of the advertising strategies were “test and learn” to find the right audiences and keywords, the Brandwoven team met weekly with our advertising and logistics managers to communicate on sales projections based on the brand’s existing advertising and other promotional activities and investment.   At the time, Amazon had inventory limit restrictions, so shipping in large amounts of safety stock was not an option. Through close communication and partnership with Brush On Block, Brandwoven was able to create weekly injections to ensure that stocking levels aligned with sales and marketing initiatives.   To ensure that Brush On Block’s advertising investment led to positive ROI, Brandwoven began the process by identifying search terms that converted well. From there, Brandwoven tested out specific ad targets and custom audience types to see what resulted in the most clicks and conversions while still hitting the client’s return on ad spend target KPI. Brandwoven then created new Sponsored Brand ads targeting Brush On Block search terms and was constantly tracking marketing campaigns for performance, ensuring the recommended initiatives drove both top of search ads and increased organic rank for the new kids mineral sunscreen. Brandwoven tracked Share of Voice as a main KPI for various category keywords to make sure the brand’s market share was improving as initially planned. In analyzing this data, Brandwoven identified additional competitors that had more market share for specific keywords and used them to restructure Brush On Block’s current advertising campaigns to then target those same keywords. As a result of partnering with Brandwoven on their Amazon product launch strategy, Brush On Block was able to create a new Amazon category, acquire new customers, expand brand awareness across product categories, and drive significant incremental sales and YoY growth across the entire catalog portfolio from 2021-2024.   After launching their new kids’ mineral sunscreen, Brush On Block saw a 137% year-over-year increase in sales. The following year, the brand saw an additional 171% increase! Additionally, Brandwoven leveraged the success of the BOB KIDS product to cross-sell across their Amazon catalog for increased visibility and market basket value.  Read More

Over a 4-year partnership, Brandwoven helped Aunt Fannie’s achieve Amazon success with a focus on catalog organization, digital merchandising, logistics, and marketing. After beginning a partnership with Brandwoven in 2019, Aunt Fannie's grew into a multi-million-dollar Amazon seller in part to newly optimized listing pages and targeted advertising. Brandwoven partnered closely with Aunt Fannie’s to build a plan around attracting mass amounts of new customers, converting at a high rate, and retaining customers into loyal Aunt Fannie’s brand advocates. Aunt Fannie’s was an emerging brand with exceptional products that was seeing early success on Amazon, but to scale they needed a strategy to penetrate and grow amongst large and established competitors. Aunt Fannie’s partnered with Brandwoven to build and execute a plan to grow the business that included everything from digital merchandising to product assortment, marketing and logistics. Now, after a four-year partnership, Aunt Fannie’s has grown into a multi-million-dollar Amazon seller with many top-ranking cleaning products on Amazon, cementing the brand not only as a leader in natural cleaning products but outselling blue chip SKUs from brands like Clorox, Swiffer and Mrs. Meyers.  The result of Brandwoven’s effort in digital merchandising combined with awesome products from Aunt Fannie’s was a conversion rate 2x the industry average, averaging over 22%. Brandwoven created new listing images for all of Aunt Fannie’s Amazon ASINs. Previously, the brand had as little as 1 image per product (i.e., the minimum Amazon photo requirements). But, using asset availability and product demand, Brandwoven recommended 4-8 new images per product in the brand’s catalog – including videos. The goal was to better display each product accurately and clearly communicate features and benefits to consumers. Brandwoven even created some digital 3D models of Aunt Fannie’s products as a work-around for SKUs that did not have creative assets available. Lastly, it was crucial to add data points into the visual assets, such as product dimensions, to help customers understand how the products would look and feel once delivered. With listing optimization also comes SEO. Ideally, sellers would organically rank for commonly searched terms that would maximize indexing in Amazon’s A9 algorithm and reduce ad spend. For Aunt Fannie’s, Brandwoven captured relevant keywords by: Utilizing keyword scraping tools, Analyzing competitor keywords & Reviewing current advertising data. After analyzing this data, Brandwoven created new optimized titles, bullet points, product descriptions, and backend keywords for all ASINs in the catalog. After creating the assets and working with Aunt Fannie’s team to get approval, Brandwoven implemented all of the creative into their Amazon backend. This allowed the brand to focus on bigger moving pieces of their business while Brandwoven took care of the tedious technical side of Amazon, like content restrictions and checking that the assets were loaded properly. The last piece to optimizing product detail pages is adding enhanced brand content. This part of the page, referred to as A+ Content, falls under the initial product description and allows sellers to provide additional product and brand information. Brandwoven made sure to create A+ Content for all ASINs in the catalog. This content has not only been shown to increase conversions, but also resonates with shoppers as they’re able to better understand the brand’s mission and impact. Although A+ Content is typically specific to the product, category, or product line – Brandwoven also focused the text and imagery on Aunt Fannie’s brand messaging. Not only was it important for the A+ Content to match the brand’s other marketing materials (e.g., their website), but it was also key for the brand’s voice to shine through. After working with Brandwoven for over 4 years, Aunt Fannie’s grew into a multi-million-dollar Amazon seller. This year, they had their first back-to-back multi-million-dollar months. The brand has had consistent annual sales growth since the beginning of partnering with Brandwoven.  Brandwoven also helped Aunt Fannie’s enter 6 new categories on Amazon. These new categories are now generating 30% of the brand’s overall Amazon revenue. With thoughtful SEO keyword targeting, Aunt Fannie’s also saw some big wins across their product rankings. They have products ranked: #2 for “fruit fly trap” #5 for “household cleaner” #6 for “insect trap” Additionally, the marketing spend analysis and campaigns launched by Brandwoven reached hundreds of millions of Amazon shoppers. Overall, the campaigns had an impressive 26.65% conversion rate. For reference, the average conversion rate is around 4%. Conversion rate is one of the most important metrics for Amazon success as CRO is a huge driver for SEO and digital merchandising. Read More

Brandwoven worked with Zebco to improve Amazon market share and revenue. Thanks to new marketing campaigns and digital merchandising, the fishing rod manufacturer now holds the #1 spot for best Fishing Rod and Reel Combos in their category. Brandwoven utilized AMS and improved the fishing brand’s digital merchandising assets to grow their market share and increase consumer reach. Zebco, a subsidiary of Rather Outdoors, is a fishing reel and rod manufacturer with decades of experience making family friendly products. While the brand had a rich and successful history, it had struggled to see success on Amazon. Battling sophisticated, factory direct competitors, Zebco was faced with poor sales performance and minimal growth, even as Amazon sales in the fishing category were skyrocketing. Their market share was declining on Amazon while consumers were shifting purchases from brick and mortar to online. To combat declining share, Zebco began investing in paid advertising, but had a modest budget and focused almost exclusively on branded keywords. With most of the budget paying for branded keywords, Zebco was targeting shoppers who already knew of their products instead of targeting new consumers or brand-agnostic consumers, which made up most Amazon shoppers. As Zebco struggled to find its footing in the dynamic Amazon market, they turned to Brandwoven for help.  When Zebco first approached Brandwoven, they had limited budget for AMS and their paid campaigns were generating only 8% of total Amazon revenue. An even bigger concern was Zebco’s lack of presence in the fishing category, where they didn’t have a single product in the top 50 best sellers within an Amazon fishing category. To reach Zebco’s Amazon goals, Brandwoven recommended the following changes: Utilize AMS to drive sales and increase organic ranking for Zebco products. Improve digital merchandising to improve conversion rate and shopability in support of marketing.  When Zebco first approached Brandwoven, they had limited budget for AMS and their paid campaigns were generating only 8% of total Amazon revenue. An even bigger concern was Zebco’s lack of presence in the fishing category, where they didn’t have a single product in the top 50 best sellers within an Amazon fishing category. To reach Zebco’s Amazon goals, Brandwoven recommended the following changes:   1) Utilize AMS to drive sales and increase organic ranking for Zebco products.   2) Improve digital merchandising to improve conversion rate and shopability in support of marketing.   Once the budget was approved, Brandwoven went to work implementing the updated strategy with a primary goal to focus marketing on acquiring new customers; marketing efforts were shifted from branded campaigns to generic keywords.     Improved variation strategy: Brandwoven reorganized Zebco’s variations around product families and changed the variation structures to make the products easier to shop. This also had the benefit of combining reviews for top selling products, which impacted both conversion rate and organic position. Improved Copy: To help Zebco win the buy box and convert more ad traffic, Brandwoven updated titles for nearly all products. The agency also put together a 13-page guide on digital consumer copywriting best practices to educate Zebco on Amazon’s copy standards and ensure the product information on each detail page was both accurate and explanatory, converting more shoppers as a result. Improved Creative Assets: Brandwoven also worked closely with Zebco and ultimately created updating listing images and A+ Content to better explain product features and uses. This change put information used for making purchasing decisions right in front of the consumer and helped improve conversion. Thanks to Brandwoven’s aggressive Amazon ad strategy, Zebco improved ROAS by 28% from 2021 to 2022 despite the increase in spending on generic keywords. Zebco is now a top contender in its space and has improved both organic and paid placements across Amazon. The brand also saw a 32% year-over-year increase in revenue in 2022, and an additional 23% increase the following year.  The growth-focused paid campaigns Brandwoven launched for Zebco also helped the brand increase its Amazon market share. Before working with Brandwoven, Zebco had no products in the top 50 of their category. Today, Zebco has 5 products in the top 20, including the #1 bestselling Fishing Rod and Reel Combo! The Zebco Dock Demon Combo (shown below at #10) has remained within the top 10 of the Amazon category since January 2022.  Read More

Brandwoven partnered with Safariland to optimize their Amazon listings using A/B tests. As a result, the brand saw a monstrous 37% increase in conversions in less than 40 days. Due to Brandwoven’s intensive efforts, Safariland saw huge improvements to their Amazon performance in the month following the listing optimization updates. 1) Re-wrote titles and product descriptions in addition to creating new detailed listing images for nearly every product in Safariland’s catalog. 2) Built a new variation structure for thousands of ASINs that was less cluttered and easier to shop, helping customers easily find the right products. 3) Launched marketing campaigns to drive traffic and conversions and assisted with promotions and logistics planning for Prime Week and Turkey 5. The company used a Vendor Central model to sell their products on Amazon and had a complex catalog of over 9,000 SKUs. Products were difficult to shop within the Amazon platform and although traffic to product pages was significant, conversion rate was limiting sales volume. For any holster model, consumers could choose between 3 different hip heights, 6 colors, and 55 gun models, but many of these products were visible on individual listings. This created 250 child ASINs under a single parent variation. Due to the number of consumer options that went into a given Safariland order, the brand’s team struggled to manage their catalog. Further, the set up was confusing for shoppers who were looking for very specific products. After Brandwoven learned the main issue was Safariland’s listing organization, the agency recommended a solution of grouping products rather than having them as individual ASINs. This product strategy addressed the brand’s struggles of maintaining their catalog while also making it easier for customers to shop. Realizing that customers shopped Safariland products by the type of gun they owned or the type of holster they wanted to purchase in nearly equal proportion, Brandwoven built a new content and variation structure that would assure shoppers searching either way could easily find the product they were looking to purchase: 1) Brandwoven re-wrote titles and product descriptions in addition to creating new detailed listing images for nearly every product in Safariland’s catalog. The agency prioritized showcasing the product data in a more digestible way, such as visualizing product specifications and better demonstrating how they worked. 2) Brandwoven applied a new variation structure to thousands of ASINs so that the catalog was less cluttered and easier to shop. After implementing the above changes, Brandwoven conducted extensive testing to validate that the new shopping experience resulted in the intended results: a higher conversion rate without a loss in traffic. The newly designed product pages helped consumers choose the right products, increasing conversion rate and reducing returns in the process. Brandwoven also upgraded Safariland’s Amazon storefront to better reflect the brand’s image and products. In doing so, Safariland’s target audience was able to resonate more with the company and their mission. After refreshing the content for all Safariland products, Brandwoven looked for more opportunities to improve the brand’s catalog. After noticing that customers were often purchasing a group of products together, Brandwoven recommended price increases combined with bundling. This new option gave shoppers convenient bulk products at a discount (in comparison to buying the products separately). Additionally, Safariland was able to generate more revenue from the listing updates due to the strategic price increases implemented by Brandwoven. The agency made sure to boost prices only by a small portion so that Safariland products were still competitively priced (i.e., still likely to earn the buy box). After working on price increases and bulk discounts, Brandwoven launched marketing campaigns for the brand’s existing Amazon products. Later, as new products were launched, Brandwoven followed the same process of loading them onto Amazon, updating their detail page content, and launching ads to drive traffic and conversions. Lastly, Brandwoven helped Safariland with promotions and logistics planning for Prime Week and Turkey 5. In the month that Brandwoven launched the listing optimization updates, Safariland USA saw an incredible 37% increase in conversions! Pageviews also grew thanks to the improved visibility on site. Brandwoven’s partnership with Safariland USA proves that a well-thought-out strategy around consumer behavior can heavily impact a brand’s Amazon performance. With a focus on listing organization, content optimization, and targeted advertising, Safariland’s Amazon sales grew an impressive amount within only a short period of time. Read More

Brandwoven helped Frogg Toggs, an outdoor apparel brand, optimize listings, improve digital merchandising, and remove unauthorized resellers – resulting in an astounding 411% year-over-year increase in conversions! Brandwoven improved the variation structure of the catalog by properly variating all of the pages, making sure each product family stood on a single product page. Over the course of 6 months, Brandwoven redid the brand’s entire catalog, optimizing nearly every product page’s copy and visual assets for traffic and conversions. The brand had a large SKU assortment which exceeded 4,000 ASINs and was growing. Due to challenges managing the large catalog, conversion rates on their product pages were low – stifling significant potential on Amazon. The outdoor apparel brand was in serious need of an overhaul of their digital merchandising strategy and execution on Amazon. Some of the brand’s products had multiple colors and sizes but were not falling under the same product detail pages. Not only did this create a difficult customer experience for shoppers, but it also limited the brand’s reviews and ratings – restricting potential sales. In addition, listing images and A+ content needed to be created or updated to improve conversion rates of each product detail page. The brand also struggled for years with 3rd party resellers listing products on Amazon. As a result, the brand lost the buy box up to 50% of the time which further emphasized their need to change how they were approaching their Amazon selling strategy. Due to the amount of 3rd party unauthorized sellers and broken product pages, the company reached out to Brandwoven for help. As an agency with an extensive experience in sporting goods and a team dedicated to digital merchandising, Brandwoven was able to quickly devote the resources needed to optimize Amazon product listings for the client’s entire catalog, and consult on an authorized reseller program to manage marketplace sellers. Brandwoven’s first priority was to properly variate all of the pages to make sure each product family stood on a single product page. This process also included combining reviews for the same products based on listing variations (i.e., the same ASIN with multiple sizes and colors). In improving listing page organization, potential customers could more easily shop the products, read and understand reviews, and jump from one product to another without having to sift through multiple pages to find their size or color. This change allowed more new customers to discover the brand and helped returning customers discover new products more easily than they were able to before. From there, Brandwoven had a heavy focus on product listing page design, like optimizing imagery and copy. It was imperative that the new product page images included specific details on each item, highlighting features and benefits. Brandwoven used this space to target consumer wants and key selling features of each product so the shopper could make a fast purchasing decision. Because the brand sold apparel and footwear, Brandwoven also added helpful size charts for customers to easily find their right sizing. By adding more of an emphasis on sizing in both the listing images and description, consumers were able to purchase with confidence, reducing the need to continue their search. This was also key to reducing return rates and negative reviews. As a direct result of the product detail page improvements, authorized reseller agreement, and exceptional partnership from the brand, the fishing apparel company saw a significant increase in sales. Within the first quarter after optimizations were completed, the brand saw a 411% increase in conversions compared to the previous year! Their rainwear product sales increased by 173% and have since been #1 in the category for nearly 2 straight years. Not only does the brand have multiple rainwear products at the top of the category, they also currently hold a Best Seller badge for several generic rainwear terms, which further shows the strength of their brand relative to other products in the category. Furthermore, the fishing clothing brand saw a decrease in the Lost Buy Box metric by 67% year-over-year. Before working with Brandwoven, the company owned the Amazon buy box less than 50% of the time. But, only a year-and-a-half into partnering with Brandwoven, the brand was owning the buy box at over 90%! Overall, Brandwoven was able to help this outdoor apparel brand better optimize their product listing pages, increase sales and conversions, and ensure that Amazon could be a profitable channel for the company for years to come. Read More

Brandwoven helped a consumer electronics company transition from Vendor Central to Seller Central resulting in a 64.4% revenue increase! The shift helped them gain more pricing control and long-term profitability on Amazon. After conducting a profitability analysis and determining that Midland Radio would be more profitable selling via 3P than 1P, Brandwoven helped the brand make the transition across platforms. Once Brandwoven understood Midland Radio's challenges, like an unsecure distribution network and margin erosion, we recommended the brand switch from Vendor Central to Seller Central. Step 1: Conduct a profitability analysis and feasibility study to ensure a transition from Vendor to Seller Central would be a profitable shift for the brand. Step 2: Develop a strategy to manage existing resellers and tighten up Midland's distribution network to avoid any more from emerging on Amazon. Step 3: Create an inventory forecasting plan that projected which ASINs were expected to be low stock and when. To truly be a successful Amazon 3P Seller, the brand needed a strategy to manage existing resellers and tighten up their distribution network to avoid any more from emerging on the Amazon marketplace. To combat this and prepare Midland for Seller Central success, Brandwoven helped the brand develop a new UPP pricing policy and reseller agreement that allowed the company to easily manage resellers on the Amazon platform. Amazon has a strict policy against selling products to both 1P and 3P at the same time, so Brandwoven helped select a proper cut-off date for when purchase orders would no longer be accepted on Vendor Central. For Midland Radio, after 5 months their Amazon Seller account sales eclipsed what they had been making on the former Vendor Central platform. Thanks to Brandwoven, Midland Radio executed a seamless transition from Vendor Central to Seller Central. The average sales price of Midland’s products also improved, showing a dramatic increase in the revenue per unit sold. Because of this, a major big box store that previously dropped the brand due to price cutting margins brought Midland’s products back in-store. By working with Midland Radio, Brandwoven demonstrated that transitioning from Vendor to Seller Central can help increase ASPs, grow sales volume, and ensure long-term profitability on Amazon. Read More