Seller Circle | Case Study

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90%

Increase in Sales over a 6 month period

20%

Reduction in ACOS

900%

Increase in NTB Orders

Brand Overview

Krishna Ayurveda, a health-focused brand specializing in diabetic and wellness products, sought to scale new listings, grow the market share of their hero products, and optimize ad spend. SellerCircle was tasked with building advanced advertising strategies to boost visibility, conversions, and profitability on Amazon.

Objectives

Expand Product Categories

Scale new product listings and improve visibility for newly launched categories while strengthening existing ones.

Grow Market Share for Hero Products

Enhance the market presence of best-selling items and identify new hero products for future scaling.

Optimize Advertising Spend Products

Ensure ad spend is distributed across key periods, focusing on peak buying hours to maximize performance.

Gain Customer Journey Insights

Use Amazon Marketing Cloud (AMC) to understand audience behavior and refine campaigns based on data-driven insights.

Challenges

Scaling New Product Listings in a Crowded Category

Krishna Ayurveda aimed to introduce new health and wellness products in a crowded and competitive category on Amazon. The challenge was breaking through the noise and establishing visibility for new listings, especially as more brands entered the health and wellness sector, particularly in diabetic care.

Market Share Growth for Hero Products in a Competitive Category

Despite having successful hero products in diabetic care, Krishna Ayurveda found it challenging to maintain and grow their market share due to aggressive competition targeting high-traffic keywords and product placements. Identifying new hero products to replicate the success of existing top-sellers was essential.

Optimizing Ad Spend in a Saturated Market

With numerous brands bidding for the same keywords and customer attention, Krishna Ayurveda faced high costs for visibility. Optimizing advertising spend efficiently was crucial to avoid ad wastage and ensure a sufficient return on investment (ROI).

Understanding the Customer Journey in a Complex, Competitive Environment

Understanding the customer journey became increasingly important for Krishna Ayurveda to gain deeper insights into how potential buyers interacted with their products and brand across different touchpoints on Amazon. Refining campaigns to target each segment of the journey was a priority to avoid inefficient and ineffective retargeting or conversion efforts.

Strategy

AMC + DSP + SP

SellerCircle developed custom AMC queries to analyze SP ad interactions, identifying how targets perform for each ASIN. This insight refined placements and boosted campaign results for Hero ASINs.

"Achieving retail success through a fully optimized Brand Store & premium A+ content."

Revamped Krishna Ayurveda's Amazon brand store, ensuring a seamless customer journey from product pages to the store, promoting cross-selling.

Enhanced A+ content and product detail pages (PDPs) with brand stories to boost engagement, increase basket size, and drive more traffic to the store.

Our strategy focused on driving traffic to the new store by leveraging Sponsored Brand Video and Sponsored Brand Product Ads to boost visibility and engagement.

Product Scaling & Hero Product Strategy

Using insights from AMC + SP , SellerCircle identified top-performing targets for the Hero ASIN, increasing placements and refining campaign focus. This strategic shift amplified visibility and optimized ad spend, driving stronger results for the Hero ASIN.

Dayparting with Amazon Marketing Stream

Leveraged data from Amazon Marketing Stream to implement dayparting, focusing ad spend during peak conversion periods.

Reduced unnecessary ad spending during low-traffic hours, resulting in efficient spend allocation while maintaining product competitiveness.

Tracking top-of-search placements to boost CTR for the brand, analyzing campaign-wise placement data from Marketing Stream for optimized performance.

Execution

Dayparting & Data-Driven Budgeting

Implemented dayparting strategies through Amazon Marketing Stream to serve ads during peak buying hours and optimize ad spend.

Amazon DSP & Retargeting

Ran retargeting campaigns via Amazon DSP to re-engage customers who visited Krishna Ayurveda's product pages but didn't convert. Personalized ads and special offers helped in converting these potential customers.

Path to Purchase Campaigns

Based on AMC insights, specific campaigns were created to target different touchpoints in the customer journey, especially for cart abandoners and those in the consideration phase.

Created SBV and SB Campaigns

Launched Sponsored Brand Video (SBV) and Sponsored Brand (SB) campaigns directed towards the new brand store to cross-sell products and increase consideration, driving traffic & engagement through the brand store.

Holistic Campaign Approach

Implemented a comprehensive, holistic campaign strategy that targeted both the linear and non-linear buyer journeys, ensuring continuous brand visibility and engagement across multiple touchpoints in the purchasing process.

Subscribe & Save Activation

Launched Subscribe & Save for key diabetic care products, increasing customer loyalty and driving repeat purchases.

Targeted Coupons for Cart Abandoners

Introduced targeted coupons for customers who abandoned their carts, incentivizing them to complete their purchase and driving conversions.

Market Basket Analysis for Combos & Packs

Analyzed frequently bought together products using market basket analysis, creating product bundles and multi-pack offerings to increase basket size and encourage customers to purchase complementary products.

Results

90% Sales Increase in 6 months

Krishna Ayurveda doubled their sales from ₹1.41 crore in March to ₹2.37 crore by September.

20% Reduction in ACOS

Optimized advertising strategies, especially through dayparting, led to a 20% reduction in ACoS, ensuring more profitable growth.

Increase in NTB Orders

New-to-brand (NTB ) orders surged from 793 in March to 7,000 by September—a 900% increase, highlighting significant brand growth.

Improved Basket Size

Through effective store redesign, cross-selling strategies, and enhanced PDPs, the average basket size increased by 25%.

Conclusion

By leveraging Amazon's advanced advertising technologies, SellerCircle helped Krishna Ayurveda achieve exceptional growth across multiple fronts. From scaling new product categories and growing hero product's market share to optimizing ad spend and refining the customer journey, our holistic and data-driven strategy resulted in a 90% sales increase and a 20% reduction in ACoS and maintain a Total ROAS of 5.15 during the period. These successes highlight the importance of targeted, technology-driven Amazon advertising in driving profitable growth for brands.