Strategizing in Restricted Product Categories
The Challenge
GO works with a brand that wanted to increase traffic and sales, but their category has substantial advertising limitations across Sponsored Ads, DSP, and Streaming TV. One product line couldn’t run any Sponsored Ads or deals on Amazon whatsoever.
To compound the challenge, Amazon was substantially shrinking weeks of coverage (WOC) and, due to the nature of their products, they were unable to utilize Vine and consistently experienced content rejections.
Our Solution
To maneuver around these headwinds, GO implemented the following strategies to promote brand growth:
Born to Run (BTR): Ran weekly audits of Amazon orders, consistently updated the BTR tracker, ensured the brand maintained 6-8 on-hand WOC and 8-10 total WOC, tracked ASIN sell-through rates on BTR orders, and moved rejected BTR ASINs to Seller Central.
Content: Tested different content to see if ads & deals still got rejected, removed any keywords that triggered Amazon rejection, eliminated packaging images that displayed the brand, and switched their most restricted products over to an adjacent sub-node with fewer restrictions.
Subscribe & Save (SNS): Began allocating budget toward SNS and tested different discount types to see what SNS shoppers preferred.
Sponsored Ads: Leaned into Sponsored Brand generic terms and Spanish category keywords and targeted competitor keywords & 3P sellers.
Trade Desk: Used non-Amazon programmatic advertising to drive awareness and traffic to PDPs and the Brand Store and employed Amazon attribution tags to monitor traffic & conversion data.
Results
The brand’s shipment goal was $4.9 million in 1H of Y2. Through these tactics, our team helped them achieve:
$5M
1H of Y2 shipments
+18%
YOY increase in glance views
+15%
YOY increase in shipped COGS
+5%
YOY increase in conversion
