Amazon PPC & Listing Optimization Case Study: Potato Masher Brand
Client
Client: ABC from the USA
Domain: Kitchen & Home Goods / Amazon Marketplace
In the kitchen tools category on Amazon, client ABC sells necessities for the home. Since 2015, their main product, a potato masher, has been available on Amazon. Notwithstanding the product’s potential, the client encountered ongoing growth obstacles. In 2021, they teamed up with Ecom Expert (ecomexpert.org) to increase sales and profitability on Amazon.
| Metric | Before Ecom Expert (2021) |
| Best Seller Rank (BSR) | ~ 45,850 |
| Monthly Sales | ~ 100 units |
| Customer Reviews | ~ 1,200 |
| Advertising Cost of Sale (ACOS) | ~ 31% |
| Revenue on Sales (ROS) | ~ 3 |
| Price | $21 |
With poor targeting, the client had been primarily using Amazon PPC auto-campaigns. Variation structure and Amazon listing content were either nonexistent or out of date.
Challenge
The Potato Masher listing was not at all optimized when Ecom Expert took over the account:
- Low visibility: The fixed Best Seller Rank (45,850) hindered organic exposure.
- Low sales volume: The listing sold only 100 units on average each month.
- Unprofitable ads: The client drained profits by relying exclusively on auto-campaigns with a 31% ACOS.
- Limited reviews: Only 1,200 reviews, which limits conversion rates.
- Wholesale rights: The client harmed price control by granting other sellers wholesale rights.
- Outdated listing: No A+ content to establish credibility, little content, and no variations.
Repositioning the product as a high-end kitchen tool, increasing ad efficiency, and scaling sales were the client’s goals.
Solution
Ecom Expert put a comprehensive approach into place centered on Amazon PPC management, listing optimization, product variations, and pricing strategy on Amazon to spur growth. Important actions:
- PPC Overhaul: Structured manual campaigns utilizing high-intent, high-volume keywords were introduced in place of broad auto campaigns.
- Keyword Strategy: Primary and long-tail keywords related to potato mashers were investigated, such as “best potato masher,” “durable stainless potato masher,” “ergonomic potato masher”, “kitchen utensil potato masher”, etc..
- Listing Optimization: Title, description, and bullet points were rewritten. Refined backend keywords. Tags and variations arranged according to size and color.
- Variation Structure: introduced variations in size and color to cater to a range of consumer tastes and encourage more searches.
- Pricing Strategy: Product prices were gradually increased from $21 to $32.99 in order to reflect improved value, improved listing, and more positive reviews.
Services
- Amazon PPC Management
- Amazon Listing Optimization
- A+ Content Design
- Product Variation & Color/Size Structuring
- Pricing / Brand Positioning
Result
The performance considerably improved after applying Ecom Expert’s strategy:
| Metric | Before | After |
| Best Seller Rank (BSR) | ~ 45,850 | 277 |
| Monthly Sales | ~ 100 units | 60,000 units |
| Customer Reviews | ~ 1,200 | 14,000+ |
| ACOS | 31% | 9% |
| ROS | ~ 3 | 11 |
| Price | $21 | $32.99 |
Amazon PPC management, Amazon campaigns, and listing optimization made these changes possible along with appropriately structured variations and improved keyword targeting.
Technologies & Tools
- Tools for researching keywords (Helium 10, Jungle Scout, etc.)
- PPC Dashboard for Amazon Seller Central (manual campaigns)
- Amazon A+ content creator plus excellent photos
- Amazon Listings of variations (color & size)
Result Summary
The Potato Masher listing rose from near obscurity to category-leading status as a result of Ecom Expert’s efforts. In addition to significantly increasing sales, reviews, and the Best Seller Rank. We also significantly decreased advertising waste (ACOS), increased profitability (ROS), and increased perceived product value through premium content and pricing.
Client Feedback
“Our Potato Masher product line was totally changed by our partnership with Ecom Expert. Our sales, ranking, and reviews surpassed all expectations thanks to their revolutionary Amazon PPC management and Amazon listing optimization. — Customer ABC, USA”
