Seventh Generation Increases AMS Sales by 441.41%
Based in Vermont, Seventh Generation sells cleaning, paper, and personal care products designed with human health and the environment in mind.
Seventh Generation teamed up with CPC Strategy to scale their business on Amazon
Seventh Generation teamed up with CPC Strategy to scale their Amazon Vendor operations. Since joining, Seventh Generation was able to significantly improve their online advertising efforts through Amazon Marketing Services, increase order volume and lower ACoS.
Seventh Generation’s Primary Goals
- Increase AMS Sales & Lower ACoS
- Increase Sales on Amazon Prime Day (2017)
Period Analyzed: 2016 vs 2017 (Amazon Marketing Services)
Increase in Weekly Sales
Decrease in ACoS
CPC Strategy addressed each of Seventh Generation’s goals by leveraging in-house Amazon optimization strategies and techniques
Goal 1: Campaign Optimization
Seventh Generation needed to improve their campaign management efficiency in order to scale. Shortly after they joined CPC Strategy, we implemented the use of in-house technology, which allowed Seventh Generation to apply product-level bids throughout their entire catalog.
By restructuring their AMS campaigns, we were able to dissect and bid aggressively on keywords and products most likely to convert. Now, Account Managers can easily edit and update campaigns in a matter of minutes instead of hours. These improvements also provided more control over ACoS objectives by product category.
Optimize Brand Page
We also worked with Seventh Generation to improve their brand page.
Amazon Pages is an Amazon Marketing Services (AMS) advertising feature that allows brands to create a customized landing page, giving vendors increased exposure on the Amazon Marketplace.
As seen in the image, the custom brand page we created for Seventh Generation mimics their website layout and includes additional selling points (not easily communicated through the product detail page).
Goal 2: Increase Sales on Amazon Prime Day
For Amazon Prime Day, CPC Strategy created 55 new campaigns for Seventh Generation. The goal of these campaigns were to increase brand awareness in highly competitive home and personal care categories.
CPC Strategy crafted compelling Ad Copy that highlighted Prime Day discounts, driving clicks and purchase of Seventh Generation Products. This specific strategy paid off and Seventh Generation saw 100.55% increase in total sales (compared to the previous week) on Amazon Prime Day in 2017.
“CPC Strategy has been a terrific partner in helping us scale both our sales and traffic on Amazon. In addition to proactive management of our AMS account, CPC Strategy’s subject matter experts provide cutting-edge tactics and solutions. Moreover, as the marketplace continues to evolve, CPC Strategy works as an agile partner to help us react and grow our business.”
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