The challenge: Channel conflict and untapped opportunities
A premium skincare brand, known for its presence in Macy’s, Sephora, and Ulta, was looking to expand its footprint on Amazon. However, unauthorized sellers were undercutting their pricing and disrupting sales, making it difficult to control their brand presence. Additionally, their advertising efforts were overly defensive, focusing only on branded terms, while merchandising and creative elements were not fully optimized for Amazon’s unique ecosystem.
The strategy: A comprehensive approach to growth
- Creative optimization – Amify revamped product pages, refreshed the brand store, and enhanced advertising units, introducing videos to maximize reach and conversion.
- Brand protection & mitigation – Unauthorized sellers were removed where possible, and a shift toward brand-exclusive opportunities—like custom kits and virtual bundles—helped retain sales even in cases where a clean Buy Box couldn’t be achieved.
- Advertising & scale – A four-pillar advertising strategy expanded beyond branded terms, increasing investment in high-performing campaigns while maintaining strong ROAS.
- Supply chain support – Amify’s warehouse helped accelerate inventory flow into FBA, reducing out-of-stock incidents, while the brand was coached on faster direct-shipping methods.
Results
• 63% YoY revenue growth · including an 82% increase in Virtual Bundle revenue
• 96% increase in branded search volume on Amazon since the partnership began
• 60% conversion rate driven by content and advertising optimization
• 9x subscriber growth · now making up 10% of total channel revenue
The impact
By addressing channel conflict, optimizing advertising and merchandising strategies, and improving inventory management, the skincare brand saw dramatic growth in sales, search visibility, and customer retention. With a stronger Amazon presence, they are now positioned for long-term marketplace success.
