Transforming a baby brand’s Amazon performance after prolonged stagnation
5 January 2026
The Challenge
A well-established baby brand approached us after more than a year of flat sales on Amazon. Despite strong retail distribution, their online performance wasn’t growing. Listings lacked relevance, imagery felt outdated, and advertising spend was increasing without delivering meaningful returns. The brand needed a structured, conversion-focused rebuild to unlock sustained growth.
The brand faced several barriers limiting visibility and conversion:
The brand faced several barriers limiting visibility and conversion:
1. Outdated Listings
Product titles were overly long and keyword-stuffed, bullets focused on features rather than parent benefits, and descriptions lacked depth. Trust signals such as safety standards, certifications and usage guidance were missing - crucial for decision-making in the baby category.
2. Weak Visual Storytelling
The imagery didn’t communicate quality, safety or real-life use. There were no lifestyle shots, no feature-led infographics and no consistency across variations, making it difficult for parents to quickly understand the value.
3. Rising Advertising Costs
The ad account had grown reactively, with heavy reliance on broad match and auto campaigns. With no negative keyword strategy or placement optimisation, ACOS had climbed above 48% while revenue remained stagnant.
4. Operational Gaps
Stockouts, inconsistent variations and slow review generation created instability in ranking and conversion.
Our Solution
We took a holistic approach that addressed creative, SEO, advertising and operations:
We redesigned the account into a simplified, scalable model:
We supported the brand with inventory planning, variation clean-ups and review-building strategies, all essential for ranking stability.
1. Listing Optimisation
We rewrote titles, bullets and descriptions with clear, parent-focused messaging backed by keyword research. Benefits were reframed around safety, ease of use and reliability. Long-form descriptions were restructured for readability and trust-building.
2. Complete Creative Overhaul
We developed a new image stack built for conversion:
- Mobile-optimised main image
- Lifestyle scenes showing real-world use
- Clean, educational infographics
- Consistent branding across variations
This strengthened trust and instantly improved product clarity.
3. Advertising Restructure
We redesigned the account into a simplified, scalable model:
- Keyword isolation for high-intent searches
- Negative keyword hygiene to reduce waste
- Sponsored Brands and Display added for upper-funnel reach
- Weekly bid and placement optimisation
This reduced inefficiencies and shifted spend toward profitable search terms.
4. Operational Improvements
We supported the brand with inventory planning, variation clean-ups and review-building strategies, all essential for ranking stability.
The Results
The transformation delivered measurable improvements across the board:
+48% increase in sessions from stronger keyword visibility and improved CTR
+61% increase in revenue driven by higher conversion and more efficient advertising
ACOS reduced from 48% → 30%, significantly improving profitability
Top-10 keyword rankings achieved in multiple core search terms
Enhanced brand perception, reflected by better reviews and stronger customer engagement
The brand now has a stable, scalable Amazon foundation and a clear roadmap for further product expansion.
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