Introduction
In the fiercely competitive Health & Household category, where every brand vies for the top spot, one particular brand stood out with its bestselling product. As Prime Day 2024 approached, the challenge was clear: maintain this bestseller status while navigating an onslaught of competitor discounts. Profit Whales was tasked with not only consolidating the brand’s organic positions but also ensuring that it did not lose ground during the high-stakes event.
The Challenge
The brand’s main product is a bestseller in its niche, a position that demanded both strategic defense and offense as Prime Day approached. The primary objective was to safeguard this status and ensure that the brand did not slip amidst aggressive discounting by competitors. This required a careful balance of organic strategy and paid advertising, especially with the increased competition and rising CPCs during Prime Day.
Our Approach
Enhancing Top of Search Visibility:
To maintain the brand’s dominance, we increased the percentage of traffic driven to Top of Search placements, ensuring that the brand remained highly visible even as competitors ramped up their efforts.
Budget Optimization:
Recognizing the potential for high CPCs on Prime Day, we strategically raised budgets ahead of time. This proactive move allowed us to capture key placements without overspending and ensured that the brand’s products remained front and center for potential buyers.
Prime Day Execution:
On Prime Day, we leveraged Prime Exclusive Deals to attract deal-seekers and further boost visibility. Simultaneously, we adjusted the Top of Search modifier to avoid excessive spending while maintaining strong performance, ensuring that the brand capitalized on the surge in traffic without unnecessary costs.
Results
Maintained Bestseller Status:
Despite intense competition, the brand successfully retained its bestseller position throughout Prime Day, a testament to the effectiveness of our strategic adjustments and targeted advertising efforts.
Optimized Ad Spend with High ROI:
Our careful management of budgets and bid strategies allowed the brand to achieve excellent ROI, avoiding the pitfalls of overspending even in a high-stakes environment.
Conclusion
This case study showcases how strategic planning, dynamic budget management, and precise execution can help a brand maintain its competitive edge, even during major sales events like Prime Day. By understanding market dynamics and adjusting in real-time, Profit Whales ensured that the brand not only held its ground but thrived during one of the most competitive days of the year.
At Profit Whales, our expertise in Amazon advertising and e-commerce strategy enables our clients to achieve outstanding results, regardless of market pressures. We’re committed to driving success and keeping our clients at the top of their game.
Next Steps
Looking ahead, we plan to refine our approach by incorporating more sophisticated predictive analytics and exploring new promotional opportunities to deliver even greater results in future Prime Day events and beyond.
