We recently worked with a company that manufactures toys and games for kids, such as remote control cars, barbie dolls, interactive mobile phones, road race tracks, etc. The main goal of the company is to make each and every child happy with the toys they use. In short, quality means everything to my client.
However, the toy manufacturing company (our client) online presence wasn’t keeping pace with the upcoming challenges and the rising competition.
CHALLENGE
When our client started on Amazon, everything went according to plan, and they managed to create a strong presence in their niche. However, the competition got more challenging, and the product sales grew significantly slower than the niche average. In addition, the company faced another problem of not converting the sessions and pageviews into orders. They were also receiving product returns regarding the packaging issue from the customers, damaging the brand’s reputation. Later, we started working to resolve all these issues.
SOLUTION
To identify the drop in product sales and beat the rising competition, our Amazon Advertising Agency – Sipransh Ecommgrowth analyzed and proposed an Amazon marketplace optimization strategy to the client.
ACTIONS
After thoroughly examining the brand’s situation, we decided to take several steps simultaneously. In particular, we wanted to find out why suddenly the brand started losing sales and ranking on their keywords, so we began to track each keyword, its positions, and its performance. This way, we could gain complete control over the keywords and then start promoting other sets of keywords.
We applied the Amazon marketplace optimization strategy that covered a full Amazon SEO + PPC management service.
- Keyword tracking & ranking analysis: At first, we started with figuring out the most relevant placement for each keyword.
- Content marketing for product listings: Content marketing being the most effective way to generate the trust & interest that lead to more organic traffic, we worked on optimization of the listings by creating content that explains the products and their benefits.
- Amazon SEO / Listing optimization: We also added all the relevant keywords to generate targeted organic traffic to our listings.
- Amazon PPC management: We kept changing the bidding strategy every other day to cut unnecessary spending.
- Sponsored Display & competitor targeting ads: We also targeted competitor’s products with Sponsored Display ads to lure customers off their product detail pages.
- Creative optimization: Lastly, we did the final step of changing the creatives of the product, which made our full product ready to get sales. Basically, used Amazon A+ Content service.
WHAT CHANGED
It has been more than one month and till now we have seen tremendous increase in sales. The main benefit our client has received from the Amazon PPC Management , bidding strategy, and SEO optimization is a good increase in organic sales. Also, improvement in the keyword ranking and impressions for the competitive search terms. Overall, the listing optimization helped increase the unit session percentage for all products.
RESULTS
During the month of August, we increased a lot of stats for the brand’s products. The Ordered Product Sales increased by approx 376% as compared to July 2022 and the maximum bulk of sales came from organic traffic. The Unit Session Percentage also increased by 1.72%. Below are the detailed stats for the month of July and August 2022.
Jul 1st to Jul 31st, 2022:
- Sessions: 37,107
- Page Views: 28,338
- Unit Session Percentage: 0.54%
- Units Ordered: 199
- Ordered Product Sales: $17,489.66
August 1st to Aug 29th, 2022:
- Sessions: 41,367
- Page Views: 62,174
- Unit Session Percentage: 2.26%
- Units Ordered: 929
- Ordered Product Sales: $83,364.15
These results indicate that the brand not only regained visibility across key keywords but also attracted more targeted traffic, leading to higher engagement, improved conversions, and a steady increase in sales after optimization.
Key Takeaways for Decision-makers
- Visibility drives velocity: Regaining keyword rankings and impressions directly improved organic sales growth without relying heavily on paid traffic.
- SEO and PPC perform best together: Keyword tracking, listing optimization, and agile bidding strategies worked in sync to improve discoverability and conversion efficiency.
- Optimization beats expansion: Instead of launching new products, refining listings, creatives, and ads unlocked significant growth with lower risk and faster returns.
Conclusion
For the Toys & Games brand, Amazon marketplace optimization was more than a tactical fix,it became a growth accelerator. By addressing keyword performance, listing quality, ad efficiency, and creative presentation, the brand moved from stalled growth to a high-performing, competitive position in a crowded category.
Within just one month, the brand achieved a 376% increase in ordered product sales, a sharp rise in organic visibility, and a 4x improvement in unit session percentage. The shift from underperforming listings to fully optimized product pages strengthened both customer trust and long-term sales potential, proving the impact of a holistic Amazon SEO and PPC strategy.
Optimized Listings Turn Browsers Into Buyers
Your success on Amazon depends on how well your products are found, trusted, and chosen.
Request an Amazon marketplace audit today to see how strategic optimization can drive sustainable sales and outperform your competition.
