Baby
Baby products: from 70% ACoS to a product worth keeping
The family business was close to discontinuing the product. In the first months, ACoS fell to 23% and the decision changed from stopping to growing.
Period: First months of 2021Amazon PPC Management
Results
ACoS
70% → 23%
↓ 47 p.p.
Sales
+92%
Profitability
+43%
All changes measured against the account's performance before the engagement.
Run by Viktoriia Moroz.
Why no brand name. The client is under NDA. The category, figures, and period are as recorded; the family business itself is not named.
The client is a family-owned American business, built by parents of four around products they had needed themselves. They opened their first physical store in 2014 and expanded into strollers, car seats, travel gear, and feeding equipment.
In 2020 they decided to sell on Amazon.
What makes this category hard
Sellers of children's products compete against established household brands and against Amazon's own labels. Successful products lean heavily on branding, because parents are not buying a specification. They are buying reassurance that their child is in safe hands.
Protection and comfort are the priorities, and trust is what carries them. A new brand has none of it.
The constraint
Our client understood that advertising was the route to sales rank. They were also running the business full time and had no capacity to learn the mechanics of building and maintaining campaigns.
Profitability required ACoS below 50%, and it needed keyword dominance alongside it, because childcare is an unforgiving category to be second in.
The result
In the first months of 2021, ACoS fell from 70% to 23%.
Sales rose 92% and profitability 43%. Organic rankings on the target keywords improved along with paid performance.
The practical consequence mattered more than the percentages. The owner no longer had to decide whether to discontinue the product. It had earned the chance to stay, and then to grow month over month.