DTC Personal Care Brand: Amazon US Marketplace Search-Rank Flywheel
Amazon US marketplace expansion for a DTC personal care brand, building the paid-to-organic search-rank flywheel that converts a Shopify-only revenue base into a defensible Amazon category position.
Growth in Conversions
DTC brand needed to extend from owned site to Amazon marketplace without cannibalizing direct sales or losing brand control.
Content Optimization
MOART built listings architecture, set up FBA infrastructure, ran PPC keyword optimization, and put MAP and 3P-seller controls in place.
Organic Traffic
1682%
Dramatic Increase
Project Overview
The brand had a strong Shopify business but was losing search visibility to category competitors on Amazon. Including, by the time the engagement started, three counterfeit listings using the brand's own product imagery. Expanding to Amazon was no longer optional; the real question was whether to build a real Amazon program or treat the channel as a defensive listing. Going in defensively meant ceding the category to whichever competitor invested in search rank first. The strategic problem was building Amazon as a real revenue channel without cannibalizing the DTC business that funded acquisition.
Execution
MOART launched 14 ASINs with A+ Content and a Brand Store architected around category-defining search terms rather than brand terms, ran a Month 1-3 paid campaign weighted toward Sponsored Brands and Sponsored Products on high-intent category keywords to seed organic rank, enrolled hero SKUs in Subscribe & Save to build the repeat-purchase signal Amazon's algorithm weights, and filed Brand Registry plus 7 ASIN takedown actions against counterfeit listings. By Month 6 the program had shifted from paid-led to organic-led on the four ASINs that anchored the category-term strategy.
Project Results
14 ASINs live with A+ Content, TACoS improved from 41% in Month 1 to 12.6% by Month 6 as organic rank compounded, Subscribe & Save attach reached 28% on hero SKUs, all 7 counterfeit listings removed via Brand Registry, and the brand achieving top-3 organic rank on 6 of 11 priority category keywords by Month 9.
Conclusion
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