Go Cartwheel | Nit Happens had a strong best-seller and an agency pouring resources behind it. The real opportunity was sitting elsewhere in the catalog, here's how we found it without putting existing revenue at risk.
When AmzInsightly took over the account in July, the opportunity was clear: strong products, an established presence, and clear market demand. What the account lacked was structure around where the next phase of growth could actually come from.
The previous agency had been heavily focused on one best-selling product. On the surface, that made sense, best-sellers naturally get the most attention because they already generate the most sales. But our analysis showed something different: the biggest opportunity wasn't necessarily the product generating the highest sales today. It was the product and product segment with stronger potential for sustained demand, repeat purchases, and future growth.
One of the biggest mistakes an Amazon brand can make is assuming the best-selling product should always receive the majority of growth investment. Instead of asking "which product sells the most?" we asked "which products have the strongest potential to drive sustainable growth?"
We built the strategy around four interconnected areas, product portfolio strategy, data-led advertising, conversion optimization, and organic growth, moving from a single-product-focused approach toward a portfolio-led growth strategy.
The analysis showed that while the existing best seller deserved continued support, another product had the characteristics needed to become a meaningful growth driver, an opportunity to diversify the account's revenue engine.
The hero product kept receiving the support it needed to maintain performance, while we simultaneously increased visibility and testing around the product with stronger growth and retention potential.
We implemented a structured approach across discovery, performance, and defensive campaigns, built around a continuous harvest-and-promote system: new search terms surfaced through broader campaigns, and terms that showed meaningful conversion potential were promoted into more controlled performance campaigns. Discover → Validate → Promote → Scale → Discover again.
We expanded the account's search footprint by 35% in unique converting search-term coverage, while ad orders generated through search terms increased 95%.
Traffic and advertising were only part of the picture, conversion rate was limiting how much of that traffic the account could actually capitalize on.
We ran controlled A/B tests outside Amazon comparing messaging, positioning, benefits, and value proposition, gathering evidence before implementing changes into the Amazon listing.
Side-by-side creative comparisons helped us understand whether the conversion issue was tied to product communication, visual hierarchy, benefit presentation, or overall creative positioning.
Sessions increased 62%, while conversion rate improved roughly 29% on a relative basis. Ad conversion improved by roughly 28%, and click-through rate increased by roughly 28% as well.
The most significant strategic win was the performance of the product that hadn't previously received the attention its potential warranted. Its revenue increased by roughly 1,600% month over month, sessions increased by roughly 168%, and its unit session percentage improved by more than 500% on a relative basis.
Advertising-attributed sales increased by roughly 102%, advertising orders increased by roughly 95%, ROAS improved by roughly 25%, and ACoS improved by roughly 20% on a relative basis.
Organic and non-ad revenue increased by roughly 410%, and the percentage of total revenue coming from organic sources more than doubled.
| Growth Indicator | Change |
|---|---|
| Sales | +124% |
| Units | +117% |
| Sessions | +62% |
| Conversion Rate | ~29% relative improvement |
| Ad Conversion Rate | ~28% relative improvement |
| Click-Through Rate | ~28% improvement |
| ROAS | ~25% improvement |
| ACoS | ~20% relative improvement |
| Organic & Non-Ad Revenue | ~410% growth |
| Converting Search-Term Coverage | +35% |
| Search-Term Ad Orders | +95% |
| Breakout Product Revenue | ~1,600% growth |
The bigger lesson: a product can be the current revenue leader without necessarily being the strongest opportunity for future growth. Don't just scale what's already selling. Find what should be selling next, prove the opportunity, and build the system to scale it.