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King of Flash Case Study

Office products brand increased sales by 173% in 12 months without increasing TACoS
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70%

Increase in number of total Page 1 ranked keywords

14.5%

Average Month-over-month organic sales growth

The Brand

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King of Flash was already widely recognized as a successful printer cartridge company before partnering with Sophie.
Even though they had high sales volume both on and off Amazon, they were experiencing a competitive squeeze on the Amazon marketplace and partnered up with Sophie to leverage the experience of seasoned marketplace experts, without having to spend their valuable time navigating the complex and fiercely competitive landscape of PPC and marketplace strategy for this competitive niche.
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They Were Losing The Battle.
We Knew We Could Win The War.

King of Flash was getting squeezed by competitors who seemed to be able to spend unlimited amounts to win the click, making PPC un-economical.
Upon onboarding King of Flash, we uncovered a number of core issues and insights:
1. Low priced products
Many of King of Flash’s products were priced below $15, some below $10. At these price points, it can be difficult to make PPC economical and worth while.
2. Highly Competitive Niche

King of Flash was selling in a space dominated by very large and well established players with deep pockets, making it difficult to compete for the click and causing them to run out of budget before the highest converting times of the day for their primary keywords.

3. Low organic ranking
King of Flash was not ranking well organically, making them too PPC dependent and causing an unbalanced ratio of PPC sales to organic sales.
4. Un-optimized titles and listing content
The ink cartridge niche has a very unique search query landscape. Rather than 2 or 3 primary search terms everyone is bidding for, there are a large number of search terms with high buyer intent due to shoppers searching for cartridges for their specific model. King of Flash’s titles were not speaking to these specific search intent categories in an effective and targeted way, causing them to lose the click to other competitors.

How We Grew King of Flash in a Flash

King of Flash was great at branding and product development, but they didn’t have the time to go deep into Amazon-specific market strategy. We completed a deep investigation of of both their brand and the competitive landscape, then crafted a multi-layered strategy based on our key insights that set them up for success.

We optimized product titles for high-search-intent keyword families

Because of the unique keyword landscape for printer cartridges in our space, we needed a more sophisticated approach for title optimization. Using previous data generated by PPC search term reports, we optimized titles to match the PPC strategy we put in place.

We put in place a multi-level retargeting campaign strategy

By analyzing past purchase behavior, we were able to determine the average time between purchases for printer cartridge refills. This allowed us to set up Amazon Sponsored Display purchase retargeting with a lookback period that targets shopper right when they run out of ink from their last purchase. These campaigns were extremely lean and economical, bringing down our overall ACoS and adding a new consistent flow of sales.

We took up more shelf space

Due to a landscape with a high number of low-volume, high-purchase-intent keywords, we knew we needed to take up more "shelf space" for our best converting keywords. To accomplish this we split out some variations so that we could take up 2 spots in top-of-search Sponsored Products ads instead of 1, gaining us more clicks and purchases for our best performing highest relevance keywords.

We Implemented aggressive ASIN-targeting Campaigns

Due to a landscape with a high number of low-volume, high-purchase-intent keywords, we knew we needed to take up more "shelf space" for our best converting keywords. To accomplish this we split out some variations so that we could take up 2 spots in top-of-search Sponsored Products ads instead of 1, gaining us more clicks and purchases for our best performing highest relevance keywords.

We implemented aggressive targeted ranking campaigns

Because of the unique keyword landscape for printer cartridges in our space, we needed a more sophisticated approach for title optimization. Using previous data generated by PPC search term reports, we optimized titles to match the PPC strategy we put in place.

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Results

Ordered Product Sales

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Saf Jesani | King of Flash

"Sophie Society has been instrumental in increasing our organic ranking and sales on Amazon over the past year. Their expertise and strategies have delivered outstanding results, taking a significant burden off my shoulders. I highly recommend their services to anyone looking to achieve remarkable growth on Amazon."

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