Overview
A premium supplement brand had previously been on Amazon for several years before pulling back to focus on DTC and wholesale. They returned to Amazon with a fresh strategy, refreshed catalog, and a clear thesis: build a tightly structured account from day one rather than recreating the previous setup.
Over 6 months from relaunch, the brand generated $1 million in revenue at TACOS under 7 percent and ACOS at 25 percent. The relaunch outperformed the previous Amazon period in both revenue velocity and efficiency.
The supplement category is structurally hostile to launches and relaunches. CPCs are elevated. Customer skepticism is high. Reviews matter more than in most categories because supplements are an "ingestion" purchase. The structured playbook compressed what would normally be a 12-month ramp into 6 months.
This case study is about relaunching with discipline. The brand had Amazon history and customer awareness. The strategy treated that as an asset to be leveraged, not a constraint to work around.
Brand background and starting conditions
The brand is a US-based premium supplement company with a loyal DTC customer base and growing wholesale presence. They had previously been on Amazon for approximately 18 months before stepping away to refocus on DTC channel development. The decision to return to Amazon was strategic: the brand wanted incremental customer acquisition without compromising DTC margins.
The category they were re-entering is one of the more competitive segments in supplements. Premium positioning, $40-$80 average selling price, multiple ingredients with regulatory considerations, customer base that does heavy comparison shopping.
The brand returned with a refreshed catalog covering core product lines plus new product launches that hadn't been on Amazon before.
- Catalog at relaunch: 10 SKUs (covering core product lines plus 2 new product launches)
- Pre-engagement Amazon history: Previously on Amazon for approximately 18 months before stepping away
- Average selling price: Premium positioning (~$40-$80 range)
- PPC infrastructure: None at relaunch (rebuilt from scratch)
- Organic footprint: Some residual brand recognition from previous Amazon period; category ranking had decayed
Initial challenges
- Competitive supplement category with elevated CPCs
- Premium price point requiring strong listing conversion to justify clicks
- Previous Amazon history creating expectations (the brand had performed at a certain level before; the relaunch had to exceed it)
- Need to acquire customers efficiently while building a recurring subscription base
- Regulatory considerations on supplement claims affecting copywriting and ad creative
Our strategic approach
The strategy combined branded keyword domination, structured non-brand acquisition, broad and auto campaign expansion for keyword discovery, and creative brand awareness campaigns including video ads.
Branded search term domination
Secured all branded keywords to prevent competitors from poaching sales and to ensure brand visibility remained strong as the relaunch ramped. Branded campaigns were structured separately with their own budgets and KPIs so they could be measured and scaled independently of non-brand acquisition.
Non-branded keyword optimization
Focused on ranking products for high-converting non-branded search terms to expand organic reach and improve click-through rates. Built keyword research from the previous Amazon period's data plus current category search behavior. Prioritized keywords with proven conversion potential before scaling to broader terms.
Broad and auto campaign expansion
Launched targeted broad match and auto campaigns to discover new profitable keywords and increase overall sales volume. The discovery layer fed proven keywords back into the structured branded and non-branded campaigns over time.
Creative brand awareness
Developed and deployed video ads and creative ad formats to attract new-to-brand customers, grow the subscriber base, and establish long-term brand loyalty. The creative work supported the premium positioning the brand needed to defend.
Headline metrics
Three headline metrics from the relaunch engagement: total revenue, TACOS, and ACOS across the first six months post-relaunch.
Results summary
| Metric | Result | Target |
|---|---|---|
| Total revenue (6 months) | $1,000,000+ | $1M target |
| TACOS | Under 7% | Sustainable organic growth |
| ACOS | 25% | Balanced ad efficiency |
| Branded keyword coverage | Full | Prevent competitor poaching |
| New-to-brand customer growth | Strong | Subscriber base expansion |
Results
- Total revenue: just over $1 million across the first six months post-relaunch
- TACOS sustained under 7 percent across the engagement
- ACOS controlled at 25 percent (account-blended)
- Branded keyword coverage secured to prevent competitor poaching
- Creative brand awareness campaigns drove meaningful new-to-brand customer acquisition
- Established a strong subscriber base for long-term retention
What we learned
Brand history is an asset, not a constraint. Brands relaunching with prior Amazon recognition can compress the typical 12-month launch ramp into 4-6 months if the structure is right.
Listing rebuilds matter more on relaunches than on launches. Old listings carry expectation baggage. Customers who knew the brand from before compare the relaunch to their previous experience.
Branded keyword domination matters most in categories with active competitor bidding. Locking down the brand's own search terms early prevents incumbents and adjacent brands from siphoning recognition-driven traffic.
TACOS-led management on relaunches enables aggressive early spending on ranking and category coverage without panic later. Optimizing for ACOS too early is a common failure mode that prevents the engine from ever reaching scale.
Detailed monthly performance data is available on request to qualified prospects.