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Español90% sales growth in 10 months on Amazon Vendor through a strategic approach
The Client
Swing Fashion is a premium clothing brand that we have partnered with almost since the very beginning of their Amazon journey.
Their range primarily features dresses for special occasions, such as weddings, christenings, and formal parties, alongside everyday wear. Swing Fashion also offers other premium garments, including skirts, jumpsuits, and shirts, all expertly crafted from high-quality fabrics.
The Challenge
During a free consultation, Swing Fashion’s Sales Director shared their current Amazon operations and the hurdles they were facing in scaling their business:
- Poor listing visibility: Swing Fashion’s products were struggling to get noticed by potential buyers, stalling overall sales growth.
- Suboptimal listing quality: The listings needed an overhaul. Weak titles, poor descriptions, inadequate imagery, and a lack of product variations (parent-child listings) were making the products less appealing to shoppers.
- Underutilised promotional tools: The brand wasn’t making the most of advertising options like Amazon Ads or a dedicated Brand Store, which severely limited their reach and competitive edge.
- Lack of brand awareness: The absence of a cohesive strategy to build Swing Fashion’s brand awareness on Amazon made it difficult to establish customer trust and long-term loyalty.
The Solution
The Audit
We kicked off our partnership with a comprehensive account audit, pinpointing the core issues holding the brand back: poor visibility, a lack of promotional activity, weak brand presence, and suboptimal listing quality (covering titles, descriptions, photos, and missing variations).
Strategy & solutions
We operate on the principle that while a great product speaks for itself, it’s our job to ensure it gets seen. Therefore, our strategy was firmly rooted in building Swing Fashion’s brand awareness and securing a foothold in the minds of Amazon shoppers.
Implementing the changes
After defining our goals and mapping out the strategy, we got to work. Leveraging historical sales data, category analysis, and competitor research, we took the following steps:
Optimised and expanded listing titles with high-impact keywords.
Enhanced the bullet points section for better readability and SEO.
Populated backend search terms (Generic Keywords).
Launched a dedicated Amazon Storefront.
Rolled out targeted Amazon Ads campaigns.
Listing optimisation
A well-crafted listing is a strategic cornerstone of selling on Amazon. We revamped the titles to be highly keyword-rich, seamlessly integrating these search terms into the bullet points and standard descriptions. We also ensured that key product attributes were clearly highlighted just above the bullet points to drive conversions.
Brand Store
Amazon Stores provide an immersive, multi-page shopping environment to showcase a brand and its catalogue. Data shows that Stores with three or more pages enjoy an 83% longer shopper dwell time and 32% higher attributed sales per visitor. Utilising Amazon’s native analytics to track performance, we saw phenomenal results: within just a few months, Swing Fashion generated over €14,000 in sales directly through their Brand Store alone.
Launching Amazon Ads campaigns
A crucial aspect of our strategy is maximising ROI by keeping advertising costs in check. To measure this, we closely monitor the Advertising Cost of Sales (ACoS). After analysing the competitive landscape and our available budget, we set a target ACoS of 20%. Since launching the campaigns, we have successfully maintained an average ACoS of just under 19% – an excellent result for this highly competitive clothing category.
The Results
As we gradually rolled out and refined our strategy, the impact on sales became undeniable, with steady month-on-month growth. The difference in sales volume between the initial phase in February and the end of 2023 was an impressive 90% increase.
Moving forward
Our partnership with Swing Fashion is ongoing. We continuously tweak and optimise all sales elements to adapt to the ever-changing landscape of the Amazon Vendor marketplace.
We are confident that by exploring new advertising formats, strategically adding new products to our campaigns, and keeping a close eye on competitor movements, we can drive those sales figures even higher.
Would you like to achieve similar results with us?
Let's talk about growing your sales across marketplaces!
