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Case study BestForm

Amazon

A Polish craft manufacturer on 7 Amazon marketplaces: building global sales of children’s products

Bestform wooden kitchen helper for a child
  • 7Amazon marketplaces
    since our partnership began
  • ×5sales from ads
    (Dec 2023 vs Dec 2022)
  • Product database built
    in Baselinker

About the client

The BestForm brand specialises in children’s products made from natural wood. Its range includes kitchen helpers and children’s shoe cabinets. Both types of product encourage a child’s independence, which has a positive effect on their development and self-confidence.

Wooden rack with children’s shoes in a hallway

What BestForm offers

CategoryProducts
Kitchen helpers for childrenkitchen helpers for children
Children’s furniture and accessorieswooden benches and shoe cabinets for children

Industry

The children’s products sector on Amazon is growing alongside parents’ rising interest in products that support young children’s independence and development. In this segment, it is not only build quality that counts but also trust in the brand – parents look for products that are safe, certified and tried and tested by other customers. For manufacturers entering foreign marketplaces, this means building visibility from the very beginning, often in several countries at once, and competing with international brands that have been on the platform for years. This is exactly the situation BestForm found itself in when it started working with our agency.

The client’s challenges

During a free consultation, we sat down with the client and mapped out all the challenges ahead of us:

  • Lack of product visibility and brand awareness on Amazon – BestForm needed to increase the visibility of its wooden furniture and build brand awareness on the platform.

  • The need to optimise listings for keywords and content – product titles and descriptions lacked the right keywords, and the listings were missing engaging graphics, infographics and video content.

  • Effective management of advertising campaigns – paid ads needed a well-planned launch and ongoing optimisation to increase sales and keep advertising costs at an acceptable level (ACOS).

  • Expanding into new marketplaces – the company planned to move beyond Amazon, which meant adapting its sales strategy to the requirements of other platforms such as Allegro.

What we did

The start of our partnership

We started working with the client from scratch, focusing first on getting the entire product range onto Amazon with carefully chosen titles and descriptions. We launched the products on seven marketplaces at once: German, French, Italian, Spanish, Dutch, Belgian and Swedish. Launching a children’s products brand on so many of Amazon’s international marketplaces meant tailoring the content to the local specifics of each one, while keeping the brand image consistent.

At first, the priority was to increase product visibility and brand awareness on the platform – so that BestForm’s children’s furniture reached parents looking for specific solutions, rather than getting lost among hundreds of similar listings.

Bestform kitchen helper listings on Amazon.de in two variations

Visibility

To increase the visibility of the listings and get them ranking as high as possible on Amazon, we took the following steps:

  • competitor analysis,
  • packing titles and descriptions with as many keywords as possible,
  • creating dedicated branded listing content (A+C),
  • using the Store Front,
  • launching advertising campaigns.

Listing content

Work on the listings was another important strategic element. Getting the keywords in the titles right helped strengthen the Amazon Ads campaigns, which led to higher conversion rates in both sponsored listings and organic sales.

Variations were set up for the listings, and infographics and a short video were added to the image gallery, which made the listings significantly more appealing and the product pages clearer.

Bestform kitchen helper listing on Amazon.de with an infographic in the image gallery

Amazon Ads

After the first six months of working together, once we could identify clear buying trends, we thoroughly optimised the advertising campaign. The changes involved not only adjusting bids but also strategically managing different ad formats, which had a significant impact on sales growth. In fact, similar mechanisms work across the furniture industry as a whole, not just in the children’s products segment.

Sales from Amazon Ads (EUR)
August 2022224.84
September 2022670.99
October 2022562.72
November 2022570.99
December 2022663.51
January 2023247.76
February 2023335.95
March 202383.98
April 2023789.47
May 20231,494
June 20232,213.49
July 20231,515
August 20231,923.26
September 20231,155.99
October 20231,629.36
November 20232,373.85
December 20233,303.49
January 20242,609.83
February 20241,581.7
March 20242,764.75
April 20241,560.52

Selling costs

A crucial part of our work is keeping advertising costs as low as possible. This is where campaign performance metrics come in, the most important of which is Advertising Cost of Sale (ACOS). A low ACOS means that only a small share of sales revenue is spent on advertising.

On the Bestform account, we managed to achieve an ACOS of around 20%. Although this figure may fluctuate slightly depending on seasonal buying trends, this level has generally been maintained to this day. A result like this shows that a Polish wood products manufacturer can compete effectively on Amazon even against much bigger players, as long as its campaigns are run thoughtfully and systematically.

ACOS
ACOS
November 202323.7
December 202324.8
January 202434.7
February 202437.6
March 2024no data
April 202426.1
May 202427.6
June 202432.6
July 202417.22
August 202422

A holistic approach

During the first months of our partnership:

  • we launched the products on Amazon’s German, Italian, French, Spanish, Dutch, Swedish and Belgian marketplaces,
  • we decided to expand our partnership to another marketplace – Allegro, which started generating additional profit,
  • we launched and optimised advertising campaigns, which significantly increased product visibility and sales,
  • we expanded the product pages, including the descriptions of the wooden children’s furniture, which helped us stand out significantly from the competition,
  • we introduced the brand’s Store Front, which boosted its brand awareness.

Summary

…and we’re not finished yet!

Our partnership with BestForm is still ongoing, which means we are constantly adapting and optimising every element of the sales process to the ever-changing conditions for sellers on the Amazon marketplace.

This case study shows how a manufacturer of wooden children’s furniture can grow sales on Amazon starting completely from scratch – thanks to the right visibility strategy, listing optimisation and well-thought-out advertising campaigns. We believe in our clients’ products, which is why we’re able to grow their sales so successfully!

Thank you for your trust!

Do you sell furniture and want similar results for your business?

We specialise in supporting furniture manufacturers and distributors on Allegro and other marketplaces. For many years, we have been helping companies in the furniture industry increase the visibility of their listings, improve conversion and scale their online sales.

If you’re wondering whether your business has the potential to grow on marketplaces – let’s talk. We’ll analyse your situation and tell you honestly whether and how we can increase your profits.

  • €28,275sales from Amazon Ads
    Aug 2022 – Apr 2024
  • +484%Jan–Apr 2024 YoY

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