Maryce

Maryce-le, now one of the major sellers of candle warmer lamp, desired to launching their products on Amzon marketplace and increase sales.

Challenge

Why the "Cold Start" Failed

Many sellers hit these three walls simultaneously, leading to a "death spiral" where a listing loses its honeymoon period momentum.

The Visibility Gap: The product was only indexed for ~5 keywords, while top competitors were appearing for 30+ keywords per variant. This resulted in a total lack of organic "surface area."

The Ad Algorithm Block: Initial Automatic Ads generated zero impressions. This signaled that Amazon’s A9 algorithm couldn't figure out where the product fit, or the category competition was too high for the initial bid.

The Conversion Bottleneck: Manual PPC spend reached $10 with zero orders. Continuing to spend here would have been "throwing good money after bad," as the listing lacked the social proof or precise targeting to convert high-CPC traffic.

Solution

Instead of simply raising bids, we executed a "Diagnostic & Diversify" strategy to force the algorithm to take notice.

Variant Aggregation: We used Sif Keyword Analysis to identify exactly where competitors were winning. We then added and merged product variants to "catch" more organic traffic and consolidate search ranking power into a single listing.

The Tactical Pause & Off-Site Pivot: We decisively cut the underperforming PPC campaigns. Instead of fighting for expensive internal traffic, we moved to off-site social media channels. This allowed us to drive traffic that Amazon views favorably (external "New-to-Brand" traffic) without the high CPC of the internal auction.

Residual Data Mining: We didn't ignore the "failed" ads. We monitored the data for 48 hours after pausing to look for delayed conversions—this is the most overlooked "gold mine" in Amazon operations.

The Precision Re-Launch: Once we saw a sales signal, we skipped the "Broad Match" trap and went straight to Long-Tail Keywords and Video Ads (SBV). This targeted high-intent shoppers who were further down the purchase funnel.

Results

By following this sequence, the seller moved from a stalled listing to a validated, growing brand.

Validation through Data: A "residual" order from the paused ads showed a 10% Conversion Rate and a 1.7 ROI. While a small sample, this proved the product could sell if shown to the right person at the right time.

Enhanced Organic Footprint: Merging variants and targeting long-tail terms significantly increased the "Total Keywords Indexed," moving the listing closer to the competitor average of 30+ terms.

High-Efficiency PPC: By shifting to Video Ads and precise long-tails, the seller lowered their ACOS and improved the click-through rate (CTR), as video content naturally stands out in a crowded search result page.

Successful "Cold Start": The listing broke through the initial traffic stagnation without the "blind spending" that bankrupts most new sellers.

From The Client

“These guys have built such a strong relationship with our organization that we consider them an extension of our IT department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”