Thrive Services Used
Amazon Marketing
Project Overview
One of the world’s largest ski equipment and apparel brands, with €400 million (USD 467 million) in annual revenue, faced four consecutive years of declining traffic and sales during its critical peak season.
Through comprehensive Amazon search engine optimization (SEO) and strategic brand positioning, Thrive Internet Marketing Agency helped the brand achieve lifetime-high traffic levels and successfully reverse years of negative performance trends and results.
Brand store traffic increased by 266% and sales grew by approximately 40%, marking a strong return to growth after several years of decline.
The Results
+69%
New-to-Brand (NTB) Sales
+40%
Amazon Sales
+265%
Brand Store Traffic
4.87X
Return on Ad Spend (ROAS)
After years of traffic decline and low sales performance, the brand achieved record-breaking performance on Amazon during its peak selling season.
The surge in traffic reversed four consecutive years of downward trends and set a new benchmark for brand awareness and online reach. Sales followed the same upward trajectory, with the decline halted and revenue growth restored.
- Return on Ad Spend: 4.87X
- Ad Impressions: +1.5M
- Ad Sales: $12,882
- New-to-Brand Sales: +69%
- Brand Store Traffic: +265%
- Revenue: +29%
This success provided the momentum to build a stronger long-term Amazon marketing strategy.
The Execution
Thrive conducted an extensive audit that uncovered numerous issues requiring immediate attention:
SEO and CONTENT GAPS
- High search volume keywords were missing in the content.
- Listings created by multi-brand distributors contained generic, low-quality content that failed to differentiate the brand.
- The brand store functioned merely as a product catalog, missing opportunities to showcase the brand’s rich heritage, manufacturing excellence, premium materials, industry awards and compelling videos.
- Brand voice and tone varied across listings.
- Product detail pages lacked informative infographics that help customers quickly understand key product features.
- Several listings were not retail-ready, featuring minimal images, incomplete backend search terms and brief titles.
TECHNICAL AND OPERATIONAL BARRIERS
- Distributors with “Rights Owner” permissions in the brand registry prevented updates from the client’s account from being published, as they remained the winning contributors.
- Brand name errors appeared on multiple listings.
- Unauthorized sellers violated minimum advertised price policies.
- Several listings had been hijacked by third-party sellers who completely changed the content to sell unrelated products.
COMPREHENSIVE AMAZON OPTIMIZATION
To reverse the decline, Thrive executed a full-scale Amazon optimization strategy focused on content, SEO and brand protection. This included:
KEYWORD STRATEGY
Thrive took a data-driven approach to identify and integrate high search volume keywords. We analyzed:
- Required keywords for improved ranking potential
- Competition
- Optimal title density and placement
CONTENT OPTIMIZATION
To strengthen visibility and ensure consistency across all listings, Thrive developed a comprehensive content strategy:
- Created brand-aligned content guidelines for titles, bullet points and descriptions that reflected the brand’s authentic voice.
- Updated backend search terms to enhance organic discoverability.
- Implemented variant grouping strategies to improve product browsability.
ENHANCED PRODUCT PAGES
Recognizing the importance of engaging and informative product detail pages, the brand invested in elevating the customer journey with richer storytelling and conversion-focused design elements.
Our Amazon experts:
- Added brand story modules to product detail pages to cross-promote complementary products and improve conversion through richer brand and product information.
- Integrated informative infographics to reduce customer research effort.
BRAND STORE REDESIGN
The company’s brand store was completely reimagined with two objectives:
- Building brand equity by showcasing heritage, craftsmanship and brand values.
- Creating an advertising-friendly structure to drive targeted traffic to specific product categories and collections.
Thrive also helped address contributor conflicts and worked to restore proper brand registry permissions. Doing so helped ensure that future updates could be published seamlessly.
