Amazon Beauty Brand: Full-Funnel PPC, Bundle Strategy & AMC Audience Targeting
Grew a Beauty & Personal Care brand from $1.45M to $2.84M on Amazon by aligning bundles, keyword gap capture, AMC audience targeting, and Premium A+ Content into one full-funnel growth system.
Client Background
A premium brand in the Beauty & Personal Care category partnered with Xrowlix to scale its Amazon business beyond keyword-driven PPC and fragmented catalog performance.
The brand operated in a highly competitive Amazon beauty market where success depends on brand positioning, compliance, customer lifecycle marketing, and catalog economics — not just ads.
While the brand had established demand on Amazon, growth was constrained by underutilised bundles, limited audience targeting, and PPC campaigns built around keyword targeting rather than customer behaviour. Premium A+ Content and Amazon Marketing Cloud (AMC) were available but not strategically leveraged.
What was holding growth back
Bundle Underutilisation
Strong cross-buy behaviour existed in the data, but the catalog was built around single SKUs — capping AOV and margin efficiency.
Keyword-Only PPC
Campaigns were optimised on keywords and bids without targeting repeat buyers, multi-product customers, or high-intent audiences.
Inefficient Funnel Coverage
Sponsored Products drove most conversions while Sponsored Brands, Display, and audience campaigns were not integrated into a full funnel.
Weak Premium A+ Storytelling
Listings lacked a routine-based narrative, weakening cross-sell adoption and brand differentiation.
How Xrowlix engineered the growth system
Rebuilding the Catalog Around Bundles
Bundles were created from Amazon Brand Analytics Market Basket data and positioned as the primary conversion asset across listings, A+ Content, and PPC.
Variation structures, titles, and visual hierarchy were aligned to highlight bundle value and cost-per-use — turning bundles into the brand's strongest AOV lever.
Competitor Keyword Gap Capture
A deep competitor gap analysis surfaced brand-dominant, category, and emerging keyword layers where competitors were ranking above the brand.
Listing optimisation and Amazon PPC management were restructured to systematically attack these positions rather than randomly expanding keyword lists.
Full-Funnel Amazon Advertising
Campaigns were rebuilt around intent stages — branded defence at the bottom, competitor + category conquesting in the mid-funnel, and discovery + lookalike audiences at the top.
Sponsored Display remarketing and seasonal reactivation kept warm shoppers converting throughout Prime Day and Q4.
AMC Audience Targeting
Amazon Marketing Cloud shifted execution from keyword-only buying to intent-based audience buying built on real shopper paths.
Off-peak viewers were re-activated at Prime Day, and frequent buyers not enrolled in Subscribe & Save were pushed into higher-LTV behaviour.
Premium A+ Content for Cross-Sell
Premium A+ modules were redesigned around real beauty routines (pre-care, treatment, post-care), making cross-purchase intuitive and reinforcing bundle uptake.
Measurable outcomes across ads, SEO & retention
Revenue Growth Through Conversion, Retention & Order Value
Amazon revenue scaled from $1.45M in 2023 to $2.38M in 2024, reaching $2.61M in 2025 — with $2.8M in total sales across 84,376 orders by year-end.
Ads Efficiency at Scale
Ads sustained profitability even while running discovery and audience expansion — 70% of ad-attributed orders were New-to-Brand.
AMC Audience Performance
AMC-driven campaigns generated $116K in sales from $26.7K spend while stabilising CPC and eliminating low-intent spend.
Subscribe & Save Retention
Active subscriptions scaled from near zero to 3,500+, with S&S penetration peaking at ~18–19% during Prime Day and Q4.
Momentum held after peak periods — customers stayed subscribed rather than churning once incentives ended.
What the engagement delivered
- Listings + Premium A+ Content lifted Unit Session Percentage from 23.37% to ~30%.
- Amazon Ads generated 67.5M impressions, 244,830 clicks at $1.72 CPC and 76,425 orders at 16.73% ACOS / 5.98 ROAS.
- AMC audience targeting added $116K+ in incremental sales at ~22.9% ACOS.
- Subscribe & Save built a recurring base of 3,500+ active subscribers with stable post-peak retention.
More results
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