Case Study
481% ROAS in 90 Days on Amazon
Men's Streetwear Brand, New York
The Challenge
James Rivera had been selling his UrbanBlock streetwear brand on Shopify for 18 months, consistently doing $8,000–$12,000/month. Amazon felt “too expensive and competitive.” He had tried Amazon once with another agency — spent $3,000 in ads, made $2,400 in revenue, and quit. When he came to Heritage Apparels, he was sceptical but desperate to unlock the Amazon channel. His listing had: a generic title, 3 bullet points, no A+ Content, no Brand Registry, and photos that were clearly taken on a phone.
The Heritage Apparels Amazon Strategy
Full Amazon account audit. Filed for Brand Registry (James had a pending trademark we fast-tracked through Amazon's appeal process). Competitor keyword research using Helium 10 — identified 847 relevant keywords with purchase intent. Identified 3 core competitor ASINs to target.
Rewrote all 6 product titles with primary keywords in first 80 characters. Rewrote 5-bullet structure with benefit-focused copy. Created A+ Content (Brand Story + enhanced product module). Shot new lifestyle imagery with urban male models, added size chart infographic. Uploaded 7 images per listing.
Launched 5 ad groups: (1) Broad brand keywords, (2) Competitor targeting, (3) Category keywords, (4) Automatic campaign for keyword discovery, (5) Sponsored Brands headline ad. Total initial budget: $300/day across all campaigns. Bid strategy: Dynamic bids — down only.
Paused underperforming keywords (ACoS > 40%). Scaled bids on winners. Added negative keywords (300+ irrelevant search terms). Organic ranking improved — 12 keywords reached page 1. Sponsored Brands video ad launched. PPC budget reduced to $40/day as organics took over.
Primarily organic by month 3. Brand Store launched with 4 product collections. Sponsored Display retargeting added ($800 spend, $8,200 attributed revenue from retargeting). Review count grew from 3 to 67 using Amazon's Request a Review button and Vine Program.
Month-by-Month Results
3 Things That Made the Difference
A+ Content alone increased conversion rate from 8.2% to 14.7% — that's nearly double. Without Brand Registry, this wasn't possible.
The first month's $8,000 spend was intentionally high — buying data. We discovered 34 high-intent keywords that now drive organic revenue without any ad spend.
Most Amazon agencies optimise for PPC. We optimise for organic rank. PPC is the tool to earn ranking; organic is the actual business model.
I almost gave up on Amazon after wasting $3,000 with another agency. Heritage Apparels turned it around in 30 days — and by month 3, Amazon was running itself. I now make more on Amazon than Shopify with a fraction of the effort.
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