Workwear Brand aims to reduce return rate and boost Amazon revenue
The Problem:
A growing consumer brand was plateauing on Amazon. Despite solid reviews and a strong product line, revenue had stagnated and the brand presence felt fragmented across dozens of ASINs rather than a cohesive Store.
The brand’s Storefront and product pages did not tell a clear, unified story. Misused ad budgets compounded the issue: broad, overlapping campaigns drove clicks without a clear structure, leading to rising ACOS and little insight into what was actually working.
On top of this, there was no testing framework. Return rates were creeping up as customers received products that didn’t match expectations—signaling gaps in imagery, copy, and pre‑purchase education.
The Solution
Amazon Presence Audit
Santino rebuilt the Amazon presence as if it were a standalone DTC storefront living inside Amazon. Work began with a full audit of catalog, Storefront, search terms, and advertising structure, identifying where shoppers were dropping off, which SKUs drove profit, and how customers were currently finding (and returning) products.
Listing & PDP Optimization
The Storefront was redesigned around clear category hubs, best‑seller highlights, and curated bundles, with a consistent visual identity and mobile‑first layout. Product detail pages were upgraded with improved imagery, comparison charts, and FAQs tied directly to the most common reasons for returns, setting accurate expectations and reducing post‑purchase friction.
Advertising Restructure, PPC Optimization
Advertising was completely restructured. Sponsored Products, Sponsored Brands, and Sponsored Brands Video were rebuilt into distinct campaign clusters (branded, competitor, category, and remarketing) that intentionally drove traffic into the new Storefront paths instead of random ASINs. Negative keyword strategies, placement controls and bid optimizations focused spend on the most profitable queries.
Testing & Continuous Optimization
A simple but rigorous testing framework was implemented: weekly tests across SB headlines, creatives, Store modules, and landing destinations, with a clear read on winners and pre‑defined thresholds for scaling or cutting. Return‑rate data and review mining were fed back into copy, imagery and targeting decisions so that marketing not only drove more volume but also attracted better‑fit customers.
Key Numbers
Return Rate Drop
Total Amazon Revenue Increase (while ad spend went up 25%)
Storefront Conversion Rate Increase
Growth Impact (Year-Over-Year)
Total Amazon Revenue
Prior year:
$1.2M
After campaign (12 months)
$2.02M
Storefront Conversion Rate
Prior year:
7%
After campaign (12 months)
11%
Return Rate
Prior year:
14%
After campaign (12 months)
8%
ACoS Improvement
Prior year:
32%
After campaign (12 months)
21%
Share of Traffic to Storefront vs. Isolated ASINs
Prior year:
10%
After campaign (12 months)
18%
Repeat Purchase Rate
Prior year:
24%
After campaign (12 months)
36%
Additional Outcomes
- Stronger brand recognition within the category thanks to a cohesive Storefront, consistent creatives, and prominent Sponsored Brands placements.
- Higher average order value and units per order driven by better merchandising, bundles, and Store navigation.
- Reduced wasted ad spend by eliminating cannibalizing campaigns and focusing budget on proven queries, products, and audiences.
- Clear testing and optimization cadence that turned Amazon from a “black box” channel into a predictable, scalable revenue driver.
Anna A. (VP of Marketing)
“Our work with Santino completely changed how Amazon performs for us. Revenue is up, ad spend is more efficient, more shoppers land on a Storefront that actually converts, and customers are buying more while returning less. Amazon went from a messy, expensive channel to a clear, predictable growth engine for the business.”