✦ CASE STUDY

Amazon Canada

Scaling a Premium Brand in a Competitive Niche

Client Overview

The brand offers high-quality orthopedic braces for knees, ankles, back, and elbows, primarily catering to athletes. With over 1000 SKUs in their catalog, they were already active in the Canadian marketplace but needed expert intervention to scale their ad performance and organic growth.

Challenges Faced

➨ Amazon Canada experiences inconsistent sales patterns, especially in the competitive Sports & Outdoors category.
➨ Demand spikes and drops rapidly, making campaign stability a challenge.

➨ Products were priced 3x higher than the average competition.
➨ Positioned as a premium brand, requiring selective targeting to justify pricing.

➨ Competitors with lower-priced alternatives were targeting the brand’s listings.
➨ Significant threat of traffic leaks and brand dilution.

Challenges Faced

➨ Amazon Canada experiences inconsistent sales patterns, especially in the competitive Sports & Outdoors category.
➨ Demand spikes and drops rapidly, making campaign stability a challenge.

➨ Products were priced 3x higher than the average competition.
➨ Positioned as a premium brand, requiring selective targeting to justify pricing.

➨ Competitors with lower-priced alternatives were targeting the brand’s listings.
➨ Significant threat of traffic leaks and brand dilution.

Our Strategic Solutions

Strategy

1. Premium Brand Positioning Strategy

We restructured the entire campaign framework to highlight value over price. This included:

Execution

Targeting high-intent keywords with specific focus on high intent search terms for a premium brand

Using Sponsored Brands and Sponsored Display ads to emphasize brand value and differentiate from cheaper alternatives.

Implementing remarketing via Sponsored Display to retarget users who showed interest but didn’t purchase.

Strategy

2. Audience & Buy-Intent Targeting

We focused heavily on:

Execution

Behavioral-based audience targeting: Showcasing ads to customers who historically engage with high-end, sports-focused health products.

Leveraging Amazon’s in-market segments and competitor research to discover and target potential customers actively searching with high purchase intent.

Strategy

3. Brand Defense & Traffic Leak Prevention

To protect our listing traffic:

Execution

ASIN-targeted Sponsored Products campaigns: Ensured every critical placement (top of page, detail page, similar viewed) was covered by internal listings.

This increased customer confidence and reduced bounce to competitor products.

Strategy

1. Premium Brand Positioning Strategy

We restructured the entire campaign framework to highlight value over price. This included:

Execution

Targeting high-intent keywords with specific focus on high intent search terms for a premium brand

Using Sponsored Brands and Sponsored Display ads to emphasize brand value and differentiate from cheaper alternatives.

Implementing remarketing via Sponsored Display to retarget users who showed interest but didn’t purchase.

Strategy

2. Audience & Buy-Intent Targeting

We focused heavily on:

Execution

Behavioral-based audience targeting: Showcasing ads to customers who historically engage with high-end, sports-focused health products.

Leveraging Amazon’s in-market segments and competitor research to discover and target potential customers actively searching with high purchase intent.

Strategy

3. Brand Defense & Traffic Leak Prevention

To protect our listing traffic:

Execution

ASIN-targeted Sponsored Products campaigns: Ensured every critical placement (top of page, detail page, similar viewed) was covered by internal listings.

This increased customer confidence and reduced bounce to competitor products.

Strategy

1. Premium Brand Positioning Strategy

We restructured the entire campaign framework to highlight value over price. This included:

Execution

Targeting high-intent keywords with specific focus on high intent search terms for a premium brand

Using Sponsored Brands and Sponsored Display ads to emphasize brand value and differentiate from cheaper alternatives.

Implementing remarketing via Sponsored Display to retarget users who showed interest but didn’t purchase.

Strategy

2. Audience & Buy-Intent Targeting

We focused heavily on:

Execution

Behavioral-based audience targeting: Showcasing ads to customers who historically engage with high-end, sports-focused health products.

Leveraging Amazon’s in-market segments and competitor research to discover and target potential customers actively searching with high purchase intent.

Strategy

3. Brand Defense & Traffic Leak Prevention

To protect our listing traffic:

Execution

ASIN-targeted Sponsored Products campaigns: Ensured every critical placement (top of page, detail page, similar viewed) was covered by internal listings.

This increased customer confidence and reduced bounce to competitor products.

Weekly Sales Jump:

From $8,000 → Over $10,400 consistently.

ROAS Improved:

Maintained above 6.0, peaking at 8.96 .

PPC Efficiency:

ACOS dropped from 20%+ to as low as 9.90%.
TACOS stabilized under 10% in peak weeks.

Total Order Items Weekly:

Peaked at 115 orders/week by early July.

CVR Uplift:

Overall Conversion Rate rose above 5%, outperforming category averages.

Careful audience targeting

Listing optimization

Defensive ad strategy

Tactical keyword bidding

Weekly Sales Jump:

From $8,000 → Over $10,400 consistently.

ROAS Improved:

Maintained above 6.0, peaking at 8.96 .

PPC Efficiency:

ACOS dropped from 20%+ to as low as 9.90%.
TACOS stabilized under 10% in peak weeks.

Total Order Items Weekly:

Peaked at 115 orders/week by early July.

CVR Uplift:

Overall Conversion Rate rose above 5%, outperforming category averages.

Careful audience targeting

Listing optimization

Defensive ad strategy

Tactical keyword bidding

Conclusion

By combining precision targeting, premium positioning, and brand defense mechanics, we successfully elevated a premium-priced, high-SKU catalog in one of Amazon Canada’s most volatile categories. The strategy delivered stable growth, higher returns, and stronger organic presence.

Bottom Line

These two case studies clearly demonstrate the effectiveness of a tailored, strategy-led PPC approach. Whether optimizing an existing operation (Canada) or launching in a new territory (Australia), we delivered:

Amazon Canada

Scaling a Premium Brand in a Competitive Niche

Client Overview

Challenges Faced

Challenges Faced

Our Strategic Solutions

1. Premium Brand Positioning Strategy

Execution

Targeting high-intent keywords with specific focus on high intent search terms for a premium brand

Using Sponsored Brands and Sponsored Display ads to emphasize brand value and differentiate from cheaper alternatives.

Implementing remarketing via Sponsored Display to retarget users who showed interest but didn’t purchase.

2. Audience & Buy-Intent Targeting

Execution

Behavioral-based audience targeting: Showcasing ads to customers who historically engage with high-end, sports-focused health products.

Leveraging Amazon’s in-market segments and competitor research to discover and target potential customers actively searching with high purchase intent.

3. Brand Defense & Traffic Leak Prevention

Execution

Sponsored Display Product Targeting: We blanketed the client's own listings with their own complementary or alternative products.

ASIN-targeted Sponsored Products campaigns: Ensured every critical placement (top of page, detail page, similar viewed) was covered by internal listings.

This increased customer confidence and reduced bounce to competitor products.

1. Premium Brand Positioning Strategy

Execution

Targeting high-intent keywords with specific focus on high intent search terms for a premium brand

Using Sponsored Brands and Sponsored Display ads to emphasize brand value and differentiate from cheaper alternatives.

Implementing remarketing via Sponsored Display to retarget users who showed interest but didn’t purchase.

2. Audience & Buy-Intent Targeting

Execution

Behavioral-based audience targeting: Showcasing ads to customers who historically engage with high-end, sports-focused health products.

Leveraging Amazon’s in-market segments and competitor research to discover and target potential customers actively searching with high purchase intent.

3. Brand Defense & Traffic Leak Prevention

Execution

Sponsored Display Product Targeting: We blanketed the client's own listings with their own complementary or alternative products.

ASIN-targeted Sponsored Products campaigns: Ensured every critical placement (top of page, detail page, similar viewed) was covered by internal listings.

This increased customer confidence and reduced bounce to competitor products.

1. Premium Brand Positioning Strategy

Execution

Targeting high-intent keywords with specific focus on high intent search terms for a premium brand

Using Sponsored Brands and Sponsored Display ads to emphasize brand value and differentiate from cheaper alternatives.

Implementing remarketing via Sponsored Display to retarget users who showed interest but didn’t purchase.

2. Audience & Buy-Intent Targeting

Execution

Behavioral-based audience targeting: Showcasing ads to customers who historically engage with high-end, sports-focused health products.

Leveraging Amazon’s in-market segments and competitor research to discover and target potential customers actively searching with high purchase intent.

3. Brand Defense & Traffic Leak Prevention

Execution

Sponsored Display Product Targeting: We blanketed the client's own listings with their own complementary or alternative products.

ASIN-targeted Sponsored Products campaigns: Ensured every critical placement (top of page, detail page, similar viewed) was covered by internal listings.

This increased customer confidence and reduced bounce to competitor products.

Weekly Sales Jump:

ROAS Improved:

PPC Efficiency:

Total Order Items Weekly:

CVR Uplift:

Weekly Sales Jump:

ROAS Improved:

PPC Efficiency:

Total Order Items Weekly:

CVR Uplift:

Conclusion

Bottom Line

Growth in ROAS

Reduced ACOS & TACOS

Increased CVR

Strong brand visibility & protection

Efficient scaling of 1000+ SKUs

Growth in ROAS

Reduced ACOS & TACOS

Increased CVR

Strong brand visibility & protection

Efficient scaling of 1000+ SKUs

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Turning PPC Into Profit

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