Prime Day Power Play: How OUAI's Strategic Approach Drove Amazon Growth Beyond Sales
THE OVERVIEW
OUAI, a leading haircare beauty brand, sought to accelerate its Amazon growth through a strategic Prime Day campaign. In partnership with Front Row, OUAI implemented a comprehensive strategy that included aggressive discounting, optimized product listings, and targeted advertising. The results were impressive, with a significant increase in sales, improved organic rankings, and lasting brand visibility on Amazon. This case study delves into OUAI's Prime Day success story, providing valuable insights for other brands looking to maximize their Amazon potential.
THE OBJECTIVES
OUAI aimed to drive traffic, conversions, sales, and acquire new customers while also improving organic search rankings. Front Row, as OUAI's exclusive distribution partner, provided a comprehensive strategy that encompassed inventory planning, promotional strategy, content optimization, SEO, advertising, and compliance.
THE STRATEGY
The brand's Prime Day strategy centered around offering a significant discount on its entire product range. This approach, recommended by Front Row based on proven success, aimed to maximize sales, conversions, and new customer acquisition. To ensure adequate stock, Front Row's demand planning team accurately projected sales. Additionally, OUAI's product listings were meticulously optimized for SEO and discoverability.
Aggressive Discounting:
Full Assortment Discount
OUAI offered a 20% discount on its entire product range, maximizing exposure and driving sales.
Top Deals
The discount was promoted as a Top Deal, ensuring increased visibility on Amazon's platform.
Optimized Product Listings:
SEO Optimization
Product titles, descriptions, and keywords were meticulously optimized to improve search engine rankings.
Enhanced Visuals
High-quality images and videos were used to showcase products effectively.
A+ Content
Detailed A+ content was created to provide comprehensive product information and enhance customer engagement.
Targeted Advertising:
Sponsored Products
Sponsored product ads were strategically placed to target relevant keywords and reach potential customers.
Sponsored Brands
Sponsored brand campaigns were used to increase brand visibility and drive traffic to the OUAI storefront.
Influencer Partnerships
Collaborations with influential beauty bloggers and social media personalities were leveraged to promote OUAI products and reach a wider audience.
Inventory Management:
Demand Forecasting
Front Row's demand planning team accurately predicted sales based on historical data and Prime Day trends.
Strategic Stockpiling
Sufficient inventory was ensured to meet anticipated demand and avoid stockouts.
Post-Prime Day Marketing:
Email Marketing
Targeted email campaigns were sent to Prime Day shoppers to encourage repeat purchases and cross-selling.
Social Media Engagement
Engaging content was shared on social media platforms to maintain brand visibility and drive ongoing customer interest.
THE RESULTS
OUAI's Prime Day campaign yielded exceptional results. The brand experienced a substantial increase in sales, traffic, and conversions during the event. Moreover, the improved organic rankings had a lasting impact, contributing to sustained growth in sales post-Prime Day.
The halo effect demonstrated by OUAI's Prime Day success highlights the importance of leveraging high-profile events to boost brand visibility and drive long-term growth. By effectively capitalizing on Prime Day, OUAI not only achieved immediate sales gains, but also strengthened its overall brand presence on Amazon.
Year Over Year Prime Day Sales
Total sales increased by over 100% during Prime Day compared to the previous year. Post-Prime Day, total sales have continued to show double digit growth each month.
Total Traffic Year Over Year
Total traffic increased by over 300% during Prime Day compared to the previous year.
Organic Ranking Improvement
Fine Shampoo & Conditioner Bundle: Reached an Amazon Best Seller Rank (BSR) of #2 in the subcategory "Shampoo & Conditioner Sets."
Organic Ranking Improvement
Detox Shampoo: Reached an Amazon Best Seller Rank (BSR) of #7 in the subcategory "Hair Shampoo" and a daily average rank of #17 on the search term "Shampoo" (Search Volume: 730k) on the second day of Prime Day.
Organic Ranking Improvement
Fur Bebe: Reached an Amazon Best Seller Rank (BSR) of #3 in the subcategory "Dog Shampoos" and a rank of #13 on the term "dog shampoo" (Search Volume: 300k) for both days of the event.
Organic Ranking Improvement
Curl Cream: Reached an Amazon Best Seller Rank (BSR) of #3 on "curl cream" (Search Volume: 116k) and ranked #2 on the days following the event.
Key Takeaways
OUAI's Prime Day success highlights the importance of a well-executed strategy. Key takeaways include:
Aggressive Discounting
Offering a substantial discount on the entire product range can drive substantial sales.
Optimized Product Listings
Ensuring product listings are SEO-friendly and visually appealing is crucial for discoverability.
Targeted Advertising
Effective advertising campaigns can reach a wider audience and drive conversions.
Inventory Management
Accurate demand forecasting and sufficient stock are essential for meeting demand.
Post-Prime Day Marketing
Continued engagement with customers after the event can drive repeat purchases and long-term loyalty.
Ready to replicate OUAI's success? Partner with Front Row, the industry leader in Amazon marketplace management. Our expert team can help you develop a tailored strategy, optimize your product listings, and drive significant growth on Amazon.
Contact us today to learn more about how we can accelerate your Amazon business.
