Client Background
Cod Liver Oil in a highly competitive category dominated by established players with far greater budgets and recognition. When we began working with them, their listing was severely under-optimised and invisible to most shoppers.
The Challenge
The original listing was extremely basic and lacked the core elements needed to compete on Amazon:
- Images: Only 2 low-quality product shots, no lifestyle or contextual imagery.
- A+ Content: None — leaving the listing text-heavy and unengaging.
- Title: Minimal, only stated what the product was (e.g., “Cod Liver Oil 500ml”) with no keyword optimisation.
- SEO: Poor indexing, making it nearly impossible to rank on competitive search terms.
- Conversion: With weak design and limited information, CTR and CVR were both very low.
At this point, the product sat at a Best Sellers Rank (BSR) of ~65,000, essentially invisible in its category.
Our Actions
Design & Content Rework
- Expanded the gallery with a full image stack, including clean product visuals, lifestyle photography, and compliant benefit overlays.
- Developed new A+ Content structured with clear sections, icons, and branding to increase conversion.
- Rebuilt the title and bullets with high-value, compliant keywords to drive indexing and visibility.
SEO & PPC Optimisation
- Embedded targeted keywords across backend, alt-text, and content for better indexing.
- Built structured PPC campaigns (auto + manual) to generate immediate traffic.
- Monitored and refined weekly to scale efficiently while protecting ACOS.
Results
- BSR Growth: Improved from 65,000 → 6,000.
- Ranking Success: Reached the Top 30 for “Cod Liver Oil Liquid”, competing against brands 10x larger.
- Conversion Lift: Better images and A+ content significantly improved CTR and CVR.
- Long-Term Impact: Continuous SEO + PPC refinement secured sustainable growth, not just a short-term spike.
Lessons Learned
- A listing with just 2 images, no A+ content, and a bare title has almost no chance of competing in supplements.
- Full image stacks + A+ content are essential to win both clicks and conversions.
- Smaller brands can close the gap with larger competitors by pairing creative excellence with disciplined PPC and SEO.
