Sales turnaround for bedding Client with struggling with Amazon sales

The Problem

The client is a premium, design-forward home and bedding brand with strong craftsmanship and brand appeal. Despite meaningful investment in Amazon advertising, the channel was underperforming and increasingly unprofitable.

When Wishbone Advisory was engaged, the business was experiencing growth without control — a common issue for premium brands attempting to scale on marketplaces.
Core Problems at Takeover
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​1. Inefficient Advertising Structure

• Nearly $500K in lifetime Amazon ad spend with ACoS consistently above 50%
• Heavy reliance on auto campaigns and broad match keywords
• Less than 1% of ad placements were generating sales in recent periods
• Poor keyword isolation and limited use of negatives, leading to wasted spend

2. Fragmented Catalog & Review Dilution

• Thousands of ASINs and variants competing against each other
• Reviews spread across similar products, weakening conversion
• Inconsistent variation structure made size, color, and style selection difficult
• The majority of traffic was concentrated across a small number of parent listings without proper consolidation

3. Content Misalignment with a Premium Brand

• Product detail pages lacked enhanced content expected in the luxury category
• Limited use of A+ Content and video to communicate craftsmanship and quality
• Brand Store was outdated and underutilized as a discovery and conversion tool

4. Weak Organic Momentum

• Paid traffic was compensating for underperforming organic rankings
• Sales rank and organic visibility had plateaued despite increased spend

Left unaddressed, the business risked continuing to increase spend just to maintain revenue.

    The Wishbone Approach: Fix the System, Not Just the Ads

Wishbone approached the engagement as a full Amazon operating model reset, focusing on efficiency, structure, and scalability.
Phase 1: Diagnostic & Root-Cause Analysis

• Placement-level and keyword-level analysis of advertising performance
• Identification of high-intent keywords actually driving sales
• Traffic concentration analysis revealing that ~90% of sessions flowed through a limited set of master listings
• Catalog and variation review to identify consolidation opportunities

Phase 2: Catalog & Advertising Restructuring

• Complete rebuild of the advertising ecosystem:
  • Shift from broad and auto-heavy campaigns to phrase and exact match strategies
  • Aggressive elimination of inefficient placements and keywords
  • Implementation of negative keyword frameworks to prevent wasted spend
• Execution of large-scale variation consolidation, merging:
  • 15,000+ ASINs into structured parent-child relationships
  • Centralized reviews to strengthen conversion and shopper confidence
• Introduction of brand defense and brand-store–driven advertising

Phase 3: Content & Brand Elevation

• Development and deployment of enhanced A+ Content across priority listings
• Creation of brand video assets to reinforce premium positioning
• Full refresh of the Amazon Brand Store to improve navigation, storytelling, and cross-sell

Results: Efficiency First, Then Scalable Growth

By addressing the structural issues underlying performance, Wishbone unlocked both short-term gains and long-term channel health.
Advertising Performance

• Top-of-search placement rate increased from ~70% to ~90%, competing directly with category leaders
• 3× increase in click-through rate (CTR) through improved keyword intent and relevance
• Overall ad spend reduced initially while performance improved, then re-scaled with control

Catalog & Conversion Impact

• Consolidated catalog improved shoppability and reduced internal competition
• Review consolidation strengthened conversion across top-performing listings

Organic Growth

• ~30% lift in organic traffic and sales rank, driven by cleaner ad signals and stronger PDPs
• Reduced reliance on inefficient paid traffic to sustain revenue