This case study presents a performance-driven analysis of our client’s Amazon storefront, managed by SunTec India. Tasked with reviving stagnant sales and scaling revenue, our primary focus was on the strategic Amazon PPC campaign optimization. Leveraging data-driven insights, we audited the client’s historical performance, addressed marketplace-specific challenges, and implemented a full-funnel PPC strategy. This resulted in not only the restoration of baseline sales but also sustained growth and profitability on the Amazon marketplace.
Our client is based out of California, USA, operating both an ecommerce website and an Amazon store focused on personal-use and hospital-grade medical supplies. With nearly two decades of experience, the company caters to medical supply needs of different clinical settings, ranging from home-care environments to outpatient & intensive care clinics, laboratories, rehabilitation centers, and hospitals. Known for delivering professional-grade healthcare equipment, the brand has steadily expanded its presence across multiple sales channels, including international marketplaces such as Amazon.
Our client operates in the North American medical supplies market, which is steadily expanding—driven by rising healthcare investment, evolving population needs, and a growing focus on long-term care and chronic condition management. With both personal and institutional healthcare spending on the rise, the client was well-positioned to benefit. However, despite having a strong product line and efficient inventory management, the brand was not capturing its fair share of Amazon's market demand. Performance remained inconsistent, and growth potential on the platform was largely untapped.
Medical Supplies & Equipment represents one of the most difficult Amazon product categories for sellers. Amazon presents stringent regulations with several licensing and product-detailing restrictions. It is common to find Amazon sellers of hospital-grade supplies facing repeated suppressions with the threat of account suspensions. While sellers try navigating the risks, they can get distracted from the primary challenge—their advertising dollars not delivering the impact and continuously rising cost of making a sale.
Few challenges that needed to be addressed were:
Audit Highlights - Key Problem Areas Identified
Despite a strong catalog and competitive pricing, the client’s Amazon store was experiencing stagnant sales. Paid campaigns were active but weren’t generating meaningful conversions. Organic visibility remained weak, and customer acquisition was inconsistent.
Our Diagnosis
There was a lack of creative differentiation and audience targeting. The campaigns were generic, with no clear Unique Selling Proposition (USP) or defined customer persona. Ads were not tailored to buyer intent, and the product pages failed to convert traffic into loyal shoppers. A high cart abandonment rate further indicated a broken sales funnel.
Our Strategy
Better PPC Targeting
Penetrative PPC Remarketing
Persuasive Ad Displays
Product Listing Supremacy
The client’s PPC campaigns were driving clicks but not sales. Cost per click (CPC) was rising while conversions remained flat, resulting in diminishing returns and wasted ad spend.
Our View
The client had placed a disproportionate focus on increasing product page visits, without adequately tracking how those visits translated into sales. Our Amazon growth solution emphasized that true customer acquisition is measured by conversions—not just traffic. Upon auditing their campaigns, we found that several were not entirely ineffective but lacked optimization. While some simply required strategic adjustments for improving ROI of PPC campaigns, many others were draining budget without delivering meaningful results and had to be discontinued.
Our Strategy
Excluding Non-Converting Ads & Using A/B Testing
CRO-Focused Landing Pages
Proactive PPC Ad Management
Preventing Cannibalization
The client’s PPC campaigns delivered low returns despite aggressive bidding, primarily due to under-optimized product listings and an outdated storefront. Weak post-click experiences led to poor conversions and inefficient ad spend.
Our View
We found that PPC alone couldn’t drive results without strong support. To boost ROAS, we optimized product pages and redesigned the storefront to align with ad messaging, cross-promote products, and enhance discoverability through organic strategies.
Our Strategy
Coupons & Deals
Implemented special offers, Lightning Deals, and time-limited discounts to reduce reliance on paid ads and re-engage first-time visitors, repeat shoppers, and price-sensitive buyers
Product Bundling
Created high-value product bundles combining slow-moving SKUs with bestsellers, wrapped in 7-day promotional formats to boost average order value and sales velocity
Organic Boost
Leveraged post-purchase follow-ups and email review requests to collect authentic customer feedback and improve organic credibility
Video Extensions
Brand Storytelling
Amazon’s medical supplies category is highly dynamic, with a constant influx of licensed sellers, aggressive pricing strategies, and evolving technologies. Price wars and promotional disruptions are common, making it difficult for brands to maintain a stable competitive edge. The client lacked visibility into how top competitors were adapting, pricing, and positioning themselves, which limited their ability to respond strategically.
Our View
To remain competitive, the client needed deeper market intelligence and PPC competitor analysis. Understanding which sellers were long-term category leaders versus temporary entrants was crucial. We also needed to map keyword and ranking data to identify performance gaps and reposition the client more effectively. With the right insights, we could fine-tune both organic and paid strategies to outpace competition.
Our Strategy
Identifying True Competitors
Distinguished between evergreen top-performing sellers and short-term seasonal entrants to focus competitive tracking on relevant benchmarks
PPC Keyword Research
Reverse-engineered competitor listings to uncover top-performing keyword combinations for integration into both organic content and PPC campaigns
Ranking Metrics
Analyzed and compared organic vs. paid keyword rankings to determine each product’s market standing and refine bid strategies accordingly
Promotion Strategy Tracking
Monitored competitor coupon use, discount calendars, and price ranges to align promotional efforts and optimize deal timing for maximum impact
| Attributes | June 2024 - November 2024 | December 2024 - May 2025 | % Changes |
|---|---|---|---|
| Order Product Sale | $429,158.82 | $562,191.07 | 30.99% |
| Units Ordered | 15,033 | 20,607 | 37.07% |
| Total Order Items | 13,587 | 17,598 | 29.52% |
| Sessions | 142,631 | 186,226 | 30.56% |
| TACOS | 4.66% | 3.56% | 23.60% |
Boost your conversions, and drive sustainable sales growth with strategically managed Amazon PPC campaigns. We help you cut ad waste and deliver measurable ROI. Email us at info@suntecindia.com to get started.