Our client is a UK-registered eCommerce brand selling consumer goods — primarily home, lifestyle, and personal care products — exclusively through Amazon UK. The client’s product range includes practical, high-demand items designed to meet recurring household and personal care needs, making Amazon its primary channel for growth and sales.
Despite an active presence on Amazon, the client was struggling with low click-through rates, weak organic rankings for bestselling products, and poor conversion rates. The client required end-to-end Amazon account optimization, encompassing both organic discoverability and paid advertising, with a non-negotiable constraint: all advertising activity had to remain within a defined budget, and ACoS had to be actively managed and reduced.
Their core requirements were:
The SunTec India team conducted an exhaustive audit for the client’s eCommerce store. It helped us get a holistic overview of the client’s ad spend, sales, and the impact of one on the other. The analysis also revealed vulnerabilities that needed to be fixed.
The audit revealed vulnerabilities spanning several operational layers simultaneously — account-level settings, FBA management, backend search term fields, ad targeting, and campaign structure all needed attention. Addressing each in isolation risked creating new misalignments, so our team had to sequence the fixes carefully to avoid compounding existing issues.
The client's product category included terms that violated Amazon UK's list of restricted/prohibited items. Our team had to ensure that all product descriptions and ad copy were created in accordance with the marketplace’s compliance requirements, without sacrificing keyword relevance, clarity, or commercial impact.
Before any keyword optimization or content creation, it was critical to fix the issues in active listings. Product data cleansing was required to remove redundant listings. Better images were needed to showcase the products' features effectively. This foundational cleanup was a prerequisite — not a parallel workstream — which compressed the timeline for optimization work.
The client's top priority was sales velocity, but with a firm budget ceiling. Setting the ACoS target meant reconciling two competing demands — maximizing conversions without overspending — in a category with no established benchmarks. Our team had to derive the right ACoS cap from first-party audit data rather than relying on industry averages.
We assembled a cross-functional team of Amazon PPC specialists, SEO specialists, product photo editing and copywriting experts, and an account manager to execute a phased optimization plan. Our approach involved both organic and paid eCommerce marketing to improve brand presence, rankings, and conversions. Our solution involved:
We created a fresh list of keywords for the client's catalog— deliberately excluding all restricted/prohibited terms identified for their category on Amazon UK. The keyword strategy was tiered across high-volume primary key terms, mid-tier category keywords, and long-tail intent phrases. These keywords informed both the listing content and the PPC targeting architecture, ensuring consistency between organic discoverability and paid reach.
Our team reviewed every active ASIN and optimized Amazon listings with keyword-rich, compliance-clean content across:
For the client's top-performing ASINs, our team designed and deployed A+ Content modules to strengthen brand storytelling, product credibility, and visual merchandising. The A+ content highlighted product USPs, included comparison modules for catalog cross-selling, and was optimized for both desktop and mobile rendering to improve conversions and reduce bounce rate.
Additionally, our team optimized the client’s Amazon storefront to improve navigation and user experience. We organized products around best-selling SKUs, priority collections, and high-demand use cases. Custom banners and visual assets were designed to spotlight featured products, guide shoppers to relevant product groups, and support cross-selling across the catalog.
Our Amazon PPC experts rebuilt the client's advertising structure from scratch. The new architecture included:
Our team continuously monitored active campaigns against defined KPIs, including ACoS, ROAS, CTR, conversion rate, impressions, total sales, and spend efficiency. Alongside campaign tracking, we analyzed listing-level performance to identify ASINs with high traffic but low conversion rates, weak click-to-sale ratios, and content elements that could be improved to support buyer decision-making.
To improve conversion rates, we implemented ongoing A/B testing across key listing elements, including product titles, main images, secondary images, bullet points, A+ Content modules, and promotional messaging. As performance stabilized, the budget was progressively scaled toward the highest-returning campaigns, extending reach without compromising ACoS.
Within six months of engagement, the client's Amazon UK store delivered consistent, measurable improvement across all key performance indicators — with advertising spend remaining within the agreed budget throughout.
| Metrics | Result |
|---|---|
| Monthly Sales Revenue | 125% Increase |
| ACoS (Advertising Cost of Sale) | Reduced from 32% → 15% (53.1% reduction) |
| ROAS (Return on Ad Spend) | Improved from 1.9× → 5.8× |
| Organic Keyword Rankings (Page 1) | 45 high-intent keywords ranked on Page 1 |
| Click-Through Rate (CTR) | Improved by 65% |
| Conversion Rate (CVR) | Increased from 7.2% → 13.9% |
| Sales from Organic (Non-Ad) Traffic | Grew from 18% → 41% of total revenue |
Following this achievement, the client trusted us with their other eCommerce back-office operations, including replying to buyer emails, creating stock alerts, and identifying products for price reductions. We earned the client’s trust to set up online stores on social channels and, as a result, were involved in several social selling initiatives for this client.
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