Company Overview

This established sun care brand is a trusted name in the category, with a heritage of introducing lotions, oils, and some of the first SPF products on the market. Built on protecting consumers in the sun, the brand has earned a loyal following over decades.

The brand competes in a seasonal, highly competitive sun care category on Amazon, where visibility, conversion, and shopper trust are critical to sustaining growth. As the brand reworked its fulfillment strategy, it needed an advertising approach that could continue driving growth even as the conditions shaping conversion shifted.

Challenges

Starting in 2024, the brand made a major change to its fulfillment model that placed real pressure on its ability to keep growing:

  • Loss of Prime eligibility: The brand withdrew approximately 95–97% of its inventory from FBA, shifting almost entirely to FBM. Without the Prime badge on most listings, conversion rates declined noticeably.
  • Pressure on year-over-year growth: Lower conversion made it significantly harder to achieve year-over-year sales growth.
  • Seasonal, competitive category: Concentrated, contested sun care demand left little room for inefficient spend.
  • Need for efficient visibility: Growth had to come from smarter targeting, stronger listings, and disciplined budget allocation rather than spend alone.

The brand needed a strategy that could offset the loss of Prime eligibility and continue driving incremental sales while protecting efficiency.

Primary Solution

To meet these goals, the Teikametrics team implemented campaign diversification strategies aimed at optimizing performance and driving growth despite the loss of Prime eligibility.

Key solutions included:

  • Campaign Diversification: Launched new campaigns across the catalog — including campaigns for newly introduced products — to expand reach and capture incremental demand.
  • Generic Keyword Targeting for NTB: Focused on generic keywords to increase new-to-brand (NTB) sales and bring new shoppers into the brand.
  • Sponsored Brands Video (SBV): Explored SBV campaigns to boost brand awareness and generate additional halo sales across the portfolio.
  • Listing Optimization: Provided detailed optimization recommendations to strengthen product detail pages and improve conversion.
  • Sub-Category Analysis: Conducted sub-category-level analysis to identify the most efficient sales-driving segments and allocate budget more strategically.
  • Bid & Visibility Optimization: Made ongoing bid adjustments to increase impressions, clicks, and overall visibility — lifting both ad and organic sales.

Strategy & Execution

Campaign Diversification & New Product Launches

  • Launched campaigns for newly introduced products to capture demand early
  • Expanded campaign coverage across the catalog to diversify performance
  • Targeted generic keywords to grow new-to-brand (NTB) sales

Brand Awareness & Halo Sales

  • Explored Sponsored Brands Video (SBV) to increase brand awareness
  • Used upper-funnel placements to generate halo sales across the portfolio

Listing & Conversion Optimization

  • Delivered listing optimization recommendations to strengthen detail pages
  • Focused on improving conversion to offset the loss of Prime eligibility

Data-Driven Budget Allocation

  • Conducted sub-category-level analysis to find the most efficient segments
  • Reallocated budget toward the strongest sales-driving categories
  • Made ongoing bid adjustments to grow impressions, clicks, and visibility

Results

Despite pulling roughly 95–97% of inventory from FBA and losing Prime eligibility on most listings, the brand delivered consistent year-over-year growth across two consecutive years.

In 2024, top-line sales rose 10.1% and ad sales grew 22.5%, powered by a 45.2% increase in impressions and a 55% increase in clicks. Click-through rate improved 33.3% as campaigns were continuously optimized, demonstrating that the additional 37.6% in ad spend was deployed efficiently rather than simply scaled.

Growth continued from 2024 to 2025, with total sales up 15.3% and units sold up 21.4% year over year. These gains reflected not only a rise in ad sales but a significant lift in organic sales, as improved listings, diversified campaigns, and disciplined budget allocation compounded over time.

Impact

By partnering with Teikametrics, the brand navigated a major fulfillment shift — moving almost entirely from FBA to FBM — without sacrificing growth. Campaign diversification, generic-keyword targeting for new-to-brand sales, Sponsored Brands Video, listing optimization, sub-category analysis, and continuous bid management combined to grow visibility and conversion even without Prime eligibility.

This case demonstrates that brands facing structural headwinds can still achieve sustained, year-over-year growth when campaign strategy, listing quality, and data-driven budget allocation are optimized together as a single, continuously refined program.