Cleaning up confusion and cleaning up sales in 10 weeks
Blumix sells multi-surface cleaners and eco-refill pods in a competitive but cluttered space. Their variations were a mess, value messaging was hidden, and PPC was draining the budget. We simplified the catalog, sharpened the message, and turned search intent into sales.
Brand Snapshot.
Industry: Health, Household & Baby Care
Headquarters: Portland, Oregon USA
Catalog: 4 parent ASINs, 26 variations
Price point: 11 to 29 USD
Channel mix: Amazon DTC only
Story in short: The brand had loyal customers but struggled to grow due to misaligned listings and scattered reviews. Ads cannibalized each other, bundles were not promoted, and shoppers missed key benefits like refillability and pet safety.
What we walked into.
- Top keywords pointed to separate listings with overlapping offers
- Bundles and refill packs had low visibility
- A plus focused on generic features instead of standout benefits
- Ads lacked negative keywords and bled across campaigns
- Customer reviews were split between SKUs due to broken variation logic
What success would look like
- Consolidated traffic with clear intent targeting
- Bundles highlighted as best value in ads and listings
- A plus that explains eco savings, pet safety, and usage
- Cleaner metrics across branded and non branded campaigns
How Maple made it stick.
Get the house in order
We restructured variations based on scent and format. Merged split families and corrected suppressed listings. Ad structure was rebuilt around use case (daily cleaning, deep cleaning, pet safe) instead of product type.
Say what matters
Headlines led with refill savings and safe-for-kids claims. Images showed before and after use in real rooms. SB video featured a mom and toddler scene with wipes in use. We removed fluff and focused on value.
Boost what’s working
Top ASINs got prime ad placement. High converting bundles were pinned to the storefront. We launched a “Clean and Save” Store campaign. Brand defense used dayparting to focus on evening and weekend shoppers.
Moves we made.
Ads
- Intent led campaigns: refills, pets, multi-packs
- SB video tested against static with clear uplift
- Search term reports mined for converting queries weekly
Creatives
- Product benefits over product specs
- Real-life use visuals in homes with kids and pets
- Bullets rewritten to call out safety, savings, and scent
Listings & A+
- Headlines and bullets focused on value and usage
- A plus cleaned up with side-by-side comparisons and trust badges
- Backend terms optimized around “eco,” “refill,” and “safe” queries
Storefront
- Home page reworked for bundle entry
- Comparison chart added to highlight value
- Refill kit promotion during Earth Month
Catalog & Ops
- Parent child relationships fixed and duplicated listings merged
- ASINs restored with support and compliance clarity
Analytics
- Branded vs non branded dashboards for decision clarity
- Weekly wrap Looms for client with progress and roadblocks
Impact that matters.
First two weeks
- ACoS dropped 21 percent across campaigns
- CTR up 15 percent on Sponsored Products
- Two key bundles moved from page 3 to top 10
Weeks three to six
- Add to cart rate lifted by 37 percent
- Wasted ad spend cut by 42 percent
- Reviews consolidated under top 3 ASINs
Weeks seven to ten
- Revenue up 26 percent
- TACoS dropped 3.6 points
- Branded campaigns held steady while new intent clusters scaled
“We used to guess what was working. Now we see it and scale it. Simple changes made a huge difference in conversion and spend.”
What we brought to the table.
- PPC management
- Catalog and account operations
- Listings and A plus content
- Brand Store and Creatives
- Reporting and Analytics
Tools used: Amazon Ads console, Brand Analytics, DataDive, Looker Studio
Markets: United States
From then to now.
Before
- Listings competed with each other for same keywords
- No deep linking in ads to promote bundles
- Features were highlighted over benefits
- Budget leaks due to lack of negative keywords
After
- Intent aligned campaigns and variation logic fixed
- Bundles promoted via ads and storefront
- Value and safety messaging clear and visible
- Controlled spend with better targeting and ACoS gains
Your move
If your category feels like a cleaning aisle full of noise, we can help you stand out. We’ll fix what’s broken and fuel what’s working with clarity, creative, and control.
No long contracts
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Cancel anytime
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Founder as your PM
Direct access to the person driving strategy and execution.
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