How Pondering Pine built trust and climbed ranks in 90 days
Pondering Pine sells soft, organic baby swaddles in a high-emotion niche. Their traffic was scattered and reviews were buried under duplicate listings. We fixed catalog chaos, repositioned value messaging, and created targeted ad funnels to turn window shoppers into loyal buyers.
Brand Snapshot.
Industry: Baby
Headquarters: Portland, Oregon USA
Catalog: 4 parent ASINs and 18 child variations
Price point: 17 to 38 USD
Channel mix: Amazon only
Story in short: Confusing listing structure and missed opportunities in ad strategy meant PureSnug was leaving money on the table. Their organic brand story was compelling, but it wasn’t being told clearly. Search visibility was low, parent-child variations were scattered, and buyers had to dig to understand what made these swaddles better.
What we walked into.
- Parent-child relationships split across duplicate ASINs
- Auto campaigns with overlapping keywords and high CPCs
- Low review counts due to duplicate listings and resets
- Product pages missing emotional benefits and use-case clarity
- Brand Store with poor navigation and weak bundle presentation
What success would look like
- Unified listings with reviews and rank consolidated
- Conversion-first creatives and messaging across the catalog
- ACoS in the 20 percent range while increasing total revenue
- Store that presents bundles and emotional selling points clearly
How Maple made it stick.
Clean and consolidate
We merged duplicate listings and cleaned variation structures so shoppers could easily choose by age and material. Review counts rose instantly, and traffic stopped leaking across copycat pages. We also submitted tickets to Amazon with clear evidence to fix indexing and browse nodes.
Clarify the value
We rewrote titles and bullets to focus on softness, safety, and sleep quality. Images showed product in use, with real babies and real parents. A Sponsored Brands video featured customer testimonials stitched with quick snapshots of the unboxing experience.
Build trust and scale
We created campaigns based on intent tiers—gift givers, first-time parents, and repeat buyers. Placements were adjusted based on conversion windows. Branded terms were defended aggressively, and remarketing pulled back cart abandoners and store visitors.
Moves we made.
Ads
- Separate campaign sets for newborn, infant, and toddler segments
- Negative keywords added weekly to trim waste
- Sponsored Brands video and display remarketing to push bundles
Creatives
- Image gallery showing softness, age fit, and parent experience
- Testimonial-based video ad with real use cases
- Infographics simplifying swaddle benefits in under 5 seconds
Listings & A+
- Focus on sleep quality, organic materials, and safe design
- Comparison chart showing fit by baby age and weight
- Clear warranty section and review badges
Storefront
- Entry paths for new parents, gift buyers, and repeat customers
- Gift bundle pages with tiered pricing and clear value savings
Catalog & Ops
- Review-boosting merge of variants and duplicates
- Corrected browse nodes and titles for indexing boost
Analytics
- ACoS and TACoS breakdown by age segment
- Cohort tracking for repeat buyers and bundle purchases
Impact that matters.
First two weeks
- Review count increased by 35 percent after merges
- Sponsored Brands video saw CTR of 2.6 percent
- Two high-performing duplicates merged successfully
Weeks three to six
- ACoS dropped to 23 percent while spend increased
- Add to Cart rate jumped 14 percent on organic listings
- Gift bundle conversion rate rose by 19 percent
Weeks seven to twelve
- 3.9 average star rating recovered across unified listings
- 42 percent revenue growth from baseline
- ACoS dropped 34 percent while TACoS stayed flat
"We had the right product, but no one could see it clearly. Maple made our store, ads, and listings finally feel like one brand. Now people get what we’re about at a glance."
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, Helium 10, Looker Studio
Markets: United States
From then to now.
Before
- Listings fractured by duplicates
- Messaging missed emotional pull
- Ads wasted spend on low-intent keywords
After
- Unified reviews and listing structure
- Clear brand story that connects with buyers
- Campaigns refined to buyer intent and product tier
Your move
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