From DIY obscurity to bestseller buzz in 90 days
ETSPIL sold premium embroidery and sewing kits but struggled to show up where it mattered. We cleaned up the listings, redesigned the visuals, and built campaigns around searcher intent. Sales stitched together fast.
Brand Snapshot.
Industry: Arts, Crafts & Sewing
Headquarters: Austin, Texas USA
Catalog: 6 parent ASINs with 40+ variations
Price point: 15 to 42 USD
Channel mix: Amazon only
Story in short: Search visibility was weak, listings felt generic, and the catalog structure confused buyers. StitchCraft needed to spark creativity in searchers while guiding them to the right kit by skill level, style, and use case.
What we walked into.
- Generic titles that missed keyword intent
- A+ content filled with fluff but lacked clarity
- Ads used a one-size-fits-all targeting strategy
- Reviews scattered across duplicate listings
- No product groupings for bundles or themes
What success would look like
- Clear keywords by design type and skill level
- A+ content that explains value and builds confidence
- Ads broken into smart clusters by use and audience
- Product families with correct reviews and variations
- Creative that visually guides, inspires, and informs
How Maple made it stick.
Structure for growth
We rebuilt the catalog into three skill tiers and added design-based product groups. This fixed variation splits and made cross-sells possible. We submitted support cases to merge duplicates and recover lost reviews.
Speak their language
All listings were rewritten to speak directly to hobbyists. Titles used design names and materials. Bullets explained what's inside and why it’s better. Creative included zoomed-in stitch previews and side-by-side size views.
Build and optimize
Sponsored Product campaigns focused on theme, style, and occasion. We added Sponsored Brands video for bestsellers with high-engagement thumbnails. Negative keywords cleaned up ad waste. Storefront got sections by season, skill level, and purpose.
Moves we made.
Ads
- Campaigns by theme: floral, mandala, holiday, pet lovers
- Bid rules based on TACoS targets and competition level
- Weekly budget shifts tied to seasonality and trends
Creatives
- SB video showing unboxing, stitching, and final art
- Infographics for what's included in each kit
- Visual badges for beginner, intermediate, and expert
Listings & A+
- Titles led with design and difficulty keywords
- Bullets covered materials, pattern count, and time to finish
- A+ content organized for clarity with comparison modules
Storefront
- Sections by hobby level and gift occasion
- Bundle pages for 3-kit sets and skill-builder collections
Catalog & Ops
- Parent-child relationships corrected to group reviews
- Flat file cleanup and image updates for all ASINs
Analytics
- Custom dashboard for spend vs revenue by theme
- Monthly report on seasonality and bestseller shifts
Impact that matters.
First two weeks
- Click through rate up 21% on Sponsored Products
- Two main kits ranked on first page for primary keywords
- Duplicate ASINs merged successfully
Weeks three to six
- CTR up 44% on Sponsored Brands video
- Ad waste dropped by 19 percent
- Average unit session percentage climbed to 23%
Weeks seven to twelve
- Click through rate up 59% over baseline
- Wasted spend down by 32 percent
- Revenue grew by 46 percent
"Our kits finally look and sell like the creative tools they are. The updates helped buyers feel confident and curious to try more."
What we brought to the table.
- PPC management
- Listings and A plus Content
- Brand Store and Creatives
- Catalog and Account Operations
- Reporting and Analytics
Tools used: Amazon Ads console, Flat file uploads, Helium 10, Looker Studio
Markets: United States
From then to now.
Before
- Generic listings and scattered reviews
- Ads pointed everywhere with poor returns
- Buyers had no idea what was inside or who it was for
After
- Variations fixed and structured by skill level
- Ads grouped by theme with lower TACoS
- Listings that spark interest and show what buyers get
Your move
Ready to turn browsers into buyers like StitchCraft did? Let’s talk. We’ll review your account, give you quick wins, and build a 90 day roadmap for growth.
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