Case Study

Product Launches with 39% of Sales Attributed to Targeted Cross-Promotion Strategy

September 30, 2022

Metrics

39%

of product sales

500

Unique sessions

20%

CVR

#5

Seller out of BRANDS’ 15 SKUs
within launch month

Context

When Keto Krisp was launching their newest innovation, the Butter & Salt bar with collagen, we wanted to do everything we could to bring traffic and sales right away in order to leverage the honeymoon period (the first ~1-3 months in which the Amazon algorithm gives new products the benefit of the doubt) and launch strongly.

With a solid catalog of pre-existing products, a couple of which were hero products, we ideated about how we could drive awareness from customers and shoppers of those more prominent products to the new product. Amongst other initiatives, one we landed on was a Targeted Cross-Promotion strategy where the hero products would serve as anchors to support the new product.

Tactics

1. Analyzed and assessed the catalog to determine hero products/best sellers.

2. Determined there to be 2 key hero products that garnered most of the traffic, sales, and customer loyalty.

3. In Seller Central, we set up a “Percentage Off” promotion that would show up on the hero product pages in a highly visible top of fold placement right below the product price (see images). In specific, the setup was so that if a buyer purchased either of the 2 hero products, they would get 10% off on the new product.

Conclusion

Within the set time frame, the new product had 226 units sold with 89 of those units (39%) directly attributed to the Targeted Cross-Promotion. Furthermore, the CVR was 20%.