This year, we saw performance impacted by a few variables never before experienced.
a PLTFRM Company
VENDO’s Amazon Video Targeting Strategy Captures Market Share from Category Leader
Dec 1, 2025
+23%
revenue vs. standard targeting
+120%
ROAS vs. standard targeting
+10%
MoM conversions on competitor keyword targeting
+23
spots in organic rank
$2>$3.50
Prime Day
ROAs Improvement YoY
17%
Increase
in Shipped Revenue YoY
#3
Organic Ranking on
‘Protein Powder’
6
Products Moved
to Page 1
Context
Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.
Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.
Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.
Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.
Context
A hair growth serum brand wanted to increase brand awareness and capture share from a leading competitor with significantly higher search volume. VENDO saw an opportunity to leverage Amazon video advertising placements to challenge the category leader by positioning the brand directly in front of shoppers considering competitor products.
Tactics
VENDO developed a two-pronged strategy combining competitor ASIN video targeting with broad category video targeting to maximize reach and relevance.
Competitor ASIN Video Targeting
The competitor ASIN campaign focused on intercepting high-intent shoppers directly engaging with the brand’s primary competitor. VENDO identified the top competitor based on strong organic rankings for non-branded terms such as "hair growth serum" and "minoxidil," then built out a campaign targeting each of their top-performing ASINs. Video creatives were crafted to educate and engage shoppers who were already browsing the competition. Ads were strategically positioned to appear on competitor PDPs and branded search results, with traffic directed to the brand's Amazon Store, encouraging deeper product exploration.
Category Video Targeting
Simultaneously, VENDO launched a category-level campaign to capture attention across the broader "hair regrowth treatment" space. This campaign used video ads featuring the brand’s hero product to align with consumer expectations and compete within the wider market. VENDO adjusted bids slightly lower on this broader targeting set to balance cost and visibility efficiently.
Together, these campaigns allowed the brand to show up in key places where shoppers were already looking for solutions—whether browsing competitor listings or exploring the category at large.
Results
The competitor ASIN targeting campaign generated a $1.90 ROAS, while the broader category targeting effort contributed a stronger $2.25 ROAS. Over the course of 12 months, the brand saw consistent 10% month-over-month growth in conversions on competitor keyword targeting.
The campaigns also strengthened long-term organic visibility. The brand improved its organic rank on a high-volume competitor branded term with a 23-spot climb on page 1, showing clear momentum in organic presence as a result of increased engagement and awareness.
These results underscore how competitor and category video targeting can act as a powerful growth lever, enabling emerging brands to disrupt category leaders and gain meaningful traction in competitive markets.