Consumer Packaged Goods
USA
Reducing waste while scaling growth in the US supplements category
+30%
New-to-Brand Sales
30%
Improvement in TACOS
+15%
Repeat Customer Rate
35%
Reduction in Wasted Ad Spend
The Brand
Wellness Extract is a science-driven supplement brand offering clinically formulated, third-party tested dietary products. Its portfolio spans detox blends, tocotrienol-rich vitamin E, colostrum, and molecular hydrogen tablets, all manufactured in FDA- and GMP-compliant facilities.
The brand’s mission centers on transparency, research-backed formulations, and quality-first wellness solutions. As Amazon became a critical growth channel in the US, Wellness Extract needed a strategy that could balance credibility, discovery, and performance in a crowded supplements market.
Objectives and Challenges
As Wellness Extract scaled its Amazon presence, several challenges limited growth efficiency.
Competition in the US supplements category intensified, driving higher CPCs and margin pressure from lower-priced alternatives. Funnel execution was heavily skewed toward Sponsored Products, restricting reach and creative flexibility while inflating acquisition costs.
Upper-funnel investment in Sponsored Brands, Sponsored Display, and DSP was limited, leading to weak retargeting and low New-to-Brand contribution. A large share of spend generated no sales, driven by manual execution, inefficient budget allocation, and limited optimization cadence.
Retention was another challenge. Subscribe & Save adoption and repeat purchase rates lagged, signaling a need to build deeper trust and long-term value rather than relying on one-time conversions.
The objective was clear: rebalance the funnel, reduce wasted spend, increase new customer acquisition, and build a scalable system that improved efficiency while supporting long-term loyalty.
The Solution
1. Rebuilding the Funnel Around Multi-Touch Journeys
Using insights from Amazon Marketing Cloud, Wellness Extract redesigned its strategy around connected, multi-touch customer journeys. AMC analysis showed that shoppers exposed to multiple ad touchpoints converted at significantly higher efficiency than those exposed to Sponsored Products alone.
This insight guided a deliberate shift toward a balanced full-funnel system spanning awareness, consideration, conversion, and loyalty.
Top Funnel: Awareness and Reach
DSP prospecting and Sponsored Brands Video were scaled to expand reach beyond existing customers. Campaigns targeted in-market supplement audiences and competitor viewers, extending visibility both on and off Amazon.
Creative testing became a core pillar at this stage, with regular DSP A/B tests ensuring messaging remained educational, credible, and differentiated in a category often driven by skepticism.
Mid Funnel: Consideration and Engagement
Sponsored Display and DSP retargeting addressed mid-funnel drop-off by re-engaging product viewers, Brand Store visitors, and multi-page browsers.
Educational creatives emphasized formulation quality, clinical backing, and customer validation. PDPs and Brand Store experiences were optimized to reinforce trust and clarify product differentiation post-click.
Lower Funnel: Conversion and Efficiency
Sponsored Products campaigns were streamlined to focus on high-converting keywords and hero ASINs, reducing inefficient spend. DSP conversion campaigns targeted high-intent users such as cart and detail-page abandoners with urgency-led messaging.
Automation rules dynamically managed bids, budgets, and search term negation, significantly reducing spend that failed to generate sales.
Retention and Loyalty
Past purchasers were segmented using AMC insights and retargeted through DSP and Sponsored Display with Subscribe & Save offers, cross-sell messaging, and new product launches. This stage focused on increasing lifetime value rather than incremental one-time sales.
RESULTS
Wellness Extract’s full-funnel transformation delivered measurable improvements across efficiency, acquisition, and retention.
1. Awareness and New Customer Growth
Upper-funnel investment increased reach and engagement quality, driving a meaningful rise in New-to-Brand users and improving early-stage funnel efficiency.
2. Consideration and Conversion
Mid-funnel retargeting strengthened engagement, leading to higher page views and add-to-cart activity. Sponsored Products remained the primary conversion engine, but operated more efficiently due to better upstream qualification.
3. Efficiency and Profitability
Wasted ad spend declined sharply as automation removed underperforming targets and reallocated budgets dynamically. Overall TACOS improved substantially, proving that scale could be achieved alongside stronger profitability.
4. Loyalty and Lifetime Value
Repeat customer rate increased meaningfully, supported by targeted Subscribe & Save messaging and AMC-guided loyalty campaigns. Cross-sell initiatives further lifted post-purchase value.
Outcome
By shifting from a fragmented, Sponsored Products-heavy setup to a connected full-funnel system, Wellness Extract unlocked sustainable growth in a highly competitive category. The strategy delivered stronger acquisition, leaner spend, and improved lifetime value, creating a scalable foundation for future expansion.
Repeatable Framework
This full-funnel playbook is now applied across other health and wellness brands. AMC-led journey mapping, automation-driven efficiency controls, and structured creative testing form a repeatable system for scaling performance without sacrificing profitability.
