Winning the customer

Premium enzyme cleaning brand | Amazon Seller

The commercial challenge

• The brand had a genuinely differentiated product and customers who loved it. But that wasn't translating into growth on Amazon.

• The product was priced significantly above many competing cleaners, sales were struggling to gain momentum and advertising was running at 144% ACOS.

• Simply spending more wasn't going to solve the problem.

• Before deciding what to change, ZEAL needed to answer a much more fundamental question: Why should a customer choose this product?

Going back to the customer

We analysed customers, competitors, Amazon search behaviour and more than 1,000 reviews to understand what actually drove purchase in the category.

The research uncovered something important. 38% of the brand's reviews referenced previous attempts or other products that had failed.

Customers repeatedly talked about persistent stains and odours, frustration with alternatives and finally finding something that worked.

There was another signal. Only 3% of reviews for the competitor products analysed specifically referenced enzymes, compared with 13% for this product.

Customers were already recognising the formula as part of the reason it worked.

Finding the reason to choose

The product didn't need to compete as another pet or surface cleaner on price. It needed to be understood as the product that works when others haven't, with its enzyme formula providing a credible reason why.

Crucially, that positioning didn't come from a marketing brainstorm. It came from what customers were already telling us.

Building everything around the same customer proposition

That insight became the foundation of the Amazon strategy. ZEAL rebuilt the PDPs around search and conversion, restructured the catalogue, developed new creative and video and built an advertising strategy designed to establish the product as a premium enzyme cleaner. Advertising, SEO, content and creative weren't separate workstreams. They were different ways of delivering the same commercial and customer strategy.

And because ZEAL was also running Meta advertising and social activity, messaging and creative could be tested beyond Amazon and those insights fed back into the wider strategy.