The Halo Catch: Lifting Amazon Revenue Against Established Brands
EBY Case Study
The lingerie category on Amazon is one of the most crowded shelves in retail. Ten brands command more than 60% of the Bras subcategory.
EBY came to Acadia with a brand the off-Amazon world knew well, built through TikTok, Google, Meta, and influencer partnerships, but on Amazon, Share of Voice sat at 0.4%. Demand they had generated everywhere else was landing on competitors’ product pages.
The root cause was structural: an under-built catalog, products stuck in merchant-fulfilled status without a Prime badge, and ad spend defending the brand name instead of attacking the category.
The pivot was to stop treating Amazon as an isolated paid-media channel and start treating it as the conversion layer for everything EBY was doing off-Amazon. The brand’s TikTok, Meta, Google, and influencer programs were already generating demand. The question was whether Amazon was ready to catch it.
Three Marketplace levers moved in parallel. The catalog expanded 30% in 90 days with 214 new ASINs. Twenty-five high-velocity products migrated from FBM to FBA, unlocking the Prime badge. Updated lifestyle images and size charts replaced the originals, addressing a 43% sizing-driven return rate.
On the advertising side, spend shifted from purely brand defensive into category, prospecting, conquesting, and rank campaigns. We started running sponsored ads on search terms where competitors were winning off our off-platform notoriety helping TACOS to fall 42% in the first month.
Off-Amazon marketing was already pushing shoppers to search for EBY on Amazon, but those searches kept surfacing competitors’ Prime-eligible products first.
By widening the catalog, switching to FBA, fixing listings, and redirecting ad spend toward non-branded territory, EBY became the page that caught the demand it had already paid to create.
Organic above-the-fold keywords rose 300% YOY.
Q1 closed Amazon revenue had a 169% lift over the same quarter last year, all while profitability held at 35.3% through the aggressive growth. The Big Spring Sale alone delivered a 353% increase year-over-year.
Products switched from FBM to FBA lifted revenue 218% post-conversion.
The structural lift mattered more than the moment. Organic above-the-fold keywords are up 300% year-over-year. Page-one organic keywords are up 11%.
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