Case Study
A Supplement Brand Relaunch: $1M in Revenue in 6 Months
A supplement brand with previous Amazon history, relaunching from scratch after losing its marketplace presence and reaching $1 million in sales within six months while maintaining TACOS under 7%.
$1M+
Revenue
In 6 months
<7%
TACOS
Maintained throughout
25%
ACOS
Controlled
68%
Organic Share
By month 7
The Situation
This wasn't a first-time Amazon launch. The brand had sold on the platform before, with established rankings, review history, and organic visibility. But it needed a complete relaunch, effectively starting from zero in terms of ranking, indexing, and momentum.
Relaunching on Amazon is a different problem than launching for the first time. A new brand has no expectations to manage and no lost ground to recover. A relaunch means rebuilding keyword indexing, regaining organic rank, and re-earning customer trust, all while competitors who moved into your keyword positions during the gap have no intention of giving them back.
The supplement category makes this harder. It's one of the most saturated verticals on the platform, with thousands of established brands fighting for the same high-intent keywords. The target was $1 million in revenue within six months of relaunch.
What We Found
The critical vulnerability during a relaunch is branded search. Customers who remembered the brand and searched for it by name would find competitor listings occupying the top positions, both organically and through ads. Every branded search that converted for a competitor was a customer the brand had already acquired being poached during the transition.
The second vulnerability was organic rank decay. Keywords the brand previously ranked for had been reassigned to competitors during the gap. Rebuilding that position required both SEO infrastructure and sustained PPC investment to re-establish relevance signals.
The advantage was that the brand already had product-market fit on Amazon. It didn't need to prove that the product converted. It needed to rebuild the infrastructure to capture the demand that already existed.
What We Did
The strategy prioritized defense first, then expansion.
Step 1
Branded Search Lockdown
From day one, aggressive bids on all branded keywords to prevent competitor poaching during the relaunch window. This wasn't optional. Without it, the brand's own customers would have been funneled to competitor listings at the moment they were most likely to convert. Branded campaigns ran at bids designed to own the top of search for every brand-related query, creating a defensive moat while the broader strategy scaled.
Step 2
Listing Rebuild for Conversion and Indexing
SEO-optimized titles, bullets, and backend search terms paired with A+ content and premium visuals. The listings needed to do two jobs simultaneously: convert the traffic that branded defense was protecting, and signal relevance to Amazon's algorithm for the non-branded terms the brand needed to reclaim.
Step 3
Non-Brand Keyword Re-Acquisition
Targeted PPC campaigns on high-converting category terms, starting with exact and phrase match on the terms the brand had historically ranked for. As conversion data accumulated, broad and auto campaigns expanded the keyword footprint, feeding winning terms into tightly controlled manual campaigns. Systematic negative keyword management ensured spend stayed efficient throughout.
Step 4
Upper-Funnel Re-Introduction
Video ads and Sponsored Brands campaigns re-established brand presence for shoppers who had moved on during the gap. These weren't efficiency plays. They were awareness rebuilding, measured by new-to-brand acquisition rate and subscriber growth, not ACOS.
The Results
$1M+
Revenue
In 6 months
<7%
TACOS
Maintained throughout
25%
ACOS
Controlled
19,732
Units Ordered
Strong velocity
$61.47
Avg Sales/Order
Premium positioning
61% → 68%
Organic Share
Growth signal
Monthly Total Revenue
Jan 2024 – Jul 2024
Monthly TACOS
% of Ad Spend to Total Revenue
Monthly Organic vs Paid Revenue
The Takeaway
A relaunch requires both offense and defense, and most brands get the sequence wrong. They invest in non-brand expansion before securing their own branded traffic, which means they're spending to acquire new customers while losing existing ones to competitors bidding on their brand name.
The TACOS declining from 9.2% to 5.8% over the relaunch period tells the efficiency story. But the real signal is in the organic share climbing from 61% to 68%, meaning the paid investment was building durable organic position, not just buying temporary visibility. By month seven, the brand was capturing more demand organically than it was at relaunch, which means the channel was getting more profitable every month.
When the product already has market fit, the relaunch problem is purely structural. Protect branded traffic. Rebuild keyword position. Layer in awareness. The economics follow.
Frequently Asked Questions
- How do you relaunch a brand on Amazon after losing rankings?
- Defense first, then expansion. This brand secured all branded keywords immediately to prevent competitors from poaching its own customers during the relaunch window. Listings were rebuilt for both conversion and keyword indexing simultaneously. Then targeted PPC reclaimed non-brand keyword positions the brand had previously ranked for, expanding outward only after conversion data validated which terms to pursue.
- Is relaunching on Amazon harder than launching for the first time?
- Different, not necessarily harder. A new brand has no expectations and no lost ground. A relaunch means competitors have moved into your keyword positions and your existing customers may have shifted to alternatives. The advantage is that product-market fit is already proven. The brand doesn't need to validate demand, just rebuild the infrastructure to capture it. This brand hit $1M in 6 months because the product already converted when customers found it.
- What TACOS should a supplement brand target on Amazon?
- This brand maintained TACOS under 7% throughout the relaunch, declining from 9.2% to 5.8% over six months. That's possible when the brand already has product-market fit and the problem is structural: rebuilding visibility, not proving demand. For a cold launch in supplements, expect higher initial TACOS. The benchmark depends on your margin structure and where you are in the growth cycle.
- How important is branded keyword defense during a relaunch?
- Non-negotiable. During the relaunch window, the brand's own customers searching by name would have found competitor listings at the top of results, both organically and through ads. Without branded defense from day one, every branded search that converted for a competitor was a customer the brand had already acquired being poached. Branded campaigns ran at bids designed to own every brand-related query before a single dollar went to non-brand expansion.
For Brands Already on Amazon
Amazon Clarity Audit
Seven data sources. One dollar figure: how much is leaking, what it's worth to recover, and the week-by-week plan to fix it. Perfect for DTC brands currently investing in Amazon ads.
For Brands Starting on Amazon
Amazon Launch Plan
Category demand, unit economics, competitive landscape, and a 90-day plan. Modeled before you spend a dime. Designed for DTC brands considering Amazon or looking for a fresh start.