From Underdog to Amazon Award Finalist: How GenCare Scaled Smarter on Amazon

Overview

GenCare Generic Healthcare is a supplement brand in the highly competitive OTC allergy category. With rising advertising costs and limited keyword access due to ingredient restrictions, the brand struggled to scale profitably on Amazon. After partnering with Incrementum Digital, GenCare restructured its campaigns, optimized product pages, and leveraged Amazon’s insight tools to drive significant improvements in efficiency and performance. These efforts earned GenCare recognition as a finalist in the 2024 Amazon Ads Partner Awards.

The Challenge

GenCare aimed to grow from $70K to $200K in monthly sales within 45 days. However, the brand faced several roadblocks:

  • A conversion rate of nineteen point three percent, significantly lower than the niche median of twenty-nine point five percent
  • Inefficient Sponsored Brand targeting that accounted for thirty percent of ad spend but delivered only seventeen percent of attributed sales
  • TACOS fluctuating above eighteen percent, with minimal organic ranking gains
  • Limited access to high-intent keywords due to ingredient-related ad restrictions

These challenges made it difficult for GenCare to gain traction, even with a solid product offering.

The Approach

Audit and Opportunity Mapping

Incrementum began with a complete campaign and product listing audit. This included a review of conversion rate benchmarks, keyword coverage, content quality, and budget allocation.

Budget Optimization

Ad spend was restructured to focus on high-performing Sponsored Product campaigns. Auto campaigns with low ACOS were prioritized, while low-converting Sponsored Brand efforts were scaled back.

Campaign Testing and Expansion

New Sponsored Display campaigns were launched to reach relevant audiences. Match type segmentation and negative targeting were used to improve efficiency and relevance.

Creative and PDP Enhancements

Product listings were redesigned using Premium A Plus content, aspirational imagery, and SEO-optimized titles and bullet points. Cross-sell modules and comparison charts were added to encourage basket-building.

Our Results

Conversion rate increased by 185 basis points, reaching 41.55%

Click-Through Rate (CTR) was 0.51%, and the Cost Per Click (CPC) averaged $2.44

Total sessions increased to 737,444, reflecting higher customer interest and engagement