Challenge
- Amazon and Google channels were managed in silos, causing messaging drift.
- Category visibility was strong on one channel but weak on the other.
- Paid spend lacked cross-channel attribution and budget discipline.
Approach
- Aligned keyword architecture between Amazon listings and Google landing pages.
- Rebuilt PDP and category content for both marketplace and web intent.
- Launched competitive monitoring for pricing, reviews, and ad pressure.
- Implemented shared reporting for organic, paid, and marketplace outcomes.
- Reallocated budget to query groups with highest blended profitability.
Results Timeline
| Metric | Month 0 | Month 6 | Month 12 |
|---|---|---|---|
| Amazon Sales Index | 100 | 180 | 310 |
| Google Organic Traffic Index | 100 | 260 | 540 |
| ROAS | 1.0 | 1.7 | 2.1 |
| Branded Search Index | 100 | 136 | 188 |
What Moved the Needle
- +210% Amazon sales and +440% Google organic traffic.
- 2.1x ROAS after channel consolidation.
- Improved resilience through diversified search demand.
Key Takeaway
For B2B brands, marketplace and web search should be orchestrated as one growth system, not separate funnels.
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