Background
Despite being a respected name in premium cookware offline, this kitchen brand struggled with lacklustre sales and low brand awareness on Amazon Australia. Their existing Amazon setup—fragmented listings, limited advertising, and underwhelming content—failed to communicate their value to online shoppers.
Challenges
Limited brand awareness and search presence within Amazon’s vast marketplace
Low conversion rates due to basic listings, missing images, and generic descriptions
Inventory management problems, including frequent stockouts and excess fees
Difficulty translating offline brand equity into Amazon sales success
The Unmaze Solution
Comprehensive Audit & Competitor Analysis: Conducted a full review of the Amazon Seller Central account, evaluating setup, listing quality, availability, selection, and advertising. Found extensive missing attributes, ASINs with inadequate images and bullet points, and a backlog of out-of-stock products. Recommended pricing and sales strategies based on competitor analysis.
Content & Keyword Optimisation: Integrated over 112 high-volume relevant keywords—including terms like “induction wok pan” and “PFOA-free ceramic saucepan set”—into compliant product titles and back-end fields. All bullet points were rewritten and expanded to clearly highlight benefits, such as “Heats 30% faster” or “Reduces heat transfer by up to 20%,” making each listing more compelling and purchase-minded.
Engaging A+ Content (Enhanced Brand Content): Developed rich A+ content—with high-quality photography, videos, product comparison charts, and brand storytelling—that allowed customers to better understand and trust the product before purchase, raising perceived value and boosting conversion.
Optimised Inventory Management (FBA Focus): Transitioned eligible products from FBM to FBA to improve delivery speed, gain Featured Offer status, and raise customer satisfaction. Implemented dynamic pricing tools to stay simultaneously competitive and profitable, with robust stock monitoring to minimise out-of-stocks and reduce storage costs.
Advertising Restructure & Targeting: Rebuilt campaigns with a mix of automated, manual, and product-targeted strategies. Regularly harvested high-performing search terms from auto campaigns into focused manual campaigns. Launched competitor and complementary product targeting to broaden market reach and visibility.
Performance Analytics & Continuous Improvement: Established routine weekly reviews using Seller Central analytics to monitor revenue, conversion rates, traffic, availability, and customer feedback—enabling real-time, KPI-driven pivots in content, inventory, and advertising.
The Unmaze Solution
Comprehensive Audit & Competitor Analysis: Conducted a full review of the Amazon Seller Central account, evaluating setup, listing quality, availability, selection, and advertising. Found extensive missing attributes, ASINs with inadequate images and bullet points, and a backlog of out-of-stock products. Recommended pricing and sales strategies based on competitor analysis.
Content & Keyword Optimisation: Integrated over 112 high-volume relevant keywords—including terms like “induction wok pan” and “PFOA-free ceramic saucepan set”—into compliant product titles and back-end fields. All bullet points were rewritten and expanded to clearly highlight benefits, such as “Heats 30% faster” or “Reduces heat transfer by up to 20%,” making each listing more compelling and purchase-minded.
Engaging A+ Content (Enhanced Brand Content): Developed rich A+ content—with high-quality photography, videos, product comparison charts, and brand storytelling—that allowed customers to better understand and trust the product before purchase, raising perceived value and boosting conversion.
Optimised Inventory Management (FBA Focus): Transitioned eligible products from FBM to FBA to improve delivery speed, gain Featured Offer status, and raise customer satisfaction. Implemented dynamic pricing tools to stay simultaneously competitive and profitable, with robust stock monitoring to minimise out-of-stocks and reduce storage costs.
Advertising Restructure & Targeting: Rebuilt campaigns with a mix of automated, manual, and product-targeted strategies. Regularly harvested high-performing search terms from auto campaigns into focused manual campaigns. Launched competitor and complementary product targeting to broaden market reach and visibility.
Performance Analytics & Continuous Improvement: Established routine weekly reviews using Seller Central analytics to monitor revenue, conversion rates, traffic, availability, and customer feedback—enabling real-time, KPI-driven pivots in content, inventory, and advertising.
Results
Delivered 137% year-on-year sales growth within just six months
Achieved a ROAS over 4.5 and TACoS under 18%
Boosted conversion rates and customer engagement through enhanced content and robust review management
Reduced inventory stockouts while increasing profitable visibility in search and on competitor pages
Results
Delivered 137% year-on-year sales growth within just six months
Reduced inventory stockouts while increasing profitable visibility in search and on competitor pages
Achieved a ROAS over 4.5 and TACoS under 18%
Boosted conversion rates and customer engagement through enhanced content and robust review management
Key Learnings
Transformational results on Amazon require more than incremental tweaks—it’s about combining data-driven audit insights, high-impact listing optimization, and a full-funnel advertising strategy. Unmaze’s hands-on, phased approach delivered sustainable gains in traffic, trust, sales, and operational efficiency, proving that even legacy offline brands can thrive on Amazon with the right expert partner.