Order Volume
3.8×
Order Growth
Total monthly orders scaled 3.8× versus the pre-engagement baseline across FITPUT parent SKUs.
Case Study
Sports & Fitness · Amazon India
FITPUT: From Low Search Visibility to Strong Amazon Growth
We optimized FITPUT sports and fitness product listings with keyword-rich titles, better category positioning, improved search intent targeting, content cleanup and a full product visibility strategy. Sessions improved consistently and fitness-focused keywords started moving toward stronger Amazon search positions — page 1 for target terms.
Search Rank Progression
Amazon.in
Start Rank
#47
Final Rank
#9
Time
13 Weeks
Traffic Growth
+164%
Session Increase
Sessions grew consistently week-over-week after listing, image and A+ content rebuild.
Rank Position
Page 1
Fitness Keywords
Core fitness search terms moved from page 3+ to page 1 organic positions on Amazon.in.
Project Snapshot
The FITPUT engagement at a glance
Engagement Type · Full-stack Amazon Growth
Brand
FITPUT
Sports & Fitness
Marketplace
Amazon.in
Registered Brand
Category
Sports, Fitness & Outdoors
Home Gym · Accessories
Engagement Length
13 Weeks
Ongoing account management
Where We Started
FITPUT had strong products — but Amazon couldn't find them.
The catalog was live, the brand was registered and the product quality was there. What was missing was the Amazon-side execution layer: search-optimized copy, high-intent imagery, structured A+ content, and a PPC engine feeding organic rank. Every seller in Sports & Fitness fights for the same scroll depth — FITPUT was invisible past page 3 for most fitness terms and burning ad spend without pulling organic rank up with it.
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Buried in search results Core fitness keywords — "resistance bands", "gym gloves", "yoga mat" — landed the brand on page 3 or worse. Almost zero organic impressions.
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Titles & bullets not indexed for intent Titles were brand-first with weak keyword density. Bullets read like specifications, not benefits — missing the reasons a shopper actually clicks and buys.
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Generic product imagery The main image met MP guidelines but felt undifferentiated. No lifestyle usage, no comparison callouts, no feature infographics — the CTR ceiling was set by the images.
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A+ Content was placeholder-grade Existing EBC modules had no brand story, no comparison charts, no benefit iconography. Nothing to lift conversion after a shopper reached the PDP.
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PPC was leaking ACOS One catch-all auto campaign per SKU, no negative-keyword harvesting, no placement or dayparting logic. Ad spend was subsidizing traffic that never converted.
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Catalog hygiene issues Inconsistent variations, incorrect browse nodes, missing search terms in the backend and unused attribute fields — each one a hidden ceiling on indexation.
Our Approach
Audit → Blueprint → Execute
We treat Amazon growth as a chain: cataloging feeds listing, listing feeds indexation, indexation feeds ad efficiency, ad efficiency feeds organic rank. Break any link, the chain snaps. So we sequenced the work in three phases before touching a single field.
01
Audit
Full SKU-level teardown: catalog errors, keyword gaps versus competitors, image funnel drop-offs, A+ module coverage, search-term report waste, ACOS by campaign type.
02
Blueprint
Prioritized 90-day roadmap ranked by expected lift × effort. Quick wins (backend keywords, browse nodes) shipped first while heavier assets (imagery, A+, PPC rebuild) got queued in parallel.
03
Execute
Weekly sprints. Each change tagged, monitored and measured against the baseline. Ad structure rebuilt, images shipped in batches, A+ deployed by hero SKU, ongoing ops handed off to a named account manager.
Execution Playbook
Six pillars, thirteen weeks, one growth engine
Nothing here is guesswork — every change is documented, every result is measured. Below is the exact sequence we ran for FITPUT. It's the same playbook we use for every Sports & Fitness brand we manage.
01
Cataloging & Data Hygiene
Weeks 1–2
Fixed the foundation before touching the surface
No listing optimization survives a broken catalog. We started by auditing 42 SKUs across the FITPUT family — parent/child variations, browse nodes, GTINs, attribute completeness, and search-term backend fields.
What we changed
- Re-mapped browse nodes from generic "Sports" to correct sub-nodes (Home Gym Equipment, Resistance Bands, Fitness Accessories).
- Consolidated duplicate child ASINs into proper size/color variations under one parent.
- Filled every attribute field Amazon indexes: material, target audience, use case, size chart, package contents.
- Rebuilt backend search terms to the full 249-byte limit with non-duplicate high-intent phrases.
Why it mattered
- Correct browse nodes unlock category-level filters where 30–40% of Sports & Fitness sessions come from.
- Merged variations concentrate reviews and sales history on the winning ASIN — direct rank fuel.
- Complete attributes make listings eligible for badges, filters and enhanced browse placements.
- Backend terms handle the misspellings, Hindi transliterations and long-tail queries frontend copy can't.
Catalog error rate dropped from 18 flags to 0.
Indexation coverage for target keywords jumped from ~54% to 92% within week 2.
02
Listing Optimization
Weeks 2–4
Rewrote titles and bullets around search intent
We rebuilt every core FITPUT listing on a keyword-mapped framework — titles that match how fitness shoppers actually search, bullets that convert scanners into buyers, and descriptions that reinforce the whole story.
What we changed
- Keyword research first: primary + long-tail terms mapped per SKU using Brand Analytics search-frequency data plus competitor gap analysis.
- Title formula: Brand + Product Type + Key Feature + Material/Size + Use Case — front-loaded the highest-volume phrase every time.
- Five benefit-driven bullets per SKU: outcome first (what the shopper gets), spec second, always under the character ceiling with all-caps hooks.
- Description rewritten as a mini-story: problem, product, proof — keyword-natural, not stuffed.
Why it mattered
- Amazon's ranking weight sits heaviest in the title's first 80 characters — every wasted character is a rank ceiling.
- Benefit bullets outperform spec bullets on conversion by a wide margin in Sports & Fitness — shoppers buy outcomes.
- Search intent match (transactional vs. informational) shapes the CVR ceiling once traffic lands.
Sessions +58% by end of week 4.
Six previously buried keywords entered the top 30 organic positions.
03
Image & Infographic Design
Weeks 3–6
Redesigned the entire image funnel
The main image controls CTR from the search page. The gallery controls conversion on the PDP. We rebuilt all seven image slots per SKU with a clear job for each frame — nothing is decorative.
What we shipped (per SKU)
- Frame 1 — Hero: pure white BG, product filling 85% of frame, corrected lighting, no clutter. Optimized for search-tile visibility on mobile.
- Frame 2 — Feature callouts: labeled infographic highlighting material, grip, size, weight class — the "why this one" answer at a glance.
- Frame 3 — Lifestyle in-use: real gym / home-workout context. Sports & Fitness shoppers need to visualize themselves using it.
- Frame 4 — Size / dimension chart: clean measurement guide with body-type reference. Kills 60% of pre-purchase questions.
- Frame 5 — Comparison table: vs. the next SKU up in the FITPUT range or vs. the category average.
- Frame 6 — How to use: 4-step visual demo. Reduces returns from confused first-time users.
- Frame 7 — Trust & badges: what's in the box, warranty, brand promise.
Why it mattered
- On mobile, 70%+ of Amazon shoppers make the click decision on the hero image alone — before reading a single word.
- Feature infographics move the average shopper from "is this the right one?" to "yes" without needing external research.
- Size and how-to frames directly reduce return rate — a Sports & Fitness killer for account health.
CTR up 41% and unit session % up 22% after the new hero + infographic set went live across the top 12 SKUs.
04
A+ Content · EBC Rebuild
Weeks 5–8
Turned the PDP into a full brand experience
Amazon's own data shows A+ Content can lift conversion by 5–10% on average — done properly. For FITPUT we built A+ modules that tell the brand story, answer objections and cross-sell the range, all within Amazon's premium module set.
Modules we deployed
- Brand story header: FITPUT origin, mission and manufacturing standards — establishes trust in a category full of unbranded sellers.
- Feature grid with iconography: 4–6 top benefits, each with a purpose-built icon and one-line proof.
- Comparison chart: full FITPUT range side-by-side — drives cross-SKU consideration and increases session AOV.
- Lifestyle image band: real athletes / home users. Sports category needs aspiration alongside utility.
- Q&A module: pre-empted top objections pulled from customer reviews and returns log.
- Warranty / support strip: closes the sale for cautious first-time buyers.
Why it mattered
- EBC modules occupy the highest-attention scroll zone on mobile PDPs — wasting them is wasting conversion.
- Comparison charts reduce back-button abandonment by keeping the shopper inside the FITPUT ecosystem.
- A+ pages are also indexed by Amazon's internal search — more real estate for keyword relevance signals.
PDP conversion rate lifted from 8.4% to 12.6%.
Cross-sell attach rate on the comparison module drove AOV up ~14%.
05
Amazon Ads · PPC Rebuild
Weeks 4–13 (ongoing)
Restructured PPC to feed organic rank, not just orders
A messy account structure caps every downstream optimization. We tore down the single-campaign setup and rebuilt the FITPUT ad account with the campaign types and structure Amazon actually rewards.
Campaign architecture
- SP Auto per SKU — kept as pure discovery engine with tight bid caps. Weekly search-term report harvested into keyword campaigns.
- SP Manual (Keyword) split into Exact, Phrase and Broad ad groups per intent tier: brand, category, competitor.
- SP Manual (Product) ASIN targeting on competitor listings with weak review counts — high-conversion, low-cost slot.
- Sponsored Brands on branded + category head terms with brand-story creative pointing to a Store landing page.
- Sponsored Display for remarketing viewers and cross-sell within the FITPUT range.
Ongoing optimization
- Negative-keyword harvesting every 7 days — kills wasted spend on irrelevant queries.
- Placement bid modifiers tuned by campaign (top-of-search vs. rest-of-search vs. PDP).
- Dayparting analysis — pushed bids during high-CVR hours, throttled overnight.
- Bid rules by ACOS band: profitable terms scaled up, marginal terms held flat, unprofitable terms starved.
ACOS down from 42% to 21%, ROAS climbed from 2.4× to 4.8×.
Ad-driven sales pulled organic rank up on target keywords — the flywheel started spinning.
06
Account Management · Ongoing Ops
Week 1 → ongoing
Kept the growth engine running week after week
One-shot optimizations plateau fast. We ran FITPUT as a managed account with weekly performance syncs, proactive Amazon case handling and a live dashboard the brand could check any day.
Weekly cadence
- Monday: performance report — sessions, CVR, ACOS, buy-box %, inventory days-of-cover.
- Tuesday: PPC search-term harvest & negative-keyword sync.
- Wednesday: review moderation, Q&A response, negative-review recovery outreach.
- Friday: strategy call with the FITPUT team — next week's priorities locked in.
Always-on protection
- Buy Box monitoring with alerts on suppression events.
- Case log for account-health issues — suppressed listings, policy notifications, IPI drops.
- Inventory planning tied to 8-week rolling velocity forecast — no stockouts, no dead stock.
- Review growth: Amazon Vine plan + follow-up email templates via Seller Central's request-a-review button.
Zero account-health incidents through the engagement.
Star rating held at 4.5+ across hero SKUs; buy-box % stayed above 96%.
The Numbers
Before & After — the real delta
Percentages are easy to write; here's what actually shifted across the FITPUT account from the day we started to week thirteen.
Before OTOECOM
Monthly Orders
~380
Sessions / month
~14,200
Best Keyword Rank
Page 3+ · #47
Unit Session %
7.9%
ACOS
42%
A+ Content
Placeholder
Catalog Errors
18 flags
After 13 Weeks
Monthly Orders
~1,445 (3.8×)
Sessions / month
~37,500 (+164%)
Best Keyword Rank
Page 1 · #9
Unit Session %
12.6%
ACOS
21%
A+ Content
Full 6-module
Catalog Errors
0
“Within a quarter, FITPUT went from being invisible past page 3 to sitting on page 1 for the keywords that actually convert. OTOECOM's team didn't just fix the listings — they rebuilt the way we run our Amazon account.”
FP
FITPUT Brand Team
Sports & Fitness · Amazon India
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