Order Volume
4.2×
Order Growth
Total monthly orders scaled 4.2× versus the pre-engagement baseline across POLKA parent SKUs.
Case Study
Herbal Tea & Wellness · Amazon India
POLKA Hibiscus Tea: From Page 12 to Page 1 in 60 Days
OTOECOM rebuilt POLKA's Amazon presence end-to-end: cataloging cleanup, listing SEO optimization, product image redesign, A+ Content / EBC planning, Amazon Ads optimization and ongoing account management. The focus was not only traffic; the goal was cleaner indexing, stronger buyer trust and Page 1 visibility for herbal tea search terms.
Search Rank Progression
Amazon.in
Start Page
Page 12
Final Page
Page 1
Time
60 Days
Traffic Growth
+186%
Session Increase
Sessions grew consistently week-over-week after listing, image and A+ content rebuild.
Rank Position
Page 1
Herbal Tea Keywords
Core herbal tea search terms moved from page 12 to page 1 organic positions on Amazon.in.
Project Snapshot
The POLKA engagement at a glance
Engagement Type · Cataloging + EBC + Ads + Account Management
Brand
POLKA
Herbal Tea & Wellness
Marketplace
Amazon.in
Registered Brand
Category
Grocery & Gourmet Foods
Herbal Tea · Wellness
Engagement Length
60 Days
Catalog, EBC, Ads & Account Management
Where We Started
POLKA 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 Herbal Tea & Wellness fights for the same scroll depth — POLKA was invisible beyond deeper search pages for most herbal tea terms and burning ad spend without pulling organic rank up with it.
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Buried in search results Core herbal tea keywords — "hibiscus tea", "gudhal ka phool", "flower tea", "caffeine free tea" — were not placed strongly enough. Organic impressions stayed low.
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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, 60 days, one growth engine
Nothing here is guesswork — every change is documented, every result is measured. Below is the exact sequence we ran for POLKA. It's the same playbook we use for every Herbal Tea & Wellness brand we manage.
01
Cataloging & Data Hygiene
Days 1–10
Fixed the foundation before touching the surface
No listing optimization survives a broken catalog. We started by auditing 48 product listings across the POLKA catalog — parent-child variation logic, browse nodes, GTINs, attribute completeness, pack quantity and search-term backend fields.
What we changed
- Re-mapped browse nodes from generic grocery placement to correct tea and herbal wellness sub-categories.
- Restructured variation logic so pack sizes and related SKUs were easier for customers and Amazon to understand.
- Filled every attribute field Amazon indexes: ingredient, flavour, diet type, package quantity, net quantity and preparation guidance.
- Rebuilt backend search terms with non-duplicate high-intent herbal tea, flower tea and Hindi-English search phrases.
Why it mattered
- Correct browse nodes unlock category-level filters where 30–40% of Herbal Tea & Wellness 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 suppression dropped to zero within two weeks.
Amazon could read the product attributes, pack value and keyword relevance more clearly after the cleanup.
02
Listing Optimization
Weeks 2–4
Rewrote titles and bullets around search intent
We rebuilt every core POLKA listing on a keyword-mapped framework — titles that match how herbal tea buyers 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 + Ingredient + Pack 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: ingredient, taste, use case, preparation and trust — 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 Herbal Tea & Wellness — shoppers buy outcomes.
- Search intent match (transactional vs. informational) shapes the CVR ceiling once traffic lands.
Sessions started improving after the keyword architecture went live.
The product began building relevance for hibiscus tea, flower tea, gudhal ka phool and caffeine-free tea searches.
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 ingredient, pack quantity, taste, caffeine-free positioning — the "why this one" answer at a glance.
- Frame 3 — Lifestyle in-use: real cup, brew and wellness-routine context. Herbal tea buyers need to visualize taste, preparation and daily usage.
- Frame 4 — Preparation / serving guide: clear brewing steps with cup quantity and usage guidance. Kills 60% of pre-purchase questions.
- Frame 5 — Comparison table: vs. the next SKU up in the POLKA 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 Herbal Tea & Wellness killer for account health.
Image refresh improved click clarity and PDP confidence. The new hero, infographic and lifestyle image set made the product easier to understand on mobile.
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 POLKA 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: POLKA origin, mission and manufacturing standards — establishes trust in a category full of generic tea sellers.
- Feature grid with iconography: 4–6 top benefits, each with a purpose-built icon and one-line proof.
- Comparison chart: POLKA tea range side-by-side — helped buyers compare pack value, flavour profile and use-case quickly.
- Lifestyle image band: real cup, brew and lifestyle visuals. Herbal tea category needs trust, taste and usage clarity alongside benefits.
- 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 POLKA ecosystem.
- A+ pages are also indexed by Amazon's internal search — more real estate for keyword relevance signals.
A+ Content made the PDP more conversion-ready.
Buyers could understand ingredient story, usage, benefits and pack value without leaving the page.
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 POLKA 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 competing herbal tea and flower tea listings with weak content or weak review depth.
- Sponsored Brands on branded and category terms with brand-story creative pointing to relevant tea range pages.
- Sponsored Display for remarketing viewers and cross-sell within the POLKA 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.
Ads became cleaner and more ranking-focused.
Wasted search terms were removed, high-intent keyword campaigns were scaled and ad data started supporting organic rank.
06
Account Management · Ongoing Ops
Week 1 → ongoing
Kept the growth engine running through every optimization cycle
One-shot optimizations plateau fast. We ran POLKA as a managed account with weekly performance syncs, proactive Amazon case handling and a live dashboard the brand could check any day.
Optimization cadence
- Phase 1: performance report — sessions, CVR, ACOS, buy-box %, inventory days-of-cover.
- Phase 2: PPC search-term harvest & negative-keyword sync.
- Phase 3: review moderation, Q&A response, negative-review recovery outreach.
- Phase 4: strategy call with the POLKA 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.
Account management kept the growth stable.
Catalog health, search movement, ads, reviews, Q&A and inventory signals were monitored throughout the 60-day execution.
The Numbers
Before & After — the real delta
Percentages are easy to write; here's what actually shifted across the POLKA account from the day we started to day 60.
Before OTOECOM
Order Growth
1.0× baseline
Sessions
Low baseline
Top Keyword Visibility
Page 12
Unit Session %
Low CVR
ACOS
High / Wasteful
A+ Content
Placeholder
Catalog Errors
Suppression / attribute issues
After 60 Days
Order Growth
4.2× growth
Sessions
+186% sessions
Top Keyword Visibility
Page 1
Unit Session %
Improved CVR
ACOS
Optimized
A+ Content
Full EBC / A+ rebuild
Catalog Errors
0
“Within 60 days, POLKA went from low herbal tea visibility to Page 1 movement for the keywords that actually matter. OTOECOM did not only write content — they rebuilt cataloging, images, EBC, ads and the way the Amazon account was managed.”
PK
POLKA Brand Team
Herbal Tea & Wellness · Amazon India
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