Results
November Performance (5 months from launch)
Target: 50% MoM at 30% TACoS. Actual: 130% MoM at 22% TACoS — massive outperformance.
Despite a target TACoS of 30%, achieved 22% while growing 130% MoM — exceptional efficiency.
4 SKUs now rank top 3 organically on high-volume keywords without aggressive discounting.
Full catalog launched with strategic sequencing, every product following a fixed playbook.
Organic visibility is now a major growth engine, with multiple products ranking organically on category and long-tail keywords.
About the Brand
This kids brand is a premium toys brand focused on high-quality educational and activity products. The brand entered Amazon India in June-end, starting from scratch with zero listings, no historical sales data, and no keyword authority. Within five months, the kids brand achieved exponential growth across both organic and paid channels, establishing itself as one of the fastest-rising brands in its segment.
Foundation Setup
We began by setting a clear foundation:
- Listing creation & SEO optimization
- Keyword research
- Image & content optimization
- Strategic launch sequencing for 50+ products
Core Challenges
1. Extremely Crowded Toys Category
The toys category in India is one of the highest-competition verticals on Amazon:
- •Multiple established incumbents
- •Aggressive pricing strategies
- •Highly commoditized products
- •Competitors with thousands of reviews
This kids brand, as a premium brand, had to gain visibility without relying on price drops.
2. Premium Pricing in a Cheap-Market Category
Competing against low-price sellers meant:
- •Lower CTR initially
- •Harder ranking for top keywords
- •Need for strong differentiation through quality & positioning
3. Large Catalog Launch (50+ Products)
Sequential launches had to be:
- •Strategically timed
- •Supported with the right ads structure
- •Prioritized for ranking based on early signals
A careless roll-out would have spread budgets thin.
Strategic Approach
Every listing was created with clean, keyword-rich titles, optimized bullets and backend keywords, high-quality images, and clear value-based communication (premium, durable, better design). This ensured faster indexing and improved conversion.
Instead of pushing 50+ products at once, products were launched in batches. Only high-potential SKUs received aggressive ranking budgets, underperforming SKUs were paused early, and winning SKUs were doubled down on. This avoided budget dilution and accelerated ranking.
We implemented a structured ads model: Discovery Layer (Auto + Broad for keyword harvesting), Ranking Layer (Phrase + Product Targeting), and Conversion Layer (Exact match + Brand Defense). Only signals-based scaling — no unnecessary spend.
A ruthless approach: SKUs with early traction got more budget, products without traction were cut quickly, and ads and SEO were iteratively refined weekly. This fast iteration cycle unlocked exponential growth.
Key Growth Drivers
1. Strong Listing Quality → High Conversion Rate Premium positioning helped justify pricing despite cheap competitors.
2. Keyword-First Launch Strategy Every product launch is mapped to search volume, competition, ranking difficulty, and demand patterns.
3. Data-Driven Ads Structure Search term harvesting every week, targeting only profitable, scaling keywords, and cutting waste from non-converting pockets.
4. Agile Scaling The brand doubled down quickly on winners and stopped losers — keeping TACoS low.
Conclusion
This kids brand's growth came from precise listing optimization, disciplined product launches, ruthless ad efficiency, clear positioning as a premium toys brand, and strong understanding of Amazon's ranking engine. Starting from zero in June, the brand achieved 130% MoM growth at 22% TACoS by November, with 4 products ranking in the top 3 organically — proving that strategic execution beats aggressive spending.