New brand
Jaypee's journey on Amazon was fairly new — meaning low visibility and low market share for its portfolio of products.
● Amazon Retail Media · Case Study 
Building the Jaypee Plus brand — 3× revenue, half the ACoS, in 12 months.
How we re-engineered a homewares challenger's go-to-market on Amazon India — pairing a differentiated ad architecture with deep listing optimization to outflank entrenched competition.
3×Revenue growth in 12 months
−50%ACoS reduction over the same period
+300%Sales lift in the first six months
900+SKUs prioritized & restructured
01
Background
A homewares challenger meeting the Millennial marketplace.
Jaypee came to us with the goal of scaling sales and growing market share with housewives, homemakers, and young professionals shopping for everyday household products.
The traditional channels Jaypee had relied on were limiting growth. Their assortment was right for the audience, but the audience itself had moved — and the marketplace where they now make decisions is Amazon.
We helped Jaypee alter its GTM strategy by demonstrating how Amazon Marketplace, with its dominant position with Millennials, presented a significant opportunity for incremental sales growth beyond what was achievable on its traditional sales channels.
Amazon was no longer a sales channel for Jaypee. It was the new battleground for a generation of buyers — and the playbook had to be rewritten end-to-end.
02
Challenges
Four headwinds, all blowing at once.
Jaypee's extensive product portfolio meant we had multiple battlegrounds to fight in — each with its own visibility and share dynamics.
Extensive portfolio
Over 900+ products needed to be managed and prioritized in line with GTM strategy and business goals.
Established competition
Brands like Cello and Milton had been on Amazon for years, holding large market share and visibility across categories.
Multiple battlegrounds
The breadth of the portfolio meant share had to be fought for across many categories simultaneously.
03
Strategy
A four-pillar plan, executed in tandem.
Each pillar fed the next — analysis informed the account architecture, the architecture defined the listings, and the listings unlocked SOV.
01
Market analysis
We conducted a thorough market analysis to understand the competitive landscape, customer preferences, and trends across categories and subcategories — surfacing gaps in Jaypee Plus's listings and the spaces where it could differentiate inside the Amazon ecosystem.
02
Differentiated account structure
We built a highly differentiated account structure across Sponsored Products, Sponsored Display, and Sponsored Brands — targeted by segment and search behavior, so each format played to its strength.
03
Optimized product listings
We rewrote Jaypee Plus's listings on Amazon India for both visibility and conversion — optimizing titles, descriptions, and imagery to be more compelling, more informative, and better aligned to high-intent search queries.
04
SOV advertising strategy
An SOV strategy aimed at top-of-funnel reach and brand recognition — getting more people to know Jaypee and driving qualified traffic into the brand store.
04
Tactic 01 — Driving SOV
Top-of-funnel reach with Sponsored Brand Video & TOS placements.
To translate awareness into market share, the brand had to occupy the most visible real estate on the page — twice over, in motion and in rank.
Sponsored Brand Video
Motion as a tiebreaker on a crowded shelf.
SBV placements gave Jaypee Plus a kinetic moment of difference inside category search results — autoplay creative tuned for sound-off scrollers, with the product hero front-loaded into the first two seconds.
- Creative cut for sound-off, mobile-first viewing
- Search-term targeting tied to category-defining queries
- Frequency capped to protect efficiency at scale
▶
Sponsored Brand · Top of Search
Owning the headline above every result.
Top-of-Search Sponsored Brand placements anchored the brand store directly above organic results, multiplying impression share for the highest-intent generic queries in each category.
- Brand-store landing pages tuned to query category
- Three-product carousels rotated by margin and stock health
- Continuous A/B on hero copy, lifestyle vs. product imagery
Jaypee Plus · Daily Essentials
Sponsored Steel water bottle
₹399
3-tier tiffin box
₹649
Casserole 1.5L
₹899
Storage set ×6
₹1,249
The placement, in the wild. SBV occupying the masthead, with a Top-of-Search Sponsored Brand banner anchored above organic results — the brand owns the first screen for category-defining queries.
05
Tactic 02 — Product Listing Page Optimization
Rebuilding every PLP for conversion and rank.
We worked with Jaypee to evaluate each listing against competitors and Amazon's best practices, then generated a comprehensive page-by-page strategy.
Conversion first, ranking follows.
Optimizations were aimed at lifting conversion rate per visit, knowing that Amazon's ranking model would reward improved CR with better organic placement — a compounding loop.
- Expanded high-quality, lifestyle & specification imagery
- Descriptions rebuilt around target keywords and buyer intent
- Parent-child relationships restructured for variant discovery
- A+ content modules introduced where eligible
Jaypee Plus
Insulated Casserole, 1.5L · Hot & Cold Serving Bowl
★★★★★ 3,412
₹899 ₹1,499
Double-wall stainless steel · 6-hour heat retention BPA-free · dishwasher safe · gift packaging Available in 3 sizes — 1L · 1.5L · 2.5L
Buy Now
Optimized listing — before and after. Rewritten titles, lifestyle imagery, and A+ content modules combined to lift click-through and conversion across the hero assortment.
06
Tactic 03 — Positive Feedback Engine
Drip campaigns that generate reviews — within Amazon's policies.
Reviews are the single largest variable in conversion on a marketplace where the buyer can't hold the product. We treated them as a programmable input, not an emergent outcome.
An email + offline cadence that compounds.
Amazon has very strict policies regarding direct communication with customers. Following best practices, we developed both an email and an offline drip campaign that resulted in more product reviews and reduced negative feedback — while staying fully compliant.
- Trigger logic mapped to the post-delivery moment of satisfaction
- Compliance review on every touchpoint and copy variant
- Negative-feedback triage path with same-day support routing
J+
Jaypee PlusHow was your purchase?
Thanks for choosing Jaypee Plus — we'd love your feedback.
Hi there — we hope your new casserole is keeping the dal warm. Your honest review helps other home-makers choose with confidence.
★ ★ ★ ★ ★
Review cadence, in-platform. A policy-compliant buyer-seller message sequence timed to the post-delivery satisfaction window — lifting review velocity without risking account standing.
07
Tactic 04 — Sponsored Products
Paid that pulls organic up with it.
The sponsored listing strategy did more than expedite initial sales — by driving high CTR and conversion, it raised seller rank and pulled organic placement up alongside it.
The flywheel: ad rank → seller rank → organic rank.
Putting Jaypee Plus at the top of search via Sponsored Products generated the early traction, but the durable win came from how Amazon's organic algorithm rewarded that traction — compounding visibility without compounding spend.
- Bid logic tuned per ASIN by margin × velocity
- Negative-keyword pruning reviewed weekly
- Defensive bidding on branded queries to protect SOV
₹649
₹599
₹899
Sponsored Products, stacked across the page. Hero ASINs surfacing in multiple SP slots on the same SERP — paid placements compounding with organic rank, so the buyer sees Jaypee Plus whether or not we're bidding on the next query.
08
Results
Twelve months later — the brand had become a category contender.
Visibility, revenue, share, and assortment all moved in the same direction at the same time.
Increased visibility & reach
Jaypee Plus's products became more visible on Amazon India, helping the brand reach a wider audience and attract more customers.
+300% sales revenue
in the first six months
Sales revenue increased by 300% within the first six months of implementing our strategies — and continued to compound.
Increased market share
With our recommendations, Jaypee Plus was able to compete more effectively against entrenched sellers on Amazon India.
New product categories
By introducing new product categories through buyer insights, Jaypee Plus attracted new customers and diversified revenue.
What's next
Have a marketplace battleground of your own?
We help brands re-engineer their growth operating system on Amazon and beyond — from account architecture to listing-level optimization.
Trusted by marketing & growth leaders at
