The Project

VitasupportMD is a leading dietary supplement company focused on improving its customers’ health and wellness. The company sought to increase its marketplace visibility and sales across key platforms: Amazon, Walmart, and eBay.

Walmart and eBay’s primary objectives were to rapidly create and optimize product listings, integrate efficient fulfillment processes, and boost visibility through targeted keyword indexing and platform-specific advertising strategies.

With an already established presence on Amazon, the focus shifted to improving the organic performance of product listings through advanced Listing Optimization. A key priority was enhancing Listing Conversion Rates by implementing branded content such as A+ Content and Story Brand modules. Additionally, VitasupportMD worked to strengthen its Brand Presence with a revamped Amazon storefront. To ensure competitiveness, strategic Amazon PPC campaigns were launched to dominate key search terms and further increase visibility and sales.

The Work

• Marketplace Listing Synchronization & Optimization
• Branded Listing Creation & Optimization
• Marketplace Storefront Creation
• Marketplace Fulfillment & Maintenance – FBA & WFS
• Advanced PPC Management
• ICAP Funnel Implementation

 

The Challenges & the Goals of the Project

Challenges

VitasupportMD, a premium dietary supplement brand, wanted to increase its brand visibility and drive more sales through key online marketplaces, including Amazon, Walmart, and eBay. Despite having high-quality products and a strong reputation within the healthcare community, the company faced challenges in standing out amidst growing competition and an oversaturated supplement market. Their primary focus was to optimize their presence in these marketplaces to attract more potential customers, improve conversion rates through their clear differentiators, and ultimately drive the growth of all marketplaces.

Goals of the Implementation

To address these challenges, we implemented a systemized approach based on the ICAP funnel across all key marketplace channels. The primary goals were to:

• Boost Brand Visibility: List and optimize product listings for maximum organic reach and visibility.
• Increase Consideration: Create compelling branded content and an engaging Amazon Storefront to drive customer interest and encourage product evaluation.
• Drive Customer Action: Implementing effective review management, marketplace fulfillment systems, and ongoing optimizations to ensure customers take action and purchase.
• Achieve Results: Through continuous optimization, advanced PPC strategies, and a clear Event Calendar, the goal was to increase the overall performance of the brand on marketplaces, achieving 44% YoY growth for the account, with a 100%+ YoY growth for the Best Sellers.

This strategic approach ensured that VitasupportMD’s products reached the right customers at the right time, driving sustained growth and significantly improving the brand’s marketplace performance.

The Process – Summary

To increase VitasupportMD’s marketplace visibility and optimize performance, we implemented a comprehensive strategy beginning in January 2024. Each phase of the process was designed to follow the ICAP funnel, ensuring a seamless journey from initial Impression to final Purchase.

Impression: Listing Synchronization & Optimization

We began by synchronizing and optimizing listings across Amazon, Walmart, and eBay, ensuring consistency in product titles, descriptions, and keywords. This optimization was crucial for maximizing visibility and attracting traffic from potential customers. We integrated high-converting keywords tailored to each platform’s algorithm to enhance organic search rankings, ensuring that VitasupportMD’s products appeared in relevant search queries. The listings were refined for each marketplace’s specific nuances, ensuring maximum exposure to the right audience.

Consideration: Amazon Storefront Creation + Branded Content Implementation

Once visibility was optimized, we focused on Consideration—guiding potential buyers through the decision-making process. For Amazon, we developed A+ Content and leveraged Story Brand modules to create informative, engaging content that spoke directly to customer pain points. We ensured that product descriptions, images, and features addressed the most common customer concerns, ultimately building trust and encouraging deeper engagement.

For Walmart and eBay, we enhanced product pages with professional imagery, persuasive descriptions, and detailed product benefits that appealed to customers’ needs. We also revamped the Amazon and eBay Storefront, crafting a cohesive and visually appealing brand experience. This storefront served as a hub for all VitasupportMD products, making it easier for customers to navigate and explore the product catalog, increasing brand recognition, and fostering trust.

Action: Marketplace Fulfillment & Maintenance (FBA & WFS) and Reviews Management

As customers moved into the Action stage, we focused on converting interest into sales. Effective review management played a key role in this phase. We implemented automated systems to request and collect reviews, while actively addressing any customer issues to maintain high ratings. Positive reviews are a cornerstone of marketplace success, and we ensured that VitasupportMD’s products maintained excellent feedback scores.

We also streamlined Marketplace Fulfillment through the use of FBA (Fulfilled by Amazon) and WFS (Walmart Fulfillment Services), ensuring quick order processing and fast delivery. This allowed for a seamless shopping experience, reducing cart abandonment and building customer satisfaction. Regular maintenance checks were performed to ensure listings were always up to date and aligned with customer expectations.

Purchase: Advanced PPC Management to Drive Conversions

To push customers through to Purchase, we employed Advanced PPC Management strategies across all marketplaces. Our PPC campaigns were designed to boost visibility and increase conversion rates by targeting high-intent customers. We ran a mix of sponsored product ads, brand awareness campaigns, and retargeting ads to keep the brand top-of-mind for potential buyers.

Additionally, we optimized campaigns using advanced strategies such as keyword harvesting from top-of-funnel impressions to refine targeting for bottom-of-funnel conversions, performance campaigns to drive bottom-of-funnel sales, and ranking campaigns to improve organic keyword rankings. We also focused on brand defense to protect the listings from competitors attempting to capitalize on branded search queries and product listings. All campaigns were continuously optimized to maximize ROAS and drive sustained growth.

Impression: Listing Synchronization & Optimization

To start our collaboration, we focused on ensuring consistency, accuracy, and optimization across VitasupportMD’s product listings on Amazon, Walmart, and eBay. The goal was not just visibility, but strategic positioning in the marketplace. We began with a thorough audit of existing listings, identifying key areas for improvement in product titles, bullet points, descriptions, and backend search terms. This audit formed the foundation for optimizing these listings in alignment with platform-specific guidelines and market trends.

We ensured that all products were listed with the necessary attributes for improved discoverability, such as correct product categorization, detailed specifications, and relevant keywords. This gave VitasupportMD a solid foundation for product visibility across all marketplaces.

Our strategy was informed by a data-driven approach, beginning with market research—which consisted of competitor analysis, customer review research, and keyword analysis.

• Competitor Research: We analyzed competitor listings to identify what was resonating with customers. We examined their product titles, descriptions, and promotional strategies to ensure that VitasupportMD’s listings stood out while addressing the pain points and needs of the target customer.
• Review Analysis: By analyzing customer reviews on competitor products, we were able to extract key benefits and common complaints customers had when shopping for similar products. This gave us insights into the exact features customers cared about the most, and helped refine the product descriptions and bullet points to highlight the most sought-after attributes while addressing concerns.
• Keyword Research: We utilized advanced keyword research tools to identify high-converting, platform-specific search terms. This process included vertical clusterization of keywords—grouping related search terms based on behavior and relevance to the product. Through this method, we were able to prioritize the most important keywords based on search volume, competition, and relevance, ensuring that we captured all relevant customer search intents.

By grouping search terms into verticals, we developed a comprehensive strategy that clearly defined where each keyword should be integrated—whether in product titles, bullet points, or descriptions. This approach allowed us to prioritize high-impact keywords, ensuring maximum visibility for each product across all platforms.

In parallel, we performed a competitive performance analysis to understand how VitasupportMD’s products were performing relative to competitors. This helped us identify gaps and areas for improvement in both the product listings and keyword positioning. Our team focused on continuously optimizing product titles, bullet points, and descriptions to improve SEO, increase organic rankings, and ensure VitasupportMD’s products were indexed correctly and appeared in relevant searches.

This strategic approach resulted in improved organic performance, higher search rankings, and increased product visibility across all marketplaces. Additionally, by optimizing listings for SEO, we not only captured more organic traffic but also reduced reliance on paid advertising, resulting in lower PPC costs. The combination of an optimized listing strategy and competitor-informed content allowed VitasupportMD to establish a clear position in the market, increasing its presence and laying the foundation for the next stage of the ICAP funnel: Consideration.

Key Actions in the Impression Stage:

• Comprehensive Listing Optimization: Conducted a full audit of existing product listings on Amazon, Walmart, and eBay, optimizing titles, descriptions, and keywords to ensure alignment with platform-specific guidelines and improve discoverability.
• Data-Driven Market Research: Leveraged competitor analysis, customer review insights, and advanced keyword research, including vertical clusterization, to prioritize high-converting keywords and refine product content for better search visibility and relevance.
• Continuous SEO and Performance Enhancements: Focused on ongoing keyword optimization and competitive performance analysis to improve organic rankings, reduce PPC costs, and increase product visibility across all platforms.

Consideration: Amazon & eBay Storefront Creation + Branded Content Implementation

To drive consideration and improve conversion rates, we focused on enhancing VitasupportMD’s product listings with optimized branded content across both Amazon and eBay. We started by creating a compelling Amazon Storefront that not only introduced customers to individual products but also showcased the entire product catalog. This strategic use of the Storefront helped drive cross-selling and upselling opportunities, increasing Average Order Value (AOV) while providing a seamless and engaging shopping experience.

Similarly, on eBay, we built a fully branded Store Page that mirrored the Amazon Storefront in structure and design, ensuring consistency across platforms. By grouping products into clear categories and using high-quality, professional visuals, we made it easier for customers to explore related products, enhancing visibility and engagement.

Next, we implemented Story Brand Modules and A+ Content on Amazon to enrich the product listings. The Story Brand Module helped us introduce customers to the VitasupportMD brand story, guiding them through the product range and highlighting key benefits in a relatable way. This module also encouraged customers to explore the broader product catalog, boosting AOV by promoting additional purchases.

For Amazon listings, we replaced basic descriptions with A+ Content, incorporating enhanced visuals, comparison charts, and optimized copy based on market research and vertical clusterization. This content directly addressed customer pain points, helping to build trust and credibility. By providing clearer, more informative content, we made it easier for customers to make purchasing decisions, improving the overall conversion rate (CVR).

These initiatives helped improve customer engagement, increase trust in the brand, and ultimately drive higher conversion rates, making it easier for potential customers to move further down the funnel and show their intent to take action.

Key Results in the Consideration Stage:

• Increased AOV: Both the Amazon and eBay Storefronts allowed for cross-promotion and upselling, which helped increase Average Order Value (AOV) by making it easy for customers to explore the full catalog and find complementary products.
• Higher Conversion Rates (CVR): By leveraging A+ Content and Story Brand Modules, we increased the conversion rate by making product listings more informative, engaging, and relevant to customer needs.
• Consistent Brand Presence: The optimized Amazon Storefront and eBay Store Page created a cohesive brand presence, elevating customer confidence and recognition across both platforms.
• Enhanced Product Visibility: Through optimized content and high-quality visuals, we improved product visibility and search rankings, ensuring that VitasupportMD’s products were not only found but also highlighted as top solutions for potential buyers.

Action: Marketplace Fulfillment & Maintenance (FBA & WFS) and Reviews Management

Once the listings were optimized for visibility and consideration, the next step in driving customer action was ensuring a seamless and efficient order fulfillment process. We integrated Fulfilled by Amazon (FBA) and Walmart Fulfillment Services (WFS) to ensure fast, reliable shipping that met customer expectations for speed and convenience. These fulfillment services helped streamline inventory management and order processing, ensuring that products were always available, reducing cart abandonment, and enhancing the overall customer experience.

To drive additional action, we implemented targeted promotions designed to encourage purchases and create a sense of urgency. By offering Limited-Time Branded Offers, Exclusive Deals, and time-sensitive Discounts, we were able to motivate customers who had already shown interest in the products to take immediate action. These promotions were timed to align with high-traffic periods, ensuring maximum visibility and conversion during key sales events or seasonal surges.

Equally important to driving action was maintaining a strong focus on review management. We implemented an automated system for review requests, ensuring that customers received a personalized prompt to leave feedback after their purchase. This proactive approach not only helped build a growing base of positive reviews but also played a crucial role in fostering customer trust. At the same time, we closely monitored and addressed any negative feedback or customer concerns, working to resolve issues promptly and maintain a high average rating across all platforms.

By integrating seamless fulfillment processes, leveraging promotions to encourage immediate purchases, and actively managing reviews to build trust and credibility, we drove customer action and helped convert interest into actual sales. This comprehensive approach led to improved performance, higher conversion rates, and increased customer loyalty across all marketplaces.

Key Results in the Action Stage:

• Increased Conversion Rates (CVR): Through promotions and a streamlined fulfillment process, we saw an uptick in customer conversions, with optimized delivery times and limited-time offers driving more immediate purchasing decisions.
• Improved Customer Satisfaction: By leveraging FBA and WFS, we ensured faster delivery times, which resulted in positive customer experiences and higher ratings.
• Higher Review Volume & Quality: The automated review request system led to a consistent increase in product reviews, helping build customer trust and providing social proof, which further boosted conversion rates.

Purchase: Advanced PPC Management and Event Calendar to Drive Conversions

To further boost performance and drive sustained growth, we implemented a comprehensive suite of Advanced PPC Strategies designed to optimize visibility, enhance conversions, and streamline the entire sales funnel. Our focus was on improving the transition from awareness to action, ensuring that VitasupportMD’s products remained top-of-mind and highly visible at every stage of the customer journey.

We started by executing keyword harvesting campaigns to identify and bring high-volume, top-of-funnel keywords into the fold. These keywords were initially used for broad awareness and impressions and then transitioned into more targeted bottom-of-funnel performance campaigns. By moving high-converting keywords through this progression, we were able to maximize their performance, ensuring we captured the full potential of these keywords. The result was increased engagement, higher visibility, and a stronger ROI on paid ads.

Next, we launched ranking campaigns aimed at boosting the visibility of high-converting keywords within the search results. These campaigns focused on users who were already aware of the product, driving more targeted traffic to listings. This strategy allowed us to increase sponsored traffic, while also reducing dependency on paid ads over time by improving the organic ranking of the products. As we invested in strategic keyword visibility, the products began to climb organically, leading to sustained growth.

In parallel, we ran brand defense campaigns to safeguard VitasupportMD’s branded search terms and listings from competitors trying to capitalize on branded keywords. By ensuring that VitasupportMD’s listings remained at the forefront of branded search results, we protected the integrity of the brand and prevented competitors from poaching high-value customers looking for VitasupportMD’s products.

We also focused on competitor campaigns, targeting customers shopping for competing brands. These campaigns were designed to highlight the differentiators of VitasupportMD’s products, such as superior quality, unique health benefits, and the brand’s strong reputation. By emphasizing these differentiators, we were able to capture high-intent customers who were ready to purchase and convert them into loyal buyers.

A key element of our strategy was the development and execution of a comprehensive Event Calendar, ensuring that we aligned campaigns with both major retail events and mid-season opportunities. We carefully planned promotions and campaigns for events like Prime Day, Black Friday, Cyber Monday, and other seasonal retail moments. These events served as critical opportunities to drive high-traffic sales and maximize product visibility.

Between these larger events, we ran Lightning Deals to maintain consistent visibility and keep sales momentum going. These time-sensitive offers allowed us to capture mid-season opportunities, ensuring that VitasupportMD’s products remained visible and competitive year-round. By strategically placing Lightning Deals, we avoided dips in performance and kept the brand top-of-mind during off-peak times.

For major sales events like Prime Day, we created tailored ad campaigns designed to capture the massive surge in customer interest. We ensured that product listings were fully optimized, with promotions designed to capture customer attention and drive conversions during the event. Similarly, for Black Friday and Cyber Monday, we prepared early with optimized listings, ad campaigns, and limited-time promotions, ensuring we captured the highest levels of engagement during these competitive shopping periods.

By creating a structured Event Calendar and aligning PPC campaigns with high-traffic periods, we ensured that VitasupportMD’s products received maximum visibility, while also maintaining a steady growth trajectory through strategic promotions and Lightning Deals throughout the year. This approach allowed us to consistently drive sales, increase conversions, and build a stronger brand presence across multiple marketplaces.

Key Actions in the Purchase Stage:

• Keyword Harvesting and Optimization: Transitioned top-of-funnel keywords to bottom-of-funnel campaigns to drive conversions, ensuring high-performing keywords were fully leveraged for sales.
• Ranking Campaigns: Increased the visibility of high-converting keywords within search results, driving targeted traffic to listings and improving organic product ranking over time.
• Brand Defense Campaigns: Ensured that VitasupportMD’s branded listings were protected from competitors by maintaining visibility in branded search results and preventing encroachment.
• Competitor Targeting: Ran campaigns highlighting the differentiators of VitasupportMD’s products to capture high-intent customers from competitors and convert them into loyal buyers.
• Event Calendar Strategy: Developed a comprehensive Event Calendar to align PPC campaigns with major shopping events like Prime Day, Black Friday, and Cyber Monday, ensuring maximum visibility and conversions.
• Lightning Deals: Leveraged time-sensitive promotions between major sales events to maintain a consistent sales pipeline and increase visibility in mid-season periods.

Summary of our collaboration

Through our collaboration with VitasupportMD, we aimed to improve its visibility and sales across key marketplaces—Amazon, Walmart, and eBay. By optimizing product listings, enhancing branded content, and implementing efficient fulfillment strategies (FBA & WFS), the company achieved significant growth in both sales and customer engagement.

Key strategies included:

• Unified product listing optimization across platforms
• Advanced PPC campaigns for targeted visibility
• Creation of branded content and storefronts for Amazon and eBay
• Streamlined fulfillment with FBA and WFS

Results:

• Total Sales Growth: +44.29% YoY
• Units Ordered: +35% YoY
• Orders: +33% YoY
• Best-Selling SKU Growth:
  • SKU 1: +107.95%
  • SKU 2: +74.52%
  • SKU 3: +15.02%
• Inventory Health: 0 Aged Inventory, 0 Excess Units

 

Do you need help with your marketplace account?

Through our tailored strategies and data-driven approach, we helped VitasupportMD achieve impressive growth and a standout presence across multiple marketplaces. If you’re a Shopify store owner looking to expand your reach and boost sales on platforms like Amazon, Walmart, and eBay, our A-to-Z Marketplace Management Services are here to make it happen.

From listing optimization and fulfillment to advanced advertising strategies, we handle every step of the process so you can focus on growing your business. Ready to dominate the marketplace? Contact us today and let’s take your store to the next level!