Rebuilding Solgar's Amazon strategy across operations, content and full-funnel media.
Rebuilding Solgar's Amazon strategy across operations, content and full-funnel media.
THE BRIEF
THE BRIEF
Solgar, one of the most established names in vitamins and supplements, was losing ground on Amazon
Revenues and search volumes were falling, market share was declining and the brand's advertising was limited to Sponsored Products - targeting only the bottom of the funnel with no strategy to build awareness or recapture demand higher up the purchase journey.
The problems ran deeper than advertising alone. Buy Box losses were losing revenue to unauthorised resellers, the product portfolio was not structured to showcase the brand's category strengths, and the content across hundreds of ASINs was underperforming. A transformation was needed simultaneously across operations, content and media.
Services
Buy Box Strategy Content and portfolio optimisation Reseller management Sponsored Ads Amazon DSP
Solgar, one of the most established names in vitamins and supplements, was losing ground on Amazon
Revenues and search volumes were falling, market share was declining and the brand's advertising was limited to Sponsored Products - targeting only the bottom of the funnel with no strategy to build awareness or recapture demand higher up the purchase journey.
The problems ran deeper than advertising alone. Buy Box losses were losing revenue to unauthorised resellers, the product portfolio was not structured to showcase the brand's category strengths, and the content across hundreds of ASINs was underperforming. A transformation was needed simultaneously across operations, content and media.
Services
Buy Box Strategy Content and portfolio optimisation Reseller management Sponsored Ads Amazon DSP
The process
Challenge
Solgar was caught in a compounding decline. Losing the Buy Box meant revenue was flowing to resellers rather than the brand. Underperforming content was suppressing organic rank and conversion. And an advertising strategy focused exclusively on bottom-funnel, transactional audiences was doing nothing to rebuild consideration or capture the shoppers who were drifting to competitors. With 322 ASINs and a complex product portfolio, the scale of the problem was significant.
Goal
To reverse the revenue decline, reclaim Buy Box control, rebuild the content foundation across the full portfolio and introduce a full-funnel advertising strategy that reconnected Solgar with audiences at every stage of the purchase journey - with measurable market share recovery as the benchmark for success.
Solution
Vector began with a rigorous operational diagnosis. Buy Box losses were mapped, root causes identified and counter-strategies deployed - reducing Losing the Buy Box instances from 28 to 7 and cutting the reseller count from 12 to 7. Bringing the Buy Box back under control was the prerequisite for everything that followed. In parallel, we rebuilt the content suite across all 322 ASINs to 8/10 or above, restructuring the product portfolio mix to better reflect Solgar's category strengths and align with how Amazon shoppers’ search. With the operational and content foundations restored, we designed and executed a full-funnel advertising strategy: Sponsored Ads to capture high-intent demand, and Amazon DSP to rebuild awareness and consideration at scale. DSP reach exceeded the target by 2.3 times, delivering 3.45 million against a target of 1.5 million. Ad conversion rate improved fivefold. Sponsored Products exceeded its sales target by 20%.
The process
Challenge
Solgar was caught in a compounding decline. Losing the Buy Box meant revenue was flowing to resellers rather than the brand. Underperforming content was suppressing organic rank and conversion. And an advertising strategy focused exclusively on bottom-funnel, transactional audiences was doing nothing to rebuild consideration or capture the shoppers who were drifting to competitors. With 322 ASINs and a complex product portfolio, the scale of the problem was significant.
Goal
To reverse the revenue decline, reclaim Buy Box control, rebuild the content foundation across the full portfolio and introduce a full-funnel advertising strategy that reconnected Solgar with audiences at every stage of the purchase journey - with measurable market share recovery as the benchmark for success.
Solution
Vector began with a rigorous operational diagnosis. Buy Box losses were mapped, root causes identified and counter-strategies deployed - reducing Losing the Buy Box instances from 28 to 7 and cutting the reseller count from 12 to 7. Bringing the Buy Box back under control was the prerequisite for everything that followed. In parallel, we rebuilt the content suite across all 322 ASINs to 8/10 or above, restructuring the product portfolio mix to better reflect Solgar's category strengths and align with how Amazon shoppers’ search. With the operational and content foundations restored, we designed and executed a full-funnel advertising strategy: Sponsored Ads to capture high-intent demand, and Amazon DSP to rebuild awareness and consideration at scale. DSP reach exceeded the target by 2.3 times, delivering 3.45 million against a target of 1.5 million. Ad conversion rate improved fivefold. Sponsored Products exceeded its sales target by 20%.
the impact
the impact
Revenue growth year-on-year
Revenue growth year-on-year
Market share growth in 6 months
Market share growth in 6 months
Average ROAS delivered
Average ROAS delivered
Improvement in ad conversion rate
Improvement in ad conversion rate
Revenue growth year-on-year
Average ROAS delivered
Market share growth in 6 months
Improvement in ad conversion rate
RESULT SUMMARY
From a declining base with deep operational and content problems, Solgar recovered 25% market share in six months, grew revenue 71% year-on-year and achieved a 10:1 average ROAS - demonstrating what full-funnel transformation looks like when every layer of the Amazon flywheel is fixed together.
RESULT SUMMARY
From a declining base with deep operational and content problems, Solgar recovered 25% market share in six months, grew revenue 71% year-on-year and achieved a 10:1 average ROAS - demonstrating what full-funnel transformation looks like when every layer of the Amazon flywheel is fixed together.
other featured works
other featured works
NEWSLETTER