Work

Benross

From Buy Box Bust to Business Boom: Benross’ Advertising Transformation

Benross is one of the UK’s leading supplier of appliances, homeware, gifts, garden products and more. They’re also a licenced reseller of brands including Blackmoor, Quest and Black+Decker.

They approached us to address the substantial challenges they faced in their Amazon advertising strategy across all of their brands.

Amazon Markets:

Increase in Revenue

0 %

CTR Improvement

0 %

Increase in Ad Impressions

0 %

The Challenge

When Benross first approached us, they had experienced a 37.8% decline in year-over-year revenue between January and October 2023. This was caused by a poor-performing advertising strategy and a reduced Buy Box rate.

Together, we set three clear goals to revitalise their performance on Amazon:

1 Increase Relevant Traffic

Improve product visibility by boosting ad impressions and increasing the click-through rate

2 Achieve a Profitable Revenue Baseline

Reach their target monthly advertising revenue while maintaining a 20% ACOS

3 Integrate New Advertising Strategies

Launch Sponsored Brands (SB) and Sponsored Display (SD) campaigns to attract new-to-brand customers

Services

The Solution

Fluid Marketplaces developed a data-driven, phased approach to address Benross’ challenges, using the following strategies:

Focus on High-Performing Products:
Prioritise products with over 80% Buy Box share to maximise advertising eligibility
Integrated Campaigns:
Leverage Sponsored Products to drive visibility, Sponsored Display for remarketing, and Sponsored Brands to attract new customers
Seasonal and Competitor Insights:
Align product promotions with seasonal demand trends and competitor analysis to capture market share
Optimised Budget Allocation:
Identify high-performing campaigns early on and reallocate resources to maximise returns

The Work

Phase 1

Product Selection: Identified 20 high-performing products using Seller Central reports, focusing on items with over 80% Buy Box share
Keyword Strategy: Conducted comprehensive market research to develop manual keyword targeting based on popular search terms and competitor analysis
Client Collaboration: Partnered with Benross to incorporate insights from their sales channels and seasonal trends

Phase 2

Remarketing: Launched Sponsored Display campaigns targeting users who had interacted with Benross’ listings in December
Budget Optimisation: Shifted funds towards high-performing campaigns based on December’s results
Competitor Targeting:Devised ASIN campaigns targeting similar products to convert competitor traffic

Phase 3

The Results

Fluid Marketplaces delivered transformative results, exceeding Benross’ initial objectives and establishing a robust advertising strategy:

Increased Traffic and CTR

Revenue Growth

Profitability

Fluid Marketplaces’ tailored, data-driven approach transformed Benross’ Amazon advertising performance.

By focusing on high-performing products, optimising budget allocation, and leveraging seasonal and competitive insights, the campaign achieved remarkable growth in traffic, revenue, and profitability.

Benross is now positioned for long-term, sustainable growth.

Awards

Our work for Benross won Best Use of Amazon Ads at the 2025 UK Paid Media Awards!

“Fluid’s team cares about doing things right. They communicate really well with us - this is where the majority of agencies get it wrong. There are thousands of Amazon agencies, but what sets Fluid apart is their people, their expertise and caring.”

Nathan Blank

Head of Digital | Benross