Black+Decker, Blackmoor and Quest
Amazon content creation, strategy and advertising, driving significant revenue growth for homewares brands.
The Client
Fluid Marketplaces provided Amazon strategy advice, content and advertising campaign management for homewares and kitchen appliances brands Black+Decker, Blackmoor and Quest.
The Challenge
When the household brands approached first approached us via a parent company called Benross, 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
The Solution
Fluid Marketplaces developed a data-driven, phased approach to address the brands’ 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
- Seasonal Expansion: Focused on advertising seasonal products to align with spring and summer trends
- Sponsored Brands Campaigns: Launched engaging video and custom image ads to drive new-to-brand customers to Benross’ Amazon Brand Store
The Results
Fluid Marketplaces delivered transformative results, exceeding the brands’ initial objectives and establishing a robust advertising strategy:
Increased Traffic and CTR
- 43.4% increase in Ad impressions
- 53.4% improvement in CTR
- 37.5% reduction in Cost-Per-Click
Revenue Growth
- 154.7% increase in December Revenue YoY
- 61.5% increase in total Revenue
Profitability
- ACOS was reduced from 25.4% to 20.1%, meeting the profitability target
- Sponsored Display campaigns generated <strong?98% of revenue from new-to-brand customers within three months
- Sponsored Brands campaigns delivered 81.6% of revenue from new-to-brand customers, enhancing long-term brand equity
Fluid Marketplaces’ tailored, data-driven approach transformed the brands’ 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.
Black+Decker, Blackmoor and Quest are now positioned for long-term, sustainable growth.
Awards
Our work for these brands won Best Use of Amazon Ads at the 2025 UK Paid Media Awards!
Our work
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