Amazon Marketing for Health Care Products

In October 2022, I took over the management of a health and household brand that wanted to achieve a bold target: $100,000 in monthly revenue. At the time, they had just four SKUs priced at $19.99, limited catalog depth, poor PPC alignment, and high TACOS.

The first step was strategic product research. Using Amazon’s Product Opportunity Explorer and Helium 10, I identified new opportunities in pack sizes, variations, and bundles. This led to the launch of seven new SKUs, expanding the catalog from 4 → 11 products. With a deeper product line, the brand was positioned to capture more market share and meet different customer preferences.

Next, I tackled the subscription model. After a month of back-and-forth with Amazon support, I successfully enrolled the entire catalog in Subscribe & Save. This created a reliable stream of recurring revenue while improving customer retention.

Advertising strategy was another major lever. I realigned PPC campaigns to include display targeting, cross-sell campaigns, product defense ads, and audience retargeting, while restructuring keyword targeting to maximize ROAS.

Finally, I applied pivot-table analysis to uncover hidden customer segments. Targeting these segments led to over 50% of orders coming from new-to-brand buyers, expanding reach beyond the existing audience base.

By November, the account was firmly on track to hit the $100K/month milestone.
This case is a powerful example of end-to-end Amazon brand management. From product research and catalog expansion to PPC realignment, Subscribe & Save integration, and customer acquisition, I built a roadmap that delivered measurable, scalable results.

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