This Amazon best seller case study shows how category optimization, advertising, promotions, and competitor-focused execution helped a Beauty & Personal Care brand reach the #1 Best Seller position on Amazon US.
The Challenge
A Beauty & Personal Care brand was performing steadily on Amazon US, but its product was placed within a broad category path.
This meant the product was competing in a much wider space, making it harder to gain category visibility and build momentum toward the Best Seller position.
Our goal was to identify a more relevant category opportunity, improve sales velocity, and create a stronger path toward the #1 Best Seller badge.
Finding the Right Category Opportunity
We started with competitor and category analysis.
We identified that a leading product in the market was positioned within the more targeted Exfoliating Gloves subcategory.
Compared with the broader category placement, this was a much more relevant category and gave the product a stronger opportunity to gain ranking traction.
Rather than moving the top-selling product immediately, we first tested the strategy on lower-volume SKUs.
The results were encouraging, with BSR improving after the move.
Once the strategy was validated, we applied it to the brand’s top-selling product.
The product quickly climbed to BSR #2 in Exfoliating Gloves.
Building Sales Velocity with Amazon Advertising
Category optimization created the opportunity, but we still needed enough sales momentum to compete for the #1 position.
We increased advertising activity using a combination of:
- Sponsored Products
- Sponsored Brands
- Higher-bid placement strategies
- Competitor-focused keyword targeting
The objective was to increase both visibility and conversions while building the sales velocity needed to move higher in the category.
Combining Promotions with Advertising
To accelerate conversion further, we introduced a 20% promotional offer and supported it with stronger advertising.
Instead of treating PPC, pricing, and ranking as separate activities, we coordinated them around one goal: increasing sales momentum and improving category position.
The Result: #1 Best Seller
The strategy ultimately achieved the main objective:
The product reached the #1 Best Seller position in Exfoliating Gloves on Amazon US.
The brand also overtook the previous category leader and strengthened its visibility within the category.
Defending the Position
Reaching #1 did not mean the work was finished.
After the product took the top position, the former category leader responded with more aggressive pricing, promotions, and advertising.
We continued adjusting promotions, pricing, and advertising to protect sales momentum and defend the brand’s position.
Key Takeaways
1. Category placement matters.
Moving into a more relevant category created a stronger ranking opportunity.
2. Sales velocity is critical.
Advertising, promotions, category placement, and conversion all worked together.
3. Test before scaling.
We validated the category strategy on lower-volume SKUs before applying it to the top-selling product.
4. Competitor analysis can reveal hidden opportunities.
Studying how leading products were positioned helped identify a growth opportunity that was being missed.
The Bigger Lesson
Amazon growth rarely comes from changing just one campaign or one listing element.
In this case, the result came from connecting category strategy, competitor analysis, advertising, promotions, and sales velocity around one clear goal.
That coordinated approach helped the brand move from a challenging category position to the #1 Best Seller badge on Amazon US.
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