WHO THEY ARE
Haden, as we know it today, was founded in 1958, manufacturing kitchen accessories mainly focused on kettles, toasters and microwaves. One of the first brands to introduce colour and design on kettles, and this remains the primary focus of the brand.
Haden has been selling on Amazon since 2018 and has seen success through the account. Since then, there has been an influx of similar products being listed on Amazon, the selling nodes became more competitive and the account plateaued in sales. We were tasked with refreshing existing listings by creating, uploading, and managing branded content in the form of product titles, key feature bullet points as well as enhanced content in the form of A+ and a dedicated Brand Store for Haden in the UK.
We tackled this task by looking at the foundation – keyword research and landscape research (competitor and market analysis) which would allow us to understand better the best niche for Haden’s products on Amazon.co.uk.
Based on our research, we crafted titles, bullet points, A+ Content and a dedicated Brand Store, to reflect the essence and core of the Haden brand. This was done in line with brand guidelines as well as Amazon content policies.
Our research enabled us to create SEO optimised content to ensure that searches in Amazon take customers to Haden and not their competitors. The research was also used to develop paid advertising in the form of sponsored brand ads, product display ads, and others, to use as the driving force to get higher volumes of traffic to our optimised product listings and newly built Brand Store. Our research was applied to the listing as follows:
THE NEW AND IMPROVED PRODUCT DETAIL PAGE ON AMAZON
Branded top banner
Range banner with description of appliances
Four main product USP’s
Haden brand timeline
Cross-selling product range table
In just 3 months:
We have refreshed and optimised over 40 listings.
Built and published 15 individual A+ content.
Designed, built and published a dedicated Brand Store.
312% increase in sales
A decrease in ACoS, sitting at 12.75%
Conversions increase, sitting at 25%
A 10% increase in buy-box ownership