Case Study: Blake's

From Break-Even to Profitable: How Blake's Increased Amazon Orders by 472% in Just 30 Days

BEFORE MINDFUL GOODS

Blake's is an allergen-free kids snack brand founded on a deeply personal mission. The company started when founder Blake, who has a nut allergy, recognized the need for inclusive snacking options in schools. This personal experience drove the brand's focus on creating safe, allergen-free products that ensure no child feels left out during snack time.

The Challenge: Blake's had been managing their Amazon advertising and operations entirely in-house for several years. As a lean team of just four people, they had successfully built the brand and taken it as far as they felt comfortable on Amazon, but they hit a ceiling in terms of profitability and growth. The company identified a critical content problem that was holding back their Amazon performance.

Key issues before working with Mindful Goods:

• Profitability Struggles: The Amazon channel was barely breaking even, which is particularly challenging in the CPG space

• Content Limitations: Previous content efforts using contractors or in-house resources lacked a holistic, conversion-focused approach

• Performance Plateau: Despite strong in-house advertising capabilities, they couldn't push performance further without addressing fundamental content issues

• Resource Constraints: As a small team handling operations and Amazon management, they lacked specialized content optimization expertise

The team recognized they needed external expertise to break through their performance ceiling, particularly focusing on content optimization rather than just advertising tactics. Their strategy was always to "meet the consumer where they're shopping," and they knew Amazon consumers deserved the best possible Amazon experience.

THE PROCESS

The collaboration between Blake's and Mindful Goods was characterized by exceptional communication, thoroughness, and a complete strategic overhaul rather than incremental improvements.

Comprehensive Content Redesign: Mindful Goods worked on three major elements of Blake's listings:

• A+ Content optimization via deep research & DataDive

• Main product images split tested with PickFu

• Product image stack

Methodical Implementation:

• Manual Upload Strategy: All content was uploaded manually rather than using Amazon's MYE, allowing for swifter tracking across multiple asins.

• Phased Rollout: Content was updated across different ASINs on different dates to allow for proper measurement.

• Complete Rebranding: The content was outdated which allowed for complete rebranding of all Amazon content, rather than making incremental changes.

Process Excellence:

• Comprehensive Design Briefs: Mindful Goods provided detailed, in-depth design briefs that set clear expectations and direction

• Seamless Feedback Loop: The feedback process was smooth and efficient, with better-than-expected results on initial drafts

• Exceptional First Draft Quality: Blake's team was impressed by the quality of the first draft, describing it as "almost perfect on day one" with minimal feedback required

The process demonstrated a level of expertise and communication that exceeded Blake's expectations, particularly coming from their previous experience with various contractors and in-house efforts.

SEARCH INTENT OPTIMIZATION

The content optimization strategy focused on conversion-minded design that better aligned with customer search behavior and purchase intent on Amazon.

Data-Driven Measurement Approach:

• Before/After Analysis: Three months of data collected before changes, compared to 30 days after implementation

• Organic Ranking Improvements: Significant improvements in organic keyword rankings across multiple terms

• Search Volume Growth: Increases in search volume for target keywords

Conversion-Focused Content Strategy: The holistic redesign took into account:

• Amazon-Specific Optimization: Content tailored specifically for the Amazon shopping experience and search algorithm

• Customer Journey Alignment: Content that better matched where customers were in their shopping journey

• Visual Hierarchy: Improved product images and A+ content that addressed customer search intent at every touchpoint

• Keyword Integration: Strategic placement of relevant terms that improved organic discoverability

Organic Performance Results: Data from DataDive showed substantial organic ranking improvements, with green arrows indicating upward movement for multiple keywords. For example, one keyword improved from position 37 to position 22, representing a 15-position improvement in organic rankings.

Source: DataDive

Category | Grocery & Gourmet Food

Stage | Emerging Brand

RESULTS

• Enhanced Main Image

• Product Images

• A+ Content

• Brand Story

THE RESULTS

The content optimization delivered results that exceeded Blake's expectations across multiple key metrics, transforming their Amazon channel from break-even to profitable.

Quantified Performance Improvements:

Individual ASIN Results:

• First ASIN: 100% increase in sessions, 97.6% increase in orders

• Second ASIN: 78.7% increase in sessions, 57.9% increase in orders

• Additional ASINs: Consistent positive performance across all updated listings

Cumulative Impact:

• 342% increase in total sessions across all updated ASINs

• 472.58% increase in total orders across all updated ASINs

Revenue and Profitability:

• Significant improvement in overall channel profitability

• Revenue growth maintained even while reducing advertising spend

• Moved from break-even to profitable operations

Strategic Impact and Unexpected Outcomes: The improved performance allowed Blake's to actually reduce their advertising spend while maintaining or improving results. As conversion rates increased, the team pulled back on ad spend because they were achieving better profitability with less investment.

Key Strategic Benefits:

• Reduced Ad Dependency: Ability to decrease advertising spend as percentage of revenue while maintaining growth

• Improved Unit Economics: Better conversion rates led to more efficient customer acquisition

• Sustainable Growth Model: Foundation for predictable, profitable Amazon growth

• Enhanced Organic Visibility: Improved keyword rankings reduced reliance on paid advertising

Client Satisfaction: While Blake's expected the content improvements to help, they were surprised by the magnitude of the impact noting "I'm not surprised that the content definitely helped. I'm surprised by how much it helped."

Long-term Value: The case demonstrates that when content is optimized holistically with conversion in mind, it can transform not just individual metrics but the entire profitability equation of an Amazon business. For Blake's, this meant turning Amazon from a challenging, break-even channel into a profitable growth driver for their allergen-free snack brand, all while building a foundation for sustainable, long-term success in the competitive CPG space.