Rebuilding a Legacy Brand's Amazon Strategy

The brand had been on Amazon India for four years and had mostly ignored it. Listings were created when the brand launched, ads were switched on, and then left alone. The category manager checked the numbers occasionally and felt vaguely dissatisfied. Buy Box win rate was below 40%, which meant that most of their own brand searches were putting a competitor's product in the customer's cart. Private label brands were eating share month by month. No single month was alarming enough to trigger action. The accumulation was.

Week one was a full marketplace audit, not to produce a report, but to rank 23 identified gaps by revenue impact and decide what gets fixed first. The listing rebuild ran weeks two to six: every product page treated as if it were the brand's only presence on the platform. A restructured Sponsored Products and Sponsored Brands campaign went live in week four, before the listings were fully finished, because the old campaign structure was actively suppressing organic ranking and that had to stop immediately.