Amazon Product Listing Optimization Leads to 37% Increase in Conversions for Brand with Large Catalog

Safariland USA was a gun holster and safety gear brand for law enforcement officers and civilians. The company used a Vendor Central model to sell their products on Amazon and had a complex catalog of over 9,000 SKUs. Products were difficult to shop within the Amazon platform and although traffic to product pages was significant, conversion rate was limiting sales volume. For any holster model, consumers could choose between 3 different hip heights, 6 colors, and 55 gun models, but many of these products were visible on individual listings. This created 250 child ASINs under a single parent variation. 

Due to the number of consumer options that went into a given Safariland order, the brand’s team struggled to manage their catalog. Further, the set up was confusing for shoppers who were looking for very specific products. Thus, Safariland USA reached out to Brandwoven for help improving their listing organization and catalog of items. 

Realizing that customers shopped Safariland products by the type of gun they owned or the type of holster they wanted to purchase in nearly equal proportion, Brandwoven built a new content and variation structure that would assure shoppers searching either way could easily find the product they were looking to purchase:

1. Brandwoven re-wrote titles and product descriptions in addition to creating new detailed listing images for nearly every product in Safariland’s catalog. The agency prioritized showcasing the product data in a more digestible way, such as visualizing product specifications and better demonstrating how they worked.
2. Brandwoven applied a new variation structure to thousands of ASINs so that the catalog was less cluttered and easier to shop.

After refreshing the content for all Safariland products, Brandwoven looked for more opportunities to improve the brand’s catalog. After noticing that customers were often purchasing a group of products together, Brandwoven recommended price increases combined with bundling. This new option gave shoppers convenient bulk products at a discount (in comparison to buying the products separately). Additionally, Safariland was able to generate more revenue from the listing updates due to the strategic price increases implemented by Brandwoven. The agency made sure to boost prices only by a small portion so that Safariland products were still competitively priced (i.e., still likely to earn the buy box).  

After working on price increases and bulk discounts, Brandwoven launched marketing campaigns for the brand’s existing Amazon products. Later, as new products were launched, Brandwoven followed the same process of loading them onto Amazon, updating their detail page content, and launching ads to drive traffic and conversions. Lastly, Brandwoven helped Safariland with promotions and logistics planning for Prime Week and Turkey 5.