Hertel and Company Case Study
29%
More units ordered
Over a quarter order volume increase from onboarding.
32%
Increase in sales
Sales surged in just 4 months after signing up for My Amazon Guy services
27
Decrease in ACOS
Achieved lessened Advertising Cost of Sale plus a conversion rate of 17.7%
115+
Days with My Amazon Guy
Onboarded with our Amazon Agency on September 2024
Overview
Industry: Chemicals
Location: USA
Link: hertelskiwax.com
Hertel™ was founded in 1972 by Terry Hertel in Burlingame, California, making waves in ski and snowboard technology. After identifying a need for better equipment, Hertel set out to revolutionize how skiers and snowboarders maintain their gear.
His journey led to the invention of the original Hertel Hot Waxer, the first commercial Hot Ski Waxers, and the Friction Hot Ski Waxer. Unable to find a competitive, versatile wax that worked for all conditions, Hertel decided to create his own.
He developed the only true all-temperature wax by using surfactants to change the surface tension of water under skis and snowboards. Apply it once, and you’ll always have the right wax for any condition, reducing fatigue and more time enjoying the slopes.
My Amazon Guy Services
- Amazon Catalog Merchandising
- Standard A+ Content
- Brand Registry
- Amazon PPC
- Platform Management
- Amazon SEO
- Troubleshooting & Logistics
The Challenges
Aging inventory fees
Ski wax is a highly seasonal niche. The aging inventory fees from the leftover stock from February/March made the account bleed. Sales velocity was needed to lower the inventory fees on the account.
False positive IP claims by competitors
Competition in the niche is highly aggressive. During October and part of November, one of the competitors falsely accused the account of an IP claim.
These claims aimed to push the client to sell his “All-Temperature Wax” trademark and allow the rest of its competitors to use it themselves. Such claim were eventually proven false.
Out of Stock, high shipping and handling times
Due to the low sales velocity during the low month, the capacity monitor availability decreased. The client had removed most of its stock and left only 4 ASINs (2 waxes and two travel pillows).
The holidays caused delays in restocking the ASINs as the sales velocity grew.
The Approach
Advertising/PPC Management
Our Amazon experts strategized to focus our efforts on isolating the existing targets, and launching an Auto Campaign for each main seller to help lessen underperforming campaigns.
We also gave high attention on aggressive ToS placement bid modifiers during high traffic times leading to a boost in conversion rates and improved ratios.
Dayparting rules were implemented in PPC campaigns to have them perform better when potential shoppers are more available to engage with. Then we also launched Creator Connections to provide us a 10% TACOS campaign ultimately giving us that extra visibility and revenue.
Listing Optimization
Among the improvements we made to their listings were to use high performing keywords and placing them in strategic areas.
To better engage and communicate with shoppers, new and improved listing images were designed, as well as adding enhanced brand content to all listings. This also provided am avenue to utilize more and better keywords for SEO.
The Impact
- 32% Jump in sales
- Exponentially grow organic sales and page views after starting PPC on the account:(Nov 10 2024 – Jan 17 2025)
Total 32% jump in sales from onboarding to date (Sept 24, 2024 – Jan 17 2025) despite having stock issues and only a couple of ASINs on FBA
Consistent growth of Subscribers for the two hero ASINs
Exponentially grow organic sales and page views after starting PPC on the account:(Nov 10 2024 – Jan 17 2025)
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