90% Revenue Growth in One Quarter
An eight-figure gym equipment brand with a Shopify presence and over 300 SKUs underperformed on Amazon UK relative to demand. We applied an analytical priority matrix to scale them aggressively.
// The Starting Point
Strong Brand offline, Underperforming online
An eight figure gym equipment brand with a Shopify presence and a catalogue of over 300 SKUs across the UK market. Well established offline with strong consumer recognition but underperforming on Amazon relative to the size of the brand and the demand that existed in the category.
When Make Brands Big onboarded this brand in late September, the account was generating £610,000 in quarterly revenue. Solid numbers on the surface but well below what a brand of this size should be doing on Amazon UK. The core problem was not demand. Demand was there. The problem was execution.
With 300 SKUs in the catalogue, advertising budget was spread too thin across too many products. There was no prioritisation framework. High potential products were receiving the same treatment as slow movers. New SKUs were being launched without a structured testing process. And because high ticket gym equipment carries significant COGS, traditional review acquisition strategies like Vine were prohibitively expensive on the products that needed social proof the most. The brand had the infrastructure of a large business but the Amazon strategy of a much smaller one.
// The Diagnosis
Analyzing a Highly Bloated Catalogue
Before touching a single campaign, we audited the full catalogue and mapped every SKU against four dimensions: revenue contribution, profit margin, organic rank trajectory, and conversion rate relative to category benchmarks.
Spread Thin Ad Budgets
With 300 SKUs, there was no prioritisation framework. High potential products were receiving the same budget allocation as slow movers. New SKUs were launched without a testing protocol.
Inefficient Revenue Concentrates
Our audit proved that a tiny fraction of products carried the vast majority of revenue and did so highly efficiently. A mid-tier group had massive scaling potential but had never been funded.
High COGS Reviews Lockout
Because premium weights and benches have massive manufacturing and shipping costs, standard tools like Amazon Vine were extremely expensive to deploy on high-ticket products needing social proof.
// The Strategy
Hard Catalogue Prioritization & Organic Flywheel Push
Most agencies continue spreading the budget across everything. We looked at it like engineers and asked which products deserved everything we had.
Catalogue Restructure Using BCG Matrix
We categorised the 300 SKU catalogue into segments. Eight products were stars (high revenue, strong conversion, category leaders) and became the primary focus for aggressive PPC scaling and organic rank push. Fifteen products were identified as cash cows (profitable, stable, low maintenance). The rest were deprioritised and had budget reallocated to winners. This freed up significant budget without increasing overall ad spend.
High Level Advertising Restructure
We rebuilt the campaign architecture from scratch on the eight star products. Sponsored Products campaigns were restructured with match type separation and exact match targets in the dumbbell category. Sponsored Brands captured category-level search traffic, while Sponsored Display targeted competitor product pages to intercept buyers at the point of comparison.
Organic Rank Push and Category Leadership
With targeted ad funnels, organic rank began to climb. By mid-November, the brand broke into the top 5 organic positions in the dumbbell category on Amazon UK. Since organic rank compounds, this drove more sales velocity without incremental ad spend, improving the organic-to-ad order ratio by roughly 30% on stars.
Review Acquisition via Shopify Mailing List
To bypass expensive Vine costs, we leveraged the brand's existing Shopify customer base of verified buyers. We launched a targeted email campaign offering exclusive discounts on Amazon listings in exchange for honest reviews, generating 25 to 50 verified reviews across new SKUs and shifting conversion rates quickly.
Cross Sell via Brand Tailored Promotions
We utilized Amazon's brand tailored promotions to target customers who bought cash cow products with relevant cross-sell offers. Customers who bought resistance bands were shown promotions for adjustable dumbbells. This drove repeat purchase behavior and lifetime customer value with zero acquisition cost.
// The Results
90% Quarterly Scale with Unchanged Efficiency
Grew 90% in a single Q4 quarter, with record sales in mid-November.
Achieved top organic ranking in one of the most competitive UK segments.
Efficiency held completely flat despite aggressive scale and new SKU launches.
Improvement in organic-to-ad order ratio across all prioritized star products.
Performance Overview
Revenue & Volume Metrics
Growth Distribution
Core Metrics
Why These Metrics Matter To Growth
The result is the point that matters: revenue scaled 90% while ad efficiency held completely flat. That only happens when the underlying catalogue and keyword strategy are structurally sound.
Most agencies would have looked at a 300 SKU catalogue and continued spreading budget across everything. We looked at it like engineers and asked which 8 products deserve everything we have. That decision is what drove the result.
Is Your Advertising Budget Spread Too Thin?
If you are advertising a large catalog without a structural prioritization matrix, you are funding noise instead of profit. Let us clean up your catalog and push your true stars to page one.
Request a Catalog AuditRevenue scaled from £610,000 to £1,000,000 in one quarter because we had the discipline to back the winners.