Case Study forA Consumer Health Brand

Q1 2026 vs Q1 2025

Seller Central
Amazon US
Sponsored Ads
Repeat Purchase

A consumer health brand came to us with profit rising while its customer base shrank. New customers brought in less revenue than repeat orders, and subscriptions were falling. We rebuilt acquisition without touching list price. In Q1 2026, new-to-brand customers rose 46% on the year before, subscriptions grew again, and profit rose 15%.

New-to-brand customers, up from 18,092: 26,500
Revenue from new customers, up from 42%: 50%
Active subscriptions, up from 8,219 a year earlier: 9,444
Quarter profit, up from $235K: $270K

The Challenge

A niche brand with a loyal repeat following, already selling through FBA.

The account had been run for profit, and the P&L looked healthy. But in Q1 2025 new customers brought in only 42% of revenue, less than repeat orders, and subscriptions were shrinking: 2,171 new subscribers against 2,352 cancellations. Total sales hid it, because repeat orders filled the gap. The goal: grow new customers and profit together.

What We Did

We split revenue three ways, new customers, Subscribe & Save repeats and regular repeats, and judged the ads on what each new customer cost in ads and discounts together.
We lowered branded bids step by step, cutting branded spend by 36%, while the brand kept 91% of purchases on its own name. Non-branded spend doubled, with bids set from what a customer is worth over three months.
Before the quarter we tested the Subscribe & Save coupon on single tins in monthly cohorts, 10% then 20%, judged each cohort three months on, kept 20% and left the multipacks without one. New customers who subscribed rose from 12% to 14%. Fake subscriptions stayed at 26%, inside the normal range.
List price did not change, so no existing subscriber saw a higher bill.

Results

26,500 shoppers bought the brand for the first time, up 46% on 18,092. New customers now bring in 50% of revenue, up from 42%. The customer base has stopped shrinking. A growing brand gets about 60%, so that is the next step.
Each new customer cost $8 in ads and discounts, down from $9.
Active subscriptions grew from 8,000 to 9,444 over the quarter, with 3,604 new subscribers against 2,160 cancellations.
On the main product's non-branded searches, impression share rose from 2% to 4%, and non-branded searches now bring 44% of the brand's clicks, up from 31%.
Sales rose from $1.12M to $1.36M and quarter profit from $235K to $270K. Ad spend rose from $123K to $171K, with the extra going into non-branded searches, and repeat revenue grew 4% as the first new customers reordered.

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Case Study forA Consumer Health Brand

Q1 2026 vs Q1 2025

Seller Central
Amazon US
Sponsored Ads
Repeat Purchase

New-to-brand customers, up from 18,092

26,500

Revenue from new customers, up from 42%

50%

Active subscriptions, up from 8,219 a year earlier

9,444

Quarter profit, up from $235K

$270K

The Challenge

A niche brand with a loyal repeat following, already selling through FBA.

What We Did

We split revenue three ways, new customers, Subscribe & Save repeats and regular repeats, and judged the ads on what each new customer cost in ads and discounts together.
We lowered branded bids step by step, cutting branded spend by 36%, while the brand kept 91% of purchases on its own name. Non-branded spend doubled, with bids set from what a customer is worth over three months.
Before the quarter we tested the Subscribe & Save coupon on single tins in monthly cohorts, 10% then 20%, judged each cohort three months on, kept 20% and left the multipacks without one. New customers who subscribed rose from 12% to 14%. Fake subscriptions stayed at 26%, inside the normal range.
List price did not change, so no existing subscriber saw a higher bill.

Results

26,500 shoppers bought the brand for the first time, up 46% on 18,092. New customers now bring in 50% of revenue, up from 42%. The customer base has stopped shrinking. A growing brand gets about 60%, so that is the next step.
Each new customer cost $8 in ads and discounts, down from $9.
Active subscriptions grew from 8,000 to 9,444 over the quarter, with 3,604 new subscribers against 2,160 cancellations.
On the main product's non-branded searches, impression share rose from 2% to 4%, and non-branded searches now bring 44% of the brand's clicks, up from 31%.
Sales rose from $1.12M to $1.36M and quarter profit from $235K to $270K. Ad spend rose from $123K to $171K, with the extra going into non-branded searches, and repeat revenue grew 4% as the first new customers reordered.