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Pillowflex Full Service Case Study

50% Sales Increase

Total sales volume in 2023 showed a notable rise from the previous year, reflecting impactful growth

Amazon Case study Pillowflex

Pillowflex is a family-owned, Georgia-based company with over 35 years of experience. The business takes pride in its high-quality American manufacturing and its vision to distribute the best pillows in the country.

The company focuses on creating high-end products at affordable prices, with facilities that produce over 4,500 pillows daily. Pillowflex can also create custom pillows for clients in any size or style, including square, rectangular, or bolster.

The Challenges

Inconsistent Listing Quality
Listings suffered from incomplete or inaccurate product information, leading to weak organic search visibility and poor customer trust.

Untapped Advertising Potential
No cohesive advertising strategy was in place, resulting in missed sales growth and ineffective ad spend.

No Structured Launch PlaybookStranded Inventory Issues
Inventory was frequently stranded or delayed in fulfillment centers, leading to stockouts and lost sales.
New product launches lacked a repeatable process, causing missed opportunities in gaining early visibility and market share.

Stranded Inventory Issues
Inventory was frequently stranded or delayed in fulfillment centers, leading to stockouts and lost sales.

Uncoordinated Ad Campaigns
Advertising efforts were disjointed across platforms, reducing overall campaign effectiveness and increasing ACoS.

Limited Buy Box Control
Pillowflex struggled to consistently win the buy box on key SKUs, impacting sales velocity and competitiveness.

Pricing and Listing Challenges
Frequent price adjustments caused loss of buy box ownership and fluctuating sales, compounded by inaccurate sizing information in listings.

Late Shipments and Account Health Concerns
Chronic late shipment issues caused increased account health risks and reduced seller credibility on Amazon.

Overstock and High Storage Fees
Excess inventory led to high storage fees, pressuring profit margins and requiring discounting strategies.

Complex Advertising Management
Balancing ad spend across Amazon PPC, DSP, and Google Ads lacked synchronization, limiting performance optimization.

Product Image and Content Deficiencies
Amazon rejection of images and lack of professional, engaging content weakened listing conversions and shopper trust.

Amazon Case study Pillowflex
Services provided:
  • Full Service
  • Catalog Management
  • Listing Optimization
  • New Product Creation
  • Parentages
  • Listing Reinstatement
  • Amazon Social Posts
  • Amazon PPC
  • Amazon SEO
Website:
Amazon Store
Channels managed:
Amazon
Industry:
Home Goods
Yearly Sales:
+$10M
ASINs Managed:
100-500
Days with our Amazon agency:
1381+ days since February 2022

Our Approach

2022: Foundational Account Restoration
In late 2022, My Amazon Guy began overhauling Pillowflex’s account by fixing catalog errors, improving brand representation, and auditing ad structures to set a strong foundation for growth.

Catalog and SEO Audits

  • Initiated foundational SEO (Phase 3A/4) to target core keywords and improve organic search visibility
  • Conducted comprehensive advertising and search term audits to identify and stop inefficient ad spend.
  • Began diagnosing and fixing widespread catalog issues, including incorrect product parentage

Initial Content and Brand Building

  • Published new A+ Content for key listings to improve conversion rates
  • Edited and uploaded a new Brand Story to establish consistent brand messaging on the platform
  • Started creating and posting Amazon Social content to engage followers

2023: Content Optimization and Strategic Growth
In 2023, the focus turned to content optimization and catalog management. We launched a full-funnel advertising strategy focused on profitability and developed a playbook for new product launches.

Full-Funnel Content Deployment

  • Created and A/B tested new product images and videos to find the best-performing creatives and increase conversion
  • Designed and deployed Premium A+ Content across the brand’s most important listings to better showcase product features

Systematic Catalog Management

  • Resolved complex parentage and variation issues to consolidate listings, which improved the customer shopping experience
  • Monitored and fixed inventory errors and shipping issues to protect account health and reduce stranded inventory

Profit-Focused Advertising

  • Refined and managed all advertising campaigns to focus on profitability by holding to a strict target ACOS and TACOS
  • Developed and executed a launch strategy for new product lines, including building new listings and ad campaigns

2024: Scaling, Profitability and Market Expansion
In 2024, efforts focused on scaling revenue while protecting profit margins. We launched new product lines, planned marketplace expansion, and addressed high fees and operational challenges.

Profit-Driven Scaling and Optimization

  • Managed all ad spend to a strict TACOS target, ensuring that rapid sales growth remained profitable
  • A/B tested product titles and main images to improve click-through rates and conversion.

Operational and Channel Expansion

  • Prepared product listings for expansion into new retail channels, including Walmart and Target
  • Explored Seller Fulfilled Prime and alternative fulfillment strategies to reduce high FBA storage fees on bulky items

Inventory and Brand Management

  • Launched new “Ocean Bound” and “Plush” pillow lines with a coordinated SEO, content, and advertising strategy
  • Implemented “abandoned cart” email promotions to recapture lost sales and improve customer retention
  • Addressed competitor copycats and intellectual property issues

2025: Advanced Multi-Channel Management & Brand Protection
In 2025, the strategy expanded to advanced off-platform ads and strong brand protection. We integrated Google Ads and DSP, managed overstock, and defended against fraudulent reviews.

Integrated Advertising Strategy

  • Launched and managed Google Ads campaigns that directed external traffic to the Amazon listings and a new Shopify site
  • Deployed Amazon’s DSP (Demand-Side Platform) to target new-to-brand customers and retarget audiences off-Amazon.

Brand and Content Enhancement

  • Coordinated professional photoshoots and video creation to resolve Amazon’s image rejections and improve listing conversion rates
  • Applied for Seller Fulfilled Prime to gain better control over shipping times and reduce fulfillment costs.

Brand Protection and Account Health

  • Actively monitored for and worked to remove “black hat” suspicious negative reviews to protect the brand’s reputation
  • Managed overstock inventory from seasonal slowdowns by implementing targeted discounts and clearance strategies

Impact

50% Increase in sales volume since 2022

Pillowflex’s total sales surged in 2023, marking a strong growth year with sales rising significantly over the previous year.

Case study graphs pillowflex 1

Strong increase in order value with exceptional ROAS

MAG’s strategic focus on ad efficiency produced a 9-to-1 Return on Ad Spend (ROAS), which is well above Amazon’s average, and also helped grow the average order value by 25%.

Case study graphs pillowflex 01

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Brand success

Pillowflex

Major Amazon Gains

50%

Sales Increase
2023 sales volume show a notable rise

120%

Increase in Sessions
Highest recorded sessions compared to onboarding percentage

50%

Growth in sales volume
Total sales in 2023 increased by a significant 50% over 2022

600+

Days with My Amazon Guy
Onboarded on March 2022

Pillowflex, a Georgia based company, has been a family-owned business for over 35 years, with a vision to provide and distribute the highest quality pillows in America. Pillowflex takes pride in its high-quality American manufacturing and products.

The company is passionate about creating high-end products at affordable prices. With its top-of-the-line facilities, Pillowflex is able to manufacture over 4,500 pillows a day and is looking to expand operations within the US.

Do you have an idea for a pillow? Pillowflex can make your ideas come true. Any pillow size and style, either square, rectangular, or bolster pillows

Challenges

Amazon Re-Selling Products – Pillowflex is a well-known brand. Thanks to the quality of their pillows, they are well positioned in the customer’s mind; however, sales on Amazon were not reflecting this. Amazon started to re-sell the returns they got as used, which meant that customers were receiving subpar pillows that were used and not living up to Pillowflex standards.

Creative – The brand was experiencing a lot of returns as customers didn’t know which size they needed and how to select the pillow insert that would look the best for their sham.

PPC – There were only Sponsored Products campaigns running, and no strategy to add more advertising styles.

Catalog –  Amazon mixed the parentages, type of pillows, and some were not displaying the correct sizing on the product page.

Our approach

In order to define our strategy, we started by analyzing our target market and its size. 

We then followed a plan integrated with the following elements:

Marketing & Design
  • We defined our ideal customer’s primary persona, purchasing Pillowflex Pillow products, using data from Amazon Analytics, reviews, and other information available on Amazon platform.
  • By gathering the aforementioned data we created captivating A+ Content, Infographics and Copywriting to address main customer pain points & concerns. To reduce returns that have a big impact on the bottom line.
Catalog fixes
  • We reviewed all the parentages so we could troubleshoot inconsistencies on sizing, this is a recurrent Amazon catalog issue and needs to be addressed regularly as Amazon updating the catalog prone to this error.
Advertisement & PPC

There was no clear strategy on how to increase market share, we created different campaign types:

  • Sponsored Product Ads – Targeting main competitors, main keywords & long tail keywords that bring sales
  • Sponsored Display Ads – Targeting high-converting categories and appearing at top of search results as often as possible.
  • Sponsored Brand Ads – Increase Brand Reach and awareness with competition keywords
  • Defensive Campaigns – Target our listings, so our products appear everywhere on our product display pages.

We continuously create value through posts, so customers looking for solutions know our products.

Conversion Rate
  • Even after optimizing the listings, we felt there was more opportunity for improvement. We ran AB title tests and discovered that a short title increased the conversion rate for these items.
  • We continuously test main images, A+ Content to stay in trend within Amazon so that we can increase the conversion rate.

The impact

  • The average order value has grown by 25%
  • ROAS of 9-to-1, which is well above Amazon’s average.
  • My Amazon Guy has successfully made Pillowflex a key participant in the throw pillow category on Amazon.
  • Pillowflex has committed over a 1 million dollars investment to increase production for 2023 and keep up with demand.
Pillowflex monthly sales increase with My Amazon Guy 1
Services provided
  • Marketing
  • Video
  • Lifestyle Images
  • Infographics
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Brand Content

Industry:

Home & Kitchen

Location:

USA
pillowflex image3
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