MacuHealth Full Service Case Study
$10 Million increase
In yearly revenue compared to 2020
MacuHealth, founded in 2006 in Michigan, develops science-backed nutraceuticals focused on protecting vision and enhancing visual performance through patented formulations. Guided by their motto, “Embrace the Science,” the brand prioritizes research-driven innovation to improve eye health and quality of life.
The Challenges
Inconsistent Customer Experience
Although MacuHealth had strong brand recognition, a large share of Amazon sales came through third-party resellers, leading to inconsistent post-purchase experiences and customer service that fell short of brand standards.
No Repeatable Launch Strategy
A steady pipeline of new products lacked a structured Amazon launch playbook, making it hard to win visibility in a competitive category.
No Structured Advertising Approach
There were no coordinated ad campaigns in place to grow market share or defend the brand against competitors.
Untapped Demand
Many shoppers were aware of the brand but had not converted – resulting in a lost opportunity to expand the buyer base.
- Full Service
- Marketing
- Video
- Lifestyle Images
- Infographics
- Advertisement
- Platform Management
- SEO Optimization
- Brand Content
Amazon
Health Medicine
Over $10 Million
1-25
1,600+ days since March 2021
Our Approach
MAG partnered with MacuHealth to stabilize the business and build an operating foundation on Amazon.
- Built customer personas from Amazon Analytics and used them to rewrite copy, craft new A+ content, and design infographics that address top customer pain points and benefits.
- Performed market sizing and competitor analysis to understand shopper behavior.
- Created a five-step launch checklist to ensure retail listings were fully optimized before launch to capture momentum from day one.
- Requested reviews from tens of thousands of historical orders to increase review velocity and credibility.
- Launched an Amazon Social Posts initiative to grow organic traffic and brand presence on the platform.
- Audited existing campaigns to salvage effective strategies and retired ineffective spend.
- Built new campaigns targeting core keywords, competitor listings, category placements, video placements, and defensive targeting.
- Instituted weekly advertising check-ins and set monthly budgets and TACoS targets tied to seasonal strategy.
- Conversion Optimization
- Ran A/B tests on titles and tested main images to maximize visual appeal.
- Rolled out Subscribe & Save promotions to increase reorderability and lifetime value.
With listings optimized, MAG scaled traffic and share-of-voice.
- Continued Amazon Social Posts and content updates to sustain organic traffic growth.
- Increased investment behind top-performing ASINs to push into top-3 search positions for high-volume keywords; allocated substantial launch budgets (up to 50% of monthly budget for single-ASIN launches when appropriate).
In Q1-Q3 2024 competitors targeted MacuHealth listings with counterfeit/reseller listings. While working to remove those resellers, MAG pivoted short term strategies to protect the brand and performance.
- Advanced A+ content, browse node audits, updated infographics, and copy audits to secure rankings on the new set of dominant keywords for listings least affected by counterfeiters.
- Shifted ad spend away from listings most impacted by counterfeiters to:
- Protect search ranking and relevancy.
- Avoid wasting ad spend that would drive sales to counterfeit SKUs.
- Promote unaffected product lines and new launches
- Once reseller/counterfeit listings were removed, MAG executed an end-of-year push on protected listings.
- Launched targeted campaigns for FSA-eligible customers months in advance to capture end-of-year FSA spend.
Scaled past the +$10M revenue milestone while maintaining profitability.
- Implemented automated ASIN-level profitability monitoring, surfaced anomalies through weekly account reviews, and adjusted tactics to protect margins.
- Built and tested virtual bundles based on common purchase patterns to increase average order value without large upfront inventory costs.
Impact
Over $10 Million increase in yearly revenue in 2025 compared to 2020
Macuhealth sales have steadily increased each year from 2020 to 2025, with the most impressive surge occurring in 2021 when sales more than doubled, rising by 105%.
215% increase in ad revenue since partnering with MAG
Ad sales for Macuhealth grew sharply since 2021, rising by as much as 89% in the latest year, while ad spend increased at a much slower pace, showing that each year delivered stronger returns on advertising investment.
Major boost in ad performance since partnering with My Amazon Guy:
- Maintained 7% TACOS since 2021
- Competitor supplements average ~20% TACOS
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Growth of an Entertainment Brand on Amazon
29%
73%
2 ppt
542+
With the expertise of our Amazon specialists managing 24 SKUs, this personal care brand achieved an impressive $53,130.64 in monthly sales, leveraging strategic optimizations and data-driven growth strategies.
Challenges
Prior to hiring My Amazon Guy, this client had PPC mismanaged that campaign ACOS was quite high. There was an obvious lack of strategy and goals, resulting in campaigns that had were lacking in profitability.
The client’s product was new and without any tracking. In addition, the product was considered niche, making keyword harvesting a real challenge.
Our approach
To get things started, we conducted STR keyword harvesting to identify specific, high-intent keywords, and optimizing campaign targeting. This was followed by SQP keyword harvesting to broaden keyword reach and uncover additional opportunities.
- Implemented comprehensive negations of irrelevant search terms, including those with a 100% ACOS in the last 65 days, to improve campaign efficiency.
- Organized new campaigns by grouping based on seed keywords, ensuring no keyword duplication across existing campaigns, and isolating new keywords for a structured approach.
- Prioritized seed keywords as the foundation for campaign structure in large accounts.
- Launched campaigns for a new product and isolated its ASIN for targeted performance.
- Monitored and adjusted budget allocation to optimize RoAS while maintaining control over ACoS.
- Increased the budget for campaigns with an ACoS of less than 30% to signal Amazon’s willingness to invest more in high-performing campaigns.
- Isolated high-ACOS search terms, targeting them in exact match campaigns to control CPC and reduce wasted ad spend, while negating them from discovery campaigns.
- Closely tracked campaign performance and launched new campaigns based on insights.
- Evaluated whether the current ACoS goal was aligned with the client’s objective of increasing impressions and sales, particularly given the recent sales decline.
The impact
- 29% growth YoY
- 73% increase in AD sales
- 2ppt improvement in ACOS while increasing ad spend and total sales
- Gained traction on New CD
- Top 2 ASIN are currently Amazon’s #1 Best Seller
- Amazon PPC
- Platform Management
- Holiday Strategy Management
- Troubleshooting & Logistics
Industry:
Location:
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