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.

logo macuhealth case study.webp
Services provided:
  • Full Service
  • Marketing
  • Video
  • Lifestyle Images
  • Infographics
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Brand Content
Website:
Channels managed:

Amazon

Industry:

Health Medicine

Yearly Sales:

Over $10 Million

ASINs Managed:

1-25

Days with our Amazon agency:

1,600+ days since March 2021

Our Approach

Foundational Work: Starting in March 2021

MAG partnered with MacuHealth to stabilize the business and build an operating foundation on Amazon.

Marketing and Design
  • 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.
Product Launch Playbook
  • 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.
Brand Visibility and Social Proof
  • 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.
Advertising and PPC
  • 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
  • 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.
Scaling Market Share: 2022-2023

With listings optimized, MAG scaled traffic and share-of-voice.

Consistent Content Creation
  • Continued Amazon Social Posts and content updates to sustain organic traffic growth.
Aggressive, and Targeted Ad Spend
  • 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).
The Counterfeit Challenge: 2024

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.

Content and Catalog Reprioritization
  • 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.
Pivoting Advertising Strategy
  • Shifted ad spend away from listings most impacted by counterfeiters to:
    1. Protect search ranking and relevancy.
    2. Avoid wasting ad spend that would drive sales to counterfeit SKUs.
    3. Promote unaffected product lines and new launches
  • Once reseller/counterfeit listings were removed, MAG executed an end-of-year push on protected listings.
Seasonal Campaigns
  • Launched targeted campaigns for FSA-eligible customers months in advance to capture end-of-year FSA spend.
Profitability and Scaling: 2025

Scaled past the +$10M revenue milestone while maintaining profitability.

Profitability Monitoring
  • Implemented automated ASIN-level profitability monitoring, surfaced anomalies through weekly account reviews, and adjusted tactics to protect margins.
Basket and AOV Optimization
  • 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%.

MacuHealth Amazon Full Service Case Study

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
MacuHealth Amazon Full Service Case Study

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Brand success

Oceanfoam

Major Amazon Gains

$100K

Sales in the First 6 Months
Since launching with MAG, sales reached $100,000 in only 6 months

4.8

Average Product Rating
High product ratings sustained with over 900 units sold in 3 months

24

SKUs Managed
Successfully improved the performance of all ASINs

184+

Days with My Amazon Guy
Onboarded on January 2024; ongoing
Oceanfoam™ was founded in February 2023, shortly after the founder, Zachary Quinn, sold his previous company and while raising two kids. Having foam rolled for years to alleviate a stiff neck and tight lower back, He always wanted to create a better foam roller.
When a friend, who is a doctor, requested foam rollers for an orthopedic center for professional athletes, the founder took on the challenge. Unable to find a suitable, sustainably-made foam roller on the market, they decided to create one themselves with the help of a dedicated team.

Tiktok Shop Management

  • Research and Influencer collaboration
  • Product and catalog creation and management.
  • Product and brand research on TikTok Shop
  • Promotion, Coupon, and Deal management.
  • Order Management Setup
  • Setting up warehouse, shipping rates, and fulfillment settings.
  • Full TikTok Shop Ad Campaign Management.
  • Bi-weekly Reporting

Challenges

Launching a new brand on Amazon comes with its unique set of challenges. For this high-quality, high-price-point product, the hurdles were particularly significant:

High Quality and High Price Point
Compared to competitors, the product’s superior quality also meant a higher price point, making it crucial to communicate the value proposition effectively to potential customers.

Established Competitors
The category was dominated by large, well-known brands with significant market recognition. Breaking through this brand loyalty was a significant challenge.

Simultaneous Product Launch
The brand introduced 20 variations of the product at once. Managing such a wide array of products simultaneously required meticulous planning and execution to ensure consistency and quality across all listings.

Our approach

To tackle these challenges, a multi-faceted approach was adopted:

Vine Reviews
Leveraging Amazon Vine reviews for every single variation helped amass a significant number of reviews quickly. This strategy was critical in building trust and credibility with potential buyers, as reviews are a key factor in purchasing decisions on Amazon.

Sustainable Brand Identity
The brand capitalized on its unique selling proposition of being made from recycled materials and donating proceeds to environmental causes. This strong brand identity resonated with environmentally conscious buyers, differentiating the product from competitors.

Targeted Marketing
Marketing efforts were focused on environmentally conscious buyers, highlighting the product’s eco-friendly attributes. This targeted approach helped attract a niche audience that valued sustainability.

Custom Images
Each product variation had custom images tailored to its design. High-quality, visually appealing images showcased the product’s unique features and design variations, enhancing the overall customer experience and driving conversions.

The impact

The comprehensive and strategic approach led to impressive results within the first three months of the brand launch:

Accumulated Reviews
The brand garnered over 100 reviews across its product variations, significantly boosting credibility and customer trust.

Top Rankings
The products achieved a top 50 ranking in the subcategory of Foam Rollers, indicating strong market penetration and visibility.

High Star Ratings
The products maintained an average rating of 4.8 stars, reflecting high customer satisfaction and product quality.

Revenue Growth
The brand achieved remarkable sales growth, generating $30,000 in sales within the first 90 days of launch.

Services provided
  • Marketing
  • Basic A+ content
  • Lifestyle Images
  • Infographics
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Brand Content
  • Troubleshooting & Logistics

Links: oceanfoam.com

Industry:

Sports & Outdoors, Sports equipment

Location:

USA

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