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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Sustainable Amazon Growth for a Personal Care Brand
7%
12.4%
10 %
498+
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.
Highlights:
- 7% increase in Units Ordered (2023 vs 2024).
- Maintaining less than 10% TACOS during all 2024.
- Increase Overall Subscribe and Save Sales with 75% retention.
- Launching of New Products in 2024 that the company wasn’t able to do before due UPC conflicts.
Challenges
Legacy Brand Challenges
While Biogreen Roots has been a well-known brand in the past, it faces a highly competitive landscape in the Amazon ecosystem, with numerous competitors targeting similar products.
Advertising Struggles
The company has struggled to maintain profitable advertising campaigns, grappling with high ACOS (Advertising Cost of Sales), which undermines its profitability.
Profitability Under Pressure
The absence of a clear and effective strategy has made it challenging to achieve the company’s goal of maintaining a 10% ACOS, pushing this target beyond reach.
Strategic Gap
A lack of a robust plan or direction has hindered the brand’s ability to effectively navigate competition, advertise efficiently, and sustain growth in the Amazon marketplace.
Non-GS1 UPC Codes Issue
When Biogreen Roots first started selling on Amazon, the company acquired UPC codes that were not issued by GS1 (the global standard for barcode identification). Over time, this led to significant challenges, including UPC codes being tied to random brand names instead of Biogreen Roots. This discrepancy resulted in inability to open new listings, restrictions on editing existing listings, and potential account trust issues. Non-GS1-compliant UPCs can also trigger listing suspensions or compliance warnings from Amazon, as the platform increasingly enforces GS1 standards to ensure product authenticity and transparency.
Our approach
SEO-Driven Growth
Given the limited advertising budget due to profitability constraints, we prioritized Search Engine Optimization (SEO) to improve organic rankings and outperform competitors. This strategy focused on maximizing visibility without excessive ad spend.
Defensive Campaigns
To protect brand positioning, we implemented targeted defensive advertising campaigns. This ensured that competitors couldn’t easily capitalize on our listings’ traffic.
Building Customer Loyalty
By increasing funding for “Subscribe and Save” programs, we enhanced customer retention and loyalty, which in turn contributed to steady organic growth.
Advertising Budget Optimization
To address profitability issues in advertising, we reallocated the ad budget strategically. This adjustment successfully lowered ACOS (Advertising Cost of Sales) and TACOS (Total Advertising Cost of Sales). With this approach, we achieved an average TACOS of 3% week over week, well below our milestone goal of 10%.
Advanced Account Optimizations
A range of strategic optimizations was implemented to maximize account performance, including:
Main Image Hack
Enhanced click-through rates (CTR) by optimizing primary images.
Image Stack Optimization
Improved visual storytelling through curated and compelling image sets.
Virtual Bundles
Increased perceived value and cross-sell opportunities with bundled product offerings.
Alt-Text Enhancements
Improved SEO visibility by incorporating relevant keywords into alt-text for images.
Crawlable Text Additions
Ensured all listing text was crawlable by Amazon’s algorithm to boost search visibility.
Dynamic Pricing
Leveraged real-time pricing strategies to remain competitive.
Event-Based Discounts
Capitalized on major sales events like Prime Day and Cyber Monday with targeted promotions and discounts to drive volume.
Resolving the UPC Code Issue
We initiated the process of transitioning to GS1-compliant UPC codes for listings with discrepancies. This started with one parent ASIN where launching a new product was previously impossible due to non-compliant codes.
Successfully merged ASINs and replaced old UPC codes with new GS1-verified ones tied to the company name, ensuring compliance and avoiding listing restrictions.
While the process is ongoing, this solution has already enabled the successful launch of new products and is paving the way for future scalability.
The impact
Improved Conversion Rates
Through comprehensive SEO strategies and listing optimizations, the account achieved a 4% increase in conversion rate year-to-date and an overall improvement of 12.4% over the past year.
Profitability as a Priority
The primary focus was on ensuring the client’s profitability. Throughout 2024, the account consistently maintained TACOS below 10%, directly supporting the client’s financial goals.
Reduced Ad Spend, Maximized Returns
December 2023 ad spend was $9,127 with a ROAS of 1.8, reflecting inefficiencies.
By implementing a data-driven advertising strategy, monthly ad spend in 2024 was reduced to an average of $1,000, representing an 89% reduction in ad spend.
Despite this drastic reduction, the account achieved an average ROAS of 6.5, maximizing returns on minimal investment.
Consistent Sales with Lower Costs
Sales remained steady or showed slight growth month over month, even with significantly reduced advertising costs. This highlights the success of organic growth and strategic optimizations in maintaining revenue stability.
GS1-Compliant UPC Codes Unlock Potential
Transitioning to GS1 UPC codes mitigates the risk of product suppressions and ensures compliance with Amazon’s requirements.
This transition opens the door for catalog expansion, providing the account with the flexibility to launch new products seamlessly—a process already in progress.
- Brand Management
- Enhanced A+ content
- Lifestyle Images
- Infographics
- Amazon PPC
- Catalog Merchandising
- Amazon SEO
- Brand Content
- Troubleshooting & Logistics
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