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MacuHealth Full Service Case Study

$10 Million increase

In yearly revenue compared to 2020

MacuHealth Amazon Full Service Case Study

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.

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Services provided:
  • Full Service
  • Marketing
  • Video
  • Lifestyle Images
  • Infographics
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Brand Content
Website:

macuhealth.com

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

Wellspring Gardens

Major Amazon Gains

90%

Increase in Sales Year to Date
June 2024 sales were 90% higher compared the the previous year

84%

Growth in 12 Months
84% growth in sales in the first 12 months with My Amazon Guy

40%

Increase in Units Sold
Over 53,000 units sold since onboarding

365+

Days with My Amazon Guy
Onboarded on May 2023, and still current client

Wellspring Gardens began in 2004 in the backyard of a Lakeland, Florida home and has grown into a major e-commerce business, recently celebrating its 500,000th online order. The company has seen significant growth since 2020, with projections to double its record by fulfilling one million orders in the next five years.

Founder Donovan K. Baltich, who studied horticulture at Florida Southern College, started the business after being laid off in 2003. He and his wife, Dana, ran the company from their back porch, avoiding debt and ownership dilution, until acquiring a dedicated fulfillment center in 2019. The company thrived amidst the 2020 boom in the specialty live plant market, catering to a renewed interest in self-sufficiency.

Today, Wellspring Gardens, managed by the Baltich children, Kirsten Maghraoui and Donovan C. Baltich, employs 12 associates and attributes its success to a commitment to staying lean and innovative.

Challenges

Supply Chain & Logistics – Selling live plants via FBM. Difficulty forecasting enough inventory due to growing demand and seasonality.

Improving Catalog Management – A lot of parentages were needed for a lot of variations with different specs each.

Conversion Rate – The brand had a good conversion rate, however, their traffic was low and they were not getting as many impressions as they could with such a broad catalog. 

Advertisement – Their spend was very low and while ACOS and TACOS were low, they were missing a lot of market share with such a vast catalog.

Our approach

Cultivating Success on Amazon – Wellspring Gardens, a family-owned business specializing in tropical and edible plants, partnered with our agency in May 2023 to boost their Amazon presence. Our comprehensive approach focused on five key areas:

  • Advertising Optimization: We significantly increased ad spend while maintaining efficiency. This resulted in a 213% increase in ad-attributed sales and a 40% boost in units sold, totaling 53,000 units.
  • Catalog Enhancement: We improved product listings through SEO optimization and better catalog management, addressing the challenge of numerous plant variations with different specifications.
  • Supply Chain Management: We implemented strategies to forecast inventory more accurately, considering the unique challenges of selling live plants via FBM and accounting for seasonality.
  • Conversion Rate Optimization: While the brand already had a good conversion rate, we focused on increasing visibility and impressions to capitalize on their broad catalog.
  • Platform Management and Troubleshooting: Our team provided ongoing support to navigate Amazon’s complex ecosystem and resolve any logistical issues.

The impact

The results were remarkable:

  • 90% increase in year-to-date sales
  • 84% overall growth since onboarding
  • Improved market share capture

This holistic approach transformed Wellspring Gardens’ Amazon presence, setting them up for continued success in the competitive plant and gardening niche.

Wellspring Gardens weekly sales increase My Amazon Guy 1
Services provided
  • Marketing
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Troubleshooting & Logistics

Links: wellspringgardens.com

Industry:

Plants and Gardening

Location:

USA
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