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Chinook Seedery
Chinook Seedery Case Study with My Amazon Guy

Chinook Seedery Case Study

215%

Increase in Sales

Compared to 2020, current average weekly sales are now 215% higher

158%

Increase in Sessions

Highest recorded sessions compared to onboarding percentage

10

Top 10 in its Category

In the top 10 of its category and has remained there year-round

452

Days with My Amazon Guy

Onboarded on August 2020 

Chinook Seedery

Overview

Chinook Seedery Case Study
Industry: Food and Beverage
Location: USA
Links: chinookseedery.com
 

Chinook’s pursuit of the perfect sunflower seed started in the founder’s kitchen by experimenting with various spices and roasting techniques. He was looking for a larger seed with an easily crackable shell and a crunchy, brittle kernel that had long-lasting flavor, without the salty burn. All of Chinook’s flavors are NonGMO verified, free of gluten, MSG, and artificial ingredients; full of vitamins, minerals, and healthy fats.

My Amazon Guy Services

  • Marketing
  • Video
  • Lifestyle Images
  • Infographics
  • Advertisement
  • Platform Management
  • SEO Optimization
  • Brand Content
  • Troubleshooting & Logistics

The Challenges

New brand to the market – Chinook was a fairly new product competing against three big, established brands that had been in the sunflower seed market for many years.

PPC – Since we were competing against established brands, high search volume keywords were difficult to rank for and it was hard to convert on highly relevant keywords due to lack of social proof and brand recognition.

Supply Chain & Advertising Costs – We onboarded Chinook in September of 2020 just as advertising costs were rising on Amazon and FBA fulfillment centers were starting to backup.

New Product Launches – Chinook has launched several different new flavor and package quantity offerings that require a strategic plan in order to launch successfully. 

The Approach

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

We then followed a plan integrated with the following elements:

Marketing & Design
  • We first identified the top competitors within the niche, focusing on sunflower seeds that have a similar value proposition to Chinook Seedery.
  • Our research also discovered that there was strong seasonality tied to Baseball season.
  • We used the aforementioned data, to create our A+ Content, Infographics and Copywriting. We made heavy references to sports through our imagery and copy to drive sales, improve BSR and keyword ranking.
  • Our copy and images were also focused on their flavors and our SEO leaned heavily on relevant keywords.This provided better conversion and lead us to new, highly pertinent keywords.
  • We also update our designs periodically.
New Product Launches
  • We’ve worked to expand the product offerings by including package quantity options, virtual bundles including top flavor combinations. 
  • Each launch goes through a step-by-step process that is a combination of design, parentage, and SEO tailored to take advantage of Amazon’s algorithm and maximize sales at launch. 
Advertisement & PPC
  • We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
  • We optimize the campaigns accordingly to make sure the account makes the best use of the ad spend.
Conversion Rate
  • After our first round of optimizations, we’ve continuously A/B tested titles, images, A+ content and bullets to build the best possible Product Detail Page.
  • After showing success with SEO & design highlighting the different flavors, we created video ads focused on flavors as well.
  • As a consumable, there is a high potential for repeat purchases so we do our best to drive subscriptions through seller-funded discounts on Subscribe & Save and enroll new ASINs into S&S as soon as they go live.

The Impact

 
Chinook Monthly Sales with My Amazon Guy
Chinook Average Weekly Sales with My Amazon Guy
Chinook Average Monthly Sales

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I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.  

 

When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads. 

 

The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics. 

 

For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

 

So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist! 

Maria Victoria Piedad