Before selling on Amazon, Kappa was mainly focused on D2C via Shopify and brick & mortar retail locations. The pandemic changed everything and they needed to adjust their business and focus more on online sales.

I was tasked with the challenge of launching Kappa products on Amazon. This required me to develop a strategic plan to launch a brand on Amazon at the height of a pandemic. One of the main challenges that I faced was that Kappa products have a high price point and that doesn't always perform well on Amazon, especially in the clothing category.

Here are the steps I took to ensure a successful Amazon launch:

1. Completed a competitive analysis of higher-priced apparel brands on Amazon
2. Gathered the top-performing organic keywords that translated to sales for each competitor
3. Ensured that each listing I created included these top-performing keywords
4. Researched the keywords each competitor was bidding on successfully
5. Created two individual campaigns (Broad & Phrase) for each product
6. Continued to optimize the campaigns over the next few months (bid adjustments, Add negative keywords)
7. I then created exact campaigns using the top-performing keywords from the broad & phrase campaigns
8. Created ads to promote the Amazon Store