Health & Wellness · Performance Marketing
Marrow Athletics India turned Amazon from a leak into a 4.1x channel
4.1x ROAS on retail media
A recovery-supplement brand was losing branded shelf space to competitors on Amazon while paying to send traffic there from Meta.
4.1x
Retail media ROAS
11.4%
TACoS, down from 21%
94%
Branded share of voice
39%
Subscription share of DTC
The challenge
Marrow Athletics India sold 44% of its volume on Amazon but ran no Sponsored Brands defence. Competitors were buying their brand terms, their DTC paid social was driving searches that converted on a competitor listing, and their TACoS sat at an unmeasured 21%.
Strategy
Defend the brand shelf first, then expand into category and competitor conquest with a strict TACoS ceiling. Align the DTC media plan so paid social drives to the channel with the better contribution margin per cohort rather than whichever is easiest to measure.
Execution
We launched Sponsored Brands and Sponsored Products defence on 100% of branded queries, rebuilt listings around the three attributes that appeared in converting search terms, and layered Sponsored Display retargeting on competitor ASINs. On Walmart Connect we mirrored the top nine SKUs. DTC paid social was re-pointed at subscription offers that Amazon cannot match.
Results
Retail media hit a 4.1x ROAS with TACoS down to 11.4%. Branded query share of voice went from 52% to 94%, and subscription share of DTC revenue grew from 18% to 39% as the two channels stopped competing for the same customer.
“We were buying traffic for our competitors. That is fixed now.”
Karan Grover — Head of Growth, Marrow Athletics
