We explore how precise Amazon DSP unlocked incremental growth for a brand already in their category’s top spot…
When a brand already dominates its category on Amazon, the challenge changes – in the best possible way.
In this position, a brand’s aims become less about visibility and more about how to keep growing sustainably without wasting spend on sales that they’d likely win anyway – how to increase their profitability while unlocking new customers and new demand.
And this was the exact challenge facing Pronto Seed when they came to us; a sector-leading brand with strong organic rankings, excellent Buy Box performance and an already commanding share of the market.
So how did our expert team help?
Where Amazon Growth comes from next
Pronto Seed were already the No.1 brand in their category, which meant that traditional Amazon growth tactics carried a risk.
After all, spending more on advertising could easily mean they were simple paying for traffic they were already capturing organically – and so we knew our focus needed to shift instead towards:
- Improving conversion efficiency.
- Expanding new-to-brand customer acquisition.
- Reducing dependency on paid placements already dominated organically.
- Driving sustainable profitability through reducing TACOS.
In other words, this was a challenge driven by pure precision, innovative thinking and commercial clarity.
The Strategy
Working alongside Pronto Seed, our team built a strategy focused on protecting their existing market strength while unlocking new demand – one about smarter spend, not more spend.
Our key initiatives? They included:
Strategic advertising reallocation
Reducing spend on placements the brand already owned organically and redirecting budget into real growth opportunities.
Efficiency-first optimisation
Maintaining strict control of profitability by shifting the focus from visibility alone to high-intent conversion, improving performance while reducing overall TACOS by 6%.
New-to-Brand Customer Growth via Amazon DSP
Using Amazon Audiences, an increased Sponsored Display (SD) budget and cross-category targeting to reach potential customers beyond the brand’s core shopper base.
Conversion-focused creative across Video & Content
Introducing stronger video and content assets designed to improve engagement and reduce friction in the buying journey, leveraging Amazon video ads and boosting CVR.
The result was a strategy built not around more spend, but around smarter spend.
Long-Term Growth & Product Expansion
Building a roadmap for NPD, with dedicated strategy meetings designed to explore the best and most innovative opportunities for expansion.
The Results
The impact of our ultra-smart optimisation was immediate and measurable, with Pronto Seed achieving:
- +27% sales growth
- +40% increase in units sold
- 6pp reduction in TACOS
- +51% increase in new-to-brand customers
- 99% Buy Box win rate
And within the first 60 days of DSP activity, the strategy delivered:
- £79.2k in DSP-driven sales
- 5.76 ROAS
- 12.3 million impressions
- 19.29% new-to-brand customers
In short, DSP became a powerful driver of incremental growth rather than duplicated demand.
The Bigger Lesson for Amazon Brands
The Pronto Seed case study highlights something we see again and again across Amazon; that growth becomes more complex, and far more strategic, when a brand reaches market leadership.
At that point, success isn’t about chasing more traffic, it’s about:
- Protecting your profitable core demand.
- Building your audience intelligently.
- Using media channels like DSP to unlock new customer acquisition.
- And ensuring every pound of spend is working towards incremental growth.
It’s a whole different mindset, and it calls for precision, real-time data insights and truly disciplined execution.
And if you’d like to explore how our team can help your brand unlock the kind of profitable growth enjoyed by Pronto Seed, we’d be thrilled to help – simply click here to book a call with our experts today.