​Unparenting Strategy Unlocks Share of Voice to Drive Growth

​OVERVIEW​

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3D’s Bug Remover family saw year-over-year sales decline despite stable category demand. When two ASINs were parented, visibility in search results was cut in half, reducing impressions, clicks, and purchases. Channel Key identified parentage as the issue and developed a strategy to restore coverage, defend key placements, and return the products to growth.
 

APPROACH

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• Diagnose Root Cause
  Analyzed Amazon’s Search Query Performance (SQP) data alongside Keep a historical review trends to confirm the timing and impact of the parentage change.  
   

• Parentage Adjustment
  Separated the ASINs so each could serve independently in ads and organic placements, effectively doubling catalog coverage.  
   

• Top-of-Search Push
  Reallocated budget to ensure both ASINs won critical Top-of-Search placements, maximizing visibility where competition was strongest.  
   

CONCLUSION

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Channel Key’s data-driven strategy delivered immediate and sustained improvements in share of voice and sales performance for 3D. Within one week of separating the ASINs, Impression Share nearly doubled from 7–10% to 14–15%. Click Share rose from 34–37% to consistently 44–50%, while Purchase Share surged from 40–42% to highs near 60%. By challenging the conventional best practice of parenting, 3D restored sales momentum, defended top placements, and reestablished year-over-year growth.

+5.5 pts​​​​

Impression Share Gain

​​​+8 pts​

Click Share Gain

+8 pts​​​​

Purchase Share Gain