Optimizing Ad Access and Content to Revive a Hero ASIN

​OVERVIEW​

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In 2024, Step2’s top performing ASIN, responsible for 11% of total Amazon sales, saw an 8% year over year decline. Profitability issues restricted ad eligibility, making it difficult to drive demand in an increasingly competitive category. Channel Key partnered closely with Amazon and Step2 to resolve listing, profitability, and creative challenges to restore performance.
 

APPROACH

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• Resolved Profitability Gaps to Unlock Retail Support
  Collaborated with Amazon and Step2 to address net PPM issues and reduce reliance on direct import orders. Shifted fulfillment to improve margins and eligibility.
   

• Enabled Advertising Through Whitelisting and Coordination
  Worked with Amazon’s vendor team to get the ASIN whitelisted for Sponsored Products, allowing Step2 to move through on-hand inventory and reaccelerate sales.
   

• Refreshed Content with High-Impact A/B Testing
  Ran an image test to evaluate performance of accessory-inclusive photos, resulting in increased conversion and stronger product appeal.
   

CONCLUSION

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Within just one season, Step2 revived its top performing ASIN by unlocking ad eligibility, improving content, and addressing profitability constraints. Channel Key worked with Amazon to resolve retail barriers and launch a targeted campaign supported by A/B-tested creative. As the data shows, the ASIN delivered a 74% increase in ordered revenue, a 0.02% lift in conversion, and a projected $170K annual boost in sales, reestablishing it as a leader in a highly competitive category.