How OCTOBUDDY Doubled Profitability and Appeared in Half of Amazon Brand Searches with Lower Ad Spend
In late 2025, something changed in Amazon search behavior.
Search results started showing multiple child ASINs from the same parent, first on branded searches and later on generic searches. For growing brands, that created a new challenge: appearing more often in search without generating additional sales, while ad costs continued to rise.
OCTOBUDDY needed to stay visible in branded search while keeping media investment efficient. The broader challenge was winning placement in a way that supported profitable growth.
The Challenge
Many brands saw branded impression share increase, while ad spend also climbed and total orders stayed flat. In a broader market context, this is a common issue when teams optimize for visibility instead of incremental sales.
OCTOBUDDY needed a way to protect top-of-search presence, reduce inefficient spend, and avoid paid activity taking value away from organic performance.
That’s where we came in.
Why Connected Commerce Works
In connected commerce, strong results come from aligning media, catalog strategy, and performance data around the same business goal. This approach helps brands connect platform activity to commercial outcomes across the full shopper journey.
For a scaling brand like OCTOBUDDY, this kind of alignment is important because growth depends not only on smart media execution, but also on brand strength, consumer demand, and the ability to scale effectively across channels.
Our Strategy
We worked closely with OCTOBUDDY to respond to the shift in Amazon search behavior with a data-informed approach focused on efficiency.
First, we identified the child ASINs that were less relevant for branded search terms based on historical click-through rate and conversion rate signals. We then used paid placements to show those products in branded search results.
This helped push shoppers toward OCTOBUDDY’s stronger organic listings further down the page. As a result, the brand maintained strong visibility, supported organic sales share, and reduced wasted media spend on branded terms.
-30%
Branded Ad Spend decreased by more than 30%
50%
Branded Impression Share increased to 50%
+100%
Overall media profitability increased by 100%
Profitable Growth Across Amazon and Beyond
Combining OCTOBUDDY’s strong brand momentum, growing consumer interest, and ability to scale with Front Row’s strategic support, this partnership turned a platform change into a meaningful growth opportunity. The outcome was a stronger Amazon presence built on smarter media efficiency and long-term brand development.
The same thinking extends beyond Amazon. As OCTOBUDDY grows across channels, we are also using TikTok Shop Creator Connection to build brand awareness on social. That activity can drive more branded search demand on Amazon, where the brand is positioned to capture it efficiently.
The result is a connected growth loop: stronger awareness drives more branded search, and a smarter Amazon strategy helps convert that demand more profitably.