Amazon US • Beauty & Wellness
Nutrafol Case Study
Partnering with AMZEXACT for Scalable Growth
Brand Background
Nutrafol is a premium beauty and wellness brand offering science-backed, natural, and cruelty-free products. The brand had strong recognition across channels but faced growth limitations on Amazon after transitioning fully to Seller Central.
To address these challenges, Nutrafol partnered with AMZEXACT to stabilize performance and drive scalable growth on Amazon.
Challenges
After moving from Vendor Central to Seller Central, the brand faced:
- Buy Box instability across key ASINs
- Difficulty scaling ads without Buy Box dependency
- Declining organic visibility due to SEO and indexing gaps
- High competition within the beauty category
- Inefficient ad spend during Buy Box loss
Project Snapshot
Goal: Scalable Advertising & SEO
Execution & Strategy
Resilient Advertising
- Focused on Sponsored Products for top-performing SKUs
- Prioritized ASINs with higher Buy Box win rates
- Reduced wasted spend during Buy Box loss periods
Brand Expansion
- Store Spotlight campaigns redirected traffic to curated storefront pages
- Brand Video campaigns targeted high-intent, non-branded keywords
- Improved brand-led discovery and New-to-Brand acquisition
SEO Optimization
- Extensive keyword research to identify high-impact search terms
- Optimized titles, bullet points, descriptions, and backend keywords
- Continuous backend updates to improve indexation
The Results (Q4 YoY)
Ad Sales Growth
+238.4%
from $57k to $193k
NTB Sales Growth
+83%
from $43k to $79k
Marketplace
Amazon US
Seller Central
Optimized Storefront
Enhanced A+ Content and Brand Story visuals were implemented to improve conversion rates and brand-led discovery.
Business Impact
- Scalable advertising growth despite Buy Box challenges
- Improved paid efficiency with controlled spend
- Strong increase in first-time customer acquisition
- Improved organic rankings and long-term listing stability
Conclusion
Through a focused mix of Buy Box–aware advertising, SEO-led listing optimization, and conversion-focused content, the brand achieved strong YoY growth and built a sustainable foundation for long-term performance on Amazon—delivered in partnership with AMZEXACT.