Case Study
Good Vibes
How We Helped Good Vibes Turn an Over-Indexed Catalog Into a Lean, High-Ranking Amazon & Flipkart Flywheel That Actually Made Money
Good Vibes had built serious brand equity on marketplaces — a vast catalog across skincare and haircare, high product ratings, and strong recall among price-sensitive beauty buyers. But that success came with a hidden cost: ad spend was thinly spread across too many SKUs, TACoS was bloating, and even bestsellers were not defending rank positions sustainably. The marketplace presence looked large, but wasn’t engineered for profitable velocity.
Key Business Challenge
Streamline a sprawling product portfolio to focus on margin-winning SKUs, cut wastage, and build a sustainable flywheel — without sacrificing topline revenue momentum.
Campaign
Marketplaces - Indiawide
Industry
Skincare & Beauty
Key Growth Levers
Amazon Growth | Marketplace Growth
Before Scaling We Diagnosed
What Was Holding the Flywheel Back
SKU Bloat With No Visibility
Over 200+ SKUs were being promoted, but only ~15 drove 80% of revenue. Long-tail products were draining budget without meaningful rank movement.
Listing Quality Disparity
Even within top SKUs, some listings lacked keyword density, review optimization, or A+ content — leading to conversion inconsistency.
Ad Spend Was Linear, Not Strategic
Proprtionate budgets were being allocated across categories and SKUs — ignoring SKU maturity, margin structure, or lifecycle potential.
A Leaner, Smarter Marketplace Growth System
Not More Spend. Just More Focus.
Hero SKU Focus
Identified 12 high-potential SKUs across 3 sub-categories based on margin, past sales velocity, review ceiling, and ranking headroom. 70% budgets and optimization efforts were focused here.
Listing Uniformity Build-Out
Brought all 12 hero SKUs to the same baseline of listing hygiene — strong title structures, feature clarity, visual consistency, backend keyword density.
#ROI
Strategic Framework
We re-architected the Amazon & Flipkart growth engine across four strategic pillars.
Profit-Led Campaign Structuring
Separated offensive (rank push), defensive (brand term protection), and cashflow (high RoAS) campaigns — each with strict ACoS thresholds.
Win-and-Expand Model
Once a SKU cracked top-10 ranking and hit RoAS targets for 3+ weeks, only then were related variants added into promotion cycles to expand the product moat.
Instead of chasing volume across a massive catalog, we chased depth per SKU. By protecting winner SKUs from rank erosion and building structured discovery pathways (ads → listings → category dominance), we created a self-sustaining engine that scaled and paid back.
Within 90 Days,
Here Were Our Results
Few Products like Good Vibes’ serums, toners and face wash — previously outside top 200 — entered the Top 20 for its keyword cluster within 45 days of structured push, without any influencer push or discounting.
Proof that even deep SKUs can scale if the engine behind them is built right.
Our Learnings
We Don’t Just Run Marketplace Ads
We Build SKU-Level Profit Machines.
Flywheel integrity is fragile — it breaks when weak listings eat up paid discovery.
Offensive, defensive, and profit-led campaigns should never be treated the same.
Marketplace success is not about new launches — it’s about squeezing max outcome from what’s already working.
More SKUs = more clutter, not more growth. Depth beats width on marketplaces.
For us, growth is not about catalog size — it’s about engineering profitable SKU momentum.