Inventory Management + Seasonal Strategy (2 ASIN's)

Turning Delayed Inventory into a Seasonal Sell-Out

 

The Challenge

FOCUS DESIGN missed their Q2 launch window due to supply chain delays. Inventory for a summer-travel product (foldable backpacks) arrived on June 26—far past peak planning period. The risk of underperformance and warehouse storage fees was high.

Core challenges:

  • ❗Late Inventory Arrival

  • ❗ No Pre-Launch Hype or Audience Readiness

  • ❗Missed Organic Ranking Opportunity

  • ❗Underutilized Product Page Engagement Tools

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Client: FOCUS DESIGN
Category: Travel Accessories

Market: Amazon CA
Duration: 30 Days 

Our Strategy

We implemented a time-sensitive launch compression strategy to create urgency and capitalize on remaining travel demand.

1. Waitlist-Driven Launch Build-Up

  • • Set up a Shopify-based waitlist landing page with pixel tracking

  • • Ran $15/day Meta ads targeting Canadian travel communities

  • • Built a 4-part email sequence for users to pre-save the Amazon listing

2. In-Platform Promotion Stack

  • • Applied Amazon Coupons with time-based urgency (“Valid 7 days only”)

  • • Launched a Lightning Deal on Day 6 of the launch

  • • Used 7-day targeted product launch PPC with boosted bids for branded keywords and competitor ASINs

3. Lifestyle UGC Integration

  • 1. Sourced 5 influencer-style UGC videos for use in:

    • • Sponsored Brand Video campaigns

    • • Product image slots 2 and 3

    • • Storefront banner modules

3. Low-Friction, High-Intent PPC Campaigns

  • • Launched Exact Match PPC using bottom-of-funnel keywords only (e.g., “melatonin alternative”, “non-drowsy sleep aid”).

  • • Built Auto Campaigns for long-tail keyword discovery, but with strict negative match rules for irrelevant searches.

  • • Layered product targeting ads against competitors with higher pricing or lower star ratings.

Bid Strategy: Started at aggressive CPCs, then throttled down once ranking and CTR stabilized.

Outcome:

  • • CTR: 1.9% (category avg: 0.85%)

  • • ACOS: 38% on launch (healthy for supplements)

  • • 13 keywords ranked on page 1 by Day 18

4. Listing Psychology & Trust Layering

  • 1. Designed a clean, medically-inspired listing with:

    • • Ingredient spotlights in infographic style

    • • FDA disclaimer images for compliance

    • • Customer-first bullet copy (“No groggy mornings”, “Gentle formula for everyday use”)

  • 2. Insert card offered a free PDF sleep guide via branded microsite to build post-sale engagement.

Outcome:

  • • Conversion rate: 19.2% within 30 days

  • • Bounce rate decreased significantly (tracked via heatmaps and scroll-depth)

MetricResult
Units Sold 1,038
Inventory Depletion Time 17 Days
Average Sale Price $28.90
CTR on Video Ads 2.4%
Refund Rate 1.1%
Client Feedback: “We were late—but we still won the season. That timing strategy saved our quarter.”