Benross
From Buy Box Bust to Business Boom: Benross’ Advertising Transformation
Benross is one of the UK’s leading supplier of appliances, homeware, gifts, garden products and more. They’re also a licenced reseller of brands including Blackmoor, Quest and Black+Decker.
They approached us to address the substantial challenges they faced in their Amazon advertising strategy across all of their brands.
Amazon Markets
- Amazon UK
The Challenge
When Benross first approached us, they had experienced a 37.8% decline in year-over-year revenue between January and October 2023. This was caused by a poor-performing advertising strategy and a reduced Buy Box rate.
Together, we set three clear goals to revitalise their performance on Amazon:
Increase Relevant Traffic: Improve product visibility by boosting ad impressions and increasing the click-through rate
Achieve a Profitable Revenue Baseline: Reach their target monthly advertising revenue while maintaining a 20% ACOS
Integrate New Advertising Strategies: Launch Sponsored Brands (SB) and Sponsored Display (SD) campaigns to attract new-to-brand customers
Services
- Advertising for Amazon
- Marketing Strategy for Amazon
- Content Creation
- Brand Analytics
The Solution
Fluid Marketplaces developed a data-driven, phased approach to address Benross’ challenges, using the following strategies:
- Focus on High-Performing Products: Prioritise products with over 80% Buy Box share to maximise advertising eligibility
- Integrated Campaigns: Leverage Sponsored Products to drive visibility, Sponsored Display for remarketing, and Sponsored Brands to attract new customers
- Seasonal and Competitor Insights: Align product promotions with seasonal demand trends and competitor analysis to capture market share
- Optimised Budget Allocation: Identifiy high-performing campaigns early on and reallocate resources to maximise returns
The Work
The advertising campaign was structured across three key phases:
Phase 1
- Product Selection: Identified 20 high-performing products using Seller Central reports, focusing on items with over 80% Buy Box share
- Keyword Strategy: Conducted comprehensive market research to develop manual keyword targeting based on popular search terms and competitor analysis
- Client Collaboration: Partnered with Benross to incorporate insights from their sales channels and seasonal trends
Phase 2
- Remarketing: Launched Sponsored Display campaigns targeting users who had interacted with Benross’ listings in December
- Budget Optimisation: Shifted funds towards high-performing campaigns based on December’s results
- Competitor Targeting:Devised ASIN campaigns targeting similar products to convert competitor traffic
Phase 3
- Seasonal Expansion: Focused on advertising seasonal products to align with spring and summer trends
- Sponsored Brands Campaigns: Launched engaging video and custom image ads to drive new-to-brand customers to Benross’ Amazon Brand Store
The Results
Fluid Marketplaces delivered transformative results, exceeding Benross’ initial objectives and establishing a robust advertising strategy:
Increased Traffic and CTR
- 43.4% increase in Ad impressions
- 53.4% improvement in CTR
- 37.5% reduction in Cost-Per-Click
Revenue Growth
- 154.7% increase in December Revenue YoY
- 61.5% increase in total Revenue
Profitability
- ACOS was reduced from 25.4% to 20.1%, meeting the profitability target
Profitability
-
Sponsored Display campaigns generated
- Sponsored Brands campaigns delivered 81.6% of revenue from new-to-brand customers, enhancing long-term brand equity
Fluid Marketplaces’ tailored, data-driven approach transformed Benross’ Amazon advertising performance.
By focusing on high-performing products, optimising budget allocation, and leveraging seasonal and competitive insights, the campaign achieved remarkable growth in traffic, revenue, and profitability.
Benross is now positioned for long-term, sustainable growth.
Awards
Our work for Benross has been shortlisted for Best Use of Amazon Ads at the 2025 UK Paid Media Awards.
Our work
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