Reckitt Scales Amazon Sales With Sponsored Products

Jacqueline Barba
Digital Editor
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Reckitt this year sought help from partners to ramp up sales on Amazon without sacrificing return on ad spend (ROAS).

Since the Amazon Advertising console doesn’t enable advertisers to maximize sales and maintain ROAS limits at the same time, according to Skai, the combined entity of former companies Kenshoo and Signals Analytics that Reckitt turned to for help.

Reckitt, which owns Air Wick, Clearasil and Lysol, to name a few brands, applied Skai’s Bid to ROI optimization solution to its broad portfolio of Amazon Sponsored Product ads. The Bid to ROI algorithm predicts the performance of keywords based on their similarity to one another, then automatically optimizes bids to respect ROAS limits, according to a case study on Skai’s website.

In addition, Skai’s Budget Navigator was used to maximize Reckitt’s budget utilization and dynamically optimize spend allocations across campaigns.

“Skai's Budget Navigator monitored the daily performance, visualized the progress, and allowed the team to discuss potential changes,” Dina Carai, then e-commerce content and performance manager at Reckitt, told Path to Purchase IQ. (Carai was promoted to consumer experience & innovation lead EUANZ in March). “Any required adjustment in the budget strategy due to the environment and competitors could be easily changed and executed. All this happened while Bid to ROI optimization maintained their ROI goal.”

With Skai’s optimization suite, the Reckitt team was able to scale Amazon revenue by 146%, year over year, while sustaining healthy ROAS limits.

More on Amazon Sponsored Product Ads

Amazon’s Sponsored Product ads may be displayed at the top of, alongside, or within shopping results and on product pages, on desktop and mobile. Ads are shown to shoppers based on relevant keywords or products, according to Amazon’s advertising website.

With Sponsored Product ads, marketers bid the maximum amount that they’re willing to pay when a shopper clicks an ad for their product. The more competitive a bid, the more likely the brand’s ad is to be displayed when it matches a customer’s shopping query.

Additionally, a Featured Offer is the offer displayed on a product detail page with an add-to-cart button. Since the Amazon website allows multiple sellers to offer the same product, marketers may be one of many sellers who are considered for the Featured Offer placement. Amazon says it uses performance-based criteria to determine your Featured Offer eligibility and placement status.

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