Case Study

Seventh Generation drives 3x conversion rates with a revamped offsite strategy

Ampd's smart insights and automation unlocked new revenue growth and improved ad efficiency for this Unilever brand

 

Executive Summary

Seventh Generation teamed up with Ampd to gain better insights, improve ad performance, and get more value from their Google-to-Amazon strategy. With Ampd’s advanced attribution tools and real-time analytics, they achieved a 3x stronger conversion rate, reduced CPCs by nearly 10%, and improved their ROAS by 228%. Even better, the brand found that more than 2/3rds of the traffic they were driving were first-time brand shoppers bringing a huge win for their Amazon growth goals.

Challenge

Sending traffic from Google Ads to Amazon wasn’t new for Seventh Generation. As a competitive brand on Amazon, they were always looking for ways to attract new shoppers. But their challenge? Measuring the impact of those campaigns and making data-driven decisions to improve results.

Without detailed attribution and clear visibility into key metrics, they struggled to improve conversion rates and had no way of knowing if they were truly bringing new shoppers to their brand on Amazon.

Goals & Objectives

  • Introduce new shoppers to their brand in a highly competitive Amazon category
  • Improve conversion rates to increase sales impact 
  • Maintain or improve ROAS while scaling offsite media spend

Solution

Seventh Generation turned to Ampd's advanced Google-to-Amazon solution to improve their offsite strategy. Ampd’s platform gave them the tools and insights needed to:

  • Data-driven budget allocation: Unlock New-to-Brand (NTB) metrics to better understand customer acquisition
  • Middle-funnel optimization: Access near-real-time attribution at the campaign and keyword level for smarter activation
  • Retargeting and nurturing: Automate campaign optimizations based on key retail metrics like conversions, add-to-carts, and NTB rates.
Google to Amazon Circle Visual (1)

Results

+208%

Conversion rate improvement

+228%

ROAS improvement

9.5%

Cost per click reduction

2/3+

Of traffic was New-to-brand at Amazon

The Seventh Generation team has improved conversion rates while scaling the incremental shoppers considering and purchasing their brand on Amazon. With more retail-aware intelligence and the power of Ampd’s optimization platform, the team found meaningful cost efficiencies making their return on investment more powerful, even as new shopper acquisitions scaled.
Results are comparing original offsite traffic metrics to results after employing Ampd.


Ampd didn’t just improve Seventh Generation’s key performance metrics — they also delivered valuable insights that made scaling their campaigns smarter and easier. With better visibility into new-to-brand sales and stronger conversion rates, Seventh Generation unlocked meaningful growth on Amazon.

For CPG brands looking to scale their offsite to retailer strategies with precision and data-driven insights, Ampd offers the tools, strategy, and technology to unlock measurable success.

About the customer

Seventh Generation, a brand under the Unilever family, is a Vermont-based company committed to creating eco-friendly personal care, cleaning, and paper products. With a focus on sustainability and environmental responsibility, the brand has become a leader in offering safe products for people and the planet.