Removable mesh pool fencing parents install once and trust for a decade — in one of Amazon's most seasonal, highest-intent categories.
All-Safe had a trusted product and a category full of parents ready to buy. What it didn't have was an engine — no paid visibility, no seasonality plan, no one minding the account.
Over twelve months we built a full-funnel advertising system, concentrated spend on the ASINs that could carry scale, and mapped the category's demand week by week — while organic sales doubled alongside paid, without a dollar of extra spend behind them.
The demand was already searching for the product. Nothing in the account was built to meet it.
The brand ran almost entirely on organic search — no paid visibility, no demand-capture strategy, in a category where intent is unusually high.
Pool safety peaks hard through mid-year. Without a data-driven budget plan, the brand under-served its highest-volume windows every cycle.
Compliance, inventory, and catalogue issues went unaddressed — invisible friction suppressing growth at every stage of the funnel.
Sponsored Products, Brands, and Display launched and scaled across every core ASIN — moving paid from a rounding error to the majority of revenue while holding TACOS in the low single digits.
Fence panels and gate kits were identified as the SKUs that could carry scale, then pushed hard on ROAS performance. Emerging products were supported selectively.
Budgets scaled into peak windows — mid-month, Sunday through Monday, Q2 into Q3 — and pulled back through low-conversion periods to protect efficiency.
Listings, backend search terms, and content rebuilt across core ASINs. Paid visibility compounded into organic rank with no additional spend behind it.
Amazon's shopper journey data shows the revenue wasn't rented. The same year paid scaled, the brand's owned audience grew with it — first-time buyers, returning buyers, and a re-targetable pool that keeps compounding.
New-to-brand customers
Repeat customers
Repeat purchase rate
Re-targetable cart abandoners
In a single year, paid moved from a rounding error to the majority of revenue — and the visibility it bought spilled into organic rank, doubling those sales on its own.
Both years are drawn on one scale — the full track is $771K — so the shift in mix and the growth in total revenue read together.
AONExperts didn't just run our ads — they built an entire growth system around our brand. In twelve months they took us from a product with potential to a category we're proud to dominate.
Start with a free, no-commitment audit of your Amazon account — the same first step All-Safe took.