Amazon Marketing
Teaching Amazon shoppers what Rohit's actually is
The story
Rohit's Mithai makes burfi: the Indian sweet that gets passed around the table at weddings, at Diwali, at every celebration that matters. Rohit remade the recipe he grew up with so it keeps the melt-in-the-mouth texture without the sugar load, and sells it in the US through his own store and Amazon.
The brand had everything a brand is supposed to have: a mission, a story, an identity, a founder who lives it. Shoppers were not getting any of it. They saw a premium price on a familiar category and stopped there.
That is a positioning problem, not a price problem. Rohit's is not a more expensive mithai. It is a traditional sweet rebuilt into something you can eat without guilt and still give as a gift, which is closer to a new category than a better version of the old one.
On Amazon you get one screen to teach that, and most of it is decided before anyone reads a full sentence. So the listing had to carry the whole argument: a healthy treat that is also a gift, said in the title, the images and the first two bullets, in the words shoppers actually type.
The gap
The listing sold sweets, not the reason for them, so the price looked unjustified. Organic visibility had fallen 51% in six months while demand held. The title broke Amazon's new length limit and left out the word Indian, the bullets ran past the character cap, and nearly half of ad spend produced no sale.
What we built
- Search query analysis first: what shoppers type when they want this, and which of those searches the listing was invisible to.
- A rewritten title, bullets and backend terms that position the product as a healthy treat and a gift, inside Amazon's new limits.
- An image stack and A+ content designed to tell the story where the copy runs out.
- A Sponsored Products restructure that cut the spend buying no sales.
What moved
The work
The listing as a shopper scrolls it.
