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In the vitamins & supplements category, shoppers are highly price-sensitive and tend to buy from whichever brand is available and competitively priced at that moment. This creates a volatile environment on Amazon search for brands, where changes in competitor stock levels frequently shift the competitive landscape.
When competitors go out of stock, ad bidding becomes less competitive and brands still available can capture the demand from competitors. But when the competitor comes back in stock, competition increases quickly. As a result, the efficiency of paid search campaigns fluctuates based on competitor availability.
For the brand, static bidding strategies struggled to adapt to capitalize on competitor out-of-stocks or decrease bids when competition intensified. The brand needed a smarter, automated way to align media investment with changing shelf conditions—maximizing return while strengthening paid share of voice.
The brand implemented Shelf Intelligent Media (SIM), directly integrated with Skai, to dynamically connect digital shelf signals with paid search activation. By automatically adjusting bids based on competitors’ stock status, the brand could aggressively capture demand when competitors were out of stock and optimize spend when competition increased.
Combined with Skai’s Portfolio Optimization capabilities, the brand was able to scale investment strategically—raising overall ad spend by 20%—while ensuring budgets flowed toward the highest-impact keywords and growth opportunities. This always-on, data-driven approach replaced manual adjustments with real-time precision.
By aligning retail media strategy with competitive signals, the brand drove measurable growth across performance and visibility metrics. Even with a 20% increase in spend, ROAS improved by 4%, demonstrating stronger efficiency at scale. Paid share of voice increased by 8%, strengthening the brand’s presence in Amazon Italy Search during key purchasing moments.
Most importantly, the strategy delivered a 25% lift in sales while optimizing 1,812 keywords, proving that integrating digital shelf intelligence with media activation can simultaneously drive efficiency, visibility, and revenue growth.
