Finding fast ROI for global fashion footwear on Amazon
3.5x ROI
9x CVR growth
5k+ campaigns
Found product market fit on Amazon and delivered roughly 3.5x ROI for four footwear brands within eighteen months.
A Latin American footwear group wanted to build a profitable Amazon presence for four womens brands while still unknown to US shoppers. Brightdome ran marketplace operations and full funnel media, from FBA planning to audience research and creative testing across DSP, brand store, display, and product ads. By structuring campaigns around niches, stories, and seasonal collections, the channel reached positive unit economics, delivered roughly 3.5x ROI within about eighteen months, and created a repeatable engine for launches and evergreen styles.
THE CHALLENGE
Cracking Amazon for new fashion audiences
The footwear group brought strong brands and collections, but almost no relationship with US consumers on Amazon. In Women’s Shoes, typical category conversion ranges between about 5 and 9.5 percent, while early performance for the flagship and premium brands on owned channels sat close to 1 to 2 percent. Brand searches were non-existent compared with established competitors and all sales depended on paid traffic rather than organic demand.
The team needed to understand which niches cared about which stories, from pumps and sandals to boots, loafers, and sneakers, and how to talk to each segment in the right format and channel. At the same time, fashion seasonality and collection drops had to coexist with Amazon’s preference for evergreen winners. The business had to balance discounts, promotions, and stock positions so inventory stayed fresh, storage costs stayed under control, and media never pushed products the operation could not fulfill profitably.
OUR APPROACH
Full funnel marketplace operations and media
Brightdome set up a dedicated marketplace squad across Digital Strategy, Operations, and Marketing to own the Amazon US channel end to end. The team began with a detailed audit of search terms, product performance, and seasonality by category so they could define target niches and priority stories for each brand.
Based on this, Brightdome designed an assortment plan that separated evergreen heroes from bet collections and mapped each to launch windows, price corridors, and media roles. On the media side, Brightdome invested heavily in programmatic DSP to reach new audiences and build brand familiarity, while Sponsored Brands, Sponsored Display, and Sponsored Products campaigns turned that reach into consideration and conversion in the brand store and on PDPs.
The squad managed all campaign ideation and execution, testing creatives, messages, and bid strategies by segment and format, and coordinating closely with external ad tech and catalog integration partners. In parallel, Brightdome ran FBA planning, promotions, and removal workflows so media, pricing, and inventory stayed aligned across seasons and collection drops.
RESULTS
High ROI and a scalable marketplace engine
As audience and creative tests matured, the brands moved from low conversion and dependence on generic ads to a clear portfolio of winning niches, stories, and formats. Brand store and PDP conversion grew multiple times compared with the starting point, supported by richer content and an assortment tuned to seasonality and product fit.
TACoS, which began at unsustainable levels, trended down steadily as organic sales and repeat buyers increased and media was redirected toward higher intent audiences. Within roughly eighteen months, the operation delivered around three and a half times return on marketing investment while keeping inventory moving at the pace of fashion, with discounts and removals used surgically to maintain sell through and protect margins.
Over the lifetime of the engagement Brightdome launched and optimized thousands of campaigns across DSP, Sponsored Products, Sponsored Brands, Sponsored Display, and brand store experiences, giving the client a proven blueprint to repeat launches and expansions on the channel.
Client
Latin American footwear leader
Industry
Company Size
Enterprise
Main Problem
Marketplace brand launch and operations
Partners
About the company
Multi brand fashion footwear company expanding flagship and premium womens labels to US consumers through digital channels and marketplace operations.
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