What happened in this case study?
A skincare brand’s Amazon channel was controlled by resellers and not set up to convert. Eleviam took the channel back and rebuilt conversion first: conversion rose 67% while TACoS fell 3.7 points. Only then was TikTok creator seeding turned on, and during that period Amazon sessions rose 31% and new to brand buyers reached 995 a month.
What was the constraint?
The channel was not owned, and it was not set up to convert. Control sat with resellers rather than with the brand.
That is a specific and expensive trap. Any money spent creating awareness would have driven buyers toward a listing the brand did not control, into a page that leaked the sale. External traffic amplifies whatever it hits. It cannot fix a listing that does not convert. So we did not start with demand. We started by taking the channel back.
What did Eleviam do on Amazon?
Phase one was pure capture: no creator seeding, no new channel and no incremental demand campaign.
- Brought the channel in house. Control was consolidated away from resellers, so pricing, content and Buy Box behaviour became the brand’s decisions rather than someone else’s.
- Rebuilt conversion before funding any demand. Full funnel acquisition was built on Amazon, and the pages were rebuilt to convert before a single creator was seeded.
- Consolidated the catalog. Demand, reviews and sales history were pooled onto single pages instead of duplicate listings competing with each other.
- Read the account on contribution, not platform revenue. TACoS, new to brand share and locked ROAS were tracked together across the whole period, rather than reporting top line in isolation.
What was the Amazon channel worth before any demand creation?
Read the four numbers together. Conversion rose while TACoS fell, so the growth was engineered into the page rather than bought, and the advertising got cheaper as a result. Roughly a quarter of purchases came from new to brand buyers, which shows the channel was acquiring customers rather than only harvesting shoppers already looking for the brand. Source: Seller Central business reports and Brand Analytics.
How did advertising change, April to August 2025?
Once the pages converted, the same revenue no longer needed the same spend behind it. Ad spend came down from its peak and sales did not follow it down.
How it was done. Full funnel segmentation with leakage analysis by stage, rule based bidding with floors and caps tied to CPC, conversion rate and a target ACOS per stage, high intent queries harvested into exact match, and audience layering with AMC lookbacks to bring shoppers back. Source: Amazon Ads, April to August 2025.
What happened when TikTok creator seeding was turned on?
Roughly 75 creators and 100 pieces of content seeded demand at the top of the funnel, into an Amazon channel that could finally hold it.
How to read this honestly. The movement is a measured association, not a proven cause. Amazon sessions and new to brand buyers rose alongside the creator posting period and eased back together when seeding stopped. That pattern is strong evidence of a halo, but it does not show that creator activity caused all of the marketplace lift. Source: Seller Central business reports and Brand Analytics. Results are specific to this brand and time period, and past performance does not guarantee future results.
Why does the order matter?
Roughly $1 spent on TikTok tends to show up as $2 to $3 across Amazon and direct to consumer, but only if the Amazon side is already built to convert.
Run in the other order, creator spend leaks into a page that cannot hold it, and the brand pays to acquire the same customer twice. That is why every engagement follows the same four steps.
Underwrite
Read the account on contribution and establish what the channel is worth before recommending anything.
Capture
Consolidate control and rebuild conversion. Win the demand that already exists before paying for more.
Create
Fund demand creation only once the page can absorb it profitably.
Compound
Hold the gains through review equity, rank and repeat purchase rather than through spend.
What would this look like for your brand?
Every engagement starts the same way: we underwrite the channel and tell you what it is worth before we recommend anything.
If the capture work will not pay for itself on its own, we will tell you that too. Start with a free Amazon brand teardown, or read how Eleviam works as a TikTok Shop agency for CPG brands and runs Amazon and TikTok Shop as one engine.