Reach International Outfitters Case Study

We are proud to work with Reach International Outfitters and help them sell their unique scratch-off adventure bucket lists on Amazon. We assist Reach International Outfitters, RIO, with increasing their brand’s presence so that more people can learn about the adventure bucket lists and can begin exploring their state. The biggest challenge for RIO was getting their products in front of new customers that weren’t familiar with their brand. Since they created a niche product that’s unlike anything else available, identifying advertising targets was more difficult. Goat Consulting helps brands with developing their detail pages and merchandising, including A+ content creation, copywriting, and setting up an Amazon storefront. We also provide monthly reporting and help clients manage their FBA inventory with tailored shipment recommendations. Our advertising services include strategy development, campaign creation, and ongoing optimizations to improve efficiency. Through a full-funnel, comprehensive strategy, we were able to increase Reach International Outfitters’ brand presence and improve advertising efficiency on Amazon.

Key Takeaways

  • Building a brand on Amazon can be challenging when promoting new, innovative products that customers don’t have a pre-defined search intent

  • Full-funnel advertising utilizing Amazon Marketing Cloud and Sponsored Ads helped Goat Consulting identify and reach new customers

  • A scientific approach to merchandising through A/B testing that educates and excites customers helps convert customers from consideration to purchase

  • Between February and 2025 and May 2025, Goat Consulting’s Amazon Ad approach helped RIO increase Return on Ad Spend (RoAS) from 4.04 to 10.8 and increase new-to-brand customers by 52%

Amazon Detail Page Merchandising

RIO’s scratch-off activity cards come in a decorative storage box with beautiful illustrations. Despite its small size, the colorful box grabs attention and provides the essential information about the included adventures and how to use the product. Just like the product packaging, merchandising the Amazon detail page and storefront need to be eye-catching and informative to reach the right audiences.  Before working with Goat Consulting, RIO’s detail pages included all the essential attributes - bullet points, a product description, multiple images, basic A+ content, and a link to the brand’s storefront. The important product information was covered and the listings met Amazon’s Retail Readiness checklist, but we knew that we could elevate their landing pages to help their unique products truly stand out.

Stand-Out Product Listing Copywriting

The first action we took was to optimize the bullet points, ensuring that the features most important to shoppers are thoroughly described and easy to understand. Bullet points should be detailed enough to answer the most frequently asked questions while also being brief so shoppers can read them quickly. We set up a few A/B tests to compare the original content with the new bullet points and used the performance data to make the final decision.

A+ Enhanced Brand Content Showcasing RIO Products

Next, we took the necessary action to get access to premium A+ content and created a few new templates. Similar to the bullet points, we set up A/B tests to compare the different versions of A+ content. With access to premium A+ content, we were able to incorporate more engaging material and digital assets. In the updated version of A+ content, we added videos, a comparison chart, more lifestyle images, and interactive modules. These changes allowed us to highlight the products’ attributes in a more eye-catching way than standard text. 

Expanded Storefront to Highlight RIO Brand and Cross-Merchandise Catalog

The original storefront draft had one page with a product grid linking to most of their ASINs. We added additional modules to the home page, including graphics that detailed how the products work and more information about the brand. We added subpages to the storefront layout that organized their products by region to make the shopping experience easier to navigate and more intuitive. Another addition was the “About Us” page that provides background information about the brand and its mission. Across all of the pages, we incorporated videos, shoppable images, and links to every ASIN. 

Overall, it’s important to stand out among the competitors on Amazon while still providing the crucial product information. By optimizing the bullet points, A+ content, and storefront, the detail pages will achieve more visibility and consideration from relevant audiences. We utilized the beautiful colors and fonts from their developed style guide to create a cohesive brand presence across all merchandising and communication on Amazon. We continue to make updates as ROI releases new products and optimize performance through A/B testing.

Inventory Management and Demand Forecasting

Inventory management, shipping, and fulfillment can be a big challenge for new sellers on Amazon. With such a limited sales history, forecasting demand and keeping products in stock can be difficult. The benefits of FBA fulfillment are significant and include fast shipping times, increased customer trust, Amazon customer support, and potential cost savings. Despite the benefits of fulfillment by Amazon, new sellers may struggle with creating and prepping their first shipment. Goat Consulting helps sellers with understanding the FBA fees, labeling & shipment creation process, and inventory management. Fast shipping times and consistent availability are crucial for products to be successful on Amazon. 

Inventory Management Challenges For a Growing Brand on Amazon

Reach International Outfitters understood the importance of having the Prime Badge on each of their listings. RIO knew it was best to let Amazon handle the fulfillment and customer service so they could focus on what they do best - developing new, fun adventure bucket lists. RIO already sold their products directly through their website but weren’t sure how their sales would compare on Amazon. In addition to being a new seller on Amazon, their products also experience more seasonal demand around the holidays which can make it even more challenging to predict how much inventory to send to fulfillment centers. Before working with Goat Consulting, they didn’t have a specific schedule for sending in FBA shipments which caused products to be out of stock. 

Process-Oriented Approach for Staying in Stock

Goat Consulting analyzed its initial sales and developed a process for tracking and managing FBA inventory levels. To allow for quick adjustments to demand fluctuations, we developed a schedule to send in weekly FBA shipments. These smaller, more frequent shipments not only allowed us to be proactive with inventory planning, but they also prevented large quantities of inventory from being unavailable in cases where a shipment was delayed. At the beginning of each week, we shared a spreadsheet with the current FBA inventory (including available, inbound, and reserved quantities) along with recommendations of the number of units to send in for each SKU. Since RIO’s products are small and have a lower storage fee, we decided to aim for an inventory level of 60-days. 

Capitalizing on Prime Day and Seasonality

Leading into Prime Day, we prepared our shipments so that 90-days of stock would be available, understanding that we were likely to sell through more inventory. These weekly shipment recommendations have helped RIO keep their products in stock consistently. Heading into the holiday season, we will adjust our recommendations to include AWD shipments for the top-selling products. 

Amazon Ads Strategy and Continuous Optimization

After the detail pages are developed and inventory is available for purchase, advertising is the most important step to grow on Amazon. Without exposure to the target audiences, even the best products won’t sell well. Amazon Advertising offers a variety of tools and solutions for sellers to tailor campaigns to their business’s goals. In order to create an effective advertising strategy, sellers need to define clear objectives for their campaigns. 

Reaching New Customers on Amazon

Before engaging with Goat Consulting, RIO set up specific campaigns for each SKU in their catalog. For each SKU there was an automatic targeting campaign and a manual keyword campaign. After reviewing the search term reports and campaign KPIs, we found that the top-performing keyword targets were almost always branded searches. This indicated that the advertising campaigns were mostly reaching shoppers who were already familiar with the brand. Their products already ranked very high on these search terms, which meant that they were possibly cannibalizing organic sales. Before making major changes to the campaigns, we discussed the top goals RIO hoped to achieve through their advertising efforts. Although sales growth is always important, they also wanted to reach new-to-brand shoppers and increase their brand awareness on Amazon. Since they offer a unique product that many shoppers may not know exists, finding creative ways to reach more people was important. With these goals in mind, we started by adding their brand name and variations of it as negative keyword targets to their automatic campaigns. Goat Consulting conducted market research and identified key competitive ASINs that offer somewhat similar products, including date night ideas and state-specific travel guide books. We also expanded our targets to include gift-related keywords. 

Reaching Amazon Customers at Different Stages of the Shopping 

Beyond updating the keyword and ASIN targets, we also increased their advertising reach by employing more campaign types. We utilized the brand’s digital assets in Sponsored Brand Video campaigns to grab attention and tell their story. Through Sponsored Display campaigns, we were able to increase ad exposure off of Amazon with shoppers that viewed our detail pages in the past. Goat Consulting gained access to Amazon Marketing Cloud in order to create custom audiences and increase bids for shoppers that were more likely to purchase. Through this full-funnel strategy, RIO’s RoAS increased from 4.04 in February to 10.8 in May! Despite decreasing our advertising spending by 65%, we still achieved a 52% increase in new-to-brand customers from February to May. By defining specific advertising goals and creating a full-funnel strategy, we were able to reach new customers and improve advertising efficiency.

Continuous Ad Improvement through Optimization

In order to continue improving advertising performance, we audit the search term reports and adjust bids on a regular basis. By reviewing Amazon’s search term reports, we are able to identify irrelevant keywords and ASINs that can be added as negative targets. We also review our bids and increase them for top-performing targets in order to remain competitive. Using AMC audiences, we experiment with increasing bids for specific shoppers that have shown interest in our brand or viewed our ads in the past. Leading up to a promotion, we increase our advertising budgets and ensure that the campaigns have enough spend to run through the end of the day. The combination of these actions allows the campaigns to continue to reach new potential customers without sacrificing the return on ad spend. 

A Word From Reach International Outfitters

Amazon has never been our core focus, so partnering with Goat Consulting has been incredibly valuable. With past agencies, we were the ones expected to come up with the ideas and lead the strategy. Goat Consulting is the opposite. They consistently bring new ideas, run thoughtful tests, and proactively push the brand forward. It is truly a hands off experience for us and the results speak for themselves. - Trent Anderson, Reach International Outfitters

Conclusion

Building a brand on Amazon is a daunting task and is even more challenging when promoting new, innovative products that shoppers aren’t familiar with. For Reach International Outfitters, we recognized that this unique product would be a huge success on Amazon if we were able to reach the right audience. By combining detailed, informative content on the listings with engaging storytelling across the A+ and storefront, we were able to build RIO’s brand awareness on Amazon. To help sales continue to grow, we established a consistent schedule for auditing and replenishing FBA inventory. Advertising was a key project that helped us identify potential customers and promote our products on relevant search terms. This holistic approach helped us achieve more page views, higher sales, and more efficient operations on Amazon. If you would like help reaching your goals selling on Amazon, reach out though our contact us form.