How DeepM Helped a Kitchenware Brand Drive 10× Sales Growth by Cracking the Visual SERP in a Competitive Subcategory
The Challenge: Standing Out in a Visual-First, Crowd-Packed Category
The cake stand market on Amazon is a perfect storm of visual shopping behavior, fierce competition, and product sameness. With high search intent and thousands of monthly queries, shoppers often browse using image thumbnails rather than detailed reading — meaning that just being on the first row can make or break a listing.
Our customer — a kitchenware brand with a premium cake stand — had a compelling product but struggled to gain visibility. Their listing was stuck on page two for core terms like “cake stand”, and buried beneath a flood of generic alternatives.
The DeepM Strategy: Rank Focus + Modifier Cluster Control
DeepM’s product intelligence scanned multiple variations of “cake stand” terms — from the generic to the specific (“cake stand with dome”, “wooden cake stand”, “cake tray with lid”). The term “cake stand” itself became the anchor for strategic uplift. Key moves included:
- Precision Rank Targeting: Identified high-ROI keywords where the product hovered just outside of high-CTR zones.
- Minimalist Ad Push: Introduced small, controlled ad spend (around $150 weekly) focused on nudging rankings into top-5 territory.
- Visual + Semantic Optimization: Subtly adjusted copy to better align with visual buyer expectations without disrupting branding.
Outcomes: Page-Two to Page-One → 10× Sales Lift
Search Ranking Improvements
- “Cake stand” rank improved from #22 → #1, elevating the product into the topmost visible slot.
- “Cake stand with dome” climbed from #12 → #3, gaining prominent real estate on a highly visual long-tail term.
- “Cake display stand with lid” and “cake dish” moved into the top-5, substantially increasing thumbnail exposure.
- In total, 10 of the targeted search terms reached top-5 ranking positions, creating broad cross-term visibility.
Sales & Market Share
- For “cake stand”, monthly normalized sales rose from $408 → $4,676, a +1,046% increase, with market share growing from 0% → 6%. These gains were achieved with just $508 in monthly ad spend, delivering a 9.2× return on ad spend (ROAS).
- For the 10 other cake stand cluster terms, combined monthly sales surged from $203 → $3,093, a +1,420% lift. With no significant additional spend beyond the same cluster-wide campaign, this reflects a ~6.1× return on ad spend, showing how DeepM’s cross-term activation efficiently unlocked hidden value across related queries.
Sales Ranking Momentum
- The hero product’s Amazon bestseller rank (BSR) improved from #8,837 → #5,250, marking a 3,587-position climb within its broader category.
- In percentile terms, it rose from the top third (33%) → top fifth (21%) of the competitive set — reflecting not just increased sales, but stronger relative market positioning.
- This momentum was achieved without broad catalog changes, but through surgical adjustments to rank-driving levers: visibility, click-through, and conversion on the right terms.
Conclusion
This case illustrates how DeepM’s approach goes beyond generic listing optimization — it’s about strategic precision in high-intent, visual-first categories. By focusing on the right search terms, applying modest but focused spend, and nudging already-relevant listings into high-performing slots, we unlocked meaningful growth. The result: a 10× sales lift on the main keyword, full activation of previously invisible listings across the cluster, and a category-wide improvement in positioning — all achieved with measured, cost-effective execution.
Why It Worked
- Main-term breakthrough: Moving from #22 → #1 for “cake stand” turned visibility into dominance — driving clicks, conversions, and sustained rank momentum.
- Cluster activation: DeepM didn’t stop at one hero term — we surfaced value across multiple interrelated queries, converting long-tail exposure into aggregate revenue.
- Surgical spend: With just $508/month, the customer captured over $7,700/month in new revenue across the cluster — proof that leverage > volume.
- No listing overhaul: We didn’t redesign the product page — just aligned it more precisely with shopper behavior and search intent.
