How WaterWipes Drove 20% Sales Uplift on Amazon

The Challenge

WaterWipes was facing growing pressure on Amazon Australia. Intense competition made it difficult to maintain visibility and secure ad placements, while a heavy concentration on the original product line left the brand exposed to aggressive competitor discounting that frequently cost them the buy box and hit revenue directly. The existing advertising strategy, though effective at capturing immediate transactions, was not built to support long-term brand equity or bring in new customers at scale.

WaterWipes needed a strategy that could do more than simply defend existing sales. It needed a new approach that could grow awareness, build consideration for newer lines like Adult Wipes, and turn first-time buyers into loyal, long-term customers.

Our Approach

Podean recognized that solving these challenges required more than optimizing what was already there. Real and sustainable growth would mean engaging customers across the entire journey — from the moment they first encountered the brand through to repeat purchase. Building on insights from Amazon Marketing Cloud (AMC), we designed a full-funnel strategy that leveraged Amazon DSP and Sponsored Ads to deliver relevant and cohesive messaging across every stage of the shopping journey.

Each stage of the funnel played a distinct role:

• Awareness: Amazon DSP campaigns reached entirely new audiences by actively excluding previous brand engagers. This ensured that media spend was going toward genuine brand discovery rather than reinforcing existing customers.

• Consideration: Sponsored Products and Sponsored Brands targeted competitor and category-relevant keywords, putting WaterWipes in front of shoppers who were actively weighing their options.

• Conversion: Branded Sponsored Ads and DSP retargeting re-engaged high-intent audiences who had viewed product pages but had not yet purchased.

• Loyalty: Branded defense and retargeting campaigns reinforced brand presence and drove Subscribe & Save sign-ups to build long-term retention and revenue resilience.

Throughout, precise audience segmentation ensured consumers only received messaging relevant to where they were in their journey. AMC analysis continued to validate and inform the strategy, confirming that consumers exposed to more touchpoints converted at higher rates.

The Results

The strategy delivered meaningful growth at every stage. Impressions grew by 216%, while CPMs fell by 52%, meaning that it placed WaterWipes in front of a significantly larger audience at a lower cost. Clicks increased by 80%, and CPCs dropped by 15%, which reflected stronger engagement and more efficient spend.

That engagement converted into sales. Media-attributed sales grew by 52% and contributed to a 20% uplift in total topline sales. New-to-brand sales increased by 14%, showing the strategy successfully reached customers who had never purchased WaterWipes before. The loyalty focus also delivered results, with 360 Subscribe & Save sign-ups secured through targeted DSP campaigns.

AMC analysis told the clearest story of all. Shoppers exposed to all four stages of the funnel generated the highest sales volume and the strongest new-to-brand performance and accounted for 35% of total purchases. This ultimately confirmed the value of a truly connected, full-funnel approach.

Ready to Grow Your Brand?

At Podean, we help ambitious brands like WaterWipes turn challenges into growth opportunities through data-driven, full-funnel Amazon strategies. Whether you’re looking to expand reach, capture new customers, or drive long-term loyalty, we will help you win across every stage of the shopper journey.

Let’s build your next phase of growth on Amazon.