Epson

Branded Purchase Share for Top Ink Terms Surged 65% YoY via Ecosystem Defense

InDUSTRY:

Electronics

TOPICS:

Advertising

Vendor Central Analytics

Demand Side Platform (DSP)

Search Query Performance Analysis

$

65 K

X

%

Branded Purchase Share Increase

Epson faced intense competition from lower-priced third-party compatible ink sellers on Amazon. To protect high-margin recurring revenue, Nectar implemented a strategy focused on defending Epson’s ecosystem and capturing demand earlier in the purchase cycle.

By combining defensive search coverage with precision programmatic retargeting, Epson achieved a 65% YoY increase in branded purchase share for their top ink-related terms and a 36% increase in total ink revenue within the first seven months.

Challenges

1

Third-Party Poaching

2

Customer Attrition

3

Category Competition

4

Solutions

Strategy

The strategy focused on "defending the ecosystem." Nectar expanded branded keyword coverage to maintain visibility during replacement ink searches while simultaneously driving printer sales to expand the installed base. This was paired with a robust Amazon DSP retargeting layer to reclaim shoppers who had engaged with competitors or lapsed in their replenishment cycle.

Execution

Defensive Search Coverage

Expanded branded keyword investment to ensure Epson maintained visibility when shoppers searched for printer models and replacement ink.

Installed Base Expansion

Increased printer sales to naturally grow the number of Epson devices in market, driving incremental long-term demand for authentic ink.

Amazon DSP Retargeting Funnel

Launched programmatic campaigns targeting four specific high-intent groups:

Users who viewed third-party compatible ink listings but did not purchase.
Users who viewed Epson product pages but did not convert.
Lapsed Subscribe & Save subscribers.
Epson printer owners approaching their first ink replenishment cycle.

Results

In the first seven months of the partnership, Epson saw significant gains in both brand loyalty and category-wide market share:

65% YoY increase in branded purchase share for top ink-related terms.
36% YoY increase in ink revenue.
16% increase in non-branded purchase share, indicating growth within the broader ink category.
Measurable decrease in abandoned carts through precision retargeting.

Growth was driven not only by brand demand but by recapturing demand from competitor listings and strengthening long-term replenishment behavior.

Before

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