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Branded Purchase Share Increase
How the World’s No. 1 Inkjet Printer Manufacturer Increased Branded Purchase Share by 65% YoY
InDUSTRY:
Electronics
TOPICS:
Advertising
Vendor Central Analytics
Demand Side Platform (DSP)
Search Query Performance Analysis
The brand’s Amazon ink business faced a familiar challenge for market leaders with large installed bases: customers may buy the original printer, but the replacement purchase is constantly contested.
On Amazon, lower-priced third-party compatible-ink sellers were competing for high-intent shoppers searching for printer models, cartridge types, and replacement-ink terms. For a global inkjet printer leader, this created a direct threat to one of the most valuable parts of the business: recurring ink revenue.
Nectar developed an Amazon strategy focused on defending the brand’s ecosystem, protecting branded demand, and using retargeting to recapture shoppers at the moments they were most likely to switch.
The result was a 65% YoY increase in branded purchase share for top ink-related terms and a 36% YoY increase in ink revenue within the first seven months. These metrics come from the original case study source provided.
Challenges
1
Third-Party Poaching
2
Customer Attrition
3
Category Competition
4
Solutions
Strategy
Nectar built the strategy around one core idea: defend the ecosystem.
For a global printer brand, every device sold creates future replenishment potential. The opportunity was not just to sell more ink in the short term, but to protect the relationship between printer ownership and authentic ink purchasing over time.
The strategy combined three connected levers:
- Expand defensive search coverage around branded, model-specific, and replacement ink searches.
- Support printer sales to grow the installed base and create more future ink demand.
- Use Amazon DSP retargeting to reclaim shoppers who were showing signs of switching, abandoning, or lapsing.
Execution
Defensive Search Coverage
Nectar expanded branded keyword investment to ensure the brand maintained visibility when shoppers searched for printer models and replacement ink.
This helped reduce the risk of high-intent customers being intercepted by lower-priced compatible ink listings at the point of purchase.
Installed Base Expansion
Nectar also supported printer sales to grow the number of active devices in market. For a brand with a replenishment-driven business model, every new printer sale created future demand for authentic ink.
Amazon DSP Retargeting Funnel
Nectar launched programmatic campaigns targeting four high-intent audience groups:
- Shoppers who viewed third-party compatible ink listings but did not purchase
- Shoppers who viewed the brand’s product pages but did not convert
- Lapsed Subscribe & Save subscribers
- Printer owners approaching their first ink replenishment cycle
This allowed the brand to re-engage shoppers before they switched, lapsed, or completed a purchase with a competitor.
Results
In the first seven months, the brand saw significant gains in both branded demand protection and broader category performance:
- 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
- Measurable decrease in abandoned carts through precision retargeting
The growth was driven by more than existing brand demand. Nectar helped the brand recapture shoppers from competitor listings, strengthen replenishment behavior, and defend the long-term value of its printer ecosystem.
Before
After
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