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New-to-brand order growth, H1 to Q3 2025
How Petmate Increased New-to-Brand Orders by About 85% While Stabilizing Amazon Performance
InDUSTRY:
Pet Supplies
TOPICS:
Amazon Full Funnel Advertising
Data Analytics
Full Account Management
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In 2025, Petmate’s Amazon performance was shaped by structural headwinds. CRaP enforcement and MAP-related disruptions created recurring advertising eligibility issues across several top ASINs, which led to volatile spend and inconsistent media coverage.
Nectar responded by prioritizing stable Core products, aligning investment more closely with product status and business priorities, and using iDerive to isolate where growth could still be captured efficiently.
Challenges
1
CRaP disruptions blocked consistent ad coverage.
2
MAP pricing reduced conversion and unit volume.
3
Product volatility made budget deployment less predictable.
4
Spend was concentrated in lower-incrementality areas.
Solutions
Strategy
Nectar reframed the account around stabilization first, then scalable growth. The strategy focused on isolating healthy, actionable ASIN groups, aligning media investment with product availability and business priorities, and shifting budget toward higher-intent and higher-opportunity areas.
The team also worked to tighten keyword precision, expand Exact coverage, and make discovery tactics more intentional so spend could be redirected toward products with clearer room to scale. iDerive helped consolidate product-status and performance reporting so those decisions could be made at the ASIN level.
Execution
After re-investment began in late July, shipped TACoS rose from about 2 to 3 percent to 6 to 8 percent as weekly spend ramped from roughly $40K to $120K. Sponsored Products remained the primary growth engine, accounting for 86% of spend and $5.2M in revenue, while the account shifted toward tighter keyword harvesting and more disciplined reallocation into Exact and Phrase coverage.
Sponsored Brands and Sponsored Brand Video also ran efficiently, giving Petmate additional high-return coverage while the core Sponsored Products program drove most scale and new-customer acquisition.
Results
Customer acquisition rebounded as coverage returned and spend became more selective.
- New-to-brand orders increased 85%
- New-to-brand sales increased 50 to 70%
- Healthy Core ASIN revenue increased 12%
- Healthy Core ASIN units increased 38% despite 5% less ad spend
- ROAS improved 45%
- CTR improved 14.81%
- TACoS declined 41%, from 8.0% to 4.7%
After reinvestment began, Petmate also narrowed its shipped revenue year-over-year decline, improving from roughly -17% to -15%, with late-Q3 weekly declines tightening from worse than -20% to roughly -12% to -14%.
Before
After
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