Feeling like your supplement brand is drowning in a sea of competitors on Amazon?  You’re not alone. 

The health and wellness market is booming—valued at $1.5 trillion and growing 5–10% annually. Amazon’s Health & Household category alone saw a 20% year-over-year sales increase during the 2023 holiday season, jumping from $6.1B to $7.4B. 

With over 10,000 supplement brands on Amazon that are fighting for shoppers’ attention, standing out is crucial. While some brands soar with smart, data-driven Amazon Ads, others fade into obscurity. If you’re not leveraging Amazon pay-per-click (PPC) advertising strategically, you risk being left behind. 

So what’s the secret sauce? This guide will pull back the curtain on how supplement companies and wellness brands can boost sales using data-driven Amazon PPC strategies. We’ll explore why Amazon Ads are a game-changer for health brands, dive into proven PPC tactics (including Amazon’s latest ad tools like Sponsored Brands video and DSP), and show how a data-fueled approach can turn your listing into a top seller. Grab your kombucha and let’s get started – by the end, you’ll know exactly how to harness Amazon Ads to elevate your health & wellness brand’s growth story.

The Amazon Wellness Gold Rush and Why You Can’t Miss It

The past few years have sparked a wellness renaissance. Consumers across the globe are prioritizing health like never before – 79% of people say wellness is important and 42% rank it a top priority in life. This surge has translated into booming demand for vitamins, supplements, and fitness products. 

Amazon has emerged as the dominant force in the supplements market, with over $10 billion in annual vitamin and supplement sales – more than any other retailer. E-commerce was predicted to become the largest channel for dietary supplements by 2024, driven largely by Amazon’s growth.

For health and wellness brands, this is a double-edged sword.

The good news: A massive audience on Amazon is actively searching for products like immunity boosters, protein powders, and herbal supplements.

The bad news: A massive audience attracts a massive number of sellers. With tens of thousands of supplement brands on Amazon, the competition is cutthroat. Your organic listing is just one in a crowded marketplace.

It’s no longer enough to have a great product – you need to stand out to get seen. 

Why Amazon Ads Are Crucial for Health & Wellness Brands

Imagine a customer looking for a new organic multivitamin. Where do they start their search? Increasingly, the answer is Amazon. Roughly 63% of consumers now begin their product searches on Amazon rather than on Google or other search engines. 

For wellness shoppers, Amazon is the go-to because it’s convenient, trustworthy (thanks to millions of reviews and Prime shipping), and comprehensive. If your supplement brand isn’t prominently visible on Amazon, you’re essentially invisible to a huge chunk of your target market. 

Moreover, 75% of Amazon sellers use at least one type of PPC advertising, meaning your competitors are likely bidding on the keywords you care about. To put it bluntly, if you’re not actively using Amazon Ads, your competition will happily capture those ready-to-buy customers.

Organic ranking alone is tough in such a crowded field, especially for newer brands. Here’s the reality of Amazon’s search results: 70% of Amazon shoppers never click past the first page of search results, and a whopping 81% of clicks go to products on page one. If your collagen powder or immunity gummies aren’t appearing near the top of the search results for relevant keywords, most shoppers will never find you. That’s where Amazon PPC ads come in – they allow you to pay for prime placement at the top of search and on product pages, ensuring your product gets seen by the right customers. It’s the fast track to visibility in an otherwise noisy marketplace.

Consider the keyword “vitamin D supplement.” A shopper searching that on Amazon will see a mix of sponsored products and organic listings on page one. With Amazon PPC (Sponsored Product ads), your brand’s vitamin D could appear in the top slots labeled “Sponsored,” even if you’re new or have fewer reviews. Those ad placements are invaluable – and data shows they work. 

Amazon’s ad platform is so effective that sellers now invest heavily in it; the average Amazon seller spends ~22% of their revenue on advertising. Amazon’s own advertising revenue reached $37.7 billion in 2022 (a 20% YoY increase), showing how brands are doubling down on Amazon Ads to drive growth. For wellness brands, a well-run Amazon Ads campaign means your product shows up exactly when health-conscious shoppers are looking for solutions, capturing demand at the moment of highest purchase intent.

Pro Tip: Not sure how to beat entrenched competitors in the search results? Sponsored ads are your slingshot. By bidding on strategic keywords, even a smaller supplement brand can outrank mega-brands in the search results. The key? To use data to identify which keywords and placements actually convert – something a specialized Amazon PPC agency can help you figure out. In a world where everyone is fighting for that first page spot, a data-driven Amazon Ads strategy is your competitive edge.

From Gut Feel to Data-Driven Decisions: The Power of PPC Analytics

Running Amazon Ads without data is like flying blind. Too often, brands set up a few ads based on intuition (“I think people will search for ‘best protein for women’, so let’s bid on that”) and then wonder why the campaign burns money or stalls out. The secret to consistently profitable Amazon PPC is turning off the autopilot and embracing a data-driven approach at every step. 

Businesses that use data-driven strategies can achieve five to eight times higher ROI than those that don’t. (Invoca) So, what does data-driven Amazon PPC look like in practice, especially for health & wellness products? It means leveraging the rich metrics Amazon provides (and some from outside tools) to continually refine your targeting and bidding. 

Key metrics Amazon advertisers monitor include ACOS (Advertising Cost of Sales) and ROAS (Return on Ad Spend). ACOS tells you the ad spend as a percentage of sales—lower ACOS means higher profitability. ROAS is the inverse, showing how many dollars in sales you get per dollar spent—higher is better. Every bid, keyword, and ad placement is guided by performance data, not guesses.

Crucially, a data-driven mindset helps you scale what works and cut what doesn’t. It might turn out that Sponsored Brand Video ads (those autoplay video clips in search results) are delivering a 2x higher click-through rate for your brand than standard Sponsored Product ads. If the data shows video ads engage shoppers more, you’d allocate more budget to video. Data-driven Amazon PPC means constantly testing, measuring, and iterating to squeeze more results from every dollar.

5 Data-Driven Amazon PPC Strategies to Elevate Your Wellness Brand

Now let’s get practical. What specific Amazon Ad strategies can health & wellness brands deploy to harness the power of data and boost sales? Below are five battle-tested tactics – consider these your roadmap to PPC success on Amazon. Each strategy is rooted in using data and insights to outsmart the competition:

1. Deep Keyword Mining for High-Intent Shoppers 

In the wellness space, keywords are everything because shoppers often search by specific needs or ingredients. Start by conducting deep keyword research using tools like Amazon’s Keyword Planner or third-party software. Unearth not just the obvious terms, but long-tail queries and niche phrases. For example, “vitamin D 5000 IU vegan” might have a lower search volume than “vitamin D supplement,” but the shoppers using that term know exactly what they want – which often leads to higher conversion rates. 

Data is your friend here: look at Amazon’s auto-suggest and competitor listings to find common keywords, and analyze search term reports from any existing campaigns. Build your PPC campaigns around the high-intent, relevant keywords. And crucially, use negative keywords to filter out irrelevant traffic. Over time, continuously expand and refine your keyword list as you gather more data on what shoppers are searching for and buying.

2. Leverage a Full-Funnel Ad Approach (Sponsored Products, Brands, and Video) 

Don’t limit yourself to just one type of Amazon ad. A data-driven strategy means testing and utilizing multiple ad formats to capture customers at different stages. 

• Sponsored Products Ads: These standard PPC ads appear in search results and on product pages, great for targeting specific product keywords and driving immediate sales.
• Sponsored Brands Ads: These banner ads with your brand logo and a custom headline often appear at the top of search results. Use them to highlight your brand story or a line of products. You can even direct these ads to your Amazon Storefront for a curated experience.
• Sponsored Brands Video: These video ads auto-play in the search results, grabbing attention. Videos tend to have higher engagement; monitor view rate and click-through rate (CTR) to identify top-performing creatives. In the supplement space, short clips showing ingredients, certifications (like NSF or USDA Organic), or real-life benefits (like “before and after” results) often perform well.
• Amazon DSP (Demand Side Platform): DSP lets you retarget shoppers off Amazon across the web—ideal for building brand awareness and re-engaging visitors who didn’t purchase. It’s powerful when used in tandem with Sponsored Product and Sponsored Brand ads.

The key is to create a stack of ad types that surround the customer: sponsored products to get in search results, sponsored brands to build awareness and trust, and video/display to capture attention and retarget. A holistic approach ensures your brand is visible at multiple touchpoints.

3. Optimize Bids and Budgets 

One hallmark of data-driven PPC is constant optimization. Amazon’s advertising auctions are dynamic, so your bids and budgets shouldn’t be static either. Set a regular schedule to review performance and adjust. For each keyword or ad, look at metrics such as conversion rate, ACOS, and click-through rate. If a certain keyword is converting well at a low ACOS, that’s a signal to bid more aggressively – you’re effectively printing money on those terms, so capture as much traffic as possible until ACOS hits your threshold. Conversely, if another keyword is spending a lot but yielding few sales (high ACOS), lower the bid or pause it. 

This may sound labor-intensive, and it can be – which is why many brands use automation tools or algorithms. Here at Algofy, we use an AI-driven bidding algorithm that adjusts bids in real-time based on your target ACOS, saving time and optimizing 24/7.

4. Retarget and Expand with Amazon DSP 

Not every shopper buys on the first click – especially in the health and wellness category, where consumers often research and compare before committing. This is where Amazon DSP (Demand-Side Platform) comes into play. Amazon DSP allows you to programmatically advertise to audiences both on and off Amazon, using Amazon’s shopper data. 

For example, you can retarget someone who viewed your product but didn’t purchase it, by showing them banner ads on websites or even on Amazon’s own home page. You can also target by lifestyle or interest – say, show your fitness supplement ads to people Amazon knows are in a “health enthusiast” audience based on their browsing and buying behavior. 

While DSP isn’t “PPC” in the traditional sense, it complements your PPC efforts and is worth it because it’s part of a data-driven Amazon advertising strategy.

5. Measure, Refine, and Repeat 

The final (and perhaps most important) strategy is an ongoing process: measure everything, then refine. Data-driven Amazon advertising is not a “set it and forget it” deal; it’s more like a cycle of continuous improvement. Make it a habit to dive into your Amazon Advertising reports frequently. Look at the performance by keyword, by ad group, by campaign, and even by time period. Are there seasonal trends? (Maybe your detox tea sells twice as much in January – New Year’s resolutions time – which means you should ramp up ads and budget in late December to capture that surge). 

Did a recent change you made improve or hurt performance? (For example, you increased bids on 10 keywords – did ACOS improve, or did spending spike without returns?).

Use Amazon’s tools, like Brand Analytics, which shows popular search terms and your share of voice. More advanced sellers can also leverage the Amazon Marketing Cloud (AMC) for deeper data on customer behavior and attribution. But even without AMC, there’s plenty of actionable data.

The mantra here is “test, measure, learn, adapt.” Maybe you test a new ad creative – say, one headline focusing on “Scientifically Proven” versus another focusing on “All Natural Ingredients.” Run them as A/B tests and let conversion data pick the winner. Let data, not opinions, drive your creative.

Regularly audit your campaigns (or have a professional do so) to uncover new opportunities or weeds to pull out. This ongoing refinement is what turns a mediocre campaign into a sales powerhouse. 

Why Partnering with a PPC Agency Might Be Your Best Move

Reading this, you might be thinking: “This all sounds great, but it also sounds like a lot of work!” You’re right – winning on Amazon with data-driven PPC requires time, expertise, and constant attention. As a busy wellness entrepreneur or marketing manager, you already have your hands full. 

That’s where partnering with a specialized Amazon PPC agency can be a game-changer. A good Amazon-focused agency lives and breathes this stuff so you don’t have to, bringing both advanced tools and seasoned expertise to your brand’s campaigns.

Partnering with a PPC agency ensures you’re not fighting with slingshots while others have rocket launchers. Instead, you’ll have cutting-edge strategies and analytics on your side. It’s like having an experienced coach for the big game – sure, you can play without one, but why risk it when the stakes (and rewards) are so high?

Turn Data-Driven Amazon PPC Into Your Competitive Advantage

The health and wellness e-commerce arena is only getting more competitive, but with competition comes opportunity. Those who embrace a data-driven Amazon Ads strategy today will be the category trailblazers tomorrow. 

The brands that hesitate will likely watch their rivals surge ahead. On the other hand, those who invest in data-driven PPC are effectively buying market share and mindshare on the world’s largest online store. 

Imagine a year from now: your supplement or wellness gadget is a bestseller, your Amazon Ads are yielding a steady 5x or 10x ROAS, and your customer base has multiplied – all because you took the steps to harness Amazon’s platform with precision and insight. It’s time to boost your health & wellness sales through the roof. Ready to unlock explosive growth on Amazon? Contact Algofy today to harness a data-driven Amazon Ads strategy tailored to your brand’s success. 

Let’s turn all those New Year’s resolution shoppers, fitness fanatics, and wellness warriors on Amazon into loyal customers of your brand. Your Amazon breakthrough awaits – let’s achieve it together!