THE CHALLENGE

Where Urban Box started

Urban Box came to Scale with a solid product line — bagasse plates, bowls and clamshells, plus disposable aluminium bake pans and foil rolls — but almost none of it was visible to the buyers actively searching for it. The catalog was live on Amazon, but the listings, images, and ad account weren’t doing the work of getting it found or getting it bought.

• Core keywords ranked on page 3 or later, well below where bulk and repeat buyers actually search
• Main images looked like commodity stock photography, with no visual proof of quality or use case
• Titles and bullets were written for search engines from five years ago, not how buyers actually phrase queries today
• Sponsored Products spend was concentrated in broad match, driving impressions but few relevant clicks
• Conversion rate lagged the category average, with drop-off concentrated on mobile
• No structured A+ content, so nothing on the page built trust before the buyer scrolled to reviews

OUR APPROACH

What we did

We ran four workstreams in parallel rather than in sequence, because listing copy, imagery, and ad targeting only compound when they move together.

1. Listing optimization

• Rebuilt keyword architecture from real buyer search terms, not just category guesses
• Rewrote titles, bullets, and backend search terms around how caterers, event planners, and home buyers actually search
• Added structured A+ content covering certifications, sizing, and side-by-side use-case comparisons
• Standardized count and sizing language across every listing to reduce pre-purchase confusion

2. Image optimization

• Replaced generic stock-style main images with images built to earn the click on a crowded search page
• Added infographic panels showing leak-proof strength, oven-frexe temperature range, and pack counts
• Introduced lifestyle and in-use photography for catering tables and home kitchens
• Tested main-image variants and rolled out the highest-CTR version to the full catalog

3. Amazon Ads management

• Rebuilt campaign structure into tightly themed ad groups by use case: catering, home baking, party supply
• Shifted budget from broad match toward exact and phrase match on proven converting terms
• Ran continuous negative keyword cleanup to cut wasted spend on irrelevant searches
• Layered Sponsored Brands and Sponsored Display to support new-to-brand reach once Sponsored Products stabilized

4. Conversion rate optimization

• Built a post-purchase review and UGC flow to grow social proof month over month
• Introduced bundles connecting tableware and bakeware to lift average order value
• Monitored mobile-specific drop-off and adjusted image order and content accordingly.