THE CHALLENGE

Where Bhastra Bags started

Bhastra Bags runs a wide women’s bags catalog on Amazon.in — handbags, tote bags, sling bags, clutches, and backpacks across multiple colourways. The range itself was a strength, but on the marketplace it worked against them: each bag type had been listed independently over time, with no shared keyword strategy, no consistent parent-child structure, and ad spend that wasn’t mapped to which styles actually converted.

• Most SKUs ranked outside page 1 for their core search terms, including high-intent terms like “ladies handbag” and “sling bag for women”
• Listings mixed English and India-specific search language inconsistently, missing how buyers on Amazon.in actually search
• Colour and size variations were split across separate listings instead of unified parent-child structures, splitting reviews and ranking signal
• Main images and A+ content didn’t communicate material, strap length, or compartment layout — details bag buyers check before adding to cart
• Sponsored Products spend was spread evenly across all bag types regardless of which categories actually converted
• No dedicated push around festive and wedding-season demand spikes, the highest-intent buying windows for this category in India

OUR APPROACH

What we did

We treated the catalog as one system rather than a set of unrelated listings, and rebuilt it around the two levers that actually move an Amazon India fashion catalog: how each listing is found, and how ad spend gets allocated once it is.

Amazon listing optimization

• Rebuilt keyword architecture for every bag type from real Amazon.in search data, covering both English and Hinglish search phrasing
• Consolidated colour and size variants into proper parent-child listings to unify reviews and ranking signal per style
• Rewrote titles, bullet points, and backend search terms around material, strap type, compartment layout, and occasion (office, festive, everyday)
• Built A+ content modules per bag category with size guides, material close-ups, and cross-category “complete the look” placements
• Standardized image sequencing across the catalog so every listing led with the same buyer-tested main image style

Amazon marketing

• Restructured Sponsored Products into separate campaigns per bag type, so budget followed proven converting categories instead of being split evenly
• Built dedicated Sponsored Brands campaigns to drive traffic to the Bhastra Bags storefront ahead of festive and wedding-season demand
• Shifted keyword targeting from broad match toward exact and phrase match on terms with proven conversion history
• Ran ongoing negative keyword and search-term audits to cut spend on irrelevant or low-intent clicks
• Introduced seasonal budget scaling around Diwali, wedding season, and major Amazon sale events, where this category sees its highest intent