Case Study: Cheeky Cocktails achieves 7.6x unbranded purchase growth with Parker-Lambert's Amazon discovery engine optimization

Cheeky Cocktails grows unbranded purchases 7.6x with Parker-Lambert

Cheeky Cocktails, a cocktail mixer brand, faced a challenge on Amazon where its sales were primarily driven by shoppers who already knew the brand name. The company, working with vendor Parker-Lambert, needed to unlock new customer acquisition by improving its performance in unbranded, category-based searches where shoppers were still deciding what to buy.

Parker-Lambert implemented a two-phase solution. The first phase focused on optimizing product titles, restructuring the catalog, and improving hero images to build a foundation for discovery. The second phase introduced prop photography and enhanced carousels with recipe cards to dramatically improve conversion. This strategy resulted in a 7.6x growth in unbranded purchases and increased the share of sales from unbranded searches from 26% to 73%, all while branded sales remained steady.

Cheeky Cocktails