How The Rag Company Grew Sales 30% with Amazon SEO

Founded in a garage in Boise, Idaho, in 1999, The Rag Company has grown from a small side project into a leading global brand for premium microfiber and automotive detailing products.

The family-owned and woman-owned company has built its reputation on quality, transparency, and deep expertise in detailing. Its team includes experienced detailers who understand the products firsthand, helping The Rag Company serve professionals and enthusiasts with premium microfiber towels, detailing accessories, chemicals, tools, and educational content.

That expertise has made The Rag Company more than a place to buy detailing products. It has become a trusted resource for people who care about getting better results from every detail.

The Challenge

The Rag Company had already built a respected brand and a catalog of more than 500 products. The next opportunity was making sure its Amazon listings reflected the same level of expertise and attention to detail that customers associated with its products.

The team wanted listing decisions to be grounded in evidence. Instead of simply rewriting product copy, they wanted to understand whether the search and advertising data they had accumulated could be translated into measurable gains in sales and key performance indicators.

There was also an important customer-experience opportunity. Product detail pages needed to answer the questions shoppers actually cared about, bring the most important features forward, and make it easier to understand why a product was the right choice.

Why Quartile

For a brand with The Rag Company’s scale and category expertise, listing optimization needed to go beyond adding keywords or polishing copy. The team needed an approach that could complement its knowledge of detailing with data showing how Amazon shoppers actually searched, evaluated products, and purchased.

That made Quartile’s data-led approach a natural fit.

Rather than separating advertising insights from organic optimization, Quartile could use signals from both to identify the language and product attributes already connecting with customers. That gave The Rag Company a more informed way to improve its listings while preserving the product knowledge and credibility it had spent decades building.

Just as importantly, the pilot gave the team a way to validate the approach before expanding it. With more than 500 ASINs in the catalog, proving impact on high-priority products first created a disciplined path to scale.

The Solution

Quartile and The Rag Company started where the potential impact was greatest: the brand’s best-selling products.

For its Gauntlet Car Drying Towel line, Quartile analyzed paid advertising and organic traffic data to understand the searches already bringing shoppers to the product and the terms associated with purchase behavior. Those insights became the foundation for optimizing the title, bullet points, and backend keywords.

But search visibility was only part of the strategy.

Quartile reorganized the product’s bullet points so shoppers encountered the most relevant features first. The copy was designed to answer important customer questions more directly and make the product easier to evaluate as shoppers moved through the detail page.

The listing also reinforced an advantage The Rag Company had already earned: confidence in the brand. A dedicated bullet emphasized product quality and reliable performance, helping translate the company’s established reputation in the detailing community into a clearer Amazon shopping experience.

The result was not a listing written around search terms for their own sake. It was a listing informed by how real customers were already finding, evaluating, and buying the product.

Results & Impact

Comparing April with July 2026, the optimized ASIN delivered measurable improvements across the shopping journey:

• Total sales increased 30%, showing that stronger listing content translated into meaningful business growth.

• Conversion rate increased 16%, as more product-page traffic resulted in purchases.

• Organic sales increased 24%, demonstrating that the impact extended beyond paid advertising.

• Total orders increased 24%, while total sessions increased approximately 8%, indicating that growth came not only from attracting traffic, but from converting that traffic more effectively.

• Advertising Cost of Sales (ACOS) improved 5%, while Total Advertising Cost of Sale (TACOS) remained effectively stable, supporting growth without increasing the brand’s overall reliance on advertising.

The results reinforce the core idea behind The Rag Company’s approach: listing optimization becomes more powerful when it starts with evidence. By pairing the brand’s product expertise with real search and purchasing behavior, Quartile helped turn existing customer signals into a better product detail page—and stronger commercial performance.

Ongoing Value & Future State

The Gauntlet results gave The Rag Company a clear proof point for applying SEO and listing optimization across a much larger catalog.

After validating the approach through its pilot, the company moved forward with Quartile’s full SEO and Listing Optimization service. With more than 500 ASINs to manage, prioritizing best sellers first gives the team a practical way to extend what works while focusing resources where they can have the greatest impact.

For a brand that has spent decades pairing product quality with detailing expertise, the opportunity is straightforward: make sure every Amazon listing communicates that value as clearly as the products themselves.

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