How a Medical Apparel Brand Rebuilt Sales and Efficiency on Amazon

This medical apparel brand specializes in scrubs, lab coats, and healthcare uniforms designed for durability, comfort, and affordability. Operating on Amazon with a large catalog, the brand serves healthcare professionals across a wide range of roles, balancing consumer demand with growing B2B purchasing needs in a highly competitive category.

The Challenge

The brand entered the engagement facing declining performance and rising competitive pressure. Sales had dropped year over year, while advertising costs increased significantly. At the same time, new competitors were aggressively bidding on key search terms, driving up auction costs and reducing visibility.

This shift had a compounding effect. Organic sales declined sharply, signaling a loss of ranking and reduced discoverability. Total Advertising Cost of Sale (TACOS) increased substantially, putting profitability at risk.

The brand needed to reverse this trend quickly—restoring visibility, stabilizing efficiency, and returning to growth—while operating in a category where competition continued to intensify.

Why Quartile

The brand required a strategy that could do more than defend its existing position. It needed to rebuild visibility while creating new paths to growth.

Quartile enabled a shift from a narrow focus on top-selling products to a more scalable, portfolio-based approach. By structuring campaigns around different product tiers and applying distinct efficiency targets, the brand could expand investment without losing control of profitability.

In addition, Quartile’s audience capabilities allowed the brand to prioritize high-value shoppers and identify more profitable segments, including B2B buyers. This combination of catalog expansion and audience precision made it possible to recover performance while building a more resilient growth model.

The Solution

Quartile restructured the account around a broader, more diversified growth strategy.

Instead of concentrating spend on a small group of top-selling products, the strategy expanded coverage across the full catalog. Mid-tier and slower-moving products—many with stronger margins and lower TACOS—were activated through bulk automation campaigns. This allowed the brand to capture additional demand across a wider range of search queries while reducing reliance on a handful of hero products.

At the same time, targeted campaigns were launched to restore visibility on core category keywords. These efforts helped rebuild ranking for top-performing products, reinforcing both paid and organic performance.

Audience targeting played a critical role in improving efficiency. Using Amazon Marketing Cloud (AMC) insights and Quartile’s Pro Suite, campaigns prioritized high-value segments such as high spenders and shoppers with relevant purchase behavior. This ensured that increased visibility translated into stronger conversion performance.

To further refine profitability, portfolio-level controls were implemented with different efficiency targets based on product type and strategic importance. B2B campaigns were also introduced, capturing more profitable demand from institutional buyers and adding another layer of efficiency to the account.

Results & Impact

The strategy delivered a strong recovery in both performance and efficiency:

• 18% year-over-year sales growth in peak months, restoring momentum  

• 15% improvement in TACOS, achieving the brand’s efficiency target  

• Conversion rate improved by 13%, driven by audience targeting  

• Mid-tier products increased their share of revenue by over 100%, reducing reliance on top sellers  

• Category ranking improved, with leading products returning to top positions  

These results demonstrate that growth was unlocked by expanding beyond a limited set of products and capturing demand more broadly across the catalog.

By combining catalog activation with audience precision, the brand rebuilt visibility, improved efficiency, and established a more balanced and scalable revenue model.

Ongoing Value & Future State

With a diversified growth strategy in place, the brand is now positioned to scale more sustainably. Quartile continues to refine audience targeting, optimize portfolio structures, and expand high-performing segments across both B2C and B2B channels.

This foundation supports continued growth while maintaining efficiency, allowing the brand to compete more effectively in an increasingly aggressive marketplace.