Orbit Irrigation, a trusted brand in home watering systems, typically sees demand spike in the warmer months, while Q4 has traditionally been slower. Orbit partnered with Monks to build a seasonal Amazon Ads strategy that turned Q4 from a quiet period into a meaningful growth opportunity. Instead of scaling back, we used the off-season to boost brand visibility and lay the groundwork for a high-stakes product launch.

To set the foundation, we optimized 50+ product detail pages, refreshed Orbit’s Amazon Brand Store, acquired early customer reviews and ensured inventory was positioned to meet demand. From there, we used insights from Amazon Marketing Cloud to rebuild Sponsored Ads and DSP campaigns around real shopper behavior. To increase visibility, we expanded keyword coverage and used variation testing to group similar SKUs under a single parent listing. This helped capture more long-tail search traffic, while high-intent retargeting kept Orbit top of mind during key holiday moments.

Orbit’s new approach set a higher bar for seasonal planning. Q4 sales increased 30% compared to the previous year, with a 391% revenue surge in their top product category and a 15% lift in conversion rates. New-to-brand purchases remained above 70%, while Amazon DSP emerged as a top driver of performance. That momentum continued into January, where the new product launch achieved a 4.5x return on ad spend, proving that strategic groundwork during slower months can lead to strong results when demand returns.

Monks’ vigilant approach ensured that as consumer demand returned, Orbit was not just ready to respond but positioned to accelerate—maintaining share of voice, protecting search rank, and investing in audience engagement when others paused. By rethinking seasonal investment and leaning into full-funnel planning, Orbit not only saw a stronger-than-ever off-season but also created momentum for an even more successful on-season.

Monks, an award-winning Amazon Ads Partner, offers resale and activation services—self-serve and managed—to automate media, optimize campaigns, and drive measurable results. We provide data-driven solutions and early-access beta programs, focusing on precision targeting and advertising performance across Amazon Ads.

FGX, a leading global designer of readers and sunglasses, faces especially complex commerce needs, with a portfolio of 20+ owned and licensed brands (e.g., Betsey Johnson, Sun Luv, Sofia Vergara x Foster Grant, and Foster Grant). FGX was up against intense marketplace competition for every ad and product listing, with many 3P sellers fighting to undercut brands on price, and even self-competition within the portfolio. As FGX’s Amazon agency partner supporting full-service management of their retail presence, our goal was to maximize portfolio-level results with a multi-faceted commerce advertising strategy that reached consumers across the funnel.

Increase Awareness of Owned Brands

To fill the top of the funnel, Monks set out to grow the Brand Store followers for FGX’s owned brands. We employed Sponsored Brand campaigns to drive traffic directly to the Brand Stores, combined with a "follow us" banner to capture the audience's attention and encourage them to engage further. Consistent use of Amazon Posts played a key role in increasing Brand Store followers, with weekly posts maintaining engagement and attracting followers across all brands.

Increase Share of Voice for Three Needs-Based Campaigns

Given the competitive domains of sunglasses and readers, increasing our SOV at the moment of search intent was paramount. We expanded FGX’s Sponsored Product Campaigns and adapted the keyword strategy to better support seasonal flagship products. This allowed us to focus budget on sunglasses and readers ahead of key seasonal periods, combining non-branded keywords and category targeting for maximum coverage on retail media.

Increase Efficiency (ROAS)

To improve profitability of customer acquisition despite intense competition, we adopted a laser-focused keyword strategy. We knew we couldn’t “boil the ocean” in a competitive environment, so we narrowed down our targeting to hero keywords (top performers), eliminating waste and reinvesting that budget. Our proactive optimizations on negative keywords, bids, and page placement percentages ensured efficient use of resources.

After these account cleanups, Monks noticed we were driving better return, but missing out on scale by consistently under-pacing each month for our available ad budget. Most of the brands were only running Sponsored Product campaigns and cannibalizing each other within the search results; we knew we needed to reach buyers earlier in the shopping journey to better differentiate the unique brand voices and scale purchase volume. We launched an evergreen demand generation strategy using a variety of display and video formats, including Sponsored Brand, Sponsored Brand Video, and DSP ads. We also optimized the keyword strategy to reduce self competition, supporting the portfolio-level ROI.

When it comes to making a purchasing decision, it’s critical that your customer has all product information at their fingertips. We optimize basic content and A+ content to keep customers on the page, answer their questions, and ultimately give them the confidence to click “add to cart."

No matter who your customers are, one thing is clear: they’re already buying, browsing, and researching on Amazon. Customers on Amazon are ready to buy, and your marketing strategies need to target them at the right place and time.