A pioneer in oral care quadruples conversions with Amazon’s Brand Referral Bonus program and Amazon Attribution
"We earned $100,000 back from Amazon in
addition to our standard revenue."
Justin Maddahi
Chief Marketing Officer, Lumineux
A natural solution for oral health
Dr. Kourosh Maddahi, a cosmetic dentist in Beverly Hills,
spent decades recommending mouthwash products to
patients who were advised not to brush for one week
after certain procedures. He found that producers of
those products would change their formulas or disappear
altogether, so in 2015, he developed his own. Before long,
Dr. Maddahi’s all-natural, certified non-toxic, and microbiome-
safe mouthwash took off, along with toothpaste and
sensitivity-free whitening strips.
Launching Lumineux with Amazon
Justin Maddahi helped launch online sales for Lumineux on
Amazon around 2015. “Honestly, we launched on Amazon
because we didn’t know any better,” Justin explains. Once
Lumineux’s products started gaining traction on Amazon,
they built out a website to start enhancing the visual and
experiential elements of their brand.
We used to spend tens of millions per year on Facebook ads. When Apple changed their privacy settings with the launch of iOS 14, Facebook ads became ineffective, and we lost the best way to acquire new customers.
How a software update upset a sales avenue
When Apple released iOS 14 to the public in September
2020, online retailers including Lumineux found that ad
links to product pages were blocked by a log-in screen; the
iOS 14 privacy configurations no longer tracked user information
from one site to another. This change complicated
the customer’s buying process, lowered conversion rates,
and negatively skewed attributions. Within months of the
change, Justin and his team reduced their Facebook ads
budget by half, then half again, until they stopped running
paid ads on Facebook and its affiliates altogether. Sales
suffered, and Justin knew he’d have to pivot quickly.
Amazon BRB and Amazon Attribution surges sales, supercharges analytics
Working with Lumineux’s hired marketing agency, Vendo,
Justin discovered Amazon’s new Brand Referral Bonus
(BRB) and Attribution programs. Vendo created a strategy to
reinvigorate Lumineux’s social advertising by leveraging
the projected savings provided by BRB to do more, while
Amazon Attribution provided key data points to optimize
their ads. Using URL genius, Vendo was even able to help
Justin circumvent the log-in screen issue with deep links
that sent prospective buyers directly to in-app product
pages. “Once we got it started, BRB was simple to use and
easy to understand. There weren’t a lot of roadblocks.”
Lumineux uses BRB in email, SMS campaigns, podcasts, and across all social media platforms. BRB links provide them with improved spending efficiencies as well as analytic insights from Amazon Attribution. “We saw four times the click-through rate when our CTA mentioned Amazon versus our website,” Justin explains. “We also saw conversion rates grow four to five times over what we were seeing on our website.”
Lumineux uses BRB in email, SMS campaigns, podcasts, and across all social media platforms. BRB links provide them with improved spending efficiencies as well as analytic insights from Amazon Attribution. “We saw four times the click-through rate when our CTA mentioned Amazon versus our website,” Justin explains. “We also saw conversion rates grow four to five times over what we were seeing on our website.”
We saw four times the click-through rate when our CTA mentioned Amazon versus our website. We also saw conversion rates grow four to five times over what we were seeing on our website.
BRB and the snowball effect
“There seems to be a snowball effect from doing the
BRB program and driving external traffic,” Justin says.
Lumineux has enjoyed some remarkable milestones
since they incorporated BRB into their larger strategy.
Their product search rankings jumped about 30K
positions, moving them closer in ranking to one of their
major competitors.
Justin has seen this snowball effect translate to increased profits. “It creates more visibility and we’re seeing the brand halo that happens when your PPC starts to work better, your organic ranking is better, and your search volume on Amazon is higher.” Over time, they’ve seen sales double and they are currently positioned to quadruple.
Justin has seen this snowball effect translate to increased profits. “It creates more visibility and we’re seeing the brand halo that happens when your PPC starts to work better, your organic ranking is better, and your search volume on Amazon is higher.” Over time, they’ve seen sales double and they are currently positioned to quadruple.
Lumineux’s Deal of the Day milestones
On March 2, Lumineux sold $2.1 million worth of products
in a Deal of the Day, including $1 million through
BRB and Amazon Attribution links. With the 10% bonus
built into the BRB program, Lumineux earned $100,000
back from Amazon in addition to their standard revenue.
Additionally, their whitening strips were the #1 product
in Health & Household, their products held down the top
four spots in Teeth Whitening Products, they were #1 in
Toothpaste, and #3 in mouthwash.
Scaling up to leverage more sales
Justin is excited to scale up ad campaigns that link to
Lumineux’s Amazon product pages. “We still have a few
ad channels that link right to our website, but 85% to
90% of our marketing drives the buyer right to Amazon. ”
He’s even considering turning on their Facebook ads
again because driving traffic to Amazon from external
sites improved their product search ranking and their
conversion rates so remarkably. “BRB and Amazon
Attribution are the perfect tools to drive traffic to our
products and boost profitability.”
The 10% back really put it over the top for us. Since we are driving the traffic, that 10% makes a huge difference in terms of our profitability to the point where it’s just a no brainer.
