After a move from Vendor Central to Seller Central we rebuilt the catalog and rewrote SEO across the range. Conversion rose from 17.7% to 21.1%.
Catalog and SEO for a $3M Amazon skincare brand
19%
Higher conversion, 17.7% to 21.1%
$3.19M
Sales in the first 12 months
82K+
Units sold on the rebuilt catalog
22.3%
Peak monthly conversion, Oct 2025
Conversion climbed through the whole first year
12
Months on the rebuilt catalog
3.4 pts
Conversion gained across the year
22.3%
Peak month, Oct 2025
Dec 2024 to Nov 2025. Amazon US. Unit session percentage is units ordered divided by sessions.
THE TRAJECTORY
A catalog that survived the move but did not work
Glytone is a professional skincare brand inspired by aesthetic dermatology, known for its glycolic acid technology. The range covers cleansers, serums, creams and peels for acne, hyperpigmentation and the signs of aging. The brand had moved its Amazon business from Vendor Central to Seller Central, and ScaleA2Z joined in December 2024 to own the catalog.
Broken variation structures
The move from Vendor Central left listings with missing or broken parent-child relationships, so related products and sizes were not grouped the way shoppers expect to find them.
Content not written to convert
Titles, bullets and backend search terms had never been rewritten around how shoppers actually search for active-acid skincare on Amazon.
Compliance risk on every listing
Skincare with active acids faces strict rules on claims. At more than $250K a month, a single suppressed listing cost real revenue.
THE STARTING POINT
Fix the economics first, then scale Q4
Catalog audit and restructure
- Audited the full catalog after the move to Seller Central
- Audited the full catalog after the move to Seller Central
- Built every new listing to the same standard so launches went live clean
01 · CATALOG
SEO across the range
- Keyword research around skin concerns, active ingredients and product types
- Rewrote titles, bullets, descriptions and backend terms for every listing
- Shared search-term data with the ad team so SEO and ads chased the same searches
02 · SEO AND CREATIVE
Compliance and listing health
- Monitored and resolved compliance issues and listing suppressions
- Kept content inside Amazon rules for skincare claims
- Caught suppressions early, before they cost a day of sales
03 · STRUCTURED ADS
WHAT WE DID
Before and after, side by side
Metric
Conversion rate
Peak monthly conversion
Sales, first 12 months
Units sold, first 12 months
Best month
Before
17.7%
18.4%
-
-
-
After
21.1%
22.3%
$3.19M
82,083
$346.2K
Change
3.4 pts higher
3.9 pts higher
Dec 2024 to Nov 2025
Dec 2024 to Nov 2025
July 2025
THE RESULTS
How it unfolded
MONTHS 1 TO 3
Full catalog audit after the Seller Central move, with parent-child structures rebuilt across the range.
MONTHS 4 TO 9
Titles, bullets and backend terms rewritten across the range. Conversion passed 20% for the first time in March 2025.
MONTHS 10 TO 12
Compliance monitoring and new listing creation. Conversion peaked at 22.3% in October 2025.
TWELVE MONTHS IN
$3.19M in sales and 82,083 units carried by the rebuilt catalog.
More results
Very intelligent and responsive. Highly recommend!
Mordechai Leifer
Amazon Account Management from A to Z
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