Amazon Pretend Play & Dress Up Case Studies

Real campaigns we ran for pretend play & dress up brands on Amazon — what was broken, what we changed and what it moved.

Half the ad budget was buying grown-ups looking for their own costume

Confidential brandPretend Play & Dress Up

ACoS 61% → 29%

Half the ad budget was buying grown-ups looking for their own costume

A children's dress-up brand was bidding on costume terms dominated by adult intent. The clicks were cheap to win and impossible to convert, and they were dragging the organic ranking down with them.

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