The brand
Paper Mart began life in a Los Angeles garage, grew into a catalogue business, and now stands as the largest discount packaging supply company in the United States — a century-old operation with 250+ employees serving customers with packaging, craft and party supplies.
The starting point
Amazon had been one of Paper Mart's lowest-priority channels — and the gaps were showing:
- A 1,700+ SKU catalogue with no specialist execution. Despite decades of operational experience, the team didn't have the in-house specialist skill set required to optimise Amazon listings for organic traffic.
- Multiple third-party hijackers. Other sellers had latched onto Paper Mart product listings — eroding brand control and conversion economics.
- No PPC infrastructure. Amazon advertising was uncharted territory.
Our playbook
We executed in three sequenced phases.
1. Technical rectifications first
Before any content optimisation could land, we addressed urgent technical issues — predominantly ASINs misaligned with the wrong category nodes. A dedicated NAYF Ads team member co-ordinated directly with Amazon Seller Support to fix the structural foundations.
2. Elevated imagery
Research showed that product imagery was suppressing listing conversion. Working with Paper Mart's in-house graphic design team, we wrote detailed creative briefs so their designers could build visuals tailored specifically for Amazon's buying behaviour.
3. The 7-Step Advertising Improvement Plan
Our proprietary AIP guided creative and content direction across the advertising operation. We rolled out test campaigns to identify the highest-potential ASINs within the 1,700+ catalogue — applying the rigour of new product launches to existing SKUs so we could accurately gauge product-audience fit before scaling.
The result
Within six weeks of optimisation completing on the lead range, sales for acid-free tissue paper doubled. The harmonised trio of SEO optimisation, revitalised imagery and judicious advertising compounded fast — and Paper Mart's acknowledgement of the volume and quality of work involved underlined the partnership's value.
What this means for serious Amazon brands
Large catalogues are usually the hardest to optimise — the temptation is to either touch nothing or try to optimise everything at once. The Paper Mart engagement proves a third path: identify the high-signal subset, fix the foundations, then let the data tell you what to scale next. The same approach is potentially achievable for your brand.
Evidence
The proof.
Screenshots from the live Amazon account.
Achievable for your brand
The same playbook can work for you.
Whether the exact tactics here translate depends on your category, your competition and your data. The fastest way to find out: book a free 15-minute audit. You'll walk away with a hyper-personalised niche report on your category — yours to keep, whether we end up working together or not.
