Rebuilt from the Listing Up.
How a full content overhaul, creative production system, storefront rebuild, and advertising restructure turned two K-beauty brands into a growing portfolio, after a supply chain cleanup cleared the path for everything else to work.
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The Brand Behind the Rebuild.
BesselCo manages a portfolio of brands in the K-beauty and lifestyle space on Amazon, a category where competition is dense, margins are thin, and the difference between growing and stalling often comes down to the quality of your content and the discipline of your operations. The products were strong. The Amazon presence was not.
BesselCo came to TopRank Partners managing one brand with plans to launch a second. But before any content or creative work could gain traction, a more immediate problem had to be addressed: unauthorized sellers had compromised the catalog, and the brand's own listings were working against it.
The Challenge
Three unauthorized sellers, sourced through distributor diversion, were capturing more than 60% of BesselCo's sales, suppressing Buy Box ownership to 64%. But the unauthorized seller problem was a symptom of a larger operational gap. Underneath it, the catalog itself needed rebuilding:
Outdated Content
Titles, bullet points, and backend search terms had not been optimized for current search behavior. Listings were losing discoverability to competitors with stronger content foundations.
Missing Creative Assets
Image stacks relied on basic product photography with no lifestyle imagery, infographics, or A+ Content modules. The listings that customers landed on did not convert at competitive rates.
No Storefront Presence
The Brand Store was either absent or underdeveloped. Branded campaigns had no curated destination, sending traffic directly to product pages with no portfolio narrative.
Advertising Without a Foundation
Campaign architecture pushed budget toward keywords and audiences without the content quality to convert them. Every ad dollar was working harder than it needed to, because the listings underneath were underperforming.
The supply chain leak was the first thing to fix. But it was not the only thing. Once the unauthorized sellers were cleared, BesselCo needed the listings they were fighting for to actually perform, and that meant rebuilding the content, creative, storefront, and advertising from the ground up.
The Solution: Clear the Path. Then Rebuild Everything the Customer Sees.
TopRank Partners approached this as a two-phase engagement. Phase one: seal the supply chain and recover Buy Box control, because no amount of content investment works when 60% of sales leak to unauthorized sellers. Phase two: rebuild every customer-facing touchpoint across both brands (content, creative assets, storefront, and advertising) to a standard that converts and scales.
Supply Chain & Buy Box Recovery
TopRank mapped the full seller ecosystem, identified the three primary unauthorized sellers, coordinated enforcement through brand registry and IP complaints, and executed a Buy Box recovery plan prioritized by revenue impact. Within 120 days, Buy Box ownership moved from 64% to 91%. All three unauthorized sellers were removed within six months. This cleared the path for everything that followed.
Phase 2: The Rebuild
Content & A+ Overhaul
Titles, bullet points, and A+ Content rebuilt across 85% of the active catalog. Every update indexed against keyword ranking data, designed to drive discoverability and conversion, not just aesthetics. Image stacks refreshed with lifestyle photography and infographics mapped to the highest-value search terms in K-beauty and lifestyle.
Creative Asset Production
A creative production system built to serve two brands simultaneously. Main image stacks, lifestyle photography, infographic modules, and A+ Content layouts produced to a consistent standard across both catalogs. The same framework ensured quality held as the portfolio expanded.
Storefront Optimization
Brand Store rebuilt as a curated portfolio experience: consistent visual treatment across both brands, clear category navigation, conversion-optimized layouts. The storefront became the landing destination for branded campaigns, replacing generic product-page traffic with a guided brand experience.
Advertising Restructure
Campaign architecture rebuilt from scratch. Organic rank cannibalization eliminated. Spend consolidated around high-converting keywords where BesselCo held the Buy Box. Budget shifted from defensive branded campaigns to offensive category and competitor campaigns. TACoS dropped from 16.8% to 11.3%.
The supply chain fix gave the content and creative work a clean surface to land on. Without it, every listing improvement would have benefited unauthorized sellers as much as BesselCo. With it, every dollar invested in content, creative, and advertising compounded for the brand alone.
Creative Output Across Both Brands
Product photography, lifestyle imagery, and brand creative produced for the BesselCo catalog
85% of the Catalog. Every Listing. Both Brands.
The content overhaul was not a refresh. It was a rebuild. BesselCo's listings had been built at different times, by different owners, to different standards. The result was a catalog that looked like itself in some places and like a generic K-beauty seller in others. TopRank rebuilt the content foundation across 85% of the active catalog to a single standard, applied consistently across both brands.
Before
- Generic titles with no keyword strategy
- Product-only photography, no lifestyle context
- No A+ Content or outdated modules
- Backend search terms incomplete or outdated
The Process
- Keyword research indexed to highest-converting search terms per ASIN
- Lifestyle photography + infographic modules designed per category
- A+ Content built from scratch: brand story, feature callouts, comparison charts
- Full backend audit: search terms, subject matter, and hidden keywords restructured
After
- Keyword-optimized titles mapped to actual buyer search behavior
- Full image stacks: hero, lifestyle, infographic, comparison, scale
- Complete A+ layouts driving conversion at the detail-page level
- Indexed backend driving organic discoverability across both brands
Brand Creative & Product Imagery
Keyword-Indexed Content
Every title, bullet point, and backend term was rebuilt against live keyword data, not category assumptions. In K-beauty, search behavior shifts with trends, ingredients, and seasonal routines. The content was designed to track that movement, not just reflect a snapshot.
A+ Content as Conversion Infrastructure
A+ modules were not treated as decoration. Each layout was built to answer the three questions a K-beauty shopper asks in under five seconds: What does this product do? Why this one instead of the alternatives? Does this brand know what it's talking about? Structured brand story modules, ingredient callouts, comparison charts, and lifestyle photography addressed each question in sequence.
Two Brands, One Standard
The content framework was built to serve both brands simultaneously: same production quality, same keyword methodology, same A+ structure, while respecting each brand's distinct positioning in the market. When the second brand launched on the platform, it launched with content parity from day one.
The conversion lift did not come from one standout listing. It came from 85% of the catalog moving to the same standard at the same time. When every listing converts better, the entire catalog compounds: organic rank improves, ad efficiency improves, and the margin on every sale widens.
A Production Pipeline Built for a Portfolio.
Content strategy answers what the listings should say. The creative production system answers whether the assets actually get made: at quality, at speed, and across two brands running on the same timeline. TopRank built the production pipeline alongside the content overhaul, so the second brand launched with the same creative standard as the first.
Audit
Catalog scored against current best practices: imagery, copy, A+ modules, search relevance
Strategy
Creative brief per ASIN: target keywords, visual hierarchy, category-specific treatment
Production
Photography, infographics, A+ modules, Brand Store assets produced to spec
QA & Review
Every asset reviewed against brief, brand standards, and keyword strategy before going live
Launch
Content deployed, indexed, and monitored for conversion impact
Category-Specific Visual Systems
K-beauty products require different visual treatments than lifestyle accessories. Skincare needs ingredient callouts and texture photography. Fragrance needs aspirational lifestyle imagery. Each category within the portfolio received its own visual system, not one template applied across the board.
Brand 1: Skincare Portfolio
Skincare: Product Lineup Photography
Brand 2: Lifestyle Fragrance Portfolio
Image Stack Architecture
Every listing received a complete image stack: hero product shot, lifestyle photography in context, feature infographic with key specs, comparison/scale image, and ingredient or material close-up where relevant. The image stacks were designed as a visual funnel: each image answers a progressively more specific question the shopper has as they swipe through.
A+ Content Modules
Full A+ layouts built per product: brand story, feature callouts, ingredient deep dives, comparison charts, and lifestyle imagery. Each module was conversion-tested against the search terms driving the most qualified traffic to that ASIN.
Storefront Architecture
The Brand Store was rebuilt as a portfolio destination, not a product list. Both brands were presented with consistent visual treatment and clear category navigation, but each maintained its own identity within the storefront. Branded campaigns now drove traffic to a curated experience rather than a bare product page, improving both conversion rate and average order value.
Advertising Integration
With the content and storefront rebuilt, the advertising restructure finally had assets worth sending traffic to. Campaign architecture was rebuilt from scratch: organic rank cannibalization eliminated, spend consolidated around high-converting keywords, and budget shifted to offensive category campaigns.
The creative pipeline was designed to scale. When BesselCo brought the second brand onto the platform, the production system was already built. Same quality standard, same process, same timeline discipline. The third brand expansion happened within six months because the system held, not because the team doubled.
The Results: Every Metric Moved Together.
Revenue grew 31% year-over-year during a period when BesselCo was rebuilding content across 85% of its catalog, restructuring its distribution agreements, launching a second brand, and navigating one of the most competitive categories on Amazon. The results did not come from any single workstream. They came from all of them running as one connected system.
Conversion Rate: +22%
Catalog conversion rates improved 22% within six months. The lift came from the full content and creative rebuild: 85% of the catalog moving to the same standard at the same time, with keyword-optimized titles, complete image stacks, and A+ Content driving conversion at the detail-page level.
Revenue Growth: +31% YoY
Revenue grew 31% year-over-year, during a period that included an active unauthorized seller fight, a full content rebuild, and the operational complexity of a second brand launch. The growth did not come despite the rebuild work. It came because of it.
TACoS: 16.8% → 11.3%
Total Advertising Cost of Sales dropped from 16.8% to 11.3% over six months. Better content converted at a higher rate, which meant the advertising dollars worked harder. Campaigns that had been cannibalizing organic rank were eliminated. Budget shifted from defensive branded campaigns to offensive category campaigns.
Contribution Margin: +9 Points
With pricing authority restored and a margin-first approach to catalog management, contribution margin improved by 9 points across the active catalog. ASINs that could not sustain profitability even with optimized campaigns were identified and addressed.
Buy Box: 64% → 91%
Buy Box ownership moved from 64% to 91% within 120 days. All three primary unauthorized sellers were removed within six months. This was the foundational fix that made every content, creative, and advertising improvement compound for BesselCo alone.
Better content drove higher conversion. Higher conversion justified the ad spend. Smarter ads funded more creative. A cleaner catalog made every dollar work harder. Each improvement amplified the others. BesselCo launched a second brand during this same period, and the system held.
Why It Worked.
Three things made this engagement produce compound results where narrower approaches stall.
Content and Creative First
Most marketplace engagements lead with advertising. TopRank led with content and creative, because ad spend without strong listings is just paying for traffic that doesn't convert. The content rebuild across 85% of the catalog made every subsequent advertising dollar work harder from the day it was spent.
One Partner, Full Visibility
Supply chain mapping, Buy Box recovery, content overhaul, creative production, storefront optimization, and advertising restructure, run by one team with visibility across every workstream. No handoffs between vendors. No conflicting creative directions. No gaps where problems hide between providers.
Built for a Portfolio
The content and creative systems were designed to scale from day one. When BesselCo brought the second brand onto the platform, the production pipeline, quality standard, and operational framework were already in place. A third brand expanded the engagement within six months of the second, because the system held.
Rebuilt content improved conversion. Better conversion justified the ad spend. Smarter ads funded more creative. A cleaner storefront gave branded campaigns a destination worth landing on. Each element amplified the others. That is not a collection of services. That is one connected creative and operational system.
"Working with TopRank has been a game-changer for our Amazon strategy. The level of insight, data, and strategic guidance they provide has given us complete visibility into our brand's performance."
Is Your Amazon Content Converting, or Just Existing?
If your listings look different depending on who built them last, your A+ Content is missing or outdated, and your creative production can't keep pace with your catalog, the problem is operational, not tactical. TopRank builds the content and creative system that compounds.
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