Client Success Story
From Plateaued to Powerhouse.
Del Real Foods × TopRank Partners
How a full-funnel Amazon strategy turned an established grocery brand's stagnant marketplace channel into its fastest-growing revenue driver, in under 12 months.
The Brand Behind the Product.
Del Real Foods brings authentic Hispanic flavors to the table (tamales, carnitas, pupusas, salsas, and more), all prepared using traditional cooking methods, fresh ingredients, and no preservatives. Family-owned since 1957, the brand built its reputation one recipe and one grocery store at a time. By the time TopRank entered the picture, Del Real was a trusted retail name. The question was whether that trust could translate to a marketplace where shelf space is earned in milliseconds.
The Challenge
In retail, Del Real's products sold themselves. But Amazon operates on different rules: discoverability is paid, conversion is engineered, and brand equity means nothing if your listing doesn't surface when someone searches "tamales."
The diagnosis was clear:
Zero Advertising
No active PPC spend: zero visibility beyond organic search while competitors invested aggressively in sponsored placements.
Thin Listings
Generic titles, no A+ Content, empty backend search terms. Every listing underperformed against best practice.
No Brand Destination
No Brand Storefront meant no centralized experience to capture brand-curious shoppers or cross-sell across the product line.
Plateaued Sales
Revenue had flatlined while better-funded competitors claimed search real estate, ad placements, and organic rankings.
They didn't need a tweak. They needed a complete Amazon go-to-market build (advertising, content, storefront, and operations) executed as a single coordinated system by one partner who could see the full picture.
The Solution: Four Workstreams. One System.
TopRank's thesis: treat Del Real's catalog as an interconnected growth system, not a collection of independent product pages. The playbook spanned four workstreams, and the sequencing mattered as much as the execution.
Conversion Infrastructure
Every listing was audited and rebuilt: titles restructured around high-intent search terms, bullets rewritten as benefit-driven copy, backend terms rebuilt from competitive gap analysis, and A+ Content designed to convert in the three-to-five seconds a shopper spends scanning. The goal: ensure every future ad dollar would land on a page engineered to close.
Advertising Architecture
Campaign architecture organized by product portfolio (tamales, carnitas, shredded chicken), each with dedicated budgets and keyword strategies. Sponsored Products for high-intent capture, Sponsored Brands for category visibility, Sponsored Display for retargeting. The launch was deliberately conservative: lean phrase-match campaigns to generate data, then aggressive scaling to ride tamale season.
Brand Storefront
Launched with recipe-led navigation and use-case pages instead of generic category grids. Recipe pages consistently outperformed standard layouts on every conversion metric. High-intent traffic sources converted significantly more efficiently when routed through the storefront, confirming it as a conversion amplifier, not just a brand billboard.
Forecast Discipline
Monthly projections set collaboratively, with every review benchmarking actuals against plan. Demand forecasting aligned with Amazon's purchase order cadence to optimize fill rates and avoid chargebacks. Real-time dashboards enabled weekly pivots.
The key insight: catalog-wide listing optimization made every ad dollar more efficient. Better conversion rates meant spend could scale aggressively without sacrificing ACOS, a compounding loop that turned each workstream into an accelerant for the others.
Building the Content That Converts.
Before a single ad dollar was spent, TopRank's creative team rebuilt Del Real's Amazon presence from the ground up. A+ Content isn't decoration; it's conversion infrastructure. Every module was designed to answer the three questions a grocery shopper asks in under five seconds: What is this? Why should I trust it? How do I use it?
TopRank developed two complete A+ Content versions for Del Real's flagship Shredded Beef listing alone, testing different visual hierarchies, copy approaches, and use-case framing to identify what drives the highest conversion rate. This level of creative investment across every SKU is what separates a managed account from a transformed one.
A+ Content Version 1: Hero-first layout with product packaging, use-case photography, and the full Del Real product family
A+ Content Version 2: Refined layout with enhanced food photography, rustic texturing, and recipe-forward positioning
The hero module combines the product package, a styled serving, and the Del Real brand mark on a textured blue background, establishing authenticity and convenience in a single visual.
Rustic wood backdrop with a hand-crafted clay bowl of shredded beef, reinforcing the brand's traditional preparation methods and artisan quality.
The closing module showcases the complete Del Real product family, driving cross-sell and reinforcing catalog breadth in a single frame.
Creative That Moves Product.
Starting in 2025, TopRank's creative team expanded beyond listing optimization into full seasonal campaign creative and Brand Storefront design for Del Real. Every banner, recipe page, and storefront module is built with a single objective: convert browsers into buyers at the moment of highest purchase intent.
Grocery on Amazon is a seasonal business. Tamale searches spike 400%+ from October through December. Super Bowl Sunday drives a surge in prepared party food. Cinco de Mayo, Memorial Day, and the World Cup each create distinct purchase windows. TopRank builds campaign-specific creative for every major moment, aligning imagery, messaging, and ad targeting to meet shoppers exactly where their intent peaks.
Amazon Storefront Header: The banner that greets every shopper who discovers the Del Real brand destination
Every piece of creative serves dual duty: it converts at the point of sale AND it feeds the advertising machine. Sponsored Brand campaigns route directly to the storefront, where the recipe pages and seasonal content do the selling. The creative work isn't separate from the performance. It IS the performance.
The Results: Structural Growth, Not Incremental Gains.
In under 12 months, Del Real went from a stagnant Amazon presence to one of the fastest-growing brands in ethnic prepared foods. The results weren't incremental. They were structural.
Advertising Efficiency
The advertising program achieved a 7.3x blended ROAS with a 13.66% ACOS, proving scale and efficiency aren't mutually exclusive when conversion infrastructure is sound. As spend grew nearly 20x, ROAS stabilized in the 6–7x range, exceptional for grocery CPG. "Tamales" held the #1 keyword position for seven consecutive months. "Carnitas" ran at 6–11% ACOS. Brand terms converted at 4–13% ACOS, validating awareness investment as a margin-protection play.
Traffic + Conversion
Catalog-wide traffic increased 135%. Conversion rates improved 30–50%, and critically, held as traffic scaled 20x, confirming the content infrastructure was absorbing the pressure. Nearly half of all channel revenue is now organic, meaning the optimization work generates substantial revenue independent of ad spend.
Volume + Velocity
Unit volume grew to 50,000+ per month at peak, with 80%+ seasonal surges during the holiday tamale push. Amazon's own purchase orders grew as much as 6x year-over-year: the platform's algorithms recognizing Del Real's accelerating demand velocity and betting on it with their reorder volume.
Forecast Performance
TopRank beat its own forecast every single month. Actuals exceeded projections by 16% overall, with the holiday push coming in as much as 39% above target. Sustained outperformance against forecast isn't sandbagging. It's evidence of a system that compounds.
The Numbers Behind the Transformation.
Year-Over-Year Performance (Jul–Dec)
| Metric | Jul–Dec 2024 | Jul–Dec 2025 | Growth |
|---|---|---|---|
| Ordered Revenue | $1,650,733 | $1,886,730 | +14.3% |
| Shipped Revenue | $1,567,919 | $1,789,076 | +14.1% |
| Ordered Units | 163,136 | 209,757 | +28.6% |
| Shipped Units | 154,754 | 198,720 | +28.4% |
Del Real Foods generated $1,886,730 in ordered revenue from July–December 2025, a $235,997 increase over 2024. More importantly, they built a scalable foundation for continued growth with highly efficient advertising (13.66% ACOS, 7.3x ROAS) and a conversion-optimized storefront.
Product-Level Growth
| Product | 2024 Revenue | 2025 Revenue | Growth |
|---|---|---|---|
| Pork Tamales | $79,044 | $143,675 | +81.8% |
| Beef Tamales | $58,149 | $105,078 | +80.7% |
| Shredded Beef | $120,839 | $189,892 | +57.1% |
| Cheese & Chile Tamales | $87,191 | $129,343 | +48.3% |
| Carnitas (Shredded Pork) | $266,470 | $379,020 | +42.2% |
| Shredded Chicken | $326,834 | $447,614 | +37.0% |
The tamale products showed the most dramatic growth, perfectly timed with holiday demand and supported by dedicated advertising portfolios and optimized seasonal content. Meanwhile, the core protein entrees continued their strong performance with double-digit growth rates across every SKU.
Advertising Efficiency at Scale.
Portfolio Performance
| Portfolio | Ad Spend | PPC Sales | ACOS | ROAS |
|---|---|---|---|---|
| Shredded Chicken | $9,058 | $96,488 | 9.4% | 10.7x |
| Shredded Pork | $6,042 | $54,187 | 11.2% | 9.0x |
| Shredded Beef | $6,069 | $41,538 | 14.6% | 6.8x |
| Tamales Pork | $5,780 | $37,191 | 15.5% | 6.4x |
| Tamales Chicken | $5,665 | $36,128 | 15.7% | 6.4x |
The Shredded Chicken portfolio led performance with a 10.7x ROAS and just 9.4% ACOS, setting the benchmark for advertising efficiency. Even the lower-performing portfolios maintained healthy ROAS above 6x, validating the broad catalog investment strategy.
Brand Storefront: The Conversion Amplifier
| Month | Visits | Orders | Sales | Conversion Rate |
|---|---|---|---|---|
| October (Baseline) | 0 | 0 | $0 | – |
| November (Launch) | 2,203 | 534 | $7,676 | 24.2% |
| December (Scaled) | 5,050 | 1,079 | $15,083 | 21.4% |
December visits more than doubled from November, with sales reaching $15,083, a 96% increase. The sustained conversion rate above 21% confirms the storefront design effectively converts brand-curious shoppers into buyers.
| Source | Visits | Sales | CVR | Sales Share |
|---|---|---|---|---|
| Byline (Product Detail) | 3,760 | $16,530 | 29.0% | 72.6% |
| Sponsored Brands | 3,314 | $6,166 | 15.6% | 27.1% |
| Other Sources | 179 | $62 | 2.2% | 0.3% |
Byline clicks (shoppers who clicked from individual product pages to the brand store) converted at nearly 30% and drove 72.6% of storefront revenue. This validates the storefront as a powerful cross-sell and brand-building tool.
Why It Worked.
The results came from integration, not any single tactic. Most brands approach Amazon as a set of disconnected problems: a content shop here, an ad vendor there. The information loss at every handoff creates compounding inefficiency. TopRank's model eliminates that fragmentation: advertising strategy informed by listing data, content decisions driven by search intelligence, storefront design reflecting campaign architecture, PO fulfillment responding to demand signals from the ad engine.
Sequencing
Content was rebuilt before ads launched, so the first dollar of spend landed on conversion-optimized pages. Traffic without conversion is waste, and most brands get this backward.
Grocery Expertise
Tamale seasonality, Vendor Central operations, chargeback management, and perishability constraints require category knowledge that generalist firms don't have.
Forecast Discipline
Monthly tracking forced both teams to diagnose what was working and why, turning outperformance from a lucky streak into a repeatable playbook.
Optimized listings improved conversion, which improved ad efficiency, which funded more traffic, which drove more storefront visits, which increased cross-sells. Each element amplified the others. That's not a campaign. That's a flywheel.
Del Real Foods and TopRank Partners continue to work together. The engagement has expanded from marketplace management into full creative services, with TopRank's design team producing A+ Content, seasonal storefront campaigns, recipe page content, and event-specific advertising creative. The relationship is a true partnership: collaborative forecasting, shared accountability, and a mutual commitment to building something that compounds.
In Their Own Words
Amazon Brand Team, Del Real Foods
What was the biggest challenge you were facing on Amazon before working with TopRank?
Before TopRank, we were missing consistency across the account, especially around content and advertising. It was tough to scale in a structured, efficient way.
What has the experience been like working with our team day-to-day?
It's been really smooth. The team is responsive, organized, and easy to work with. Communication is clear and things move quickly.
What results or changes have stood out to you the most?
The biggest difference has been better structure across the account, especially in advertising. That's helped drive more consistent performance, including significant year-over-year results and clearer visibility into what's working.
How would you describe TopRank to another brand considering marketplace management?
A strong, reliable partner that brings both strategy and execution.
Is there anything TopRank does differently from other partners you've worked with?
The organization and communication stand out, along with a more thoughtful, strategic approach. The visibility of results on a weekly cadence allows me to show leadership what's working.
What would you say to a brand that is on the fence about making a move?
If you're looking for more structure and a partner that knows how to scale an Amazon business the right way, it's worth the move.
Is Your Amazon Channel Ready for a Breakthrough?
If your brand has strong products but an underperforming Amazon channel, the gap is likely a systems problem, not a tactics problem. TopRank builds the system.