As one of the largest fishing line brands in the world and the renowned inventor of fluorocarbon fishing lines and leaders, Seaguar has earned the trust of professional anglers and recreational fishing enthusiasts alike. From freshwater fluoro mainline to saltwater leader material and braids, Seaguar’s innovative product lineup delivers exceptional performance on the water.
Seaguar began selling on Amazon in 2019 with a minimal presence on its Amazon Brand Store, supplementing its existing ecommerce platform. However, the company was not achieving optimal results and enlisted Upstream for strategic guidance, support, and market share analysis to grow its Amazon business. Our initial research of competitors and category sales on Amazon revealed that Seaguar’s market share was approximately 4%, while competitors were reaching closer to 12%. This insight highlighted the untapped opportunity for Seaguar to expand its market position.
Following a comprehensive audit of Seaguar’s Amazon account, we identified a common challenge many brands face—assuming the Amazon customer behaves similarly to their off-Amazon customers. We set out to tell Seaguar’s brand story, improve product discoverability, and boost conversions by understanding the unique shopping behaviors of Amazon customers and optimizing their Brand Store user experience.
Our strategy addressed Seaguar’s challenges from multiple angles. First, we reorganized product listings into strategic variations based on sizes and use cases, making it easier for unfamiliar customers to find the right Seaguar product for their needs.
Next, we enhanced product listings with A+ content, lifestyle imagery, and text overlays to clearly convey product features and benefits. We optimized backend keyword search terms, product titles, bullet points, and descriptions to improve searchability. With these foundational improvements in place, we revamped the Seaguar Brand Store to provide customers with a more immersive brand experience, differentiating Seaguar’s premium quality from lower-cost competitors. As the inventors of fluorocarbon fishing lines, reinforcing Seaguar’s legacy and leadership helped drive brand loyalty and repeat purchases.
To accelerate growth, we launched targeted advertising campaigns. Our SEO-optimized content ensured that keywords were not overly duplicated across categories but instead aligned with each product line’s unique attributes. We deployed Video Ads, Sponsored Brand Ads, and Sponsored Display Ads to acquire new customers and expand Seaguar’s presence.
Within the first year of transforming Seaguar’s Amazon Brand Store, sales increased by 52%, positioning Seaguar among the highest-performing brands in the category. Market share skyrocketed to 28%, with an impressive 12+ ROAS, even in a highly competitive space with low-budget competitors. Seaguar also achieved 15% incremental growth at a highly profitable conversion rate.
“Upstream has significantly improved our Amazon business. Our revenues have increased, and our brand image is finally being represented the way it always should have been. From our Brand Store to product listings, their strategy and execution make it easier for consumers to navigate our products. Their expertise in Amazon’s retail analytics and advertising has saved us valuable time, allowing us to focus on fulfillment.”
– Gerry Benedicto, General Manager at Seaguar
Three years later, Upstream remains a trusted partner, helping Seaguar consistently reach new milestones. Seaguar holds multiple top 5 listings in the Fluorocarbon Fishing Line category, boasts several best-seller badges, and has achieved over 133% sales growth since the partnership began. Our ad campaigns continue to deliver strong results, driving both new and repeat customers to Seaguar’s Brand Store and product pages.
Beyond full-scale account and ad management, Upstream has supported multiple new product launches. In 2022, we helped Seaguar expand onto Walmart.com, tapping into new sales channels outside the Amazon ecosystem. Leveraging our expertise, we successfully negotiated vendor price increases without requiring margin-loss payments.
We continuously monitor industry trends, Vendor Central opportunities like product bundles, and new ad campaign features such as budget rules and audience targeting to ensure Seaguar remains ahead of the curve.
To maintain transparency and accountability, Upstream provides weekly reports tracking sales performance, progress toward goals, risks to forecast, emerging opportunities, and the status of open projects.
Together, Seaguar and Upstream continue to build a thriving ecommerce business, delivering exceptional products to customers while maximizing growth and profitability.
Looking to set your business apart on Amazon, connect with us today.
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