Rayban Bundle Kit

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Client Name

Rayban

Project Type

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Project Duration

June 19, 2024 - November 11, 2024

Brand Overview

Industry

Clothing Accessories

Eyewear & Sunglasses

Location

United States

Amazon Storefront

Ray-Ban

Revenue

Hundreds of millions annually

Status

Publicly traded global brand

The Challenge

Ray-Ban, a globally recognized eyewear brand, had a strong retail presence but struggled to gain traction on Amazon. Despite its brand reputation, its listings lacked visibility, conversion rates were too low to drive organic growth, and its advertising strategy was inefficient.

0.02%

Click-Through Rate (CTR)

Almost no one was clicking on their products in search results

2.15%

Conversion Rate (CVR)

Well below the 6.64% threshold needed to drive organic visibility

When Ray-Ban introduced bundles in 2025 to differentiate itself from competitors and increase average order value, the initiative backfired. The bundles cannibalized their top-selling products rather than driving new demand, further hurting overall sales.

Amazon Growth Lab stepped in to overhaul Ray-Ban’s marketplace strategy, ensuring their listings not only attracted attention but converted at a rate that would push them into Amazon’s algorithmic spotlight.

The Results

Market Domination & Revenue Growth

Ray-Ban saw a 1,477% increase in total sales within eight months.
Bundles became a top revenue driver rather than a liability.

Massive Click-Through Rate (CTR) Improvement

CTR skyrocketed from 0.02% to 20%, ensuring Ray-Ban’s listings actually captured shopper attention in search results.

Conversion Rate (CVR) Optimization

CVR improved from 2.15% to 6.64%, surpassing the benchmark needed for organic ranking dominance.

Scaling Review Volume for Social Proof

Used strategic Amazon Vine enrollments and listing variations to circumvent the standard 30-review cap, helping multiple products secure hundreds of verified reviews and dramatically increasing buyer trust.

Enhanced Brand Perception & Shopping Experience

Secured the "Made in Italy" badge to elevate product authenticity.
Integrated 3D models and augmented reality (AR) try-on features, allowing customers to virtually test products before purchase.

Advertising Overhaul for Maximum Efficiency

Restructured campaigns to reduce wasted spend and increase ROAS, ensuring profitability alongside aggressive growth.

The Challenges

Before working with Amazon Growth Lab, Ray-Ban struggled with three critical issues that were limiting their potential:

1. Abysmal Click-Through & Conversion Rates Were Killing Organic Visibility

At 0.02% CTR, Ray-Ban’s listings were invisible in search results. Customers weren’t clicking.
Even if a customer landed on the page, the 2.15% CVR meant they weren’t converting.
To achieve organic traction, we needed to push CVR to at least 6.64%.

2. Bundles Were Cannibalizing Sales Instead of Driving Growth

Bundled listings weren’t attracting new customers—they were simply pulling sales away from existing SKUs.
The pricing and positioning were unclear, confusing customers and limiting adoption.

3. Weak Social Proof Made It Hard to Compete

Many new listings had little to no customer reviews, making them less attractive than competitor listings with thousands of reviews.

Ray-Ban’s global reputation wasn’t enough—Amazon shoppers needed proof.

The Strategy & Execution

To unlock Ray-Ban’s potential, Amazon Growth Lab executed a multi-layered strategy focused on increasing CTR, optimizing CVR, and ensuring product visibility.

1. Rebuilding CTR from 0.02% to 20%

Completely revamped main images, ensuring they stood out in search results.
Ran heat maps and A/B tests to determine the best-performing visuals that attracted clicks.
Optimized titles & bullet points to emphasize key selling points that aligned with customer search intent.

2. Conversion Rate Overhaul (Targeting 6.64%)

Enhanced product descriptions & infographics, ensuring customers immediately understood value propositions.
Introduced Amazon’s "Try Before You Buy" feature, a game-changer for high-end eyewear, reducing purchase hesitation.
Developed 3D models & AR try-on features, allowing customers to virtually wear the sunglasses before purchasing.

3. Fixing the Bundle Strategy

Conducted A/B testing to determine the best-performing bundle configurations.
Repositioned bundles to complement, rather than compete with, top-selling SKUs.
Used cross-selling strategies to push bundle visibility without cannibalizing existing listings.

4. Scaling Reviews Beyond Amazon Vine’s Limits

Used strategic, ongoing Vine enrollments to maximize early review generation.
Leveraged listing variations to merge reviews across multiple SKUs, allowing new products to inherit social proof.

5. Overhauling Advertising for Sustainable Growth

Restructured campaigns to prioritize high-CTR products, ensuring ad spend wasn’t wasted on listings that didn’t convert.
Implemented AI-driven bid adjustments, optimizing spend for high-converting keywords.

Continuously harvested new keyword opportunities while negating low-performing terms.

The Outcome

Click-Through Rate (CTR)

20%

Increased from 0.02%, driving massive organic traffic growth

Conversion Rate (CVR)

6.54%

Improved from 2.15%, ensuring products ranked higher & converted at scale

customer trust

Hundreds

Of verified reviews were added, improving social proof & buyer trust

revenue growth

1,477%

Sales surged in just eight months, transforming Ray-Ban’s Amazon presence

Profit optimization

Key Revenue Driver

Bundles became a key revenue driver through higher AOV & profitability. Advertising spend was optimized, increasing profitability while scaling aggressively.

By combining advanced listing optimization, Vine loophole strategies, and a complete advertising overhaul, Amazon Growth Lab turned Ray-Ban’s struggling listings into one of the most dominant eyewear brands on Amazon.

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