Is it just me, or are consumers seemingly more price-conscious than ever this Prime Day?! ...anyways, here's an Auto campaign for a 4.2 star-rated dog food product that's converted at roughly 33% on extremely generic category terms and main competitor search terms over the past 36 hours. Why?

Aside from our products being US-manufactured and the brand being radically transparent about the ingredients included in their pet food, our price-per-unit is FAR more affordable ($1.64/lb, $16.21 per 12-pack) than leading competitors including:
▶️ Purina Pro Plan ($2.53/lb, $24.62 per 12-pack)
▶️ Purina One ($1.83/lb, $17.88 per 12-pack)
▶️ Blue Buffalo ($2.77/lb, $26 per 12-pack)
▶️ Hill's Science ($4.98/lb, $46.67 per 12-pack)
▶️ Nutrish ($2.12/lb, $20.70 per 12-pack)

This brand is roughly 5 months into their Amazon journey, mind you. A great brand with great products + affordability + aggressive customer acquisition strategy = SCALE. Happy customers = SnSS + repeat purchase growth + advocacy. TACOS down scenario from organic growth = heavier investments into the category during events.

Think like a customer. Would you purchase your own product, knowing there are significantly cheaper and similar-rated alternatives that are working to get in front of an increase category browsers who aren't brand loyal? 🤓