From 60 Scattered Products to 3 Best Seller Badges: How Catalog Architecture Created an Unassailable Moat

With storage fees optimized and pricing strategy deployed, one critical weakness remained: the brand's bestselling products were invisible in a sea of competitors.

The Costume Brand had a fantastic product line—60 different adult onesie costumes spanning animals, characters, and themes. But this variety was actually hurting them. Each costume was listed separately, splitting sales velocity across dozens of ASINs. Meanwhile, competitors with inferior products but better catalog strategy dominated with Best Seller badges.

Best Seller badges on Amazon create a powerful reinforcing cycle:

• Higher click-through rates: The badge increases CTR by 43% on average
• Price insensitivity: Customers pay 15-20% more for "best sellers"
• Lower advertising costs: Organic rank improvements reduce dependency on PPC
• Review accumulation: Concentrated sales build review count faster
• Competitive moat: Once captured, badges are difficult for competitors to steal

Without badges, the brand was trapped in a vicious cycle: high advertising costs to maintain visibility, price pressure from badge-holders, and reviews scattered across 60 products instead of concentrated for social proof.

"We had the best onesies on Amazon but nobody knew it. Our sales were spread so thin that we never broke through to badge status in any category."

— Head of E-commerce, Digitally Native Costume Brand