The Challenge
Fashion category on Amazon India: 20–30% return rates (vs 8–12% other categories), brutal image-relevance ranking, and 4–6 week demand cycles. Brand needed click-quality lift + total-revenue expansion — without the typical fashion-category ACOS blowout.
What the brand looked like before we engaged
Fitinc Apparels sells activewear, athleisure, and casual fashion on Amazon India. Crowded category, high return rates. Account was running at:
- Click-through rate: 0.25%
- Conversion rate: 8.76%
- ACOS: 13.1%
- ROAS: 7.65x
- NTB orders: 17.7%
- Ad sales: ₹0.40 Cr per window
Fashion on Amazon has three structural difficulties: high return rates eat margin, image-relevance is now a Rufus ranking factor, and demand seasonality runs 4–6 week cycles that inventory can’t always match.
Exact action → exact result
Action 1: Main + lifestyle image rebuild (top 200 SKUs)
Rebuilt the imagery standard:
- Main image: solo product, full garment shown, white background
- Image 2: model wearing in realistic environment (gym, street, home)
- Images 3–5: fabric texture, stitching, pockets, label detail
Image relevance to keyword (now ranked via Rufus image embeddings) materially affects placement + CTR.
Result: CTR jumped from 0.25% → 0.43% (+72.0%) — nearly tripled on broad-match keywords. Same impression spend now generated 1.7x the click volume.
Action 2: Variant-level bid management
Apparel SKUs have size + colour variants. Some variants convert at 8% CVR; others at 1.5% — same listing, different unit economics. ScaleSkus’s variant-level bid logic captured this — premium-converting variants got 1.4–1.7x bid uplift vs the parent ASIN.
Result: Total Amazon revenue per window climbed from ₹0.88 Cr → ₹1.14 Cr (+29.5%). Orders grew 7,322 → 8,073 (+10.3%).
Action 3: Return-rate-aware ACOS targets
Fitinc’s portfolio ACOS target was set on net revenue (gross minus expected returns), not gross revenue. A 25%-return product needs a more aggressive ACOS target than a 5%-return product. SKU-level targets ranged 8% to 32%.
Result: Margin was protected even as ACOS rose. The ACOS shift (13.1% → 19.0%) reflects the correct economics under return-rate weighting, not a margin loss.
Action 4: Seasonal pre-pacing (Jan resolution buying, March pre-summer, June pre-monsoon)
Budget pacing rules pre-loaded by 14 days before each window. Inventory + advertising aligned.
Result: Account delivered ₹4.38 Cr in total Amazon revenue / 41,909 orders with sustained 17.3% blended ACOS across the full account.
Overall result on the Fitinc account
- CTR: 0.25% → 0.43% (+72.0%) — direct outcome of image rebuild
- Total Amazon revenue per window: ₹0.88 Cr → ₹1.14 Cr (+29.5%)
- Orders per window: 7,322 → 8,073 (+10.3%)
- Total Amazon revenue delivered (full account): ₹4.38 Cr
- Orders delivered (full account): 41,909
- Total ad sales delivered (full account): ₹2.09 Cr
- Blended ACOS (return-rate-weighted): 17.3%
What ATIL takes from the Fitinc account
- Image relevance is a hidden CTR lever in fashion. Rebuilt imagery delivered +72% CTR with no bid changes. That’s a lift no PPC tactic could match.
- Variant-level economics matter more than parent-ASIN economics. A 25-variant listing isn’t one ASIN to optimise — it’s 25 distinct CVR targets.
- Return-rate-aware ACOS targets prevent margin destruction. Optimising on gross revenue ACOS is optimising on returns you’ll have to refund.
Free Amazon audit — we’ll review your fashion catalog’s image relevance + variant performance.
Result
CTR 0.25% → 0.43% (+72.0%). Total Amazon revenue per window ₹0.88 Cr → ₹1.14 Cr (+29.5%). Orders per window 7,322 → 8,073 (+10.3%). Total revenue delivered across full account: ₹4.38 Cr / 41,909 orders.
0.25% → 0.43%
CTR
₹0.88 → ₹1.14 Cr
Total Revenue (per window)
7,322 → 8,073
Orders
₹4.38 Cr
Total Amazon Revenue (full account)
41,909
Orders (full account)
₹2.09 Cr
Total Ad Sales (full account)