Amazon Ads success story · Bilingual children’s book company

How a small bilingual children’s book company grew its Amazon sales 20x in 18 months.

Name: Overtop Media Digital Marketing
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Binibi, founded by two moms, makes English and Spanish sound books for young children. Starting small with Sponsored Products, testing images and copy, and adding a video of children using the books took the business from a niche product to 20 times the sales.

Business: Binibi
Market: United States
Goal: Reach parents searching for bilingual books, and keep growing

Mother and young child lying on the living room floor reading a book together

The results.

January 2023 to June 2024, compared with where the brand started. New-to-brand customers measured over 2023. Clicks grew 16x and impressions 10x over the same period.

20Xsales growth in 18 months on Amazon
10Xmore new-to-brand customers in 2023
2Xreturn on ad spend in 18 months

Advertiser-provided data, United States, January 2023 to June 2024. Amazon featured this brand in its Rising Stars small-business series, and says the businesses in that series were compensated for taking part.

The challenge.

Binibi is a Latina-owned company started by two mothers who wanted bilingual books for their own children. Parents were already searching for English and Spanish books; the brand had to be the one they found.

It also had to keep growing in 2023, while both founders stepped away for maternity leave, so the advertising had to work without constant attention.

Illustration of an A/B test comparing two product images for a children’s book

What they did.

Sponsored Products · Display ads with video · Brand Store · Sponsored Brands for a launch

Started small and tested: Self-service Sponsored Products campaigns with automatic targeting showed what worked. Keyword tuning and negative keywords then doubled the return on ad spend.
A/B tested images and copy: Amazon’s testing tool compared product images and text, so changes were based on what parents actually clicked and bought.
Showed children using the books: A display video of children playing with a sound book became the brand’s highest-returning campaign.
Built a home for the brand: A Brand Store and richer product pages told the founders’ story and showed the whole collection in one place.
Launched a collection properly: For a new collection during Hispanic Heritage Month, the new books were added to product ads, Sponsored Brands were created, and display banners were tested in English against Spanish.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Demand already existed: Parents were searching for bilingual books. The ads simply made sure Binibi was the answer, which is the cheapest growth there is.
Testing replaced guessing: Small, steady tests on images, copy and language added up. Each win made every later dollar work harder.
Video showed the product working: A sound book is hard to explain in a photo. A short video of a child pressing the buttons did it in seconds.
A system that ran itself: Automatic campaigns, clear negatives and a store that sold the brand kept growing while the founders were away.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our amazon ads management.

Start small, learn fast: We begin with a modest budget and clear tests, and only scale what the data proves.
Test the creative, not just bids: Images, titles, copy and video are tested on a schedule. Better creative lowers the cost of every sale.
Plan launches ahead: New products get a launch plan across product, brand and display ads, timed to the moments your customers care about.
Keep running while you are away: We manage the account week to week, so growth does not stop when life gets busy.