Amazon Ads success story · Founder-led hair care brand

How a founder-led hair care brand reached a 10x return on Amazon ads in six weeks.

Name: Overtop Media Digital Marketing
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Made for Locs makes plant-based products for people with locs, a need many shoppers did not know a brand could serve. Sponsored Products put it in front of the right searches, and the ad data showed which products customers bought together, which became bundles and subscriptions.

Business: Made for Locs
Market: United States
Goal: Reach new shoppers and grow profitably

Two amber glass hair care bottles with a spray top and a dropper beside a jar on a stone shelf

The results.

The 10x return on ad spend came within the first six weeks of Sponsored Products. The order value and subscription gains followed the bundles and Subscribe and Save offers built from the ad data.

10Xreturn on ad spend for Sponsored Products
40%higher average order value
60%more subscription customers

Advertiser-provided data, United States, 2025.

The challenge.

Made for Locs is a founder-led brand making plant-based hair care for locs. Many shoppers with locs had never seen products made for their hair type, so the brand had to reach people who did not yet know to search for it.

It also needed to grow without losing money on every sale, and to earn the kind of trust that turns a first order into a regular customer.

What they did.

Sponsored Products · Sponsored Brands · Brand Store · Subscribe and Save offers

Showed up in the right searches: Sponsored Products put the brand in relevant shopping results first. Sponsored Brands followed, to tell the brand’s story and show the whole range at once.
Reviewed results every week: Keyword efficiency, click-through rate and conversion rate were checked weekly, targeting was refined, and the advertising cost of sale was watched closely so growth stayed profitable.
Sent shoppers to a Brand Store: Sponsored Brands ads pointed to the brand’s own Amazon storefront, where shoppers could see every product together instead of a single listing.
Turned ad data into products: The data showed that the shampoo, spray and gel were often bought together, so the brand launched curated bundles of them.
Promoted Subscribe and Save: Sponsored Products promoted Subscribe and Save with 5 to 10 percent off, turning one-time buyers into regular customers.

Why it worked.

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

Specific beats general: A product made for one hair type wins the searches that general brands only half answer. The ads found those shoppers quickly, which is how a 10x return came within six weeks.
Ads that informed the business: Ad reports are also customer research. Seeing what people bought together led to bundles, and bundles raised the value of every order.
Repeat buyers pay for the ads: A subscription customer keeps buying without another click. Paying once to win a customer who reorders is far cheaper than paying for every sale.
Discipline every week: Weekly reviews kept money moving away from searches that did not sell, so the return held as the spend grew.

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.

Win your exact searches: We find the searches only your product truly answers and make sure you own them before spending on broad terms.
Read the data like a buyer: Each month we look at what your customers buy together and search for, and bring you product, bundle and pricing ideas, not just bid changes.
Build in repeat orders: Subscribe and Save, bundles and follow-up offers are planned into the ads, so the first sale is not the last.
Back it up with email: Customers you win can keep hearing from you. Our email marketing team keeps the relationship going off Amazon.