Reynolds Consumer Products
Their Story
Reynolds Consumer Products is a leading provider of household goods, with a portfolio of well-known brands including Reynolds Wrap, Hefty, Reynolds Kitchens, and more—trusted by consumers for everyday essentials.
The Challenge
As competition intensified across Amazon, securing high-visibility placements became more critical—and more expensive.
For the Hefty brand, the goal was to:
- Increase sales while maintaining efficiency
- Balance paid and organic strategies
- Strengthen brand presence directly on the digital shelf
To do this, they needed a smarter way to:
- Use real customer feedback in messaging
- Allocate budget toward high-performing ads
- Win auctions without wasting spend
The Insights
- High-impact keywords were not fully leveraged across product detail pages
- Customer reviews and questions revealed powerful messaging opportunities
- Mobile search behavior made “above-the-fold” dominance critical
- Not all ad placements delivered equal return, requiring ongoing testing and optimization
The Strategy
Rise developed a full-funnel Amazon strategy focused on aligning keyword intelligence, customer insights, and media investment to maximize visibility and conversion.
The Solution
Optimizing Organic Performance & UX
- Built a keyword prioritization matrix using search volume and ad ROI
- Optimized PDP titles, bullets, and imagery for both Amazon SEO and user experience
- Incorporated real customer language from reviews and Q&A to address pain points and highlight differentiators
Enhancing the Brand Story
- Leveraged A+ content to bring Hefty’s voice to life
- Integrated customer-driven insights into visuals and messaging
- Reinforced key product benefits as users scrolled deeper into PDPs
Dominating the Digital Shelf
- Combined Sponsored Brands and Sponsored Products to maximize visibility
- Focused on high-intent keywords to “own the first glance” in search results
- Dynamically adjusted bids and budgets to maintain top-of-page presence
- Prioritized mobile-first visibility where organic listings appear below the fold
Continuous Creative Optimization
- Ran ongoing A/B tests across A+ content and ad formats
- Paused underperforming creative to reduce wasted spend
- Scaled top-performing messaging to drive stronger engagement and conversions
The Results
By aligning keyword strategy, customer insights, and paid media, Hefty strengthened both organic and paid visibility across Amazon. The brand successfully increased its presence on the digital shelf, capturing high-intent traffic while maintaining efficiency—resulting in stronger engagement, improved conversion performance, and sustained competitive advantage.
