PNS Case Study Image

New-to-Brand Advertising Increases Amazon Subscribers by 168%

Ryan Faist

Ryan Faist, Channel Key

June 28, 2023

Pet ‘n Shape serves happiness to people and pets through a variety of all-natural treats and chews. Their mission began in 2005 when founder Ahdee Abramson sold dog treats out the back of his car to local Mom and Pop shops. Today, the company is one of the country’s leading dog treat suppliers, offering a wide catalog to satisfy every dog’s unique tastes and needs.

As demand grew, Pet ‘n Shape built a profitable subscription service on Amazon that offered savings to members. Under this model, the bottom of the funnel is motivating customers to join the Subscribe and Save program rather than make a single purchase. Pet ‘n Shape partnered with Channel Key to develop a marketplace strategy to grow and scale its Subscribe and Save business on Amazon.


  • Identify the Subscriber Funnel
    Narrow the target audience based on Amazon Retail Insights and Seller Central Fulfilled Shipment data
  • Improve Retail Readiness
    Revamp the Pet ‘n Shape Brand Store by performing a content audit and optimizing product listings
  • Drive High Quality Traffic
    Improve organic ranking by targeting high-traffic keywords and those not bid on by competitors
  • Increase New-to-Brand Conversions
    Target new-to-brand buyers through a combination of various marketing levers and metrics

Key Results

  • 168% year-over-year subscriber increase from Q1 2020 to 2021
  • 70% average conversion rate
  • 23% average quarterly growth in new-to-brand customers


An analysis of Pet ‘n Shape’s Amazon business revealed that subscription customers purchase 2.4 times more than non-subscribers. To increase new Subscribe and Save conversions, Channel Key focused on increasing visibility for new-to-brand customers.

After optimizing the Pet ‘n Shape Brand Store, Channel Key utilized Sponsored Brands, Sponsored Display, and DSP campaigns to drive and convert more traffic from new-to-brand customers. This improved Detail Page Views by 26% from Q1 2020 to 2021 and achieved an average conversion rate of 70%. New-to-brand orders from Sponsored Ads grew by 23% each quarter. Overall, Channel Key’s strategy increased YoY Subscribe and Save members by 168%.

Download the full Case Study as a PDF.


Mastering Amazon SEO Ebook Cover

Let us send you our free ebook

Mastering Amazon SEO: How to Rank on Page One of Amazon Search

Recent Posts

Collection of spoons and bowls with vitamins.

Account Management

How to Sell Vitamins, Minerals, and Supplements on Amazon

Read More
Amazon Pets landing page.

Account Management

How to Sell Pet Products on Amazon

Read More
Amazon boxes in a living room background.

Account Management

The Definitive Guide to Prime Day Marketing & Advertising

Read More
Amazon add to cart button.

Inventory & Orders

How to Maximize Sales with Amazon Virtual Product Bundles

Read More
Abstract logistics matrix with arrows and dots.

Account Management

Amazon FBA Fee Changes Clarified: How to Minimize Your Costs

Read More
Illustration of Amazon's new Coupons dashboard.

Account Management

Amazon’s New Coupons Dashboard Offers Better Targeting Capabilities

Read More
Collage of Prime Video original shows and movies.

Account Management

How to Set Up Amazon Prime Video Ads and Reach Millions of Viewers

Read More

Channel Key News

Channel Key Acquires True Hero

Read More
Small shopping cart on top of a laptop keyboard.

Account Management

The 2023 Holiday Shopping Season Recap: Top Takeaways for Ecommerce Brands

Read More

Copyright 2023 Channel Key, LLC. All Rights Reserved

Channel Key is excited to announce the acquisition of True Hero, a full-service Amazon marketing agency.