The Challenge Across Two Platforms
Mercer & Lane was managing both an Amazon FBA catalog and a growing Kindle Direct Publishing portfolio, but the two channels were operating without a shared strategy. Product listings were underperforming, keyword targeting was fragmented, and no systematic approach existed to connect discoverability efforts across physical and digital products.
The problem was compounded by the fact that each channel has its own ranking logic. FBA listings compete on product relevance, purchase intent signals, and conversion history. KDP titles are evaluated on metadata accuracy, category placement, and reader behavior. Without a team that understood both simultaneously, gains on one side often came at the expense of the other.
How We Approached the Work
Helion360 began with a full diagnostic of both channels — reviewing existing keyword coverage, title structures, backend metadata, and competitive positioning. We used Amazon's native research tools alongside Google Keyword Planner and additional third-party platforms to build a tiered keyword framework. Primary high-volume terms anchored each listing, while supporting long-tail keywords were layered in to capture more specific buyer intent.
For the FBA catalog, we rewrote product titles, restructured descriptive content, and optimized backend search fields to align with actual search behavior. For the KDP side, we applied the same research rigor to book titles, subtitles, descriptions, and category selections. Rather than treating these as separate projects, we identified keyword and audience overlaps that allowed both channels to reinforce each other.
What the Work Delivered
Once the updated strategy was deployed, FBA listings moved into stronger positions for several competitive keyword clusters. Page reads and unit sales on the KDP side increased within the first full reporting cycle, reflecting improved organic discoverability across Kindle's ecosystem.
Beyond the immediate ranking gains, the client received a documented keyword framework and updated listing copy they could apply to future launches without starting from scratch. The keyword analysis process we used was systematic and repeatable — built to scale as the catalog grows. Supporting materials, including a structured research report, were delivered as part of the engagement to give the client full visibility into the methodology behind each decision.
Working With Helion360
If you're managing multiple Amazon channels and struggling to build a go-to-market strategy that works across all of them, Helion360 is ready to step in. We've done this work before and we understand what it takes to build keyword frameworks that hold up in competitive, algorithm-driven environments. See how we've helped similar companies with multi-channel marketing operations and unified strategy and governance frameworks.