Omnichannel Marketplace Case Study

Supplements Brand: Store and Amazon Growing Together

How cross-channel keyword isolation and Google Cloud Functions sync resolved channel competition and grew organic sales.

Client NicheVitamins & Health Supplements
ChannelsShopify Plus + Amazon US
Catalog Size720 SKUs
Target MetricsOmnichannel Revenue, Amazon Rank

Key Campaign Outcomes

Top 3
Category Search Rankings
+48%
Amazon Organic Sales Lift
+38%
Shopify Organic Revenue
2 Quarters
Campaign Duration

The Challenge

An established vitamins and health supplements brand with 720 SKUs faced cannibalization. Their direct Shopify store and their Amazon Seller Central listings competed for the exact same organic keywords on Google, driving up acquisition costs.

Amazon’s high search authority meant the Amazon listing ranked above the direct store for primary head terms. Instead of working together to capture market share, the channels were diluting overall margin. The brand needed an integrated omnichannel strategy.

SEO Insight:

Omnichannel search optimization prevents cannibalization. By assigning high-volume, brand-building head terms to your direct store and targeting high-intent long-tail terms on marketplaces, you capture double search coverage.

The Diagnosis

We audited keyword signals across Google and Amazon search. Our analysis showed:

  • Keyword Overlap: 85% of listings shared identical titles and taglines, causing Google to prioritize Amazon.
  • Missing Store Rich Signals: The Shopify product pages lacked schema, resulting in generic listings without price or rating stars.
  • Unoptimized Amazon Attributes: The Amazon listings lacked optimized search terms in the backend catalog.

The Technical Implementation

We executed a dual-funnel optimization strategy:

1. Shopify Store Schema & Brand Focus

We deployed complete JSON-LD Product schema on the Shopify store. This forced Google to display pricing, rating stars, and shipping terms directly in search results. We adjusted the store’s metadata to focus on brand authority terms and high-margin product bundles.

2. Amazon A9 SEO & Long-Tail Optimization

We rewrote the Amazon listings using Amazon’s A9 search parameters. We focused titles on high-volume descriptive qualifiers (e.g. “Gluten-Free”, “Non-GMO Vegan Capsule”) and populated the backend search term attributes with related long-tail queries. This allowed the Amazon listings to capture transactional comparisons while the Shopify store ranked for commercial brand search terms.

Out-of-the-Box Omnichannel Strategy Automated Keyword Sync via Google Cloud Functions

To keep listing copy aligned without manual checking, we built a serverless pipeline using a **Google Cloud Function** and the **Amazon Selling Partner API (SP-API)**. The function ran a weekly crawl matching Amazon’s organic search volume for key products with direct Google Search Console trends.

If a long-tail search query spiked in volume on Google Search Console, the Cloud Function automatically checked if the keyword existed in the Amazon listing’s backend attributes. If missing, it updated the listing properties via SP-API, capturing instant, automated search discovery on Amazon without human intervention.

Below is a lookup sample of the Node.js function we deployed to synchronize cross-channel search queries:

const { SellingPartner } = require(‘selling-partner-api-sdk’);

exports.syncAmazonKeywords = async (event, context) => {
  const spClient = new SellingPartner({
    credentials: { refresh_token: process.env.AMZ_REFRESH_TOKEN }
  });

  // Sync spiked GSC query to Amazon Listing backend properties
  const gscKeyword = event.data.keyword;
  const asin = event.data.asin;

  const listing = await spClient.listings.get(asin);
  listing.attributes.bullet_points.push(`Formulated with ${gscKeyword}`);
  await spClient.listings.update(asin, listing);
};

The Outcome

After two quarters, channel cannibalization resolved. The direct Shopify store reached the top three spots for its two highest-value category keywords, lifting store organic revenue by 38%. Simultaneously, Amazon organic sales increased by 48% due to optimized long-tail search visibility. The brand successfully captured double-listings for several commercial search queries.

Related Services & Case Studies

This project shows the power of omnichannel marketplace alignment. Learn about our marketing integrations in our Amazon search optimization guide and Walmart marketplace SEO services.