Lab 916 brews fresh growth for Mayorga Coffee—re engineering every Amazon touchpoint, tightening inventory flow, and roasting ad spend to record efficiency. In six months, conversion rose 31 percentage points, Buy Box retention hit 97%, and sales grew 44% YoY.
Quick facts
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**Brand** |
Mayorga Coffee (Mayorga Organics) |
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**Industry** |
Organic, direct trade coffee |
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**HQ / Operations** |
Rockville, MD · in house roastery & 3PL |
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**Marketplace** |
Amazon.com (US) |
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**Engagement scope** |
Full creative refresh · listing variation rebuild · inventory/roasting sync · Amazon Ads |
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**Primary goals** |
Tell the direct trade story, fix variation chaos, keep beans fresh in FBA, scale ads profitably |
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**Headline results (6 mos.)** |
+31 pt CVR · 97% Buy Box share · −38% ACOS · +44% sales YoY |
The company
Mayorga sources USDA organic, specialty grade coffee through direct trade and roasts in small batches for freshness.
The challenge
Outdated• images, missing A+, stale storefront
Duplicate• ASINs and mismatched pack sizes splitting reviews
Freshness• risk from uneven roastery to FBA hand offs
Inefficient• ads on generic terms (26% ACOS)
The solution
Creative overhaul
4K• lifestyle shots with roast date call out, “Direct Trade • USDA Organic” badge A+• and Brand Story with origin map, farmer spotlights, carbon neutral roasting stats
Storefront:• flavor navigator and Roast to Order countdown timer (CTR +47% in tests)
Variation architecture & control
Merged• 22 duplicate ASINs into clear parent families
Locked• titles, bullets, images via Brand Registry (Buy Box 72% → 97%)
Roast to FBA workflow
Weekly• roastery + logistics + Lab 916 sync
Five• day transfer cadence; disabled automated restock dates Fresh• ship rate reached 96%
Precision Amazon Ads
Kick• off: exact match brand defense; negative “pods/k cups”
Harvest:• broad/phrase on brand queries; graduate winners at CVR > 12%
Scale:• SB Video vs. grocery brands (+62% CTR); SP product targeting on top organic SKUs; coupons tied to Subscribe & Save
The results (pre → 180 days)
Conversion• rate: 9.8% → 15.1% (+31 pts)
Buy• Box ownership: 72% → 97%
ACOS:• 26% → 16% (−38%)
TACOS:• 11.3% → 7.0%
Fresh• ship rate (<15 days off roast): 68% → 96%
Subscribe• & Save units: +185%
Which tools
Brand• Registry for catalog merges & content locks
Sponsored• Products, Sponsored Brands, Sponsored Display with CVR based bidding FBA• Restock and Business Reports for roast to warehouse cadence
Search• term and market share dashboards
