155% Revenue Increase in Just 30 Days

Category: Exotic Costumes

Brand overview

Forplay is a Los Angeles-based fashion powerhouse with a legacy of more than 30 years. Known for its bold lingerie, clubwear, swimwear, and costumes, the brand has built a reputation for setting trends and delivering high-quality, fashion-forward designs. With a strong U.S. and international following, Forplay has long been a trusted name for customers looking for confidence and style in every piece.

The brand entered the Amazon marketplace years ago, recognizing the platform’s potential to expand its reach. However, competing in the fast-paced world of fashion on Amazon required more than product uploads, it demanded structured Amazon account management, strategic advertising, and ongoing optimization. Forplay partnered with eStore Factory, and over the years, we’ve worked closely together to scale their presence, sharpen their catalog strategy, and ensure the brand continues to thrive in a highly competitive space.

Challenge

Forplay’s catalog is heavily seasonal, with exotic costumes, lingerie, and partywear driving the majority of sales. Naturally, their biggest months are September and October, when Halloween and fall events fuel demand. However, outside of this peak season, the brand struggled with lower sales and reduced visibility, leaving much of the year underutilized.

The challenge was clear: how do we take a brand that thrives during two blockbuster months and build momentum across the rest of the year? This meant rethinking catalog strategy, diversifying advertising efforts, and ensuring that Forplay’s core lingerie and fashion-forward pieces could generate consistent sales even when costumes weren’t in demand. 

Approach

• Expanded advertising coverage to include underutilized SKUs that had strong organic sales but weren’t being promoted.

• Ran seasonal campaigns early (August onwards) to capture costume traffic before peak months, while keeping lingerie and swimwear active to balance sales year-round.

• Segmented campaigns by product category (costumes, lingerie, clubwear, swimwear) so we could allocate budgets based on seasonality and performance.

• Leveraged Sponsored Brand Video and Sponsored Display to highlight Forplay’s strong lifestyle appeal and capture new audiences.

• Built defensive campaigns to protect Forplay’s branded keywords from competitor conquesting, especially during peak season.

• Focused inventory planning and advertising sync for September-October to maximize visibility without overspending in low-demand months.

Achievement

Before (July 2025)

Total sales: $23,498.92
Organic sales: $13,022
PPC sales: $10,476
ACoS: 33.06%

After (August 2025)

Total sales: $59,941.45
Organic sales: 38,387
PPC sales: $21,554
ACoS: 14.34%

Within just one month, Forplay’s sales more than doubled while ACoS dropped by over 18 percentage points. By strategically expanding advertising coverage, preparing for seasonality ahead of time, and balancing PPC with organic visibility, we achieved not just higher peak-season sales but also a stronger year-round foundation.