The Data Hygiene Advantage: How a Beauty Retailer Boosted Amazon Conversions by 22% in 45 Days

A beauty retail data hygiene case study

Context: The Performance Paradox

A leading beauty brand selling skincare products on Amazon faced a common puzzle: traffic was healthy, reviews were strong, and pricing was competitive, yet performance was wildly inconsistent across its catalog. Promotions offered temporary lifts, but sustained growth remained elusive.

The root cause wasn't demand or competition. It was Amazon Data Hygiene.

The Two Core Data Hygiene Problems

The Datahut Audit & Action Plan

The optimization strategy was surgical, targeting only the identified data gaps. No pricing changes, no creative overhaul, and no increase in ad spend were required.

Phase 1: Attribute Completeness Benchmarking

• Benchmarked every SKU against the category's top-performing listings.

• Identified and standardized missing, high-impact attributes vital for discoverability and trust.

Phase 2: Review-to-Content Gap Analysis

• Analyzed recurring themes, anxieties, and confusion points from hundreds of customer reviews.

• Mapped these customer concerns to product content, highlighting where the listings failed to address objections before purchase.

Actions Taken

• The customer picked 10 SKU's for a trial to measure the impact

• They Standardized and completed all high-impact attributes across these SKU's.

• Updated Titles, Bullets, and Descriptions to directly address customer concerns (e.g., "Is this suitable for daily use?").

• Improved FAQs using insights directly from review data for real-world clarity.

• Ensured consistent messaging across product variants.

Results: Growth Within 45 Days

Implementing the data hygiene fixes delivered rapid, measurable, and sustained growth:

• 22% Increase in Conversion Rates across cleaned listings.

• 82% Improvement in average keyword position across tracked terms.

• More stable rankings for previously volatile SKUs.

• Increased eligibility for AI-driven product discovery (e.g., ChatGPT-style shopping queries).

The key insight: Growth became consistent instead of episodic.

What We Learned: The Clarity-to-Ranking Link

The case study reinforced a vital principle: Ranking improvements don't just come from ads or pricing—they come from clarity and confidence.

 Key Takeaway

In the beauty category, customers don't just buy ingredients; they buy clarity, reassurance, and confidence. Data hygiene is not a maintenance task—it is the foundation that makes every other growth lever (ads, promotions) work better.

Next Step

Are you struggling with inconsistent Amazon growth? We can help you uncover hidden data hygiene issues that are costing you conversions and rankings. Get in touch with Datahut today or Take a Free Data Hygiene Audit