We gave new life to Milton’s Amazon strategy, driving sales across its family of products

Famous for their iconic Sterilising Fluid manufactured by John Milton in his London home during WW1, Milton is an established and respected brand worldwide. Many of its baby and hygiene-related products are household names, so the brand should have been a category leader on Amazon. But they were losing ground and sales to rival FMCG brands in a fiercely competitive marketplace.

Recognising the importance of Amazon as a key channel, they realised they needed expert guidance to rethink their strategy, so reached out to us.

Following a full audit of key Milton products and competitor brands, we began with a complete overhaul of their A+ content. All copy, from the product title to product descriptors, was transformed to highlight product USPs and showcase the brand’s unrivalled reputation and heritage. Keywords were then woven throughout to boost organic search, making sure Milton products stood out for shoppers.

Imagery was also refreshed to help make the content more engaging, and iconography introduced to highlight key product features or benefits.

Stronger content was then teamed with a more strategic Amazon marketing and PPC media plan using Amazon Sponsored Advertising to really drive sales. It was a powerful combination. In just six months, our Amazon agency completely transformed Milton’s Amazon performance and helped them achieve some incredible results:

Months 1-3


organic sales uplift in week one


Sales of a best-selling product up 523%


uplift in shipped revenue in month one

1 million

impressions generated in month one

Months 3-6

ACoS down


in 6 months

RoAS up


in 6 months


products awarded Amazon’s Choice Badge


product achieved number 1 best seller in its category

We’ve achieved a great deal in partnership with Milton over just six months. One stat in particular really stands out for us: every single one of the products we worked on reached the top 100 bestseller ranking on Amazon in their respective categories.

Text reads "Trusted by midwives and parents for 70 years"

Get In Touch

We’d love to show you how we can help your brand win on Amazon. To find out more, complete your details and we’ll be in touch.

    Aldwych House,
    71-91 Aldwych, London,
    WC2B 4HN
    United Kingdom


    +44 (0)203 923 4750