All Case Studies
Keratine Professional on Amazon.in at a glance
The brand, the marketplace and the scope of Dcrayon's work.
| Item | Detail |
|---|---|
| Brand | Keratine Professional, New Delhi hair care |
| Range | Keratin shampoos, masks, serums, Nano Plastia and post-treatment kits |
| Marketplace | Amazon.in, Beauty department |
| Our scope | Listings, A+ Content, keyword indexing, Sponsored Products, deals |
| Tools | Amazon Seller Central, Amazon Ads, Dcrayon's in-house Amazon Ads platform |
Challenge
Keratine Professional sells keratin shampoos, hair masks, serums and repair kits through its brand store on Amazon India. Dcrayon manages the account's listings, content and advertising.
A keratin hair care range on a crowded Amazon shelf
Keratine Professional is a New Delhi hair care brand. Its Amazon range covers sulphate-free smoothening shampoos, repair masks for chemically treated hair, shine serums, Nano Plastia repair sets and post-treatment shampoo and conditioner kits for people who have had a salon keratin treatment. Much of the range is sold as combos of two or three products, so one shopper question, such as what to use after a keratin treatment, can lead to several similar listings from the same brand. The products sit in Amazon's Beauty department, mostly under Shampoos and Hair Masks and Packs. Our scope is Amazon account management: listing copy, A+ Content, keyword research and indexing, Sponsored Products, and deals and promotions.
The brand name sits next to a generic ingredient word
"Keratin" is an ingredient that dozens of hair care brands put in their titles, and the brand's name is one letter away from it. When we searched Amazon.in for "keratine professional" on 13 October 2026, the results page mixed the brand's own combos with keratin shampoos and masks from other brands, sponsored listings from competitors and a keratin mask from a large national brand. A shopper looking for this brand has to pick it out from products that sound alike, which makes clear product naming and keyword relevance more important here than for a brand with a distinctive name.
A combo-heavy catalogue splits spend and attention
When three or four combos target the same keratin searches, advertising spend spreads thinly across them and a shopper sees near-duplicates side by side. Without a deliberate structure, the brand ends up bidding against itself for the same search and learning little about which product actually converts.
Listings, A+ Content, indexing and advertising were each under-performing
Dcrayon's starting assessment of the account, set down in our project record, was that the listings, the A+ Content, keyword indexing and the advertising were all short of what the range could support, and that the brand was not reaching the upper ranks of its categories. Each of those has a direct effect on the others: a listing that is not indexed for a term cannot appear for it in organic results, and advertising sends shoppers to pages that then have to do the convincing.
What held Keratine Professional back on Amazon
The issues described above, who they affected and what they cost.
| Issue | Who it affected | Business impact |
|---|---|---|
| Brand name close to a generic ingredient | Shoppers searching for the brand | Brand listings mixed with look-alike products |
| Several combos on the same searches | Advertising budget | Spend split and the brand bidding against itself |
| Listings, A+ and indexing under-performing | Shoppers comparing keratin products | Fewer listings shown and chosen than the range could support |
Solution
Starting from the listings that already sold
The work started from the sales data rather than the ad account. Dcrayon's in-house Amazon platform reads the seller account through Amazon's Selling Partner API, the programming interface Amazon provides for seller data, and ranks listings by revenue, so the first rounds of listing and advertising work went to the ASINs (Amazon Standard Identification Numbers, Amazon's identifier for each listing) that already carried the account. At the top of that list sat the Nano Plastia shampoo and mask repair combos, the repair mask for chemically treated hair and the keratin shampoo, serum and mask kit. Starting there kept the early changes close to demand the brand had already earned.
Rewriting Keratine Professional's titles, bullets and A+ Content
The listing overhaul reworked titles, bullet points and descriptions for clarity and shopper trust. A title has to tell someone scrolling a crowded results page what the product is, and the bullets carry the detail that helps them decide; Amazon's own listing guide allows up to five. The live titles, checked on 13 October 2026, lead with the product type, the hair concern and the pack size, for example a sulphate-free smoothening shampoo and repair mask combo that names "dry, damaged, frizzy hair" and "500ml each" in the title.
A+ Content is the section of enhanced images, comparison charts and brand text that sits below the main listing, and Amazon makes it available to brands enrolled in Brand Registry. For a combo-heavy range it gives room to show how the shampoos, masks and serums relate to each other, which five bullets cannot do on their own. All five Keratine Professional listings we checked on 13 October 2026 carry A+ modules.
Keyword research looks for the keratin and smoothening terms shoppers actually type, and indexing is the follow-up check that Amazon returns a listing for each term it targets. The exact-match keyword list used in the advertising below was built from keratin terms that had already produced orders for the brand. Our explainer on A+ Content and what it costs covers the modules and the Brand Registry requirement in more detail.
Rebuilding the smoothening combo's campaigns in March 2026
Sponsored Products are cost-per-click ads that appear in search results and on product detail pages. In March 2026 the campaigns for the sulphate-free smoothening shampoo and repair mask combo were rebuilt as three separate campaigns: an automatic campaign, where Amazon chooses the searches to match against the listing, a broad-match campaign for related phrasing, and an exact-match campaign for precise terms. Splitting them this way shows which kind of search actually produces orders, instead of mixing discovery and proven terms in one budget.
The exact-match plan in our platform groups high-intent terms such as "keratin hair mask", "keratin smoothening shampoo", "keratin serum for dry frizzy hair" and "keratin protein treatment for hair", keeps broader phrases such as "keratin hair care" in their own campaign, and adds negative keywords across campaigns so that one search does not trigger two of the brand's own ads. That last step is what stops the combos from bidding against each other.
The platform's rules then adjust bids and budgets at set intervals, within fixed limits. They will not lower a bid or a budget on a keyword or campaign younger than 21 days, and the negative-keyword rule leaves a campaign alone for its first week, so new campaigns collect enough data before they are judged. The platform also alerts the account team when Amazon's hourly advertising data stops arriving or when a campaign's impressions fall sharply, so a data gap is noticed before rules act on stale numbers. Our guide to Amazon PPC and TACoS management explains how we weigh advertising spend against total sales rather than ad sales alone.
Deals, category rank and the measures we keep apart
Deals, promotions and seasonal campaigns were used on selected listings to lift conversion, because a higher sales rate is also what moves a listing's category ranking. Best Sellers Rank (BSR) is Amazon's sales-based ranking within a category, which Amazon describes as based on sales and updated frequently. It is a different measure from a listing's organic position for a keyword and from where a Sponsored Products ad appears, so we report each one in its own column. All of this sits within our Amazon account management service.
Smoothening combo campaign rebuild, March 2026
The advertising structure now running on the brand's best-selling combo.
| Outcome | What changed | Status |
|---|---|---|
| Automatic campaign | Amazon matches searches to the listing for discovery | Delivered |
| Broad-match campaign | Related phrasing such as keratin hair care kept separate | Delivered |
| Exact-match campaign | High-intent keratin terms with their own bids | Delivered |
| Cross-campaign negatives | One search no longer triggers two of the brand's ads | Delivered |
| Guard rules | No bid or budget cuts in a campaign's first 21 days | Delivered |
Results
What is in place on Keratine Professional's account
On Amazon.in today, the brand's lead listings name the product type, the hair concern and the pack size in their titles and carry A+ Content. Its best-selling combo runs on separate automatic, broad and exact campaigns with negative keywords that keep the brand's own combos from competing for the same search, and every automated bid and budget change passes through the platform's guard rules and alerts. Sales figures for this account are not published.
Keratine Professional BSR reference points, 13 October 2026
Best Sellers Rank for three lead listings on one day, with organic and sponsored kept in their own columns.
| Date | Keyword and ASIN | Organic | Sponsored | BSR |
|---|---|---|---|---|
| 13 Oct 2026 | No keyword, smoothening shampoo and mask combo (B093Y6NRTY) | Not tracked | Not tracked | 266 in Shampoos |
| 13 Oct 2026 | No keyword, keratin shampoo, serum and mask kit (B096KPLVVD) | Not tracked | Not tracked | 453 in Shampoos |
| 13 Oct 2026 | No keyword, repair mask for chemically treated hair (B089ZK7P3G) | Not tracked | Not tracked | 153 in Hair Masks and Packs |
Key takeaways
What a near-generic brand name teaches about Amazon
For a brand whose name sits one letter from a common ingredient, the first job on Amazon is relevance: making each listing say clearly what it is, who it is for and how it differs from the brand's other products. Advertising works on top of that base. Splitting campaigns by match type and using negative keywords across them matters most for a combo-heavy range, where the easiest money to waste is the brand bidding against itself.
Keratine Professional's own website is covered in a separate case study on the Keratine hair care storefront build, and the Proven Water case study shows a full account audit and bidding reset on a different category.
To review your own Amazon listings and campaigns, talk to our marketplace team.
CategoryEcommerce