When Bakegroup came to TWENTY TWENTY, Sprinks had almost no presence on Amazon AU. Eighteen months on, Sprinks holds the number one Best Seller spot in Frosting, Icing & Decorations, and 36 of the top 50 products in the category.
The starting point
Bakegroup makes some of Australia’s most recognised baking brands, Sprinks among them. Strong products, a loyal following in physical retail, and close to zero traction on Amazon AU.
It is a familiar position. A brand with real demand, treating Amazon like a listing exercise rather than a sales channel. The catalogue was not built to be found, the content was not built to convert, and nothing owned the category ranking. Meanwhile shoppers searching “sprinkles”, “food colouring”, and “edible glitter” were landing on competitors.
The brief was simple to state and hard to deliver: build Sprinks on Amazon AU properly, from setup to category leadership.
What we did
We ran the account through our four-step method: Discover, Build, Grow, Measure.
Discover
We audited the Frosting, Icing & Decorations category end to end. Where the search demand sat, which sub-segments were winnable, where competitors were strong, and where Sprinks had a right to lead. That mapping set the priority order for the range, so effort went where the volume and the margin were.
Build
Full store setup, then listings, content, and A+ across the range. Titles and backend search terms written for how bakers actually search, imagery built to convert on mobile, and A+ that carried the Sprinks brand rather than a generic template. Every product built to be found and to sell, not just to exist.
Grow
Retail media did the heavy lifting. Sponsored Ads to capture demand at the point of search, DSP to build reach and defend share, and promotions timed to the category’s peak baking moments. Reviews and rating velocity built alongside, because on Amazon ranking and social proof feed each other.
Measure
Category rank was the scoreboard. Not vanity impressions, not a dashboard nobody reads, but the position of each product against the whole category, tracked and acted on every week.
The result
Sprinks now sits at the top of Frosting, Icing & Decorations on Amazon AU. As the Best Sellers list stands today, Sprinks holds:
- #1 in the category
- 6 of the top 10 Best Sellers
- 15 of the top 20
- 36 of the top 50
That is not one hero product carrying a brand. It is depth. Lustre dust at number one, then sprinkles, gel food colouring, buttercream, flavours, edible glitter, cachous, pearls, and icing decorations ranking across the whole list. When a shopper browses the category, they are browsing a shelf that Sprinks owns.
Why it matters
Amazon rewards brands that treat it as a channel, not a shopfront. Ranking compounds. A well-built, well-supported listing climbs, and once it leads, it keeps leading, because visibility drives sales and sales defend visibility. Get the setup and the retail media right, and the category starts to tilt in your favour.
Sprinks did not get there with a single tactic. It got there with strategy, build quality, and retail media working together, run by specialists, and measured on the one metric that counts: where you sit in the category.
Eighteen months, from a standing start to category leader.
TWENTY TWENTY is Australia’s specialist Amazon and marketplace agency and a Preferred Amazon Solutions and Ads Partner.
Be seen on Amazon. Grow your bottom line.
If your category has a leader and it is not you, that is the gap we close. Talk to TWENTY TWENTY.