When most sunscreen sales cool down with the weather, Coral Safe did the opposite. In December 2024 the reef safe brand logged its highest monthly revenue ever, eclipsing every previous summer peak and officially making winter its busiest season. For companies that have written off their “slow months” as unavoidable, Coral Safe offers proof that seasonality can be rewritten.
Below is a play by play of the creative overhaul, data driven advertising, and operational fine tuning that turned a warm weather niche into a steady Amazon growth engine.
Key Takeaways:
- Seasonality can be reversed—speak to unmet off-season intent with tailored creative and ads.
- Clear reef safe branding lifts click throughs by signaling eco values in a split second.
- Placement level PPC data exposes hidden efficiencies that campaign averages disguise.
- Reliable Prime inventory fuels momentum, converting one time vacation buyers into repeat purchasers.
Background & Early Hurdles
Launched on Amazon in 2020 as MexiTan, the company entered an overcrowded SPF aisle with a genuinely reef friendly formula but modest visibility. Reviews were positive, yet sales still followed the classic boom and bust pattern tied to school breaks and beach weather. The founders realized that to secure year round loyalty, they needed three ingredients: a message that echoed eco values instantly, traffic that reached new shoppers cost efficiently, and inventory that never let Prime run out of stock.
How the Turnaround Happened
A Name & Image That Speak for Themselves
- From MexiTan to Coral Safe: The new name put “reef-friendly” front and center, eliminating confusion and aligning with shoppers who actively search for ocean safe ingredients.
- Lifestyle visuals: Updated photos show families applying SPF on spring hikes and divers swimming above vibrant coral, underscoring all season use and environmental benefit.
- Packaging Clarity: Labels now proclaim “Reef Friendly • Oxybenzone Free,” removing guesswork for mobile shoppers skimming thumbnails.
The result: a listing that resonates immediately, priming visitors for conversion the moment they arrive.
Ads That Found Winter Intent
Amazon Brand Analytics revealed an overlooked search phrase nine times larger than Coral Safe’s previous top keyword. Budget shifted to this term and its close variants, accompanied by aggressive top of search bid multipliers to secure premium real estate. Because the landing page already echoed “reef safe” language, clickthrough and conversion rates rose in tandem, stretching every ad dollar further.
Kapoq Powered Precision
Once the keyword focus delivered scale, the team chased efficiency. Kapoq surfaced performance by placement data that Amazon’s native dashboard doesn’t show. It turned out that top of search placements converted decisively among eco-conscious parents, while product page ads lagged. Bids were trimmed where margins thinned and increased where profitability held, all backed by zero guesswork metrics.
Inventory: The Silent Growth Driver
Marketing gained nothing if “Currently Unavailable” greeted shoppers. By mapping lead times, sell through velocity, and travel season spikes, Coral Safe padded FBA buffers ahead of spring break and winter vacations. Late shipment complaints, once a leading cause of returns, plummeted, and consistent Prime delivery nurtured Subscribe & Save enrollments that smoothed revenue curves.
Results That Shifted the Sales Calendar
- Winter overtakes summer. December 2024’s revenue outperformed every prior warm season peak, and January 2025 sustained the trend, confirming it wasn’t a holiday blip.
- Healthy margins. Smart ACOS management kept profit intact while volume climbed, shoring up resources for further brand expansion.
- Broader audience. The customer base now extends beyond vacation travelers to everyday ecofriendly minded shoppers and dermatology clinics seeking reef-safe alternatives.
A Word from the Founder
“Working with Amazing Ads has been a game changer for Coral Safe. Their strategic approach to PPC, combined with the advanced data insights provided by Kapoq, allowed us to elevate our brand from a seasonal player to a year round bestseller. By optimizing inventory and refining our ad strategy, Amazing Ads helped us achieve record breaking growth, even during off peak seasons. Their ability to make data driven decisions, implement precise bid adjustments, and align our goals with clear performance metrics has been invaluable. We’re excited to continue scaling with them as a trusted partner.” — Mike Nunez, CEO, Coral Safe.
What Seasonal Brands Can Do Next
- Audit your name and imagery. If your target benefit isn’t clear at a glance, consider a refresh. Coral Safe’s new identity performed half the persuasion job before a single ad click.
- Mine search data ruthlessly. One underutilized keyword ignited Coral Safe’s growth; your category likely hides similar gems.
- Demand placement granularity. Tools like Kapoq reveal profitable pockets most dashboards mask. Bid accordingly.
- Treat inventory as marketing. Stock outs kill conversion and ad quality scores. Buffer stock proportional to lead time, not just season.
- Speak to off season needs. Coral Safe’s winter campaigns highlighted mountain sports, indoor pools, and holiday travel—all SPF moments hiding in plain sight.
Brands that follow these steps may find that their “off months” are simply underserved demand periods waiting for the right message and availability.
Ready to reshape your own demand curve?
Talk with the Amazing Ads Amazon Growth Team and explore how data led advertising, bold creative, and operational rigor can uncap year-round growth.