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About Beck’s Broth
Beck’s Broth is a Canadian organic bone broth-based drinks brand, available in rich and delicious flavours including hot chocolate, instant coffee and creamy matcha.
Beck’s Broth first launched on Amazon Canada in November 2024 after partners Beckie Prime and Domenique Mastronardi won Beacon’s inaugural Shine on Amazon contest.
“Everything is going really well for them,” said Beacon Commerce founder Don Thompson.
“Beck and Dom are getting great exposure for their brand on Amazon, from both a sales and marketing perspective. It’s a winning omnichannel strategy that will power their growth in 2025 and beyond.”
Sector: Grocery
- 10.5x ROAS (Return on Ad Spend)
- Expanded to Amazon U.S. marketplace early 2025
- Introduced new product configurations designed for Amazon
Beacon Services
- PPC advertising
- Full account management
- Product strategy
The Strategy: Leverage the Beck’s Broth community to build ranking on Amazon
Beck’s Broth came out of the gate on Amazon Canada with an ad strategy aimed at the brand’s existing loyal customer base.
“The idea was to try to attract their great community to build up the hype and the ranking on Amazon,” says Dajana Pavlovic, Beacon’s brand manager working with the Beck’s Broth team.
“We wanted to set the foundation for their products to be on the first page for the brand name and for keywords that we knew Beck’s Broth fans would be searching for, like bone broth chocolate and bone broth hot chocolate.”
Graphic design and copywriting for the Beck’s Broth Amazon store and product listing pages also set the stage for success.
“Beacon Commerce organized our store in such a beautiful way,” Beck says. “They took our assets, they took our vibe and made us look incredible. The process has been awesome.”
Learn more about the Beck’s Broth launch strategy.
Unique product configurations tailored for Amazon
The Beck’s Broth game plan also features a unique five-pack product configuration, recommended by Don to optimize for Amazon’s fee structure and with a price point that would appeal to Amazon shoppers.
The strategy drove ad performance to a return on ad spend (ROAS) of more than $10 for every dollar spent on ads.
Sales jumped up quickly during December’s gifting season, and January likewise saw an uptick with health-conscious customers.
Sales continue to gain momentum with the recent launch of a sweet three-pack variety sampler with a whisk that serves as an introduction to the brand.
Lessons learned along the way
One early challenge emerged in the holiday shopping season: damage to the products’ cardboard packaging during Amazon delivery, potentially hurting the customer experience.
In response, Beck’s Broth team quickly made a sturdier outside box that the product is now shipping in, Dajana said. “They’ve been super responsive with any suggestions that we make, and that’s just going to improve the Amazon experience overall.”
Keyword and ad strategy continues to evolve
Keyword strategy for Beck’s Broth requires a creative, experimental approach as the brand straddles categories, melding bone broth with favourite comfort drinks.
“It’s difficult to categorize them and to compare them to other products, because they are pretty much in their own lane,” Dajana observes.
After a few months getting established on the platform, ad strategy is now shifting beyond the existing fan base to new customers who are not familiar with the brand.
“The goal is to attract new customers, get a lot of curious clicks, convert them with our content and have them make a purchase,” Dajana explains.
As a result, ROAS softens in the short term but with an important upside: the data being collected provides essential insights on broader search terms for future optimization.
Steadily increasing market share
The investment is steadily earning market share across the bone broth, collagen protein, protein specialty drinks and latte powder mix categories.
“We launched on Amazon in November [2024] and right now, Amazon makes up about 10% of our overall business, and it’s growing every single month … it’s one of our fastest growing channels,” Dom said. “It’s been really wild to see that statistic after less than six months and it feels like we don’t have to do anything for this other than when the Beacon team reminds us when we’re low on inventory.”
Eyes on brand performance
As the Beacon brand manager, Dajana continually monitors progress, troubleshoots any issues and seeks creative ways to boost the outcomes.
“I look at my accounts every single day to make sure things are turned on and everything is functioning, inventory is being received, and their sales are coming through, the numbers look good.”
“Once a week I do a deeper dive, looking at any new creative, adjusting creative for ads, and trying to find ways to spark more engagement.”
Once a month, she meets with the Beck’s Broth team to go over their report, answer any questions and recommend next steps, like the “subscribe and save” option now available for their products.
“From an operational and financial perspective, Beacon really lays out all the numbers for us,” said Dom.
“We had heard from other brands that Amazon has a lot of scary numbers for chargebacks and returns and things like that, but Don laid it all out for us and just made it so easy for us to quickly set it up. It’s been great.”
Capitalizing on “Made in Canada” demand
The strategy for the brand’s launch on Amazon U.S. takes into account the constantly fluctuating tariff situation, from pricing to building overall resilience into the business.
The issue also created a surprising positive tailwind: skyrocketing search volume for Made in Canada keywords, which is being capitalized on using imagery (a Made in Canada tag on the main product images) and keywords in product titles.
The availability of the brand on Amazon has also been a huge plus, Beck notes:
“Whenever I tell customers that they can shop Beck’s Broth on Amazon, their eyes light up. They’re like, “no way?!” It truly does excite everybody that we tell and it just makes it easy for them. We get a message a week later, saying, ‘Hey, I met you at the trade show. I bought you on Amazon this week.’ And it’s the coolest thing.”
What’s next for Beck’s Broth?
Since launching in 2021, Beck’s Broth has grown to a team of five women. In addition to Amazon, their omnichannel strategy includes selling on their own website, and through a network of 250 retailers (and counting!) and e-commerce partners. And they’ve signed on with Beacon through 2026 to continue their momentum on Amazon.
“Beck’s Broth has so much going for them,” Dajana says. “They have a great brand vision, and Beck and Dom have great personalities that shine through on social media. They’re very transparent, and I think the customer really appreciates that sort of connection, honesty and excitement with the brand.”
Thank you Don Thompson and the whole team at Beacon for making this possible! 🤎 Amazon is a BEAST and we just couldn't be more grateful to have you on our team.