Case Study
Kevin Murphy launches on Amazon Australia and grows revenue by 141% with Pattern
Kevin Murphy launched on Amazon Australia in November 2025, coinciding with BFCM, the highest traffic period of the year on the platform.
Pattern prepared the brand for maximum impact from day one – the combination of a clean launch, strong content, and a well-timed sale allowed the brand to build sales velocity and algorithmic momentum quickly, establishing a high-performance baseline.
Four months in, and the brand not only held that baseline but grew significantly across every key metric.
Partner
Since November 2025
Website
Region
Australia
Category
Amazon – Haircare
Key Challenges
- Kevin Murphy had no managed Amazon presence and, without a holistic platform specific strategy, existing brand demand went unaddressed while competitors dominated key category search terms.
- Without an optimised storefront, established listings, or active brand management on platform, the brand had no consistent presence to capture demand from shoppers already searching for Kevin Murphy.
- Unauthorised resellers created pricing inconsistencies on Amazon AU, undercutting RRP and eroding perceived brand value. This is a critical risk for any premium haircare brand.
- Without an advertising strategy on Amazon Australia, the brand was starting from zero on paid visibility in a competitive hair care category.
PATTERN
Our Approach
- Catalogue and Content Build
Pattern enhanced Kevin Murphy’s entire Amazon Australia presence before the brand went live. This included optimising product titles, bullet points, descriptions, and backend search terms from keyword research across search volume, brand voice, and category trends.
The brand had no A+ Content prior to launch, so Pattern adapted globally developed modules for the local market, enabling richer product storytelling directly on the page.
A dedicated Amazon AU Brand Storefront was built, establishing Kevin Murphy’s first owned, shoppable presence on the platform and creating a new brand-led discovery channel for Australian consumers.
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Full funnel advertising strategy
Pattern built a full-funnel ad structure across brand defence, generic category awareness, competitor conquesting, and discovery.
The majority of spend went to generic hair care search terms rather than branded ones, competing directly against established players for shoppers still deciding what to buy. Budget was concentrated in placements with the strongest conversion data, and the campaign mix was reviewed and tightened weekly.
By the end of Q1, 80% of ad sales were coming from shoppers buying Kevin Murphy for the first time.
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Buy Box and availability management
Pattern implemented weekly Buy Box analysis and active suppression monitoring from launch to protect revenue from off-platform discounting and unauthorised seller activity, which was undermining Buy Box ownership from the outset.
Inventory health was managed throughout to keep products available and in a position to convert the demand the ads were building.
Over a quarter, Buy Box improved from 65% to 91%, and in-stock rate held consistently at 97.5%.
Results
Kevin Murphy grew revenue, units, selling price, and order value simultaneously across its first four months on the platform.
The March 2026 result, against a BFCM-boosted comparison with most of the month at standard pricing, is the clearest sign the strategy was built to compound, not just convert.
Key Metrics:
- ASP Average Order Value (AOV) +8.4% QoQ
- In-stock rate maintained at 97.5%
- Buy Box improved from 65% to 91% over a quarter
- Ad sales +261% QoQ
+141%
increase in revenue QoQ
+115%
increase in units sold QoQ
+282%
increase in paid impressions QoQ
+289%
increase in paid traffic (clicks) QoQ
“Working with Pattern AU has been a great experience. Their marketplace expertise helped us launch strongly and build real momentum from day one.”
– George Leighton, Head of Retail (Consumer), Ozdare/Kevin.Murphy
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