I just published a new YouTube video with CC Salzman, founder of Hydra Pop, a hydration brand built around clean ingredients, functional benefits, and simple formulations for everyday performance and recovery.

This episode is a podcast-style collaboration with Amazon Ads, and we break down exactly how her team used Amazon Ads intentionally to grow visibility, test positioning, improve conversion rates, and scale with confidence.

If you want to watch the full conversation, here is the link:
👉 https://youtu.be/VICduwq8qeQ?si=9_vwaWgpy2is5Tpu

Hydra Pop was created to solve a real problem in hydration: products that actually support performance and daily wellness without artificial fillers or overcomplicated formulas.

CC focused on clean ingredients, shelf-stable convenience, and functional benefits that work across channels, from retail to Amazon.

As the brand entered Amazon, she quickly realized it was not just a sales channel. It was a massive data engine for testing positioning, messaging, and customer demand at scale.

When we started working together, Hydro Pop was highlighting product benefits, but those advantages were not fully showcased through creative or product detail pages.

We dug into competitor reviews, identified where shoppers were frustrated, and leaned heavily into Hydro Pop’s biggest differentiator: clean ingredients paired with function.

From there, we focused on:

• Campaign structure and segmentation
• Budget allocation toward high-intent shoppers
• Creative that reinforced the same story as the product itself
• PDP upgrades that solved problems competitors had not

As conversion rates improved, cost per click stabilized and Amazon began rewarding the listings with stronger performance signals.

That alignment between ads, creative, and positioning became a major unlock.

CC also shared something most founders overlook: how their product actually competes on Amazon.

Frozen versus shelf stable. Grocery versus functional beverage. Prime eligibility. Category dynamics.

Those details change everything.

Once Hydra Pop leaned into where the product truly wins inside Amazon’s ecosystem, scaling became much more predictable.

If you want to see how Hydro Pop structured their ads, approached creative, analyzed data, and built a system for sustainable growth, you can watch the full episode here:

👉 https://youtu.be/VICduwq8qeQ?si=jM5DHSn4X1HgEP-a

And if these founder breakdowns are helpful, I would love for you to subscribe on YouTube so I can keep bringing more behind the scenes Amazon growth stories straight to you.

Running a CPG brand and pushing Amazon growth this year? Book a quick 15 minute strategy chat with me here.

Thanks for reading.

Nik