Thirsty work – how Hydrant soared to the top of Amazon’s listings in just one month

Gregory Grudzinski

This case study tracks how the drinks brand Hydrant optimised its keyword bidding on Amazon in order to rise swiftly up the search results and achieve a huge lift in sales.

If you’re thirsty, you drink water, right? No, it’s not quite that simple, according to the founders of Hydrant, a range of powdered drink mixes that are dissolved in water to help people beat what they called the “hidden foe” of dehydration – one that water alone can’t defeat.

Scientist John Sherwin and finance consultant Jai Jung Kim determined that while dehydration was the source of their tiredness, headaches and lack of focus (and that suffered by so many other people they knew), water alone could actually make the problem worse. The answer was water plus electrolytes – which were...

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