Brand Purchase Intent Surge — 2025-12-10

Overview

During the weekly sync on 2025-12-10, Gilbert flagged a significant spike in Doodla Farms' brand purchase intent across multiple Amazon search terms, as surfaced by the monthly search query report. Despite a concurrent sales dip driven by a cornmeal stockout (see ^[1]), the underlying demand signal is strongly positive.

Key Finding

The brand purchase trend for Doodla Farms on the search term "organic popcorn kernel" jumped from a five-month all-time average of 52 to 139 — a roughly 2.7× increase. Gilbert noted this pattern held across nearly all tracked search terms, not just popcorn kernels.

"For the organic popcorn kernel, the brand purchase trend for Doodla is actually a lot higher, 139. But for the past five months, we only had 52 as an all-time average."
— Gilbert Barrongo, 2025-12-10

This metric reflects the share of shoppers who searched a given term and then purchased a Doodla Farms product, indicating growing brand recognition and conversion intent at the search level.

Interpretation

• More shoppers are actively choosing the Doodla brand after searching category terms, not just landing on it by accident.
• The surge is broad-based across search terms, suggesting it is not an artifact of a single keyword or campaign.
• The timing coincides with the cornmeal stockout, meaning the brand is building demand momentum even while a key SKU is unavailable — a potentially larger opportunity once inventory is restored.

Recommendation

Maintain or increase ad spend on Amazon to capitalize on the rising brand purchase intent. Pulling back during this window risks ceding ground to competitors at a moment when shoppers are actively choosing Doodla.

Specific actions discussed:
- Do not reduce bids or budgets on "organic popcorn kernel" and related terms.
- Consider modest spend increases to reinforce the brand purchase trend while it is elevated.
- Revisit spend levels once the cornmeal stockout is resolved and sales recover, as the combined effect of restored inventory and high intent could drive a significant revenue uptick.

Related Issues

• The cornmeal stockout is suppressing sales despite strong demand signals. See the shipment tracking action item in ^[2].
• Gilbert is also investigating GMC disapprovals for the 1.5 lb organic dried beans listing, which is a separate but adjacent issue affecting product visibility.

Action Items

• [ ] Gilbert: Maintain or increase Amazon ad spend on high-intent search terms to capitalize on brand purchase trend surge.
• [ ] Gilbert: Resolve cornmeal stockout (get shipment number from Carly; track in Amazon queue) so inventory recovery can amplify the demand signal.

Source

• Meeting: ^[2]
• Attendees: Gilbert Barrongo, Mark Hope
• Data source: Amazon Monthly Search Query Report