---
title: Brand Purchase Intent Surge — 2025-12-10
type: article
created: '2025-12-10'
updated: '2025-12-10'
source_docs:
- raw/2025-12-10-weekly-call-w-gilbert-107737119.md
tags:
- amazon
- doodla-farms
- brand-strategy
- search-query-analysis
- ad-spend
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/clients/doodla-farms/_index]]), 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 [[wiki/clients/doodla-farms/meetings/2025-12-10-weekly-call-w-gilbert]].
- 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: [[wiki/clients/doodla-farms/meetings/2025-12-10-weekly-call-w-gilbert]]
- Attendees: Gilbert Barrongo, Mark Hope
- Data source: Amazon Monthly Search Query Report