Challenge

Scaling digitally without giving up what makes them unique

Solution

Amazon Ads strategy based on brand value and efficiency

Adopting a “test & learn” mindset typical of the early stages of this transition, a strategy was designed based on insights from Amazon Seller and Amazon Ads data analysis. The focus: streamline ad investment around key assets and build an efficient strategy without sacrificing the brand’s premium perception.

The execution was structured around two main acquisition lines within Amazon Ads:

1. New user acquisition

In the Sponsored Product New To Business strategy, highly rated and affordable products were prioritized as an entry point for new customers helping us compete for generic search queries and competitor product listings (ASINs).

For more complex and higher-value products, formats such as Sponsored Brands and Sponsored Display Video were used, focused on explaining the brand’s benefits and unique selling points. These formats helped educate the customer on the real value of the product before conversion highlighting usage, ingredients, expected results, etc. 

2. Brand protection and strategic cross-selling

Defensive campaigns were launched focusing on mid-to-high basket products, with the triple objective of protecting the brand, securing its own product listings against competitors, and boosting cross-selling strategies to increase AOV (Average Order Value).

Adsmurai positioned itself as a strategic and technological partner, supporting not only with paid media, but also with organic catalog optimization identifying key products and guiding improvements to their listings to maximize performance on Amazon.

Results

Exponential growth and improved efficiency

Comparing the period from January to May 2025 with the same period in 2024, Germaine de Capuccini significantly scaled its presence on Amazon both organically (Seller) and through advertising (Amazon Ads).

📈 Advertising performance (Amazon Ads)

• Orders increased 7x compared to the same period last year, confirming the brand’s ability to scale results through paid media.

• Clicks grew by +202% and impressions by +224%, significantly expanding brand visibility and reach on Amazon.

• The conversion rate increased by 169%, showing a strong improvement in turning qualified traffic into purchases.

• Campaign efficiency continued to improve: ROAS grew by +17% and Advertising Cost of Sales (ACOS) dropped by -15%, optimizing overall profitability.

• Cost per click remained almost stable (+13%) despite increased competition and volume.

• Average order value dropped by 51%, in line with the acquisition strategy focused on lower-priced products to attract new buyers.

🛒 Overall performance (Amazon Seller Central)

• Sessions increased by +284% and orders by +567%, reflecting massive growth in traffic and its qualification.

• Session conversion rate grew by +74%, while cost per session dropped by -11%, improving overall funnel efficiency.

• Total ROAS increased by +84% and total ACOS dropped by -46%, indicating an increasingly effective combined strategy (organic + paid).

• Average order value remained relatively stable (-6%), ensuring the quality of transactions in a growth context.

These results confirm that an Amazon Ads strategy focused on key funnel moments combined with a clear understanding of brand and product profiles can drive a sustainable and efficient B2C transformation, even in highly competitive sectors like premium cosmetics.