Amazon New Category Launch: Full-Funnel Strategy Drives 500% ROAS

Three-Line Summary 1. A Full-Funnel strategy led to 1 Bestseller status in a new category and rapid market penetration. 2. AI-powered optimization and Incremental ROAS (iROAS) measurement achieved $12 ROAS, significantly surpassing the $2 target. 3. Combined Sponsored Ads with Amazon DSP to boost brand awareness and sales.

Learn More eos partnered with Tinuiti and Skai to successfully launch their new body mist product on Amazon. They executed a comprehensive Full-Funnel strategy, leveraging a diverse range of ad products including Sponsored Products, Sponsored Brands, Video Ads, Display Ads, and Amazon DSP. By maximizing ad efficiency through AI-powered optimization and Incremental ROAS (iROAS) measurement via Amazon Marketing Cloud (AMC), they achieved an impressive $12 ROAS against a target of $2. This robust strategy also propelled them to the 1 Bestseller spot in their category within the first month of launch.

Practical Tips for Korean Sellers As of July 6, 2026, Korean sellers can implement the following strategies directly through the Amazon Ads console.

Launch New Products with a Full-Funnel Strategy: It's crucial to implement a strategy that covers the entire customer journey, from building awareness to driving conversions. Top of Funnel (Awareness): Use Amazon DSP to reach potential customers and build initial exposure. Middle of Funnel (Consideration): Highlight your brand with Sponsored Brands and Sponsored Display to encourage consideration. Bottom of Funnel (Conversion): Maximize visibility for keywords and product detail pages using Sponsored Products to drive direct sales.

AI-Powered Optimization and Performance Measurement: Budget Optimization: Utilize 'Portfolios' and 'Budget rules' within 'Campaign Manager' to efficiently and automatically adjust your campaign budgets. Performance Measurement: Regularly review key metrics like ROAS (Return on Ad Spend), ACOS (Advertising Cost of Sales), and 'New-to-Brand (NTB)' in your 'Reports' to gauge the effectiveness of new customer acquisition. Amazon Marketing Cloud (AMC): For advanced sellers, consider AMC for in-depth cross-channel performance analysis and measuring incremental impact.

Important Considerations 💡 Keep in mind that Amazon DSP and Amazon Marketing Cloud (AMC) are advanced solutions typically designed for large-scale advertisers or Amazon Ads partners. For smaller sellers, it's advisable to build your full-funnel strategy primarily around Sponsored Ads (Sponsored Products, Sponsored Brands, Sponsored Display) and then gradually explore the integration of Amazon DSP as your business grows. Also, AI-powered optimization features are constantly evolving, so make sure to regularly check for the latest updates and functionalities.

📰 Source: https://advertising.amazon.com/library/case-studies/tinuiti-skai-eos-category-launch