Case Study
Learn how furniture brand Tansuno Gen maximized their sales with Amazon Ads
With 60 years of industry experience, Tansuno Gen, a leading furniture company, uses Amazon Ads throughout the year. During peak shopping seasons, they deploy a mix of sponsored ads and Stores to optimize their advertising strategy. Watch our three-part video series to see how this approach drives results, and has long-term impact on their business goals.
150%
ASIN sales increased by 150% YoY*
164%
Sessions increased by 164% YoY*
80%
80% new to brand purchase during the sales event*
Episode 1
Learn how Tansuno Gen harnessed Amazon Ad—including Sponsored Products, Sponsored Brands, Sponsored Display, and Stores–to achieve long-term growth.
Products used:
Episode 2
Get a behind-the-scenes look at Tansuno Gen's peak shopping season preparation, and discover how they created new and exciting Sponsored Brands campaigns for customers.
Episode 3
See how Tansuno Gen turns sales results into actionable insights that help inform future strategies, and drive continuous business growth.
The full story
Founded in 1964 in Okawa City, Fukuoka Prefecture, Tansuno Gen initially specialized in manufacturing chest furniture. As consumer preferences evolved towards smaller, modern homes, the company shifted from manufacturing to retail. By 2012, Tansuno Gen expanded into e-commerce, and began selling products on Amazon.co.jp. Facing initial challenges with low brand visibility, the company sought to enhance its brand presence through Amazon Ads.
They began with Sponsored Products, using automatic and manual targeting options. These efforts significantly boosted product visibility and sales performance, helping to establish a brand presence on Amazon.
Developing a long-term advertising strategy
Building on their success with ads, Tansuno Gen expanded Sponsored Products to nearly all ASINs; optimized keywords, and increased their investment in Sponsored Brands and Sponsored Display, with the long-term goal of growing the brand. This strategic shift of using a combination of ad solutions significantly boosted their brand visibility and sales.
Solutions, such as Sponsored Brands and Sponsored Display, can help achieve additional goals, such as maintaining sales of best-selling products and appealing to interested customers by using features, such as remarketing. Understanding and leveraging the unique features and strategies of each ad solution ultimately leads to better outcomes
- Kyotaro Nishi, Amazon Sales Manager, Tansuno Gen.
Amplifying ads during peak shopping seasons and sales events
Reflecting on the previous New life season, when demand for furniture surges, Tansuno Gen developed a multi-faceted advertising approach to encourage their success. They decided to run ads up to two weeks in advance of the sales event to help build anticipation; ensured optimal stock levels to avoid inventory challenges; created new Sponsored Brands campaigns that guided customers to Stores landing pages, and customized a Stores page themed around the sales event, highlighting products with increasing demand. To maximize their return on ad spend (ROAS), Tansuno Gen used dynamic bid adjustments.
"One of our new strategies involves enhancing Stores traffic,” Says Nishi. “With our extensive range of New life-themed products, we recognize that customers buying a bed may also need a mat or futon set. We’ve revamped our Store to simplify product searches and created a dedicated page for these items. New and improved Sponsored Brands now guide customers to our Store and this special page, particularly in high-demand New life categories.”
The results
During the New life sales event, Tansuno Gen achieved an impressive 160% growth rate*. Reports from the Sponsored Brands campaign revealed that over 80% of the purchases were made by new to brand customers*, highlighting the success of the newly launched campaigns in reaching a broader audience.
The use of Sponsored Brands successfully drove traffic to Store pages, while Sponsored Display strategically remarketed to customers who had previously visited product detail pages. The sales results also showed areas for refinement, such as enhancing product detail pages to further elevate conversion rates.
As Tansuno Gen charts its course for continued growth on Amazon, the brand remains committed to investing in sponsored ads solutions and expanding its footprint both within Japan and on the global stage.
* Tansuno Gen provided data, JP, 2024. Results are reflective of campaigns for one advertiser, Tansuno Gen, and are not indicative of future outcomes.