How Kaedear used Amazon Ads to increase new products sales and grow their brand

Starting the business from scratch, Iizawa had limited knowledge of Amazon, but he began selling his products in the Amazon store. He soon realized he was missing one essential ingredient to help grow his business: advertising. Through trial and error, he eventually refined his approach, and gradually increased brand recognition. Over time, he crafted a distinctive brand identity through in-house designed Brand Store pages and product detail pages to ensure the brand stood out. Additionally, he used a variety of sponsored ads solutions – Sponsored Products, Sponsored Brands, Sponsored Displays, and Brand Stores –to collect insights and discover what worked best.

His commitment to brand-building didn’t stop there. A key aspect of his strategy was to make in-person connections with customers at Kaedear’s showroom in Yokohama, Japan, where the team could get live feedback to inform product development and new product launches—learnings they can apply to their digital strategy on Amazon.

As Kaedear's Amazon sales grew, they encountered seasonal fluctuations, particularly during the winter, when the need for automobile accessories can slow down. This underscored their need to adjust their advertising strategy. By analyzing and refining their keyword targeting and bidding tactics, Kaedear was able to maximize sales, even when business was slow.

When launching new products, Kaedear employed a strategy that included starting off with Sponsored Products: automatic targeting to gather insights on keyword performance, and manual targeting to double down on high-performing keywords. Then, they invested in Sponsored Brands and Sponsored Display to expand their reach, and engage customers who have shown interest in the brand but have yet to purchase.

“Specifically, when launching a new product, we start with automatic targeting Sponsored Products campaigns, exploring potential keywords and product targeting options,” says Iizawa. “We then add manual targeting campaigns specifically for high performing keywords and look to add Sponsored Brands and Sponsored Display campaigns as sales volume increases.”

Another thing that excites Iizawa: video ads. For Kaedear’s latest product launch, he repurposed a product demo video that performed well on their owned social media for a Sponsored Brands video ad campaign. He saw a positive increase in sales, reaching an even wider range of new customers, as well as earning repeat purchases.

With the continued efforts in advertising and a focus on building a loyal customer base, Kaedear saw a 2x sales increase YoY.* Kaedear's journey demonstrates the effectiveness of a well-rounded advertising strategy on Amazon.