Scaling a Non-Alcoholic Beverage Brand in a New EU Market Using Amazon Ads

Entering New EU Market

Sales growth in 4 months

Overview

A non-alcoholic beverage brand with an established presence in the UK set out to expand into a new EU market. With zero brand recognition in this new region, the goal was to build awareness from the ground up while maintaining efficient conversion performance.

The brand set the expectation to develop a tailored Amazon Ads strategy focused on market penetration, sustainable ad scaling, and growth in both organic and ad-driven sales.

Challenge



1.

Entering a new geography with no prior visibility



.2

Building brand awareness while generating performance-driven conversions



3.

Balancing growth and spend efficiency across both paid and organic channels



.4

Avoiding inflated TACOS while increasing budget aggressively

Our Strategy



Market-Specific Campaign Structuring

Split strategy between awareness campaigns in the new EU region and conversion-focused campaigns in the UK



Higher Budget Allocation for Awareness

Deployed a larger ad budget in the new market to boost reach and impression share.



Parallel Sales Campaigns

Ran sales-driven campaigns alongside awareness to drive bottom-funnel conversions



Progressive Optimization

Adjusted campaigns monthly to shift spend toward higher-performing segments, lower ACOS targets, and higher organic contribution

Results (in 4 months)

262% increase in total revenue over 4 months

202% increase in ad spend, matched with proportionate results

TACOS improved from 55% to 35%, a 20-point drop despite higher scale

Organic sales grew steadily, contributing up to 48% of total revenue by July

Ad revenue more than doubled, contributing to overall sales uplift

Conclusion

This case highlights how a dual-track Amazon Ads strategy – combining brand awareness with performance optimization – can effectively launch a product in a new market. Despite a 202% increase in ad spend, efficient campaign structure led to a 262% sales increase and a significant drop in TACOS, proving that brand expansion and profitability can scale together.