Case study
Quartile helps Boxed Water achieve 34% B2B sales growth with demand segmentation strategy
By separating business and consumer demand signals and optimizing for weekday purchasing patterns, Quartile helped Boxed Water Is Better expand their Amazon Business presence, driving 18.5% total sales growth while reducing advertising cost of sales (ACOS).
key insights
34%
Year-over-year (YoY) business-to-business (B2B) sales growth, with demand segmentation unlocking business buyer potential
5.8%
Advertising cost of sales (ACOS) due to weekday dayparting aligning spend with B2B shopping patterns
29%
Total advertising cost of sales (TACOS) reduction, with product prioritization driving efficiency gains
Goals
Boxed Water Is Better, a small-to-mid-sized food and beverage brand, had established a meaningful presence on Amazon with a significant share of revenue coming from Amazon Business customers purchasing in bulk. However, their existing campaign structure blended consumer and business audiences together, masking critical business-to-business (B2B) demand signals and limiting their ability to optimize for these distinct audiences.
The challenge was multifaceted. Business buyers on Amazon exhibited fundamentally different shopping behaviors than consumer shoppers, with most purchases concentrated during weekdays rather than weekends. Without a strategy tailored to these distinct patterns, advertising spend was misaligned with actual demand, leaving growth opportunities untapped. The brand needed an approach that could separate B2B and consumer signals, improve visibility into performance drivers, and unlock scalable growth while maintaining efficient return on ad spend.
Boxed Water partnered with Quartile, an Advanced Amazon Ads Partner specializing in AI-powered ad management and analytics, to develop a sophisticated strategy that would help uncover overlooked demand environments and create a repeatable framework for growth. The objectives were clear: accelerate B2B sales growth by 20% YoY, improve ACOS from a baseline of approximately 14% to below 10%, achieve 10% total sales growth while improving efficiency, and reduce total advertising cost of sales to improve overall account performance.
Approach
Quartile's analysis revealed that business audiences on Amazon exhibited different behaviors from consumer audiences. Treating both audiences within the same campaign structure was masking performance signals and limiting optimization potential.
The team helped redesign Boxed Water's account architecture to separate B2B and business-to-consumer (B2C) demand signals, creating a differentiated Sponsored Products structure that could optimize each segment independently. This included launching dedicated Sponsored Products auto campaigns to capture Amazon Business audiences for the highest-volume products, while implementing bulk campaigns for efficient catalog coverage across the broader assortment.
Product-level analysis revealed that three products generated nearly 80% of total revenue, allowing Quartile to help concentrate investment on the highest-impact offerings. Leveraging Amazon Marketing Stream insights, the team identified strong weekday purchasing patterns among business buyers and implemented dayparting optimization that prioritized bidding during weekday business hours while reducing investment during lower-converting weekend periods.
To maintain brand equity and capture high-intent audiences, Quartile helped deploy protective Sponsored Products campaigns on product detail pages, ensuring the brand could engage shoppers already evaluating their offerings. The strategy combined Amazon Marketing Cloud insights with proprietary AI technology to create a sophisticated, behavior-based bidding approach aligned with real purchasing patterns.
This methodology demonstrated how uncovering overlooked demand environments on Amazon can unlock new growth opportunities. By recognizing Amazon Business as a distinct purchasing channel, Quartile helped transform a blended account into a segmented, insight-driven framework that improved both efficiency and revenue growth.
Results
The results within the first 20 days of implementation significantly exceeded all stated objectives. B2B YoY sales growth reached 25% in December and 34% year-to-date, surpassing the 20% goal and demonstrating the power of demand segmentation.¹
Advertising efficiency improved dramatically, with ACOS dropping from 14.22% to 5.8% year-over-year—well below the 10% goal and representing a fundamental shift in campaign performance.2 Total YoY sales growth reached 18.57% in December, nearly doubling the 10% objective while maintaining improved efficiency metrics.3
Total advertising cost of sales decreased by 29%, from 2.0% to 1.4%, proving that the strategy achieved both higher efficiency and scalable revenue growth.4 These results validated the approach of isolating B2B demand signals and aligning bids with business purchasing behavior.
Beyond the immediate performance gains, this campaign established a repeatable methodology that other advertisers can apply to uncover hidden demand segments and scale performance on Amazon. The success demonstrated how sophisticated use of Amazon Marketing Cloud, Amazon Marketing Stream, and strategic campaign architecture can help brands unlock growth in overlooked purchasing environments.
Sources
1-4 Boxed Water is Better, United States, 2025-2026.