Quartile helps Honeysticks scale across eight Amazon stores and boost conversion rates 44%

Goals

Scaling a brand across multiple global Amazon stores simultaneously can be challenging. Honeysticks, a premium New Zealand-based children’s art brand known for their natural, sustainably made beeswax crayons, had built a loyal following in their home region over more than a decade. But the brand had bigger ambitions: scale across eight global Amazon stores simultaneously, including the U.S., Canada, U.K., Australia, and new launches in Spain, France and Italy.

The challenge was not simply replicating campaigns across borders. Each store presented distinct obstacles – from varying levels of brand awareness and competitive intensity to language barriers and seasonal differences in consumer behaviour. Traditional keyword-based strategies provided only a partial view of demand and could not reveal why customers purchased in each region, nor what emotional or practical motivations drove their decisions.

A single global messaging approach could not address the distinct motivations shaping purchases across eight stores. Honeysticks needed a partner that could move beyond surface-level translation to true behavioural adaptation – one that could help the brand connect with consumers in each region rather than applying a one-size-fits-all global strategy.

Approach

Honeysticks worked with Quartile, an Amazon Ads advanced partner specializing in AI-powered ad management and analytics, to implement a region-specific, audience-driven strategy built on Amazon Marketing Cloud (AMC) insights. AMC is a cloud-based clean room solution that helps advertisers generate custom audiences and analytics across their Amazon Ads campaigns.

Rather than applying a standardized global campaign, Quartile used AMC to uncover behavioural and lifestyle signals unique to each geographic Amazon store. The insights revealed that consumers purchased Honeysticks for fundamentally different reasons across regions: clean-living motivations in the U.S., premium quality and gifting in Canada, educational value in the U.K. and life-stage needs in Australia.

Armed with these insights, Quartile built localized campaigns using Sponsored Products, Sponsored Brands and Amazon DSP across each store. AMC audiences became the primary growth engine, representing approximately 50% of total campaign spend. For the European launches in Spain, France, and Italy, Quartile adapted campaign structures, keyword strategies, and audience investments for local language, search behaviour and category maturity – while maintaining consistent global brand identity for Honeysticks across every region.

Results

The audience-driven localization strategy delivered results that exceeded goals across every store. AMC audiences achieved a 23% conversion rate compared to 16% for standard campaigns – a 44% lift – while also delivering 20% lower ACOS, demonstrating both the effectiveness and efficiency of the behavioural approach.¹

In Canada, sales grew 43% year over year against a 25% target.² Australia delivered 20% YoY growth against a 12% target, and the U.K. achieved 12% growth against a 10% goal.³ In the U.S., Quartile drove 15% ad sales growth with a 19%+ conversion rate at scale, while new-to-brand (NTB) growth reached 44% year over year – signalling strong long-term demand generation in a crowded market.⁴

The three new European store launches in Spain, France, and Italy all achieved sub-27% ACOS in their launch month, with Spain and Italy scaling 3X in month two while maintaining efficiency.⁵ These results confirmed that behavioural localization – not just language translation – was the key driver of Honeysticks' accelerated global expansion.

Sources

^1–5 Honeysticks, U.S., 2025-2026.