Xnurta, Partner Awards finalist, helps Jackery Japan boost sales by 141%

Goals

Jackery, founded in California in 2012, has grown into a global leader in portable power solutions, selling more than 5 million units across the United States, Europe, Japan, and China. Their products, including high-capacity portable power stations and solar panels, are widely recognized for durability and reliability. In Japan, the company began selling on the Amazon store in 2018 to broaden their presence and increase revenue.

As Jackery expanded to Japan, they faced several challenges: building awareness as a U.S.-based brand, shifting consumer perception beyond low-capacity power devices, and acquiring new-to-brand (NTB) customers efficiently within a limited ad budget. Balancing short-term profitability with long-term brand building was also a priority.

To meet these needs, they set the following campaign goals: increase sales of high-capacity portable power stations, improve overall return on ad spend (ROAS), capture a higher share of NTB customers, and generate demand for seasonal and emergency-preparedness scenarios.

Approach

To achieve their goals in Japan, Jackery collaborated with Amazon Ads partner Xnurta, a technology company providing next-generation, AI-powered software-as-a-service (SaaS) tools for bid automation, keyword discovery, and advanced reporting. Together, they built a structured, full-funnel advertising strategy grounded in insights from Amazon Marketing Cloud (AMC). These insights guided decision-making across awareness, consideration, and purchase stages, helping both teams understand customer behavior and optimize ad investments effectively.

The campaign began by expanding reach to new audience segments. AMC analysis revealed that, in Japan, they should not only engage outdoor enthusiasts but also family-oriented and disaster-conscious consumers. Jackery executed upper-funnel initiatives that leveraged seasonal timing—such as periods of increased disaster awareness and major sale events—by launching video ads on Fire TV and streaming TV. These activities not only strengthened brand awareness but also encouraged follow-up actions like product searches and page visits.

Next, Jackery focused on middle-funnel strategies using Amazon DSP to reach audiences interested in outdoor gear and emergency-preparedness products. To deepen understanding among customers in the consideration phase, the company enhanced their Brand Store and A+ content, clearly communicating the reliability and high-capacity features of their products.

At the lower-funnel stage, Jackery continued running always-on Sponsored Products and Sponsored Brands campaigns to the new audiences reached through upper-funnel activities. By optimizing keywords for high-capacity portable power stations, the company successfully improved performance and profitability. AMC insights further confirmed that many purchasers were women and married customers who valued preparedness and trustworthiness—findings that Jackery incorporated into their advertising creatives to strengthen emotional connection and brand credibility.

Results

From 2023 to 2024, Jackery Japan’s campaign achieved results that exceeded expectations. Overall sales increased by 141% year-over-year (YoY),^¹ while ROAS rose by 135% YoY despite increasing ad spend by only 2%.^² Order volume climbed 83% YoY,^³ and the average order value (AOV) increased by 31% YoY,^⁴ highlighting stronger demand and greater efficiency.

Brand-building initiatives also delivered measurable impact. Branded search volume rose by 105% YoY,^⁵ driven by Fire TV and streaming TV ads. Customers exposed to video ads made a purchase an average of 21 days earlier compared to those who weren’t exposed.^⁶

Additionally, AMC insights confirmed that high-capacity portable power stations generated especially strong returns, achieving a 25% higher ROAS than other products in the same category.^⁷ At the same time, the cost per branded search fell by 65%,^⁸ and the detail page view rate (DPVR) increased by 24%,^⁹ indicating stronger engagement.

By combining a full-funnel strategy with AMC-driven optimization, Xnurta and Jackery not only surpassed their KPIs but also established a model for sustainable growth.

Sources

^1-9 Jackery Japan, JP, 2024.