SHASH brought Amazon Ads a vision. Amazon Accelerator Programme brought it to life.

In early 2023, Amazon Ads contacted SHASH to offer support via personalised recommendations. The hairbrush company, a small Black-owned business based out of Georgia, offers a series of German-made hairbrushes that range from nail and face brushes to the more traditional hairbrush. Though the company has fewer than five employees, the brand has been fearless in their goal setting. When the company first started working with Amazon Ads, they indicated that they had established a lofty sales metric and wanted to implement a long-term ad strategy.

At that point, Amazon Ads considered that SHASH might be a good fit for the Amazon Accelerator Programme (AAP). The AAP is a 90-day premium onboarding programme that provides advertisers with a time-bound, dedicated support team to create, optimise, report and educate on all or some variations of sponsored ads campaigns. The idea for SHASH’s inclusion speaks to the core tenets of the programme: education around Amazon Ads products, a trusted partner in campaign management and measurable reporting that helps customers better understand the effects of their campaigns.

Amazon Ads started by working with SHASH to identify their main goals. With a budget of $135K, SHASH wanted to focus on conversions and scaling sales to speak to their $3.5 million sales goal, but the hairbrush brand also wanted to work on connecting with new-to-brand (NTB) customers. To measure the success of the programme, the brand would measure top-line sales and NTB customers.

From the outset, SHASH understood the need to use full-funnel strategies that used key performance indicators beyond ROAS. By creating brand awareness with Sponsored Brands and Sponsored Display, the brand’s strategy worked to speak to their short-term goals, but also the longer-lead strategy of establishing a stronger brand presence for their intended audience.

As the brand began to see the results of the campaign in the first month, SHASH expanded their reach by employing strategies at an international level, as well as adding to their initial budget for domestic marketing. By the end of the campaign’s 90-day flight, SHASH’s sales grew by 96.5% (more than $500K).

“I can’t thank Amazon Ads enough”, said Amir Shash, managing director of SHASH. “I have been in business for 36 years and have never seen growth like this. In January [2023], we started [with our sales at] 47%, but after this programme it jumped to 96%. That shows that this programme works. We were willing to spend whatever we needed on advertising, but we didn’t know how. Thanks to the campaign the programme created, we finished the year spending $686k and the results showed it was worth it.”

The domestic sales accounted for the biggest growth the business had seen in 35 years. Overall, sales grew 98.98% throughout the duration of AAP. As for the future, SHASH has continued expanding their marketing strategy, with continued work in the EU, as well as in Japan. SHASH is now familiar with the best practices when it comes to running a multi-goal campaign strategy across multiple products, tactics and targeting.

Learn more about our products or if your brand might be a good fit for the Amazon Accelerator Programme.