Goals

STEADY JAPAN is the company behind STEADY, a home fitness brand, and RELANESS, a wellness brand, both created with the vision of building “a society where people can live healthily and true to themselves.” The company emphasizes Japanese-style hospitality, continuously improving products based on customer feedback and reviews.

STEADY JAPAN began selling on the Amazon store in 2018, recognizing a natural fit between their fitness products and the Amazon customer base. As their catalog expanded, however, the company faced intensifying challenges. Competitors frequently disrupted category rankings, making it difficult to improve their position. At the same time, limited learnings from past campaigns contributed to rising total ACOS, while the increase in product categories stretched internal resources thin.

To sustain growth, STEADY JAPAN partnered with Flywheel Digital, an Amazon Ads partner specializing in retail operations, media strategy, and analytics. Together, they set clear goals: maintain category leadership, improve return on ad spend (ROAS), reduce total ACOS, and streamline operations to ease the pressure on internal teams.

Approach

Flywheel worked with STEADY JAPAN to help design an insight-driven Amazon Ads strategy anchored on three pillars: solutions, insights, and collaboration.

To execute the strategy, STEADY JAPAN used a mix of Amazon Ads solutions tailored to different points in the shopping journey. Sponsored Products captured shoppers at the point of purchase, while Sponsored Brands and Sponsored Brands video secured visibility on competitive category keywords with strong creative appeal. In addition, display ads enabled reengagement during peak sales periods, and Amazon Marketing Cloud (AMC) provided insights beyond surface-level metrics, helping the team see the full customer journey and optimize budget allocation.

The strategy also emphasized sales plan management powered by AMC. Daily sales targets and budgets were shared in advance, enabling agile adjustments at the category and product level. Flywheel collaborated closely with Amazon teams to integrate category analysis, keyword research, and ranking monitoring into the campaign strategy. Automated, category-level time-of-day bidding helped ensure efficiency, maximum exposure, and stronger sales performance. AMC was also used to analyze both entry and exit keywords, uncovering insights that helped evaluate the true investment value of category-level keywords and guide more efficient budget allocation.

Throughout the campaign, close collaboration helped keep the strategy on track. Weekly total ACOS-based performance reviews acted as account-wide health checks, driving continual optimization across campaigns. Real-time communication and twice-weekly meetings between Flywheel and STEADY JAPAN facilitated rapid adjustments to sales plans and investment distribution, enabling faster and enhanced execution.

To reduce operational workload, STEADY JAPAN utilized Perpetua’s automated bidding feature by Flywheel to implement time-based bidding strategies tailored to the characteristics of both sales and non-sales periods. During sales periods, they designed bidding strategies that considered unique purchasing behaviors and competitive conditions, achieving both maximum sales and ROAS efficiency.

Results

Within the first month of adopting automated bidding, STEADY JAPAN achieved a 25%¹ improvement in total ACOS while maintaining sales levels. Campaign management time was reduced by 70%,² enabling STEADY JAPAN to shift focus toward growth initiatives and new product development.

The brand also sustained the number one category position in core fitness segments and secured multiple Amazon Standard Identification Numbers (ASINs) ranked number one.³

Furthermore, AMC enhanced decision-making by identifying keywords that delivered the most impact across the purchase journey. These insights now shape campaign design and measurement, helping STEADY JAPAN move beyond single-metric evaluations to a holistic view of performance.

Sources

^1-3 STEADY JAPAN, JP, 2024-2025.