Case study
Market Rocket helps MCoBeauty exceed their new-to-brand goal by 213% in U.K. Amazon launch
By building Amazon Marketing Cloud audiences and activating open-internet reach with Amazon Attribution, Market Rocket helped MCoBeauty beat their new-to-brand goal by 213%, driving nearly £500,000 in revenue and exceeding sales goals four months early.
key insights
213%
Of new-to-brand goal achieved, reaching nearly £500,000 in revenue in nine months
50
Top 50 Best Sellers Rank in seven subcategories, with three products in the top 10
185%
Branded search growth from zero baseline within nine months
Goals
MCoBeauty, Australia's leading mass beauty brand, launched on the Amazon store in the U.K. in September 2025 with an ambitious vision: build a meaningful customer base from a standing start. The brand had no organic ranking, no review authority, no branded search volume, and no existing U.K. customer base—entering one of Amazon's most saturated categories where established brands held top placements backed by years of accumulated reviews and shopper trust.
The scale of the opportunity required a partner that could move beyond standard campaign management. MCoBeauty needed to convert Amazon's authenticated shopper signals into prospecting at scale, understand how traffic flows from the open internet to the Amazon store, and build full-funnel infrastructure capable of driving awareness-stage reach. The brand partnered with Market Rocket, an Amazon Ads partner and agency that specializes in launching and growing enterprise brands on Amazon, to architect a launch strategy built on audience expansion and cross-channel activation.
The objectives were clear: acquire 15,000 new-to-brand (NTB) customers within year one, achieve top 50 Best Sellers Rank (BSR) in three subcategories within 12 months, generate measurable branded search volume from zero, and reach £60,000 in monthly sales by month 12.
Approach
Market Rocket's strategy centered on a three-layer audience architecture designed to build MCoBeauty's U.K. customer base at speed and scale.
The first layer deployed Sponsored Products, Sponsored Brands, Sponsored Brands video, and display ads in a structured architecture focused on category-head keywords and adjacent product detail pages. Amazon Marketing Cloud (AMC) analysis confirmed Sponsored Products drove a 1.99x catalog halo—every £1 of attributed ad sales generated £1.99 in total category revenue—leading the team to weight investment toward Sponsored Products for new-customer acquisition while deploying Sponsored Brands video to drive awareness on competitor product detail pages.
The second layer leveraged AMC to construct six custom rule-based audiences from Amazon's first-party shopper signals. The foundation was a 5-million-user Balanced Lookalike audience modeled on MCoBeauty's earliest U.K. purchasers, paired with a 1.15-million-user YTD Ad-Exposed Non-Purchaser audience. Additional layers drove fresh-reach prospecting, sequenced remarketing, and cross-sell across hero products. These audiences were applied across campaigns and stacked on highest-value placements for compound bid modifier lift—extending reach far beyond what standard keyword strategies could achieve alone.
The third layer activated open-internet reach through Amazon Attribution (beta), deployed for the first time on the account. Market Rocket built 10 unique attribution tags across five hero products and two creative formats for Meta paid social, directing shoppers to a bespoke Brand Store sub-page designed to maximize average order value and drive halo into adjacent SKUs.
Underpinning the entire strategy, Market Rocket's proprietary AI infrastructure processed 222 products through an automated listing optimization pipeline, rewriting titles, bullets, descriptions, and backend keywords against Amazon's retrieval signals—completing in a single workflow what would have taken three weeks manually. An automated search-term harvest system classified converting terms by intent and auto-launched 12 campaigns via the Amazon Ads API in April 2026 alone.
Chris Shaw, Executive General Manager, MCoBeautyMarket Rocket’s insight-driven approach and deep understanding of Amazon advertising helped us maximize ROI while scaling sustainably.
Results
The results significantly exceeded all stated objectives within nine months. NTB customer acquisition reached 31,914—213% of the 15,000 year-one goal, achieved three months ahead of plan, contributing to nearly £500,000 in total revenue across the first nine months.1 Of all purchases, 86.2% came from new-to-brand customers, confirming that the audience strategy successfully expanded MCoBeauty's U.K. shopper base rather than recirculating existing demand.2
Category ranking milestones arrived ahead of schedule. MCoBeauty achieved top 50 BSR in seven subcategories—more than doubling the goal of three subcategories in 12 months. Three hero products now rank in the top 10: #7 Women's Body Sprays, #9 Blushes, and #10 Face Powders, with additional positions held across Make-up Finishers, Eye Concealers, Lip Liners, and Eyebrow Colors.3
Branded search volume grew 185% from a zero baseline, with "mcobeauty" exact-match reaching 9,742 monthly searches—validating that the full-funnel approach successfully built brand recognition among U.K. shoppers.4 Monthly sales reached £88,755 in April 2026 (month eight), representing 148% of the £60,000 month-12 goal, achieved four months ahead of plan.5 A brand-led promotional weekend in April delivered £15,651 in two days at a 91.2% NTB rate, validating the cross-channel Attribution and Brand Store activation as a repeatable acquisition mechanic. AMC validation confirmed a 1.92x halo multiplier, proving that exposed audiences purchased across the full catalog rather than converting on a single product.6
The success demonstrates how combining AMC custom audiences, open-internet activation through Amazon Attribution, and AI-powered catalog optimization can help brands build a customer base at scale—even in highly saturated categories with zero existing presence.
Sources
1-6 MCoBeauty, U.K., 2025-2026.