Tinuiti and Skai help eos achieve #1 Best Seller rank on Amazon with full-funnel strategy

Goals

eos, a mid-size beauty and personal care brand known for their distinctive product design and loyal customer base, sought to expand into the body spray category on Amazon with a new line of body mist products. Launching in January 2026, eos faced the challenge of entering a crowded category where the brand had zero existing share—requiring both rapid awareness building and immediate sales velocity to establish credibility with shoppers.

The challenge demanded a unique combination of capabilities: deep category expertise to design the right strategy, and sophisticated technology to execute at the speed and scale a new product launch requires. eos needed a partner approach that could deliver strategic media planning, audience development, and category intelligence alongside automation, AI-driven optimization, and cross-channel measurement—capabilities that no single partner could provide independently.

eos partnered with Tinuiti, an advanced Amazon Ads partner specializing in full-funnel media strategy, and Skai, an Amazon Ads advanced partner whose technology helps Amazon advertisers automate, scale, and measure Amazon Advertising with a holistic product and retail advertising platform. Together, the objectives were clear: achieve 3% search keyword share of voice for key terms like “body mist” and “body mist for women,” deliver $2 return on ad spend (ROAS) across the campaign, and reach Top 10 Best Seller rank in the Women's Body Spray Fragrance category.

Approach

Tinuiti and Skai executed a full-funnel launch strategy designed to establish eos body mist as a category contender from day one. The plan integrated Sponsored Products, Sponsored Brands, video ads, display ads, Amazon DSP, and Prime Video ads—amplified by a Big Game commercial that drove upper-funnel awareness at national scale.

Tinuiti led strategy, audience planning, and keyword development. The media approach balanced a 60% search and 40% Amazon DSP split, with 75% of January–February spend dedicated to consideration tactics to build sustained brand presence rather than short-term spikes. Amazon Marketing Cloud was integrated into monthly audience reports to understand how new products drove sales among new-to-brand customers versus cross-shopping from existing eos customers.

Skai enabled execution at scale through three capabilities that improved activation: automated budget optimization across campaign groups based on performance, AI-powered dayparting using Amazon Marketing Stream insights, and an in-platform AI agent providing real-time media recommendations. This automation empowered Tinuiti to focus on strategic decisions while Skai handled the operational complexity of managing dozens of campaigns simultaneously.

Skai's incremental return on ad spend (iROAS) methodology measured incremental impact across Amazon and channels beyond Amazon—including the Big Game ad—improving cross-channel coordination and proving that upper-funnel investment drove on-Amazon demand. This unified measurement approach allowed the partnership to optimize holistically rather than in channel silos.

Results

The results within the first two months of launch significantly exceeded all objectives. Search keyword share of voice reached 6% for key terms, doubling the 3% goal and establishing eos as a visible presence in the body mist category from launch.¹ ROAS reached $12 across search and Amazon DSP, surpassing the $2 goal by 500% and demonstrating exceptional efficiency for a new category entry.²

The hero product achieved #1 Best Seller rank in Women's Body Spray Fragrance for the entire month of February 2026—far exceeding the Top 10 goal and confirming that the full-funnel approach drove both awareness and conversion.³ Launch month sales surpassed the forecast by 42%, validating the aggressive media strategy.⁴

Incrementality measurement revealed that 81% of Amazon sales driven by Big Game-branded search were incremental, proving upper-funnel investment directly fueled on-Amazon demand.⁵ iROAS during the Big Game outperformed eos's historical branded search iROAS by 197%.⁶

The success demonstrated how combining strategic agency expertise with AI-powered technology automation and sophisticated measurement can help brands achieve category leadership within weeks of launch.

Sources

^1-6 eos, U.S., 2026.