Upper Echelon Products partners with Scale Insights to achieve growth on Amazon Japan

Imagine trying to find the right elements for an ad campaign, but each one seems to fall short of capturing the audience’s attention. This was the challenge that Upper Echelon Products (UEP), a consumer-products company that sells goods ranging from umbrellas and blankets to bath pillows and bidets, faced when it began selling on Amazon Japan. Customers lacked familiarity with their products, and UEP needed to tailor their messaging to better resonate with Japanese audiences.

Seeking a cutting-edge solution, the brand turned to Amazon Ads partner Scale Insights to develop a new strategy. With their help, UEP was able to bridge the language gap with advanced algorithms and a strategic sponsored ads approach.

Venturing into Amazon Japan

Based in Austin, Texas, UEP oversees eight distinctive brands and sells products designed to make everyday life a little bit simpler and a lot more enjoyable. For example, their Everlasting Comfort brand helps shoppers create a relaxing environment with seat cushions, mattresses, humidifiers, and other home products.

Having successfully sold their products on Amazon in the United States and Europe, UEP was eager to expand to new regions. It began selling on Amazon Japan in 2016 and first used Amazon Ads solutions in 2022. But the Japan region posed some unique challenges, especially in terms of finding the right keywords.

On Amazon, keywords are vital; they connect shoppers to products, affecting visibility, clicks, and ultimately sales. To succeed on Amazon Japan, UEP sought automated tools to help deploy complex pay-per-click management tasks, optimize campaign performance, and thus boost sales.

Deploying AI-powered campaign tools

In January 2023, UEP adopted a multitiered funnel approach from Scale Insights. Equipped with a suite of services powered by more than 10 artificial intelligence (AI) algorithms, Scale Insights provides a unique blend of automation and AI solutions to help advertisers manage campaigns, monitor performance, and drive sales. At each stage of the campaign, UEP used the partner’s advanced automation algorithms to cultivate long-tail keywords, gather information, and reveal untapped opportunities in the Japan region.

First, UEP deployed multiple Sponsored Products auto campaigns. This step helped the brand reach specific audience segments and quickly gather insights on keyword performance. Next, they rolled out Sponsored Products manual campaigns to identify keywords that helped increase order volume. The standout keywords were promoted to star in their own campaigns, which helped UEP home in on the highest-performing keywords.

The brand also refined their existing Sponsored Display campaigns to expand their reach and nurture sales growth. Using Scale Insights’ automation engine, UEP pulled keywords from their Sponsored Products campaigns and then integrated the highest-converting keywords as Sponsored Display tactics.

Diversify your approach by using various Amazon Ads channels, such as Sponsored Products, Sponsored Brands, and Sponsored Display. You’ll discover that each product exhibits distinct performance levels within these channels.

- Leslie Chong, cofounder, Scale Insights

After adopting Scale Insights’ technology, UEP experienced transformative results. By refining their Sponsored Display campaigns, the brand not only enhanced their advertising reach but also made it easier for potential customers to find their products, effectively boosting sales. At the same time, UEP’s manual campaigns worked to increase both orders and conversions. Between January and April 2023, UEP increased pay-per-click orders by more than 79% and conversions by more than 90%.¹

Scale Insights’ automation algorithms also helped UEP optimize ad costs, maintain steady conversion rates, and sustain keyword relevance throughout each campaign. Between January and April 2023, UEP achieved nearly 28% month-over-month average growth in return on ad spend.² During the same time frame, they reduced their advertising cost of sales by over 62% and achieved 18% month-over-month average growth in ad conversions.³ With the partner’s support, UEP transformed their keyword challenges into opportunities, growing in Japan with an efficient sponsored ads strategy.

The right software can be a game changer in driving successful Amazon Ads strategies. With Scale Insights, we found that having access to valuable and actionable insights helped us to make informed decisions and effectively optimize our campaigns. This has helped us fine-tune our strategies, identify highest-performing keywords, and optimize our ad spend.

- Travis Killian, founder, Upper Echelon Products