Xnurta helps drive 40% sales growth for Goal Zero on Amazon with AMC Hub

Goals

Goal Zero, a leader in portable power stations and solar generators, partnered with Xnurta to enhance their Amazon sales performance through advanced technology solutions. The brand had three primary objectives that required sophisticated analysis and targeting capabilities.

First, Goal Zero aimed to expand their sales in the competitive portable power category while optimizing their advertising return. This meant not just growing sales volume, but doing so efficiently with improved return on ad spend (ROAS) targets. Second, they sought to drive more qualified visitors to their product detail pages, recognizing the need to reduce costs per customer action while maintaining quality engagement. Finally, they needed to meet an aggressive ROAS target that would demonstrate the efficiency of their advertising spend.

To achieve these objectives, Goal Zero required a partner who could leverage capabilities from Amazon Marketing Cloud (AMC) in new ways. They needed technology that could rapidly analyze customer behavior patterns, create relevant audience segments, and optimize campaign performance in real-time. These requirements led them to Xnurta's innovative AMC Hub solution to create actionable insights and automated optimizations.

Approach

Xnurta implemented a comprehensive strategy leveraging their AMC Hub's dual capabilities: the Model Gallery and Audience Creation tool. The approach began with transitioning Goal Zero's advertising management to Xnurta's console and integrating multiple Amazon Ads API connections for hourly sponsored ads reporting, including Sponsored Products.

The implementation followed a structured three-phase approach. First, Xnurta created a new AMC instance and utilized the AMC Hub to rapidly activate custom audience segments, including sophisticated tracking of customer actions such as Add to Cart, Add to List, and Branded Searchers. They also implemented Amazon Ad tags on Goal Zero's direct-to-consumer websites and uploaded hashed first-party emails to Amazon, enabling enhanced audience engagement capabilities.

In the second phase, Xnurta deployed all nine Model Gallery templates to conduct comprehensive analyses of advertising performance, customer behavior patterns, and product relationships. This analytical foundation informed the creation of increasingly refined audience segments based on observed shopping signals within the portable power station category.

The final phase focused on audience optimization and scaling. Using the Audience Creation tool, Xnurta developed and refined 97 distinct audience groups, each designed to reach specific customer behaviors and shopping patterns. This granular approach allowed for relevant ad targeting and efficient budget allocation across different customer segments. The team continuously monitored performance metrics and adjusted audience parameters based on real-time insights, ensuring optimal campaign performance throughout the engagement.

Results

Goal Zero had set out to increase their year-over-year (YoY) sales by 25%. They shared their sales revenue targets and ad budget constraints, providing clear parameters to guide the strategy. After implementing the AMC Hub, Goal Zero achieved a 40% YoY increase in sales.¹ In the first quarter of 2024, their total ROAS was 27% higher YoY; by April 2024, this improvement jumped to 71% YoY.² Similarly, their sales growth rate accelerated from 16% YoY in Q1 to 55% YoY in April.³ The company also saw efficiency gains in their advertising, with a 36% lower cost per branded search, a 56% lower cost per add-to-list, and a 34% lower cost per new-to-brand purchase.⁴

With the AMC Hub, brands and agencies of all sizes can make decisions quickly and confidently. For building these capabilities, Xnurta won the 2024 Technology Innovation Award at the Amazon Ads Partner Awards—recognizing their contribution to advancing advertising technology.

Sources

^1–4 Xnurta-provided data, U.S., 2023–2024.