How Nua Doubled Orders and Slashed CPA in a Legacy-Dominated Category
Modern Wellness Brand
www.nuawoman.com
The Challenge
Nua, a digital-first women's wellness brand, set out to grow on Amazon in a category dominated by legacy giants like Whisper and Stayfree.
With limited budgets and minimal visibility on high-intent search terms, Nua's challenge was clear:
- Reach new audiences beyond their existing customer base
- Drive profitable growth with constrained budgets
- Compete on value rather than discounts against established players
The Approach
Partnering with Hector, Nua restructured its Sponsored Ads into a full-funnel strategy organized by Brand, Generic, and Competitor keywords.
The comprehensive approach included:
- Prioritized mid and top-funnel keywords identified through SQP and Impression Share reports
- Used mobile-first Sponsored Brands to educate shoppers on product benefits
- Deployed Sponsored Display to retarget competitor audiences
- Leveraged Hector's automation engine for weekly bid and budget optimization
This insight-led setup helped Nua convert attention into meaningful performance.
The Result
- 97% Increase In Orders
- 79% Lift In Glance View Share
- 23% Drop In Ad CPA And 37% Boost In Ad CR%
- 67% Growth In Subcategory Penetration
"Shifting focus from brand keywords to how customers actually shop made a real difference. We started gaining visibility across category terms we couldn't crack earlier, and it helped us connect with new audiences we weren't reaching before."
97%
Increase In Orders
79%
Lift In Glance View Share
23%
Drop In Ad CPA
Primary Objective:
Market Share Growth in Legacy Category
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Sponsored Ads Full-Funnel Strategy
