How Nua Doubled Orders and Slashed CPA in a Legacy-Dominated Category

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. It needed to reach new audiences, drive profitable growth, and compete on value rather than discounts.

The Approach

Partnering with Hector, Nua restructured its Sponsored Ads into a full-funnel strategy organized by Brand, Generic, and Competitor keywords. The team 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, and leveraged Hector's automation engine for weekly bid and budget optimization. This insight-led setup helped Nua convert attention into meaningful performance.