The opportunity
Tesori d’Oriente is an established Italian beauty and personal-care brand that was new to selling on Amazon in the United States. Although it had recognition in Europe, its products initially struggled to gain traction with U.S. Amazon shoppers and generated weak advertising returns.
What had to change
The account had limited visibility for relevant searches, uneven performance across categories, under-optimized product pages, and little U.S.-specific search history. The strategy needed to improve discoverability while learning how American consumers described, compared, and evaluated the products.
What I owned
- Conducted ongoing keyword, category, competitor, and market research.
- Expanded long-tail, high-intent keyword targeting around benefits, formats, fragrances, and use cases.
- Shifted investment toward categories and products showing stronger traction.
- Improved PDP content to better communicate benefits and increase keyword relevance.
- Used campaign and product-level performance to continuously refine the market-entry strategy.
How I approached it
Research continuously
Used search behavior, competitor positioning, category trends, and campaign data to refine the account strategy.
Expand long-tail targeting
Added more specific search terms that better matched product attributes and customer intent.
Prioritize stronger categories
Moved budget toward products and categories where the brand was gaining the most efficient traction.
Improve product pages
Strengthened PDP content so products were clearer to U.S. shoppers and more relevant to search.
The result
The revised approach improved sales by 18%, ROAS by 10%, and conversion rate by 12%, while building a stronger foundation for continued U.S. growth.