Tesori d’Oriente: Building Amazon Growth in the U.S. Market
Overview
Tesori d’Oriente is an established Italian beauty and personal-care brand that was new to selling on Amazon in the United States. Although the brand had existing recognition in Europe, its products initially struggled to gain traction with U.S. Amazon shoppers and generated weak advertising returns.
The goal was to improve product discoverability, strengthen conversion, and create a more efficient foundation for long-term growth in a new market.
The Challenge
Tesori d’Oriente entered a highly competitive U.S. beauty marketplace without the search history, customer familiarity, or established advertising performance of more mature domestic brands.
The account faced several challenges:
Limited visibility for relevant customer searches
Poor return on advertising investment
Product detail pages that were not fully optimized for U.S. shoppers
Spending spread across categories and targeting strategies with uneven performance
A need to better understand how American consumers searched for and evaluated the products
Strategic Approach
Conduct continuous market and keyword research
Regularly researched customer search behavior, competitor positioning, category trends, and campaign performance to identify new opportunities and refine the account strategy.
Expand long-tail keyword targeting
Introduced more specific, high-intent search terms that closely matched the products’ benefits, formats, fragrances, and use cases. This helped reach shoppers who were more likely to convert while reducing reliance on highly competitive broad keywords.
Prioritize higher-performing categories
Analyzed category- and product-level results to determine where the brand was gaining the strongest traction. Advertising investment was then shifted toward the categories and products with the greatest potential for efficient growth.
Improve product detail pages
Updated PDP content to better communicate product benefits, improve keyword relevance, and make the brand more understandable and appealing to U.S. customers. These changes supported both organic discoverability and paid-media conversion.
The Impact
The revised strategy helped Tesori d’Oriente achieve:
10% increase in sales
10% improvement in ROAS
12% increase in conversion rate
Stronger visibility among relevant U.S. Amazon shoppers
More efficient investment in the brand’s highest-potential categories
A stronger foundation for continued growth in a new market
+10%
Sales
+10%
ROAS
+12%
Conversions