Most brands on Amazon stick to branded keywords for safe returns. But Tata 1mg, India’s leading health & wellness brand, wanted to scale beyond its loyal customer base. The goal? Reach new audiences, grow sales, and still maintain efficiency in ad spend.
That’s when NuvoRetail stepped in – designing an Amazon Ads strategy that not only doubled generic keyword sales share but also delivered Tata 1mg’s highest ROAS ever.
The Challenge: Over-Reliance on Branded Keywords
Tata 1mg’s campaigns were heavily skewed toward branded terms. While these ensured predictable returns, they limited opportunities for acquiring new customers and expanding category reach.
The Ambition: Growth Without Sacrificing Efficiency
Tata 1mg aimed to break free from branded keyword dependency, explore high-performing generic and competition keywords, and strategically allocate budgets to maximize ROI.
The Breakthrough: NuvoRetail’s Amazon Ads Strategy
Through detailed analysis of shopping behavior across hours, keywords, and categories, we built a strategy powered by:
- Time-based budget allocations (Day-Parting) – Boosting spend during peak conversion hours.
- Dynamic bidding on generic keywords – Capturing untapped high-intent search traffic.
- Category-level budget splits – Balancing efficiency with new customer discovery.
The Win: Record-Breaking ROAS and Sales
After onboarding NuvoRetail, Tata 1mg achieved:
- 📈 Month-on-Month Sales Growth
- 🏆 Highest ROAS recorded in July
- 🔍 Generic keyword sales share more than doubled
- ⚡ Better efficiency despite higher ad spends
The Takeaway for Brands
This success story proves that with the right Amazon Ads strategy – balancing branded, generic, and competition keywords – brands can achieve both growth and efficiency without overspending.
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