How a Premium Jewelry Brand Met Profitability Targets in Peak Season

This premium jewelry brand offers fine gold pieces and lab-grown diamond jewelry in a category dominated by low-priced fashion accessories. While physical retail remains the brand’s primary channel, Amazon plays a critical role during peak gifting moments, when competition intensifies and shopper expectations are highest.

The Challenge

Peak season represented a narrow, high-stakes window for the brand. Premium products competed directly against low-priced alternatives, bid pressure escalated rapidly, and rising gold costs compressed margins further. Unlike prior years, efficiency was not a secondary consideration—it was the constraint.

The brand entered the holiday period with a clear mandate: meet a strict profitability threshold without sacrificing relevance during the most competitive weeks of the year. Early bid increases and relaunch efforts failed to deliver the required efficiency, putting peak-season performance and margin discipline at risk.

Why Quartile

The brand needed a partner that could operate with control and speed under pressure. Manual optimization and legacy campaign structures lacked the precision required to manage rising costs in a premium category during peak demand.

Quartile was selected for its ability to enforce discipline at scale—combining competitive intelligence, structured campaign design, and performance-driven decisioning to protect profitability while maintaining presence when it mattered most.

The Solution

Quartile approached the account with a clear priority: reduce waste and regain control before scaling.  

Sponsored Products campaigns were restructured to improve efficiency on competitive, high-cost search terms. Using Quartile’s competitive intelligence tool Market IQ, high-performing competitor keywords were isolated into bulk manual campaigns segmented by average order value and product type. This allowed the brand to remain competitive where single-product campaigns were no longer viable.

Underperforming campaigns were paused, and investment shifted toward exact-match, single-keyword campaigns targeting high-intent searches. This clarified performance signals and ensured spend was concentrated where conversion justified cost.

Sponsored Brands Video became a core lever—not as an add-on, but as a way to sustain visibility and storytelling without overpaying in a price-driven landscape. Video enabled clearer value communication for premium products while securing efficient exposure during peak demand. Keyword selection was informed by historical performance, analytics index data, and Market IQ insights, and video assets were deployed quickly using Amazon’s AI Video tool.

All campaigns were managed within a single portfolio framework, allowing Quartile to move budget decisively toward the most efficient formats as performance data emerged—critical during a compressed seasonal window.

Results & Impact

The restructured, video-led approach allowed the brand to operate within strict profitability constraints during the most competitive period of the year.

• 37.5% decrease in Total Advertising Cost of Sale, bringing performance in line with margin requirements

• 200% increase in conversion rate, indicating stronger value communication and higher shopper confidence

• Targeted profitability threshold successfully met during peak season

Together, these results showed that the combination of automation and expertise provided by Quartile enabled profitable and efficient performance in a premium, high-cost category during peak demand.

Future State

With a proven peak-season framework in place, the brand now has a repeatable approach for future gifting periods. Quartile continues to support ongoing optimization and creative iteration, helping the brand maintain control, protect margins, and respond quickly as competitive conditions evolve.