How Hoba Care Turned U.S. Expansion Into 240% Amazon Sales Growth

Hoba Care is a premium beauty and personal care brand specializing in organic-certified, cold-pressed jojoba oil designed for skincare, haircare, and baby-safe use. The brand operates a focused catalog and positions its products at a premium price point within the natural skincare category.

After building strong customer loyalty in Canada—including recurring revenue driven by Subscribe & Save—the brand expanded into the United States to test whether its premium positioning and product quality could scale within a far more competitive marketplace.

The Challenge

Expanding into the United States presented a very different environment from the brand’s established Canadian market.

The category was significantly more competitive, with aggressive pricing, dozens of established sellers, and intense competition for search visibility. Unlike Canada—where the brand already had ranking history and customer awareness—the U.S. launch began from zero.

Early performance showed strong demand, but efficiency remained challenging. The brand needed to improve advertising performance while simultaneously building organic ranking and category visibility.

Another challenge quickly emerged: jojoba oil customers were not a single audience.

Parents purchasing baby-safe skincare products, retail shoppers buying personal beauty products, and high-volume buyers searching for larger bulk formats all behaved differently. They searched differently, converted differently, and generated different average order values.

When these audiences were managed within the same campaign structure, their signals blended together—making optimization difficult and limiting the ability to scale efficiently.

The brand needed a more precise strategy to unlock growth in the U.S. market.

Why Quartile

Hoba Care needed more than campaign management—it needed a way to bring clarity to a complex advertising environment.

Quartile’s platform allowed the team to move beyond blended campaigns and instead organize advertising around actual shopper behavior. By combining automation with granular performance insights via Amazon Marketing Cloud (AMC), Quartile enabled the brand to continuously optimize bids, budgets, and targeting across multiple product types and search patterns.

This level of precision was critical in a category where small differences in keyword intent or order value could dramatically impact profitability.

Rather than simply increasing advertising investment, Quartile helped the brand understand where growth opportunities existed—and how to pursue them efficiently.

The Solution

The strategy began with discovery.

Quartile launched automatic Sponsored Products campaigns to capture high-intent search queries and build an initial dataset of shopper behavior. These campaigns revealed important differences in how customers searched for and purchased jojoba oil products.

As insights developed, Quartile restructured the account into distinct campaign segments based on product type and customer intent.

Baby-focused products were separated from retail skincare formats, while larger bulk sizes such as 32-ounce and half-gallon units were managed independently. Each of these segments had different keyword patterns, purchase motivations, and average order values.

This segmentation created clarity within the account.

Instead of competing for the same budgets and keywords, each product segment could now be optimized independently—with bidding strategies and budgets aligned to the value of each customer type.

Quartile then expanded the campaign mix into a coordinated full-funnel structure that included:

• Manual keyword targeting for high-intent searches

• Competitor ASIN targeting to capture shoppers comparing alternatives

• Defensive campaigns to protect branded search visibility

• Category targeting to increase product discovery

• Sponsored Brands and Sponsored Brands Video campaigns to strengthen visibility for core category searches

Quartile’s Pro Suite capabilities were also used to identify new-to-brand shoppers and uncover additional opportunities for customer acquisition.

By aligning campaigns with real shopper behavior instead of a blended campaign structure, the brand was able to scale both visibility and efficiency simultaneously.

Results & Impact

The transformation was visible quickly.

As campaign segmentation improved targeting and efficiency, the brand began gaining stronger visibility across the jojoba oil category. Over time, this momentum translated into stronger rankings, improved discoverability, and sustained revenue growth.

Key outcomes included:

• 240% increase in total sales during the early U.S. expansion phase

• 46% improvement in Advertising Cost of Sales (ACOS) as optimization improved campaign efficiency

• 45% improvement in Total Advertising Cost of Sale (TACOS) as organic sales contribution increased

• First-page visibility gained for core category keywords, strengthening long-term discoverability

These results reinforced a key insight: in competitive categories, growth often comes from understanding how different customers behave—not treating them as a single audience.

By structuring campaigns around those behavioral differences, Quartile helped unlock both scale and efficiency.

Ongoing Value & Future State

Today, the brand continues to strengthen its position in the U.S. beauty and personal care category.

With a structured campaign architecture and deeper insight into shopper behavior, the account now operates with greater efficiency while maintaining strong sales momentum. As organic visibility continues to improve, Quartile’s platform allows the brand to expand campaigns strategically while maintaining control over performance.

What began as a U.S. expansion experiment has become a scalable growth channel.