How Oh Yuk Achieved 60% YoY Sales Growth with an AMC-Powered Strategy

Oh Yuk is a US–based cleaning brand specializing in jetted tub and bathtub cleaners. As a single-brand manufacturer with all products produced domestically, the company has built strong organic rankings within its core niche. After expanding its catalog within its first year, the brand set its sights on broader category expansion into more competitive, all-purpose cleaning segments.

The Challenge

Prior to partnering with Quartile, the account had plateaued. Sales were flat or declining year over year, and growth ambitions were constrained by strict efficiency guardrails. The brand maintained a rigid Total Advertising Cost of Sale (TACOS) cap, which limited its ability to invest in incremental visibility.

Campaign structure further restricted performance. Uniform keyword bidding prevented meaningful differentiation between high-impact and low-impact terms. Branded search absorbed a disproportionate share of spend, generating activity but not meaningful incremental growth.

The result was stagnation. Sales hovered at consistent daily levels, advertising investment remained static, and the account lacked the structural flexibility required to expand beyond its niche category.

Why Quartile

The brand needed more than campaign management—it needed precision and proof.

Leadership required granular, keyword-level visibility before increasing investment beyond historical TACOS thresholds. They needed a framework that could identify incremental opportunities, measure category penetration, and separate branded maintenance from true growth.

Quartile’s combination of automated bidding architecture and Amazon Marketing Cloud (AMC) analytics provided both control and confidence. The ability to isolate high New-to-Brand behavior, measure incrementality, and optimize at the keyword level allowed the brand to pursue growth without sacrificing discipline.

The Solution

Quartile began by restructuring the account within its bidding framework, assigning individual bids to each keyword to unlock granular optimization and clearer performance visibility. This structure, paired with Quartile’s automated bid and placement optimization, immediately eliminated the inefficiencies created by uniform bidding.

Using AMC search term analysis, Quartile identified that a significant share of investment was concentrated in branded queries. While these terms were generating New-to-Brand purchases within Amazon’s ecosystem, they were not expanding category reach.

The strategy was split into two clear pillars:

1. Branded Defense: Maintain efficient visibility while limiting budget concentration.

2. Non-Branded Expansion: Identify and prioritize high–New-to-Brand ratio keywords using AMC reports.

Quartile leveraged AMC audience and category-level reporting to:

• Isolate non-branded keywords driving incremental category penetration

• Identify ranking gaps versus competitors

• Track keyword and category ranking movement in real time

• Reallocate investment toward high-impact growth terms

This data-backed transparency enabled the brand to temporarily exceed historical TACOS limits with confidence, knowing every incremental dollar was tied to measurable ranking and category expansion objectives.

As visibility improved across targeted non-branded terms, organic rankings strengthened—supporting a sustainable shift toward organic-driven growth.

Results & Impact

Across the 2025 measurement period, the strategic restructuring delivered measurable structural change.

• 60% sales growth YoY

• 28% improvement in TACOS efficiency YoY

• 64% increase in average daily sales

• Sustained organic ranking improvements across targeted non-branded keywords

The shift from branded-heavy investment to incremental category expansion unlocked durable growth. What began as a cautious test of controlled scale evolved into a repeatable growth framework that now supports broader category launches.

Ongoing Value & Future State

With proven success in its core jetted tub category, the brand is now expanding into the all-purpose cleaning segment. Armed with keyword-level transparency and AMC-powered audience insights, leadership has moved from cautious investment to a more assertive launch strategy.

Quartile continues to provide the structure and analytics required to scale new product introductions while protecting long-term efficiency. The foundation is no longer static growth—it is disciplined expansion.