How an Air Purifier Brand Increased Sales 61% with AMC Audiences

This leading indoor air quality brand develops science-backed air purification systems designed to reduce indoor pollutants and improve health outcomes. Operating primarily on Amazon, the company serves a broad consumer base while differentiating through research-driven innovation and a strong focus on measurable performance. Its products are positioned as premium, high-consideration purchases within a competitive home appliances category.

The Challenge

At the start of 2025, the brand faced a sudden disruption. The shutdown of its affiliate program removed a major source of external traffic, reducing visibility across high-intent search terms. As a result, both paid and organic performance declined—total sales dropped year-over-year, ad-driven revenue decreased, and category share weakened.

At the same time, efficiency expectations remained strict. The brand needed to maintain disciplined Advertising Cost of Sales (ACOS) while continuing to scale investment. This created a structural challenge: how to rebuild visibility and recover lost demand without sacrificing profitability.

Without intervention, the account risked entering a cycle of declining rank, reduced traffic, and constrained growth—especially in a category where visibility at the top of search directly influences both paid and organic performance.

Why Quartile

The brand needed more than incremental optimizations—it required a strategy that could actively rebuild demand while maintaining control over efficiency.

Quartile provided the ability to segment performance at a granular level, allowing different parts of the account to operate under distinct efficiency thresholds. This made it possible to strategically invest in high-impact areas without compromising overall profitability.

In addition, Quartile’s integration with Amazon Marketing Cloud (AMC) enabled deeper audience insights. Rather than treating all traffic equally, the brand could identify and prioritize high-value customer segments based on actual conversion behavior. This combination of precision, flexibility, and audience intelligence made it possible to recover lost visibility and scale sustainably.

The Solution

Quartile restructured the account around a clear principle: not all traffic should be treated equally.

The first step was rebuilding visibility on the most critical search terms. High-priority keywords—those most closely tied to category demand and conversions—were isolated into a dedicated campaign structure. These campaigns were given more aggressive bidding strategies and higher efficiency thresholds, allowing the brand to regain impression share where it mattered most. By separating these terms from the rest of the account, Quartile ensured that investment could scale without distorting overall performance.

At the same time, Quartile introduced advanced audience segmentation using Amazon Marketing Cloud (AMC). Analysis of historical data revealed that certain customer groups—such as pet owners—converted at significantly higher rates. Using Quartile’s Pro Suite, bid modifiers were applied to prioritize these audiences, ensuring that budget was concentrated on shoppers most likely to purchase.

This dual approach created a structural shift in how the account operated. High-intent keywords rebuilt visibility and demand, while audience targeting improved conversion efficiency. Sponsored Products campaigns then captured this demand at the point of search, creating a more resilient and performance-driven system.

Results & Impact

The strategy reversed early-year declines and established strong, sustained growth across the account:

• 61% year-over-year increase in total sales, signaling full recovery and expansion  

• 93% growth in ad-attributed sales, driven by improved visibility and targeting  

• 20% increase in organic sales, showing strengthened category presence  

• ACOS reduced by 2% while scaling, maintaining efficiency despite higher investment  

These results demonstrated that restoring visibility on high-impact keywords—combined with prioritizing high-converting audiences—can rebuild both paid and organic momentum.

The key takeaway: growth was unlocked not by tightening efficiency everywhere, but by investing strategically where it mattered most.

Ongoing Value & Future State

With a stronger structural foundation in place, the brand is now positioned to scale with greater confidence. Quartile continues to refine keyword prioritization and audience strategies, ensuring that investment remains focused on the highest-impact opportunities.

This approach allows the business to balance growth and efficiency without compromise—expanding market share while maintaining control over performance. As competition intensifies, the brand now has a repeatable framework to defend and grow its position.