The Project in Numbers
+84%
Sales growth in H1 vs. previous year
+63%
Sales growth from existing products
-25%
below ACOS target value
Success Story: Hoover
From Stagnation to Growth: Performance Marketing as the Engine for Efficient Amazon Expansion
About Hoover
Hoover is an international brand for household and electrical appliances with a European focus on floor care, laundry, and drying. The company sells its products in numerous European countries through brick-and-mortar retail, specialist dealers, online shops, and marketplaces such as Amazon. The target audience is primarily quality-conscious households that value reliable, energy-efficient, and practical devices. Hoover stands for over a century of tradition, a broad product range, and the continuous development of smart, connected products.
Initial Situation
Before the project launch, Hoover experienced stagnant sales growth on Amazon, despite the brand’s strong offline presence. A significant portion of revenue depended on a single bestseller, which was further limited by production bottlenecks. At the same time, marketing budgets and internal resources for marketplace optimization were very limited, resulting in advertising spend not being managed consistently for profitability. There was also no clear launch roadmap for new products, leaving assortment potential on Amazon untapped.
Strategy
Through targeted budget allocation, diversification of the product portfolio, and consistent listing optimization, the revenue risk of individual products was reduced and marketing efficiency significantly increased. The core focus was a performance marketing strategy with clear budget management based on availability and demand, complemented by a profitability prioritization. We established a setup that strategically boosts strong products and eliminates wasted ad spend. Simultaneously, we expanded the portfolio using data-driven selection of additional bestseller candidates and defined a structured launch process including KPIs, pricing strategy, and promotions. We systematically improved key product pages for visibility, click-through rate, and conversion.
Result
The overarching strategy aimed to transform the brand into a broad-based, profitably growing Amazon portfolio. Within a short time, Amazon became a clearly growing sales channel for Hoover in the electronics segment. In the first half-year after project launch, sales were already 84% higher than the previous year, while the advertising cost of sales (ACOS) dropped substantially and the budget was used more efficiently. 63% of the additional sales came from optimized existing products. This established a robust setup for efficient launches and disciplined budget management.
We (Vendor) use the services of the Valuezon Amazon agency and are extremely satisfied with their professional support. The 360-degree service is especially important for us. From content optimization including concept and creation, to marketing support for PPC and DSP, and operational assistance, you get the complete package.
Alena Heidelberger
Digital Growth Lead
