The Top #6 Candle on Amazon
Unlocking $3,700,000 in Sales for US Candle Brand by Aggressively Scaling Ad Spend with <15% ACOS
Introducing the Brand:
Our client is a premium US candle brand offering an extensive range of scented, unscented, and coloured candles across multiple sizes — from 18oz everyday staples to indulgent 144oz statement pieces. With abroad catalogue spanning gifting occasions, home fragrance, and everyday living, the brand had strong product-market fit on Amazon — but wasn't yet maximising the platform's full potential.
The Challenge:
- When NAYF Ads partnered with the brand, two challenges were immediately clear. Revenue was disproportionately concentrated in Q4 — with the majority of Amazon sales compressed into November and December alone. Outside of peak gifting season, monthly sales averaged just $135K, leaving significant untapped potential across the calendar year.
- At the same time, the existing advertising activity lacked the structure needed to scale efficiently. Campaigns weren't converting spend into sales at the rate the catalogue deserved, and listing quality across key ASINs was suppressing organic discoverability — meaning the brand was losing ground to competitors on search terms it should have owned.
Our Approach:
Our Strategy: Full-Funnel Growth Engine
NAYF Ads implemented a full-funnel strategy designed to deliver both sustainable year-round growth and dominant Q4 performance:
- Listing Optimisation
We audited and restructured product listings across the entire catalogue—refining titles, bullet points, and backend search terms to better align with how customers search for premium candles on Amazon US. This strengthened organic rankings across core search terms while improving conversion rates across all sizes and scent variants. - Precision Ad Architecture
We rebuilt the campaign structure from the ground up—replacing broad, inefficient spend with tightly segmented Sponsored Products and Sponsored Brands campaigns focused on high-intent, purchase-ready keywords across scented, unscented, coloured, and gifting-related search terms. - 7-Step Advertising Improvement Plan (AIP)
Our proprietary Advertising Improvement Plan (AIP) guided every stage of the engagement—from keyword harvesting and bid optimisation to creative direction for A+ content—positioning the brand’s premium candle range as the standout choice in a highly competitive category. - Intelligent Q4 Scaling
We implemented a pre-planned peak season strategy, increasing budgets and bids at precisely the right moments to capture surging holiday demand—while maintaining ACOS efficiency during the most competitive period of the year.
The Outcome:
Scaling Without Sacrificing Efficiency
The performance data tells a clear story of disciplined, scalable growth—proving that revenue growth came from stronger strategy and execution, not simply increasing ad spend.
Full-Year Ad Performance (Jan–Dec 2024 vs Jan–Dec 2025)
- Ad sales grew from $988,345 to $1,969,096 — a 99% year-on-year increase
- Ad spend increased from $116,677 to $244,592, while ACOS remained tightly controlled—moving only marginally from 13.9% to 15.0%
- Every additional dollar of spend maintained strong efficiency—$244K in ad spend generated $1.97M in ad-attributed revenue in 2025
- Growth was driven by strategy and operational efficiency, not simply increasing budget allocation
- Achieved a Top #6 organic ranking in the Jar Candle category
Comparable Revenue Performance (May–Dec 2024 vs May–Dec 2025)
Looking at the months where full business report data was available across both years, the wider revenue impact was equally impressive:
- Total revenue grew from $1.93M to $3.70M — a 92% increase across the same eight-month period
- November 2025 reached $890,908 — exactly double November 2024’s $446,135 (100% YoY growth)
- December 2025 hit a record $1,555,001 — up 139% from December 2024’s $649,214, making it the largest sales month in the brand’s Amazon history
- Units ordered increased from 16,655 to 37,776 in December YoY—proving ranking, visibility, and conversion all improved together
- Off-peak performance also strengthened significantly—September and October 2025 averaged $226K per month, compared to $149K per month in the same period during 2024
Doubling ad sales while keeping ACOS largely flat is not luck—it’s the outcome of a disciplined, data-driven Amazon growth strategy. For this premium candle brand, NAYF Ads transformed a seasonally dependent catalogue into a year-round growth engine.
Founder's Feedback:
