Case Study
Absolute Aromas UK
How We Helped Absolute Aromas UK Build a High-Ranking, RoAS-Positive Amazon Flywheel Without Diluting Brand Positioning
Absolute Aromas is one of the UK’s most trusted aromatherapy brands, with a strong offline legacy and loyal repeat customers. But the Amazon UK marketplace, despite high category relevance, wasn’t delivering anywhere close to its true potential. Conversion rates lagged, sponsored placements lacked consistency, and competing mass-market essential oil brands were eating up top-of-funnel share with discount-led strategies.
Key Business Challenge
Unlock meaningful Amazon growth while maintaining premium brand perception — in a cluttered category dominated by price wars, reseller noise, and keyword hijacking.
Before Scaling We Conducted
A Platform-First Diagnostic Audit
Listing Inconsistency
Core products had weak keyword indexing and unstructured titles, while resellers listed alternate versions with duplicate ASINs.
Ad Spend Wasn’t Anchored
Sponsored ads were scattered across >100 SKUs with no clarity on RoAS drivers or margin alignment.
No SKU Prioritization Framework
Hero SKUs with strong offline velocity (e.g., Lavender Oil, Eucalyptus Oil) weren’t being given algorithmic support via ads or SEO.
We Didn’t Just Run Ads
We Rebuilt Marketplace Fundamentals
Hero SKU Lock-In
Isolated top 10 high-margin, high-demand SKUs using blended data from retail, marketplace, and global trends. Ads and optimizations were focused heavily on these SKUs.
RoAS-Led Budget Allocation
Split campaign budgets into ranking, defense, and competitor offsense buckets — ensuring visibility + profitability across all phases.
#ROI
Strategic Framework
Our growth strategy focused on creating momentum for the platform’s algorithm to reward — not on shallow sales lifts.
Listing Architecture Overhaul
Rewrote titles, bullets, and A+ content with focus on (a) search indexing, (b) clarity of benefit, and (c) internal consistency across product families.
Marketplace Hygiene
Flagged, suppressed, and merged duplicate listings via brand registry; consolidated reviews to single ASINs for social proof leverage.
Instead of over-indexing on ad spend, we created compounding performance loops: strategic SKU focus → clean listings → better CTR → higher CVR → organic rank lift. As organic visibility grew, dependency on paid dropped without hurting sales velocity.
Within 12 Months of Launch
Here Were Our Results
(120% Growth)
Absolute Aromas’ Lavender Essential Oil climbed into Amazon UK’s Top 3 organic search positions in its subcategory — without ever entering price wars. Proof that rank isn’t about who spends more, but who has sales velocity.
Our Learnings
We Don’t Just Do Amazon Ads
We Engineer Platform Growth — Algorithmically.
You don’t need 100s of products — you need 10 SKUs with clean flywheels.
Amazon doesn’t reward brands — it rewards signals. You have to earn every inch.
Listing cleanup is not a hygiene task — it’s the foundation of profitability.
For us, marketplace growth is less about spend — and more about structured momentum.
For us, marketplace growth is less about spend — and more about structured momentum.
