Tini Lux is a direct-to-consumer jewelry brand known for its hypoallergenic earrings. The company designs products specifically for people with sensitive ears using medical-grade materials.

After building a strong online presence through its DTC website, Tini Lux sought to expand its reach on Amazon. The new channel presented challenges different from their existing ecommerce operations.

As advertising costs on Amazon increased, the brand's return on ad spend dropped. Campaign performance was inconsistent, and inventory management on the platform was reactive rather than planned.

This article explores how Tini Lux's Amazon strategy was evaluated, restructured, and scaled using a data-driven approach.

Tini Lux Background And Goals

Tini Lux makes hypoallergenic jewelry, focusing on earrings made from titanium and niobium. These materials are biocompatible, making them ideal for people with metal sensitivities.

Despite having loyal customers and good product reviews, the brand struggled with visibility and advertising efficiency on Amazon. Rising platform costs made growth even harder.

The main goal was to build a scalable Amazon program that could improve return on ad spend, increase revenue, and maintain profitability. This meant aligning advertising, inventory, and product listings with clear performance targets.

Why Data-Driven Dashboards Matter For Amazon Performance

Darkroom created custom dashboards to track Tini Lux's Amazon performance. These tools gathered all campaign data in one place, making it easier to monitor key metrics continuously.

The dashboards tracked sales, organic revenue, conversion rates, and return on ad spend. They also broke down data by product category and campaign type, helping identify which areas performed best.

Unlike Amazon's basic analytics, which offer limited historical data, these dashboards showed performance in real-time. This supported ongoing amazon ppc optimization by connecting ad performance directly to business goals.

Real-time data access meant teams could update campaigns and adjust budgets quickly. If a campaign underperformed or a keyword behaved unusually, changes could be made immediately rather than waiting for delayed reports.

The benefits of this approach included:

• Faster testing: New strategies could be implemented and evaluated quickly

• Pattern recognition: Seasonal trends and shopper behavior became easier to spot

• Clear accountability: Campaign changes could be directly linked to performance outcomes

These dashboards served as a single source of truth, ensuring all team members worked with consistent information when making decisions.

Amazon Listing Optimization For Better Conversion

Darkroom examined Tini Lux's Amazon listings to find what limited their visibility and sales. The analysis focused on how products appeared in search results and how effectively each listing communicated value to shoppers.

Four main areas needed improvement: product images, titles, bullet points, and brand consistency.

1. High-Quality Product Images

Tini Lux's original listings used mixed-quality photos with inconsistent lighting and framing. Darkroom replaced these with high-resolution images that followed Amazon's best practices.

The updated images included:

• White background main photos

• Detailed close-ups that shoppers could zoom into

• Lifestyle images showing the earrings being worn

• Size reference photos

This amazon listing optimization approach improved visual clarity and helped increase click-through rates by creating a more professional, cohesive look.

2. Keyword-Focused Titles

Darkroom researched keywords using Amazon search data and competitor analysis specific to hypoallergenic jewelry. The goal was to use relevant search terms without making titles sound unnatural.

For example, a title like "Small Gold Huggie Hoops" became "Hypoallergenic Small Gold Huggie Hoop Earrings for Sensitive Ears – Nickel-Free Titanium." This put important keywords early while keeping the title readable.

3. Bullet Points That Highlight Benefits

The original listings simply listed features like "titanium posts" without explaining why they mattered. Darkroom rewrote these as benefit-driven statements that connected features to customer needs.

A bullet point that said "Pure titanium posts" was changed to "Medical-grade titanium posts – safe for daily wear on sensitive ears." This made the information more relevant to shoppers' concerns and helped improve conversion rates.

4. Consistent Brand Messaging

Darkroom reviewed all content across Tini Lux's Amazon presence to ensure it matched the brand's voice. This included editing product descriptions to use the same tone found on the brand's website and social media.

This consistency was important for marketplace management, especially since customers often check multiple channels before buying. Using the same messaging helped build trust and ensured every product page maintained the same quality standards.

Strategic Ad Budget And PPC Campaign Management

Darkroom started with a complete review of Tini Lux's Amazon ad account. The team looked at past campaign performance, including click-through rate, conversion rate, cost per click, and advertising cost of sale.

This review showed that campaigns were disorganized, keyword targeting was too broad, and ad spending wasn't properly prioritized across different product types. The first step was to rebuild the campaign structure to improve visibility while controlling costs.

1. Keyword Research And Negative Targeting

For Tini Lux, keyword research focused on specific terms like "hypoallergenic earrings" and "nickel-free studs." Darkroom gathered data from Amazon's search reports and actual customer searches.

The team created a keyword list organized by product type, material, and use case. Each keyword was then matched to the most relevant products.

Negative keywords were added to prevent ads from showing for irrelevant searches. Terms like "children's earrings" were excluded because Tini Lux doesn't make products in that category. This prevented wasting money on searches that wouldn't lead to sales.

2. Auto And Manual Campaign Refinement

Darkroom used both automatic and manual campaigns to gather and control keyword data. Auto campaigns ran first to discover which search terms generated sales at a reasonable cost.

Once successful keywords were identified, they were moved to manual campaigns with exact match targeting. This gave more control over bidding and placement.

The results showed clear improvement:

• Auto campaigns: 4.3% average conversion rate

• Manual campaigns: 6.8% average conversion rate after refinement

Manual campaigns also achieved a lower advertising cost of sale, improving the overall efficiency of ad spending.

3. CPC And ACOS Monitoring

Cost per click (CPC) is what you pay when someone clicks your ad. Advertising cost of sale (ACOS) is calculated by dividing ad spend by the revenue those ads generate. For example, spending $20 on ads to generate $100 in sales gives a 20% ACOS.

Darkroom set specific ACOS targets for different Tini Lux product categories:

• Core products: Under 25% ACOS

• New product launches: Up to 35% ACOS allowed

To support ad budget optimization, bids were adjusted weekly based on performance. Keywords with ACOS above target had their bids lowered or paused. Keywords performing well below target had bids increased to gain more visibility.

4. Adjusting Budgets For High-Conversion Windows

Darkroom analyzed sales patterns to identify when conversion rates were highest, including weekends, holidays, and events like Black Friday or Valentine's Day.

During these periods, budgets were shifted to high-performing campaigns and reduced for lower-priority products.

For example, in the two weeks before Mother's Day, more budget went to products tagged as "giftable" based on past purchase data. This led to a 19% higher conversion rate for those products during that period.

Automatic budget rules were also created to increase spending when campaigns met performance targets, such as high return on ad spend or low ACOS.

Key Inventory Management Tactics

Good inventory management affects how often products are available for purchase and how efficiently a brand operates on Amazon. Poor inventory tracking leads to stockouts or excess inventory, both of which hurt sales and profits.

Before optimization, Tini Lux had no centralized system for tracking Amazon inventory. This caused frequent stockouts of popular items and too much inventory of slower-selling products. Without accurate forecasting, inventory was managed reactively rather than proactively.

1. Forecasting Demand With Sales Data

Darkroom created a demand forecasting model using Tini Lux's historical sales data. This model analyzed past sales trends by product, accounting for seasonality, product lifecycle, and promotional events.

The forecast included year-over-year comparisons and weekly sales velocity. These insights helped predict demand for upcoming months based on past performance and expected growth.

For instance, Tini Lux's gold-plated hoops showed increased demand in early spring and during the holiday season. The forecasting model identified these patterns and adjusted restock timing accordingly.

2. Preventing Stockouts Through Automated Alerts

To reduce stockouts, Darkroom built an alert system within the inventory management dashboard. This system monitored inventory levels in real-time and sent alerts when stock reached certain thresholds.

Different thresholds were set based on how quickly products typically sold:

• Fast-moving items: Alerts at 25% remaining inventory

• Slower-moving items: Alerts at 15% remaining inventory

After implementing this system, stockout incidents dropped by over 60% compared to the previous quarter.

3. Balancing Safety Stock And Storage Costs

Safety stock is extra inventory kept on hand to handle unexpected demand spikes or supply delays. Too much safety stock increases storage fees, while too little increases the risk of stockouts.

Darkroom adjusted Tini Lux's safety stock levels by analyzing lead times and sales variability. The goal was to maintain enough buffer inventory without accumulating excess stock that would increase Amazon storage costs.

This balance was managed through the inventory management system, which tracked inventory turnover, storage fees, and restock timing in one view.

Results And Lessons From Tini Lux

After implementing campaign and listing optimizations, Tini Lux saw a 57% increase in total Amazon sales and a 52% increase in ad-driven revenue. Ad conversion rates more than doubled, increasing by 2.35x compared to the starting point.

Before optimization, the average advertising cost of sale (ACOS) across campaigns was 39%. After applying ad budget optimization techniques, including negative keyword targeting and bid adjustments, average ACOS dropped to 24%.

Early challenges included inefficient keyword spending, with broad match terms using budget without generating sales. By restructuring the account into focused campaigns and refining targeting, non-performing keywords were removed and ad relevance improved.

Stockouts were another problem. Without a dedicated inventory management system for Amazon, Tini Lux struggled to plan for high-demand periods. Darkroom introduced forecasting models and automated alerts tied to inventory thresholds, which reduced the stockout rate from 18% to 6% and improved inventory turnover from 4.1 to 6.8.

Limited visibility into real-time performance also created problems. Amazon's standard reports lacked the context needed for daily adjustments. Custom dashboards were developed to track conversion rates, organic sales, and keyword efficiency, connecting campaign changes directly to results.

The biggest improvements came from aligning ad optimization with listing improvements. When keyword targeting, product images, and budget allocation were adjusted together, conversion rates increased and wasted spending decreased.

Ready To Accelerate Your Amazon Growth

Tini Lux improved its Amazon performance through structured listing updates, real-time performance tracking, precise keyword targeting, and data-driven inventory management. These strategies focused on aligning content, ads, and inventory with how customers shop on Amazon.

Other brands can use similar methods to improve their Amazon visibility and efficiency. This includes creating dashboards to track sales, updating product listings with relevant keywords, and managing ad budgets based on performance data.

Darkroom applies this approach across different industries using consistent frameworks and channel-specific strategies. The team uses data to evaluate, adjust, and scale based on measurable results.

Schedule an introductory call to explore how Darkroom can help your business grow

FAQs About Optimizing Amazon Campaigns

What results did Tini Lux see after Darkroom's Amazon campaign optimization?

Tini Lux experienced a 57% increase in total Amazon sales, a 52% increase in ad-driven revenue, and a 2.35x improvement in ad conversion rates. The brand's advertising cost of sale (ACOS) decreased from 39% to 24%, meaning they spent less on ads to generate more revenue.

How does Darkroom approach Amazon inventory management for growing brands?

Darkroom uses historical sales data to forecast inventory needs, implements automated alerts when stock levels drop below set thresholds, and balances safety stock with storage costs. This system accounts for seasonal trends and lead times to prevent stockouts while minimizing excess inventory.

What makes Darkroom's Amazon advertising strategy different from other agencies?

Darkroom uses custom-built dashboards that track performance metrics in real time, allowing for immediate campaign adjustments. Campaigns are structured to focus budget on high-performing keywords, with spending automatically increased during periods identified as high-conversion windows based on historical data.

How long does Darkroom typically take to optimize an Amazon seller account?

Initial improvements typically appear within 30-45 days, with these early changes based on baseline assessment and campaign restructuring. Complete optimization, including adjustments to budgets, keywords, and product listings, generally takes 60-90 days to fully implement and refine.