Scaling Success: Swiftly Driving +139% Q4 Growth for Hurom on Amazon

“With a thorough analysis, campaign restructure, and use of advanced technology, FordeBaker was able to capture the potential of Amazon and deliver exceptional growth for the client at +139% YoY in Q4’24, well above expectations.”

Petra – Advertising Specialist

Hurom made the strategic decision to transition from working with freelancers to partnering with an established Amazon agency, FordeBaker, for the first time in September 2024. This move provided access to a team of experts with deep experience, unlocking new growth opportunities and equipping Hurom with the confidence and knowledge to be more ambitious in its Amazon strategy. The impact was immediate. Hurom experienced a +55% YoY increase in total sales for FY2024, mainly driven by Q4’24 at +139% YoY, which accounted for 74% of FY’24 YoY growth.

Challenges

Hurom’s premium pricing presented a challenge in a highly competitive market, making it difficult for them to achieve a top 10 organic ranking for high-volume generic search terms. We observed that competing against lower-priced alternatives would require a sophisticated advertising strategy to maintain visibility and drive conversions. 

Additionally, Hurom faced promotional constraints, as they didn’t often offer discounts beyond 15%. They also encountered eligibility issues for Best Deals and Lightning Deals due to fluctuations in their deal eligibility rating, which occasionally dipped below the required threshold. 

Transitioning from freelancers to an agency model required us to demonstrate a clear return on investment to justify the shift.

Solutions

To address these challenges, we conducted a comprehensive analysis of Hurom’s historical advertising data. This deep dive allowed the team to optimize budget allocation, improve category presence, and refine brand defense strategies. By evaluating product-level performance, seasonal trends, keyword effectiveness, and creative asset impact, our team developed a tailored approach to maximize results.

A key part of the strategy involved restructuring Hurom’s advertising campaigns. Brand defense and awareness activities were separated at the campaign level to improve focus and efficiency. VCPM campaigns were paused to prevent inflated ROAS and misleading sales values. Overlapping campaigns were eliminated to streamline ad targeting and avoid unnecessary expenditure. 

Additionally, branded keywords were added as negatives in all non-branded campaigns to prevent cannibalization. High-performing category keywords were segmented into dedicated campaigns with customized bidding and budgets, ensuring optimal performance. Hurom also expanded its use of manual campaigns and diversified its ad formats, moving beyond the low-control automatic campaigns that had previously dominated its strategy.

Ongoing optimization was critical to maintaining and improving advertising performance. Negative targeting and bid adjustments were implemented to enhance efficiency, while high-spend, low-ROAS targets were carefully reviewed to reallocate budgets effectively. The team also expanded Hurom’s direct competitor conquesting strategy. Indirect competitors, particularly centrifugal juicers competing against Hurom’s masticating models, were also targeted to capture additional market share. Ad spending was adjusted based on promotional activity and stock levels at the child ASIN level, ensuring resources were allocated where they would generate the most impact. Further refinements included increasing visibility for high-converting but low-ranking keywords, developing ranking strategies for the most competitive search terms, and optimizing placement bidding to improve performance.

Results

The partnership with FordeBaker delivered outstanding results. Total revenue grew by 55% YoY in FY2024, with Q4 alone achieving an impressive 139% YoY growth. Advertising efficiency improved significantly, with ad spend increasing by 82.62% between September and December 2024 and ad sales growing to +188.22%. ROAS rose to 8.13 (marking a 19.49% improvement). During this period, Hurom generated a staggering 188.22% increase in ad-driven revenue compared to the previous year.

Retail readiness optimization was another critical component. We ensured that products met minimum retail-readiness standards, achieving 10-15 reviews with at least a 4.2-star rating. To accelerate review collection and establish credibility, we utilized Amazon’s VINE program.

Even with an 83% increase in ad spend, we were able to maintain CPC efficiency and conversion rate by using the correct target strategy.

Key Learnings

This success underscores the immediate and transformative impact of a structured, data-driven Amazon strategy. The shift from freelancers to an agency accelerated growth from day one, enabling more efficient ad management and faster scaling. Optimized campaign structures, precise bid adjustments, and strategic negative targeting delivered rapid performance gains. Aligning ad spend with inventory levels and promotions ensured sustainable momentum, while continuous data analysis and refinements provided a competitive edge for long-term success.