Dalgety Teas sought to expand their presence on Amazon in the competitive herbal tea category while improving profitability across the channel. A strategic approach was implemented by B2, combining full-funnel Amazon advertising, subscription deals, and profitability-focused optimisations to achieve sustainable growth.
To scale Dalgety Teas’ Amazon sales, B2 launched a full-funnel Amazon PPC strategy designed to drive visibility, conversions, and profitability across the brand’s portfolio. Sponsored Product campaigns, leveraging keyword and product targeting, increased visibility for both existing and newly launched products in the competitive herbal tea category. Sponsored Brands ads reinforced overall brand presence, while Sponsored Display retargeting re-engaged high-intent shoppers. Sponsored Brands Product Collection ads highlighted hero products in the top-of-search banner for key search terms, further capitalising on already successful SKUs. Store Spotlight ads and video ads were also deployed to showcase the brand and products more dynamically, driving engagement and discovery.
Additionally, extensive keyword research for underperforming products informed Broad, Phrase, and Exact match campaigns, improving product rankings over time. Amazon Vine was utilised to generate reviews for newly launched or less popular products, supporting higher conversion rates and overall sales performance. This strategic mix boosted product discovery, increased new-to-brand sales, accelerated overall sales velocity, all while reducing ACOS and turning Amazon into a more profitable sales channel.
During the 2025 peak shopping period, Dalgety Teas used an aggressive ad strategy without relying on discounts, allowing the brand to outbid competitors and maximise visibility.
Through a combination of full-funnel PPC campaigns, brand-tailored promotions, repeat purchase strategies, and profitability-focused optimisation, Dalgety Teas successfully:
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