From Splintered Sales to a Solid Foundation

Rio Roo Consulting Reversed a Worrisome Sales Decline and Increased Profits by 400% for a Premium Furniture Brand by adopting a Counterintuitive Strategy that Required Rethinking from Scratch.

A wood furniture brand was stuck with declining sales, thin differentiation, and a conversion rate below 1%. By rethinking their catalog as an integrated showroom, turning lower-priced products into “entry pieces,” and reinforcing their brand story, Rio Roo reversed the decline, delivering their highest revenue ever, and increased profits by 400% — all through a counterintuitive strategy that worked with, not against, their unique category challenges.

A Sturdy Scalable Framework

The results came from a framework that was built to last and scale.

Sales Trend Reversal

Within one month of implementation.

Seasonal Growth

+6% year-on-year during peak season (2022–2023 vs. 2021–2022).

Record-Breaking Months

occurred again and again on Amazon.

Improved Efficiency

ACoS: 24% (vs. category average of 30–35%).
TACoS: 17.4% (vs. 25–30% benchmark for premium furniture).

Product Mix Reshaped

Average selling price dipped only 3%.
Lower-priced variation sales ↑ 57%.
Higher-profit variation sales ↑ 13.5% YoY.

Profit Quadrupled

+400% despite higher return risk.

Margin Gains

Most recently +3.5% in just a 4-month period.

This transformation created a sturdy, scalable structure in one of Amazon’s toughest categories—where conversion rates hover between 0.5–1.5% and ACoS rarely drops below 30%.

Wobbly Legs

The brand’s foundation had cracks that weakened performance:

Low Differentiation: Hard to stand out in crowded furniture categories.
Price Point Justification: Needed to showcase reclaimed wood’s value vs. cheap alternatives.
Fulfillment Gaps: No Prime eligibility, slowing checkout.
Fragile Conversions: 0.5–1% rate with painfully slow data harvesting.
Costly Acquisitions: $50+ per conversion on average.
Returns Devouring Margins: 9–12% return rate.
Flimsy Campaign Design: Over-reliance on a single auto campaign.
Declining Sales Trend: Downward slide beginning in September 2022.

This was not a case for a quick patch—it required rebuilding the structure from the ground up.

Crafting Value in a Particle-Board World

This brand creates handcrafted furniture from reclaimed wood. It positions itself as a sustainable, premium alternative to mass-produced particle board. The higher price points were justified by construction quality and materials, but the brand struggled to communicate that value on Amazon.

At the time, it was spending $4,500/month on ads, with ACoS between 13–25% and TACoS around 20%. Monthly sales ranged between $20K–$27K, with holiday spikes up to $50K.

Why They Turned to Roo Rio

This premium luggage brand needed a partner with substantial years of experience in creating and executing strategies for growing brands on Amazon.
Our team delivered results through a clever combination of data-driven analysis, deep platform knowledge, and active listening skills.

Building from the Ground Up

Reframing the Joinery

We built a multi-tiered campaign system, blending low-cost auto with strategic manual campaigns.
We deployed multiple match types on carefully selected keywords.
We conducted variant-level performance analysis to optimize for each design.
We applied extensive negative keywording to sand down wasted spend.
We undertook N-gram analysis to identify and block 24 irrelevant search phrases.

Finishing With Polish

We integrated Sponsored Brands to showcase premium design and sustainability.
We implemented laddered remarketing, accounting for long customer decision cycles.

Entry Pieces as Anchors

We positioned lower-priced items as “gateway furniture” to draw in buyers.
We optimized catalog flow into a gallery experience, encouraging browsing across the full collection.
We introduced multi-buy promotions, bundling smaller and larger items.

Sanding, Staining, and Refining

We restructured variation families for better discovery.
We integrated Amazon Custom for applicable SKUs.
We split-tested images to elevate conversion rates.

Together, these strategies turned low-priced products into marketing assets that funneled buyers into premium pieces—an architecture built for profit.

Key Takeaways from the Workshop

Custom Blueprints Win: Cookie-cutter PPC strategies can’t handle unique challenges.
Whole-Catalog Thinking: Treat the catalog as a showroom, not a pile of parts.
Positioning Matters: Use “entry pieces” to draw traffic and funnel toward high-margin sales.
Craftsmanship Requires Patience: Precision adjustments deliver lasting results in low-conversion environments.

By rebuilding the catalog and campaigns like a finely crafted piece of furniture—sturdy, refined, and purposeful, Roo Rio delivered a strategy that not only reversed the decline but also built sustainable profitability.

Truth Or Dare?

The Truth:

We have deep Amazon expertise since 2018.
We partner with clients in 9 countries, across diverse sectors — from emerging to heritage brands.
Our clients have averaged a 42% YoY revenue uplift for each of 4 consecutive years.
93% of our clients have stayed with us for after 13 months.

Dare to see the results once we’ve tackled what’s holding you back?